Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

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

“With the baby boom set to continue in the year ahead, and the average age of parents rising, this comes as good news to the category suggesting the market will continue to grow. A growingly multicultural environment offers opportunities to bring foreign influences into product innovations.”

– Roshida Khanom, Personal Care Analyst

Some questions answered in this report include:

  • 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?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. 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

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Alliance Boots UK Retail
                                                                                                                                                          • Boots UK health & beauty retail
                                                                                                                                                          • Colgate-Palmolive UK Ltd
                                                                                                                                                          • Garnier
                                                                                                                                                          • Johnson & Johnson
                                                                                                                                                          • Kimberly-Clark (UK)
                                                                                                                                                          • L'Oréal (UK)
                                                                                                                                                          • Oral B Laboratories Ltd
                                                                                                                                                          • Procter & Gamble UK & Ireland
                                                                                                                                                          • Tesco Plc
                                                                                                                                                          • The Body Shop - Retail Sales
                                                                                                                                                          • The Disney Store Ltd
                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                          • Unilever Bestfoods UK Ltd
                                                                                                                                                          • Walgreen Co

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

                                                                                                                                                          US $2,570.96 (Excl.Tax)