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Disposable Baby Products - US - April 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total US retail sales and fan chart forecast of disposable baby products, at current prices, 2008-18
Market factors
US birth and fertility rates have yet to recover after years of declines
Parents still want to save money despite improving economic outlook
Segment performance
Figure 2: Total US retail sales and forecast of disposable baby products, by segment, at current prices, 2010-15
Market players
Figure 3: Share of MULO sales of disposable baby products, by leading companies, 2013
The consumer
Disposable baby products have high market penetration in households with babies and toddlers
Figure 4: Disposable baby product purchases, January 2014
Parents try to stick with name brands in disposable baby products market
Figure 5: Brand and private label preferences, January 2014
Parents value brand familiarity and cost savings for diaper purchases
Suitability for sensitive skin or allergies most important for baby personal care buys
Parents interested in variety of new disposable baby care offerings
Figure 6: Interest in new disposable baby products, January 2014
What we think
ISSUES AND INSIGHTS
Expand the current category
The issues
The implications
Better engage with Hispanics
The issues
The implications
Compete with private label
The issues
The implications
TREND APPLICATION
Trend: Transumers
Trend: Greenfluencers
Trend: Non-Standard Society
MARKET SIZE AND FORECAST
Key points
Disposable baby product sales are flat
Sales and forecast of disposable baby products
Figure 7: Total US retail sales and forecast of disposable baby products, at current prices, 2008-18
Figure 8: Total US retail sales and forecast of disposable baby products, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 9: Total US retail sales and fan chart forecast of disposable baby products, at current prices, 2008-18
MARKET DRIVERS
Key points
US birth and fertility rates have yet to recover after years of declines
Figure 10: Fertility rate and number of births, 2002-12
Consumer confidence is growing, but parents still want to save
Figure 11: University of Michigan Index of Consumer Sentiment (ICS), 2007-13
Median household income continues to decline
Figure 12: Median household income, in inflation-adjusted dollars, 2002-12
Hispanic families present opportunity for the market
Figure 13: Population, by race and Hispanic origin, 2008-18
Figure 14: Households with own children, by race and Hispanic origin of householder, 2013
Greater consumer knowledge of product ingredients impacts market
COMPETITIVE CONTEXT
Cloth diapers alternative diaper option, but don’t pose strong threat
Figure 15: diaper preferences, January 2014
Opportunity for the disposable baby products market
SEGMENT PERFORMANCE
Key points
Disposable diapers/training pants account for majority of sales
Figure 16: Segment share of total US retail sales of disposable baby products, 2013
Disposable diaper/training pants flat sales dictate trend for overall category
Figure 17: Total US retail sales and forecast of diapers and training pants, at current prices, 2008-13
Baby wipes see greatest gains of all segments
Figure 18: Total US retail sales and forecast of baby wipes and moist towelettes, at current prices, 2008-13
Baby personal care products continue to turn in strong sales performance
Figure 19: Total US retail sales and forecast of baby personal care products, at current prices, 2008-13
RETAIL CHANNELS
Key points
Most baby product purchases take place through “other retail channels”
Figure 20: Retail locations, January 2014
Sales of disposable baby products, by channel
Figure 21: Total US retail sales of disposable baby products, by channel, at current prices, 2008-13
LEADING COMPANIES
Key points
Kimberly-Clark and P&G dominate the disposable baby products market
Johnson & Johnson rules MULO baby personal care segment
Private label struggles slightly
“Other” companies see solid gains
MULO manufacturer sales of disposable baby products
Figure 22: MULO sales of disposable baby products, by leading companies, 2012 and 2013
BRAND SHARE – DISPOSABLE DIAPERS AND TRAINING PANTS
Key points
P&G now leads the MULO disposable diapers/training pants segment
Kimberly-Clark struggles with Huggies Snug & Dry
Retailers see decline with store brand diapers
MULO sales of diapers/training pants
Figure 23: MULO sales of diapers and training pants, by leading companies, 2012 and 2013
Pampers enjoys highest household penetration
Figure 24: Key purchase measures for the top brands of disposable diapers and training pants, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
BRAND SHARE – BABY WIPES AND MOIST TOWELETTES
Key points
Private label top player in segment
Kimberly-Clark benefits from wipes that offer durability
Pampers struggles to compete with Huggies and private label
MULO sales of baby wipes and moist towelettes
Figure 25: MULO sales of baby wipes and moist towelettes, by leading companies, 2012 and 2013
Private label has highest household penetration
Figure 26: Key purchase measures for the top brands of disposable baby wipes, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Kimberly-Clark moist towelettes enjoy highest household penetration
Figure 27: Key purchase measures for the top brands of disposable moist towelettes, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
BRAND SHARE – BABY PERSONAL CARE
Key points
Johnson & Johnson leader of MULO baby personal care segment
“Other” companies’ success points to strong competition in this segment
MULO sales of baby personal care products
Figure 28: MULO sales of baby personal care products, by leading companies, 2012 and 2013
Johnson’s products enjoy highest household penetration
Figure 29: Key purchase measures for the top brands of baby personal care products, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
INNOVATIONS AND INNOVATORS
Private label offerings continue to be prevalent
Calming, sleep-specific products highly emerging trend
Multipurpose products offer parents increased functionality
MARKETING STRATEGIES
Overview
Baby personal care products are gentle on skin
Figure 30: Johnson’s baby head-to-toe wash print ad
Figure 31: Aveeno baby print ad
Retailers show variety with private label offerings
Figure 32: Target up&up print ad
Diaper brands claim the longest-lasting protection
Figure 33: Huggies Snug & Dry print ad
Figure 34: Pampers
SOCIAL MEDIA
Key points
Market overview
Key social media metrics
Figure 35: Key performance indicators, selected disposable baby product brands, March 10, 2013-March 9, 2014
Brand usage and awareness
Figure 36: Brand usage and awareness of disposable baby product brands, January 2014
Interaction with brands
Figure 37: Interaction with disposable baby product brands, January 2014
Brand analysis
Strategic partnerships to drive engagement, create newfound brand interest
Low-cost marketing to yield high-value return
Celebrity influence to encourage participation
What we think
Online conversations
Figure 38: Online mentions, selected disposable baby products brands, March 10, 2013-March 9, 2014
Where are people talking about disposable baby product brands?
