Diaper Pail Market

Part
01
of three
Part
01

US Diaper Pail Key Players

Five key players in the US diaper pail market include Pearhead's Ubbi, Edgewell's Playtex Diaper Genie, Munchkin, Regal Lager's Diaper Dekor, and Baby Trend's Diaper Champ.

Pearhead's Ubbi

Edgewell's Playtex Diaper Genie

Munchkin

Regal Lager's Diaper Dekor

Baby Trend's Diaper Champ

  • Headquartered in Fontana, California, Baby Trend is one of the leading diaper pail manufacturers in North America.
  • Baby Trend was founded in 1988.
  • The company was acquired by the Alpha Group in 2016.

Research Strategy

We tried to find a preexisting list of players in the US diaper pail market in paywalled reports. We found three US-based players in one such report. These three companies are Pearhead's Ubbi, Edgewell's Playtex Diaper Genie, and Munchkin. We also tried to find other pre-populated lists of best diaper pails on magazines such as Little One Magazine. We located one such list called "the 10 Best Diaper Pails to Buy 2019" on the above-mentioned magazine. The names on the list were ranked based on the rating given by the magazine editor. The rating became the basis of determining the companies are key players in the market. The first three diaper pail companies that we identified were also rated in the top three ranks. Pearhead's Ubbi was rated 5.5 out of 6. Edgewell's Playtex Diaper Genie, Munchkin, and Diaper Dekor were rated 5.0 out of 6 while Baby Trend was rated 4.0 out of 6. We leveraged annual reports of the parent company, LinkedIn and the company website for the purpose of finding the HQ, and a brief overview of the company. We could not find the C-suite level contact information for Baby Trend. Our research team tried to search for this information on LinkedIn but it was in vain as most of the profiles of the people of the company were third-degree connections and their names were only visible as "LinkedIn Member." We also scoured the company's website for the information on the leadership positions but this research approach was futile as the website did not provide any such info. Lastly, we tried to get creative by finding interviews of CXOs of the company with the hopes of finding their name. However, this research strategy was also not successful as there we no such interviews published.
Part
02
of three
Part
02

Diaper Pail Industry Market Share - Part 1

While there is no publicly available information on the market share of the key players in the United States diaper pail industry, we've used the available data to pull together key findings on Pearhead's Ubbi, Edgewell's Playtex Diaper Genie, and Munchkin. Pearhead's Ubbi has an estimated annual revenue of $6.6 million while Munchkin recorded an annual revenue of $100 million. Edgewell reported total sales amounting to $2.2 million in 2018.

United States Diaper Pail Industry — Key Players

Pearhead's Ubbi

  • The estimated annual revenue of Pearhead's Ubbi brand was reported to be $6.6 million towards the end of the second quarter of 2019.
  • In 2019, Pearhead's Ubbi brand bagged awards such as the "Best Gear for Twins 2019", "2019 best of Baby Award Winner for Top Diaper Pail", and "Best Diaper Pails".
  • According to Mod Mama Manual, Ubbi is considered to be one of two best diaper pail brands in the country. Unlike others, Ubbi Diaper Pail is made of a steel type material, has a child-proof lock, and has a capacity of 55 diapers. It also meets four important criteria/benefits of the best diaper pail — it locks odors, easy to use, low in cost, and adds to the nursery's serene environment.
  • According to Parent Guide, the Ubbi diaper pail has an attractive design and no special bag requirements that makes the product the "Best Metal Diaper Pail".
  • Very Well Family recognized Ubbi's product as "Best Splurge" for its effectiveness in trapping foul odors from scrap diapers.

Edgewell's Playtex Diaper Genie

  • According to Edgewell's 2018 annual report, infant/other products segment that includes Playtex Diaper Genie accounts for 5% of the company's total sales in 2018. Edgewell reported $2.2 million in total sales in 2018.
  • In 2018, the company reported a decrease in organic net sales by 5% due to the volume decline in infant bottles and cups, and Diaper Genie mainly from lost distribution.
  • In the second quarter of 2019, Edgewell reported that the net sales for infant/other product segment witnessed a rise in sales that reached $2.2 million. The company's Quarterly Financial Report also revealed that Edgewell's revenue share increased from 5% to 7.3% this year.
  • The rise in net sales was primarily driven by the increase of Diaper Genie sales, especially in eCommerce, Paw Patrol launch of mealtime, and volume growth in infant cups. Infant/other segment's profit rose to $1.7 million which was a 39.5% increase from the period year.

