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Babies' and Children's Personal Care Products, Nappies and Wipes - UK - March 2015

“As the baby boom shows evidence of coming to an end, it may be more relevant for the category to focus on toddlers rather than new-borns. Extending product ranges for older children and offering greater product segmentation by age could be a way to ensure the category shows growth. Greater transparency in ingredients also offers opportunities, as parents show evidence of becoming more ingredient-savvy. Discount retailers have shown strong growth in the category and hamper overall growth in value. Retailers can remain competitive with special offers across product ranges to drive trial.”
– Roshida Khanom, Senior Research Analyst

This report looks at the following areas:

  • Baby boom comes to an end
  • Parents are becoming more ingredient-savvy/sophisticated in their knowledge
  • Discount retailers are taking a bigger slice of the pie

The babies’ and children’s personal care, nappies and wipes market has shown a decline in value in 2014, as the baby boom shows evidence of coming to an end. The number of live births recorded by the ONS (Office for National Statistics) declined by 4% in 2013 suggesting that the category may struggle to show growth in value again. A lack of NPD (New Product Development), as well as reduced investment in advertising, has also contributed to the decline. With half of parents who buy nappies and wipes bulk buying during times of special offer, low prices are driving down the value of the overall category.

The banning of a number of preservatives from use in leave-on products for babies in 2015 will likely boost NPD in the category as brands look to reformulate. Sales are also expected to benefit, particularly as some parents feel that ingredients in personal care products can be harmful to children and babies. Indeed, product positioning claims have already begun to see more of a movement away from generic botanical claims to the more health-driven hypoallergenic and paraben-free claims to help alleviate concerns.

Within this report we investigate the products parents are purchasing in the personal care, nappies and wipes segments and attitudes towards shopping for each segment. This report also investigates where parents are buying products, as well as overall attitudes towards babies’ and children’s personal care products.

For the purposes of this report, children are defined as under the age of 5.

This report covers the market for babies’ and children’s toiletries and skincare products, nappies and wipes, including:

  • Baby wipes and pre-moistened tissues
  • Shampoo and haircare products
  • Bath, shower and wash products
  • Skincare products such as lotion, powder and oil
  • Oral hygiene products such as toothpastes
  • Suncare products for babies and children
  • Disposable nappies Disposable training nappies/pants
  • Disposable baby wipes aimed exclusively at baby usage.

Excluded:

    • Toiletries, skincare, make-up and fragrances used by children, but which are not specifically targeted at them
    • Cotton wool, facial wipes used when nappy changing and cotton buds
    • Non-disposable terry towelling cloth nappies are outside the scope of this report
    • Disposable nappy liners for use with towelling nappies
    • Incontinence products used by adults
    • All adult-targeted clean-up wipes for removing make-up, moistened toilet tissue and feminine hygiene wipes
    • Toddler/children’s toilet wipes, such as Kandoo toilet wipes Bed protection pads or mats.

 

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Table of contents

  1. Introduction

      • Products covered in this report
        • Abbreviations
        • Executive Summary

            • Market value declines
              • Figure 1: UK best- and worst-case forecast for babies’ and children’s personal care products, nappies and wipes, 2009-19
            • End of the baby boom
              • Personal care shows decline in launch activity…
                • Figure 2: New product launches in the UK babies’ and children’s personal care market, by category, 2011-14
              • …whilst nappies and wipes rises in NPD
                • Figure 3: New product launches in the UK nappies and wipes market, by category, 2011-14
              • Parents choose to shop in-store
                • Figure 4: Places of purchase of babies’ and children’s personal care products, nappies and wipes, December 2014
              • Parents seek advice from other parents over health professionals
                • Figure 5: Attitudes towards shopping for babies’ and children’s personal care products, December 2014
              • What we think
              • Issues and Insights

                  • Baby boom comes to an end
                    • The facts
                      • The implications
                        • Parents are becoming more ingredient-savvy/sophisticated in their knowledge
                          • The facts
                            • The implications
                              • Discount retailers are taking a bigger slice of the pie
                                • The facts
                                  • The implications
                                  • Trend Application

                                      • Trend: Guiding Choice
                                        • Trend: Experience is All
                                          • Trend: Totophobia
                                          • Market Drivers

                                            • Key points
                                              • Baby boom comes to an end
                                                • Figure 6: Number of live births in the UK, 2003-13
                                              • Population of older children set to rise
                                                • Figure 7: Trends in age structure of the UK population – 0-9s, 2009-19
                                              • Non-traditional families are struggling
                                                • Figure 8: Modern family typologies of families with children aged 0-4, June 2013
                                              • Mums using the internet
                                                • Figure 9: Online engagement during pregnancy, June 2014
                                              • Ban on chemicals
                                                • Figure 10: Reasons for preferring natural/organic toiletries by parents who buy natural/organic toiletries for their baby/child, September 2014
                                            • Who’s Innovating?

