Ecomdigest Baby Care Newsletter - 08.29.2024

Why TikTok is your go-to for peak season success and the importance of social commerce

Specialty Bites 🍪

So, it turns out that nearly two-thirds of baby food sold in U.S. grocery stores is about as healthy as a candy bar at a dentist's office. According to a study by the George Institute for Global Health, 60% of baby foods marketed for kids aged six months to three years fail to meet the World Health Organization's nutritional guidelines. And if that wasn't bad enough, these so-called "healthy" foods are also making some pretty dubious claims on their packaging. Imagine buying a "fruit" snack that's mostly flour. Yeah, it's like that.

The study analysed 651 commercial baby foods and found that 70% didn't meet protein guidelines, 44% had too much sugar, 25% missed the mark on calories, and 20% had salt levels that would make a pretzel blush. Baby food pouches, especially the fruit-based ones, are the worst offenders, with sales skyrocketing by 900% over the past decade. It's like giving your kid a sugar rush in a convenient, squeezable form.

In light of these findings, researchers are urgently calling for stricter regulations on baby food. This comes on the heels of the Baby Food Safety Act of 2024, which aims to limit toxic heavy metals in baby food. Because, you know, lead and arsenic are not part of a balanced diet.

So, next time you're in the baby food aisle, maybe think twice before grabbing that "healthy" option. Your kid's future self will thank you.

Natio introduces a new, dermatologically tested skincare range for kids, featuring products like foaming body wash, hair detangler, body lotion, and bubble bath. Suitable for toddlers to tweens, these gentle products ensure safe, effective care. Enjoy 40% off at Baby Bunting from August 26 to September 16.

AGC Toys and Beverly Hills Teddy Bear Co. have partnered to create the Afro Goddess Warrior Collection plush line. This collection, part of a broader licensing program, includes 15 plush characters celebrating cultural heritage. Launching next year, the initiative aims to inspire self-discovery and cultural pride.

Parents spend an average of $314 on kids' birthday parties, with costs rising as children age. Stress points include clean-up and RSVPs. Despite expenses, 97% of moms host parties. Leah Rocketto advises focusing on essentials—food, activity, dessert—and skipping goodie bags to save money and stress.

Performance Platters 🍽️

TikTok is revolutionizing peak season marketing, driving engagement and conversions through its unique blend of community, commerce, and entertainment. Brands should adopt a full-funnel approach, leveraging TikTok's advertising solutions to capture attention and influence purchasing decisions. This strategy promises significant business outcomes during the festive season.

B2B marketers in North America and Europe plan to boost social media and video content this year, driven by Gen Z's digital habits. Short-form social videos are seen as high ROI, with LinkedIn video uploads set to rise 45% YoY. This trend underscores the growing importance of video in B2B marketing.

Beauty brands like ColourPop, Smashbox, Curology, and Dr.Jart are leveraging new e-commerce platforms such as TikTok Shop and Amazon's Premium Beauty Store. These strategic expansions highlight the industry's shift towards digital and direct-to-consumer channels, emphasizing convenience, accessibility, and the importance of social commerce.

Ecomdigest is a Contentive publication in the DTC Ecommerce division