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Disposable Baby Products - US - April 2015

After several years of effectively flat sales growth, the disposable baby products market has posted gains in 2014, with birth and fertility rates beginning to stabilize and rising consumer confidence. Looking forward, Mintel’s research suggests that key opportunities for new product introductions and innovations include more natural and customizable products, and others that focus on relaxation or help babies sleep. Research also shows that many parents associate powerful emotions such as joy, pride, stress, guilt and uncertainty with baby care products, suggesting many inroads for connecting with consumers.

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

Birth/fertility rates are beginning to stabilize and consumer confidence has risen, which are positive signs for the disposable baby product market in 2015. The strongest segments in recent years have been baby wipes and baby care products, which have a longer potential lifespan with use by older children and adults. Strong interest in natural products and innovative offerings in diapers (biodegradable, customizable or with lotion) may also shape and drive future sales. Effective outreach to young parents, who are internet savvy and increasingly ethnically diverse, will be central to driving sales and shaping brand allegiance.

Tying disposable baby product sales to strong parental desires to bond with babies, have them look their best, address their needs, and give them top-quality products can also motivate some parents to invest in higher end, branded products. However, the availability of functional, lower cost private-label products, including many touting natural ingredients or sensitive skin formulations, will continue to make the market highly competitive.

Online information, mobile apps and social media all offer opportunities to connect with younger parents, who will also likely drive the growing presence of online retailers in the disposable baby care market. Amazon.com stands out as a key retail player, with the potential to shake up the market, if it can manage a successful re-introduction of its Elements disposable diapers line (introduced in 2014, but pulled in 2015, post lukewarm consumer reviews), and tie this to its Amazon Mom and Amazon Prime subscriber services.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Diapers and training pants
          • Wipes and moist towelettes
            • Baby care needs
              • Data sources
                • Sales data
                  • Consumer survey data
                    • Consumer qualitative research
                      • Abbreviations and terms
                        • Abbreviations
                          • Terms
                          • Executive Summary

                              • The market
                                • Figure 1: Total US sales and fan chart forecast of disposable baby products, at current prices, 2009-19
                              • Market factors
                                • Segment performance
                                  • Figure 2: Sales of disposable baby products, segmented by type, 2014
                                • Major players
                                  • Figure 3: MULO Manufacturer sales of disposable baby products, by leading companies, rolling 52 weeks 2014
                                • The consumer
                                  • High usage of disposable baby products reported by parents
                                    • Figure 4: Product usage, by demographics, January 2015
                                  • Hispanics more likely to buy range of baby care products
                                    • Figure 5: Product usage, by demographics, January 2015
                                  • Leakage and environmental concerns are top diaper frustrations
                                    • Figure 6: Disposable diaper frustrations, by demographics, January 2015
                                  • Parent interest is high in natural, relaxing, and eco-friendly products
                                    • Figure 7: Interest in disposable diaper innovations, January 2015
                                  • Parents associate a gamut of powerful emotions with baby care
                                    • Figure 8: Attitudes toward baby care, January 2015
                                  • What we think
                                  • Issues and Insights

                                      • What products and approaches can best appeal to first time parents?
                                        • The issues
                                          • The implications
                                            • How can suppliers maximize outreach and appeal to Hispanic parents?
                                              • The issues
                                                • The implications
                                                • Trend Application

                                                    • Trend: Sense of the Intense
                                                      • Trend: Extend Your Brand
                                                        • Trend: Guiding Choice
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Moderate growth posted in 2014
                                                              • Sales and forecast of disposable baby products
                                                                • Figure 9: Total US sales and forecast of disposable baby products, at current prices, 2009-19
                                                                • Figure 10: Total US sales and forecast of disposable baby products, at inflation-adjusted prices, 2009-19
                                                              • Modest growth projected through 2019
                                                                • Figure 11: Total US sales and fan chart forecast of disposable baby products, at current prices, 2009-19
                                                              • Forecast methodology
                                                              • Market Drivers

