Table of Contents
Introduction
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- Definition
- Consumer research
- ACORN
Premier Insights
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- Usage of wipes could be extended further
- Own-label wipes customers could be key targets for nappy growth
- Environmental awareness likely to increase
- Declining birth-rate will limit future growth
Executive Summary
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- Birth-rate provides welcome boost to sales
- Nappy sales return to growth
- Pants have provided opportunities to add value
- Wipes sector matures
- Pampers extends dominant position in nappies
- Own-label leads in wipes
- Advertising plays key role
- Nappy purchasers are becoming less loyal
- More households with children are using wipes
- The future
Market drivers
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- Unexpected rise in births has boosted demand for baby products
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- Figure 1: UK birth-rates, 2001-11
- Working women need greater convenience
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- Figure 2: UK workforce in employment, by gender, 2000-09
- More women in full-time employment
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- Figure 3: UK workforce in part-time employment, by gender, 2000-05
- Increased childcare provision has enabled more mothers to work
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- Figure 4: Provision of daycare facilities in England, 2000-04
- Rising incomes make convenience and quality more affordable
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- Figure 5: PDI and consumer expenditure, at current and constant prices, 2001-11
- Demographic changes favour growth of higher-value sectors
- Disposable remains the choice of the majority
- EU Landfill Directive remains the primary incentive for change
Market Size and Segmentation
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- Figure 6: UK retail sales of disposable nappies and baby wipes, 2000-05
- Sales trends converge
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- Figure 7: UK retail sales of disposable nappies and baby wipes, by sector, 2000-05
- Nappies return to growth
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- Figure 8: UK retail sales of disposable nappies, by volume and value, 2000-05
- Training pants take greater share
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- Figure 9: UK retail sales of disposable nappies, by type, 2001-05
- Smaller pack sizes gain in popularity
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- Figure 10: UK retail sales of disposable nappies, by pack size, 2001-05
- Segmentation has driven growth
- Older children add value
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- Figure 11: Online price comparison, by nappy size and brand, February 2006
- Eco brands command significant premium
- Discounting narrows the gap between brands and own-label
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- Figure 12: Examples of discounts available on nappies, February 2006
- Baby wipes slowing down
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- Figure 13: UK retail sales of baby wipes, 2000-05
- Refill packs are preferred choice
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- Figure 14: UK retail sales of baby wipes, by packet type, 2001-05
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Brand activity
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- Nappies
- Pampers tightens its grip on the market
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- Figure 15: Brand shares in disposable nappies, 2001-05
- Company information
- Pampers
- The Pampers range
- Brand positioning
- Huggies
- The Huggies range
- Brand positioning
- Nature Boy & Girl
- Nature Boy & Girl range
- Brand positioning
- Moltex
- Abena
- Own-label
- Baby wipes
- Own-label emerges as clear leader
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- Figure 16: Brand shares in baby wipes, 2001-05
- Johnson & Johnson
- Pampers
- Boots
- Huggies
- Simple
- Nature
- Own-label baby wipes
New Product Development
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- Nappies
- Wipes
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- Figure 17: NPD Positioning claims and qualities in baby wipes, Jan-Dec 2005
- New Product Briefs
- Nappies
- Wipes
Advertising & Promotion
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- Main media advertising is key marketing tool
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- Figure 18: Main monitored media advertising expenditure on nappies and baby wipes, 2000-05
- Figure 19: Main monitored media advertising expenditure on nappies and wipes, by manufacturer and brand, 2003-05
- Procter & Gamble dominates our screens
- All new parents long for a good night’s sleep
- Inspired by babies
- Extending the mix
- Huggies also maintains high profile
- Huggies takes a humorous approach
- DryNites adopt a different approach
- Johnson & Johnson leads in wipes
Distribution
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- Multiple grocers dominate nappy sales
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- Figure 20: Retail distribution of disposable nappies, by type of outlet, 2001-05
- Distribution of wipes is more fragmented
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- Figure 21: UK retail sales of baby wipes, by type of outlet, 2001-05
The Consumer
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- Disposables on the increase
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- Figure 22: Usage of disposable nappies in the last 12 months, 2002-05
- Brand switching
- Trainer pants gaining share…
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- Figure 23: Type of disposable nappies used, 2002-05
- ...and adding value
- Parents willing to try own-label
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- Figure 24: Usage of branded and supermarket own-label disposable nappies, 2005
- More households with children are using wipes
