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 - March 2016

“The babies’ and children’s nappies and wipes market continues to see sales declines as parents switch to discounters for cheaper purchases. While branded innovation returns in 2015, the slowing birth rate means the market is not expected to return to growth. Babies’ and children’s personal care products have fared better in 2015, with concern over ingredient safety seeing parents happy to pay more for quality.”
– Charlotte Libby, Senior Beauty Analyst

This report examines the following areas:

  • Dads taking a more proactive role in buying for baby
  • Invigorating sales of nappies and wipes

Within the market, some sectors perform better than others, with the popularity of discount retailers seeing nappy and wipes sales struggle, while personal care products remain more robust due to concerns over ingredients.

This report examines product preferences of parents, as well as their childcare routines, buying behaviours and attitudes towards products and ingredients.

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. Overview

    • What you need to know
      • Products covered in this report
        • Excluded
        • Executive Summary

            • The market
              • Market declines steepen
                • Figure 1: UK best- and worst-case forecast for babies’ and children’s personal care products, nappies and wipes, 2010-20
              • Changing household structure
                • Figure 2: Working status of families, December 2015
              • Companies and brands
                • NPD slows in the babies’ and children’s BPC market
                  • Figure 3: New product launches in the UK babies’ and children’s personal care market, by category, 2012-15
                • The consumer
                  • Four in five children under the age of two wear disposable nappies
                    • Figure 4: Babies’ and children's personal care products, nappies and wipes purchased in the last 12 months, by age of child, December 2015
                  • The power of the supermarket
                    • Figure 5: Attitudes towards buying babies’ and children’s personal care products, nappies and wipes, December 2015
                  • Dads take the night-time nappy changes and get less sleep
                    • Figure 6: Number of nappy changes in the day and night, December 2015
                  • Parents of younger children more cautious
                    • Figure 7: Attitudes towards’ babies and children’s BPC products, by age of child, December 2015
                  • What we think
                  • Issues and Insights

                    • Dads taking a more proactive role in buying for baby
                      • The facts
                        • The implications
                          • Invigorating sales of nappies and wipes
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Market declines steepen
                                  • Nappies and wipes see steepest declines
                                    • Bath time can be a treat
                                      • Discounters the preference for consumers
                                        • End of the baby boom
                                          • Changing household structure
                                            • Paternity leave changes
                                            • Market Size and Forecast

                                              • Falling nappy and wipes sales escalate market decline
                                                • Figure 8: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, 2010-20
                                              • Future sales expected to see continued declines
                                                • Figure 9: UK best- and worst-case forecast for babies’ and children’s personal care products, nappies and wipes, 2010-20
                                            • Segment Performance

                                              • Nappies and baby wipes see steepest declines
                                                • Figure 10: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by category, 2014-15
                                              • Personal care market remains more stable
                                                • Bath time can be a treat
                                                • Channels to Market

                                                  • Discounters the preference for consumers
                                                    • Figure 11: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by outlet type, 2014-15
                                                  • Independents struggle the most
                                                  • Market Drivers

                                                    • End of the baby boom
                                                      • Figure 12: Total live births in England and Wales, by gender, 2004-14
                                                      • Figure 13: Trends in the age structure of the UK population aged 0-9, by gender, 2010-20
                                                    • Changing household structure
                                                      • Figure 14: Household composition December 2015
                                                    • Paternity leave changes
                                                      • Figure 15: Working status of families, December 2015
                                                    • Rise of the blended family
                                                      • Figure 16: Make up of UK families, December 2015
                                                    • Product scares impact consumer purchasing
                                                    • Companies and Brands – What You Need to Know

                                                      • Own-label sales outperform the nappies market
                                                        • Sensitive skin formulae win in the personal care sector
                                                          • NPD slows in the babies’ and children’s BPC market
                                                            • Soap and bath focus in 2016
                                                              • Aromatherapy claims grow
                                                                • Innovation returns to the nappies market
                                                                  • P&G leads innovation and advertising spend
                                                                    • Johnson’s speaks to dads
                                                                    • Market Share

