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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- The market
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- Figure 1: Total U.S. retail sales and fan chart forecast of disposable baby product market, at current prices, 2007-17
- Market factors
- Apprehensive consumers affect market, particularly diapers segment
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- Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-12
- U.S. fertility and birth rates declining
- Growing concern around chemicals and ingredients in products
- Segment performance
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- Figure 3: Total U.S. retail sales of disposable baby products, by segment, at current prices, 2010-12
- Retail channels
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- Figure 4: Share of U.S. retail sales of disposable baby products, by channel, at current prices, 2010 and 2012
- Market players
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- Figure 5: Share of MULO sales of disposable products, by leading companies, 2012
- The consumer
- Nearly universal penetration among households with children 3 and under
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- Figure 6: Household use of disposable baby products, August 2011-12
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- Figure 7: Baby products purchased in the past three months, February 2013
- Younger parents purchase a greater variety of products
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- Figure 8: Baby products purchased in the past three months, by age, February 2013
- Parents rely on traditional information sources for general childcare information and brand decisions
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- Figure 9: Information sources utilized by parents, by any rely, February 2013
- Moisturizing/hydrating most sought out claim in baby personal care products
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- Figure 10: Claims influencing purchase of baby personal care products, February 2013
- For diapers, functional and performance claims resonate most strongly
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- Figure 11: Claims influencing purchase of diapers/training pants, February 2013
- Cost is parents’ main source of frustration with disposable diapers
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- Figure 12: Top diaper/training pants frustrations among parents, February 2013
- What we think
Issues in the Market
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- Branded products, specifically diapers and training pants, are struggling to compete with private label. How can brands better differentiate products in order to recapture sales and market share?
- Difficult economic circumstances and falling birth rates have had a negative impact on this category. How can market players grow the market beyond waiting for economic recovery?
- Online retailers are becoming a greater force in the market. What can traditional retailers do to convince parents to come back to stores?
Insights and Opportunities
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- Create more disposable products
- Support parents through potty training process
Trend Applications
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- Trend: Perfecting the Details
- Trend: Prove It
- Mintel Futures: Brand Intervention
Market Size and Forecast
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- Key points
- Flat to little growth expected in the coming years
- Sales and forecast of disposable baby products market
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- Figure 13: Total U.S. retail sales and forecast of disposable baby product market, at current prices, 2007-17
- Figure 14: Total U.S. retail sales and forecast of disposable baby product market, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 15: Total U.S. retail sales and fan chart forecast of disposable baby product market, at current prices, 2007-17
Market Drivers
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- Key points
- Shaky consumer confidence detrimental, particularly to diaper sales
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- Figure 16: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- U.S. fertility and birth rates falling
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- Figure 17: Fertility rate and number of births, 2001-11
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- Figure 18: Fertility rate, by race and Hispanic origin of mother, 2000-11
- Growing concern around product ingredients
Competitive Context
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- Cloth diapers as alternative to disposable diapers
Segment Performance
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- Key points
- Diapers and training pants segment leads the market
- Sales of disposable baby products, by segment
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- Figure 19: Total U.S. retail sales of disposable baby products, by segment, at current prices, 2010 and 2012
Segment Performance—Diapers and Training Pants
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- Key points
- Diapers and training pants the biggest, but most challenged segment
- Sales and forecast of diapers and training pants
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- Figure 20: Total U.S. retail sales and forecast of diapers and training pants, at current prices, 2007-17
Segment Performance—Baby Wipes and Moist Towelettes
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- Key points
- Baby wipes and moist towelettes boast strong sales growth
- Sales and forecast of baby wipes and moist towelettes
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- Figure 21: Total U.S. retail sales and forecast of baby wipes and moist towelettes, at current prices, 2007-17
Segment Performance—Baby Care Needs
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- Key points
