2022
9
UK Babies’ and Children’s Personal Care Market Report 2022
2022-04-14T04:04:06+01:00
OX1101845
2195
150511
[{"name":"Nappies and Baby Products","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/nappies-baby-products"}]
Report
en_GB
“The effects of strict hygiene practises have put a focus on skin health, resulting in value growth for baby moisturisers, and a demand for specialised and personalised products. As the…

UK Babies’ and Children’s Personal Care Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Babies’ and Children’s Personal Care Market Report identifies consumers’ preferences and purchasing habits of babies’ and children’s personal care products, the rise of eco-friendly products, and the impact of the cost-of-living crisis. This report covers the UK babies’ and children’s personal care market size, market forecast, market segmentation and industry trends for the UK market.

 

Current Market Landscape 

As inflation and the cost of living rise, parents will remain committed to savvy shopping behaviours, in particular discount and bulk buying, presenting opportunities for private labels in the baby care market to appeal to budget-conscious parents through value-led innovation.

Bulk buying behaviours and hygiene concerns temporarily bolstered the babies’ and children’s personal care market. Still, both the baby care market and children’s personal care market are set to return to their pattern of value decline as COVID-19 restrictions relax. The increasing cost-of-living leaves opportunities for NPD by private labels within the UK nappies market, baby wipes market and child skincare market as savvy shopping behaviours become essential for families.

 

Market Share and Key Industry Trends

The declining birth rate poses the biggest threat to the children and baby personal care market size, as it will shrink the consumer base for products in every category. However, as parents delay starting a family until later in life, they typically have more disposable income, presenting premiumisation opportunities, which can offset the effects of the declining birth rate.

  • 76% of UK consumers have bought baby wipes for their child(ren).
  • 54% of UK adults agree that value for money is a high priority when buying babies’ or children’s personal care products.
  • 47% of UK adults are influenced to buy baby and children’s personal care products if they contain natural ingredients.
  • 28% of UK parents with children under the age of 18 consider the environmental impact of their purchasing decisions at ‘all the times’.

 

Future Trends in the UK Babies’ and Children’s Personal Care Market

Shifting priorities of parents, particularly concerns for the environment, will continue to create opportunities. Brands who innovate in the UK nappies market to make single-use nappies and wipes more sustainable will appeal to many parents as it addresses eco-ethical concerns. Nevertheless, savvy shopping behaviours and convenience will continue to outweigh environmental concerns for many consumers in the babies’ and children’s personal care market.

Read on to discover more details or take a look at all of our UK Beauty and Personal Care market research.

Understand Quickly

  • The impact of COVID-19 on the babies’ and children’s personal care, nappies and wipes market.
  • Launch activity and innovation in babies’ and children’s personal care nappies and wipes.
  • Purchase of babies’ and children’s personal care, nappies and wipes.
  • Interest in eco-friendly babies’ and children’s personal care, nappies and wipes.
  • Claims sought by parents when shopping for babies’ and children’s personal care products.
  • The future of the category as it relates to inflation rates and the rising cost of living.

 

Covered in this Report

Products: Baby wipes, shampoo, bath and wash products, skincare products (lotion, powder, oil), suncare products, disposable nappies, disposable training nappies/pants.

Brands: Huggies, Pampers, WaterWipes, Dove, Aveenp, Hops, Johnson & Johnson, Eco by Naty, Naty by Nature, Kit & Kin, HoPP, Love Ocean, Ever Eden, Baylis & Harding, The Works, Mama Bamboo, Burt’s Bees Baby, Vital Baby Hygiene, Childs Farm, Marks & Spencerm, The Honest Company, Aurelia Skincare, Tropic Skin Care, Pestle & Mortar, My Little Coco, Bloom and Blossom, Sanex, Bambino Mio, Kimberly-Clark, Mum and You, Aldi (Mamia), Tesco, Procter & Gamble, Boots (Little Stories), MyPura, Morrisons (Nutmeg), Sainsbury’s (Little Ones), Clinicept Healthcare.

