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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- Opportunities to slow sales declines
- Private label opportunity
- Licensed kid-friendly characters may help encourage potty training
- Better serving the “mom shopper”
- Sales drop between 2006 and 2011, and are set to fall further
- Slow economic recovery
- Birthrates fall
- Hispanic population growth could be a silver lining
- Competitive context
- Private label outpaces some national brands
- Some eco-conscious buyers could switch to cloth diapers
- Disposable diapers lead product segments
- Supermarkets/mass stores offer convenient baby care shopping
- Three top FDMx companies, but two decline and private label grows
- Natural/organic, leak-proof diapers, and lavender and chamomile top trends
- Marketing Huggies and Pampers
- The disposable baby care products user
- Purchases and usage of disposable baby care products
- Frequency of use
- Purchase locations for disposable baby care products
- Information seeking for disposable baby products
- Attitudes toward brands
- Attitudes toward sustainable disposable baby products
- Diaper purchasing habits
- Impact of race/Hispanic origin
Insights and Opportunities
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- Stage is set for private label to make a bigger push
- Licensed animated characters on diapers can help parents potty train
- Retailers investing in the “mom shopper”
Inspire Insights
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- Trend: Open Diary
- Trend: Factory Fear
Market Size and Forecast
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- Key points
- Slow economic recovery leads to sales declines
- Dropping birthrates also drive sales losses
- Hispanic population growth could help turn sales around
- Disposable baby products market size and forecast
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- Figure 1: Total U.S. retail sales and forecast of disposable baby products, at current prices, 2006-16
- Figure 2: Total U.S. retail sales and forecast of disposable baby products, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 3: U.S. Retail sales and fan chart forecast of disposable baby products, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- The stagnant economy drives down sales
- Unemployment/underemployment is still high
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- Figure 4: Unemployment and underemployment, January 2007-October 2011
- Consumer confidence fluctuates but remains low in 2012
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- Figure 5: Consumer confidence, March 2007-November 2011
- Birthrates decline
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- Figure 6: U.S. fertility rate and number of births, 1998-2009
- Growing Hispanic population should help stave off further losses
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- Figure 7: Population, by race and Hispanic origin, 2006-16
- Hispanic households more likely than non-Hispanic household to have young children
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- Figure 8: Households, by race of householder and presence and ages of children, 2011
Competitive Context
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- Private label sales outpace top two FDMx companies
- Environmental concerns could scale back use of disposable diapers
Segment Performance
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- Key points
- Diapers/training pants lead market but sales are in decline
- Wipes/towelettes, baby care expected to rebound in the coming years
- Sales of disposable baby products by segment
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- Figure 9: Sales of selected disposable baby products at current prices, by segment, 2006-16
Segment Performance—Diapers and Training Pants
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- Key points
- Diaper sales expected to drop due to emphasis on earlier potty training
- Sales and forecast of diapers and training pants
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- Figure 10: Sales and forecast of diapers and training pants, at current prices, 2006-16
Segment Performance—Baby Wipes and Moist Towelettes
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- Key point
- Baby wipes/moist towelettes sales should recover with fits and starts
- Sales and forecast of baby wipes and moist towelettes
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- Figure 11: Sales and forecast of baby wipes and moist towelettes, at current prices, 2006-16
Segment Performance—Baby Care Needs
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- Key points
- Baby care needs not always used for babies
- Sales and forecast of baby care needs
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- Figure 12: Sales and forecast of baby care needs, at current prices, 2006-16
Retail Channels
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- Key points
- Supermarkets are the most convenient baby care products retailer
- Drug stores sell half as much as food stores, but sales decline much less
- Other channels drop 8.3%
- Channel sales of disposable baby products
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- Figure 13: U.S. sales of disposable baby products, by channel, at current prices, 2010 and 2011
Retail Channels—Supermarkets
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- Key points
- Supermarkets decline but retailers work to attract parents
- Supermarket sales of disposable baby products
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- Figure 14: Supermarket sales of disposable baby products, at current prices, 2006-11
Retail Channels—Drug Stores
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- Key points
- Drug chains also decline, but only slightly compared to food stores
- Drug store sales of disposable baby products
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- Figure 15: Drug store sales of disposable baby products, at current prices, 2006-11
Retail Channels—Other Channels
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- Key points
- Other channels decline each year between 2006 and 2011
- Other channel sales of disposable baby products
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- Figure 16: Other channel sales of disposable baby products, at current prices, 2006-11
Leading Companies
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- Key points
- Kimberly-Clark leads market but drops 3.7% in year-ending 2011
- Procter & Gamble also declines
- Johnson & Johnson lags but is the only top company to grow sales
- Private label grows 1.3% as the economic recovery drags on
- Leading disposable baby care products companies
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- Figure 17: Leading disposable baby care product companies, 2010-11
Brand Share—Disposable Diapers and Training Pants
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- Key points
- Despite declines, Kimberly-Clark’s Huggies Little Movers are a hit
- P&G lacks the new products that have helped Kimberly-Clark
- Private label grows amid household budget concerns
- Leading disposable diaper and training pants brands
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- Figure 18: Leading disposable diapers and training pants brands, 2010-11
Brand Share—Baby Wipes and Moist Towelettes
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- Key points
