The Baby Care Market

Published by: Packaged Facts

Published: May. 1, 1997 - 156 Pages

Table of Contents

1. Executive Summary
   
   • The Products
     
   • Product Categories/Segments
     
   • The Market
     
   • Market Size and Growth
     
   • Market Projections
     
   • Table 1-1: Estimated Size and Growth of the U.S. Baby Care Market: 1992-2001 (retail dollars)
     
   • Sales/Share by Category/Segment
     
   • Retail Share
     
   • The Marketers
     
   • The Marketers
     
   • Competition
     
   • New Product Trends
     
   • Advertising Expenditures
     
   • Retail
     
   • At the Retail Level
     
   • The Consumer
     
   • Consumer Demographics
     
   • Scope and Methodology
     
   • Scope
     
   • Methodology of Sales Estimates
     
2. The Products
   
   • Overview
     
   • Scope of Study
     
   • Products Included
     
   • Products Excluded
     
   • Product Categories
     
   • Three Categories
     
   • Diapers
     
   • Skincare/Toiletries
     
   • Baby Feeding Accessories
     
   • Product Attributes
     
   • Diapers: Classifications
     
   • Skincare Products: Attributes
     
   • Toiletries: Attributes
     
   • Baby Feeding Accessories: Bottles/Nursers
     
   • Nipples, Pacifiers, Teethers
     
3. The Market
   
   • Market Size and Growth
     
   • Market Falling
     
   • Figure 3-1: Estimated Size and Growth of the Baby Care Market in the U.S.: 1992-1996 (retail dollars)
     
   • Diaper Category Drags Down Sales
     
   • Table 3-1: Estimated Size and Growth of the U.S. Baby Care Market, by Product Category: 1992-1996 (retail dollars): Diapers, Skincare/Toiletries, Baby Feeding Accessories
     
   • Skincare/Toiletries Up-Driven by Baby Wipes
     
   • Feeding Accessories in a Positive Growth Mode
     
   • Diaper Sales by Segment
     
   • Table 3-2: Size and Growth of U.S. Market for Baby Diapers, by Segment: 1992-1996 (retail dollars): Disposable Diapers, Diaper Services, Cloth Diapers
     
   • Skincare Sales by Segment
     
   • Table 3-3: Size and Growth of U.S. Market for Baby Skincare Products, by Segment: 1996 and 1995 (retail dollars): Powder, Petroleum Jelly, Ointment/Cream, Oil, Lotion, Soap
     
   • Toiletries Sales by Segment
     
   • Table 3-4: Size and Growth of the U.S. Market for Baby Toiletries, by Segment: 1992-1996 (retail dollars): Baby Wipes, Cotton Swabs
     
   • Sales of Baby Feeding Accessories
     
   • Unit and Dollar Sales
     
   • Table 3-5: Change in Dollar and Unit Sales of Major Baby Care Market Segments, by Segment: 1996 and 1995 (percent): Disposable Diapers, Skincare Products, Baby Wipes
     
   • Factors in Future Growth: Demographics
     
   • Overview: Market Strongly Linked to Demographic/Population Trends
     
   • Natality Statistics from the NCHS
     
   • The Universe of Potential Mothers
     
   • Table 3-6: U.S. Population of Potential Mothers, by Age Group: 1994 (numbers and percent): 15-19, 20-24, 25-29, 30-34, 35-39, 40-44
     
   • The Aging Trend
     
   • Table 3-7: Trend in Distribution of Potential Mothers in the U.S., by Age Group: 1976-1994 (percent): 18-24, 25-29, 30-34, 35-39, 40-44
     
   • Twenty-Year Olds Account for Half of Births
     
   • Table 3-8: Number and Distribution of U.S. Live Births , by Age of Mother: 1994 (numbers and percent): 15-19, 20-24, 25-29, 30-34, 35-39, 40-44
     
   • Newborn Population Size: 1996
     
   • Table 3-9: U.S. Live Births: 1990-1996 (number)
     
   • Table 3-10: U.S. Live Births: 1940-1996 (number)
     
   • Declining Birth and Fertility Rates
     
   • Table 3-11: U.S. Birth and Fertility Rates: 1940-1996 (numbers)
     
