The babies’ and children’s personal care, nappies and wipes market has shown a decline in value of 3% in 2014, as the baby boom shows evidence of coming to an end. The number of live births recorded by the ONS (Office for National Statistics) declined by 4% in 2013 suggesting that the category may struggle to show growth in value again. A lack of NPD (New Product Development), as well as reduced investment in advertising, has also contributed to the decline. With 50% of parents who buy nappies and wipes bulk buying during times of special offer, low prices are driving down the value of the overall category.
The banning of a number of preservatives from use in leave-on products for babies in 2015 will likely boost NPD in the category as brands look to reformulate. Sales are also expected to benefit, particularly as 24% of parents feel that ingredients in personal care products can be harmful to children and babies. Indeed, product positioning claims have already begun to see more of a movement away from generic botanical claims to the more health-driven hypoallergenic and paraben-free claims to help alleviate concerns.
Within this report we investigate the products parents are purchasing in the personal care, nappies and wipes segments and attitudes towards shopping for each segment. This report also investigates where parents are buying products, as well as overall attitudes towards babies’ and children’s personal care products.
Products covered in this report
For the purposes of this report, children are defined as under the age of 5.
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
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 2014 prices are calculated using Mintel’s Personal Articles deflator.
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