The Baby Care Market
May 1, 1997
156 Pages - Pub ID: LA481
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  1. Executive Summary
    • The Products
    • Product Categories/Segments
    • The Market
    • Market Size and Growth
    • Market Projections
    • Table 1-1: Estimated Size and Growth of the U.S. Baby Care Market: 1992-2001 (retail dollars)
    • Sales/Share by Category/Segment
    • Retail Share
    • The Marketers
    • The Marketers
    • Competition
    • New Product Trends
    • Advertising Expenditures
    • Retail
    • At the Retail Level
    • The Consumer
    • Consumer Demographics
    • Scope and Methodology
    • Scope
    • Methodology of Sales Estimates
  2. The Products
    • Overview
    • Scope of Study
    • Products Included
    • Products Excluded
    • Product Categories
    • Three Categories
    • Diapers
    • Skincare/Toiletries
    • Baby Feeding Accessories
    • Product Attributes
    • Diapers: Classifications
    • Skincare Products: Attributes
    • Toiletries: Attributes
    • Baby Feeding Accessories: Bottles/Nursers
    • Nipples, Pacifiers, Teethers
  3. The Market
    • Market Size and Growth
    • Market Falling
    • Figure 3-1: Estimated Size and Growth of the Baby Care Market in the U.S.: 1992-1996 (retail dollars)
    • Diaper Category Drags Down Sales
    • Table 3-1: Estimated Size and Growth of the U.S. Baby Care Market, by Product Category: 1992-1996 (retail dollars): Diapers, Skincare/Toiletries, Baby Feeding Accessories
    • Skincare/Toiletries Up-Driven by Baby Wipes
    • Feeding Accessories in a Positive Growth Mode
    • Diaper Sales by Segment
    • Table 3-2: Size and Growth of U.S. Market for Baby Diapers, by Segment: 1992-1996 (retail dollars): Disposable Diapers, Diaper Services, Cloth Diapers
    • Skincare Sales by Segment
    • Table 3-3: Size and Growth of U.S. Market for Baby Skincare Products, by Segment: 1996 and 1995 (retail dollars): Powder, Petroleum Jelly, Ointment/Cream, Oil, Lotion, Soap
    • Toiletries Sales by Segment
    • Table 3-4: Size and Growth of the U.S. Market for Baby Toiletries, by Segment: 1992-1996 (retail dollars): Baby Wipes, Cotton Swabs
    • Sales of Baby Feeding Accessories
    • Unit and Dollar Sales
    • Table 3-5: Change in Dollar and Unit Sales of Major Baby Care Market Segments, by Segment: 1996 and 1995 (percent): Disposable Diapers, Skincare Products, Baby Wipes
    • Factors in Future Growth: Demographics
    • Overview: Market Strongly Linked to Demographic/Population Trends
    • Natality Statistics from the NCHS
    • The Universe of Potential Mothers
    • Table 3-6: U.S. Population of Potential Mothers, by Age Group: 1994 (numbers and percent): 15-19, 20-24, 25-29, 30-34, 35-39, 40-44
    • The Aging Trend
    • Table 3-7: Trend in Distribution of Potential Mothers in the U.S., by Age Group: 1976-1994 (percent): 18-24, 25-29, 30-34, 35-39, 40-44
    • Twenty-Year Olds Account for Half of Births
    • Table 3-8: Number and Distribution of U.S. Live Births , by Age of Mother: 1994 (numbers and percent): 15-19, 20-24, 25-29, 30-34, 35-39, 40-44
    • Newborn Population Size: 1996
    • Table 3-9: U.S. Live Births: 1990-1996 (number)
    • Table 3-10: U.S. Live Births: 1940-1996 (number)
    • Declining Birth and Fertility Rates
    • Table 3-11: U.S. Birth and Fertility Rates: 1940-1996 (numbers)
    • Increase in Childless Women
    • Table 3-12: Percent of Childless Women in the U.S., by Age Group: 1976-1994 (percent): 18-24, 25-29, 30-34, 35-39, 40-44
