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Private Label Disposable Baby Products - US - September 2009

Consisting of disposable diapers, training pants, wipes, and baby cleansing and care products; Mintel takes a close look at how the private label disposable baby products market is performing against branded products and how the economy has shifted household purchases. The estimated $7 billion disposable baby products market is analyzed using primary and secondary research to compare the branded and private label purchases and provide valuable insights into current sales, product trends, and the challenges and opportunities present within the market.

Insights include:

  • Which products and trends have affected sales including increased segmentation of product lines by age group, the expansion of upscale natural products to the mass market, and increased focus on learning elements
  • Which segments are seeing increased market share and the reasons for the shift
  • The role of private label and how is it changing the behavior of dominant brand manufacturers
  • Consumers’ attitudes toward babycare products in general, including a closer look at their attitudes toward private label, including reasons that they do not buy private label
  • Which racial/ethnic groups have higher usage rates of specific products and what factors influence this use including age and cultural differences
  • Brand penetration of market leaders and private label
  • What features or attributes do consumers look for and when they are willing to pay more?

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Table of contents

  1. Scope and Themes

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

                    • Total market summary
                      • Private label market performance
                        • Segment trends
                          • Diapers and training pants sales
                            • Baby wipes
                              • Baby skincare and cleansing
                                • Retail channel activity
                                  • Consumer trends and behavior
                                    • Purchasing behavior for babycare products
                                      • View toward baby products and private label
                                        • Impact of race and Hispanic origin on buying trends
                                        • Insights and Opportunities

                                          • Co-branding between private label items
                                            • Baby registry
                                            • Inspire Insights

                                              • Trend: Smart Shopping Gets Smarter
                                                • Smart shopping—snapshot
                                                  • Smart shopping gets smarter—implications
                                                    • Trend: Ego Is All
                                                      • Ego is all—snapshot
                                                        • Ego is all—implications
                                                          • Meaning:
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Total babycare market registers decline
                                                                • Sales and forecast
                                                                  • Figure 1: U.S. FDMx sales and forecast of total disposable baby products, at current prices, 2004-14
                                                                  • Figure 2: U.S. FDMx sales of total disposable baby products, at inflation-adjusted prices, 2004-14
                                                                • Private label share growing
                                                                  • Sales of all babycare products vs. private label babycare products
                                                                    • Figure 3: U.S. FDMx sales of disposable baby products, total vs private label, 2004-09
                                                                    • Figure 4: U.S. FDMx sales and forecast of private label disposable baby products, at current prices, 2004-14
                                                                    • Figure 5: U.S. FDMx sales of private label disposable baby products, at inflation-adjusted prices, 2004-14
                                                                • Segment Performance—Overview

                                                                  • Key points
                                                                    • Private label taking baby steps forward
                                                                      • Diapers and training pants lead category
                                                                        • Cleansing products have highest percentage growth
                                                                          • Private label disposable baby products sales, by segment
                                                                            • Figure 6: FDMx private label sales of disposable baby products, by segment, 2008 and 2009
                                                                        • Segment Performance—Disposable Diapers and Training Pants

                                                                          • Key points
                                                                            • Private label not keeping up with overall category
                                                                              • Share of private label peaked in 2006
                                                                                • Price alone not enough to attract consumers to private label
                                                                                  • Disposable diapers and training pants sales
                                                                                    • Figure 7: U.S. FDMx sales of disposable diapers and training pants, total vs private label, 2004-09
                                                                                    • Figure 8: U.S. FDMx sales and forecast of private label diapers and training pants, at current prices, 2004-14
                                                                                • Segment Performance—Baby Wipes

                                                                                  • Key points
                                                                                    • Private label gets its share in baby wipes
                                                                                      • Private label growth contributes to segment’s improved performance
                                                                                        • Baby wipes usage evolving
                                                                                          • Baby wipes sales
                                                                                            • Figure 9: U.S. FDMx sales of baby wipes, total vs private label, 2004-09
                                                                                            • Figure 10: U.S. FDMx sales and forecast of private label baby wipes, at current prices, 2004-14
                                                                                        • Segment Performance—Baby Skincare

                                                                                          • Key points
                                                                                            • Private label grows for the past four years
                                                                                              • Private label growth reflected in share gains
                                                                                                • Negative press reports on some baby skincare products
                                                                                                  • Baby skincare sales
                                                                                                    • Figure 11: U.S. FDMx sales of baby skincare sales, total vs private label, 2004-09
                                                                                                    • Figure 12: U.S. FDMx sales and forecast of private label baby skincare, at current prices, 2004-14
                                                                                                • Segment Performance—Baby Cleansing Products

