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Babies' & Children's Personal Care Products - UK - March 2012

“Children’s wipes (targeted at 3-9-year-olds) are worth only 5% of the total wipes market. Parents are finding more reasons to use wipes on older children, such as on-the-go clean-ups after playtime and eating, and frequency of use is growing the fastest amongst these groups. Manufacturers could introducing a range positioned as ‘school wipes’, which are ideal for cleaning hands before eating lunch or snacks or for general cleaning after playing or art lessons”.

– Ricky Lakhani, Personal Care Analyst

Some questions answered in this report include:

  • What impact is the poor economic climate having on the babies’ and children’s personal care market?
  • How can manufacturers boost usage of children’s wipes?
  • Does potential exist to boost usage of children’s suncare products?
  • How can manufacturers encourage more parents to use child-specific formulations for themselves?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast sales of babies’ and children’s toiletries, 2006-16
            • Segmentation
              • Market factors
                • Birth rates
                  • Population aged 5-9 set to grow faster than 0-4s
                    • Mean age of mothers
                      • Companies, brands and innovation
                        • Brand share by sector
                          • Figure 2: Manufacturers’ shares in UK value sales of babies’ and children’s personal care, 2011
                        • Innovation
                          • The consumer
                            • Types of babies’ and children’s personal care products purchased
                              • Figure 3: Babies’ and children’s personal care products bought in the last 12 months, February 2011 and February 2012
                            • Usage and frequency of baby wipes
                              • Figure 4: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2010 and 2011
                            • Brand loyalty
                              • Figure 5: Attitudes towards brands/products when buying personal care products for babies/children, February 2012
                            • Attitudes towards purchasing babies’ and children’s personal care products
                              • Figure 6: Attitudes towards buying personal care products for babies/children, February 2012
                            • What we think
                            • Issues in the Market

                                • What impact is the poor economic climate having on the babies’ and children’s personal care market?
                                  • How can manufacturers boost usage of children’s wipes?
                                    • Does potential exist to boost usage of children’s suncare products?
                                      • How can manufacturers encourage more parents to use child-specific formulations for themselves?
                                      • Future Opportunities

                                          • Trend: Let’s Make a Deal
                                            • Trend: Moral Brands
                                            • Internal Market Environment

                                              • Key points
                                                • Birth rates
                                                  • Figure 7: Number of births in the UK, 2008-16
                                                • Population aged 5-9 set to grow faster than 0-4s
                                                  • Figure 8: Number of children in the UK, by age group, 2006-16
                                                • Rise in fertility rates
                                                  • Figure 9: Fertility rates in England and Wales, by age of mother at childbirth, 1999 and 2010
                                                • Mean age of mothers
                                                  • Figure 10: Unstandardised mean age of mothers at live birth in England and Wales, 1977-2010
                                                • Increase in adults entering family lifestage
                                                  • Figure 11: Forecast adult population trends, by lifestage, 2006-16
                                                • Concerns about safety of ingredients
                                                  • Children’s eczema
                                                  • Broader Market Environment

                                                    • Key points
                                                      • Growth in internet penetration
                                                        • Figure 12: Broadband penetration, 2006-11
                                                      • Statutory maternity pay and child benefit
                                                        • More consumers are shopping on price
                                                          • Figure 13: Attitudes towards price when shopping, 2007-11
                                                        • VAT rise in 2011
                                                          • Population trends by socio-economic group
                                                            • Figure 14: Forecast adult population trends, by socio-economic group, 2011-16
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Product launches by category
                                                              • Figure 15: New product launches in the babies’ and children’s personal care market, by category, UK, 2011
                                                            • Popular product claims
                                                              • Figure 16: New product launches in the babies’ and children’s personal care market, by claim, UK, 2011
                                                            • Manufacturers
                                                              • Figure 17: New product launches in the babies’ and children’s personal care market, by manufacturer, UK, 2011
                                                            • Examples of new launches by claim
                                                              • Botanical/herbal
                                                                • Organic products
                                                                  • Children’s (5-12 years) products
                                                                    • Food as inspiration
                                                                      • Environmentally friendly packaging
                                                                        • Character merchandising
                                                                        • Strengths and Weaknesses

                                                                          • Strengths
                                                                            • Weaknesses
                                                                            • Competitive Context

                                                                              • Key points
                                                                                • Figure 18: UK retail sales of selected babies’ and children’s products, 2007-11
                                                                              • Premiumisation is increasing value of baby and nursery equipment market
                                                                                • Innovation is driving growth in nappy sales
                                                                                  • Hike in dairy prices is pushing up value of the formula milk market
                                                                                    • Hectic lives of modern parents support demand for baby meals
                                                                                      • Modest growth for children’s OTC and healthcare
                                                                                        • Gift purchasing for newborns drives infantswear sales
                                                                                        • Market Size and Forecast

                                                                                          • Key points
                                                                                            • Figure 19: UK retail value sales of babies’ and children’s personal care products, 2006-16
                                                                                          • Future of the market
                                                                                            • Forecast
                                                                                              • Figure 20: Best- and worst-case forecast sales of babies’ and children’s toiletries, 2006-16
                                                                                          • Segment Performance

