Private Label: Disposable Baby Products - US - September 2009

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources
• Sales data
• Consumer survey data
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Total market summary
• Private label market performance
• Segment trends
• Diapers and training pants sales
• Baby wipes
• Baby skincare and cleansing
• Retail channel activity
• Consumer trends and behavior
• Purchasing behavior for babycare products
• View toward baby products and private label
• Impact of race and Hispanic origin on buying trends
• Market Size and Forecast
• Key points
• Total babycare market registers decline
• Sales and forecast
  • Figure 1: U.S. FDMx sales and forecast of total disposable baby products, at current prices, 2004-14
  • Figure 2: U.S. FDMx sales of total disposable baby products, at inflation-adjusted prices, 2004-14
• Private label share growing
• Sales of all babycare products vs. private label babycare products
  • Figure 3: U.S. FDMx sales of disposable baby products, total vs private label, 2004-09
  • Figure 4: U.S. FDMx sales and forecast of private label disposable baby products, at current prices, 2004-14
  • Figure 5: U.S. FDMx sales of private label disposable baby products, at inflation-adjusted prices, 2004-14
• Segment Performance--Overview
• Key points
• Private label taking baby steps forward
• Diapers and training pants lead category
• Cleansing products have highest percentage growth
• Private label disposable baby products sales, by segment
  • Figure 6: FDMx private label sales of disposable baby products, by segment, 2008 and 2009
• Segment Performance--Disposable Diapers and Training Pants
• Key points
• Private label not keeping up with overall category
• Share of private label peaked in 2006
• Price alone not enough to attract consumers to private label
• Disposable diapers and training pants sales
  • Figure 7: U.S. FDMx sales of disposable diapers and training pants, total vs private label, 2004-09
  • Figure 8: U.S. FDMx sales and forecast of private label diapers and training pants, at current prices, 2004-14
• Segment Performance--Baby Wipes
• Key points
• Private label gets its share in baby wipes
• Private label growth contributes to segment' s improved performance
• Baby wipes usage evolving
• Baby wipes sales
  • Figure 9: U.S. FDMx sales of baby wipes, total vs private label, 2004-09
  • Figure 10: U.S. FDMx sales and forecast of private label baby wipes, at current prices, 2004-14
• Segment Performance--Baby Skincare
• Key points
• Private label grows for the past four years
• Private label growth reflected in share gains
• Negative press reports on some baby skincare products
• Baby skincare sales
  • Figure 11: U.S. FDMx sales of baby skincare sales, total vs private label, 2004-09
  • Figure 12: U.S. FDMx sales and forecast of private label baby skincare, at current prices, 2004-14
• Segment Performance--Baby Cleansing Products
• Key points
• Private label share growing
• Private label continues string of annual percentage increases
• Damaging report cites possible carcinogens in baby cleaning products
• Baby cleansing product sales
  • Figure 13: U.S. FDMx sales of baby cleansing products, total vs. private label, 2004-09
  • Figure 14: U.S. FDMx sales and forecast of private label baby cleansing, at current prices, 2004-14
• Retail Channels
• Key points
• Channel sales and trends
  • Figure 15: Food and other retailers' sales of private label disposable baby products, 2004-09
• Retail Channels--Food Retailers
• Key points
• Food retailers losing ground in private label babycare
• Babycare continues downward sales trend
• Channel sales and trends
  • Figure 16: Food retailers' sales of private label disposable baby products, 2004-09
• Retail Channels--Other Retailers
• Key points
• "Other" private label share growth slowing down
• "Other" outlets' private label babycare sales nearing $300 million
• Channel sales and trends
  • Figure 17: Other retailers' sales of private label disposable baby products, 2004-09
• Market Drivers
• Key points
• Economic concerns cause more consumers to consider private label options
• Some consumers are still reluctant to buy private label
• Name-brand manufacturers lead in innovation
• Safety concerns can hinder babycare sales
• Population trends indicate growing market for baby products
• Brands vs. Private Label--Disposable Diapers and Training Pants
• Key points
• Private label maintains share level
• Kimberly-Clark new segment leader
• Luvs has highest percentage increase
  • Figure 18: FDMx top brands and private label sales of disposable diapers, 2008 and 2009
• Brands vs. Private Label--Baby Wipes
• Key points
• Private label now ranks second among top manufacturers
• Price primary concern for baby wipes buyers
• Kimberly-Clark and Procter & Gamble leverage brand equity
  • Figure 19: FDMx top brands and private label sales of baby wipes, 2008 and 2009
• Brands vs. Private Label--Baby Skincare
• Key points
• Private label strengthens its second place ranking
• Majority of larger brands see sales declines
  • Figure 20: FDMx top brands and private label sales of baby skincare, 2008 and 2009
• Brands vs. Private Label--Baby Cleansing Products
• Key points
• Private label strengthens its second-place share
• National brand manufacturers moving in opposite directions
  • Figure 21: FDMx top brands and private label sales of baby cleansing products, 2008 and 2009
• Innovation and Innovators--Brands vs. Private Label
• Top claims for baby product introductions
  • Figure 22: Top claims in U.S. disposable baby products (# of new products), branded vs private label, 2008-June 2009
