Table of Contents
Issues in the Market
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- Introduction
- Key themes
- Definitions
Insights and Opportunities
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- Attracting new users
- Targeting children
Fast Forward Trends
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- Trend 1: Golden Bullet
- What it is
- Market touchpoints/implications
- Trend 2: The Influentials
- What it is
- Market touch points/implications
Market in Brief
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- Buoyant sales despite fall in birth-rate
- Children’s toiletries is a minority sector
- Natural positioning gains ground
- Babies’ toiletries – a low-interest category
- Advertising spend declines
- Future
Internal Market Environment
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- Key points
- Pocket money trends
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- Figure 1: Average weekly spend per category – 11-14-year-olds, 2002-06
- Pester power
- Divorce rate
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- Figure 2: Number of divorces, UK, 2002-12
- New media
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- Figure 3: Use of the Internet – 7-14-year-olds, 2002-06
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- Figure 4: Mobile phone ownership – 7-14-year-olds, 2002-06
Broader Market Environment
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- Key points
- Population and demographics
- Birth-rate
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- Figure 5: Number of births, fertility rate and age of mother at childbirth, UK, 1992-2012
- Age of mothers at childbirth
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- Figure 6: Average age of women at childbirth, UK, 1971-2001
- Figure 7: Structure of the UK population, by age, 2002-12
Competitive Context
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- Key points
- French market is more sophisticated
- Potential in emerging markets
- Treatment for childhood eczema
- Price may be an obstacle within suncare market
- Added benefits to woo older users
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Natural birth for UK
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- Figure 8: Launches of babies’ and children’s toiletries, by country, 2003-07
- Dreaming of development
- Child’s play
- Health and safety
- Packed for success
- Novelty for baby teeth
- Organic growth for niche brands
Market Size and Forecast
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- Key points
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- Figure 9: UK value sales of babies’ and children’s toiletries, 2002-12
- Love and guilt drive sales
- Trend towards naturals
- The future of the market
Segment Performance
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- Key points
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- Figure 10: Babies’ and children’s toiletries, by target age, 2005-07
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- Figure 11: UK retail value sales of babies’ and children’s toiletries, by sector, 2005-07
- Health…
- …and safety
- Convenience delivers
- Making a fuss in shampoos
- Oral hygiene open wide for innovation
Market Share
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- Key points
- Manufacturer shares
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- Figure 12: Manufacturers’ shares in babies’ and children’s toiletries, 2005-07
- Healthy growth
- Trust Boots it’s own-label
Companies and Products
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- Johnson & Johnson
- Procter & Gamble
- Kimberly-Clark
- L’Oréal
- Boots
- Sara Lee
- Beiersdorf
- Colgate-Palmolive
- Oral-B
- Other brands
Brand Communication and Promotion
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- Key points
- Adspend plummets
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- Figure 13: Main monitored media advertising spend on babies’ and children’s toiletries, 2002-06
- Adspend by advertiser
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- Figure 14: Main monitored media advertising spend on babies’ and children’s toiletries, by advertiser, 2002-06
- Advertising strategy
- Appealing to mothers
- Marketing themes
- Naturalness
- Focus not only on baby
- Switch to Internet may offer new opportunities
Channels to Market
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- Key points
- Grocer encroachment
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- Figure 15: Retail distribution of babies’ and children’s toiletries, 2005-07
- Going green
- Advantages of online shopping
Consumer Usage
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- Key points
- Usage amongst the under 10s
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- Figure 16: Usage of selected toiletries – 7-10-year-olds, 2002-06
- Usage amongst the 11-14 year olds
- Dream teen
- Teens spot new products
- Skincare routines start early
- Appearances are everything
- Usage amongst adults
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- Figure 17: Adult usage and perceptions of babies’ and/or children’s toiletries, February 2007
Consumer Purchase
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- Key points
- Purchase influence
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- Figure 18: Amount of say in purchase of toiletries – 11-14-year-olds, 2006
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- Figure 19: Amount of say in purchase of toiletries amongst girls – 11-14-year-olds, 2006
- Teens not trusted with health
- Makes scents to let teens choose
- Purchase activity amongst adults
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- Figure 20: Purchase of babies’ and/or children’s toiletries, February 2007
- More protective over the very young
- Tapping into trends
- Paternity case
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- Figure 21: Purchase of babies’ and children’s toiletries amongst parents or grandparents, by gender, February 2007
- Mum’s the word
Consumer Attitudes
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- Key points
- Adults’ attitudes
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- Figure 22: Attitudes towards babies’ and/or children’s toiletries, February 2007
- Safe option
- Natural perceived as gentler
- Trust top priority
- Parents know best
- The smell of nostalgia
- Non-parental purchase
