Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Nappies and Baby Wipes - UK - August 2010

Mintel last reported on the market for nappies and baby wipes in April 2008. The market has continued to grow, despite the ongoing downward pressure on prices from promotional deals and own-label products.

  • Despite the recession, sales of nappies and wipes have held up strongly as consumers continue to want the best for their babies. Consumer spending on nappies and wipes grew by 16% over 2005-10 to reach £640m. Within this total, sales of nappies grew by 14% to reach £433m, while sales of wipes grew by 19% to reach £207m.
  • Growth has been helped by a rise in the birth rate, with 8% more babies forecast to be born in 2010 than in 2005. Significant new product development by the leading brands Pampers (P&G) and Huggies (Kimberly-Clark) has helped drive demand for mainstream products, as well as developing more demand for products that extend usage, such as training pants, pyjama pants and nappy pants for older children. Similarly new product development in wipes emphasises the gentle and natural formulations for delicate baby skin.
  • With no growth in the birth rate predicted for 2010-15 we still expect sales of nappies and wipes to grow by 10% between 2010-15 to reach £702m.
  • There is heightened price sensitivity because of the recession and an estimated three quarters of nappies are bought on promotion. The recession could have brought about a mass desertion to own-label nappies, which tend to make similar claims to the leading brands, but are significantly cheaper. Yet the two dominant brands Pampers (P&G) and Huggies (Kimberly-Clark) have held up well, achieving a combined 79% share because of their emphasis on performance, fit and comfort.
  • Almost three quarters of adults agree that they have a duty to recycle, but only a third are prepared to pay more for an environmentally-friendly product. And few would sacrifice performance, convenience and reliability for a more environmental product. A third of adults with children age 0-4 agree that disposable nappies are bad for the environment, but they use them anyway.
  • For the future it is likely that the leading brands will develop an eco-alternative, using new materials to make disposable nappies more compostable and this will help them to cement their share of the market. In the short term, the leading brands will continue to improve dryness, comfort and fit, but as these are already very advanced we expect to see them build more style appeal into their brands including character merchandising, styling and fashion.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Deal making in a recession
              • What kind of value?
                • Tapping into consumers’ enviro-guilt
                  • Sustainable for all parties involved
                    • Stylish babies
                      • Design-inspired brand extensions
                      • Market in Brief

                        • Steady growth helped by rising number of infants
                          • Vast numbers of nappies each day
                            • Putting a price on the environment
                              • Are washables really a suitable substitute?
                                • Brand loyalty for one in three
                                  • Thriftier shopping in the recession
                                    • Growth in ABs will favour enviro-brands
                                      • The age of indulgent mothers
                                        • Plenty of product innovation
                                          • Market for nappies dominated by two leading brands
                                            • Mintel survey confirms major brands
                                              • Three leading players in wipes
                                                • Four main types of consumer
                                                  • Fall in above-the-line advertising
                                                    • One-stop shopping rules
                                                      • Outlook
                                                      • Internal Market Environment

                                                        • Key points
                                                          • Children wearing nappies by age
                                                            • Figure 1: Children wearing nappies, by age, 2004
                                                          • Gradual decrease in nappies per day
                                                            • Potty training the same for disposables and washables
                                                              • Over 3,700 nappies per child
                                                                • Innovation required to drive growth
                                                                  • Parents unlikely to forego convenience
                                                                    • Number of births, UK 2005-15
                                                                      • Figure 2: Number of births, UK, 2005-15
                                                                    • The infant population of the UK
                                                                      • Figure 3: Infant population of the UK, 2005-15
                                                                    • Attitudes towards the environment
                                                                      • Figure 4: Trends in attitudes towards the environment, 2003-09
                                                                    • Nappies make a major contribution to landfill
                                                                      • How disposable nappies are made up
                                                                        • Why aren’t disposable nappies recycled?
                                                                          • New recycling technology emerging
                                                                            • Manufacturers making moves to reduce environmental impact
                                                                              • Even friendlier nappy designs
                                                                                • Examples of eco-friendly disposables
                                                                                  • The washables debate
                                                                                    • Science compares the carbon footprint
                                                                                      • Consumer objections to washable nappies
                                                                                      • Broader Market Environment

