Baby Care Trends

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Millennials are the largest demographic. They do not respond to traditional marketing strategies. Paying attention to the visual aspect of a product and basing their purchasing decision on the opinions of others that have already purchased the item they are looking to purchase. Millennials are also more interested in quick, courteous customer service. They are looking into more of the purpose of a company than just the product, being price conscious without skimping on design, safety, and transparency.


  • Millennial mothers are more likely to purchase from a company that devotes time and money to organizations that help others. One being Mission Bambini, they assist families with children in need of medical operations that are unable to afford the significant expense.


  • Millennial mothers tend to lean towards products that provide the most convenience in their daily life. Chicco's bassinets and car seats provide several solutions to avoid repeat purchases of similar products without sacrificing safety and comfort.
  • Lullaby Playard that includes a newborn lounger, bassinet, soft electronic mobile, and there are removable fabrics which help with ease of washing.


  • Within the millennial mothers' group, fashionable accessories are preferred.
  • These products are created in the fashion capital of the world, Milan.


  • Social media is a large part of millennial culture. Mothers in this category look to social media to see new products and comments from other mothers.
  • Instagram is a visual tool, shows mothers what they could have, inciting a need to purchase a specific product.
  • Facebook provides a platform for millennial mothers to discuss products and share reviews.


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Johnson & Johnson

Johnson & Johnson has been providing baby care and products for more than 130 years. The company has remained relevant by marketing to mothers of the current time, currently developing products and approaches that appeal to Millennial mothers. They achieve this by keeping to their motto of blending "heart, science, and ingenuity to put a healthy mind, body, and environment within reach of everyone, everywhere." This motto lets Millennial mothers know that Johnson & Johnson aims to incorporate technology, versatility, social responsibility, support, and health in their products.


  • Millennials have grown up with technology, which makes their value of technology in parenthood reasonable.
  • Johnson & Johnson markets to Millennials by reporting innovation aimed at maintaining and improving the health of babies.
  • Johnson & Johnson publically empowers women in technology, noting the ability of women to be catalysts in the field of technology, which appeals
  • Ashley McEvoy, the executive vice president for Johnson & Johnson's medical devices department, noted the need for medical devices to be less invasive, smarter, and personalized in digital technology to meet the needs of patients. This appeals to the Millennial generation, which values technology innovation in products and healthcare for babies.


  • Millennial mothers value versatility, both in products and companies. They appreciate being able to get multiple products from one source, simplifying their shopping needs.
  • Johnson & Johnson offers a versatile selection of products, allowing mothers to purchase needs for their babies, such as powder and baby shampoo, and personal needs, such as skin care and health products, and self-care products all from one online location.
  • Johnson & Johnson offers the option to buy products online from several retailers that sell other products as well, such as Amazon, Target, and Walmart, further allowing mothers to shop for multiple needs at once.
  • Mehreen Siddiqua of Think Design noted 70% of Millennial mothers shop from their phones, meaning the ability to shop online is essential.

Social Responsibility

  • Millennial mothers want to support companies that contribute to projects that help under-served persons, environmental protection, and future-oriented causes.
  • Johnson & Johnson publicizes their UNICEF partnership, which is an organization dedicated to protecting children in more than 190 countries, which gains attention of Millennial mothers.
  • MomConnect, a project working to support the needs of mothers in South Africa, was created by a partnership between Johnson & Johnson, the health department of South Africa, the government of the United States, and ELMA Philanthropies. This project makes Johnson & Johnson's dedication to social responsibility clear.
  • Dr. Dan Barouch recently discussed Johnson & Johnson's continued dedication to helping others throughout the world by announcing a plan to collaborate with Israeli scientists to work on a vaccine for COVID-19.


  • Millennial mothers value feeling supported and connected, and 85% of Millennial mothers do not feel supported by society.
  • Johnson & Johnson begins supporting mothers before the baby is born, giving information on setting up a nursery, breastfeeding support, and choosing baby products.
  • Johnson & Johnson provides support to mothers beyond products and pre-baby information. The company gives online tutorials for mothers, such as ways to help soothe a baby to sleep. This digital platform for education is essential for Millennial mothers.
  • "Working Mother" named Johnson & Johnson number one on their best 100 companies list in 2019 due to the support provided to mothers in multiple areas.


