Caring for Baby: The U.S. Market for Diapers, Bottles, Wipes and More, 3rd Edition

Mar 1, 2008
231 Pages - Pub ID: LA1601059
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The U.S. population is always increasing, so our $7 billion babycare market should be bullish, right? Yet this is not true across the board: Baby wipes, bodycare items, and feeding accessories posted strong turnarounds in 2003-2007, while infant toys have boomed. Yet such basics as disposable diapers and pacifiers/teethers are struggling. Packaged Facts’ latest edition exploring the U.S. babycare supplies market explains why the infant sector—while finite and mature—nonetheless affords some hot opportunities for shrewd marketing. The report features ample historical and forecast sales patterns, extensive IRI share data, tons of Simmons consumer profiles, and above all, Packaged Facts’ familiar, tell-it-like-it-really-is analysis, which shines in competitive profiles of Procter & Gamble, Johnson & Johnson/Neutrogena, Hain-Celestial, Evenflo, Clorox/Burt’s Bees, and others.

Packaged Facts provides historical (2003-07) and forecast (2008-12) retail sales figures based on a thorough evaluation of all available marketplace data, both numerical and empirical. Sales figures are broken into the following six categories:

  • Disposable diapers
  • Wipes/towelettes
  • Bodycare
  • Feeding accessories
  • Play & discovery toys
  • Pacifiers/teethers

The report presents quantitative and qualitative data gathered from primary, secondary, and syndicated sources. Proprietary sources include Information Resources, Inc. (IRI) for market and brand share, Productscan Online (a Datamonitor service) for counts of new product introductions, and Simmons Market Research Bureau for demographic information.

Chapter 1 Executive Summary
  • HIGHLIGHTS
  • Introduction
    • Product Definitions
    • Disposable Diapers
    • Wipes/Towelettes
    • Bodycare
    • Feeding Accessories
    • Play & Discovery (Infant Toys)
    • Pacifiers/Teethers
    • Scope
    • Retail Channels
    • Methodology

  • The Market
    • Babycare Supplies Bump Up to $6.9 Billion in 2007
    • Value Foreseen at $7.2 Billion in 2012
    • Table 1-1 U.S. Retail Dollar Sales of Babycare Supplies, 2003-2012 (in million $)
    • Disposable Diapers Dominate Market
    • Table 1-2 Category Share of U.S. Retail Dollar Sales of Babycare Supplies, 2003, 2005 and 2007 (%)

  • Factors in Future Growth
    • Why Do Babycare Sales Fluctuate So Much?
    • America’s Changing Ethnic Makeup
    • Yoga Moms No Longer Cutting-Edge, Yet Still a Force
    • Positive Influence of the Natural and Prestige Channels
    • Product Markets Related to Babycare Supplies
    • Competitive Scenario
      • Up to 300 U.S. Babycare Marketers, But Just 130 Significant Ones
      • Baby Bodycare Has Biggest Population of Notable Marketers in Mass
      • Table 1-3 Number of Significant Mass Marketers of Babycare Supplies, by Category/Segment, 2004-2007
      • Five Key Acquisitions in 2007
      • Overview of Strategic Possiblilities
      • Commodity vs. Premium or Prestige Price Positionings
      • Channel Strategies Now Cover Mass, Specialty, Prestige, Natural and Direct
      • Use of Licensed Characters vs. Original Characters
      • Multicultural and Ethnic-specific Marketing
      • Use of So-Called New Media
      • Acquisition and Consolidation Is Pressuring Competition
      • Margins at Mass Retail: The Thin, the Fat and the Fatter
      • Table 1-4 Supermarket Retailers’ Average Gross Profit Margins on Babycare Supplies and Baby Foods, 2005-2007 (five-point ranges)
      • Babycare Aisles Become “Baby Centers”

    • The Consumer
      • Number of Births Over 4 Million per Year
      • Hispanic Births Break 1 Million in 2006
      • Table 1-5 Number of U.S. Live Births by Race/Ethnicity, 1940-2006
      • Powder Is Most Commonly Used Babycare Product
      • Table 1-6 U.S. Households Using Babycare Supplies, by Category/Segment, 2007 (in thousands)

    • Regulation
      • Babycare Products, Ingredients Barely Regulated by Feds
      • Cosmetics vs. Drugs, and the FTC
      • Toy Industry Seeks Global Safety Standards

    • Natural, Organic and Eco-Friendly Products
      • Controversial Ingredients
      • Parabens
      • Phthalates
      • Polycarbonates
      • Propylene Glycol
      • SLFs
      • Still No Standards in Effect for Natural Personal Care
      • Bits of Natural/Organic Regulation That Remain in Force
      • OASIS Formed by Frustrated Marketers to Establish Own Standards
      • The Disposable Diaper vs. Cloth Diaper Issue

