Hello Jlros,
Thank you for your question.
I have researched and assembled the following information using the
best internet data that is freely available which addresses the value,
sales and growth of the baby care products market.
According to Andy Kantor, marketing director of Playtex Products Inc
the steady increase in the U.S. birth rate has contributed to the
growth of the baby care market in recent years.”
“Factors encouraging product sales are the strong national birth rate
of approximately 4 million babies per year (National Center for Health
Statistics) and the open-pocketed spending patterns of mature,
dual-income parents—especially working mothers and Baby Boomer
grandparents. Overall baby product sales are expected to continue
their upswing with U.S. births predicted to rise to 4.5 million over
the next few years.”
Source: Baby Shop Magazine
http://www.babyshopmagazine.com/spring01/trends.htm
“In the five years to 2001, the US baby care market achieved
impressive growth of 38% in value terms. After a value sales increase
of 8.4% in 2000, sales of baby care products increased by a slightly
lower 6.8% in 2001. 2001 saw a slowdown in the growth rate of baby
care products due to a slowing US economy. Growth was, however, driven
by baby bath products, which grew by 17% in 2001.”
Source: World Information
http://worldofinformation.safeshopper.com/24/1297.htm?909
The total market size in dollars of baby care products including
ointments, creams, soaps, petroleum jelly, baby oil and baby lotion,
rose 1.7% to $336 million.
Baby Soap rose 4.3% to $72.2 million
Baby Powders rose 2.9% to $61 million
“The baby soap category for supermarkets, drug stores and mass
merchandisers (excluding Wal-Mart) rose 4.3% to $72.2 million for the
year ended May 19, according to Information Resources Inc., Chicago,
and baby powders grew 2.9% to $61 million. Total sales of baby care
products, including ointments, creams, soaps, petroleum jelly, baby
oil and baby lotion, rose 1.7% to $336 million, according to IRI.”
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Major Players
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Gerber:
=====
Gerber product include Baby lotion, talc-free Baby powder, Vapor
bath, Baby wash, Baby oil, Baby shampoo, Lavender wash and Diaper Rash
ointment.
“The company was among the top 10 baby soap vendors for the 52 weeks
ended May 19, at $8.7 million, according to IRI. Though Gerber powder
sales dropped 15.7% for the period, soaps rose a hefty 30%.”
=====
Playtex
=====
“Playtex baby soap sales were $12.3 million, a 12% decrease from the
previous year, and baby powder sales fell 59.6% to $439,000, according
to IRI statistics. But the company held its No. 2 spot for soaps and
was in the Top 10 for powders. Playtex’ major baby care brand
continues to be the Baby Magic line, which contains Foaming and Creamy
baths, shampoo, lotion and oil, as well as a travel pack.”
===============
Johnson & Johnson
===============
“Johnson & Johnson, No. 1 in the baby soaps category with $44.4
million and in baby powders with $40.3 million for the 52 weeks ended
May 19, has been the baby care market leader for years.”
Source: Happi.com - August 2002
http://www.happi.com/current/August021.htm
====================================
Upper-Crust Infant Toiletries a $25 million market
====================================
According to Datamonitor PLC, a New York market analysis firm pricey
baby toiletries make up a $25 million market. In the next four years,
the market for high-end baby toiletries is expected to nearly triple.
“Analysts point to a surge in the birthrate among older women to
explain the boom in upper-crust infant toiletries. Older mommies are
generally wealthier mommies, they say, with friends and relatives who
don't mind splurging on a $38 bottle of Burberry baby perfume,
recession or no recession.”
Johnson & Johnson: $141.9 million in baby powder, soaps, ointments and
other products sold in the year ended Sept. 8, according to
Information Resources Inc. of Chicago, a sales and marketing research
firm.
The toiletry industry has four major categories: mass, niche, prestige
and luxury.
====
Mass:
====
“Mass toiletries, by far the biggest segment, are marketed by global
companies, such as Johnson & Johnson and Playtex Products Inc., with
its Baby Magic brand. Here are your $3 and $4 products, sold in
supermarkets and other large channels, according to Datamonitor.”
