Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US sales and fan chart forecast of disposable baby products, at current prices, 2009-19
- Market factors
- Segment performance
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- Figure 2: Sales of disposable baby products, segmented by type, 2014
- Major players
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- Figure 3: MULO Manufacturer sales of disposable baby products, by leading companies, rolling 52 weeks 2014
- The consumer
- High usage of disposable baby products reported by parents
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- Figure 4: Product usage, by demographics, January 2015
- Hispanics more likely to buy range of baby care products
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- Figure 5: Product usage, by demographics, January 2015
- Leakage and environmental concerns are top diaper frustrations
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- Figure 6: Disposable diaper frustrations, by demographics, January 2015
- Parent interest is high in natural, relaxing, and eco-friendly products
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- Figure 7: Interest in disposable diaper innovations, January 2015
- Parents associate a gamut of powerful emotions with baby care
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- Figure 8: Attitudes toward baby care, January 2015
- What we think
Issues and Insights
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- What products and approaches can best appeal to first time parents?
- The issues
- The implications
- How can suppliers maximize outreach and appeal to Hispanic parents?
- The issues
- The implications
Trend Application
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- Trend: Sense of the Intense
- Trend: Extend Your Brand
- Trend: Guiding Choice
Market Size and Forecast
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- Key points
- Moderate growth posted in 2014
- Sales and forecast of disposable baby products
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- Figure 9: Total US sales and forecast of disposable baby products, at current prices, 2009-19
- Figure 10: Total US sales and forecast of disposable baby products, at inflation-adjusted prices, 2009-19
- Modest growth projected through 2019
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- Figure 11: Total US sales and fan chart forecast of disposable baby products, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Birth rates are beginning to stabilize after years of declines
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- Figure 12: Annual births and fertility rate, 2003-13
- Hispanics have highest birth rates and are fastest growing population
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- Figure 13: Annual births and fertility rates, by race and Hispanic origin of mother, 2003-13
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- Figure 14: Population by race and Hispanic origin, 2010-20
- Figure 15: Population younger than age 6, by race and Hispanic origin, 2010-20
- Changes in demographics among parents impacts the market
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- Figure 16: Percentage of births, by age of mother, 2013
- Figure 17: Female population by age, 2009-19
- High consumer confidence can lead to increased spending
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- Figure 18: Consumer confidence and unemployment, 2000-January 2015
Competitive Context
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- Key points
- Use of cloth diapers instead of disposable ones
Segment Performance
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- Key points
- Little sales growth from 2014-19 in the disposable diapers segment
- Disposable wipes comprise a positive market force from 2014-19
- Personal baby care products see positive growth from 2009-14
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- Figure 19: Total US sales and forecast of disposable baby products, by segment, at current prices, 2009-19
Retail Channels
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- Key points
- “Other retail channels” dominate baby product market
- Online and mobile shopping provides convenience for busy parents
- Supermarkets and drugstores lose market share
- Sales of disposable baby products, by channel
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- Figure 20: Total U.S. retail sales of disposable baby products, by channel, at current prices, 2009-14
Leading Companies
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- Key points
- P&G and Kimberly-Clark command two thirds of total market
- Private label offerings maintain share from 2013-14
- Combined, other, smaller suppliers expand offerings and build share
- Manufacturer sales of disposable baby products
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- Figure 21: MULO Manufacturer sales of disposable baby products, by leading companies, rolling 52 weeks 2013 and 2014
Brand Share – Disposable Diapers and Training Pants
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- Key points
- P&G with strong sales of Luvs diapers sees market share increase
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- Figure 22: MULO sales of diapers and training pants, by leading companies and brands, rolling 52 weeks 2013 and 2014
- Trended Simmons data shows that Luvs is most widely used brand in 2014
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- Figure 23: Disposable diaper/training pant brand usage, July 2008-September 2014
Brand Share – Baby Wipes and Moist Towelettes
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- Key points
- Huggies is most widely used wipe brand, but loses share in 2013-14
- Private label is strong, as wipe consumers place less value on brand name
- Manufacturer sales of baby wipes and moist towelettes
