Parents serious about children's bath.
The children's bath segment benefits from parents' desire to teach their children the fundamentals of hygiene and cleanliness at an early age. In recent years, the media has played upon--and marketers have benefited from--consumer fears of disease-bearing microbes, driving sales of antibacterial soaps, wipes, mops and even linen. And those fears have certainly heightened parents' awareness of hygiene.According to figures compiled from various sources by Mintel Group, sales of children's bath products and soap grew 20.7% from $29 million in 2004 to $35 million in 2006. That growth, fortunately, has not been driven only by fears of a germ-ridden world.
Rather, it reflects parents' willingness to spend disproportionately on products that both inspire and educate their children--and that their children want. Mintel research reveals that 59% of mothers polled buy personal care products made specifically for children, while 46% indicated they buy them because their children specifically ask for them.
Children can be counted on to continue influencing their parents' purchases. In fact, many mothers apparently ask their children what personal care products they want before making a purchase.
Another dimension, largely emotional, has been a positive factor in the children's bath segment. Research conducted for Kimberly-Clark Corp., for instance, has shown that a huge majority of parents feel that their children's bath time is both an excellent time to form emotional bonds and to have fun. With the prevalence of two-income families, parents have less time with their children, and bath time can become a precious opportunity for quality time between parents and offspring.
Other research shows that children, too, have overwhelmingly positive attitudes about bathing. One survey of mothers indicates that 59% of their children love bathing, while another 33% like it, and only 2% disliked it. Bathing and the hygiene habits associated with it are clearly less stressful for both parents and children than, say, toilet training.
The Kimberly-Clark findings prompted the manufacturer to introduce a line of children's toiletries, including shampoo and body wash, under the Huggies Cleanteam brand. The packaging features appealing characters, following a path blazed by Kimberly-Clark's predecessors in the bath category.
Those companies have known for years that popular licensed characters are a powerful draw for youngsters. The Mintel research previously cited includes the finding that 49% of mothers surveyed replied that "my kids ask for products with a favorite character like SpongeBob or Barbie."
The Village Co., for example, markets children's bath products under the iconic Sesame Street brand, including the Sesame Street Fun in the Tub line, which consists of Finger Paint Bubble Bath in red, blue and yellow and Fizzy Tub Colors with Sesame Street characters on each tablet that turn bathwater into brilliant colors. The company has clearly found that innovative uses of specialty ingredients, such as tizzies and finger paints, continue to capture the interest of young children.
Other players that have leveraged the power of licenses include MZB Personal Care, which designs bubble bath containers around a portfolio of powerful licensed character (see story on this page) and Upper Canada Soap and Candle Makers, which markets children's bath products under the Go Fish Kids and Splash Kids brands.
Industry observers predict that the next big trend to hit the children's bath segment will be the natural boom. A number of small boutique suppliers have already moved to stake out positions, and it can only be a matter of time before major makers weigh in.
 Printer friendly
 Cite/link
 Email
 Feedback
| |
| Publication: | MMR |
|---|---|
| Date: | Jun 23, 2008 |
| Words: | 569 |
| Previous Article: | A natural legacy. |
| Next Article: | Youngsters gravitate to licensed products. |
| Topics: | |