Baby Food and Babycare Supplies: U.S. Market Trends

Feb 7, 2013
216 Pages - Pub ID: LA4873737
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The last place parents cut spending is on their kids, but economic troubles, resulting birth rate declines, and other factors have caused sales of baby food and babycare supplies to decline over the last five years. The two categories represent a combined $11.5 billion retail market, with sales equally split between the two.

Retail sales of the baby food category, including both infant formula and prepared baby food, were $5.7 billion in 2012, declining by a CAGR of 2.5% since 2008. Sales were hammered by the recession and continued to suffer as lingering economic difficulties resulted in declining birth rates and reduced spending by consumers. Further depressing sales has been an increase in breastfeeding, as well as feeding infants and toddlers what the family eats. Other factors contributing to the sales decline include health and safety concerns over formula in particular, which accounts for over 70% of category sales.

Retail sales of the babycare supplies category, consisting of the diapers, wipes, and baby personal care segments, were $5.8 billion in 2012. The category declined by a CAGR of 1.3% between 2008 and 2012. Eroding sales of diapers, over 60% of the category, drove overall sales declines, due to the same economic factors affecting baby food. Wipes and baby personal care products, much less expensive for consumers than diapers, actually experienced sales growth during the period, but at sluggish rates.

This updated Baby Food and Babycare Supplies: U.S. Market Trends report projects that times will continue to be tough for the largest segments of the baby market. Infant formula and diapers will continue to struggle and decline since they are highly dependent on birth rates, and represent a large household expenditure for struggling families. Sales of prepared baby food, wipes and baby personal care are expected to grow at slow rates. Premium-priced products will help drive growth for prepared baby food and baby personal care, while wipes will benefit from their germ-fighting properties.

The baby food and babycare supplies market is highly concentrated with the majority of sales coming from a few marketers. Nestle/Gerber, Abbott Laboratories and Mead Johnson Nutrition control nearly 90% of the baby food category. Gerber is dominant in prepared baby food, while Abbott and Mead are dominant in infant formula. Kimberly-Clark and Procter & Gamble control 65% of the babycare supplies category dollar sales due to their strength in diapers and wipes. Johnson & Johnson controls half of the smaller baby personal care segment.

The overall market presents huge challenges and opportunities for both marketers and retailers. Parents of infants must buy certain baby products, but they increasingly are buying less, and looking for the best deals on high ticket diapers and infant formula. Larger marketers are entrenched in the market, making it challenging for smaller marketers to compete and succeed. Yet many have done so by innovating and targeting product and marketing efforts.

Scope of Report

This report presents a detailed analysis of the U.S. baby food and babycare supplies market. The baby food category includes infant formula and prepared baby food product segments. The babycare supplies category consists of diaper, wipes and baby personal care segments. The report outlines key issues and trends affecting the overall market, each category and segment. It also discusses major as well as smaller innovative players and brands, analyzing their performance in terms of sales and market share. Market size data are provided for 2008–2012 and projections for 2012–2017. All retail channels that sell baby food and babycare supplies are covered and considered in arriving at overall market size estimates, market trends and competitive analysis.

Methodology

The information in this report was obtained from both primary and secondary research. Primary research included consultation with industry sources and on-site examinations of the retail sector. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports.

Our estimates of market size and company performance are based on reported revenues of product manufacturers and retailers; SymphonyIRI Group’s InfoScan Review data, which tracks sales in supermarkets, drugstores and mass merchandisers other than Walmart; and figures from other market research sources.

