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Nappies and Baby Wipes - UK - April 2012

“Around 31% of parents use baby wipes for general cleaning. To encourage usage of cleaning-specific wipes, brands (eg Kandoo) could be extended and positioned as ‘toy wipes’, which are ideal for cleaning babies’ and children’s plastic toys, to kill germs but be safe for babies. The wipes could also be used to remove sticky residues from highchairs and swings and extend their targeting beyond the home to nurseries and playschools.”

– Ricky Lakhani, Personal Care Analyst

Some questions answered in the report include:

  • How can the barriers to sales growth be overcome?
  • How can manufacturers expand usage of baby wipes?
  • Do reusable nappies pose a threat to disposables?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast sales of disposable nappies and baby wipes, 2006-16
            • Market factors
              • Companies, brands and innovation
                • Brand shares
                  • Figure 2: Manufacturers’ shares in UK retail value sales of disposable nappies, 2011
                  • Figure 3: Manufacturers’ shares in UK retail value sales of baby wipes, 2011
                • Innovation
                  • The consumer
                    • Brands and types purchased
                      • Figure 4: Brands and types of nappies and/or training pants purchased in last 12 months, February 2012
                    • Huggies shoppers are the most likely to brand switch
                      • Figure 5: Buying behaviour for nappies and baby wipes, February 2012
                    • Brand buyers’ characteristics
                      • Buying behaviour
                        • Figure 6: Buying behaviour for nappies and baby wipes, February 2012
                      • Attitudes towards nappies/wipes
                        • Figure 7: Attitudes towards nappies and/or training pants, February 2012
                      • What we think
                      • Issues in the Market

                          • How can the barriers to sales growth be overcome?
                            • How can manufacturers expand usage of baby wipes?
                              • Which sectors have the best prospects for sales growth
                                • Do reusable nappies pose a threat to disposables?
                                • Future Opportunities

                                    • Trend: A Simple Balance of Health
                                      • Trend: Accentuate the Negative
                                      • Internal Market Environment

                                        • Key points
                                          • Rising number of live births…
                                            • Figure 8: Number of live births in the UK, 2001-16
                                          • …linked to increase in adults entering family lifestage
                                            • Figure 9: Forecast adult population trends, by lifestage, 2006-16
                                          • Infant population by age
                                            • Figure 10: Number of children in the UK, by age, 2006-16
                                          • Ethical concerns wane
                                            • Figure 11: Trends in attitudes towards the environment, 2007-11
                                          • New recycling and composting facilities
                                            • Johnson’s Baby supports TerraCycle’s upcycling scheme
                                            • Broader Market Environment

                                              • Key points
                                                • Internet penetration
                                                  • Figure 12: Broadband penetration, 2006-11
                                                  • Figure 13: Using a smartphone to access the internet in the past six months, February 2011-January 2012
                                                • Shopping on price
                                                  • Figure 14: Attitudes towards price when shopping, 2007-11
                                                • Population trends by socio-economic group
                                                  • Figure 15: Growth in adult population, by socio-economic group, 2011-16
                                              • Who’s Innovating?

                                                • Key points
                                                  • Product launches by sector
                                                    • Figure 16: New product launches in the disposable nappies and baby wipes market, percentage share by sector, UK, 2010-11
                                                  • Environmental claims lead in nappies
                                                    • Figure 17: New product launches in the disposable nappy sector, percentage by top ten claims, UK, 2010-11
                                                  • Market leaders also lead for product launches
                                                    • Figure 18: New product launches in the disposable nappies sector, percentage share by manufacturer, UK, 2010-11
                                                  • Environmentally friendly
                                                    • Time/speed
                                                      • Flexible fit
                                                        • Supporting healing of umbilical cord
                                                          • Ingredients lead in wipes claims
                                                            • Figure 19: New product launches in the baby wipes sector, percentage by top ten claims, UK, 2010-11
                                                          • Own-labels raising their game
                                                            • Figure 20: New product launches in the baby wipes sector, percentage share by manufacturer, UK, 2010-11
                                                          • Botanical/herbal
                                                            • Dermatologically tested
                                                              • Environmentally friendly
                                                                • Baby lotion formula
                                                                • Strengths and Weaknesses

