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Babies' and Children's Personal Care Products, Nappies and Wipes - UK - February 2013

INTRODUCTION
 DEFINITIONS
Babies’ and children’s toiletries
Nappies and wipes definitions
Methodology
Consumer research
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: UK best- and worst-case forecast for babies’ and children’s personal care, nappies and wipes, 2007-17
Market factors
Companies, brands and innovation
Figure 2: Manufacturers’ shares in UK retail value sales of babies’ and children’s personal care, year ending November 2012
Figure 3: New product launches in the nappies and wipes sector, by claim, UK, January-October 2012
The consumer
Figure 4: Babies' and children's nappies and wipes used in last 12 months, November 2012
Figure 5: Attitudes towards babies' and children's personal care products, November 2012
What we think
ISSUES IN THE MARKET
How has, and will, the baby boom affect this market?
What opportunities will the withdrawal of Huggies have in the market?
How can parents be encouraged to experiment or switch brand loyalties?
What are the claims opportunities in this category?
TREND APPLICATION
Trend: Re-Teching the past
Trend: Let’s Make a Deal
2015 Trend: East meets West
MARKET DRIVERS
Key points
A rise in birth rates creates new opportunities
Figure 6: Number of births in the UK, 2008-17
Number of children in the UK
Figure 7: Number of children in the UK, by age group, 2007-17
Women are starting families later
Figure 8: Unstandardised mean age of mothers at live birth, England and Wales, 1977-2011
Working status of mums and dads
Figure 9: Working status of parents of children aged 0-4, by gender and age, November 2012
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Launches by product category
Figure 10: New product launches in the babies’ and children’s personal care market, by category, UK, 2010-12
Own-label launches increase year on year
Figure 11: New product launches in the UK babies’ and children’s personal care category, by private label vs. other, 2010-12
Figure 12: Own-label and natural product launches, 2012
Launches by product claims
Babies’ and children’s personal care products
Figure 13: New product launches in babies’ and children’s personal care sector, by top claims, UK, January-October 2012
Nappies and wipes
Figure 14: New product launches in the nappies and wipes sector, by claim, UK, January-October 2012
New product launches by manufacturer
Figure 15: New product launches in the babies’ and children’s personal care market, by manufacturer, UK, January-October 2012
Figure 16: New product launches in the disposable nappies and wipes sector, percentage share by manufacturer, UK, 2010-12 (Jan-Oct)
MARKET SIZE AND FORECAST
Key points
Growth in the category driven by booming birth rates
Figure 17: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, at current and constant 2012 prices, 2007-17
Personal care is likely to have slower growth
Figure 18: UK retail value sales of babies’ and children’s personal care products, at current and constant 2012 prices, 2007-17
Nappies and wipes continue to be staple items for babies and children
Figure 19: UK retail value sales of disposable nappies and baby wipes, at current and constant 2012 prices, 2007-17
Future
Figure 20: UK best- and worst-case forecast for babies’ and children’s personal care, nappies and wipes, 2007-17
Forecast methodology
SEGMENT PERFORMANCE
Key points
Nappies and wipes lead the category
Figure 21: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by category, 2011 and 2012
MARKET SHARE
Key points
Brand names lead the personal care category
Figure 22: Manufacturers’ shares in UK retail value sales of babies’ and children’s personal care, year ending November 2012
Own-label is a big contender in the wipes category
Figure 23: Manufacturers’ shares in UK retail value sales of disposable nappies and wipes, year ending November 2012
COMPANIES AND PRODUCTS
Alliance Boots
Background and structure
Strategy and performance
Product range and innovation
Figure 24: New product launches by Boots in the UK disposable nappies, wipes and baby personal care markets, January 2011-October 2012
Marketing and advertising
Johnson’s Baby
Background and structure
Strategy and performance
Product range and innovation
Figure 25: New product launches by Johnson’s Baby in the UK disposable nappies, wipes and baby personal care markets, January 2011-October 2012
Marketing and advertising
L’Oréal
Background and structure
Strategy and performance
Product range and innovation
Colgate-Palmolive
Background and structure
Strategy and performance
Product range and innovation
Procter & Gamble
Background and structure
Strategy and performance
