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DISPOSABLE BABY PRODUCTS - US - MARCH 2018

Published By :

Mintel

Published Date : Mar 2018

Category :

Baby Products

No. of Pages : N/A

Declining birthrates and budget conscious parents have challenged growth in the disposable baby products market. Parents are unified in their views that safe product ingredients come first – or at least the safest option within their budget. Looking forward, parents’ need for durable products is not expected to change, and a preference for familiar brands will remain; however, interest is growing for more natural options, including products with free-from and natural ingredient claims.

Table of contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The market
Disposable baby products market experiences declines, a result of diapers struggle
Figure 1: Sales of disposable baby products, by segment, 2015-17
The issues
Low fertility rate impacting the pool of consumers
Figure 2: Households with own children under age 18, 1960-2017
Mass merchandisers have the advantage
Figure 3: Select purchase locations, December 2017
The opportunities
Younger parents are buying more in the market than older parents
Figure 4: Repertoire of disposable baby product purchases, by parent’s age, December 2017
Diaper sales decline; yet usage remains high
Figure 5: Diaper and training pants purchases, trial and interest in diaper innovations – Any trial or interest (net), December 2017
Leveraging free-from claims to convey safety, natural
Figure 6: Select purchase influencers for baby personal care products, any rank (net), December 2017
Black and Hispanic parents are buying into natural
Figure 7: Select attitudes toward natural products, by race and Hispanic origin, December 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Market declines continue, yet a rebound is in sight
Diaper struggles hurting category
Delays in childbearing leading to smaller households
MARKET SIZE AND FORECAST
Steady declines continue for disposable baby products market
Figure 8: Total US retail sales and forecast of disposable baby products, at current prices, 2012-22
Figure 9: Total US retail sales and forecast of disposable baby products, at current prices, 2012-22
MARKET BREAKDOWN
Diapers lead; sales decline significantly impacts total market
Figure 10: Total US retail sales of disposable baby products, by segment, 2015-17
MARKET PERSPECTIVE
Less is more for parents when it comes to disposable baby products
Figure 11: Share of diapers and wipes product launches, by claim, 2013-17
Figure 12: Share of baby personal care product launches, by claim, 2013-17
Dads role in the family continues to evolve
Online, subscription services disrupting retailers
MARKET FACTORS
Delayed childbearing leading to smaller households
Figure 13: Average age of mother at first birth, 1990-2015
Figure 14: Households with own children under age 18, 1960-2017
More diverse population, Hispanic growth impacts market
Figure 15: Distribution of population, by age and race/Hispanic origin, 2016
KEY PLAYERS – WHAT YOU NEED TO KNOW
P&G is the leader in disposable baby product sales
Brand extension, a focus on safety help brands in slow market
Parents deal-seeking behavior tempers diaper sales
Plant-based ingredients offer safe alternative
MANUFACTURER SALES OF DISPOSABLE BABY PRODUCTS
Big two dominate market; smaller companies deliver growth
Figure 16: Multi-outlet sales of disposable baby products, by leading companies, rolling 52 weeks 2016 and 2017
WHAT’S WORKING?
Adult personal care brands perform well in baby market
Dove leverages brand heritage, online ads to reach parents
Figure 17: Baby Dove #RealMoms campaign video
Sensitive and safe focus contribute to wipe segment growth
WHAT’S STRUGGLING?
Private label competes with brand-focused, deal-seeking parents
Figure 18: Multi-outlet sales of private label disposable baby products, rolling 52 weeks 2016 and 2017
Figure 19: Share of disposable baby product launches, branded vs private label, 2012-17
Diapers sales challenged by price sensitivity
Figure 20: Total US retail and volume sales of disposable diapers and disposable training pants, at current prices, 2012-17
Figure 21: Target email ad, December 2017, January 2018
J&J baby personal care segment loses share to smaller players
Figure 22: Multi-outlet sales of baby personal care products, by leading companies and brands, rolling 52 weeks 2016 and 2017
WHAT’S NEXT?
Focus on absorbency and performance could lift diapers
Figure 23: The Wet test: Did mom pass?, Jan. 17, 2018
Figure 24: Multi-outlet sales of The Honest Co. disposable diapers, 2012-17
Plant-based ingredients expand into baby personal care products
Brick-and-mortar competing with online and subscription services
Figure 25: Target email ad, January 2018
Don’t forget about even the tiniest of consumers
THE CONSUMER – WHAT YOU NEED TO KNOW
Diapers and wipes experience heaviest usage; moms drive purchases
Mainstream brands most popular, yet natural not far behind
Mass channels dominate category
Safety comes first when purchasing baby personal care products
Majority of parents perceive natural products favorably
Parenthood increases interest in related products and services
DISPOSABLE BABY PRODUCT PURCHASES
Diapers and wipes experience heaviest usage
Moms driving household purchases