Our analysis of consumer trends primarily relies on cross-tabulations of data compiled by Experian Simmons, New York, NY. On an ongoing basis, Experian Simmons conducts booklet-based surveys of a large and random sample of consumers who in aggregate represent a statistically accurate cross-section of the U.S. population. The 2004 through 2012 surveys cited in this report are based on samples of approximately 25,000 U.S. adults.
Chapter 1: Executive Summary
Scope of Report
Methodology
Defining Baby
Product Use Determined by Age and Development
Number of U.S. Live Births Varies Little Annually
Table 1-1: Total U.S. Births, Birth and Fertility Rates, 1960-2010
Birth Rate Tracks Economic Indicators
Table 1-2: Birth Rate Compared to Economic Measures, 2000-2010
Ethnic Minorities Drive Birth Rates
24 Million Children Five and Under
Table 1-3: Children by Age, 2000-2010 (percent)
Baby Food Product Segment Definitions
Infant Formula Segment
Prepared Baby Food Segment
Baby Food Category Sales at $5.7 Billion in 2012
Figure 1-1: Retail Dollar Sales of Baby Food Category,2008–2012 (in millions)
Unit Sales
Baby Food Sales by Segment
Table 1-4: Retail Dollar Sales of Baby Food by Segment,2008–2012 (in millions)
Sales by Retail Channel
Figure 1-2: Baby Food Category: Share of Dollar Sales byRetail Channel, 2012 (percent)
Baby Food Market Forecast
Figure 1-3: Baby Food Category: Projected Retail Dollar Sales,2012–2017 (in millions)
Sales by Product Type
Powder Form Dominates Infant Formula
Figure 1-4: Infant Formula: Mass-Market Dollar Shares by Product Type, 2008 vs. 2011/2012 (percent)
Leading Baby Food Marketers
Figure 1-5: Leading Marketers in Baby Food Category:Retail Dollar Share, 2011/2012 (percent)
Infant Formula Segment
Figure 1-6: Leading Marketers in Infant Formula Segment:Retail Dollar Share, 2011/2012 (percent)
Prepared Baby Food Segment
Figure 1-7: Leading Marketers in Prepared Baby Food Segment:Retail Dollar Shares, 2011-2012 (percent)
Breastfeeding Has Direct Impact on Baby Food Category Sales
Breastfeeding Continues to Rise
Table 1-5: Breastfeeding: 2003, 2008, 2009 (percent)
Two-Thirds of Households With Infants Use Infant Formula
Table 1-6: Households That Used Infant Formula in the Last 12 Months, 2004-2012 (percent)
Consumers Switch Between Similac and Enfamil
Table 1-7: Brands of Infant Formula Used in the Last 12 Months,2004-2012 (percent)
The Babycare Supplies Market
Product Segment Definitions
Diaper Segment
Wipes Segment
Baby Personal Care Segment
Babycare Supplies Category Sales at $5.8 Billion in 2012
Figure 1-8: Retail Dollar Sales of Babycare Supplies,2008–2012 (in millions)
Baby Supplies Sales by Segment
Figure 1-9: Babycare Supplies Category: Share of Retail
Dollar Sales by Product Segment, 2008-2012 (percent)
Sales by Retail Channel
Figure 1-10: Babycare Supplies Category: Share of Dollar
Sales by Retail Channel, 2012 (percent)
Babycare Supplies Market Forecast
Figure 1-11: Babycare Supplies Category: Projected Retail Dollar Sales,2012–2017 (in millions)
Leading Babycare Supplies Marketers
Figure 1-12: Leading Marketers in Babycare Supplies Category: Retail Dollar Share, 2012 (percent)
Diaper Usage Tracks Economy and Pricing
Table 1-8: Households That Use Wipes, 2004-2012 (percent)
Chapter 2: Demographic Trends
Defining Baby
Product Use Determined by Age and Development
Number of U.S. Live Births Varies Little Annually