                                                                                        • Key points
                                                                                          • Tough times in the UK economy
                                                                                            • Figure 5: Changing grocery shopping habits, January 2009-June 2010
                                                                                          • Consumer confidence is lower
                                                                                            • How will VAT affect disposable nappies?
                                                                                              • Potential for government intervention
                                                                                                • Socio-economic structure of the population
                                                                                                  • Figure 6: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                                • Older mothers
                                                                                                  • Figure 7: Child population, birth statistics and mean age of women at childbirth, UK, 2005-15
                                                                                                • First-time mums getting older
                                                                                                  • Doing what’s right for the baby
                                                                                                    • Busy lives
                                                                                                      • Figure 8: Working status – women with own children aged under 5, by socio-economic group, 2009
                                                                                                    • Disposables for childcare
                                                                                                      • Figure 9: Number of registered childcare places in daycare in England, 2005-10
                                                                                                  • Competitive Context

                                                                                                    • Key points
                                                                                                      • The main nappy choices
                                                                                                        • Nappy services
                                                                                                          • Competition for wipes
                                                                                                            • Cutting the household budget
                                                                                                              • Figure 10: Estimated retail sales for selected infant care categories, 2005-10
                                                                                                            • Medication sluggish growth
                                                                                                              • Volumes up in toiletries
                                                                                                                • Growth in baby milk
                                                                                                                  • New products fuel growth in baby meals
                                                                                                                    • Nursery equipment
                                                                                                                    • Strengths and Weaknesses

                                                                                                                      • Strengths
                                                                                                                        • Weaknesses
                                                                                                                        • Who’s Innovating?

                                                                                                                          • Key points
                                                                                                                            • Asda launches Baby Club
                                                                                                                              • P&G launches Simply Dry
                                                                                                                                • Pampers gets thinner and lighter
                                                                                                                                  • Pampers expands into night-time niche
                                                                                                                                    • Huggies wipes target mess
                                                                                                                                      • Huggies overhauls packaging designs
                                                                                                                                        • Huggies relaunches Pull-Ups
                                                                                                                                        • Market Size and Forecast

                                                                                                                                          • Key points
                                                                                                                                            • Figure 11: UK retail value sales of disposable nappies and wipes, 2005-15
                                                                                                                                          • Forecast
                                                                                                                                            • Factors used for the forecast
                                                                                                                                            • Segment Performance

                                                                                                                                              • Key points
                                                                                                                                                • Nappies
                                                                                                                                                  • Figure 12: UK retail value sales of disposable nappies, 2005-15
                                                                                                                                                • Nappies helped by higher birth rate
                                                                                                                                                  • More new product developments
                                                                                                                                                    • New materials likely
                                                                                                                                                      • Fashion and character merchandising
                                                                                                                                                        • Trainer pants grow share of the market
                                                                                                                                                          • Figure 13: UK retail value sales of disposable nappies, by type, 2007 and 2009
                                                                                                                                                        • Training pants instead of juniors
                                                                                                                                                          • Figure 14: UK retail value sales of nappies, by size/type, 2009
                                                                                                                                                        • Wipes
                                                                                                                                                          • Figure 15: UK retail value sales of baby wipes, 2005-15
                                                                                                                                                        • More babies fuel wipes growth
                                                                                                                                                          • Gentler formulations
                                                                                                                                                            • More market niche developments
                                                                                                                                                              • Wipes on the move
                                                                                                                                                                • Refills dominate the market
                                                                                                                                                                  • Figure 16: UK retail value sales of disposable baby wipes, by pack type, 2007 and 2009
                                                                                                                                                              • Market Share

                                                                                                                                                                • Key points
                                                                                                                                                                  • Disposable nappies brand share
                                                                                                                                                                    • Figure 17: Brands’ value shares of disposable nappies, 2007 and 2009
                                                                                                                                                                  • Baby wipes brand share
                                                                                                                                                                    • Figure 18: Brands’ value shares of baby wipes, 2007 and 2009
                                                                                                                                                                • Companies and Products

