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Description

Description

“The COVID-19 outbreak will slow value decline in 2020, as parents stockpile on essentials in the short-term. Buying behaviours will normalise however, and the category is set to continue on its downward trajectory as birth rates continue to decline and parents streamline their routines. The COVID-19 outbreak will leave household finances squeezed, which will see parents further cut back on spend. However niche brands with a natural/organic positioning or eco-ethical credentials have performed well in 2019, suggesting that NPD in these areas could encourage spend longer term.”

- Emilia Greenslade, Junior Research Analyst – 30th April 2020

This report will look at the following areas:

  • The impact of COVID-19 on consumer behaviour and the Babies’ and Children’s Personal Care Products, Nappies and Wipes market.
  • How the market will fare the post-COVID-19 slowdown.
  • The value of individual segments and brand performance in 2019.
  • Launch activity and consumer interest in innovation.
  • Baby care products purchased, where products were bought and behaviours and attitudes towards them.

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key Issues covered in this Report
        • Products covered in this Report
          • Excluded
          • Executive Summary

              • The market
                • A category already in decline
                  • Figure 1: Central forecast of UK retail value sales of babies’ and children’s personal care products, nappies and wipes (adjusted for COVID-19), at current and constant prices, 2014-24
                • Impact of COVID-19 on Babies’ and Children’s Personal Care Products, Nappies and Wipes
                  • COVID-19 drives stockpiling behaviours in 2020
                    • Figure 2: Expected impact of COVID-19 on Babies’ and Children’s Personal Care Products, Nappies and Wipes, short, medium and long-term, 28th April 2020
                  • Companies and brands
                    • Eco-ethical nappies show strong growth
                      • Figure 3: Retail value sales of babies’ and children’s nappies, by brand, January 2020
                    • Sustainability concerns impact sales of wipes
                      • Figure 4: Retail value sales of babies’ and children’s wipes, by brand, January 2020
                    • Own-label grows its share in personal care
                      • Figure 5: Retail value sales of babies’ and children’s personal care products, by brand, January 2020
                    • The consumer
                      • Routines are streamlined, but could be revived during the COVID-19 lockdown
                        • Figure 6: Personal care products, nappies and wipes purchased for babies and children, December 2019
                      • Online buying will be boosted by COVID-19 outbreak
                        • Figure 7: Retailers where babies’ and children’s personal care products, nappies and wipes are bought, December 2019
                      • Explore wellbeing and development with NPD
                        • Figure 8: Usage and interest in babies’ and children’s personal care products and services, December 2019
                      • Dads look for convenience
                        • Figure 9: Purchase drivers for babies’ and children’s personal care products, December 2019
                      • Family/friends are most trusted
                        • Figure 10: Behaviours around buying babies’ and children’s personal care products, nappies and wipes, December 2019
                      • Eco-friendly needs to be convenient
                        • Figure 11: Attitudes towards babies’ and children’s nappies and wipes, December 2019
                      • What we think
                      • The Impact of COVID-19 on Babies’ and Children’s Personal Care Products, Nappies and Wipes

                        • Short, medium and long-term impact on the industry
                          • Figure 12: Expected impact of COVID-19 on Babies’ and Children’s Personal Care Products, Nappies and Wipes, short, medium and long-term, 28th April 2020
                        • Short-term
                          • Medium-term
                            • Long-term
                              • Opportunities and Threats
                                • Price sensitivities will be heightened…
                                  • …however focus on quality provides opportunities to premiumise
                                    • Parents will feel strongest towards brands demonstrating caring behaviours
                                      • Figure 13: Explained with Lego, March 2020
                                      • Figure 14: Baba+boo supports NHS staff, March 2020
                                    • Impact on the market
                                      • 2020 will see a smaller decline in value than previously expected
                                        • Figure 15: UK central forecast for value sales of babies’ and children’s personal care products, nappies and wipes (adjusted for COVID-19), 2014-24
                                      • Shifts in consumer behaviour
                                        • Health and hygiene was a priority in the initial weeks of the outbreak
                                          • Figure 16: Personal or family behaviour changes as a result of the COVID-19/coronavirus outbreak, 9th April – 16th April 2020
                                        • Time to bond
                                          • Figure 17: Child’s farm encourages bedtime routines, March 2020
                                        • Parents will look to brands that helped the effort
                                          • Impact on key consumer segments
                                            • Young parents will be most impacted by a recession
                                              • Mums more likely to make cutbacks on spending
                                                • How a COVID-19 recession will reshape the industry
                                                  • Squeezed finances will drive savvy shopping behaviours
                                                    • DTC models will see renewed interest
                                                      • Impact on the marketing mix
                                                        • Brands need to stay in touch to earn trust
                                                          • Figure 18: Baby Dove Instagram live supporting new mothers, April 2020
                                                        • Parents will demand more from claims
                                                          • Figure 19: Little butterfly organic anti-pollution baby face cream, 2019
                                                        • COVID-19: Market context
                                                        • Issues and Insights

