Tenderness with every touch

This article is available for reading in Trade magazin 2025/4.

Citing data from Statista, György Suha, marketing and PR manager of Caola Kozmetikai és Háztartás Vegyipari Zrt. informs: the value of the Hungarian baby and child care market reached USD 24.38m in 2024, and it is predicted to grow at an annual rate of 3.79% between 2024 and 2028. The buying habits of parents are changing, with a greater emphasis on safe ingredients and sustainability. Demand is growing for hypoallergenic and probiotic products. More and more people are choosing organic, vegan and natural ingredients.

“Private label products are gaining ground on the baby care market. Often they offer good quality at competitive prices, which makes them attractive to people. They can be more flexible than the bigger brands in responding to new trends and consumer needs”,

explains György Suha.

Skin-friendly formulations and sustainability are at the heart of Caola’s innovation work. In 2025 the company is launching new baby care products containing skin-friendly ingredients that help the skin to defend itself.

Special care is taken in the course of selecting ingredients for baby cosmetics

Premium skincare

Réka Doszpod, marketing communication specialist of Hipp Termelő és Kereskedelmi Kft.:

Réka Doszpod
marketing communications specialist
HiPP

“A special feature of the Babysanft product line is organic almond oil, which is cold pressed and then filtered. The composition of almond oil makes it one of the most valuable skin care oils and it has a number of outstanding properties. Plus all Babysanft products are free of microplastics, parabens and paraffin oil”.

Anna Kintses
brand manager
JimJams Cosmetics és JimJams Baby

Anna Kintses, brand manager for JimJams Cosmetics and JimJams Baby explains that European cosmetics legislation makes a special assessment obligatory for cosmetics products for babies under the age of three.

“All known health risks associated with baby care and children’s cosmetics must be addressed, as this target group is highly sensitive to the toxic, allergenic or endocrine-disrupting effects of certain chemicals. In recent decades, the number of cleaning, fragrance and care products available for children has increased”,

says the brand manager.

The number of cleaning, fragrancing and care products available for children has increased, with manufacturers using eye-catching packaging and marketing to make them more attractive

A growing number of manufacturers consider introducing more environmentally friendly refillable packaging, travel packs and solid or powdered cleaning products

Szilvia Bödő
business development manager
Biocontour International

“We believe it is crucial to pay attention to the sensitive skin of babies, because early care contributes to maintaining healthy skin in adulthood”,

explains Szilvia Bödő, business development manager of BioContour International Kft.

The brand has put three products on the market to address basic baby care needs: the BioContour Baby&Kids range consists of Baby Wash & Shampoo, Baby Body Lotion and Baby Bum Cream – all of them are Naturix certified natural cosmetics.

More and more customers opt for organic, vegan and natural ingredients, as choices are driven not only by price but also by conscious consumption

Probiotic cleaning products

István Katalin
marketingvezető
Herbow International

Katalin István, marketing director of Herbow International Zrt. points out that babies’ skin is extremely sensitive, so it is best to clean the textiles around them with mild detergents containing organic ingredients.

“We have created Herbow Baby detergents with this in mind, which contain plant-based active ingredients and soapnut extract. This way clothes, bed linen and other textiles can be kept hygienically clean in a completely safe and skin-friendly fashion”,

says the marketing director.

The brand came out with a new category at the end of 2024: the Herbow probiotic range, a unique combination of plant-based cleaning power and long-lasting cleanness. With the hypoallergenic Souldrops Baby washing and fabric softener products – which contain plant extracts – baby clothes and other items can be hygienically cleaned in a safe, skin- and environmentally friendly way.

“One of this year’s biggest innovations is the Souldrops Baby range of detergent and fabric softener products, developed specifically for baby clothes. Souldrops Baby products are made with a sensitive formula that contains no skin-irritating enzymes or allergenic fragrances”,

says Katalin István.

The packaging of the Souldrops Baby Washing Gel is recycled and recyclable.

János Schreiner
commercial director
Herbow International

“Our goal is to create products that are as natural and environmentally friendly as possible”,

adds commercial director János Schreiner.

Growing product selection

László Takács
assortment manager
dm

Sales of Rossmann’s baby care category have grown in both volume and value.

“Our offering also includes private label products, for which there is increasing demand. Changing consumption habits and shopper focus on lower-priced alternatives have created a challenge for us, especially in terms of maintaining and increasing the average basket value”,

underlines András Novák, category manager of Rossmann Magyarország Kft.

In 2025 they are expanding the assortment. Baba-Mama Coupon Days attract a large number of participants. Demand remains strong for dm Kft.’s baby care products, with the category showing double-digit growth in value and volume alike. Nappy rash creams and bath products generate the biggest sales.

“There is increased interest in products with natural ingredients. In the case of baby wipes it has long been observed that being fragrance- and alcohol-free are the most important criteria. In the dm selection babylove sensitive wipes are the favourites, containing purely plant-based cleaning ingredients”,

says assortment manager László Takács. //