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UK Babies' and Children's Personal Care Products, Nappies and Wipes Inc Impact of COVID-19 market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Babies" and Children's Personal Care Products, Nappies and Wipes: Inc Impact of COVID-19 market, and the behaviours, preferences and habits of the consumer.

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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The babies’ and children’s personal care products, nappies and wipes category continues to see value decline year-on-year, largely due to declining birth rates as well as parents streamlining their routines. The category saw a 4.8% decline in 2019 to reach £657.5 million, however the COVID-19 outbreak will slowdown the decline in 2020 largely due to stockpiling behaviours. The initial weeks of the outbreak saw baby care essentials, particularly nappies and wipes, sell out in supermarkets and whilst buying behaviours will normalise over time, parents are expected to stock up cautiously throughout 2020 particularly if social distancing measures are ongoing.

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Expert analysis from a specialist in the field

Written by Emilia Greenslade, a leading analyst in the Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The COVID-19 outbreak will slow value decline in 2020, as parents stockpile on essentials in the short-term. Buying behaviours will normalise however, and the category is set to continue on its downward trajectory as birth rates continue to decline and parents streamline their routines. The COVID-19 outbreak will leave household finances squeezed, which will see parents further cut back on spend. However niche brands with a natural/organic positioning or eco-ethical credentials have performed well in 2019, suggesting that NPD in these areas could encourage spend longer term Emilia Greenslade
Personal Care Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key Issues covered in this Report
        • Products covered in this Report
          • Excluded
          • Executive Summary

              • The market
                • A category already in decline
                  • Figure 1: Central forecast of UK retail value sales of babies’ and children’s personal care products, nappies and wipes (adjusted for COVID-19), at current and constant prices, 2014-24
                • Impact of COVID-19 on Babies’ and Children’s Personal Care Products, Nappies and Wipes
                  • COVID-19 drives stockpiling behaviours in 2020
                    • Figure 2: Expected impact of COVID-19 on Babies’ and Children’s Personal Care Products, Nappies and Wipes, short, medium and long-term, 28th April 2020
                  • Companies and brands
                    • Eco-ethical nappies show strong growth
                      • Figure 3: Retail value sales of babies’ and children’s nappies, by brand, January 2020
                    • Sustainability concerns impact sales of wipes
                      • Figure 4: Retail value sales of babies’ and children’s wipes, by brand, January 2020
                    • Own-label grows its share in personal care
                      • Figure 5: Retail value sales of babies’ and children’s personal care products, by brand, January 2020
                    • The consumer
                      • Routines are streamlined, but could be revived during the COVID-19 lockdown
                        • Figure 6: Personal care products, nappies and wipes purchased for babies and children, December 2019
                      • Online buying will be boosted by COVID-19 outbreak
                        • Figure 7: Retailers where babies’ and children’s personal care products, nappies and wipes are bought, December 2019
                      • Explore wellbeing and development with NPD
                        • Figure 8: Usage and interest in babies’ and children’s personal care products and services, December 2019
                      • Dads look for convenience
                        • Figure 9: Purchase drivers for babies’ and children’s personal care products, December 2019
                      • Family/friends are most trusted
                        • Figure 10: Behaviours around buying babies’ and children’s personal care products, nappies and wipes, December 2019
                      • Eco-friendly needs to be convenient
                        • Figure 11: Attitudes towards babies’ and children’s nappies and wipes, December 2019
                      • What we think
                      • The Impact of COVID-19 on Babies’ and Children’s Personal Care Products, Nappies and Wipes

