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Children's Personal Care - US - March 2012

Despite an increase in the population of kids aged 6-11, most segments of the c hildren’s personal care (CPC) market have seen declines in the last five years and are projected to see declines in the next five years. It appears that this is partly due to the down economy. However parents also seem to be more willing to have children use adult products. Moving forward, CPC brands will want to be sure to find innovative ways to set their products apart from adult products and demonstrate the benefits of their products for kids. In addition, keeping price points low appears to encourage parents to make that small extra purchase in order to please their children.

  • Who in the family is most likely to buy CPC products
  • Which brands kids prefer and which products they are most likely to use
  • Why parents are likely to buy CPC products for their kids
  • What ingredients parents are looking for in CPC products
  • How sales of FDMx products fluctuated in recent years and how likely they are to change between 2011 and 2016
  • Which segments of the CPC market are performing well and which are experiencing the largest declines in sales
  • How macro-level economic factors and demographic trends impact the market and the influence these factors are likely to have on future sales
  • The leading brands and companies in the category
  • Types of new products companies are introducing
  • Strategies companies are using to market their 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

                        • The market
                          • Population younger than 12 expected to grow
                            • Encourage parents to see value of kids’ brands
                              • Keep prices low
                                • Suncare surges in the market
                                  • The consumer
                                    • Create lines for teens and tweens
                                      • Younger parents influenced by kids’ desires and worried about safety
                                        • Parents show high levels of interest in natural ingredients and products for sensitive skin
                                        • Insights and Opportunities

                                          • Key points
                                            • Create new line for tweens
                                              • Stress how products contribute to health and safety
                                                • Kids-only products
                                                  • Create more midmarket products for kids
                                                  • Inspire Insights

                                                      • Trend: Rise of the Screenager
                                                        • Trend: Factory Fear
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Discretionary spending still slow
                                                              • Private labels encourage national brands to keep prices low
                                                                • Value-priced products do well
                                                                  • Sales and forecast of market
                                                                    • Figure 1: Total U.S. retail sales and forecast of market, at current prices, 2006-16
                                                                    • Figure 2: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2006-16
                                                                  • Fan chart forecast
                                                                      • Figure 3: Total sales and fan chart forecast of market, at current prices, 2006-16
                                                                    • Walmart sales
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Population younger than 12 grew from 2006-11 and will continue
                                                                          • Figure 4: Population, by age, 2006-16
                                                                        • Population of Hispanic children outpaces all other groups
                                                                          • Figure 5: U.S. Hispanic and non-Hispanic population of children, 2006-16
                                                                        • Consumer sentiment remains relatively low
                                                                          • Figure 6: University of Michigan’s index of consumer sentiment, January 2007-March 2012
                                                                        • Median household income continues to drop
                                                                          • Figure 7: Median household income in inflation-adjusted dollars, 2000-10
                                                                        • Women more likely to have children later in life
                                                                          • Figure 8: Fertility rate and number of births, 1997-2007
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Use of adult products diminishes purchase of CPC products
                                                                            • Private labels increase in popularity
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Encourage consumers to see benefits of kid-specific products
                                                                                  • Suncare sales see increase
                                                                                    • Sales of children’s personal care products, by segment
                                                                                      • Figure 9: Total U.S. retail sales of children's personal care products, by segment, 2006-11
                                                                                  • Segment Performance—Oral Hygiene

                                                                                    • Key points
                                                                                      • Oral care market sees declines
                                                                                        • Sales and forecast of children’s oral hygiene products
                                                                                          • Figure 10: Total sales and forecast of children’s oral hygiene products, at current prices, 2006-16
                                                                                      • Segment Performance—Suncare

                                                                                        • Key points
                                                                                          • Sales of suncare products buck downward CPC trend
                                                                                            • Sales and forecast of suncare CPC products
                                                                                              • Figure 11: Total sales and forecast of suncare, at current prices, 2006-16
                                                                                          • Segment Performance—Haircare

                                                                                            • Key points
                                                                                              • Sales of children’s haircare products continue to decline
                                                                                                • Sales and forecast of children’s haircare products
                                                                                                  • Figure 12: Total sales and forecast of children’s haircare products, at current prices, 2006-16
                                                                                              • Segment Performance—Bath and Body Care

                                                                                                • Key points
                                                                                                  • When it comes to bathing, Suave remains the go-to choice
                                                                                                    • Natural ingredients may be important for manufacturers
                                                                                                      • Sales and forecast of body and bath care CPC products
                                                                                                        • Figure 13: Total sales and forecast of body and bath care, at current prices, 2006-16
                                                                                                    • Retail Locations for Purchases

