Babycare Supplies in the U.S.: Diapers, Bottles, Wipes and Feeding Accessories, 5th Edition
 

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Babycare Supplies in the U.S.: Diapers, Bottles, Wipes and Feeding Accessories, 5th Edition Document Transcript

  • 1. Get more info on this report!Babycare Supplies in the U.S.: Diapers, Bottles, Wipes and FeedingAccessories, 5th EditionJuly 1, 2010Babycare supplies marketers must come up with new products and strategies on aregular basis -- to raise brands above the commodity herd. The fact that the pool ofbabies tends to hover near 4.0 million, year in, year out, further pressures competition.Yet this market is worth the scramble for share: Valued at $7.0 billion at retail, themarket’s six categories (disposable diapers, wipes, bodycare preparations, feedingaccessories, play & discovery toys, and pacifiers/teethers) hold rich potential for playerswith innovative wares and competitive savvy. This latest edition of a popular PackagedFacts report contains all the information that executives need to form aggressivegameplans for either entering the fray or enhancing their existing positions. Marketdrivers such as green or natural/organic products, and higher birth rates among ethnicminorities, are examined against the background of the troubled U.S. economy. Salesfigures -- both historical and forecasted -- are covered, too, as are IRI brand share data,and Experian Simmons demographic data. Execs can also compare their battle profileswith those of California Baby, Hain-Celestial, Kimberly-Clark, Johnson & Johnson,Procter & Gamble, Seventh Generation, and others; each of these companies’ stancesis discussed in detail. Throughout the report, Packaged Facts’ unique in-depth analysisis featured.Read an excerpt from this report below.Report MethodologyBabycare Supplies in the U.S.: Diapers, Bottles, Wipes and Feeding Accessories isbased on information gathered from primary, secondary, and syndicated sources.Primary research involves on-site study of how babycare supplies are sold through retailstores; Packaged Facts also consults with industry executives. Secondary researchinvolves the evaluation and comparison of data from mountains of articles found infinancial, marketing, and retail publications, as well as on corresponding types ofwebsites. Company literature, government agencies, and other sources also providevaluable secondary data.Stats on market revenues and growth trends derive from all available data on the
  • 2. babycare supplies marketplace, be they quantitative or qualitative; that is, a broad rangeof societal and economic trends are factored in, to help shape the most accuratepossible view of sales progress.Brand share data are provided by Information Resources, Inc. (IRI), which taps directlyinto checkout scanners in the three main mass-market channels, which aresupermarkets, chain drugstores, and mass merchandisers. IRI’s proprietary InfoScanReview is widely regarded as the “bible” for syndicated retail brand share. However,Wal-Mart and warehouse club data are excluded from the Review, per these retailers’stipulations.Analysis of consumers’ purchase and use of babycare supplies is based on quarterlysurveys by Experian Simmons (formerly Simmons Market Research Bureau, Inc.), oneof the leading compilers of demographic data in the United States.The Bottom Line: What Your Company Really Gets...With Babycare Supplies in the U.S.: Diapers, Bottles, Wipes and Feeding Accessories,you and your marketing team will gain a comprehensive overview of the ins and outs ofthe babycare supplies business. Most importantly, the report anchors babycare suppliesin the broader HBC and societal contexts, as well as in the rapidly transforming retailscene. Such valuable qualitative perspective is supported with extensive hard datapresented in well-organized tables and charts.How Your Company Will Benefit from This Report...If your