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Disposable Baby Products - US - April 2014

“Disposable baby product sales are expected to be stagnant to declining into 2018. To boost sales and stave off competition from private label, companies and brands should consider expanding the current category and better engage Hispanic parents.”

– Gabriela Elani, Home & Personal Care Analyst

Some questions answered in this report include:

  • Is the market too dependant on disposable diaper/training pants sales?
  • Why should brands look to better engage with Hispanics?
  • How can brands differentiate themselves from private label?

Sales of disposable baby products have predominantly been flat since 2008 with some slight fluctuations. Many of the products in this market enjoy high household penetration in households with babies and toddlers as parents need these products to care for their children on a daily basis. However, category sales have been stagnant in the past few years due to a struggling disposable diapers/training pants segment, declining birth and fertility rates, and parents’ economizing mindsets when shopping for frequent use products like diapers and wipes. Mintel expects that sales will decline slightly in the coming years.

The key topics of focus for the 2014 report include understanding which disposable baby products parents are buying, their decision between name brands versus private label, and what product attributes and claims they take into consideration when making both diaper and baby personal care purchases. This report also puts a strong emphasis on determining what new types of disposable baby products parents are the most interested in and willing to pay more for, to give market players guidelines as to what product opportunities they can pursue to expand the market.

This report builds on the analysis presented in Mintel’s Disposable Baby Products—US, April 2013 and previous reports with this same title in March 2012, March 2011, February 2010, October 2007, November 2005, and September 2002. It also builds on Mintel’s Oh Baby—US, February 2009 report.

Mintel defines the US disposable baby products market as consisting of the following product categories:

Diapers and training pants

  • Disposable diapers
  • Disposable training pants

Wipes and moist towelettes

  • Disposable baby wipes
  • Moist towelettes

Baby care needs

  • Baby soaps
  • Baby ointments/creams
  • Baby powder
  • Baby lotions
  • Baby shampoo
  • Baby oil
  • Petroleum jelly

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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 disposable baby products, at current prices, 2008-18
                      • Market factors
                        • US birth and fertility rates have yet to recover after years of declines
                          • Parents still want to save money despite improving economic outlook
                            • Segment performance
                              • Figure 2: Total US retail sales and forecast of disposable baby products, by segment, at current prices, 2010-15
                            • Market players
                              • Figure 3: Share of MULO sales of disposable baby products, by leading companies, 2013
                            • The consumer
                              • Disposable baby products have high market penetration in households with babies and toddlers
                                • Figure 4: Disposable baby product purchases, January 2014
                              • Parents try to stick with name brands in disposable baby products market
                                • Figure 5: Brand and private label preferences, January 2014
                              • Parents value brand familiarity and cost savings for diaper purchases
                                • Suitability for sensitive skin or allergies most important for baby personal care buys
                                  • Parents interested in variety of new disposable baby care offerings
                                    • Figure 6: Interest in new disposable baby products, January 2014
                                  • What we think
                                  • Issues and Insights

                                      • Expand the current category
                                        • The issues
                                          • The implications
                                            • Better engage with Hispanics
                                              • The issues
                                                • The implications
                                                  • Compete with private label
                                                    • The issues
                                                      • The implications
                                                      • Trend Application

                                                          • Trend: Transumers
                                                            • Trend: Greenfluencers
                                                              • Trend: Non-Standard Society
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Disposable baby product sales are flat
                                                                    • Sales and forecast of disposable baby products
                                                                      • Figure 7: Total US retail sales and forecast of disposable baby products, at current prices, 2008-18
                                                                      • Figure 8: Total US retail sales and forecast of disposable baby products, at inflation-adjusted prices, 2008-18
                                                                    • Fan chart forecast
                                                                        • Figure 9: Total US retail sales and fan chart forecast of disposable baby products, at current prices, 2008-18
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • US birth and fertility rates have yet to recover after years of declines
                                                                          • Figure 10: Fertility rate and number of births, 2002-12
                                                                        • Consumer confidence is growing, but parents still want to save
                                                                          • Figure 11: University of Michigan Index of Consumer Sentiment (ICS), 2007-13
                                                                        • Median household income continues to decline
                                                                          • Figure 12: Median household income, in inflation-adjusted dollars, 2002-12
                                                                        • Hispanic families present opportunity for the market
                                                                          • Figure 13: Population, by race and Hispanic origin, 2008-18
                                                                          • Figure 14: Households with own children, by race and Hispanic origin of householder, 2013
                                                                        • Greater consumer knowledge of product ingredients impacts market
                                                                        • Competitive Context