Table 2-1: Total U.S. Births, Birth and Fertility Rates, 1960-2010
Birth Rate Tracks Economic Indicators
Table 2-2: Birth Rate Compared to Economic Measures, 2000-2010
Ethnic Minorities Drive Birth Rates
Table 2-3: Births, Birth and Fertility Rates by Race, 1990-2010
Births by Age
Table 2-4: Live Births by Age Group, 1990-2010
41% of Births to Unmarried Women
Table 2-5: Live Births to Unmarried Women, 1990-2010 (percent)
24 Million Children Five and Under
Table 2-6: Children by Age, 2000-2010 (percent)
20 Million Households with Children 5 Years and Younger
Table 2-7: Households with Children, 2004-2012 (percent)
Three Million Households with Someone Expecting a Baby
Figure 2-1: Percent of Households with Someone Expecting a
Baby and First or Second Born, 2012
Characteristics of Households with Young Children,
Expecting Woman
Table 2-8: Demographic Characteristics of Households with Children and Women Expecting a Baby, 2012 (percent)
Consumer Attitudes Measured with Simmons Segmentation System
Simmons Health and Well-Being Segments
Table 2-9: How Consumers Identify with Simmons Health and Well-Being Segments, 2012 (percent)
Simmons Economic Outlook Segmentation
Table 2-10: How Consumers Identify with Simmons Economic Outlook Segments, 2010-2012 (percent)
Simmons Retail Shopper Segmentation System
Table 2-11: How Consumers Identify with Simmons RetailShopper Segments, 2009-2012 (percent)
Brand Name Important to 30% of Consumers
Table 2-12: Importance of Brand Name: Agree a Lot, Agree a Little,2004-2012 (percent)
Price More Important in Weak Economy
Table 2-13: Importance of Price: Agree a Lot, Agree a Little,2004-2012 (percent)
Consumers Not Inclined to Purchase
Table 2-14: Consumer Purchase Propensity:2004, 2008, 2012 (percent)
People With Young Children and Expectant Moms Active Internet Users
Table 2-15: Reasons for Internet Usage in Last 30 Days:2006, 2009, 2012 (percent)
Attitudes About Environment
People with Young Children, Expectant Moms Slightly LessEnvironmentally Friendly than Women in General
Table 2-16: Attitudes About Environment: Agree a Lot;Agree a Little, 2010-2012 (percent)
Eco-Friendly Products Expensive, Not Higher Quality
Table 2-17: Interest in Eco-Friendly Products: Agree a Lot;Agree a Little, 2010-2012 (percent)
Only About a Third Would Pay More for Environmentally-FriendlyProducts
Table 2-18: Pay More for Environmentally-Friendly Products:Agree a Lot; Agree a Little, 2004-2012 (percent)
Chapter 3: Baby Food
Scope of Report
Methodology
Product Segment Definitions
Infant Formula Segment
Prepared Baby Food Segment
Market Size and Growth
Baby Food Category Sales at $5.7 Billion in 2012
Figure 3-1: Retail Dollar Sales of Baby Food Category,2008–2012 (in millions)
Sales Recover Slightly in 2012
Table 3-1: Retail Dollar Sales of Baby Food Category,2008–2012 (in millions)
Unit Sales
Figure 3-2: Retail Unit Sales of Baby Food Category,2008–2012 (in millions)
Segment Sales
Table 3-2: Retail Dollar Sales of Baby Food by Segment,2008–2012 (in millions)
Sales by Retail Channel
Figure 3-3: Baby Food Category: Share of Dollar Sales by Retail Channel, 2012 (percent)
Table 3-3: Baby Food Category: Dollar Sales by Retail Channel,2008–2012 (in millions)
Market Forecast
Figure 3-4: Baby Food Category: Projected Retail Dollar Sales,2012–2017 (in millions)
Sales by Product Type
Powder Form Dominates Infant Formula
