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Caring for Baby: The U.S. Market for Diapers, Bottles, Wipes and More, 3rd Edition


Attention: There is an updated edition available for this report.

The U.S. population is always increasing, so our $7 billion babycare market should be bullish, right? Yet this is not true across the board: Baby wipes, bodycare items, and feeding accessories posted strong turnarounds in 2003-2007, while infant toys have boomed. Yet such basics as disposable diapers and pacifiers/teethers are struggling. Packaged Facts’ latest edition exploring the U.S. babycare supplies market explains why the infant sector—while finite and mature—nonetheless affords some hot opportunities for shrewd marketing. The report features ample historical and forecast sales patterns, extensive IRI share data, tons of Simmons consumer profiles, and above all, Packaged Facts’ familiar, tell-it-like-it-really-is analysis, which shines in competitive profiles of Procter & Gamble, Johnson & Johnson/Neutrogena, Hain-Celestial, Evenflo, Clorox/Burt’s Bees, and others.

Packaged Facts provides historical (2003-07) and forecast (2008-12) retail sales figures based on a thorough evaluation of all available marketplace data, both numerical and empirical. Sales figures are broken into the following six categories:

  • Disposable diapers
  • Wipes/towelettes
  • Bodycare
  • Feeding accessories
  • Play & discovery toys
  • Pacifiers/teethers

The report presents quantitative and qualitative data gathered from primary, secondary, and syndicated sources. Proprietary sources include Information Resources, Inc. (IRI) for market and brand share, Productscan Online (a Datamonitor service) for counts of new product introductions, and Simmons Market Research Bureau for demographic information.