  • Healthcare needs are important to Millennial mothers, as they want to ensure the health needs of their babies will be met.
  • Johnson & Johnson makes multiple products aimed at preserving the health of babies, such as hypoallergenic baby wash and shampoo, hand and face wipes to prevent germs, and baby powder to reduce the risk of diaper rash.
  • Supporting the health of others, particularly women and children, is a marketing point for Johnson & Johnson.
  • Experts at NRC Health found that Millennial parents seek communication, supportive environments, and connection with the healthcare providers for their family, making Johnson & Johnson's empowerment approach a sound marketing strategy.
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Munchkin has been providing baby products since 1991, developed by a father who had a talent for innovation. The company has continued success with past and current populations by offering products with multiple functions, safety features, convenience, stylistic options, and a socially responsible image. These options are features known to appeal to Millennial mothers as well as parents from other generations.

Multiple Functions

  • Millennial mothers seek products that are versatile and practical, as noted by Jamie Davis Smith from Everyday Family.
  • Munchkin offers versatility on multiple products. The safety harness and tether not only keep the child near the parent while allowing some freedom, but the harness doubles as a small backpack to carry essential items for the child.
  • The In-Sight Entertainment Mirror not only allows the mother to check on her baby via the rearview mirror. The product also has a light show and music, controlled by a remote control, to keep the baby entertained during travel.
  • Another versatile product offered by Munchkin is the Out-N-About Trunk Organizer & Changing Station. As the product title indicates, this product has multiple storage compartments for travel and doubles as a portable changing station for on-the-go diaper changes.
  • The GoShop cart cover is another multi-functional product by Munchkin. This shopping cart cover keeps the baby clean and safe in shopping carts, has loops to attach toys to keep the baby entertained, and has a compartment to hold a cell phone.

Safety Features

  • Safety is a concern for Millennial mothers when it comes to baby products, and they will pay more for a product with safety features. Munchkin caters to the safety desire with multiple products.
  • Munchkin patented the "white hot" technology in 1997. This technology warns parents when the temperature of liquid is too hot for a baby by changing color, keeping the baby safe.
  • White Hot technology began with the bath time rubber duck and has since expanded to include an inflatable bathtub, spoons, bowls, plates, and sun shades.
  • Munchkin offers additional safety-focused products such as baby gates, bath mats, faucet covers, sun shades, latches, and doorknob covers.
  • Munchkin continues the safety-focus into toddlerhood, with safety harness products. These harnesses allow the toddler the freedom to roam while the parent maintains a connection to the child with a tether, ensuring the child cannot wonder out of the parent's sight.
  • Experts often note safety as a primary concern when choosing baby products. Many experts give advice on ensuring safety in product options and ways parents can maintain safety throughout their children's lives, such as the extensive safety article written by Dr. Dan Brennan in 2019.


  • Munchkin makes several devices geared towards convenience valued by Millennial mothers.
  • The Lulla-Vibe pad helps lull babies to sleep with vibrations, and it can be used in car seats or strollers.
  • The Munchkin Step Diaper Pail caters to convenience for Millennial mothers. This product has hands-free operation, is space-saving, and has effective odor control.
  • A remote-controlled music mirror allows a parent the convenience of turning music and lights on and off while driving to help soothe a baby.
  • Experts at Nielsen found parents today are often short on time for multiple responsibilities, making convenience a necessity.
  • Fiona Soltes of the National Retail Federation noted Millennial parents seek convenience in products and purchasing option. Munchkin allows online shopping and home delivery, giving the convenience of obtaining multiple items from one location without leaving the home.


  • Millennial mothers tend to value baby products that are not only useful, but also stylish and trendy.
  • Munchkin markets to the desire for style with function with multiple product options. One such option is personalization, allowing parents to have their children's names engraved on items such as cups, utensils, and snack containers.
  • Safety gates offer a sense of style with Munchkin as well. Munchkin offers several safety gates with multiple latch types and stylish design.
  • Cynthia Levy of Baby Gaga noted Millennial mothers want their babies to be stylish and trendy, and therefore seek baby products with this image.

