Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- Excluded
Executive Summary
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- The market
- Market decline set to continue
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- Figure 1: Best- and worst-case forecast for retail value sales of mass-market babies’ and children’s personal care products, nappies and wipes, 2012-22
- Companies and brands
- Unclear on brand value
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- Figure 2: UK brand shares in value sales of mass-market disposable nappies, year ending October 2017
- Figure 3: UK brand shares in value sales of mass-market baby toiletries, year ending October 2017
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- Figure 4: UK brand shares in value sales of mass-market baby wipes, year ending October 2017
- The consumer
- Early adopters
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- Figure 5: Products bought for babies and children, by age of youngest child, December 2017
- Convenience wins in retail
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- Figure 6: Retailers where babies’ and children’s personal care products, nappies and wipes are bought, December 2017
- Naturals only go so far
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- Figure 7: Behaviours when buying babies’ and children’s personal care products nappies and wipes, December 2017
- Throwaway culture
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- Figure 8: Reasons why babies’ and children’s personal care products are not used out of home, December 2017
- Show parents the way
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- Figure 9: Attitudes towards babies’ and children’s personal care, December 2017
- What we think
Issues and Insights
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- Breaking the link between safety and naturals
- The facts
- The implications
- Capitalising on convenience
- The facts
- The implications
- The price of quality
- The facts
- The implications
The Market – What You Need to Know
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- Market decline set to continue
- Be sensitive
- One-stop shop
- A close eye on the news
Market Size and Forecast
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- Current trends help toiletries
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- Figure 10: Value sales of mass-market babies’ and children’s personal care products, nappies and wipes, 2012-22
- Category continues to decline
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- Figure 11: Best- and worst-case forecast for retail value sales of mass-market babies’ and children’s personal care products, nappies and wipes, 2012-22
- Forecast methodology
Market Segmentation
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- Toiletries appeal to sensitivities
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- Figure 12: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by segment, 2016-17
- Wipes create environmental dilemma
- No bells and whistles please
Channels to Market
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- Grocers likely to suffer the least
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- Figure 13: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by outlet type, 2016-17
Market Drivers
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- Birth rate set to rise
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- Figure 14: Total UK live births (000s), 2012-22
- Figure 15: Trends in the age structure of the UK population, 2012-22
- Changes in NHS advice to parents
- Own-label safety scares
- Mums versus dads
- Natural and organic
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- Figure 16: Reasons for purchasing natural/organic toiletries, September 2017
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- Figure 17: Johnson’s baby advert, 2017
- Parental influencers
Companies and Brands – What You Need to Know
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- Unclear on brand value
- Realigning the message
- Investment continues
- Own-label needs to act like brands
Market Share
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- Disposable nappies turn premium
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- Figure 18: Brand shares in the disposable nappies market, years ending October, 2016 and 2017
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- Figure 19: Naty gains an eco-certification, September 2017
- Wipes address concerns
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- Figure 20: Brand shares in the baby wipes market, years ending October, 2016 and 2017
- Toiletries show their sensitive side
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- Figure 21: Brand shares in the baby toiletries market, years ending October, 2016 and 2017
- Figure 22: Baby Dove range, March 2017
Launch Activity and Innovation
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- Babies’ and children’s personal care products
- Growth in launches but not true innovation
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- Figure 23: New product development in babies’ and children’s personal care products, by category, 2014-17
- Figure 24: New product development in babies’ and children’s personal care products, by launch type, 2014-17
- Claims centre around ethics and sensitivity
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- Figure 25: Top fastest-growing and fastest-declining claims in babies’ and children’s personal care products, % change 2016-17
- Figure 26: New product development in babies’ and children’s personal care products, by top ultimate companies and other, 2017
- Disposable nappies
- Own-label takes the lead
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- Figure 27: New product development in disposable nappies, by launch type, 2014-17
- Figure 28: New product development in disposable nappies, branded vs own-label, 2014-17
- New brands add a premium proposition
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- Figure 29: New product development in disposable nappies, by top ultimate companies and other, 2017
