The U.S. Market for Infant, Toddler, and Preschool Products: Vols. 1-3, 2nd Edition

 
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Published May 1, 2003 | 300 Pages | Pub ID: LA834131

Special Offer. Now 25% off the original price of $6000.
The multi-billion market for infant, toddler and preschool products represents one of the most dynamic and resurging segments of the consumer goods industry. This three-part series, The U.S Market for Infant, Toddler and Preschool Products, analyzes the trends, data and products that are driving this exciting market, and offers expert insight and recommendations into areas of growth and future opportunities for marketers of children’s clothing, furnishing, toys and babycare supplies, advertising agencies, and investment companies.

Volume 1 - Clothing (March 2003)
Higher birth rates are bringing about a more baby- and kid-centric culture. In a generally soft economy, the $12 billion infant, toddler, and preschool (ITP) clothing business represents one of the fastest-growing portions of the apparel market. Using a new data-intensive, compact format, this Packaged Facts report quantifies the ITP clothing market, providing market size and composition; growth rates; factors affecting future growth; and five-year industry forecasts through 2007. Also included are a review of the competitive environment and key industry players, both wholesale and retail; and an analysis of current Simmons Market Research Bureau data profiling consumer demographics.

New to the report is a cutting-edge discussion of action points companies can use to benefit from the trends driving this market. Up-to-the-minute information on industry developments relating to mergers, acquisitions, and IPOs; target marketing; brand maintenance; designer and licensed products; and e-commerce provide the strategic information needed to keep pace with this changing market.

Volume 2 - Home Furnishings and Toys (April 2003)
In a data-intensive yet compact new format, this Packaged Facts report analyzes the $9.7 billion market for infant, toddler, and preschool (ITP) home furnishings and toys. 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 ITP home furnishings and toys market, 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. Next is an analysis of the retail mileu, including Internet marketing. The final chapter tabulates and analyzes demographics for purchasers of infant, toddler, and preschool home furnishings and toys. Use this compact but comprehensive report to keep up with industry developments relating to mergers and acquisitions; target marketing; brand maintenance; licensed products; and the fast-shifting e-commerce marketplace.

Volume 3 - Babycare Supplies (April 2003)
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.

Executive Overview (May 2003)
Purchasers of the full, three-volume report will also receive an Executive Overview that draws together the trends, numbers and products covered in each of the volumes. The Overview offers commentary on the state of the ITP market as a whole, and presents opportunities, strategies and trends forecasts for the overall state of the ITP market.

Report Methodology
The information in The U.S. Market for Infant, Toddler and Preschool Products 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 ITP market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived supermarket sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2001) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2002. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

All three volumes of this report look at every segment of this dynamic market, examining trends for growth and projecting sales of ITP products through 2007. They analyze consumer demographics and their current and projected impact on sales of clothing, furnishings and toys, and babycare supplies. They provide up-to-date competitive profiles of marketers of ITP products - including a look at smaller, up-and-coming companies - and discuss the influence of demographic trends as a driver of retail trends. The reports also spotlight new products and current advertising trends, and offer readers trends and marketing opportunities within these burgeoning industries.

What You’ll Get in this Report

Unlike other market research reports, the focus is solely on the comprehensive ITP market. The report is arranged in 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, ITP specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities
  • Figures on Advertising and Promotion

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

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the ITP market, 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 ITP products, as well as projected sales and trends through 2007. Contributing to that understanding will be a complete analysis of sales data from Information Resources Inc. and other published and trade sources, a detailed discussion of the consumer for ITP products based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for ITP product.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products in the infant, toddler and preschool arenas.
  • Advertising agencies working with clients in the children’s products markets understand the ITP 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.

Volumes in the series are as follows:

The U.S. Market for Infant, Toddler and Preschool Products, Volume I: Clothing
The U.S. Market for Infant, Toddler and Preschool Products, Volume II: Home Furnishings and Toys
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

Volume I: Clothing

Chapter 1: Executive Summary

    Scope and Methodology
    • Scope of Report
    • Report Methodology
    • Retail Sales Approach $15 Billion
    • Table 1-1: U.S. Retail Sales of ITP Clothing, 1998-2007 (in billions of dollars)
    • Apparel Accounts for 90% of Dollar Sales
    • Retail Channels
    • Favorable Demographics Will Help Market Growth
    • Major Marketers and Brands
    • The Competitive Situation
    • Marketers Spend $24 Million to Advertise ITP Clothing in 2001
    • Overview of Consumer Purchasing

