Table of Contents
Executive Summary
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- The issues
- Disposable baby product sales rebound in 2014 and 2015
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- Figure 1: Total US sales and fan chart forecast of disposable baby products, at current prices, 2010-20
- Parents seek cost savings when possible
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- Figure 2: Cost-savings attitudes toward disposable diapers, November 2015
- While birth rates are increasing, they are still behind 2007 highs
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- Figure 3: Annual births and fertility rate, 2003-14
- The opportunities
- Find ways to engage Hispanic parents
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- Figure 4: Interest in disposable baby product innovations – interested in and willing to pay more for, by Hispanic origin, November 2015
- Broaden usage occasions for wipes and personal care products
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- Figure 5: Usage habits for disposable wipes and baby personal care, November 2015
- Product innovations, health and wellness benefits may increase consumer spend
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- Figure 6: Interest is disposable baby product innovations, November 2015
- What it means
The Market - What You Need To Know
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- Disposable baby product sales rebound
- Market growth driven by strong disposable diaper sales
- Green movement tempers growth, emotional parenting presents opportunities
- Stabilizing birth rates bode well for market, though numbers still behind 2007
Market Size and Forecast
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- Disposable baby product sales rebound
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- Figure 7: Total US sales and fan chart forecast of disposable baby products, at current prices, 2010-20
- Figure 8: Total US sales and forecast of disposable baby products, at current prices, 2010-20
Market Breakdown
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- Disposable diapers largest segment, all segments experience growth
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- Figure 9: Share of disposable baby products sales, by segment, 2015 (est.)
- Figure 10: Sales of disposable baby products, by segment, 2010-2015(est.)
Market Perspective
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- The green movement challenges disposable baby product sales
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- Figure 11: Trial of reusable/cloth diapers, by Hispanic origin, age, and household income of parent, November 2015
- Online purchasing a threat to brick-and-mortar retailers
- Parents shop differently based on segment, “gentle” a common theme
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- Figure 12: Claims made in new disposable diapers and baby wipes product launches, by percentage of products making claim, February 2015-January 2016
- Diaper-changing challenges differ by child’s age – added struggles for dads
- In their words
- Emotions run high when caring for babies
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- Figure 13: Pampers, “A newborn journey of firsts,” television ad, 2015
Market Factors
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- Rebounding birth and fertility rates drive market growth
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- Figure 14: Annual births and fertility rate, 2003-14
- Average age of moms increases
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- Figure 15: US birth rates, by age of mother, 1990-2014
- Growth tempered by Hispanics, who are less invested in disposable baby products
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- Figure 16: Annual births and fertility rates, by race and Hispanic origin of mother, 2003-14
- More confident consumers can lead to higher spend on premium products
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- Figure 17: Consumer Sentiment Index, January 2010-November 2015
Key Players – What You Need to Know
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- Market dominated by P&G and Kimberly-Clark, P&G steals share
- Pampers sales surge, adult and natural offerings boost personal care segment
- Private label loses steam, fewer personal care items being used
- Premium benefits, alternate formats capitalize on consumer confidence
Manufacturer Sales of Disposable Baby Products
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- Market dominated by P&G and Kimberly-Clark, P&G steals share
- Manufacturer sales of disposable baby products
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- Figure 18: Manufacturer sales of disposable baby products, 2014-15
What’s Working?
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- Robust marketing campaign helps Pampers reach parents
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- Figure 19: Pampers Swaddlers – trust commercial, July 2015
- Figure 20: Pampers – How to prepare for a newborn baby – Essential tips, March 2013
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- Figure 21: MULO sales of select Pampers and Goodnites products, rolling 52-weeks ending Dec. 27, 2015
- Sensitive, gentle claims stand out in wipes segment
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- Figure 22: MULO sales of select sensitive/gentle baby wipes, rolling 52-weeks ending Dec. 27, 2015
- Natural and organic brands capitalize on concerns over ingredients
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- Figure 23: MULO sales of select natural and organic baby products, rolling 52-weeks ending Dec. 27, 2015
- Adult personal care brands capitalize on consumer trust
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- Figure 24: MULO sales of select baby care products from adult brands, rolling 52-weeks ending Dec. 27, 2015
What’s Struggling?
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- Private label loses steam as parents seek branded options
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- Figure 25: MULO sales of select private label disposable baby products, 2012-15
- In their words
- Disposable training pants have yet to be impacted by higher birth rates
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- Figure 26: MULO sales of select disposable training pants, 2012-15
- Parents use fewer personal care products on babies, tempering segment growth
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- Figure 27: MULO sales of select baby personal care segments, 2012-15
What’s Next?
