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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- Sales slowly declining due to low birth rates and price sensitivity
- Private label and discounters contribute to pricing pressure
- Diaper sales decline as wipes and cleaning product sales increase
- Kimberly-Clark and P&G remain dominant
- Sales leaders among most innovative in the industry
- Bargains and peer recommendations drive experimentation
- Most have a preferred brand that they trust and stick with
Insights and Opportunities
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- Consider partnering with mommy bloggers
- Optimize efforts to reach Hispanics
- Latin Baby (latinbabyusa.com)
- Dos Borreguitas (dosborreguitas.com)
- Eco-friendly baby products
Inspire Insights
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- Inspire Trend: Green Technology
Market Size and Forecast
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- Key points
- Recessionary pressures and low birth rates undermining growth
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- Figure 1: FDMx sales and forecast of disposable baby products, at current prices, 2005-15
- Figure 2: FDMx sales and forecast of disposable baby products, at inflation-adjusted prices, 2005-15
- Fan chart forecast
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- Figure 3: FDMx sales and fan chart forecast of disposable baby products, at current prices, 2005-15
- Walmart sales
Market Drivers
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- Key points
- Weak economy drives deceleration in sales growth and some declines
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- Figure 4: Unemployment and underemployment rate in the U.S., January 2007-December 2010
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- Figure 5: University of Michigan Consumer Sentiment Index, March 2007-September 2010
- Many parents have embraced thrift since onset of recession
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- Figure 6: Money-saving behaviors, parents vs. nonparents, October 2010
- Overall birth rates on the decline but high in some segments
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- Figure 7: Fertility rate and number of births, 1998-2008
- Growth of Hispanic population will drive long-term sales growth
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- Figure 8: U.S. population, by race and Hispanic origin, 2005-15
- Figure 9: Hispanic households, by presence and ages of children, 2009
- Below-average incomes of Hispanics drives resistance to price premiums
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- Figure 10: Household income distribution by race and Hispanic origin of householder, 2009
Competitive Context
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- Key points
- Private label continues to pose key threat to disposable diapers
- Cloth still only a tiny share, but rising
- Online retailers exert pricing pressure and deliver on customer service
Segment Performance
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- Key points
- Wipes hold some growth potential
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- Figure 11: FDMx sales of disposable baby products, segmented by type, 2009 and 2010
Segment Performance—Disposable Diapers and Training Pants
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- Key points
- Need to minimize spending drives poor category performance
- Growth of Hispanic segment and demand for natural will drive growth of some brands
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- Figure 12: FDMx sales and forecast of disposable diapers and training pants, at current prices, 2005-15
Segment Performance—Baby Wipes/Moist Towelettes
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- Key points
- Wipes could drive growth at some firms
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- Figure 13: FDMx sales and forecast of baby wipes/moist towelettes, at current prices, 2005-15
Segment Performance—Baby Cleansing and Care
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- Key points
- Cleaning and care segment rebounds from recession
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- Figure 14: FDMx sales and forecast of baby cleansing and care, at current prices, 2005-15
Retail Channels
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- Key points
- Supermarket sales decline as many continue to flock to discount
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- Figure 15: FDMx sales of baby disposable products, by channel, 2009 and 2010
- Mass is a key channel, but online likely to continue growing rapidly
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- Figure 16: Disposable baby product purchase locations, by product type, November 2010
Retail Channels—Supermarkets
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- Key point
- Convenience continues to mitigate losses at grocery
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- Figure 17: Supermarket sales of disposable baby products, at current prices, 2005-10
Retail Channels—Other FDMx Outlets
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- Key points
- Sales continue to grow at mass and drug
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- Figure 18: Other FDMx store sales of disposable baby products, at current prices, 2005-10
Leading Companies
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- Key points
- Huggies and Pampers continue to dominate the category
- Procter & Gamble (Pampers)
- Johnson & Johnson (Johnson’s, Aveeno)
- Manufacturer sales of disposable baby products
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- Figure 19: Select manufacturer sales of disposable baby products at FDMx, 2009 and 2010
Brand Share—Disposable Diapers and Training Pants
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- Key points
- Fashionable designs and the promise of dryness drive premiums
- “Natural” options appeal to eco-parents who are leery of cloth
- Value still an important element of sales growth