Social Responsibility

  • Millennial mothers value social responsibility, seeking brands that give back to the community or help charitable and environmental causes.
  • Munchkin supports multiple children's agencies, such as Play it Forward, Children's Hospital of Los Angeles, and Valley Food Bank.
  • Munchkin also contributes to charities that aim to preserve the planet and protect wildlife, to help make a better future for children.
  • Jamie Davis Smith of Everyday Family noted Millennial mothers care about their environment and community and have a desire to support brands with these same values.
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Gerber's roots begin in 1927, when Dorothy Gerber sought a way to strain solid foods to help her baby begin to eat. Today, Gerber offers more than baby food, expanding to formula, snacks, beverages, and supplements. Gerber has remained at the forefront of baby care by marketing to multiple generations, including Millennial mothers. Gerber engages Millennial mothers using technology, nutrition focus, cost savings opportunities, environmentally sound products, and organic options.


  • Millennial mothers value technology, such as digital resources, to gain information.
  • Gerber offers "Dotti," a virtual baby expert to answer questions for parents at any time. Dotti is available on multiple platforms, such as Facebook, text, webchat, or connecting to a dietitian for consult.
  • Gerber also provides information on each stage of development, from pregnancy to preschool, to allow parents to obtain answers to their questions online at any time.
  • Mark Magnacca, the co-founder and president of Allego, noted Millennials are the "digital native" generation, and therefore using technology is essential in learning for this population.

Nutrition Focus

  • Millennial mothers seek healthy choices for their babies and want their preferred brands to support healthy lifestyles.
  • Gerber conducts research such as the Feeding Infants and Toddlers Study (FITS) to ensure the most recent nutritional information is available, and foods offered by Gerber are the most nutritious possible.
  • Gerber offers multiple nutrition options for parents based on child development stage and parent preferences. Additionally, options for various concerns, such as colic, are available.
  • Brian Kateman of Forbes examined baby food trends from companies such as Tiny Organics and YUMI, finding mothers in today's society are seeking healthy, natural, and variety in choices in baby food.

Cost Savings Opportunities

  • Raising children has gotten more expensive, and Millennials are already battling increasing debt. Therefore, Millennial parents seek cost-saving options.
  • Parents can sign up for free with "My Gerber," which provides multiple resources including coupons geared toward each individual's baby stage and needs, providing significant savings.
  • Gerber offers multiple products for parents, allowing the Millennial parent to find option to fit the budget.
  • A report by Merrill-Lynch found raising children is more expensive today than at any other time, leading Millennial parents to seek ways to save money when possible.

Environmentally Sound

  • Millennial mothers are aware of environmental concerns plaguing the planet, and they value brands and products that are environmentally sound.
  • Gerber markets itself as good for babies and the environment, promoting a desire to ensure the future is healthy and pure for the future of the children.
  • Gerber notes a plan to ensure all packaging of Gerber products are 100% recyclable, via a partnership with TerraCycle.
  • A survey by Deloitte found 42% of Millennials develop connections and loyalty to brands that positively affect the environment and society.

Organic Options

  • Millennial mothers are buying more organic foods, resulting in organic food sales rising by 6.3% in 2018.
  • Gerber offers a line of organic options, including cereals, baby food, and snacks, which markets to the recent trends in the demand for organic foods.
  • Gerber markets its use of "clean field farming," which includes non-GMO practices, high seed standards, soil standards, harvesting practices, and nutrient replenishment.
  • Millennial parents, as noted in a 2019 Forbes article, are seeking baby food options that are natural and avoid potential allergens due to concerns of effects of pesticides and other modern concerns.
  • The Organic Trade Association (OTA) noted the market for organic baby food is expected to reach $11.5 billion by 2023.
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Playtex Diaper Genie Complete and Dekor Classic Diaper Pail

Features of the Playtex Diaper Genie Complete include its built-in antimicrobial, odor prevention, in-built foot pedal, and the convenience of use.

