Table of Contents
Executive Summary
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- The market
- Population younger than 12 expected to grow
- Encourage parents to see value of kids’ brands
- Keep prices low
- Suncare surges in the market
- The consumer
- Create lines for teens and tweens
- Younger parents influenced by kids’ desires and worried about safety
- Parents show high levels of interest in natural ingredients and products for sensitive skin
Insights and Opportunities
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- Key points
- Create new line for tweens
- Stress how products contribute to health and safety
- Kids-only products
- Create more midmarket products for kids
Inspire Insights
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- Trend: Rise of the Screenager
- Trend: Factory Fear
Market Size and Forecast
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- Key points
- Discretionary spending still slow
- Private labels encourage national brands to keep prices low
- Value-priced products do well
- Sales and forecast of market
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- Figure 1: Total U.S. retail sales and forecast of market, at current prices, 2006-16
- Figure 2: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 3: Total sales and fan chart forecast of market, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Population younger than 12 grew from 2006-11 and will continue
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- Figure 4: Population, by age, 2006-16
- Population of Hispanic children outpaces all other groups
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- Figure 5: U.S. Hispanic and non-Hispanic population of children, 2006-16
- Consumer sentiment remains relatively low
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- Figure 6: University of Michigan’s index of consumer sentiment, January 2007-March 2012
- Median household income continues to drop
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- Figure 7: Median household income in inflation-adjusted dollars, 2000-10
- Women more likely to have children later in life
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- Figure 8: Fertility rate and number of births, 1997-2007
Competitive Context
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- Key points
- Use of adult products diminishes purchase of CPC products
- Private labels increase in popularity
Segment Performance
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- Key points
- Encourage consumers to see benefits of kid-specific products
- Suncare sales see increase
- Sales of children’s personal care products, by segment
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- Figure 9: Total U.S. retail sales of children's personal care products, by segment, 2006-11
Segment Performance—Oral Hygiene
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- Key points
- Oral care market sees declines
- Sales and forecast of children’s oral hygiene products
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- Figure 10: Total sales and forecast of children’s oral hygiene products, at current prices, 2006-16
Segment Performance—Suncare
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- Key points
- Sales of suncare products buck downward CPC trend
- Sales and forecast of suncare CPC products
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- Figure 11: Total sales and forecast of suncare, at current prices, 2006-16
Segment Performance—Haircare
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- Key points
- Sales of children’s haircare products continue to decline
- Sales and forecast of children’s haircare products
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- Figure 12: Total sales and forecast of children’s haircare products, at current prices, 2006-16
Segment Performance—Bath and Body Care
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- Key points
- When it comes to bathing, Suave remains the go-to choice
- Natural ingredients may be important for manufacturers
- Sales and forecast of body and bath care CPC products
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- Figure 13: Total sales and forecast of body and bath care, at current prices, 2006-16
Retail Locations for Purchases
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- Key points
- Mass merchandisers most popular place to buy CPC products
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- Figure 14: Retail locations for purchases, by gender, November 2011
- Drug stores popular with respondents aged 45+
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- Figure 15: Retail locations for purchases, by age, November 2011
- Those earning less shop at dollar stores, those earning more club stores
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- Figure 16: Retail locations for purchases, by household income, November 2011
Retail Channels
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- Most CPC products purchased from mass merchandisers
- Sales of household children’s personal care products, by channel
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- Figure 17: Total sales of children’s personal care products, by channel
- Figure 18: Total sales of children’s personal care products, by channel, 2009 and 2011
Retail Channels—Other FDMx Channels
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- Key point
- Sales at “other stores” such as mass merchandisers pick up slightly in 2011
- Other store sales of children’s personal care products
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- Figure 19: Total other store sales of children’s personal care products, at current prices, 2006-11
Retail Channels—Drug Stores
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- Key point
- Drug stores sales increase 5.7% in 2011
- Drug store sales of children’s personal care products
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- Figure 20: Drug store sales of children’s personal care products, at current prices, 2006-11
Retail Channels—Supermarket
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- Key point
- Supermarket sales of children’s personal care products continue to decline
- Supermarket sales of children’s personal care products
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- Figure 21: Supermarket sales of children’s personal care products, at current prices, 2006-11
Leading Companies
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- Key points
- Unilever’s Suave haircare and body wash push it into CPC lead
- Oral care market down
- Energizer Holdings sees gains with suncare products
- Manufacturer sales in CPC market
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- Figure 22: Manufacturer sales of children’s personal care, 2010 and 2011
Brand Share—Oral Hygiene
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- Key points
- Despite use of popular characters, Colgate loses market share
- Classic characters faring well for Johnson & Johnson
- Chattem ACT Anticavity Rinse shows gains
- “My Way” product does well
- Manufacturer sales of children’s oral hygiene products
