Uni-Charm Conducts 'Survey on Scent and Memory in Childcare' - 'Baby's Scent' Evokes Affection and Creates 'Moments of Happiness in Childcare'

Uni-Charm Corporation (Representative Director, President and CEO: Takahisa Takahara) conducted a survey on 'Scent and Memory in Childcare' targeting individuals with childcare experience and current guardians of preschool children. The results revealed that approximately half of the happy moments during newborn care were 'when smelling the baby's scent,' and at that time, 42.7% responded that they 'feel affection,' indicating a strong connection between the baby's unique scent and the feeling of affection. Furthermore, it was found that over half of those currently raising children seek 'mood change through scent' in their daily lives, highlighting scent as one of the triggers for refreshment.

Summary of Survey Results

Scent brings 'happiness' in childcare: 49.0% of mothers and fathers responded that 'smelling the newborn baby's scent' was a moment of happiness during newborn care. It was found that the sense of smell contributes to parental happiness, second only to touch (touching hands and feet).

Trigger for evoking 'affection': The most common emotion when smelling the scent was 'feeling affection (42.7%)'. This was followed by 'feeling happy (37.3%)' and 'feeling soothed (35.0%)', revealing that 'baby's scent' is linked to positive emotions.

'Scent' as a means of refreshment: Approximately 90% of individuals with childcare experience seek mood change or refreshment, and over half responded that they 'want to relax with scent'.

Survey Outline

Survey method: Internet survey

Survey period: April 2, 2026 - April 3, 2026

Target audience: Men and women in their 20s to 40s who currently change disposable diapers or have experience raising children who have graduated from disposable diapers.

Number of respondents: 300 people

Survey Outline (Continued)

(1) Baby's scent evokes 'happiness and affection'

As a 'moment of happiness in childcare,' 'smelling the baby's scent (49.0%)' was cited second only to 'touching hands and feet (59.3%)'. Delving deeper into the emotions at this time, 'feeling affection (42.7%)' was the most common, revealing that baby's scent has a special power to evoke deep love.

(2) 'Newborn baby's scent' is a 'moment they want to return to with happiness'

The top 'moment they want to return to in childcare' was 'smelling the newborn baby's scent'. The scent of a newborn baby is recognized as a special memory that brings happiness and a desire to return to that moment.

(3) Over half of parents want to relax with scent during childcare

Over half (55.0%) of individuals with childcare experience feel that they 'want to relax with scent' during childcare, revealing that scent is utilized as one of the means of mood change.

(4) The sense of security brought by 'nonanal,' a unique component of newborn baby's scent

When asked 'what comes to mind when you hear 'newborn baby's scent',' 'milk (53.7%)', 'soap (25.3%)', and 'baby lotion (24.0%)' were cited, revealing that the image of newborn scent is not uniform.

Recent research has shown that the unique scent of the newborn period is due to a component called 'nonanal'. This 'nonanal' is said to be close to the refreshing scent of flowers and fruits, and has the characteristic of easily evoking a sense of 'cleanliness' and 'reassurance'.

Product Introduction: 'Moony Baby Wipes Happy Baby Citrus Scent ※1'

'Moony Baby Wipes Happy Baby Citrus Scent ※1'

(1) Moony brand's first scented baby wipes uniquely developed with newborn baby's scent as a hint

・By analyzing the odor components of newborns and combining multiple scents, we developed our unique 'baby citrus scent'.

(2) 'Urufufuwari 4-layer sheet' achieves gentle wiping

・The 'new moisture-rich layer' enables gentle wiping without rubbing.

・The 'firm layer' holds the sheet when taken out, allowing thorough wiping with fewer sheets.

※1 Made with ingredients safe for babies. Can be used for babies of all ages.

Developer's Voice

The beginning of everything was the news that more mothers were suffering from 'postpartum depression' during the COVID-19 pandemic, which pained me and sparked a strong desire to 'do something to support their hearts.' One of the developers, a father of three children, one day saw his wife lovingly inhaling the scent of their newborn baby, and that realization became the origin of the product development. We believe that the beloved baby's scent is a 'key' that can help mothers, fathers, and caregivers enjoy childcare more, and we have repeatedly experimented with the baby's scent as a hint.