                                                                                                                                                                  • Brand map
                                                                                                                                                                    • Figure 19: Brand map for nappies and wipes, May 2010
                                                                                                                                                                  • Major players
                                                                                                                                                                    • Procter & Gamble (Pampers)
                                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                                        • Kimberly-Clark
                                                                                                                                                                          • Boots
                                                                                                                                                                            • Ontex (Moltex Öko)
                                                                                                                                                                              • Naty
                                                                                                                                                                                • Multibrands (Tushies)
                                                                                                                                                                                  • Abena (Bambo)
                                                                                                                                                                                  • Brand Communication and Promotion

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Topline adspend
                                                                                                                                                                                        • Figure 20: Main media above-the-line adspend on nappies and wipes, 2005-09
                                                                                                                                                                                      • Advertisers
                                                                                                                                                                                        • Figure 21: Above-the-line adspend on nappies and wipes, % by company, 2005-09
                                                                                                                                                                                      • Media type
                                                                                                                                                                                        • Figure 22: Above-the-line adspend on nappies and wipes, % by media type, 2005-09
                                                                                                                                                                                    • Channels to Market

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Retail distribution of disposable nappies
                                                                                                                                                                                          • Figure 23: UK retail value sales of disposable nappies, by outlet type, 2005-09
                                                                                                                                                                                        • The power of the grocers
                                                                                                                                                                                          • Trust in Boots
                                                                                                                                                                                            • Emergency shopping
                                                                                                                                                                                              • Community pharmacies
                                                                                                                                                                                                • Other drugstores and retailers
                                                                                                                                                                                                  • Retail distribution of wipes
                                                                                                                                                                                                    • Figure 24: Retail distribution of baby wipes, 2005-09
                                                                                                                                                                                                • The Consumer – Brand or Types of Nappies Used

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                      • Figure 25: Brands or types of nappies used, June 2010
                                                                                                                                                                                                    • Pampers and Huggies out in front
                                                                                                                                                                                                      • Strong challenge by supermarket own-labels
                                                                                                                                                                                                        • Pharmacies less convenient?
                                                                                                                                                                                                          • Weak showing for discounters despite recession
                                                                                                                                                                                                            • Parents aren’t saving the planet
                                                                                                                                                                                                            • Attitudes Towards Baby Wipes

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Figure 26: Attitudes towards baby wipes, June 2010
                                                                                                                                                                                                              • Who uses baby wipes?
                                                                                                                                                                                                                • The lure of a deal
                                                                                                                                                                                                                  • Fragrance free
                                                                                                                                                                                                                    • Environmental matters
                                                                                                                                                                                                                    • Attitudes Towards Nappies

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Attitudes towards nappies
                                                                                                                                                                                                                          • Figure 27: Attitudes towards nappies, June 2010
                                                                                                                                                                                                                        • High levels of brand loyalty (but not for the free samples)
                                                                                                                                                                                                                          • Bulk buying saves cash
                                                                                                                                                                                                                            • Switching to make savings
                                                                                                                                                                                                                              • The cheaper ones suit us fine
                                                                                                                                                                                                                                • Guilt trip
                                                                                                                                                                                                                                  • Too pricey to go green
                                                                                                                                                                                                                                    • Low-scoring washables
                                                                                                                                                                                                                                      • Home delivery is unpopular
                                                                                                                                                                                                                                        • Little notice of websites
                                                                                                                                                                                                                                          • One in ten use a night-time nappy
                                                                                                                                                                                                                                              • Figure 28: Attitudes towards nappies, by brands or type of nappy used, June 2010
                                                                                                                                                                                                                                          • Target Groups