- Kimberly-Clark gains nearly 5% in disposable wipes FDMx sales
- P&G drops 6.3% as Pampers Baby Fresh FDMx sales falter
- Private label FDMx disposable wipes sales grow 4%
- Leading baby wipes and moist towelettes brands
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- Figure 19: Leading baby wipes and moist towelettes brands, 2010-11
Brand Share—Baby Care Needs
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- Key points
- J&J gains 2.3% with baby ointment, soaps, and shampoo brands
- Chesebrough-Pond’s grows slightly with Vaseline
- Merck falls 3.9% as A+D brand ointments slip
- Leading baby care needs brands
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- Figure 20: Leading baby care needs brands, 2010-11
Innovation and Innovators
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- Natural/organic ingredients
- Advanced leakage control diapers
- Lavender and chamomile as soothing agents
Brands and the Advertising Landscape
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- Overview
- Kimberly-Clark: Huggies
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- Figure 21: Brand analysis of Huggies, 2012
- Huggies Pull-Ups TV spot
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- Figure 22: Huggies Pull-Ups television ad, 2011
- Online initiatives
- Procter & Gamble: Pampers
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- Figure 23: Brand analysis of Pampers, 2012
- Pampers Cruisers TV spot
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- Figure 24: Pampers Cruisers television ad, 2011
- Online initiatives
Purchases and Usage of Disposable Baby Products
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- Key points
- More than a quarter bought baby wipes in the last three months
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- Figure 25: Purchases of disposable baby products, by gender, November-December 2011
- $100K+ least likely to use a range of disposable baby care products
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- Figure 26: Purchases of disposable baby products, by household income, November-December 2011
Brands Used Most
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- Key points
- Huggies wipes and diapers used most
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- Figure 27: Brands of disposable baby care products used, April 2010-June 2011
Frequency of Use
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- Key points
- Baby wipes used most frequently
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- Figure 28: Frequency of use of disposable baby care products, April 2010-June 2011
- $75K+ likely to use wipes, wash, shampoo products most frequently
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- Figure 29: Frequency of use of disposable baby care products, by household income, April 2010-June 2011
Purchase Locations for Disposable Baby Products
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- Key points
- Three quarters of respondents use mass merchandisers
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- Figure 30: Purchase locations for disposable baby products, by gender, November-December 2011
- 18-34s more likely than older respondents to use a range of retailers
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- Figure 31: Purchase locations for disposable baby products, by age, November-December 2011
- Lower-income households most likely to use mass stores and dollar stores
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- Figure 32: Purchase locations for disposable baby products, by household income, November-December 2011
Information Seeking for Disposable Baby Products
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- Key points
- Half of respondents seek product advice from pediatricians
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- Figure 33: Information seeking for disposable baby products, by gender, November-December 2011
- 18-34s much more likely than those aged 35+ to consult pediatrician for product advice
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- Figure 34: Information seeking for disposable baby products, by age, November-December 2011
- $75K+ most likely to seek advice from many sources except pediatricians
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- Figure 35: Information seeking for disposable baby products, by household income, November-December 2011
Attitudes toward Brands
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- Key points
- A high degree of brand loyalty, but some room for experimentation
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- Figure 36: Attitudes toward brands, by gender, November-December 2011
- Older, wiser translates to more brand loyalty
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- Figure 37: Attitudes toward brands, by age, November-December 2011
- Household income of $49.9K or less most likely to buy whatever products are most affordable
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- Figure 38: Attitudes toward brands, by household income, November-December 2011
Attitudes toward Sustainable Disposable Baby Products
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- Key points
- Nearly seven in 10 report buying in bulk if possible
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- Figure 39: Attitudes toward sustainable disposable baby products, by gender, November-December 2011
- Higher household income affords some buyers a green stance
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- Figure 40: Attitudes toward sustainable disposable baby products, by household income, November-December 2011
Diaper Purchasing Habits
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- Key points
- Nine in 10 agree that the efficacy of diaper brands varies
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- Figure 41: Diaper purchasing habits, by gender, November-December 2011
- Younger buyers concerned for the environment, use online diaper services
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- Figure 42: Diaper purchasing habits, by age, November-December 2011
Impact of Race/Hispanic Origin
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- Key points
- Black, Hispanic respondents most likely to use baby oil, powder
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- Figure 43: Usage of disposable baby care products, by race/Hispanic origin, April 2010-June 2011
- Blacks most likely to use a range of brands
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- Figure 44: Brands of disposable baby care products used, by race/Hispanic origin, April 2010-June 2011
- Hispanics report more frequent usage of many baby care products
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- Figure 45: Frequency of use of disposable baby care products, by race/Hispanic origin, April 2010-June 2011
Appendix: Other Useful Consumer Tables
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- Purchases and usage of disposable baby care products
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- Figure 46: Purchases of disposable baby products, by age, November-December 2011
- Attitudes toward sustainable disposable baby products
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- Figure 47: Attitudes toward sustainable disposable baby products, by age, November-December 2011
Appendix: Trade Associations
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