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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- Recession reversed growth trend observed in 2006-07
- Weak economy and declining birth rates undermine sales growth
- Segment Performance—Oral Hygiene
- Segment Performance—Suncare
- Segment Performance—Haircare
- Segment Performance—Bath and Body Care
- Adult products and private label could undermine sales of national brands
- Companies introduced fewer products with characters in 2009-10
- Most moms buy CPC at least occasionally
- Most kids use children’s oral care and choose their own products
- Many mothers seek products for sensitive skin
- About four in 10 buy CPC at request of kids
Insights and Opportunities
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- Targeting tweens—Crest Oral B Pro-Health for Me
- Consider interactive sites that encourage good hygiene
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- Figure 1: Listerine Kids rinse homepage image, December 2010
Inspire Insights
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- Trend: Consumer as Detective
Market Size and Forecast
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- Key points
- Sales dropped in response to the economic downturn
- More goods sold at lower prices
- Hispanics among those hardest hit by recession
- Concerns about ingredients curb sales
- Manufacturers finding success in the middle
- Sales and forecast of children’s personal care products
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- Figure 2: Total U.S. FDMx sales and forecast of children’s personal care products, at current prices, 2005-15
- Figure 3: Total U.S. FDMx sales and forecast of children’s personal care products, at inflation-adjusted prices, 2005-15
- Fan chart forecast
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- Figure 4: FDMx sales and fan chart forecast of children’s personal care products, at current prices, 2005-15
Market Drivers
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- Key points
- For many, the effects of the recession continue
- Rising unemployment figures make consumers cautious about spending
- Relief further off than expected
- As median household income continues to drop, competitive pricing becomes more important
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- Figure 5: Median household income in inflation-adjusted dollars, 1999-2009
- Consumer confidence remains low; most parents seeking out bargains
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- Figure 6: Consumer Sentiment, March 2007-September 2010
- Parents more vigilant than others in search for good deals
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- Figure 7: Strategies for dealing with recessionary pressures, by presence of children, October 2010
- Changing family structures warrant nuanced approach from manufacturers
- Slow decline in number of new babies could undermine long-term CPC sales growth
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- Figure 8: Households, by presence of children, 1999-2009
- Figure 9: U.S. population, by age, 2005-15
- High fertility rates among Hispanics indicate segment could drive future sales growth
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- Figure 10: Households, by race of householder and presence and ages of children, 2009
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- Figure 11: Hispanic households, by presence and ages of children, 2009
- Hispanic parents more likely to use homeopathic remedies
- Mothers getting older; number with advanced degrees on the rise
Competitive Context
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- Key points
- Desire for grown-up products discourages use among some
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- Figure 12: Preference for regular personal care products, by gender and age, August/September 2010
- Private label represents a significant competitive threat for manufacturers
Segment Performance
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- Suncare sales rise as sales in other categories decline
- Manufacturers need to convince parents that kids need their own products
- Decline of character merchandising impacts kids’ interest
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- Figure 13: U.S. FDMx sales of children’s personal care products, by segment, 2008 and 2010
Segment Performance—Oral Hygiene
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- Key points
- Character merchandising a key driver of sales
- Sales and forecast of children’s oral hygiene products
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- Figure 14: Total U.S. FDMx sales and forecast of children’s oral hygiene, at current prices, 2005-15
Segment Performance—Suncare
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- Key points
- FDMx sales of suncare products defy downward sales trend
- Sales and forecast of children’s suncare
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- Figure 15: Total U.S. FDMx sales and forecast of children’s suncare, at current prices, 2005-15
Segment Performance—Haircare
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- Key points
- FDMx sales of children’s haircare products continue steady decline
- Sales and forecast of children’s haircare
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- Figure 16: Total U.S. FDMx sales and forecast of children’s haircare, at current prices, 2005-15
Segment Performance—Bath and Body Care
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- Key point
- Sales declined in recession but the category may be rebounding
- Concerns about ingredients impact purchase decisions
- Sales and forecast of children’s bath and body care
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- Figure 17: Total U.S. FDMx sales and forecast of children’s bath and body care, at current prices, 2005-15
Retail Channels
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- Most CPC products purchased from drug and mass merchandisers
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- Figure 18: U.S. FDMx sales of children’s personal care products, by retail channel, 2008 and 2010
Retail Channels—Drug Stores and Other FDMx Channels
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- Key point
- FDMx sales at drug stores/other channels decline at slower pace than supermarkets
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- Figure 19: U.S. drug store and mass market* sales of children’s personal care products, at current prices, 2005-10
- Walmart’s position in the CPC market
Retail Channels—Food Stores
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- Key point
- Food store sales of children’s personal care products
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- Figure 20: U.S. food store sales of children’s personal care products, at current prices, 2005-10
Leading Companies
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- Key points
- Colgate-Palmolive and others report some gains despite overall declines
- P&G stands out with new oral hygiene line for tweens
- Suave makes an argument to be added to kids’ bath routines
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- Figure 21: Manufacturer sales of children’s personal care products at FDMx, 2009 and 2010
Brand Share—Oral Hygiene
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- Key points
- Colgate achieves growth with use of popular characters on toothbrushes
- SpongeBob SquarePants is a heavyweight in children’s oral hygiene
- Dora the Explorer is another serious contender in children’s character merchandising
- Other notable performances
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- Figure 22: Selected brand sales and market share of children’s oral hygiene products at FDMx, 2009 and 2010
Brand Share—Suncare
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- Key points
- Companies win with suncare products
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- Figure 23: Selected brand sales and market share of children’s suncare products at FDMx, 2009 and 2010
Brand Share—Haircare
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- Key points
- Unilever finds gains with kid-friendly packaging and key attributes
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- Figure 24: Selected brand sales and market share of children’s haircare products at FDMx, 2009 and 2010
Brand Share—Bath and Body Care
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- Key point
