2024
9
UK Babies’ and Children’s Personal Care Market Report 2024
2024-04-29T11:02:31+01:00
REP0D59E5D4_A6BB_4381_A57D_0B8F76019B3A
2195
172694
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Report
en_GB
Inflation drives the growth in the babies' and children's product market, but a declining birth rate and savvy shopping behaviours could impact its future. Shiyan Zering, Beauty and Personal…

UK Babies’ and Children’s Personal Care Market Report 2024

£ 2,195 (Excl.Tax)

Report Summary

Stay ahead of the curve and future-proof your business with Mintel’s UK Babies’ and Children’s Personal Care Market Report 2024. Our full report is packed with consumer-led market intelligence, the latest babies’ and children’s personal care market research, trends, and consumer behaviours affecting your business. Get a 360° view of the market including market size, market share and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • The impact of the rising cost of living on babies’ and children’s personal care market.
  • The value and five-year forecast of the babies’ and children’s personal care market and the UK nappies market
  • Usage of babies’ and children’s personal care, nappies and wipes.
  • Innovation and marketing activity in the babies’ and children’s personal care market and the nappies and wipes market, including interest in select innovations from parents.
  • Explores what skin conditions are experienced by babies and children, and how parents treat skin conditions

Children’s Personal Care Market Overview

The cost of living crisis led to savvy shopping behaviours and a reduction in family planning. Increased hygiene poverty among children also occurred as parents struggled to afford basic essentials. However, as the crisis eases, parents may begin to feel more comfortable spending again, which could lead to growth in the babies’ and children’s personal care market.

Babies’ and Children’s Personal Care Market Trends and Opportunities

Need for efficacy

The rising cost of living caused parents to worry about being able to afford baby and children’s personal care products, nappies and wipes. To counteract the rising costs, parents opt for multifunctional products and seek cheaper alternatives within the UK nappies market. Brands can foster loyalty with new product development and lead with efficacy claims.

  • UK nappies market statistics: 76% of parents think own-label nappies perform as effectively as branded products.

Broaden DEI efforts

Family portrayals in the babies’ and children’s personal care market and UK nappies market need to be more inclusive, with opportunities for both NPD and advertising. Additionally, there is a gap in the market in terms of greater personal care for specific skin condiditons, tones and hair textures.

  • Children’s personal care market stat: 77% of parents reported that their babies/children experienced a skin condition last year.

Purchase our UK Babies and Children Personal Care Market Report to receive a five-year forecast, consumer behaviour analysis, and recommendations for market opportunities. Readers of this report may also be interested in our A Year of Innovation in Baby Personal Care 2024, or our range of Babies and Children Market Research.

Brands Featured in the Full Report

Childs Farm, Johnson & Johnson, AFB, H&A, Aldi, Tesco, Brushbaby, Nala’s Baby, Coty and many more.

Additional Features Included with Your Purchase

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Expert Insights from a BPC Analyst

This report, written by Shiyan Zering, a leading research analyst, delivers in-depth commentary and analysis to highlight babies and children’s personal care market trends and add expert context to the numbers.

Inflation drives the growth in the babies’ and children’s personal care market, but a declining birth rate and savvy shopping behaviours could impact its future.

Shiyan Zering
Beauty and Personal Care Analyst

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

    • Opportunities for the babies’ and children’s personal care, nappies and wipes market
    • Market dynamics and outlook
    • What consumers want and why
    • Graph 1: net of personal care products, nappies and wipes purchased for babies’ and children in the last 12 months, 2023
    • Graph 2: skin conditions experienced by babies and children in the last 12 months, 2023
    • Graph 3: select behaviours for babies’ and children’s personal care, nappy and wipe buying, 2023
    • Innovation and marketing
    • Graph 4: new product launches in the babies’ and children’s personal care, nappies and wipes market, by category, 2020-23
    • Graph 5: new product launches in the babies’ and children’s personal care, nappies and wipes market carrying skin disorder claims, 2021-23
  2. Market Dynamics

