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Children's Personal Care - US - December 2010

The economic downturn has impacted sales in a variety of categories and children’s personal care (CPC) is among them. While parents are as frugal as ever, it is also evident that there are significant opportunities for companies that focus their product development and marketing efforts on key segments of the population and high-demand categories.

In order to provide insight that companies can leverage to optimize their position within the CPC market, Mintel has published this report which addresses the following questions:

  • How have sales of FDMx products fluctuated in recent years and how are they likely to change between 2010 and 2015?
  • Which segments of the CPC market are performing well and which are experiencing the largest declines in sales?
  • How are macro-level economic factors and demographic trends impacting the market and what influence are these factors likely to have on future sales?
  • What are the leading brands and companies in the category?
  • What types of products are performing well and which have shown lackluster performance?
  • What types of new products are companies introducing?
  • What strategies are companies using to market their products?
  • What attributes are most important to parents and kids when shopping for CPC products?

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Table of contents

  1. 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

                        • Recession reversed growth trend observed in 2006-07
                          • Weak economy and declining birth rates undermine sales growth
                            • Segment Performance—Oral Hygiene
                              • Segment Performance—Suncare
                                • Segment Performance—Haircare
                                  • Segment Performance—Bath and Body Care
                                    • Adult products and private label could undermine sales of national brands
                                      • Companies introduced fewer products with characters in 2009-10
                                        • Most moms buy CPC at least occasionally
                                          • Most kids use children’s oral care and choose their own products
                                            • Many mothers seek products for sensitive skin
                                              • About four in 10 buy CPC at request of kids
                                              • Insights and Opportunities

                                                • Targeting tweens—Crest Oral B Pro-Health for Me
                                                  • Consider interactive sites that encourage good hygiene
                                                    • Figure 1: Listerine Kids rinse homepage image, December 2010
                                                • Inspire Insights

                                                    • Trend: Consumer as Detective
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Sales dropped in response to the economic downturn
                                                          • More goods sold at lower prices
                                                            • Hispanics among those hardest hit by recession
                                                              • Concerns about ingredients curb sales
                                                                • Manufacturers finding success in the middle
                                                                  • Sales and forecast of children’s personal care products
                                                                    • Figure 2: Total U.S. FDMx sales and forecast of children’s personal care products, at current prices, 2005-15
                                                                    • Figure 3: Total U.S. FDMx sales and forecast of children’s personal care products, at inflation-adjusted prices, 2005-15
                                                                  • Fan chart forecast
                                                                      • Figure 4: FDMx sales and fan chart forecast of children’s personal care products, at current prices, 2005-15
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • For many, the effects of the recession continue
                                                                        • Rising unemployment figures make consumers cautious about spending
                                                                          • Relief further off than expected
                                                                            • As median household income continues to drop, competitive pricing becomes more important
                                                                              • Figure 5: Median household income in inflation-adjusted dollars, 1999-2009
                                                                            • Consumer confidence remains low; most parents seeking out bargains
                                                                              • Figure 6: Consumer Sentiment, March 2007-September 2010
                                                                            • Parents more vigilant than others in search for good deals
                                                                              • Figure 7: Strategies for dealing with recessionary pressures, by presence of children, October 2010
                                                                            • Changing family structures warrant nuanced approach from manufacturers
                                                                              • Slow decline in number of new babies could undermine long-term CPC sales growth
                                                                                • Figure 8: Households, by presence of children, 1999-2009
                                                                                • Figure 9: U.S. population, by age, 2005-15
                                                                              • High fertility rates among Hispanics indicate segment could drive future sales growth
                                                                                • Figure 10: Households, by race of householder and presence and ages of children, 2009
                                                                                • Figure 11: Hispanic households, by presence and ages of children, 2009
                                                                              • Hispanic parents more likely to use homeopathic remedies
                                                                                • Mothers getting older; number with advanced degrees on the rise
                                                                                • Competitive Context

                                                                                  • Key points
                                                                                    • Desire for grown-up products discourages use among some
                                                                                      • Figure 12: Preference for regular personal care products, by gender and age, August/September 2010
                                                                                    • Private label represents a significant competitive threat for manufacturers
                                                                                    • Segment Performance

                                                                                      • Suncare sales rise as sales in other categories decline
                                                                                        • Manufacturers need to convince parents that kids need their own products
                                                                                          • Decline of character merchandising impacts kids’ interest
                                                                                            • Figure 13: U.S. FDMx sales of children’s personal care products, by segment, 2008 and 2010
                                                                                        • Segment Performance—Oral Hygiene

