米国における使い捨てベビー用品の市場

Abstract

Consisting of disposable diapers, training pants, wipes, and baby cleansing and care products, the disposable baby products market is estimated at $7 billion, including a Wal-Mart estimate for the largest segment, disposable diapers and training pants. Mintel analyzes both primary and secondary research to dissect the market and provide valuable insights into current sales, product trends, and challenges and opportunities in the market.

Insights include:

§ How changing birth rates impacted the market and which racial/ethnic groups have had a higher number of births and how age patterns within these groups have current and future implications

§ How the increase in age of pregnant mothers is affecting sales

§ Which products and trends have affected sales, including increased segmentation of product lines by age group; the expansion of upscale natural products to the mass market; and increased focus on learning elements

§ Which segments are seeing increased market share and why

§ What is the role of private label and how is it changing the behavior of dominant brand manufacturers

Mintel also uses consumer data from Simmons and Mintel' s own exclusive survey to analyze and support research findings. Findings include:

§ Which racial/ethnic groups have higher usage rates of specific products and what factors influence this use, including age and cultural influences

§ How significant is the brand penetration of market leaders and private label-what factors determine this penetration, including use by age of child and racial/ethnic group

§ How do choice of retail channels vary by race/ethnicity and why

§ What are the features or attributes that consumers look for, and for which are they willing to pay more

By using sales data for FDM; estimates for other channels including Wal-Mart; and consumer survey results, Mintel analyzes the increasingly competitive disposable baby products market. The report highlights both challenges and opportunities for the market. Specifically, this report covers the following segments:

• Disposable diapers
• Disposable training pants and swim pants
• Baby wipes and moist towelettes
• Diaper ointment/cream
• Baby soap
• Baby shampoo
• Baby oil and lotion
• Baby powder
• Petroleum jelly

The following products are excluded from the scope of this report:

• Bottles, nipples, nursers or other baby feeding accessories
• Cloth diapers, fabric and rubber training pants
• Diaper covers
• Infant and toddler bathing suits, and other baby clothing
• Moist towelettes not specifically intended for baby or toddler use (e.g. Wet Ones, Wash-n-Dri)
• Products not specifically designed for baby use (e.g. Ivory soap)
• ver-the-counter baby medications such as Orajel and Infant Tylenol
• Other infant medical products or devices
• Infant care such as manicure scissors, tweezers and nasal bulbs

