Table of Contents
Executive Summary
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- Market growth stalls in 2013
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- Figure 1: UK best- and worst-case forecast for babies and children’s personal care, nappies and wipes 2008-18
- Government initiatives encourage the switch to cloth nappies
- Soap and bath products increase share of launch activity
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- Figure 2: New product launches in the UK babies and children’s personal care market, by category, 2010-13
- Baby wipes an essential purchase for consumers
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- Figure 3: Babies and children’s products purchased, January 2014
- The desire to save money drives product choice
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- Figure 4: Attitudes towards babies and children’s products, January 2014
- What we think
Issues and Insights
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- Own-label products threaten brands in the disposables market
- The facts
- The implications
- Education needed to reverse sales decline in personal care
- The facts
- The implications
Trend Application
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- Trend: Influentials
- Trend: Minimize Me
- Futures Trend: Access Anything Anywhere
Market Drivers
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- Key points
- Baby boom of 2011 lifted the consumer base
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- Figure 5: Number of live births in the UK, 2008-18
- Figure 6: Forecast adult population trends, by lifestage, 2008-18
- Rising cost of raising a child increases interest in promotional offers
- Increasing popularity of online shopping
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- Figure 7: The consumer: Percentage of all individuals having ordered goods or services online, 2008-12
- Rate of recycling growing
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- Figure 8: Household waste recycling rate in England, 2000/01-2012/13
- Increasing incidence of skin complaints
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- Figure 9: Skin condition prescription items dispensed against total prescription items dispensed in England, 2011-13
Who’s Innovating?
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- Key points
- Soap and bath products increase share of launch activity
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- Figure 10: New product launches in the UK babies and children’s personal care market, by category, 2010-13
- Growing interest in paraben-free and hypoallergenic products
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- Figure 11: New product launches in the babies and children’s personal care market, by top ten product positioning claims, UK, 2012-13
- Dermatologically-tested holds appeal
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- Figure 12: New product examples containing the dermatologically tested positioning claim, 2013
- Paraben-free products grow
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- Figure 13: New product examples containing the paraben-free positioning claim, 2013
- Environmentally-friendly packaging responds to government targets
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- Figure 14: New product examples containing the environmentally friendly package positioning claim, 2013
- Own-label brands most active in the market
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- Figure 15: New product launches in the UK babies and children’s personal care market, by top five companies and other, 2013
- New product launches return to the nappy market
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- Figure 16: New product launches in the UK nappies market, by launch type, 2010-13
- Figure 17: New product examples containing the time/speed product positioning claim, 2013
Market Size and Forecast
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- Key points
- Value sales begin to decline
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- Figure 18: UK retail value sales of babies and children’s personal care products, nappies and wipes, at current and constant 2013 prices, 2008-18
- Market growth expected to return
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- Figure 19: UK best- and worst-case forecast for babies and children’s personal care, nappies and wipes 2008-18
- Forecast methodology
Segment Performance
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- Key points
- Baby wipes the only category to see value sales growth
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- Figure 20: UK retail value sales of babies and children’s personal care products, nappies and wipes, by category, 2012-13
- Nappies decline despite baby boom
- Poor performance of personal care
Market Share
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- Key points
- Own-label share of nappies up 10 percentage points
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- Figure 21: Brand shares in UK retail value sales of disposable nappies, 2012 and 2013
- Baby wipes dominated by own-label
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- Figure 22: Brand shares in UK retail value sales of baby wipes, 2012 and 2013
- Cussons shows growth in 2013
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- Figure 23: Brand shares in UK retail value sales of babies and children’s personal care products, 2012 and 2013
Companies and Products
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- Johnson & Johnson
- Background and structure
- Strategy and financial performance
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- Figure 24: Johnson & Johnson Limited (UK) financial performance, 2011-12
- Product range and innovation
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- Figure 25: Examples of new product launches by Johnson & Johnson in the babies and children’s personal care, nappies and wipes market, 2013
- Marketing and advertising
- Procter & Gamble
- Background and structure
- Strategy and financial performance
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- Figure 26: Procter & Gamble financial performance (global), 2011-12
- Product range and innovation
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- Figure 27: Examples of new product launches by Procter & Gamble in the babies and children’s personal care, nappies and wipes market, 2013
- Marketing and advertising
- Green People
- Background and structure
- Product range and innovation
- Marketing and advertising
- PZ Cussons
- Background and structure
- Strategy and financial performance
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- Figure 28: PZ Cussons financial performance (global), 2012-13
- Product range and innovation
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- Figure 29: Examples of new product launches by PZ Cussons in the babies and children’s personal care, nappies and wipes market, 2013
- Marketing and advertising
Brand Communication and Promotion
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- Key points
- Category advertising spend increases in 2013
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- Figure 30: Main monitored media advertising spend on babies and children’s personal care, nappies and wipes, 2009-13
- Spend on wipes highest in five years
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- Figure 31: Main monitored media advertising spend on babies and children’s personal care, nappies and wipes, by product type, 2009-13
- Figure 32: Main monitored media advertising spend on babies and children’s personal care, disposable nappies and baby wipes, by media type, 2009-13
- Own-label retailers spend more in 2013
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- Figure 33: Main monitored media advertising spend on babies and children’s personal care, nappies and wipes, percentage share, by company, 2013
Channels to Market
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- Key points
- Grocery multiples take two thirds of sales
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- Figure 34: UK retail value sales of babies and children’s personal care, nappies and wipes, by outlet type, 2012-13
- Other retailers see sales increases
The Consumer – Products Purchased
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- Key points
- Baby wipes an essential purchase
