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Babies' and Children's Personal Care Products, Nappies and Wipes - UK - February 2018

“Market decline continues to show the need for brands to differentiate versus own-label. This is easier in some sectors where parents seek specific claims, but mass disposable nappy brands will either need to premiumise further or devolve and compete on price. The overarching need for convenience in all sectors remains, from product features to retail experience. The expectation of convenience as standard could mean that brands and retailers that promote it now will remain top of mind in future.”
– Alex Fisher, Senior Beauty Analyst

This Report looks at the following areas:

  • Breaking the link between safety and naturals
  • Capitalising on convenience
  • The price of quality

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Table of contents

  1. Overview

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

            • The market
              • Market decline set to continue
                • Figure 1: Best- and worst-case forecast for retail value sales of mass-market babies’ and children’s personal care products, nappies and wipes, 2012-22
              • Companies and brands
                • Unclear on brand value
                  • Figure 2: UK brand shares in value sales of mass-market disposable nappies, year ending October 2017
                  • Figure 3: UK brand shares in value sales of mass-market baby toiletries, year ending October 2017
                  • Figure 4: UK brand shares in value sales of mass-market baby wipes, year ending October 2017
                • The consumer
                  • Early adopters
                    • Figure 5: Products bought for babies and children, by age of youngest child, December 2017
                  • Convenience wins in retail
                    • Figure 6: Retailers where babies’ and children’s personal care products, nappies and wipes are bought, December 2017
                  • Naturals only go so far
                    • Figure 7: Behaviours when buying babies’ and children’s personal care products nappies and wipes, December 2017
                  • Throwaway culture
                    • Figure 8: Reasons why babies’ and children’s personal care products are not used out of home, December 2017
                  • Show parents the way
                    • Figure 9: Attitudes towards babies’ and children’s personal care, December 2017
                  • What we think
                  • Issues and Insights

                    • Breaking the link between safety and naturals
                      • The facts
                        • The implications
                          • Capitalising on convenience
                            • The facts
                              • The implications
                                • The price of quality
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Market decline set to continue
                                        • Be sensitive
                                          • One-stop shop
                                            • A close eye on the news
                                            • Market Size and Forecast

                                              • Current trends help toiletries
                                                • Figure 10: Value sales of mass-market babies’ and children’s personal care products, nappies and wipes, 2012-22
                                              • Category continues to decline
                                                • Figure 11: Best- and worst-case forecast for retail value sales of mass-market babies’ and children’s personal care products, nappies and wipes, 2012-22
                                              • Forecast methodology
                                              • Market Segmentation

                                                • Toiletries appeal to sensitivities
                                                  • Figure 12: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by segment, 2016-17
                                                • Wipes create environmental dilemma
                                                  • No bells and whistles please
                                                  • Channels to Market

                                                    • Grocers likely to suffer the least
                                                      • Figure 13: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by outlet type, 2016-17
                                                  • Market Drivers

                                                    • Birth rate set to rise
                                                      • Figure 14: Total UK live births (000s), 2012-22
                                                      • Figure 15: Trends in the age structure of the UK population, 2012-22
                                                    • Changes in NHS advice to parents
                                                      • Own-label safety scares
                                                        • Mums versus dads
                                                          • Natural and organic
                                                            • Figure 16: Reasons for purchasing natural/organic toiletries, September 2017
                                                            • Figure 17: Johnson’s baby advert, 2017
                                                          • Parental influencers
                                                          • Companies and Brands – What You Need to Know

                                                            • Unclear on brand value
                                                              • Realigning the message
                                                                • Investment continues
                                                                  • Own-label needs to act like brands
                                                                  • Market Share

                                                                    • Disposable nappies turn premium
                                                                      • Figure 18: Brand shares in the disposable nappies market, years ending October, 2016 and 2017
                                                                      • Figure 19: Naty gains an eco-certification, September 2017
                                                                    • Wipes address concerns
                                                                      • Figure 20: Brand shares in the baby wipes market, years ending October, 2016 and 2017
                                                                    • Toiletries show their sensitive side
                                                                      • Figure 21: Brand shares in the baby toiletries market, years ending October, 2016 and 2017
                                                                      • Figure 22: Baby Dove range, March 2017
                                                                  • Launch Activity and Innovation

                                                                    • Babies’ and children’s personal care products
                                                                      • Growth in launches but not true innovation
                                                                        • Figure 23: New product development in babies’ and children’s personal care products, by category, 2014-17
                                                                        • Figure 24: New product development in babies’ and children’s personal care products, by launch type, 2014-17
                                                                      • Claims centre around ethics and sensitivity
                                                                        • Figure 25: Top fastest-growing and fastest-declining claims in babies’ and children’s personal care products, % change 2016-17
                                                                        • Figure 26: New product development in babies’ and children’s personal care products, by top ultimate companies and other, 2017
                                                                      • Disposable nappies
                                                                        • Own-label takes the lead
                                                                          • Figure 27: New product development in disposable nappies, by launch type, 2014-17
                                                                          • Figure 28: New product development in disposable nappies, branded vs own-label, 2014-17
                                                                        • New brands add a premium proposition
                                                                          • Figure 29: New product development in disposable nappies, by top ultimate companies and other, 2017
                                                                          • Figure 30: Top fastest-growing and fastest-declining claims in disposable nappies, % change 2016-17
                                                                        • Babies’ and children’s wipes
                                                                          • Improved packaging and kind innovation
                                                                            • Figure 31: New product development in babies’ and children’s wipes, by launch type, 2014-17
                                                                            • Figure 32: Top fastest-growing and fastest-declining claims in babies’ and children’s wipes, % change 2016-17
                                                                          • A very fragmented market
                                                                            • Figure 33: New product development in babies’ and children’s wipes, by top ultimate companies and other, 2017
                                                                        • Advertising and Marketing Activity

