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Disposable Baby Products - US - April 2013

“While disposable baby products enjoy high household penetration and purchase incidence among those households with babies and toddlers, the market has experienced stagnant sales in the past five years. Private label offerings are grabbing market share and sales; challenging economic circumstances and falling birth rates are decreasing product demand; and parents are gravitating to online retailers in search of deep discounts. Market players will need to explore ways to better differentiate their products from private label and consider new tactics for expanding the category while traditional retailers will need to determine ways to convince parents to return to shopping in stores.”

– Gabriela Mendieta, Home & Personal Care Analyst

Some questions answered in this report include:

  • Branded products, specifically diapers and training pants, are struggling to compete with private label. How can brands better differentiate products in order to recapture sales and market share?
  • Difficult economic circumstances and falling birth rates have had a negative impact on this category. How can market players grow the market beyond waiting for economic recovery?
  • Online retailers are becoming a greater force in the market. What can traditional retailers do to convince parents to come back to stores?

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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
                          • Figure 1: Total U.S. retail sales and fan chart forecast of disposable baby product market, at current prices, 2007-17
                        • Market factors
                          • Apprehensive consumers affect market, particularly diapers segment
                            • Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-12
                          • U.S. fertility and birth rates declining
                            • Growing concern around chemicals and ingredients in products
                              • Segment performance
                                • Figure 3: Total U.S. retail sales of disposable baby products, by segment, at current prices, 2010-12
                              • Retail channels
                                • Figure 4: Share of U.S. retail sales of disposable baby products, by channel, at current prices, 2010 and 2012
                              • Market players
                                • Figure 5: Share of MULO sales of disposable products, by leading companies, 2012
                              • The consumer
                                • Nearly universal penetration among households with children 3 and under
                                  • Figure 6: Household use of disposable baby products, August 2011-12
                                  • Figure 7: Baby products purchased in the past three months, February 2013
                                • Younger parents purchase a greater variety of products
                                  • Figure 8: Baby products purchased in the past three months, by age, February 2013
                                • Parents rely on traditional information sources for general childcare information and brand decisions
                                  • Figure 9: Information sources utilized by parents, by any rely, February 2013
                                • Moisturizing/hydrating most sought out claim in baby personal care products
                                  • Figure 10: Claims influencing purchase of baby personal care products, February 2013
                                • For diapers, functional and performance claims resonate most strongly
                                  • Figure 11: Claims influencing purchase of diapers/training pants, February 2013
                                • Cost is parents’ main source of frustration with disposable diapers
                                  • Figure 12: Top diaper/training pants frustrations among parents, February 2013
                                • What we think
                                • Issues in the Market

                                    • Branded products, specifically diapers and training pants, are struggling to compete with private label. How can brands better differentiate products in order to recapture sales and market share?
                                      • Difficult economic circumstances and falling birth rates have had a negative impact on this category. How can market players grow the market beyond waiting for economic recovery?
                                        • Online retailers are becoming a greater force in the market. What can traditional retailers do to convince parents to come back to stores?
                                        • Insights and Opportunities

                                          • Create more disposable products
                                            • Support parents through potty training process
                                            • Trend Applications

                                                • Trend: Perfecting the Details
                                                  • Trend: Prove It
                                                    • Mintel Futures: Brand Intervention
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Flat to little growth expected in the coming years
                                                          • Sales and forecast of disposable baby products market
                                                            • Figure 13: Total U.S. retail sales and forecast of disposable baby product market, at current prices, 2007-17
                                                            • Figure 14: Total U.S. retail sales and forecast of disposable baby product market, at inflation-adjusted prices, 2007-17
                                                          • Fan chart forecast
                                                              • Figure 15: Total U.S. retail sales and fan chart forecast of disposable baby product market, at current prices, 2007-17
                                                          • Market Drivers

