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Disposable Baby Products - US - April 2013

Published By :

Mintel

Published Date : Apr 2013

Category :

Baby Products

No. of Pages : 225 Pages


While disposable baby products enjoy high household penetration and purchase incidence among those households with babies and toddlers, the market has experienced stagnant sales in the past five years. Private label offerings are grabbing market share and sales; challenging economic circumstances and falling birth rates are decreasing product demand; and parents are gravitating to online retailers in search of deep discounts. 

Market players will need to explore ways to better differentiate their products from private label and consider new tactics for expanding the category while traditional retailers will need to determine ways to convince parents to return to shopping in stores.

Some questions answered in this report include:

  • 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?
TABLE OF CONTENT

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
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
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
Figure 3: Total U.S. retail sales of disposable baby products, by segment, at current prices, 2010-12
Retail channels
Figure 4: Share of U.S. retail sales of disposable baby products, by channel, at current prices, 2010 and 2012
Market players
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
Figure 6: Household use of disposable baby products, August 2011-12
Figure 7: Baby products purchased in the past three months, February 2013
Younger parents purchase a greater variety of products
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
Figure 9: Information sources utilized by parents, by any rely, February 2013
Moisturizing/hydrating most sought out claim in baby personal care products
Figure 10: Claims influencing purchase of baby personal care products, February 2013
For diapers, functional and performance claims resonate most strongly
Figure 11: Claims influencing purchase of diapers/training pants, February 2013
Cost is parents’ main source of frustration with disposable diapers
Figure 12: Top diaper/training pants frustrations among parents, February 2013
What we think
ISSUES IN THE MARKET
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
Create more disposable products
Support parents through potty training process
TREND APPLICATIONS
Trend: Perfecting the Details
Trend: Prove It
Mintel Futures: Brand Intervention
MARKET SIZE AND FORECAST
Key points
Flat to little growth expected in the coming years
Sales and forecast of disposable baby products market
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
Figure 15: Total U.S. retail sales and fan chart forecast of disposable baby product market, at current prices,
2007-17
MARKET DRIVERS
Key points
Shaky consumer confidence detrimental, particularly to diaper sales
Figure 16: University of Michigan’s index of consumer sentiment (ICS), 2007-13
U.S. fertility and birth rates falling
Figure 17: Fertility rate and number of births, 2001-11
Figure 18: Fertility rate, by race and Hispanic origin of mother, 2000-11
Growing concern around product ingredients
COMPETITIVE CONTEXT
Cloth diapers as alternative to disposable diapers
SEGMENT PERFORMANCE
Key points
Diapers and training pants segment leads the market
Sales of disposable baby products, by segment
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
Key points
Diapers and training pants the biggest, but most challenged segment
Sales and forecast of diapers and training pants
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
Key points
Baby wipes and moist towelettes boast strong sales growth
Sales and forecast of baby wipes and moist towelettes
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
Key points
Baby care needs segment growing
Figure 22: Users of body and baby powder, by gender, August 2011-12
Figure 23: Users of baby oil and baby lotion, by gender, August 2011-12
Sales and forecast of baby care needs
Figure 24: Total U.S. retail sales and forecast of baby care needs, at current prices, 2007-17
RETAIL CHANNELS
Key points
Majority of purchases taking place in mass merchandiser, supercenters, warehouse club stores,
and online retailers
Sales of disposable baby products, by channel
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
Key points
Traditional channels now offer more natural/organic disposable baby products
Sales of disposable baby products in the natural channel
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
Figure 29: Natural supermarket sales of disposable baby products, by segment, 2010 and 2012
Brands of note and innovators
LEADING COMPANIES
Key points
Disposable baby product market becoming highly competitive
MULO manufacturer sales of disposable baby products
Figure 30: MULO sales of disposable baby products, by leading companies, 2012 and 2013
BRAND SHARE—DIAPERS AND TRAINING PANTS
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
Figure 31: MULO sales of diapers and training pants by leading companies, 2012 and 2013
BRAND SHARE—BABY WIPES AND MOIST TOWELETTES
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
Figure 32: MULO sales of baby wipes and moist towelettes by leading companies, 2012 and 2013
BRAND SHARE—BABY CARE NEEDS
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
Figure 33: MULO sales of baby care needs by leading companies, 2012 and 2013
INNOVATIONS AND INNOVATORS
Demographic and “free from” claims most common among diaper and wipe launches
Figure 34: Diapers and wipes launches, by claims category, 2007-13