    • Mothers Getting Older
    • Table 3-13: U.S. Birth Rates, by Age of Mother: 1970-1994 (numbers): 15-19, 20-24, 25-29, 30-34, 35-39, 40-44
    • More "Thirtysomething" Moms
    • Table 3-14: U.S. Childbearing Women Ages 30-34 and 35-39: 1976-1994 (number)
    • Rates by Live-Birth Order
    • High Unmarried Mother Rate
    • Table 3-15: Number and Percent of Births to Unmarried Women in the U.S.: 1980-1994 (number and percent)
    • Unmarried Trend Cuts Across Age Groups
    • Table 3-16: Birth Rates for Unmarried Women in the U.S., by Age Group: 1970-1994: 15-44, 15-17, 18-19, 20-24, 25-29, 30-34, 35-39, 40-44
    • Unmarried Trend by Race
    • Table 3-17: Birth Rates for Unmarried Women in the U.S., by Race and Ethnic Origin: 1970-1994: White, Black, Hispanic
    • Fertility Rates by Race
    • Table 3-18: U.S. Fertility Rates, by Race/Ethnicity: 1960-1994: White, Black, Asian/Pacific, American Indian, Hispanic
    • Hispanic Fertility Rates
    • Mothers in the Workforce
    • Table 3-19: Proportion of New Mothers in the U.S. Labor Force, by Demographic Factor: 1994 (percent): Education, Age, Race, Marital Status
    • Mothers and Education
    • Table 3-20: Distribution of New U.S. Mothers, by Educational Attainment: 1994 (percent): 0-8 years, 9-11, 12, 13-15, 16+
    • Birth Rates and Fathers
    • Table 3-21: Birth Rates of U.S. Fathers, by Age Group: 1980-1994: 15-54, 15-19, 20-24, 25-29, 30-34, 35-39, 40-44, 45-49, 50-54
    • Summary: Implications of Demographic Trends
    • Factors in Future Growth : Other Factors
    • Value-Consciousness
    • Fading Brand Loyalty?
    • Positive Factors
    • The Working Mom Phenomenon
    • The Grandparent Factor
    • Health Awareness
    • New Products
    • New Marketing Angles
    • Licensing
    • Premium Products
    • Extended Use
    • Factors in Growth: Disposable Diapers
    • The Convenience Factor
    • Environmental Concerns Blunted, So Far
    • Factors in Growth: Skincare/Toiletries
    • Factors in Growth: Baby Feeding Accessories
    • Retail Factors
    • Market Composition: Sales by Product Category
    • Diapers with Three-Quarters of Baby Care Sales
    • Figure 3-2: Share of Baby Care Retail Sales in the U.S., by Product Category: 1996 (percent): diapers, skincare/toiletries, baby feeding accessories
    • Market Composition: Diapers
    • Disposables Monopolize Diaper Category
    • Table 3-22: Share of U.S. Diaper Sales, by Product Segment: 1992 and 1996 (percent): Disposable diapers, diaper services, cloth diapers
    • Use of Disposables: By Product Type
    • Figure 3-3: New Mothers' Use of Disposable Diapers in the U.S., by Product Type: 1996 (percent): regular/ultrathin only, premium only, both regular and premium, both overnight and other types, overnight only
    • Weight- and Gender-Specific Use of Disposables
    • Training Pants Share
    • Market Composition: Skincare/Toiletries
    • Share by Subcategory
    • Skincare Share: By Segment
    • Table 3-23: Share of U.S. Baby Skincare Sales, by Product Segment: 1995 and 1996 (percent): powder, petroleum jelly, ointment/cream, oil, lotion, soap
    • Toiletries Share: By Segment
    • Market Composition: Baby Feeding Accessories
    • Special Note
    • Bottle/Nurser Use by Type
    • Bottle Use by Size
    • Table 3-24: U.S. New Mothers Use of Baby Bottles/Nursers, by Bottle Size: 1996 (percent): "currently use" or "use most often" 4 0z., 8 oz., 12 oz.