                                                                                          • Key points
                                                                                            • Character merchandising a key driver of sales
                                                                                              • Sales and forecast of children’s oral hygiene products
                                                                                                • Figure 14: Total U.S. FDMx sales and forecast of children’s oral hygiene, at current prices, 2005-15
                                                                                            • Segment Performance—Suncare

                                                                                              • Key points
                                                                                                • FDMx sales of suncare products defy downward sales trend
                                                                                                  • Sales and forecast of children’s suncare
                                                                                                    • Figure 15: Total U.S. FDMx sales and forecast of children’s suncare, at current prices, 2005-15
                                                                                                • Segment Performance—Haircare

                                                                                                  • Key points
                                                                                                    • FDMx sales of children’s haircare products continue steady decline
                                                                                                      • Sales and forecast of children’s haircare
                                                                                                        • Figure 16: Total U.S. FDMx sales and forecast of children’s haircare, at current prices, 2005-15
                                                                                                    • Segment Performance—Bath and Body Care

                                                                                                      • Key point
                                                                                                        • Sales declined in recession but the category may be rebounding
                                                                                                          • Concerns about ingredients impact purchase decisions
                                                                                                            • Sales and forecast of children’s bath and body care
                                                                                                              • Figure 17: Total U.S. FDMx sales and forecast of children’s bath and body care, at current prices, 2005-15
                                                                                                          • Retail Channels

                                                                                                            • Most CPC products purchased from drug and mass merchandisers
                                                                                                              • Figure 18: U.S. FDMx sales of children’s personal care products, by retail channel, 2008 and 2010
                                                                                                          • Retail Channels—Drug Stores and Other FDMx Channels

                                                                                                            • Key point
                                                                                                              • FDMx sales at drug stores/other channels decline at slower pace than supermarkets
                                                                                                                • Figure 19: U.S. drug store and mass market* sales of children’s personal care products, at current prices, 2005-10
                                                                                                              • Walmart’s position in the CPC market
                                                                                                              • Retail Channels—Food Stores

                                                                                                                • Key point
                                                                                                                  • Food store sales of children’s personal care products
                                                                                                                    • Figure 20: U.S. food store sales of children’s personal care products, at current prices, 2005-10
                                                                                                                • Leading Companies

                                                                                                                  • Key points
                                                                                                                    • Colgate-Palmolive and others report some gains despite overall declines
                                                                                                                      • P&G stands out with new oral hygiene line for tweens
                                                                                                                        • Suave makes an argument to be added to kids’ bath routines
                                                                                                                          • Figure 21: Manufacturer sales of children’s personal care products at FDMx, 2009 and 2010
                                                                                                                      • Brand Share—Oral Hygiene

                                                                                                                        • Key points
                                                                                                                          • Colgate achieves growth with use of popular characters on toothbrushes
                                                                                                                            • SpongeBob SquarePants is a heavyweight in children’s oral hygiene
                                                                                                                              • Dora the Explorer is another serious contender in children’s character merchandising
                                                                                                                                • Other notable performances
                                                                                                                                  • Figure 22: Selected brand sales and market share of children’s oral hygiene products at FDMx, 2009 and 2010
                                                                                                                              • Brand Share—Suncare

                                                                                                                                • Key points
                                                                                                                                  • Companies win with suncare products
                                                                                                                                      • Figure 23: Selected brand sales and market share of children’s suncare products at FDMx, 2009 and 2010
                                                                                                                                  • Brand Share—Haircare

                                                                                                                                    • Key points
                                                                                                                                      • Unilever finds gains with kid-friendly packaging and key attributes
                                                                                                                                        • Figure 24: Selected brand sales and market share of children’s haircare products at FDMx, 2009 and 2010
                                                                                                                                    • Brand Share—Bath and Body Care

                                                                                                                                      • Key point
                                                                                                                                        • SpongeBob works his magic in bath and body category as well
                                                                                                                                          • Figure 25: Selected brand sales and market share of children’s bath and body care products at FDMx, 2009 and 2010
                                                                                                                                      • Innovations and Innovators

