Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market size and forecast
- Private label products and the competitive atmosphere
- Segments
- The retail landscape
- Three key players dominate market
- Innovation in the market
- Adspend and the battle of the diaper brands
- Purchase habits and product selection
- Brand selection and satisfaction
- Economy takes a toll on green leanings
- Spotlight on: Diapers
Insights and Opportunities
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- Reaching out with mommy bloggers
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- Figure 1: Use of online blogs for baby product advice, by age of mom, November 2009
- Alternate uses
- Tiered branding and pricing
Inspire Insights
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- Trend: Brand Review
- What it’s about
- Competition from private label adds to pressures
- A place for everyone, and everyone in their place
- Making a connection
Market Size and Forecast
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- Key points
- A large, mature category struggles to grow
- Sales of diapers/training pants stall, drag down category
- Wipes: An affordable habit that continues to grow
- Learning to live with private label
- Sales and forecast of disposable baby products
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- Figure 2: Total U.S. FDMx sales and forecast of disposable baby products, at current prices, 2004-14
- Figure 3: Total U.S. FDMx sales and forecast of disposable baby products, at inflation-adjusted prices, 2004-14
- Walmart sales
Competitive Context
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- Key points
- The rise of private label
- Private label sales jump in 2009
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- Figure 4: FDMx sales of disposable baby products, total vs. private label, 2004-09
- What’s making private label so popular?
- The big threat remains
- Finding value in branded baby products
- Cultivating loyalty
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- Figure 5: Luvs television ad, Money back guarantee, September 2009
- The coupon craze
- Buying brands on the internet: Diapers.com
Segment Performance
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- Key points
- Nearly three in four baby product dollars spent on diapers, but still no growth
- Wipes/moist towelettes thrive by remaining relevant beyond the baby stage
- Baby cleansing and care products inherit qualities of adult care products
- Sales of disposable baby products, by segment
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- Figure 6: U.S. FDMx sales of disposable baby products, by segment, 2007 and 2009
- Figure 7: U.S. FDMx sales and forecast of disposable baby products, at current prices, 2004-14
Segment Performance—Disposable Diapers and Training Pants
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- Key points
- Higher prices drive weak segment performance
- Learning to do more with less will persist as the economy improves
- Declining birth rate will hit diapers/training pants segments hardest
- Sales and forecast of disposable diapers and training pants
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- Figure 8: Total U.S. FDMx sales and forecast of disposable diaper and training pants, at current prices, 2004-14
Segment Performance—Baby Wipes and Moist Towelettes
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- Key points
- Many innovations not worth the money during a recession
- Low prices, similar packaging keep private label growth in check
- Sales and forecast of baby wipes and moist towelettes
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- Figure 9: Total U.S. FDMx sales and forecast of baby wipes and moist towelettes, at current prices, 2004-14
Segment Performance—Cleansing and Care
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- Key points
- Strong growth from brand innovation
- Private label and Johnson & Johnson
- Gift set boom
- Soothing ingredients appeal to adults, but fragrance-free wins with babies
- Sales and forecast of baby cleansing and care products
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- Figure 10: Total U.S. FDMx sales and forecast of cleansing and care, at current prices, 2004-14
Retail Channels
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- Key points
- Drift of all grocery sales out of supermarkets towards mass
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- Figure 11: Total annual sales at selected retailer outlets, 1992-2007
- Online retail remains a strong alternative
- Opportunity to emphasize value and sustainability
- Sales of disposable baby products, by channel
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- Figure 12: U.S. FDMx sales of disposable baby products, by retail channel, 2007 and 2009
- Retailer niches
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- Figure 13: Purchase locations of disposable baby products, by product type, November 2009
Retail Channels—Food Stores
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- Key points
- Convenience factor helps maintain sales
- Large selection, lots of brand choices, reasons to return
- Food store sales of disposable baby products
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- Figure 14: U.S. food store sales of disposable baby products, at current prices, 2005-09
Retail Channels—Drug Store and Mass Market
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- Key points
- Mass merchandisers go after all consumer shopping needs
- Key price points drive pack sizes, variety of offerings, and confusions
- Drug channels profit from convenience
- Drug store and mass market sales of disposable baby products