- Baby care needs segment growing
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- Figure 22: Users of body and baby powder, by gender, August 2011-12
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- Figure 23: Users of baby oil and baby lotion, by gender, August 2011-12
- Sales and forecast of baby care needs
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- Figure 24: Total U.S. retail sales and forecast of baby care needs, at current prices, 2007-17
Retail Channels
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- Key points
- Majority of purchases taking place in mass merchandiser, supercenters, warehouse club stores, and online retailers
- Sales of disposable baby products, by channel
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- Figure 25: Total U.S. retail sales of disposable baby products, by channel, at current prices, 2010-12
- Figure 26: Total U.S. retail sales of disposable baby products, by channel, at current prices, 2007-12
Natural Channel Marketplace
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- Key points
- Traditional channels now offer more natural/organic disposable baby products
- Sales of disposable baby products in the natural channel
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- Figure 27: Natural supermarket sales of disposable baby products, at current prices, 2010-12
- Figure 28: Natural supermarket sales of disposable baby products, at inflation-adjusted prices, 2010-12
- Natural channel sales of disposable baby products by segment
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- Figure 29: Natural supermarket sales of disposable baby products, by segment, 2010 and 2012
- Brands of note and innovators
Leading Companies
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- Key points
- Disposable baby product market becoming highly competitive
- MULO manufacturer sales of disposable baby products
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- Figure 30: MULO sales of disposable baby products, by leading companies, 2012 and 2013
Brand Share—Diapers and Training Pants
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- Key points
- Specialized Huggies products perform well
- Pampers struggles with Dry Max offerings
- “Other” brands and private label show promise
- MULO sales of diapers and training pants
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- Figure 31: MULO sales of diapers and training pants by leading companies, 2012 and 2013
Brand Share—Baby Wipes and Moist Towelettes
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- Key points
- Private label surpasses top manufacturers
- Huggies sees success with simple baby wipe products
- Pampers’ performance emulates Huggies
- MULO sales of baby wipes and moist towelettes
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- Figure 32: MULO sales of baby wipes and moist towelettes by leading companies, 2012 and 2013
Brand Share—Baby Care Needs
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- Key points
- Johnson & Johnson top company in baby care needs
- “Other” companies becoming more competitive
- Private label doesn’t compete as strongly in baby personal care
- MULO sales of baby care needs
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- Figure 33: MULO sales of baby care needs by leading companies, 2012 and 2013
Innovations and Innovators
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- Demographic and “free from” claims most common among diaper and wipe launches
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- Figure 34: Diapers and wipes launches, by claims category, 2007-13
- Botanical/herbal among most common claims in diapers and wipes
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- Figure 35: Diapers and wipes launches, by claims, 2007-13
- Growing availability of private label products
- New brands entering the baby care segment
- Baby sun protection offerings more prevalent
- Diaper designs give parents variety
- “Mom and baby” together products emerging
- Extra moisture appeals to parents
Marketing Strategies
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- Overview of the key marketing themes
- Theme: Touting long-lasting protection
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- Figure 36: Huggies, “stay dry” television ad, 2012
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- Figure 37: Pampers, “Happy morning” television ad, 2013
- Theme: Value positioning
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- Figure 38: Luvs, “Get it done” television ad, 2012
- Figure 39: Huggies family dollar advertisement
- Theme: Emphasizing baby comfort, mobility
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- Figure 40: Pampers, “vertical climbers” television ad, 2012
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- Figure 41: Huggies Snugfit advertisement
- Theme: Aligning with good parenting
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- Figure 42: seventh generation social media
- Figure 43: Johnson’s baby, “baby knows” television ad, 2012
Social Media
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- Key points
- Key social media metrics
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- Figure 44: Key brand metrics, disposable baby products, March 2013
- Market overview
- Brand usage and awareness
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- Figure 45: Usage and awareness of selected disposable baby products brands, February 2013
- Interaction with brands
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- Figure 46: Interaction with selected disposable baby products brands, February 2013
- Online conversations
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- Figure 47: Percentage of consumer conversation by selected disposable baby products brands, February 19, 2013-March 18, 2013
- Figure 48: Online mentions, selected disposable baby products brands, by day, February 19, 2013-March 18, 2013
- Where are people talking about disposable baby products brands?