   • Increase in Childless Women
     
   • Table 3-12: Percent of Childless Women in the U.S., by Age Group: 1976-1994 (percent): 18-24, 25-29, 30-34, 35-39, 40-44
     
   • Mothers Getting Older
     
   • Table 3-13: U.S. Birth Rates, by Age of Mother: 1970-1994 (numbers): 15-19, 20-24, 25-29, 30-34, 35-39, 40-44
     
   • More "Thirtysomething" Moms
     
   • Table 3-14: U.S. Childbearing Women Ages 30-34 and 35-39: 1976-1994 (number)
     
   • Rates by Live-Birth Order
     
   • High Unmarried Mother Rate
     
   • Table 3-15: Number and Percent of Births to Unmarried Women in the U.S.: 1980-1994 (number and percent)
     
   • Unmarried Trend Cuts Across Age Groups
     
   • Table 3-16: Birth Rates for Unmarried Women in the U.S., by Age Group: 1970-1994: 15-44, 15-17, 18-19, 20-24, 25-29, 30-34, 35-39, 40-44
     
   • Unmarried Trend by Race
     
   • Table 3-17: Birth Rates for Unmarried Women in the U.S., by Race and Ethnic Origin: 1970-1994: White, Black, Hispanic
     
   • Fertility Rates by Race
     
   • Table 3-18: U.S. Fertility Rates, by Race/Ethnicity: 1960-1994: White, Black, Asian/Pacific, American Indian, Hispanic
     
   • Hispanic Fertility Rates
     
   • Mothers in the Workforce
     
   • Table 3-19: Proportion of New Mothers in the U.S. Labor Force, by Demographic Factor: 1994 (percent): Education, Age, Race, Marital Status
     
   • Mothers and Education
     
   • Table 3-20: Distribution of New U.S. Mothers, by Educational Attainment: 1994 (percent): 0-8 years, 9-11, 12, 13-15, 16+
     
   • Birth Rates and Fathers
     
   • Table 3-21: Birth Rates of U.S. Fathers, by Age Group: 1980-1994: 15-54, 15-19, 20-24, 25-29, 30-34, 35-39, 40-44, 45-49, 50-54
     
   • Summary: Implications of Demographic Trends
     
   • Factors in Future Growth : Other Factors
     
   • Value-Consciousness
     
   • Fading Brand Loyalty?
     
   • Positive Factors
     
   • The Working Mom Phenomenon
     
   • The Grandparent Factor
     
   • Health Awareness
     
   • New Products
     
   • New Marketing Angles
     
   • Licensing
     
   • Premium Products
     
   • Extended Use
     
   • Factors in Growth: Disposable Diapers
     
   • The Convenience Factor
     
   • Environmental Concerns Blunted, So Far
     
   • Factors in Growth: Skincare/Toiletries
     
   • Factors in Growth: Baby Feeding Accessories
     
   • Retail Factors
     
   • Market Composition: Sales by Product Category
     
   • Diapers with Three-Quarters of Baby Care Sales
     
   • Figure 3-2: Share of Baby Care Retail Sales in the U.S., by Product Category: 1996 (percent): diapers, skincare/toiletries, baby feeding accessories
     
   • Market Composition: Diapers
     
   • Disposables Monopolize Diaper Category
     
   • Table 3-22: Share of U.S. Diaper Sales, by Product Segment: 1992 and 1996 (percent): Disposable diapers, diaper services, cloth diapers
     
   • Use of Disposables: By Product Type
     
   • Figure 3-3: New Mothers' Use of Disposable Diapers in the U.S., by Product Type: 1996 (percent): regular/ultrathin only, premium only, both regular and premium, both overnight and other types, overnight only
     
   • Weight- and Gender-Specific Use of Disposables
     
   • Training Pants Share
     
   • Market Composition: Skincare/Toiletries
     
   • Share by Subcategory
     
   • Skincare Share: By Segment
     
   • Table 3-23: Share of U.S. Baby Skincare Sales, by Product Segment: 1995 and 1996 (percent): powder, petroleum jelly, ointment/cream, oil, lotion, soap
     
   • Toiletries Share: By Segment
     
   • Market Composition: Baby Feeding Accessories
     
   • Special Note
     
   • Bottle/Nurser Use by Type
     
   • Bottle Use by Size
     
   • Table 3-24: U.S. New Mothers Use of Baby Bottles/Nursers, by Bottle Size: 1996 (percent): "currently use" or "use most often" 4 0z., 8 oz., 12 oz.
     