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • The baby market
                                                                          • Figure 21: UK retail sales of selected babies’ and children’s products, 2007-11
                                                                        • Reusable nappies reduce landfill waste
                                                                          • Alternatives to baby wipes
                                                                            • Alternatives to training nappies/pants
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Figure 22: UK retail value sales of disposable nappies and baby wipes, 2006-16
                                                                              • Future of the market
                                                                                • Forecast
                                                                                  • Figure 23: Best- and worst-case forecast sales of disposable nappies and baby wipes, 2006-16
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Disposable nappies
                                                                                    • Figure 24: UK retail value sales of disposable nappies, 2006-16
                                                                                  • Disposable nappies
                                                                                    • Figure 25: UK retail value sales of disposable nappies and training pants, by size and type, 2010 and 2011
                                                                                  • Baby wipes
                                                                                    • Figure 26: UK retail value sales of baby wipes, 2006-16
                                                                                    • Figure 27: UK retail value sales of baby wipes, by pack type, 2010 and 2011
                                                                                • Market Share

                                                                                  • Key points
                                                                                    • Disposable nappies brand share
                                                                                      • Figure 28: Manufacturers’ shares in UK retail value sales of disposable nappies, 2010 and 2011
                                                                                    • Baby wipes brand share
                                                                                      • Figure 29: Manufacturers’ shares in UK retail value sales of baby wipes, 2010 and 2011
                                                                                  • Companies and Products

                                                                                    • Procter and Gamble
                                                                                        • Figure 30: New product launches by Procter & Gamble in the UK disposable nappies and baby wipes market, January 2010-December 2011
                                                                                      • Kimberly-Clark
                                                                                          • Figure 31: New product launches by Kimberly-Clark in the UK disposable nappies and baby wipes market, January 2010-December 2011
                                                                                        • Boots
                                                                                            • Figure 32: New product launches by Boots in the UK disposable nappies and baby wipes market, January 2010-December 2011
                                                                                          • Naty
                                                                                              • Figure 33: New product launches by Naty in the UK disposable nappies market, January 2010-December 2011
                                                                                            • Johnson’s Baby
                                                                                              • Ontex
                                                                                                • Hain Celestial
                                                                                                • Brand Communication and Promotion

                                                                                                  • Key points
                                                                                                    • Topline adspend
                                                                                                      • Figure 34: Main monitored media advertising spend on disposable nappies and baby wipes, 2008-11
                                                                                                    • Media type
                                                                                                      • Figure 35: Main monitored media advertising spend on disposable nappies and baby wipes, percentage share by media type, 2008-11
                                                                                                    • Adspend by company
                                                                                                      • Figure 36: Main monitored media advertising spend on disposable nappies and baby wipes, percentage share by company, 2010
                                                                                                  • Channels to Market

                                                                                                    • Key points
                                                                                                      • Retail distribution of disposable nappies
                                                                                                        • Figure 37: UK retail value sales of disposable nappies, by outlet type, 2010 and 2011
                                                                                                        • Figure 38: UK retail value sales of baby wipes, by outlet type, 2010 and 2011
                                                                                                      • Grocery multiples dominate distribution
                                                                                                        • Price and loyalty initiatives are key USPs for Boots
                                                                                                          • Independents are unable to compete on product variety and price
                                                                                                          • The Consumer – Usage of Nappies and Wipes

                                                                                                            • Key points
                                                                                                              • Types of babies’ and children’s personal care products purchased
                                                                                                                  • Figure 39: Babies’ and children’s personal care products bought in the last 12 months, 2011 and 2012
                                                                                                                • Usage of baby wipes
                                                                                                                  • Figure 40: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2010 and 2011
                                                                                                                • Frequency of using baby wipes
                                                                                                                  • Figure 41: Frequency of using baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2010 and 2011
                                                                                                                • Types of nappies used
                                                                                                                  • Figure 42: Types of disposable nappies used, 2011
                                                                                                              • The Consumer – Brands and Types of Nappies Purchased