Chapter 2: The Market

    Market Size and Growth
    • Market Definition: Apparel and Footwear
    • Three Size Ranges for Apparel
    • Methodology for Packaged Facts’ Estimates
    • Retail Sales Near $15 Billion in 2002
    • Figure 2-1: U.S. Retail Dollar Sales of ITP Clothing, 1998-2002 (in billions of dollars)
    • Industry Estimates Infant/Toddler Apparel at $10.6 Billion in 2001
    • Figure 2-2: U.S. Retail Dollar Sales of ITP Clothing, 1998-2002 (in billions of dollars)

    Market Composition

    • Apparel 90% of the Market
    • Infant Clothing One-Third of Sales
    • Market Composition by Retail Channel
    • Mass Merchandisers Lead in Apparel Sales
    • ITP Footwear Channels
    • Shoe Stores Lead ITP Footwear Dollar Sales
    • Figure 2-3: Share of ITP Clothing Dollar Sales by Category, 2002 (percent)
    • Figure 2-4: Share of ITP Apparel Dollar Sales by Size Range, 2002 (percent)
    • Figure 2-5: Share of ITP Apparel Dollar Sales by Retail Outlet, 2002 (percent)
    • Figure 2-6: Estimated Share of ITP Footwear Dollar Sales by Retail Outlet, 2002 (percent)

    Market Forecasts

    • Demographic Trends
      • The Rising Birth Rate
      • Figure 2-7: U.S. Population of Children Age 5 and Under, 1998-2010 (in thousands)
      • More Older Mothers
      • Higher Disposable Income
      • Grandparents a Prime Market
      • Ethnic Populations Growing

    • Market Dynamics
      • ITP Clothing Influenced More by Brands Than Fashion
      • Gift-Buyers Buy Sets; Moms Prefer Separate Pieces
      • The Price Dichotomy
      • Kids Outgrow Their Clothes Rapidly
      • Parents Seek Practical Features
      • Daycare Centers and Preschools Mean More Sales

    • Sales to Top $18 Billion by 2007
    • Figure 2-8: Projected U.S. Retail Sales of ITP Clothing, 2002-2007 (in billions of dollars)

Chapter 3: Competitive Situation

    Marketers and Brands
    • Famous-Brand Companies Dominate Branded Business
    • Disney, Carter’s Lead ITP Apparel Brands
    • Apparel Market Leaders
      • Carter Holdings, Inc. (Carter’s)
      • OshKosh B’Gosh, Inc.
      • VF Corp.
      • Garan, Inc.
      • Gerber Childrenswear, Inc.

    • Second-Tier Marketers
      • Family Apparel Marketers
      • Privately Held ITP Specialists

    • Footwear Market Leaders
    • Licensing Companies
      • Marketers Producing Licensed Apparel
      • Popular Licensed Brands

    • Designer Clothing
      • Popular Designer Brands

    • Private Label a Major Factor
      • About Private Label
      • "House Brands" and Others
      • Exclusive Licensed Brands

    • Figure 3-1: Selected Marketers and Brands of Infant/Toddler/Preschool Clothing

    Marketing Trends

    • Fashion Appeal Drives Sales
    • Licensing Big Business
    • Crossing Classes
    • Fashion Trends
      • Adult-Fashion-Downsizing and Denim
      • Bright Colors in Baby Clothes
      • New Designer Names

    • Licensing Trends
      • "Evergreens"
      • Current TV Characters
      • Brand-Name Toys
      • Sports Properties
      • Extending and Borrowing Brand Equity

    • Private Label Complements National Brands
    • National Advertising Expenditures
    • Leading Advertisers
      • The Gap and Fruit of the Loom Lead Advertisers
      • Second-Tier Advertisers
      • Absentee List

    • Advertising Positioning
    • Consumer Promotions

    Retail and Internet Trends

    • Focus on Mass Merchandisers
      • Key Advantages: Value Pricing + One-Stop Shopping
      • Mass Merchandisers Upgrading Fashion Sense
      • Struggling Kmart Fields Powerful ITP Lines
      • Target Partnering with Prominent ITP Clothing Marketers

    • Focus on Specialty Chains
      • Specialty Chains Increasingly Powerful
      • Three Types of Specialty Chains
      • Key Advantages: Depth of Selection + Customer Service

    • Focus on Sears and JCPenney
      • Sears and Penney’s Hard Hitters in ITP Apparel
      • Key Advantages: Number of Units + Wide Selection of Brands and P.L.
      • Building Consumer Loyalty

    • Focus on Department Stores
      • Showcase for Branded and Designer Apparel
      • Traditional Department Stores Losing Market Share
      • Key Advantages: Trendy Designer Labels + Private Label
      • Gift Registries

    • Focus on Independent Specialty Stores
      • Distinguished by Assortments
      • Key Advantages: Unique Items + Superior Customer Service

    • Focus on the Web: E-Commerce
      • An Increasingly Viable Option
      • Key Advantages: Availability Plus Ease of Shopping
      • www.healthtex.com
      • Amazon.com

Chapter 4: Competitive Profiles

    Competitive Profile: Carter Holdings, Inc.
    • Corporate Background
    • Product Areas
    • Competitive Advantages: Cute Kids Styles and Wide Distribution
    • Moving Production Offshore Helps Bottom Line

    Competitive Profile: The Gap, Inc.