                                              • Key points
                                                • Innovation in personal care drops
                                                  • Figure 11: New product launches in the UK babies’ and children’s personal care market, by category, 2011-14
                                                • Focus on oral care
                                                  • Figure 12: Examples of oral care launches designed for children aged 0-4, 2014
                                                • Hypoallergenic increases in focus, whilst botanical/herbal declines
                                                  • Figure 13: New product launches in the babies’ and children’s personal care market, by top product positioning claims in 2014, 2013 and 2014
                                                • Own-label brands are active
                                                  • Figure 14: New product launches in the UK babies’ and children’s personal care market, by top ultimate companies and others, 2014
                                                • Organic brands show launch activity in 2014
                                                  • Figure 15: Examples of branded launches for babies, 2014
                                                • Innovation rises in nappies and wipes
                                                  • Figure 16: New product launches in the UK nappies and wipes market, by category, 2011-14
                                                • Brands leap forward in 2014
                                                  • Figure 17: New product launches in the UK nappies and wipes market, branded vs own-label, 2011-14
                                                • Bigger is better
                                                  • Figure 18: New product launches in the nappies and wipes market, by top ultimate companies and others, 2014
                                                  • Figure 19: Examples of larger pack sizes of nappies and wipes launched in 2014
                                                • Focusing on older children
                                                  • Figure 20: Examples of launches aimed at older/bigger babies, 2014
                                              • Market Size and Forecast

                                                • Key points
                                                  • Value sales begin to decline
                                                    • Figure 21: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, at current and constant 2014 prices, 2009-19
                                                  • Continued decline estimated
                                                    • Figure 22: UK best- and worst-case forecast for babies’ and children’s personal care products, nappies and wipes, 2009-19
                                                  • Forecast methodology
                                                  • Segment Performance

                                                    • Key points
                                                      • Nappies and wipes show a bigger decline
                                                        • Figure 23: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by category, 2013 and 2014
                                                      • Other baby toiletries rise in value
                                                      • Market Share

                                                        • Key points
                                                          • Huggies nappies struggle to show growth
                                                            • Figure 24: Brand shares in UK retail value sales of disposable nappies, January 2014 and January 2015
                                                          • Branded nappies impacted by own-label
                                                            • Huggies performs better in wipes
                                                              • Figure 25: Brand shares in UK retail value sales of baby wipes, January 2014 and January 2015
                                                            • Cussons continues to show growth
                                                              • Figure 26: Brand shares in UK retail value sales of babies’ and children’s personal care products, January 2014 and January 2015
                                                          • Companies and Products

                                                            • Johnson & Johnson (McNeil Products)
                                                              • Background and structure
                                                                • Strategy and financial performance
                                                                  • Figure 27: McNeil Healthcare (UK) Limited financial performance, 2012 and 2013
                                                                • Product range and innovation
                                                                  • Figure 28: Examples of new product launches by Johnson & Johnson in the babies’ and children’s personal care and wipes market, 2014
                                                                • Marketing and advertising
                                                                  • Procter & Gamble
                                                                    • Background and structure
                                                                      • Strategy and financial performance
                                                                        • Figure 29: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2012 and 2013
                                                                      • Product range and innovation
                                                                        • Figure 30: Examples of new product launches by Procter & Gamble in the babies’ and children’s personal care, nappies and wipes market, 2014
                                                                      • Marketing and advertising
                                                                        • Kimberly-Clark
                                                                          • Background and structure
                                                                            • Product range and innovation
                                                                              • Figure 31: Examples of new product launches by Kimberly-Clark in the nappies and wipes market, 2014
                                                                            • Marketing and advertising
                                                                              • PZ Cussons
                                                                                • Background and structure
                                                                                  • Strategy and financial performance
                                                                                    • Figure 32: Key financials for PZ Cussons UK, 2012 and 2013
                                                                                  • Product range and innovation
                                                                                      • Figure 33: Examples of new product launches by PZ Cussons in the babies’ and children’s personal care market, 2014
                                                                                    • Marketing and advertising
                                                                                    • Brand Communication and Promotion

                                                                                      • Key points
                                                                                        • Advertising spend sees a decline
                                                                                          • Figure 34: Main monitored media advertising spend on babies’ and children’s personal care products, nappies and wipes, 2011-14
                                                                                        • Advertising continues focus on wipes
                                                                                          • Figure 35: Main monitored media advertising spend on babies’ and children’s personal care products, nappies and wipes, by product type, 2011-14
                                                                                        • TV advertising sees rise in investment
                                                                                          • Figure 36: Main monitored media advertising spend on babies’ and children’s personal care products, disposable nappies and baby wipes, by media type, 2013 and 2014
                                                                                        • Focus on new-borns
                                                                                          • Figure 37: Main monitored media advertising spend on babies’ and children’s personal care products, nappies and wipes, percentage share by company, 2014
                                                                                        • Own-label brands hold events
                                                                                          • Huggies remains prominent in advertising
                                                                                          • Brand Research

