866-997-4948(US-Canada Toll Free)

Disposable Baby Products - US - March 2017

Published By :

Mintel

Published Date : Mar 2017

Category :

Baby Food

No. of Pages : N/A

Sales growth of disposable baby products has reached a five-year high in 2016, driven by training pants, natural brands, and private label. Future sales are projected to grow annually as parents continue to value the safety and gentleness of these products, brand name, product efficacy, and value.

Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
Market overview
Success in natural brands, training pants yields five-year high
Figure 1: Total US sales and fan chart forecast of disposable baby products, at current prices, 2011-21
The issues
Mainstream purchased more than natural brands, but not by much
Figure 2: Select disposable baby product purchases, December 2016
Some parents require certification before buying natural/organic brands
Figure 3: Select attitudes toward natural and organic disposable baby products, December 2016
The opportunities
Embrace the need for trial and error
Figure 4: Select purchase influencers for diapers, December 2016
Emphasize skin health benefits in baby personal care products
Figure 5: Select product attributes of baby personal care products, December 2016
Opportunity to grow sales by cross-promoting natural brands
Figure 6: Select attitudes toward natural and organic disposable baby products, December 2016
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Industry reaches five-year high of nearly 5% growth
Training pants, private label wipes lead category growth
Cross-purchasing and emerging legislation impact natural
Birthrates level off following 2014 increase

MARKET SIZE AND FORECAST
2016 growth reaches five-year high, solid future performance ahead
Figure 7: Total US sales and fan chart forecast of disposable baby products, at current prices, 2011-21
Figure 8: Total US retail sales and forecast of disposable baby products, at current prices, 2011-21

MARKET BREAKDOWN
Disposable training pants help diapers rebound
Baby wipes experience growth
Personal care sees minimal gains
Figure 9: Share of US retail sales of disposable baby products, by segment, at current prices, 2016
Figure 10: Total US retail sales and forecast of disposable baby products, by segment, at current prices, 2011-21
Other retailers see highest growth, driven by mass merchandisers
Figure 11: Total US retail sales of disposable baby products, by channel, at current prices, 2014 and 2016

MARKET PERSPECTIVE
Natural products intersection between parent and child
Popularity of do-it-yourself could impede growth for brands
Increasing regulation is impacting natural
Dads command attention from disposable baby brands
Figure 12: Johnson & Johnson Commercial, April 25, 2016

MARKET FACTORS
Births remain flat after 2014’s surge
Figure 13: Number of births in the US, 2007-15
Birthrate by age of mother getting older
Figure 14: US birthrates, by age of mother, 2007, 2014 and 2015
Strong consumer confidence bodes well
Figure 15: Consumer sentiment index, January 2007-December 2016
Hispanic female population expected to see high growth
Figure 16: US female population by race and Hispanic origin, 2012-22

KEY PLAYERS – WHAT YOU NEED TO KNOW
Kimberly-Clark, The Honest Company lead growth
Private label, natural outpaces category growth
Mainstream wipe brands, select personal care struggle
New Baby Box, “smart” fabrics could impact industry

MANUFACTURER SALES OF DISPOSABLE BABY PRODUCTS
Largest manufacturer growth from Kimberly-Clark, fueled by Huggies
Private label sales outpace national brands, driven by diapers
Figure 17: MULO sales of disposable baby products, by leading companies, rolling 52 weeks 2015 and 2016
Honest Company appeals to natural shoppers
Figure 18: MULO sales of disposable diapers/training pants by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 19: The Honest Company sales, 2015

WHAT’S WORKING?
Huggies, GoodNites training pants leverage toddler population
Figure 20: Sales of select Huggies and GoodNites brand training pants, by item, rolling 52 weeks 2015 and 2016
Natural brands grow as parents value safety, gentleness on skin
Figure 21: Advertisement for the Honest Company, Nov. 4, 2016
Figure 22: Sales of select natural disposable baby product brands, by segment, rolling 52 weeks 2015 and 2016
Private label diaper, training pants growth higher than category rate
Figure 23: Sales of private label disposable baby products, by product, rolling 52 weeks 2015 and 2016

WHAT’S STRUGGLING?
Branded wipes lose out to natural
Figure 24: MULO sales of Huggies and P&G baby wipes, rolling 52 weeks 2015 and 2016
Luv’s struggles to connect with a target market
Lotions, shampoo, powder see declines as shoppers buy alternatives
Figure 25: MULO sales of baby personal care products, by segment, rolling 52 weeks 2015 and 2016

WHAT’S NEXT?
Baby boxes rolling out nationwide?
“Smart” fabrics could revolutionize diaper changes

THE CONSUMER – WHAT YOU NEED TO KNOW
Baby wipes most common purchase, baby oil and powder among least
Mass merchandisers are the go-to shopping location
Skin health benefits matter most for baby personal care
Diaper purchases influenced by trial and error
Promotions, brand, efficacy influence wipe purchases
Safety, gentleness perceptions drive purchase of natural brands