Chapter 2 Trends and Opportunities

  • Low End or High End—Add Value!
  • Retail Scene Fragmenting, to Marketers’ Benefit
  • More Than One Kind of Experience with Baby
  • Ride Out Birth Rate Peaks and Valleys
  • Go With the Yoga Mom Wave as It Evolves into Something New
  • Pay Attention to the Childless Household
  • DINKS and Parents Who Want Reminders of Life Before Kids
  • Grampa and Gramma, Opa and Oma, Nonno and Nonna, Bubby and Zeidy …
  • Licensing

Chapter 3 The Market

  • HIGHLIGHTS
  • Market Size and Growth
    • Babycare Supplies Bump Up to $6.9 Billion in 2007
    • A Surprisingly Volatile Market in 2003-2007
    • Table 3-1 U.S. Retail Sales of Babycare Supplies by Category, 2003-2007 (in million $)
    • Disposable Diapers Fall to $4 Billion
    • “Regular” Disposable Diapers Always Outsell Training Pants
    • Wipes/Towelettes in Good Progress to $1.1 Billion
    • Wipes/Towelettes Ratio Still Tilts to Wipes
    • Baby Bodycare Pushes to $687 Million
    • Baby Bodycare’s Leading Segments = Soap and Ointments/Creams
    • Table 3-2 Share of IRI-tracked Retail Sales of Baby Bodycare Products by Segment, 2001, 2004 and 2007* (in thousand $)
    • Feeding Accessories Jump to $577 Million
    • Play & Discovery Rockets to $343 Million
    • Pacifiers/Teethers Slip to $114 Million

  • Market Share
    • Disposable Diapers Dominate Market
    • Table 3-3 Category Share of U.S. Retail Dollar Sales of Babycare Supplies, 2003, 2005 and 2007 (%)
    • Mass Still Rules, Despite Action in Other Channels
    • Table 3-4 Retail Channel Share of U.S. Retail Dollar Sales of Babycare Supplies, 2007
    • Price Index for Mass Channel Tells the True Story
    • Table 3-5 IRI-tracked Retail Dollar & Unit Sales of Babycare Supplies and by Category, 2005-2007 (in million $) and 2007 Price Index
    • Regionality of Sales: Southwest Is the Hot Spot
    • Table 3-6 Use of Babycare Supplies by Category and Region, 2007 (households in thousands)

  • Market Context
    • Past vs. Much-Improved Present: Sales in 2001-2005 vs. 2003-2007
    • Table 3-7 Total and Annual Growth Rates for U.S. Retail Sales of Babycare Supplies by Category, 2001-2005 and 2003-2007
    • Related ITP Markets: Babycare Supplies Ranks Third
    • Table 3-8 U.S. Retail Sales of Infant, Toddler and Preschool (ITP) Non-Food Products by Market, 2003-2007 (in million $)

  • Factors in Future Growth
    • Number of Births vs. Birth Rate
    • Number of Live Births
    • The Crude Birth Rate
    • The Fertility Rate
    • Why Do Babycare Sales Fluctuate So Much?
    • America’s Changing Ethnic Makeup
    • Yoga Moms No Longer Cutting-Edge, Yet Still a Force
    • Green, Sustainable, High-Tech and Fun
    • Marketers Extend Brands Younger and Younger—or Older and Older
    • Positive Influence of the Natural and Prestige Channels
    • Direct Sales: The Babycare Mother Lode?
    • Marketers Still Overlook Licensing Opportunities
    • Nostalgia Licenses Are “Parent-Flatterers”
    • Other Novel Approaches to Licensing

  • Projected Sales
    • Babycare Supplies Valued at $7.2 Billion in 2012
    • Disposable Diapers to Crawl
    • Wipes/Towelettes Expected to Brush $1.4 Billion
    • Bodycare Forecasted in Strong Climb
    • Feeding Accessories to Post Good Growth
    • Play & Discovery in Giant Step to $542 Million
    • Small Rally Foreseen for Pacifiers/Teethers
    • Table 3-9 Projected U.S. Retail Sales of Babycare Supplies by Category, 2007-2012 (in million $)