                                                                          • Cloth diapers alternative diaper option, but don’t pose strong threat
                                                                            • Figure 15: diaper preferences, January 2014
                                                                          • Opportunity for the disposable baby products market
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Disposable diapers/training pants account for majority of sales
                                                                                • Figure 16: Segment share of total US retail sales of disposable baby products, 2013
                                                                              • Disposable diaper/training pants flat sales dictate trend for overall category
                                                                                  • Figure 17: Total US retail sales and forecast of diapers and training pants, at current prices, 2008-13
                                                                                • Baby wipes see greatest gains of all segments
                                                                                  • Figure 18: Total US retail sales and forecast of baby wipes and moist towelettes, at current prices, 2008-13
                                                                                • Baby personal care products continue to turn in strong sales performance
                                                                                  • Figure 19: Total US retail sales and forecast of baby personal care products, at current prices, 2008-13
                                                                              • Retail Channels

                                                                                • Key points
                                                                                  • Most baby product purchases take place through “other retail channels”
                                                                                    • Figure 20: Retail locations, January 2014
                                                                                  • Sales of disposable baby products, by channel
                                                                                    • Figure 21: Total US retail sales of disposable baby products, by channel, at current prices, 2008-13
                                                                                • Leading Companies

                                                                                  • Key points
                                                                                    • Kimberly-Clark and P&G dominate the disposable baby products market
                                                                                      • Johnson & Johnson rules MULO baby personal care segment
                                                                                        • Private label struggles slightly
                                                                                          • “Other” companies see solid gains
                                                                                            • MULO manufacturer sales of disposable baby products
                                                                                              • Figure 22: MULO sales of disposable baby products, by leading companies, 2012 and 2013
                                                                                          • Brand Share – Disposable Diapers and Training Pants

                                                                                            • Key points
                                                                                              • P&G now leads the MULO disposable diapers/training pants segment
                                                                                                • Kimberly-Clark struggles with Huggies Snug & Dry
                                                                                                  • Retailers see decline with store brand diapers
                                                                                                    • MULO sales of diapers/training pants
                                                                                                      • Figure 23: MULO sales of diapers and training pants, by leading companies, 2012 and 2013
                                                                                                    • Pampers enjoys highest household penetration
                                                                                                      • Figure 24: Key purchase measures for the top brands of disposable diapers and training pants, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                  • Brand Share – Baby Wipes and Moist Towelettes

                                                                                                    • Key points
                                                                                                      • Private label top player in segment
                                                                                                        • Kimberly-Clark benefits from wipes that offer durability
                                                                                                          • Pampers struggles to compete with Huggies and private label
                                                                                                            • MULO sales of baby wipes and moist towelettes
                                                                                                              • Figure 25: MULO sales of baby wipes and moist towelettes, by leading companies, 2012 and 2013
                                                                                                            • Private label has highest household penetration
                                                                                                              • Figure 26: Key purchase measures for the top brands of disposable baby wipes, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                            • Kimberly-Clark moist towelettes enjoy highest household penetration
                                                                                                              • Figure 27: Key purchase measures for the top brands of disposable moist towelettes, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                          • Brand Share – Baby Personal Care

                                                                                                            • Key points
                                                                                                              • Johnson & Johnson leader of MULO baby personal care segment
                                                                                                                • “Other” companies’ success points to strong competition in this segment
                                                                                                                  • MULO sales of baby personal care products
                                                                                                                    • Figure 28: MULO sales of baby personal care products, by leading companies, 2012 and 2013
                                                                                                                  • Johnson’s products enjoy highest household penetration
                                                                                                                    • Figure 29: Key purchase measures for the top brands of baby personal care products, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                                • Innovations and Innovators

                                                                                                                  • Private label offerings continue to be prevalent
                                                                                                                    • Calming, sleep-specific products highly emerging trend
                                                                                                                      • Multipurpose products offer parents increased functionality
                                                                                                                      • Marketing Strategies

                                                                                                                        • Overview
                                                                                                                          • Baby personal care products are gentle on skin
                                                                                                                            • Figure 30: Johnson’s baby head-to-toe wash print ad
                                                                                                                            • Figure 31: Aveeno baby print ad
                                                                                                                          • Retailers show variety with private label offerings
                                                                                                                            • Figure 32: Target up&up print ad
                                                                                                                          • Diaper brands claim the longest-lasting protection
                                                                                                                            • Figure 33: Huggies Snug & Dry print ad
                                                                                                                            • Figure 34: Pampers
                                                                                                                        • Social Media

