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largest market share globally, but it appears to be deteriorating with time. Looking
further at the brand data cut, there is a clear deceleration in the global market share for
the Johnson􀋖s brand.
This document is being provided for the exclusive use of DAVID WANG at MARLOWE PARTNERS LP.
82
Andrea Teixeira, CFA AC
(1-212) 622-6735
andrea.f.teixeira@jpmorgan.com
North America Equity Research
29 May 2023 J P M O R G A N
Figure 136: Baby Care Global Market Share by Company
16.6%
14.4%
6.7% 6.7%
4.4% 4.6%
2.1% 2.1%
1.9% 1.8%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Kenvue Kimberly-Clark Procter & Gamble Beiersdorf Unilever
Source: Euromonitor, J.P. Morgan
This document is being provided for the exclusive use of DAVID WANG at MARLOWE PARTNERS LP.
83
Andrea Teixeira, CFA AC
(1-212) 622-6735
andrea.f.teixeira@jpmorgan.com
North America Equity Research
29 May 2023 J P M O R G A N
Figure 137: Baby Care Global Market Share by Brands
11.4%
5.9%
4.1%
1.3%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Johnson's Huggies Pampers Aveeno Nivea
Source: Euromonitor, J.P. Morgan
We analyzed the NielsenIQ data for baby bath, baby lotion, baby oil, baby powder, and
baby soap categories in the U.S., but we note that baby toiletries makes up a smaller part
of KVUE􀋖s business in the U.S. while international geographies are a larger source of
revenues. We have added below value and volume share performance charts for the 4,
13, and 52 weeks ending 5/6/23 for KVUE and some of its competitors.
Figure 138: Baby Bath - Value Share
For Periods Ending 5/06/23, YOY (bps)
408
(23)
46
(68)
(158)
206
(23)
38
(12)
(78) (79)
35 37
2
(13)
(200)
(100)
-
100
200
300
400
500
KENVUE BEIERSDORF AG L'OREAL SA UNILEVER GROUP PRIVATE LABEL
4W 13W 52W
Source: NielsenIQ, J.P. Morgan
Figure 139: Baby Bath - Volume Share
For Periods Ending 5/06/23, YOY (bps)
244
11 18
(62)
(141)
2
(3)
14
(50)
(29)
(141)
17 11
(8)
(78)
(200)
(150)