Playtex Diaper Genie Complete - Features

  • After an exhaustive search through the annual report of Edgewell Personal Care (owners of the Playtex Diaper brand), trusted business directory sources, such as Hoovers, and reliable media publications on the Edgewell Personal Care company financials, we were unable to identify the revenue generated by Playtex Diaper Genie Complete.
  • According to the 2019 annual report published by Edgewell, the Playtex Baby Diaper Genie brand is categorized under the infant segment of the company. In 2019, the segment constituted $128.46 million (6% of $2,141 million) of Edgewell Personal Care's net sales.
  • According to Hoovers, Playtex's annual revenue is $453.6 million.
  • Screenshots of social media advertisement and YouTube video links for the product can be found here.

Customer Reviews

Dekor Classic Diaper Pail - Features

  • After an exhaustive search through the website of Regal Lager (owners of the Dekor Diaper brand), trusted business directory sources, such as ZoomInfo, and reliable media publications about the Regal Lager company financials, we were unable to identify the revenue generated by Dekor Classic Diaper Pail.
  • In-depth research revealed that Regal Lager is a privately-held company, which means that they are not obliged to publish their financial reports on the public domain.
  • We also could not triangulate the company's annual revenue from its share of the global market because the brand was listed as a key player in the global diaper pail refill market rather than the baby diaper pails market.
  • According to ZoomInfo, Regal Lager's annual revenue is $28 million.
  • Screenshots of social media advertisement and video ad links for the product can be found here.

Customer Reviews

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Ubbi Diaper Pail and Munchkin Step Diaper Pail

Where the Ubbi Diaper Pail and Munchkin Step Diaper Pail are concerned, they have both been shown to be effective at odor control and their ease of use. They do, however, differ in how they are constructed and the types of liners they can use. Based on consumer reviews, both products work well, but can have some drawbacks depending on the customer's needs.

Ubbi Diaper Pail

Main Features

  • The Ubbi Diaper Pail is a steel can designed to store used diapers without letting the odor out into the room. It achieves this through its unique rubber seal system and sliding lid, which keep odors in.
  • Since the product can be used with its branded reusable cloth liners or ordinary garbage bags, it offers flexibility for users as well as an eco-friendly option.
  • This diaper pail also has a safety lock that prevents access by children, and can hold up to 35 diapers at a time.


  • A recent advertisement for the Ubbi Diaper Pail emphasized its effectiveness at containing the odors from dirty diapers.
  • There is also a quotation from a customer review that mentioned the flexibility of being able to use traditional plastic bags.

Revenue Data

  • Based on recent statistics, Ubbiworld made $6 million per quarter in 2019.
  • While this figure is not limited to the Ubbi Diaper Pail, it is one of the company's most mentioned products and so may be one of its highest earners.

Consumer Reviews

  • On the plus side, consumer reviews of the Ubbi Diaper Pail focus on the steel can's ability to hold in odors without absorbing it. The product is touted as being space-saving, easy to use, and easily cleaned. Consumers also like being able to use a traditional garbage bag, when necessary.
  • A few of the cons listed include the fact that the product does not have a pinching mechanism that would prevent the outflow of odors when the pail is opened, the small opening, and not being hands-free. There is also some concern that the reusable cloth liner has a tendency to feel damp when it's being changed.

Munchkin Step Diaper Pail

  • With the Munchkin Step Diaper Pail, consumers get a self-sealing system that automatically closes the bag each time the pail's lid is opened. This ensures there is no odor released each time the pail is being used.
  • This product uses branded Arm and Hammer bags, but works with either the one with rings or the snap and seal variety.
  • The Munchkin Step Diaper Pail has a foot pedal so it can be hands-free, and also has a lavender scented puck attached to further aid with odor control.


  • In a recent advertisement for the Munchkin Step Diaper Pail, the focus was on the product's odor control capabilities as well as the easy to use foot pedal.
  • The ad mentioned the pail's patented self-sealing, and the use of different types of Arm and Hammer bags. It also noted that each pail comes with a lavender scented puck that freshens the room it's in.
  • As a bonus, it was stated that the company will plant a tree for each pail that's bought.

Revenue Data

  • Recent data shows that Munchkin Inc., made $100 million in revenue each quarter in 2019.
  • While this figure does not focus on diaper pails, Munchkin Inc. is considered to be a leading provider of this product and the Munchkin Step Diaper Pail is a highly rated product on the market. This makes it likely that it contributes significantly to the company's revenue.

