Babies' and Children's Personal Care Products - UK - March 2011
- In order to grab parents' attention, manufacturers are increasingly focusing on introducing new products that are fun to use for babies' and children. Children's character-licensed toiletries are becoming increasingly common. Almost one in six parents buy toiletries for their baby or child which feature characters.
- Own label has grown in value by 10% since 2008, buoyed by the recession with consumers looking for bargains. Just under a quarter of consumers believe that the quality of own-label products is just as good as branded. This underlines the need for branded manufacturers to highlight their unique qualities and to justify their price, through parameters such as quality and innovation, and to create an emotional connection with consumers.
- Approaching half of parents say that a well-known brand is an important consideration when buying toiletries for their offspring. And with the US phenomenon of baby showers becoming more common in the UK, this is an opportunity for big name baby brands to get involved in the gifting market, providing gift baskets of baby essentials that the mother is likely to continue buying once their baby is born. "
- Baby toiletries are used by one quarter of parents on themselves, so this offers potential for brands typically seen as ‘just for baby’ to expand into the wider toiletries market to cater for adults as well; perhaps on a sensitive skin platform.
- Organic versions of babies’ and children’s toiletries are deemed too expensive to buy according to 11% of consumers, with just over two thirds of consumers buying organic products only when they are on special offer. There is more potential for retailers own-label ranges such as Waitrose Organics and Boots Botanics (which has some organic products) to expand into the baby toiletries sector to appeal to the most cost conscious shoppers.
- Three quarters of all parents purchase baby wipes, and this sector dominates the babies’ and children’s personal care market, accounting for almost two thirds of total value sales. Females (79%) are more likely to purchase wipes compared to males (71%). Focusing on the multiple uses of baby wipes in marketing can help to extend product appeal to a variety of target audiences. For example, women can be targeted due to the ease with which make-up up can be cleaned from the face or those who frequently suffer minor cuts and scratches, such as builders, decorators and gardeners can also be targeted, due to the mildness of wipes in helping to clean wounds.
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