                                                                                                  • Key points
                                                                                                    • Private label share growing
                                                                                                      • Private label continues string of annual percentage increases
                                                                                                        • Damaging report cites possible carcinogens in baby cleaning products
                                                                                                          • Baby cleansing product sales
                                                                                                            • Figure 13: U.S. FDMx sales of baby cleansing products, total vs. private label, 2004-09
                                                                                                            • Figure 14: U.S. FDMx sales and forecast of private label baby cleansing, at current prices, 2004-14
                                                                                                        • Retail Channels

                                                                                                          • Key points
                                                                                                            • Channel sales and trends
                                                                                                              • Figure 15: Food and other retailers’ sales of private label disposable baby products, 2004-09
                                                                                                          • Retail Channels—Food Retailers

                                                                                                            • Key points
                                                                                                              • Food retailers losing ground in private label babycare
                                                                                                                • Babycare continues downward sales trend
                                                                                                                  • Channel sales and trends
                                                                                                                    • Figure 16: Food retailers’ sales of private label disposable baby products, 2004-09
                                                                                                                • Retail Channels—Other Retailers

                                                                                                                  • Key points
                                                                                                                    • “Other” private label share growth slowing down
                                                                                                                      • “Other” outlets’ private label babycare sales nearing $300 million
                                                                                                                        • Channel sales and trends
                                                                                                                          • Figure 17: Other retailers’ sales of private label disposable baby products, 2004-09
                                                                                                                      • Market Drivers

                                                                                                                        • Key points
                                                                                                                          • Economic concerns cause more consumers to consider private label options
                                                                                                                            • Some consumers are still reluctant to buy private label
                                                                                                                              • Name-brand manufacturers lead in innovation
                                                                                                                                • Safety concerns can hinder babycare sales
                                                                                                                                  • Population trends indicate growing market for baby products
                                                                                                                                  • Brands vs. Private Label—Disposable Diapers and Training Pants

                                                                                                                                    • Key points
                                                                                                                                      • Private label maintains share level
                                                                                                                                        • Kimberly-Clark new segment leader
                                                                                                                                          • Luvs has highest percentage increase
                                                                                                                                            • Figure 18: FDMx top brands and private label sales of disposable diapers, 2008 and 2009
                                                                                                                                        • Brands vs. Private Label—Baby Wipes

                                                                                                                                          • Key points
                                                                                                                                            • Private label now ranks second among top manufacturers
                                                                                                                                              • Price primary concern for baby wipes buyers
                                                                                                                                                • Kimberly-Clark and Procter & Gamble leverage brand equity
                                                                                                                                                  • Figure 19: FDMx top brands and private label sales of baby wipes, 2008 and 2009
                                                                                                                                              • Brands vs. Private Label—Baby Skincare

                                                                                                                                                • Key points
                                                                                                                                                  • Private label strengthens its second place ranking
                                                                                                                                                    • Majority of larger brands see sales declines
                                                                                                                                                      • Figure 20: FDMx top brands and private label sales of baby skincare, 2008 and 2009
                                                                                                                                                  • Brands vs. Private Label—Baby Cleansing Products

                                                                                                                                                    • Key points
                                                                                                                                                      • Private label strengthens its second-place share
                                                                                                                                                        • National brand manufacturers moving in opposite directions
                                                                                                                                                          • Figure 21: FDMx top brands and private label sales of baby cleansing products, 2008 and 2009
                                                                                                                                                      • Innovation and Innovators—Brands vs. Private Label

                                                                                                                                                        • Top claims for baby product introductions
                                                                                                                                                          • Figure 22: Top claims in U.S. disposable baby products (# of new products), branded vs private label, 2008-June 2009
                                                                                                                                                        • Safeway most active retailer with new product introductions
                                                                                                                                                          • Figure 23: Top retailers/manufacturers in U.S. private label disposable baby products (# of new products), 2008-June 2009
                                                                                                                                                        • Branded
                                                                                                                                                          • Private label
                                                                                                                                                          • Purchase of Disposable Baby Products, Brands and Private Label