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- Figure 49: Mentions by page type, selected disposable baby products brands, February 19, 2013-March 18, 2013
- What are people talking about online?
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- Figure 50: Luvs selected Twitter mentions, March 2013
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- Figure 51: Mentions by type of conversation, selected disposable baby products brands, February 19, 2013-March 18, 2013
- Figure 52: Major areas of discussion surrounding disposable baby products brands, by day, February 19, 2013-March 18, 2013
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- Figure 53: Major areas of discussion surrounding disposable baby products brands, by page type, February 19, 2013-March 18, 2013
- Brand analysis
- Pampers
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- Figure 54: Pampers key social media indicators, March 2013
- Key online campaigns
- What we think
- Huggies
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- Figure 55: Huggies key social media indicators, March 2013
- Key online campaigns
- What we think
- Johnson’s Baby
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- Figure 56: Johnson’s Baby key social media indicators, March 2013
- Key online campaigns
- What we think
- Luvs
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- Figure 57: Luvs key social media indicators, March 2013
- Key online campaigns
- What we think
- Aveeno
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- Figure 58: Aveeno key social media indicators, March 2013
- Key online campaigns
- What we think
- Seventh Generation
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- Figure 59: Seventh Generation key social media indicators, March 2013
- Key online campaigns
- What we think
Usage and Purchase of Disposable Baby Products
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- Key points
- Disposable baby products enjoy high incidence of use and purchase
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- Figure 60: Household use of disposable baby products, August 2011-12
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- Figure 61: Baby products purchased in the past three months, February 2013
- Lower-income households might be choosing more baths over buying wipes
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- Figure 62: Household use of disposable baby products, by household income, August 2011-12
- Potty training likely cause for wipe and diaper usage decline in households with 3 year olds
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- Figure 63: Household use of disposable baby products, by individual ages of children in household, August 2011-12
- Younger parents purchase greater variety of products
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- Figure 64: Baby products purchased in the past three months, by age, February 2013
Usage Frequency
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- Key points
- Diapers and baby wipes used most frequently
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- Figure 65: Frequency of use of disposable baby products, August 2011-12
Information Sources
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- Key points
- Family and doctors most common information sources
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- Figure 66: Information sources utilized by parents, by gender, February 2013
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- Figure 67: Information sources not utilized by parents, by gender, February 2013
- Younger parents rely on “newer” information sources
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- Figure 68: Information sources utilized by parents by, age, February 2013
Baby Personal Care Product Claims
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- Key points
- Moisturizing/hydrating most desired claim in baby personal care products
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- Figure 69: Claims influencing purchase of baby personal care products, by gender and age, February 2013
- Parents with children under age 1 looking for variety of claims
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- Figure 70: Claims influencing purchase of baby personal care products, by children age, February 2013
Diapers and Training Pants Product Claims
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- Key points
- Functional and performance claims most influential
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- Figure 71: Claims influencing purchase of diapers/training pants, February 2013
- Younger parents interested in claims that make them feel good about diaper products
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- Figure 72: Claims influencing purchase of diapers/training pants, by age, February 2013
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- Figure 73: Claims influencing purchase of diapers/training pants, by children age, February 2013
Diapers Frustrations
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- Key points
- Cost main source of frustration around diapers
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- Figure 74: Top diaper/training pants frustrations among parents, February 2013
- Less affluent consumers most likely to be frustrated by leaks
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- Figure 75: Top diaper/training pants frustrations among parents, by household income, February 2013
Baby Care Product Attitudes
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- Key points
- Parents want others to think that their baby is clean and tidy
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- Figure 76: Attitudes toward disposable baby products, February 2013
- Dads may have more loyalty to name brands
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- Figure 77: Agreement of attitudes toward disposable baby products, by gender, February 2013
- Parents aged 25-34 may be more partial to name brands
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- Figure 78: Agreement of attitudes toward disposable baby products, by age, February 2013
Cluster Analysis