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- Premium benefits set products apart
- Alternate formats, products that simplify childcare routines resonate with parents
- Technology impacts retail landscape as well as product launches
- Environmentally friendly diaper options compete with cloth diapers
The Consumer – What You Need to Know
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- Younger adults, multicultural parents more eager to start potty-training
- Moms, younger parents drive disposable baby product purchases
- Most purchases made at mass merchandisers, online making an impact
- Focus on cost-savings tempers disposable diaper sales
- Disposable wipes being used away from the changing table
- Baby personal care routines reveal both challenges and opportunities
- Health and wellness benefits, products that simplify routines could increase spend
Potty-Training Ages
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- Younger parents more eager to potty-train
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- Figure 28: Age child was potty-trained or parents plan to potty-train – youngest child, by age of parent, November 2015
- Black, Hispanic parents potty-train younger
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- Figure 29: Age child was potty-trained or parents plan to potty-train – youngest child, by race and Hispanic origin, November 2015
- In their words
Product Purchases
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- Household usage of staples widespread
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- Figure 30: Usage of disposable baby products, November 2015
- Moms drive household baby product purchases
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- Figure 31: Usage of select disposable baby products, by gender of parent, November 2015
- Younger parents more invested in market
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- Figure 32: Usage of select disposable baby products, by age of parent, November 2015
- Hispanics make fewer baby specific purchases
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- Figure 33: Usage of disposable baby products, by race/Hispanic origin of parent, November 2015
Purchase Locations
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- Parents, especially moms, rely on mass merchandisers for purchases
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- Figure 34: Purchase locations of disposable baby products, by gender of parent, November 2015
- Online sales making an impact
- Higher-income households more likely to shop specialty
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- Figure 35: Purchase locations of disposable baby products, by household incomes of <$25K and $150K+, November 2015
- Hispanics purchase from wider variety of stores
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- Figure 36: Purchase locations of disposable baby products, by race/Hispanic origin of parent, November 2015
Purchase Habits for Disposable Diapers
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- Parents continue to seek cost-savings, tempering segment growth
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- Figure 37: Purchase habits for disposable diapers, November 2015
- Dads influenced by marketing, moms rely on trial and error
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- Figure 38: Pampers – happy father’s day commercial, June 2015
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- Figure 39: Select purchase habits for disposable diapers, by gender of parent, November 2015
- Hispanic purchasing habits may lower diaper sales
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- Figure 40: Select purchase habits for disposable diapers, by race/Hispanic origin of parent, November 2015
- In their words
Usage Habits for Baby Wipes
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- Disposable wipes being used away from the changing table
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- Figure 41: Usage habits for disposable wipes, by gender and age of parent, November 2015
- Hispanic parents less likely to use wipes for other purposes
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- Figure 42: Usage habits for disposable wipes, by race/Hispanic origin of parent, November 2015
- In their words
Usage Habits for Baby Personal Care Products
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- Baby personal care routines reveal both challenges and opportunities
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- Figure 43: Usage habits for baby personal care products, by gender and age of parent, November 2015
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- Figure 44: Usage habits for baby personal care products, by race/Hispanic origin of parent, November 2015
Product Innovations
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- Parents willing to pay for products with wellness benefits, those that simplify routines
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- Figure 45: Interest is disposable baby product innovations, November 2015
- Dads seek product innovations for simplification, reassurance
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- Figure 46: Interest in disposable baby product innovations – Any interest(net)*, by gender, November 2015
- Product innovations may encourage increased spend among Hispanics
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- Figure 47: Interest is disposable baby product innovations – Interested in and willing to pay more for, by race/Hispanic origin November 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 48: Total US sales and forecast of disposable baby products, at inflation-adjusted prices, 2010-20
- Figure 49: Total US retail sales and forecast of disposable baby products, by segment, at current prices, 2010-20
- Figure 50: Female population by age, 2011-21
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- Figure 51: Population by race and Hispanic origin, 2011-21
- Figure 52: Population younger than age 6, by race and Hispanic origin, 2011-21
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Appendix – Key Players
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- Figure 53: MULO sales of disposable diapers/training pants, by leading companies and brands, rolling 52-weeks 2014 and 2015
- Figure 54: MULO sales of baby wipes and moist towelettes, by leading companies and brands, rolling 52-weeks 2014 and 2015
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- Figure 55: MULO sales of baby personal care products, by leading companies and brands, rolling 52-weeks 2014 and 2015
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Appendix – Consumer
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- Figure 56: Baby oil and baby lotion brand usage, July 2014-September 2015
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- Figure 57: Baby/children’s shampoo brand usage, July 2014-September 2015
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- Figure 58: Brands of pre-moistened wipes/cloths for babies used in the household, July 2014-September 2015
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- Figure 59: Disposable diaper/training pants brand usage, July 2014-September 2015
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