                                                          • Natural ingredients signal safety
                                                            • The facts
                                                              • The implications
                                                                • Make eco-friendly convenient
                                                                  • The facts
                                                                    • The implications
                                                                      • Price is a priority
                                                                        • The facts
                                                                          • The implications
                                                                          • The Market – What You Need to Know

                                                                            • Category value falls
                                                                              • Eco and ingredient concerns impact wipes
                                                                                • Discount grocers ramp up competition
                                                                                  • Older parents could boost category spend
                                                                                    • Appeal to growing eco concerns
                                                                                      • COVID-19 drives focus towards efficacy
                                                                                      • Market Size and Forecast

                                                                                        • Category value falls in 2019
                                                                                          • Figure 20: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, 2014-19
                                                                                        • Outlook in light of COVID-19
                                                                                          • COVID-19 will impact behaviours in 2020
                                                                                            • 2020 will see a smaller decline
                                                                                              • Figure 21: Central forecast of UK value sales of babies’ and children’s personal care products, nappies and wipes (adjusted for COVID-19), 2014-24
                                                                                              • Figure 22: UK retail value sales of babies’ and children’s personal care products, nappies and wipes (adjusted for COVID-19), 2014-24
                                                                                            • Continued decline ahead
                                                                                              • Figure 23: Best- and worst-case forecast of UK value sales of babies’ and children’s personal care products, nappies and wipes, 2014-24
                                                                                            • Forecast methodology
                                                                                              • COVID-19: Market context
                                                                                              • Market Segmentation

                                                                                                • Nappies see a smaller decline than personal care
                                                                                                  • Figure 24: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by segment, 2018 and 2019
                                                                                                • Wipes take a hit
                                                                                                  • Reduced spend on baby toiletries
                                                                                                  • Channels to Market

                                                                                                    • Supermarkets account for the majority of sales
                                                                                                      • Figure 25: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by outlet type, 2018 and 2019
                                                                                                    • Strong competition from discount grocers
                                                                                                    • Market Drivers

                                                                                                      • Fewer babies means fewer sales
                                                                                                        • Figure 26: UK total fertility rate, 2015-25
                                                                                                      • Decline in 0-4s set to slow down
                                                                                                        • Figure 27: Trends in the age structure of the UK population, 2014-24
                                                                                                      • Older parents could spend more
                                                                                                        • Figure 28: Standardised mean age of mother and father, England and Wales, by year, 2010-18
                                                                                                      • Mums have more responsibility
                                                                                                        • Figure 29: Decision-makers in the home, “Me” responses, July 2018
                                                                                                      • Same-sex families are on the rise
                                                                                                        • Figure 30: Change in self-identified sexual orientation, UK, 2014-18
                                                                                                      • Families are becoming more diverse
                                                                                                        • Figure 31: Change in the UK’s ethnic groups, England and Wales, 2001-11
                                                                                                      • Fighting the fatbergs
                                                                                                        • Figure 32: Change in eco-friendly BPC purchasing, by parental status, November 2019
                                                                                                        • Figure 33: Natracare ‘fine to flush’ wipes, 2019
                                                                                                      • COVID-19 may feed demand for efficacy
                                                                                                        • Figure 34: Selected COVID-19-related behaviours, all vs parents of children aged 4 and under, 28th February-13th March 2020
                                                                                                    • Companies and Brands – What You Need to Know

                                                                                                      • Eco-ethical nappies show strong growth
                                                                                                        • Natural wipes succeed
                                                                                                          • Personal care brands keep focus on skin safety
                                                                                                            • NPD focuses on sustainability and sensitivity
                                                                                                              • TV advertising sees big decline
                                                                                                                • Pampers has highest brand awareness
                                                                                                                • Market Share