Chapter 4 The Marketers

  • HIGHLIGHTS
  • The Marketers
    • Up to 300 U.S. Babycare Marketers, But Just 130 Significant Ones
    • Baby Bodycare Has Biggest Population of Notable Marketers in Mass
    • Table 4-3 Number of Significant Mass Marketers of Babycare Supplies, by Category/Segment, 2004 and 2007
    • Ethnic and Natural/Organic Marketers Slowly Become More Visible in Mass
    • Babycare Specialists Compete with Firms in Other Industries
    • Five Key Acquisitions in 2007

  • Marketer and Brand Shares
    • Disposable Diapers/Training Pants: K-C and P&G Tied in 2007
    • Table 4-3 IRI-tracked Sales of Disposable Diapers/Training Pants by Marketer and Brand, 2004 and 2007
    • Disposable Diapers Alone: P&G Clearly the King
    • Table 4-4 IRI-tracked Sales of Disposable Diapers by Marketer and Brand, 2004 and 2007
    • Training Pants Alone: K-C Controls Two-Thirds of Sales
    • Table 4-5 IRI-tracked Sales of Disposable Training Pants by Marketer and Brand, 2004 and 2007
    • Baby Wipes: K-C, P&G, Private Label Are Champs
    • Table 4-6 IRI-tracked Sales of Baby Wipes by Marketer and Brand, 2004 and 2007
    • Moist Towelettes: K-C Widens Lead
    • Table 4-7 IRI-tracked Sales of Moist Towelettes by Marketer and Brand, 2004 and 2007
    • J&J Dominates in Six out of Seven Baby Bodycare Segments
    • J&J’s Baby Lotions Overwhelm Rivals’ Versions
    • Table 4-8 IRI-tracked Sales of Baby Lotions by Marketer and Brand, 2004 and 2007
    • J&J Commands Baby Oil Field
    • Table 4-9 IRI-tracked Sales of Baby Oils by Marketer and Brand, 2004 and 2007
    • J&J Displaces Pfizer at Top of Ointments/Creams Segment
    • Table 4-10 IRI-tracked Sales of Baby Ointments/Creams by Marketer and Brand, 2004 and 2007
    • Petroleum Jelly: Unilever and Private Label Have Stranglehold
    • Table 4-11 IRI-tracked Sales of Petroleum Jelly by Marketer and Brand, 2004 and 2007
    • Baby Powder: Surprise! J&J Rules
    • Table 4-12 IRI-tracked Sales of Baby Powder by Marketer and Brand, 2004 and 2007
    • Shampoo Leader J&J Gives Up a Little Share to K-C, Private Label
    • Table 4-13 IRI-tracked Sales of Baby Shampoo by Marketer and Brand, 2004 and 2007
    • Baby Soap: J&J Still Rules, But K-C Leaps Upward
    • Table 4-14 IRI-tracked Sales of Baby Soap by Marketer and Brand, 2004 and 2007
    • Feeding Accessories: Energizer/Playtex Leads the Crowd
    • Table 4-15 IRI-tracked Sales of Nursing/Feeding Accessories by Marketer and Brand, 2004 and 2007
    • Play & Discovery Marketers Led by Mattel, Kids II
    • Table 4-16 IRI-tracked Sales of Play & Discovery Infant Toys by Marketer and Brand, 2007
    • Gerber, Sassy Rule Pacifiers/Teethers
    • Table 4-17 IRI-tracked Sales of Pacifiers/Teethers by Marketer and Brand, 2004 and 2007

  • The Competitive Situation
    • Overview of Strategic Possiblilities
    • Commodity vs. Premium or Prestige Price Positionings
    • Channel Strategies Now Cover Mass, Specialty, Prestige, Natural and Direct
    • Use of Licensed Characters vs. Original Characters
    • Multicultural and Ethnic-specific Marketing
    • Use of So-Called New Media
    • Acquisition and Consolidation Is Pressuring Competition

  • Competitive Profile: Clorox Co./Burt’s Bees, Inc.
    • Net Sales of $4.8 Billion in Fiscal 2007
    • True North and the Acquisition of Burt’s Bees
    • Burt’s Bees’ Down-Home Image—and Cutting-Edge Retail Stance
    • Burt’s Cuts Red Tape, Sets Own Natural/Organic Standards

  • Competitive Profile: Energizer Holdings, Inc./Playtex Products, Inc.
    • Net Sales of $3.4 Billion in Fiscal 2007
    • Playtex Acquired in October 2007
    • Will Playtex Find a Real Home in Energizer-Land?

