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Babies' and Children's Personal Care Products, Nappies and Wipes - UK - March 2014

INTRODUCTION
Products covered in this report
Excluded
Abbreviations
EXECUTIVE SUMMARY
Market growth stalls in 2013
Figure 1: UK best- and worst-case forecast for babies and children’s personal care, nappies and wipes 2008-18
Government initiatives encourage the switch to cloth nappies
Soap and bath products increase share of launch activity
Figure 2: New product launches in the UK babies and children’s personal care market, by category, 2010-13
Baby wipes an essential purchase for consumers
Figure 3: Babies and children’s products purchased, January 2014
The desire to save money drives product choice
Figure 4: Attitudes towards babies and children’s products, January 2014
What we think
ISSUES AND INSIGHTS
Own-label products threaten brands in the disposables market
The facts
The implications
Education needed to reverse sales decline in personal care
The facts
The implications
TREND APPLICATION
Trend: Influentials
Trend: Minimize Me
Futures Trend: Access Anything Anywhere
MARKET DRIVERS
Key points
Baby boom of 2011 lifted the consumer base
Figure 5: Number of live births in the UK, 2008-18
Figure 6: Forecast adult population trends, by lifestage, 2008-18
Rising cost of raising a child increases interest in promotional offers
Increasing popularity of online shopping
Figure 7: The consumer: Percentage of all individuals having ordered goods or services online, 2008-12
Rate of recycling growing
Figure 8: Household waste recycling rate in England, 2000/01-2012/13
Increasing incidence of skin complaints
Figure 9: Skin condition prescription items dispensed against total prescription items dispensed in England, 2011-13
WHO’S INNOVATING?
Key points
Soap and bath products increase share of launch activity
Figure 10: New product launches in the UK babies and children’s personal care market, by category, 2010-13
Growing interest in paraben-free and hypoallergenic products
Figure 11: New product launches in the babies and children’s personal care market, by top ten product positioning claims, UK, 2012-13
Dermatologically-tested holds appeal
Figure 12: New product examples containing the dermatologically tested positioning claim, 2013
Paraben-free products grow
Figure 13: New product examples containing the paraben-free positioning claim, 2013
Environmentally-friendly packaging responds to government targets
Figure 14: New product examples containing the environmentally friendly package positioning claim, 2013
Own-label brands most active in the market
Figure 15: New product launches in the UK babies and children’s personal care market, by top five companies and other, 2013
New product launches return to the nappy market
Figure 16: New product launches in the UK nappies market, by launch type, 2010-13
Figure 17: New product examples containing the time/speed product positioning claim, 2013
MARKET SIZE AND FORECAST
Key points
Value sales begin to decline
Figure 18: UK retail value sales of babies and children’s personal care products, nappies and wipes, at current and constant 2013 prices, 2008-18
Market growth expected to return
Figure 19: UK best- and worst-case forecast for babies and children’s personal care, nappies and wipes 2008-18
Forecast methodology
SEGMENT PERFORMANCE
Key points
Baby wipes the only category to see value sales growth
Figure 20: UK retail value sales of babies and children’s personal care products, nappies and wipes, by category, 2012-13
Nappies decline despite baby boom
Poor performance of personal care
MARKET SHARE
Key points
Own-label share of nappies up 10 percentage points
Figure 21: Brand shares in UK retail value sales of disposable nappies, 2012 and 2013
Baby wipes dominated by own-label
Figure 22: Brand shares in UK retail value sales of baby wipes, 2012 and 2013
Cussons shows growth in 2013
Figure 23: Brand shares in UK retail value sales of babies and children’s personal care products, 2012 and 2013
COMPANIES AND PRODUCTS
Johnson & Johnson
Background and structure
Strategy and financial performance
Figure 24: Johnson & Johnson Limited (UK) financial performance, 2011-12
Product range and innovation
Figure 25: Examples of new product launches by Johnson & Johnson in the babies and children’s personal care, nappies and wipes market, 2013
Marketing and advertising
Procter & Gamble
Background and structure
Strategy and financial performance
Figure 26: Procter & Gamble financial performance (global), 2011-12
Product range and innovation
Figure 27: Examples of new product launches by Procter & Gamble in the babies and children’s personal care, nappies and wipes market, 2013
Marketing and advertising
Green People
Background and structure
Product range and innovation
Marketing and advertising
PZ Cussons
Background and structure
Strategy and financial performance
Figure 28: PZ Cussons financial performance (global), 2012-13
Product range and innovation
Figure 29: Examples of new product launches by PZ Cussons in the babies and children’s personal care, nappies and wipes market, 2013
Marketing and advertising
BRAND COMMUNICATION AND PROMOTION
Key points
Category advertising spend increases in 2013
Figure 30: Main monitored media advertising spend on babies and children’s personal care, nappies and wipes, 2009-13
Spend on wipes highest in five years
Figure 31: Main monitored media advertising spend on babies and children’s personal care, nappies and wipes, by product type, 2009-13
Figure 32: Main monitored media advertising spend on babies and children’s personal care, disposable nappies and baby wipes, by media type, 2009-13
Own-label retailers spend more in 2013
Figure 33: Main monitored media advertising spend on babies and children’s personal care, nappies and wipes, percentage share, by company, 2013
CHANNELS TO MARKET
Key points
Grocery multiples take two thirds of sales
