Table of Contents
Executive Summary
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- Market value declines
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- Figure 1: UK best- and worst-case forecast for babies’ and children’s personal care products, nappies and wipes, 2009-19
- End of the baby boom
- Personal care shows decline in launch activity…
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- Figure 2: New product launches in the UK babies’ and children’s personal care market, by category, 2011-14
- …whilst nappies and wipes rises in NPD
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- Figure 3: New product launches in the UK nappies and wipes market, by category, 2011-14
- Parents choose to shop in-store
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- Figure 4: Places of purchase of babies’ and children’s personal care products, nappies and wipes, December 2014
- Parents seek advice from other parents over health professionals
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- Figure 5: Attitudes towards shopping for babies’ and children’s personal care products, December 2014
- What we think
Issues and Insights
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- Baby boom comes to an end
- The facts
- The implications
- Parents are becoming more ingredient-savvy/sophisticated in their knowledge
- The facts
- The implications
- Discount retailers are taking a bigger slice of the pie
- The facts
- The implications
Trend Application
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- Trend: Guiding Choice
- Trend: Experience is All
- Trend: Totophobia
Market Drivers
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- Key points
- Baby boom comes to an end
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- Figure 6: Number of live births in the UK, 2003-13
- Population of older children set to rise
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- Figure 7: Trends in age structure of the UK population – 0-9s, 2009-19
- Non-traditional families are struggling
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- Figure 8: Modern family typologies of families with children aged 0-4, June 2013
- Mums using the internet
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- Figure 9: Online engagement during pregnancy, June 2014
- Ban on chemicals
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- Figure 10: Reasons for preferring natural/organic toiletries by parents who buy natural/organic toiletries for their baby/child, September 2014
Who’s Innovating?
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- Key points
- Innovation in personal care drops
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- Figure 11: New product launches in the UK babies’ and children’s personal care market, by category, 2011-14
- Focus on oral care
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- Figure 12: Examples of oral care launches designed for children aged 0-4, 2014
- Hypoallergenic increases in focus, whilst botanical/herbal declines
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- Figure 13: New product launches in the babies’ and children’s personal care market, by top product positioning claims in 2014, 2013 and 2014
- Own-label brands are active
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- Figure 14: New product launches in the UK babies’ and children’s personal care market, by top ultimate companies and others, 2014
- Organic brands show launch activity in 2014
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- Figure 15: Examples of branded launches for babies, 2014
- Innovation rises in nappies and wipes
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- Figure 16: New product launches in the UK nappies and wipes market, by category, 2011-14
- Brands leap forward in 2014
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- Figure 17: New product launches in the UK nappies and wipes market, branded vs own-label, 2011-14
- Bigger is better
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- Figure 18: New product launches in the nappies and wipes market, by top ultimate companies and others, 2014
- Figure 19: Examples of larger pack sizes of nappies and wipes launched in 2014
- Focusing on older children
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- Figure 20: Examples of launches aimed at older/bigger babies, 2014
Market Size and Forecast
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- Key points
- Value sales begin to decline
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- Figure 21: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, at current and constant 2014 prices, 2009-19
- Continued decline estimated
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- Figure 22: UK best- and worst-case forecast for babies’ and children’s personal care products, nappies and wipes, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Nappies and wipes show a bigger decline
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- Figure 23: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by category, 2013 and 2014
- Other baby toiletries rise in value
Market Share
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- Key points
- Huggies nappies struggle to show growth
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- Figure 24: Brand shares in UK retail value sales of disposable nappies, January 2014 and January 2015
- Branded nappies impacted by own-label
- Huggies performs better in wipes
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- Figure 25: Brand shares in UK retail value sales of baby wipes, January 2014 and January 2015
- Cussons continues to show growth
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- Figure 26: Brand shares in UK retail value sales of babies’ and children’s personal care products, January 2014 and January 2015
Companies and Products
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- Johnson & Johnson (McNeil Products)
- Background and structure
- Strategy and financial performance
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- Figure 27: McNeil Healthcare (UK) Limited financial performance, 2012 and 2013
- Product range and innovation
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- Figure 28: Examples of new product launches by Johnson & Johnson in the babies’ and children’s personal care and wipes market, 2014
- Marketing and advertising
- Procter & Gamble
- Background and structure
- Strategy and financial performance
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- Figure 29: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2012 and 2013
- Product range and innovation
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- Figure 30: Examples of new product launches by Procter & Gamble in the babies’ and children’s personal care, nappies and wipes market, 2014