  • Competitive Profile: The Hain Celestial Group, Inc.
    • Net Sales of $900 Million in Fiscal 2007
    • Straddling Mass and Natural Channels Since 1959
    • Hain Celestial’s Personal Care Brand Roster Tripled in 2004-2007

  • Competitive Profile: Kimberly-Clark Corp.
    • Net Sales Jump to $18 Billion in 2006
    • K-C Banks on Baby’s and Parents’ Feelings
    • K-C’s Global Strategies
    • The full five points of GBP:
    • K-C Reshapes Media Spends
    • K-C Schedules Price-Hike

  • Competitive Profile: Nestlé SA/Gerber Products Co.
    • Sales of CHF98 Billion in 2006; Indications of Strong Growth in 2007
    • Gerber Acquired in September 2007
    • Gerber’s Stance in the Marketplace
    • How Nestlé May Reposition Gerber

  • Competitive Profile: The Procter & Gamble Co.
    • Net Sales Jump to $76.5 Billion in Fiscal 2007
    • Pampers the Strongest of P&G’s 23 Billion-Dollar Brands
    • P&G in Disposables War With Kimberly-Clark

  • Three Marketers to Watch
  • California Baby
    • Reckitt Benckiser Group PLC/Coty, Inc./Del Laboratories
    • Royal Philips Electronics N.V./Philips Avent
    • Product Trends
      • Every Year, Hundreds of New Babycare Supplies
      • Table 4-18 Number of New Babycare Supplies Product Introductions, 2003-2007*
      • “Sophistication” Translates as Plain Old “Added Value”
      • Prestige Baby Bodycare
      • Play & Discovery Toys
      • Private Label Covering Both Commodity and Hot Product Segments
      • Licensing Momentum Builds Slowly
      • Table 4-18 Selected New Introductions of Babycare Supplies, 2006-2007

    • Consumer Advertising Positioning
      • Think “Love,” “Cute,” “Soft and Gentle”
      • Stress-Relief and Safety
      • Baby’s Development
      • Natural Stuff Inside—Or the Product Just Acts Natural
      • Stretchy and Dry
      • Growing Old—All the Way to 3 or 4
      • Medical Cachet Overruled

    • Consumer Promotions
      • Two Perspectives on Ensuring Brand Loyalty
      • Couponing
      • An Old Fave: The Baby Photo Contest
      • Advice on Pregnancy and Child Health/Development—Even Names
      • Targeting Pregnant Moms, New Mothers with Newsletters, Sample Kits
      • Good Deeds
      • Huggies in Your Preschools
      • Table of Marketers and Brands
      • Table 4-2 Leading Marketers of Babycare Supplies and Their Representative Brands, 2008

Chapter 5 Distribution and Retail

  • HIGHLIGHTS
  • Distribution
    • Three Product Paths: Traditional Four-Step, DSD and Direct Sales
    • P&G Makes Supply Chain Leaner and Meaner

  • Retail
    • Margins at Mass Retail: The Thin, the Fat and the Fatter
    • Table 5-1 Supermarket Retailers’ Average Gross Profit Margins on Babycare Supplies and Baby Foods, 2005-2007 (five-point ranges)
    • Babycare Aisles Become “Baby Centers”
    • Baby Centers Often Arranged by Lifestage
    • Baby Clubs Foster Retailer Loyalty Online and Offline
    • Gift Registries Help Move Some Babycare Supplies

  • Retail Focus: Toys “R” Us, Inc./Babies “R” Us
    • Sales Top $13 Billion in Fiscal 2007
    • TRU: Brief History
    • BRU: Appealing to Everybody’s Economic Level

  • Retail Focus: Wal-Mart Stores, Inc.
    • Sales of $345 Billion in Fiscal 2007
    • A History of Steamrolling Other Retailers
    • The Biggest Babycare Retailer Mounts “Operation Rattle”

Chapter 6 The Consumer

  • HIGHLIGHTS
  • About Simmons Data
    • What They Are …
    • … And How to Use Them
    • The Survey’s Overall Household Gauge
    • Regions Defined
    • Table 6-1 Projected Total Number and Percentage of U.S. Households by Simmons’ Respondent Demographic Factors of, 2007 (in thousands)

  • Births and Birth Rates
    • Over 4 Million Live Births per Year
    • Hispanic Births Break 1 Million in 2006
    • Table 6-2 Number of U.S. Live Births by Race/Ethnicity, 1940-2006
    • Crude Birth Rate Has Trended Downward Since 1950
    • Table 6-3 U.S. Crude Birth Rate, 1940-2006 (births per thousand population)
    • Fertility Rate Inches Upward
    • Table 6-4 U.S. Fertility Rate, 1940-2006 (births per thousand women
    • age 15-44)
    • More of Us Expecting Grandchildren Than Children
    • Table 6-5 Birth of First or Second Child or Grandchild (Last 12 Months and Next 12 Months), 2007 (in thousands)
    • Pregnant Households Exhibit Diverse Skews
    • Table 6-6 Demographic Characteristics of Households with Pregnant Women (Past 12 Months), 2007 (in thousands)

