What you need to know
At a total level, the babies’ and children’s personal care, nappies and wipes market is challenged by the falling birth rate; following the peak of 2013 the number of babies is not expected to increase over the next five years. As a result, value sales in the market fell 5.5% from 2014-15.
Within the market, some sectors perform better than others, with the popularity of discount retailers seeing nappy and wipes sales struggle, while personal care products remain more robust due to concerns over ingredients.
This report examines product preferences of parents, as well as their childcare routines, buying behaviours and attitudes towards products and ingredients.
Products covered in this report
For the purposes of this report, children are defined as under the age of five. 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.