Table of Contents
Introduction
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- Definitions
- Excluded
Issues in the Market
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- How is the market for babies’ and children’s toiletries performing?
- How does the market for babies’ and children’s personal care compare to other babycare sectors?
- Which are the leading brands in this market and how is the current economic climate affecting their performance against own-label alternatives?
- How are brands developing babies’ and children’s personal care products to attract the attention of both parents and children?
- What are the most important factors influencing consumers’ decisions over what products to use on their children?
Future Opportunities
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- Trend: Guiding Choice
- Trend: Extend my Brand
Executive Summary
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- The market
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- Figure 1: Babies’ and Children’s market size and forecast 2005-15
- Birth rates support market
- Toddler-specific toiletries are a far smaller sector
- Market factors
- Rising birth rate and older mothers
- Role of the internet
- Companies, brands and innovation
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- Figure 2: Manufacturers’ shares in UK retail value sales of babies and children’s toiletries, 2010
- Johnson & Johnson leads the way
- Innovation centred around bodycare products
- The consumer
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- Figure 3: Factors influencing purchase of babies’ and children’s toiletries in last 12 months, February 2011
- Trust in the name
- Recommendations
- What we think
Internal Market Environment
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- Key points
- Growth in the baby and child population boosts market
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- Figure 4: Number of births, UK, 2005-15
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- Figure 5: UK child population, by age, 2005-15
- Increase in adults entering the family lifestage
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- Figure 6: Forecast adult population trends, by lifestage, 2005-15
- Number of women over 40 giving birth trebles over past two decades
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- Figure 7: UK birth statistics and mean age of women at child birth, 2005-15
- Helping hand with finances
- Baby showers
- Children’s eczema
Broader Market Environment
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- Key points
- Online community
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- Figure 8: Broadband penetration, by age of children in household, 2004-10
- The demand for organic baby products
- Safety from the sun
- VAT change and its effect on prices
Who’s Innovating?
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- Key points
- Number of new innovations
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- Figure 9: New product activity in UK babies’ and children’s toiletries, 2006-10
- Bodycare and suncare are key areas of focus
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- Figure 10: New product activity in babies’ and children’s personal care, % share by category, 2010
- Innovations focus on babies and toddlers
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- Figure 11: New product activity in babies’ and children’s personal care, by product claim, 2007-10
- Downturn in economy buoys own-label
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- Figure 12: New product activity in babies’ and children’s toiletries, by branded vs. own-label, 2006-10
- Over a third of new innovations in the past year were natural and organic
- For the fun of it
- Character building
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Minor competition from mainstream toiletries
- Cutting the household budget
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- Figure 13: UK retail sales of selected babies’ and children’s products, 2005-10
- Vast number of nappies each day
- Baby milk experiences robust growth
- Parents are reluctant to cut back on baby food spending despite the recession
- Medication sluggish growth
- Baby and nursery equipment a growing market
Market Size and Forecast
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- Key points
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- Figure 14: UK retail value sales of babies’ and children’s personal care products, 2005-15
- Price discounting during the recession slows market growth
- Future of the market
- Forecast
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- Figure 15: Best- and worst-case forecast sales of babies’ and children’s toiletries, 2005-15
Segment Performance
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- Key points
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- Figure 16: UK retail value sales of babies’ and children’s personal care products, by target age, 2008-10
- Category performance
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- Figure 17: UK retail value sales of babies’ and children’s personal care products, by sector, 2008-10
Market Share
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- Key points
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- Figure 18: Manufacturers’ shares in UK retail value sales of babies’ and children’s personal care, 2008-10
- Own-label enjoys value growth
Companies and Products
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- Boots UK
- Johnson & Johnson
- Kimberly-Clark
- L'Oréal
- Sara Lee
- Procter & Gamble
- Beiersdorf
Brand Communication and Promotion
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- Key points
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- Figure 19: Main monitored media advertising spend on babies’ and children’s personal care products, 2006-10
- Comparison in monthly adspend and NPD
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- Figure 20: Main monitored media advertising spend and new product launches on babies’ and children’s toiletries, by month, 2006-09
- Advertisers
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- Figure 21: Main monitored media advertising spend on babies’ and children’s personal care, % share by advertiser, 2007-10
Channels to Market
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- Key points
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- Figure 22: UK retail value sales of babies’ and children’s toiletries, by outlet type, 2008-10
- Grocery channel dominates
- High street chemist Boots competes on price and loyalty initiatives
- Advice giving is key USP for small independents
