Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Snapshot of the market
- Fear and concern for children’s welfare are strong motivators
- Getting children’s attention
- Oral hygiene and sunblock register significant gains
- A handful of companies lead
- The children’s personal care products consumer
- Who is buying which products
- Enthusiasm and ease of use
- Children of different ages
- Ethnicity differences
- Steady growth for all but one sector
Market Drivers
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- Parents want to teach their children good hygienic habits
- Advertisers increasingly try to reach children
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- Figure 1: Incidence of purchasing personal care character-licensed merchandise, October 2005
- Cartoon and movie characters help to sell products
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- Figure 2: Children’s personal care product introductions with licensed characters, 2002-06
- Luxury isn’t just for adults: children’s products go upscale
- Demographic considerations
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- Figure 3: American population projections, by age group, 0-19, 2000-10
- A changing America changes the market
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- Figure 4: Population, by race and Hispanic origin, 2002-12
- The Hispanic consumer grows in importance
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- Figure 5: Presence of children in households, by race and Hispanic origin of householder, 2003
- The changing American family
Market Size and Trends
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- Market size
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- Figure 6: FDM sales of children’s personal care products, at current and constant prices, 2002-06
- Market trends
- 2005: A major year for CPC
- Recognizing adult needs, catering to both kids and adults
- Targeting teens
- Convenience and ease of use
- Natural ingredients
Market Segmentation
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- Children’s personal care
- Sales by segment
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- Figure 7: Sales of children’s personal care products, segmented by type, 2004 and 2006
- Oral hygiene
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- Figure 8: Sales of children’s oral hygiene products, at current and constant prices, 2002-06
- Shampoo and conditioner
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- Figure 9: Sales of children’s shampoo and conditioner, at current and constant prices, 2002-06
- Sunblock
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- Figure 10: Sales of children’s sunblock, at current and constant prices, 2002-06
- Bath products and soap
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- Figure 11: Sales of children’s bath products and soap, at current and constant prices, 2002-06
Supply Structure
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- FDM sales by manufacturer—overview
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- Figure 12: Manufacturer FDM sales of children’s personal care products in the U.S., 2004 and 2006
- Oral hygiene
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- Figure 13: Manufacturer brand FDM sales of children’s oral hygiene products in the U.S., 2004 and 2006
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- Figure 14: New products in children’s oral hygiene segment, 2005 and 2006
- Shampoo and conditioner
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- Figure 15: Manufacturer brand FDM sales of children’s shampoo and conditioner in the U.S., 2004 and 2006
- Sunblock
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- Figure 16: Manufacturer brand FDM sales of children’s sunblock in the U.S., 2004 and 2006
- Soap and bath products
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- Figure 17: Manufacturer brand FDM sales of children’s bath and soap products in the U.S., 2004 and 2006
Advertising and Promotion
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- Print media
- The Internet
- Television
- Oral care
- Listerine
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- Figure 18: TV ad: Listerine agent coolblue
- Sunblock
- Banana Boat
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- Figure 19: TV ad: Banana Boat celebrate summer
- Coppertone
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- Figure 20: TV ad: Coppertone continuous spray
- Soap and bath
- Huggies
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- Figure 21: TV ad: xxx
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- Figure 22: TV ad: Huggies clean team
- Pampers
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- Figure 23: TV ad: Pampers kandoo
- Johnson & Johnson
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- Figure 24: TV ad: Johnson & Johnson
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- Figure 25: TV ad: Johnson & Johnson babycare
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- Figure 26: TV ad: Johnson & Johnson soothing care
Retail Distribution
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- Overview
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- Figure 27: U.S. retail sales of children’s personal care products, by channel, 2004 and 2006
- Supermarkets
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- Figure 28: U.S. supermarket sales of children’s personal care products, at current and constant prices, 2002-06
- Mass merchandisers
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- Figure 29: U.S. mass merchandiser sales of children’s personal care products, at current and constant prices, 2002-06
- Drug stores
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- Figure 30: U.S. drug store sales of children’s personal care products, at current and constant prices, 2002-06
The Consumer
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- Introduction
- Summary
- Moms—What and why they buy
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- Figure 31: Incidence of buying children’s personal care products, March 2007
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- Figure 32: Incidence of buying children’s personal care products, by age, March 2007
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- Figure 33: Incidence of buying children’s personal care products, by household income, March 2007
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- Figure 34: Incidence of buying children’s personal care products, by number of children in household,
- Who chooses the kids’ products?
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- Figure 35: Who chooses children’s personal care products purchased, by marital status, March 2007
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- Figure 36: Who chooses children’s personal care products purchased, by household size, March 2007
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- Figure 37: Who chooses children’s personal care products purchased, by number of children in household, March 2007
- Why children’s products are purchased
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- Figure 38: Why children’s personal care products are purchased, by age, March 2007
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- Figure 39: Why children’s personal care products are purchased, by household size and number of children in household, March 2007
- What the kids say
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- Figure 40: Children’s personal care products used, Fall 2006
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- Figure 41: Children’s personal care products used, by age, Fall 2006
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- Figure 42: Children’s personal care products used, by race and Hispanic origin, Fall 2006
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- Figure 43: Children’s personal care products used, by grade, Fall 2006
- Haircare
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- Figure 44: Children’s shampoo usage, Fall 2006
- Favorite shampoo brand
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- Figure 45: Children’s favorite shampoo brand, by age, Fall 2006
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- Figure 46: Children’s favorite shampoo brand, by race and Hispanic origin, Fall 2006
- Shampoo frequency
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- Figure 47: Children’s frequency of shampoo usage, total, Fall 2006
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- Figure 48: Frequency of shampoo usage, by race and Hispanic origin, Fall 2006
- Presence of favorite shampoo in the house
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- Figure 49: Incidence of child’s favorite shampoo being in the house, Fall 2006
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- Figure 50: Incidence of child’s favorite shampoo being in the house, by race and Hispanic origin, Fall 2006
- Oral hygiene
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- Figure 51: Children’s toothpaste usage, Fall 2006
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- Figure 52: Children’s frequency of toothpaste usage, Fall 2006
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- Figure 53: Children’s frequency of toothpaste usage, by race and Hispanic origin, Fall 2006
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- Figure 54: Incidence of child’s favorite toothpaste being in the house, Fall 2006
Future and Forecast
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- Future trends
- Crossover kids/parents products
- Green products for children likely to ring up sales
- Sunblock gets hot, potentially for darker-skinned consumers
- Bath products and soap go natural
- Toothbrushes go high-tech
- Targeting tweens
- Targeting toddlers
- Market forecast
- Children’s personal care products
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- Figure 55: Forecast of total U.S. FDM sales of children’s personal care products, at current and constant prices, 2006-10
- Children’s oral hygiene products
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- Figure 56: Forecast of U.S. FDM sales of children’s oral hygiene products,
- Children’s shampoo and conditioner
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- Figure 57: Forecast of U.S. FDM sales of children’s shampoo and conditioner, at current and constant prices, 2006-10
- Children’s sunblock
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- Figure 58: Forecast of U.S. FDM sales of children’s sunblock, at current and constant prices, 2006-10
- Children’s bath products and soap
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- Figure 59: Forecast of U.S. FDM sales of children’s bath products and soap, at current and constant prices, 2006-10
- Forecast factors
Appendix: Trade Associations
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