Abstract
Consisting of disposable diapers, training pants, wipes, and baby cleansing and care products, the disposable baby products market is estimated at $7 billion, including a Wal-Mart estimate for the largest segment, disposable diapers and training pants. Mintel analyzes both primary and secondary research to dissect the market and provide valuable insights into current sales, product trends, and challenges and opportunities in the market.
Insights include:
§ How changing birth rates impacted the market and which racial/ethnic groups have had a higher number of births and how age patterns within these groups have current and future implications
§ How the increase in age of pregnant mothers is affecting sales
§ Which products and trends have affected sales, including increased segmentation of product lines by age group; the expansion of upscale natural products to the mass market; and increased focus on learning elements
§ Which segments are seeing increased market share and why
§ What is the role of private label and how is it changing the behavior of dominant brand manufacturers
Mintel also uses consumer data from Simmons and Mintel' s own exclusive survey to analyze and support research findings. Findings include:
§ Which racial/ethnic groups have higher usage rates of specific products and what factors influence this use, including age and cultural influences
§ How significant is the brand penetration of market leaders and private label-what factors determine this penetration, including use by age of child and racial/ethnic group
§ How do choice of retail channels vary by race/ethnicity and why
§ What are the features or attributes that consumers look for, and for which are they willing to pay more
By using sales data for FDM; estimates for other channels including Wal-Mart; and consumer survey results, Mintel analyzes the increasingly competitive disposable baby products market. The report highlights both challenges and opportunities for the market.
Specifically, this report covers the following segments:
- Disposable diapers
- Disposable training pants and swim pants
- Baby wipes and moist towelettes
- Diaper ointment/cream
- Baby soap
- Baby shampoo
- Baby oil and lotion
- Baby powder
- Petroleum jelly
The following products are excluded from the scope of this report:
- Bottles, nipples, nursers or other baby feeding accessories
- Cloth diapers, fabric and rubber training pants
- Diaper covers
- Infant and toddler bathing suits, and other baby clothing
- Moist towelettes not specifically intended for baby or toddler use (e.g. Wet Ones, Wash-n-Dri)
- Products not specifically designed for baby use (e.g. Ivory soap)
- ver-the-counter baby medications such as Orajel and Infant Tylenol
- Other infant medical products or devices
- Infant care such as manicure scissors, tweezers and nasal bulbs
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