                                                                                                                          • Key points
                                                                                                                            • Market overview
                                                                                                                              • Key social media metrics
                                                                                                                                • Figure 35: Key performance indicators, selected disposable baby product brands, March 10, 2013-March 9, 2014
                                                                                                                              • Brand usage and awareness
                                                                                                                                • Figure 36: Brand usage and awareness of disposable baby product brands, January 2014
                                                                                                                              • Interaction with brands
                                                                                                                                • Figure 37: Interaction with disposable baby product brands, January 2014
                                                                                                                              • Brand analysis
                                                                                                                                • Strategic partnerships to drive engagement, create newfound brand interest
                                                                                                                                  • Low-cost marketing to yield high-value return
                                                                                                                                    • Celebrity influence to encourage participation
                                                                                                                                      • What we think
                                                                                                                                        • Online conversations
                                                                                                                                            • Figure 38: Online mentions, selected disposable baby products brands, March 10, 2013-March 9, 2014
                                                                                                                                          • Where are people talking about disposable baby product brands?
                                                                                                                                            • Figure 39: Mentions by page type, selected disposable baby product brands, March 10, 2013-March 9, 2014
                                                                                                                                          • What are people talking about online?
                                                                                                                                            • Figure 40: Mentions by topic of conversation, selected disposable baby products brands, March 10, 2013-March 9, 2014
                                                                                                                                        • Usage and Purchase of Disposable Baby Products

                                                                                                                                          • Key points
                                                                                                                                            • Disposable baby products are “must haves” for parents
                                                                                                                                              • Figure 41: Household use of disposable baby products, July 2012-September 2013
                                                                                                                                              • Figure 42: Disposable baby product purchases, January 2014
                                                                                                                                            • Disposable wipes and diapers used most frequently
                                                                                                                                              • Figure 43: Frequency of use of disposable diapers/training pants, July 2012-September 2013
                                                                                                                                              • Figure 44: Frequency of use of disposable baby products, July 2012-September 2013
                                                                                                                                            • Parents with younger babies more likely to purchase products
                                                                                                                                              • Figure 45: Disposable baby product purchases, by age of child, January 2014
                                                                                                                                          • Diaper Preferences

                                                                                                                                            • Key points
                                                                                                                                              • Parents continue to embrace convenience of disposable diapers
                                                                                                                                                • Figure 46: Diaper preferences, January 2014
                                                                                                                                              • Potty training taking place between ages of 2 and 3
                                                                                                                                                • Figure 47: diaper preferences, by age of child, January 2014
                                                                                                                                            • Branded versus Private Label Preferences

                                                                                                                                              • Key points
                                                                                                                                                • Parents stick with name brands in this category
                                                                                                                                                  • Figure 48: Brand and private label preferences, January 2014
                                                                                                                                                • Parents try to stick with name brand diapers regardless of income levels
                                                                                                                                                  • Figure 49: Brand and private label preferences—Disposable diapers/training pants, by household income, January 2014
                                                                                                                                                • Parents more open to other name brands for wipes and baby personal care
                                                                                                                                                  • Figure 50: Brand and private label preferences—Disposable baby wipes, by household income, January 2014
                                                                                                                                                  • Figure 51: Brand and private label preferences—Baby personal care products (eg baby soap, shampoo, powder, lotions, ointments), by household income, January 2014
                                                                                                                                              • Retail Locations

                                                                                                                                                • Key points
                                                                                                                                                  • Parents flock to mass merchandisers for disposable baby products
                                                                                                                                                    • Figure 52: Retail locations, by gender, January 2014
                                                                                                                                                  • Affluent parents more likely to shop online
                                                                                                                                                    • Figure 53: Retail locations, by household income, January 2014
                                                                                                                                                  • Parents with infants most likely to shop at drug stores and grocery stores
                                                                                                                                                    • Figure 54: Retail locations, by age of child, January 2014
                                                                                                                                                • Purchase Considerations for Diapers

                                                                                                                                                  • Key points
                                                                                                                                                    • Familiar brand, price, and suitability for sensitive skin top considerations
                                                                                                                                                      • Figure 55: Factors influencing purchase of disposable diapers/training pants, January 2014
                                                                                                                                                    • Dads consider skin sensitivity and recommendations from experts
                                                                                                                                                      • Figure 56: Factors influencing purchase of disposable diapers/training pants (any important), by gender, January 2014
                                                                                                                                                    • Younger parents most likely to rely on recommendations from others
                                                                                                                                                      • Figure 57: Factors influencing purchase of disposable diapers/training pants (any important), by age, January 2014
                                                                                                                                                  • Purchase Considerations for Baby Personal Care