Expert Analysis from a Specialist in the Field

This report, written by Georgia Stafford, a leading analyst in the Retail sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The effects of strict hygiene practises have put a focus on skin health, resulting in value growth for baby moisturisers, and a demand for specialised and personalised products. As the rising cost of living stretches families’ budgets, brands will benefit from value positioning. However, value positioning can go beyond price as conscious consumers look for brands that reflect their ethics.

Georgia Stafford
Beauty and Personal Care Research Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
    • Excluded
  2. Executive Summary

    • The five-year outlook for babies’ and children’s personal care, nappies and wipes
      • Figure 1: Category outlook for babies’ and children’s personal care, nappies and wipes, 2022-27
    • The market
    • Downward trend in sales resumes post-COVID-19
    • Market size and forecast
      • Figure 2: UK market size and forecast for babies’ and children’s personal care, nappies and wipes, 2021-26
    • Shifting priorities present opportunity
    • Companies and brands
    • Environmental concerns influence nappy brand choices
      • Figure 3: Retail value sales of babies’ and children’s nappies, by brand, year ending January 2022
    • Wipe brands benefit from value positioning
      • Figure 4: Retail value sales of babies’ and children’s wipes, by brand, year ending January 2022
    • Skin health concerns inform sales of personal care
      • Figure 5: Retail value sales of babies’ and children’s personal care products, by brand, year ending January 2022
    • The consumer
    • Wipes require innovation to keep up with eco-ethical trends
      • Figure 6: Personal care products, nappies and wipes purchased for babies and children, December 2021
    • Private label must go beyond value as a selling point
      • Figure 7: Changes in priorities when buying babies’ and children’s personal care products, nappies and wipes compared to before COVID-19, 2021
    • Parents seek expert advice with a familiar tone
      • Figure 8: Sources of advice sought when buying babies’ and children’s personal care products, nappies and wipes, 2021
    • Eco-friendliness on behalf on the consumer
      • Figure 9: Interest in eco-friendly innovations in babies and children’s personal care products, nappies and wipes, 2021
    • Differentiate product claims
      • Figure 10: Interest in claims in baby and children’s personal care products, 2021
  3. Issues and Insights

    • Appeal to savvy shoppers amid economic pressures
    • Differentiate products with specialised claims
    • Stand out with unique eco-credentials
  4. Market Size and Performance

    • The impact of COVID-19
    • Savvy shopping behaviours continue to drive value decline
      • Figure 11: UK retail value of sales of babies’ and children’s personal care products, nappies and wipes, 2016-21
  5. Market Forecast

    • The five-year outlook for babies’ and children’s personal care, nappies and wipes
      • Figure 12: Category outlook for babies’ and children’s personal care, nappies and wipes, 2022-27
    • Market value continues to fall…
      • Figure 13: Market forecast for babies’ and children’s personal care, nappies and wipes, 2016-26
      • Figure 14: UK retail value of sales of babies’ and children’s personal care products, nappies and wipes, 2016-26
    • …but new innovation opportunities exist
    • Market drivers and assumptions
    • Forecast methodology
  6. Market Segmentation

    • Increase in skin conditions affects value sales
      • Figure 15: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by segment, 2019 and 2020
    • Wipes compete with environmental concerns
    • Return to the office drives demand for convenience
  7. Channels to Market

    • Discount grocers benefit from NPD
      • Figure 16: UK Retail value sales of babies’ and children’s personal care products, nappies and wipes, by outlet type, 2020 and 2021
    • Online retailers can increase value share with subscription models
    • Boots holds onto its value sales share
  8. Market Drivers

    • The impact of COVID-19 and the Omicron variant
    • The conflict in Ukraine will hurt the UK economy
    • A declining birth rate will create challenges
      • Figure 17: Trends in the age structure of the UK population, 2015-25
    • Cater to the rise of people entering parenthood at a later stage in life
      • Figure 18: Live births per 1,000 women, by age group 1972-20
    • Inflation is the key concern for consumers, brands and the economy
    • Consumers’ financial wellbeing has slipped from its recent high point…
      • Figure 19: Household financial wellbeing index, 2016-22
    • …and concerns over inflation are coming to the fore
      • Figure 20: Consumer concerns about household finances, 2021-22
    • Mothers have a more negative financial outlook
      • Figure 21: Consumer sentiment for the upcoming year, 2021
    • Respond to parents’ shopping habits
      • Figure 22: Channels used to purchase beauty/personal care products, 2021
    • Support parents with their eco efforts
      • Figure 23: Extent to which consumers consider the environmental impact in their decision making, 2021
      • Figure 24: Child’s Farm Fragrance free moisturiser with packaging made from ocean bound plastics, 2021
    • Cater to ethically-minded consumers
      • Figure 25: Top factors for being considered an ethical brand, 2021
  9. Market Share

