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Disposable Baby Products - US - April 2015

SCOPE AND THEMES
What you need to know
Definition
Diapers and training pants
Wipes and moist towelettes
Baby care needs
Data sources
Sales data
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total US sales and fan chart forecast of disposable baby products, at current prices, 2009-19
Market factors
Segment performance
Figure 2: Sales of disposable baby products, segmented by type, 2014
Major players
Figure 3: MULO Manufacturer sales of disposable baby products, by leading companies, rolling 52 weeks 2014
The consumer
High usage of disposable baby products reported by parents
Figure 4: Product usage, by demographics, January 2015
Hispanics more likely to buy range of baby care products
Figure 5: Product usage, by demographics, January 2015
Leakage and environmental concerns are top diaper frustrations
Figure 6: Disposable diaper frustrations, by demographics, January 2015
Parent interest is high in natural, relaxing, and eco-friendly products
Figure 7: Interest in disposable diaper innovations, January 2015
Parents associate a gamut of powerful emotions with baby care
Figure 8: Attitudes toward baby care, January 2015
What we think
ISSUES AND INSIGHTS
What products and approaches can best appeal to first time parents?
The issues
The implications
How can suppliers maximize outreach and appeal to Hispanic parents?
The issues
The implications
TREND APPLICATION
Trend: Sense of the Intense
Trend: Extend Your Brand
Trend: Guiding Choice
MARKET SIZE AND FORECAST
Key points
Moderate growth posted in 2014
Sales and forecast of disposable baby products
Figure 9: Total US sales and forecast of disposable baby products, at current prices, 2009-19
Figure 10: Total US sales and forecast of disposable baby products, at inflation-adjusted prices, 2009-19
Modest growth projected through 2019
Figure 11: Total US sales and fan chart forecast of disposable baby products, at current prices, 2009-19
Forecast methodology
MARKET DRIVERS
Key points
Birth rates are beginning to stabilize after years of declines
Figure 12: Annual births and fertility rate, 2003-13
Hispanics have highest birth rates and are fastest growing population
Figure 13: Annual births and fertility rates, by race and Hispanic origin of mother, 2003-13
Figure 14: Population by race and Hispanic origin, 2010-20
Figure 15: Population younger than age 6, by race and Hispanic origin, 2010-20
Changes in demographics among parents impacts the market
Figure 16: Percentage of births, by age of mother, 2013
Figure 17: Female population by age, 2009-19
High consumer confidence can lead to increased spending
Figure 18: Consumer confidence and unemployment, 2000-January 2015
COMPETITIVE CONTEXT
Key points
Use of cloth diapers instead of disposable ones
SEGMENT PERFORMANCE
Key points
Little sales growth from 2014-19 in the disposable diapers segment
Disposable wipes comprise a positive market force from 2014-19
Personal baby care products see positive growth from 2009-14
Figure 19: Total US sales and forecast of disposable baby products, by segment, at current prices, 2009-19
RETAIL CHANNELS
Key points
“Other retail channels” dominate baby product market
Online and mobile shopping provides convenience for busy parents
Supermarkets and drugstores lose market share
Sales of disposable baby products, by channel
Figure 20: Total U.S. retail sales of disposable baby products, by channel, at current prices, 2009-14
LEADING COMPANIES
Key points
P&G and Kimberly-Clark command two thirds of total market
Private label offerings maintain share from 2013-14
Combined, other, smaller suppliers expand offerings and build share
Manufacturer sales of disposable baby products
Figure 21: MULO Manufacturer sales of disposable baby products, by leading companies, rolling 52 weeks 2013 and 2014
BRAND SHARE – DISPOSABLE DIAPERS AND TRAINING PANTS
Key points
P&G with strong sales of Luvs diapers sees market share increase
Figure 22: MULO sales of diapers and training pants, by leading companies and brands, rolling 52 weeks 2013 and 2014
Trended Simmons data shows that Luvs is most widely used brand in 2014
Figure 23: Disposable diaper/training pant brand usage, July 2008-September 2014