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- Figure 79: Target clusters, February 2013
- Cluster 1: Natural Nurturers
- Opportunities
- Cluster 2: Super Spenders
- Opportunities
- Cluster 3: Basic Buyers
- Opportunities
- Cluster 4: Conventional Caregivers
- Opportunities
- Cluster 5: Bare Bones
- Opportunities
- Cluster characteristic tables
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- Figure 80: Baby products purchased in the past three months, by target clusters, February 2013
- Figure 81: Information sources utilized by parents, by target clusters, February 2013
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- Figure 82: Claims influencing purchase of baby personal care products, by target clusters, February 2013
- Figure 83: Claims influencing purchase of diapers/training pants, by target clusters, February 2013
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- Figure 84: Top diaper/training pants frustrations among parents, by target clusters, February 2013
- Figure 85: Agreement of attitudes toward disposable baby products, by target clusters, February 2013
- Cluster demographics
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- Figure 86: Target clusters, by demographic, February 2013
- Cluster methodology
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SymphonyIRI/Builders – Key Household Purchase Measures
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- Overview of diapers
- Disposable diapers
- Consumer insights on key purchase measures
- Brand map
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- Figure 87: Brand map, selected brands of disposable diapers, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 88: Key purchase measures for the top brands of disposable diapers, by household penetration, 52 weeks ending June 24, 2012
- Disposable training pants
- Consumer insights on key purchase measures
- Brand map
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- Figure 89: Brand map, selected brands of disposable training pants buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 90: Key purchase measures for the top brands of disposable training pants, by household penetration, 52 weeks ending June 24, 2012
- Baby wipes
- Consumer insights on key purchase measures
- Brand map
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- Figure 91: Brand map, selected brands of baby wipes buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 92: Key purchase measures for the top brands of baby wipes, by household penetration, 52 weeks ending June 24, 2012
Appendix—Other Useful Consumer Tables
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- Usage and purchase of disposable baby products
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- Figure 93: Household use of disposable baby products, by household income, August 2011-12
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- Figure 94: Baby products purchased in the past three months, by gender and age, February 2013
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- Figure 95: Baby products purchased in the past three months, by household income, February 2013
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- Figure 96: Baby products purchased in the past three months, by children age, February 2013
- Usage frequency
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- Figure 97: Frequency of use of disposable baby products, by individual ages of children in household, August 2011-12
- Brand usage
- Baby wash and bath products
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- Figure 98: Brands of baby wash and bath products used in the household, by gender, August 2011-12
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- Figure 99: Brands of baby wash and bath products used in the household, by household income, August 2011-12
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- Figure 100: Brands of baby wash and bath products used in the household, by individual ages of children in household, August 2011-12
- Baby wipes
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- Figure 101: Brands of premoistened wipes/cloths for babies used in the household, by gender, August 2011-12
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- Figure 102: Brands of premoistened wipes/cloths for babies used in the household, by household income, August 2011-12
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- Figure 103: Brands of premoistened wipes/cloths for babies used in the household, by individual ages of children in household, August 2011-12
- Baby oil and baby lotion
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- Figure 104: Brands of baby oil and baby lotion used in the household, by gender, August 2011-12
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- Figure 105: Brands of baby oil and baby lotion used in the household, by household income, August 2011-12
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- Figure 106: Brands of baby/children's shampoo used in the household, by individual ages of children in household, August 2011-12
- Baby/children’s shampoo
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- Figure 107: Brands of baby/children's shampoo used in the household, by gender, August 2011-12
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- Figure 108: Brands of baby/children's shampoo used in the household, by household income, August 2011-12
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- Figure 109: Brands of baby/children's shampoo used in the household, by individual ages of children in household, August 2011-12
- Diapers and training pants
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- Figure 110: Brands of disposable diapers/training pants used in the household, by gender, August 2011-12
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- Figure 111: Brands of disposable diapers/training pants used in the household, by household income, August 2011-12
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- Figure 112: Brands of disposable diapers/training pants used in the household, by individual ages of children in household, August 2011-12
- Body and baby powder
