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Children's Personal Care in the United States
Mintel, June 2007
This report explores the basis for the prediction that all segments of the children’s personal care market will experience growth through 2011, fueled largely by the increase in the number of children over the next four years. Estimated at $281 million in 2006, the children’s personal care products market has registered steady growth since 2002.
This report offers in-depth discussion of the following topics:
-The increase in child enthusiasm about products, and how it drives purchase and usage. The use of popular children’s entertainment characters increases the appeal of products aimed at children.
-More functional packaging combined with natural, organic, or more powerful ingredients.
-The targeting of smaller groups of children, such as toddlers or teens, and, increasingly, tween boys, emphasizing convenience and ease-of-use to both children and their parents.
-The five major personal products manufacturers that control over half of the market, combined with an analysis of the remaining share, split among many large manufacturers and niche players.
-Joint purchase decision-making: many parents and children are making purchasing decisions together. Over one third of respondents report that they and their children participate in the purchasing decision, and in larger families this tendency is even more pronounced.
Children’s personal care products include only those marketed specifically to kids. Segments discussed in this report include:
-Haircare: shampoo and conditioner
-Oral care: manual toothbrushes, battery-powered toothbrushes, toothpaste, mouthwash, dental accessories
-Soap: bubble bath and soap
-Suncare: sunblock
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