    • Bottle Use by Shape
    • Table 3-25: U.S. New Mothers Use of Baby Bottles/Nursers, by Bottle Shape: 1996 (percent): straight, straight only, angled, angled only
    • Use of Disposable Bottle Liners
    • Nipple Use by Material/Type
    • Table 3-26: U.S. New Mothers Use of Nipples, by Material and Type: 1996 (percent): rubber/latex (regular), silicone (orthodontic)
    • Pacifier Use
    • Table 3-27: U.S. New Mothers Use of Pacifiers, by Age of Baby: 1996 (percent): 0-6 months, 7 or more months
    • Pacifier Use by Type
    • Table 3-28: U.S. Mothers Use of Pacifiers, by Product Type: 1996 (percent): orthodontic: silicone, rubber/latex; regular: silicone rubber/latex
    • Teether Use
    • Table 3-29: U.S. New Mothers Use of Baby Teethers, by Age of Baby: 1996 (percent): 0-6 months, 7 or more months
    • Teether Use by Type
    • Table 3-30: U.S. New Mothers Use of Teethers, by Product Type: 1996 (percent): hard, soft-not water filled, soft-water filled
    • Market Composition: Retail Share
    • Special Note
    • Discounters Gaining Share
    • Retail Share: Disposable Diapers
    • Table 3-31: Share of U.S. Sales of Disposable Diapers, by Outlet Type; 1993, 1995, and 1996 (percent): supermarkets, drugstores, discount chains
    • Retail Share: Baby Wipes
    • Table 3-32: Share of U.S. Sales of Baby Wipes, by Outlet Type; 1995 and 1996 (percent): supermarkets, drugstores, discount chains
    • Retail Share: Skincare Products
    • Table 3-33: Share of U.S. Sales of Baby Skincare Products, by Outlet Type: 1995 and 1996 (percent): supermarkets, drugstores, discount chains
    • Retail Share: Skincare by Product Segment
    • Table 3-34: Share of U.S. Sales of Selected Baby Needs, by Outlet and Product Segment: 1995 and 1996 (percent): supermarkets, drugstores, discount chains
  4. The Marketers
    • The Marketers
    • Number/Type of Marketers
    • Marketers of Disposable Diapers
    • Marketers of Cloth Diapers
    • Marketers of Baby Skincare Products
    • Marketers of Baby Toiletries
    • Marketers of Baby Feeding Accessories
    • Table 4?1: Leading Marketers/Brands of Baby Care Products, by Product Category: 1996 (listing)
    • Marketer Shares: Disposable Diapers
    • Kimberly-Clark with Slight Lead over Procter Gamble
    • Table 4-2: Marketer Shares of U.S. Disposable Diaper Sales: 1992-1996 (Selected Years) (percent): Kimberly-Clark, Procter & Gamble, Drypers, Associated Hygienics
    • Private Labels
    • Veragon/Drypers and Associated Hygienics
    • Brand Shares: Disposable Diapers
    • Luvs Stretch and Huggies Ultratrim Tied for Lead
    • Table 4-3: Brand Shares of U.S. Disposable Diaper Sales, 1996 (percent): Luvs Stretch, Huggies Ultratrim, Pampers Stretch, etc.
    • The Competitive Situation: Disposable Diapers
    • Procter & Gamble and Kimberly-Clark
    • Their Major Rival: Private Label
    • Fierce Competition on Price
    • P&G Pioneers Market in 1961
    • K-C Enters in 1968
    • K-C Trumps P&G with Huggies in 1978
    • P&G Responds with Superabsorbents
    • The Battle of the Innovations
    • K-C Wins; P&G Resorts to Price Wars
    • P&G Prepares for Restaging in 1994
    • Fierce Price Wars in 1995
    • P&G Restages Luvs and Pampers
    • Focusing on Unisex and Large Packaging
    • K-C Matches P&G
    • The Indirect Impact of the K-C/Scott Merger
    • Is Europe the Next Battleground?
