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Children's Personal Care - US - March 2014

"The CPC market is expected to grow slowly into 2018. Better engagement of dads, creating products to keep children in the category for longer, and reinvigorating the struggling haircare segment could help accelerate sales growth for this market."

– Gabriela Elani, Home & Personal Care Analyst

Some questions answered in this report include:

  • How to better engage with dads
  • How to reinvigorate a struggling haircare segment
  • How to keep children in CPC market for longer
The biggest challenge for this market is that parents struggle to see the value in buying certain CPC products when adult iterations offer the same benefits and can be used by more than one person in the household. In order to grow the market and increase parents’ incidence of purchase, brands will have to continue exploring new functional benefits that they can integrate into CPC products that better differentiate them from adult versions. Products with preventive health benefits (such as toothpaste that delivers cold/flu fighting ingredients) and that make parents’ management of their children’s hygiene easier will resonate the most strongly with parents. In addition, developing tween-specific products as part of this category is an opportunity that brands can pursue to keep children in the category for longer before they transition to using only adult products.
 
The key topics of focus for the 2014 report include understanding which CPC products parents are buying, why they buy them, and what product attributes and claims they take into consideration when making these purchases. This report also puts a strong emphasis on determining what product benefits and attributes parents are the most interested in and willing to pay more for, in order to give market players guidelines as to what product functionalities will be needed to better compete with adult products.
 
Mintel defines the US children’s personal care market as consisting of personal care products that are made especially for or targeted specifically to kids aged 6-11.
The report includes the following product categories:
  • Oral care: Manual toothbrushes Battery-powered toothbrushes Toothpaste Mouthwash/rinse Dental accessories 
  • Haircare: Shampoo Conditioner 
  • Bath and body care: Bubble bath/bath fragrance Bar soap Body wash Body lotion Suncare: Sunscreen

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Figure 1: Total US retail sales and fan chart forecast of children’s personal care products, at current prices, 2008-18
                      • Market factors
                        • Population of children younger than 6 expected to grow the most
                          • Hispanic population growth will help the market
                            • Segment performance
                              • Figure 2: Total US retail sales and forecast of children’s personal care products, by segment, at current prices, 2010-15
                            • Market players
                              • Figure 3: Share of MULO sales of children’s personal care products, by leading companies, 2013
                            • The consumer
                              • Children’s oral care products most popular among parents
                                • Figure 4: Kid-specific personal care products purchased, January 2014
                              • Children’s excitement to use CPC products drives purchase
                                • Figure 5: Reasons for purchasing kid-specific personal care products, January 2014
                              • Parents most commonly consider flavor, packaging, and product ingredients
                                • Figure 6: Factors influencing purchase of kid-specific personal care products, January 2014
                              • New functional benefits are needed to induce parents to pay more for CPC products
                                • What we think
                                • Issues and Insights

                                    • Better engage with dads
                                      • The issues
                                        • The implications
                                          • Reinvigorate a struggling haircare segment
                                            • The issues
                                              • The implications
                                                • Keep children in CPC market for longer
                                                  • The issues
                                                    • The implications
                                                    • Trend Application

                                                        • Trend: Prepare for the Worst
                                                          • Trend: Extend My Brand
                                                            • Mintel futures: Brand Intervention
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Category expected to grow steadily due to bath and body care and suncare
                                                                  • Sales and forecast of children’s personal care products
                                                                    • Figure 7: Total US retail sales and forecast of children’s personal care products, at current prices, 2008-18
                                                                    • Figure 8: Total US retail sales and forecast of children’s personal care products, at inflation-adjusted prices, 2008-18
                                                                  • Fan chart forecast
                                                                      • Figure 9: Total US retail sales and fan chart forecast of children’s personal care products, at current prices, 2008-18
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Population of children younger than 6 expected to grow the most
                                                                        • Figure 10: Population younger than 18, 2008-18
                                                                      • Hispanic families present opportunity for the market
                                                                        • Figure 11: Population, by race and Hispanic Origin, 2008-18
                                                                        • Figure 12: Households with own children, by race and Hispanic origin of householder, 2013
                                                                        • Figure 13: Population younger than 18, by race and Hispanic origin, 2008-18
                                                                      • Greater consumer knowledge of product ingredients impacts market
                                                                        • Children entering puberty younger, most likely due to childhood obesity
                                                                          • Figure 14: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                      • Competitive Context

