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Babies' and Children's Personal Care Products - UK - March 2011

  • In order to grab parents' attention, manufacturers are increasingly focusing on introducing new products that are fun to use for babies' and children. Children's character-licensed toiletries are becoming increasingly common. Almost one in six parents buy toiletries for their baby or child which feature characters.
  • Own label has grown in value by 10% since 2008, buoyed by the recession with consumers looking for bargains. Just under a quarter of consumers believe that the quality of own-label products is just as good as branded. This underlines the need for branded manufacturers to highlight their unique qualities and to justify their price, through parameters such as quality and innovation, and to create an emotional connection with consumers.
  • Approaching half of parents say that a well-known brand is an important consideration when buying toiletries for their offspring. And with the US phenomenon of baby showers becoming more common in the UK, this is an opportunity for big name baby brands to get involved in the gifting market, providing gift baskets of baby essentials that the mother is likely to continue buying once their baby is born. "
  • Baby toiletries are used by one quarter of parents on themselves, so this offers potential for brands typically seen as ‘just for baby’ to expand into the wider toiletries market to cater for adults as well; perhaps on a sensitive skin platform.
  • Organic versions of babies’ and children’s toiletries are deemed too expensive to buy according to 11% of consumers, with just over two thirds of consumers buying organic products only when they are on special offer. There is more potential for retailers own-label ranges such as Waitrose Organics and Boots Botanics (which has some organic products) to expand into the baby toiletries sector to appeal to the most cost conscious shoppers.
  • Three quarters of all parents purchase baby wipes, and this sector dominates the babies’ and children’s personal care market, accounting for almost two thirds of total value sales. Females (79%) are more likely to purchase wipes compared to males (71%). Focusing on the multiple uses of baby wipes in marketing can help to extend product appeal to a variety of target audiences. For example, women can be targeted due to the ease with which make-up up can be cleaned from the face or those who frequently suffer minor cuts and scratches, such as builders, decorators and gardeners can also be targeted, due to the mildness of wipes in helping to clean wounds.

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Table of contents

  1. Introduction

      • Definitions
        • Excluded
        • Issues in the Market

            • How is the market for babies’ and children’s toiletries performing?
              • How does the market for babies’ and children’s personal care compare to other babycare sectors?
                • Which are the leading brands in this market and how is the current economic climate affecting their performance against own-label alternatives?
                  • How are brands developing babies’ and children’s personal care products to attract the attention of both parents and children?
                    • What are the most important factors influencing consumers’ decisions over what products to use on their children?
                    • Future Opportunities

                        • Trend: Guiding Choice
                          • Trend: Extend my Brand
                          • Executive Summary

                              • The market
                                • Figure 1: Babies’ and Children’s market size and forecast 2005-15
                              • Birth rates support market
                                • Toddler-specific toiletries are a far smaller sector
                                  • Market factors
                                    • Rising birth rate and older mothers
                                      • Role of the internet
                                        • Companies, brands and innovation
                                          • Figure 2: Manufacturers’ shares in UK retail value sales of babies and children’s toiletries, 2010
                                        • Johnson & Johnson leads the way
                                          • Innovation centred around bodycare products
                                            • The consumer
                                              • Figure 3: Factors influencing purchase of babies’ and children’s toiletries in last 12 months, February 2011
                                            • Trust in the name
                                              • Recommendations
                                                • What we think
                                                • Internal Market Environment

                                                  • Key points
                                                    • Growth in the baby and child population boosts market
                                                      • Figure 4: Number of births, UK, 2005-15
                                                      • Figure 5: UK child population, by age, 2005-15
                                                    • Increase in adults entering the family lifestage
                                                      • Figure 6: Forecast adult population trends, by lifestage, 2005-15
                                                    • Number of women over 40 giving birth trebles over past two decades
                                                      • Figure 7: UK birth statistics and mean age of women at child birth, 2005-15
                                                    • Helping hand with finances
                                                      • Baby showers
                                                        • Children’s eczema
                                                        • Broader Market Environment

                                                          • Key points
                                                            • Online community
                                                              • Figure 8: Broadband penetration, by age of children in household, 2004-10
                                                            • The demand for organic baby products
                                                              • Safety from the sun
                                                                • VAT change and its effect on prices
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Number of new innovations
                                                                      • Figure 9: New product activity in UK babies’ and children’s toiletries, 2006-10
                                                                    • Bodycare and suncare are key areas of focus
                                                                      • Figure 10: New product activity in babies’ and children’s personal care, % share by category, 2010
                                                                    • Innovations focus on babies and toddlers
                                                                      • Figure 11: New product activity in babies’ and children’s personal care, by product claim, 2007-10
                                                                    • Downturn in economy buoys own-label
                                                                      • Figure 12: New product activity in babies’ and children’s toiletries, by branded vs. own-label, 2006-10
                                                                    • Over a third of new innovations in the past year were natural and organic
                                                                      • For the fun of it
                                                                        • Character building
                                                                        • Strengths and Weaknesses