    • Corporate Background
    • The Gap, GapKids, babyGap, and Old Navy
    • Competitive Advantages: Casual Look, Store Presence, and Ads

    Competitive Profile: Gerber Childrenswear, Inc. (Kellwood Co.)

    • Corporate Background
    • Product Areas
    • Competitive Advantage: Banking On the Gerber Name
    • Care Bears Layette

    Competitive Profile: The Gymboree Corp.

    • Corporate Background
    • Product Areas
    • Competitive Advantages: Distinctive Designs and Merchandising
    • New Store Concept: Janie and Jack

    Competitive Profile: OshKosh B’Gosh, Inc.

    • Corporate Background
    • Product Areas
    • Competitive Advantage: An Unmistakable Look
    • Expanding to the Mass Market

    Competitive Profile: The Stride Rite Corp.

    • Corporate Background
    • Product Areas
    • Competitive Advantage: The Leader in Kids’ Shoes
    • New Mass-Market Initiative
    • Playing Up High Tech
    • Licensing the Stride Rite Name

    Competitive Profile: VF Playwear (VF Corp.)

    • Corporate Background
    • Competitive Advantage: Sophisticated Marketing
    • Healthtex Promotes Hard Play
    • "Seeding" Word of Mouth

Chapter 5: The Consumer

    Demographics
    • Note on Simmons Survey Data and Figures
    • Overview of Purchasing
      • More Consumers Buy Toddler and Preschool Items Than Infant Items
      • Tops and Sleepwear the Most Popular Items for Infants
      • Tops and Jeans the Most Popular Items for Ages 1-5

    • Purchasing Patterns
      • A Family Profile
      • Hispanics and Blacks Prime Consumers
      • Regional Skew to the South
      • Education Not a Significant Factor
      • Affluent Income Skew

    • Figure 5-1: Adult Purchasers of ITP Clothing: Overall, by Child’s Age Group, and by Type of Clothing, 2002 (U.S. households)
    • Figure 5-2: Demographic Characteristics Favoring Purchase of Clothing by Child’s Age Group: Under 1 Year vs. 1-5 Years, 2002 (U.S. adults)
    • Figure 5-3: Purchasing Indices for ITP Clothing: By Presence of Children by Age, 2002 (U.S. adults)
    • Figure 5-4: Purchasing Indices for ITP Clothing: By Age Bracket of Purchaser, 2002 (U.S. adults)
    • Figure 5-5: Purchasing Indices for ITP Clothing: By Household Size, 2002 (U.S. adults)
    • Figure 5-6: Purchasing Indices for ITP Clothing: By Ethnic Group, 2002 (U.S. adults)
    • Figure 5-7: Purchasing Indices for ITP Clothing: By Region, 2002 (U.S. adults)
    • Figure 5-8: Purchasing Indices for ITP Clothing: By Educational Attainment, 2002 (U.S. adults)
    • Figure 5-9a: Purchasing Indices for ITP Clothing: By Household Income Bracket, 2002 (U.S. adults)
    • Figure 5-9b: Purchasing Indices for ITP Clothing: By Household Income Bracket, 2002 (U.S. adults)

Chapter 6: Looking Ahead

Trends and Opportunities

  • Multi-Dimensional Marketing
  • Crossing Class Boundaries
  • Targeting Ethnic Markets
  • Going for Multiple Sales
  • Practical Advantages

Appendix: Addresses of Selected Marketers

Volume II: Home Furnishings and Toys

Chapter 1: Executive Summary

    Scope and Methodology
    • Scope of Report and Methodology

    The Market

    • Overall Retail Sales Climb to $8.6 Billion
    • Table 1-1: U.S. Retail Sales of ITP Home Furnishings and Toys, 1998-2007 (in billions of dollars)
    • Sales by Category
    • Retail Channels
    • New Products Will Drive Market Growth

    The Marketers

    • Major Marketers and Brands
    • The Competitive Situation
    • Marketers Spend Over $100 Million on Advertising in 2001