    • K-C's Monopoly in Training Pants
    • Competitive Focus: Veragon/Drypers
    • Number-Three Branded Marketer
    • A Scrappy Competitor
    • Baking Soda Diapers
    • Strategy
    • A Rough 1995
    • Distribution Difficulties
    • Distribution Opportunities
    • Other Competitive Profiles
    • Paragon Trade Brands
    • Confab Enters
    • Arquest, Inc.
    • Marketer Shares: Baby Wipes
    • Topsy-Turvy Situation
    • Like Diapers, K-C Now Tied with P&G for Lead
    • Table 4-4: Marketer Shares of U.S. Baby Wipes Sales: 1992 -1996 (percent): Scott Paper, Kimberly-Clark, Reckitt & Colman
    • Reckitt & Colman in Second Tier
    • Minor Wipes Marketers
    • Private Label
    • Brand Shares: Baby Wipes
    • Baby Fresh on Top, Huggies Number Two
    • Table 4-5: Brand Shares of U.S. Baby Wipes Sales: 1996 (percent): Baby Fresh, Huggies, Huggies Natural Care, Chubs, Wet Ones, Scott, Wash-A-Bye, Kid Fresh
    • The Competitive Situation: Baby Wipes
    • The Big News: K-C Acquires Scott Paper
    • Scott Brands Sold to P&G
    • Scott Originally Dominated
    • But Scott Couldn't Compete with K-C
    • Reckitt & Colman Acquires Lehn & Fink
    • Private Label a Significant Factor
    • Marketer Shares: Baby Skincare
    • J&J Rules
    • Table 4-6: Marketer Shares of U.S. Baby Skincare Sales, 1995-1996 (percent): Johnson & Johnson, Colgate-Palmolive, Chesebrough-Ponds, Pfizer, Helene Curtis, Schering-Plough
    • Colgate-Palmolive (Baby Magic)
    • Chesebrough-Pond's (Vaseline)
    • Pfizer (Desitin)
    • Helene Curtis and Schering-Plough Vie for the Fifth Spot
    • Minors Concentrated in Ointments and Powders
    • Significant Minors
    • Private Labels
    • Brand Shares: Baby Skincare
    • Baby Magic Leads Baby Lotion Brands
    • Table 4-7: Brand Shares of U.S. Baby Lotions Sales, 1996 (percent): Baby Magic, Suave, J&J, J&J Baby, J&J Ultra Sensitive, Private Label
    • Oils Dominated by J&J Line
    • Table 4-8: Brand Shares of U.S. Baby Oils Sales, 1996 (percent): J&J, Baby Magic, J&J Baby, Baby Magic Lite, Suave
    • Desitin Strong Leader of Ointments/Creams
    • Table 4-9: Brand Shares of U.S. Baby Ointments/Creams Sales, 1996 (percent): Desitin, A&D, Daily Care, Balmex, A&D Medicated, J&J, Diaparene, Dyprotex, J&J Ultra Sensitive
    • J&J Rules Baby Powder Segment
    • Table 4-10: Brand Shares of U.S. Baby Powder Sales, 1996 (percent): J&J Baby, J&J, Caldesene, Gold Bond, Suave, Diaparene, Swan, Desitin, Baby Magic
    • Baby Soap Dominated by Baby Magic
    • Table 4-11: Brand Shares of U.S. Baby Soap Sales, 1996 (percent): Baby Magic, J&J, J&J Baby, J&J No More Tears, Suave Baby Care, Phisoderm
    • Vaseline Virtually Only Brand of Petroleum Jelly
    • The Competitive Situation: Baby Skincare Products
    • Sluggish Competition
    • The Strong J&J Name
    • Innovation at the Margins
    • Ultra Sensitive Products
    • Baby Magic a Major Competitor
    • Lackluster Sales
    • The Suave Extension into Baby Care
    • Competition: Lotions
    • Competition: Oils
    • Competition: Ointments/Creams
    • Competition: Powder
    • Competition: Soap
    • Competition: Petroleum Jelly
    • The Competitive Situation: Baby Feeding Accessories
    • The American Baby Survey