                                                                                                                  • Pampers and Huggies lose out to eco-ethical brands
                                                                                                                    • Figure 35: Retail value sales of babies’ and children’s nappies, by brand, years ending January 2019 and 2020
                                                                                                                  • Own-label nappy brands see growth
                                                                                                                    • Wipes’ success lies in natural credentials
                                                                                                                      • Figure 36: Retail value sales of babies’ and children’s wipes, by brand, years ending January 2019 and 2020
                                                                                                                    • The rise in eco-friendly wipes
                                                                                                                      • Johnson’s sees decline in personal care
                                                                                                                        • Figure 37: Retail value sales of babies’ and children’s personal care products, by brand, years ending January 2019 and 2020
                                                                                                                      • Look beyond mainstream claims
                                                                                                                      • Launch Activity and Innovation

                                                                                                                        • NPD remains unchanged
                                                                                                                          • Figure 38: New product development in the UK babies’ and children’s personal care, nappies and wipes market, by product category, 2016-19
                                                                                                                          • Figure 39: Examples of NPD in babies’ and children’s hair detangler and conditioners, 2019
                                                                                                                        • Personal care emphasises barrier protection
                                                                                                                          • Figure 40: New product development in the UK babies’ and children’s personal care market, by launch type, 2016-19
                                                                                                                          • Figure 41: Example of NPD in barrier creams in babies’ and children’s personal care, 2019
                                                                                                                        • Investing in babies’ oral care
                                                                                                                          • Figure 42: Nuby grooming 4 Stage Oral Care System, 2019
                                                                                                                        • Johnson & Johnson targets specific needs
                                                                                                                          • Figure 43: New product development in the UK babies’ and children’s personal care market, by ultimate company, 2019
                                                                                                                          • Figure 44: Johnson & Johnson new Johnson’s Cottontouch range, 2019
                                                                                                                          • Figure 45: Johnson & Johnson NPD in Johnson’s Active Baby Bedtime range, 2019
                                                                                                                        • Sainsbury’s claims ‘trusted by parents’
                                                                                                                          • Figure 46: Examples of Sainsbury’s Little Ones new packaging launch, 2019
                                                                                                                        • Childs Farm goes fragrance-free
                                                                                                                          • Figure 47: Examples of Childs Farm unfragranced launches, 2019 and 2020
                                                                                                                        • Blurring routines with child development
                                                                                                                          • Figure 48: Examples of Bloom and Blossom Bath, Book & Bedtime NPD, 2019
                                                                                                                        • Skin safety dominates personal care
                                                                                                                          • Figure 49: Top claims in babies’ and children’s personal care products, % change 2018-19
                                                                                                                          • Figure 50: Examples of dermatologically tested claims in babies’ and children’s personal care products, 2019
                                                                                                                        • Vegan claim sees fastest growth
                                                                                                                          • Figure 51: Examples of vegan claims in babies’ and children’s personal care products, 2019
                                                                                                                        • Botanical ingredients can signal skin-friendly claims
                                                                                                                          • Figure 52: Mustela Soothing Cleansing Gel, 2019
                                                                                                                        • Anti-pollution sees its way to baby personal care
                                                                                                                          • Figure 53: Examples of anti-pollution claims in babies’ and children’s personal care products, 2019
                                                                                                                        • Nappies extend into unisex
                                                                                                                          • Figure 54: New product development in the UK babies’ and children’s nappies market, by launch type, 2016-19
                                                                                                                          • Figure 55: New variety/range extensions in babies’ and children’s personal care, 2019
                                                                                                                        • Pampers and Huggies promote efficacy
                                                                                                                          • Figure 56: New product development in the UK babies’ and children’s nappies market, by ultimate company, 2019
                                                                                                                          • Figure 57: Pampers’ relaunch and new packaging NPD, 2019
                                                                                                                          • Figure 58: Examples of Huggies’ new formulation and relaunch, 2019
                                                                                                                        • Pampers invests in organic range
                                                                                                                          • Figure 59: Examples of Pampers’ pure nappies range extensions, 2019
                                                                                                                        • Sustainability tops nappies claims
                                                                                                                          • Figure 60: Top claims in babies’ and children’s nappies, % change 2018-19
                                                                                                                          • Figure 61: Examples of NPD with sustainable claims in nappies, 2019
                                                                                                                        • New wipes packaging seals credibility
                                                                                                                          • Figure 62: New product development in the UK babies’ and children’s nappies market, by launch type, 2016-19
                                                                                                                          • Figure 63: Examples of new packaging launches in babies’ and children’s wipes segment, 2019
                                                                                                                        • Johnson’s silk extract proves gentleness
                                                                                                                          • Figure 64: New product development in the UK babies’ and children’s wipes market, by ultimate company, 2019
                                                                                                                          • Figure 65: Examples of Johnson & Johnson’s new packaging launches and new product, 2019
                                                                                                                        • Pampers targets safety-conscious parents
                                                                                                                          • Figure 66: Examples of Pampers wipes new packaging launches, 2019
                                                                                                                        • Aldi taps into skincare trends
                                                                                                                          • Figure 67: Aldi Mamia prebiotic cleansing baby wipes, 2019
                                                                                                                        • Biodegradable wipes respond to eco concerns
                                                                                                                          • Figure 68: Top claims in babies’ and children’s wipes products, % change 2018-19
                                                                                                                          • Figure 69: Examples of NPD in biodegradable baby wipes, 2019
                                                                                                                        • Promote naturally soothing qualities for sensitive skin
                                                                                                                          • Figure 70: Asda Sensitive Baby Wipes with soothing cottonseed extract, 2019
                                                                                                                      • Advertising and Marketing Activity