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- Figure 113: Brands of body and baby powder used in the household, by gender, August 2011-12
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- Figure 114: Brands of body and baby powder used in the household, by household income, August 2011-12
- Baby personal care product claims
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- Figure 115: Claims influencing purchase of baby personal care products, by gender, February 2013
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- Figure 116: Claims influencing purchase of baby personal care products, by age, February 2013
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- Figure 117: Claims influencing purchase of baby personal care products, by household income, February 2013
- Diaper/training pants claims
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- Figure 118: Claims influencing purchase of diapers/training pants, by gender, February 2013
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- Figure 119: Claims influencing purchase of diapers/training pants, by household income, February 2013
- Diaper frustrations
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- Figure 120: Top diaper/training pants frustrations among parents, by gender, February 2013
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- Figure 121: Top diaper/training pants frustrations among parents, by age, February 2013
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- Figure 122: Top diaper/training pants frustrations among parents, by child age, February 2013
- Attitudes toward disposable baby products
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- Figure 123: Agreement of attitudes toward disposable baby products, by household income, February 2013
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- Figure 124: Agreement of attitudes toward disposable baby products, by children age, February 2013
- Race and Hispanic origin
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- Figure 125: Household use of disposable baby products, by race/Hispanic origin, August 2011-12
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- Figure 126: Brands of premoistened wipes/cloths for babies used in the household, by race/Hispanic origin, August 2011-12
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- Figure 127: Brands of baby oil and baby lotion used in the household, by race/Hispanic origin, August 2011-12
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- Figure 128: Brands of baby/children's shampoo used in the household, by race/Hispanic origin, August 2011-12
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- Figure 129: Brands of baby wash and bath products used in the household, by race/Hispanic origin, August 2011-12
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- Figure 130: Brands of disposable diapers/training pants used in the household, by race/Hispanic origin, August 2011-12
Appendix—Social Media
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- Brand usage or awareness
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- Figure 131: Brand usage or awareness, February 2013
- Figure 132: Huggies usage or awareness, by demographics, February 2013
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- Figure 133: Pampers usage or awareness, by demographics, February 2013
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- Figure 134: Luvs usage or awareness, by demographics, February 2013
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- Figure 135: Seventh generation usage or awareness, by demographics, February 2013
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- Figure 136: Johnson’s baby usage or awareness, by demographics, February 2013
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- Figure 137: Aveeno usage or awareness, by demographics, February 2013
- Activities done
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- Figure 138: Activities done, February 2013
- Figure 139: Huggies – Activities done, by demographics, February 2013 (continued)
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- Figure 140: Huggies – Activities done, by demographics, February 2013 (continued)
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- Figure 141: Pampers – Activities done, by demographics, February 2013
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- Figure 142: Pampers – Activities done, by demographics, February 2013 (continued)
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- Figure 143: Luvs – Activities done, by demographics, February 2013
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- Figure 144: Luvs – Activities done, by demographics, February 2013 (continued)
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- Figure 145: Johnson’s baby – Activities done, by demographics, February 2013
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- Figure 146: Johnson’s baby – Activities done, by demographics, February 2013 (continued)
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- Figure 147: Aveeno – Activities done, by demographics, February 2013
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- Figure 148: Aveeno – Activities done, by demographics, February 2013 (continued)
- Online conversations
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- Figure 149: Percentage of consumer conversation by selected disposable baby products brands, February 19, 2013-March 18, 2013
- Figure 150: Online mentions, selected disposable baby products brands, by day, February 19, 2013-March 18, 2013
- Figure 151: Mentions by page type, selected disposable baby products brands, February 19, 2013-March 18, 2013
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- Figure 152: Mentions by type of conversation, selected disposable baby products brands, February 19, 2013-March 18, 2013
- Figure 153: Major areas of discussion surrounding disposable baby products brands, by day, February 19, 2013-March 18, 2013
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- Figure 154: Major areas of discussion surrounding disposable baby products brands, by page type, February 19, 2013-March 18, 2013
Appendix—Trade Associations
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