- Figure 30: Top fastest-growing and fastest-declining claims in disposable nappies, % change 2016-17
- Babies’ and children’s wipes
- Improved packaging and kind innovation
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- Figure 31: New product development in babies’ and children’s wipes, by launch type, 2014-17
- Figure 32: Top fastest-growing and fastest-declining claims in babies’ and children’s wipes, % change 2016-17
- A very fragmented market
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- Figure 33: New product development in babies’ and children’s wipes, by top ultimate companies and other, 2017
Advertising and Marketing Activity
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- Increased spending on TV and digital campaigns
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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, 2015-17
- Figure 35: 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, 2015-17
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- Figure 36: Johnson’s Baby Top-to-Toe advertising featuring parenting vloggers, 2016-17
- Advertising shift reflects segments in growth
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- Figure 37: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by product segment, January 2015-December 2017
- A brand-led message
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- Figure 38: Pampers’ #ThankYouMidwife tv advert, December 2017
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- Figure 39: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by manufacturer, 2017
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 40: Attitudes towards and usage of selected brands, December 2017
- Key brand metrics
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- Figure 41: Key metrics for selected brands, December 2017
- Brand attitudes: brands with high awareness tend to be more trusted
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- Figure 42: Attitudes, by brand, December 2017
- Brand personality: Brands mostly associated with positive traits
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- Figure 43: Brand personality – Macro image, December 2017
- Baby Dove more aligned to natural than Childs Farm
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- Figure 44: Brand personality – Micro image, December 2017
- Brand analysis
- Johnson’s Baby cemented in trust and heritage
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- Figure 45: User profile of Johnson’s Baby, December 2017
- Asda Little Angels does not stand out from the crowd
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- Figure 46: User profile of Asda Little Angels, December 2017
- Baby Dove fills parents with pride
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- Figure 47: User profile of Baby Dove, December 2017
- Boots Baby personality is unclear to users
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- Figure 48: User profile of Boots Baby, December 2017
- Childs Farm draws in young, affluent consumers
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- Figure 49: User profile of Childs Farm, December 2017
The Consumer – What You Need to Know
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- Early adopters
- Convenience wins in retail
- Naturals only go so far
- Throwaway culture
- Show parents the way
Products Bought for Babies and Children
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- Product rankings remain the same
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- Figure 50: Products bought for babies and children, December 2017
- Opportunities for different ages
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- Figure 51: Products bought for babies and children, by age of youngest child, December 2017
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- Figure 52: Shampoo and suncare product launches for 0-4-year-olds with natural claims, 2017
Retailers Used for Babies’ and Children’s Personal Care Products, Nappies and Wipes
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- Personal care could be retail advantage
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- Figure 53: Retailers where babies’ and children’s personal care products, nappies and wipes are bought, December 2017
- Competing through convenience
- In the club
Purchase and Usage Behaviours
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- Natural attitudes help brand performance
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- Figure 54: Behaviours when buying babies’ and children’s personal care products nappies and wipes, December 2017
- Own-label stays front of mind
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- Figure 55: Responses to the statement “Branded disposable nappies are better quality than store brand versions”, by age of youngest child, December 2017
Barriers to Out of Home Usage
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- Convenience trumps environmental concerns
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- Figure 56: Reasons why babies’ and children’s personal care products are not used out of home, December 2017
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- Figure 57: On-the-go product launches for 0-4-year-olds with environmentally friendly packaging claims, 2015-17
Attitudes towards Babies’ and Children’s Personal Care Products, Nappies and Wipes
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- Just the basics
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- Figure 58: Attitudes towards babies’ and children’s personal care, December 2017
- Top marks
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- Figure 59: Own-label ‘top-to-toe’ wash launches, 2017
Target Groups
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- Figure 60: Babies’ and children’s personal care products, nappies and wipes target groups, December 2017
- Safety-conscious
- Effectiveness/Convenience-focused
- Sceptical/Overwhelmed
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Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
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