                                                                                            • Key points
                                                                                              • Figure 21: UK retail value sales of babies’ and children’s personal care products, by target age, 2010 and 2011
                                                                                            • Category performance
                                                                                              • Figure 22: UK retail value sales of babies’ and children’s personal care products, by sector, 2010 and 2011
                                                                                            • Wipes sector benefits from increasing usage by older children
                                                                                              • Skincare faces competition from wipes with moisturising ingredients
                                                                                                • Children over 4 are not using child-specific soap, bath and shower products which is holding back growth
                                                                                                  • Heavy price discounting in suncare category slows suncare sales
                                                                                                    • Innovative flavours to drive children’s toothpaste sales
                                                                                                      • Children’s haircare is the smallest sector
                                                                                                      • Market Share

                                                                                                        • Key points
                                                                                                          • Figure 23: Manufacturers’ shares in UK retail value sales of babies’ and children’s personal care, 2009-11
                                                                                                      • Companies and Products

                                                                                                        • Alliance Boots
                                                                                                            • Figure 24: New product launches in the UK babies’ and children’s personal care market, Boots, 2011
                                                                                                          • Johnson’s Baby
                                                                                                            • Kimberly-Clark
                                                                                                                • Figure 25: New product launches in the UK babies’ and children’s personal care market, Kimberly-Clark, 2011
                                                                                                              • L'Oréal
                                                                                                                  • Figure 26: New product launches in the UK babies’ and children’s personal care market, L'Oréal, 2011
                                                                                                                • Colgate-Palmolive
                                                                                                                  • Procter & Gamble
                                                                                                                    • Beiersdorf
                                                                                                                        • Figure 27: New product launches in the UK babies’ and children’s personal care market, Beiersdorf, 2011
                                                                                                                    • Brand Communication and Promotion

                                                                                                                      • Key points
                                                                                                                        • Topline adspend
                                                                                                                          • Figure 28: Main monitored media advertising spend on babies’ and children’s personal care, 2007-11
                                                                                                                        • Media type
                                                                                                                          • Figure 29: Main monitored media advertising spend on babies’ and children’s personal care, percentage share by media type, 2007-11
                                                                                                                        • Adspend by company
                                                                                                                          • Figure 30: Main monitored media advertising spend on babies’ and children’s personal care, by company, 2010
                                                                                                                      • Channels to Market

                                                                                                                        • Key points
                                                                                                                          • Figure 31: UK retail value sales of babies’ and children’s toiletries, by outlet type, 2009-11
                                                                                                                        • Extended opening hours at multiple grocers appeal to parents
                                                                                                                          • High street chemist Boots competes on price and loyalty initiatives
                                                                                                                            • Independent chemists failing to benefit from a role as health advisers
                                                                                                                              • Other channels
                                                                                                                              • The Consumer – Types of Babies’ and Children’s Personal Care Products Purchased

                                                                                                                                • Key points
                                                                                                                                    • Figure 32: Babies’ and children’s personal care products bought in the last 12 months, February 2011 and February 2012
                                                                                                                                  • Purchase penetration is highest for baby wipes
                                                                                                                                    • Botanical/herbal shampoo launches have more than doubled
                                                                                                                                      • Parents are paying more attention to their child’s oral health
                                                                                                                                        • Recession favours inexpensive treats such as bubble baths
                                                                                                                                          • Growing awareness of sun safety is driving usage of children’s suncare
                                                                                                                                            • Baby lotion faces competition from baby wipes
                                                                                                                                              • Swine flu pandemic drives demand for children’s soap products
                                                                                                                                              • The Consumer – Frequency of Using Baby Wipes

                                                                                                                                                • Key points
                                                                                                                                                  • Usage
                                                                                                                                                    • Figure 33: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2010 and 2011
                                                                                                                                                  • Frequency of use
                                                                                                                                                    • Figure 34: Frequency of using baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2010 and 2011
                                                                                                                                                • The Consumer – Brand Loyalty

                                                                                                                                                  • Key points
                                                                                                                                                      • Figure 35: Attitudes towards brands/products when buying personal care products for babies/children, February 2012
                                                                                                                                                    • Buying the same brand
                                                                                                                                                      • Chasing promotions
                                                                                                                                                        • Paying more for better quality
                                                                                                                                                          • Buying the cheapest available products
                                                                                                                                                          • The Consumer – Attitudes towards Purchasing Babies’ and Children’s Personal Care Products

                                                                                                                                                            • Key points
                                                                                                                                                                • Figure 36: Attitudes towards buying personal care products for babies/children, February 2012
                                                                                                                                                              • Parents use baby wipes, baby lotion and nappy cream on themselves
                                                                                                                                                                • Men use sunscreens for adults on children
                                                                                                                                                                  • Concerns about safety of ingredients peak amongst affluent parents
                                                                                                                                                                    • Affluent parents also shop for organic products
                                                                                                                                                                      • Younger parents are swayed by advertising
                                                                                                                                                                        • First-time parents seek advice
                                                                                                                                                                        • Appendix – Types of Babies’ and Children’s Personal Care Products Purchased

