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.


  • 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.

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