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Babies' and Children's Toiletries - UK - August 2009

Since the market for babies’ and children’s toiletries products market was last examined in 2007, the market has grown in value by 8% to reach an estimated worth of £358 million in 2009. Continued growth in the UK’s child population is a key driver with children’s products offering a key growth opportunity for new product development.

Price is a key purchase motivator in the market owing largely to the financial restraints imposed by statutory maternity pay. The impact of the recession has generally made people more cost-conscious in all aspects of their finances and shopping by whatever products are on special offer could promote brand switching, eroding loyalty within the market. This is a key obstacle for the brands to overcome. However, word of mouth, rather than any advertising is a far stronger purchase motivator for parents and offers the most effective means of reaching parents.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Excluded
          • Future Opportunities

            • Loyalty trust funds
              • Financial services
                • Insight
                  • Convenient truth
                    • Parental control
                      • Insight
                      • Market in Brief

                        • Birth rate keeps market afloat
                          • Price sensitivity
                            • Word of mouth
                              • Reputation and recommendation
                                • Confidence and trust
                                  • Opportunities for growth
                                  • Internal Market Environment

                                    • Key points
                                      • Online community
                                        • Figure 1: Broadband usage, by presence of children, 2008
                                      • Word of mouth
                                        • Cautious parenting?
                                          • Figure 2: Willingness to try new brands, by category, August 2008
                                        • Interest in the ingredients of toiletries
                                          • Figure 3: Selected attitudes towards cosmetics and toiletries* ingredients, by presence of children in household, December 2008
                                        • Pocket money spend
                                          • Figure 4: Money spent on items, 2006-08
                                      • Broader Market Environment

                                        • Key points
                                          • Demographics
                                            • Child population
                                              • Figure 5: UK child population, by age, 2006-14
                                            • Parenthood and birth statistics
                                              • Figure 6: Live births, by age of mother, 1997-2007
                                            • Single-parent households
                                              • Regulation and education
                                              • Who’s Innovating?

                                                • Key points
                                                  • Innovation rises with number of births
                                                    • Figure 7: Indexed growth of NPD in babies’ and children’s toiletries and number of births, 2004-08
                                                  • Skincare key focus
                                                    • Figure 8: New product launches within babies’ and children’s toiletries, by category, January-June 2009
                                                  • Presents for future sales?
                                                    • Innovation targets babies
                                                      • Figure 9: Leading product positioning claims of babies’ and children’s toiletries launches, by target age group, 2007-09
                                                    • Reassurance products
                                                      • Figure 10: Leading ingredients claims of babies’ and children’s toiletries launches, 2007-09
                                                    • Leading innovators
                                                      • Figure 11: Leading innovators in babies’ and children’s toiletries, percentage of launches, by brands and own-label, 2007-09
                                                  • Competitive Context

                                                    • Key points
                                                      • Number of children
                                                        • Figure 12: Live births within marriage: Number of previous live-born children, 1997 and 2007
                                                      • Children’s eczema
                                                        • Rise in free-from
                                                          • Figure 13: Proportion of free-from products amongst all beauty and oral hygiene launches and babies’ and children’s toiletries, 2006-09
                                                        • Impact of parenting style
                                                          • Figure 14: Trends in impact of parenting style, 2004-08
                                                        • Conflicting advice
                                                        • Strengths and Weaknesses

                                                          • Strengths
                                                            • Weaknesses
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Volume growth inhibits value gains
                                                                  • Figure 15: UK retail value sales of babies’ and children’s toiletries, 2004-14
                                                                • Future of the market
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Babies’ toiletries dominate value sales
                                                                      • Figure 16: UK retail value sales of babies’ and children’s toiletries, by target age, 2007-09
                                                                    • Category performance
                                                                      • Figure 17: UK retail value sales of babies’ and children’s toiletries, by sector, 2007-09
                                                                    • Caring about the sun
                                                                    • Market Share

                                                                      • Key points
                                                                        • Investment supports growth
                                                                          • Figure 18: Manufacturers’ shares in UK retail value sales of babies’ and children’s toiletries, 2007-09
                                                                        • Poor economy to buoy own-label
                                                                        • Companies and Products