                                                                                                                        • TV advertising sees big decline
                                                                                                                          • Figure 71: Recorded above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by media type, 2017-19
                                                                                                                          • Figure 72: P&G Pampers for preemies campaign, 2019
                                                                                                                        • Personal care accounts for majority of recorded adspend
                                                                                                                          • Figure 73: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care, nappies and wipes, by segment, 2019
                                                                                                                        • Own-label are top spenders in advertising
                                                                                                                          • Figure 74: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care, nappies and wipes, by leading companies, 2019
                                                                                                                          • Figure 75: Aldi Mamia Liz, Drew & The Kids campaign, 2019
                                                                                                                        • WaterWipes tackles parenting taboos
                                                                                                                          • Huggies targets the green consumer
                                                                                                                            • Figure 76: Huggies’ tiniest footprint mission, October 2019
                                                                                                                          • Nielsen Ad Intel coverage
                                                                                                                          • Brand Research

                                                                                                                              • Brand map
                                                                                                                                • Figure 77: Attitudes towards and usage of selected brands, March 2020
                                                                                                                              • Key brand metrics
                                                                                                                                • Figure 78: Key metrics for selected brands, March 2020
                                                                                                                              • Brand attitudes: Johnson’s Baby is a trusted brand
                                                                                                                                • Figure 79: Attitudes, by brand, March 2020
                                                                                                                              • Brand personality: WaterWipes perceived as ethical
                                                                                                                                • Figure 80: Brand personality – macro image, March 2020
                                                                                                                              • Pampers and Huggies seen as effective
                                                                                                                                • Figure 81: Brand personality – micro image, March 2020
                                                                                                                              • Brand analysis
                                                                                                                                • Pampers has high awareness
                                                                                                                                  • Figure 82: User profile of Pampers, March 2020
                                                                                                                                • Johnson’s Baby is highly trusted amongst mums
                                                                                                                                  • Figure 83: User profile of Johnson’s Baby, March 2020
                                                                                                                                • WaterWipes has high differentiation
                                                                                                                                  • Figure 84: User profile of WaterWipes, March 2020
                                                                                                                                • Huggies needs to go greener
                                                                                                                                  • Figure 85: User profile of Huggies, March 2020
                                                                                                                                • Eco by Naty seen as worth paying more for
                                                                                                                                  • Figure 86: User profile of Eco by Naty, March 2020
                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                • Fewer products bought
                                                                                                                                  • Parents seek convenience online
                                                                                                                                    • Explore healthy wellbeing and development
                                                                                                                                      • Target dads looking for convenience
                                                                                                                                        • Family/friends are most trusted
                                                                                                                                          • Eco-friendly needs to be convenient
                                                                                                                                          • Products Bought for Babies and Children

                                                                                                                                            • A note on COVID-19
                                                                                                                                              • Fewer products bought
                                                                                                                                                • Figure 87: Personal care products, nappies and wipes purchased for babies and children, December 2019
                                                                                                                                              • Eco-ethical considerations are impacting purchase behaviours
                                                                                                                                                • Safety concerns impact bubble bath and suncare
                                                                                                                                                • Retailers Used for Babies’ and Children’s Personal Care Products, Nappies and Wipes

