Marketing child-centric personal care products is problematic. The market sits uneasily between the domains of baby and adult focused products. While using licensed characters from popular films and cartoons is an obvious shortcut to gaining kids' approval a longer-lasting approach would be to encourage the foundations of positive personal care behaviors
Scope
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
Highlights
Across Asia Pacific, the number of young children aged 5-9 has been decreasing in most countries and is forecast to continue in this vein from 2007 to 2012. One exception to this is in Japan where growth in the size of this age group is forecast to be minimal
At the country-specific level, the place of greatest interest for marketers is China. In 2005, 10% of the new products launches within the personal hygiene category were tagged as being specific to kids. This is perhaps indicative of the continuing commercial opening up of China and the readiness to focus on children
The variance between the value of child and overall per capita consumption of oral care products is least significant in Thailand, Italy, India and China all of which have a variance of less than 10%. In Europe, the difference in the value of consumption is more significant but does not extend beyond a high of 36% (in Spain)
Reasons to Purchase
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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