                                                                                                      • Key points
                                                                                                        • Mass merchandisers most popular place to buy CPC products
                                                                                                          • Figure 14: Retail locations for purchases, by gender, November 2011
                                                                                                        • Drug stores popular with respondents aged 45+
                                                                                                          • Figure 15: Retail locations for purchases, by age, November 2011
                                                                                                        • Those earning less shop at dollar stores, those earning more club stores
                                                                                                          • Figure 16: Retail locations for purchases, by household income, November 2011
                                                                                                      • Retail Channels

                                                                                                        • Most CPC products purchased from mass merchandisers
                                                                                                          • Sales of household children’s personal care products, by channel
                                                                                                            • Figure 17: Total sales of children’s personal care products, by channel
                                                                                                            • Figure 18: Total sales of children’s personal care products, by channel, 2009 and 2011
                                                                                                        • Retail Channels—Other FDMx Channels

                                                                                                          • Key point
                                                                                                            • Sales at “other stores” such as mass merchandisers pick up slightly in 2011
                                                                                                              • Other store sales of children’s personal care products
                                                                                                                • Figure 19: Total other store sales of children’s personal care products, at current prices, 2006-11
                                                                                                            • Retail Channels—Drug Stores

                                                                                                              • Key point
                                                                                                                • Drug stores sales increase 5.7% in 2011
                                                                                                                  • Drug store sales of children’s personal care products
                                                                                                                    • Figure 20: Drug store sales of children’s personal care products, at current prices, 2006-11
                                                                                                                • Retail Channels—Supermarket

                                                                                                                  • Key point
                                                                                                                    • Supermarket sales of children’s personal care products continue to decline
                                                                                                                      • Supermarket sales of children’s personal care products
                                                                                                                        • Figure 21: Supermarket sales of children’s personal care products, at current prices, 2006-11
                                                                                                                    • Leading Companies

                                                                                                                      • Key points
                                                                                                                        • Unilever’s Suave haircare and body wash push it into CPC lead
                                                                                                                          • Oral care market down
                                                                                                                            • Energizer Holdings sees gains with suncare products
                                                                                                                              • Manufacturer sales in CPC market
                                                                                                                                • Figure 22: Manufacturer sales of children’s personal care, 2010 and 2011
                                                                                                                            • Brand Share—Oral Hygiene

                                                                                                                              • Key points
                                                                                                                                • Despite use of popular characters, Colgate loses market share
                                                                                                                                  • Classic characters faring well for Johnson & Johnson
                                                                                                                                    • Chattem ACT Anticavity Rinse shows gains
                                                                                                                                      • “My Way” product does well
                                                                                                                                        • Manufacturer sales of children’s oral hygiene products
                                                                                                                                          • Figure 23: FDMx manufacturer sales of children’s oral hygiene products, 2010 and 2011
                                                                                                                                      • Brand Share—Suncare

                                                                                                                                        • Key points
                                                                                                                                          • “Pure” products do well in the market
                                                                                                                                            • Banana Boat does well with Mist line
                                                                                                                                              • Manufacturer sales of children’s suncare products
                                                                                                                                                • Figure 24: FDMx manufacturer sales of children’s suncare products, 2010 and 2011
                                                                                                                                            • Brand Share—Haircare

                                                                                                                                              • Key points
                                                                                                                                                • Unilever finds gains with kid-friendly, easy-to-use products
                                                                                                                                                  • L’Oreal gains with Pixar Cars
                                                                                                                                                    • Manufacturer sales of children’s haircare products
                                                                                                                                                      • Figure 25: FDMx manufacturer sales of children’s haircare products, 2010 and 2011
                                                                                                                                                  • Brand Share—Bath and Body Care

                                                                                                                                                    • Key points
                                                                                                                                                      • Unilever holds strong with most popular product
                                                                                                                                                        • Characters not always effective
                                                                                                                                                          • Manufacturer sales of bath and body care CPC products
                                                                                                                                                            • Figure 26: FDMx manufacturer sales of bath and body care, 2010 and 2011
                                                                                                                                                        • Innovations and Innovators

                                                                                                                                                          • Key points
                                                                                                                                                            • Fluoride and natural ingredients in new toothpastes
                                                                                                                                                              • Toothbrushes target tweens
                                                                                                                                                                • Haircare uses imagery directed at boys
                                                                                                                                                                  • Natural, “free from” products in suncare segment
                                                                                                                                                                  • Marketing Strategies

                                                                                                                                                                    • Overview of the brand landscape
                                                                                                                                                                      • Brand analysis: Suave Kids
                                                                                                                                                                        • Figure 27: Brand analysis of Suave Kids, 2011
                                                                                                                                                                      • Online initiatives
                                                                                                                                                                        • In-store activities push brand
                                                                                                                                                                          • Brand analysis: Neutrogena
                                                                                                                                                                            • Figure 28: Brand analysis of Neutrogena, 2011
                                                                                                                                                                          • Online initiatives
                                                                                                                                                                            • TV presence
                                                                                                                                                                              • Figure 29: Neutrogena, television ad, 2011
                                                                                                                                                                            • Brand analysis: ACT Anticavity Rinse for Kids
                                                                                                                                                                              • Figure 30: Brand analysis of ACT Anticavity Rinse for Kids, 2011
                                                                                                                                                                            • Online initiatives
                                                                                                                                                                              • TV presence
                                                                                                                                                                                • Figure 31: ACT mouthwash, television ad, 2011
                                                                                                                                                                            • Purchases of Children’s Personal Care Products