                                                            • Key points
                                                              • Shaky consumer confidence detrimental, particularly to diaper sales
                                                                • Figure 16: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                              • U.S. fertility and birth rates falling
                                                                • Figure 17: Fertility rate and number of births, 2001-11
                                                                • Figure 18: Fertility rate, by race and Hispanic origin of mother, 2000-11
                                                              • Growing concern around product ingredients
                                                              • Competitive Context

                                                                • Cloth diapers as alternative to disposable diapers
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Diapers and training pants segment leads the market
                                                                      • Sales of disposable baby products, by segment
                                                                        • Figure 19: Total U.S. retail sales of disposable baby products, by segment, at current prices, 2010 and 2012
                                                                    • Segment Performance—Diapers and Training Pants

                                                                      • Key points
                                                                        • Diapers and training pants the biggest, but most challenged segment
                                                                          • Sales and forecast of diapers and training pants
                                                                            • Figure 20: Total U.S. retail sales and forecast of diapers and training pants, at current prices, 2007-17
                                                                        • Segment Performance—Baby Wipes and Moist Towelettes

                                                                          • Key points
                                                                            • Baby wipes and moist towelettes boast strong sales growth
                                                                              • Sales and forecast of baby wipes and moist towelettes
                                                                                • Figure 21: Total U.S. retail sales and forecast of baby wipes and moist towelettes, at current prices, 2007-17
                                                                            • Segment Performance—Baby Care Needs

                                                                              • Key points
                                                                                • Baby care needs segment growing
                                                                                  • Figure 22: Users of body and baby powder, by gender, August 2011-12
                                                                                  • Figure 23: Users of baby oil and baby lotion, by gender, August 2011-12
                                                                                • Sales and forecast of baby care needs
                                                                                  • Figure 24: Total U.S. retail sales and forecast of baby care needs, at current prices, 2007-17
                                                                              • Retail Channels

                                                                                • Key points
                                                                                  • Majority of purchases taking place in mass merchandiser, supercenters, warehouse club stores, and online retailers
                                                                                    • Sales of disposable baby products, by channel
                                                                                      • Figure 25: Total U.S. retail sales of disposable baby products, by channel, at current prices, 2010-12
                                                                                      • Figure 26: Total U.S. retail sales of disposable baby products, by channel, at current prices, 2007-12
                                                                                  • Natural Channel Marketplace

                                                                                    • Key points
                                                                                      • Traditional channels now offer more natural/organic disposable baby products
                                                                                        • Sales of disposable baby products in the natural channel
                                                                                          • Figure 27: Natural supermarket sales of disposable baby products, at current prices, 2010-12
                                                                                          • Figure 28: Natural supermarket sales of disposable baby products, at inflation-adjusted prices, 2010-12
                                                                                        • Natural channel sales of disposable baby products by segment
                                                                                          • Figure 29: Natural supermarket sales of disposable baby products, by segment, 2010 and 2012
                                                                                        • Brands of note and innovators
                                                                                        • Leading Companies

                                                                                          • Key points
                                                                                            • Disposable baby product market becoming highly competitive
                                                                                              • MULO manufacturer sales of disposable baby products
                                                                                                • Figure 30: MULO sales of disposable baby products, by leading companies, 2012 and 2013
                                                                                            • Brand Share—Diapers and Training Pants

                                                                                              • Key points
                                                                                                • Specialized Huggies products perform well
                                                                                                  • Pampers struggles with Dry Max offerings
                                                                                                    • “Other” brands and private label show promise
                                                                                                      • MULO sales of diapers and training pants
                                                                                                        • Figure 31: MULO sales of diapers and training pants by leading companies, 2012 and 2013
                                                                                                    • Brand Share—Baby Wipes and Moist Towelettes

                                                                                                      • Key points
                                                                                                        • Private label surpasses top manufacturers
                                                                                                          • Huggies sees success with simple baby wipe products
                                                                                                            • Pampers’ performance emulates Huggies
                                                                                                              • MULO sales of baby wipes and moist towelettes
                                                                                                                • Figure 32: MULO sales of baby wipes and moist towelettes by leading companies, 2012 and 2013
                                                                                                            • Brand Share—Baby Care Needs

