Special Feature: Year In Review

Year In Review: Baby Lotion

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December 23, 2020
by Shastri Mahadeo
2 Minutes

The following insights are powered by Nielsen in partnership with Unioncrate, an artificial intelligence demand planning platform that combines consumer behavior and historical shipment data to predict sales and inventory with up to 91.6% SKU-level accuracy.


Welcome to Day 23 of Unioncrate’s Year In Review, looking at the 0.9% decrease in baby lotion sales this year.

Baby Lotion

  • Although the year turned out to be neutral for the category, when the pandemic was declared it started out strong, growing 9.8% in the 4-week period ended 3/21.
  • While as a whole 2020 wasn’t very exciting for baby lotion, baby lotion for dry skin was much more successful, growing 37.3% in the 40-week period since March.
  • The baby oil category had a tumultuous year, ranging from growth as high as 26.9% to as low as -5.8% in a single 4-week period. 

Baby-Soft News

  • Burt’s Bees nourishing baby oil was named the top baby oil in 2020 by Healthline Parenthood.
  • Pipette launched a step for after the application of baby lotion: a baby hand sanitizer. Perfect for keeping every member of the family safe, both young and old.
  • Biotech company Amyris Inc. developed a baby cream-to-powder that can soothe skin while eliminating the harmful effects of inhaling it.
  • Costco began selling high-end baby care brand Erbaviva in stores, bringing luxury to shoppers for a wholesale price. 

Up Next: Baby Feeding Supplies

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