Table of Contents
Overview
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- Key issues covered in this Report
- COVID-19: market context
- Economic and other assumptions
- Products covered in this Report
- Excluded
Executive Summary
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- Impact of COVID-19 on babies’ and children’s personal care products, nappies and wipes
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on babies’ and children’s personal care products, nappies and wipes, 6 April 2021
- The market
- COVID-19 boosted value in 2020
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- Figure 2: Best- and worst-case forecast of UK value sales of babies’ and children’s personal care products, nappies and wipes (prepared on 22 March 2021), 2015-25
- Supermarkets can tap into sustainability concepts to drive long-term growth
- Companies and brands
- Savvy parents make the switch to own-label nappies
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- Figure 3: Retail value sales of babies’ and children’s nappies, by brand, year ending January 2021
- Wipes brands benefit from NPD in biodegradable claims
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- Figure 4: Retail value sales of babies’ and children’s wipes, by brand, year ending January 2021
- Ingredient-focused baby personal care brands see gains
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- Figure 5: Retail value sales of babies’ and children’s personal care products, by brand, year ending January 2021
- The consumer
- Ingredient transparency can drive value amid increased savvy shopping
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- Figure 6: Changes in buying behaviours towards babies’ and children’s personal care products, nappies and wipes compared to before the COVID-19 outbreak, February 2021
- Wellbeing focus drives usage of bubble bath in 2020
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- Figure 7: Personal care products, nappies and wipes purchased for babies and children, February 2021
- Natural ingredients and sustainability are interest areas in baby personal care
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- Figure 8: Claims sought in babies’ personal care products, February 2021
- Reusable nappies held back by inconvenience association
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- Figure 9: Attitudes towards reusable cloth nappies for babies, February 2021
- Innovate to offer baby skin and immune health protection
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- Figure 10: Attitudes towards babies’ and children’s personal care products, nappies and wipes, February 2021
Issues and Insights
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- COVID-19 drives focus on skin health
- Promote a caring image with wellness-inspired NPD and marketing
The Market – Key Takeaways
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- COVID-19 drives bulk-buying in 2020
- Drive in-store footfall with sustainability concepts
- Savvy behaviours will step up in 2021
Market Size and Forecast
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- COVID-19 drives spend in 2020
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- Figure 11: Short-, medium- and long-term impact of COVID-19 on babies’ and children’s personal care products, nappies and wipes, 6 April 2021
- Cautious behaviours amid COVID-19 lead to value gains
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- Figure 12: UK retail value sales of babies’ and children’s personal care products, nappies and wipes (prepared on 22 March 2021), 2015-25
- Decline in birth rate impacts future projection
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- Figure 13: Best- and worst-case forecast of UK value sales of babies’ and children’s personal care products, nappies and wipes (prepared on 22 March 2021), 2015-25
- Market drivers and assumptions
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- Figure 14: Key drivers affecting Mintel’s market forecast (prepared on 5 March 2021), 2016-25
- Increased spend outweighs savvy behaviours
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- Figure 15: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, 2011-20
- Forecast methodology
Market Segmentation
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- COVID-19 bulk-buying behaviours drive value of nappies
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- Figure 16: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by segment, 2019 and 2020
- Parents turn to baby wipes for hygiene and convenience
- Hygiene and skin-health concerns benefit washes, soaps and lotions
- Wellbeing trends aid value of baby bath
Channels to Market
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- One-stop supermarket convenience appeals during lockdowns
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- Figure 17: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by outlet type, 2019 and 2020
- Multiple grocers can look to sustainability to remain competitive
- Growth in online shopping offers opportunities for subscriptions
Market Drivers
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- Consumer confidence picks up as lockdown eases…
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- Figure 18: Trends in how respondents would describe their financial situation, January 2018-February 2021
- …but mothers show concern for the year ahead
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- Figure 19: Consumer sentiment for the coming year, by parental status, February 2021
- Consumer sentiment around Brexit is improving
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- Figure 20: Impact of Brexit on consumer sentiment, July 2016-March 2021
- Decline in UK live births impacts the category
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- Figure 21: Trends in number of live births (thousands) and mean age of mothers and fathers at birth of their child, England and Wales, 2009-19
- COVID-19 exacerbates decline in population aged 0-4
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- Figure 22: Trends in the age structure of the UK population, 2015-25
- Ingredient-transparent ranges appeal to natural/organic interest
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- Figure 23: Purchase of natural/organic vs regular babies’ and children’s personal care products typically purchased, by parents of under-18s, April 2020