                                                                                                              • Key points
                                                                                                                • Johnson & Johnson top company in baby care needs
                                                                                                                  • “Other” companies becoming more competitive
                                                                                                                    • Private label doesn’t compete as strongly in baby personal care
                                                                                                                      • MULO sales of baby care needs
                                                                                                                        • Figure 33: MULO sales of baby care needs by leading companies, 2012 and 2013
                                                                                                                    • Innovations and Innovators

                                                                                                                      • Demographic and “free from” claims most common among diaper and wipe launches
                                                                                                                        • Figure 34: Diapers and wipes launches, by claims category, 2007-13
                                                                                                                      • Botanical/herbal among most common claims in diapers and wipes
                                                                                                                        • Figure 35: Diapers and wipes launches, by claims, 2007-13
                                                                                                                      • Growing availability of private label products
                                                                                                                        • New brands entering the baby care segment
                                                                                                                          • Baby sun protection offerings more prevalent
                                                                                                                            • Diaper designs give parents variety
                                                                                                                              • “Mom and baby” together products emerging
                                                                                                                                • Extra moisture appeals to parents
                                                                                                                                • Marketing Strategies

                                                                                                                                  • Overview of the key marketing themes
                                                                                                                                    • Theme: Touting long-lasting protection
                                                                                                                                      • Figure 36: Huggies, “stay dry” television ad, 2012
                                                                                                                                      • Figure 37: Pampers, “Happy morning” television ad, 2013
                                                                                                                                    • Theme: Value positioning
                                                                                                                                      • Figure 38: Luvs, “Get it done” television ad, 2012
                                                                                                                                      • Figure 39: Huggies family dollar advertisement
                                                                                                                                    • Theme: Emphasizing baby comfort, mobility
                                                                                                                                      • Figure 40: Pampers, “vertical climbers” television ad, 2012
                                                                                                                                      • Figure 41: Huggies Snugfit advertisement
                                                                                                                                    • Theme: Aligning with good parenting
                                                                                                                                      • Figure 42: seventh generation social media
                                                                                                                                      • Figure 43: Johnson’s baby, “baby knows” television ad, 2012
                                                                                                                                  • Social Media

                                                                                                                                    • Key points
                                                                                                                                      • Key social media metrics
                                                                                                                                        • Figure 44: Key brand metrics, disposable baby products, March 2013
                                                                                                                                      • Market overview
                                                                                                                                        • Brand usage and awareness
                                                                                                                                          • Figure 45: Usage and awareness of selected disposable baby products brands, February 2013
                                                                                                                                        • Interaction with brands
                                                                                                                                          • Figure 46: Interaction with selected disposable baby products brands, February 2013
                                                                                                                                        • Online conversations
                                                                                                                                          • Figure 47: Percentage of consumer conversation by selected disposable baby products brands, February 19, 2013-March 18, 2013
                                                                                                                                          • Figure 48: Online mentions, selected disposable baby products brands, by day, February 19, 2013-March 18, 2013
                                                                                                                                        • Where are people talking about disposable baby products brands?
                                                                                                                                          • Figure 49: Mentions by page type, selected disposable baby products brands, February 19, 2013-March 18, 2013
                                                                                                                                        • What are people talking about online?
                                                                                                                                          • Figure 50: Luvs selected Twitter mentions, March 2013
                                                                                                                                          • Figure 51: Mentions by type of conversation, selected disposable baby products brands, February 19, 2013-March 18, 2013
                                                                                                                                          • Figure 52: Major areas of discussion surrounding disposable baby products brands, by day, February 19, 2013-March 18, 2013
                                                                                                                                          • Figure 53: Major areas of discussion surrounding disposable baby products brands, by page type, February 19, 2013-March 18, 2013
                                                                                                                                        • Brand analysis
                                                                                                                                          • Pampers
                                                                                                                                            • Figure 54: Pampers key social media indicators, March 2013
                                                                                                                                          • Key online campaigns
                                                                                                                                            • What we think
                                                                                                                                              • Huggies
                                                                                                                                                • Figure 55: Huggies key social media indicators, March 2013
                                                                                                                                              • Key online campaigns
                                                                                                                                                • What we think
                                                                                                                                                  • Johnson’s Baby
                                                                                                                                                    • Figure 56: Johnson’s Baby key social media indicators, March 2013
                                                                                                                                                  • Key online campaigns
                                                                                                                                                    • What we think
                                                                                                                                                      • Luvs
                                                                                                                                                        • Figure 57: Luvs key social media indicators, March 2013
                                                                                                                                                      • Key online campaigns
                                                                                                                                                        • What we think
                                                                                                                                                          • Aveeno
                                                                                                                                                            • Figure 58: Aveeno key social media indicators, March 2013
                                                                                                                                                          • Key online campaigns
                                                                                                                                                            • What we think
                                                                                                                                                              • Seventh Generation
                                                                                                                                                                • Figure 59: Seventh Generation key social media indicators, March 2013
                                                                                                                                                              • Key online campaigns
                                                                                                                                                                • What we think
                                                                                                                                                                • Usage and Purchase of Disposable Baby Products

