According to MINTEL, ‘free from’ claims in baby care are increasing (49% in Nov 2012 to 56% in Oct 2017). Recent product launches have also focused on safety as the key claim, with ‘for sensitive skin’ present in 100% of launches. The hypo-allergenic status of the Oat makes it one of the popular natural ingredients within the baby care sector and is currently the 4th most present natural ingredient within baby products.
A baby’s delicate skin loses moisture nearly two times faster than an adults and is much more delicate, needing products developed specifically for babies containing ingredients which are gentle and kind to their delicate skin. Oat ingredients have a long association with organic baby skin care products for exactly this reason.