                        • Short, medium and long-term impact on the industry
                          • Figure 12: Expected impact of COVID-19 on Babies’ and Children’s Personal Care Products, Nappies and Wipes, short, medium and long-term, 28th April 2020
                        • Short-term
                          • Medium-term
                            • Long-term
                              • Opportunities and Threats
                                • Price sensitivities will be heightened…
                                  • …however focus on quality provides opportunities to premiumise
                                    • Parents will feel strongest towards brands demonstrating caring behaviours
                                      • Figure 13: Explained with Lego, March 2020
                                      • Figure 14: Baba+boo supports NHS staff, March 2020
                                    • Impact on the market
                                      • 2020 will see a smaller decline in value than previously expected
                                        • Figure 15: UK central forecast for value sales of babies’ and children’s personal care products, nappies and wipes (adjusted for COVID-19), 2014-24
                                      • Shifts in consumer behaviour
                                        • Health and hygiene was a priority in the initial weeks of the outbreak
                                          • Figure 16: Personal or family behaviour changes as a result of the COVID-19/coronavirus outbreak, 9th April – 16th April 2020
                                        • Time to bond
                                          • Figure 17: Child’s farm encourages bedtime routines, March 2020
                                        • Parents will look to brands that helped the effort
                                          • Impact on key consumer segments
                                            • Young parents will be most impacted by a recession
                                              • Mums more likely to make cutbacks on spending
                                                • How a COVID-19 recession will reshape the industry
                                                  • Squeezed finances will drive savvy shopping behaviours
                                                    • DTC models will see renewed interest
                                                      • Impact on the marketing mix
                                                        • Brands need to stay in touch to earn trust
                                                          • Figure 18: Baby Dove Instagram live supporting new mothers, April 2020
                                                        • Parents will demand more from claims
                                                          • Figure 19: Little butterfly organic anti-pollution baby face cream, 2019
                                                        • COVID-19: Market context
                                                        • Issues and Insights

                                                          • Natural ingredients signal safety
                                                            • The facts
                                                              • The implications
                                                                • Make eco-friendly convenient
                                                                  • The facts
                                                                    • The implications
                                                                      • Price is a priority
                                                                        • The facts
                                                                          • The implications
                                                                          • The Market – What You Need to Know

                                                                            • Category value falls
                                                                              • Eco and ingredient concerns impact wipes
                                                                                • Discount grocers ramp up competition
                                                                                  • Older parents could boost category spend
                                                                                    • Appeal to growing eco concerns
                                                                                      • COVID-19 drives focus towards efficacy
                                                                                      • Market Size and Forecast

                                                                                        • Category value falls in 2019
                                                                                          • Figure 20: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, 2014-19
                                                                                        • Outlook in light of COVID-19
                                                                                          • COVID-19 will impact behaviours in 2020
                                                                                            • 2020 will see a smaller decline
                                                                                              • Figure 21: Central forecast of UK value sales of babies’ and children’s personal care products, nappies and wipes (adjusted for COVID-19), 2014-24
                                                                                              • Figure 22: UK retail value sales of babies’ and children’s personal care products, nappies and wipes (adjusted for COVID-19), 2014-24
                                                                                            • Continued decline ahead
                                                                                              • Figure 23: Best- and worst-case forecast of UK value sales of babies’ and children’s personal care products, nappies and wipes, 2014-24
                                                                                            • Forecast methodology
                                                                                              • COVID-19: Market context
                                                                                              • Market Segmentation

                                                                                                • Nappies see a smaller decline than personal care
                                                                                                  • Figure 24: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by segment, 2018 and 2019
                                                                                                • Wipes take a hit
                                                                                                  • Reduced spend on baby toiletries
                                                                                                  • Channels to Market

                                                                                                    • Supermarkets account for the majority of sales
                                                                                                      • Figure 25: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by outlet type, 2018 and 2019
                                                                                                    • Strong competition from discount grocers
                                                                                                    • Market Drivers