                                                                                                                                                            • Key points
                                                                                                                                                              • Overall household usage
                                                                                                                                                                • Figure 24: Household use of disposable baby products, by age of kids in HH, February 2008-March 2009
                                                                                                                                                                • Figure 25: Household use of disposable baby products, by age, February 2008-March 2009
                                                                                                                                                                • Figure 26: Household use of disposable baby products, by presence of children, February 2008-March 2009
                                                                                                                                                                • Figure 27: Household use of disposable baby products, by marital status and presence of children, February 2008-March 2009
                                                                                                                                                              • Brand vs. private label usage
                                                                                                                                                                • Household brand vs. private label use of baby oil/lotion
                                                                                                                                                                  • Figure 28: Household use of brand vs. private label baby oil/baby lotion and petroleum jelly, by age, February 2008-March 2009
                                                                                                                                                                  • Figure 29: Household use of brand vs. private label baby oil/baby lotion and petroleum jelly, by presence of children and marital status, February 2008-March 2009
                                                                                                                                                                • Household brand vs. private label use of baby wash and bath products
                                                                                                                                                                  • Figure 30: Household use of brand vs. private label baby wash and bath products, by HH income, February 2008-March 2009
                                                                                                                                                                  • Figure 31: Household use of brand vs. private label baby wash and bath products, by presence of children and marital status, February 2008-March 2009
                                                                                                                                                                • Household brand vs. private label use of baby shampoo
                                                                                                                                                                  • Figure 32: Household use of brand vs. private label baby shampoo, by presence of children, February 2008-March 2009
                                                                                                                                                                  • Figure 33: Household use of brand vs. private label baby shampoo, by HH income, February 2008-March 2009
                                                                                                                                                                • Household brand vs. private label use of body and baby powder
                                                                                                                                                                  • Figure 34: Household use of brand vs. private label body and baby powder, by age, February 2008-March 2009
                                                                                                                                                              • All Babycare Purchases

                                                                                                                                                                • Key points
                                                                                                                                                                  • Overall purchasing habits
                                                                                                                                                                    • Babycare
                                                                                                                                                                      • Figure 35: Babycare product purchasing, by gender, July 2009
                                                                                                                                                                      • Figure 36: Babycare product purchasing, by age, July 2009
                                                                                                                                                                      • Figure 37: Babycare product purchasing, by HH income, July 2009
                                                                                                                                                                  • Private Label Babycare Purchases

                                                                                                                                                                      • Figure 38: Private label babycare product purchasing, by HH income, July 2009
                                                                                                                                                                  • Segment Purchasing Habits

                                                                                                                                                                    • Buying habits of baby soap buyers
                                                                                                                                                                      • Figure 39: Purchasing habits of baby soap buyers, by gender, July 2009
                                                                                                                                                                      • Figure 40: Purchasing habits of baby soap buyers, by age, July 2009
                                                                                                                                                                    • Buying habits of baby wipes buyers
                                                                                                                                                                      • Figure 41: Purchasing habits of baby wipes buyers, by household size, July 2009
                                                                                                                                                                    • Buying habits of baby shampoo buyers
                                                                                                                                                                      • Figure 42: Purchasing habits of baby shampoo buyers, by region, July 2009
                                                                                                                                                                    • Buying habits of baby ointments/creams buyers
                                                                                                                                                                      • Figure 43: Purchasing habits of baby ointments/creams buyers, by gender, July 2009
                                                                                                                                                                    • Buying habits of baby lotion buyers
                                                                                                                                                                      • Figure 44: Purchasing habits of baby lotion buyers, by household size, July 2009
                                                                                                                                                                  • Attitudes toward Baby Products

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Attitude toward baby products’ impact of green/environmental issues and sources of advice
                                                                                                                                                                        • Figure 45: Attitude toward baby products, by gender, July 2009
                                                                                                                                                                        • Figure 46: Attitude toward baby products, by age, July 2009
                                                                                                                                                                        • Figure 47: Attitude toward baby products, by income, July 2009
                                                                                                                                                                    • Attitudes toward Private Label Babycare Products

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Attitude toward private label baby vs. store brand products
                                                                                                                                                                          • Figure 48: Attitude toward private label baby products, by gender, July 2009
                                                                                                                                                                          • Figure 49: Attitude toward private label baby products, by age, July 2009
                                                                                                                                                                          • Figure 50: Attitude toward private label baby products, by HH income, July 2009
                                                                                                                                                                      • Reasons for not Buying Private label Baby Products