- Marketing and advertising
- Kimberly-Clark
- Background and structure
- Product range and innovation
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- Figure 31: Examples of new product launches by Kimberly-Clark in the nappies and wipes market, 2014
- Marketing and advertising
- PZ Cussons
- Background and structure
- Strategy and financial performance
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- Figure 32: Key financials for PZ Cussons UK, 2012 and 2013
- Product range and innovation
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- Figure 33: Examples of new product launches by PZ Cussons in the babies’ and children’s personal care market, 2014
- Marketing and advertising
Brand Communication and Promotion
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- Key points
- Advertising spend sees a decline
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- Figure 34: Main monitored media advertising spend on babies’ and children’s personal care products, nappies and wipes, 2011-14
- Advertising continues focus on wipes
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- Figure 35: Main monitored media advertising spend on babies’ and children’s personal care products, nappies and wipes, by product type, 2011-14
- TV advertising sees rise in investment
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- Figure 36: Main monitored media advertising spend on babies’ and children’s personal care products, disposable nappies and baby wipes, by media type, 2013 and 2014
- Focus on new-borns
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- Figure 37: Main monitored media advertising spend on babies’ and children’s personal care products, nappies and wipes, percentage share by company, 2014
- Own-label brands hold events
- Huggies remains prominent in advertising
Brand Research
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- What you need to know
- Brand map
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- Figure 38: Attitudes towards and usage of selected brands, January 2015
- Key brand metrics
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- Figure 39: Key metrics for selected brands, January 2015
- Brand attitudes: Huggies and Pampers are built on perceived reputation
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- Figure 40: Attitudes, by brand, January 2015
- Brand personality: Cussons has most subdued brand image
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- Figure 41: Brand personality – macro image, January 2015
- Simple Baby and Nature Babycare struggle to generate strongly defined images
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- Figure 42: Brand personality – micro image, January 2015
- Brand analysis
- Pampers has an all-round image based on expertise and reputation
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- Figure 43: User profile of Pampers, January 2015
- Johnson & Johnson capitalises on rich history to create classic and trustworthy associations
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- Figure 44: User profile of Johnson & Johnson, January 2015
- Huggies has similar image to Pampers despite withdrawal of nappies in UK
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- Figure 45: User profile of Huggies, January 2015
- Cussons perhaps in need of a refresh due to old-fashioned perceptions
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- Figure 46: User profile of Cussons, January 2015
- Simple Baby appears to lack the perception of having a comprehensive product range
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- Figure 47: User profile of Simple Baby, January 2015
- Nature Babycare clearly signposts natural credentials but lacks the awareness to make a strong impression
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- Figure 48: User profile of Nature Babycare, January 2015
Channels to Market
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- Key points
- Grocery multiples take two thirds of sales
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- Figure 49: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by outlet type, 2013 and 2014
The Consumer – Products Purchased
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- Key points
- Dads are more likely to buy traditional products
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- Figure 50: Babies’ and children's personal care products, nappies and wipes purchased in the last 12 months, January 2014 and December 2014
- Toothpaste and suncare purchases decline
- One in five parents choose essentials only
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- Figure 51: Repertoire of babies’ and children's personal care products, nappies and wipes purchased in the last 12 months, January 2014 and December 2014
The Consumer – Places of Purchase
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- Key points
- Parents favour bricks and mortar…
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- Figure 52: Places of purchase of babies’ and children’s personal care products, nappies and wipes, December 2014
- …however, online plays an important role
- Expertise drives shopping at pharmacies
- Price drives discount stores
The Consumer – Shopping for Personal Care Products
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- Key points
- Other parents are a greater source of influence than health professionals
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- Figure 53: Attitudes towards shopping for babies’ and children’s personal care products, December 2014
- Less affluent parents are more likely to seek professional advice
- A quarter are worried about ingredients
- Brand name remains important
The Consumer – Shopping for Nappies and Wipes
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- Key points
- Nappies and wipes purchased on special offer
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- Figure 54: Attitudes towards shopping for nappies and wipes, December 2014
- Brand loyalty is high
- Concern drives usage of reusable nappies
The Consumer – Attitudes towards Babies’ and Children’s Personal Care, Nappies and Wipes
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- Key points
- Bath times are for bonding
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- Figure 55: Attitudes towards babies’ and children’s personal care products, nappies and wipes, December 2014
- Sense of responsibility drives desire to seek advice
- Mums like to give advice
Appendix – Segment Performance
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- Figure 56: UK retail unit sales of babies’ and children’s personal care products, nappies and wipes, by category, 2013 and 2014
- Figure 57: Price per unit of babies’ and children’s personal care products, nappies and wipes, by category, 2013 and 2014
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