    The Consumer

    • Overview of Consumer Purchasing

Chapter 2: The Market

    Market Size and Growth
    • Market Definition
      • Home Furnishings
      • Toys

    • Methodology for Packaged Facts’ Estimates
    • Retail Sales Top $8.6 Billion in 2002
    • Home Furnishings Category at $5.83 Billion in 2002
    • ITP Toy Sales Reach $2.8 Billion in 2002
    • Figure 2-1: Estimated U.S. Retail Sales of ITP Home Furnishings and Toys, 1998-2002 (in billions of dollars)
    • Table 2-1: Estimated U.S. Retail Sales of ITP Home Furnishings and Toys, 1998-2002 (in billions of dollars)
    • Table 2-2: Estimated U.S. Retail Sales of ITP Home Furnishings, 1998-2002 (in billions of dollars)
    • Table 2-3: Estimated U.S. Retail Sales of ITP Toys, 1998-2002 (in billions of dollars)

    Market Composition

    • Home Furnishings Account for 67% of Retail Dollars
    • Market Composition by Retail Channel
    • Mass Merchandisers Lead Home Furnishings Sales…
    • …And Control Nearly Half of Toy Sales
    • Figure 2-2: Estimated Share of ITP Home Furnishings and Toys Dollar Sales by Category, 2002 (percent)
    • Figure 2-3: Estimated Share of ITP Home Furnishings Dollar Sales by Retail Outlet, 2002 (percent)
    • Figure 2-4: Estimated Share of ITP Toys Dollar Sales by Retail Outlet, 2002 (percent)

    Market Forecasts

    • Demographic Trends
      • The Rising Birth Rate
      • More Older Mothers
      • Higher Disposable Income Means More Spending on Furnishings and Toys
      • Grandparents a Prime Market
      • Ethnic Populations Growing

    • Market Dynamics
      • Poor Economy Hampers Sales in 2002
      • Convenience Yields Duplicate Sales
      • New Safety Legislation Boosts Home Furnishings Sales
      • New Product Classifications A Plus
      • Child Safety Products Booming
      • The Portable Baby
      • High-Ticket Toys Drive Dollar Growth
      • Educational Toys

    • Sales to Top $11.0 Billion by 2007
    • Table 2-4: U.S. Population of Children Age 5 and Under, 1998-2010 (in thousands)
    • Table 2-5: Projected U.S. Retail Sales of ITP Home Furnishings and Toys, 2002-2007 (in billions of dollars)
    • Table 2-6: Projected U.S. Retail Sales of ITP Home Furnishings, 2002-2007 (in billions of dollars)
    • Table 2-7: Projected U.S. Retail Sales of ITP Toys, 2002-2007 (in billions of dollars)

Chapter 3: The Competitive Situation

    Marketers and Brands
    • About 500 Competitors
    • Home Furnishings Leaders
    • Other Hard Goods Leaders
    • Soft Goods and Nursery Accessories Leaders
    • Child Safety Products
    • Second-Tier Home Furnishings Marketers
    • Three Dominant Toy Marketers
    • Licensing Companies
    • Table 3-1: Selected U.S. Marketers of ITP Home Furnishings and Toys

    Marketing Trends

    • Licensing Continues to Be Big Business
    • Licensing Trends
      • ”Evergreens”
      • Current TV Characters
      • Extending and Borrowing Brand Equity

    • Home Furnishings Trends
      • Products Evolving
      • Car Seats
      • Strollers
      • High Chairs
      • Cribs
      • Child Safety Products
      • Adding Bells and Whistles

    • Toy Trends
      • Smarter “Smart Toys”
      • Aromatherapy Toys
      • Bilingual Toys

    • Marketers Spend Over $100 Million on National Advertising
    • Mattel’s Fisher-Price the Leading Advertiser, at $71 Million
    • Advertising Positioning
    • Consumer Promotions

    Retail and Internet Trends

    • Focus on Mass Merchandisers
      • Key Advantages: Value Pricing + One-Stop Shopping
      • Mass Merchandisers Upgrading Kids’ Home Furnishings

    • Focus on Specialty Chains
      • Three Types of Specialty Chains
      • Key Advantages: Depth of Selection + Location, Location, Location
      • Furniture Specialty Chains Growing Rapidly
      • Newest Strategy: Strategic Stores-within-Store Alliances
      • High Drop-Out Rate for Educational Toy Stores

    • Focus on Independent Specialty Stores
      • Key Advantages: Unique Items + Superior Customer Service

    • Focus on the Web: E-Commerce
      • An Increasingly Viable Option
      • Key Advantages: Availability + Ease of Shopping + Price
      • EBay Siphoning Sales from Traditional Toy Retailers

Chapter 4: Competitive Profiles

    Competitive Profile: Crown Crafts, Inc.
    • Corporate Background
    • Product Areas
    • Competitive Advantage: Valuable Licenses

    Competitive Profile: Dorel Industries, Inc.