BRAND SHARE – BABY WIPES AND MOIST TOWELETTES
Key points
Huggies is most widely used wipe brand, but loses share in 2013-14
Private label is strong, as wipe consumers place less value on brand name
Manufacturer sales of baby wipes and moist towelettes
Figure 24: MULO sales of baby wipes and moist towelettes, by leading companies and brands, rolling 52 weeks 2013 and 2014
Trended Simmons data showcases private label gains from 2008-2014
Figure 25: Brands of pre-moistened wipes/cloths for babies used in the household, July 2008-September 2014
BRAND SHARE – BABY PERSONAL CARE
Key points
Johnson & Johnson commands over half of baby personal care sales
Manufacturer sales of baby personal care products
Figure 26: MULO sales of baby personal care products, by leading companies and brands, rolling 52 weeks 2013 and 2014
Simmons data shows Johnson & Johnson’s dominance, 2008-2014
Johnson & Johnson baby oil & lotion are most widely used
Figure 27: Baby oil and baby lotion brand usage, July 2008-September 2014
In shampoos, Johnson & Johnson holds top brands, 2008-2014
Figure 28: Baby/Children's shampoo brand usage, July 2008-September 2014
In baby wash, Johnson & Johnson also holds strong presence, 2008-2014
Figure 29: Baby wash and bath product brand usage, July 2008-September 2014
INNOVATIONS AND INNOVATORS
Botanical/herbal formulation is top claim seen in new products
Figure 30: Claims made in new disposable “baby” or “baby diaper” products introduced march 2014-15, by percentage of products making claim
Smaller suppliers offer a range of new natural products
Eco-friendly products, including biodegradable and renewable materials
Private label offerings include natural, calming and sensitive skin formulas
Products to calm and sooth
Starter kits for potty training infants
MARKETING STRATEGIES
Overview of the brand landscape
Emotionally charged experience of being a first-time parent
Figure 31: Pampers, “A newborn journey of firsts,” television ad, 2015
Showcase quality, performance, added features of branded diapers
Figure 32: Pampers, “will make your baby dance”, television ad, 2014
Target new moms and go head-to-head with the competition
Figure 33: Huggies, “Little Snugglers: the second hug”, television ad, 2014
Diapers that won’t leak on your _____ (fill in the blank)
Figure 34: Luvs, “will it leak on your valuables?”, television ad, 2014
Connect with new moms via baby registries
Figure 35: Huggies, “register your wish,” television ad, 2014
Bath time is for bonding and optimal development
Figure 36: Johnson’s, “So much more,” television ad, 2014
Tools for both infants and parents in transition to training pants
Figure 37: Pull-ups, “big kid academy tour,” television ad, 2014
PRODUCT PURCHASE
Key points
Women and those 18-24 purchase greater range and number of products
Figure 38: Diapering products used, by gender, age and age of baby/infant, January 2015
Baby lotion and diaper cream are widely purchased baby care products
Figure 39: Baby care products used, by gender, age and age of baby/infant, January 2015
SKIN SENSITIVITIES
Key points
Diaper rash is most common skin sensitivity
Figure 40: Skin sensitivities part I, by age of baby/infant, 2015
Many less common skin conditions are most prevalent among newborns
Figure 41: Skin sensitivities, by demographics, January 2015
Skin sensitivities can drive parent interest in a gamut of products
Figure 42: Product usage, by skin sensitivities, January 2015
TREATING SKIN SENSITIVITIES
Key points
Diaper cream is most widely used treatment, followed by soap and water
Figure 43: Treating skin sensitivities, January 2015
Parents of newborns with sensitivities often simply wash and let heal
Figure 44: Treating skin sensitivities, January 2015
Specific treatments vary with sensitivity reported
Figure 45: Treating skin sensitivities, by skin sensitivities, January 2015
DISPOSABLE DIAPER FRUSTRATIONS
Key points
Leakage is the top diaper frustrations
Figure 46: Disposable diaper frustrations related to fit/function, by demographics, January 2015
Concern with environmental impact and ingredients is high
Figure 47: Disposable diaper frustrations related to ingredient/skin concerns, by demographics, January 2015
PRODUCT INTEREST