Figure 3-5: Infant Formula: Mass-Market Dollar Shares byProduct Type, 2008 vs. 2011/2012 (percent)
Table 3-4: SymphonyIRI-Tracked Sales of Infant Formula:By Product Type, 2008-2012 (dollar sales, unit sales,and average price per unit)
Baby Food and Snacks Gain Momentum
Table 3-5: SymphonyIRI-Tracked Sales of Prepared Baby Food:By Product Type, 2008-2012 (dollar sales, unit sales, and average price per unit)
Baby Food Category
Figure 3-6: Leading Marketers in Baby Food Category:Retail Dollar Share, 2011/2012 (percent)
Table 3-6: Leading Marketers in Baby Food Category:Retail Dollar Sales, 2011-2012 (in millions)
Infant Formula Segment
Figure 3-7: Leading Marketers in Infant Formula Segment:Retail Dollar Share, 2011/2012 (percent)
Table 3-7: SymphonyIRI-Tracked Sales of Infant Formula Marketers:By Product Type, 2011-2012 (millions of dollars, percent)
Government Programs Influence Infant Formula Sales
Prepared Baby Food
Figure 3-8: Leading Marketers in Prepared Baby Food Segment:Retail Dollar Shares, 2011-2012 (percent)
Table 3-8: SymphonyIRI-Tracked Sales of Prepared Baby Food Marketers: By Product Type, 2011-2012 (millions of dollars)
Mergers, Acquisitions, Divestitures Alter Landscape
Competitive Profiles
Mead Johnson Nutrition
Table 3-9: Mead Johnson Nutrition Baby Food Products
Abbott Laboratories
Table 3-10: Abbott Laboratories Pediatric Nutritional Sales,2007–2011 (in millions)
Table 3-11: Abbott Laboratories Baby Food Products
Nestle/Gerber
Table 3-12: Nestle Baby Food Products
Beech-Nut
Table 3-13: Beech-Nut Baby Food Products
Hain Celestial Group
Table 3-14: Hain Celestial Group Baby Food Products
Nurture Inc/Happy Family Brands
Table 3-15: Happy Family Baby Food Products
Stonyfield Farm
Table 3-16: Stonyfield Baby Food Products
Plum Organics
Table 3-17: Plum Organics Baby Food Products
Ella’s Kitchen
Table 3-18: Ella’s Kitchen Baby Food Products
Sprout Foods
Table 3-19: Sprout Baby Food Products
Marketing Trends
Making Connections
Illustration 3-1: Plum Organics Social Media Marketing
Tapping Into the Mommy Community
Illustration 3-2: Nurture’s HappyMamas Network
Marketers Go Mobile
Illustration 3-3: Enfamil Apps
Illustration 3-4: Similac’s BabyJournal App
Membership Programs for Consumers
Illustration 3-6 : Formula Manufacturer Membership Programs
Formula Manufacturers Challenged on Hospital Sampling
Licensing and Partnerships Extend Brand Appeal
Illustration 3-7: Beech-Nut Co-Branded Lines
Illustration 3-8: Earth’s Best Sesame Street Line
Product Trends
Health and Nutrition Benefits Driven by Ingredients and Organic
Illustration 3-9: DHA-enriched Baby Food
Illustration 3-10: Gerber Good Start Soothe infant formula with L. reuteri
Organic Products Increase Penetration
Illustration 3-11: Organic Baby Food
Yogurt Good for Babies
Illustration 3-12: Yogurt-Based Baby Foods
“Super” Ingredients for Added Nutrition
Illustration 3-13: “Super” Ingredients
Local Trend Moves Into Baby Food
Illustration 3-14: Local Baby Food Companies
Convenience Critical for Busy, On-The-Go Parents
Enhancing the Pouch
Illustration 3-15: Plum Organics Dispensing Spoon
Illustration 3-16: Sprout Cap and Dispensing Spout
Making Formula More Convenient
Illustration 3-17: Similac SimplePac
Illustration 3-18: Enfamil Refill System
Illustration 3-19: Enfamil Single Serve Concentrated Liquid
Gerber New Products Target Convenience