- Address confusion and educate parents on eco-terminology
- Parents put their money where their ethics are
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- Figure 24: BPC buying behaviours when it comes to issues relating to minority groups among parents of under-18s, December 2020
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- Figure 25: Beco Honey Blossom Triple Milled Organic Soap, 2020
Companies and Brands – Key Takeaways
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- Brands tackle skin health in NPD and advertising amid COVID-19
- Leading baby-wipe brands tap into green concerns
- Caring and wellbeing themes come to the fore in 2020
Market Share
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- Price and accessibility aid own-labels and well-known brands
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- Figure 26: Retail value sales of babies’ and children’s nappies, by brand, years ending January 2020 and 2021
- Huggies and Pampers benefit from targeted revamp
- Wipe brands gain from hygiene concerns and eco claims
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- Figure 27: Retail value sales of babies’ and children’s wipes, by brand, years ending January 2020 and 2021
- Johnson’s and Aveeno ingredient focus appeals
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- Figure 28: Retail value sales of babies’ and children’s personal care products, by brand, years ending January 2020 and 2021
- Accessibility underpins personal care sales in 2020
Launch Activity and Innovation
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- COVID-19 spurs innovation in baby soap and bath products
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- Figure 29: New product development in the UK babies’ and children’s personal care, nappies and wipes market, by product category, 2017-20
- Figure 30: Examples of new product development in handwashes and sanitisers designed for babies, 2020 and 2021
- Nappies and wipes innovate on-the-go and bulk-buying packaging
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- Figure 31: New product development in the UK babies’ and children’s personal care, nappies and wipes market, by launch type, 2017-20
- Figure 32: Examples of new packaging launches in the baby-wipe segments, 2020
- Childs Farm leads NPD in baby personal care
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- Figure 33: New product development in the UK babies’ and children’s personal care market, by ultimate companies and others, 2020
- Figure 34: Examples of Childs Farm new product launches in the babies’ personal care segment, 2020
- Aveeno and Dove offer relaxation through ingredients and scent
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- Figure 35: Examples of baby personal care product launches from Aveeno Baby and Baby Dove with calming night-time claims, 2020
- Own-label looks to skin health and naturals trend
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- Figure 36: Examples of own-label baby personal care product launches with natural ingredients or skin-friendly claims, 2020 and 2021
- Premium baby care sees care crossover with skincare
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- Figure 37: Examples of baby personal care products launched with a premium positioning, 2020
- Expand sustainability NPD to the ingredient level
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- Figure 38: Top claims in UK babies’ and children’s personal care products, 2019-20
- Figure 39: Examples of baby personal care products launched with environmentally friendly packaging claims, 2020
- Huggies and Pampers take a targeted approach for nappies
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- Figure 40: New product development in the UK babies’ and children’s nappy market, by ultimate companies and others, 2020
- Figure 41: Huggies and Pampers launches in the babies’ nappies segment, 2020
- Own-label catches up on eco claims
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- Figure 42: Asda Little Angels Newborn Size 1 Nappies, 2020
- Niche players blur the line between eco and skin health
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- Figure 43: Top claims in UK babies’ and children’s nappies, 2019-20
- Figure 44: Mama Bamboo Bamaboo Size 4 Nappies, 2020
- Pampers innovates in natural ingredients
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- Figure 45: New product development in the UK babies’ and children’s wipe market, by ultimate companies and others, 2020
- Figure 46: New product development in biodegradable baby wipes, 2020
- Skin health increases in focus in wipes
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- Figure 47: Top claims in UK babies’ and children’s wipes, 2019-20
- Figure 48: Examples of launches in the baby-wipe segment with skin-health-related claims, 2020
- Brands boost eco positioning with biodegradable wipes
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- Figure 49: Examples of baby wipes launched with environmentally friendly product claims, 2020
Advertising and Marketing Activity
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- Caring is a theme in 2020
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- Figure 50: Recorded above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by media type, 2017-20
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- Figure 51: WaterWipes #earlydaysclub on Instagram, 2020
- Brands educate on handwashing amid COVID-19
- Huggies drives advertising spend on nappies and pull-ups
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- Figure 52: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care, nappies and wipes, by segment, 2020
- Skin health is a focus in babies’ personal care and wipes campaigns
- Own-label emphasises product quality and value
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- Figure 53: Recorded above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care, nappies and wipes, by leading companies and others, 2020
- Pura appeals to parents’ green and ethical values
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 54: Attitudes towards and usage of selected brands, March 2021
- Key brand metrics
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- Figure 55: Key metrics for selected brands, March 2021
