Table of Contents
- Scopes and Themes
- What you need to know
- Definition
- Resources used for The Consumer sections
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Report highlights
- The disposable baby products market has seen sluggish growth
- Price increases in 2005 improved 2006 sales, but 2007 estimates show
slowing
- Top two market leaders dominate
- Disposable diaper sales dictate market direction
- Continued migration to mass merchandisers at expense of supermarkets
- More product innovations while better private label quality stifles price
increases
- Declining birth rate and smaller households slow entrance of new end-users
- Starting families later in life has created more affluent parents
- Early marketing efforts should pay off
- All products reveal high usage rates, while baby oil/lotion and body/baby
powder also display high adult usage
- Race and ethnic differences in brand preference
- Johnson & Johnson is strong market incumbent in its core segments
- Mass merchandisers are most popular retail channel
- High degree of brand loyalty and desire for quality
- Future full of challenges and opportunities
- Future forecast
- Market Drivers
- Declines in birth rates slow
- Figure 1: Number of U.S. births and crude birth rate*, 1990-2006
- Hispanics' above-average birth rate is a boon for the market
- Figure 2: Population of kids aged 0-5, by race/ethnicity, 2000-10
- Figure 3: U.S. population aged 0-5, by race and Hispanic ethnicity, 2006
- Figure 4: Share of U.S. population, by race and Hispanic ethnicity, all
ages and ages 0-5, 2006
- Older mothers are generally more affluent
- Figure 5: Birth rate, by age of mother, 1990-2005
- Expanding the category to toddlers and children
- Innovation adds extra revenue channels, but private label increases
competition and lowers prices
- Pros and cons of disposable versus cloth diapers
- Market Size and Trends
- Market size--total
- Figure 6: Total U.S. retail sales* of disposable baby products, at
current and constant prices, 2002-07
- Market size--FDM
- Figure 7: FDM sales* of disposable baby products, at current and
constant prices, 2002-07
- Market trends
- Natural products grow from niche to the mass market
- Segmentation by developmental stages expands from diapers/trainers to
other products
- Disposable training pants and cleansing products continue to focus on
learning
- Improved comfort, stretch and fit
- Market Segmentation
- Overview
- Figure 8: FDM* sales of disposable baby products, segmented by type,
2005 and 2007
- Diapers
- Figure 9: FDM* sales of diapers, at current and constant prices, 2002-07
- Training pants
- Figure 10: FDM* sales of training pants, at current and constant prices,
2002-07
- Baby wipes and towelettes
- Figure 11: FDM* sales of wipes and moist towelettes, at current and
constant prices, 2002-07
- Baby cleansing and care
- Figure 12: FDM* sales of baby cleansing and care products, at current
and constant prices, 2002-07
- Supply Structure
- Companies and brands
- Figure 13: FDM manufacturer sales of disposable baby products, 2006 and
2007
- Diapers
- Figure 14: FDM manufacturer and brand sales of disposable baby products,
2006 and 2007
- Training pants
- Figure 15: FDM manufacturer and brand sales of training pants, 2006 and
2007
- Baby wipes and towelettes
- Figure 16: FDM manufacturer and brand sales of wipes and towelettes,
2006 and 2007
- Baby cleansing and care
- Figure 17: FDM manufacturer and brand sales of baby cleansing and care
products, 2006 and 2007
- Advertising and Promotion
- Overview
- Procter & Gamble
- Pampers
- Pampers Stages
- Figure 18: Three-way fit Pampers Cruisers
- Figure 19: Pampers Stages Baby Wipes
- Pampers Baby Dry
- Figure 20: Pampers Baby Dry with Caterpillar Flex
- Pampers Splashers
- Figure 21: Pampers Splashers
- Kandoo
- Figure 22: Pampers Kandoo Wipes
- Luvs
- Figure 23: Luvs Bear Hug Stretch leak protection
- Figure 24: Luvs Change to Luvs Challenge
- Kimberly-Clark Corp.
- Huggies
- Figure 25: Huggies Wipes
- Figure 26: Huggies Natural Fit
- Pull-Ups
- Figure 27: Huggies Pull-Ups Training Pants
- GoodNites
- Figure 28: GoodNites Underpants
- Johnson & Johnson
- Aveeno
- Pfizer Inc.
