• Extensions of Brands into Allied Segments
• Targeting Toddlers: Licensing, Encouraging Independence
• Premium and Upscale Products: Many Are Natural
• Improved Technology
• Babycare Supplies Marketers Spend $242 Million in 2004
• Almost 5 Million Households With Kids Under Age 2
• Almost 2.5 Million Expectant Mother-Households in Fall, 2004
• Expectant Households Characterized by Youth, Specific Minorities and Kids Already There

Chapter 2 The Products

• Key Points
• Introduction
  • Scope of Report
  • Terms Clarified
  • Methodology
  
  
• The Products
  • Five Main Categories: Disposable Diapers, Wipes/Moist Towelettes, Baby Bodycare, Feeding Accessories, Pacifiers/Teethers
  • Disposable Diapers
  • Wipes/Moist Towelettes
  • Baby Bodycare
  • Feeding Accessories
  • Pacifiers/Teethers (Soothing Accessories)
  • Mainstream Products versus Natural/Organic Versions

Chapter 3 The Market

• Key Points
• Market Size and Growth
  • Sales Plummet to $6.1 Billion During 2001-2005
  • Babycare Supplies an Essentially Mature Market
  • But Some Bright Spots in 2001-2005
  • Table 3-1 U.S. Retail Dollar Sales of Babycare Supplies, 2001-2005 (In Millions)
  • Diapers Drop to $4 Billion
  • Regular Disposable Diapers Still Outsell Training Pants
  • Wipes/Moist Towelettes, at $954 Million, Recover Some Ground
  • Baby Wipes Overpower Moist Towelettes in Mass
  • Baby Bodycare Struggles to $562 Million
  • Soap and Ointments/Creams Are Leading Bodycare
  • Segments in Mass
  • Table 3-2 Share of U.S. Retail Dollar Sales of Baby Bodycare Products in Supermarkets, Chain Drugstores, and Mass Merchandise Outlets, by Segment, 2001-2004 (Dollars in Thousands)
  • Feeding Accessories Hover Around $500 Million Mark
  • Pacifiers/Teethers in Small Recovery to $111 Million
  • Regional Sales Varies According to Product
  • Table 3-3 Use of Babycare Supplies, by Category and Census Region, 2004 (Households, in Thousands)
  
  
• Factors in Future Growth
  • With Each Crop of Babies, More Love and Care
  • But Can Marketers Spur Demand for Higher-End Supplies?
  • Price Wars: Materials Costs Could Break the Holding Pattern
  • More Babies in Future, But Numbers Expand Gradually
  • Table 3-4 Projected U.S. Population, by Age Bracket, 2005-2020 (In Thousands)
  • Potential Mothers Also on Rise
  • Table 3-5 Projected U.S. Population of Potential Mothers (Women Aged 15-44), 2005-2020 (In Thousands)
  • Blacks, Hispanics, Asians Birthing at Higher Rates
  • Product Innovation and Licensing Are Potential Spurs
  • Environmental Concerns and Reusable Diapers
  • Breastfeeding More and More Popular
  • Baby-Creating Technology
  • Global Expansion Important for Marketers’ Survival
  
  
• Outlook by Category
  • Disposable Diapers
  • Wipes/Moist Towelettes
  • Baby Bodycare
  • Feeding Accessories
  • Pacifiers/Teethers
  
  
• Projected Sales
  • Babycare Supplies in Crawl to $6.6 Billion by 2010
  • Diaper Category to Hitch Up to $4.2 Billion
  • Wipes/Moist Towelettes to Struggle Toward $1.1 Billion
  • Baby Bodycare Foreseen in Push to $645 Million
  • Feeding Accessories to Keep Hovering Near $500 Million Mark
  • Pacifiers/Teethers to Nudge Up to $122 Million
  • Table 3-6 Projected U.S. Retail Dollar Sales of Babycare Supplies, 2005-2010 (In Millions)

Chapter 4 The Marketers

• Key Points
• The Marketers
• Perhaps 100 Significant Babycare Supplies Marketers
• Table 4-1 Numbers of Significant Mass Marketers* of Babycare Supplies, by Category and Segment, 2004
• Types of Companies Involved
• Table 4-2 Leading Marketers of Babycare Supplies, and Their Representative Brands, 2005