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- Figure 24: MULO sales of baby wipes and moist towelettes, by leading companies and brands, rolling 52 weeks 2013 and 2014
- Trended Simmons data showcases private label gains from 2008-2014
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- Figure 25: Brands of pre-moistened wipes/cloths for babies used in the household, July 2008-September 2014
Brand Share – Baby Personal Care
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- Key points
- Johnson & Johnson commands over half of baby personal care sales
- Manufacturer sales of baby personal care products
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- Figure 26: MULO sales of baby personal care products, by leading companies and brands, rolling 52 weeks 2013 and 2014
- Simmons data shows Johnson & Johnson’s dominance, 2008-2014
- Johnson & Johnson baby oil & lotion are most widely used
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- Figure 27: Baby oil and baby lotion brand usage, July 2008-September 2014
- In shampoos, Johnson & Johnson holds top brands, 2008-2014
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- Figure 28: Baby/Children's shampoo brand usage, July 2008-September 2014
- In baby wash, Johnson & Johnson also holds strong presence, 2008-2014
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- Figure 29: Baby wash and bath product brand usage, July 2008-September 2014
Innovations and Innovators
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- Botanical/herbal formulation is top claim seen in new products
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- Figure 30: Claims made in new disposable “baby” or “baby diaper” products introduced march 2014-15, by percentage of products making claim
- Smaller suppliers offer a range of new natural products
- Eco-friendly products, including biodegradable and renewable materials
- Private label offerings include natural, calming and sensitive skin formulas
- Products to calm and sooth
- Starter kits for potty training infants
Marketing Strategies
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- Overview of the brand landscape
- Emotionally charged experience of being a first-time parent
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- Figure 31: Pampers, “A newborn journey of firsts,” television ad, 2015
- Showcase quality, performance, added features of branded diapers
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- Figure 32: Pampers, “will make your baby dance”, television ad, 2014
- Target new moms and go head-to-head with the competition
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- Figure 33: Huggies, “Little Snugglers: the second hug”, television ad, 2014
- Diapers that won’t leak on your _____ (fill in the blank)
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- Figure 34: Luvs, “will it leak on your valuables?”, television ad, 2014
- Connect with new moms via baby registries
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- Figure 35: Huggies, “register your wish,” television ad, 2014
- Bath time is for bonding and optimal development
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- Figure 36: Johnson’s, “So much more,” television ad, 2014
- Tools for both infants and parents in transition to training pants
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- Figure 37: Pull-ups, “big kid academy tour,” television ad, 2014
Product Purchase
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- Key points
- Women and those 18-24 purchase greater range and number of products
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- Figure 38: Diapering products used, by gender, age and age of baby/infant, January 2015
- Baby lotion and diaper cream are widely purchased baby care products
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- Figure 39: Baby care products used, by gender, age and age of baby/infant, January 2015
Skin Sensitivities
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- Key points
- Diaper rash is most common skin sensitivity
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- Figure 40: Skin sensitivities part I, by age of baby/infant, 2015
- Many less common skin conditions are most prevalent among newborns
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- Figure 41: Skin sensitivities, by demographics, January 2015
- Skin sensitivities can drive parent interest in a gamut of products
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- Figure 42: Product usage, by skin sensitivities, January 2015
Treating Skin Sensitivities
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- Key points
- Diaper cream is most widely used treatment, followed by soap and water
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- Figure 43: Treating skin sensitivities, January 2015
- Parents of newborns with sensitivities often simply wash and let heal
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- Figure 44: Treating skin sensitivities, January 2015
- Specific treatments vary with sensitivity reported
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- Figure 45: Treating skin sensitivities, by skin sensitivities, January 2015
Disposable Diaper Frustrations
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- Key points
- Leakage is the top diaper frustrations
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- Figure 46: Disposable diaper frustrations related to fit/function, by demographics, January 2015
- Concern with environmental impact and ingredients is high
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- Figure 47: Disposable diaper frustrations related to ingredient/skin concerns, by demographics, January 2015
Product Interest
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- Key points
- Parent interest is high in natural, relaxing and eco-friendly products
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- Figure 48: Interest in disposable diaper innovations, January 2015