    • The Top Three: Gerber, Playtex, Evenflo
    • Table 4-12: U.S. New Mothers Brand Use of Baby Bottles, by Bottle Type, 1984-1996 (percent): Plastic, Glass-Gerber, Evenflo, J&J, Cherubs, Playtex
    • Table 4-13: U.S. New Mothers Brand Use of Nipples, 1984-1996 (percent): Playtex, Gerber, Evenflo, J&J Health Flow, Nuk
    • Table 4-14: U.S. Mothers Brand Use of Pacifiers, 1984-1996 (percent): Nuk, Mam/Sassy, Gerber, Playtex, Evenflo, Cherubs, The First Years, Binky
    • Table 4-15: U.S. Mothers Brand Use of Teethers, 1984-1996 (percent): Gerber, The First Years, Evenflo, Safety First, Nuk, Johnson & Johnson
    • Gerber Is Number One
    • Playtex Is Number Two
    • Evenflo Is Number Three
    • J&J a New Force in BFA
    • New Product Trends
    • Unisex Trend in Diapers
    • Improved Diaper Technology
    • Other Diaper Trends
    • New Age Skincare Products
    • Licensed Skincare Products
    • Other Skincare Trends
    • Trends in Baby Wipes
    • High-Tech Feeding Accessories
    • Licensed BFA Products
    • Other BFA Trends
    • Table 4-16: Selected New Product Introductions for the U.S. Baby Care Market, 1995-1996 (listing)
    • Selected New Product Introductions for the U.S. Baby Care Market, 1995-1996
    • Selected New Product Introductions for the U.S. Baby Care Market, 1995-1996
    • Consumer Advertising Expenditures
    • Amount Spent in 1995
    • Diaper Marketers Account for Lion's Share
    • Leading Advertisers
    • Advertising Positioning
    • Performance the Primary Positioning
    • Pictorial and Copy Aspects
    • Positioning: Diapers
    • Positioning: Skincare/Toiletries
    • Positioning: BFA Products
    • Examples
    • Consumer and Trade Promotions
    • Coupons Used Rarely
    • Pampers Parenting Institute
    • Free Samples and "Kits" Often Distributed Through Institutions
    • Trade Promotions Are Standard
    • Ads Follow Typical Trade Ad Format
  5. Distribution And Retail
    • Distribution
    • Distribution Is Standard
    • Specialty Items Often Distributed Through Mail or Phone Order
    • Wholesalers Important to Smaller Retailers
    • At the Retail Level
    • Baby Care Outlet Types
    • Average Margins: Disposable Diapers
    • Margins: Skincare/Toiletries and Baby Feeding Accessories
    • Turnover Rates
    • Shelving and Display
    • Shelf Space
    • Assortment
    • Retail Promotions
    • Baby Clubs
    • Retail Focus: Disposable Diapers
    • Retail Focus: Supermarkets
    • Supermarkets Losing to Discounters
    • Supermarket Responses
    • The Dilemma of Expanding Baby Care Sections
    • Shopping the Whole Store
    • H-E-B Profile
    • Retail Focus: Discount Stores
    • Discounters in a Growth Mode
    • Discounter Pluses
    • Profile: Target
    • Retail Focus: Drugstores
    • Unique Advantages
    • Diaper Selection Varies
    • Integrating Baby Care Products
    • Profile: Walgreens
    • Retail Focus: Baby Store Category Killers
    • Big Boxes New to Baby Care
    • Problems with the Concept
    • The Peril of Too-Rapid Expansion
    • The Original: Baby Superstore
    • The Rise and Fall of Baby Superstore
    • Is the Big Box Concept Viable for Baby Products
    • Babies R Us
    • Toys R Us Could Make the Concept Work
