Table of Contents
Introduction
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- Definitions
- Babies’ and children’s toiletries
- Nappies and wipes definitions
- Methodology
- Consumer research
- Abbreviations
Executive Summary
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- The market
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- Figure 1: UK best- and worst-case forecast for babies’ and children’s personal care, nappies and wipes, 2007-17
- Market factors
- Companies, brands and innovation
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- Figure 2: Manufacturers’ shares in UK retail value sales of babies’ and children’s personal care, year ending November 2012
- Figure 3: New product launches in the nappies and wipes sector, by claim, UK, January-October 2012
- The consumer
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- Figure 4: Babies' and children's nappies and wipes used in last 12 months, November 2012
- Figure 5: Attitudes towards babies' and children's personal care products, November 2012
- What we think
Issues in the Market
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- How has, and will, the baby boom affect this market?
- What opportunities will the withdrawal of Huggies have in the market?
- How can parents be encouraged to experiment or switch brand loyalties?
- What are the claims opportunities in this category?
Trend Application
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- Trend: Re-Teching the past
- Trend: Let’s Make a Deal
- 2015 Trend: East meets West
Market Drivers
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- Key points
- A rise in birth rates creates new opportunities
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- Figure 6: Number of births in the UK, 2008-17
- Number of children in the UK
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- Figure 7: Number of children in the UK, by age group, 2007-17
- Women are starting families later
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- Figure 8: Unstandardised mean age of mothers at live birth, England and Wales, 1977-2011
- Working status of mums and dads
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- Figure 9: Working status of parents of children aged 0-4, by gender and age, November 2012
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Launches by product category
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- Figure 10: New product launches in the babies’ and children’s personal care market, by category, UK, 2010-12
- Own-label launches increase year on year
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- Figure 11: New product launches in the UK babies’ and children’s personal care category, by private label vs. other, 2010-12
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- Figure 12: Own-label and natural product launches, 2012
- Launches by product claims
- Babies’ and children’s personal care products
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- Figure 13: New product launches in babies’ and children’s personal care sector, by top claims, UK, January-October 2012
- Nappies and wipes
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- Figure 14: New product launches in the nappies and wipes sector, by claim, UK, January-October 2012
- New product launches by manufacturer
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- Figure 15: New product launches in the babies’ and children’s personal care market, by manufacturer, UK, January-October 2012
- Figure 16: New product launches in the disposable nappies and wipes sector, percentage share by manufacturer, UK, 2010-12 (Jan-Oct)
Market Size and Forecast
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- Key points
- Growth in the category driven by booming birth rates
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- Figure 17: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, at current and constant 2012 prices, 2007-17
- Personal care is likely to have slower growth
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- Figure 18: UK retail value sales of babies’ and children’s personal care products, at current and constant 2012 prices, 2007-17
- Nappies and wipes continue to be staple items for babies and children
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- Figure 19: UK retail value sales of disposable nappies and baby wipes, at current and constant 2012 prices, 2007-17
- Future
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- Figure 20: UK best- and worst-case forecast for babies’ and children’s personal care, nappies and wipes, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Nappies and wipes lead the category
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- Figure 21: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by category, 2011 and 2012
Market Share
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- Key points
- Brand names lead the personal care category
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- Figure 22: Manufacturers’ shares in UK retail value sales of babies’ and children’s personal care, year ending November 2012
- Own-label is a big contender in the wipes category
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- Figure 23: Manufacturers’ shares in UK retail value sales of disposable nappies and wipes, year ending November 2012
Companies and Products
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- Alliance Boots
- Background and structure
- Strategy and performance
- Product range and innovation
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- Figure 24: New product launches by Boots in the UK disposable nappies, wipes and baby personal care markets, January 2011-October 2012
- Marketing and advertising
- Johnson’s Baby
- Background and structure
- Strategy and performance
- Product range and innovation
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- Figure 25: New product launches by Johnson’s Baby in the UK disposable nappies, wipes and baby personal care markets, January 2011-October 2012
- Marketing and advertising
- L’Oréal
- Background and structure
- Strategy and performance
- Product range and innovation
- Colgate-Palmolive
- Background and structure
- Strategy and performance
- Product range and innovation
- Procter & Gamble
- Background and structure
- Strategy and performance
- Product range and innovation
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- Figure 26: New product launches by Procter & Gamble in the UK disposable nappies, wipes and baby personal care markets, January 2011-October 2012