- Brand attitudes: Pampers is a trusted brand
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- Figure 56: Attitudes, by brand, March 2021
- Brand personality: Aldi Mamia is seen as accessible
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- Figure 57: Brand personality – macro image, March 2021
- Aveeno Baby is associated with being natural
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- Figure 58: Brand personality – micro image, March 2021
- Brand analysis
- Baby Dove is seen as ethical
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- Figure 59: User profile of Baby Dove, March 2021
- Pampers can maintain focus on efficacy
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- Figure 60: User profile of Pampers, March 2021
- Aldi Mamia holds value-for-money perception
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- Figure 61: User profile of Aldi Mamia, March 2021
- Aveeno Baby is seen as worth paying more for
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- Figure 62: User profile of Aveeno Baby, March 2021
- Kit & Kin can build awareness levels
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- Figure 63: User profile of Kit & Kin, March 2021
- Reading word clouds
The Consumer – Key Takeaways
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- COVID-19 drives demand for protection and prevention
- Innovate products to boost wellness positioning
- Baby personal care lacks the green alternatives parents demand
Impact of COVID-19 on the Consumer
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- Concerns over COVID-19 in Q1 2021
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- Figure 64: Concerns over the risk of being exposed to the coronavirus/COVID-19, any worry (worried and extremely worried), February 2020-April 2021
- Shine light on hygiene and skin health
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- Figure 65: Frequency of washing/bathing/sanitising among parents of under-18s, October 2020
- Online shopping will drive savvy shopping behaviours
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- Figure 66: Changes in buying behaviours towards babies’ and children’s personal care products, nappies and wipes compared to before the COVID-19 outbreak, February 2021
- The hunt for ingredient safety drives brand experimentation
- Support baby wellbeing and intellectual development
- Cultivate trust through community support
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- Figure 67: Changes to priorities as a result of the COVID-19 outbreak among parents of under-18s, 4-12 February 2021
Products Bought for Babies and Children
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- Wipes appeal for convenience and hygiene
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- Figure 68: Personal care products, nappies and wipes purchased for babies and children, December 2019 and February 2021
- Oral care becomes a priority as dentists become limited
- Suncare demand could be revived in 2021
- Baby bath time offers opportunity for wellbeing
- Target younger Millennial parents with reusable nappies
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- Figure 69: Types of nappies purchased for babies and children, by Millennials, February 2021
- Parents spend more on fewer products
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- Figure 70: Repertoire of personal care products, nappies and wipes purchased for babies and children, December 2019 and February 2021
Claims Sought in Babies’ and Children’s Personal Care Products
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- Green-positioned biotech can help boost appeal
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- Figure 71: Claims sought in babies’ personal care products, February 2021
- Ingredient transparency allays safety concerns
- Expand hygiene claims with natural and skin-friendly benefits
- Educate on the skin microbiome to drive demand
- Innovate in sustainable baby personal care formulas
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- Figure 72: The Body Shop Banana Bath Blend Hydrating Bath Foam, 2020
Attitudes towards Reusable Cloth Nappies
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- Convenience and efficacy are strong points for disposable nappies
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- Figure 73: Attitudes towards reusable cloth nappies for babies, February 2021
- Cleaning convenience is the biggest barrier for reusable nappies
- Tackle the cost barrier for low-income households
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- Figure 74: Agreement with reusable cloth nappies being more cost-effective than disposable nappies, by socio-economic group, February 2021
- Couple skin-health merits with other purchase influencers
- Upcycled materials further the eco benefit of reusable nappies
Attitudes towards Babies’ and Children’s Personal Care Products, Nappies and Wipes
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- Skin and immune health are top of mind
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- Figure 75: Attitudes towards babies’ and children’s personal care products, nappies and wipes related to health and wellbeing, February 2021
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- Figure 76: Naturein Essentia All Purpose Sanitizing Water, 2020
- Innovate in plastic packaging alternatives
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- Figure 77: Attitudes towards babies’ and children’s personal care products, nappies and wipes, related to environmental factors, February 2021
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- Figure 78: Scrubbingtons Scrub All 3-in-1 Hair & Body Foam Refill pouch, 2021
- Charitable efforts can win parents over
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- Figure 79: Attitudes towards babies’ and children’s personal care products, nappies and wipes, related to trust and ethical considerations, February 2021
- Add variety and low-price alternatives to specialised ranges
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- Figure 80: Attitudes towards babies’ and children’s personal care products, nappies and wipes, by skin concerns, February 2021
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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