    • Lil' Things
    • Other Baby Category Killers
  6. The Consumer
    • The Consumer: Diapers
    • Approximately 27 Million Adults Use Disposables
    • Most Use Six or More a Day
    • Factors in Use: Disposable and Cloth Diapers
    • Table 6-1: Demographic Characteristics Favoring Use of Cloth and Disposable Diapers: 1996 (listing): Age, Education, Employment, Occupation, Family Status, Region, Locality, Race/Ethnicity, Household Income, Household Size, Children in Household
    • Factors in Use: By Disposable Diaper Type
    • Table 6-2: Demographic Characteristics Favoring Use of Disposable Diapers, by Type and Brand: 1996 (listing): Age, Education, Employment, Occupation, Family Status, Region, Locality, Race/Ethnicity, Household Income, Household Size, Children in Household
    • Factors in Use: By Disposable Diaper Brand
    • The Consumer: Baby Wipes
    • About 44 Million Adults Use Baby Wipes
    • Most Use Seven or Fewer Wipes in a Week
    • Factors in Use and Heavy Use of Baby Wipes
    • Table 6-3: Demographic Characteristics Favoring Use of Baby Wipes-All Users and Heavy Users: 1996 (listing): Age, Education, Employment, Occupation, Family Status, Region, Locality, Race/Ethnicity, Household Income, Household Size, Children in Household
    • Factors in Use of Baby Wipes: By Brand
    • Table 6-4: Demographic Characteristics Favoring Use of Baby Wipes, by Brand: 1996 (listing): Age, Education, Employment, Occupation, Family Status, Region, Locality, Race/Ethnicity, Household Income, Household Size, Children in Household
    • The Consumer: Skincare Products
    • About 17 Million Adults Use Baby Powder on Babies
    • Factors in Use of Baby Powder
    • Table 6-5: Demographic Characteristics Favoring Use of Baby Powder, by Brand: 1996 (listing): Age, Education, Employment, Occupation, Family Status, Region, Locality, Race/Ethnicity, Household Income, Household Size, Children in Household
    • Factors in Use of Baby Powder: By Brand
    • Eight Percent of Adults Use Baby Oil/Lotion
    • Factors in Use of Baby Oil/Lotion
    • Table 6-6: Demographic Characteristics Favoring Use of Baby Oil or Lotion, by Brand: 1996 (listing): Age, Education, Employment, Occupation, Family Status, Region, Locality, Race/Ethnicity, Household Income, Household Size, Children in Household
    • Factors in Use of Baby Oil/Lotion: By Brand
    • Twenty-Six Million Users of Baby Soap
    • Factors in Use of Baby Soap
    • Table 6-7: Demographic Characteristics Favoring Use of Baby Soap, by Brand: 1996 (listing): Age, Education, Employment, Occupation, Family Status, Region, Locality, Race/Ethnicity, Household Income, Household Size, Children in Household
    • Factors in Use of Baby Soap: By Brand
    • The Consumer: Baby Nursers/Bottles
    • About 10 Million Users
    • Factors in Use of Baby Nursers/Bottles
    • Table 6-8: Demographic Characteristics Favoring Use of Baby Nursers: 1996 (listing): Age, Education, Employment, Occupation, Family Status, Region, Locality, Race/Ethnicity, Household Income, Household Size, Children in Household

    Appendix I: Examples Of Baby-Care Advertising AppI-1
    Appendix II: Addresses Of Selected Baby Care Marketers AppII-1
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