Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Sales decline as number of users is limited
- The Wal-Mart effect
- Hispanic influence on the market
- Disposable diapers decline, increases in training pants and baby needs
- Familiar icons a factor in purchase
- Natural products for baby boosting the category
- Heated rivalry between top suppliers of disposable diapers/training pants
- Advertising as an education resource to aid parents and expectant parents
- Supermarkets decline market share as mass retailers expand
- Those with 1 year olds use more products
- Opportunity to use grandparents as influencers
- Forecast shows market to decline, excluding Wal-Mart
Market Drivers
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- The U.S. birth-rate
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- Figure 1: Annual births and fertility rates, 1992-2004
- Growing number of Hispanic children and marketing to their parents
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- Figure 2: Population of kids 0-12, by race/ethnicity, 2000-10
- Trends in potty training
- Bedwetting common
- Changes in recommended babycare
- Alternatives to disposable diapers: cloth diapers and infant potty training
- Price as a factor in the choice for cloth diapers
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- Figure 3: Weekly cost comparison of private-label, regular disposable, premium disposable & cloth diaper service as reviewed, September 2005
- Innovations working for—and against—the category
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- Figure 4: Number of new disposable baby products, 2000-05
- Shopping on price in the category
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- Figure 5: Brand loyalty in diaper purchase, September 2005
Market Size and Trends
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- Market size
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- Figure 6: U.S. sales of disposable baby products in FDM and natural food stores, at current and constant prices, 2000-05
- Market trends and new products
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- Figure 7: Total U.S. natural food store sales of diapers and wipes, at current and constant prices, 2000-05
- Trends in private-label products
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- Figure 8: FDM sales of private-label disposable baby products, segmented by type of product, 2003 and 2005
Market Segmentation
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- Overview
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- Figure 9: FDM sales of disposable baby products, segmented by type of product, 2003 and 2005
- Diapers
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- Figure 10: FDM sales of diapers, at current and constant prices, 2000-05
- Training pants
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- Figure 11: Sales of training pants, at current and constant prices, 2000-05
- Baby wipes and towelettes
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- Figure 12: Sales of baby wipes and towelettes, at current and constant prices, 2000-05
- Baby cleansing and care
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- Figure 13: Sales of baby cleansing and care, at current and constant prices, 2000-05
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- Figure 14: FDM sales of baby cleansing and care products, segmented by type of product, 2003 and 2005
Supply Structure
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- Foreign trade
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- Figure 15: Total U.S. imports of diapers and sanitary products, customs value, 2002 and 2004
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- Figure 16: Total U.S. exports of diapers and sanitary products, FAS value, 2002 and 2004
- Companies and brands
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- Figure 17: FDM manufacturer sales of disposable baby products in the U.S., 2004 and 2005*
- Brand sales by segment
- Diapers
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- Figure 18: FDM manufacturer brand sales of diapers in the U.S., 2004 and 2005*
- Training pants
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- Figure 19: FDM manufacturer brand sales of training pants in the U.S., 2004 and 2005*
- Baby wipes
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- Figure 20: FDM manufacturer brand sales of baby wipes in the U.S., 2004 and 2005*
- Baby cleansing and care
- Baby soaps
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- Figure 21: FDM manufacturer brand sales of baby soaps in the U.S., 2004 and 2005*
- Baby ointment/creams
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- Figure 22: FDM manufacturer brand sales of baby ointment/creams in the U.S., 2004 and 2005*
- Baby powder
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- Figure 23: FDM manufacturer brand sales of baby powder in the U.S., 2004 and 2005*
- Baby lotion
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- Figure 24: FDM manufacturer brand sales of baby lotion in the U.S., 2004 and 2005*
- Petroleum jelly
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- Figure 25: FDM manufacturer brand sales of petroleum jelly in the U.S., 2004 and 2005*
- Baby oils
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- Figure 26: FDM manufacturer brand sales of baby oils in the U.S., 2004 and 2005*
- Baby shampoo
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- Figure 27: FDM manufacturer brand sales of baby shampoo in the U.S., 2004 and 2005*
- Companies and brands
- Kimberly-Clark Corporation
- The Procter & Gamble Company
- Johnson & Johnson
- Other companies
Advertising and Promotion
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- Introduction
- Companies and brands
- Kimberly-Clark
- Activity in 2005
- Activity in 2004
- Procter & Gamble
- Activity in 2005
- Activity in 2004
- Johnson & Johnson
Retail Distribution
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- Introduction
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- Figure 28: U.S. retail sales of disposable baby products, by channel, 2003 and 2005
- Supermarkets
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- Figure 29: Supermarket sales of disposable baby products, at current and constant prices, 2000-05
