Table of Contents
Executive Summary
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- The market
- Market declines steepen
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- Figure 1: UK best- and worst-case forecast for babies’ and children’s personal care products, nappies and wipes, 2010-20
- Changing household structure
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- Figure 2: Working status of families, December 2015
- Companies and brands
- NPD slows in the babies’ and children’s BPC market
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- Figure 3: New product launches in the UK babies’ and children’s personal care market, by category, 2012-15
- The consumer
- Four in five children under the age of two wear disposable nappies
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- Figure 4: Babies’ and children's personal care products, nappies and wipes purchased in the last 12 months, by age of child, December 2015
- The power of the supermarket
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- Figure 5: Attitudes towards buying babies’ and children’s personal care products, nappies and wipes, December 2015
- Dads take the night-time nappy changes and get less sleep
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- Figure 6: Number of nappy changes in the day and night, December 2015
- Parents of younger children more cautious
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- Figure 7: Attitudes towards’ babies and children’s BPC products, by age of child, December 2015
- What we think
Issues and Insights
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- Dads taking a more proactive role in buying for baby
- The facts
- The implications
- Invigorating sales of nappies and wipes
- The facts
- The implications
The Market – What You Need to Know
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- Market declines steepen
- Nappies and wipes see steepest declines
- Bath time can be a treat
- Discounters the preference for consumers
- End of the baby boom
- Changing household structure
- Paternity leave changes
Market Size and Forecast
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- Falling nappy and wipes sales escalate market decline
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- Figure 8: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, 2010-20
- Future sales expected to see continued declines
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- Figure 9: UK best- and worst-case forecast for babies’ and children’s personal care products, nappies and wipes, 2010-20
Segment Performance
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- Nappies and baby wipes see steepest declines
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- Figure 10: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by category, 2014-15
- Personal care market remains more stable
- Bath time can be a treat
Channels to Market
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- Discounters the preference for consumers
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- Figure 11: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by outlet type, 2014-15
- Independents struggle the most
Market Drivers
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- End of the baby boom
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- Figure 12: Total live births in England and Wales, by gender, 2004-14
- Figure 13: Trends in the age structure of the UK population aged 0-9, by gender, 2010-20
- Changing household structure
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- Figure 14: Household composition December 2015
- Paternity leave changes
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- Figure 15: Working status of families, December 2015
- Rise of the blended family
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- Figure 16: Make up of UK families, December 2015
- Product scares impact consumer purchasing
Companies and Brands – What You Need to Know
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- Own-label sales outperform the nappies market
- Sensitive skin formulae win in the personal care sector
- NPD slows in the babies’ and children’s BPC market
- Soap and bath focus in 2016
- Aromatherapy claims grow
- Innovation returns to the nappies market
- P&G leads innovation and advertising spend
- Johnson’s speaks to dads
Market Share
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- Own-label sales outperform the nappies market
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- Figure 17: Brand shares in the disposable nappies market, years ending November, 2014 and 2015
- Brands see big declines in baby wipes
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- Figure 18: Brand shares in the baby wipes market, years ending November, 2014 and 2015
- A strong year for Metanium
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- Figure 19: Brand shares in the baby toiletries market, years ending November, 2014 and 2015
Launch Activity and Innovation
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- NPD slows in the babies’ and children’s BPC market
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- Figure 20: New product launches in the UK babies’ and children’s personal care market, by category, 2012-15
- Soap and bath focus in 2016
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- Figure 21: Product launch examples in the babies’ and children’s bath additives segment, 2015
- Sun exposure products take 10% of launch activity
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- Figure 22: Product launch examples in the babies’ and children’s sun protection segment, 2015
- Health and dietary claims growth
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- Figure 23: Fastest growing/declining product positioning claims by % point difference in the babies’ and children’s personal care market, 2014-15
- Aromatherapy claims grow
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- Figure 24: Product launch examples in the babies’ and children’s personal care market with an aromatherapy claim, 2015
- HEMA joins top innovative companies
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- Figure 25: New product launches in the UK babies’ and children’s personal care market, by top 5 ultimate companies and other, 2015
- Figure 26: Product launch examples in the babies’ and children’s personal care market with innovative textures, 2015
- Innovation returns to the nappies market
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- Figure 27: New product launches in the UK nappies and wipes market, by category, 2012-15