                                                                • Key points
                                                                  • Birth rates are beginning to stabilize after years of declines
                                                                    • Figure 12: Annual births and fertility rate, 2003-13
                                                                  • Hispanics have highest birth rates and are fastest growing population
                                                                    • Figure 13: Annual births and fertility rates, by race and Hispanic origin of mother, 2003-13
                                                                    • Figure 14: Population by race and Hispanic origin, 2010-20
                                                                    • Figure 15: Population younger than age 6, by race and Hispanic origin, 2010-20
                                                                  • Changes in demographics among parents impacts the market
                                                                    • Figure 16: Percentage of births, by age of mother, 2013
                                                                    • Figure 17: Female population by age, 2009-19
                                                                  • High consumer confidence can lead to increased spending
                                                                    • Figure 18: Consumer confidence and unemployment, 2000-January 2015
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Use of cloth diapers instead of disposable ones
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Little sales growth from 2014-19 in the disposable diapers segment
                                                                          • Disposable wipes comprise a positive market force from 2014-19
                                                                            • Personal baby care products see positive growth from 2009-14
                                                                              • Figure 19: Total US sales and forecast of disposable baby products, by segment, at current prices, 2009-19
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • “Other retail channels” dominate baby product market
                                                                                • Online and mobile shopping provides convenience for busy parents
                                                                                  • Supermarkets and drugstores lose market share
                                                                                    • Sales of disposable baby products, by channel
                                                                                      • Figure 20: Total U.S. retail sales of disposable baby products, by channel, at current prices, 2009-14
                                                                                  • Leading Companies

                                                                                    • Key points
                                                                                      • P&G and Kimberly-Clark command two thirds of total market
                                                                                        • Private label offerings maintain share from 2013-14
                                                                                          • Combined, other, smaller suppliers expand offerings and build share
                                                                                            • Manufacturer sales of disposable baby products
                                                                                              • Figure 21: MULO Manufacturer sales of disposable baby products, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                          • Brand Share – Disposable Diapers and Training Pants

                                                                                            • Key points
                                                                                              • P&G with strong sales of Luvs diapers sees market share increase
                                                                                                  • Figure 22: MULO sales of diapers and training pants, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                                                • Trended Simmons data shows that Luvs is most widely used brand in 2014
                                                                                                  • Figure 23: Disposable diaper/training pant brand usage, July 2008-September 2014
                                                                                              • Brand Share – Baby Wipes and Moist Towelettes

                                                                                                • Key points
                                                                                                  • Huggies is most widely used wipe brand, but loses share in 2013-14
                                                                                                    • Private label is strong, as wipe consumers place less value on brand name
                                                                                                      • Manufacturer sales of baby wipes and moist towelettes
                                                                                                        • Figure 24: MULO sales of baby wipes and moist towelettes, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                                                      • Trended Simmons data showcases private label gains from 2008-2014
                                                                                                        • Figure 25: Brands of pre-moistened wipes/cloths for babies used in the household, July 2008-September 2014
                                                                                                    • Brand Share – Baby Personal Care

                                                                                                      • Key points
                                                                                                        • Johnson & Johnson commands over half of baby personal care sales
                                                                                                          • Manufacturer sales of baby personal care products
                                                                                                            • Figure 26: MULO sales of baby personal care products, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                                                          • Simmons data shows Johnson & Johnson’s dominance, 2008-2014
                                                                                                            • Johnson & Johnson baby oil & lotion are most widely used
                                                                                                              • Figure 27: Baby oil and baby lotion brand usage, July 2008-September 2014
                                                                                                            • In shampoos, Johnson & Johnson holds top brands, 2008-2014
                                                                                                              • Figure 28: Baby/Children's shampoo brand usage, July 2008-September 2014
                                                                                                            • In baby wash, Johnson & Johnson also holds strong presence, 2008-2014
                                                                                                              • Figure 29: Baby wash and bath product brand usage, July 2008-September 2014
                                                                                                          • Innovations and Innovators

                                                                                                            • Botanical/herbal formulation is top claim seen in new products
                                                                                                              • Figure 30: Claims made in new disposable “baby” or “baby diaper” products introduced march 2014-15, by percentage of products making claim
                                                                                                            • Smaller suppliers offer a range of new natural products
                                                                                                              • Eco-friendly products, including biodegradable and renewable materials
                                                                                                                • Private label offerings include natural, calming and sensitive skin formulas
                                                                                                                  • Products to calm and sooth
                                                                                                                    • Starter kits for potty training infants
                                                                                                                    • Marketing Strategies

