GlobalData: J&J discontinuing talc-based baby powder and shifting to cornstarch-based baby powder is step in right direction to restore trust among risk-averse consumers; survey finds 79% global consumers prefer ‘natural’ and 'free from' formulations

Sample article from our Tissue & Hygiene

August 16, 2022 (press release) –

Following the news that Johnson & Johnson will discontinue its talc-based baby powder globally in 2023:

Lia Neophytou, Senior Consumer Analyst at GlobalData, a leading data and analytics company, 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.

“The baby care category has seen somewhat of a revolution in recent years, with companies such as ‘The Honest Company’ and ‘Earth Mama Organics’ recognizing the value in positioning products as ‘natural’ with ‘free-from’ formulations.

“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 reassure consumers that the firm is addressing their concerns—though Johnson & Johnson maintains that its original formulation is safe.”

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