After the golden age of the baby "cadum" of the name of a soap in the years 60-70 here is the baby "Greta" as eco-friendly. A third of the baby food departments in certain supermarkets are trusted with organic products, compared to only 10% for adults and this is increasing. More modest and French brands also appeal to parents addicted to organic products. The same is true for diapers where sales of organic diapers keep increasing each year.

After the golden age of the baby "cadum" of the name of a soap in the years 60-70 here is the baby "Greta" as eco-friendly. Tomorrow, the newborn market will run green.

No more advertising to praise the anti-leakage system for diapers. Today, what matters is that baby puts his little pink buttocks in a durable layer that we will not throw away from the first popo. Hammock, a startup mounted by a mom, offers a washable diaper guaranteed to be free of endocrine disruptors and it has hit the mark with an increase in sales of 30 to 40% each year for the past four years. For those who are not yet ripe to machine wash the diapers because it requires a little high-risk handling, then bet on disposable but ecological diapers, made from natural materials such as responsible cotton, without chemical lotion, or chlorine even fewer allergens. Even the N ° 1 Pampers has launched its own range, Jackpot! consumption jumped by almost 60% in 2019 in a diaper market, which is at half mast due to the drop in the birth rate.

Will the baby of tomorrow also eat organic?

It's off to a good start. Unbeknownst to him, the infant is hostage to a battle between giants of the food industry. Nestlé and Danone swear by the small pot of organic potatoes and carrots. A third of the baby food departments in certain supermarkets are trusted with organic products, compared to only 10% for adults and this is increasing. More modest and French brands also appeal to parents addicted to organic products. As well for infant milk as for small dishes prepared like "Good gout" or "Baby bio", a company from Gironde which pays the luxury of offering a small jar to 8-12 months, listen carefully "parsnips, butternut squash, polenta duck ". A title "who tells it" straight out of the menu of a trendy bistro.

Background movement or greenwashing?

Both ! Young urban parents, bobos or not, who buy organic spelled flour in bulk, necessarily when baby arrives in the home, he is entitled to the same diet. We can bet on the virtuous circle. An organic-fed infant will not have to convert to environmentally friendly food later on, it will already be programmed. It is obvious that some startups are entering this promising market with convictions and the certainty that this trend is sustainable. It is also a reality that other more commercial brands are surfing fashion by smearing baby bottles and sleeping bags in green. But if there is no deception on the goods, there is worse as marketing.