What companies make the most money off of pregnant women and new mothers?
In the United States, the 6 million women each year that become pregnant represent a substantial profit for a range of companies. The three most significant earners from pregnant women and new mothers are Johnson & Johnson, Procter & Gamble, and Kimberley Clarke Corp, with each possessing several subsidiary brands. In the immensely profitable maternity and baby clothes industries, major brands include Rosie Pope Maternity, Hatch, Isabella Oliver, Carter's and its subsidiary Oshkosh B'gosh. Other companies focused on this demographic are Munchkin, Safety 1st, Mattel, and Gerber.
Below you will find an overview of the major companies that target new and expectant mothers.
Baby care products
Pregnant women and new mothers are a profitable demographic for companies producing consumer goods within several categories, with baby care products one of the primary examples. Johnson & Johnson is the brand of choice in the United States for baby hygiene products like oil, lotion, baby powder, and shampoo.
Regarding one staple baby care product, baby wipes, that top spot in rank goes not to Johnson & Johnson, but to private labels, as seen below:
The top Baby Wipe Brands, by earnings, in the United States, 2016 (in millions)
1. Private Label Companies, $494.4
2. Kimberly Clarke Corp., $416.2
3. Procter & Gamble, $276.6
4. Seventh Generation, $9.6
5. The Honest Co., $8.6
6. Johnson & Johnson, $7.1
7. Nice-Pak Products, $6.3
8. Paper Partners, $6.1
9. Kas Direct, $5.7
10. Irish Breeze, $4.4
The trends related to diaper sales specifically within the United States only exists behind a pay wall. However, the major brands are owned by the top companies within baby care, Kimberly Clarke Corp (Huggies) and Procter & Gamble (Pampers).
Maternity, Baby Clothing, and toys
Maternity clothing was a $2 billion industry in the United States in 2016. With 6 million women becoming pregnant within the United States every year, it will remain a profitable industry. Niche clothing brands are growing steadily, with examples like Rosie Pope Maternity, profiting through sales in brick-and-mortar stores like Nordstrom and BuyBuy Baby, and online venues such as Amazon.
Maternity clothing has seen large retailers like H&M, Gap, ASOS, and TopShop introduce maternity lines in recent years. Another new trend involves brands like Hatch and Isabella Oliver that create clothing for women designed to be worn before, during, and after pregnancy.
According to a Forbes article, the baby clothing industry is dominated by Carter's, the industry giant with its two main brands, Carter's and OshKosh B'Gosh. Carter's has been growing steadily, with an average 10 percent growth in the last decade, with a net income growth of 18 percent. Other brands in the Carter's portfolio include Genuine Kids, Just One You, Precious Firsts, and Child of Mine.
As indicated on Statista, the toy industry has five major global companies that dominate the market. Three of these five, Mattel, Hasbro, and Jakks Pacific, are American companies. Mattel's stands as the industry leader, demonstrating the highest revenue among major toy companies. It should be noted that information regarding sales within the United States specifically are also available on Statista, but only behind a pay wall.
Companies profiting from pregnant women and new mothers also includes the market of baby safety products. Below are the top 10, by earnings, of these companies in the United States (in millions):
1. Munchkin, $43.5
2. Safety First, $37.8
3. Boppy, $18.3
4. Playtex Diaper Genie, $16.3
5. Gerry, $15.1
6. Regalo, $14.9
7. Playtex Diaper Genie Elite, $14.3
8. Summer, $12.9
9. Evenflo, $12.7
10. Safefit, $11.8
Baby food sales in the United States are growing, projected to reach $76 billion by 2021. The leading baby food and snack brand name is Gerber Second Foods, the second is Abbott Nutrition, and third is Mead Johnson Nutrition. The baby food category also contains brands with fewer product offerings like Earth's Best, Plum Organics, and Ella's Kitchen, that remain industry leaders.
Pregnant women and new mothers spend a significant amount on niche products, leading to the array of companies providing those products discussed in this overview. Of all the companies listed, Johnson & Johnson, Procter & Gamble, and Kimberly Clarke Corp. demonstrate the highest revenue. Clothing brands targeting these women include Rosie Pope Maternity, Hatch, Isabella Oliver, Carter's and its subsidiary Oshkosh B'gosh. Other industry representatives for products purchased by new and expectant mothers are Munchkin, Safety 1st, Mattel, and Gerber.