Children's and Tweens' Personal Care Usage Trends

Marketing child-centric personal care products is problematic. The market sits uneasily between the domains of baby and adult focused products. While using licensed characters from popular films and cartoons is an obvious shortcut to gaining kids' approval a longer-lasting approach would be to encourage the foundations of positive personal care behaviors

Report Highlights
Across Asia Pacific, the number of young children aged 5-9 has been decreasing in most countries and is forecast to continue in this vein from 2007 to 2012. One exception to this is in Japan where growth in the size of this age group is forecast to be minimal

At the country-specific level, the place of greatest interest for marketers is China. In 2005, 10% of the new products launches within the personal hygiene category were tagged as being specific to kids. This is perhaps indicative of the continuing commercial opening up of China and the readiness to focus on children

The variance between the value of child and overall per capita consumption of oral care products is least significant in Thailand, Italy, India and China all of which have a variance of less than 10%. In Europe, the difference in the value of consumption is more significant but does not extend beyond a high of 36% (in Spain)
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