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- Babies' & Children's Personal Care Products - UK - March 2012
Description
Description
“Children’s wipes (targeted at 3-9-year-olds) are worth only 5% of the total wipes market. Parents are finding more reasons to use wipes on older children, such as on-the-go clean-ups after playtime and eating, and frequency of use is growing the fastest amongst these groups. Manufacturers could introducing a range positioned as ‘school wipes’, which are ideal for cleaning hands before eating lunch or snacks or for general cleaning after playing or art lessons”.
– Ricky Lakhani, Personal Care Analyst
Some questions answered in this report include:
- What impact is the poor economic climate having on the babies’ and children’s personal care market?
- How can manufacturers boost usage of children’s wipes?
- Does potential exist to boost usage of children’s suncare products?
- How can manufacturers encourage more parents to use child-specific formulations for themselves?
What's included
What's included
Databook- Executive Summary
- Infographic Overview
- PowerPoint Presentation
- Report PDF
- Previous Editions
Table of contents
Table of contents
Introduction
- Definitions
- Abbreviations
Executive Summary
- The market
- Figure 1: Best- and worst-case forecast sales of babies’ and children’s toiletries, 2006-16
- Segmentation
- Market factors
- Birth rates
- Population aged 5-9 set to grow faster than 0-4s
- Mean age of mothers
- Companies, brands and innovation
- Brand share by sector
- Figure 2: Manufacturers’ shares in UK value sales of babies’ and children’s personal care, 2011
- Innovation
- The consumer
- Types of babies’ and children’s personal care products purchased
- Figure 3: Babies’ and children’s personal care products bought in the last 12 months, February 2011 and February 2012
- Usage and frequency of baby wipes
- Figure 4: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2010 and 2011
- Brand loyalty
- Figure 5: Attitudes towards brands/products when buying personal care products for babies/children, February 2012
- Attitudes towards purchasing babies’ and children’s personal care products
- Figure 6: Attitudes towards buying personal care products for babies/children, February 2012
- What we think
Issues in the Market
- What impact is the poor economic climate having on the babies’ and children’s personal care market?
- How can manufacturers boost usage of children’s wipes?
- Does potential exist to boost usage of children’s suncare products?
- How can manufacturers encourage more parents to use child-specific formulations for themselves?
Future Opportunities
- Trend: Let’s Make a Deal
- Trend: Moral Brands
Internal Market Environment
- Key points
- Birth rates
- Figure 7: Number of births in the UK, 2008-16
- Population aged 5-9 set to grow faster than 0-4s
- Figure 8: Number of children in the UK, by age group, 2006-16
- Rise in fertility rates
- Figure 9: Fertility rates in England and Wales, by age of mother at childbirth, 1999 and 2010
- Mean age of mothers
- Figure 10: Unstandardised mean age of mothers at live birth in England and Wales, 1977-2010
- Increase in adults entering family lifestage
- Figure 11: Forecast adult population trends, by lifestage, 2006-16
- Concerns about safety of ingredients
- Children’s eczema
- Key points
Broader Market Environment
- Key points
- Growth in internet penetration
- Figure 12: Broadband penetration, 2006-11
- Statutory maternity pay and child benefit
- More consumers are shopping on price
- Figure 13: Attitudes towards price when shopping, 2007-11
- VAT rise in 2011
- Population trends by socio-economic group
- Figure 14: Forecast adult population trends, by socio-economic group, 2011-16
- Key points
Who’s Innovating?