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- Figure 20: Selected brand sales and share of disposable diapers at FDMx, 2009 and 2010
- Training pants that help parents teach can drive growth
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- Figure 21: Selected brand sales and share of training pants at FDMx, 2009 and 2010
Brand Share—Baby Wipes/Moist Towelettes
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- Key points
- Sensitive skin and natural claims drive growth
- “Natural” private label products could become more important threat
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- Figure 22: Selected brand sales and share of baby wipes/moist towelettes at FDMx, 2009 and 2010
Brand Share—Baby Cleansing and Care
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- Key point
- Johnson’s remains dominant but struggles to achieve growth
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- Figure 23: Selected brand sales and share of baby cleansing and care at FDMx, 2009 and 2010
Innovations and Innovators
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- Key points
- Diapers, body care, and wipes key categories of innovation
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- Figure 24: New product launches, by subcategory, 2004-10
- P&G maintains dominance with innovation
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- Figure 25: New product launches, by company, 2004-10
- Hypoallergenic and botanical claims often associated with new diaper and wipe SKUs
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- Figure 26: New diaper and wipe launches, by product claims, 2004-10
- “Natural” SKUs could help drive growth for some firms
Marketing Strategies
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- Overview of the brand landscape
- Huggies
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- Figure 27: Brand analysis of Huggies Pull-Ups line, 2010-11
- Television advertising
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- Figure 28: Huggies Pull-Ups television ad, 2011
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- Figure 29: Huggies Pull-Ups Training Pants, 2010
- Website
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- Figure 30: Quantcast data for huggies.com, February 2011
- Comments from Mamapedia.com
- Pampers
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- Figure 31: Brand analysis of Pampers, 2011
- Television advertising
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- Figure 32: Pampers Cruisers television ad, 2010
- Figure 33: Pampers Swaddlers Sensitive television ad, 2010
- Website
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- Figure 34: Quantcast.com estimates for pampers.com, February 2011
- Comments from Mamapedia.com
Products Purchased
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- Key points
- More than four out of five moms use baby wipes and disposable diapers
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- Figure 35: Baby disposable products purchased, by age of mom, November 2010
- The affluent are less likely to use baby wipes and disposable diapers
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- Figure 36: Baby disposable products purchased, by household income, November 2010
Product Selection
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- Key points
- More than four in 10 report buying baby products in bulk when possible
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- Figure 37: Product selection and advice, by age of mom, November 2010
- Middle income and affluents more likely to consult mom-focused websites
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- Figure 38: Product selection and advice, by household income, November 2010
Brand Selection
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- Key points
- Most have preferred brands, but many willing to experiment
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- Figure 39: Brand selection, by product type, November 2010
- Less affluent are more likely to buy least expensive brand of baby wipes
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- Figure 40: How baby wipes are chosen, by household income, November 2010
- Young moms more likely to have a preferred brand of baby soap/shampoo
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- Figure 41: How baby soaps/shampoos are chosen, by age, November 2010
- Less than half loyal to baby oils/lotions/petroleum jelly brands
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- Figure 42: How baby oils/lotions/petroleum jelly are chosen, by household income, November 2010
- Most do not see big difference between brands
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- Figure 43: Brand selection and satisfaction, by household income, November 2010
Diapers
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- Key points
- The overwhelming majority use disposable diapers exclusively
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- Figure 44: Diaper usage, by age of mom, November 2010
- Older moms more likely to alternate between a few preferred brands
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- Figure 45: How disposable diapers/training pants are chosen, by age, November 2010
- Affluent moms are more likely to have a preferred disposable diaper brand
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- Figure 46: How disposable diapers/training pants are chosen, by household income, November 2010
- Reported incidence of brand usage consistent with sales figures
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- Figure 47: Brands of disposable diapers used, July 2009-Sept. 2010
- Most believe some diaper brands simply work better than others
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- Figure 48: Attitudes towards disposable diapers, by age of mom, November 2010
Impact of Environmental/Green Factors
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- Key points
- More than one quarter of moms look for natural ingredients in baby products