    • Ethical concerns aid eco nappy brands
      • Figure 26: Retail value sales of babies’ and children’s nappies, by brand, years ending January 2021 and 2022
    • Private label wipes benefits from innovation
      • Figure 27: Retail value sales of babies’ and children’s wipes, by brand, years ending January 2021 and 2022
    • Hops wipes appeal to budget-conscious parents
    • Skin health positioning is key in personal care
      • Figure 28: Retail value sales of babies’ and children’s personal care products, by brand, years ending January 2021 and 2022
    • Specific skin concerns drive parents toward smaller brands
  10. Launch Activity and Innovation

    • Soap and bath retains innovation focus
      • Figure 29: New product development in the babies’ and children’s personal care, nappies and wipes market, by product category 2018-21
      • Figure 30: Examples of product launches with animal shaped packaging design in the babies’ and children’s personal care category, 2021
    • Consumer interest in wellness influences NPD
      • Figure 31: Examples of product launches with aromatherapy benefits in the babies’ and children’s personal care category, 2021
    • Extend and elevate innovation in haircare
    • Eco demands drive brands to repackage products
      • Figure 32: New Product Development in the UK babies’ and children’s personal care, nappies and wipes market, by launch type, 2018-21
      • Figure 33: Examples of products that have been repackaged with eco-friendly packaging in the babies’ and children’s personal care category, 2021
    • Launch activity and innovation in personal care
    • Personal care innovation responds to the concerns of parents
      • Figure 34: New product development in the UK babies’ and children’s personal care market, by ultimate company, 2021
      • Figure 35: Examples of product launches by Childs Farm in the babies’ and children’s personal care category, 2021
    • Skin health concerns merge with convenience
      • Figure 36: Top 10 claims in the babies’ and children’s personal care category (based on 2021), 2020 and 2021
      • Figure 37: Examples of 3-in-1 product launches designed for post swimming use in the babies’ and children’s personal care category, 2021
    • Microbiome claims can reassure parents looking for sensitive skin claims
      • Figure 38: Example of a product launch with microbiome benefits in the babies’ and children’s personal care category 2021
    • Be more transparent to build trust in ethical claims
      • Figure 39: Examples of eco-friendly product launches by Little Tropic in the babies’ and children’s personal care category, 2021
    • Launch activity and innovation in nappies
    • Mass market players target eco-conscious parents
      • Figure 40: New product development in the babies’ and children’s nappy category, by utlimate company, 2021
      • Figure 41: Examples of private label nappies with eco-claims, 2021
    • Skincare and ingredient claims on the rise
      • Figure 42: Top 10 claims in the babies’ and children’s nappies category (based on 2021) 2020 and 2021
      • Figure 43: Example of a product launch by Pura in the babies’ and children’s nappies category, 2021
    • Launch activity and innovation in wipes
    • Pampers looks to provide value through multipacks
      • Figure 44: New product development in the babies’ and children’s wipe category, by ultimate company, 2021
      • Figure 45: Examples of multipack product launches by Pampers in the babies’ and children’s wipes category, 2021
    • Private label keeps pace with branded offerings
      • Figure 46: Examples of private label product launches with suitable for sensitive skin claims in the babies’ and children’s wipes category, 2021
    • Expand skin health claims for added reassurance
      • Figure 47: Top 10 claims in thebabies’ and children’s wipes category (based on 2021), 2021 and 2021
    • Strengthen eco claims with certification
      • Figure 48: Examples of private label wipes with eco-friendly claims in the babies’ and children’s wipes category, 2021
  11. Advertising and Marketing Activity