                                                                        • Adult personal care products pose strongest competition to CPC category
                                                                          • Opportunity for the children’s personal care market:
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Oral care and suncare products account for the majority of sales
                                                                                • Figure 15: Segment share of total US retail sales of children’s personal care products, 2013
                                                                              • Oral care sales fluctuate, but slow growth expected
                                                                                • Figure 16: Total US retail sales and forecast of children’s oral care products, at current prices, 2008-13
                                                                              • Future growth for suncare products expected
                                                                                • Source: Mintel GNPD
                                                                              • Bath and body care products see most significant growth
                                                                                • Figure 18: Total US retail sales and forecast of children’s bath and body products, at current prices, 2008-13
                                                                              • Haircare sales continue downward spiral
                                                                                • Figure 19: Total US retail sales and forecast of children’s haircare products, at current prices, 2008-13
                                                                            • Retail Channels

                                                                              • Key points
                                                                                • Most CPC purchases take place through “other retail channels”
                                                                                  • Sales of children’s personal care products, by channel
                                                                                    • Figure 20: Total US retail sales of children’s personal care products, by channel, at current prices, 2008-13
                                                                                • Leading Companies

                                                                                  • Key points
                                                                                    • MULO CPC market is highly fragmented and competitive
                                                                                      • Unilever holds top company spot with Suave Kids
                                                                                        • Character merchandising key for success for children’s oral care
                                                                                          • MULO manufacturer sales of children’s personal care products
                                                                                            • Figure 21: MULO sales of children’s personal care products, by leading companies, 2012 and 2013
                                                                                        • Brand Share – Oral Care

                                                                                          • Key points
                                                                                            • Smaller companies account for greatest share, but experienced declines
                                                                                              • Church & Dwight top company with Arm & Hammer Tooth Tunes brushes
                                                                                                • Colgate-Palmolive sales fall
                                                                                                  • P&G and Dr. Fresh see sales gains
                                                                                                    • MULO sales of children’s oral care products
                                                                                                      • Figure 22: MULO sales of children’s oral care products, by leading companies, 2012 and 2013
                                                                                                  • Brand Share – Suncare

                                                                                                    • Key points
                                                                                                      • Merck & Co. top player in children’s suncare
                                                                                                        • Energizing Holdings experiences declines
                                                                                                          • Smaller, niche companies see gains
                                                                                                            • MULO sales of children’s suncare products
                                                                                                              • Figure 23: MULO sales of children’s suncare products, by leading companies, 2012 and 2013
                                                                                                          • Brand Share – Bath and Body Care

                                                                                                            • Key points
                                                                                                              • Unilever sees strong gains with Suave Kids body wash products
                                                                                                                • Character licenses drive sales for MZB
                                                                                                                  • Introduction of Dial Kids boosts sales for Henkel Group
                                                                                                                    • MULO sales of children’s bath and body care products
                                                                                                                      • Figure 24: MULO sales of children’s bath and body care products, by leading companies, 2012 and 2013
                                                                                                                  • Brand Share – Haircare

                                                                                                                    • Key points
                                                                                                                      • Unilever struggles with Suave Kids haircare products
                                                                                                                        • Detangling functionality lifts Johnson & Johnson
                                                                                                                          • MULO sales of children’s haircare products
                                                                                                                            • Figure 25: MULO sales of children’s haircare products, by leading companies, 2012 and 2013
                                                                                                                        • Innovations and Innovators

                                                                                                                          • Children’s soap and bath products account for most new launches
                                                                                                                            • Figure 26: Share of CPC product launches, by category, 2008-14
                                                                                                                          • Character merchandising continues to be popular
                                                                                                                            • Oral care
                                                                                                                              • Bath and body care
                                                                                                                                • Multipurpose products becoming more plentiful
                                                                                                                                  • Application becomes entertaining
                                                                                                                                  • Marketing Strategies

                                                                                                                                    • Overview
                                                                                                                                      • Kids are excited about using children’s oral care products
                                                                                                                                        • Figure 27: Crest + Oral-B Pro-Health Stages print ad
                                                                                                                                        • Figure 28: Disney magic Timer App ad
                                                                                                                                    • Purchase of CPC Products