                                                                            • Figure 19: Brand map of the UK babies’ and children’s toiletries market, 2008
                                                                          • Major players
                                                                            • Beiersdorf
                                                                              • Colgate-Palmolive
                                                                                • Johnson & Johnson
                                                                                  • Kimberly-Clark
                                                                                    • L’Oréal
                                                                                      • Procter & Gamble
                                                                                        • Sara Lee
                                                                                          • Niche Players
                                                                                            • Earth Friendly Baby
                                                                                              • Burt’s Bees
                                                                                                • Little Me Baby Organics
                                                                                                  • Mama Mio
                                                                                                    • Retailers
                                                                                                      • Mothercare
                                                                                                        • Boots
                                                                                                          • Waitrose
                                                                                                            • Superdrug
                                                                                                            • Brand Communication and Promotion

                                                                                                              • Key points
                                                                                                                • Topline adspend
                                                                                                                  • Figure 20: Main monitored media advertising spend on babies’ and children’s toiletries, 2005-08
                                                                                                                • Economical adspend saved for launches
                                                                                                                  • Figure 21: Adspend and innovation, average percentage by month, January 2006-May 2009
                                                                                                                • Advertiser
                                                                                                                  • Figure 22: Main monitored media advertising spend on babies’ and children’s toiletries, percentage by advertiser, 2006-09
                                                                                                              • Channels to Market

                                                                                                                • Key points
                                                                                                                  • Grocers continue to grow
                                                                                                                    • Figure 23: UK retail value sales of babies’ and children’s toiletries, by outlet type, 2007-09
                                                                                                                  • Chemists have advice advantage
                                                                                                                  • Consumer Usage and Frequency of Baby Wipes

                                                                                                                    • Key points
                                                                                                                      • Usage
                                                                                                                        • Figure 24: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2006-08
                                                                                                                      • Frequency of use
                                                                                                                        • Figure 25: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2006-08
                                                                                                                      • Heavy usage on the rise
                                                                                                                        • The link between employment and use of baby wipes
                                                                                                                          • Figure 25: Usage of baby wipes/pre-moistened tissues in the last 12 months, by working status, 2008
                                                                                                                        • Multipurpose wipes
                                                                                                                        • The Consumer Purchase Influence

                                                                                                                          • Key points
                                                                                                                            • Trust essential motivator
                                                                                                                                • Figure 26: Purchase influence on toiletries for babies/toddlers, March 2009
                                                                                                                              • Price and own-label
                                                                                                                                • Figure 27: Influence of price/special offers on toiletries for babies/toddlers, by employment status, March 2009
                                                                                                                              • Recommendation and reassurance
                                                                                                                                • Figure 28: Recommendations sought out amongst parents of children under the age of 8, by age of children, March 2009
                                                                                                                            • Attitudes Towards Purchasing Babies’ and Children’s Toiletries

                                                                                                                              • Key points
                                                                                                                                • Price prevails
                                                                                                                                  • Figure 29: Attitudes towards buying toiletries for babies/toddlers, March 2009
                                                                                                                                • Parental purchasing types
                                                                                                                                  • Figure 30: Parental purchasing types, March 2009
                                                                                                                                • Perceptions of value
                                                                                                                                  • Best on a budget
                                                                                                                                    • Interest in ingredients
                                                                                                                                      • Figure 31: Interest in ingredients of babies’ and children’s toiletries, by household size, March 2009
                                                                                                                                      • Figure 32: Purchase influence on toiletries for babies/toddlers, all parents vs ingredients checkers, March 2009
                                                                                                                                    • Attitudes towards organic
                                                                                                                                      • Word of mouth
                                                                                                                                        • Figure 33: Recommendations sought out amongst parents of children under the age of 8, March 2009
                                                                                                                                      • Target groups for babies’ and children’s toiletries
                                                                                                                                        • Figure 34: Target groups, March 2009
                                                                                                                                      • Brand Loyal (37%)
                                                                                                                                        • Recommendation Required (28%)
                                                                                                                                          • Value for Money (35%)
                                                                                                                                          • Appendix