Table of Contents

• Scopes and Themes
• What you need to know
• Definition
• Resources used for The Consumer sections
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Report highlights
• The disposable baby products market has seen sluggish growth
• Price increases in 2005 improved 2006 sales, but 2007 estimates show slowing
• Top two market leaders dominate
• Disposable diaper sales dictate market direction
• Continued migration to mass merchandisers at expense of supermarkets
• More product innovations while better private label quality stifles price increases
• Declining birth rate and smaller households slow entrance of new end-users
• Starting families later in life has created more affluent parents
• Early marketing efforts should pay off
• All products reveal high usage rates, while baby oil/lotion and body/baby powder also display high adult usage
• Race and ethnic differences in brand preference
• Johnson & Johnson is strong market incumbent in its core segments
• Mass merchandisers are most popular retail channel
• High degree of brand loyalty and desire for quality
• Future full of challenges and opportunities
• Future forecast
• Market Drivers
• Declines in birth rates slow
  • Figure 1: Number of U.S. births and crude birth rate*, 1990-2006
• Hispanics' above-average birth rate is a boon for the market
  • Figure 2: Population of kids aged 0-5, by race/ethnicity, 2000-10
  • Figure 3: U.S. population aged 0-5, by race and Hispanic ethnicity, 2006
  • Figure 4: Share of U.S. population, by race and Hispanic ethnicity, all ages and ages 0-5, 2006
• Older mothers are generally more affluent
  • Figure 5: Birth rate, by age of mother, 1990-2005
• Expanding the category to toddlers and children
• Innovation adds extra revenue channels, but private label increases competition and lowers prices
• Pros and cons of disposable versus cloth diapers
• Market Size and Trends
• Market size--total
  • Figure 6: Total U.S. retail sales* of disposable baby products, at current and constant prices, 2002-07
• Market size--FDM
  • Figure 7: FDM sales* of disposable baby products, at current and constant prices, 2002-07
• Market trends
• Natural products grow from niche to the mass market
• Segmentation by developmental stages expands from diapers/trainers to other products
• Disposable training pants and cleansing products continue to focus on learning
• Improved comfort, stretch and fit
• Market Segmentation
• Overview
  • Figure 8: FDM* sales of disposable baby products, segmented by type, 2005 and 2007
• Diapers
  • Figure 9: FDM* sales of diapers, at current and constant prices, 2002-07
• Training pants
  • Figure 10: FDM* sales of training pants, at current and constant prices, 2002-07
• Baby wipes and towelettes
  • Figure 11: FDM* sales of wipes and moist towelettes, at current and constant prices, 2002-07
• Baby cleansing and care
  • Figure 12: FDM* sales of baby cleansing and care products, at current and constant prices, 2002-07
• Supply Structure
• Companies and brands
  • Figure 13: FDM manufacturer sales of disposable baby products, 2006 and 2007
• Diapers
  • Figure 14: FDM manufacturer and brand sales of disposable baby products, 2006 and 2007
• Training pants
  • Figure 15: FDM manufacturer and brand sales of training pants, 2006 and 2007
• Baby wipes and towelettes
  • Figure 16: FDM manufacturer and brand sales of wipes and towelettes, 2006 and 2007
• Baby cleansing and care
  • Figure 17: FDM manufacturer and brand sales of baby cleansing and care products, 2006 and 2007
• Advertising and Promotion
• Overview
• Procter & Gamble
• Pampers
• Pampers Stages
  • Figure 18: Three-way fit Pampers Cruisers
  • Figure 19: Pampers Stages Baby Wipes
• Pampers Baby Dry
  • Figure 20: Pampers Baby Dry with Caterpillar Flex
• Pampers Splashers
  • Figure 21: Pampers Splashers
• Kandoo
  • Figure 22: Pampers Kandoo Wipes
• Luvs
  • Figure 23: Luvs Bear Hug Stretch leak protection
  • Figure 24: Luvs Change to Luvs Challenge
• Kimberly-Clark Corp.
• Huggies
  • Figure 25: Huggies Wipes
  • Figure 26: Huggies Natural Fit
• Pull-Ups
  • Figure 27: Huggies Pull-Ups Training Pants
• GoodNites
  • Figure 28: GoodNites Underpants
• Johnson & Johnson
• Aveeno
• Pfizer Inc.
• Desitin
• Wal-Mart, Babies R Us and Sam' s Club target parents with events and adult diaper themes
• Retail Distribution
• Introduction
  • Figure 29: U.S. retail sales of disposable baby products, by channel, 2005 and 2007
• Supermarkets
  • Figure 30: U.S. supermarket sales of disposable baby products, at current and constant prices, 2002-07
• Mass merchandisers
  • Figure 31: U.S. mass merchandiser sales of disposable baby products (excluding Wal-Mart), at current and constant prices, 2002-07
• Drug stores
