Gentle, safe and conscious

This article is available for reading in Trade magazin 2026/04

The baby and child hygiene segment showed overall growth in value, while volume sales remained stagnant or balanced. Sales were influenced by price hikes and growing interest in higher quality products tailored to sensitive skin. This category continues to have a strong presence in drugstores, while the role of online buying is also gradually increasing.

Price remains a primary factor, yet many people check the ingredient list and prefer allergen‑free, fragrance‑free and dermatologically tested alternatives

Trend-following developments

Caola Kozmetikai és Háztartás Vegyipari Zrt.’s baby care range has been one of the company’s key areas for many years. In line with market trends, the CaoNatur Baby product line has been revamped, since demand is shifting towards natural ingredients and parents are now paying more attention to product quality and composition. Their most successful products include baby powder, its liquid version, plus gentle bath products and baby shampoos.

“In our developments, both creating skin-friendly formulas and improving the user experience are important considerations”,

reports marketing and PR manager György Suha.

Tailored to sensitive skin

Réka Doszpod
marketing communications
specialist
HiPP

All of HiPP Termelő és Kereskedelmi Kft.’s baby care products can be used from the first day of life. In the development phase a key consideration is the creation of short ingredient lists that contain only the most essential ingredients. The new Ultra Sensitive product range soothes, protects, and is highly tolerable.

“The barrier function of a baby’s skin continues to develop even after birth, this is why it can dry out more quickly, become irritated or even be prone to atopic dermatitis. We offer a hypoallergenic, fragrance-free solution for everyday use”,

explains marketing communications specialist Réka Doszpod.

Consciousness and safety are playing a more important role in the decisions parents make. Price remains a primary consideration, but many people check the list of ingredients and prefer allergen- and fragrance-free and dermatologically tested alternatives. The liquid format continues to dominate.

Refined formulas

Anita Csikai
marketing manager
Herbow

There is stable interest in Herbow and Souldrops baby care products. The Herbow Bambino fragrance- and allergen-free universal liquid detergent concentrate is very popular in this category.

“Our development focus is on simple, easy-to-understand formulas that respond to the needs of sensitive skin”,

emphasises Anita Csikai, marketing manager of Herbow.

Plans include refining existing formulas in 2026, to make them even gentler while maintaining their effective cleaning power.

László Takács
assortment manager
dm

At dm Kft. sales are developing nicely if compared to the overall market, with nappy rash creams and bath products generating the highest turnover.

“In the active beauty loyalty programme we regularly offer coupons that give multiple points for different product categories. In May 2025 we introduced a new digital service for pregnant mothers and families: the dm babybonus programme provides families with coupons tailored to the stages of pregnancy and the stages of children’s lives”,

says László Takács, assortment manager of dm Kft.