                                                                                                                                        • Key points
                                                                                                                                          • Incidence of licensing plummets during years of sales declines
                                                                                                                                            • Figure 26: Children’s personal care products with licensed characters, 2005-10
                                                                                                                                          • Many parents report buying fewer licensed products
                                                                                                                                            • Figure 27: Purchase of character merchandise compared to previous year, by age of parent, May-June 2009
                                                                                                                                          • Nickelodeon characters top the list of children’s favorites
                                                                                                                                            • Figure 28: Kids’ favorite characters/shows, by age, April 2009
                                                                                                                                          • Sensitive skin, baby/toddler formulas, and botanical herbal common claims
                                                                                                                                            • Figure 29: Claims associated with launches of new CPC products, 2008-10
                                                                                                                                          • Shampoo and other haircare products
                                                                                                                                            • Some companies using characters to help sell haircare products
                                                                                                                                              • Super-premium natural products appeal to demand among affluent consumers
                                                                                                                                                • Private-label products becoming more common, priced to compete
                                                                                                                                                  • Figure 30: Private-label launches as a percentage of new CPC products, 2005-10
                                                                                                                                                • Oral care
                                                                                                                                                  • Musical toothbrushes and Firefly help teach kids good brushing habits
                                                                                                                                                    • Private-label options could have high appeal among budget-conscious parents
                                                                                                                                                      • Private-label toothpaste could pose greater threat in the future
                                                                                                                                                        • Suncare
                                                                                                                                                          • Bath and body care
                                                                                                                                                          • Marketing Strategies

                                                                                                                                                            • Overview of the brand landscape
                                                                                                                                                              • Television ads for oral care
                                                                                                                                                                • Figure 31: Act Total Care television ad, 2010
                                                                                                                                                                • Figure 32: Crest Winter Olympics-themed television ad, 2010
                                                                                                                                                              • Some brands use print to associate products with joy and safety
                                                                                                                                                                • Message: “Spinbrush is the gift that keeps on giving”
                                                                                                                                                                  • Figure 33: Arm & Hammer Spinbrush advertisement, December 2010
                                                                                                                                                                • Message: “Orajel products are safe for babies and toddlers”
                                                                                                                                                                  • Figure 34: Orajel children’s toothpaste advertisement, December 2010
                                                                                                                                                                  • Figure 35: Baby Orajel teething ointment advertisement, December 2010
                                                                                                                                                                • Message: “Johnson & Johnson cares for your baby as much as you do”
                                                                                                                                                                  • Figure 36: Johnson & Johnson baby bath products advertisement, December 2010
                                                                                                                                                                • Community outreach a common thread among oral hygiene manufacturers
                                                                                                                                                                  • Websites for Kids
                                                                                                                                                                    • L’Oréal Kids
                                                                                                                                                                      • Figure 37: Collectable children’s shampoo bottles from L’Oréal, 2010
                                                                                                                                                                    • Suave Kids
                                                                                                                                                                      • Colgate Kids
                                                                                                                                                                        • Consumer product reviews likely to become more common in the future
                                                                                                                                                                          • Toothbrushes
                                                                                                                                                                            • Shampoo
                                                                                                                                                                              • Suncare
                                                                                                                                                                                • Bath and body care
                                                                                                                                                                                  • Green products
                                                                                                                                                                                  • Incidence of Purchase among Parents

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • About 90% of moms buy at least some CPC products
                                                                                                                                                                                        • Figure 38: Who buys children’s personal care products, by age and household income, August/September 2010
                                                                                                                                                                                      • Few differences between affluent parents and those with lower incomes
                                                                                                                                                                                        • Figure 39: Types of children’s personal care products bought, by household income, August/September 2010
                                                                                                                                                                                      • Younger moms more likely to buy most children’s products
                                                                                                                                                                                        • Figure 40: Types of children’s personal care products bought, by age, August/September 2010
                                                                                                                                                                                    • Incidence of Use Among Kids

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Use of kids’ products declines as children reach tween years
                                                                                                                                                                                          • Figure 41: Kids’ use of children’s personal care products, by gender and age, August/September 2010
                                                                                                                                                                                        • Most kids get to choose their own oral care products
                                                                                                                                                                                          • Figure 42: Who chooses children’s personal care products, August/September 2010
                                                                                                                                                                                        • Hispanic kids use more shampoo, black kids use less
                                                                                                                                                                                          • Figure 43: Frequency of using shampoo in last week, by gender/age and race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                        • Companies may want to consider more liquid soaps for kids
                                                                                                                                                                                          • Figure 44: Personal care products used, by gender and age, April 2009-June 2010
                                                                                                                                                                                      • Brand Preferences of Kids

                                                                                                                                                                                        • Key point
                                                                                                                                                                                          • Most kids get their favorite brands of toothpaste and shampoo
                                                                                                                                                                                            • Figure 45: How often favorite brand of shampoo is in the house, by gender and age, April 2009-June 2010
                                                                                                                                                                                            • Figure 46: How often favorite brand of toothpaste is in the house, by gender and age, April 2009-June 2010
                                                                                                                                                                                          • Suave and L’Oréal Kids among the most popular kids’ brands
                                                                                                                                                                                            • Figure 47: Favorite shampoo brands, by gender and age, April 2009-June 2010
                                                                                                                                                                                        • Product Attributes that Drive Purchase

