Children's and Tweens' Personal Care Usage Trends

Published by: Datamonitor

Published: Dec. 11, 2008 - 27 Pages

Table of Contents

Overview

Catalyst

Summary

THE FUTURE DECODED

INTRODUCTION: Kids’ personal care is a potentially lucrative, but problematic market

TREND: Media focus and parental concern are changing society’s approach to children

INSIGHT: Children and tweens do not widely use fragrances and moral concerns may prevent any category growth

INSIGHT: Children use significant amounts of haircare products but still less than adults

INSIGHT: Children’s consumption of personal hygiene products is reasonably close to that of adults but research indicates that good habits are not always adopted

INSIGHT: Child and adult spending on dental hygiene products is similar as parents recognize the importance of quality oral care products for their children

INSIGHT: Concerned parents are protecting their children more vigorously with suncare products

ACTION POINTS

ACTION: Recognize that effective marketing of kids’ products requires ‘dual marketing’

ACTION: Assess whether the introduction or repositioning of a brand “for kids” will improve your overall product mix

ACTION: Recognize the different facets of fun and how children and tweens will interpret them differently

ACTION: Incorporate visual cues to make good personal care habits easier to adopt and maintain broader educational initiatives promoting good habits

ACTION: Use the web to communicate with kids and parents and leverage interactivity

ACTION: Make oral care fun to promote good dental health and actively communicate that products are formulated to take account of government/medical guidelines

ACTION: Make suncare fun for kids and easy for parents

ACTION: Develop ‘less harsh, safer’ personal care formats to capitalize of intensifying parental sensitivity and desire to buy the most caring brands

APPENDIX

Definitions

Methodology

Further reading and references

Ask the analyst

Datamonitor consulting

Disclaimer

TABLE OF FIGURES

Figure 1: Kids are made up of two demographics: Children (5-9 year olds) and Tweens (10-13 year olds)

Figure 2: Demographic pressures and various stakeholders affect the development of the children’s personal care market

Figure 3: Children and tween fragrance consumption is low around the world

Figure 4: Industry players are still testing the commercial viability of kid-focused fragrances as shown by these launches in 2008

Figure 5: Fragrance innovation aimed at children and tweenagers is limited

Figure 6: Young consumers’ haircare consumption is closer to that of adults than fragrance consumption

Figure 7: The US accounts for the majority of haircare launches targeted towards kids

Figure 8: Haircare products specifically devised for kids span more creative and self expressive products such as Hannah Montana Scented Color Sticks to personalized formulation benefits such as the Soft & Beautiful Just for Me line

Figure 9: Children’s consumption of personal hygiene products is reasonably close to that of adults

Figure 10: Personal hygiene brands can apply the messages of previous laundry brands’ marketing campaigns in order to promote product usage and champion active kids’ lifestyles

Figure 11: Poor personal hygiene habits are being linked with lost school days

Figure 12: Child focused personal hygiene product launches have been relatively uncommon, especially in Europe and Asia

Figure 13: Personal hygiene products must promote efficacy while also being formulated with a sensitivity to meet kids’ delicate skin

Figure 14: Oral hygiene is the category where child and tween consumption is most likely to exceed adults’

Figure 15: Institutional campaigns promoting oral health in childhood offer an opportunity for oral hygiene manufacturers and retailers to add further impetus

Figure 16: There has been comparatively more activity in oral hygiene innovation relative to the other core personal care categories covered in this study

Figure 17: Innovation in oral care includes attempts to make kids’ oral care regimes more sophisticated as well as ongoing attempts to improve sensory appeal through kid-friendly flavors

Figure 18: Suncare is another strong category for child and tween consumption

Figure 19: The suncare product category has seen a high proportion development of new products designed for usage by children in recent years

Figure 20: As personal care providers bring innovation to the marketplace, it must be done in ways that continue to drive improved revenue per unit, or an improved product mix overall

Figure 21: Oral-B stages recognizes the developmental progression and associated needs of kids as they age