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Disposable baby products enjoy high incidence of use and purchase
                                                                                                                                                                        • Figure 60: Household use of disposable baby products, August 2011-12
                                                                                                                                                                        • Figure 61: Baby products purchased in the past three months, February 2013
                                                                                                                                                                      • Lower-income households might be choosing more baths over buying wipes
                                                                                                                                                                        • Figure 62: Household use of disposable baby products, by household income, August 2011-12
                                                                                                                                                                      • Potty training likely cause for wipe and diaper usage decline in households with 3 year olds
                                                                                                                                                                        • Figure 63: Household use of disposable baby products, by individual ages of children in household, August 2011-12
                                                                                                                                                                      • Younger parents purchase greater variety of products
                                                                                                                                                                        • Figure 64: Baby products purchased in the past three months, by age, February 2013
                                                                                                                                                                    • Usage Frequency

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Diapers and baby wipes used most frequently
                                                                                                                                                                          • Figure 65: Frequency of use of disposable baby products, August 2011-12
                                                                                                                                                                      • Information Sources

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Family and doctors most common information sources
                                                                                                                                                                            • Figure 66: Information sources utilized by parents, by gender, February 2013
                                                                                                                                                                            • Figure 67: Information sources not utilized by parents, by gender, February 2013
                                                                                                                                                                          • Younger parents rely on “newer” information sources
                                                                                                                                                                            • Figure 68: Information sources utilized by parents by, age, February 2013
                                                                                                                                                                        • Baby Personal Care Product Claims

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Moisturizing/hydrating most desired claim in baby personal care products
                                                                                                                                                                                • Figure 69: Claims influencing purchase of baby personal care products, by gender and age, February 2013
                                                                                                                                                                              • Parents with children under age 1 looking for variety of claims
                                                                                                                                                                                • Figure 70: Claims influencing purchase of baby personal care products, by children age, February 2013
                                                                                                                                                                            • Diapers and Training Pants Product Claims

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Functional and performance claims most influential
                                                                                                                                                                                  • Figure 71: Claims influencing purchase of diapers/training pants, February 2013
                                                                                                                                                                                • Younger parents interested in claims that make them feel good about diaper products
                                                                                                                                                                                  • Figure 72: Claims influencing purchase of diapers/training pants, by age, February 2013
                                                                                                                                                                                  • Figure 73: Claims influencing purchase of diapers/training pants, by children age, February 2013
                                                                                                                                                                              • Diapers Frustrations

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Cost main source of frustration around diapers
                                                                                                                                                                                    • Figure 74: Top diaper/training pants frustrations among parents, February 2013
                                                                                                                                                                                  • Less affluent consumers most likely to be frustrated by leaks
                                                                                                                                                                                    • Figure 75: Top diaper/training pants frustrations among parents, by household income, February 2013
                                                                                                                                                                                • Baby Care Product Attitudes