  • Executive Summary
    • Introduction
      • Wipes/Towelettes
      • Bodycare
      • Feeding Accessories
      • Play & Discovery (Infant Toys)
      • Pacifiers/Teethers
    • The Market
      • Table U.S. Retail Dollar Sales of Babycare Supplies, 2003-2012 (in million $)
      • Table Category Share of U.S. Retail Dollar Sales of Babycare Supplies, 2003, 2005 and 2007 (%)
    • Factors in Future Growth
    • Competitive Scenario
      • Table Number of Significant Mass Marketers of Babycare Supplies, by Category/Segment, 2004-2007
      • Commodity vs. Premium or Prestige Price Positionings
      • Channel Strategies Now Cover Mass, Specialty, Prestige, Natural and Direct
      • Use of Licensed Characters vs. Original Characters
      • Multicultural and Ethnic-specific Marketing
      • Use of So-Called New Media
      • Acquisition and Consolidation Is Pressuring Competition
        • Table Supermarket Retailers' Average Gross Profit Margins on Babycare Supplies and Baby Foods, 2005-2007 (five-point ranges)
    • The Consumer
      • Hispanic Births Break 1 Million in 2006
        • Table Number of U.S. Live Births by Race/Ethnicity, 1940-2006
        • Table U.S. Households Using Babycare Supplies, by Category/Segment, 2007 (in thousands)
    • Regulation
    • Natural, Organic and Eco-Friendly Products
      • Parabens
      • Phthalates
      • Polycarbonates
      • Propylene Glycol
      • SLFs
  • Trends and Opportunities
    • DINKS and Parents Who Want Reminders of Life Before Kids
      • Grampa and Gramma, Opa and Oma, Nonno and Nonna, Bubby and Zeidy …
  • The Market
    • Market Size and Growth
      • Table U.S. Retail Sales of Babycare Supplies by Category, 2003-2007 (in million $)
      • "Regular" Disposable Diapers Always Outsell Training Pants
      • Wipes/Towelettes Ratio Still Tilts to Wipes
      • Baby Bodycare's Leading Segments
        • Table Share of IRI-tracked Retail Sales of Baby Bodycare Products by Segment, 2001, 2004 and 2007* (in thousand $)
    • Market Share
      • Table Category Share of U.S. Retail Dollar Sales of Babycare Supplies, 2003, 2005 and 2007 (%)
      • Table Retail Channel Share of U.S. Retail Dollar Sales of Babycare Supplies, 2007
      • Table IRI-tracked Retail Dollar & Unit Sales of Babycare Supplies and by Category, 2005-2007 (in million $) and 2007 Price Index
      • Table Use of Babycare Supplies by Category and Region, 2007 (households in thousands)
    • Market Context
      • Table Total and Annual Growth Rates for U.S. Retail Sales of Babycare Supplies by Category, 2001-2005 and 2003-2007
      • Table U.S. Retail Sales of Infant, Toddler and Preschool (ITP) Non-Food Products by Market, 2003-2007 (in million $)
    • Factors in Future Growth
      • Number of Live Births
      • The Crude Birth Rate
      • The Fertility Rate
      • Nostalgia Licenses Are "Parent-Flatterers"
      • Other Novel Approaches to Licensing
    • Projected Sales
      • Disposable Diapers to Crawl
      • Wipes/Towelettes Expected to Brush $1.4 Billion
      • Bodycare Forecasted in Strong Climb
      • Feeding Accessories to Post Good Growth
      • Play & Discovery in Giant Step to $542 Million
      • Small Rally Foreseen for Pacifiers/Teethers
        • Table Projected U.S. Retail Sales of Babycare Supplies by Category, 2007-2012 (in million $)
  • The Marketers
    • Table Number of Significant Mass Marketers of Babycare Supplies, by Category/Segment, 2004 and 2007
    • Marketer and Brand Shares
      • Table IRI-tracked Sales of Disposable Diapers/Training Pants by Marketer and Brand, 2004 and 2007
      • Disposable Diapers Alone: P&G Clearly the King
        • Table IRI-tracked Sales of Disposable Diapers by Marketer and Brand, 2004 and 2007
      • Training Pants Alone: K-C Controls Two-Thirds of Sales
        • Table IRI-tracked Sales of Disposable Training Pants by Marketer and Brand, 2004 and 2007
        • Table IRI-tracked Sales of Baby Wipes by Marketer and Brand, 2004 and 2007
        • Table IRI-tracked Sales of Moist Towelettes by Marketer and Brand, 2004 and 2007
      • J&J's Baby Lotions Overwhelm Rivals' Versions
        • Table IRI-tracked Sales of Baby Lotions by Marketer and Brand, 2004 and 2007
      • J&J Commands Baby Oil Field
        • Table IRI-tracked Sales of Baby Oils by Marketer and Brand, 2004 and 2007
      • J&J Displaces Pfizer at Top of Ointments/Creams Segment
        • Table IRI-tracked Sales of Baby Ointments/Creams by Marketer and Brand, 2004 and 2007
      • Petroleum Jelly: Unilever and Private Label Have Stranglehold
        • Table IRI-tracked Sales of Petroleum Jelly by Marketer and Brand, 2004 and 2007
      • Baby Powder: Surprise! J&J Rules
        • Table IRI-tracked Sales of Baby Powder by Marketer and Brand, 2004 and 2007
      • Shampoo Leader J&J Gives Up a Little Share to K-C, Private Label
        • Table IRI-tracked Sales of Baby Shampoo by Marketer and Brand, 2004 and 2007
      • Baby Soap: J&J Still Rules, But K-C Leaps Upward
        • Table IRI-tracked Sales of Baby Soap by Marketer and Brand, 2004 and 2007
        • Table IRI-tracked Sales of Nursing/Feeding Accessories by Marketer and Brand, 2004 and 2007
        • Table IRI-tracked Sales of Play & Discovery Infant Toys by Marketer and Brand, 2007
        • Table IRI-tracked Sales of Pacifiers/Teethers by Marketer and Brand, 2004 and 2007
    • The Competitive Situation
      • Channel Strategies Now Cover Mass, Specialty, Prestige, Natural and Direct
      • Use of Licensed Characters vs. Original Characters
      • Multicultural and Ethnic-specific Marketing
      • Use of So-Called New Media
