The U.S. Market for Babycare Supplies: Diapers, Wipes, Bodycare, Feeding and Pacifiers/Teethers

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Published Aug 1, 2005 | 190 Pages | Pub ID: LA1098297

Special Offer. Now 25% off the original price of $3000.
More babies, more disposable diaper dollars, right? No -- at least not always... The $6.1 billion babycare supplies market is essentially mature, forcing companies to heavily discount to steal brand share, at the same time that they must spend to develop innovative new products and mass-advertise them. Yet some marketers are mining opportunities in product extensions (for example, extending a diaper brand into baby toiletries), or in natural/organic formulations, in baby suncare, etc.

This latest edition of The U.S. Market for Babycare Supplies: Diapers, Wipes, Bodycare, Feeding and Pacifiers/Teethers can be your guide to survival in this difficult, but potentially lucrative business. Historical and projected sales, marketer/brand shares, Simmons demographic data, and Packaged Facts’ famous in-depth analysis -- all these reveal the innermost workings of five babycare categories: Disposable Diapers, Wipes/Moist Towelettes, Baby Bodycare, Feeding Accessories, and Pacifiers/Teethers. The competitive strategies of Kimberly-Clark, Procter & Gamble, Johnson & Johnson, Seventh Generation, and others are also discussed.

Report Methodology
The information in The U.S. Market for Babycare Supplies: Diapers, Wipes, Bodycare, Feeding and Pacifiers/Teethers is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the baby care market and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd. Consumer information was derived from Simmons Market Research Bureau, fall 2004 National Consumer Survey.

What You’ll Get in this Report
The U.S. Market for Babycare Supplies makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Babycare Supplies offers. The report addresses the following segments:

  • The Market(including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail and Internet Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the baby care industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for babycare products, as well as projected sales and trends through 2009. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for babycare products based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for babycare products.
  • Research and development professionals stay on top of competitor initiatives and explore demand for babycare products.
  • Advertising agencies working with clients in the baby care industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1 Executive Summary
  • Five Main Categories
  • Sales Plummet to $6.1 Billion During 2001-2005
  • Babycare Supplies an Essentially Mature Market
  • But Some Bright Spots in 2001-2005
  • Babycare Supplies in Crawl to $6.6 Billion by 2010
  • Table 1-1 Historical and Projected U.S. Retail Dollar Sales of Babycare Supplies, 2001-2010 (In Millions)
  • 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 1-2 Projected U.S. Population, by Age Bracket, 2005-2020 (In Thousands)
  • Potential Mothers Also on Rise
  • Blacks, Hispanics, Asians Birthing at Higher Rates
  • Global Expansion Important for Marketers’ Survival
  • Perhaps 100 Significant Babycare Supplies Marketers
  • Table 1-3 Numbers of Significant Mass Marketers* of Babycare Supplies, by Category and Segment, 2004
  • Leading Three Marketers in a Dozen Categories/Segments
  • Table 1-4 Share of U.S. Retail Dollar Sales of Babycare Supplies Through Mass Retail Channels,* by Top Three Marketers in Selected Categories/Segments, 2004

  • Marketing and Product Trends
    • 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

  • Marketer and Brand Shares
    • 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

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

  • Competitive Profile: Kimberly-Clark Corp.
    • 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

  • Competitive Profile: Novartis AG/Gerber Products Co.
    • 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

  • Competitive Profile: Playtex Products, Inc.
    • Net Sales of $667 Million in 2004
    • A Small, But Finely Tuned Brand-Stable

  • Competitive Profile: The Procter & Gamble Co.
    • 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

  • Competitive Profile: Seventh Generation, Inc.
    • Annual Sales Estimated at $25 Million-or Much More
    • Positioning Squarely on a Better World

  • Three Natural Marketers to Watch
    • Burt’s Bees, Inc.
    • California Baby
    • The Hain Celestial Group, Inc.

  • Marketing and Product Trends
    • 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

  • Consumer Advertising Expenditures
    • 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

  • Consumer Advertising Positioning
    • 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...

  • Consumer Promotions
    • 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