  • Figure 32: U.S. drug store sales of disposable baby products, at current and constant prices, 2002-07
• Wal-Mart outsells everyone including retail channels combined
• Warehouse/Clubs offer bulk and low prices
• Online launches
• The Consumer
• Summary
• Usage of disposable baby products
  • Figure 33: Use of disposable baby products in households with children aged 0-3, 2005 and 2006
  • Figure 34: Use of disposable baby products in households with children aged 0-3, by age of child, January-October 2006
  • Figure 35: Use of disposable baby products in households with children aged 0-3, by race/ethnicity, January-October 2006
• Brand preferences
• Baby and children' s shampoo
  • Figure 36: Brand usage for baby/children' s shampoo, by age of child, January-October 2006
• Pre-moistened wipes/cloths
  • Figure 37: Brand usage for pre-moistened wipes/cloths, by age of child, January-October 2006
  • Figure 38: Brand usage for pre-moistened wipes/cloths, by race/ethnicity, January-October 2006
• Disposable diapers and training pants
  • Figure 39: Brand usage for disposabe diapers/training pants, by age of child, January-October 2006
• Baby wash and bath products
  • Figure 40: Brand usage for baby wash and bath products, by age of child, January-October 2006
• Baby oil and baby lotion
  • Figure 41: Brand usage for baby oil and baby lotion, by age of child, January-October 2006
  • Figure 42: Brand usage for baby oil and baby lotion, by race/ethnicity, January-October 2006
• Body and baby powder
  • Figure 43: Brand usage for body and baby powder, by age of child, January-October 2006
  • Figure 44: Brand usage for body and baby powder, by race/ethnicity, January-October 2006
• Frequency of use of disposable baby products
• Disposable diapers and training pants
  • Figure 45: Average number of disposable diapers used by household on an average day in last six months, by age of child, age of respondent, race/ethnicity, household income and marital status, January-October 2006
• Other disposable baby products
  • Figure 46: Frequency of use for wipes, baby lotion, body/baby powder, baby oil, baby wash/bath products, and baby/child' s shampoo, by age of child, age of respondent, race/ethnicity, level of education, marital status and region, January-October 2006
• Female respondents' purchasing habits
• Use of disposable diapers and training pants
  • Figure 47: Female respondents' purchase of disposable diapers/training pants for children in household, August 2007
• Number of children in household using diapers or training pants
  • Figure 48: Number of children in household of respondent using diapers/training pants, August 2007
  • Figure 49: Number of children in household of respondent using diapers/training pants, by household income, August 2007
• Where disposable baby products are purchased
  • Figure 50: Usual place of purchase of diapers, lotions, powders, and ointments, August 2007
  • Figure 51: Usual place of purchase of diapers, lotions, powders, and ointments, by household income, August 2007
  • Figure 52: Usual place of purchase of diapers, lotions, powders, and ointments, by race/ethnicity*, August 2007
• When disposable diapers/training pants are used
  • Figure 53: When disposable diapers and/or training pants are used, August 2007
• Opinions regarding disposable baby products
  • Figure 54: Attitudes toward disposable baby products, August 2007
  • Figure 55: Attitudes toward disposable baby products, by household income, August 2007
• Future and Forecast
• Future trends
• Even slower growth in key 0-4 age group from 2007-12
  • Figure 56: Population, by age, 2002-12
• Growth in population of women aged 18-40 varies by race/ethnic group
  • Figure 57: Women aged18-40, by race/ethnic origin, 2002-12
• Biodegradable and eco-friendly products become more mainstream
• Bundled products provide marketing opportunity
• As allergies become more widespread demand for products increase
• Market Forecast
• Disposable baby products
  • Figure 58: Forecast of total U.S. retail sales of disposable baby products, at current and constant prices, 2007-12
• FDM disposable baby products
  • Figure 59: Forecast of total U.S. FDM sales of disposable baby products, at current and constant prices, 2007-12
• Diapers
  • Figure 60: Forecast of U.S. FDM sales of diapers, at current and constant prices, 2007-12
• Training pants
  • Figure 61: Forecast of U.S. FDM sales of training pants, at current and constant prices, 2007-12
• Wipes and moist towelettes
  • Figure 62: Forecast of U.S. FDM sales of wipes and moist towelettes, at current and constant prices, 2007-12
• Baby cleansing and care products
  • Figure 63: Forecast of U.S. FDM sales of baby cleansing and care products, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Trade Associations