Figure 34: UK retail value sales of babies and children’s personal care, nappies and wipes, by outlet type, 2012-13
Other retailers see sales increases
THE CONSUMER – PRODUCTS PURCHASED
Key points
Baby wipes an essential purchase
Figure 35: Babies and children’s products purchased, January 2014
Disposable nappies favoured by higher incomes
Year-round UV protection
Young mums have the widest product repertoire
Figure 36: Repertoire of babies and children’s products purchased, January 2014
THE CONSUMER – FACTORS INFLUENCING PURCHASE
Key points
Trust in products drives choices
Figure 37: Factors influencing purchasing of babies and children’s products, January 2014
Free-from formulas more appealing than organic
The desire for a low price remains strong
THE CONSUMER – ATTITUDES TOWARDS NAPPIES
Key points
Buying in bulk delivers value for money
Figure 38: Attitudes towards nappies and training pants, January 2014
Environmentally-friendly concerns for a quarter of people
Limited product complaints
THE CONSUMER – SHOPPING FOR BABIES’ AND CHILDREN’S PERSONAL CARE PRODUCTS, NAPPIES AND WIPES
Key points
Money saving drives product choice
Figure 39: Attitudes towards babies and children’s products, January 2014
Young parents most likely to pay for quality
Advice sources
THE CONSUMER – INTEREST IN NEW PRODUCT DEVELOPMENT
Key points
Added benefits in nappies of interest
Figure 40: Interest in product development, January 2014
Mum & Me Products
Subscription services hold low appeal
APPENDIX – MARKET DRIVERS
Figure 41: Number of children in the UK, by age group, 2008-18
Figure 42: Unstandardised mean age of mothers at live birth, England and Wales, 1977-2012
APPENDIX – WHO’S INNOVATING?
Figure 43: New product launches in the babies and children’s personal care market, by launch type, UK, 2010-13
Figure 44: New product launches in the UK babies and children’s personal care market, branded vs own-label, 2010-13
APPENDIX – BRAND COMMUNICATIONS AND PROMOTIONS
Figure 45: Main monitored media advertising spend on babies and children’s personal care products, disposable nappies and baby wipes, spend by company, 2009-13
APPENDIX – THE CONSUMER – PRODUCTS PURCHASED
Figure 46: Babies and children’s products purchased, January 2014
Figure 47: Most popular babies and children’s products purchased, by demographics, January 2014
Figure 48: Next most popular babies and children’s products purchased, by demographics, January 2014
Figure 49: Other babies and children’s products purchased, by demographics, January 2014
Figure 50: Factors influencing purchasing of babies and children’s products, by most popular babies and children’s products purchased, January 2014
Figure 51: Factors influencing purchasing of babies and children’s products, by next most popular babies and children’s products purchased, January 2014
Figure 52: Factors influencing purchasing of babies and children’s products, by other babies and children’s products purchased, January 2014
Repertoire analysis
Figure 53: Repertoire of babies and children’s products purchased, by demographics, January 2014
Figure 54: Babies and children’s products purchased, by repertoire of babies and children’s products purchased, January 2014
Figure 55: Attitudes towards babies and children’s products, by repertoire of babies and children’s products purchased, January 2014
Figure 56: Interest in product development, by repertoire of babies and children’s products purchased, January 2014
APPENDIX – THE CONSUMER – FACTORS INFLUENCING PURCHASE
Figure 57: Factors influencing purchase of babies and children’s products, January 2014
Figure 58: Most popular factors influencing purchasing of babies and children’s products, by demographics, January 2014
Figure 59: Next most popular factors influencing purchasing of babies and children’s products, by demographics, January 2014
Figure 60: Other factors influencing purchasing of babies and children’s products, by demographics, January 2014
Figure 61: Interest in product development, by most popular factors influencing purchasing of babies and children’s products, January 2014
Figure 62: Interest in product development, by next most popular factors influencing purchasing of babies and children’s products, January 2014
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS NAPPIES
Figure 63: Attitudes towards nappies and training pants, January 2014
Figure 64: Most popular attitudes towards nappies and training pants, by demographics, January 2014
Figure 65: Next most popular attitudes towards nappies and training pants, by demographics, January 2014
APPENDIX – THE CONSUMER – SHOPPING FOR BABIES’ AND CHILDREN’S PERSONAL CARE PRODUCTS, NAPPIES AND WIPES
Figure 66: Attitudes towards babies and children’s products, January 2014
Figure 67: Most popular attitudes towards babies and children’s products, by demographics, January 2014
Figure 68: Next most popular attitudes towards babies and children’s products, by demographics, January 2014
Figure 69: Babies and children’s products purchased, by most popular attitudes towards babies and children’s products, January 2014
Figure 70: Babies and children’s products purchased, by next most popular attitudes towards babies and children’s products, January 2014
APPENDIX – THE CONSUMER – INTEREST IN NEW PRODUCT DEVELOPMENT
Figure 71: Interest in product development, January 2014
Figure 72: Most popular interest in product development, by demographics, January 2014
Figure 73: Next most popular interest in product development, by demographics, January 2014
Figure 74: Other interest in product development, by demographics, January 2014
Figure 75: Attitudes towards babies and children’s products, by most popular interest in product development, January 2014
Figure 76: Attitudes towards babies and children’s products, by next most popular interest in product development, January 2014

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