• Special Note About IRI Data
• Disposable Diapers and Training Pants: K-C and P&G Lock It Up
• Table 4-3 Share of U.S. Retail Dollar Sales of Disposable Diapers (Including Training Pants) Through Mass Retail Channels,* by Marketer and Brand, 2004
• Diapers Alone: P&G’s Way Ahead
• Table 4-4 Share of U.S. Retail Dollar Sales of Disposable Diapers (Not Including Training Pants) Through Mass Retail Channels,* by Marketer and Brand, 2004
• Training Pants Alone: K-C Dominates
• Table 4-5 Share of U.S. Retail Dollar Sales of Disposable Training Pants Through Mass Retail Channels,* by Marketer and Brand, 2004
• Wipes: It’s K-C, Followed by P&G
• Table 4-6 Share of U.S. Retail Dollar Sales of Baby Wipes Through Mass Retail Channels,* by Marketer and Brand, 2004
• Moist Towelettes: K-C and Playtex Lead
• Table 4-7 Share of U.S. Retail Dollar Sales of Moist Towelettes Through Mass Retail Channels,* by Marketer and Brand, 2004
• Baby Bodycare, Lotions: J&J Rules
• Table 4-8 Share of U.S. Retail Dollar Sales of Baby Lotions Through Mass Retail Channels,* by Marketer and Brand, 2004
• Baby Bodycare, Oil: J&J Controls Segment with Famous Brand
• Table 4-9 Share of U.S. Retail Dollar Sales of Baby Oils Through Mass Retail Channels,* by Marketer and Brand, 2004
• Baby Bodycare, Ointments/Creams: Pfizer, Schering-Plough, J&J Are Triumvirate
• Table 4-10 Share of U.S. Retail Dollar Sales of Baby Ointments/Creams Through Mass Retail Channels,* by Marketer and Brand, 2004
• Baby Bodycare, Petroleum Jelly: Unilever and Private Label Own the Shelves
• Table 4-11 Share of U.S. Retail Dollar Sales of Petroleum Jelly Through Mass Retail Channels,* by Marketer and Brand, 2004
• Baby Bodycare, Powder: J&J Has Field to Self
• Table 4-12 Share of U.S. Retail Dollar Sales of Baby Powder Through Mass Retail Channels,* by Marketer and Brand, 2004
• Baby Bodycare, Shampoo: J&J’s Monopoly
• Table 4-13 Share of U.S. Retail Dollar Sales of Baby Shampoo Through Mass Retail Channels,* by Marketer and Brand, 2004
• Baby Bodycare, Soap: J&J, Novartis, Playtex Are Leaders
• Table 4-14 Share of U.S. Retail Dollar Sales of Baby Soap Through Mass Retail Channels,* by Marketer and Brand, 2004
• Feeding Accessories: Playtex, Novartis, Avent Lead
• Table 4-15 Share of U.S. Retail Dollar Sales of Nursing/Feeding Accessories Through Mass Retail Channels,* by Marketer and Brand, 2004
• Pacifiers/Teethers: Novartis, Sassy, First Years Are Main Players
• Table 4-16 Share of U.S. Retail Dollar Sales of Pacifiers/Teethers (Soothing Accessories) Through Mass Retail Channels,* by Marketer and Brand, 2004

• Sales of $47 Billion-Plus in 2004
• Johnson’s: Updating a Trusted Name in Babycare
• Other J&J Brands

• Record Net Sales of $15.1 Billion in 2004
• K-C Emphasizes Health and Hygiene Products
• Nurturing the Huggies Brand
• K-C Cyber-Targets Pregnant Women
• Other K-C Brands

• Net Sales of $28.2 Billion in 2004
• Novartis in Close Alliances with Wal-Mart, CVS, Walgreen
• Gerber Poised to Become More Extensive, More “Medical” Brand
• Other Novartis Brands

• Net Sales of $667 Million in 2004
• A Small, But Finely Tuned Brand-Stable

• Net Sales of $51.4 Billion in Fiscal 2004
• Wow! Pampers Is a $5 Billion Brand
• P&G’s Recent Babycare Brand Stable
• Through Baby’s Eyes
• Other Famous P&G Brands

• Annual Sales Estimated at $25 Million-or Much More
• Positioning Squarely on a Better World

• Burt’s Bees, Inc.
• California Baby
• The Hain Celestial Group, Inc.