Figure 26: Disposable baby product purchases, by parent’s gender, December 2017
Younger parents more invested in market
Figure 27: Select disposable baby product purchases, by parent’s age, December 2017
Age of child drives purchases
Figure 28: Select disposable baby product purchases, by child age, December 2017
Hispanic parents are heavier purchasers
Figure 29: Disposable baby product purchases, by Hispanic origin, December 2017
BRAND PREFERENCES
Majority of shoppers opt for national brands
Figure 30: Brand preferences, any disposable baby products (net), December 2017
Figure 31: Brand preferences, December 2017
Infant parents prefer natural brands
Figure 32: Natural brand preferences, by age of child, December 2017
The sweet spot for natural personal care brands: younger and Hispanic parents
Figure 33: Natural brand preferences, by parent’s age, December 2017
Lower income households price-driven, but also interested in natural
Figure 34: Brand preferences – Any disposable baby product (net), by household income, December 2017
PURCHASE LOCATION
Most parents rely on mass merchandisers; one in 10 buy online
Figure 35: Disposable baby products purchase location, December 2017
Store brand purchases are heavier at mass, club stores
Figure 36: Brand preferences - Any disposable baby products, by purchase location, December 2017
All parents shop mass, regardless of number of kids
Figure 37: Select purchase location, by number of children under age 18 in household, December 2017
PURCHASE INFLUENCERS FOR BABY PERSONAL CARE PRODUCTS
Baby personal care product selection starts with safety…
…and ends with reviews and recommendations
Figure 38: Purchase influencers for baby personal care products, by rank, December 2017
First-time parents seek natural ingredients, reassurance
Figure 39: Select purchase influencers for baby personal care products – Any rank (net), by number of children under age 18 in household, December 2017
Hydrating benefits appeal to Black and Hispanic parents
Figure 40: Select purchase influencers for baby personal care products – Any rank (net), by race and Hispanic origin, December 2017
ATTITUDES TOWARD NATURAL PRODUCTS
Parents’ perceptions of natural baby products are positive
Natural offerings benefit from premium and health related benefits
Belief that natural means costly could hold back buyers
Figure 41: Attitudes toward natural products, December 2017
Hispanic, Black parents hold natural products to a higher standard
Figure 42: Select attitudes toward natural products, by race and Hispanic origin, December 2017
Lower-income households driven by perceptions of safety, trust
Figure 43: Select attitudes toward natural products, by household income, December 2017
TRIAL AND INTEREST IN PRODUCT INNOVATIONS
Product innovations garner strong usage, interest
Safer is always better
Convenience
Apps: taking them to the next level
Customization
Figure 44: Trial and interest in product innovations, December 2018
Younger parents, Hispanics express greater interest in innovations
Figure 45: Trial and interest in product innovations – Any interest or trail (net), by parent’s age, December 2018
Figure 46: Trial and interest in product innovations – Any interest or trail (net), by Hispanic origin, December 2018
First time parents seek guidance, experienced parents want convenience
Figure 47: Trial and interest in select product innovations – Any interest or trail (net), by number of children under the age 18 in household, December 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET
Figure 48: Total US retail sales and forecast of disposable baby products, at inflation-adjusted prices, 2012-22
Figure 49: Total US retail sales and forecast of disposable baby products, by segment, at current prices, 2012-22
Figure 50: Total US retail sales of disposable baby products, by segment, at current prices, 2015 and 2017
Figure 51: Total US retail sales and forecast of disposable diapers/training pants, at current prices, 2012-22
Figure 52: Total US retail sales and forecast of baby wipes/moist towelettes, at current prices, 2012-22
Figure 53: Total US retail sales and forecast of baby personal care products, at current prices, 2012-22
Figure 54: Total US retail sales of disposable baby products, by channel, at current prices, 2012-2017
Figure 55: Total US retail sales of disposable baby products, by channel, at current prices, 2015 and 2017
APPENDIX – KEY PLAYERS
Figure 56: Multi-outlet sales of disposable diapers/training pants, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 57: Multi-outlet sales of baby wipes/moist towelettes, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 58: Multi-outlet sales of baby personal care products, by leading companies and brands, rolling 52 weeks 2016 and 2017
APPENDIX – THE CONSUMER
Figure 59: Disposable baby product purchases, December 2017
Figure 60: Share of natural disposable baby product launches, by private label, 2013-17
Figure 61: Disposable diapers/training pants brand usage, July 2016-August 2017
Figure 62: Pre-moistened wipes/cloths for babies brand usage, July 2016-August 2017
Figure 63: Baby oil and baby lotion brand usage, July 2016-August 2017
Figure 64: Baby/ children’s shampoo brand usage, July 2016-August 2017
Figure 65: Baby wash and baby bath product brand usage, July 2016-August 2017

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