- Desitin
- Wal-Mart, Babies R Us and Sam' s Club target parents with events and adult
diaper themes
- Retail Distribution
- Introduction
- Figure 29: U.S. retail sales of disposable baby products, by channel,
2005 and 2007
- Supermarkets
- Figure 30: U.S. supermarket sales of disposable baby products, at
current and constant prices, 2002-07
- Mass merchandisers
- Figure 31: U.S. mass merchandiser sales of disposable baby products
(excluding Wal-Mart), at current and constant prices, 2002-07
- Drug stores
- Figure 32: U.S. drug store sales of disposable baby products, at current
and constant prices, 2002-07
- Wal-Mart outsells everyone including retail channels combined
- Warehouse/Clubs offer bulk and low prices
- Online launches
- The Consumer
- Summary
- Usage of disposable baby products
- Figure 33: Use of disposable baby products in households with children
aged 0-3, 2005 and 2006
- Figure 34: Use of disposable baby products in households with children
aged 0-3, by age of child, January-October 2006
- Figure 35: Use of disposable baby products in households with children
aged 0-3, by race/ethnicity, January-October 2006
- Brand preferences
- Baby and children' s shampoo
- Figure 36: Brand usage for baby/children' s shampoo, by age of child,
January-October 2006
- Pre-moistened wipes/cloths
- Figure 37: Brand usage for pre-moistened wipes/cloths, by age of child,
January-October 2006
- Figure 38: Brand usage for pre-moistened wipes/cloths, by
race/ethnicity, January-October 2006
- Disposable diapers and training pants
- Figure 39: Brand usage for disposabe diapers/training pants, by age of
child, January-October 2006
- Baby wash and bath products
- Figure 40: Brand usage for baby wash and bath products, by age of child,
January-October 2006
- Baby oil and baby lotion
- Figure 41: Brand usage for baby oil and baby lotion, by age of child,
January-October 2006
- Figure 42: Brand usage for baby oil and baby lotion, by race/ethnicity,
January-October 2006
- Body and baby powder
- Figure 43: Brand usage for body and baby powder, by age of child,
January-October 2006
- Figure 44: Brand usage for body and baby powder, by race/ethnicity,
January-October 2006
- Frequency of use of disposable baby products
- Disposable diapers and training pants
- Figure 45: Average number of disposable diapers used by household on an
average day in last six months, by age of child, age of respondent,
race/ethnicity, household income and marital status, January-October 2006
- Other disposable baby products
- Figure 46: Frequency of use for wipes, baby lotion, body/baby powder,
baby oil, baby wash/bath products, and baby/child' s shampoo, by age of
child, age of respondent, race/ethnicity, level of education, marital status
and region, January-October 2006
- Female respondents' purchasing habits
- Use of disposable diapers and training pants
- Figure 47: Female respondents' purchase of disposable diapers/training
pants for children in household, August 2007
- Number of children in household using diapers or training pants
- Figure 48: Number of children in household of respondent using
diapers/training pants, August 2007
- Figure 49: Number of children in household of respondent using
diapers/training pants, by household income, August 2007
- Where disposable baby products are purchased
- Figure 50: Usual place of purchase of diapers, lotions, powders, and
ointments, August 2007
- Figure 51: Usual place of purchase of diapers, lotions, powders, and
ointments, by household income, August 2007
- Figure 52: Usual place of purchase of diapers, lotions, powders, and
ointments, by race/ethnicity*, August 2007
- When disposable diapers/training pants are used
- Figure 53: When disposable diapers and/or training pants are used,
August 2007
- Opinions regarding disposable baby products
- Figure 54: Attitudes toward disposable baby products, August 2007
- Figure 55: Attitudes toward disposable baby products, by household
income, August 2007
- Future and Forecast
- Future trends
- Even slower growth in key 0-4 age group from 2007-12
- Figure 56: Population, by age, 2002-12
- Growth in population of women aged 18-40 varies by race/ethnic group
- Figure 57: Women aged18-40, by race/ethnic origin, 2002-12
- Biodegradable and eco-friendly products become more mainstream
- Bundled products provide marketing opportunity
- As allergies become more widespread demand for products increase
- Market Forecast
- Disposable baby products
- Figure 58: Forecast of total U.S. retail sales of disposable baby
products, at current and constant prices, 2007-12
- FDM disposable baby products
- Figure 59: Forecast of total U.S. FDM sales of disposable baby products,
at current and constant prices, 2007-12
- Diapers
- Figure 60: Forecast of U.S. FDM sales of diapers, at current and
constant prices, 2007-12
- Training pants
- Figure 61: Forecast of U.S. FDM sales of training pants, at current and
constant prices, 2007-12
- Wipes and moist towelettes
- Figure 62: Forecast of U.S. FDM sales of wipes and moist towelettes, at
current and constant prices, 2007-12
- Baby cleansing and care products
- Figure 63: Forecast of U.S. FDM sales of baby cleansing and care
products, at current and constant prices, 2007-12
- Forecast factors
- Appendix: Trade Associations
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