"The CPC market is expected to grow slowly into 2018. Better engagement of dads, creating products to keep children in the category for longer, and reinvigorating the struggling haircare segment could help accelerate sales growth for this market."
– Gabriela Elani, Home & Personal Care Analyst
Some questions answered in this report include:
- How to better engage with dads
- How to reinvigorate a struggling haircare segment
- How to keep children in CPC market for longer
The biggest challenge for this market is that parents struggle to see the value in buying certain CPC products when adult iterations offer the same benefits and can be used by more than one person in the household. In order to grow the market and increase parents’ incidence of purchase, brands will have to continue exploring new functional benefits that they can integrate into CPC products that better differentiate them from adult versions. Products with preventive health benefits (such as toothpaste that delivers cold/flu fighting ingredients) and that make parents’ management of their children’s hygiene easier will resonate the most strongly with parents. In addition, developing tween-specific products as part of this category is an opportunity that brands can pursue to keep children in the category for longer before they transition to using only adult products.
The key topics of focus for the 2014 report include understanding which CPC products parents are buying, why they buy them, and what product attributes and claims they take into consideration when making these purchases. This report also puts a strong emphasis on determining what product benefits and attributes parents are the most interested in and willing to pay more for, in order to give market players guidelines as to what product functionalities will be needed to better compete with adult products.
Mintel defines the US children’s personal care market as consisting of personal care products that are made especially for or targeted specifically to kids aged 6-11.
The report includes the following product categories:
- Oral care: Manual toothbrushes Battery-powered toothbrushes Toothpaste Mouthwash/rinse Dental accessories
- Haircare: Shampoo Conditioner
- Bath and body care: Bubble bath/bath fragrance Bar soap Body wash Body lotion Suncare: Sunscreen