• Extensions of Brands into Allied Segments
• Targeting Toddlers: Licensing, Encouraging Independence
• Premium and Upscale Products: Many Are Natural
• Improved Technology
• Table 4-17 Selected Recent Introductions of Babycare Supplies, 2003-2005

• Babycare Supplies Marketers Spend $242 Million in 2004
• K-C and P&G Spend $94 Million and $93 Million, Respectively
• Playtex Spends Almost $17 Million
• J&J Expenditures Measured at $10 Million-Actual Figure Is Higher
• Cannon Avent Group
• Novartis/Gerber in $7 Million Spend
• Four Marketers Spend $1 Million-$5 Million
• Four Significant Spends Below $1 Million

• Protection, Caring and Safety
• Enhancing Development, Encouraging Independence
• From Baby’s P.O.V....
• Elegant/Medical/Upscale
• Nature, Not Necessarily Natural
• Nursing/Feeding Accessories: Good Mechanics and Convenience
• Our Examples...

• Lots and Lots of Couponing
• Merchandise Offers
• A Mobile Exhibit, Womb Songs, Educational Programs

Chapter 5 Distribution and Retail

• Key Points
• DSD versus Standard Grocery versus HBC Paths
  • Margins Range From Skimpy to High
  • Table 5-1 Supermarket Retailers’ Average Gross Profit Margins on Babycare Supplies and Baby Foods, 2005 Five-Point Ranges)
  • Mass Retailers Urged to Consolidate Babycare Bodycare, Baby Foods, Diapers
  • Retailers’ Baby Clubs Ensure Loyalty

Chapter 6 The Consumer

• Key Points
• Overview
  • Almost 5 Million Households with Kids under Age 2
  • Table 6-1 Numbers of U.S. Households with Children Present, by Age of Those Children, 2004 (Thousands of Households)
  • Almost 2.5 Million Expectant Mother-Households in Fall 2004
  • Expectant Households Characterized by Youth, Specific Minorities-and Kids Already There
  • Table 6-2 Household Characteristics Most Favoring Pregnancy, 2004(Households)
  
  
• The Consumer: Disposable Diapers
  • Over 10.7 Million Households Use Disposable Diapers or
  • Training Pants
  • Frequency of Diaper Use on an Average Day
  • Table 6-3 Frequency of Use of Disposable Diapers, by Number Used on Average Day, 2004(Households, In Recent Six Months)
  • Broad Skews in Diaper/Training Pant Use
  • Table 6-4 Household Characteristics Most Favoring Use of Disposable Diapers or Training Pants, by All Use and by Product Type, 2004(Households, in Recent 6-Month Period)
  • Numbers of Diaper/Training Pant Users by Brand
  • Table 6-5 Numbers of Households Using Disposable Diapers or Training Pants, by Brand, 2004 (Thousands of Households)
  • Affluence, or Lack of It, Distinguishes Brand Use
  • Table 6-6 Household Characteristics Most Favoring Use of Disposable Diapers or Training Pants, by Brand, 2004 (Households, in Recent 6-Month Period)
  
  
• The Consumer: Baby Oil/Lotion
  • Nearly 31 Million Households Use Baby Oil or Lotion
  • Most Baby Oil Used on Adults
  • Table 6-7 Numbers of Households Using Baby Oil or Lotion, by Age, 2004 (Thousands of Households)
  • Frequency of Use of Baby Oil/Lotion
  • Table 6-8 Frequency of Use of Baby Oil or Lotion, by Times Used in Recent 7 Days, 2004 (Thousands of Households, In Recent Seven Days)
  • A Less Exalted Socioeconomic Picture of Oil/Lotion Use
  • Table 6-9 Household Characteristics Most Favoring Use of Baby Oil or Lotion, by All Use, and by Age of Person Using, 2004 (Households)
  • Table 6-9 [Cont.] Household Characteristics Most Favoring Use of Baby Oil or Lotion, by All Use, and by Age of Person Using, 2004 (Households)
  • Johnson’s Is Most Widely Used Baby Oil
  • Table 6-10 Numbers of Households Using Baby Oil/Lotion, by Brand, 2004 (Thousands of Households)
  • Oil/Lotion Profiles Point to Lower Income, Use by Older Age Brackets
  • Table 6-11 Household Characteristics Most Favoring Use of Baby Oil or Lotion, by Brand, 2004 (Households)
  