                                                                                                                      • Overview of the brand landscape
                                                                                                                        • Emotionally charged experience of being a first-time parent
                                                                                                                          • Figure 31: Pampers, “A newborn journey of firsts,” television ad, 2015
                                                                                                                        • Showcase quality, performance, added features of branded diapers
                                                                                                                          • Figure 32: Pampers, “will make your baby dance”, television ad, 2014
                                                                                                                        • Target new moms and go head-to-head with the competition
                                                                                                                          • Figure 33: Huggies, “Little Snugglers: the second hug”, television ad, 2014
                                                                                                                        • Diapers that won’t leak on your _____ (fill in the blank)
                                                                                                                          • Figure 34: Luvs, “will it leak on your valuables?”, television ad, 2014
                                                                                                                        • Connect with new moms via baby registries
                                                                                                                          • Figure 35: Huggies, “register your wish,” television ad, 2014
                                                                                                                        • Bath time is for bonding and optimal development
                                                                                                                          • Figure 36: Johnson’s, “So much more,” television ad, 2014
                                                                                                                        • Tools for both infants and parents in transition to training pants
                                                                                                                          • Figure 37: Pull-ups, “big kid academy tour,” television ad, 2014
                                                                                                                      • Product Purchase

                                                                                                                        • Key points
                                                                                                                          • Women and those 18-24 purchase greater range and number of products
                                                                                                                              • Figure 38: Diapering products used, by gender, age and age of baby/infant, January 2015
                                                                                                                            • Baby lotion and diaper cream are widely purchased baby care products
                                                                                                                              • Figure 39: Baby care products used, by gender, age and age of baby/infant, January 2015
                                                                                                                          • Skin Sensitivities

                                                                                                                            • Key points
                                                                                                                              • Diaper rash is most common skin sensitivity
                                                                                                                                • Figure 40: Skin sensitivities part I, by age of baby/infant, 2015
                                                                                                                              • Many less common skin conditions are most prevalent among newborns
                                                                                                                                • Figure 41: Skin sensitivities, by demographics, January 2015
                                                                                                                              • Skin sensitivities can drive parent interest in a gamut of products
                                                                                                                                  • Figure 42: Product usage, by skin sensitivities, January 2015
                                                                                                                              • Treating Skin Sensitivities

                                                                                                                                • Key points
                                                                                                                                  • Diaper cream is most widely used treatment, followed by soap and water
                                                                                                                                    • Figure 43: Treating skin sensitivities, January 2015
                                                                                                                                  • Parents of newborns with sensitivities often simply wash and let heal
                                                                                                                                    • Figure 44: Treating skin sensitivities, January 2015
                                                                                                                                  • Specific treatments vary with sensitivity reported
                                                                                                                                    • Figure 45: Treating skin sensitivities, by skin sensitivities, January 2015
                                                                                                                                • Disposable Diaper Frustrations

                                                                                                                                  • Key points
                                                                                                                                    • Leakage is the top diaper frustrations
                                                                                                                                        • Figure 46: Disposable diaper frustrations related to fit/function, by demographics, January 2015
                                                                                                                                      • Concern with environmental impact and ingredients is high
                                                                                                                                        • Figure 47: Disposable diaper frustrations related to ingredient/skin concerns, by demographics, January 2015
                                                                                                                                    • Product Interest

                                                                                                                                      • Key points
                                                                                                                                        • Parent interest is high in natural, relaxing and eco-friendly products
                                                                                                                                          • Figure 48: Interest in disposable diaper innovations, January 2015
                                                                                                                                        • Interest in diaper innovation high among 18-24 year olds
                                                                                                                                            • Figure 49: Interest in disposable diaper innovations – very interested, by gender, age, age of baby/infant, January 2015
                                                                                                                                            • Figure 50: Interest in disposable diaper innovations – very interested, by gender, age, age of baby/infant, January 2015 (continued)
                                                                                                                                          • Moms, young parents and Hispanics want more natural, relaxing products
                                                                                                                                            • Figure 51: Interest in baby personal care product innovations – Very interested, by gender, age, age of baby/infant, January 2015
                                                                                                                                        • Attitudes toward Baby Care