company is already an established player in babycare supplies, this report isbound to freshen and strengthen your marketing plan. If your company is newlytargeting the prospective or new baby-household, then this report is a great intro to thebabycare supplies business, and thus a launching pad for a successful venture.The whole team -- brand managers, research and development pros, ad agencies andmedia departments, database managers and librarians, venture capitalists, newbusiness specialists -- all are unified by the cutting-edge analysis in Babycare Suppliesin the U.S.: Diapers, Bottles, Wipes and Feeding Accessories.Additional InformationMarket Insights: A Selection From The ReportBusy Mothers Buying CPG via Direct Sales Media
  • 3. To state the obvious, many types of products are selling well over the Internet. It maysurprise some observers that consumer packaged goods (CPG), inclusive of babycaresupplies, but not limited to them, are increasingly purchased direct, via Internetwebsites, in particular, but also via mail-order catalogs, mobile, etc. One’s immediatereaction might be that that practice is extravagant, given that CPG is available at localmass-retail outlets, from malls to supermarkets, from specialty boutiques to the cornerconvenience store. Also, e-tailers offer discounts, though rarely deep ones. But in anage of traffic jams, crowded stores, and high prices at the gas pump, the delivery oflarge cartons of disposable diapers, or of quantities of any babycare product, can savelots of money, time, and effort. E-tailers, for example, routinely offer special discounts,though not deep ones; and for orders exceeding specified dollar amounts - $50, $100...- shipping is often free.Shopping from home translates into more time for family life, or for recreation.Brandweek (issue of May 12, 2010) has presented AC Nielsen data that peg U.S.consumers’ total online spending at $340.0 billion in 2010, a sum the firm projects willjump 40% to $475.0 billion in 2012. Online purchases of CPG will start the same twoyears at $12.0 billion, and push upward by 33%, to $16.0 billion. The CPG share of alle-tail dollars will therefore be roughly maintained at less than 4% during 2010-2012.The fact that mothers may be turning more and more to direct sales media for babycaresupplies and other CPG, is highly positive, because careful shoppers may save moneyfor impulse add-ons on behalf of Baby - a toy, perhaps, or a new bottle, a fresh pack ofpacifiers, an organic baby shampoo, or whatever - to complement those huge cartons ofdisposable diapers. In addition, the overall babycare supplies market will benefit fromthe fact that even e-discounted items will likely bring in higher price-points than thesame deep-discounted ones at Wal-Mart or other mass retailers. U.S. Market for Babycare Supplies Forecast to Increase More than $1 Billion by 2015, finds latest Packaged Facts reportNew York, June 29, 2010 — The $7 billion retail market for babycare supplies in theUnited States will continue its strong annual growth with an increase of 20% predictedbetween 2009-2015, according to Babycare Supplies in the U.S.: Diapers, Bottles,Wipes and Feeding Accessories, 5th Edition by market research publisher PackagedFacts. The growth translates to gains exceeding $1 billion as the market approaches $9billion by the end of the forecast period and surpasses the comparatively solid $577million increase achieved from 2005-2009.“There are several million households with children under the age of two and the growthwe anticipate for babycare supplies can be considered fair-to-good. However, what’struly exciting is the large dollar base, which ensures that even slight progress translatesinto substantial dollar levels,” says Don Montuori, publisher of Packaged Facts. “Forexample, in 2010 a single percentage-point of increase could equal $71 million.”