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Parents want others to think that their baby is clean and tidy
                                                                                                                                                                                      • Figure 76: Attitudes toward disposable baby products, February 2013
                                                                                                                                                                                    • Dads may have more loyalty to name brands
                                                                                                                                                                                      • Figure 77: Agreement of attitudes toward disposable baby products, by gender, February 2013
                                                                                                                                                                                    • Parents aged 25-34 may be more partial to name brands
                                                                                                                                                                                      • Figure 78: Agreement of attitudes toward disposable baby products, by age, February 2013
                                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                                      • Figure 79: Target clusters, February 2013
                                                                                                                                                                                    • Cluster 1: Natural Nurturers
                                                                                                                                                                                      • Opportunities
                                                                                                                                                                                        • Cluster 2: Super Spenders
                                                                                                                                                                                          • Opportunities
                                                                                                                                                                                            • Cluster 3: Basic Buyers
                                                                                                                                                                                              • Opportunities
                                                                                                                                                                                                • Cluster 4: Conventional Caregivers
                                                                                                                                                                                                  • Opportunities
                                                                                                                                                                                                    • Cluster 5: Bare Bones
                                                                                                                                                                                                      • Opportunities
                                                                                                                                                                                                        • Cluster characteristic tables
                                                                                                                                                                                                          • Figure 80: Baby products purchased in the past three months, by target clusters, February 2013
                                                                                                                                                                                                          • Figure 81: Information sources utilized by parents, by target clusters, February 2013
                                                                                                                                                                                                          • Figure 82: Claims influencing purchase of baby personal care products, by target clusters, February 2013
                                                                                                                                                                                                          • Figure 83: Claims influencing purchase of diapers/training pants, by target clusters, February 2013
                                                                                                                                                                                                          • Figure 84: Top diaper/training pants frustrations among parents, by target clusters, February 2013
                                                                                                                                                                                                          • Figure 85: Agreement of attitudes toward disposable baby products, by target clusters, February 2013
                                                                                                                                                                                                        • Cluster demographics
                                                                                                                                                                                                          • Figure 86: Target clusters, by demographic, February 2013
                                                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                                                        • SymphonyIRI/Builders – Key Household Purchase Measures