                                                                                            • What you need to know
                                                                                              • Brand map
                                                                                                • Figure 38: Attitudes towards and usage of selected brands, January 2015
                                                                                              • Key brand metrics
                                                                                                • Figure 39: Key metrics for selected brands, January 2015
                                                                                              • Brand attitudes: Huggies and Pampers are built on perceived reputation
                                                                                                • Figure 40: Attitudes, by brand, January 2015
                                                                                              • Brand personality: Cussons has most subdued brand image
                                                                                                • Figure 41: Brand personality – macro image, January 2015
                                                                                              • Simple Baby and Nature Babycare struggle to generate strongly defined images
                                                                                                • Figure 42: Brand personality – micro image, January 2015
                                                                                              • Brand analysis
                                                                                                • Pampers has an all-round image based on expertise and reputation
                                                                                                  • Figure 43: User profile of Pampers, January 2015
                                                                                                • Johnson & Johnson capitalises on rich history to create classic and trustworthy associations
                                                                                                  • Figure 44: User profile of Johnson & Johnson, January 2015
                                                                                                • Huggies has similar image to Pampers despite withdrawal of nappies in UK
                                                                                                  • Figure 45: User profile of Huggies, January 2015
                                                                                                • Cussons perhaps in need of a refresh due to old-fashioned perceptions
                                                                                                  • Figure 46: User profile of Cussons, January 2015
                                                                                                • Simple Baby appears to lack the perception of having a comprehensive product range
                                                                                                  • Figure 47: User profile of Simple Baby, January 2015
                                                                                                • Nature Babycare clearly signposts natural credentials but lacks the awareness to make a strong impression
                                                                                                  • Figure 48: User profile of Nature Babycare, January 2015
                                                                                              • Channels to Market

                                                                                                • Key points
                                                                                                  • Grocery multiples take two thirds of sales
                                                                                                    • Figure 49: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by outlet type, 2013 and 2014
                                                                                                • The Consumer – Products Purchased

                                                                                                  • Key points
                                                                                                    • Dads are more likely to buy traditional products
                                                                                                      • Figure 50: Babies’ and children's personal care products, nappies and wipes purchased in the last 12 months, January 2014 and December 2014
                                                                                                    • Toothpaste and suncare purchases decline
                                                                                                      • One in five parents choose essentials only
                                                                                                        • Figure 51: Repertoire of babies’ and children's personal care products, nappies and wipes purchased in the last 12 months, January 2014 and December 2014
                                                                                                    • The Consumer – Places of Purchase

                                                                                                      • Key points
                                                                                                        • Parents favour bricks and mortar…
                                                                                                          • Figure 52: Places of purchase of babies’ and children’s personal care products, nappies and wipes, December 2014
                                                                                                        • …however, online plays an important role
                                                                                                          • Expertise drives shopping at pharmacies
                                                                                                            • Price drives discount stores
                                                                                                            • The Consumer – Shopping for Personal Care Products

                                                                                                              • Key points
                                                                                                                • Other parents are a greater source of influence than health professionals
                                                                                                                  • Figure 53: Attitudes towards shopping for babies’ and children’s personal care products, December 2014
                                                                                                                • Less affluent parents are more likely to seek professional advice
                                                                                                                  • A quarter are worried about ingredients
                                                                                                                    • Brand name remains important
                                                                                                                    • The Consumer – Shopping for Nappies and Wipes

                                                                                                                      • Key points
                                                                                                                        • Nappies and wipes purchased on special offer
                                                                                                                          • Figure 54: Attitudes towards shopping for nappies and wipes, December 2014
                                                                                                                        • Brand loyalty is high
                                                                                                                          • Concern drives usage of reusable nappies
                                                                                                                          • The Consumer – Attitudes towards Babies’ and Children’s Personal Care, Nappies and Wipes

                                                                                                                            • Key points
                                                                                                                              • Bath times are for bonding
                                                                                                                                • Figure 55: Attitudes towards babies’ and children’s personal care products, nappies and wipes, December 2014
                                                                                                                              • Sense of responsibility drives desire to seek advice
                                                                                                                                • Mums like to give advice
                                                                                                                                • Appendix – Segment Performance

                                                                                                                                    • Figure 56: UK retail unit sales of babies’ and children’s personal care products, nappies and wipes, by category, 2013 and 2014
                                                                                                                                    • Figure 57: Price per unit of babies’ and children’s personal care products, nappies and wipes, by category, 2013 and 2014

                                                                                                                                Companies Covered

                                                                                                                                • Kimberly-Clark (UK)

                                                                                                                                Babies' and Children's Personal Care Products, Nappies and Wipes - UK - March 2015

                                                                                                                                £1,995.00 (Excl.Tax)