The U.S. Market for Baby Care Supplies, Volume III in the series: The U.S. Market for Infant, Toddler, and Preschool Products

 
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Published Apr 1, 2003 | 118 Pages | Pub ID: LA769339

Special Offer. Now 25% off the original price of $2250.
In a data-intensive yet compact new format, this Packaged Facts report analyses the $6.8 billion market for babycare supplies. Providing comprehensive sales, national advertising, and consumer data, the report focuses on growth segments, brand competition, and new product trends in an industry where sophisticated market-driven strategies are essential to every player.

This report first quantifies the babycare supplies market (disposable diapers and wipes, skincare products, feeding accessories, and safety products), covering market size and composition for 1998-2002 as well as projected market growth for 2003-2007. An analysis of the competitive situation follows, addressing marketer and brand shares, and providing detailed individual profiles of leading mass marketers. The retail mileu is discussed next, while the final chapter tabulates and analyzes demographics for purchasers of babycare supplies. Use this compact but comprehensive report to keep up with industry developments relating to mergers and acquisitions; target marketing; brand maintenance; and the fast-shifting retail marketplace.

This report is the third of a three-part series on the infant, toddler, and preschool market, which also covers Clothing (Volume I) and Home Furnishings and Toys (Volume II). An Executive Overview of all three volumes is provided to purchasers of the full series, providing a cross-comparison of opportunities and competition in these inter-related sectors of the infant, toddler, and preschool market.

Volumes in the series are as follows:

The U.S. Market for Infant, Toddler, and Preschool Clothing, Volume I in the series: The U.S. Market for Infant, Toddler and Preschool Products
The U.S. Market for Infant,Toddler, and Preschool Home Furnishings and Toys: Volume II in the series: The U.S. Market for Infant, Toddler, and Preschool Products
The U.S. Market for Infant, Toddler and Preschool Products, Volume III: Baby Care Supplies
The U.S. Market for Infant, Toddler and Preschool Products, Volumes I-III

Chapter 1: Executive Summary

    Scope and Methodology
    • Scope of Report
    • Report Methodology

    The Market

    • Retail Sales Shrink to $5.7 Billion in 2002
    • Table 1-1: U.S. Retail Sales of ITP Babycare Supplies, 1998-2007 (in millions of dollars)
    • Sales by Category
    • Retail Channels
    • A Mature Market

    The Marketers

    • Major Marketers and Brands
    • The Competitive Situation
      • Diapers a Fiercely Competitive Market
      • Diaper Rivalry Spills Over into Baby Wipes
      • Johnson & Johnson Rules Skincare
      • Design and Innovations, Retail Penetration Key to Baby Feeding Accessories

    • Marketers Spend $174 Million on Advertising in 2001

    The Consumer

    • Overview of Consumer Purchasing

Chapter 2: The Market

    Market Size and Growth
    • Market Definition
    • Babycare Supplies
    • Products Not Included
    • Retail Sales Decline to $5.7 Billion in 2002
    • Disposable Diaper Sales Decrease to $3.9 Billion
    • Skincare and Toiletries Sales Edge Down to Under $1.2 Billion
    • Feeding Accessories Sales Grow to $580 Million
    • Figure 2-1: U.S. Retail Sales of ITP Babycare Supplies, 1998-2002 (in millions of dollars)
    • Table 2-1: U.S. Retail Sales of ITP Babycare Supplies, 1998-2002 (in millions of dollars)
    • Table 2-2: U.S. Retail Sales of ITP Diapers, 1998-2002 (in millions of dollars)
    • Table 2-3: U.S. Retail Sales of ITP Skincare and Toiletries, 1998-2002 (in millions of dollars)
    • Table 2-4: U.S. Retail Sales of ITP Feeding Accessories, 1998-2002 (in millions of dollars)

    Market Composition

    • Diapers 69% of Total Retail Sales
    • Disposables Monopolize Diapers
    • Training Pants a Growing Share of Disposable Diapers
    • Baby Wipes Account for Over Half of Skincare and Toiletries
    • Sales of Feeding Accessories by Type
    • Mass Merchandisers Lead Retail Sales
    • Figure 2-2: Share of ITP Babycare Supplies Sales by Category, 1998 vs. 2002 (percent)
    • Figure 2-3: Share of ITP Baby Skincare and Toiletries Retail Sales by Product Type, 2002 (percent)
    • Figure 2-4: Share of ITP Babycare Supplies Sales by Retail Outlet, 2002 (percent)

