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.
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.
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.
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.
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.
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
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