Munchkin

  • Munchkin, Inc.'s estimated annual revenue is $100 million.
  • According to Parent Guide, the "Arm and Hammer Step Diaper Pail" of Munchkin's is the most popular brand of diaper pail.
  • The product of Munchkin brand's "STEP Diaper Pail" was awarded the National Parenting Product Award by NAPPA in 2016. According to NAPPA, this particular product is a nursery essential.
  • Very Well Family recognized Munchkin's product with the "Best Odor Control" as it is equipped with a patented self-sealing system. The report revealed that this self-sealing system is what sets the product apart from its competitors.
  • The Cribsie Award recognized Munchkin's diaper pail product with an "Academy Award". According to the awards' committee, "for every single diaper pail sold, Munchkin will plant a tree! They’re on a mission to reduce gassy emissions both inside AND outside the nursery."

Research Strategy

We began our search by looking into the Pearhead's Ubbi, Edgewell's Playtex Diaper Genie and Munchkins' official websites for direct information on their market shares and their sales data that's specific to diaper pails. We also looked through industry-specific articles and media reports from websites such as US Today, CNBC, Forbes, The New York Times, and Business Wire. Through our search, we were able to find ample information on each company's products along with their competitive advantage. However, information concerning each company's market share in the US diaper pail industry was not found.
We then expanded our search to include press releases and interviews from the management (e.g. Owner, CEO, CMO, CFO) of the Pearhead's Ubbi, Edgewell's Playtex Diaper Genie and Munchkins. We were expecting to find media coverage or press statements or interview appearance made by the companies' management, where they discuss the company products, company information, company positioning, standing, financial status or any hint of sales made annually. We looked through podcasts and social media channels such as Facebook, YouTube, Twitter, and Instagram. While there were several statements released by these companies over the years on their products, there was no sales data revealed in any of these mediums.

We then tried to triangulate the required information through market research reports, market studies, scholar market documentations conducted on the diaper pails industry. We searched through websites such as Pew Research Center, Google Survey, and MarketResearch but found limited information on this market that did not pertain to the market share of the top United States players. Due to the lack of available data for the market share of the key players we have provided helpful findings of Pearhead's Ubbi, Edgewell's Playtex Diaper Genie, and Munchkins.
Part
03
of three
Part
03

Diaper Pail Industry Market Share - Part 2

After an extensive search through the companies' websites, third party company databases, and market reports, we were unable to locate sales data for the United States specific to diaper pails for Regal Lager's Diaper Dekor and Baby Trend's Diaper Champ. However, we did calculate that Regal Lager produced $110.8 million in revenue in 2018, while Baby Trend brought in $58 million.

USEFUL FINDINGS

  • Regal Lager is the exclusive distributor of Diaper Dekor products in the United States.
  • According to ZoomInfo, the estimated quarterly revenue results for Regal Lager Inc. in 2018 goes as follows: Q1 ($22 million), Q2 ($22 million), Q3 ($62.4 million), and Q4 ($4.4 million). Therefore, we assume that its total revenue for 2018 was approximately $110.8 million (quarterly results added together).
  • Regal Lager generated $40 million in revenue in Q1 2019, $32.6 million in Q2 2019, and $32.6 million in Q3 2019 as listed by ZoomInfo.
  • As reported by ZoomInfo, the estimated quarterly revenue results in 2018 for Baby Trend Inc. goes as follows: Q1 ($25 million), Q2 ($25 million), Q3 ($4 million), and Q4 ($4 million). Hence, we assume that its total revenue for 2018 was around $58 million.
  • Baby Trend Inc. generated an estimated $4 million in Q1 2019, $22 million in Q2 2019, and $22 million in Q3 2019.
  • The market size of the global diaper pails segment is projected to increase by around $125 million from 2018 to 2022. The Americas, which includes the United States, is expected to account for 36% of the forecasted growth.
  • Meanwhile, the anticipated compound annual growth rate (CAGR) from 2018 to 2022 is almost 6%.

RESEARCH STRATEGY

We tried to find the pre-compiled market share for Regal Lager's Diaper Dekor and Baby Trend's Diaper Champ in market reports. We first looked through these companies' websites, while there was numerous information about brands and the history of these products, the pre-compiled market was not mentioned. We looked for reports from sites such as PRNews, Ibis World, and Market Watch. This was unsuccessful as these companies were not mentioned. These reports only mentioned companies such as Busch Systems International, Dorel Industries, and Munchkin. We also tried databases such as Statista, Google Public Data, and Knoema. These too provided data on general baby products but not specific to these companies.