Product range and innovation
Figure 26: New product launches by Procter & Gamble in the UK disposable nappies, wipes and baby personal care markets, January 2011-October 2012
Marketing and advertising
Ontex
Background and structure
Strategy and performance
Product range and innovation
Kimberly-Clark
Background and structure
Strategy and performance
Product range and innovation
Figure 27: New product launches by Kimberly-Clark in the UK disposable nappies, wipes and baby personal care markets, January 2011-October 2012
Marketing and advertising
BRAND COMMUNICATION AND PROMOTION
Key points
Topline adspend on babies’ and children’s personal care, nappies and wipes
Figure 28: Main monitored media advertising spend on disposable nappies and baby wipes, 2008-12
Babies’ and children’s personal care by media type
Figure 29: Main monitored media advertising spend on babies’ and children’s personal care, percentage share by media type, 2008-12
Nappies and wipes by media type
Figure 30: Main monitored media advertising spend on disposable nappies and baby wipes, percentage share by media type, 2008-12
Using advertising to encourage trust
Figure 31: Main monitored media advertising spend on babies’ and children’s personal care, by company, January-October 2012
Huggies will leave a gap in the market
Figure 32: Main monitored media advertising spend on disposable nappies and baby wipes, percentage share by company, January-October 2012
CHANNELS TO MARKET
Key points
Shopping for discounts is driving sales in multiple grocers
Figure 33: UK retail value sales of babies’ and children’s toiletries, by outlet type, 2011 and 2012
BRAND RESEARCH
Brand map
Figure 34: Attitudes towards and usage of brands in the babies’ and children’s personal care sector, December 2012
Correspondence analysis
Brand attitudes
Figure 35: Attitudes, by babies’ and children’s personal care brand, December 2012
Brand personality
Figure 36: Babies’ and children’s personal care brand personality – macro image, December 2012
Figure 37: Babies’ and children’s personal care brand personality – micro image, December 2012
Brand experience
Figure 38: Babies’ and children’s personal care brand usage, December 2012
Figure 39: Satisfaction with various babies’ and children’s personal care brands, December 2012
Figure 40: Consideration of babies’ and children’s personal care brands, December 2012
Figure 41: Consumer perceptions of current babies’ and children’s personal care brand performance, December 2012
Figure 42: Babies’ and children’s personal care brand recommendation – Net Promoter Score, December 2012
Brand index
Figure 43: Babies’ and children’s personal care brand index, December 2012
Figure 44: Babies’ and children’s personal care brand index vs. recommendation, December 2012
Target group analysis
Figure 45: Target groups, December 2012
Figure 46: Babies’ and children’s personal care brand usage, by target groups, December 2012
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
THE CONSUMER – USAGE AND FREQUENCY OF BABIES’ AND CHILDREN’S PERSONAL CARE, NAPPIES AND WIPES
Key points
Usage of personal care products is highest amongst young parents
Figure 47: Babies' and children's nappies and wipes used in last 12 months, November 2012
Changes in frequency of usage of baby wipes
Figure 48: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2011 and 2012
Figure 49: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2011 and 2012
Disposable trainer pants are more popular with older parents
Figure 50: Babies' and children's nappies and wipes used in last 12 months, November 2012
Figure 51: Types of disposable nappies used, 2011 and 2012
ATTITUDES TOWARDS BABIES’ AND CHILDREN’S PERSONAL CARE, NAPPIES AND WIPES
Key points
Purchase influencers for babies’ and children’s toiletries
Figure 52: Factors influencing purchase of babies' and children's personal care products, November 2012
Figure 53: Price positioning of beauty and personal care products for use on children aged 0-4, January 2010-October 2012
Recommendation more influential amongst younger parents
Ingredients are the biggest worry for parents
Figure 54: Attitudes towards babies' and children's personal care products, November 2012
Purchase influencers for nappies and wipes
Figure 55: Factors influencing purchase of nappies and wipes, November 2012
Price is more important than the environment
Convenience is key for nappies and wipes
Figure 56: Attitudes towards nappies and wipes, November 2012
CONSUMER TYPOLOGIES
Key points
Figure 57: Babies' & children’s personal care, nappies and wipes target groups, November 2012
Group 1: Health Conscious
Who are they?
Group 2: Bargain Hunter
Who are they?
Group 3: Advice Seekers
Who are they?