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Relatively high numbers of men say they buy CPC products
                                                                                                                                                                                  • Figure 32: Purchases of children's personal care products, by gender, November 2011
                                                                                                                                                                                • Parents of different ages report purchasing different CPC products
                                                                                                                                                                                  • Figure 33: Purchases of children's personal care products, by age, November 2011
                                                                                                                                                                                • Respondents earning $75K-99.9K highly likely to buy CPC
                                                                                                                                                                                  • Figure 34: Purchases of children's personal care products, by household income, November 2011
                                                                                                                                                                                • Adult brands may want to consider creating lines for tweens and teens
                                                                                                                                                                                  • Figure 35: Purchases of children's personal care products, by age of children, November 2011
                                                                                                                                                                              • Primary Purchaser of Children’s Personal Care Products

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Adults weigh in on CPC purchases, kids have some say
                                                                                                                                                                                    • Figure 36: Purchases of children's personal care products, by primary purchaser of children's personal care products, November 2011
                                                                                                                                                                                  • Parents not likely to let kids choose on their own
                                                                                                                                                                                    • Figure 37: Primary purchaser of children's personal care products, by age, November 2011
                                                                                                                                                                                  • Households earning $100K+ most likely to have adult choose CPC products
                                                                                                                                                                                    • Figure 38: Primary purchaser of children's personal care products, by household income, November 2011
                                                                                                                                                                                • Use and Brand Preferences of Kids

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Most kids use shampoo, toothpaste, and soap
                                                                                                                                                                                      • Girls aged 9-11 highly likely to use personal care products
                                                                                                                                                                                        • Figure 39: Personal care products, by gender and age, April 2010-June 2011
                                                                                                                                                                                      • Suave popular among kids aged 6-11
                                                                                                                                                                                        • Figure 40: Shampoo, by gender and age, April 2010-June 2011
                                                                                                                                                                                    • Reasons for Purchases

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Respondents indicate they buy CPC products because children are enthusiastic about them
                                                                                                                                                                                          • Figure 41: Primary reasons for children's personal care purchases, by gender, November 2011
                                                                                                                                                                                        • Respondents aged 45+ interested in products that children are enthusiastic about
                                                                                                                                                                                          • Figure 42: Primary reasons for children's personal care purchases, by age, November 2011
                                                                                                                                                                                        • Respondents earning $100K least likely to buy products because child asks
                                                                                                                                                                                          • Figure 43: Primary reasons for children's personal care purchases, by household income, November 2011
                                                                                                                                                                                      • Preferred Ingredient Types

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • All-natural ingredients important to parents
                                                                                                                                                                                            • Figure 44: Preferred ingredient types, by gender, November 2011
                                                                                                                                                                                          • Younger parents look for products that are natural and safe
                                                                                                                                                                                            • Figure 45: Preferred ingredient types, by age, November 2011
                                                                                                                                                                                          • Respondents earning less than $50K interested in natural products
                                                                                                                                                                                            • Figure 46: Preferred ingredient types, by household income, November 2011
                                                                                                                                                                                        • Attitudes toward Children’s Personal Care Products

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • CPC products seen to engage kids in grooming
                                                                                                                                                                                              • Figure 47: Attitudes toward children's personal care products, by gender, November 2011
                                                                                                                                                                                            • Younger parents concerned about price, likely to look online
                                                                                                                                                                                              • Figure 48: Attitudes toward children's personal care products, by age, November 2011
                                                                                                                                                                                            • Middle-income respondents concerned about price, likely to be online
                                                                                                                                                                                              • Figure 49: Attitudes toward children's personal care products, by household income, November 2011
                                                                                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                              • Figure 50: Attitudes toward children's personal care products, by gender, November 2011
                                                                                                                                                                                              • Figure 51: Attitudes toward children's personal care products, by age, November 2011
                                                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • Chattem, Inc.
                                                                                                                                                                                            • Church & Dwight Co. Inc
                                                                                                                                                                                            • Colgate-Palmolive Company
                                                                                                                                                                                            • Energizer Holdings, Inc.
                                                                                                                                                                                            • Johnson & Johnson
                                                                                                                                                                                            • Merck & Co. Inc.
                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                            • Unilever USA
                                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                                            Children's Personal Care - US - March 2012

                                                                                                                                                                                            £2,684.63 (Excl.Tax)