  • 4. The report breaks sales figures into six product categories. In descending order of retaildollar size, they are: disposable diapers/training pants, baby wipes/moist towelettes,baby bodycare products, nursing/feeding accessories, play & discovery (infant) toys,and pacifiers/teethers (a.k.a., soothing accessories). The best-performing categoriesduring 2005-2009 were baby wipes/moist towelettes, baby bodycare products, andnursing/feeding accessories. Each achieved retail dollar growth totaling around 20%during the four-year period. The disposable diapers category was sluggish, advancingonly 4% over that same four years. Meanwhile the volatile play and discovery toyscategory, which experienced double-digit ups and downs, had a net increase of just1%. Pacifiers/teethers, the smallest category, lost 3% of its retail dollars over the span.Unsurprisingly, many consumers turned to the value-tier of babycare supplies brands—as well as to private labels—during the recent recession. Packaged Facts anticipatesthat some consumers will stick with these lower-cost alternatives even as the economyimproves. Nevertheless, as Packaged Facts predicted in the previous edition, the salesof luxury goods hit hard by the recession appear to be regaining ground as of June2010. Improved disposable income will especially drive sales in the wipes/moisttowelettes, baby bodycare, feeding accessories, and play & discovery toys categoriesas consumers once again satisfy their desires for premium and even prestige-pricedbabycare supplies. Purchases of natural, organic, and green products are alsoexpected to continue propelling the market substantially.Beyond traditional retail stores, the expansion of the online channel has immenseimplications for the babycare supplies market, as evidence by the performance ofcompanies such as Quidsi, Inc./Diapers.com, which Packaged Facts estimates will haveat least $100 million in sales during 2010. Meanwhile, the relative maturity of thebabycare supplies market creates such an intense competitive climate for marketersthat those that can afford to target foreign territories are setting up or expandingoperations outside the U.S. For marketers with enough ingenuity and willingness toadapt their products to smaller, less expensive pack sizes, developing countries such asBRIC (Brazil, Russia, India, and China) are fertile ground, according to Packaged Facts.Babycare Supplies in the U.S.: Diapers, Bottles, Wipes and Feeding Accessories,5th Edition is the latest market study in a popular series written by renowned PackagedFacts analyst Timothy Dowd. The report examines the consumer marketplace forproducts intended to facilitate the care, feeding, and mental development of the littlestAmericans. Packaged Facts estimates the retail dollar sales for each of the six majorproduct categories, as transacted through all U.S. outlets.About Packaged Facts - Packaged Facts, a division of MarketResearch.com,publishes market intelligence on a wide range of consumer market topics, includingconsumer goods and retailing, foods and beverages, demographics, pet products andservices, and financial products. Packaged Facts also offers a full range of customresearch services.
  • 5. Table of ContentsChapter 1: Executive Summary Highlights Market Definition: Six Product Categories Birth Rates Explained Artificial Colors Are Only Ingredients Tested by FDA Truth and Safety Finally, ANSI Standards for Organic Personal Care Products Product and Tactical Hot Spots Babycare Supplies Plod to $7.1 Billion in 2005-2009 Market Surprisingly Out of Sync with Birth and Inflation Rates Table 1-1: U.S. Retail Dollar Sales of Babycare Supplies, 2005-2009 (In Millions) Disposable Diapers Still Dominant Babycare Product Table 1-2: Share of U.S. Retail Dollar Sales of Babycare Supplies, by Category, 2005-2009 Babycare Supplies Market to Reach $8.5 Billion in 2015 Table 1-3: Projected U.S. Retail Dollar Sales of Babycare Supplies, by Category, 2009-2015 (In Millions) Ethnic Minorities Driving U.S. Birth Rates A Cycle of Commoditization and Decommoditization Yoga Moms - Do They Still Exist? Yoga Moms 2 and 3 Busy Mothers Buying CPG via Direct Sales Media Of Hundreds of Babycare Supplies Marketers, Just 107 Significant in Mass Important Mergers, Acquisitions, Spin-Offs, Divestments 2010 2008 2007 2006 Core Babycare Supplies Base is 7.3 Million Households with Kids Over 3.2 Million Households with Expectant Mothers “Expectant” Households: Youth, Minorities, Plus Kids Already There... “We Had a Baby!”