- SpongeBob works his magic in bath and body category as well
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- Figure 25: Selected brand sales and market share of children’s bath and body care products at FDMx, 2009 and 2010
Innovations and Innovators
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- Key points
- Incidence of licensing plummets during years of sales declines
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- Figure 26: Children’s personal care products with licensed characters, 2005-10
- Many parents report buying fewer licensed products
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- Figure 27: Purchase of character merchandise compared to previous year, by age of parent, May-June 2009
- Nickelodeon characters top the list of children’s favorites
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- Figure 28: Kids’ favorite characters/shows, by age, April 2009
- Sensitive skin, baby/toddler formulas, and botanical herbal common claims
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- Figure 29: Claims associated with launches of new CPC products, 2008-10
- Shampoo and other haircare products
- Some companies using characters to help sell haircare products
- Super-premium natural products appeal to demand among affluent consumers
- Private-label products becoming more common, priced to compete
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- Figure 30: Private-label launches as a percentage of new CPC products, 2005-10
- Oral care
- Musical toothbrushes and Firefly help teach kids good brushing habits
- Private-label options could have high appeal among budget-conscious parents
- Private-label toothpaste could pose greater threat in the future
- Suncare
- Bath and body care
Marketing Strategies
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- Overview of the brand landscape
- Television ads for oral care
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- Figure 31: Act Total Care television ad, 2010
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- Figure 32: Crest Winter Olympics-themed television ad, 2010
- Some brands use print to associate products with joy and safety
- Message: “Spinbrush is the gift that keeps on giving”
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- Figure 33: Arm & Hammer Spinbrush advertisement, December 2010
- Message: “Orajel products are safe for babies and toddlers”
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- Figure 34: Orajel children’s toothpaste advertisement, December 2010
- Figure 35: Baby Orajel teething ointment advertisement, December 2010
- Message: “Johnson & Johnson cares for your baby as much as you do”
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- Figure 36: Johnson & Johnson baby bath products advertisement, December 2010
- Community outreach a common thread among oral hygiene manufacturers
- Websites for Kids
- L’Oréal Kids
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- Figure 37: Collectable children’s shampoo bottles from L’Oréal, 2010
- Suave Kids
- Colgate Kids
- Consumer product reviews likely to become more common in the future
- Toothbrushes
- Shampoo
- Suncare
- Bath and body care
- Green products
Incidence of Purchase among Parents
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- Key points
- About 90% of moms buy at least some CPC products
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- Figure 38: Who buys children’s personal care products, by age and household income, August/September 2010
- Few differences between affluent parents and those with lower incomes
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- Figure 39: Types of children’s personal care products bought, by household income, August/September 2010
- Younger moms more likely to buy most children’s products
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- Figure 40: Types of children’s personal care products bought, by age, August/September 2010
Incidence of Use Among Kids
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- Key points
- Use of kids’ products declines as children reach tween years
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- Figure 41: Kids’ use of children’s personal care products, by gender and age, August/September 2010
- Most kids get to choose their own oral care products
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- Figure 42: Who chooses children’s personal care products, August/September 2010
- Hispanic kids use more shampoo, black kids use less
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- Figure 43: Frequency of using shampoo in last week, by gender/age and race/Hispanic origin, April 2009-June 2010
- Companies may want to consider more liquid soaps for kids
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- Figure 44: Personal care products used, by gender and age, April 2009-June 2010
Brand Preferences of Kids
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- Key point
- Most kids get their favorite brands of toothpaste and shampoo
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- Figure 45: How often favorite brand of shampoo is in the house, by gender and age, April 2009-June 2010
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- Figure 46: How often favorite brand of toothpaste is in the house, by gender and age, April 2009-June 2010
- Suave and L’Oréal Kids among the most popular kids’ brands
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- Figure 47: Favorite shampoo brands, by gender and age, April 2009-June 2010
Product Attributes that Drive Purchase
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- Key point
- Sensitive skin a key decision-making driver for many parents
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- Figure 48: Attributes sought in children’s personal care products, by household income, August/September 2010
- Younger moms have more criteria for CPC products
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- Figure 49: Attributes sought in children’s personal care products, by age, August/September 2010
Attitudes towards Children’s Personal Care products
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- Key points
- Many moms feel adult products are inappropriate for kids
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- Figure 50: Why children’s personal care products are bought, by household income, August/September 2010
- Most parents like to indulge their kids
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- Figure 51: Attitudes and opinions regarding children and shopping, by household income, April 2009-June 2010
Appendix—Other Useful Consumer Tables
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- Types of CPC products bought
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- Figure 52: Types of children’s personal care products bought, by number of children under age 18 in household, August/September 2010
- Personal care products used
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- Figure 53: Personal care products used, by race/Hispanic origin, April 2009-June 2010
- Brands of shampoo used
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- Figure 54: Favorite shampoo brands, by race/Hispanic origin, April 2009-June 2010
- Attributes sought in CPC products
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- Figure 55: Attributes sought in children’s personal care products, by number of children under age 18 in household, August/September 2010
- Why children’s personal care products are bought
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- Figure 56: Why children’s personal care products are bought, by number of children under age 18 in household, August/September 2010
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- Figure 57: Why children’s personal care products are bought, by age, August/September 2010
- Attitudes regarding children and shopping
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- Figure 58: Attitudes and opinions regarding children and shopping, by gender, April 2009-June 2010
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- Figure 59: Attitudes and opinions regarding children and shopping, by race/Hispanic origin, April 2009-June 2010
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- Figure 60: Attitudes and opinions regarding children and shopping, by age, April 2009-June 2010
Appendix—Trade Associations
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