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市場調查報告書
美國的嬰兒護理用品：尿布・奶瓶・濕紙巾・其他配件（第5版）
Babycare Supplies in the U.S.: Diapers, Bottles, Wipes and Feeding Accessories, 5th Edition
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美國的嬰兒護理用品：尿布・奶瓶・濕紙巾・其他配件（第5版） 是由出版商Packaged Facts在2010年07月所出版的。
這份英文市場調查報告書包含278 Pages 價格從美金3300起跳。
本報告，針對美國的嬰兒護理用品進行分析，並彙整市場區塊別的市場動向與成長預測、市場行銷商與品牌市佔率、競爭企業的動向與檔案資料等，由下列摘要形式闡述。
第1章 報告摘要
第2章 產品
- 簡介
- 產品
- 6個主要的嬰兒護理用品種類
- 紙尿布／練習褲
- 濕紙巾／濕面紙
- 身體護理用品
- 奶瓶
- 玩具
- 嬰兒長牙時咬的玩具
- 大人所使用的嬰兒護理用品
- 相關產品市場
- 備受討論的8種成分
- 法律規範
第3章 動向與機會
第4章 市場
- 市場規模與成長
- 嬰兒護理用品於2005∼2009年達71億美元
- 令人訝異的是，市場與出生率並不同步
- 紙尿布終於達到41億美元
- 練習褲的衰退 其他
- 市場的結構
- 紙尿布現在仍獨佔嬰兒護理用品市場
- 量販通路支配著 其他
- 未來的成長因素
- 業績預測
- 嬰兒護理用品將於2015年達到85億美元
- 紙尿布達47億美元
- 濕紙巾・濕面紙達15億美元
- 身體護理增加至9億8,600萬美元
第5章 市場行銷商
- 市場行銷商
- 市場行銷商與品牌市佔率：紙尿布・練習褲
- 市場行銷商與品牌市佔率：濕紙巾・濕面紙
- 市場行銷商與品牌市佔率：身體護理用品
- 市場行銷商與品牌市佔率：奶瓶
- 市場行銷商與品牌市佔率：玩具
- 市場行銷商與品牌市佔率：嬰兒長牙時咬的玩具
第6章 競爭動向
- 競爭動向
- 競爭資料
- 應注目的3家市場行銷商
- 嬰兒護理用品動向
- 消費者廣告與促銷
第7章 批發與零售
第8章 消費者
附錄
Abstract
Babycare supplies marketers must come up with new products and strategies on a
regular basis -- to raise brands above the commodity herd. The fact that the
pool of babies 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, the market' s six categories (disposable diapers,
wipes, bodycare preparations, feeding accessories, play & discovery toys, and
pacifiers/teethers) hold rich potential for players with innovative wares and
competitive savvy. This latest edition of a popular Packaged Facts report
contains all the information that executives need to form aggressive gameplans
for either entering the fray or enhancing their existing positions. Market
drivers such as green or natural/organic products, and higher birth rates
among ethnic minorities, are examined against the background of the troubled
U.S. economy. Sales figures -- both historical and forecasted -- are covered,
too, as are IRI brand share data, and Experian Simmons demographic data. Execs
can also compare their battle profiles with those of California Baby,
Hain-Celestial, Kimberly-Clark, Johnson & Johnson, Procter & Gamble, Seventh
Generation, and others; each of these companies' stances is discussed in
detail. Throughout the report, Packaged Facts' unique in-depth analysis is
featured.
Report Methodology
Babycare Supplies in the U.S.: Diapers, Bottles, Wipes and Feeding Accessories
is based on information gathered from primary, secondary, and syndicated
sources. Primary research involves on-site study of how babycare supplies are
sold through retail stores; Packaged Facts also consults with industry
executives. Secondary research involves the evaluation and comparison of data
from mountains of articles found in financial, marketing, and retail
publications, as well as on corresponding types of websites. Company
literature, government agencies, and other sources also provide valuable
secondary data.
Stats on market revenues and growth trends derive from all available data on
the babycare supplies marketplace, be they quantitative or qualitative; that
is, a broad range of societal and economic trends are factored in, to help
shape the most accurate possible view of sales progress.
Brand share data are provided by Information Resources, Inc. (IRI), which taps
directly into checkout scanners in the three main mass-market channels, which
are supermarkets, chain drugstores, and mass merchandisers. IRI' s proprietary
InfoScan Review 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
quarterly surveys by Experian Simmons (formerly Simmons Market Research
Bureau, Inc.), one of 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 of the babycare supplies business. Most importantly, the
report anchors babycare supplies in the broader HBC and societal contexts, as
well as in the rapidly transforming retail scene. Such valuable qualitative
perspective is supported with extensive hard data presented 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 is bound to freshen and strengthen your marketing plan. If your company
is newly targeting the prospective or new baby-household, then this report is
a great intro to the babycare supplies business, and thus a launching pad for
a successful venture.
The whole team -- brand managers, research and development pros, ad agencies
and media departments, database managers and librarians, venture capitalists,
new business specialists -- all are unified by the cutting-edge analysis in
Babycare Supplies in the U.S.: Diapers, Bottles, Wipes and Feeding Accessories.
Table of Contents
Chapter 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?
- 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
- 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-Givers
Chapter 2: The Products
- Introduction
- Market Definition
- Diapers to Pacifiers: Six Product Categories
- Some Overlap with Toddlers' and Adults' Products
- Terms Defined
- Birth Rate
- 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)
- Methodology
- The 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 Markets
- Eight 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)
- Talc
- Regulation
- Babycare Supplies Are Minimally Regulated
- The Subject Was Diapers
- 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 Products
Chapter 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 Spots
Chapter 4: The Market
- Market 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 Million
- Market 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)
- 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?
- Busy Mothers Buying CPG via Direct Sales Media
- Projected 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
- The 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, 2010
- Marketer 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, 2004-2009
- Marketer 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, 2004-2009
- Marketer 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
- Table 5-13: Share of U.S. Retail Dollar Sales of Baby Soap Through
Mass Retail Channels, by Marketer and Brand, 2004-2009
- Marketer 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, 2004-2009
- Marketer 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, 2007-2009
- Marketer 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, 2004-2009
Chapter 6: The Competitive Situation
- The Competitive Situation
- Important Mergers, Acquisitions, Spin-Offs, Divestments
- Eight Marketers Profiled
- Competitive 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 Brands
- Competitive 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 Brands
- Competitive 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 Brands
- Competitive 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 Brands
- Competitive Profile: The Procter & Gamble Co.
- 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 Again
- Three 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, 2010
- Consumer 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
- Contests
- Charitable Tie-Ins Large and Small
- Advice on Parenting
Chapter 7: Distribution and Retail
- Distribution
- 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 Level
- In 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-Ins
- E-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 Registry
- Retailer 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 Label
Chapter 8: The Consumer
- The 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 Millennium
- About Experian Simmons Information
- What It Is
- How to Use It
- The Overall Gauge
- 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
One' s 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
- 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 Children' s 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
- Table 8-26: Household Patronage of Retail Store Chains, 2009
(Households in Thousands)
Appendix: Selected Company Addresses
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