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- Figure 49: Environmental factors and baby products, by age of mom, November 2010
- Majority worry about the environmental impact of disposable diapers
- Less affluent more likely to cut back on diaper use to help environment
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- Figure 50: Concern about impact of disposable diapers on the environment, by household income, November 2010
Race and Hispanic Origin
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- Key points
- Blacks and Hispanics are heavier users of diapers
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- Figure 51: Volume of disposable diapers/training pants used, by race/Hispanic origin, July 2009-September 2010
- More than one quarter report using store brands
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- Figure 52: Brands of disposable diapers/training pants used, by race/Hispanic origin, July 2009-September 2010
- Blacks are heaviest users of baby lotions and oils
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- Figure 53: Incidence of using baby lotion/oil, by race/Hispanic origin, July 2009-September 2010
Cluster Analysis
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- Content Minimalists
- Characteristics
- Opportunity
- Everythings
- Characteristics
- Opportunity
- Eco Moms
- Characteristics
- Opportunity
- Characteristic tables
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- Figure 54: Disposable baby clusters, November 2010
- Figure 55: Disposable baby products purchased, by disposable baby clusters, November 2010
- Figure 56: Brand selection and satisfaction, by disposable baby clusters, November 2010
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- Figure 57: Product selection and advice, by disposable baby clusters, November 2010
- Figure 58: Diaper usage, by disposable baby clusters, November 2010
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- Figure 59: Attitudes toward disposable diapers, by disposable baby clusters, November 2010
- Demographic tables
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- Figure 60: Disposable baby clusters, by age, November 2010
- Figure 61: Disposable baby clusters, by household income, November 2010
- Figure 62: Disposable baby clusters, by marital status, November 2010
- Figure 63: Disposable baby clusters, by level of education, November 2010
- Figure 64: Disposable baby clusters, by number of children in the household, November 2010
- Cluster methodology
SymphonyIRI Group Builders Panel—Key Household Purchase Measures
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- Overview of diapers (including disposable diapers and training pants)
- Disposable diapers
- Consumer insights on key purchase measures
- Brand map
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- Figure 65: Brand map, selected brands of disposable diapers buying rate, by household penetration, 52 weeks ending June 27, 2010
- Brand leader characteristics
- Key purchase measures
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- Figure 66: Key purchase measures for the top brands of disposable diapers, by household penetration, 52 weeks ending June 27, 2010
- Training pants
- Consumer insights on key purchase measures
- Brand map
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- Figure 67: Brand map, selected brands of disposable training pants buying rate, by household penetration, 52 weeks ending June 27, 2010
- Brand leader characteristics
- Key purchase measures
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- Figure 68: Key purchase measures for the top brands of disposable training pants, by household penetration, 52 weeks ending June 27, 2010
- Overview of moist towelettes
- Baby wipes
- Consumer insights on key purchase measures – baby wipes
- Brand map
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- Figure 69: Brand map, selected brands of baby wipes buying rate, by household penetration, 52 weeks ending June 27, 2010
- Brand leader characteristics
- Key purchase measures
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- Figure 70: Key purchase measures for the top brands of moist towelettes, by household penetration, 52 weeks ending June 27, 2010
- Overview of baby needs
- Baby soap
- Consumer insights on key purchase measures
- Brand map
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- Figure 71: Brand map, selected brands of baby soap buying rate, by household penetration, 52 weeks ending June 27, 2010
- Brand leader characteristics
- Key purchase measures
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- Figure 72: Key purchase measures for the top brands of baby soap, by household penetration, 52 weeks ending June 27, 2010
Appendix—Other Useful Consumer Tables
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- Figure 73: Where baby soaps and shampoos are bought, by age of mom, November 2010
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- Figure 74: Where baby oils/lotions/petroleum jelly are bought, by age of mom, November 2010
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- Figure 75: Where baby wipes are bought, by age of mom, November 2010
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- Figure 76: Where baby wipes are bought, by household income, November 2010
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- Figure 77: Where baby soaps and shampoos are bought, by household income, November 2010
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- Figure 78: Where baby oils/lotions/petroleum jelly are bought, by household income, November 2010
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- Figure 79: Brand selection and satisfaction, by age of mom, November 2010
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- Figure 80: Attitudes towards disposable diapers, by household income, November 2010
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Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix—Trade Associations
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