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- Figure 23: Purchase of babies’ and children’s toiletries amongst consumers who have not got children or grandchildren, February 2007
- Cluster analysis
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- Figure 24: Cluster analysis, February 2007
- Brand New Baby
- Natural Mothers
- Good for Baby, Good for Me
Appendix
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- ACORN
- Advertising data
- Abbreviations
- Consumer research
- Internal Market Environment
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- Figure 25: Total amount of money received in a week – 7-14-year-olds, 2002-06
- Figure 26: How money is spent – 7-10-year-olds and 11-14-year-olds, 2002-06
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- Figure 27: How often 7-14-year-olds use the Internet, 2002-06
- Figure 28: Features have and use on mobile phone – 7-10 and 11-14-year-olds, 2002-06
- Broader Market Environment
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- Figure 29: Structure of the UK population, by gender and age, 2002-12
- Market Size and Forecast
- Factors used in the forecast
- Brand Communication and Promotion
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- Figure 30: Main monitored media advertising spend on babies’ and children’s toiletries, 2002-06
- Consumer usage
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- Figure 31: Usage of selected toiletries – 7-10-year-olds, by, gender, age, social grade, region, household composition and number of children in household, 2006
- Figure 32: Usage of selected toiletries – 11-14-year-olds, by gender, age, social grade, region, household composition and number of children in household, 2006
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- Figure 33: Usage of selected toiletries – 11-14-year-olds, by gender, age, social grade, region, household composition and number of children in household, 2006
- Figure 34: Usage of selected toiletries – girls aged 11-14, by age, social grade, region, household composition and number of children in household, 2006
- Frequency of use
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- Figure 35: Usage of selected toiletries – 11-14-year-olds, 2002-06
- Figure 36: Usage of selected toiletries – girls aged 11-14, 2002-06
- Boys
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- Figure 37: Usage of selected toiletries – boys aged 11-14, 2002-06
- Figure 38: Usage of selected toiletries – boys aged 11-14, by age, social grade, region, household composition and number of children in household, 2006
- Consumer purchase
- Say in purchase
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- Figure 39: 11-14-year-olds who have a lot of say in brands bought for selected toiletries, by gender, age, social grade, region, household composition and number of children in household, sub-group, 2006
- A little say
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- Figure 40: 11-14-year-olds who have a little say in brands bought for selected toiletries, by gender, age, social grade, region, household composition and number of children in household, 2006
- No say
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- Figure 41: 11-14-year-olds who have no say in brands bought for selected toiletries, by gender, age, social grade, region, household composition and number of children in household, 2006
- Girls – A lot of say
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- Figure 42: Girls aged 11-14 who have a lot of say in brands bought for selected toiletries, by age, social grade, region, household composition and number of children in household, 2006
- Girls – A little say
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- Figure 43: Girls aged 11-14 who have a little say in brands bought for selected toiletries, by age, social grade, region, household composition and number of children in household, 2006
- Girls – No say
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- Figure 44: Girls aged 11-14 who have no say in brands bought for selected toiletries, by age, social grade, region, household composition and number of children in household, 2006
- Boys
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- Figure 45: Amount of say in brands bought – boys aged 11-14, by age, social grade, region, household composition and number of children in household, 2006
- Adult purchase
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- Figure 46: Purchase of babies’ and/or children’s toiletries, february 2007
- Figure 47: Consumer purchase of babies’ and children’s toiletries, by gender, age, socio-economic group, marital status, lifestage, age of children in household, working status, gross annual household income, household tenure, TV region, ACORN group, technology users, Internet usage, daily newspapers, commercial TV viewing, TV received, supermarket used, household size, car usage and age finished full-time education, February 2007
- Consumer Attitudes
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- Figure 48: Most common attitudes towards babies’ and/or children’s toiletries, by gender, age, socio-economic group, marital status, lifestage, age of own children in household, working status, gross household income, household tenure, TV region, ACORN group, technology users, Internet usage, daily newspapers, commercial TV viewing, TV received, supermarket used, household size, car usage and age finished full-time education, February 2007
- Figure 49: Attitudes towards babies’ and/or children’s toiletries, by gender, age, socio-economic group, marital status, lifestage, age of own children in household, working status, gross household income, household tenure, TV region, ACORN group, technology users, Internet usage, daily newspapers, commercial TV viewing, TV received, supermarket used, household size, car usage and age finished full-time education, February 2007
- Cross tabulation
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- Figure 50: Purchase of babies’ and children’s toiletries, by attitudes towards babies’ and children’s toiletries, February 2007
- Cluster analysis
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- Figure 51: Cluster analysis, by gender, age, social grade, lifestage, household income, tenure, ACORN group, daily TV viewing, marital status, age of children in household, working status, region, newspaper readership, media usage, TV reception and supermarket usage, February 2007
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