Key points
Parent interest is high in natural, relaxing and eco-friendly products
Figure 48: Interest in disposable diaper innovations, January 2015
Interest in diaper innovation high among 18-24 year olds
Figure 49: Interest in disposable diaper innovations – very interested, by gender, age, age of baby/infant, January 2015
Figure 50: Interest in disposable diaper innovations – very interested, by gender, age, age of baby/infant, January 2015 (continued)
Moms, young parents and Hispanics want more natural, relaxing products
Figure 51: Interest in baby personal care product innovations – Very interested, by gender, age, age of baby/infant, January 2015
ATTITUDES TOWARD BABY CARE
Key points
Parents associate a gamut of powerful emotions with baby care
Figure 52: Attitudes toward baby care, January 2015
Women and 18-24 year olds more likely to report pride, guilt, desire to bond
Figure 53: Attitudes toward baby care – Strongly agree, by gender, age, age of baby/infant, January 2015
18-24 year olds more likely to find using new products stressful
Figure 54: Attitudes toward baby care – Strongly agree, by gender, age, age of baby/infant, January 2015
RACE AND HISPANIC ORIGIN
Key points
Hispanics under-index for usage of diapering products
Figure 55: Diapering products used, by race/Hispanic origin, January 2015
Hispanics use greater range and number of personal care products
Figure 56: Baby care products used, by race/Hispanic origin, January 2015
Race and Hispanic origin can impact certain sensitivities
Figure 57: Skin sensitivities part I, by age of baby/infant, 2015
Contact dermatitis is widely reported by Hispanics
Figure 58: Skin sensitivities, by demographics, January 2015
Blacks and Hispanics show high interest in innovations
Figure 59: Interest in disposable diaper innovations – Very interested, by race/Hispanic origin, January 2015
Figure 60: Interest in disposable diaper innovations – Very interested, by race/Hispanic origin, January 2015 (continued)
Hispanics want more natural, relaxing products
Figure 61: Interest in baby personal care product innovations – Very interested, by race/Hispanic origin, January 2015
Figure 62: Attitudes toward baby care – Strongly agree, by race/Hispanic origin, January 2015
APPENDIX – MARKET DATA
Figure 63: Distribution of births, by age of mother, live-birth order, 2013
Figure 64: Sales of disposable baby products, segmented by type, 2012 and 2014
Figure 65: Total U.S. retail sales of disposable baby products, by channel, at current prices, 2012 and 2014
Figure 66: Total U.S. retail sales of disposable baby products, by channel, at current prices, 2009-14
APPENDIX – OTHER USEFUL CONSUMER TABLES
Figure 67: Product usage, by demographics, January 2015
Figure 68: Body and baby powder brand usage, July 2008-September 2014
Figure 69: Disposable diaper frustrations related to ingredient/skin concerns, by race/Hispanic origin, January 2015
Figure 70: Disposable diaper frustrations related to fit/function, by race/Hispanic origin, January 2015
Figure 71: Brands of pre-moistened wipes/cloths for babies used in the household, by age, August 2013-September 2014
Figure 72: Brands of pre-moistened wipes/cloths for babies used in the household, by age, August 2013-September 2014
Figure 73: Baby/Children's shampoo brand usage, by age, August 2013-September 2014
Figure 74: Baby/Children's shampoo brand usage, by age, August 2013-September 2014
Figure 75: Baby wash and bath product brand usage, by age, August 2013-September 2014
Figure 76: Baby wash and bath product brand usage, by age, August 2013-September 2014
Figure 77: Disposable diaper/training pant brand usage, by age, August 2013-September 2014
Figure 78: Disposable diaper/training pant brand usage, by age, August 2013-September 2014
Figure 79: Disposable diaper/training pant brand usage, by age, August 2013-September 2014
Figure 80: Number of disposable diapers/training pants used in household on average day, August 2013-September 2014
APPENDIX – TRADE ASSOCIATIONS
Association of the Nonwoven Fabrics Industry (INDA)
Centers for Disease Control and Prevention (CDC)
Environmental Working Group (EWG)
Personal Care Products Council

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