Botanical/herbal among most common claims in diapers and wipes
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
Overview of the key marketing themes
Theme: Touting long-lasting protection
Figure 36: Huggies, “stay dry” television ad, 2012
Figure 37: Pampers, “Happy morning” television ad, 2013
Theme: Value positioning
Figure 38: Luvs, “Get it done” television ad, 2012
Figure 39: Huggies family dollar advertisement
Theme: Emphasizing baby comfort, mobility
Figure 40: Pampers, “vertical climbers” television ad, 2012
Figure 41: Huggies Snugfit advertisement
Theme: Aligning with good parenting
Figure 42: seventh generation social media
Figure 43: Johnson’s baby, “baby knows” television ad, 2012
SOCIAL MEDIA
Key points
KEY SOCIAL MEDIA METRICS
Figure 44: Key brand metrics, disposable baby products, March 2013
Market overview
Brand usage and awareness
Figure 45: Usage and awareness of selected disposable baby products brands, February 2013
Interaction with brands
Figure 46: Interaction with selected disposable baby products brands, February 2013
Online conversations
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?
Figure 49: Mentions by page type, selected disposable baby products brands, February 19, 2013-March 18,
2013
What are people talking about online?
Figure 50: Luvs selected Twitter mentions, March 2013
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
Figure 53: Major areas of discussion surrounding disposable baby products brands, by page type, February 19,
2013-March 18, 2013
BRAND ANALYSIS
Pampers
Figure 54: Pampers key social media indicators, March 2013
Key online campaigns
What we think
Huggies
Figure 55: Huggies key social media indicators, March 2013
Key online campaigns
What we think
Johnson’s Baby
Figure 56: Johnson’s Baby key social media indicators, March 2013
Key online campaigns
What we think
Luvs
Figure 57: Luvs key social media indicators, March 2013
Key online campaigns
What we think
Aveeno
Figure 58: Aveeno key social media indicators, March 2013
Key online campaigns
What we think
Seventh Generation
Figure 59: Seventh Generation key social media indicators, March 2013
Key online campaigns
What we think
USAGE AND PURCHASE OF DISPOSABLE BABY PRODUCTS
Key points
Disposable baby products enjoy high incidence of use and purchase
Figure 60: Household use of disposable baby products, August 2011-12
Figure 61: Baby products purchased in the past three months, February 2013
Lower-income households might be choosing more baths over buying wipes
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
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
Figure 64: Baby products purchased in the past three months, by age, February 2013
USAGE FREQUENCY
Key points
Diapers and baby wipes used most frequently
Figure 65: Frequency of use of disposable baby products, August 2011-12
INFORMATION SOURCES
Key points
Family and doctors most common information sources
Figure 66: Information sources utilized by parents, by gender, February 2013
Figure 67: Information sources not utilized by parents, by gender, February 2013
Younger parents rely on “newer” information sources
Figure 68: Information sources utilized by parents by, age, February 2013
BABY PERSONAL CARE PRODUCT CLAIMS
Key points
Moisturizing/hydrating most desired claim in baby personal care products
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
Figure 70: Claims influencing purchase of baby personal care products, by children age, February 2013
DIAPERS AND TRAINING PANTS PRODUCT CLAIMS
Key points
Functional and performance claims most influential
Figure 71: Claims influencing purchase of diapers/training pants, February 2013
Younger parents interested in claims that make them feel good about diaper products
Figure 72: Claims influencing purchase of diapers/training pants, by age, February 2013
Figure 73: Claims influencing purchase of diapers/training pants, by children age, February 2013
DIAPERS FRUSTRATIONS
Key points
Cost main source of frustration around diapers
Figure 74: Top diaper/training pants frustrations among parents, February 2013
Less affluent consumers most likely to be frustrated by leaks
Figure 75: Top diaper/training pants frustrations among parents, by household income, February 2013
BABY CARE PRODUCT ATTITUDES
Key points
Parents want others to think that their baby is clean and tidy
Figure 76: Attitudes toward disposable baby products, February 2013
Dads may have more loyalty to name brands
Figure 77: Agreement of attitudes toward disposable baby products, by gender, February 2013
Parents aged 25-34 may be more partial to name brands
Figure 78: Agreement of attitudes toward disposable baby products, by age, February 2013
CLUSTER ANALYSIS
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
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
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
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
Figure 86: Target clusters, by demographic, February 2013
Cluster methodology
SYMPHONYIRI/BUILDERS – KEY HOUSEHOLD PURCHASE MEASURES
OVERVIEW OF DIAPERS
DISPOSABLE DIAPERS
Consumer insights on key purchase measures
Brand map
Figure 87: Brand map, selected brands of disposable diapers, by household penetration, 52 weeks ending June
24, 2012
Brand leader characteristics
Key purchase measures
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
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
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
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
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
Usage and purchase of disposable baby products