                                                                                                                                                    • Key points
                                                                                                                                                      • Suitability for sensitive skin or allergies most important for baby personal care purchases
                                                                                                                                                        • Figure 58: Factors influencing purchase of baby personal care products, January 2014
                                                                                                                                                      • Moms more likely than dads to value cost savings and natural ingredients
                                                                                                                                                        • Figure 59: Factors influencing purchase of baby personal care products (any important), by gender, January 2014
                                                                                                                                                      • Product reviews and recommendations also matter in baby personal care
                                                                                                                                                        • Figure 60: Factors influencing purchase of baby personal care products (any important), by age, January 2014
                                                                                                                                                    • Interest in New Products

                                                                                                                                                      • Key points
                                                                                                                                                        • Parents interested in several new products but not willing to pay more
                                                                                                                                                          • Figure 61: Interest in and willingness to pay for new disposable baby products, January 2014
                                                                                                                                                        • Dads interested in variety of new disposable baby products
                                                                                                                                                          • Figure 62: Any interest in new disposable baby products, by gender, January 2014
                                                                                                                                                          • Figure 63: Interest in and willingness to pay more for new disposable baby products, by gender, January 2014
                                                                                                                                                        • Affluence doesn’t equate with willingness to pay more
                                                                                                                                                          • Figure 64: Any interest in new disposable baby products, by household income, January 2014
                                                                                                                                                          • Figure 65: Interest in and willingness to pay more for new disposable baby products, by household income, January 2014
                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                        • Key points
                                                                                                                                                          • Hispanics more likely to purchase baby personal care products
                                                                                                                                                            • Figure 66: Disposable baby product purchases, by race/Hispanic origin, January 2014
                                                                                                                                                          • Toilet training happening earlier in Hispanic households
                                                                                                                                                            • Figure 67: Product usage, by race/Hispanic origin, January 2014
                                                                                                                                                          • Price and recommendations from others matter to Hispanics
                                                                                                                                                            • Figure 68: Factors influencing purchase of disposable diapers/training pants (any important), by race/Hispanic origin, January 2014
                                                                                                                                                            • Figure 69: Factors influencing purchase of baby personal care products (any important), by race/Hispanic origin, January 2014
                                                                                                                                                          • Hispanics interested in new disposable baby products
                                                                                                                                                            • Figure 70: Any interest in new disposable baby products, by race/Hispanic origin, January 2014
                                                                                                                                                            • Figure 71: Interested in buying and would be willing to pay more for, by race/Hispanic origin, January 2014
                                                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                                                          • Segment performance
                                                                                                                                                            • Figure 72: Total US retail sales of disposable baby products, by segment, at current prices, 2011 and 2013
                                                                                                                                                          • Retail channels
                                                                                                                                                            • Figure 73: Total US retail sales of disposable baby products, by channel, at current prices, 2011-13
                                                                                                                                                          • Usage and purchase of disposable baby products
                                                                                                                                                            • Figure 74: Disposable baby product purchases, by household income, January 2014
                                                                                                                                                            • Figure 75: Disposable baby product purchases, by age, January 2014
                                                                                                                                                            • Figure 76: Household use of disposable baby products, by household income, July 2012-September 2013
                                                                                                                                                          • Diaper preferences
                                                                                                                                                            • Figure 77: Diaper preferences, by gender, January 2014
                                                                                                                                                            • Figure 78: Diaper preferences, by age, January 2014
                                                                                                                                                            • Figure 79: Diaper preferences, by household income, January 2014
                                                                                                                                                          • Purchase considerations for diapers
                                                                                                                                                            • Figure 80: Factors influencing purchase of disposable diapers/training pants (any important), by household income, January 2014
                                                                                                                                                            • Figure 81: Factors influencing purchase of disposable diapers/training pants (any important), by age of child, January 2014
                                                                                                                                                          • Purchase considerations for baby personal care
                                                                                                                                                            • Figure 82: Factors influencing purchase of baby personal care products (any important), by household income, January 2014
                                                                                                                                                            • Figure 83: Factors influencing purchase of baby personal care products (any important), by age of child, January 2014
                                                                                                                                                          • Interest in new products
                                                                                                                                                            • Figure 84: Interested in buying but wouldn't be willing to pay more for new disposable baby products, by household income, January 2014
                                                                                                                                                            • Figure 85: Interested in buying but wouldn't be willing to pay more for new disposable baby products, by gender, January 2014
                                                                                                                                                            • Figure 86: Any interest in new types of disposable baby products, by age, January 2014
                                                                                                                                                            • Figure 87: Interest in and willingness to pay more for new disposable baby products, by age, January 2014
                                                                                                                                                            • Figure 88: Interested in buying but wouldn't be willing to pay more for new disposable baby products, by age, January 2014
                                                                                                                                                            • Figure 89: Any interest in new disposable baby products, by age of child, January 2014
                                                                                                                                                            • Figure 90: Interest in and willingness to pay more for new disposable baby products, by age of child, January 2014
                                                                                                                                                          • Race and Hispanic origin
                                                                                                                                                            • Figure 91: Retail locations, by race/Hispanic origin, January 2014
                                                                                                                                                            • Figure 92: Brand and private label preferences—Disposable diapers/training pants, by race/Hispanic origin, January 2014
                                                                                                                                                            • Figure 93: Brand and private label preferences—Disposable baby wipes, by race/Hispanic origin, January 2014
                                                                                                                                                            • Figure 94: Brand and private label preferences—Baby personal care products (eg baby soap, shampoo, powder, lotions, ointments), by race/Hispanic origin, January 2014
                                                                                                                                                        • Appendix – Social Media