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- Figure 23: FDMx manufacturer sales of children’s oral hygiene products, 2010 and 2011
Brand Share—Suncare
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- Key points
- “Pure” products do well in the market
- Banana Boat does well with Mist line
- Manufacturer sales of children’s suncare products
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- Figure 24: FDMx manufacturer sales of children’s suncare products, 2010 and 2011
Brand Share—Haircare
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- Key points
- Unilever finds gains with kid-friendly, easy-to-use products
- L’Oreal gains with Pixar Cars
- Manufacturer sales of children’s haircare products
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- Figure 25: FDMx manufacturer sales of children’s haircare products, 2010 and 2011
Brand Share—Bath and Body Care
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- Key points
- Unilever holds strong with most popular product
- Characters not always effective
- Manufacturer sales of bath and body care CPC products
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- Figure 26: FDMx manufacturer sales of bath and body care, 2010 and 2011
Innovations and Innovators
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- Key points
- Fluoride and natural ingredients in new toothpastes
- Toothbrushes target tweens
- Haircare uses imagery directed at boys
- Natural, “free from” products in suncare segment
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Suave Kids
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- Figure 27: Brand analysis of Suave Kids, 2011
- Online initiatives
- In-store activities push brand
- Brand analysis: Neutrogena
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- Figure 28: Brand analysis of Neutrogena, 2011
- Online initiatives
- TV presence
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- Figure 29: Neutrogena, television ad, 2011
- Brand analysis: ACT Anticavity Rinse for Kids
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- Figure 30: Brand analysis of ACT Anticavity Rinse for Kids, 2011
- Online initiatives
- TV presence
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- Figure 31: ACT mouthwash, television ad, 2011
Purchases of Children’s Personal Care Products
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- Key points
- Relatively high numbers of men say they buy CPC products
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- Figure 32: Purchases of children's personal care products, by gender, November 2011
- Parents of different ages report purchasing different CPC products
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- Figure 33: Purchases of children's personal care products, by age, November 2011
- Respondents earning $75K-99.9K highly likely to buy CPC
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- Figure 34: Purchases of children's personal care products, by household income, November 2011
- Adult brands may want to consider creating lines for tweens and teens
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- Figure 35: Purchases of children's personal care products, by age of children, November 2011
Primary Purchaser of Children’s Personal Care Products
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- Key points
- Adults weigh in on CPC purchases, kids have some say
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- Figure 36: Purchases of children's personal care products, by primary purchaser of children's personal care products, November 2011
- Parents not likely to let kids choose on their own
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- Figure 37: Primary purchaser of children's personal care products, by age, November 2011
- Households earning $100K+ most likely to have adult choose CPC products
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- Figure 38: Primary purchaser of children's personal care products, by household income, November 2011
Use and Brand Preferences of Kids
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- Key points
- Most kids use shampoo, toothpaste, and soap
- Girls aged 9-11 highly likely to use personal care products
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- Figure 39: Personal care products, by gender and age, April 2010-June 2011
- Suave popular among kids aged 6-11
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- Figure 40: Shampoo, by gender and age, April 2010-June 2011
Reasons for Purchases
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- Key points
- Respondents indicate they buy CPC products because children are enthusiastic about them
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- Figure 41: Primary reasons for children's personal care purchases, by gender, November 2011
- Respondents aged 45+ interested in products that children are enthusiastic about
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- Figure 42: Primary reasons for children's personal care purchases, by age, November 2011
- Respondents earning $100K least likely to buy products because child asks
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- Figure 43: Primary reasons for children's personal care purchases, by household income, November 2011
Preferred Ingredient Types
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- Key points
- All-natural ingredients important to parents
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- Figure 44: Preferred ingredient types, by gender, November 2011
- Younger parents look for products that are natural and safe
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- Figure 45: Preferred ingredient types, by age, November 2011
- Respondents earning less than $50K interested in natural products
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- Figure 46: Preferred ingredient types, by household income, November 2011
Attitudes toward Children’s Personal Care Products
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- Key points
- CPC products seen to engage kids in grooming
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- Figure 47: Attitudes toward children's personal care products, by gender, November 2011
- Younger parents concerned about price, likely to look online
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- Figure 48: Attitudes toward children's personal care products, by age, November 2011
- Middle-income respondents concerned about price, likely to be online
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- Figure 49: Attitudes toward children's personal care products, by household income, November 2011
Appendix—Other Useful Consumer Tables
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- Figure 50: Attitudes toward children's personal care products, by gender, November 2011
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- Figure 51: Attitudes toward children's personal care products, by age, November 2011
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Appendix—Trade Associations
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