    Projected Market Growth

    • Demographic Trends
      • The Rising Birth Rate
      • More Working Mothers
      • Ethnic Populations Growing

    • Market Dynamics in ITP Babycare Supplies
      • Poor Economy and Discounting Negatively Affect Sales in 2002
      • Diapers a Saturated Market; Marketers Push Training Pants
      • Competition from Other Categories and Segments
      • Innovations and Savvy Marketing Can Boost Sales
      • The Portable Baby
      • The Superpremium Market

    • Sales to Reach $6.5 Billion by 2007
    • Figure 2-5: Projected U.S. Retail Dollar Sales of ITP Babycare Supplies, 2002-2007 (in millions of dollars)
    • Table 2-5: U.S. Population of Children Age 5 and Under, 1998-2010 (in thousands)
    • Table 2-6: Projected U.S. Retail Sales of ITP Babycare Supplies, 2002-2007 (in millions of dollars)
    • Table 2-7: Projected U.S. Retail Sales of ITP Diapers, 2002-2007 (in millions of dollars)
    • Table 2-8: Projected U.S. Retail Sales of ITP Skincare and Toiletries, 2002-2007 (in millions of dollars)
    • Table 2-9: Projected U.S. Retail Sales of ITP Feeding Accessories, 2002-2007 (in millions of dollars)

Chapter 3: Competitive Situation

    Overview
    • Major Diaper Marketers
    • Major Skincare and Toiletries Marketers
    • Major Feeding Accessories Marketers
    • Private Label a Major Contender
    • Table 3-1: Selected Marketers of ITP Babycare Supplies

    Marketer and Brand Shares

    • Note on Share Data
    • Kimberly-Clark, Procter & Gamble the Dominant Marketers
    • K-C and P&G Dominate Diapers…
    • … and Baby Wipes
    • J&J Rules Most Other Skincare and Toiletries
    • Playtex, Gerber Lead Feeding Accessories
    • Table 3-2: Share of U.S. Babycare Supplies Market by Marketer and Brand, 2001 vs. 2002 (percent)
    • Table 3-3: Share of U.S. Disposable Diapers Market by Marketer and Brand, 2001 vs. 2002 (percent)
    • Table 3-4: Share of U.S. Baby Wipes Market by Marketer and Brand, 2001 vs. 2002 (percent)
    • Table 3-5: Share of U.S. Baby Ointments/Creams Market by Marketer and Brand, 2001 vs. 2002 (percent)
    • Table 3-6: Share of U.S. Baby Soaps Market by Marketer and Brand, 2001 vs. 2002 (percent)
    • Table 3-7: Share of U.S. Baby Powder Market by Marketer and Brand, 2001 vs. 2002 (percent)
    • Table 3-8: Share of U.S. Baby Lotions Market by Marketer and Brand, 2001 vs. 2002 (percent)
    • Table 3-9: Share of U.S. Baby Oils Market by Marketer and Brand, 2001 vs. 2002 (percent)
    • Table 3-10: Share of U.S. Petroleum Jelly Market by Marketer and Brand, 2001 vs. 2002 (percent)
    • Table 3-11: Share of U.S. Baby Feeding Accessories Market by Marketer and Brand, 2001 vs. 2002 (percent)

    Marketing Trends

    • Diaper Marketers Toy with Package Sizes
    • “Branding” Private Label
    • New Product Trends
      • Diapers and Training Pants
      • Diaper Marketers Expand to Other Disposable Paper Goods
      • New Skincare and Toiletries Products
      • Diaper Rash Medication Competition Heating Up
      • Feeding Accessories

    • Marketers Spend $174 Million on National Advertising
    • Kimberly-Clark, Johnson & Johnson, Procter & Gamble the Leading Advertisers
    • Second-Tier Advertisers
    • Most Babycare Products Positioned on Performance
    • Consumer Promotions