                                                                                                                                                  • Supermarkets remain preferred channel
                                                                                                                                                    • Figure 88: Retailers where babies’ and children’s personal care products, nappies and wipes are bought, December 2019
                                                                                                                                                  • Half of parents shop online
                                                                                                                                                    • Figure 89: Retailers where babies’ and children’s personal care products, nappies and wipes are bought, in-store vs online, December 2019
                                                                                                                                                  • Parents of babies look for expertise and guidance
                                                                                                                                                    • Figure 90: Retailers where babies’ and children’s personal care products, nappies and wipes are bought, by age of youngest child, December 2019
                                                                                                                                                • Usage and Interest in Babies’ and Children’s Personal Care Products and Services

                                                                                                                                                  • Be kind to babies’ skin
                                                                                                                                                    • Figure 91: Usage and interest in babies’ and children’s personal care products and services, December 2019
                                                                                                                                                  • Promote a healthy wellbeing
                                                                                                                                                    • Figure 92: Nappychat nappies range extension, 2019
                                                                                                                                                  • Technology helps parents life hack
                                                                                                                                                    • Figure 93: Usage and interest in babies’ and children’s personal care products and services, by age of youngest child, December 2019
                                                                                                                                                  • Anti-pollution concerns on the rise
                                                                                                                                                    • Parents trust parents
                                                                                                                                                      • Branching into premium baby skincare
                                                                                                                                                      • Purchase Drivers of Babies’ and Children’s Personal Care Products

                                                                                                                                                        • Product quality tops priorities
                                                                                                                                                          • Figure 94: Purchase drivers for babies’ and children’s personal care products, December 2019
                                                                                                                                                        • Price becomes bigger concern for parents of toddlers
                                                                                                                                                          • Figure 95: Product quality and price as purchase factors for babies’ and children’s personal care products, by age of youngest child, December 2019
                                                                                                                                                        • Dads are willing to spend more
                                                                                                                                                          • Figure 96: Price and ease of use as purchase factors for babies’ and children’s personal care products, by dads and mums, December 2019
                                                                                                                                                        • Take eco initiatives beyond recyclability
                                                                                                                                                        • Behaviours around Buying Babies’ and Children’s Personal Care Products

                                                                                                                                                          • Parents research online before buying
                                                                                                                                                            • Figure 97: Behaviours around buying babies’ and children’s personal care products, nappies and wipes, December 2019
                                                                                                                                                          • Families/friends are an authentic source of information
                                                                                                                                                            • Dads seek out recommendations
                                                                                                                                                              • Figure 98: Agreement with behaviours around buying babies’ and children’s personal care products, nappies and wipes, by dads and mums, December 2019
                                                                                                                                                            • Mums turn to price-saving schemes
                                                                                                                                                            • Attitudes towards Babies’ and Children’s Nappies, Training Pants and Baby Wipes

                                                                                                                                                              • Own-label is as good as branded
                                                                                                                                                                • Figure 99: Attitudes towards babies’ and children’s nappies and wipes, December 2019
                                                                                                                                                              • Make eco-friendly convenient
                                                                                                                                                                • Interest in organic and natural materials
                                                                                                                                                                  • ‘Kind to babies’ skin’ appeals to dads
                                                                                                                                                                    • Figure 100: Agreement with attitudes towards babies’ and children’s nappies and wipes, by dads and mums, December 2019
                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                    • Abbreviations
                                                                                                                                                                      • Consumer research methodology
                                                                                                                                                                        • Forecast methodology

                                                                                                                                                                        About the report

                                                                                                                                                                        This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                        • The Consumer

                                                                                                                                                                          What They Want. Why They Want It.

                                                                                                                                                                        • The Competitors

                                                                                                                                                                          Who’s Winning. How To Stay Ahead.

                                                                                                                                                                        • The Market

                                                                                                                                                                          Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                        • The Innovations

                                                                                                                                                                          New Ideas. New Products. New Potential.

                                                                                                                                                                        • The Opportunities

                                                                                                                                                                          Where The White Space Is. How To Make It Yours.

                                                                                                                                                                        • The Trends

                                                                                                                                                                          What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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