Figure 22: Personal care concepts “for kids” may also prove profitable in the out-of-home segment

Figure 23: There are numerous dimension kids associate with ‘fun’: brands must leverage them accordingly

Figure 24: SquidSoap’s visual checking device incorporates visual cues to make good personal care habits easier to adopt among kids

Figure 25: Broader educational initiatives promoting good hygiene habits can drive occasions and contribute to better societal wellbeing

Figure 26: Tween Beauty shows the growing usefulness of communicating with consumers via a well designed website

Figure 27: Blossom uses the tagline ‘Created 4 Girls, By Girls’

Figure 28: Social networking offer opportunities for brand interaction, especially for the tweenage segment

Figure 29: Entertainment can distract children into good dental habits

Figure 30: Listerine’s Agent Cool Blue should prove popular with children and parents

Figure 31: Industry players should support broader efforts to promote good oral hygiene

Figure 32: More enjoyable suncare products should help children adopting better sun-safe habits

Figure 33: Targeting parents’ concerns, whether related to practicality and convenience or protection, is vital in the suncare market

Figure 34: Boots devised a campaign in the UK in 2008 geared towards “making suncare fun”

Figure 35: Industry players are developing ‘less harsh, safer’ personal care formats to capitalize of intensifying parental sensitivity and desire to buy the most caring brands

TABLE OF TABLES

Table 1: European, Asian and US child population (5-9 year olds), by country and region, 2002-2012

Table 2: European, Asian and US child population (5-9 yearsolds) as proportion of overall population, by country and region, 2002-2012

Table 3: European, Asian and US tween population (10-13 year olds), by country and region, 2002-2012

Table 4: European, Asian and US tween population (10-13 years old) as proportion of overall population, by country and region, 2002-2012

Table 5: Children and tween fragrance consumption (US$ millions) in the US, Europe, and Asia Pacific, by country, 2007

Table 6: Percentage of fragrances product launches tagged as being targeted at children/kids by country, Asia Pacific, Europe and the US, 2002-07

Table 7: Children and tween haircare consumption (US$ millions) in the US, Europe, and Asia Pacific, by country, 2007

Table 8: Percentage of haircare product launches tagged as being targeted towards children/kids, by country, Asia Pacific, Europe and the US, 2002-07

Table 9: Children and tween personal hygiene consumption (US$ millions) in the US, Europe, and Asia Pacific, by country, 2007

Table 10: Percentage of personal hygiene product launches tagged as being targeted at kids by country, Asia Pacific, Europe and the US, 2002-07

Table 11: Children and tween oral hygiene* consumption (US$ millions) in the US, Europe, and Asia Pacific, by country, 2007

Table 12: Percentage of oral hygiene product launches tagged as being targeted at kids by country, Asia Pacific, Europe and the US, 2002-07

Table 13: Children and tween suncare* consumption (US$ millions) in the US, Europe, and Asia Pacific, by country, 2007

Table 14: Consumer survey: concerns about skin cancer/melanoma among respondents who are married with children living at home, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 15: Percentage of suncare product launches tagged as being targeted at kids by country, Asia Pacific, Europe and the US, 2002-07

Table 16: Consumer survey: favourability towards health & beauty products formulated with 100% natural ingredients among respondents who are married with children living at home, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Abstract

• Identifies the most important demographic shift across the global stage that will impact children's personal care brands
• Global coverage: offers proprietary new product launch coverage from 17 countries across four continents
• Valuable insight structured by market category across the most pertinent personal care segments applicable to 5-13 year olds
• Detailed recommendations and interpretation offering practical strategies based on the trends and insights uncovered in the report

• Attitudinal insight: understand the attitudes driving the personal care consumption behavior of 5-13 year olds and their parents
• Consumption and market insight: obtain exclusive personal care consumption data for kids in the US, Europe and Asia Pacific
• Ideation and inspiration: spark new ideas by learning from innovative 'on-trend' products embracing the opportunities in kids' personal care

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