/“We’re Gonna Have a Baby!” Grandma and Grandpa, the Gift-GiversChapter 2: The Products HighlightsIntroduction Market Definition Diapers to Pacifiers: Six Product Categories Some Overlap with Toddlers’ and Adults’ Products Terms Defined Birth Rate
  • 6. Carbon Footprint Cosmeceutical Direct Ethnic Fair Trade Green HBC Infants/Toddlers/Preschoolers “Market” versus “Category” versus “Segment” Mass Retail Channel(s) “Natural” versus “Organic” Prestige and Pop Prestige SKU Specialty Sustainable (also, Renewable) MethodologyThe Products Six Main Babycare Product Categories Category 1: Disposable Diapers/Training Pants Category 2: Baby Wipes/Moist Towelettes Category 3: Baby Bodycare Products Soap/Bath Products Creams/Ointments Powder Lotions Petroleum Jelly (Petrolatum) Shampoo Oils Category 4: Feeding Accessories Category 5: Play and Discovery (Infant) Toys Category 6: Pacifiers/Teethers (a.k.a., Soothing Accessories) Babycare Supplies That Are Used by Adults Related Product MarketsEight Controversial Ingredients Eight Among Thousands - But Few Ingredients Are Tested... Bisphenol-A (BPA) Parabens Phthalates Polypropylene (Polypropene) Propylene Glycol Sodium Polyacrylate (Super-Absorbent Polymer, or SAP) Sodium Lauryl Sulfate and Sodium Laureth Sulfate (SLFs) TalcRegulation Babycare Supplies Are Minimally Regulated The Subject Was Diapers
  • 7. Artificial Colors Are Only Ingredients Tested by FDA Truth and Safety Cosmetics versus Drugs, and the FTC The Consumer Product Safety Improvement Act of 2008 (CPSIA) The USDA and FTC Play Limited Roles Still in the Works: The Safe Baby Products Act ...And the Colorado Safe Personal Care Products Act Finally, ANSI Standards for Organic Personal Care ProductsChapter 3: Insights and Opportunities Highlights The Key Babycare Supplies Tactic: “Add Value, Stupid!” Make Mine Natural! - No, Green! - No, Organic! - No, Natural! From 2010 On, Expect Lots of Humorous Babycare Supplies Ads Product and Tactical Hot SpotsChapter 4: The Market HighlightsMarket Size and Growth Babycare Supplies Plod to $7.1 Billion in 2005-2009 Market Surprisingly Out of Sync with Birth and Inflation Rates Table 4-1: U.S. Retail Dollar Sales of Babycare Supplies, by Category, 2005- 2009 (In Millions) Disposable Diapers Struggle to Attain $4.1 Billion Training Pants Fall Down Disposable Diaper Unit-Consumption Leaps Up to 40.2 Billion Wipes/Towelettes in Decent Progress to $1.2 Billion Wipes Still Overpower Towelettes Baby Bodycare Retains Promise, Reaches $712.0 Million In Mass, Baby Bodycare Segments Led by Soap and Ointments Table 4-2: Share of U.S. Retail Dollar Sales of Baby Bodycare Products in Mass Retail Channels (Supermarkets, Chain Drugstores, and Mass Merchandise Outlets), by Product Segment, 2001-2009 (Dollars in Thousands) Feeding Accessories Climb to $593.0 Million Play & Discovery Toys Soar, Then Plunge Back to $310.0 Million Pacifiers/Teethers Slip to $108.0 MillionMarket Composition Disposable Diapers Still Dominant Babycare Product Table 4-3: Share of U.S. Retail Dollar Sales of Babycare Supplies, by Category, 2005-2009 (In Millions) ...And Mass Retail Channel Still Rules Table 4-4: Share of U.S. Retail Dollar Sales of Babycare Supplies, by Retail Channel, 2007-2009 In Five of Six Categories, Price Indices for Mass Rise Table 4-5: U.S. Retail Dollar Sales, Unit Volume, and Average Price of Babycare Supplies, in Mass Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), Price-Indexed and by Category, 2005-2009 (In Millions)