APPENDIX – MARKET ENVIRONMENT
Figure 58: Adult population trends, by lifestage, 2007-12
APPENDIX – MARKET SHARE
Figure 59: Manufacturers’ shares in UK retail value sales of babies’ and children’s personal care, year ending November 2012
Figure 60: Manufacturers’ shares in UK retail value sales of nappies year ending November 2012
Figure 61: Manufacturers’ shares in UK retail value sales of wipes, year ending November 2012
APPENDIX – BRAND COMMUNICATION AND PROMOTION
Figure 62: Main monitored media advertising spend on babies’ and children's personal care, by company, 2012
Figure 63: Main monitored media advertising spend on nappies and wipes, by company, 2012
APPENDIX – BRAND RESEARCH
Figure 64: Brand usage, December 2012
Figure 65: Brand commitment, December 2012
Figure 66: Brand momentum, December 2012
Figure 67: Brand diversity, December 2012
Figure 68: Brand satisfaction, December 2012
Figure 69: Brand recommendation, December 2012
Figure 70: Brand attitude, December 2012
Figure 71: Brand image – macro image, December 2012
Figure 72: Brand image – micro image, December 2012
Figure 73: Profile of target groups, by demographics, December 2012
Figure 74: Psychographic segmentation, by target groups, December 2012
Figure 75: Brand usage, by target groups, December 2012
Brand index
Figure 76: Brand index, December 2012
APPENDIX – THE CONSUMER – USAGE AND FREQUENCY OF BABIES’ AND CHILDREN’S PERSONAL CARE, NAPPIES AND WIPES
Figure 77: Babies' and children's personal care products, nappies and wipes used in last 12 months, November 2012
Figure 78: Most popular babies' and children's personal care products, nappies and wipes used in last 12 months, by demographics, November 2012
Figure 79: Next most popular babies' and children's personal care products, nappies and wipes used in last 12 months, by demographics, November 2012
Figure 80: Other babies' and children's personal care products, nappies and wipes used in last 12 months, by demographics, November 2012
Figure 81: Repertoire of babies' and children's personal care products, nappies and wipes used in last 12 months, by demographics, November 2012
Figure 82: Babies' and children's personal care products, nappies and wipes used in last 12 months, by repertoire of products used in last 12 months, November 2012
Figure 83: Factors influencing purchase of babies' and children's personal care products, by repertoire of products used in last 12 months, November 2012
Figure 84: Attitudes towards babies' and children's personal care products, by repertoire of products used in last 12 months, November 2012'
Figure 85: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, by demographics, 2012
Figure 86: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, by demographics, 2012
Figure 87: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, by demographics, 2012
APPENDIX – FACTORS INFLUENCING PURCHASE OF BABIES’ AND CHILDREN’S PERSONAL CARE PRODUCTS, NAPPIES AND WIPES
Figure 88: Factors influencing purchase of babies' and children's personal care products, November 2012
Figure 89: Most popular factors influencing purchase of babies' and children's personal care products, by demographics, November 2012
Figure 90: Next most popular factors influencing purchase of babies' and children's personal care products, by demographics, November 2012
Figure 91: Other factors influencing purchase of babies' and children's personal care products, by demographics, November 2012
Figure 92: Factors influencing purchase of nappies and wipes, November 2012
Figure 93: Most popular factors influencing purchase of nappies and wipes, by demographics, November 2012
Figure 94: Next most popular factors influencing purchase of nappies and wipes, by demographics, November 2012
Figure 95: Babies' and children's personal care products, nappies and wipes used in last 12 months, by most popular attitudes towards babies' and children's personal care products, November 2012
Figure 96: Babies' and children's personal care products, nappies and wipes used in last 12 months, by next most popular attitudes towards babies' and children's personal care products, November 2012
ATTITUDES TOWARDS BABIES’ AND CHILDREN’S PERSONAL CARE PRODUCTS
Figure 97: Attitudes towards babies' and children's personal care products, November 2012
Figure 98: Most popular attitudes towards babies' and children's personal care products, by demographics, November 2012
Figure 99: Next most popular attitudes towards babies' and children's personal care products, by demographics, November 2012
Figure 100: Attitudes towards nappies and wipes, November 2012
Figure 101: Most popular attitudes towards nappies and wipes, by demographics, November 2012
Figure 102: Next most popular attitudes towards nappies and wipes, by demographics, November 2012

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