                                                                                                                                              • ACORN
                                                                                                                                                • Advertising data
                                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                                    • Figure 35: Adults aged 15+ who are parent/guardian to any children aged 0-8, by age, 2008 and 2009
                                                                                                                                                • Appendix – Consumer Usage and Frequency of Baby Wipes

                                                                                                                                                    • Figure 36: Usage of baby wipes/pre-moistened tissues in the last 12 months, by demographics, 2008
                                                                                                                                                    • Figure 37: Usage of baby wipes/pre-moistened tissues in the last 12 months, by demographics, 2008
                                                                                                                                                • Appendix – Purchase Influence

                                                                                                                                                    • Figure 38: Purchase influence on toiletries for babies/toddlers, by demographics, March 2009
                                                                                                                                                • Appendix – Attitudes Towards Purchasing Babies’ and Children’s Toiletries

                                                                                                                                                    • Figure 39: Most popular attitudes towards buying toiletries for babies/toddlers, by demographics, March 2009
                                                                                                                                                    • Figure 40: Next most popular attitudes towards buying toiletries for babies/toddlers, by demographics, March 2009 (continued)
                                                                                                                                                  • Consumer groups
                                                                                                                                                    • Figure 41: Consumer typologies, by demographics, March 2009
                                                                                                                                                    • Figure 42: Purchase influence on toiletries for babies/toddlers, by consumer typologies, March 2009
                                                                                                                                                    • Figure 43: Attitudes towards buying toiletries for babies/toddlers, by consumer typologies, March 2009
                                                                                                                                                  • Cluster groups
                                                                                                                                                    • Figure 44: Purchase influence on toiletries for babies/toddlers and attitudes towards buying toiletries for babies/toddlers, by target groups, March 2009
                                                                                                                                                    • Figure 45: Target groups, by demographics, March 2009

                                                                                                                                                Companies Covered

                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                • Alliance Boots
                                                                                                                                                • Asda Group Ltd
                                                                                                                                                • Beiersdorf UK Ltd
                                                                                                                                                • British Market Research Bureau (BMRB)
                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                • Burt's Bees Inc.
                                                                                                                                                • CACI Limited
                                                                                                                                                • Carbon Trust
                                                                                                                                                • Ceuta Healthcare
                                                                                                                                                • Co-operative Group
                                                                                                                                                • Colgate-Palmolive UK Ltd
                                                                                                                                                • Daily Express
                                                                                                                                                • Daily Mail
                                                                                                                                                • Daily Star (The)
                                                                                                                                                • Facebook, Inc.
                                                                                                                                                • Forest Laboratories UK Ltd
                                                                                                                                                • Garnier
                                                                                                                                                • GlaxoSmithKline Plc
                                                                                                                                                • GreenBee
                                                                                                                                                • H. Bronnley & Co. Ltd
                                                                                                                                                • Interflora Flowers Ltd
                                                                                                                                                • J. Sainsbury
                                                                                                                                                • John Lewis Partnership
                                                                                                                                                • Johnson & Johnson Ltd
                                                                                                                                                • Kimberly-Clark (UK)
                                                                                                                                                • L'Oréal (UK)
                                                                                                                                                • Lidl (UK)
                                                                                                                                                • Nivea
                                                                                                                                                • Office for National Statistics
                                                                                                                                                • Oriflame Cosmetics (UK & Ireland)
                                                                                                                                                • Outdoor Advertising Association of Great Britain
                                                                                                                                                • Philip Kingsley
                                                                                                                                                • Procter & Gamble UK & Ireland
                                                                                                                                                • Sara Lee (UK)
                                                                                                                                                • Superdrug Stores Plc
                                                                                                                                                • TBWA London
                                                                                                                                                • Tesco Plc
                                                                                                                                                • The Body Shop - Retail Sales
                                                                                                                                                • The Cosmetic Toiletry & Perfumery Association Limited (UK)
                                                                                                                                                • The Green People Company Ltd
                                                                                                                                                • The Sun
                                                                                                                                                • Unilever Plc
                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                • Waitrose
                                                                                                                                                • Weleda
                                                                                                                                                • Wm Morrison Supermarkets
                                                                                                                                                • Yves Rocher UK

                                                                                                                                                Babies' and Children's Toiletries - UK - August 2009

                                                                                                                                                £1,995.00 (Excl.Tax)