To locate sales data for the United States specific to diaper pails for Regal Lager's Diaper Dekor and Baby Trend's Diaper Champ, we commenced the research by combing through the company's website and annual reports. We were unable to locate the companies' annual reports — this is because the companies are private and therefore under no obligation to publish their annual reports and financial filings. Information from the companies' website provided general information about the products they offer.
We went further to scour third party companies' databases like Craft, CrunchBase, and ZoomInfo for information regarding sales data for the United States specific to diaper pails. While we were able to locate the estimated quarterly revenues for the US, there was no publicly available information specific to diaper pails. This strategy failed to locate the required information. The information found mostly referred to the founding year of the company, its CEO, and the number of employees.

Our next strategy was to leverage the information available on press releases and market analysis platforms for information regarding sales data for the US specific to diaper pails. We utilized Techcrunch reports, Time, and Forbes hoping to locate this data. This strategy was unsuccessful as information found referred to prices and product reviews.
Digging deeper, we attempted to triangulate the required information by locating the percentage of diaper pail revenue generated by Regal Lager and Baby Trend and multiplying by the estimated revenue in the US as available in the public domain. Again, this strategy was unsuccessful as there was no publicly available information regarding the diaper pail sales of these companies. We went further by combing through paid reports, industry white papers, and academic reports hoping to find relevant information regarding the revenue generated from the diaper pails and any publicly available information regarding the company diaper pail segment. While we were able to locate Regal Lager and Baby Trend marketing communication plan, promotional strategy, and media strategy, but we were unable to locate data points that could be used to triangulate the sales data for the US specific to diaper pails. We, therefore, concluded that this information was not publicly available.
Sources
Sources

From Part 01
Quotes
  • "Munchkin develops innovative, modern, and credible products for babies and children that make parents' lives easier and more enjoyable by thinking of "the little things." FOUNDED IN 1991 IN LOS ANGELES, CALIFORNIA, Munchkin has grown to 7 offices worldwide. We are passionate, creative, and believe in only making the best products that are trusted and effective. "
Quotes
  • "Pearhead, Inc. is the parent company for the global lifestyle brands Pearhead and Ubbi. Located in the creative DUMBO neighborhood of Brooklyn, Pearhead, Inc."
  • "Our Ubbi Brand team designs and develops every product with parents and children in mind. Focused on quality, functionality and modern aesthetics, the Ubbi brand launched in 2011 with its revolutionary steel diaper pail. The innovative design and superior odor control capabilities were a breakthrough in the diaper disposable market, earning the can of steel multiple awards and worldwide brand recognition. With the same customer dedicated philosophy and innovative design, the Ubbi team recently expanded its signature selection offering a wider range of Ubbi branded products to today’s modern parent looking for stylish and functional baby essentials."
Quotes
  • "In 2007, we acquired Playtex Products, Inc. ("Playtex"), expanding our branded consumer products portfolio. Playtex was a leading manufacturer and marketer of well-recognized brands such as Playtex® feminine care products, Playtex infant care products, Diaper Genie® diaper disposal systems, Wet Ones® pre-moistened wipes, and Banana Boat® and Hawaiian Tropic® sun care products. "
  • " In the infant care category, we believe our Playtex Diaper Genie brand of diaper disposal systems leads the U.S. diaper pail category. The Diaper Genie brand consists of the diaper pail unit and refill liners. "
  • "We operate from 36 different offices throughout the world totaling 0.4 million square feet, all of which is leased, and includes our corporate headquarters in Shelton, Connecticut."
Quotes
  • "Rod Little was appointed President and Chief Executive Officer in March 2019, following a successful tenure as the company’s Chief Financial Officer. "
Quotes
  • "Dékor has European origins and was especially designed to meet the needs of the North American market. The Dékor diaper pail is currently one of the top selling daiper pails in larger retail chains nationwide such as: BuyBuy Baby, Target, and Babies "R" Us. Dékor diaper pails and diaper pail refills are also widely available online."
  • "Diaper Dékor, or simply Dékor as it has become known, has been a proprietary specialty brand of Regal Lager, Inc. since 2000. Regal Lager is the exclusive distributor of Dékor diaper pails and diaper pail refills in both the United States and Canada."
Quotes
  • "Regal Lager is a distributor of high-quality baby and children's products located in the suburbs of Atlanta, Georgia."
Quotes
  • "Baby Trend, a leading manufacturer of juvenile products in North America."
  • "The Alpha Group Co. Ltd. (www.gdalpha.com), parent company of Alpha Animation and Culture Co., Ltd., is thrilled to announce their investment of $94 million to acquire Baby Trend Inc., a leading worldwide manufacturer of juvenile products. The acquisition marks Alpha's entry into the infant category in North America, catalyzing the global development plan for Alpha's juvenile business."