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Disposable Baby Products - US - February 2010

This report examines the market for disposable baby products including diapers, training pants, wipes/moist towelettes, as well as cleansing and care products. Using sales data along with Mintel’s proprietary GNPD, results from the Experian Simmons NCS/NHCS, and Mintel’s exclusive consumer survey, Mintel analyzes the increasingly competitive disposable baby products market to identify areas of opportunity in an increasingly challenging market.

Key areas examined include:

  • The impact of declining birth rates on an already limited market
  • The role of the recession and how tradedowns have impacted a market previously considered “non-negotiable”
  • The strong growth of private label baby products and how name brand offerings can effectively compete in the market
  • The extremely competitive disposable diaper market, and how two key brands—Pampers and Huggies—dominate and compete for the mom dollar
  • The role of the internet and how “mommy bloggers” influence product selection and purchase
  • An in-depth analysis of baby disposable product usage by age of mom and household income

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Table of contents

  1. Scope and Themes

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

                      • Market size and forecast
                        • Private label products and the competitive atmosphere
                          • Segments
                            • The retail landscape
                              • Three key players dominate market
                                • Innovation in the market
                                  • Adspend and the battle of the diaper brands
                                    • Purchase habits and product selection
                                      • Brand selection and satisfaction
                                        • Economy takes a toll on green leanings
                                          • Spotlight on: Diapers
                                          • Insights and Opportunities

                                            • Reaching out with mommy bloggers
                                                • Figure 1: Use of online blogs for baby product advice, by age of mom, November 2009
                                              • Alternate uses
                                                • Tiered branding and pricing
                                                • Inspire Insights

                                                    • Trend: Brand Review
                                                      • What it’s about
                                                        • Competition from private label adds to pressures
                                                          • A place for everyone, and everyone in their place
                                                            • Making a connection
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • A large, mature category struggles to grow
                                                                  • Sales of diapers/training pants stall, drag down category
                                                                    • Wipes: An affordable habit that continues to grow
                                                                      • Learning to live with private label
                                                                        • Sales and forecast of disposable baby products
                                                                          • Figure 2: Total U.S. FDMx sales and forecast of disposable baby products, at current prices, 2004-14
                                                                          • Figure 3: Total U.S. FDMx sales and forecast of disposable baby products, at inflation-adjusted prices, 2004-14
                                                                        • Walmart sales
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • The rise of private label
                                                                              • Private label sales jump in 2009
                                                                                • Figure 4: FDMx sales of disposable baby products, total vs. private label, 2004-09
                                                                              • What’s making private label so popular?
                                                                                • The big threat remains
                                                                                  • Finding value in branded baby products
                                                                                    • Cultivating loyalty
                                                                                      • Figure 5: Luvs television ad, Money back guarantee, September 2009
                                                                                    • The coupon craze
                                                                                      • Buying brands on the internet: Diapers.com
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Nearly three in four baby product dollars spent on diapers, but still no growth
                                                                                            • Wipes/moist towelettes thrive by remaining relevant beyond the baby stage
                                                                                              • Baby cleansing and care products inherit qualities of adult care products
                                                                                                • Sales of disposable baby products, by segment
                                                                                                  • Figure 6: U.S. FDMx sales of disposable baby products, by segment, 2007 and 2009
                                                                                                  • Figure 7: U.S. FDMx sales and forecast of disposable baby products, at current prices, 2004-14
                                                                                              • Segment Performance—Disposable Diapers and Training Pants

                                                                                                • Key points
                                                                                                  • Higher prices drive weak segment performance
                                                                                                    • Learning to do more with less will persist as the economy improves
                                                                                                      • Declining birth rate will hit diapers/training pants segments hardest
                                                                                                        • Sales and forecast of disposable diapers and training pants
                                                                                                          • Figure 8: Total U.S. FDMx sales and forecast of disposable diaper and training pants, at current prices, 2004-14
                                                                                                      • Segment Performance—Baby Wipes and Moist Towelettes

                                                                                                        • Key points
                                                                                                          • Many innovations not worth the money during a recession
                                                                                                            • Low prices, similar packaging keep private label growth in check
                                                                                                              • Sales and forecast of baby wipes and moist towelettes
                                                                                                                • Figure 9: Total U.S. FDMx sales and forecast of baby wipes and moist towelettes, at current prices, 2004-14
                                                                                                            • Segment Performance—Cleansing and Care

                                                                                                              • Key points
                                                                                                                • Strong growth from brand innovation
                                                                                                                  • Private label and Johnson & Johnson
                                                                                                                    • Gift set boom
                                                                                                                      • Soothing ingredients appeal to adults, but fragrance-free wins with babies
                                                                                                                        • Sales and forecast of baby cleansing and care products
                                                                                                                          • Figure 10: Total U.S. FDMx sales and forecast of cleansing and care, at current prices, 2004-14
                                                                                                                      • Retail Channels

                                                                                                                        • Key points
                                                                                                                          • Drift of all grocery sales out of supermarkets towards mass
                                                                                                                            • Figure 11: Total annual sales at selected retailer outlets, 1992-2007
                                                                                                                          • Online retail remains a strong alternative
                                                                                                                            • Opportunity to emphasize value and sustainability
                                                                                                                              • Sales of disposable baby products, by channel
                                                                                                                                • Figure 12: U.S. FDMx sales of disposable baby products, by retail channel, 2007 and 2009
                                                                                                                              • Retailer niches
                                                                                                                                • Figure 13: Purchase locations of disposable baby products, by product type, November 2009
                                                                                                                            • Retail Channels—Food Stores

                                                                                                                              • Key points
                                                                                                                                • Convenience factor helps maintain sales
                                                                                                                                  • Large selection, lots of brand choices, reasons to return
                                                                                                                                    • Food store sales of disposable baby products
                                                                                                                                      • Figure 14: U.S. food store sales of disposable baby products, at current prices, 2005-09
                                                                                                                                  • Retail Channels—Drug Store and Mass Market

                                                                                                                                    • Key points
                                                                                                                                      • Mass merchandisers go after all consumer shopping needs
                                                                                                                                        • Key price points drive pack sizes, variety of offerings, and confusions
                                                                                                                                          • Drug channels profit from convenience
                                                                                                                                            • Drug store and mass market sales of disposable baby products
                                                                                                                                              • Figure 15: U.S. drug store and mass market sales* of disposable baby products, at current prices, 2005-09
                                                                                                                                          • Market Drivers

                                                                                                                                            • The majority of consumers continue to tighten their belts
                                                                                                                                              • Figure 16: Year-over-year budgeting trends, by gender, July 2009
                                                                                                                                            • An ailing economy impacts the market in the short term and near future
                                                                                                                                              • U.S. birth rates in decline
                                                                                                                                                • Figure 17: Fertility rate and number of births, 1998-2008
                                                                                                                                              • Rising unemployment prompts some families to postpone pregnancies
                                                                                                                                                  • Figure 18: Unemployment rate of the U.S. population, January 1999-December 2009
                                                                                                                                                • Rising incidence of eczema
                                                                                                                                                • Leading Companies

                                                                                                                                                  • Key points
                                                                                                                                                    • Three suppliers dominate market…
                                                                                                                                                      • …but private label has growth momentum
                                                                                                                                                        • Manufacturer sales of disposable baby products
                                                                                                                                                          • Figure 19: FDMx sales of disposable baby products market in the U.S., 2008 and 2009
                                                                                                                                                      • Brand Share—Disposable Diapers and Training Pants

                                                                                                                                                        • Key points
                                                                                                                                                          • Procter & Gamble leader in diaper sales
                                                                                                                                                            • Innovation in Huggies brand diapers
                                                                                                                                                              • Kimberly-Clark dominates sales of training pants
                                                                                                                                                                • Pampers Splashers and UnderJams leveraging brand loyalty
                                                                                                                                                                  • Manufacturer and brand sales of disposable diapers and training pants
                                                                                                                                                                    • Figure 20: Selected FDMx brand sales and market share of disposable diapers and training pants in the U.S., 2008 and 2009
                                                                                                                                                                  • Brand sales of disposable diapers
                                                                                                                                                                    • Figure 21: Selected FDMx brand sales and market share of disposable diapers in the U.S., 2008 and 2009
                                                                                                                                                                  • Brand sales of training pants
                                                                                                                                                                    • Figure 22: Selected FDMx brand sales and market share of training pants in the U.S., 2008 and 2009
                                                                                                                                                                • Brand Share—Baby Wipes and Moist Towelettes

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Huggies and Pampers “sensitive” wipes cannibalize sales
                                                                                                                                                                      • Private label edges out Procter & Gamble for number two spot
                                                                                                                                                                        • Manufacturer and brand sales of baby wipes and moist towelettes
                                                                                                                                                                          • Figure 23: Selected FDMx brand sales and market share of baby wipes and moist towelettes in the U.S., 2008 and 2009
                                                                                                                                                                      • Brand Share—Cleansing and Care

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Johnson & Johnson leads segment with iconic babycare brand
                                                                                                                                                                            • Private label gaining market share
                                                                                                                                                                              • Manufacturer and brand sales of baby cleansing and care products
                                                                                                                                                                                • Figure 24: Selected FDMx brand sales and market share of cleansing and care in the U.S., 2008 and 2009
                                                                                                                                                                            • Innovation and Innovators

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Kimberly-Clark and Johnson & Johnson strongest innovators
                                                                                                                                                                                  • Kimberly-Clark introduces organically inspired Huggies Pure & Natural
                                                                                                                                                                                    • Johnson & Johnson launches “gentle” daily use bubble bath for boys and girls alike
                                                                                                                                                                                      • Figure 25: Top five innovator companies in disposable baby products, 2004-09
                                                                                                                                                                                    • As innovation slows, face/body and shampoo launches seek to broaden appeal
                                                                                                                                                                                        • Figure 26: Top disposable baby product launches, by subcategory, 2004-09
                                                                                                                                                                                      • Botanical/herbal baby products drive innovation, organic on the way up
                                                                                                                                                                                          • Figure 27: Top disposable baby product launches, by claim, 2004-09
                                                                                                                                                                                      • Brands and the Advertising Landscape

                                                                                                                                                                                          • Overview: The battle of the diaper brands
                                                                                                                                                                                            • Figure 28: Huggies and Pampers usage, by selected demographics, April 2008-June 2009
                                                                                                                                                                                          • Adspending decreases for leading diaper/training pant manufacturers
                                                                                                                                                                                              • Figure 29: Top diaper/training pant advertisers, 2007 and 2008
                                                                                                                                                                                            • Brand analysis: Huggies
                                                                                                                                                                                                • Figure 30: Huggies television ad, Man chases baby, June 2009
                                                                                                                                                                                                • Figure 31: Brand analysis of Huggies diapers, 2010
                                                                                                                                                                                              • Households with toddlers more likely to use Huggies brand
                                                                                                                                                                                                • Huggies—popular brand across ethnic demographics
                                                                                                                                                                                                  • Figure 32: Huggies television ad, Man teaches The Potty Dance, February 2009
                                                                                                                                                                                                • Huggies has strongest appeal among modest-income households
                                                                                                                                                                                                  • Figure 33: Huggies television ad, Lyons Story, May 2009
                                                                                                                                                                                                • Brand analysis: Pampers
                                                                                                                                                                                                    • Figure 34: Brand analysis of Pampers diapers, 2010
                                                                                                                                                                                                  • Pampers popular in households with babies
                                                                                                                                                                                                    • Figure 35: Pampers television ad, Mom greets newborn, July 2009
                                                                                                                                                                                                  • Hispanics are the least likely users of Pampers brand
                                                                                                                                                                                                    • Pampers has strongest appeal among most affluent households
                                                                                                                                                                                                      • Figure 36: Pampers television ad, Baby watches vacuum, December 2005
                                                                                                                                                                                                  • Purchase Habits

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Younger moms more likely to use a wider variety of products
                                                                                                                                                                                                        • Figure 37: Baby disposable products purchased, by age of mom, November 2009
                                                                                                                                                                                                      • Differences in product purchase by household income likely related to ethnicity
                                                                                                                                                                                                        • Figure 38: Baby disposable products purchased, by household income, November 2009
                                                                                                                                                                                                        • Figure 39: Use of body and baby powder among adults and children, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                                    • Product Selection

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Younger moms turn to the internet for information, older moms more confident in choices
                                                                                                                                                                                                            • Figure 40: Input and advice on baby products, by age of mom, November 2009
                                                                                                                                                                                                          • Compared to a year ago, fewer moms willing to pay more for enhanced products
                                                                                                                                                                                                            • Figure 41: Product criteria, November 2009
                                                                                                                                                                                                        • Brand Selection and Satisfaction

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Moms at all income levels take more than price into consideration
                                                                                                                                                                                                                • Figure 42: Brand selection and satisfaction, by household income, November 2009
                                                                                                                                                                                                            • Impact of Environmental/Green Factors

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Economy appears to have taken a toll on green leanings
                                                                                                                                                                                                                  • Figure 43: Environmental factors and baby products, by household income, November 2009
                                                                                                                                                                                                                • Green guilt won’t displace disposable diapers
                                                                                                                                                                                                                  • Figure 44: Disposable diapers and the environment, November 2009
                                                                                                                                                                                                              • Spotlight on Diapers

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Everyone uses disposable diapers
                                                                                                                                                                                                                    • Figure 45: Disposable and cloth diaper usage, November 2009
                                                                                                                                                                                                                  • Less than half of moms are very loyal to one diaper brand; one in four go for the lowest price
                                                                                                                                                                                                                      • Figure 46: Attitudes towards disposable diapers, November 2009
                                                                                                                                                                                                                    • Loyalty claims aside, big names reign supreme
                                                                                                                                                                                                                      • Figure 47: Brands of disposable diapers used in past six months, April 2008-June 2009
                                                                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                                                                      • Basic Betties
                                                                                                                                                                                                                        • Knowledgeable Nellies
                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                            • Figure 48: Disposable baby product clusters, November 2009
                                                                                                                                                                                                                            • Figure 49: Baby disposable products purchased, by baby product clusters, November 2009
                                                                                                                                                                                                                            • Figure 50: Input and advice on baby products, by baby product clusters, November 2009
                                                                                                                                                                                                                            • Figure 51: Product criteria, brand selection and satisfaction, by baby product clusters, November 2009
                                                                                                                                                                                                                            • Figure 52: Environmental factors and personal use of baby products, by baby product clusters, November 2009
                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                            • Figure 53: Disposable baby product clusters, by age of mom, November 2009
                                                                                                                                                                                                                            • Figure 54: Disposable baby product clusters, by HH income, November 2009
                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                          • IRI/Builders Panel—Key Household Purchase Measures

                                                                                                                                                                                                                              • Overview
                                                                                                                                                                                                                                • Disposable diapers
                                                                                                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                      • Figure 55: Brand map, selected brands of disposable diapers, buying rate, by household penetration, 52 weeks ending June 28, 2009
                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                        • Figure 56: Key purchase measures for the top brands of disposable diapers, by household penetration, 52 weeks ending June 28, 2009
                                                                                                                                                                                                                                      • Disposable training pants
                                                                                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                            • Figure 57: Brand map, selected brands of disposable training pants, buying rate, by household penetration, 52 weeks ending June 28, 2009
                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                              • Figure 58: Key purchase measures for the top brands of disposable training pants, by household penetration, 52 weeks ending June 28, 2009
                                                                                                                                                                                                                                            • Baby wipes (within moist towelettes)
                                                                                                                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                  • Figure 59: Brand map, selected brands of baby wipes, buying rate, by household penetration, 52 weeks ending June 28, 2009
                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                    • Figure 60: Key purchase measures for the top brands of baby wipes, by household penetration, 52 weeks ending June 28, 2009
                                                                                                                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                    • Figure 61: Input and advice on baby products, by household income, November 2009
                                                                                                                                                                                                                                                    • Figure 62: Brand selection and satisfaction, by age of mom, November 2009
                                                                                                                                                                                                                                                    • Figure 63: Product criteria, by age of mom, November 2009
                                                                                                                                                                                                                                                    • Figure 64: Product criteria, by household income, November 2009
                                                                                                                                                                                                                                                    • Figure 65: Environmental factors and baby products, by age of mom, November 2009
                                                                                                                                                                                                                                                • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                    • IRI Consumer Network Metrics
                                                                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                      • CVS Caremark Corporation
                                                                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                                                                      • Federal Trade Commission
                                                                                                                                                                                                                                                      • Food Products Association
                                                                                                                                                                                                                                                      • Greenfield Online
                                                                                                                                                                                                                                                      • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                                      • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                                                                                                                      • Kimberly-Clark (UK)
                                                                                                                                                                                                                                                      • MySpace.com
                                                                                                                                                                                                                                                      • National Association of Diaper Services
                                                                                                                                                                                                                                                      • Personal Care Products Council
                                                                                                                                                                                                                                                      • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                                      • Procter & Gamble UK & Ireland
                                                                                                                                                                                                                                                      • Schering-Plough Corporation
                                                                                                                                                                                                                                                      • Target Corporation
                                                                                                                                                                                                                                                      • The Kroger Co.
                                                                                                                                                                                                                                                      • The National Institute of Allergy and Infectious Diseases (NIAID)
                                                                                                                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                      • Unilever USA
                                                                                                                                                                                                                                                      • United Nations Children's Fund (UNICEF)
                                                                                                                                                                                                                                                      • US Department of Labor
                                                                                                                                                                                                                                                      • Walgreen Co
                                                                                                                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                                                                                                                      Disposable Baby Products - US - February 2010

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