In 2013, retail value sales in the babies and children’s personal care, nappies and wipes market declined by 1% annually to stand at £861 million as consumers switched to own-label products and sought more cost effective methods of purchase, such as discount retailers and newer online subscription services.
New product development continued at an elevated pace in 2013, as own-label products take an increased share of category innovations, further cementing their appeal to consumers.
Consumer research for this report explores what influences consumer product choices in the babies and children’s personal care, nappies and wipes market, as well as their attitudes towards products, interest in product innovation and shopping experience.
Products covered in this report
For the purposes of this report, children are defined as under the age of 5 years.
This report covers the market for babies and children’s toiletries and skincare products, nappies and wipes, including:
Baby wipes and pre-moistened tissues
Shampoo and haircare products
Bath, shower and wash products
Skincare products such as lotion, powder and oil
Oral hygiene products such as toothpastes
Suncare products for babies and children
Disposable nappies
Disposable training nappies/pants
Disposable baby wipes aimed exclusively at baby usage.
Excluded
Toiletries, skincare, make-up and fragrances used by children, but which are not specifically targeted at them
Cotton wool, facial wipes used when nappy changing, and cotton buds
Non-disposable terry towelling cloth nappies are outside the scope of this report; however, the report does discuss disposable nappy alternatives in so much as they compete with disposables
Disposable nappy liners for use with towelling nappies
Incontinence products used by adults
All adult-targeted clean-up wipes for removing make-up, moistened toilet tissue and feminine hygiene wipes
Toddler/children’s toilet wipes, such as Kandoo toilet wipes
Bed protection pads or mats.
Value figures throughout this report are at retail sales value (RSV) unless otherwise stated. Market sizes at constant 2013 prices are calculated using Mintel’s Personal Articles deflator.
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