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- Figure 25: Usage of baby wipes/pre-moistened tissues in the last 12 months, 2004 and 2005
- Purchasers of wipes more likely to be solus users
- Heavy usage has a northern bias
- Own-label poses greater challenge in wipes
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- Figure 26: Usage of branded and supermarket own-label baby wipes/pre-moistened tissues, 2005
- Key conclusions for nappies:
- Key conclusions for wipes:
- The consumer base
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- Figure 27: Mintel’s consumer typologies showing above-average age, employment and Mintel’s special group status of shoppers, 2005
- Price-Conscious (25% of the sample)
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- Figure 28: Typical media usage of Price-Conscious consumers, 2005
- New Product Enthusiasts (25% of the sample)
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- Figure 29: Typical media usage of New Product Enthusiasts, 2005
- Eco-Friendly (25% of the sample)
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- Figure 30: Typical media usage of Eco-Friendly consumers, 2005
- Unconvinced (25% of the sample)
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- Figure 31: Typical media usage of Unconvinced consumers, 2005
- Conclusion
Detailed demographics
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- Disposable nappies
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- Figure 32: Usage of disposable nappies in the last 12 months, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region and family lifestage, 2005
- Wipes
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- Figure 33: Usage of baby wipes/pre-moistened tissues in the last 12 months, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region and family lifestage, 2005
- Cluster groups
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- Figure 34: Cluster groups, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region and family lifestage, 2005
- Figure 35: Cluster groups, by the lifestyle statements, 2005
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- Figure 36: Cluster groups, by usage of disposable nappies and baby wipes/pre-moistened tissues, 2005
The Consumer – Brands and Attitudes
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- Figure 37: Brand buying behaviour of disposable nappy brands, October 2005
- Strength of Pampers is widespread
- Use of disposables is almost universal
- Few mothers admit to switching brands
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- Figure 38: Brand of disposable nappies bought, October 2005
- Huggies customers are less brand-loyal than Pampers
- Users of leading brands share similar consumer pattern
- Users of own-label brands have more experience
- Huggies used for longer
- Tesco nappies more popular than Sainsbury’s
- Attitudes and Motivations
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- Figure 39: Motivations for buying a certain brand, October 2005
- Trust is important…
- …as is value for money
- Mothers not averse to changing
- Quality and availability taken for granted
- Meeting expectations
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- Figure 40: Motivations for buying a certain brand, October 2005
- Interpreting brand values
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- Figure 41: Motivations for buying a Pampers product, compared to average scores, October 2005
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- Figure 42: Motivations for buying a Huggies product, compared to average scores, October 2005
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- Figure 43: Motivations for buying an own-label brand, compared to average scores, October 2005
- Key conclusions:
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Detailed Demographics – Attitudes and Motivations
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- Top brands purchased
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- Figure 44: Top brands purchased, by age, socio-economic group, lifestage, Mintel’s Special Groups, age/socio-economic group, region, working status, marital status and presence and age of children, October 2005
- Figure 45: Top brands purchased, by media usage, ACORN category, Internet usage, commercial TV viewing and supermarket usage, October 2005
- Motivations for buying a certain brand
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- Figure 46: Motivations for buying a certain brand, by age, socio-economic group, lifestage, Mintel’s Special Groups, region, working status, marital status and presence of children, October 2005
- Figure 47: Motivations for buying a certain brand, by media usage, ACORN category, Internet usage, commercial TV viewing and supermarket usage, October 2005
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- Figure 48: Motivations for buying a certain brand, by age, socio-economic group, lifestage, Mintel’s Special Groups, region, working status, marital status and presence of children, October 2005
- Figure 49: Motivations for buying a certain brand, by media usage, ACORN category, Internet usage, commercial TV viewing and supermarket usage, October 2005
The Future
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- Forecast decline in birth-rate casts a shadow over future sales
- Disposables certain to remain preferred option
- Environmentally friendlier brands have potential for further growth
- Wipes will have to extend usage further
- Pampers set to retain its strong lead in nappies
- Wipes sector set to become more fragmented
Forecast
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- Figure 50: Forecast of the disposable nappies and baby wipes market, by value, 2005-11
- Figure 51: Forecast of disposable nappies, by volume, 2005-11
- Fewer live births to translate directly onto sales
- Forecast factors
- Forecast modelling
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- Figure 52: Forecast models of disposable nappies and baby wipes, 1990-2011
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