                                                                          • Strengths
                                                                            • Weaknesses
                                                                            • Competitive Context

                                                                              • Key points
                                                                                • Minor competition from mainstream toiletries
                                                                                  • Cutting the household budget
                                                                                    • Figure 13: UK retail sales of selected babies’ and children’s products, 2005-10
                                                                                  • Vast number of nappies each day
                                                                                    • Baby milk experiences robust growth
                                                                                      • Parents are reluctant to cut back on baby food spending despite the recession
                                                                                        • Medication sluggish growth
                                                                                          • Baby and nursery equipment a growing market
                                                                                          • Market Size and Forecast

                                                                                            • Key points
                                                                                              • Figure 14: UK retail value sales of babies’ and children’s personal care products, 2005-15
                                                                                            • Price discounting during the recession slows market growth
                                                                                              • Future of the market
                                                                                                • Forecast
                                                                                                  • Figure 15: Best- and worst-case forecast sales of babies’ and children’s toiletries, 2005-15
                                                                                              • Segment Performance

                                                                                                • Key points
                                                                                                  • Figure 16: UK retail value sales of babies’ and children’s personal care products, by target age, 2008-10
                                                                                                • Category performance
                                                                                                  • Figure 17: UK retail value sales of babies’ and children’s personal care products, by sector, 2008-10
                                                                                              • Market Share

                                                                                                • Key points
                                                                                                  • Figure 18: Manufacturers’ shares in UK retail value sales of babies’ and children’s personal care, 2008-10
                                                                                                • Own-label enjoys value growth
                                                                                                • Companies and Products

                                                                                                  • Boots UK
                                                                                                    • Johnson & Johnson
                                                                                                      • Kimberly-Clark
                                                                                                        • L'Oréal
                                                                                                          • Sara Lee
                                                                                                            • Procter & Gamble
                                                                                                              • Beiersdorf
                                                                                                              • Brand Communication and Promotion

                                                                                                                • Key points
                                                                                                                  • Figure 19: Main monitored media advertising spend on babies’ and children’s personal care products, 2006-10
                                                                                                                • Comparison in monthly adspend and NPD
                                                                                                                  • Figure 20: Main monitored media advertising spend and new product launches on babies’ and children’s toiletries, by month, 2006-09
                                                                                                                • Advertisers
                                                                                                                  • Figure 21: Main monitored media advertising spend on babies’ and children’s personal care, % share by advertiser, 2007-10
                                                                                                              • Channels to Market

                                                                                                                • Key points
                                                                                                                  • Figure 22: UK retail value sales of babies’ and children’s toiletries, by outlet type, 2008-10
                                                                                                                • Grocery channel dominates
                                                                                                                  • High street chemist Boots competes on price and loyalty initiatives
                                                                                                                    • Advice giving is key USP for small independents
                                                                                                                    • The Consumer – Purchase of Babies’ and Children’s Toiletries

                                                                                                                      • Key points
                                                                                                                          • Figure 23: Babies’ and children’s toiletries bought in the last 12 months, February 2011
                                                                                                                        • Repertoire
                                                                                                                          • Figure 24: Repertoire of babies’ and children’s toiletries bought in the last 12 months, February 2011
                                                                                                                      • The Consumer – Use of Baby Wipes

                                                                                                                        • Key points
                                                                                                                          • Usage
                                                                                                                            • Figure 25: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2008-10
                                                                                                                          • Frequency of use
                                                                                                                            • Figure 26: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2007-09
                                                                                                                          • Wipes penetration down
                                                                                                                          • The Consumer – Purchase Influence

                                                                                                                            • Key points
                                                                                                                                • Figure 27: Factors influencing purchase of babies’ and children’s toiletries in the last 12 months, February 2011
                                                                                                                              • Big name brands
                                                                                                                                • Price has to be right
                                                                                                                                  • Asking for advice
                                                                                                                                    • Products suitable for sensitive skin/eczema
                                                                                                                                    • The Consumer – Attitudes towards Purchasing Babies’ and Children’s Toiletries

                                                                                                                                      • Key points
                                                                                                                                          • Figure 28: Attitudes towards buying toiletries for babies/toddlers, February 2011
                                                                                                                                        • Brand loyalty prevails
                                                                                                                                          • Branded vs. own-label
                                                                                                                                            • Nothing but the best for my child
                                                                                                                                              • Products for sharing
                                                                                                                                                • Attitudes towards organic
                                                                                                                                                  • Character merchandising
                                                                                                                                                  • Target Groups for Babies’ and Children’s Toiletries