                                                                                                                                                                                                                                              • Figure 29: Customer typologies for nappies, June 2010
                                                                                                                                                                                                                                            • Brand Believers (36%)
                                                                                                                                                                                                                                              • Who are they?
                                                                                                                                                                                                                                                • What brands do they use?
                                                                                                                                                                                                                                                  • Premium Loyals (16%)
                                                                                                                                                                                                                                                    • Who are they?
                                                                                                                                                                                                                                                      • What brands do they use?
                                                                                                                                                                                                                                                        • Thrifty Branders (33%)
                                                                                                                                                                                                                                                          • Who are they?
                                                                                                                                                                                                                                                            • What brands do they use?
                                                                                                                                                                                                                                                              • Cheaper Performers (15%)
                                                                                                                                                                                                                                                                • Who are they?
                                                                                                                                                                                                                                                                  • What brands do they use?
                                                                                                                                                                                                                                                                    • How the target groups think about wipes
                                                                                                                                                                                                                                                                      • Figure 30: Statements on baby wipes, by target groups, June 2010
                                                                                                                                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                                                                                                                                      • Figure 31: Use of disposable nappies, by demographics, 2009
                                                                                                                                                                                                                                                                      • Figure 32: Usage and frequency of use of baby wipes/pre-moistened tissues, by demographics, 2009
                                                                                                                                                                                                                                                                  • Appendix – Brand or Types of Nappies Used

                                                                                                                                                                                                                                                                      • Figure 33: Brands or types of nappies used, by demographics, June 2010
                                                                                                                                                                                                                                                                  • Appendix – Attitudes Towards Nappies

                                                                                                                                                                                                                                                                      • Figure 34: Attitudes towards nappies, by demographics, June 2010
                                                                                                                                                                                                                                                                  • Appendix – Target Groups

                                                                                                                                                                                                                                                                      • Figure 35: Target groups, by demographics, June 2010
                                                                                                                                                                                                                                                                      • Figure 36: Attitudes towards nappies, by target groups, June 2010
                                                                                                                                                                                                                                                                      • Figure 37: Brands or types of nappies used, by target groups, June 2010
                                                                                                                                                                                                                                                                      • Figure 38: Statements on baby wipes, by target groups, June 2010

                                                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                                                  • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                                                                  • Alliance Boots
                                                                                                                                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                                                                                                                                  • British Skin Foundation
                                                                                                                                                                                                                                                                  • Candover Investments plc
                                                                                                                                                                                                                                                                  • Co-operative Group
                                                                                                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                                                                                                  • Gap (Other)
                                                                                                                                                                                                                                                                  • J. Sainsbury
                                                                                                                                                                                                                                                                  • Johnson & Johnson Ltd
                                                                                                                                                                                                                                                                  • Kantar Media
                                                                                                                                                                                                                                                                  • Kimberly-Clark (UK)
                                                                                                                                                                                                                                                                  • Lidl (UK)
                                                                                                                                                                                                                                                                  • Mamas & Papas Ltd
                                                                                                                                                                                                                                                                  • Market & Opinion Research International (MORI)
                                                                                                                                                                                                                                                                  • Medical and Healthcare Products Regulatory Authority (MHRA)
                                                                                                                                                                                                                                                                  • Mothercare Plc
                                                                                                                                                                                                                                                                  • Nature Babycare
                                                                                                                                                                                                                                                                  • Naty AB
                                                                                                                                                                                                                                                                  • Numark Pharmacy
                                                                                                                                                                                                                                                                  • Ocado
                                                                                                                                                                                                                                                                  • Procter & Gamble UK & Ireland
                                                                                                                                                                                                                                                                  • Stella McCartney
                                                                                                                                                                                                                                                                  • Superdrug Stores Plc
                                                                                                                                                                                                                                                                  • Tesco Plc
                                                                                                                                                                                                                                                                  • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                                                  • United Nations Children's Fund (UNICEF)
                                                                                                                                                                                                                                                                  • Waitrose
                                                                                                                                                                                                                                                                  • Walt Disney Company, The
                                                                                                                                                                                                                                                                  • Waste & Resources Action Programme (WRAP)
                                                                                                                                                                                                                                                                  • Wilkinson Hardware Stores Ltd
                                                                                                                                                                                                                                                                  • Wm Morrison Supermarkets

                                                                                                                                                                                                                                                                  Nappies and Baby Wipes - UK - August 2010

                                                                                                                                                                                                                                                                  £1,995.00 (Excl.Tax)