Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Excluded
Future Opportunities
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- Loyalty trust funds
- Financial services
- Insight
- Convenient truth
- Parental control
- Insight
Market in Brief
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- Birth rate keeps market afloat
- Price sensitivity
- Word of mouth
- Reputation and recommendation
- Confidence and trust
- Opportunities for growth
Internal Market Environment
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- Key points
- Online community
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- Figure 1: Broadband usage, by presence of children, 2008
- Word of mouth
- Cautious parenting?
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- Figure 2: Willingness to try new brands, by category, August 2008
- Interest in the ingredients of toiletries
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- Figure 3: Selected attitudes towards cosmetics and toiletries* ingredients, by presence of children in household, December 2008
- Pocket money spend
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- Figure 4: Money spent on items, 2006-08
Broader Market Environment
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- Key points
- Demographics
- Child population
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- Figure 5: UK child population, by age, 2006-14
- Parenthood and birth statistics
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- Figure 6: Live births, by age of mother, 1997-2007
- Single-parent households
- Regulation and education
Who’s Innovating?
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- Key points
- Innovation rises with number of births
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- Figure 7: Indexed growth of NPD in babies’ and children’s toiletries and number of births, 2004-08
- Skincare key focus
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- Figure 8: New product launches within babies’ and children’s toiletries, by category, January-June 2009
- Presents for future sales?
- Innovation targets babies
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- Figure 9: Leading product positioning claims of babies’ and children’s toiletries launches, by target age group, 2007-09
- Reassurance products
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- Figure 10: Leading ingredients claims of babies’ and children’s toiletries launches, 2007-09
- Leading innovators
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- Figure 11: Leading innovators in babies’ and children’s toiletries, percentage of launches, by brands and own-label, 2007-09
Competitive Context
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- Key points
- Number of children
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- Figure 12: Live births within marriage: Number of previous live-born children, 1997 and 2007
- Children’s eczema
- Rise in free-from
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- Figure 13: Proportion of free-from products amongst all beauty and oral hygiene launches and babies’ and children’s toiletries, 2006-09
- Impact of parenting style
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- Figure 14: Trends in impact of parenting style, 2004-08
- Conflicting advice
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- Volume growth inhibits value gains
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- Figure 15: UK retail value sales of babies’ and children’s toiletries, 2004-14
- Future of the market
Segment Performance
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- Key points
- Babies’ toiletries dominate value sales
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- Figure 16: UK retail value sales of babies’ and children’s toiletries, by target age, 2007-09
- Category performance
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- Figure 17: UK retail value sales of babies’ and children’s toiletries, by sector, 2007-09
- Caring about the sun
Market Share
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- Key points
- Investment supports growth
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- Figure 18: Manufacturers’ shares in UK retail value sales of babies’ and children’s toiletries, 2007-09
- Poor economy to buoy own-label
Companies and Products
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- Figure 19: Brand map of the UK babies’ and children’s toiletries market, 2008
- Major players
- Beiersdorf
- Colgate-Palmolive
- Johnson & Johnson
- Kimberly-Clark
- L’Oréal
- Procter & Gamble
- Sara Lee
- Niche Players
- Earth Friendly Baby
- Burt’s Bees
- Little Me Baby Organics
- Mama Mio
- Retailers
- Mothercare
- Boots
- Waitrose
- Superdrug
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Brand Communication and Promotion
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- Key points
- Topline adspend
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- Figure 20: Main monitored media advertising spend on babies’ and children’s toiletries, 2005-08
- Economical adspend saved for launches
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- Figure 21: Adspend and innovation, average percentage by month, January 2006-May 2009
- Advertiser
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- Figure 22: Main monitored media advertising spend on babies’ and children’s toiletries, percentage by advertiser, 2006-09
Channels to Market
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- Key points
- Grocers continue to grow
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- Figure 23: UK retail value sales of babies’ and children’s toiletries, by outlet type, 2007-09
- Chemists have advice advantage
Consumer Usage and Frequency of Baby Wipes
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- Key points
- Usage
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- Figure 24: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2006-08
- Frequency of use
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- Figure 25: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2006-08
- Heavy usage on the rise
- The link between employment and use of baby wipes
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- Figure 25: Usage of baby wipes/pre-moistened tissues in the last 12 months, by working status, 2008
- Multipurpose wipes
The Consumer Purchase Influence
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- Key points
- Trust essential motivator
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- Figure 26: Purchase influence on toiletries for babies/toddlers, March 2009
- Price and own-label
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- Figure 27: Influence of price/special offers on toiletries for babies/toddlers, by employment status, March 2009
- Recommendation and reassurance
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- Figure 28: Recommendations sought out amongst parents of children under the age of 8, by age of children, March 2009
Attitudes Towards Purchasing Babies’ and Children’s Toiletries
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- Key points
- Price prevails
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- Figure 29: Attitudes towards buying toiletries for babies/toddlers, March 2009
- Parental purchasing types
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- Figure 30: Parental purchasing types, March 2009
- Perceptions of value
- Best on a budget
- Interest in ingredients
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- Figure 31: Interest in ingredients of babies’ and children’s toiletries, by household size, March 2009
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- Figure 32: Purchase influence on toiletries for babies/toddlers, all parents vs ingredients checkers, March 2009
- Attitudes towards organic
- Word of mouth
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- Figure 33: Recommendations sought out amongst parents of children under the age of 8, March 2009
- Target groups for babies’ and children’s toiletries
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- Figure 34: Target groups, March 2009
- Brand Loyal (37%)
- Recommendation Required (28%)
- Value for Money (35%)
Appendix
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- ACORN
- Advertising data
Appendix – Broader Market Environment
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- Figure 35: Adults aged 15+ who are parent/guardian to any children aged 0-8, by age, 2008 and 2009
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Appendix – Consumer Usage and Frequency of Baby Wipes
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- Figure 36: Usage of baby wipes/pre-moistened tissues in the last 12 months, by demographics, 2008
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- Figure 37: Usage of baby wipes/pre-moistened tissues in the last 12 months, by demographics, 2008
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Appendix – Purchase Influence
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- Figure 38: Purchase influence on toiletries for babies/toddlers, by demographics, March 2009
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Appendix – Attitudes Towards Purchasing Babies’ and Children’s Toiletries
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- Figure 39: Most popular attitudes towards buying toiletries for babies/toddlers, by demographics, March 2009
- Figure 40: Next most popular attitudes towards buying toiletries for babies/toddlers, by demographics, March 2009 (continued)
- Consumer groups
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- Figure 41: Consumer typologies, by demographics, March 2009
- Figure 42: Purchase influence on toiletries for babies/toddlers, by consumer typologies, March 2009
- Figure 43: Attitudes towards buying toiletries for babies/toddlers, by consumer typologies, March 2009
- Cluster groups
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- Figure 44: Purchase influence on toiletries for babies/toddlers and attitudes towards buying toiletries for babies/toddlers, by target groups, March 2009
- Figure 45: Target groups, by demographics, March 2009
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