Illustration 3-20: Gerber Convenience-Oriented Products
Beech-Nut Expands From Jars to More Convenience Items
Illustration 3-21: Beech-Nut Convenience-Oriented Products
Happy Times Goes Single-Serve
Illustration 3-22: Happy Times Single-Serve Snacks
NurturMe Offers Customized Food Option
Illustration 3-23: Nurtur Me Dried Fruits & Vegetables
Retail Trends
Illustration 3-24: Target Baby Alerts
Store Brands Don’t Generate Big Sales, But a Lot of Activity
Table 3-20: Share of Private Label Brands: By Product
Segment/Type, 2012 (percent)
Illustration 3-25: Babies R Us Store Brand Baby Food and Formula
Illustration 3-26: PBM Nutritionals Store Brands
Kroger’s Comforts for Babies
Illustration 3-27: Kroger Comforts for Babies
Created by Moms
Illustration 3-28: Safeway Mom to Mom
Retailing Organic Baby Food
Illustration 3-29: Retailers Selling Organic Lines
Breastfeeding Has Direct Impact on Baby Food Category Sales
Breastfeeding Continues to Rise
Table 3-21: Breastfeeding: 2003, 2008, 2009 (percent)
Quarter of Babies Receive Formula Before 2 Days of Age
Table 3-22: Breastfed Infants Receiving Formula:
2003, 2008, 2009 (percent)
Moms Driven by Guilt
Two-Thirds of Households With Infants Use Infant Formula
Table 3-23: Households That Used Infant Formula in the
Last 12 Months, 2004-2012 (percent)
Consumers Switch Between Similac and Enfamil
Table 3-24: Brands of Infant Formula Used in the Last 12 Months,2004-2012 (percent)
Hispanics and Multi-Children Households Heaviest Users
of Formula
Table 3-25: Demographic Characteristics of Infant Formula:By Users and Brand, 2012 (index)
About Half of Households With Infants Use Baby Food
Table 3-26: Households That Use Baby Foods,
Baby Cereals/Juice, 2004-2012 (percent)
Use of Gerber and Beech-Nut Baby Foods Decline in 2012
Table 3-27: Brands of Baby Foods, Baby Cereals/Juice Used
in the Last 12 Months: All Households, 2004-2012 (percent)
More Than Half of Infant Households Use Stage 1 and
Stage 2 Baby Foods
Table 3-28: Baby Food Use by Product Stages, 2004-(percent)
Highest Percentage of Infant Households Use Baby Food
More Than Three Times a Day
Table 3-29: Number of Times Any Baby Food/Cereal/Juice Used in Last 7 Days, 2004-2012 (percent)
Hispanics, Blacks and Higher Income Households Heaviest Baby Food Users
Table 3-30: Demographic Characteristics of Baby Food:By Users and Brand, 2012 (index)
Use of Organic Foods Higher for Households With Young Children, Expectant Moms
Table 3-31: Use of Organic Foods and Baby Food:2010, 2011, 2012 (percent)
Chapter 4: Babycare Supplies
Scope of Report
Methodology
Product Segment Definitions
Diaper Segment
Wipes Segment
Baby Personal Care Segment
Market Size and Growth
Babycare Supplies Category Sales at $5.8 Billion in 2012
Figure 4-1: Retail Dollar Sales of Babycare Supplies,2008–2012 (in millions)
Sales Decline Each Year Since 2008
Table 4-1: Retail Dollar Sales of Babycare Supplies Category,2008–2012 (in millions)
Unit Sales
Figure 4-2: Retail Unit Sales of Babycare Supplies Category,2008–2012 (in millions)
Segment Sales
Figure 4-3: Babycare Supplies Category: Share of Retail Dollar Sales by Product Segment, 2008-2012 (percent)
Table 4-2: Retail Dollar Sales of Babycare Supplies by Segment,2008–2012 (in millions)
Sales by Retail Channel
Figure 4-4: Babycare Supplies Category: Share of Dollar Sales by Retail Channel, 2012 (percent)