                                                                                                                                                                                          • Key point
                                                                                                                                                                                            • Sensitive skin a key decision-making driver for many parents
                                                                                                                                                                                              • Figure 48: Attributes sought in children’s personal care products, by household income, August/September 2010
                                                                                                                                                                                            • Younger moms have more criteria for CPC products
                                                                                                                                                                                              • Figure 49: Attributes sought in children’s personal care products, by age, August/September 2010
                                                                                                                                                                                          • Attitudes towards Children’s Personal Care products

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Many moms feel adult products are inappropriate for kids
                                                                                                                                                                                                • Figure 50: Why children’s personal care products are bought, by household income, August/September 2010
                                                                                                                                                                                              • Most parents like to indulge their kids
                                                                                                                                                                                                • Figure 51: Attitudes and opinions regarding children and shopping, by household income, April 2009-June 2010
                                                                                                                                                                                            • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                              • Types of CPC products bought
                                                                                                                                                                                                • Figure 52: Types of children’s personal care products bought, by number of children under age 18 in household, August/September 2010
                                                                                                                                                                                              • Personal care products used
                                                                                                                                                                                                • Figure 53: Personal care products used, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                              • Brands of shampoo used
                                                                                                                                                                                                • Figure 54: Favorite shampoo brands, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                              • Attributes sought in CPC products
                                                                                                                                                                                                • Figure 55: Attributes sought in children’s personal care products, by number of children under age 18 in household, August/September 2010
                                                                                                                                                                                              • Why children’s personal care products are bought
                                                                                                                                                                                                • Figure 56: Why children’s personal care products are bought, by number of children under age 18 in household, August/September 2010
                                                                                                                                                                                                • Figure 57: Why children’s personal care products are bought, by age, August/September 2010
                                                                                                                                                                                              • Attitudes regarding children and shopping
                                                                                                                                                                                                • Figure 58: Attitudes and opinions regarding children and shopping, by gender, April 2009-June 2010
                                                                                                                                                                                                • Figure 59: Attitudes and opinions regarding children and shopping, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                                • Figure 60: Attitudes and opinions regarding children and shopping, by age, April 2009-June 2010
                                                                                                                                                                                            • Appendix—Trade Associations

                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                              • Alberto-Culver Company
                                                                                                                                                                                              • American Dental Association
                                                                                                                                                                                              • Avon USA
                                                                                                                                                                                              • Chattem, Inc.
                                                                                                                                                                                              • Church & Dwight Co. Inc
                                                                                                                                                                                              • Colgate-Palmolive Company
                                                                                                                                                                                              • Crayola LLC
                                                                                                                                                                                              • CVS Caremark Corporation
                                                                                                                                                                                              • DreamWorks Animation SKG Inc.
                                                                                                                                                                                              • Energizer Holdings, Inc.
                                                                                                                                                                                              • Hasbro Inc
                                                                                                                                                                                              • Hispanic Dental Association
                                                                                                                                                                                              • Johnson & Johnson
                                                                                                                                                                                              • L'Oréal USA
                                                                                                                                                                                              • Marvel Entertainment
                                                                                                                                                                                              • Mattel Inc.
                                                                                                                                                                                              • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                              • National Institute of Arthritis and Musculoskeletal and Skin Diseases (NIAMS)
                                                                                                                                                                                              • Natural Products Association
                                                                                                                                                                                              • Neutrogena Corporation
                                                                                                                                                                                              • Nickelodeon Networks
                                                                                                                                                                                              • Personal Care Products Council
                                                                                                                                                                                              • Playtex Products Inc
                                                                                                                                                                                              • Procter & Gamble Company (The)
                                                                                                                                                                                              • Procter & Gamble USA
                                                                                                                                                                                              • Roundy's, Inc
                                                                                                                                                                                              • Schering-Plough Corporation
                                                                                                                                                                                              • Skin Cancer Foundation
                                                                                                                                                                                              • Sunstar Butler
                                                                                                                                                                                              • Target Corporation
                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                              • U.S. Bureau of the Census
                                                                                                                                                                                              • Unilever USA
                                                                                                                                                                                              • University of Michigan, The
                                                                                                                                                                                              • US Department of Commerce
                                                                                                                                                                                              • Walgreen Co
                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                              • Walt Disney Company, The
                                                                                                                                                                                              • Zooth, Inc.

                                                                                                                                                                                              Children's Personal Care - US - December 2010

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