    • Market size
    • Market forecast
    • Market segmentation
    • Graph 6: babies’ and children’s personal care, nappies and wipes retail value sales growth, by category, 2022-23
    • Market share
    • Graph 7: retail value sales of babies’ and children’s nappies, by brand, 2022-24
    • Graph 8: retail value sales of babies’ and children’s wipes, by brand, 2022-24
    • Graph 9: retail value sales of babies’ and children’s personal care products, by brand, 2022-24
    • Channels to market
    • Graph 10: estimated retail value sales of babies’ and children’s personal care, nappies and wipes, by channel, 2022-23
    • Macroeconomic factors
    • Graph 11: CPI inflation rate, 2021-23
    • Graph 12: the financial wellbeing index, 2016-23
    • Graph 13: how parents support their children’s oral health, 2023
    • Graph 14: perceptions of sources used to research nursery and baby equipment, 2023
  3. What Consumers Want and Why

    • Products bought for babies and children
    • Graph 15: personal care products, nappies and wipes bought for babies and children in the last 12 months, 2023
    • Graph 16: repertoire of babies’ and children’s personal care products, nappies and wipes bought, 2023
    • Purchase priorities for babies’ and children’s products
    • Graph 17: purchase priorities for personal care, nappies and wipes for babies and children, 2023
    • Graph 18: those selecting easy to use on-the-go claims as a priority when purchasing personal care, nappies and wipes for babies and children, by age of youngest child, 2023
    • Babies’ and children’s product buying behaviours
    • Graph 19: babies’ and children’s personal care, nappy and wipe buying behaviours, 2023
    • Interest in babies’ and children’s personal care innovation
    • Experience of babies’ and children’s skin conditions
    • Graph 20: skin conditions experienced by babies and children in the last 12 months, 2023
    • Treatment of babies’ and children’s skin conditions
    • Graph 21: treatments used for babies’ and children’s skin conditions in the last 12 months, 2023
    • Graph 22: new product launches in the babies’ and children’s personal care, nappies and wipes market, by skin disorders claim, 2021-23
  4. Innovation And Marketing Trends

    • Launch activity and innovation
    • Graph 23: new product launches in the babies’ and children’s personal care, nappies and wipes market, by category, 2020-23
    • Graph 24: new product launches in the babies’ and children’s personal care, nappies and wipes market, by category, 2020-23
    • Personal care launch activity
    • Graph 25: top 10 claims in the babies’ and children’s personal care category (based on leading claims in 2023), 2021-23
    • Graph 26: new product launches in the babies’ and children’s personal care category, by ultimate company, 2022-23
    • Wipes launch activity
    • Graph 27: new product launches in the babies’ and children’s wipes category, by ultimate company, 2022-23
    • Graph 28: top 10 fastest growing claims in the babies’ and children’s wipes category (based on leading claims in 2023), 2021-23
    • Nappies launch activity
    • Graph 29: top 10 fastest growing claims in the babies’ and children’s nappies category (by 2023), 2021-23
    • Graph 30: new product launches in the babies’ and children’s nappies sub-category, by top 10 ultimate companies (based on 2023), 2022 and 2023
    • Advertising and marketing activity
    • Graph 31: total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care, nappies and wipes, by segment*, 2022 and 2023
    • Graph 32: total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care, nappies and wipes, by advertiser, 2022 and 2023
  5. Brand Research

    • Graph 33: key metrics for select babies’ and children’s personal care, nappies and wipes brands, 2024
    • Graph 34: babies’ and children’s personal care, nappies and wipes brand commitment, 2024
    • Graph 35: % who perceive babies’ and children’s brands as basic, 2024
    • Graph 36: % who perceive babies’ and children’s brands as differentiated, 2024
  6. Appendix

    • Supplementary data
    • Market forecast data and methodology
    • Report scope and definitions
    • Methodology

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