Following the news that Johnson & Johnson will discontinue its talc-based baby powder globally in 2023, Lia Neophytou, senior consumer analyst at GlobalData, offers her view.
“The removal of Johnson & Johnson’s talc-based baby powder is a step in the right direction for the company to restore trust among risk-averse consumers who now more than ever seek trustworthy products and brands amid global uncertainty,” Neophytou comments.
The baby care category has seen somewhat of a revolution in recent years, with companies such as The Honest Company and Earth Mama Organics recognising the value in positioning products as natural with clean or free-from formulations.
Natural claims essential in baby category
The demand for such claims will not subside any time soon, as over two thirds (76%) of global parents pay high attention to the ingredients used in the products they buy for their children, and 79% of global consumers believe that ‘natural’ product features are ‘essential’ or ‘nice to have’, according to GlobalData’s Q1 2022 Global Consumer Survey.
“Johnson & Johnson’s decision to shift away from talcum powder to an ‘all cornstarch-based baby powder portfolio’ starting next year will align with the ongoing demand for ‘natural’ formulations and reassures consumers that the firm is addressing their concerns – though Johnson & Johnson maintains that its original formulation is safe.”
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