                                                                                                                • Key points
                                                                                                                    • Figure 43: Brands and types of nappies and/or training pants purchased in last 12 months, February 2012
                                                                                                                  • Pampers and Huggies are the brands of choice
                                                                                                                    • Figure 44: Typical buyers of Pampers, Huggies and own-label nappies and/or training pants, February 2012
                                                                                                                  • Supermarket own-label/ discounter products appeal to price-conscious shoppers
                                                                                                                    • Convenience favours supermarkets as opposed to Boots/Superdrug
                                                                                                                      • Eco-friendly and organic nappies appeal to affluent parents
                                                                                                                        • Low uptake of cloth nappies
                                                                                                                        • The Consumer – Buying Behaviour for Nappies and Wipes

                                                                                                                          • Key points
                                                                                                                              • Figure 45: Buying behaviour for nappies and baby wipes, February 2012
                                                                                                                            • Brand loyalty is strongest for Pampers
                                                                                                                              • Huggies shoppers are more likely to switch to brands on special offer
                                                                                                                                • Online shoppers buy in bulk
                                                                                                                                  • Paying more for better quality
                                                                                                                                    • Buying the cheapest available products
                                                                                                                                    • The Consumer – Buying and Usage Behaviour

                                                                                                                                      • Key points
                                                                                                                                          • Figure 46: Buying behaviour for nappies and baby wipes, February 2012
                                                                                                                                        • Young mothers are using baby wipes for themselves
                                                                                                                                          • Using baby wipes for general cleaning
                                                                                                                                            • Men seek advice on which products to buy
                                                                                                                                              • Younger parents are influenced by advertising
                                                                                                                                                • Organic products appeal to affluent parents
                                                                                                                                                • The Consumer – Attitudes Towards Nappies/Wipes

                                                                                                                                                  • Key points
                                                                                                                                                      • Figure 47: Attitudes towards nappies and/or training pants, February 2012
                                                                                                                                                    • Early potty training to reduce impact of nappies on the environment
                                                                                                                                                      • Reliability is more important than price
                                                                                                                                                        • Not concerned about sending nappies to landfill
                                                                                                                                                          • Washable nappies are no better for the environment than disposables
                                                                                                                                                          • Appendix – The Consumer – Usage

                                                                                                                                                              • Figure 48: Usage of baby wipes/pre-moistened tissues in the last 12 months, by demographics, 2011
                                                                                                                                                              • Figure 49: Usage of baby wipes/pre-moistened tissues in the last 12 months, by demographics, 2011
                                                                                                                                                          • Appendix – The Consumer – Brands and Types Purchased

                                                                                                                                                              • Figure 50: Brands and types of nappies/trainer pants purchased in last 12 months, by demographics, February 2012
                                                                                                                                                          • Appendix – The Consumer – Buying Behaviour for Nappies and Wipes

                                                                                                                                                              • Figure 51: Buying behaviour for nappies/trainer pants and baby wipes, February 2012
                                                                                                                                                              • Figure 52: Buying behaviour for nappies/trainer pants and baby wipes, by brands and types of nappies, February 2012
                                                                                                                                                          • Appendix – The Consumer – Buying and Usage Behaviour

                                                                                                                                                              • Figure 53: Buying behaviour for nappies and baby wipes, by demographics, February 2012
                                                                                                                                                              • Figure 54: Buying behaviour for nappies and wipes, by usage behaviour, February 2012
                                                                                                                                                          • Appendix – The Consumer – Attitudes towards Nappies/Wipes

                                                                                                                                                              • Figure 55: Attitudes towards nappies/trainer pants and baby wipes, by demographics, February 2012

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Alliance Boots UK Retail
                                                                                                                                                          • Bambino Mio
                                                                                                                                                          • Bank of England
                                                                                                                                                          • Candover Investments plc
                                                                                                                                                          • Goldman Sachs Group, Inc., The
                                                                                                                                                          • Johnson & Johnson
                                                                                                                                                          • Johnson & Johnson Ltd
                                                                                                                                                          • Kimberly-Clark (UK)
                                                                                                                                                          • Mamas & Papas Ltd
                                                                                                                                                          • Nature Babycare
                                                                                                                                                          • Naty AB
                                                                                                                                                          • Procter & Gamble UK & Ireland
                                                                                                                                                          • Tesco Plc
                                                                                                                                                          • The Hain Celestial Group, Inc.

                                                                                                                                                          Nappies and Baby Wipes - UK - April 2012

                                                                                                                                                          £1,995.00 (Excl.Tax)