What you need to know

Despite an increase in the population of kids aged 6-11, most segments of the children’s personal care (CPC) market have seen declines in the last five years and are projected to see declines in the next five years. It appears that this is partly due to the down economy. However, parents also seem to be more willing to have children use adult products. Moving forward, CPC brands will want to be sure to find innovative ways to set their products apart from adult products and demonstrate the benefits of their products for kids. In addition, keeping price points low appears to encourage parents to make that small extra purchase in order to please their children. Market data and exclusive, up to date consumer research is analyzed by major demographic groups to examine:

  • Who in the family is most likely to buy CPC products

  • Which brands kids prefer and which products they are most likely to use

  • Why parents are likely to buy CPC products for their kids

  • What ingredients parents are looking for in CPC products

  • How sales of FDMx products fluctuated in recent years and how likely they are to change between 2011 and 2016

  • Which segments of the CPC market are performing well and which are experiencing the largest declines in sales

  • How macro-level economic factors and demographic trends impact the market and the influence these factors are likely to have on future sales

  • The leading brands and companies in the category

  • New products companies are introducing

  • Strategies companies are using to market their products



This report builds on the analysis presented in Mintel’s Children’s Personal Care—U.S., December 2010, as well as Children’s Personal Care Products—U.S., June 2007.

For the purposes of this report, children’s personal care products includes haircare, oral care, bath and body care, and suncare products made especially for or targeted specifically to kids. Each of the product groups includes the following items:

Haircare: shampoo and conditioner

Oral care: manual toothbrushes, battery-powered toothbrushes, toothpaste, mouthwash, dental accessories

Bath and body care: bubble bath, soap, and body lotion

Suncare: sunblock

Value figures throughout this report are at retail selling prices (rsp) excluding sales tax unless otherwise stated.

Data sources

Sales data

  • Market Size and Forecast: Mintel, SymphonyIRI Group InfoScan® Reviews, U.S. Census Bureau, Economic Census

  • Segment Performance: Mintel, SymphonyIRI Group InfoScan® Reviews, U.S. Census Bureau, Economic Census

  • Retail Channels: Mintel, SymphonyIRI Group InfoScan® Reviews, U.S. Census Bureau, Economic Census

  • Leading Companies and Brand Share: Mintel, based on FDMx (Food, Drug, and Mass Merchandisers, excluding Walmart) sales based on data from SymphonyIRI Group InfoScan® Reviews Info.

Consumer survey data

For the purposes of this report, Mintel commissioned exclusive consumer research through Toluna USA to explore consumer consumption of, as well as attitudes and behaviors toward, children’s personal care products. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in November-December 2011 among a sample of 1,400 adults aged 18+ with access to the internet.

Mintel selects survey respondents so that they are proportionally balanced to the entire U.S. adult population based on the key demographics of gender, age, household income, and region. Mintel also slightly oversamples, relative to the population, respondents that are Hispanic or black to ensure an adequate representation of these groups in the survey results. Please note that Mintel surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in the survey results.

Mintel has also analyzed data from the Experian Simmons Kids Study. The Simmons Kids Study was carried out during April 2010-June 2011, and the results are based on the sample of 1,873 kids aged 6-11, with results weighted to represent the U.S. child population.

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (white, black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

Advertising creative

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For further information, or to order television, magazine, newspaper, online display, online video, radio, outdoor, viral, or cinema advertising, or alternative media, inserts, and circulars, please contact Competitrack at websales@competitrack.com, or call 718.482.4200.

Abbreviations and terms


The following abbreviations are used in this report:

CPC Children’s personal care
FDMx Food, Drug, and Mass Merchandisers, excluding Walmart—SymphonyIRI Group definition
GNPD Global New Products Database
NCHS National Center for Health Statistics
P&G Procter & Gamble
PABA Para-aminobenzoic acid


Generations are discussed within this report, and they are defined as:

World War II The generation born in 1932 or before. In 2012, members of this generation are aged 80 or older.
Swing Generation The generation born between 1933 and 1945. In 2012, members of the Swing Generation are between the ages of 67 and 79.
Baby Boomers The generation born between 1946 and 1964. In 2012, Baby Boomers are between the ages of 48 and 66.
Generation X The generation born between 1965 and 1976. In 2012, Generation Xers are between the ages of 36 and 47.
Millennials* The generation born between 1977 and 1994. In 2012, Millennials are between the ages of 18 and 35.
Matrix Generation** The generation born from 1995 to present. In 2012, Matrices are aged 17 or younger.

* also known as Generation Y or Echo Boomers

** previously known as Post-Millennials

In order to provide an inflation-adjusted price value for markets, Mintel uses the CPI to deflate current prices. The CPI is defined as follows:

CPI The Consumer Price Index is a measure of the average change over time in the prices paid by urban consumers for a market basket of consumer goods and services.

The CPI and its components are typically used to adjust other economic series for price changes and to translate these series into inflation-free dollars. Examples of series adjusted by the CPI include retail sales, hourly and weekly earnings, and components of the national income and product accounts. In addition, and in Mintel reports, the CPI is used as a deflator of the value of the consumer’s dollar to find its purchasing power. The purchasing power of the consumer’s dollar measures the change in the value to the consumer of goods and services that a dollar will buy at different dates.

The CPI is generally the best measure for adjusting payments to consumers when the intent is to allow consumers to purchase, at today’s prices, a market basket of goods and services equivalent to one that they could purchase in an earlier period. It is also the best measure to use to translate retail sales into real or inflation-free dollars.

Based on Bureau of Labor Statistics definition.
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