  • 8. Retail Value of Natural/Organic Babycare Supplies Could Be $350.0 Million Regionality of Sales Northeast: Powder and Toys Stand Out Central: Biggest Numbers, But Skews Only to Disposable Diapers, Toys Southeast: Adults Skew Use to Baby Oil and Powder Southwest: Wipes, Baby Shampoo Particularly Favored Pacific: Skews to Dipes, Wipes, Shampoo, and Toys Table 4-6: Use of Babycare Supplies, by Category and Marketing Region, 2009 (Households, in Thousands)Factors in Future Growth An Evergreen, But Ever-Limited Pool of Babies Population Growth Is a Positive Factor Babies Are an Evergreen Sector - Another Positive... Number of U.S. Live Births Changes Very Little Marketing Strategies Create Another Disconnect Four Kinds of Birth Rates, Four Perspectives on Population Growth Absolute Numbers of Live Births Peaked in 2008 Crude Birth Rate General Fertility Rate Total Fertility Rate Table 4-7: U.S. Live Births, by Number, and by Crude, General Fertility, and Total Fertility Birth Rates, 1940-2009 Ethnic Minorities Driving U.S. Birth Rates A Cycle of Commoditization and Decommoditization New Channel Choices, Promo Media Enhance Babycare Positioning Consumers’ Mild Commitment to Trading Down Recession’s Legacy: Lost Babycare Brands Can’t Inspire Shoppers Destocking Opens Door to Private and Controlled Labels ...So Cut Wholesale Prices! ...Sorry, But Materials Costs Are Over the Moon! Natural/Organic/Green Trends a Big Positive Prestige Will Regain “Oomph” Yoga Moms - Do They Still Exist? Yoga Moms 2 and 3 Busy Mothers Buying CPG via Direct Sales MediaProjected Sales Babycare Supplies Market to Reach $8.5 Billion in 2015 Disposable Diapers to Sleepcrawl to $4.7 Billion Wipes/Towelettes to Skip Lightly to $1.5 Billion Baby Bodycare to Rise to $986.0 Million Feeding Accessories in O.K. Progress to $750.0 Million Play & Discovery Toys to Recover Lost Ground, Ascend to $408.0 Million Pacifiers/Teethers Will Slog on Up to $143.0 Million Table 4-8: Projected U.S. Retail Dollar Sales of Babycare Supplies, by Category, 2009-2015 (In Millions)Chapter 5: The Marketers
  • 9. HighlightsThe Marketers Of Hundreds of Babycare Supplies Marketers, Just 107 Significant in Mass Competition in Mass Getting Tougher Table 5-1: Number of Significant Mass Marketers of Babycare Supplies, by Category/Segment, 2004-2009 Table of Marketers and Brands Table 5-2: Leading or Noteworthy Marketers of Babycare Supplies, and Their Representative Brands, 2010Marketer and Brand Share: Disposable Diapers/Training Pants P & G and K-C Have Choke-Hold on Disposable Diaper Segment Table 5-3: Share of U.S. Retail Dollar Sales of Disposable Diapers (Not Including Training Pants) Through Mass Retail Channels, by Marketer and Brand, 2004- 2009 K-C Rules Training Pants Table 5-4: Share of U.S. Retail Dollar Sales of Disposable Training Pants Through Mass Retail Channels, by Marketer and Brand, 2004-2009Marketer and Brand Share: Baby Wipes/Moist Towelettes K-C, P& G Lead in Baby Wipes; Private Label Steals Share Table 5-5: Share of U.S. Retail Dollar Sales of Baby Wipes Through Mass Retail Channels, by Marketer and Brand, 2004-2009 In Towelettes, K-C Outruns Energizer Bunny Table 5-6: Share of U.S. Retail Dollar Sales of Moist Towelettes Through Mass Retail Channels, by Marketer and Brand, 2004-2009Marketer and Brand Share: Baby Bodycare Products J & J Is King in Baby Bodycare Four of Every Five Baby Lotion Bucks Spent on J & J Brands Table 5-7: Share of U.S. Retail Dollar Sales of Baby Lotions Through Mass Retail Channels, by Marketer and Brand, 2004-2009 Baby Oil Marketers Led by J & J, Too Table 5-8: Share of U.S. Retail Dollar Sales of Baby Oils Through Mass Retail Channels, by Marketer and Brand, 2004-2009 J & J Tops in Ointments/Creams Table 5-9: Share of U.S. Retail Dollar