                                                                                                      • Fewer babies means fewer sales
                                                                                                        • Figure 26: UK total fertility rate, 2015-25
                                                                                                      • Decline in 0-4s set to slow down
                                                                                                        • Figure 27: Trends in the age structure of the UK population, 2014-24
                                                                                                      • Older parents could spend more
                                                                                                        • Figure 28: Standardised mean age of mother and father, England and Wales, by year, 2010-18
                                                                                                      • Mums have more responsibility
                                                                                                        • Figure 29: Decision-makers in the home, “Me” responses, July 2018
                                                                                                      • Same-sex families are on the rise
                                                                                                        • Figure 30: Change in self-identified sexual orientation, UK, 2014-18
                                                                                                      • Families are becoming more diverse
                                                                                                        • Figure 31: Change in the UK’s ethnic groups, England and Wales, 2001-11
                                                                                                      • Fighting the fatbergs
                                                                                                        • Figure 32: Change in eco-friendly BPC purchasing, by parental status, November 2019
                                                                                                        • Figure 33: Natracare ‘fine to flush’ wipes, 2019
                                                                                                      • COVID-19 may feed demand for efficacy
                                                                                                        • Figure 34: Selected COVID-19-related behaviours, all vs parents of children aged 4 and under, 28th February-13th March 2020
                                                                                                    • Companies and Brands – What You Need to Know

                                                                                                      • Eco-ethical nappies show strong growth
                                                                                                        • Natural wipes succeed
                                                                                                          • Personal care brands keep focus on skin safety
                                                                                                            • NPD focuses on sustainability and sensitivity
                                                                                                              • TV advertising sees big decline
                                                                                                                • Pampers has highest brand awareness
                                                                                                                • Market Share

                                                                                                                  • Pampers and Huggies lose out to eco-ethical brands
                                                                                                                    • Figure 35: Retail value sales of babies’ and children’s nappies, by brand, years ending January 2019 and 2020
                                                                                                                  • Own-label nappy brands see growth
                                                                                                                    • Wipes’ success lies in natural credentials
                                                                                                                      • Figure 36: Retail value sales of babies’ and children’s wipes, by brand, years ending January 2019 and 2020
                                                                                                                    • The rise in eco-friendly wipes
                                                                                                                      • Johnson’s sees decline in personal care
                                                                                                                        • Figure 37: Retail value sales of babies’ and children’s personal care products, by brand, years ending January 2019 and 2020
                                                                                                                      • Look beyond mainstream claims
                                                                                                                      • Launch Activity and Innovation