   • Bottle Use by Shape
     
   • Table 3-25: U.S. New Mothers Use of Baby Bottles/Nursers, by Bottle Shape: 1996 (percent): straight, straight only, angled, angled only
     
   • Use of Disposable Bottle Liners
     
   • Nipple Use by Material/Type
     
   • Table 3-26: U.S. New Mothers Use of Nipples, by Material and Type: 1996 (percent): rubber/latex (regular), silicone (orthodontic)
     
   • Pacifier Use
     
   • Table 3-27: U.S. New Mothers Use of Pacifiers, by Age of Baby: 1996 (percent): 0-6 months, 7 or more months
     
   • Pacifier Use by Type
     
   • Table 3-28: U.S. Mothers Use of Pacifiers, by Product Type: 1996 (percent): orthodontic: silicone, rubber/latex; regular: silicone rubber/latex
     
   • Teether Use
     
   • Table 3-29: U.S. New Mothers Use of Baby Teethers, by Age of Baby: 1996 (percent): 0-6 months, 7 or more months
     
   • Teether Use by Type
     
   • Table 3-30: U.S. New Mothers Use of Teethers, by Product Type: 1996 (percent): hard, soft-not water filled, soft-water filled
     
   • Market Composition: Retail Share
     
   • Special Note
     
   • Discounters Gaining Share
     
   • Retail Share: Disposable Diapers
     
   • Table 3-31: Share of U.S. Sales of Disposable Diapers, by Outlet Type; 1993, 1995, and 1996 (percent): supermarkets, drugstores, discount chains
     
   • Retail Share: Baby Wipes
     
   • Table 3-32: Share of U.S. Sales of Baby Wipes, by Outlet Type; 1995 and 1996 (percent): supermarkets, drugstores, discount chains
     
   • Retail Share: Skincare Products
     
   • Table 3-33: Share of U.S. Sales of Baby Skincare Products, by Outlet Type: 1995 and 1996 (percent): supermarkets, drugstores, discount chains
     
   • Retail Share: Skincare by Product Segment
     
   • Table 3-34: Share of U.S. Sales of Selected Baby Needs, by Outlet and Product Segment: 1995 and 1996 (percent): supermarkets, drugstores, discount chains
     
4. The Marketers
   
   • The Marketers
     
   • Number/Type of Marketers
     
   • Marketers of Disposable Diapers
     
   • Marketers of Cloth Diapers
     
   • Marketers of Baby Skincare Products
     
   • Marketers of Baby Toiletries
     
   • Marketers of Baby Feeding Accessories
     
   • Table 4?1: Leading Marketers/Brands of Baby Care Products, by Product Category: 1996 (listing)
     
   • Marketer Shares: Disposable Diapers
     
   • Kimberly-Clark with Slight Lead over Procter Gamble
     
   • Table 4-2: Marketer Shares of U.S. Disposable Diaper Sales: 1992-1996 (Selected Years) (percent): Kimberly-Clark, Procter & Gamble, Drypers, Associated Hygienics
     
   • Private Labels
     
   • Veragon/Drypers and Associated Hygienics
     
   • Brand Shares: Disposable Diapers
     
   • Luvs Stretch and Huggies Ultratrim Tied for Lead
     
   • Table 4-3: Brand Shares of U.S. Disposable Diaper Sales, 1996 (percent): Luvs Stretch, Huggies Ultratrim, Pampers Stretch, etc.
     
   • The Competitive Situation: Disposable Diapers
     
   • Procter & Gamble and Kimberly-Clark
     
   • Their Major Rival: Private Label
     
   • Fierce Competition on Price
     
   • P&G Pioneers Market in 1961
     
   • K-C Enters in 1968
     
   • K-C Trumps P&G with Huggies in 1978
     
   • P&G Responds with Superabsorbents
     
   • The Battle of the Innovations
     
   • K-C Wins; P&G Resorts to Price Wars
     
   • P&G Prepares for Restaging in 1994
     
   • Fierce Price Wars in 1995
     
   • P&G Restages Luvs and Pampers
     
   • Focusing on Unisex and Large Packaging
     
   • K-C Matches P&G
     
   • The Indirect Impact of the K-C/Scott Merger
     
   • Is Europe the Next Battleground?
     