Sales of Baby Ointments/Creams Through Mass Retail Channels, by Marketer and Brand, 2004-2009 Petroleum Jelly: Unilever/Vaseline Rivaled by Private Label Table 5-10: Share of U.S. Retail Dollar Sales of Petroleum Jelly Through Mass Retail Channels, by Marketer and Brand, 2004-2009 J & J Maintains Leading Share of Baby Powder Sales Table 5-11: Share of U.S. Retail Dollar Sales of Baby Powder Through Mass Retail Channels, by Marketer and Brand, 2004-2009 J & J Still a Baby Shampoo Powerhouse Table 5-12: Share of U.S. Retail Dollar Sales of Baby Shampoo Through Mass Retail Channels, by Marketer and Brand, 2004-2009 J & J Unstoppable in Baby Soap
  • 10. Table 5-13: Share of U.S. Retail Dollar Sales of Baby Soap Through Mass Retail Channels, by Marketer and Brand, 2004-2009Marketer and Brand Share: Feeding Accessories Energizer/Playtex Still Ahead of the Pack Table 5-14: Share of U.S. Retail Dollar Sales of Nursing/Feeding Accessories Through Mass Retail Channels, by Marketer and Brand, 2004-2009Marketer and Brand Share: Play & Discovery Toys Kids II Disarms Mattel Table 5-15: Share of U.S. Retail Dollar Sales of Play and Discovery Infant Toys Through Mass Retail Channels, by Marketer and Brand, 2007-2009Marketer and Brand Share: Pacifiers/Teethers Jarden (formerly Nestle), Its Gerber Brand Lead in Smallest Babycare Category Table 5-16: Share of U.S. Retail Dollar Sales of Pacifiers/Teethers (Soothing Accessories) Through Mass Retail Channels, by Marketer and Brand, 2004-2009Chapter 6: The Competitive Situation HighlightsThe Competitive Situation Important Mergers, Acquisitions, Spin-Offs, Divestments 2010 2008 2007 2006 Eight Marketers ProfiledCompetitive Profile: Energizer Holdings, Inc./Playtex Net Sales Roll Back to $4.0 Billion in FY2009 Outlook for 2010 Is Fairly Good Energizer Buys Playtex, the U.S. Leader in Feeding Accessories Energizer’s Other Consumer BrandsCompetitive Profile: Jarden Corporation/NUK/Gerber Net Sales Finish 2009 Down, at $5.2 Billion NUK’s Maze of Ownership Brings It to U.S. Jarden Buys a Whole Corral of Babycare Brands Other Jarden BrandsCompetitive Profile: Johnson & Johnson Sales Slip to $61.9 Billion in 2009 J & J the Baby Bodycare Dominator J & J Jazzes Brand Roster, Ensures Retail Leverage for Older Babycare Marques Other Famous J & J BrandsCompetitive Profile: Kimberly-Clark Corporation K-C’s Net Sales Retreat to $19.1 Billion in 2009 Foreign Operations Could Soon Account for Half of Sales K-C Slashes Operating Expenses, Ups Marketing Budget Huggies: Positioned on Fun, Natural Elements, Licenses Other K-C BrandsCompetitive Profile: The Procter & Gamble Co.
  • 11. Net Sales Slip to $79.0 Billion in Fiscal 2009 Outlook for Fiscal 2010: Net Sales Could Return to $83.0 Billion Almost a Third of Sales Transacted in Developing Countries P & G’s Stable of 22 Billion-Dollar Brands P & G’s Babycare Stance: A Lean, But Formidable, Array of Products Bye Bye, Bibsters Pampers Dry Max Introduced Under Future Friendly Program P & G Plans to Invade White Space, Take Risks AgainThree Marketers to Watch Kid Brands, Inc Net Sales in Steady Growth to $243.9 Million in 2009 A Company Rebuilt for Attack on Baby Products Markets Kid’s Strategies for the Future Naterra International, Inc Sales Estimated at $10.0 Million-Plus Naterra’s History Leads to One Big Opportunity - Baby Magic Seventh Generation, Inc Sales Estimated at $150.0 Million or More An Activist’s Company Greens a Whole Industry - What Then?Babycare Supplies Product Trends Over 150 New Babycare Intros in U.S., in June 2008-June 2010 Bath & Shower Products Lead Babycare Intros Table 6-1: U.S. Introductions of Babycare Supplies Products, by Share of Category Introductions, and by Numbers of SKUs, June 8, 2008-June 8, 2010 Just 10 New Disposable Diaper Products, in 51 SKUs Table 6-2: U.S. Introductions of Disposable Diapers, by Companies Shares of Introductions, and by Numbers of SKUs, June 