  
• The Consumer: Baby Shampoo
  • Over 25 Million Households Use Baby Shampoo
  • Moderate-to-Heavy Use Prevails
  • Table 6-12 Frequency of Use of Baby Shampoo, by Times Used in Recent 7 Days, 2004 (Thousands of Households, In Recent Seven Days)
  • An Unremarkable Profile of All Baby Shampoo Use
  • Table 6-13 Household Characteristics Most Favoring Use of Baby/Children's Shampoo, 2004 (Households)
  • Johnson’s Is Most Widely Used Baby Shampoo
  • Table 6-14 Numbers of Households Using Baby Shampoo, by Brand, 2004 (Thousands of Households)
  • Just a Few Standout Demographics in Baby Shampoo Brand Use
  • Table 6-15 Household Characteristics Most Favoring Use of Baby Shampoo, by Brand, 2004 (Households)
  
  
• The Consumer: Baby Wash/Bath Products
  • 18 Million Households Use Baby Wash/Bath Products
  • Medium-to-Heavy Frequency of Use Is Stressed
  • Table 6-16 Frequency of Use of Baby Wash and Baby Bath Products, by Times Used in Recent 7 Days, 2004 (Thousands of Households, In Recent Seven Days)
  • Nothing Unusual About Use-Profiles by Product Type
  • Table 6-17 Household Characteristics Most Favoring Use of Baby Wash and Bath Products, by All Use and by Product Type, 2004 (Households)
  • Johnson’s Used by 8.7 Million Households
  • Table 6-18 Numbers of Households Using Baby Wash and Bath Products, by Brand, 2004 (Thousands of Households)\
  • Brand-Use Sets Practically Uniform
  • Table 6-19 Household Characteristics Most Favoring Use of Baby Wash and Bath Products, by Brand, 2004 (Households)
  • Table 6-19 Household Characteristics Most Favoring Use of Baby Wash and Bath Products, by Brand, 2004 (Households)
  
  
• The Consumer: Baby Powder
  • More Than 43 Million Households Use Baby Powder
  • Table 6-20 Numbers of Households Using Baby Powder, by Age of Person Using, 2004 (Thousands of Households)
  • Moderate-to-Heavy Frequency of Use Dominates
  • Table 6-21 Frequency of Use of Baby Powder, by Times Used in Recent 7 Days, 2004 (Thousands of Households, In Recent Seven Days)
  • Baby Powder Use Is Generally Downscale
  • Table 6-22 Household Characteristics Most Favoring Use of Baby Powder, by All Use, and by Age of Person Using, 2004 (Households)
  • Johnson’s, Shower to Shower Have Largest User-Bases
  • Table 6-23 Numbers of Households Using Baby Powder, by Brand, 2004 (Thousands of Households)
  • Various Levels of Affluence in Powder Brand-Use Profiles
  • Table 6-24 Household Characteristics Most Favoring Use of Baby Powder, by Brand, 2004 (Households)
  • Table 6-24 Household Characteristics Most Favoring Use of Baby Powder, by Brand, 2004 (Households)
  
  
• The Consumer: Baby Wipes/Moist Towelettes
  • About 29 Million Households Use Wipes/Moist Towelettes
  • Both Heavy and Light Use Are Both Common
  • Table 6-25 Frequency of Use of Pre-Moistened Wipes/Towelettes, by Times Used in Recent 7 Days, 2004 (Thousands of Households, In Recent Seven Days)
  • Suggestions of Both Low and High Affluence in Profile of All Use
  • Table 6-26 Household Characteristics Most Favoring Use of Pre-Moistened Wipes/Towelettes, 2004 (Households)
  • Huggies, Wet Ones Are Most Popular Wipe/Towelette Brands
  • Table 6-27 Numbers of Households Using Pre-Moistened Wipes/Towelettes, by Brand, 2004 (Thousands of Households)
  • Some Interesting Contrasts in Wipe/Towelette Brand Use
  • Table 6-28 Household Characteristics Most Favoring Use of Pre-Moistened Wipes/Towelettes, by Brand, 2004 (Households)

Chapter 7

• Key Points
• Forget Baby Population - Think Innovation!
  • …And Larger Concepts!
  • Licensing versus Original Characters
  • Global Expansion the Best Hedge of All

Appendix: Addresses of Selected Marketers