- Mass merchandisers
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- Figure 30: Mass merchandiser sales of disposable baby products, at current and constant prices, 2000-05
- Drug stores
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- Figure 31: Drug store sales of disposable baby products, at current and constant prices, 2000-05
The Consumer
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- Introduction
- Household usage of specific disposable baby products
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- Figure 32: Usage of baby products in households with children aged 0-3, May 2004-May 2005
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- Figure 33: Usage of baby products in households with children aged 0-3, by race/ethnicity, May 2004-May 2005
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- Figure 34: Usage of baby products in households with children aged 0-3, by age of child, May 2004-May 2005
- Brand preferences in disposable baby products
- Baby/children’s shampoo
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- Figure 35: Brand usage for baby/children’s shampoo, May 2004-May 2005
- Pre-moistened wipes/cloths
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- Figure 36: Brand usage for pre-moistened wipes/cloths, May 2004-May 2005
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- Figure 37: Brand usage for pre-moistened wipes/cloths, by race/ethnicity, May 2004-May 2005
- Disposable diapers
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- Figure 38: Brand usage for disposable diapers/training pants, by age of child, May 2004-May 2005
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- Figure 39: Brand usage for diapers/training pants, by race/ethnicity, May 2004-May 2005
- Baby wash & bath products
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- Figure 40: Brand usage for baby wash and bath products, by age of child, May 2004-May 2005
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- Figure 41: Brand usage for baby wash and bath products, by race/ethnicity, May 2004-May 2005
- Baby oil & baby lotion
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- Figure 42: Brand usage for baby oil and baby lotion, by age of child, May 2004-May 2005
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- Figure 43: Brand usage for baby oil and baby lotion, by race/ethnicity, May 2004-May 2005
- Body and baby powder
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- Figure 44: Brand usage for body and baby powder, by age of child, May 2004-May 2005
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- Figure 45: Brand usage for body and baby powder, by race/ethnicity, May 2004-May 2005
- Frequency of use of disposable baby products
- Baby/children’s shampoo
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- Figure 46: Frequency of use for baby/children’s shampoo, by age of child, May 2004-May 2005
- Pre-moistened wipes/cloths
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- Figure 47: Frequency of use for pre-moistened wipes/cloths, by age of child, May 2004-May 2005
- Disposable diapers
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- Figure 48: Frequency of use for baby disposable diapers, by age of child, May 2004-May 2005
- Baby wash & bath products
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- Figure 49: Frequency of use for baby wash and bath products, by age of child, May 2004-May 2005
- Baby oil & baby lotion
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- Figure 50: Frequency of use for baby oil and baby lotion, by age of child, May 2004-May 2005
- Body and baby powder
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- Figure 51: Frequency of use for body and baby powder, by age of child, May 2004-May 2005
- Reliance on diaper usage
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- Figure 52: Times children use diapers/training pants in households with children aged 0-3, September 2005
- Attitudes towards purchases of disposable baby products
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- Figure 53: Purchasing behavior of disposable baby products in households with children aged 0-3, September 2005
- Summary
Future and Forecast
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- Future trends
- Tapping the power of grandparents
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- Figure 54: Who looks after kids when parents are away, by age of children in the household, September 2005
- Line extensions will help the process of babycare when away from home
- In disposable diapers, growing emphasis on “breathability”
- Market forecast
- Disposable baby products
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- Figure 55: Forecast of U.S. FDM and natural food store sales of disposable baby products, at current and constant prices, 2005-10
- Disposable diapers
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- Figure 56: Forecast of U.S. FDM sales of disposable diapers, at current and constant prices, 2005-10
- Disposable training pants
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- Figure 57: Forecast of U.S. FDM sales of disposable baby wipes, at current and constant prices, 2005-10
- Disposable baby cleansing and care
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- Figure 58: Forecast of U.S. FDM sales of disposable baby cleansing and care, at current and constant prices, 2005-10
- Forecast Factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- Procter & Gamble: Pampers Swaddlers with Elmo Prints
- WeGo: Spider-man Anti-Bacterial Wipes for Kids
- Wal-Mart: Parent’s Choice Baby Diapers
- Procter & Gamble: Pampers Feel ‘n Learn Advanced Trainers
- Kroger: Kroger Comforts Wipes
- Kimberly-Clark: Huggies Baby-Shaped Fit
- Kimberly-Clark: Huggies Pull-Ups with Learning Designs
- Kimberly-Clark: Huggies Pull-Ups with Wetness Liner
- Kimberly-Clark: Pull-Ups Just for Kids Flushable Moist Wipes
- WeGo: WeGo Baby Wipes with Aloe
- Kimberly-Clark: Huggies Newborn Diapers Starter Set
- Rockline Industries: Natural Choice Wipes
- Kimberly-Clark: Huggies Little Swimmers Swimpants with Designs
- Procter & Gamble: First Steps Absorbent Pants
- Procter & Gamble: Pampers Lavender Wipes
- Kimberly-Clark: Pull-Ups GoodNites for Boys
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