8, 2008-June 8, 2010 “Natural,” “Organic” the Most Popular Claims/Tags Table 6-3: U.S. Introductions of Babycare Supplies, by Claims/Tags on Labels (Share and Numbers of Reports), June 8, 2008-June 8, 2010 “Technology” Leads PLA Classes of Babycare Innovation Table 6-4: U.S. Introductions of Babycare Supplies, by Class of Innovation (Share and Numbers of SKUs), June 8, 2008-June 8, 2010 Safeway, K-C, P & G Lead Babycare Supplies Intros Table 6-5: U.S. Introductions of Babycare Supplies, by Company (Share and Numbers of SKUs), June 8, 2008-June 8, 2010Consumer Advertising and Promotion The Romance of Motherhood ...But Some Ads Are Just Product Shots Enhancing Development The Experiential - You know - Talking Babies! Natural/Organic/Green Themes Sources for Ad Examples Consumer Promos Couponing Sweepstakes
  • 12. Contests Charitable Tie-Ins Large and Small Advice on ParentingChapter 7: Distribution and Retail HighlightsDistribution Babycare Supplies Move Along DSD, Four-Step, and Direct Sales Paths Mass Retail Channels Control Three Quarters of Babycare Supplies $ Table 7-1: Share of U.S. Retail Dollar Sales of Babycare Supplies, by Retail Channel, 2007-2009 At the Retail LevelIn Supermarkets, Margins Slip as Shoppers Seek Value Brands Table 7-2: Supermarket Retailers’ Average Gross Profit Margins on Babycare Supplies and Baby Foods, by Five-Point Ranges, 2005-2009 Powerful Chains Insist on BPA-Free Products Retailers’ Local Charitable Tie-InsE-tailer Profile: Quidsi, Inc./Diapers.com Diapers.com May Be Breaking $100.0 Million Sales Mark in 2010 Top-Class Biz Duo Grow Diapers.com Lightning Fast Sorry You Had a Problem The Baby RegistryRetailer Profile: Toys “R” Us, Inc./Babies “R” Us Sales of Almost $13.6 Billion in 2009 TRU Going Public for the Second Time TRU’s History Is Intertwined with BRU’s - Since 1996 BRU: A Balanced Product Mix Includes a New Private LabelChapter 8: The Consumer HighlightsThe U.S. Baby Scene: Births and Birth Rates After Boomlet of 2002-2008, Births Slip Below 4.2 Million in 2009 Table 8-1: U.S. Live Births, by Number, and by Crude, General Fertility, and Total Fertility Birth Rates, 1940-2009 Whites Command Live Births, Hispanic Baby Force Strengthens Table 8-2: Number of U.S. Live Births, by Race and Hispanic Origin, 1940-2009 “The Crude” Sank to 13.7 in 2009 - A New Low Table 8-3: U.S. Crude Birth Rate, by Race and Hispanic Origin, 1940-2009 (Births per Thousand of Overall Population) Hispanics Have Highest Fertility Rate - By Far Table 8-4: U.S. Fertility Rate, 1940-2009 (Births per Thousand Women Age 15- 44) Total Fertility Rate Stable in the First Decade of This MillenniumAbout Experian Simmons Information What It Is How to Use It The Overall Gauge
  • 13. Marketing Regions Defined Northeast East Central West Central Southeast Southwest Pacific Table 8-5: Projections of Number and Share of U.S. Households, by Demographic Factor, 2009 (Households in Thousands)Households With Kids or Expectant Mothers Core Babycare Supplies Base is 7.3 Million Households with Kids . 232 Table 8-6: Numbers of Children in U.S. Households, by Individual Year of Age, Through Age Five, 2009 (Households in Thousands) Over 3.2 Million Households with Expectant Mothers “Expectant” Households: Youth, Minorities, Plus Kids Already There... Table 8-7: Demographic Characteristics of U.S. Households with Pregnant Women, 2009 (Households in Thousands; Recent 12 Months) “We Had a Baby!”