Figure 39: Mentions by page type, selected disposable baby product brands, March 10, 2013-March 9, 2014
What are people talking about online?
Figure 40: Mentions by topic of conversation, selected disposable baby products brands, March 10, 2013-March 9, 2014
USAGE AND PURCHASE OF DISPOSABLE BABY PRODUCTS
Key points
Disposable baby products are “must haves” for parents
Figure 41: Household use of disposable baby products, July 2012-September 2013
Figure 42: Disposable baby product purchases, January 2014
Disposable wipes and diapers used most frequently
Figure 43: Frequency of use of disposable diapers/training pants, July 2012-September 2013
Figure 44: Frequency of use of disposable baby products, July 2012-September 2013
Parents with younger babies more likely to purchase products
Figure 45: Disposable baby product purchases, by age of child, January 2014
DIAPER PREFERENCES
Key points
Parents continue to embrace convenience of disposable diapers
Figure 46: Diaper preferences, January 2014
Potty training taking place between ages of 2 and 3
Figure 47: diaper preferences, by age of child, January 2014
BRANDED VERSUS PRIVATE LABEL PREFERENCES
Key points
Parents stick with name brands in this category
Figure 48: Brand and private label preferences, January 2014
Parents try to stick with name brand diapers regardless of income levels
Figure 49: Brand and private label preferences—Disposable diapers/training pants, by household income, January 2014
Parents more open to other name brands for wipes and baby personal care
Figure 50: Brand and private label preferences—Disposable baby wipes, by household income, January 2014
Figure 51: Brand and private label preferences—Baby personal care products (eg baby soap, shampoo, powder, lotions, ointments), by household income, January 2014
RETAIL LOCATIONS
Key points
Parents flock to mass merchandisers for disposable baby products
Figure 52: Retail locations, by gender, January 2014
Affluent parents more likely to shop online
Figure 53: Retail locations, by household income, January 2014
Parents with infants most likely to shop at drug stores and grocery stores
Figure 54: Retail locations, by age of child, January 2014
PURCHASE CONSIDERATIONS FOR DIAPERS
Key points
Familiar brand, price, and suitability for sensitive skin top considerations
Figure 55: Factors influencing purchase of disposable diapers/training pants, January 2014
Dads consider skin sensitivity and recommendations from experts
Figure 56: Factors influencing purchase of disposable diapers/training pants (any important), by gender, January 2014
Younger parents most likely to rely on recommendations from others
Figure 57: Factors influencing purchase of disposable diapers/training pants (any important), by age, January 2014
PURCHASE CONSIDERATIONS FOR BABY PERSONAL CARE
Key points
Suitability for sensitive skin or allergies most important for baby personal care purchases
Figure 58: Factors influencing purchase of baby personal care products, January 2014
Moms more likely than dads to value cost savings and natural ingredients
Figure 59: Factors influencing purchase of baby personal care products (any important), by gender, January 2014
Product reviews and recommendations also matter in baby personal care
Figure 60: Factors influencing purchase of baby personal care products (any important), by age, January 2014
INTEREST IN NEW PRODUCTS
Key points
Parents interested in several new products but not willing to pay more
Figure 61: Interest in and willingness to pay for new disposable baby products, January 2014
Dads interested in variety of new disposable baby products
Figure 62: Any interest in new disposable baby products, by gender, January 2014
Figure 63: Interest in and willingness to pay more for new disposable baby products, by gender, January 2014
Affluence doesn’t equate with willingness to pay more
Figure 64: Any interest in new disposable baby products, by household income, January 2014
Figure 65: Interest in and willingness to pay more for new disposable baby products, by household income, January 2014
RACE AND HISPANIC ORIGIN
Key points
Hispanics more likely to purchase baby personal care products
Figure 66: Disposable baby product purchases, by race/Hispanic origin, January 2014
Toilet training happening earlier in Hispanic households
Figure 67: Product usage, by race/Hispanic origin, January 2014
Price and recommendations from others matter to Hispanics
Figure 68: Factors influencing purchase of disposable diapers/training pants (any important), by race/Hispanic origin, January 2014
Figure 69: Factors influencing purchase of baby personal care products (any important), by race/Hispanic origin, January 2014
Hispanics interested in new disposable baby products
Figure 70: Any interest in new disposable baby products, by race/Hispanic origin, January 2014
Figure 71: Interested in buying and would be willing to pay more for, by race/Hispanic origin, January 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Segment performance
Figure 72: Total US retail sales of disposable baby products, by segment, at current prices, 2011 and 2013
Retail channels
Figure 73: Total US retail sales of disposable baby products, by channel, at current prices, 2011-13