                                                                                                                                                                                                            • Overview of diapers
                                                                                                                                                                                                              • Disposable diapers
                                                                                                                                                                                                                • Consumer insights on key purchase measures
                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                    • Figure 87: Brand map, selected brands of disposable diapers, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                      • Figure 88: Key purchase measures for the top brands of disposable diapers, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                    • Disposable training pants
                                                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                          • Figure 89: Brand map, selected brands of disposable training pants buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                            • Figure 90: Key purchase measures for the top brands of disposable training pants, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                          • Baby wipes
                                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                • Figure 91: Brand map, selected brands of baby wipes buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 92: Key purchase measures for the top brands of baby wipes, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                              • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                • Usage and purchase of disposable baby products
                                                                                                                                                                                                                                  • Figure 93: Household use of disposable baby products, by household income, August 2011-12
                                                                                                                                                                                                                                  • Figure 94: Baby products purchased in the past three months, by gender and age, February 2013
                                                                                                                                                                                                                                  • Figure 95: Baby products purchased in the past three months, by household income, February 2013
                                                                                                                                                                                                                                  • Figure 96: Baby products purchased in the past three months, by children age, February 2013
                                                                                                                                                                                                                                • Usage frequency
                                                                                                                                                                                                                                  • Figure 97: Frequency of use of disposable baby products, by individual ages of children in household, August 2011-12
                                                                                                                                                                                                                                • Brand usage
                                                                                                                                                                                                                                  • Baby wash and bath products
                                                                                                                                                                                                                                    • Figure 98: Brands of baby wash and bath products used in the household, by gender, August 2011-12
                                                                                                                                                                                                                                    • Figure 99: Brands of baby wash and bath products used in the household, by household income, August 2011-12
                                                                                                                                                                                                                                    • Figure 100: Brands of baby wash and bath products used in the household, by individual ages of children in household, August 2011-12
                                                                                                                                                                                                                                  • Baby wipes
                                                                                                                                                                                                                                    • Figure 101: Brands of premoistened wipes/cloths for babies used in the household, by gender, August 2011-12
                                                                                                                                                                                                                                    • Figure 102: Brands of premoistened wipes/cloths for babies used in the household, by household income, August 2011-12
                                                                                                                                                                                                                                    • Figure 103: Brands of premoistened wipes/cloths for babies used in the household, by individual ages of children in household, August 2011-12
                                                                                                                                                                                                                                  • Baby oil and baby lotion
                                                                                                                                                                                                                                    • Figure 104: Brands of baby oil and baby lotion used in the household, by gender, August 2011-12
                                                                                                                                                                                                                                    • Figure 105: Brands of baby oil and baby lotion used in the household, by household income, August 2011-12
                                                                                                                                                                                                                                    • Figure 106: Brands of baby/children's shampoo used in the household, by individual ages of children in household, August 2011-12
                                                                                                                                                                                                                                  • Baby/children’s shampoo
                                                                                                                                                                                                                                    • Figure 107: Brands of baby/children's shampoo used in the household, by gender, August 2011-12
                                                                                                                                                                                                                                    • Figure 108: Brands of baby/children's shampoo used in the household, by household income, August 2011-12
                                                                                                                                                                                                                                    • Figure 109: Brands of baby/children's shampoo used in the household, by individual ages of children in household, August 2011-12
                                                                                                                                                                                                                                  • Diapers and training pants
                                                                                                                                                                                                                                    • Figure 110: Brands of disposable diapers/training pants used in the household, by gender, August 2011-12
                                                                                                                                                                                                                                    • Figure 111: Brands of disposable diapers/training pants used in the household, by household income, August 2011-12
                                                                                                                                                                                                                                    • Figure 112: Brands of disposable diapers/training pants used in the household, by individual ages of children in household, August 2011-12
                                                                                                                                                                                                                                  • Body and baby powder
                                                                                                                                                                                                                                    • Figure 113: Brands of body and baby powder used in the household, by gender, August 2011-12
                                                                                                                                                                                                                                    • Figure 114: Brands of body and baby powder used in the household, by household income, August 2011-12
                                                                                                                                                                                                                                  • Baby personal care product claims
                                                                                                                                                                                                                                    • Figure 115: Claims influencing purchase of baby personal care products, by gender, February 2013
                                                                                                                                                                                                                                    • Figure 116: Claims influencing purchase of baby personal care products, by age, February 2013
                                                                                                                                                                                                                                    • Figure 117: Claims influencing purchase of baby personal care products, by household income, February 2013
                                                                                                                                                                                                                                  • Diaper/training pants claims
                                                                                                                                                                                                                                    • Figure 118: Claims influencing purchase of diapers/training pants, by gender, February 2013
                                                                                                                                                                                                                                    • Figure 119: Claims influencing purchase of diapers/training pants, by household income, February 2013
                                                                                                                                                                                                                                  • Diaper frustrations
                                                                                                                                                                                                                                    • Figure 120: Top diaper/training pants frustrations among parents, by gender, February 2013
                                                                                                                                                                                                                                    • Figure 121: Top diaper/training pants frustrations among parents, by age, February 2013
                                                                                                                                                                                                                                    • Figure 122: Top diaper/training pants frustrations among parents, by child age, February 2013
                                                                                                                                                                                                                                  • Attitudes toward disposable baby products
                                                                                                                                                                                                                                    • Figure 123: Agreement of attitudes toward disposable baby products, by household income, February 2013
                                                                                                                                                                                                                                    • Figure 124: Agreement of attitudes toward disposable baby products, by children age, February 2013
                                                                                                                                                                                                                                  • Race and Hispanic origin
                                                                                                                                                                                                                                    • Figure 125: Household use of disposable baby products, by race/Hispanic origin, August 2011-12
                                                                                                                                                                                                                                    • Figure 126: Brands of premoistened wipes/cloths for babies used in the household, by race/Hispanic origin, August 2011-12
                                                                                                                                                                                                                                    • Figure 127: Brands of baby oil and baby lotion used in the household, by race/Hispanic origin, August 2011-12
                                                                                                                                                                                                                                    • Figure 128: Brands of baby/children's shampoo used in the household, by race/Hispanic origin, August 2011-12
                                                                                                                                                                                                                                    • Figure 129: Brands of baby wash and bath products used in the household, by race/Hispanic origin, August 2011-12
                                                                                                                                                                                                                                    • Figure 130: Brands of disposable diapers/training pants used in the household, by race/Hispanic origin, August 2011-12
                                                                                                                                                                                                                                • Appendix—Social Media