Table 4-3: Babycare Supplies Category: Dollar Sales by Retail Channel, 2008–2012 (in millions)
Market Forecast
Figure 4-5: Babycare Supplies Category: Projected Retail Dollar Sales, 2012–2017 (in millions)
Sales by Product Type
Disposable Diapers Dominate Diaper Segment
Figure 4-6: Diaper Segment: Mass-Market Dollar Shares by Product Type, 2011/2012 (percent)
Table 4-4: SymphonyIRI-Tracked Sales of Diaper Segment:By Product Type, 2008-2012 (dollar sales, unit sales,and average price per unit)
Baby Wipes Two Thirds of Wipes Segment
Figure 4-7: Wipes Segment: Mass-Market Dollar Shares
by Product Type, 2011/2012 (percent)
Table 4-5: SymphonyIRI-Tracked Sales of Wipes Segment:By Product Type, 2008-2012 (dollar sales, unit sales,and average price per unit)
Suncare Products Grow at Fastest Rate
Figure 4-8: Baby Personal Care Segment: Mass-Market Dollar
Shares by Product Type, 2008 vs. 2011/2012 (percent)
Table 4-6: SymphonyIRI-Tracked Sales of Baby Personal Care
Segment: By Product Type, 2008-2012 (dollar sales,unit sales, and average price per unit)
Babycare Supplies Category
Figure 4-9: Leading Marketers in Babycare Supplies Category:Retail Dollar Share, 2012 (percent)
Table 4-7: Leading Marketers in Babycare Supplies Category:Retail Dollar Sales, 2011-2012 (in millions) Diaper Segment
Figure 4-10: Leading Marketers in Diaper Segment:Retail Dollar Share, 2012 (percent)
Table 4-8: SymphonyIRI-Tracked Sales of Diaper Marketers:By Product Type, 2011-2012 (millions of dollars, percent)
Wipes Segment
Figure 4-11: Leading Marketers in Wipes Segment:Retail Dollar Shares, 2011-2012 (percent)
Table 4-9: SymphonyIRI-Tracked Sales of Wipes Marketers:By Product Type, 2011-2012 (millions of dollars)
Baby Personal Care Segment
Figure 4-12: Leading Marketers in Baby Personal Care Segment:Retail Dollar Shares, 2011-2012 (percent)
Table 4-10: SymphonyIRI-Tracked Sales of Baby Personal Care
Marketers: By Product Type, 2011-2012 (millions of dollars) 151-
Mergers & Acquisitions
Competitive Profiles
Kimberly-Clark
Table 4-11: Kimberly-Clark’s Babycare Supplies
Procter & Gamble
Table 4-12: Procter & Gamble’s Babycare Supplies
Johnson & Johnson
Table 4-13: Johnson & Johnson’s Babycare Supplies
Energizer Holdings
Table 4-14: Energizer Holdings’ Babycare Supplies
Merck
Table 4-15: Merck’s Babycare Supplies
Unilever
Table 4-16: Unilever’s Babycare Supplies
Beiersdorf
Table 4-17: Beiersdorf’s Babycare Supplies
California Baby
Table 4-18: California Baby’s Babycare Supplies
Seventh Generation
Table 4-19: Seventh Generation Babycare Supplies
Table 4-20: Georges Boudreaux Babycare Supplies
Clorox/Burt’s Bees
Table 4-21: Clorox/Burt’s Bees’ Babycare Supplies
Marketing Trends
Making Connections
Illustration 4-1: Pampers Village
Illustration 4-2: Johnson’s
Marketing for a Cause
Huggies Every Little Bottom
Illustration 4-3: Huggies Every Little Bottom
Huggies Cute for a Cause
Illustration 4-4: Huggies Cute For a Cause
Membership Programs for Consumers
Illustration 4- 5: Rewards Programs
Licensing and Partnerships Extend Brand Appeal
Illustration 4-6: Pampers Celebrity Partner Campaigns
The Hungry Caterpillar Sells Baby Personal Care
Illustration 4-7: Episencial The Very Hungry Caterpillar Line
Seventh Generation Partners with The Lorax
Illustration 4-8: Seventh Generation Lorax Promotion
Expert Advice Sells Wet Ones
Illustration 4-9: Wet Ones
Store Brands Promoted Like National Brands