   • K-C's Monopoly in Training Pants
     
   • Competitive Focus: Veragon/Drypers
     
   • Number-Three Branded Marketer
     
   • A Scrappy Competitor
     
   • Baking Soda Diapers
     
   • Strategy
     
   • A Rough 1995
     
   • Distribution Difficulties
     
   • Distribution Opportunities
     
   • Other Competitive Profiles
     
   • Paragon Trade Brands
     
   • Confab Enters
     
   • Arquest, Inc.
     
   • Marketer Shares: Baby Wipes
     
   • Topsy-Turvy Situation
     
   • Like Diapers, K-C Now Tied with P&G for Lead
     
   • Table 4-4: Marketer Shares of U.S. Baby Wipes Sales: 1992 -1996 (percent): Scott Paper, Kimberly-Clark, Reckitt & Colman
     
   • Reckitt & Colman in Second Tier
     
   • Minor Wipes Marketers
     
   • Private Label
     
   • Brand Shares: Baby Wipes
     
   • Baby Fresh on Top, Huggies Number Two
     
   • Table 4-5: Brand Shares of U.S. Baby Wipes Sales: 1996 (percent): Baby Fresh, Huggies, Huggies Natural Care, Chubs, Wet Ones, Scott, Wash-A-Bye, Kid Fresh
     
   • The Competitive Situation: Baby Wipes
     
   • The Big News: K-C Acquires Scott Paper
     
   • Scott Brands Sold to P&G
     
   • Scott Originally Dominated
     
   • But Scott Couldn't Compete with K-C
     
   • Reckitt & Colman Acquires Lehn & Fink
     
   • Private Label a Significant Factor
     
   • Marketer Shares: Baby Skincare
     
   • J&J Rules
     
   • Table 4-6: Marketer Shares of U.S. Baby Skincare Sales, 1995-1996 (percent): Johnson & Johnson, Colgate-Palmolive, Chesebrough-Ponds, Pfizer, Helene Curtis, Schering-Plough
     
   • Colgate-Palmolive (Baby Magic)
     
   • Chesebrough-Pond's (Vaseline)
     
   • Pfizer (Desitin)
     
   • Helene Curtis and Schering-Plough Vie for the Fifth Spot
     
   • Minors Concentrated in Ointments and Powders
     
   • Significant Minors
     
   • Private Labels
     
   • Brand Shares: Baby Skincare
     
   • Baby Magic Leads Baby Lotion Brands
     
   • Table 4-7: Brand Shares of U.S. Baby Lotions Sales, 1996 (percent): Baby Magic, Suave, J&J, J&J Baby, J&J Ultra Sensitive, Private Label
     
   • Oils Dominated by J&J Line
     
   • Table 4-8: Brand Shares of U.S. Baby Oils Sales, 1996 (percent): J&J, Baby Magic, J&J Baby, Baby Magic Lite, Suave
     
   • Desitin Strong Leader of Ointments/Creams
     
   • Table 4-9: Brand Shares of U.S. Baby Ointments/Creams Sales, 1996 (percent): Desitin, A&D, Daily Care, Balmex, A&D Medicated, J&J, Diaparene, Dyprotex, J&J Ultra Sensitive
     
   • J&J Rules Baby Powder Segment
     
   • Table 4-10: Brand Shares of U.S. Baby Powder Sales, 1996 (percent): J&J Baby, J&J, Caldesene, Gold Bond, Suave, Diaparene, Swan, Desitin, Baby Magic
     
   • Baby Soap Dominated by Baby Magic
     
   • Table 4-11: Brand Shares of U.S. Baby Soap Sales, 1996 (percent): Baby Magic, J&J, J&J Baby, J&J No More Tears, Suave Baby Care, Phisoderm
     