DISPOSABLE BABY PRODUCT PURCHASES
Wipes most widely purchased amid multiple uses, lack of alternatives
Lotion and cream preferred over traditional baby products
Figure 26: Disposable baby product purchases, December 2016
Mainstream-only shoppers most prominent, but not by much
Figure 27: Correspondence Analysis – Product purchases, December 2016
Correspondence Methodology
New parents more likely to buy natural or organic
Figure 28: Disposable baby product purchases – Any natural or organic product usage (net), by parent experience, December 2016
Hispanics are heavier purchases of natural brands
Figure 29: Disposable baby product purchases – Any natural or organic product usage (net), by Hispanic origin, December 2016

PURCHASE LOCATIONS
Mass merchandisers most popular purchase location
Grocery stores and club offer convenience, low prices
Parents of young children appreciate online subscriptions
Figure 30: Purchase locations for disposable baby products, December 2016
Younger parents seek value
Figure 31: Select purchase locations for disposable baby products, by age, December 2016
New parents more likely to shop specialty baby stores
Figure 32: Purchase locations for disposable baby products, by parent experience, December 2016
Hispanics more likely to shop at club, baby-specific stores
Figure 33: Purchase locations for disposable baby products, by Hispanic origin, December 2016

IMPORTANT ATTRIBUTES FOR BABY PERSONAL CARE PRODUCTS
Skin health benefits are top priority for parents
Brand equates to trust
Pediatrician recommendation important for diaper cream
Figure 34: Product attributes of baby personal care products, December 2016
New parents are more influenced by recommendations
Figure 35: Influence of recommendations on baby personal care products, by parent experience, December 2016
Hispanic origin plays minimal role in attribute importance
Figure 36: Product attributes of select baby personal care products, by Hispanic origin, December 2016

DIAPER PURCHASE INFLUENCERS
Trial and error lead reason for diaper purchases
Brand symbolizes trust for some parents, but the landscape is changing
Figure 37: Purchase influencers for diapers, December 2016
New parents less likely to purchase based on experience
Figure 38: Purchase influencers for diapers, by parent experience, December 2016
Hispanics less reliant on trial and error
Figure 39: Purchase influencers for diapers, by Hispanic origin, December 2016

DISPOSABLE WIPES PURCHASE HABITS
Promotions influence stocking-up, brand switching…
however wipes must still be effective
Figure 40: Disposable baby wipe purchase habits, December 2016
Discounts and coupons more appealing to younger parents
Figure 41: Select disposable baby wipe purchase habits, by age of parent, December 2016

ATTITUDES TOWARD NATURAL PRODUCTS
Safety, gentle on skin leads majority of parents to buy natural
One in five purchase more natural compared to year ago
Some require certification before buying natural or organic
Figure 42: Attitudes toward natural and organic disposable baby products, December 2016
New parents more likely to believe natural products work better
Figure 43: Select attitudes toward natural and organic disposable baby products, by parent experience, December 2016

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations

APPENDIX – MARKET
Figure 44: Total US sales and forecast of disposable baby products, at inflation-adjusted prices, 2011-21
Figure 45: Total US retail sales of disposable baby products, by segment, at current prices, 2014 and 2016
Figure 46: Total US retail sales and forecast of disposable diapers/training pants, at inflation-adjusted prices, 2011-21
Figure 47: Total US retail sales and forecast of baby wipes/moist towelettes, at inflation-adjusted prices, 2011-21
Figure 48: Total US retail sales and forecast of baby personal care products, at inflation-adjusted prices, 2011-21
Figure 49: Total US retail sales of disposable baby products, by channel, at current prices, 2011-16
Figure 50: US supermarket sales of disposable baby products, at current prices, 2011-16
Figure 51: US drug store sales of disposable baby products, at current prices, 2011-16
Figure 52: US sales of disposable baby products through other retail channels, at current prices, 2011-16

APPENDIX – KEY PLAYERS
Figure 53: MULO sales of disposable diapers/training pants by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 54: MULO sales of baby personal care products, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 55: MULO sales of baby wipes/towelettes by leading companies and brands, rolling 52 weeks 2015 and 2016

APPENDIX – CONSUMER
Figure 56: Median household income, by age of householder, 2015
Figure 57: Households with own children under age 18, by age of householder, 2016
Figure 58: Average household size, by race and Hispanic origin, 2016
Figure 59: Disposable baby brands Purchased, by consumers, December 2016
Figure 60: Baby oil and baby lotion brand usage, July 2015- August 2016
Figure 61: Brands of pre-moistened wipes/cloths for babies used in the household, July 2015-August 2016
Figure 62: Disposable diaper/training pant brand usage, July 2015-August 2016
Figure 63: Baby wash and baby bath product brand usage, July 2015-August 2016

List of Table

NA

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *