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Disposable Baby Products - US - March 2011

The market for diapers, training pants, cleaning products and wipes is highly saturated. However, there are opportunities for retailers, as well as manufacturers, of disposable baby products that focus their product development and marketing efforts keenly on the needs and preferences of consumers, especially mothers.

In order to provide insight that can help companies succeed in this challenging marketplace, Mintel has published this report, which examines the following questions.

  • How have sales of disposable baby products fluctuated in recent years and how are they likely to change in the future?
  • Which categories of disposable baby products show the highest likelihood of growing significantly in the future?
  • How are macroeconomic factors and birth rates in the U.S. impacting the market and how are these variables likely to affect future sales?
  • Which segments of the population have an especially high proportion of mothers with children under four years of age and what can companies do to convert these mothers into customers?
  • Which brands of disposable baby products are most popular and which companies have been most successful in the market?
  • How do various criteria, including efficacy and sustainability, influence product and brand decisions?
  • Which companies have been most innovative in the market and how does this relate to category sales?

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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

                      • Sales slowly declining due to low birth rates and price sensitivity
                        • Private label and discounters contribute to pricing pressure
                          • Diaper sales decline as wipes and cleaning product sales increase
                            • Kimberly-Clark and P&G remain dominant
                              • Sales leaders among most innovative in the industry
                                • Bargains and peer recommendations drive experimentation
                                  • Most have a preferred brand that they trust and stick with
                                  • Insights and Opportunities

                                    • Consider partnering with mommy bloggers
                                      • Optimize efforts to reach Hispanics
                                        • Latin Baby (latinbabyusa.com)
                                          • Dos Borreguitas (dosborreguitas.com)
                                            • Eco-friendly baby products
                                            • Inspire Insights

                                                • Inspire Trend: Green Technology
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Recessionary pressures and low birth rates undermining growth
                                                        • Figure 1: FDMx sales and forecast of disposable baby products, at current prices, 2005-15
                                                        • Figure 2: FDMx sales and forecast of disposable baby products, at inflation-adjusted prices, 2005-15
                                                      • Fan chart forecast
                                                          • Figure 3: FDMx sales and fan chart forecast of disposable baby products, at current prices, 2005-15
                                                        • Walmart sales
                                                        • Market Drivers

                                                          • Key points
                                                            • Weak economy drives deceleration in sales growth and some declines
                                                              • Figure 4: Unemployment and underemployment rate in the U.S., January 2007-December 2010
                                                              • Figure 5: University of Michigan Consumer Sentiment Index, March 2007-September 2010
                                                            • Many parents have embraced thrift since onset of recession
                                                              • Figure 6: Money-saving behaviors, parents vs. nonparents, October 2010
                                                            • Overall birth rates on the decline but high in some segments
                                                              • Figure 7: Fertility rate and number of births, 1998-2008
                                                            • Growth of Hispanic population will drive long-term sales growth
                                                              • Figure 8: U.S. population, by race and Hispanic origin, 2005-15
                                                              • Figure 9: Hispanic households, by presence and ages of children, 2009
                                                            • Below-average incomes of Hispanics drives resistance to price premiums
                                                              • Figure 10: Household income distribution by race and Hispanic origin of householder, 2009
                                                          • Competitive Context

                                                              • Key points
                                                                • Private label continues to pose key threat to disposable diapers
                                                                  • Cloth still only a tiny share, but rising
                                                                    • Online retailers exert pricing pressure and deliver on customer service
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Wipes hold some growth potential
                                                                          • Figure 11: FDMx sales of disposable baby products, segmented by type, 2009 and 2010
                                                                      • Segment Performance—Disposable Diapers and Training Pants

                                                                        • Key points
                                                                          • Need to minimize spending drives poor category performance
                                                                            • Growth of Hispanic segment and demand for natural will drive growth of some brands
                                                                              • Figure 12: FDMx sales and forecast of disposable diapers and training pants, at current prices, 2005-15
                                                                          • Segment Performance—Baby Wipes/Moist Towelettes

                                                                            • Key points
                                                                              • Wipes could drive growth at some firms
                                                                                • Figure 13: FDMx sales and forecast of baby wipes/moist towelettes, at current prices, 2005-15
                                                                            • Segment Performance—Baby Cleansing and Care

                                                                              • Key points
                                                                                • Cleaning and care segment rebounds from recession
                                                                                  • Figure 14: FDMx sales and forecast of baby cleansing and care, at current prices, 2005-15
                                                                              • Retail Channels

                                                                                • Key points
                                                                                  • Supermarket sales decline as many continue to flock to discount
                                                                                    • Figure 15: FDMx sales of baby disposable products, by channel, 2009 and 2010
                                                                                  • Mass is a key channel, but online likely to continue growing rapidly
                                                                                    • Figure 16: Disposable baby product purchase locations, by product type, November 2010
                                                                                • Retail Channels—Supermarkets

                                                                                  • Key point
                                                                                    • Convenience continues to mitigate losses at grocery
                                                                                      • Figure 17: Supermarket sales of disposable baby products, at current prices, 2005-10
                                                                                  • Retail Channels—Other FDMx Outlets

                                                                                    • Key points
                                                                                      • Sales continue to grow at mass and drug
                                                                                        • Figure 18: Other FDMx store sales of disposable baby products, at current prices, 2005-10
                                                                                    • Leading Companies

                                                                                      • Key points
                                                                                        • Huggies and Pampers continue to dominate the category
                                                                                          • Procter & Gamble (Pampers)
                                                                                            • Johnson & Johnson (Johnson’s, Aveeno)
                                                                                              • Manufacturer sales of disposable baby products
                                                                                                • Figure 19: Select manufacturer sales of disposable baby products at FDMx, 2009 and 2010
                                                                                            • Brand Share—Disposable Diapers and Training Pants

                                                                                              • Key points
                                                                                                • Fashionable designs and the promise of dryness drive premiums
                                                                                                  • “Natural” options appeal to eco-parents who are leery of cloth
                                                                                                    • Value still an important element of sales growth
                                                                                                        • Figure 20: Selected brand sales and share of disposable diapers at FDMx, 2009 and 2010
                                                                                                      • Training pants that help parents teach can drive growth
                                                                                                        • Figure 21: Selected brand sales and share of training pants at FDMx, 2009 and 2010
                                                                                                    • Brand Share—Baby Wipes/Moist Towelettes

                                                                                                      • Key points
                                                                                                        • Sensitive skin and natural claims drive growth
                                                                                                          • “Natural” private label products could become more important threat
                                                                                                            • Figure 22: Selected brand sales and share of baby wipes/moist towelettes at FDMx, 2009 and 2010
                                                                                                        • Brand Share—Baby Cleansing and Care

                                                                                                          • Key point
                                                                                                            • Johnson’s remains dominant but struggles to achieve growth
                                                                                                                • Figure 23: Selected brand sales and share of baby cleansing and care at FDMx, 2009 and 2010
                                                                                                            • Innovations and Innovators

                                                                                                              • Key points
                                                                                                                • Diapers, body care, and wipes key categories of innovation
                                                                                                                  • Figure 24: New product launches, by subcategory, 2004-10
                                                                                                                • P&G maintains dominance with innovation
                                                                                                                  • Figure 25: New product launches, by company, 2004-10
                                                                                                                • Hypoallergenic and botanical claims often associated with new diaper and wipe SKUs
                                                                                                                  • Figure 26: New diaper and wipe launches, by product claims, 2004-10
                                                                                                                • “Natural” SKUs could help drive growth for some firms
                                                                                                                • Marketing Strategies

                                                                                                                  • Overview of the brand landscape
                                                                                                                    • Huggies
                                                                                                                      • Figure 27: Brand analysis of Huggies Pull-Ups line, 2010-11
                                                                                                                    • Television advertising
                                                                                                                      • Figure 28: Huggies Pull-Ups television ad, 2011
                                                                                                                      • Figure 29: Huggies Pull-Ups Training Pants, 2010
                                                                                                                    • Website
                                                                                                                      • Figure 30: Quantcast data for huggies.com, February 2011
                                                                                                                    • Facebook
                                                                                                                      • Twitter
                                                                                                                        • Comments from Mamapedia.com
                                                                                                                          • Pampers
                                                                                                                            • Figure 31: Brand analysis of Pampers, 2011
                                                                                                                          • Television advertising
                                                                                                                            • Figure 32: Pampers Cruisers television ad, 2010
                                                                                                                            • Figure 33: Pampers Swaddlers Sensitive television ad, 2010
                                                                                                                          • Website
                                                                                                                              • Figure 34: Quantcast.com estimates for pampers.com, February 2011
                                                                                                                            • Facebook
                                                                                                                              • Twitter
                                                                                                                                • Comments from Mamapedia.com
                                                                                                                                • Products Purchased

                                                                                                                                  • Key points
                                                                                                                                    • More than four out of five moms use baby wipes and disposable diapers
                                                                                                                                      • Figure 35: Baby disposable products purchased, by age of mom, November 2010
                                                                                                                                    • The affluent are less likely to use baby wipes and disposable diapers
                                                                                                                                      • Figure 36: Baby disposable products purchased, by household income, November 2010
                                                                                                                                  • Product Selection

                                                                                                                                    • Key points
                                                                                                                                      • More than four in 10 report buying baby products in bulk when possible
                                                                                                                                        • Figure 37: Product selection and advice, by age of mom, November 2010
                                                                                                                                      • Middle income and affluents more likely to consult mom-focused websites
                                                                                                                                        • Figure 38: Product selection and advice, by household income, November 2010
                                                                                                                                    • Brand Selection

                                                                                                                                      • Key points
                                                                                                                                        • Most have preferred brands, but many willing to experiment
                                                                                                                                            • Figure 39: Brand selection, by product type, November 2010
                                                                                                                                          • Less affluent are more likely to buy least expensive brand of baby wipes
                                                                                                                                            • Figure 40: How baby wipes are chosen, by household income, November 2010
                                                                                                                                          • Young moms more likely to have a preferred brand of baby soap/shampoo
                                                                                                                                            • Figure 41: How baby soaps/shampoos are chosen, by age, November 2010
                                                                                                                                          • Less than half loyal to baby oils/lotions/petroleum jelly brands
                                                                                                                                            • Figure 42: How baby oils/lotions/petroleum jelly are chosen, by household income, November 2010
                                                                                                                                          • Most do not see big difference between brands
                                                                                                                                            • Figure 43: Brand selection and satisfaction, by household income, November 2010
                                                                                                                                        • Diapers

                                                                                                                                          • Key points
                                                                                                                                            • The overwhelming majority use disposable diapers exclusively
                                                                                                                                              • Figure 44: Diaper usage, by age of mom, November 2010
                                                                                                                                            • Older moms more likely to alternate between a few preferred brands
                                                                                                                                              • Figure 45: How disposable diapers/training pants are chosen, by age, November 2010
                                                                                                                                            • Affluent moms are more likely to have a preferred disposable diaper brand
                                                                                                                                              • Figure 46: How disposable diapers/training pants are chosen, by household income, November 2010
                                                                                                                                            • Reported incidence of brand usage consistent with sales figures
                                                                                                                                              • Figure 47: Brands of disposable diapers used, July 2009-Sept. 2010
                                                                                                                                            • Most believe some diaper brands simply work better than others
                                                                                                                                              • Figure 48: Attitudes towards disposable diapers, by age of mom, November 2010
                                                                                                                                          • Impact of Environmental/Green Factors

                                                                                                                                            • Key points
                                                                                                                                              • More than one quarter of moms look for natural ingredients in baby products
                                                                                                                                                • Figure 49: Environmental factors and baby products, by age of mom, November 2010
                                                                                                                                              • Majority worry about the environmental impact of disposable diapers
                                                                                                                                                • Less affluent more likely to cut back on diaper use to help environment
                                                                                                                                                  • Figure 50: Concern about impact of disposable diapers on the environment, by household income, November 2010
                                                                                                                                              • Race and Hispanic Origin

                                                                                                                                                • Key points
                                                                                                                                                  • Blacks and Hispanics are heavier users of diapers
                                                                                                                                                    • Figure 51: Volume of disposable diapers/training pants used, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                  • More than one quarter report using store brands
                                                                                                                                                    • Figure 52: Brands of disposable diapers/training pants used, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                  • Blacks are heaviest users of baby lotions and oils
                                                                                                                                                    • Figure 53: Incidence of using baby lotion/oil, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                • Cluster Analysis

                                                                                                                                                    • Content Minimalists
                                                                                                                                                      • Characteristics
                                                                                                                                                        • Opportunity
                                                                                                                                                          • Everythings
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunity
                                                                                                                                                                • Eco Moms
                                                                                                                                                                  • Characteristics
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Characteristic tables
                                                                                                                                                                        • Figure 54: Disposable baby clusters, November 2010
                                                                                                                                                                        • Figure 55: Disposable baby products purchased, by disposable baby clusters, November 2010
                                                                                                                                                                        • Figure 56: Brand selection and satisfaction, by disposable baby clusters, November 2010
                                                                                                                                                                        • Figure 57: Product selection and advice, by disposable baby clusters, November 2010
                                                                                                                                                                        • Figure 58: Diaper usage, by disposable baby clusters, November 2010
                                                                                                                                                                        • Figure 59: Attitudes toward disposable diapers, by disposable baby clusters, November 2010
                                                                                                                                                                      • Demographic tables
                                                                                                                                                                        • Figure 60: Disposable baby clusters, by age, November 2010
                                                                                                                                                                        • Figure 61: Disposable baby clusters, by household income, November 2010
                                                                                                                                                                        • Figure 62: Disposable baby clusters, by marital status, November 2010
                                                                                                                                                                        • Figure 63: Disposable baby clusters, by level of education, November 2010
                                                                                                                                                                        • Figure 64: Disposable baby clusters, by number of children in the household, November 2010
                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                      • SymphonyIRI Group Builders Panel—Key Household Purchase Measures

                                                                                                                                                                          • Overview of diapers (including disposable diapers and training pants)
                                                                                                                                                                            • Disposable diapers
                                                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                                                • Brand map
                                                                                                                                                                                  • Figure 65: Brand map, selected brands of disposable diapers buying rate, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                    • Figure 66: Key purchase measures for the top brands of disposable diapers, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                  • Training pants
                                                                                                                                                                                    • Consumer insights on key purchase measures
                                                                                                                                                                                      • Brand map
                                                                                                                                                                                        • Figure 67: Brand map, selected brands of disposable training pants buying rate, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                          • Figure 68: Key purchase measures for the top brands of disposable training pants, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                        • Overview of moist towelettes
                                                                                                                                                                                          • Baby wipes
                                                                                                                                                                                            • Consumer insights on key purchase measures – baby wipes
                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                • Figure 69: Brand map, selected brands of baby wipes buying rate, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                  • Figure 70: Key purchase measures for the top brands of moist towelettes, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                                • Overview of baby needs
                                                                                                                                                                                                  • Baby soap
                                                                                                                                                                                                    • Consumer insights on key purchase measures
                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                        • Figure 71: Brand map, selected brands of baby soap buying rate, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                          • Figure 72: Key purchase measures for the top brands of baby soap, by household penetration, 52 weeks ending June 27, 2010
                                                                                                                                                                                                      • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                          • Figure 73: Where baby soaps and shampoos are bought, by age of mom, November 2010
                                                                                                                                                                                                          • Figure 74: Where baby oils/lotions/petroleum jelly are bought, by age of mom, November 2010
                                                                                                                                                                                                          • Figure 75: Where baby wipes are bought, by age of mom, November 2010
                                                                                                                                                                                                          • Figure 76: Where baby wipes are bought, by household income, November 2010
                                                                                                                                                                                                          • Figure 77: Where baby soaps and shampoos are bought, by household income, November 2010
                                                                                                                                                                                                          • Figure 78: Where baby oils/lotions/petroleum jelly are bought, by household income, November 2010
                                                                                                                                                                                                          • Figure 79: Brand selection and satisfaction, by age of mom, November 2010
                                                                                                                                                                                                          • Figure 80: Attitudes towards disposable diapers, by household income, November 2010
                                                                                                                                                                                                      • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                          • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • Amazon North America
                                                                                                                                                                                                            • Centers for Disease Control and Prevention
                                                                                                                                                                                                            • Costco Wholesale Corporation
                                                                                                                                                                                                            • CVS Caremark Corporation
                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                            • Family Dollar Stores, Inc
                                                                                                                                                                                                            • Food Products Association
                                                                                                                                                                                                            • Footlocker Group
                                                                                                                                                                                                            • Gerber Products Company
                                                                                                                                                                                                            • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                            • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                            • H. E. Butt Grocery Company
                                                                                                                                                                                                            • Johnson & Johnson
                                                                                                                                                                                                            • Kimberly-Clark Corporation
                                                                                                                                                                                                            • National Association of Diaper Services
                                                                                                                                                                                                            • Natural Products Association
                                                                                                                                                                                                            • Personal Care Products Council
                                                                                                                                                                                                            • Pfizer Consumer Health Care Group (US)
                                                                                                                                                                                                            • Playtex Products Inc
                                                                                                                                                                                                            • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                            • Procter & Gamble Company (The)
                                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                                            • Real Diaper Industry Association
                                                                                                                                                                                                            • Rite Aid Corporation
                                                                                                                                                                                                            • Safety 1st
                                                                                                                                                                                                            • SAM's Club
                                                                                                                                                                                                            • Solar Cosmetic Labs
                                                                                                                                                                                                            • Starbucks Corporation
                                                                                                                                                                                                            • Target Corporation
                                                                                                                                                                                                            • The Kroger Co.
                                                                                                                                                                                                            • The New York Times Company
                                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                            • Unilever USA
                                                                                                                                                                                                            • University of Michigan, The
                                                                                                                                                                                                            • US Department of Commerce
                                                                                                                                                                                                            • Walgreen Co
                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                            • Walt Disney Company, The
                                                                                                                                                                                                            • Winn-Dixie Stores

                                                                                                                                                                                                            Disposable Baby Products - US - March 2011

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