- Interest in diaper innovation high among 18-24 year olds
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- Figure 49: Interest in disposable diaper innovations – very interested, by gender, age, age of baby/infant, January 2015
- Figure 50: Interest in disposable diaper innovations – very interested, by gender, age, age of baby/infant, January 2015 (continued)
- Moms, young parents and Hispanics want more natural, relaxing products
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- Figure 51: Interest in baby personal care product innovations – Very interested, by gender, age, age of baby/infant, January 2015
Attitudes toward Baby Care
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- Key points
- Parents associate a gamut of powerful emotions with baby care
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- Figure 52: Attitudes toward baby care, January 2015
- Women and 18-24 year olds more likely to report pride, guilt, desire to bond
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- Figure 53: Attitudes toward baby care – Strongly agree, by gender, age, age of baby/infant, January 2015
- 18-24 year olds more likely to find using new products stressful
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- Figure 54: Attitudes toward baby care – Strongly agree, by gender, age, age of baby/infant, January 2015
Race and Hispanic Origin
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- Key points
- Hispanics under-index for usage of diapering products
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- Figure 55: Diapering products used, by race/Hispanic origin, January 2015
- Hispanics use greater range and number of personal care products
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- Figure 56: Baby care products used, by race/Hispanic origin, January 2015
- Race and Hispanic origin can impact certain sensitivities
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- Figure 57: Skin sensitivities part I, by age of baby/infant, 2015
- Contact dermatitis is widely reported by Hispanics
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- Figure 58: Skin sensitivities, by demographics, January 2015
- Blacks and Hispanics show high interest in innovations
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- Figure 59: Interest in disposable diaper innovations – Very interested, by race/Hispanic origin, January 2015
- Figure 60: Interest in disposable diaper innovations – Very interested, by race/Hispanic origin, January 2015 (continued)
- Hispanics want more natural, relaxing products
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- Figure 61: Interest in baby personal care product innovations – Very interested, by race/Hispanic origin, January 2015
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- Figure 62: Attitudes toward baby care – Strongly agree, by race/Hispanic origin, January 2015
Appendix – Market Data
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- Figure 63: Distribution of births, by age of mother, live-birth order, 2013
- Figure 64: Sales of disposable baby products, segmented by type, 2012 and 2014
- Figure 65: Total U.S. retail sales of disposable baby products, by channel, at current prices, 2012 and 2014
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- Figure 66: Total U.S. retail sales of disposable baby products, by channel, at current prices, 2009-14
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Appendix – Other Useful Consumer Tables
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- Figure 67: Product usage, by demographics, January 2015
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- Figure 68: Body and baby powder brand usage, July 2008-September 2014
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- Figure 69: Disposable diaper frustrations related to ingredient/skin concerns, by race/Hispanic origin, January 2015
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- Figure 70: Disposable diaper frustrations related to fit/function, by race/Hispanic origin, January 2015
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- Figure 71: Brands of pre-moistened wipes/cloths for babies used in the household, by age, August 2013-September 2014
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- Figure 72: Brands of pre-moistened wipes/cloths for babies used in the household, by age, August 2013-September 2014
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- Figure 73: Baby/Children's shampoo brand usage, by age, August 2013-September 2014
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- Figure 74: Baby/Children's shampoo brand usage, by age, August 2013-September 2014
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- Figure 75: Baby wash and bath product brand usage, by age, August 2013-September 2014
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- Figure 76: Baby wash and bath product brand usage, by age, August 2013-September 2014
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- Figure 77: Disposable diaper/training pant brand usage, by age, August 2013-September 2014
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- Figure 78: Disposable diaper/training pant brand usage, by age, August 2013-September 2014
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- Figure 79: Disposable diaper/training pant brand usage, by age, August 2013-September 2014
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- Figure 80: Number of disposable diapers/training pants used in household on average day, August 2013-September 2014
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Appendix – Trade Associations
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- Association of the Nonwoven Fabrics Industry (INDA)
- Centers for Disease Control and Prevention (CDC)
- Environmental Working Group (EWG)
- Personal Care Products Council
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