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- Figure 15: U.S. drug store and mass market sales* of disposable baby products, at current prices, 2005-09
Market Drivers
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- The majority of consumers continue to tighten their belts
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- Figure 16: Year-over-year budgeting trends, by gender, July 2009
- An ailing economy impacts the market in the short term and near future
- U.S. birth rates in decline
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- Figure 17: Fertility rate and number of births, 1998-2008
- Rising unemployment prompts some families to postpone pregnancies
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- Figure 18: Unemployment rate of the U.S. population, January 1999-December 2009
- Rising incidence of eczema
Leading Companies
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- Key points
- Three suppliers dominate market…
- …but private label has growth momentum
- Manufacturer sales of disposable baby products
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- Figure 19: FDMx sales of disposable baby products market in the U.S., 2008 and 2009
Brand Share—Disposable Diapers and Training Pants
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- Key points
- Procter & Gamble leader in diaper sales
- Innovation in Huggies brand diapers
- Kimberly-Clark dominates sales of training pants
- Pampers Splashers and UnderJams leveraging brand loyalty
- Manufacturer and brand sales of disposable diapers and training pants
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- Figure 20: Selected FDMx brand sales and market share of disposable diapers and training pants in the U.S., 2008 and 2009
- Brand sales of disposable diapers
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- Figure 21: Selected FDMx brand sales and market share of disposable diapers in the U.S., 2008 and 2009
- Brand sales of training pants
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- Figure 22: Selected FDMx brand sales and market share of training pants in the U.S., 2008 and 2009
Brand Share—Baby Wipes and Moist Towelettes
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- Key points
- Huggies and Pampers “sensitive” wipes cannibalize sales
- Private label edges out Procter & Gamble for number two spot
- Manufacturer and brand sales of baby wipes and moist towelettes
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- Figure 23: Selected FDMx brand sales and market share of baby wipes and moist towelettes in the U.S., 2008 and 2009
Brand Share—Cleansing and Care
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- Key points
- Johnson & Johnson leads segment with iconic babycare brand
- Private label gaining market share
- Manufacturer and brand sales of baby cleansing and care products
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- Figure 24: Selected FDMx brand sales and market share of cleansing and care in the U.S., 2008 and 2009
Innovation and Innovators
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- Key points
- Kimberly-Clark and Johnson & Johnson strongest innovators
- Kimberly-Clark introduces organically inspired Huggies Pure & Natural
- Johnson & Johnson launches “gentle” daily use bubble bath for boys and girls alike
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- Figure 25: Top five innovator companies in disposable baby products, 2004-09
- As innovation slows, face/body and shampoo launches seek to broaden appeal
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- Figure 26: Top disposable baby product launches, by subcategory, 2004-09
- Botanical/herbal baby products drive innovation, organic on the way up
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- Figure 27: Top disposable baby product launches, by claim, 2004-09
Brands and the Advertising Landscape
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- Overview: The battle of the diaper brands
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- Figure 28: Huggies and Pampers usage, by selected demographics, April 2008-June 2009
- Adspending decreases for leading diaper/training pant manufacturers
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- Figure 29: Top diaper/training pant advertisers, 2007 and 2008
- Brand analysis: Huggies
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- Figure 30: Huggies television ad, Man chases baby, June 2009
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- Figure 31: Brand analysis of Huggies diapers, 2010
- Households with toddlers more likely to use Huggies brand
- Huggies—popular brand across ethnic demographics
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- Figure 32: Huggies television ad, Man teaches The Potty Dance, February 2009
- Huggies has strongest appeal among modest-income households
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- Figure 33: Huggies television ad, Lyons Story, May 2009
- Brand analysis: Pampers
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- Figure 34: Brand analysis of Pampers diapers, 2010
- Pampers popular in households with babies
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- Figure 35: Pampers television ad, Mom greets newborn, July 2009
- Hispanics are the least likely users of Pampers brand
- Pampers has strongest appeal among most affluent households
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- Figure 36: Pampers television ad, Baby watches vacuum, December 2005
Purchase Habits
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- Key points
- Younger moms more likely to use a wider variety of products
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- Figure 37: Baby disposable products purchased, by age of mom, November 2009