    Retail and Internet Trends

    • Fierce Competition for the Retail Dollar
    • Focus on Mass Merchandisers
      • Largest ITP Babycare Supplies Channel
      • Turning Stores into ITP Destinations
      • Key Advantages: Low Pricing, One-Stop Shopping, and Large Selections

    • Focus on Supermarkets
      • Market Share Eroding
      • Some Supermarkets Fighting Back
      • Key Advantages: A Captive Audience

    • Focus on Drugstores
      • Key Advantages: Neighborhood Convenience, “Shoppability,” and Trust

    • Focus on the Web: Little E-Commerce

Chapter 4: Competitive Profiles

    Competitive Profile: Avent America, Inc.
    • Corporate Background
    • Competitive Advantages: Innovative Integrated System

    Competitive Profile: Burt’s Bees, Inc.

    • Corporate Background
    • Product Line-Up
    • Babycare Products
    • Competitive Advantages: Natural Positioning, Personalized Appeal, and Positive Word-of-Mouth

    Competitive Profile: DSG International, Ltd.

    • Corporate Background
    • Troubled History
    • Reduced Product Line
    • Few Competitive Advantages for Drypers Brand

    Competitive Profile: The First Years, Inc.

    • Corporate Background
    • Product Areas
    • Competitive Advantages: Innovation and Hefty Credentials

    Competitive Profile: Gerber Products Co.

    • Corporate Background
    • Product Areas
    • Competitive Advantages: The Gerber Name and Marketing Clout

    Competitive Profile: Johnson & Johnson

    • Corporate Background
    • The Leader in Infant Skincare Products
    • J&J Acquires BabyCenter; Sells Healthflow
    • Competitive Advantages: Brand Recognition and Trust

    Competitive Profile: Kimberly-Clark Corp.

    • Corporate Background
    • Product Areas
    • Strategy Based on Innovation
    • K-C Dominates Training Pants
    • …And Pioneers Swim Diapers
    • Competitive Advantages: Continual Product Innovation and Improvement

    Competitive Profile: Playtex Products, Inc.

    • Corporate Background
    • Acquisitions Make Playtex Third-Largest Babycare Player
    • Product Areas
    • Competitive Advantages: Strength in Feeding Accessories

    Competitive Profile: Procter & Gamble Co.

    • Corporate Background
    • Product Areas
    • Strategy: Hitting Both Premium and Value Tiers
    • Competitive Advantages: New On-Target Product Line

Chapter 5: The Consumer

    Consumer Demographics
    • Note on Simmons Survey Data and Figures
    • Overview of Purchasing
      • 40% of Households Use Body & Baby Powder

    • Patterns and Variations for Various Products and Brands
      • Usage Peaks in Households with Young Children
      • Patterns by Age of Purchaser and Household Size
      • Blacks and Hispanics Prime Consumers
      • Regional Patterns
      • Educational Attainment Polarized
      • Income Patterns

    • Table 5-1: Adult Purchasers of Babycare Supplies, 2002 (% U.S. adults)
    • Table 5-2: Purchasing Indices for ITP Babycare Supplies: By Presence of Children by Age, 2002 (U.S. adults)
    • Table 5-3: Purchasing Indices for ITP Babycare Supplies: By Age Bracket of Purchaser, 2002 (U.S. adults)
    • Table 5-4: Purchasing Indices for ITP Babycare Supplies: By Household Size, 2002 (U.S. adults)
    • Table 5-5: Purchasing Indices for ITP Babycare Supplies: By Ethnic Group, 2002 (U.S. adults)
    • Table 5-6: Purchasing Indices for ITP Babycare Supplies: By Region, 2002 (U.S. adults)
    • Table 5-7: Purchasing Indices for ITP Babycare Supplies: By Educational Attainment, 2002 (U.S. adults)
    • Table 5-8a: Purchasing Indices for ITP Babycare Supplies: By Household Income Bracket, 2002 (U.S. adults)
    • Table 5-8b: Purchasing Indices for ITP Babycare Supplies: By Household Income Bracket, 2002 (U.S. adults)

Chapter 6: Looking Ahead

    Trends and Opportunities
    • Mergers and Acquisitions
    • Form = Function
    • Little Luxuries and Grassroots Brands
    • High Visibility Promotional Vehicles

Appendix: Addresses of Selected Marketers

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