- Marketing and advertising
- Ontex
- Background and structure
- Strategy and performance
- Product range and innovation
- Kimberly-Clark
- Background and structure
- Strategy and performance
- Product range and innovation
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- Figure 27: New product launches by Kimberly-Clark in the UK disposable nappies, wipes and baby personal care markets, January 2011-October 2012
- Marketing and advertising
Brand Communication and Promotion
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- Key points
- Topline adspend on babies’ and children’s personal care, nappies and wipes
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- Figure 28: Main monitored media advertising spend on disposable nappies and baby wipes, 2008-12
- Babies’ and children’s personal care by media type
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- Figure 29: Main monitored media advertising spend on babies’ and children’s personal care, percentage share by media type, 2008-12
- Nappies and wipes by media type
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- Figure 30: Main monitored media advertising spend on disposable nappies and baby wipes, percentage share by media type, 2008-12
- Using advertising to encourage trust
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- Figure 31: Main monitored media advertising spend on babies’ and children’s personal care, by company, January-October 2012
- Huggies will leave a gap in the market
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- Figure 32: Main monitored media advertising spend on disposable nappies and baby wipes, percentage share by company, January-October 2012
Channels to Market
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- Key points
- Shopping for discounts is driving sales in multiple grocers
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- Figure 33: UK retail value sales of babies’ and children’s toiletries, by outlet type, 2011 and 2012
Brand Research
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- Brand map
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- Figure 34: Attitudes towards and usage of brands in the babies’ and children’s personal care sector, December 2012
- Correspondence analysis
- Brand attitudes
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- Figure 35: Attitudes, by babies’ and children’s personal care brand, December 2012
- Brand personality
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- Figure 36: Babies’ and children’s personal care brand personality – macro image, December 2012
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- Figure 37: Babies’ and children’s personal care brand personality – micro image, December 2012
- Brand experience
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- Figure 38: Babies’ and children’s personal care brand usage, December 2012
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- Figure 39: Satisfaction with various babies’ and children’s personal care brands, December 2012
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- Figure 40: Consideration of babies’ and children’s personal care brands, December 2012
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- Figure 41: Consumer perceptions of current babies’ and children’s personal care brand performance, December 2012
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- Figure 42: Babies’ and children’s personal care brand recommendation – Net Promoter Score, December 2012
- Brand index
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- Figure 43: Babies’ and children’s personal care brand index, December 2012
- Figure 44: Babies’ and children’s personal care brand index vs. recommendation, December 2012
- Target group analysis
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- Figure 45: Target groups, December 2012
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- Figure 46: Babies’ and children’s personal care brand usage, by target groups, December 2012
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
The Consumer – Usage and Frequency of Babies’ and Children’s Personal Care, Nappies and Wipes
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- Key points
- Usage of personal care products is highest amongst young parents
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- Figure 47: Babies' and children's nappies and wipes used in last 12 months, November 2012
- Changes in frequency of usage of baby wipes
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- Figure 48: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2011 and 2012
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- Figure 49: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2011 and 2012
- Disposable trainer pants are more popular with older parents
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- Figure 50: Babies' and children's nappies and wipes used in last 12 months, November 2012
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- Figure 51: Types of disposable nappies used, 2011 and 2012
Attitudes Towards Babies’ and Children’s Personal Care, Nappies and Wipes
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- Key points
- Purchase influencers for babies’ and children’s toiletries
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- Figure 52: Factors influencing purchase of babies' and children's personal care products, November 2012
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- Figure 53: Price positioning of beauty and personal care products for use on children aged 0-4, January 2010-October 2012
- Recommendation more influential amongst younger parents
- Ingredients are the biggest worry for parents
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- Figure 54: Attitudes towards babies' and children's personal care products, November 2012
- Purchase influencers for nappies and wipes
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- Figure 55: Factors influencing purchase of nappies and wipes, November 2012
- Price is more important than the environment
- Convenience is key for nappies and wipes
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- Figure 56: Attitudes towards nappies and wipes, November 2012
Consumer Typologies
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- Key points
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- Figure 57: Babies' & children’s personal care, nappies and wipes target groups, November 2012
- Group 1: Health Conscious
- Who are they?
- Group 2: Bargain Hunter
- Who are they?
- Group 3: Advice Seekers
- Who are they?