/“We’re Gonna Have a Baby!” Grandma and Grandpa, the Gift-Givers Table 8-8: Events of Life Experienced or About to Be Experienced in Ones Household, 2007 (In Thousands)Psychographics and Media Today’s Adults Indulge Kids, Look for Value, Think Green On Kids On Shopping... On Green-Consciousness... Table 8-9: Households Survey Respondents Strong Agreement With 16 Statements of Attitude or Opinion, 2009 (In Thousands) Child-Rearing Mags Have Net Readership of 15.2 Million Adults Table 8-10: Household Readership of Magazines About Child-Rearing, 2005- 2009 (Households in Thousands, in Recent 6 Months)The Disposable Diapers/Training Pants User-Household Over 13.3 Million Households Use Disposable Diapers Over 3.7 Million Households Use 4-6 Diapers Per Day Table 8-11: Household Use of Disposable Diapers and Training Pants, by Number Used Daily, 2007-2009 (Households in Thousands, in Recent 6 Months) Dipe Types: Developmental Outsells Thin Youth/Middle-Age, Little/Lots of Education Suggest Multiple User-Household Profiles for Disposable Diapers Table 8-12: Demographic Characteristics of U.S. Households Using Disposable Diapers/Training Pants, 2009 (Households in Thousands; Recent 6 Months) Huggies Used in More Households Than Pampers Table 8-13: Household Use of Disposable Diapers and Training Pants, by Brand, 2007-2009 (Households in Thousands)The Baby Bodycare Products User-Household Baby Oil or Lotion User-Households Are 31.7 Million Strong
  • 14. Baby Oil/Lotion Use Skews to Less Affluent Lifestyles Table 8-14: Demographic Characteristics of U.S. Households Using Baby Oil/Lotion, 2009 (Households in Thousands; Recent 12 Months) Johnson’s Baby Oil/Lotion the Traditional Fave Table 8-15: Household Use of Baby Oil and Lotion, by Brand, 2007-2009 (Households in Thousands) Baby Shampoo Used in Nearly a Quarter of U.S. Households Baby Shampoo Households Seen as Affluent, Not Affluent, Ethnic, and Renters Table 8-16: Demographic Characteristics of U.S. Households Using Baby/Kids Shampoo, 2009 (Households in Thousands; Recent 12 Months) Johnson’s Baby Shampoo Used in 12.3 Million Households Table 8-17: Household Use of Baby and Childrens Shampoo, by Brand, 2007- 2009 (Households in Thousands) More Than 21.8 Million Households Use Baby Wash/Bath Products For Baby Wash: Again, Features of Both Affluence and Struggle Table 8-18: Demographic Characteristics of U.S. Households Using Baby Wash/Bath Products, 2009 (Households in Thousands; Recent 12 Months) Johnson’s Baby Wash Widens Lead in Terms of User-Households Table 8-19: Household Use of Baby Wash and Bath Products, by Brand, 2007- 2009 (Households in Thousands) Baby Powder Has 40.0 Million User-Households Baby Powder Households Skew Decidedly Less Affluent Table 8-20: Demographic Characteristics of U.S. Households Using Baby Powder, 2009 (Households in Thousands; Recent 12 Months) Johnson’s Baby Powder is in 19.9 Million Households Table 8-21: Household Use of Baby Powder, by Brand, 2007-2009 (Households in Thousands)The Baby Wipes/Moist Towelettes User-Household Nearly 36.1 Million Households Use Baby Wipes/Moist Towelettes Baby Wipes/Moist Towelettes Use Skews Affluent...Or Maybe Less Affluent? Table 8-22: Demographic Characteristics of U.S. Households Using Baby Wipes/Moist Towelettes, 2009 (Households in Thousands; Recent 12 Months) Huggies Is Top Baby Wipe/Moist Towelette, Used in 11.0 Million Households Table 8-23: Household Use of Baby Wipes and Moist Towelettes, by Brand, 2007-2009 (Households in Thousands)The Play & Discovery (Infant) Toys User-Household Over 15.4 Million Households Use Toys for Youngest Kids Majority of Play & Discovery Purchaser-Households Spend Under $50 Table 8-24: Household Expenditure for Play & Discovery (Infant) Toys, 2007- 2009 (Households in Thousands, in Recent 12 Months) Play & Discovery Toy Households Skew to Affluence, Higher Education Table 8-25: Demographic Characteristics of U.S. Households Using Play & Discovery (Infant) Toys, 2009 (Households in Thousands; Recent 12 Months)Household Patronage of Retail Store Chains Walmart Leads Patronage with 77.9 Million Households Walmart Also Leads Toy Shopper-Households, with 14.1 Million
  • 15. Table 8-26: Household Patronage of Retail Store Chains, 2009 (Households in Thousands)Available immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2604910US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004