The Consumer – Purchase of Babies’ and Children’s Toiletries
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- Key points
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- Figure 23: Babies’ and children’s toiletries bought in the last 12 months, February 2011
- Repertoire
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- Figure 24: Repertoire of babies’ and children’s toiletries bought in the last 12 months, February 2011
The Consumer – Use of Baby Wipes
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- Key points
- Usage
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- Figure 25: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2008-10
- Frequency of use
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- Figure 26: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2007-09
- Wipes penetration down
The Consumer – Purchase Influence
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- Key points
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- Figure 27: Factors influencing purchase of babies’ and children’s toiletries in the last 12 months, February 2011
- Big name brands
- Price has to be right
- Asking for advice
- Products suitable for sensitive skin/eczema
The Consumer – Attitudes towards Purchasing Babies’ and Children’s Toiletries
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- Key points
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- Figure 28: Attitudes towards buying toiletries for babies/toddlers, February 2011
- Brand loyalty prevails
- Branded vs. own-label
- Nothing but the best for my child
- Products for sharing
- Attitudes towards organic
- Character merchandising
Target Groups for Babies’ and Children’s Toiletries
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- Key points
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- Figure 29: Target groups for babies’ and children’s toiletries, February 2011
- Budget Conscious Buyers (23%)
- Brand Loyal Buyers (41%)
- Brand Conscious Buyers (36%)
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- Figure 30: Adults aged 15+ who are parent/guardian to any children aged 0-8, by age of child, 2010
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- Figure 31: Best and worst case forecasts for babies’ and children’s toiletries, 2010-15
Appendix – Consumer Usage and Frequency of Baby Wipes
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- Figure 32: Usage of baby wipes/pre-moistened tissues in the last 12 months, by demographics, 2010
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Appendix – The Consumer – Purchase of Babies’ and Children’s Toiletries
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- Figure 33: Toiletries bought in the last 12 months, by repertoire of toiletries bought in the last 12 months, February 2011
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- Figure 34: Most popular toiletries bought in the last 12 months, by demographics, February 2011
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- Figure 35: Next most popular toiletries bought in the last 12 months, by demographics, February 2011
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- Figure 36: Repertoire of toiletries bought in the last 12 months, by demographics, February 2011
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Appendix – Consumer – Purchase Influence
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- Figure 37: Important considerations when buying toiletries, February 2011
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- Figure 38: Toiletries bought in the last 12 months, by most popular considerations when buying toiletries, February 2011
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- Figure 39: Toiletries bought in the last 12 months, by next most popular considerations when buying toiletries, February 2011
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- Figure 40: Repertoire of important considerations when buying toiletries, February 2011
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- Figure 41: Important considerations when buying toiletries, by repertoire of important considerations when buying toiletries, February 2011
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- Figure 42: Important considerations when buying toiletries, by demographics, February 2011
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- Figure 43: Repertoire of important considerations when buying toiletries, by demographics, February 2011
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Appendix – Consumer – Attitudes Towards Purchasing Babies’ and Children’s Toiletries
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- Figure 44: Statements on babies’ and children’s toiletries, February 2011
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- Figure 45: Toiletries bought in the last 12 months, by most popular statements on babies’ and children’s toiletries, February 2011
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- Figure 46: Toiletries bought in the last 12 months, by next most popular statements on babies’ and children’s toiletries, February 2011
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- Figure 47: Important considerations when buying toiletries, by most popular statements on babies’ and children’s toiletries, February 2011
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- Figure 48: Important considerations when buying toiletries, by next most popular statements on babies’ and children’s toiletries, February 2011
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- Figure 49: Most popular statements on babies’ and children’s toiletries, by demographics, February 2011
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- Figure 50: Next most popular statements on babies’ and children’s toiletries, by demographics, February 2011
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Appendix – Target Groups
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- Figure 51: Target groups, by demographics, February 2011
- Figure 52: Statements on babies’ and children’s toiletries, by target groups, February 2011
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- Figure 53: Toiletries bought in the last 12 months, by target groups, February 2011
- Figure 54: Repertoire of toiletries bought in the last 12 months, by target groups, February 2011
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- Figure 55: Important considerations when buying toiletries, by target groups, February 2011
- Figure 56: Repertoire of important considerations when buying toiletries, by target groups, February 2011
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