Appendix – Market Environment
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- Figure 58: Adult population trends, by lifestage, 2007-12
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Appendix – Market Share
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- Figure 59: Manufacturers’ shares in UK retail value sales of babies’ and children’s personal care, year ending November 2012
- Figure 60: Manufacturers’ shares in UK retail value sales of nappies year ending November 2012
- Figure 61: Manufacturers’ shares in UK retail value sales of wipes, year ending November 2012
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Appendix – Brand Communication and Promotion
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- Figure 62: Main monitored media advertising spend on babies’ and children's personal care, by company, 2012
- Figure 63: Main monitored media advertising spend on nappies and wipes, by company, 2012
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Appendix – Brand Research
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- Figure 64: Brand usage, December 2012
- Figure 65: Brand commitment, December 2012
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- Figure 66: Brand momentum, December 2012
- Figure 67: Brand diversity, December 2012
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- Figure 68: Brand satisfaction, December 2012
- Figure 69: Brand recommendation, December 2012
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- Figure 70: Brand attitude, December 2012
- Figure 71: Brand image – macro image, December 2012
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- Figure 72: Brand image – micro image, December 2012
- Figure 73: Profile of target groups, by demographics, December 2012
- Figure 74: Psychographic segmentation, by target groups, December 2012
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- Figure 75: Brand usage, by target groups, December 2012
- Brand index
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- Figure 76: Brand index, December 2012
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Appendix – The Consumer – Usage and Frequency of Babies’ and Children’s Personal Care, Nappies and Wipes
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- Figure 77: Babies' and children's personal care products, nappies and wipes used in last 12 months, November 2012
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- Figure 78: Most popular babies' and children's personal care products, nappies and wipes used in last 12 months, by demographics, November 2012
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- Figure 79: Next most popular babies' and children's personal care products, nappies and wipes used in last 12 months, by demographics, November 2012
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- Figure 80: Other babies' and children's personal care products, nappies and wipes used in last 12 months, by demographics, November 2012
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- Figure 81: Repertoire of babies' and children's personal care products, nappies and wipes used in last 12 months, by demographics, November 2012
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- Figure 82: Babies' and children's personal care products, nappies and wipes used in last 12 months, by repertoire of products used in last 12 months, November 2012
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- Figure 83: Factors influencing purchase of babies' and children's personal care products, by repertoire of products used in last 12 months, November 2012
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- Figure 84: Attitudes towards babies' and children's personal care products, by repertoire of products used in last 12 months, November 2012'
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- Figure 85: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, by demographics, 2012
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- Figure 86: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, by demographics, 2012
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- Figure 87: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, by demographics, 2012
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Appendix – Factors Influencing Purchase of Babies’ and Children’s Personal Care Products, Nappies and Wipes
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- Figure 88: Factors influencing purchase of babies' and children's personal care products, November 2012
- Figure 89: Most popular factors influencing purchase of babies' and children's personal care products, by demographics, November 2012
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- Figure 90: Next most popular factors influencing purchase of babies' and children's personal care products, by demographics, November 2012
- Figure 91: Other factors influencing purchase of babies' and children's personal care products, by demographics, November 2012
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- Figure 92: Factors influencing purchase of nappies and wipes, November 2012
- Figure 93: Most popular factors influencing purchase of nappies and wipes, by demographics, November 2012
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- Figure 94: Next most popular factors influencing purchase of nappies and wipes, by demographics, November 2012
- Figure 95: Babies' and children's personal care products, nappies and wipes used in last 12 months, by most popular attitudes towards babies' and children's personal care products, November 2012
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- Figure 96: Babies' and children's personal care products, nappies and wipes used in last 12 months, by next most popular attitudes towards babies' and children's personal care products, November 2012
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Attitudes Towards Babies’ and Children’s Personal Care Products
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- Figure 97: Attitudes towards babies' and children's personal care products, November 2012
- Figure 98: Most popular attitudes towards babies' and children's personal care products, by demographics, November 2012
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- Figure 99: Next most popular attitudes towards babies' and children's personal care products, by demographics, November 2012
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- Figure 100: Attitudes towards nappies and wipes, November 2012
- Figure 101: Most popular attitudes towards nappies and wipes, by demographics, November 2012
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- Figure 102: Next most popular attitudes towards nappies and wipes, by demographics, November 2012
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