                                                                                                                                                          • Online conversations
                                                                                                                                                            • Figure 95: Online mentions, selected disposable baby products brands, March 10, 2013-March 9, 2014
                                                                                                                                                          • Brand analysis
                                                                                                                                                            • Figure 96: Pampers key social media indicators, March 2014
                                                                                                                                                            • Figure 97: Johnson’s Baby key social media indicators, March 2014
                                                                                                                                                            • Figure 98: Luvs key social media indicators, March 2014
                                                                                                                                                            • Figure 99: Huggies key social media indicators, March 2014
                                                                                                                                                            • Figure 100: Burt’s Bees Baby key social media indicators, March 2014
                                                                                                                                                            • Figure 101: Seventh Generation key social media indicators, March 2014
                                                                                                                                                          • Brand usage or awareness
                                                                                                                                                            • Figure 102: Brand usage or awareness, January 2014
                                                                                                                                                            • Figure 103: Huggies usage or awareness, by demographics, January 2014
                                                                                                                                                            • Figure 104: Pampers usage or awareness, by demographics, January 2014
                                                                                                                                                            • Figure 105: Luvs usage or awareness, by demographics, January 2014
                                                                                                                                                            • Figure 106: Johnson’s Baby usage or awareness, by demographics, January 2014
                                                                                                                                                            • Figure 107: Seventh Generation usage or awareness, by demographics, January 2014
                                                                                                                                                            • Figure 108: Burt’s Bees Baby usage or awareness, by demographics, January 2014
                                                                                                                                                          • Activities done
                                                                                                                                                            • Figure 109: Activities done, January 2014
                                                                                                                                                            • Figure 110: Huggies—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
                                                                                                                                                            • Figure 111: Huggies—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
                                                                                                                                                            • Figure 112: Huggies—Activities done—I follow/like the brand on social media because, by demographics, January 2014
                                                                                                                                                            • Figure 113: Huggies—Activities done—I have researched the brand on social media to, by demographics, January 2014
                                                                                                                                                            • Figure 114: Pampers—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
                                                                                                                                                            • Figure 115: Pampers—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
                                                                                                                                                            • Figure 116: Pampers—Activities done—I follow/like the brand on social media because, by demographics, January 2014
                                                                                                                                                            • Figure 117: Pampers—Activities done—I have researched the brand on social media to, by demographics, January 2014
                                                                                                                                                            • Figure 118: Luvs—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
                                                                                                                                                            • Figure 119: Luvs—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
                                                                                                                                                            • Figure 120: Luvs—Activities done—I follow/like the brand on social media because, by demographics, January 2014
                                                                                                                                                            • Figure 121: Luvs—Activities done—I have researched the brand on social media to, by demographics, January 2014
                                                                                                                                                            • Figure 122: Johnson’s Baby—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
                                                                                                                                                            • Figure 123: Johnson’s Baby—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
                                                                                                                                                            • Figure 124: Johnson’s Baby—Activities done—I follow/like the brand on social media because, by demographics, January 2014
                                                                                                                                                            • Figure 125: Johnson’s Baby—Activities done—I have researched the brand on social media to, by demographics, January 2014
                                                                                                                                                            • Figure 126: Burt’s Bees Baby—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
                                                                                                                                                            • Figure 127: Burt’s Bees Baby—Activities done—I have researched the brand on social media to, by demographics, January 2014
                                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                                          Companies Covered

                                                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                                                          Disposable Baby Products - US - April 2014

                                                                                                                                                          £3,199.84 (Excl.Tax)