                                                                          • Increased spending on TV and digital campaigns
                                                                            • Figure 34: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, 2015-17
                                                                            • Figure 35: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by media type, 2015-17
                                                                            • Figure 36: Johnson’s Baby Top-to-Toe advertising featuring parenting vloggers, 2016-17
                                                                          • Advertising shift reflects segments in growth
                                                                            • Figure 37: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by product segment, January 2015-December 2017
                                                                          • A brand-led message
                                                                            • Figure 38: Pampers’ #ThankYouMidwife tv advert, December 2017
                                                                            • Figure 39: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by manufacturer, 2017
                                                                          • Nielsen Ad Intel coverage
                                                                          • Brand Research

                                                                              • Brand map
                                                                                • Figure 40: Attitudes towards and usage of selected brands, December 2017
                                                                              • Key brand metrics
                                                                                • Figure 41: Key metrics for selected brands, December 2017
                                                                              • Brand attitudes: brands with high awareness tend to be more trusted
                                                                                • Figure 42: Attitudes, by brand, December 2017
                                                                              • Brand personality: Brands mostly associated with positive traits
                                                                                • Figure 43: Brand personality – Macro image, December 2017
                                                                              • Baby Dove more aligned to natural than Childs Farm
                                                                                • Figure 44: Brand personality – Micro image, December 2017
                                                                              • Brand analysis
                                                                                • Johnson’s Baby cemented in trust and heritage
                                                                                  • Figure 45: User profile of Johnson’s Baby, December 2017
                                                                                • Asda Little Angels does not stand out from the crowd
                                                                                  • Figure 46: User profile of Asda Little Angels, December 2017
                                                                                • Baby Dove fills parents with pride
                                                                                  • Figure 47: User profile of Baby Dove, December 2017
                                                                                • Boots Baby personality is unclear to users
                                                                                  • Figure 48: User profile of Boots Baby, December 2017
                                                                                • Childs Farm draws in young, affluent consumers
                                                                                  • Figure 49: User profile of Childs Farm, December 2017
                                                                              • The Consumer – What You Need to Know

                                                                                • Early adopters
                                                                                  • Convenience wins in retail
                                                                                    • Naturals only go so far
                                                                                      • Throwaway culture
                                                                                        • Show parents the way
                                                                                        • Products Bought for Babies and Children

                                                                                          • Product rankings remain the same
                                                                                            • Figure 50: Products bought for babies and children, December 2017
                                                                                          • Opportunities for different ages
                                                                                            • Figure 51: Products bought for babies and children, by age of youngest child, December 2017
                                                                                            • Figure 52: Shampoo and suncare product launches for 0-4-year-olds with natural claims, 2017
                                                                                        • Retailers Used for Babies’ and Children’s Personal Care Products, Nappies and Wipes

                                                                                          • Personal care could be retail advantage
                                                                                            • Figure 53: Retailers where babies’ and children’s personal care products, nappies and wipes are bought, December 2017
                                                                                          • Competing through convenience
                                                                                            • In the club
                                                                                            • Purchase and Usage Behaviours

                                                                                              • Natural attitudes help brand performance
                                                                                                • Figure 54: Behaviours when buying babies’ and children’s personal care products nappies and wipes, December 2017
                                                                                              • Own-label stays front of mind
                                                                                                • Figure 55: Responses to the statement “Branded disposable nappies are better quality than store brand versions”, by age of youngest child, December 2017
                                                                                            • Barriers to Out of Home Usage

                                                                                              • Convenience trumps environmental concerns
                                                                                                • Figure 56: Reasons why babies’ and children’s personal care products are not used out of home, December 2017
                                                                                                • Figure 57: On-the-go product launches for 0-4-year-olds with environmentally friendly packaging claims, 2015-17
                                                                                            • Attitudes towards Babies’ and Children’s Personal Care Products, Nappies and Wipes

                                                                                              • Just the basics
                                                                                                • Figure 58: Attitudes towards babies’ and children’s personal care, December 2017
                                                                                              • Top marks
                                                                                                • Figure 59: Own-label ‘top-to-toe’ wash launches, 2017
                                                                                            • Target Groups

                                                                                                • Figure 60: Babies’ and children’s personal care products, nappies and wipes target groups, December 2017
                                                                                              • Safety-conscious
                                                                                                • Effectiveness/Convenience-focused
                                                                                                  • Sceptical/Overwhelmed
                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                      • Abbreviations
                                                                                                        • Consumer research methodology
                                                                                                          • Forecast methodology

                                                                                                          Babies' and Children's Personal Care Products, Nappies and Wipes - UK - February 2018

                                                                                                          US $2,552.20 (Excl.Tax)