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

“The disposable nappy and personal care segments were the worst performers in the market in 2013. Encouraging consumers to switch back to brands, and move away from savvy shopping techniques will be essential for returning the categories to growth.”

– Charlotte Libby- Senior Beauty Analyst

Some questions answered in this report include:

  • How are brands being threatened by own-label products in the disposables market?
  • How can the sales decline in personal care be reversed?

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Table of contents

  1. 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

                                                                                                                          Companies Covered

                                                                                                                          • Amazon UK
                                                                                                                          • Facebook, Inc.
                                                                                                                          • Johnson & Johnson
                                                                                                                          • Johnson & Johnson Ltd
                                                                                                                          • Oral B Laboratories Ltd
                                                                                                                          • Procter & Gamble Company (The)
                                                                                                                          • Procter & Gamble UK & Ireland
                                                                                                                          • PZ Cussons
                                                                                                                          • The Green People Company Ltd
                                                                                                                          • United Nations Children's Fund (UNICEF)
                                                                                                                          • Walt Disney Company, The

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

                                                                                                                          US $2,478.79 (Excl.Tax)