   • Vaseline Virtually Only Brand of Petroleum Jelly
     
   • The Competitive Situation: Baby Skincare Products
     
   • Sluggish Competition
     
   • The Strong J&J Name
     
   • Innovation at the Margins
     
   • Ultra Sensitive Products
     
   • Baby Magic a Major Competitor
     
   • Lackluster Sales
     
   • The Suave Extension into Baby Care
     
   • Competition: Lotions
     
   • Competition: Oils
     
   • Competition: Ointments/Creams
     
   • Competition: Powder
     
   • Competition: Soap
     
   • Competition: Petroleum Jelly
     
   • The Competitive Situation: Baby Feeding Accessories
     
   • The American Baby Survey
     
   • The Top Three: Gerber, Playtex, Evenflo
     
   • Table 4-12: U.S. New Mothers Brand Use of Baby Bottles, by Bottle Type, 1984-1996 (percent): Plastic, Glass-Gerber, Evenflo, J&J, Cherubs, Playtex
     
   • Table 4-13: U.S. New Mothers Brand Use of Nipples, 1984-1996 (percent): Playtex, Gerber, Evenflo, J&J Health Flow, Nuk
     
   • Table 4-14: U.S. Mothers Brand Use of Pacifiers, 1984-1996 (percent): Nuk, Mam/Sassy, Gerber, Playtex, Evenflo, Cherubs, The First Years, Binky
     
   • Table 4-15: U.S. Mothers Brand Use of Teethers, 1984-1996 (percent): Gerber, The First Years, Evenflo, Safety First, Nuk, Johnson & Johnson
     
   • Gerber Is Number One
     
   • Playtex Is Number Two
     
   • Evenflo Is Number Three
     
   • J&J a New Force in BFA
     
   • New Product Trends
     
   • Unisex Trend in Diapers
     
   • Improved Diaper Technology
     
   • Other Diaper Trends
     
   • New Age Skincare Products
     
   • Licensed Skincare Products
     
   • Other Skincare Trends
     
   • Trends in Baby Wipes
     
   • High-Tech Feeding Accessories
     
   • Licensed BFA Products
     
   • Other BFA Trends
     
   • Table 4-16: Selected New Product Introductions for the U.S. Baby Care Market, 1995-1996 (listing)
     
