Against the backdrop of falling birth rates, the baby wipes market continues to grow in terms of both volume and value through increasing penetration and usage. However, the mature disposable nappy market appears to have reached saturation point. High levels of brand recognition and loyalty come at the cost of considerable advertising and promotional support, as well as constant product innovation. As a result, above-the-line advertising expenditure on disposable nappies and baby wipes has risen to £4 million after nearly two years of no advertising activity. Access to R&D resources is also crucial in a market driven forward by new product innovations and where maintenance of market share relies on a succession of new features and new ideas.

· The nappies and baby wipes market is characterised by its broad pattern of distribution, with sales of both nappies and baby wipes spread across a variety of outlets.

· The increasing number of working mothers has served to boost the demand for convenience products across all market sectors, and the nappy and baby wipes market has benefited from this trend.

· What will be the effect of the mounting price competition in the babycare market generally?

Determining the key market drivers that affect volume sales, this report examines the market for disposable nappies, disposable training pants and baby wipes. How successful are new players trying to enter the market likely to be? With many companies involved in international business boasting a portfolio of brand names, predominantly in paper products, the supply structure is heavily concentrated with just a handful of manufacturers dominating the supply chain. As baby wipes are increasingly used for a range of different cleaning needs, what have been the major breakthroughs in new product development programmes for the sector? Nappies and Baby Wipes assesses the present state of the market and highlights factors likely to influence future trends.

Other Mintel reports of relevance include:

- Babywear Retailing, Retail Intelligence, March 2000

- Children's Clothing Retailing, Retail Intelligence, January 1999

- Baby Food, Drinks and Milk, Market Intelligence, October 1998

- Nursery Equipment, Market Intelligence, August 1998.

If you want more details about this particular report, please contact the Mintel information team on +44 (0)20 7606 6000 or email them at enquiries@mintel.com.