- Key points
- Product launches by category
- Figure 15: New product launches in the babies’ and children’s personal care market, by category, UK, 2011
- Popular product claims
- Figure 16: New product launches in the babies’ and children’s personal care market, by claim, UK, 2011
- Manufacturers
- Figure 17: New product launches in the babies’ and children’s personal care market, by manufacturer, UK, 2011
- Examples of new launches by claim
- Botanical/herbal
- Organic products
- Children’s (5-12 years) products
- Food as inspiration
- Environmentally friendly packaging
- Character merchandising
- Key points
Strengths and Weaknesses
- Strengths
- Weaknesses
- Strengths
Competitive Context
- Key points
- Figure 18: UK retail sales of selected babies’ and children’s products, 2007-11
- Premiumisation is increasing value of baby and nursery equipment market
- Innovation is driving growth in nappy sales
- Hike in dairy prices is pushing up value of the formula milk market
- Hectic lives of modern parents support demand for baby meals
- Modest growth for children’s OTC and healthcare
- Gift purchasing for newborns drives infantswear sales
- Key points
Market Size and Forecast
- Key points
- Figure 19: UK retail value sales of babies’ and children’s personal care products, 2006-16
- Future of the market
- Forecast
- Figure 20: Best- and worst-case forecast sales of babies’ and children’s toiletries, 2006-16
- Key points
Segment Performance
- Key points
- Figure 21: UK retail value sales of babies’ and children’s personal care products, by target age, 2010 and 2011
- Category performance
- Figure 22: UK retail value sales of babies’ and children’s personal care products, by sector, 2010 and 2011
- Wipes sector benefits from increasing usage by older children
- Skincare faces competition from wipes with moisturising ingredients
- Children over 4 are not using child-specific soap, bath and shower products which is holding back growth
- Heavy price discounting in suncare category slows suncare sales
- Innovative flavours to drive children’s toothpaste sales
- Children’s haircare is the smallest sector
- Key points
Market Share
- Key points
- Figure 23: Manufacturers’ shares in UK retail value sales of babies’ and children’s personal care, 2009-11
- Key points
Companies and Products
- Alliance Boots
- Figure 24: New product launches in the UK babies’ and children’s personal care market, Boots, 2011
- Johnson’s Baby
- Kimberly-Clark
- Figure 25: New product launches in the UK babies’ and children’s personal care market, Kimberly-Clark, 2011
- L'Oréal
- Figure 26: New product launches in the UK babies’ and children’s personal care market, L'Oréal, 2011
- Colgate-Palmolive
- Procter & Gamble
- Beiersdorf
- Figure 27: New product launches in the UK babies’ and children’s personal care market, Beiersdorf, 2011
- Alliance Boots
Brand Communication and Promotion
- Key points
- Topline adspend
- Figure 28: Main monitored media advertising spend on babies’ and children’s personal care, 2007-11
- Media type
- Figure 29: Main monitored media advertising spend on babies’ and children’s personal care, percentage share by media type, 2007-11
- Adspend by company
- Figure 30: Main monitored media advertising spend on babies’ and children’s personal care, by company, 2010
- Key points
Channels to Market
- Key points
- Figure 31: UK retail value sales of babies’ and children’s toiletries, by outlet type, 2009-11
- Extended opening hours at multiple grocers appeal to parents
- High street chemist Boots competes on price and loyalty initiatives
- Independent chemists failing to benefit from a role as health advisers
- Other channels
- Key points
The Consumer – Types of Babies’ and Children’s Personal Care Products Purchased
- Key points
- Figure 32: Babies’ and children’s personal care products bought in the last 12 months, February 2011 and February 2012
- Purchase penetration is highest for baby wipes
- Botanical/herbal shampoo launches have more than doubled
- Parents are paying more attention to their child’s oral health
- Recession favours inexpensive treats such as bubble baths
- Growing awareness of sun safety is driving usage of children’s suncare
- Baby lotion faces competition from baby wipes
- Swine flu pandemic drives demand for children’s soap products
- Key points
The Consumer – Frequency of Using Baby Wipes
- Key points
- Usage
- Figure 33: Usage of baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2010 and 2011
- Frequency of use
- Figure 34: Frequency of using baby wipes/pre-moistened tissues in the last 12 months, by age of children, 2010 and 2011
- Key points
The Consumer – Brand Loyalty
- Key points
- Figure 35: Attitudes towards brands/products when buying personal care products for babies/children, February 2012