                                                                                                                                      • Key points
                                                                                                                                        • Children’s oral care items the most popular
                                                                                                                                          • Figure 29: Frequency of shampoo usage, by gender and age, May 2012-June 2013
                                                                                                                                          • Figure 30: Kid-specific personal care products purchased, January 2014
                                                                                                                                        • Moms main purchasers; opportunity to better appeal to dads
                                                                                                                                          • Figure 31: Kid-specific personal care products purchased, by gender, January 2014
                                                                                                                                          • Figure 32: Repertoire of kids specific products purchased, by gender, January 2014
                                                                                                                                        • Age of parents drives their engagement with this category
                                                                                                                                          • Figure 33: Kid-specific personal care products purchased, by age, January 2014
                                                                                                                                          • Figure 34: Kid-specific personal care products purchased, by age of children living in household, January 2014
                                                                                                                                      • Use and Brand Preferences of Kids

                                                                                                                                        • Key points
                                                                                                                                          • Toothpaste, shampoo, and soap are staples for all kids
                                                                                                                                            • Figure 35: Oral care and shampoo usage, by gender and age, May 2012-June 2013
                                                                                                                                          • Girls aged 9-11 could be strong opportunity for tween lines
                                                                                                                                            • Figure 36: Usage of personal care products, by gender and age, May 2012-June 2013
                                                                                                                                          • More than half of kids say they use “other brands” of shampoo
                                                                                                                                            • Figure 37: Preferred shampoo brands, by gender and age, May 2012-June 2013
                                                                                                                                        • Reasons for Purchasing CPC Products

                                                                                                                                          • Key points
                                                                                                                                            • Children’s excitement drives product purchase
                                                                                                                                              • Figure 38: Reasons for purchasing kid-specific personal care products, by gender and age, January 2014
                                                                                                                                          • Shopping Behaviors

                                                                                                                                            • Key points
                                                                                                                                              • Parents don’t demonstrate strong shopping preferences
                                                                                                                                                • Figure 39: Shopping for kid-specific personal care products, by gender and age, January 2014
                                                                                                                                            • Purchase Considerations

                                                                                                                                              • Key points
                                                                                                                                                • Flavor, packaging, and product ingredients most important
                                                                                                                                                  • Figure 40: Factors influencing purchase of kid-specific personal care products, January 2014
                                                                                                                                                • Young moms look at product flavor and scent; younger dads consider flavor and packaging
                                                                                                                                                  • Figure 41: Factors influencing purchase of kid-specific personal care products, by gender and age, January 2014
                                                                                                                                                • Higher-income parents value character merchandising
                                                                                                                                                  • Figure 42: Factors influencing purchase of kid-specific personal care products, by household income, January 2014
                                                                                                                                              • Product Claims

                                                                                                                                                • Key points
                                                                                                                                                  • Claims that communicate “gentle” and “safe” resonate most strongly
                                                                                                                                                    • Figure 43: Claims influencing purchase of kid-specific personal care products, by gender and age, January 2014
                                                                                                                                                • Interest in New Products