                                                                                                                                                    • Key points
                                                                                                                                                      • Figure 29: Target groups for babies’ and children’s toiletries, February 2011
                                                                                                                                                    • Budget Conscious Buyers (23%)
                                                                                                                                                      • Brand Loyal Buyers (41%)
                                                                                                                                                        • Brand Conscious Buyers (36%)
                                                                                                                                                            • Figure 30: Adults aged 15+ who are parent/guardian to any children aged 0-8, by age of child, 2010
                                                                                                                                                            • Figure 31: Best and worst case forecasts for babies’ and children’s toiletries, 2010-15
                                                                                                                                                        • Appendix – Consumer Usage and Frequency of Baby Wipes

                                                                                                                                                            • Figure 32: Usage of baby wipes/pre-moistened tissues in the last 12 months, by demographics, 2010
                                                                                                                                                        • Appendix – The Consumer – Purchase of Babies’ and Children’s Toiletries

                                                                                                                                                            • Figure 33: Toiletries bought in the last 12 months, by repertoire of toiletries bought in the last 12 months, February 2011
                                                                                                                                                            • Figure 34: Most popular toiletries bought in the last 12 months, by demographics, February 2011
                                                                                                                                                            • Figure 35: Next most popular toiletries bought in the last 12 months, by demographics, February 2011
                                                                                                                                                            • Figure 36: Repertoire of toiletries bought in the last 12 months, by demographics, February 2011
                                                                                                                                                        • Appendix – Consumer – Purchase Influence

                                                                                                                                                            • Figure 37: Important considerations when buying toiletries, February 2011
                                                                                                                                                            • Figure 38: Toiletries bought in the last 12 months, by most popular considerations when buying toiletries, February 2011
                                                                                                                                                            • Figure 39: Toiletries bought in the last 12 months, by next most popular considerations when buying toiletries, February 2011
                                                                                                                                                            • Figure 40: Repertoire of important considerations when buying toiletries, February 2011
                                                                                                                                                            • Figure 41: Important considerations when buying toiletries, by repertoire of important considerations when buying toiletries, February 2011
                                                                                                                                                            • Figure 42: Important considerations when buying toiletries, by demographics, February 2011
                                                                                                                                                            • Figure 43: Repertoire of important considerations when buying toiletries, by demographics, February 2011
                                                                                                                                                        • Appendix – Consumer – Attitudes Towards Purchasing Babies’ and Children’s Toiletries

                                                                                                                                                            • Figure 44: Statements on babies’ and children’s toiletries, February 2011
                                                                                                                                                            • Figure 45: Toiletries bought in the last 12 months, by most popular statements on babies’ and children’s toiletries, February 2011
                                                                                                                                                            • Figure 46: Toiletries bought in the last 12 months, by next most popular statements on babies’ and children’s toiletries, February 2011
                                                                                                                                                            • Figure 47: Important considerations when buying toiletries, by most popular statements on babies’ and children’s toiletries, February 2011
                                                                                                                                                            • Figure 48: Important considerations when buying toiletries, by next most popular statements on babies’ and children’s toiletries, February 2011
                                                                                                                                                            • Figure 49: Most popular statements on babies’ and children’s toiletries, by demographics, February 2011
                                                                                                                                                            • Figure 50: Next most popular statements on babies’ and children’s toiletries, by demographics, February 2011
                                                                                                                                                        • Appendix – Target Groups

                                                                                                                                                            • Figure 51: Target groups, by demographics, February 2011
                                                                                                                                                            • Figure 52: Statements on babies’ and children’s toiletries, by target groups, February 2011
                                                                                                                                                            • Figure 53: Toiletries bought in the last 12 months, by target groups, February 2011
                                                                                                                                                            • Figure 54: Repertoire of toiletries bought in the last 12 months, by target groups, February 2011
                                                                                                                                                            • Figure 55: Important considerations when buying toiletries, by target groups, February 2011
                                                                                                                                                            • Figure 56: Repertoire of important considerations when buying toiletries, by target groups, February 2011

                                                                                                                                                        Companies Covered

                                                                                                                                                        • Alliance Boots
                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                        • Avon
                                                                                                                                                        • Beiersdorf UK Ltd
                                                                                                                                                        • Bonpoint
                                                                                                                                                        • Burt's Bees Inc.
                                                                                                                                                        • Garnier
                                                                                                                                                        • Johnson & Johnson Ltd
                                                                                                                                                        • Kimberly-Clark (UK)
                                                                                                                                                        • L'Oréal (UK)
                                                                                                                                                        • Marks & Spencer
                                                                                                                                                        • Nivea
                                                                                                                                                        • Oral B Laboratories Ltd
                                                                                                                                                        • Procter & Gamble UK & Ireland
                                                                                                                                                        • PZ Cussons
                                                                                                                                                        • Superdrug Stores Plc
                                                                                                                                                        • The Body Shop - Retail Sales
                                                                                                                                                        • Unilever Plc

                                                                                                                                                        Babies' and Children's Personal Care Products - UK - March 2011

                                                                                                                                                        £1,995.00 (Excl.Tax)