- Buying the same brand
- Chasing promotions
- Paying more for better quality
- Buying the cheapest available products
- Key points
The Consumer – Attitudes towards Purchasing Babies’ and Children’s Personal Care Products
- Key points
- Figure 36: Attitudes towards buying personal care products for babies/children, February 2012
- Parents use baby wipes, baby lotion and nappy cream on themselves
- Men use sunscreens for adults on children
- Concerns about safety of ingredients peak amongst affluent parents
- Affluent parents also shop for organic products
- Younger parents are swayed by advertising
- First-time parents seek advice
- Key points
Appendix – Types of Babies’ and Children’s Personal Care Products Purchased
- Figure 37: Most popular types of babies’ and children’s personal care products bought in the last 12 months, by demographics, February 2012
- Figure 38: Next most popular types of babies’ and children’s personal care products bought in the last 12 months, by demographics, February 2012
- Figure 39: Other types of babies’ and children’s personal care products bought in the last 12 months, by demographics, February 2012
- Figure 40: Types of babies and children’s toiletries bought in the last 12 months, by attitudes towards buying toiletries for babies/toddlers, February 2012
- Figure 41: Types of babies and children’s toiletries bought in the last 12 months, by most popular factors influencing purchase of toiletries for babies and toddlers, February 2012
- Figure 42: Types of babies and children’s toiletries bought in the last 12 months, by next most popular factors influencing purchase of toiletries for babies and toddlers, February 2012
Appendix – The Consumer – Frequency of Using Baby Wipes
- Figure 43: Frequency of using baby wipes/pre-moistened tissues in the last 12 months, by demographics, 2011
- Figure 44: Frequency of using baby wipes/pre-moistened tissues in the last 12 months, by demographics, 2011
- Figure 45: Frequency of using baby wipes/pre-moistened tissues in the last 12 months, by demographics, 2011
- Figure 46: Attitudes towards brands/products when buying personal care products for babies/children, by demographics, February 2012
- Figure 47: Attitudes towards buying toiletries for babies/toddlers, by most popular types of babies and children’s toiletries bought in the last 12 months, February 2012
- Figure 48: Attitudes towards buying toiletries for babies/toddlers, by next most popular types of babies and children’s toiletries bought in the last 12 months, February 2012
- Figure 49: Attitudes towards buying toiletries for babies/toddlers, by other types of babies and children’s toiletries bought in the last 12 months, February 2012
- Figure 50: Attitudes towards buying toiletries for babies/toddlers, by most popular factors influencing purchase of toiletries for babies and toddlers, February 2012
- Figure 51: Attitudes towards buying toiletries for babies/toddlers, by next most popular factors influencing purchase of toiletries for babies and toddlers, February 2012
Appendix – The Consumer – Attitudes towards Purchasing Babies’ and Children’s Personal Care Products
- Figure 52: Attitudes towards buying personal care products for babies/children, by demographics, February 2012
- Figure 53: Attitudes towards buying personal care products for babies/children, by demographics, February 2012
- Figure 54: Factors influencing purchase of toiletries for babies and toddlers, by attitudes towards buying toiletries for babies/toddlers, February 2012
- Figure 55: Factors influencing purchase of toiletries for babies and toddlers, by most popular attitudes towards buying toiletries for babies/toddlers, February 2012
- Figure 56: Factors influencing purchase of toiletries for babies and toddlers, by next most popular attitudes towards buying toiletries for babies/toddlers, February 2012
- Figure 57: Factors influencing purchase of toiletries for babies and toddlers, by other attitudes towards buying toiletries for babies/toddlers, February 2012
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:
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The Consumer
What They Want. Why They Want It.
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The Competitors
Who’s Winning. How To Stay Ahead.
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The Market
Size, Segments, Shares And Forecasts: How It All Adds Up.
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The Innovations
New Ideas. New Products. New Potential.
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The Opportunities
Where The White Space Is. How To Make It Yours.
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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.
Mintel Group Ltd. 11 Pilgrim