Figure 93: Household use of disposable baby products, by household income, August 2011-12
Figure 94: Baby products purchased in the past three months, by gender and age, February 2013
Figure 95: Baby products purchased in the past three months, by household income, February 2013
Figure 96: Baby products purchased in the past three months, by children age, February 2013
Usage frequency
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
Figure 98: Brands of baby wash and bath products used in the household, by gender, August 2011-12
Figure 99: Brands of baby wash and bath products used in the household, by household income, August 2011-
12
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
Figure 101: Brands of premoistened wipes/cloths for babies used in the household, by gender, August 2011-12
Figure 102: Brands of premoistened wipes/cloths for babies used in the household, by household income,
August 2011-12
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
Figure 104: Brands of baby oil and baby lotion used in the household, by gender, August 2011-12
Figure 105: Brands of baby oil and baby lotion used in the household, by household income, August 2011-12
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
Figure 107: Brands of baby/children\'s shampoo used in the household, by gender, August 2011-12
Figure 108: Brands of baby/children\'s shampoo used in the household, by household income, August 2011-12
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
Figure 110: Brands of disposable diapers/training pants used in the household, by gender, August 2011-12
Figure 111: Brands of disposable diapers/training pants used in the household, by household income, August
2011-12
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
Figure 113: Brands of body and baby powder used in the household, by gender, August 2011-12
Figure 114: Brands of body and baby powder used in the household, by household income, August 2011-12
Baby personal care product claims
Figure 115: Claims influencing purchase of baby personal care products, by gender, February 2013
Figure 116: Claims influencing purchase of baby personal care products, by age, February 2013
Figure 117: Claims influencing purchase of baby personal care products, by household income, February 2013
Diaper/training pants claims
Figure 118: Claims influencing purchase of diapers/training pants, by gender, February 2013
Figure 119: Claims influencing purchase of diapers/training pants, by household income, February 2013
Diaper frustrations
Figure 120: Top diaper/training pants frustrations among parents, by gender, February 2013
Figure 121: Top diaper/training pants frustrations among parents, by age, February 2013
Figure 122: Top diaper/training pants frustrations among parents, by child age, February 2013
Attitudes toward disposable baby products
Figure 123: Agreement of attitudes toward disposable baby products, by household income, February 2013
Figure 124: Agreement of attitudes toward disposable baby products, by children age, February 2013
Race and Hispanic origin
Figure 125: Household use of disposable baby products, by race/Hispanic origin, August 2011-12
Figure 126: Brands of premoistened wipes/cloths for babies used in the household, by race/Hispanic origin,
August 2011-12
Figure 127: Brands of baby oil and baby lotion used in the household, by race/Hispanic origin, August 2011-12
Figure 128: Brands of baby/children\'s shampoo used in the household, by race/Hispanic origin, August 2011-12
Figure 129: Brands of baby wash and bath products used in the household, by race/Hispanic origin, August
2011-12
Figure 130: Brands of disposable diapers/training pants used in the household, by race/Hispanic origin, August
2011-12
APPENDIX—SOCIAL MEDIA
Brand usage or awareness
Figure 131: Brand usage or awareness, February 2013
Figure 132: Huggies usage or awareness, by demographics, February 2013
Figure 133: Pampers usage or awareness, by demographics, February 2013
Figure 134: Luvs usage or awareness, by demographics, February 2013
Figure 135: Seventh generation usage or awareness, by demographics, February 2013
Figure 136: Johnson’s baby usage or awareness, by demographics, February 2013
Figure 137: Aveeno usage or awareness, by demographics, February 2013
Activities done
Figure 138: Activities done, February 2013
Figure 139: Huggies – Activities done, by demographics, February 2013 (continued)
Figure 140: Huggies – Activities done, by demographics, February 2013 (continued)
Figure 141: Pampers – Activities done, by demographics, February 2013
Figure 142: Pampers – Activities done, by demographics, February 2013 (continued)
Figure 143: Luvs – Activities done, by demographics, February 2013
Figure 144: Luvs – Activities done, by demographics, February 2013 (continued)
Figure 145: Johnson’s baby – Activities done, by demographics, February 2013
Figure 146: Johnson’s baby – Activities done, by demographics, February 2013 (continued)
Figure 147: Aveeno – Activities done, by demographics, February 2013
Figure 148: Aveeno – Activities done, by demographics, February 2013 (continued)
Online conversations
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
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
Figure 154: Major areas of discussion surrounding disposable baby products brands, by page type, February
19, 2013-March 18, 2013
APPENDIX—TRADE ASSOCIATIONS
APPENDIX: RESEARCH METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy
APPENDIX: WHAT IS MINTEL?
Mintel provides industry-leading market intelligence
Mintel Solutions:
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