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.
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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
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Executive Summary
- Opportunities for the babies’ and children’s personal care, nappies and wipes market
- Cost concerns increase the need for efficacy
- Capitalise on convenience demands
- Broaden DEI efforts in NPD and advertising
- Market dynamics and outlook
- Market size and forecast
- Market predictions
- What consumers want and why
- Personal care purchase remained steady
- Graph 1: net of personal care products, nappies and wipes purchased for babies’ and children in the last 12 months, 2023
- Put skin health first in NPD
- Most babies and children are experiencing skin conditions
- Graph 2: skin conditions experienced by babies and children in the last 12 months, 2023
- Respond to demand for DIY solutions
- Sustainability remains important
- Cost tops parental concerns
- Graph 3: select behaviours for babies’ and children’s personal care, nappy and wipe buying, 2023
- Innovation and marketing
- Personal care NPD continues to dominate the market
- Graph 4: new product launches in the babies’ and children’s personal care, nappies and wipes market, by category, 2020-23
- Sustainable innovations were prevalent across categories
- Skin condition NPD was a missed mark outside skincare
- Graph 5: new product launches in the babies’ and children’s personal care, nappies and wipes market carrying skin disorder claims, 2021-23
- Campaigns focus on relatability and real life stories
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Market Dynamics
- Market size
- The market is recovering after a pandemic dip
- Inflation drives growth in 2023
- Market forecast
- Slow growth is predicted for the market
- Premiumisation and changing demographics can reshape the market
- Learnings from the last income squeeze
- Market segmentation
- Disposable nappies see the largest growth but are at risk
- Graph 6: babies’ and children’s personal care, nappies and wipes retail value sales growth, by category, 2022-23
- Dip in baby wipe sales due to eco-conscious parents
- Embrace skin health trends to continue value growth
- Market share
- Pampers leads in nappies sales…
- Graph 7: retail value sales of babies’ and children’s nappies, by brand, 2022-24
- …as well as wipes
- Graph 8: retail value sales of babies’ and children’s wipes, by brand, 2022-24
- Natural and sustainable is the way forward for wipes brands
- Johnson’s outperforms in personal care
- Graph 9: retail value sales of babies’ and children’s personal care products, by brand, 2022-24
- Established OTC brands lead the market with skin health expertise
- Own-label performance varies
- Indie brand innovation can shake up the market
- Channels to market
- Grocers and H&B retailers perform well
- Graph 10: estimated retail value sales of babies’ and children’s personal care, nappies and wipes, by channel, 2022-23
- Create an affordable one-stop shop at grocers with discounting events
- Improve offerings in H&B retailers
- Capitalise on ‘discounting events’ to boost share and consumer trust
- Online purchasing drives sales growth
- Macroeconomic factors
- Inflation is still the key factor affecting consumers’ finances
- Graph 11: CPI inflation rate, 2021-23
- Consumer sentiment: the recovery is continuing
- Graph 12: the financial wellbeing index, 2016-23
- Rising cost of living impacts family spending
- Support parents through financial concerns
- Pivot NPD to adapt to the declining birth rate
- Target older parents with premium lines
- Address children’s oral hygiene poverty
- Graph 13: how parents support their children’s oral health, 2023
- Adapt to children’s development affected by lockdown
- Plan for potential ban on plastic-containing wipes
- Online reviews are a trustworthy source of research for parents
- Graph 14: perceptions of sources used to research nursery and baby equipment, 2023
- Include fathers in NPD and advertising
- Apps can provide digital aid for routines
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What Consumers Want and Why
- Products bought for babies and children
- Most parents are purchasing personal care products for their children…
- …but baby wipes remain the most purchased item
- Graph 15: personal care products, nappies and wipes bought for babies and children in the last 12 months, 2023
- Elevate oral care NPD for younger children to boost lower usage rates
- Suncare purchasing declines despite heatwaves
- Sustainability and longevity influence nappy purchasing
- Boost repertoires with on-the-go miniatures
- Graph 16: repertoire of babies’ and children’s personal care products, nappies and wipes bought, 2023
- Purchase priorities for babies’ and children’s products
- Expert-led claims are desired
- Graph 17: purchase priorities for personal care, nappies and wipes for babies and children, 2023
- Incorporate both convenience and portability features for toddlers
- 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
- Dispel skin sensitivity fragrance concerns with natural ingredients
- Refills could appeal for cost and brand loyalty
- Consider microbiome-friendly formulas for skin benefits…
- ….as well as inside-out effects
- Talc ban forces baby powder segment to pivot
- Babies’ and children’s product buying behaviours
- Cost tops parental concerns
- Graph 19: babies’ and children’s personal care, nappy and wipe buying behaviours, 2023