  • Psychographics and Media
    • About Half of Households Claim to Indulge Kids
    • Table 6-7 Strong Agreement with Statements About Indulging Kids, 2007 (in thousands)
    • Much Smaller Sector Enjoys Shopping with Kids
    • Table 6-8 Strong Agreement with Statements About Shopping with Kids, 2007 (in thousands)
    • Parents Is Most Widely Read Child-Rearing Mag
    • Table 6-9 Household Readership of Magazines About Child-Rearing (Past 6 Months), 2007 (in thousands)

  • The Baby Bodycare Products Household
    • Almost 29 Million Households Use Baby Oil or Lotion, But Most Don’t Use It on Baby!
    • Use Skews to Less Affluent Lifestyles
    • Table 6-10 Demographic Characteristics of Households Using Baby Oil/Lotion, 2007 (in thousands)
    • No Surprise: Johnson’s Is Most Popular Brand
    • Table 6-11 Household Use of Baby Oil/Lotion by Brand, 2007 (in thousands)
    • Baby or Children’s Shampoo Used in 25 Million Households
    • Young and Elderly Both Influential
    • Table 6-12 Demographic Characteristics of Households Using Baby/Children’s Shampoo, 2007 (in thousands)
    • Baby/Children’s Shampoo, 2007 (in thousands)
    • Johnson’s the Most Popular Brand by Far
    • Table 6-13 Household Use of Baby/Children’s Shampoo by Brand, 2007 (in thousands)
    • Baby Wash and Other Bath Products: An Audience of 19 Million Households
    • Data Indicates Relative Lack of Affluence
    • Table 6-14 Demographic Characteristics of Households Using Baby Wash and Other Bath Products, 2007 (in thousands)
    • Johnson’s, Again, Is Most Widely Used Brand
    • Table 6-15 Household Use of Baby Wash and Other Bath Products by Brand, 2007 (in thousands)
    • Baby Powder a Staple in 40 Million Households, But Mostly Used by Adults
    • Low Earners are High Users
    • Table 6-16 Demographic Characteristics of Households Using Baby Powder, 2007 (in thousands)
    • Johnson’s and Shower to Shower Lead Baby Powder Use
    • Table 6-17 Household Use of Baby Powder by Brand, 2007 (in thousands)

  • The Baby Wipes/Moist Towelettes Household
    • Baby Wipes/Moist Towlettes Households Estimated at 31 Million
    • Use High Among Households of Mid-Level Affluence
    • Table 6-18 Demographic Characteristics of Households Using Baby Wipes/Moist Towelettes, 2007 (in thousands)
    • Huggies, Wet Ones Are America’s Favorite Brand
    • Table 6-19 Household Use of Baby Wipes/Moist Towelettes by Brand, 2007 (in thousands)
    • Over 10 Million Households Just Throw Away Those Diapers
    • America Uses at Least 32 Billion Disposables Annually
    • Table 6-20 Household Use of Disposable Diapers/Training Pants by Number Used Daily (Past 6 Months), 2007 (in thousands)
    • Use Favored by Upper and Lower Classes
    • Table 6-21 Demographic Characteristics of Households Purchasing Disposable Diapers/Training Pants (Past 6 Months), 2007 (in thousands)
    • Disposable Diapers/Training Pants (Past 6 Months), 2007 (in thousands)
    • Huggies Is the Brand to Beat
    • Table 6-22 Household Use of Disposable Diapers/Training Pants by Brand, 2007 (in thousands)

  • The Play & Discovery/Infant Toys Household
    • Almost 15 Million Households Purchase Infant Toys
    • Most Households Spend Less Than $50 on Infant Toys
    • Infant Toy Expenditures Buy Some Toddler Toys, Too
    • Table 6-23 Household Expenditures for Infant Toys (Past 12 Months), 2007 (in thousands)
    • Education Breeds Education—Literally
    • Table 6-24 Demographic Characteristics of Households Purchasing Play & Discovery Infant Toys (Past 12 Months), 2007 (in thousands)

  • Household Patronage of Kids’ Specialty Chains
    • Toys “R” Us Leads the Trio in Customer-Households
    • All Three Chains Share Advantaged Clientele
    • Table 6-25 Demographic Characteristics of Households Patronizing Children’s Specialty Retail Chain Stores (Past 3 Months), 2007 (in thousands)

Appendix: Selected Company Addresses

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