New manufacturers enter the market of infant hygiene

Cut costs with the baby is the last parent attitude in time of economic downturn. Is betting that what traditional brands of products for small, ranging from pacifiers to toys, are expanding their lines and entering new categories. The Belle of the ball are products of hygiene and body care.
According to Euromonitor, in 2013 the market of hygiene and body care for babies grossed $ 1.8 billion. In 2008 this value was $ 1 billion. For 2018 the projection is that the volume will reach $ 3 billion.
Leader in the sale of Pacifiers, the Lillo has just launched the line Baby cosmetics, Lillo with shampoo, conditioner, liquid soap and moist towelette. The brand is part of the Jarden Corporation, an American Group's portfolio, but the products have been fully developed here. "It's a crowded market, but we have a consolidated brand that MOM already knows, so it offers legitimacy," said Rosana Fiorelli, brand marketing manager. The products are manufactured in Lillo unit in Rio de Janeiro.
Another brand of Jarden group, the Nuk, which has German origins and is known by the parents ' pacifiers and baby bottles, began selling in the second half of 2014 the Nuk line Care in Brazil. In the list of products, made in France with marine extracts, are foam gel, water for cleaning, cleaning milk and cream nutriprotetor. "The products were launched in two emerging countries, Brazil and China. The assessment was that consumers are willing to access premium products and, mainly, of European brands, "explains Caroline Digrigoli, marketing manager of Nuk.
Recognized by toys, Fisher Price, Mattel's company, launched his line in 2013 in partnership with the Brazilian Biotropic, cosmetics. Satisfied with the result, the multinational wants to raise the number of items. "This expansion of the portfolio in the segment of hygiene and beauty allows Mattel access to diversified outlets in all regions of the country," says Philippe Bost, Director of consumer products, Mattel of Brazil. "The line was produced for the Brazilian market."
The traditional industry of child hygiene items also are not stopped. In 2014, the Johnson Baby launched a line for newborns. "Was a part of the market that still would not", says José Cirilo Teixeira, Director of marketing at Johnson & Johnson.