Private Label: Disposable Baby Products - US

Published by: Mintel International Group Ltd.

Published: Sep. 1, 2009 - 86 Pages

Table of Contents

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

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

APPENDIX: TRADE ASSOCIATIONS

Abstract

Private label marketers are using store brands to develop a retail identity and separate themselves from the competition. Today, private label extends to virtually every category in the store making lucrative co-branding opportunities an option for retailers looking to leverage their store’s strong points and bolster some areas that may be underperforming. Targeting buyers of babycare products is a natural fit because chances are these shoppers have a growing family and by establishing a bond with them at an early stage, it is more likely to last for years to come. Moreover, families tend to spend more on a shopping trip so they are a potentially lucrative target as well.

To bolster sales activity, retailers may want to consider private label cross-marketing opportunities to direct shoppers to areas throughout the store. For example, a shopper who has a need for baby wipes may also be interested in paper towels or napkins to help with cleaning up around the house. Women who buy baby oil to remove makeup may be in need of cotton balls or other cosmetic-related products. Logic dictates that the longer shoppers stay in the store, the more likely they are to buy more products.

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