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

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Published Mar 1, 2008 | 231 Pages | Pub ID: LA1601059

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.


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      •   U.S. Retail Dollar Sales of Babycare Supplies, 2003-2012 (in million $)
      •   Category Share of U.S. Retail Dollar Sales of Babycare Supplies, 2003, 2005 and 2007 (%)
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      •   Number of Significant Mass Marketers of Babycare Supplies, by Category/Segment, 2004-2007
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        •   Supermarket Retailers' Average Gross Profit Margins on Babycare Supplies and Baby Foods, 2005-2007 (five-point ranges)

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        •   Number of U.S. Live Births by Race/Ethnicity, 1940-2006
        •   U.S. Households Using Babycare Supplies, by Category/Segment, 2007 (in thousands)
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      •   U.S. Retail Sales of Babycare Supplies by Category, 2003-2007 (in million $)
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        •   Share of IRI-tracked Retail Sales of Baby Bodycare Products by Segment, 2001, 2004 and 2007* (in thousand $)

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      •   Category Share of U.S. Retail Dollar Sales of Babycare Supplies, 2003, 2005 and 2007 (%)
      •   Retail Channel Share of U.S. Retail Dollar Sales of Babycare Supplies, 2007
      •   IRI-tracked Retail Dollar & Unit Sales of Babycare Supplies and by Category, 2005-2007 (in million $) and 2007 Price Index
      •   Use of Babycare Supplies by Category and Region, 2007 (households in thousands)

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      •   Total and Annual Growth Rates for U.S. Retail Sales of Babycare Supplies by Category, 2001-2005 and 2003-2007
      •   U.S. Retail Sales of Infant, Toddler and Preschool (ITP) Non-Food Products by Market, 2003-2007 (in million $)

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        •   Projected U.S. Retail Sales of Babycare Supplies by Category, 2007-2012 (in million $)

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    •   Number of Significant Mass Marketers of Babycare Supplies, by Category/Segment, 2004 and 2007

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      •   IRI-tracked Sales of Disposable Diapers/Training Pants by Marketer and Brand, 2004 and 2007

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        •   IRI-tracked Sales of Disposable Diapers by Marketer and Brand, 2004 and 2007

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        •   IRI-tracked Sales of Disposable Training Pants by Marketer and Brand, 2004 and 2007
        •   IRI-tracked Sales of Baby Wipes by Marketer and Brand, 2004 and 2007
        •   IRI-tracked Sales of Moist Towelettes by Marketer and Brand, 2004 and 2007

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        •   IRI-tracked Sales of Baby Lotions by Marketer and Brand, 2004 and 2007

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        •   IRI-tracked Sales of Baby Oils by Marketer and Brand, 2004 and 2007

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        •   IRI-tracked Sales of Baby Ointments/Creams by Marketer and Brand, 2004 and 2007

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        •   IRI-tracked Sales of Petroleum Jelly by Marketer and Brand, 2004 and 2007

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        •   IRI-tracked Sales of Baby Powder by Marketer and Brand, 2004 and 2007

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        •   IRI-tracked Sales of Baby Shampoo by Marketer and Brand, 2004 and 2007

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        •   IRI-tracked Sales of Baby Soap by Marketer and Brand, 2004 and 2007
        •   IRI-tracked Sales of Nursing/Feeding Accessories by Marketer and Brand, 2004 and 2007
        •   IRI-tracked Sales of Play & Discovery Infant Toys by Marketer and Brand, 2007
        •   IRI-tracked Sales of Pacifiers/Teethers by Marketer and Brand, 2004 and 2007

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      •   Competitive Profile: Clorox Co./Burt's Bees, Inc.

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      •   Competitive Profile: Energizer Holdings, Inc./Playtex Products, Inc.

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      •   Competitive Profile: The Hain Celestial Group, Inc.

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      •   Competitive Profile: Kimberly-Clark Corp.

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      •   Competitive Profile: Nestlé SA/Gerber Products Co.
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      •   Competitive Profile: The Procter & Gamble Co.
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      •   California Baby
      •   Reckitt Benckiser Group PLC/Coty, Inc./Del Laboratories

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      •   Royal Philips Electronics N.V./Philips Avent

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      •   Number of New Babycare Supplies Product Introductions, 2003-2007*
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        •   Selected New Introductions of Babycare Supplies, 2006-2007
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      •   Leading Marketers of Babycare Supplies and Their Representative Brands, 2008

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      •   Supermarket Retailers' Average Gross Profit Margins on Babycare Supplies and Baby Foods, 2005-2007 (five-point ranges)
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      •   Projected Total Number and Percentage of U.S. Households by Simmons' Respondent Demographic Factors of, 2007 (in thousands)

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        •   Number of U.S. Live Births by Race/Ethnicity, 1940-2006
        •   U.S. Crude Birth Rate, 1940-2006 (births per thousand population)
        •   U.S. Fertility Rate, 1940-2006 (births per thousand women age 15-44)
        •   Birth of First or Second Child or Grandchild (Last 12 Months and Next 12 Months), 2007 (in thousands)
        •   Demographic Characteristics of Households with Pregnant Women (Past 12 Months), 2007 (in thousands)

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      •   Strong Agreement with Statements About Indulging Kids, 2007 (in thousands)
      •   Strong Agreement with Statements About Shopping with Kids, 2007 (in thousands)
      •   Household Readership of Magazines About Child-Rearing (Past 6 Months), 2007 (in thousands)

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        •   Demographic Characteristics of Households Using Baby Oil/Lotion, 2007 (in thousands)

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        •   Household Use of Baby Oil/Lotion by Brand, 2007 (in thousands)

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        •   Demographic Characteristics of Households Using Baby/Children's Shampoo, 2007 (in thousands)

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        •   Household Use of Baby/Children's Shampoo by Brand, 2007 (in thousands)

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        •   Demographic Characteristics of Households Using Baby Wash and Other Bath Products, 2007 (in thousands)

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        •   Household Use of Baby Wash and Other Bath Products by Brand, 2007 (in thousands)

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        •   Demographic Characteristics of Households Using Baby Powder, 2007 (in thousands)

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        •   Household Use of Baby Powder by Brand, 2007 (in thousands)

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        •   Demographic Characteristics of Households Using Baby Wipes/Moist Towelettes, 2007 (in thousands)
        •   Household Use of Baby Wipes/Moist Towelettes by Brand, 2007 (in thousands)

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        •   Household Use of Disposable Diapers/Training Pants by Number Used Daily (Past 6 Months), 2007 (in thousands)

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        •   Demographic Characteristics of Households Purchasing Disposable Diapers/Training Pants (Past 6 Months), 2007 (in thousands)

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        •   Household Use of Disposable Diapers/Training Pants by Brand, 2007 (in thousands)

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        •   Household Expenditures for Infant Toys (Past 12 Months), 2007 (in thousands)

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        •   Demographic Characteristics of Households Purchasing Play & Discovery Infant Toys (Past 12 Months), 2007 (in thousands)

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      •   Demographic Characteristics of Households Patronizing Children's Specialty Retail Chain Stores (Past 3 Months), 2007 (in thousands)
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