Parents believe these product features are highly important when
purchasing baby wipes.
Why? They believe cotton has
these positive attributes:
• Safe & Healthy for Skin
• Good Quality
• Environmentally Friendly
say cotton is their
preferred fiber for
Build a stronger business with cotton in baby wipes.
WHAT’S IMPORTANT TO PARENTS?
Most Important Features To Parents
Parents’ Perceptions of Cotton
of consumers would
like to see fiber content
on the package.
reported that fiber
would influence their
Impact consumer purchase
decisions by telling them what
they want to know.
Consumers believe natural fibers to be extremely safe for the environment.
In fact, 90% of consumers surveyed rated cotton as SAFE for the environment,
surpassing perceptions of rayon and other petroleum-based synthetics.
Environmental impact counts too.
WHAT’S IMPORTANT TO
Wipes need to be STRONG.
Wipes need to be ABSORBENT.
Wipes need to trap DIRT.
Wipes need to be SOFT.
Gardner Apparatus test, STR Labs (formerly Shuster Labs)
ASTM 6651-01. Capacity is measured (g water/g product)
Focus group: Mother of Multiples, blind sample, qualitative evaluation.
ISO 9073-3 (measured in machine direction). Strength reported in Newtons.
Lowest score indicates
WHAT’S IMPORTANT TO RETAILERS?
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. © 2013 Cotton Incorporated.
Cary, New York, Hong Kong, Shanghai, Osaka, Mexico City
y conducted by Bellomy Research: 2000 respondents, men and
women aged 18-54, internet based survey. Cotton Incorporated’s Cotton Seal
Awareness & Brand Equity Study (2012): conducted by A.C. Nielsen, 500 mothers
with children aged 5 or under, who had purchased baby wipes within the last 3
months. Study conducted by W5 and Cotton Incorporated: 2410 respondents
total, 800 men and 1610 women, targeted for representation consistent with US
Census statistics, online survey. Issues & Answers Baby Wipes Consumer Study (2012).
Are familiar with the Seal of Cotton trademark.
Report the Seal of Cotton trademark on a
package means there is cotton inside.
Perceive products with the Seal of Cotton
trademark as soft, comfortable, natural, and
of good quality.
When asked to describe products with the Seal of Cotton trademark,
consumers are most likely to say HIGH QUALITY and HIGH VALUE.
Consumers believe that baby wipes labeled with the
Seal of Cotton trademark will be:
• MORE COMFORTABLE
Consumers recognize the Seal of Cotton trademark and overwhelmingly
know what it represents.