      • Acquisition and Consolidation Is Pressuring Competition
    • Competitive Profile: Clorox Co./Burt's Bees, Inc.
      • Table Competitive Profile: Clorox Co./Burt's Bees, Inc.
    • Competitive Profile: Energizer Holdings, Inc./Playtex Products, Inc.
      • Table Competitive Profile: Energizer Holdings, Inc./Playtex Products, Inc.
    • Competitive Profile: The Hain Celestial Group, Inc.
      • Table Competitive Profile: The Hain Celestial Group, Inc.
    • Competitive Profile: Kimberly-Clark Corp.
      • Table Competitive Profile: Kimberly-Clark Corp.
    • Competitive Profile: Nestlé SA/Gerber Products Co.
      • Table Competitive Profile: Nestlé SA/Gerber Products Co.
      • Gerber's Stance in the Marketplace
      • How Nestlé May Reposition Gerber
    • Competitive Profile: The Procter & Gamble Co.
      • Table Competitive Profile: The Procter & Gamble Co.
    • Three Marketers to Watch
    • California Baby
      • Table California Baby
      • Table Reckitt Benckiser Group PLC/Coty, Inc./Del Laboratories
    • Royal Philips Electronics N.V./Philips Avent
      • Table Royal Philips Electronics N.V./Philips Avent
    • Product Trends
      • Table Number of New Babycare Supplies Product Introductions, 2003-2007*
      • Prestige Baby Bodycare
      • Play & Discovery Toys
        • Table Selected New Introductions of Babycare Supplies, 2006-2007
    • Consumer Advertising Positioning
    • Consumer Promotions
      • Table Leading Marketers of Babycare Supplies and Their Representative Brands, 2008
  • Distribution and Retail
    • Distribution
    • Retail
      • Table Supermarket Retailers' Average Gross Profit Margins on Babycare Supplies and Baby Foods, 2005-2007 (five-point ranges)
    • Retail Focus: Toys "R" Us, Inc./Babies "R" Us
    • Retail Focus: Wal-Mart Stores, Inc.
  • The Consumer
    • About Simmons Data
      • Table Projected Total Number and Percentage of U.S. Households by Simmons' Respondent Demographic Factors of, 2007 (in thousands)
    • Births and Birth Rates
      • Hispanic Births Break 1 Million in 2006
        • Table Number of U.S. Live Births by Race/Ethnicity, 1940-2006
        • Table U.S. Crude Birth Rate, 1940-2006 (births per thousand population)
        • Table U.S. Fertility Rate, 1940-2006 (births per thousand women age 15-44)
        • Table Birth of First or Second Child or Grandchild (Last 12 Months and Next 12 Months), 2007 (in thousands)
        • Table Demographic Characteristics of Households with Pregnant Women (Past 12 Months), 2007 (in thousands)
    • Psychographics and Media
      • Table Strong Agreement with Statements About Indulging Kids, 2007 (in thousands)
      • Table Strong Agreement with Statements About Shopping with Kids, 2007 (in thousands)
      • Table Household Readership of Magazines About Child-Rearing (Past 6 Months), 2007 (in thousands)
    • The Baby Bodycare Products Household
      • Use Skews to Less Affluent Lifestyles
        • Table Demographic Characteristics of Households Using Baby Oil/Lotion, 2007 (in thousands)
      • No Surprise: Johnson's Is Most Popular Brand
        • Table Household Use of Baby Oil/Lotion by Brand, 2007 (in thousands)
      • Young and Elderly Both Influential
        • Table Demographic Characteristics of Households Using Baby/Children's Shampoo, 2007 (in thousands)
      • Johnson's the Most Popular Brand by Far
        • Table Household Use of Baby/Children's Shampoo by Brand, 2007 (in thousands)
      • Data Indicates Relative Lack of Affluence
        • Table Demographic Characteristics of Households Using Baby Wash and Other Bath Products, 2007 (in thousands)
      • Johnson's, Again, Is Most Widely Used Brand
        • Table Household Use of Baby Wash and Other Bath Products by Brand, 2007 (in thousands)
      • Low Earners are High Users
        • Table Demographic Characteristics of Households Using Baby Powder, 2007 (in thousands)
      • Johnson's and Shower to Shower Lead Baby Powder Use
        • Table Household Use of Baby Powder by Brand, 2007 (in thousands)
    • The Baby Wipes/Moist Towelettes Household
      • Use High Among Households of Mid-Level Affluence
        • Table Demographic Characteristics of Households Using Baby Wipes/Moist Towelettes, 2007 (in thousands)
        • Table Household Use of Baby Wipes/Moist Towelettes by Brand, 2007 (in thousands)
    • The Disposable Diaper Household
      • America Uses at Least 32 Billion Disposables Annually
        • Table Household Use of Disposable Diapers/Training Pants by Number Used Daily (Past 6 Months), 2007 (in thousands)
      • Use Favored by Upper and Lower Classes
        • Table Demographic Characteristics of Households Purchasing Disposable Diapers/Training Pants (Past 6 Months), 2007 (in thousands)
      • Huggies Is the Brand to Beat
        • Table Household Use of Disposable Diapers/Training Pants by Brand, 2007 (in thousands)
    • The Play & Discovery/Infant Toys Household
      • Most Households Spend Less Than $50 on Infant Toys
      • Infant Toy Expenditures Buy Some Toddler Toys, Too
        • Table Household Expenditures for Infant Toys (Past 12 Months), 2007 (in thousands)
      • Education Breeds Education-Literally
        • Table Demographic Characteristics of Households Purchasing Play & Discovery Infant Toys (Past 12 Months), 2007 (in thousands)
    • Household Patronage of Kids' Specialty Chains
      • Table Demographic Characteristics of Households Patronizing Children's Specialty Retail Chain Stores (Past 3 Months), 2007 (in thousands)
  • Selected Company Addresses

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