Usage and purchase of disposable baby products
Figure 74: Disposable baby product purchases, by household income, January 2014
Figure 75: Disposable baby product purchases, by age, January 2014
Figure 76: Household use of disposable baby products, by household income, July 2012-September 2013
Diaper preferences
Figure 77: Diaper preferences, by gender, January 2014
Figure 78: Diaper preferences, by age, January 2014
Figure 79: Diaper preferences, by household income, January 2014
Purchase considerations for diapers
Figure 80: Factors influencing purchase of disposable diapers/training pants (any important), by household income, January 2014
Figure 81: Factors influencing purchase of disposable diapers/training pants (any important), by age of child, January 2014
Purchase considerations for baby personal care
Figure 82: Factors influencing purchase of baby personal care products (any important), by household income, January 2014
Figure 83: Factors influencing purchase of baby personal care products (any important), by age of child, January 2014
Interest in new products
Figure 84: Interested in buying but wouldn't be willing to pay more for new disposable baby products, by household income, January 2014
Figure 85: Interested in buying but wouldn't be willing to pay more for new disposable baby products, by gender, January 2014
Figure 86: Any interest in new types of disposable baby products, by age, January 2014
Figure 87: Interest in and willingness to pay more for new disposable baby products, by age, January 2014
Figure 88: Interested in buying but wouldn't be willing to pay more for new disposable baby products, by age, January 2014
Figure 89: Any interest in new disposable baby products, by age of child, January 2014
Figure 90: Interest in and willingness to pay more for new disposable baby products, by age of child, January 2014
Race and Hispanic origin
Figure 91: Retail locations, by race/Hispanic origin, January 2014
Figure 92: Brand and private label preferences—Disposable diapers/training pants, by race/Hispanic origin, January 2014
Figure 93: Brand and private label preferences—Disposable baby wipes, by race/Hispanic origin, January 2014
Figure 94: Brand and private label preferences—Baby personal care products (eg baby soap, shampoo, powder, lotions, ointments), by race/Hispanic origin, January 2014
APPENDIX –  SOCIAL MEDIA
Online conversations
Figure 95: Online mentions, selected disposable baby products brands, March 10, 2013-March 9, 2014
Brand analysis
Figure 96: Pampers key social media indicators, March 2014
Figure 97: Johnson’s Baby key social media indicators, March 2014
Figure 98: Luvs key social media indicators, March 2014
Figure 99: Huggies key social media indicators, March 2014
Figure 100: Burt’s Bees Baby key social media indicators, March 2014
Figure 101: Seventh Generation key social media indicators, March 2014
Brand usage or awareness
Figure 102: Brand usage or awareness, January 2014
Figure 103: Huggies usage or awareness, by demographics, January 2014
Figure 104: Pampers usage or awareness, by demographics, January 2014
Figure 105: Luvs usage or awareness, by demographics, January 2014
Figure 106: Johnson’s Baby usage or awareness, by demographics, January 2014
Figure 107: Seventh Generation usage or awareness, by demographics, January 2014
Figure 108: Burt’s Bees Baby usage or awareness, by demographics, January 2014
Activities done
Figure 109: Activities done, January 2014
Figure 110: Huggies—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 111: Huggies—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
Figure 112: Huggies—Activities done—I follow/like the brand on social media because, by demographics, January 2014
Figure 113: Huggies—Activities done—I have researched the brand on social media to, by demographics, January 2014
Figure 114: Pampers—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 115: Pampers—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
Figure 116: Pampers—Activities done—I follow/like the brand on social media because, by demographics, January 2014
Figure 117: Pampers—Activities done—I have researched the brand on social media to, by demographics, January 2014
Figure 118: Luvs—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 119: Luvs—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
Figure 120: Luvs—Activities done—I follow/like the brand on social media because, by demographics, January 2014
Figure 121: Luvs—Activities done—I have researched the brand on social media to, by demographics, January 2014
Figure 122: Johnson’s Baby—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 123: Johnson’s Baby—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
Figure 124: Johnson’s Baby—Activities done—I follow/like the brand on social media because, by demographics, January 2014
Figure 125: Johnson’s Baby—Activities done—I have researched the brand on social media to, by demographics, January 2014
Figure 126: Burt’s Bees Baby—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
Figure 127: Burt’s Bees Baby—Activities done—I have researched the brand on social media to, by demographics, January 2014
APPENDIX – TRADE ASSOCIATIONS

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