                                                                      • Own-label sales outperform the nappies market
                                                                        • Figure 17: Brand shares in the disposable nappies market, years ending November, 2014 and 2015
                                                                      • Brands see big declines in baby wipes
                                                                        • Figure 18: Brand shares in the baby wipes market, years ending November, 2014 and 2015
                                                                      • A strong year for Metanium
                                                                        • Figure 19: Brand shares in the baby toiletries market, years ending November, 2014 and 2015
                                                                    • Launch Activity and Innovation

                                                                      • NPD slows in the babies’ and children’s BPC market
                                                                        • Figure 20: New product launches in the UK babies’ and children’s personal care market, by category, 2012-15
                                                                      • Soap and bath focus in 2016
                                                                        • Figure 21: Product launch examples in the babies’ and children’s bath additives segment, 2015
                                                                      • Sun exposure products take 10% of launch activity
                                                                        • Figure 22: Product launch examples in the babies’ and children’s sun protection segment, 2015
                                                                      • Health and dietary claims growth
                                                                        • Figure 23: Fastest growing/declining product positioning claims by % point difference in the babies’ and children’s personal care market, 2014-15
                                                                      • Aromatherapy claims grow
                                                                        • Figure 24: Product launch examples in the babies’ and children’s personal care market with an aromatherapy claim, 2015
                                                                      • HEMA joins top innovative companies
                                                                        • Figure 25: New product launches in the UK babies’ and children’s personal care market, by top 5 ultimate companies and other, 2015
                                                                        • Figure 26: Product launch examples in the babies’ and children’s personal care market with innovative textures, 2015
                                                                      • Innovation returns to the nappies market
                                                                        • Figure 27: New product launches in the UK nappies and wipes market, by category, 2012-15
                                                                      • Brands take innovation away from own-label
                                                                        • Figure 28: New product launches in the nappies and wipes market, by top 5 ultimate companies and other, 2015
                                                                        • Figure 29: Examples of new Huggies baby wipes packaging (Kimberly-Clark), 2015
                                                                    • Advertising and Marketing Activity

                                                                      • Total advertising spend increases
                                                                        • Figure 30: Total above-the line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, 2013-15
                                                                      • Increased nappy NPD lifts advertising spend
                                                                        • Figure 31: Total above-the line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by product type, 2014-15
                                                                      • P&G lead innovation and advertising spend
                                                                        • Figure 32: Total above-the line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by top 5 companies and other, 2015
                                                                      • Johnsons speaks to dads
                                                                        • Figure 33: Johnson’s Daddy Diaries Facebook videos, 2015
                                                                      • TV spend lifts market
                                                                        • Figure 34: Total above-the line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by media type, 2013-15
                                                                      • Nielsen Ad Intel coverage
                                                                      • Brand Research

                                                                          • Johnson’s the most trusted brand
                                                                            • Figure 35: Attitudes towards and usage of selected brands, December 2015
                                                                          • Baby Bee differentiates from competitors
                                                                            • Mum & Me scores the highest for excellent experience
                                                                              • Figure 36: Key metrics for selected brands, December 2015
                                                                            • Oilatum Junior seen as expert quality
                                                                              • Figure 37: Attitudes, by brand, December 2015
                                                                            • Earth Friendly Baby a fun brand
                                                                              • Figure 38: Brand personality – macro image, December 2015
                                                                            • Childs Farm has a weaker brand image
                                                                              • Figure 39: Brand personality – micro image, December 2015
                                                                            • Brand analysis
                                                                              • Oilatum Junior benefits from sponsorship
                                                                                • Figure 40: User profile of Oilatum Junior, December 2015
                                                                              • Johnson’s appeals to a traditional audience
                                                                                • Figure 41: User profile of Johnson’s, December 2015
                                                                              • Cussons Mum & Me
                                                                                • Figure 42: User profile of Cussons Mum & Me, December 2015
                                                                              • Burt’s Bees Baby Bee
                                                                                • Figure 43: User profile of Burt’s Bees Baby Bee, December 2015
                                                                              • Earth Friendly Baby
                                                                                • Figure 44: User profile of Earth Friendly Baby, December 2015
                                                                              • Childs Farm
                                                                                • Figure 45: User profile of Childs Farm, December 2015
                                                                            • The Consumer – What You Need to Know