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Perceptions of lower quality of private label predominate
                                                                                                                                                                            • Figure 51: Reasons for not buying private label baby products, by gender, July 2009
                                                                                                                                                                            • Figure 52: Reasons for not buying private label baby products, by HH income, July 2009
                                                                                                                                                                        • Impact of Race/Hispanic Origin

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Household usage of babycare products by race/Hispanic origin
                                                                                                                                                                              • Figure 53: Household use of disposable baby products, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                            • Household usage of babycare products by level of Spanish speaking
                                                                                                                                                                              • Figure 54: Household use of disposable baby products, by level of Spanish speaking, February 2008-March 2009
                                                                                                                                                                            • Household usage of brand vs. private label baby oil/lotion by race/Hispanic origin
                                                                                                                                                                              • Figure 55: Household use of brand vs. private label baby oil/baby lotion and petroleum jelly, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                            • Household usage of brand vs. private label baby powder by race/Hispanic origin
                                                                                                                                                                              • Figure 56: Household use of brand vs. private label baby body and baby powder, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                            • Household usage of brand vs. private label baby wash and bath products by race/Hispanic origin
                                                                                                                                                                              • Figure 57: Household use of brand vs. private label baby wash and bath products, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                            • Household usage of brand vs. private label baby oil/lotion products by race/Hispanic origin
                                                                                                                                                                              • Figure 58: Household use of brand vs. private label baby oil/baby lotion and petroleum jelly, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                            • Attitude toward private label babycare products by Hispanic/non-Hispanic
                                                                                                                                                                              • Figure 59: Attitude toward private label baby products, by Hispanic/non-Hispanic, July 2009
                                                                                                                                                                            • Reasons for not buying private label babycare products by race
                                                                                                                                                                              • Figure 60: Reasons for not buying private label baby products, by race, July 2009
                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                              • Influence of marital status on babycare products purchases
                                                                                                                                                                                • Figure 61: Influence of marital status on baby products purchases, July 2009
                                                                                                                                                                              • Influence of presence of children on babycare products purchases
                                                                                                                                                                                • Figure 62: Influence of presence of children on baby products purchases, July 2009
                                                                                                                                                                              • Impact of marital status and children
                                                                                                                                                                                • Figure 63: Influence of marital status and presence of children on private label baby products, July 2009
                                                                                                                                                                              • Influence of marital status and presence of children for non-buyers
                                                                                                                                                                                • Figure 64: Influence of marital status and children on why consumers do not buy private label baby products, July 2009
                                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                                • Babyfied
                                                                                                                                                                                  • Believers
                                                                                                                                                                                    • Contenteds
                                                                                                                                                                                      • Cluster characteristics
                                                                                                                                                                                        • Figure 65: Private label baby product clusters, July 2009
                                                                                                                                                                                        • Figure 66: Babycare products purchased, by private label baby product clusters, July 2009
                                                                                                                                                                                        • Figure 67: Attitude toward private label baby products, by private label baby product clusters, July 2009
                                                                                                                                                                                        • Figure 68: Purchasing habits of babycare products, by private label baby product clusters, July 2009
                                                                                                                                                                                        • Figure 69: Preferred product attributes and influences, by private label baby product clusters, July 2009
                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                        • Figure 70: Private label baby product clusters, by gender, July 2009
                                                                                                                                                                                        • Figure 71: Private label baby product clusters, by age, July 2009
                                                                                                                                                                                        • Figure 72: Private label baby product clusters, by HH income, July 2009
                                                                                                                                                                                        • Figure 73: Private label baby product clusters, by race, July 2009
                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                        • Burt's Bees Inc.
                                                                                                                                                                                        • Food Marketing Institute
                                                                                                                                                                                        • Food Products Association
                                                                                                                                                                                        • Greenfield Online
                                                                                                                                                                                        • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                        • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                        • Johnson & Johnson
                                                                                                                                                                                        • Kimberly-Clark Corporation
                                                                                                                                                                                        • L'Oréal USA
                                                                                                                                                                                        • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                        • Procter & Gamble USA
                                                                                                                                                                                        • Safeway Inc
                                                                                                                                                                                        • Schering-Plough Corporation
                                                                                                                                                                                        • The Body Shop - Retail Sales
                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                        • U.S. Environmental Protection Agency
                                                                                                                                                                                        • Walgreen Co
                                                                                                                                                                                        • Walmart Stores (USA)

                                                                                                                                                                                        Private Label Disposable Baby Products - US - September 2009

                                                                                                                                                                                        US $3,995.00 (Excl.Tax)