                                                                                                                                          • Key points
                                                                                                                                            • Parents associate a gamut of powerful emotions with baby care
                                                                                                                                                • Figure 52: Attitudes toward baby care, January 2015
                                                                                                                                              • Women and 18-24 year olds more likely to report pride, guilt, desire to bond
                                                                                                                                                • Figure 53: Attitudes toward baby care – Strongly agree, by gender, age, age of baby/infant, January 2015
                                                                                                                                              • 18-24 year olds more likely to find using new products stressful
                                                                                                                                                • Figure 54: Attitudes toward baby care – Strongly agree, by gender, age, age of baby/infant, January 2015
                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                              • Key points
                                                                                                                                                • Hispanics under-index for usage of diapering products
                                                                                                                                                  • Figure 55: Diapering products used, by race/Hispanic origin, January 2015
                                                                                                                                                • Hispanics use greater range and number of personal care products
                                                                                                                                                  • Figure 56: Baby care products used, by race/Hispanic origin, January 2015
                                                                                                                                                • Race and Hispanic origin can impact certain sensitivities
                                                                                                                                                  • Figure 57: Skin sensitivities part I, by age of baby/infant, 2015
                                                                                                                                                • Contact dermatitis is widely reported by Hispanics
                                                                                                                                                  • Figure 58: Skin sensitivities, by demographics, January 2015
                                                                                                                                                • Blacks and Hispanics show high interest in innovations
                                                                                                                                                  • Figure 59: Interest in disposable diaper innovations – Very interested, by race/Hispanic origin, January 2015
                                                                                                                                                  • Figure 60: Interest in disposable diaper innovations – Very interested, by race/Hispanic origin, January 2015 (continued)
                                                                                                                                                • Hispanics want more natural, relaxing products
                                                                                                                                                  • Figure 61: Interest in baby personal care product innovations – Very interested, by race/Hispanic origin, January 2015
                                                                                                                                                  • Figure 62: Attitudes toward baby care – Strongly agree, by race/Hispanic origin, January 2015
                                                                                                                                              • Appendix – Market Data

                                                                                                                                                  • Figure 63: Distribution of births, by age of mother, live-birth order, 2013
                                                                                                                                                  • Figure 64: Sales of disposable baby products, segmented by type, 2012 and 2014
                                                                                                                                                  • Figure 65: Total U.S. retail sales of disposable baby products, by channel, at current prices, 2012 and 2014
                                                                                                                                                  • Figure 66: Total U.S. retail sales of disposable baby products, by channel, at current prices, 2009-14
                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                  • Figure 67: Product usage, by demographics, January 2015
                                                                                                                                                  • Figure 68: Body and baby powder brand usage, July 2008-September 2014
                                                                                                                                                  • Figure 69: Disposable diaper frustrations related to ingredient/skin concerns, by race/Hispanic origin, January 2015
                                                                                                                                                  • Figure 70: Disposable diaper frustrations related to fit/function, by race/Hispanic origin, January 2015
                                                                                                                                                  • Figure 71: Brands of pre-moistened wipes/cloths for babies used in the household, by age, August 2013-September 2014
                                                                                                                                                  • Figure 72: Brands of pre-moistened wipes/cloths for babies used in the household, by age, August 2013-September 2014
                                                                                                                                                  • Figure 73: Baby/Children's shampoo brand usage, by age, August 2013-September 2014
                                                                                                                                                  • Figure 74: Baby/Children's shampoo brand usage, by age, August 2013-September 2014
                                                                                                                                                  • Figure 75: Baby wash and bath product brand usage, by age, August 2013-September 2014
                                                                                                                                                  • Figure 76: Baby wash and bath product brand usage, by age, August 2013-September 2014
                                                                                                                                                  • Figure 77: Disposable diaper/training pant brand usage, by age, August 2013-September 2014
                                                                                                                                                  • Figure 78: Disposable diaper/training pant brand usage, by age, August 2013-September 2014
                                                                                                                                                  • Figure 79: Disposable diaper/training pant brand usage, by age, August 2013-September 2014
                                                                                                                                                  • Figure 80: Number of disposable diapers/training pants used in household on average day, August 2013-September 2014
                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                  • Association of the Nonwoven Fabrics Industry (INDA)
                                                                                                                                                    • Centers for Disease Control and Prevention (CDC)
                                                                                                                                                      • Environmental Working Group (EWG)
                                                                                                                                                        • Personal Care Products Council

                                                                                                                                                        Companies Covered

                                                                                                                                                        • Burt's Bees Inc.
                                                                                                                                                        • Johnson & Johnson
                                                                                                                                                        • Kimberly-Clark Corporation
                                                                                                                                                        • Procter & Gamble Company (The)
                                                                                                                                                        • Seventh Generation Inc.
                                                                                                                                                        • Walmart Stores (USA)

                                                                                                                                                        Disposable Baby Products - US - April 2015

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