                                                                                                                                                                            • Figure 37: Most popular types of babies’ and children’s personal care products bought in the last 12 months, by demographics, February 2012
                                                                                                                                                                            • Figure 38: Next most popular types of babies’ and children’s personal care products bought in the last 12 months, by demographics, February 2012
                                                                                                                                                                            • Figure 39: Other types of babies’ and children’s personal care products bought in the last 12 months, by demographics, February 2012
                                                                                                                                                                            • Figure 40: Types of babies and children’s toiletries bought in the last 12 months, by attitudes towards buying toiletries for babies/toddlers, February 2012
                                                                                                                                                                            • Figure 41: Types of babies and children’s toiletries bought in the last 12 months, by most popular factors influencing purchase of toiletries for babies and toddlers, February 2012
                                                                                                                                                                            • Figure 42: Types of babies and children’s toiletries bought in the last 12 months, by next most popular factors influencing purchase of toiletries for babies and toddlers, February 2012
                                                                                                                                                                        • Appendix – The Consumer – Frequency of Using Baby Wipes

                                                                                                                                                                            • Figure 43: Frequency of using baby wipes/pre-moistened tissues in the last 12 months, by demographics, 2011
                                                                                                                                                                            • Figure 44: Frequency of using baby wipes/pre-moistened tissues in the last 12 months, by demographics, 2011
                                                                                                                                                                            • Figure 45: Frequency of using baby wipes/pre-moistened tissues in the last 12 months, by demographics, 2011
                                                                                                                                                                            • Figure 46: Attitudes towards brands/products when buying personal care products for babies/children, by demographics, February 2012
                                                                                                                                                                            • Figure 47: Attitudes towards buying toiletries for babies/toddlers, by most popular types of babies and children’s toiletries bought in the last 12 months, February 2012
                                                                                                                                                                            • Figure 48: Attitudes towards buying toiletries for babies/toddlers, by next most popular types of babies and children’s toiletries bought in the last 12 months, February 2012
                                                                                                                                                                            • Figure 49: Attitudes towards buying toiletries for babies/toddlers, by other types of babies and children’s toiletries bought in the last 12 months, February 2012
                                                                                                                                                                            • Figure 50: Attitudes towards buying toiletries for babies/toddlers, by most popular factors influencing purchase of toiletries for babies and toddlers, February 2012
                                                                                                                                                                            • Figure 51: Attitudes towards buying toiletries for babies/toddlers, by next most popular factors influencing purchase of toiletries for babies and toddlers, February 2012
                                                                                                                                                                        • Appendix – The Consumer – Attitudes towards Purchasing Babies’ and Children’s Personal Care Products

                                                                                                                                                                            • Figure 52: Attitudes towards buying personal care products for babies/children, by demographics, February 2012
                                                                                                                                                                            • Figure 53: Attitudes towards buying personal care products for babies/children, by demographics, February 2012
                                                                                                                                                                            • Figure 54: Factors influencing purchase of toiletries for babies and toddlers, by attitudes towards buying toiletries for babies/toddlers, February 2012
                                                                                                                                                                            • Figure 55: Factors influencing purchase of toiletries for babies and toddlers, by most popular attitudes towards buying toiletries for babies/toddlers, February 2012
                                                                                                                                                                            • Figure 56: Factors influencing purchase of toiletries for babies and toddlers, by next most popular attitudes towards buying toiletries for babies/toddlers, February 2012
                                                                                                                                                                            • Figure 57: Factors influencing purchase of toiletries for babies and toddlers, by other attitudes towards buying toiletries for babies/toddlers, February 2012

                                                                                                                                                                        Companies Covered

                                                                                                                                                                        • Alliance Boots
                                                                                                                                                                        • Bank of England
                                                                                                                                                                        • Beiersdorf UK Ltd
                                                                                                                                                                        • Colgate-Palmolive UK Ltd
                                                                                                                                                                        • Cow & Gate
                                                                                                                                                                        • Eg Eucerin
                                                                                                                                                                        • Garnier
                                                                                                                                                                        • Johnson & Johnson
                                                                                                                                                                        • Johnson & Johnson Ltd
                                                                                                                                                                        • Kimberly-Clark (UK)
                                                                                                                                                                        • L'Oréal (UK)
                                                                                                                                                                        • Mamas & Papas Ltd
                                                                                                                                                                        • Mattel Inc.
                                                                                                                                                                        • Nivea
                                                                                                                                                                        • Oral B Laboratories Ltd
                                                                                                                                                                        • Organic Baby Food Company
                                                                                                                                                                        • Procter & Gamble UK & Ireland
                                                                                                                                                                        • Sara Lee (UK)
                                                                                                                                                                        • The Body Shop - Retail Sales
                                                                                                                                                                        • Unilever Plc

                                                                                                                                                                        Babies' & Children's Personal Care Products - UK - March 2012

                                                                                                                                                                        £1,750.00 (Excl.Tax)