====
Niche
====
“Niche toiletries come from smaller companies -- BabySpa, Mom's Kiss
in a Bottle LLC, Bambini Soul LLC and Arizona Babies are a few -- that
take the prices up a few notches, to around $15. These are largely
sold online and are marketed with "product philosophies" referring to
natural, therapeutic ingredients.”
======
Prestige
======
“Prestige means cosmetics names such as Origins and Bobbi Brown, whose
baby products complement their adult product lines, sold in department
stores and their own shops. The prices are scaled like the adult
lines, too -- $18 to $20 would buy some baby shampoo.”
======
Luxury
======
“At the top end, luxury brands the likes of Bulgari, the Italian
jeweler, and Burberry, of plaid-lined-raincoat renown, are sold in
upscale department and specialty stores. Luxury means $25 for
shampoo.”
Source: Washington Post Article – October 2002 - Going Goo-Ga for
Kiddie Chic
http://www.washingtonpost.com/ac2/wp-dyn/A45818-2002Oct4?language=printer
================================================
Private Label Baby Care Product Sales, Growth and Market Share
================================================
Baby Lotion Sales Change Share
Millions by sales dollar
Total $2.1 18.7% 5.6%
Drug $0.6 15.8% 6.1%
Food $1.1 17.8% 6.5%
Baby Oil Sales Change Share
Millions by sales dollar
Total $13.2 3.0% 31.1%
Drug $5.6 4.7% 37.0%
Food $5.6 2.6% 29.8%
Baby Ointment Sales Change Share
Millions by sales dollar
Total $3.7 12.4% 5.1%
Drug $0.6 35.3% 4.2%
Food $1.5 6.8% 4.8%
Baby Powder Sales Change Share
Millions by sales dollar
Total $14.1 3.1% 23.0%
Drug $6.0 0.6% 26.4%
Food $6.2 1.4% 22.8%
Petroleum Jelly Sales Change Share
Millions by sales dollar
Total $17.7 3.2% 37.1%
Drug $8.8 0.3% 40.2%
Food $6.8 2.1% 34.2%
Baby Soap Sales Change Share
Millions by sales dollar
Total $5.2 53.4% 7.3%
Drug $0.6 35.3% 4.2%
Food $1.9 29.5% 5.5%
Source: Information Resources, Inc. 52 Weeks ended 2/24/02
http://www.privatelabelmag.com/pdf/may_2002/hbc_baby.cfm
============================================
Baby Toiletries in the USA 2001 – Fast Facts
============================================
- The baby care sector was worth US$729 million in 2000, up by 46% on
1996.
- Baby hair care was the largest sector in the market in 2000,
accounting for 47.1% of total market value, or US$343.3 million.
- Baby shampoo was used by 14.8% of all homemakers in the second half
in 2000.
- The market is forecast to grow 11.4% over the forecast period to a
value of US$851 million in 2005.
- Baby bath and products and fragrances are expected to attain the
largest growth, 18.5%, over the forecast period, although baby hair
care will continue to be the most important sector accounting for 47%
of value sales in 2005.
http://www.biz-lib.com/cgi-bin/cms/details.pl?code=EUBBS&query=fulldesc
===============================
Baby Toiletries in the USA 2002:
===============================
- In the five years to 2001, the US baby care market achieved
impressive growth of 38% in value terms. The market is forecast to
grow 4.4% over the forecast period to a value of US$645 million in
2006.
- The baby skin care sector was the largest market sector accounting
for 31% of total baby care sales in 2001, totaling US$188.1 million.
-Baby shampoo was used by 14.8% of all homemakers in the second half
in 2000.
http://www.euromonitor.com/report_summary.asp?search=baby+care&s=deep&docid=12183
Search Criteria:
baby shampoo, oil, powder, soap, ointment, lotion
U.S. baby care market and growth rate
Baby Care Market Trends
I hope you find this helpful and if there is anything that I've
written that needs clarification, please ask before you rate this
answer.
Best Regards,
Bobbie7-ga |
