Babies' & Children's Personal Care Products - UK - March 2012

“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?

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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
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
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
Strengths and Weaknesses
- Strengths
- Weaknesses
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
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
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
Market Share
- Key points
  - Figure 23: Manufacturers’ shares in UK retail value sales of babies’ and children’s personal care, 2009-11
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
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
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
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
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
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
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
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