   • Selected New Product Introductions for the U.S. Baby Care Market, 1995-1996
     
   • Selected New Product Introductions for the U.S. Baby Care Market, 1995-1996
     
   • Consumer Advertising Expenditures
     
   • Amount Spent in 1995
     
   • Diaper Marketers Account for Lion's Share
     
   • Leading Advertisers
     
   • Advertising Positioning
     
   • Performance the Primary Positioning
     
   • Pictorial and Copy Aspects
     
   • Positioning: Diapers
     
   • Positioning: Skincare/Toiletries
     
   • Positioning: BFA Products
     
   • Examples
     
   • Consumer and Trade Promotions
     
   • Coupons Used Rarely
     
   • Pampers Parenting Institute
     
   • Free Samples and "Kits" Often Distributed Through Institutions
     
   • Trade Promotions Are Standard
     
   • Ads Follow Typical Trade Ad Format
     
5. Distribution And Retail
   
   • Distribution
     
   • Distribution Is Standard
     
   • Specialty Items Often Distributed Through Mail or Phone Order
     
   • Wholesalers Important to Smaller Retailers
     
   • At the Retail Level
     
   • Baby Care Outlet Types
     
   • Average Margins: Disposable Diapers
     
   • Margins: Skincare/Toiletries and Baby Feeding Accessories
     
   • Turnover Rates
     
   • Shelving and Display
     
   • Shelf Space
     
   • Assortment
     
   • Retail Promotions
     
   • Baby Clubs
     
   • Retail Focus: Disposable Diapers
     
   • Retail Focus: Supermarkets
     
   • Supermarkets Losing to Discounters
     
   • Supermarket Responses
     
   • The Dilemma of Expanding Baby Care Sections
     
   • Shopping the Whole Store
     
   • H-E-B Profile
     
   • Retail Focus: Discount Stores
     
   • Discounters in a Growth Mode
     
   • Discounter Pluses
     
   • Profile: Target
     
   • Retail Focus: Drugstores
     
   • Unique Advantages
     
   • Diaper Selection Varies
     
   • Integrating Baby Care Products
     
   • Profile: Walgreens
     
   • Retail Focus: Baby Store Category Killers
     
   • Big Boxes New to Baby Care
     
   • Problems with the Concept
     
   • The Peril of Too-Rapid Expansion
     
   • The Original: Baby Superstore
     
   • The Rise and Fall of Baby Superstore
     
   • Is the Big Box Concept Viable for Baby Products
     
   • Babies R Us
     
   • Toys R Us Could Make the Concept Work
     
   • Lil' Things
     
   • Other Baby Category Killers
     
6. The Consumer
   
   • The Consumer: Diapers
     
   • Approximately 27 Million Adults Use Disposables
     
   • Most Use Six or More a Day
     
   • Factors in Use: Disposable and Cloth Diapers
     
   • Table 6-1: Demographic Characteristics Favoring Use of Cloth and Disposable Diapers: 1996 (listing): Age, Education, Employment, Occupation, Family Status, Region, Locality, Race/Ethnicity, Household Income, Household Size, Children in Household
     
   • Factors in Use: By Disposable Diaper Type
     
   • Table 6-2: Demographic Characteristics Favoring Use of Disposable Diapers, by Type and Brand: 1996 (listing): Age, Education, Employment, Occupation, Family Status, Region, Locality, Race/Ethnicity, Household Income, Household Size, Children in Household
     
   • Factors in Use: By Disposable Diaper Brand
     
   • The Consumer: Baby Wipes
     
   • About 44 Million Adults Use Baby Wipes
     
   • Most Use Seven or Fewer Wipes in a Week
     
   • Factors in Use and Heavy Use of Baby Wipes
     
   • Table 6-3: Demographic Characteristics Favoring Use of Baby Wipes-All Users and Heavy Users: 1996 (listing): Age, Education, Employment, Occupation, Family Status, Region, Locality, Race/Ethnicity, Household Income, Household Size, Children in Household
     
   • Factors in Use of Baby Wipes: By Brand
     
   • Table 6-4: Demographic Characteristics Favoring Use of Baby Wipes, by Brand: 1996 (listing): Age, Education, Employment, Occupation, Family Status, Region, Locality, Race/Ethnicity, Household Income, Household Size, Children in Household
     
   • The Consumer: Skincare Products
     
   • About 17 Million Adults Use Baby Powder on Babies
     
   • Factors in Use of Baby Powder
     
   • Table 6-5: Demographic Characteristics Favoring Use of Baby Powder, by Brand: 1996 (listing): Age, Education, Employment, Occupation, Family Status, Region, Locality, Race/Ethnicity, Household Income, Household Size, Children in Household
     
   • Factors in Use of Baby Powder: By Brand
     
   • Eight Percent of Adults Use Baby Oil/Lotion
     
   • Factors in Use of Baby Oil/Lotion
     
   • Table 6-6: Demographic Characteristics Favoring Use of Baby Oil or Lotion, by Brand: 1996 (listing): Age, Education, Employment, Occupation, Family Status, Region, Locality, Race/Ethnicity, Household Income, Household Size, Children in Household
     
   • Factors in Use of Baby Oil/Lotion: By Brand
     
   • Twenty-Six Million Users of Baby Soap
     
   • Factors in Use of Baby Soap
     
   • Table 6-7: Demographic Characteristics Favoring Use of Baby Soap, by Brand: 1996 (listing): Age, Education, Employment, Occupation, Family Status, Region, Locality, Race/Ethnicity, Household Income, Household Size, Children in Household
     
   • Factors in Use of Baby Soap: By Brand
     
   • The Consumer: Baby Nursers/Bottles
     
   • About 10 Million Users
     
   • Factors in Use of Baby Nursers/Bottles
     
   • Table 6-8: Demographic Characteristics Favoring Use of Baby Nursers: 1996 (listing): Age, Education, Employment, Occupation, Family Status, Region, Locality, Race/Ethnicity, Household Income, Household Size, Children in Household
     
   
   Appendix I:
   Examples Of Baby-Care Advertising AppI-1
   
   Appendix II:
   Addresses Of Selected Baby Care Marketers AppII-1
   

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