    • Corporate Background
    • Product Areas
    • Competitive Advantages: Well-Known Brands and Distribution

    Competitive Profile: Hasbro, Inc.

    • Corporate Background
    • Hasbro Retrenching
    • Hasbro Letting the Ball Drop in ITP

    Competitive Profile: LeapFrog Enterprises, Inc.

    • Corporate Background
    • Product Areas
    • Competitive Advantages: A Winning System

    Competitive Profile: LEGO Co.

    • Corporate Background
    • LEGO Under Fire
    • LEGO Preschool
    • Competitive Advantages: Iconic Status and Large-Scale Promos

    Competitive Profile: Mattel, Inc.

    • Corporate Background
    • Fisher-Price: The World’s Largest ITP Toys Marketer
    • The Most Extensive Product Line
    • Recent Product Introductions
    • Competitive Advantages: Number One and Not Resting on Laurels

    Competitive Profile: Newell Rubbermaid, Inc.

    • Corporate Background
    • Product Areas
    • Competitive Advantage: Aggressively Turning the Business Around

Chapter 5: The Consumer

    Demographics
    • Note on Simmons Survey Data and Figures
    • Overview of Purchasing
    • Purchasing Patterns
      • A Family Profile
      • Asians - no Hispanics - Are Prime Consumers of Infant Toys
      • Regional Skew to the Northeast
      • Higher Education = Higher Sales
      • Middle- to High-Income Skew

    • Table 5-1: Adult Purchasers of ITP Toys, 2002 (% of U.S. households)
    • Table 5-2: Demographic Characteristics Favoring Purchase of Infant Toys vs. Preschool Toys, 2002 (U.S. adults)
    • Table 5-3: Purchasing Indices for ITP Toys: By Presence of Children by Age, 2002 (U.S. adults)
    • Table 5-4: Purchasing Indices for ITP Toys: By Age Bracket of Purchaser, 2002 (U.S. adults)
    • Table 5-5: Purchasing Indices for ITP Toys: By Household Size, 2002 (U.S. adults)
    • Table 5-6: Purchasing Indices for ITP Toys: By Ethnic Group, 2002 (U.S. adults)
    • Table 5-7: Purchasing Indices for ITP Toys: By Region, 2002 (U.S. adults)
    • Table 5-8: Purchasing Indices for ITP Toys: By Educational Attainment, 2002 (U.S. adults)
    • Table 5-9a: Purchasing Indices for ITP Toys: By Household Income Bracket, 2002 (U.S. adults)
    • Table 5-9b: Purchasing Indices for ITP Toys: By Household Income Bracket, 2002 (U.S. adults)
    • Overview of Purchasing: Home Furnishings
      • A Family Profile
      • Blacks Are Largest Group
      • Regions: Midwest for Infants, West for Children
      • Higher Education = Higher Sales, But Not Always
      • Middle- to High-Income Skew

    • Table 5-10: Adult Purchasers of ITP Furniture, 2002 (% of U.S. households)
    • Table 5-11: Demographic Characteristics Favoring Purchase of Infant Furniture vs. Children’s Furniture, 2002 (U.S. adults)
    • Table 5-12: Purchasing Indices for ITP Furniture: By Presence of Children by Age, 2002 (U.S. adults)
    • Table 5-13: Purchasing Indices for ITP Furniture: By Age Bracket of Purchaser, 2002 (U.S. adults)
    • Table 5-14: Purchasing Indices for ITP Furniture: By Household Size, 2002 (U.S. adults)
    • Table 5-15: Purchasing Indices for ITP Furniture: By Ethnic Group, 2002 (U.S. adults)
    • Table 5-16: Purchasing Indices for ITP Furniture: By Region, 2002 (U.S. adults)
    • Table 5-17: Purchasing Indices for ITP Furniture: By Educational Attainment, 2002 (U.S. adults)
    • Table 5-18a: Purchasing Indices for ITP Furniture: By Household Income Bracket, 2002 (U.S. adults)
    • Table 5-9b: Purchasing Indices for ITP Toys: By Household Income Bracket, 2002 (U.S. adults)

Chapter 6: Looking Ahead

    Trends and Opportunities
    • Value-Added, Convenient Products
    • Interactive and Educational Toys
    • Aromatherapy Products
    • Targeting Ethnic Markets

Appendix: Addresses of Selected Marketers

Volume III: Baby Care Supplies

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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