    • Campaigns lead with expert backed claims
      • Figure 49: Recorded above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by media type, 2019-21
    • Digital advertising allows authentic engagement
    • Social content supports digital marketing spend
    • Natural brands increase expenditure
    • Nappies dominate as brands seek to stand out in a competitive segment
      • Figure 50: Recorded above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by segment, 2021
    • Top spenders show off their charitable efforts
      • Figure 51: Recorded above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care, nappies and wipes, by brand, 2021
      • Figure 52: P&G #PampersForPreemies campaign, 2021
    • Nielsen Ad Intel coverage
  12. Brand Research

    • Brand map
      • Figure 53: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 54: Key metrics for selected brands, 2022
    • Brand attitudes: Pampers is seen as high quality brand
      • Figure 55: Attitudes, by brand, 2022
    • Brand personality: Childs Farm is perceived as fun
      • Figure 56: Brand personality – macro image, 2022
    • Private label brands are seen as effective, but basic
      • Figure 57: Brand personality – micro image, 2022
    • Brand analysis
    • Mamia by Aldi offers good value
    • Pampers is a trusted brand
    • Little Angels less likely to be seen as effective than its competitors
    • Childs Farm can boost its expert positioning
    • Eco by Naty is held back by limited brand awareness
  13. Products Bought for Babies and Children

    • Suncare bounces back post-pandemic
      • Figure 58: Personal care products, nappies and wipes bought for babies and children, 2020 and 2021
    • Wipes remain popular, but need further innovation
    • Baby powder overcomes negative press coverage
    • Tap into wellness trends with baby bath and massage products
    • Appeal to parents by streamlining routines
      • Figure 59: Repertoire of personal care products, nappies and wipes bought for babies and children, 2020 and 2021
    • Reusable nappies can go beyond eco-claims
      • Figure 60: Pampers Hybrid Trial Kit (Procter & Gamble), 2021
  14. The Impact of COVID-19 on Purchase Priorities

    • Extend the appeal of private label offerings
      • Figure 61: Change in priorities when buying babies’ and children’s personal care products, nappies and wipes compared to before COVID-19, 2021
    • Allay availability concerns with subscriptions services
    • Emphasise product performance
    • Brand ethics resonate with fathers more post-pandemic
      • Figure 62: Change in ethical priorities when buying babies’ and children’s personal care products, nappies and wipes compared to before COVID-19, 2021
    • Guide shoppers looking for eco/ethical claims
  15. Advice Sought when Buying Babies’ and Children’s Products

    • Encourage discussions amongst peers
      • Figure 63: Sources of advice sought when buying babies’ and children’s personal care products, nappies and wipes, 2021
    • Extend expertise to sales assistants
    • Facilitate parenting communities
    • Empower dads in the purchasing journey
      • Figure 64: Sources of advice sought when buying babies’ and children’s personal care products, nappies and wipes, by gender, 2021
  16. Interest in Eco-Friendly Innovation

    • Environmentalism on behalf of the consumer
      • Figure 65: Interest in eco-friendly innovations in babies’ and children’s personal care products, nappies and wipes, 2021
    • Demonstrate sustainable production
    • Extend refill availability
    • Align solid formats with the priorities of parents
    • Make reusable nappies more user-friendly
      • Figure 66: Example of disposable nappy liners designed to be used with a reusable nappy, 2021
  17. Purchase Drivers in Babies’ and Children’s Personal Care Products

    • Differentiate natural claims in a saturated market
      • Figure 67: Factors that encourage parents to choose one product over another when buying babies’ and children’s personal care products, 2021
    • Cater to the rise of ingredient-conscious parents
    • Appeal to parents with specialised claims
    • Explore personalisation
      • Figure 68: TURF Analysis – Factors that encourage parents to choose one product over another when buying babies’ and children’s personal care products, December 2021
    • Embrace diversity to cater to underrepresented groups
      • Figure 69: Baby Dove Melanin-Rich Skin Nourishment Hypoallergenic Wash, 2021
    • Attract parents through on-pack information
      • Figure 70: Example of a Skin Sapiens Baby product with a short ingredient list, 2021
  18. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  19. Appendix: Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 71: Market forecast for babies’ and children’s personal care, nappies and wipes, 2016-26
    • Market drivers and assumptions
    • Forecast methodology

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