                                                                                                                                                                                                                                  • Brand usage or awareness
                                                                                                                                                                                                                                    • Figure 131: Brand usage or awareness, February 2013
                                                                                                                                                                                                                                    • Figure 132: Huggies usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                    • Figure 133: Pampers usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                    • Figure 134: Luvs usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                    • Figure 135: Seventh generation usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                    • Figure 136: Johnson’s baby usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                    • Figure 137: Aveeno usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                  • Activities done
                                                                                                                                                                                                                                    • Figure 138: Activities done, February 2013
                                                                                                                                                                                                                                    • Figure 139: Huggies – Activities done, by demographics, February 2013 (continued)
                                                                                                                                                                                                                                    • Figure 140: Huggies – Activities done, by demographics, February 2013 (continued)
                                                                                                                                                                                                                                    • Figure 141: Pampers – Activities done, by demographics, February 2013
                                                                                                                                                                                                                                    • Figure 142: Pampers – Activities done, by demographics, February 2013 (continued)
                                                                                                                                                                                                                                    • Figure 143: Luvs – Activities done, by demographics, February 2013
                                                                                                                                                                                                                                    • Figure 144: Luvs – Activities done, by demographics, February 2013 (continued)
                                                                                                                                                                                                                                    • Figure 145: Johnson’s baby – Activities done, by demographics, February 2013
                                                                                                                                                                                                                                    • Figure 146: Johnson’s baby – Activities done, by demographics, February 2013 (continued)
                                                                                                                                                                                                                                    • Figure 147: Aveeno – Activities done, by demographics, February 2013
                                                                                                                                                                                                                                    • Figure 148: Aveeno – Activities done, by demographics, February 2013 (continued)
                                                                                                                                                                                                                                  • Online conversations
                                                                                                                                                                                                                                    • Figure 149: Percentage of consumer conversation by selected disposable baby products brands, February 19, 2013-March 18, 2013
                                                                                                                                                                                                                                    • Figure 150: Online mentions, selected disposable baby products brands, by day, February 19, 2013-March 18, 2013
                                                                                                                                                                                                                                    • Figure 151: Mentions by page type, selected disposable baby products brands, February 19, 2013-March 18, 2013
                                                                                                                                                                                                                                    • Figure 152: Mentions by type of conversation, selected disposable baby products brands, February 19, 2013-March 18, 2013
                                                                                                                                                                                                                                    • Figure 153: Major areas of discussion surrounding disposable baby products brands, by day, February 19, 2013-March 18, 2013
                                                                                                                                                                                                                                    • Figure 154: Major areas of discussion surrounding disposable baby products brands, by page type, February 19, 2013-March 18, 2013
                                                                                                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                  • Johnson & Johnson
                                                                                                                                                                                                                                  • Kimberly-Clark Corporation
                                                                                                                                                                                                                                  • Merck & Co. Inc.
                                                                                                                                                                                                                                  • Procter & Gamble USA
                                                                                                                                                                                                                                  • Unilever USA
                                                                                                                                                                                                                                  • Walmart Stores (USA)

                                                                                                                                                                                                                                  Disposable Baby Products - US - April 2013

                                                                                                                                                                                                                                  £3,174.67 (Excl.Tax)