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Disposable Baby Products - US - November 2005

INTRODUCTION AND ABBREVIATIONS
Introduction
Other relevant reports
Definition
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Sales decline as number of users is limited
The Wal-Mart effect
Hispanic influence on the market
Disposable diapers decline, increases in training pants and baby needs
Familiar icons a factor in purchase
Natural products for baby boosting the category
Heated rivalry between top suppliers of disposable diapers/training pants
Advertising as an education resource to aid parents and expectant parents
Supermarkets decline market share as mass retailers expand
Those with 1 year olds use more products
Opportunity to use grandparents as influencers
Forecast shows market to decline, excluding Wal-Mart
MARKET DRIVERS
The U.S. birth-rate
Figure 1: Annual births and fertility rates, 1992-2004
Growing number of Hispanic children and marketing to their parents
Figure 2: Population of kids 0-12, by race/ethnicity, 2000-10
Trends in potty training
Bedwetting common
Changes in recommended babycare
Alternatives to disposable diapers: cloth diapers and infant potty training
Price as a factor in the choice for cloth diapers
Figure 3: Weekly cost comparison of private-label, regular disposable, premium disposable & cloth diaper service as reviewed, September 2005
Innovations working for—and against—the category
Figure 4: Number of new disposable baby products, 2000-05
Shopping on price in the category
Figure 5: Brand loyalty in diaper purchase, September 2005
MARKET SIZE AND TRENDS
Market size
Figure 6: U.S. sales of disposable baby products in FDM and natural food stores, at current and constant prices, 2000-05
Market trends and new products
Figure 7: Total U.S. natural food store sales of diapers and wipes, at current and constant prices, 2000-05
Trends in private-label products
Figure 8: FDM sales of private-label disposable baby products, segmented by type of product, 2003 and 2005
MARKET SEGMENTATION
Overview
Figure 9: FDM sales of disposable baby products, segmented by type of product, 2003 and 2005
Diapers
Figure 10: FDM sales of diapers, at current and constant prices, 2000-05
Training pants
Figure 11: Sales of training pants, at current and constant prices, 2000-05
Baby wipes and towelettes
Figure 12: Sales of baby wipes and towelettes, at current and constant prices, 2000-05
Baby cleansing and care
Figure 13: Sales of baby cleansing and care, at current and constant prices, 2000-05
Figure 14: FDM sales of baby cleansing and care products, segmented by type of product, 2003 and 2005
SUPPLY STRUCTURE
 FOREIGN TRADE
Figure 15: Total U.S. imports of diapers and sanitary products, customs value, 2002 and 2004
Figure 16: Total U.S. exports of diapers and sanitary products, FAS value, 2002 and 2004
 COMPANIES AND BRANDS
Figure 17: FDM manufacturer sales of disposable baby products in the U.S., 2004 and 2005*
Brand sales by segment
Diapers
Figure 18: FDM manufacturer brand sales of diapers in the U.S., 2004 and 2005*
Training pants
Figure 19: FDM manufacturer brand sales of training pants in the U.S., 2004 and 2005*
Baby wipes
Figure 20: FDM manufacturer brand sales of baby wipes in the U.S., 2004 and 2005*
Baby cleansing and care
Baby soaps
Figure 21: FDM manufacturer brand sales of baby soaps in the U.S., 2004 and 2005*
Baby ointment/creams
Figure 22: FDM manufacturer brand sales of baby ointment/creams in the U.S., 2004 and 2005*
Baby powder
Figure 23: FDM manufacturer brand sales of baby powder in the U.S., 2004 and 2005*
Baby lotion
Figure 24: FDM manufacturer brand sales of baby lotion in the U.S., 2004 and 2005*
Petroleum jelly
Figure 25: FDM manufacturer brand sales of petroleum jelly in the U.S., 2004 and 2005*
Baby oils
Figure 26: FDM manufacturer brand sales of baby oils in the U.S., 2004 and 2005*
Baby shampoo
Figure 27: FDM manufacturer brand sales of baby shampoo in the U.S., 2004 and 2005*
Companies and brands
Kimberly-Clark Corporation
The Procter & Gamble Company
Johnson & Johnson
Other companies
ADVERTISING AND PROMOTION
 INTRODUCTION
 COMPANIES AND BRANDS
Kimberly-Clark
Activity in 2005
Activity in 2004
Procter & Gamble
Activity in 2005
Activity in 2004
Johnson & Johnson
RETAIL DISTRIBUTION
Introduction
Figure 28: U.S. retail sales of disposable baby products, by channel, 2003 and 2005
Supermarkets
Figure 29: Supermarket sales of disposable baby products, at current and constant prices, 2000-05
Mass merchandisers