- Differences in product purchase by household income likely related to ethnicity
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- Figure 38: Baby disposable products purchased, by household income, November 2009
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- Figure 39: Use of body and baby powder among adults and children, by race/Hispanic origin, April 2008-June 2009
Product Selection
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- Key points
- Younger moms turn to the internet for information, older moms more confident in choices
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- Figure 40: Input and advice on baby products, by age of mom, November 2009
- Compared to a year ago, fewer moms willing to pay more for enhanced products
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- Figure 41: Product criteria, November 2009
Brand Selection and Satisfaction
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- Key points
- Moms at all income levels take more than price into consideration
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- Figure 42: Brand selection and satisfaction, by household income, November 2009
Impact of Environmental/Green Factors
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- Key points
- Economy appears to have taken a toll on green leanings
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- Figure 43: Environmental factors and baby products, by household income, November 2009
- Green guilt won’t displace disposable diapers
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- Figure 44: Disposable diapers and the environment, November 2009
Spotlight on Diapers
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- Key points
- Everyone uses disposable diapers
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- Figure 45: Disposable and cloth diaper usage, November 2009
- Less than half of moms are very loyal to one diaper brand; one in four go for the lowest price
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- Figure 46: Attitudes towards disposable diapers, November 2009
- Loyalty claims aside, big names reign supreme
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- Figure 47: Brands of disposable diapers used in past six months, April 2008-June 2009
Cluster Analysis
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- Basic Betties
- Knowledgeable Nellies
- Cluster characteristics
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- Figure 48: Disposable baby product clusters, November 2009
- Figure 49: Baby disposable products purchased, by baby product clusters, November 2009
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- Figure 50: Input and advice on baby products, by baby product clusters, November 2009
- Figure 51: Product criteria, brand selection and satisfaction, by baby product clusters, November 2009
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- Figure 52: Environmental factors and personal use of baby products, by baby product clusters, November 2009
- Cluster demographics
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- Figure 53: Disposable baby product clusters, by age of mom, November 2009
- Figure 54: Disposable baby product clusters, by HH income, November 2009
- Cluster methodology
IRI/Builders Panel—Key Household Purchase Measures
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- Overview
- Disposable diapers
- Consumer insights on key purchase measures
- Brand map
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- Figure 55: Brand map, selected brands of disposable diapers, buying rate, by household penetration, 52 weeks ending June 28, 2009
- Brand leader characteristics
- Key purchase measures
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- Figure 56: Key purchase measures for the top brands of disposable diapers, by household penetration, 52 weeks ending June 28, 2009
- Disposable training pants
- Consumer insights on key purchase measures
- Brand map
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- Figure 57: Brand map, selected brands of disposable training pants, buying rate, by household penetration, 52 weeks ending June 28, 2009
- Brand leader characteristics
- Key purchase measures
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- Figure 58: Key purchase measures for the top brands of disposable training pants, by household penetration, 52 weeks ending June 28, 2009
- Baby wipes (within moist towelettes)
- Consumer insights on key purchase measures
- Brand map
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- Figure 59: Brand map, selected brands of baby wipes, buying rate, by household penetration, 52 weeks ending June 28, 2009
- Brand leader characteristics
- Key purchase measures
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- Figure 60: Key purchase measures for the top brands of baby wipes, by household penetration, 52 weeks ending June 28, 2009
Appendix: Other Useful Consumer Tables
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- Figure 61: Input and advice on baby products, by household income, November 2009
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- Figure 62: Brand selection and satisfaction, by age of mom, November 2009
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- Figure 63: Product criteria, by age of mom, November 2009
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- Figure 64: Product criteria, by household income, November 2009
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- Figure 65: Environmental factors and baby products, by age of mom, November 2009
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Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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