- Parents are using gifts to trial products
- Boost brand discovery with gift sets
- Private label trust threatens branded options
- Be mindful of sensory issues in NPD
- Subscribe to parents’ need for convenience
- Connect parents to informative and trusted online advice
- Interest in babies’ and children’s personal care innovation
- Functional but playful products are of interest
- Instill good habits with playful elements
- Incorporate joy into bedtime routines
- Soothe parents’ need for sleep solutions at key transitional stages
- Explore sleep-enhancing NPD
- Combine sensorial textures with convenience
- Expand on opportunities in waterless formats
- Address diversity issues in the babycare category
- Experience of babies’ and children’s skin conditions
- Most babies and children are experiencing skin conditions
- Graph 20: skin conditions experienced by babies and children in the last 12 months, 2023
- Treat diaper rashes with skin barrier protection
- Medical solutions are preferred for eczema
- Use disruptive formats for heat rash preventions
- Tap into tools and scalp care for cradle cap fixes
- Carry multifunctional claims for multiple skin conditions
- Treatment of babies’ and children’s skin conditions
- Trust in medical products persists
- Graph 21: treatments used for babies’ and children’s skin conditions in the last 12 months, 2023
- Provide alternatives to prescription remedies
- Innovate better on skin condition NPD
- Graph 22: new product launches in the babies’ and children’s personal care, nappies and wipes market, by skin disorders claim, 2021-23
- Appeal to ingredient-savvy parents
- Aid tendencies to avoid or change personal care products
- Cater to parents’ needs for baby-specific fabric care
- Home remedy users are likely to be online-savvy
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Innovation And Marketing Trends
- Launch activity and innovation
- Personal care NPD continues to dominate the market
- Graph 23: new product launches in the babies’ and children’s personal care, nappies and wipes market, by category, 2020-23
- Personal care NPD continues to dominate the market
- 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
- Eco claims are on the rise
- Graph 25: top 10 claims in the babies’ and children’s personal care category (based on leading claims in 2023), 2021-23
- Brands are innovating in varying eco formats
- Better cater to skin health interest
- Crossover between ingestibles and skincare
- Natural and private-label brands stand out
- Graph 26: new product launches in the babies’ and children’s personal care category, by ultimate company, 2022-23
- Boost slower suncare NPD growth
- Take inspiration from the premiumisation of babycare
- Provide products for Ayurvedic baby massages
- Transformative textures can combine play and function
- Wipes launch activity
- Major brands lead NPD
- Graph 27: new product launches in the babies’ and children’s wipes category, by ultimate company, 2022-23
- Shift toward plastic-free wipes is seen via on-pack claims
- Graph 28: top 10 fastest growing claims in the babies’ and children’s wipes category (based on leading claims in 2023), 2021-23
- Embrace zero-plastic innovation
- Consider skin health in wipes
- Nappies launch activity
- Eco claims overtake other claims
- Graph 29: top 10 fastest growing claims in the babies’ and children’s nappies category (by 2023), 2021-23
- Adapt to eco-friendly diaper demand
- Procter & Gamble dominates NPD
- 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
- Ensure convenience is affordable
- Advertising and marketing activity
- TV accounts for the majority of ad spend
- Pull ups continue to dominate
- 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
- Major brands invest in ad spend
- 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
- Pampers leads with relatability and proof
- Johnson’s A Parent is Born docuseries looks at first steps into parenthood
- Aquafresh Shine Bright addresses children’s oral health crisis
- Melanoma Fund partner with schools for sun safety
- Baby Dove utilises TikTok to support and inspire parents
- Tap into the power of ‘mummy influencers’
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Brand Research
- Johnson’s scores highly on usage and awareness
- Graph 33: key metrics for select babies’ and children’s personal care, nappies and wipes brands, 2024
- Aveeno Baby’s natural positioning stands out
- Indie brands garner higher levels of commitment
- Graph 34: babies’ and children’s personal care, nappies and wipes brand commitment, 2024
- Private-label brands basic offerings influence perceptions
- Graph 35: % who perceive babies’ and children’s brands as basic, 2024
- Graph 36: % who perceive babies’ and children’s brands as differentiated, 2024
- Boots Baby is considered accessible
- Tesco Fred & Flo can use digital promotion for its range
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Appendix
- Supplementary data
- Population estimates
- Market forecast data and methodology
- Market size and forecast: at constant and current prices
- Market forecast: prediction intervals
- Forecast methodology
- Market segmentation
- Channels to market
- Market share: babies’ and children’s nappies
- Market share: babies’ and children’s wipes
- Market share: babies’ and children’s personal care products
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Methodology
- Consumer research methodology
- Nielsen Ad Intel coverage
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