Figure 30: Mass merchandiser sales of disposable baby products, at current and constant prices, 2000-05
Drug stores
Figure 31: Drug store sales of disposable baby products, at current and constant prices, 2000-05
THE CONSUMER
Introduction
Household usage of specific disposable baby products
Figure 32: Usage of baby products in households with children aged 0-3, May 2004-May 2005
Figure 33: Usage of baby products in households with children aged 0-3, by race/ethnicity, May 2004-May 2005
Figure 34: Usage of baby products in households with children aged 0-3, by age of child, May 2004-May 2005
Brand preferences in disposable baby products
Baby/children’s shampoo
Figure 35: Brand usage for baby/children’s shampoo, May 2004-May 2005
Pre-moistened wipes/cloths
Figure 36: Brand usage for pre-moistened wipes/cloths, May 2004-May 2005
Figure 37: Brand usage for pre-moistened wipes/cloths, by race/ethnicity, May 2004-May 2005
Disposable diapers
Figure 38: Brand usage for disposable diapers/training pants, by age of child, May 2004-May 2005
Figure 39: Brand usage for diapers/training pants, by race/ethnicity, May 2004-May 2005
Baby wash & bath products
Figure 40: Brand usage for baby wash and bath products, by age of child, May 2004-May 2005
Figure 41: Brand usage for baby wash and bath products, by race/ethnicity, May 2004-May 2005
Baby oil & baby lotion
Figure 42: Brand usage for baby oil and baby lotion, by age of child, May 2004-May 2005
Figure 43: Brand usage for baby oil and baby lotion, by race/ethnicity, May 2004-May 2005
Body and baby powder
Figure 44: Brand usage for body and baby powder, by age of child, May 2004-May 2005
Figure 45: Brand usage for body and baby powder, by race/ethnicity, May 2004-May 2005
Frequency of use of disposable baby products
Baby/children’s shampoo
Figure 46: Frequency of use for baby/children’s shampoo, by age of child, May 2004-May 2005
Pre-moistened wipes/cloths
Figure 47: Frequency of use for pre-moistened wipes/cloths, by age of child, May 2004-May 2005
Disposable diapers
Figure 48: Frequency of use for baby disposable diapers, by age of child, May 2004-May 2005
Baby wash & bath products
Figure 49: Frequency of use for baby wash and bath products, by age of child, May 2004-May 2005
Baby oil & baby lotion
Figure 50: Frequency of use for baby oil and baby lotion, by age of child, May 2004-May 2005
Body and baby powder
Figure 51: Frequency of use for body and baby powder, by age of child, May 2004-May 2005
Reliance on diaper usage
Figure 52: Times children use diapers/training pants in households with children aged 0-3, September 2005
Attitudes towards purchases of disposable baby products
Figure 53: Purchasing behavior of disposable baby products in households with children aged 0-3, September 2005
Summary
FUTURE AND FORECAST
 FUTURE TRENDS
Tapping the power of grandparents
Figure 54: Who looks after kids when parents are away, by age of children in the household, September 2005
Line extensions will help the process of babycare when away from home
In disposable diapers, growing emphasis on “breathability”
 MARKET FORECAST
Disposable baby products
Figure 55: Forecast of U.S. FDM and natural food store sales of disposable baby products, at current and constant prices, 2005-10
Disposable diapers
Figure 56: Forecast of U.S. FDM sales of disposable diapers, at current and constant prices, 2005-10
Disposable training pants
Figure 57: Forecast of U.S. FDM sales of disposable baby wipes, at current and constant prices, 2005-10
Disposable baby cleansing and care
Figure 58: Forecast of U.S. FDM sales of disposable baby cleansing and care, at current and constant prices, 2005-10
Forecast Factors
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: NEW PRODUCT BRIEFS
Procter & Gamble: Pampers Swaddlers with Elmo Prints
WeGo: Spider-man Anti-Bacterial Wipes for Kids
Wal-Mart: Parent’s Choice Baby Diapers
Procter & Gamble: Pampers Feel ‘n Learn Advanced Trainers
Kroger: Kroger Comforts Wipes
Kimberly-Clark: Huggies Baby-Shaped Fit
Kimberly-Clark: Huggies Pull-Ups with Learning Designs
Kimberly-Clark: Huggies Pull-Ups with Wetness Liner
Kimberly-Clark: Pull-Ups Just for Kids Flushable Moist Wipes
WeGo: WeGo Baby Wipes with Aloe
Kimberly-Clark: Huggies Newborn Diapers Starter Set
Rockline Industries: Natural Choice Wipes
Kimberly-Clark: Huggies Little Swimmers Swimpants with Designs
Procter & Gamble: First Steps Absorbent Pants
Procter & Gamble: Pampers Lavender Wipes
Kimberly-Clark: Pull-Ups GoodNites for Boys

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