                                                                                                                                                  • Key points
                                                                                                                                                    • Parents willing to pay more for added functional benefits
                                                                                                                                                      • Figure 44: Interest in new kid-specific personal care products and attributes, January 2014
                                                                                                                                                    • Younger dads interested in and willing to pay more for variety of new offerings
                                                                                                                                                      • Figure 45: Interest in and willingness to pay more for new kid-specific personal care products and attributes, by gender and age, January 2014
                                                                                                                                                      • Figure 46: Any interest in new kid-specific personal care products and attributes, by gender and age, January 2014
                                                                                                                                                    • More affluent parents willing to pay more for added benefits
                                                                                                                                                      • Figure 47: Interest in and willingness to pay more for new kid-specific personal care products and attributes, by household income, January 2014
                                                                                                                                                      • Figure 48: Any interest in new kid-specific personal care products and attributes, by household income, January 2014
                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                    • Key points
                                                                                                                                                      • Hispanics more likely to purchase CPC bath and body care products
                                                                                                                                                        • Figure 49: Kid-specific personal care products purchased, by race/Hispanic origin, January 2014
                                                                                                                                                      • Hispanic children more apt to ask for CPC products
                                                                                                                                                        • Figure 50: Reasons for purchasing kid-specific personal care products, by race/Hispanic origin, January 2014
                                                                                                                                                      • Ingredients, packaging, and product reviews matter to Hispanics
                                                                                                                                                        • Figure 51: Factors influencing purchase of kid-specific personal care products, by race/Hispanic origin, January 2014
                                                                                                                                                      • Hispanics more willing than Whites to pay more for new functionalities
                                                                                                                                                        • Figure 52: Interest in and willingness to pay more for new kid-specific personal care products and attributes, by race/Hispanic origin, January 2014
                                                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                                                      • Segment performance
                                                                                                                                                        • Figure 53: Total US retail sales of children’s personal care products, by segment, at current prices, 2011 and 2013
                                                                                                                                                      • Retail channels
                                                                                                                                                        • Figure 54: Total US retail sales of children’s personal care products, by channel, at current prices, 2011-13
                                                                                                                                                      • Innovations and innovators
                                                                                                                                                        • Figure 55: Product claims associated with CPC product launches, 2008-14
                                                                                                                                                      • Purchase of kid-specific products
                                                                                                                                                        • Figure 56: Kid-specific personal care products purchased, by gender and age, January 2014
                                                                                                                                                        • Figure 57: Kid-specific personal care products purchased, by household income, January 2014
                                                                                                                                                        • Figure 58: Kid-specific personal care products purchased, by millennial parent, January 2014
                                                                                                                                                      • Use and brand preferences of kids
                                                                                                                                                        • Figure 59: Frequency of toothpaste usage, by gender and age, May 2012-June 2013
                                                                                                                                                        • Figure 60: Frequency of toothpaste usage, by race/Hispanic origin, May 2012-June 2013
                                                                                                                                                        • Figure 61: Frequency at which favorite toothpastes are in the house, by gender and age, May 2012-June 2013
                                                                                                                                                        • Figure 62: Frequency at which favorite toothpastes are in the house, by race/Hispanic origin, May 2012-June 2013
                                                                                                                                                        • Figure 63: Mouthwash/dental rinse usage, by race/Hispanic origin, May 2012-June 2013
                                                                                                                                                        • Figure 64: Preferred mouthwash/dental rinse brands, by gender and age, May 2012-June 2013
                                                                                                                                                        • Figure 65: Preferred mouthwash/dental rinse brands, by race/Hispanic origin, May 2012-June 2013
                                                                                                                                                        • Figure 66: Usage of personal care products, by race/Hispanic origin, May 2012-June 2013
                                                                                                                                                        • Figure 67: Shampoo usage, by race/Hispanic origin, May 2012-June 2013
                                                                                                                                                        • Figure 68: Frequency of shampoo usage, by race/Hispanic origin, May 2012-June 2013
                                                                                                                                                      • Reasons for purchasing CPC products
                                                                                                                                                        • Figure 69: Reasons for purchasing kid-specific personal care products, by household income, January 2014
                                                                                                                                                        • Figure 70: Reasons for purchasing kid-specific personal care products, by millennial parent, January 2014
                                                                                                                                                        • Figure 71: Reasons for purchasing kid-specific personal care products, by age of children living in household, January 2014
                                                                                                                                                      • Shopping behaviors
                                                                                                                                                        • Figure 72: Shopping for kid-specific personal care products, by household income, January 2014
                                                                                                                                                        • Figure 73: Shopping for kid-specific personal care products, by age of children living in household, January 2014
                                                                                                                                                      • Product claims
                                                                                                                                                        • Figure 74: Claims influencing purchase of kid-specific personal care products, by household income, January 2014
                                                                                                                                                        • Figure 75: Claims influencing purchase of kid-specific personal care products, by age of children living in household, January 2014
                                                                                                                                                      • Race and Hispanic origin
                                                                                                                                                        • Figure 76: Shopping for kid-specific personal care products, by race/Hispanic origin, January 2014
                                                                                                                                                        • Figure 77: Claims influencing purchase of kid-specific personal care products, by race/Hispanic origin, January 2014
                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                      Companies Covered

                                                                                                                                                      • Church & Dwight Co. Inc
                                                                                                                                                      • Colgate-Palmolive Company
                                                                                                                                                      • Energizer Holdings, Inc.
                                                                                                                                                      • Family Dollar Stores, Inc
                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                      • Merck & Co. Inc.
                                                                                                                                                      • Procter & Gamble Company (The)
                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                      • Tom's of Maine
                                                                                                                                                      • Unilever USA
                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                      Children's Personal Care - US - March 2014

                                                                                                                                                      US $3,995.00 (Excl.Tax)