                                                                              • Four in five children under the age of two wear disposable nappies
                                                                                • Adult products for sensitive skin threaten sales
                                                                                  • Purchasing power of dads
                                                                                    • Baby wipes have high frequency of use
                                                                                      • The power of the supermarket
                                                                                        • Dads take the night-time nappy changes…
                                                                                          • …and as a result get less sleep
                                                                                            • Bathing as part of the bedtime routine
                                                                                              • Parents of younger children more cautious
                                                                                                • Allergies and sensitivities a key concern
                                                                                                • Product Purchase and Usage

                                                                                                  • Four in five children under the age of two wear disposable nappies
                                                                                                    • Figure 46: Babies’ and children's personal care products, nappies and wipes purchased in the last 12 months, by age of child, December 2015
                                                                                                  • Lifting sales in the baby bubble bath market
                                                                                                    • Purchasing power of dads
                                                                                                      • Figure 47: Babies’ and children's personal care products, nappies and wipes purchased in the last 12 months, by gender of parent, December 2015
                                                                                                    • Baby wipes have high frequency of use
                                                                                                      • Figure 48: Frequency of using babies’ wipes and personal care products, December 2015
                                                                                                  • Buying Behaviours

                                                                                                    • The power of the supermarket
                                                                                                      • Figure 49: Attitudes towards buying babies’ and children’s personal care products, nappies and wipes, December 2015
                                                                                                    • Discounters popular for nappy purchases
                                                                                                      • Desire for expert guidance highest amongst dads
                                                                                                      • Care Routines

                                                                                                        • A third of parents have no night nappy changes
                                                                                                          • Figure 50: Number of nappy changes in the day and night, December 2015
                                                                                                        • Dads take the night-time nappy changes…
                                                                                                          • …and as a result get less sleep
                                                                                                            • Figure 51: Number of hours’ sleep per night for parents and children, December 2015
                                                                                                          • Bathing as part of the bedtime routine
                                                                                                            • Figure 52: Number of baths given to youngest child per week, December 2015
                                                                                                        • Attitudes towards Babies’ and Children’s BPC Products

                                                                                                          • Parents of younger children more cautious
                                                                                                            • Figure 53: Attitudes towards babies’ and children’s BPC products, by age of child, December 2015
                                                                                                          • Allergies and sensitivities a key concern
                                                                                                            • One in five parents would use adult products on children
                                                                                                              • Figure 54: Attitudes towards using babies’ and children’s BPC products, by age of child, December 2015
                                                                                                            • Crowd-sourced vs personal opinion
                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                              • Data sources
                                                                                                                • Abbreviations
                                                                                                                  • Consumer research methodology
                                                                                                                    • Fan chart forecast
                                                                                                                    • Appendix – Companies and Brands

                                                                                                                        • Figure 55: New product development in the UK babies and children’s personal care market by launch type, 2012-15
                                                                                                                        • Figure 56: New product development in the UK babies and children’s personal care market by sub category, 2012-15
                                                                                                                        • Figure 57: New product development in the UK nappies and wipes market, branded vs own-label, 2013-15
                                                                                                                        • Figure 58: New product development in the UK nappies and wipes market, by top 5 ultimate companies and other in 2015, 2013-15

                                                                                                                    Companies Covered

                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                    Babies' and Children's Personal Care Products, Nappies and Wipes - UK - March 2016

                                                                                                                    £1,995.00 (Excl.Tax)