P&G extends Kandoo toiletries line

By Simon Pitman

- Last updated on GMT

Related tags Infant

On the back of considerable growth in the market for toddler
toiletries, P&G is expanding its Kandoo lineline to include an
all-in-one foaming bath and shampoo product.

The line was first launched with Bathroom Basics, a line of flushable toilet wipes specially designed to help young children in the later stages of potty training and was then expanded to include Foaming Handsoap.

Marketed using the 'I can do it myself' slogan and featuring the Kandoo frog, the brand has hit on a significant niche, that until recently has been under-explored by many cosmetics and toiletry manufacturers.

The brand is tapping into demand for products featuring bright colors, cartoon characters and packaging that has been specially adapted to the needs of children.

Incorporated under the Pampers brand, Kandoo takes the next step from baby care toiletry products, taking children right up to the tweeny stage and beyond.

The new products is a two-in-one InstantFoam Shampoo and Foaming Body Wash that is being launched in the run up to the busy Christmas period on the US market.

P&G says that the packaging has been designed specially for smaller hands, featuring a broad base and wide, easy-to-use pump top for simple dispensing. The company also says that because it incorporates bathroom washing in one product, it makes the whole process easier - for both parents and children learning to wash themselves.

"Growing children really want their independence, and are very eager to learn simple tasks such as washing themselves - something they see their parents and older siblings doing by themselves,"​ said Loraine Stern, M.D., pediatrician and clinical professor of pediatrics at UCLA.

"Toddlers and kids, however, can have a challenge bathing themselves because most products are not designed for little hands and fingers. The proper tools could make learning a bit more fun and a little easier for kids to handle,"​ she added.

According to recent Pampers focus groups, product scent is one of the top three 'needs' for kids, a factor that has been incorporated into the product. In light of this, all Kandoo products will now be made available in Funny Berry, in addition to the popular original Magic Melon and Jungle Fruits scents.

Whereas both the baby and tweeny market have been key areas of focus, toddlers and children up the age of seven have not been fully explored, according to many market experts.

Until very recently that is, when marketers have started to pick up on considerable growth in the US child population - a growth that is expected to be sustained for at least the next ten years.

This comes despite the fact that sales of children's personal care products grew by a staggering 65 per cent between 1999 and 2005 to reach $300.3 million, while market reports specialist Research and Markets predicts that a 6.7 per cent increase in the birth rate up to 2010 is likely to fuel still further strong growth.

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