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As consumers increasingly prioritise product materials, natural and safe baby products are gaining popularity.
Parental demand for ‘natural safety’ has reached unprecedented levels, with cotton nappies seeing a 95% GMV increase and searches for keywords like ‘Grade A cotton’ and ‘combed cotton’ doubling. Natural-derived materials such as silk protein and shea butter have grown by 56%, driving nappies towards premiumisation.
Industry analysts note that material upgrades represent a key pathway for the baby and maternity products sector to meet consumer demands for health and safety. By utilising natural, safe materials, certain enterprises can enhance their products' market competitiveness.