- Brands take innovation away from own-label
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- Figure 28: New product launches in the nappies and wipes market, by top 5 ultimate companies and other, 2015
- Figure 29: Examples of new Huggies baby wipes packaging (Kimberly-Clark), 2015
Advertising and Marketing Activity
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- Total advertising spend increases
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- Figure 30: Total above-the line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, 2013-15
- Increased nappy NPD lifts advertising spend
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- Figure 31: Total above-the line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by product type, 2014-15
- P&G lead innovation and advertising spend
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- Figure 32: Total above-the line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by top 5 companies and other, 2015
- Johnsons speaks to dads
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- Figure 33: Johnson’s Daddy Diaries Facebook videos, 2015
- TV spend lifts market
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- Figure 34: Total above-the line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by media type, 2013-15
- Nielsen Ad Intel coverage
Brand Research
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- Johnson’s the most trusted brand
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- Figure 35: Attitudes towards and usage of selected brands, December 2015
- Baby Bee differentiates from competitors
- Mum & Me scores the highest for excellent experience
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- Figure 36: Key metrics for selected brands, December 2015
- Oilatum Junior seen as expert quality
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- Figure 37: Attitudes, by brand, December 2015
- Earth Friendly Baby a fun brand
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- Figure 38: Brand personality – macro image, December 2015
- Childs Farm has a weaker brand image
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- Figure 39: Brand personality – micro image, December 2015
- Brand analysis
- Oilatum Junior benefits from sponsorship
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- Figure 40: User profile of Oilatum Junior, December 2015
- Johnson’s appeals to a traditional audience
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- Figure 41: User profile of Johnson’s, December 2015
- Cussons Mum & Me
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- Figure 42: User profile of Cussons Mum & Me, December 2015
- Burt’s Bees Baby Bee
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- Figure 43: User profile of Burt’s Bees Baby Bee, December 2015
- Earth Friendly Baby
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- Figure 44: User profile of Earth Friendly Baby, December 2015
- Childs Farm
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- Figure 45: User profile of Childs Farm, December 2015
The Consumer – What You Need to Know
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- Four in five children under the age of two wear disposable nappies
- Adult products for sensitive skin threaten sales
- Purchasing power of dads
- Baby wipes have high frequency of use
- The power of the supermarket
- Dads take the night-time nappy changes…
- …and as a result get less sleep
- Bathing as part of the bedtime routine
- Parents of younger children more cautious
- Allergies and sensitivities a key concern
Product Purchase and Usage
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- Four in five children under the age of two wear disposable nappies
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- Figure 46: Babies’ and children's personal care products, nappies and wipes purchased in the last 12 months, by age of child, December 2015
- Lifting sales in the baby bubble bath market
- Purchasing power of dads
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- Figure 47: Babies’ and children's personal care products, nappies and wipes purchased in the last 12 months, by gender of parent, December 2015
- Baby wipes have high frequency of use
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- Figure 48: Frequency of using babies’ wipes and personal care products, December 2015
Buying Behaviours
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- The power of the supermarket
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- Figure 49: Attitudes towards buying babies’ and children’s personal care products, nappies and wipes, December 2015
- Discounters popular for nappy purchases
- Desire for expert guidance highest amongst dads
Care Routines
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- A third of parents have no night nappy changes
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- Figure 50: Number of nappy changes in the day and night, December 2015
- Dads take the night-time nappy changes…
- …and as a result get less sleep
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- Figure 51: Number of hours’ sleep per night for parents and children, December 2015
- Bathing as part of the bedtime routine
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- Figure 52: Number of baths given to youngest child per week, December 2015
Attitudes towards Babies’ and Children’s BPC Products
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- Parents of younger children more cautious
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- Figure 53: Attitudes towards babies’ and children’s BPC products, by age of child, December 2015
- Allergies and sensitivities a key concern
- One in five parents would use adult products on children
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- Figure 54: Attitudes towards using babies’ and children’s BPC products, by age of child, December 2015
- Crowd-sourced vs personal opinion
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Consumer research methodology
- Fan chart forecast
Appendix – Companies and Brands
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- Figure 55: New product development in the UK babies and children’s personal care market by launch type, 2012-15
- Figure 56: New product development in the UK babies and children’s personal care market by sub category, 2012-15
- Figure 57: New product development in the UK nappies and wipes market, branded vs own-label, 2013-15
- Figure 58: New product development in the UK nappies and wipes market, by top 5 ultimate companies and other in 2015, 2013-15
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