Illustration 4-10: Rite Aid Tugaboos
Product Trends
Product Safety
Naturally Safe
Illustration 4-11: Johnson’s Natural
Illustration 4-12: Seventh Generation Baby
Illustration 4-13: Aveeno Baby Organic Harvest
Wipes Go Natural
Illustration 4-14: Water Wipes
Illustration 4-15: Bamboo Baby Wipes
Stages of Natural
Illustration 4-16: BabySpa
Retail Store Brands Go Natural
Illustration 4-17: Walgreen Ology
Added Performance for Diapers
Illustration 4-18: Pampers Diapers With Dry Max
Illustration 4-19: Pampers Cruisers With 3-Way Fit
Illustration 4-20: Huggies Little Movers Slip-On Diapers
Illustration 4-21: Fisher-Price SizeRight Fit Indicator
Limited Edition Designs
Illustration 4-22: Limited Edition Diapers
Retail Trends
Illustration 4-23: Target Baby Alerts
Illustration 4-24: Walmart Baby Learning Center
Kroger’s Comforts for Babies
Illustration 4-25: Kroger Comforts for Babies
Amazon Moms
Illustration 4-26: Amazon Moms
Diapers as Loss Leaders
Illustration 4-27: Diapers.com Diapers Promotions
Store Brands 20% of Babycare Supplies
Table 4-22: Share of Private Label Brands: By Product
Segment/Type, 2012 (percent)
Created by Moms
Illustration 4-28: Safeway Mom to Mom
Diaper Usage Tracks Economy and Pricing
Table 4-23: Households That Used Diapers/Training Pants in
the Last 6 Months, 2004-2012 (percent)
Huggies Preferred Overall Over Pampers
Table 4-24: Brands of Diapers/Training Pants Used in the
Last 6 Months, 2004-2012 (percent)
Wealthier Households, Hispanics and Asians Heaviest Users
of Diapers
Table 4-25: Demographic Characteristics of Diapers/Training
Pants: By Users and Brand, 2012 (index)
Infant Households Use a Lot of Diapers Every Day
Table 4-26: Number of Diapers/Training Pants Used on Average
Day in Last 6 Months, 2004-2012 (percent)
Households With Expectant Moms and Young Children Use More
Wipes
Table 4-27: Households That Use Wipes, 2004-2012 (percent)
Huggies Most Preferred Brand of Wipes
Table 4-28: Brands of Wipes Used, 2004-2012 (percent)
Household Income, Ethnicity Affect Brand Choice of Wipes
Table 4-29: Demographic Characteristics of Wipes: By Users
and Brand, 2012 (index)
Number of Wipes Used Increases Significantly With Infants
and Kids
Table 4-30: Number of Wipes Used on Average Day in Last
7 Days, 2004-2012 (percent)
Baby Powder Has Highest Penetration in All Households;
Baby Shampoo in Infant Households
Table 4-31: Households That Use Select Baby Personal Care
Products, 2004-2012 (percent)
Popularity of Baby Magic Baby Oil and Lotion Declines Significantly
Table 4-32: Brands of Baby Oil & Baby Lotion Used, 2004-
(percent)
J&J Brands of Baby Shampoo Used by Three Quarters of Infant
Households
Table 4-33: Brands of Baby Shampoo Used, 2004-2012 (percent)
J&J Also Accounts for Three Quarters of Baby Wash & Bath
Products Use
Table 4-34: Brands of Baby Wash & Bath Products Used Most,2005-2012 (percent)
Baby Powder Has Highest Rate of Adult Use
Table 4-35: Who Uses Baby Oil, Baby Lotion, and
Body/Baby Powder, 2012 (percent)
Brand Price Position Affects Demographic Characteristics
of Baby Shampoo Users
Table 4-36: Demographic Characteristics of Baby Shampoo:By Brand, 2012 (index)
Organic, Natural More Important in Food than Personal Care
Table 4-37: Attitudes on Shopping for Organic/Natural:Agree a Lot, Agree a Little, 2010, 2011, 2012 (percent)
Appendix: Selected Marketers

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