A ‘new age' approach to parenting is being seen in the Kingdom of Saudi Arabia (KSA), according to a recent survey, which included proprietary research methods and analysis of 500 new parents in the KSA. The survey has revealed that, while knowledge and experience of baby skin care and products has traditionally been passed down through the generations based on family customs and beliefs, new parents are increasingly less likely to listen to the advice of their own mother and father when making choices on how best to take care of their baby's skin. The survey, conducted by Johnson & Johnson Consumer Health Middle East, showed that the three most important factors for new parents in KSA when making decisions on products for their baby's skincare are now: products that contain natural ingredients, have been scientifically tested and proven, and are recommended by a healthcare professional. Over half of those surveyed also said they felt it was easier being a parent now than in their parents' or grandparents' generation and eight out of 10 parents in KSA said they specifically look for gentle or natural products while selecting baby skin care products, as compared to their parents' or grandparents' time. "Parenting needs in the Middle East have changed. We are seeing a significant generational shift in attitudes with parents saying that they value a number of important factors including clinically proven and natural when it comes to buying baby skincare products," said Dr Sridhar Kalyanasundaram, Consultant Neonatologist and Paediatrician, Head of Department, Zulekha Hospital, Dubai. "A baby's skin is three times thinner than adult skin, and loses moisture up to twice as fast so it is important we start caring for our children's skin right from birth, using products specifically designed for babies. Properly establishing a healthy skin microbiome helps protect infants from harmful microbes like staphylococcus that could complicate and aggravate conditions like atopic eczema." The new demands of KSA parents has changed purchasing decisions, with ‘organic', ‘natural' and ‘healthy' choices becoming predominant factors in determining choice. Nine out ten parents would prioritise the quality of the products over its price. Alice Delaunay, Principal Scientist Baby Care, Johnson & Johnson, said: "While knowledge and experience of baby skin care and products has traditionally been passed down through the generations based on family customs and beliefs, this new survey has shown that both mothers and fathers are making choices that are much more informed. The attitudes to baby care are changing, with more and more emphasis being placed by today's parents on truly understanding the impact that baby skincare products have. Over 90% of the ingredients in our washes, lotions and shampoos are of natural origin, derived to meet and surpass the high expectations of today's parents." JOHNSON'S Baby has dedicated itself to advancing the health and wellbeing of children around the world by pioneering global research to further understand the unique needs of baby's eyes, skin and hair. The brand has conducted 90% of all industry-led research focused on understanding health baby skin, has made seven skin discoveries in the last 15 years, and published more research on babies' skin than any other global skin care company over the last five years.