• Safeway most active retailer with new product introductions
  • Figure 23: Top retailers/manufacturers in U.S. private label disposable baby products (# of new products), 2008-June 2009
• Branded
• Private label
• Purchase of Disposable Baby Products, Brands and Private Label
• Key points
• Overall household usage
  • Figure 24: Household use of disposable baby products, by age of kids in HH, February 2008-March 2009
  • Figure 25: Household use of disposable baby products, by age, February 2008-March 2009
  • Figure 26: Household use of disposable baby products, by presence of children, February 2008-March 2009
  • Figure 27: Household use of disposable baby products, by marital status and presence of children, February 2008-March 2009
• Brand vs. private label usage
• Household brand vs. private label use of baby oil/lotion
  • Figure 28: Household use of brand vs. private label baby oil/baby lotion and petroleum jelly, by age, February 2008-March 2009
  • Figure 29: Household use of brand vs. private label baby oil/baby lotion and petroleum jelly, by presence of children and marital status, February 2008-March 2009
• Household brand vs. private label use of baby wash and bath products
  • Figure 30: Household use of brand vs. private label baby wash and bath products, by HH income, February 2008-March 2009
  • Figure 31: Household use of brand vs. private label baby wash and bath products, by presence of children and marital status, February 2008-March 2009
• Household brand vs. private label use of baby shampoo
  • Figure 32: Household use of brand vs. private label baby shampoo, by presence of children, February 2008-March 2009
  • Figure 33: Household use of brand vs. private label baby shampoo, by HH income, February 2008-March 2009
• Household brand vs. private label use of body and baby powder
  • Figure 34: Household use of brand vs. private label body and baby powder, by age, February 2008-March 2009
• All Babycare Purchases
• Key points
• Overall purchasing habits
• Babycare
  • Figure 35: Babycare product purchasing, by gender, July 2009
  • Figure 36: Babycare product purchasing, by age, July 2009
  • Figure 37: Babycare product purchasing, by HH income, July 2009
• Private Label Babycare Purchases
  • Figure 38: Private label babycare product purchasing, by HH income, July 2009
• Segment Purchasing Habits
• Buying habits of baby soap buyers
  • Figure 39: Purchasing habits of baby soap buyers, by gender, July 2009
  • Figure 40: Purchasing habits of baby soap buyers, by age, July 2009
• Buying habits of baby wipes buyers
  • Figure 41: Purchasing habits of baby wipes buyers, by household size, July 2009
• Buying habits of baby shampoo buyers
  • Figure 42: Purchasing habits of baby shampoo buyers, by region, July 2009
• Buying habits of baby ointments/creams buyers
  • Figure 43: Purchasing habits of baby ointments/creams buyers, by gender, July 2009
• Buying habits of baby lotion buyers
  • Figure 44: Purchasing habits of baby lotion buyers, by household size, July 2009
• Attitudes toward Baby Products
• Key points
• Attitude toward baby products' impact of green/environmental issues and sources of advice
  • Figure 45: Attitude toward baby products, by gender, July 2009
  • Figure 46: Attitude toward baby products, by age, July 2009
  • Figure 47: Attitude toward baby products, by income, July 2009
• Attitudes toward Private Label Babycare Products
• Key points
• Attitude toward private label baby vs. store brand products
  • Figure 48: Attitude toward private label baby products, by gender, July 2009
  • Figure 49: Attitude toward private label baby products, by age, July 2009
  • Figure 50: Attitude toward private label baby products, by HH income, July 2009
• Reasons for not Buying Private label Baby Products
• Key points
• Perceptions of lower quality of private label predominate
  • Figure 51: Reasons for not buying private label baby products, by gender, July 2009
  • Figure 52: Reasons for not buying private label baby products, by HH income, July 2009
• Impact of Race/Hispanic Origin
• Key points
• Household usage of babycare products by race/Hispanic origin
  • Figure 53: Household use of disposable baby products, by race/Hispanic origin, February 2008-March 2009
• Household usage of babycare products by level of Spanish speaking
  • Figure 54: Household use of disposable baby products, by level of Spanish speaking, February 2008-March 2009
• Household usage of brand vs. private label baby oil/lotion by race/Hispanic origin
  • Figure 55: Household use of brand vs. private label baby oil/baby lotion and petroleum jelly, by race/Hispanic origin, February 2008-March 2009
• Household usage of brand vs. private label baby powder by race/Hispanic origin
  • Figure 56: Household use of brand vs. private label baby body and baby powder, by race/Hispanic origin, February 2008-March 2009
• Household usage of brand vs. private label baby wash and bath products by race/Hispanic origin
  • Figure 57: Household use of brand vs. private label baby wash and bath products, by race/Hispanic origin, February 2008-March 2009
• Household usage of brand vs. private label baby oil/lotion products by race/Hispanic origin
  • Figure 58: Household use of brand vs. private label baby oil/baby lotion and petroleum jelly, by race/Hispanic origin, February 2008-March 2009
• Attitude toward private label babycare products by Hispanic/non-Hispanic
  • Figure 59: Attitude toward private label baby products, by Hispanic/non-Hispanic, July 2009
• Reasons for not buying private label babycare products by race
  • Figure 60: Reasons for not buying private label baby products, by race, July 2009
• Appendix: Trade Associations