Consumer Reviews

  • When using the Munchkin Step Diaper Pail, consumers liked having the foot pedal so they could use the pail with only one hand free. They found the product easy to use and easy to clean. They also confirmed that the pail was effective at keeping odors at bay, even when the lid was opened to put a dirty diaper in.
  • There were, however, a few things that consumers found to be less desirable. This included the need for branded bags, the size of the pail, and the overwhelming smell of the lavender scented puck. Since the pail is plastic, consumers also had an issue with it absorbing odors over time.

Research Strategy

When it came to ascertaining the revenue data specific to the diaper pails, an exhaustive search of online databases did not provide that information. As such, the information provided was determined based on what was available about the companies' overall revenue and the popularity of their products.
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Baby Trend Champ Deluxe and The Diaper One N Done

When comparing Baby Trend Champ Deluxe with Diaper One N Done, it was found that Baby Trend Champ Deluxe was a more environmentally-friendly alternative; however, it did not guarantee a smell-free nursery. Diaper One N Done is much smaller, and due to its one bag per diaper system, it is a sure solution to the smell problem but at the cost of more plastic bag waste. Both products were featured in review websites' listicle articles to educate consumers; however, neither brand launched advertising campaigns. Product revenue data was not available.

Baby Trend Champ Deluxe

Main features

Advertising examples

  • Through searching WeLoveAd, Moat,, and ReallyGoodEmails, no Baby Trend advertisements have been found.
  • Baby Trend Champ Deluxe is advertised on peer-review sites as a long-term budget-friendly option due to its ability to use regular kitchen trash bags.
  • The product is also advertised through search engine ads on retailer sites like Kohl's as a regularly-priced item that ships for free with an order of $75 or more and on Stuccu as an item that is 70% off and in stock.


  • 'TJ's wife' offers the most comprehensive review of Amazon, claiming to have tried most of the baby bailers. She points out the technical flaws: diaper hole being too small and capacity being able to hold only 10 diapers comfortably before some pushing down is required.
  • Walmart reviews, on the other hand, are stellar. One review says that the product is the best bailer out there praising the one-button system for ease of use and smooth surface, which is easy to wipe off. The reviewer says she is also a fan of being able to use kitchen bags as an economical option.
  • Out of the 6 Kohl's reviews, 5 were negative. They were split into two categories: receiving a used product and lingering smell. A reviewer, TWren, claims that they clean the bailer out two to three times a week and disinfect it 1-2 times a week, yet the smell lingers.

The Diaper One N Done

Main features

  • White color with optional designs on the container. Ability to add custom design on the product site.
  • One bag per diaper system. Easy to pull out and tie. The second bag follows and can be easily separated through a tear away method.
  • An optional wall mount is available for an extra charge.

Advertising examples

  • Through searching WeLoveAd, Moat,, and ReallyGoodEmails, no Diaper One N Done advertisements have been found.
  • Diaper One N Done shows organic reach through its Facebook page and YouTube channel; however, there hasn't been activity since 2017.
  • The product also appears in listicles for the best diaper bailers on third-party review sites like Experiencedmommy and Spy.


  • The top Amazon review on the product compares it to a doggy poop bag disposal system. The only way to get rid of the smell is to take care of it right away, LA MOM says. She points out how it is environmentally responsible to use one bag per diaper, but "sometimes we do what we gotta do to survive."
  • On the product website review page, L. Brace states that it is a perfect system for her twins. It allows her to streamline the diaper changing process for the twins who go through 400 diapers a month! She appreciates that the product is always within an arm's reach and even purchased it for a friend.

Research strategy

During our search for the revenues of both products, we found that Baby Trend is a private company; therefore, revenue reports are not released to the public, which are the original sources of product data. However, according to the third-party source, Owler, Baby Trend's estimated revenue is $46.7 million. On the other hand, we found that Diaper One N Done is an affiliate of OMD, Inc, which is also privately held, with an estimated revenue of $51.5 million. Since OMD does not publish its financial information, it was not possible to determine or triangulate the amount or percentage of its estimated revenue that comes from Diaper One N Done. There was also no third-party estimate for Diaper One N Done's revenue.

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From Part 06