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- Figure 35: Babies and children’s products purchased, January 2014
- Disposable nappies favoured by higher incomes
- Year-round UV protection
- Young mums have the widest product repertoire
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- Figure 36: Repertoire of babies and children’s products purchased, January 2014
The Consumer – Factors Influencing Purchase
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- Key points
- Trust in products drives choices
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- Figure 37: Factors influencing purchasing of babies and children’s products, January 2014
- Free-from formulas more appealing than organic
- The desire for a low price remains strong
The Consumer – Attitudes towards Nappies
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- Key points
- Buying in bulk delivers value for money
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- Figure 38: Attitudes towards nappies and training pants, January 2014
- Environmentally-friendly concerns for a quarter of people
- Limited product complaints
The Consumer – Shopping for Babies’ and Children’s Personal Care Products, Nappies and Wipes
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- Key points
- Money saving drives product choice
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- Figure 39: Attitudes towards babies and children’s products, January 2014
- Young parents most likely to pay for quality
- Advice sources
The Consumer – Interest in New Product Development
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- Key points
- Added benefits in nappies of interest
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- Figure 40: Interest in product development, January 2014
- Mum & Me Products
- Subscription services hold low appeal
Appendix – Market Drivers
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- Figure 41: Number of children in the UK, by age group, 2008-18
- Figure 42: Unstandardised mean age of mothers at live birth, England and Wales, 1977-2012
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Appendix – Who’s Innovating?
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- Figure 43: New product launches in the babies and children’s personal care market, by launch type, UK, 2010-13
- Figure 44: New product launches in the UK babies and children’s personal care market, branded vs own-label, 2010-13
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Appendix – Brand Communications and Promotions
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- Figure 45: Main monitored media advertising spend on babies and children’s personal care products, disposable nappies and baby wipes, spend by company, 2009-13
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Appendix – The Consumer – Products Purchased
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- Figure 46: Babies and children’s products purchased, January 2014
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- Figure 47: Most popular babies and children’s products purchased, by demographics, January 2014
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- Figure 48: Next most popular babies and children’s products purchased, by demographics, January 2014
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- Figure 49: Other babies and children’s products purchased, by demographics, January 2014
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- Figure 50: Factors influencing purchasing of babies and children’s products, by most popular babies and children’s products purchased, January 2014
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- Figure 51: Factors influencing purchasing of babies and children’s products, by next most popular babies and children’s products purchased, January 2014
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- Figure 52: Factors influencing purchasing of babies and children’s products, by other babies and children’s products purchased, January 2014
- Repertoire analysis
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- Figure 53: Repertoire of babies and children’s products purchased, by demographics, January 2014
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- Figure 54: Babies and children’s products purchased, by repertoire of babies and children’s products purchased, January 2014
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- Figure 55: Attitudes towards babies and children’s products, by repertoire of babies and children’s products purchased, January 2014
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- Figure 56: Interest in product development, by repertoire of babies and children’s products purchased, January 2014
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Appendix – The Consumer – Factors Influencing Purchase
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- Figure 57: Factors influencing purchase of babies and children’s products, January 2014
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- Figure 58: Most popular factors influencing purchasing of babies and children’s products, by demographics, January 2014
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- Figure 59: Next most popular factors influencing purchasing of babies and children’s products, by demographics, January 2014
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- Figure 60: Other factors influencing purchasing of babies and children’s products, by demographics, January 2014
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- Figure 61: Interest in product development, by most popular factors influencing purchasing of babies and children’s products, January 2014
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- Figure 62: Interest in product development, by next most popular factors influencing purchasing of babies and children’s products, January 2014
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Appendix – The Consumer – Attitudes towards Nappies
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- Figure 63: Attitudes towards nappies and training pants, January 2014
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- Figure 64: Most popular attitudes towards nappies and training pants, by demographics, January 2014
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- Figure 65: Next most popular attitudes towards nappies and training pants, by demographics, January 2014
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Appendix – The Consumer – Shopping for Babies’ and Children’s Personal Care Products, Nappies and Wipes
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- Figure 66: Attitudes towards babies and children’s products, January 2014
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- Figure 67: Most popular attitudes towards babies and children’s products, by demographics, January 2014
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- Figure 68: Next most popular attitudes towards babies and children’s products, by demographics, January 2014
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- Figure 69: Babies and children’s products purchased, by most popular attitudes towards babies and children’s products, January 2014
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- Figure 70: Babies and children’s products purchased, by next most popular attitudes towards babies and children’s products, January 2014
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Appendix – The Consumer – Interest in New Product Development
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- Figure 71: Interest in product development, January 2014
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- Figure 72: Most popular interest in product development, by demographics, January 2014
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- Figure 73: Next most popular interest in product development, by demographics, January 2014
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- Figure 74: Other interest in product development, by demographics, January 2014
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- Figure 75: Attitudes towards babies and children’s products, by most popular interest in product development, January 2014
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- Figure 76: Attitudes towards babies and children’s products, by next most popular interest in product development, January 2014
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