                                                                                                                        • NPD remains unchanged
                                                                                                                          • Figure 38: New product development in the UK babies’ and children’s personal care, nappies and wipes market, by product category, 2016-19
                                                                                                                          • Figure 39: Examples of NPD in babies’ and children’s hair detangler and conditioners, 2019
                                                                                                                        • Personal care emphasises barrier protection
                                                                                                                          • Figure 40: New product development in the UK babies’ and children’s personal care market, by launch type, 2016-19
                                                                                                                          • Figure 41: Example of NPD in barrier creams in babies’ and children’s personal care, 2019
                                                                                                                        • Investing in babies’ oral care
                                                                                                                          • Figure 42: Nuby grooming 4 Stage Oral Care System, 2019
                                                                                                                        • Johnson & Johnson targets specific needs
                                                                                                                          • Figure 43: New product development in the UK babies’ and children’s personal care market, by ultimate company, 2019
                                                                                                                          • Figure 44: Johnson & Johnson new Johnson’s Cottontouch range, 2019
                                                                                                                          • Figure 45: Johnson & Johnson NPD in Johnson’s Active Baby Bedtime range, 2019
                                                                                                                        • Sainsbury’s claims ‘trusted by parents’
                                                                                                                          • Figure 46: Examples of Sainsbury’s Little Ones new packaging launch, 2019
                                                                                                                        • Childs Farm goes fragrance-free
                                                                                                                          • Figure 47: Examples of Childs Farm unfragranced launches, 2019 and 2020
                                                                                                                        • Blurring routines with child development
                                                                                                                          • Figure 48: Examples of Bloom and Blossom Bath, Book & Bedtime NPD, 2019
                                                                                                                        • Skin safety dominates personal care
                                                                                                                          • Figure 49: Top claims in babies’ and children’s personal care products, % change 2018-19
                                                                                                                          • Figure 50: Examples of dermatologically tested claims in babies’ and children’s personal care products, 2019
                                                                                                                        • Vegan claim sees fastest growth
                                                                                                                          • Figure 51: Examples of vegan claims in babies’ and children’s personal care products, 2019
                                                                                                                        • Botanical ingredients can signal skin-friendly claims
                                                                                                                          • Figure 52: Mustela Soothing Cleansing Gel, 2019
                                                                                                                        • Anti-pollution sees its way to baby personal care
                                                                                                                          • Figure 53: Examples of anti-pollution claims in babies’ and children’s personal care products, 2019
                                                                                                                        • Nappies extend into unisex
                                                                                                                          • Figure 54: New product development in the UK babies’ and children’s nappies market, by launch type, 2016-19
                                                                                                                          • Figure 55: New variety/range extensions in babies’ and children’s personal care, 2019
                                                                                                                        • Pampers and Huggies promote efficacy
                                                                                                                          • Figure 56: New product development in the UK babies’ and children’s nappies market, by ultimate company, 2019
                                                                                                                          • Figure 57: Pampers’ relaunch and new packaging NPD, 2019
                                                                                                                          • Figure 58: Examples of Huggies’ new formulation and relaunch, 2019
                                                                                                                        • Pampers invests in organic range
                                                                                                                          • Figure 59: Examples of Pampers’ pure nappies range extensions, 2019
                                                                                                                        • Sustainability tops nappies claims
                                                                                                                          • Figure 60: Top claims in babies’ and children’s nappies, % change 2018-19
                                                                                                                          • Figure 61: Examples of NPD with sustainable claims in nappies, 2019
                                                                                                                        • New wipes packaging seals credibility
                                                                                                                          • Figure 62: New product development in the UK babies’ and children’s nappies market, by launch type, 2016-19
                                                                                                                          • Figure 63: Examples of new packaging launches in babies’ and children’s wipes segment, 2019
                                                                                                                        • Johnson’s silk extract proves gentleness
                                                                                                                          • Figure 64: New product development in the UK babies’ and children’s wipes market, by ultimate company, 2019
                                                                                                                          • Figure 65: Examples of Johnson & Johnson’s new packaging launches and new product, 2019
                                                                                                                        • Pampers targets safety-conscious parents
                                                                                                                          • Figure 66: Examples of Pampers wipes new packaging launches, 2019
                                                                                                                        • Aldi taps into skincare trends
                                                                                                                          • Figure 67: Aldi Mamia prebiotic cleansing baby wipes, 2019
                                                                                                                        • Biodegradable wipes respond to eco concerns
                                                                                                                          • Figure 68: Top claims in babies’ and children’s wipes products, % change 2018-19
                                                                                                                          • Figure 69: Examples of NPD in biodegradable baby wipes, 2019
                                                                                                                        • Promote naturally soothing qualities for sensitive skin
                                                                                                                          • Figure 70: Asda Sensitive Baby Wipes with soothing cottonseed extract, 2019
                                                                                                                      • Advertising and Marketing Activity

                                                                                                                        • TV advertising sees big decline
                                                                                                                          • Figure 71: 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, 2017-19
                                                                                                                          • Figure 72: P&G Pampers for preemies campaign, 2019
                                                                                                                        • Personal care accounts for majority of recorded adspend
                                                                                                                          • Figure 73: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care, nappies and wipes, by segment, 2019
                                                                                                                        • Own-label are top spenders in advertising
                                                                                                                          • Figure 74: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care, nappies and wipes, by leading companies, 2019
                                                                                                                          • Figure 75: Aldi Mamia Liz, Drew & The Kids campaign, 2019
                                                                                                                        • WaterWipes tackles parenting taboos
                                                                                                                          • Huggies targets the green consumer
                                                                                                                            • Figure 76: Huggies’ tiniest footprint mission, October 2019
                                                                                                                          • Nielsen Ad Intel coverage
                                                                                                                          • Brand Research

                                                                                                                              • Brand map
                                                                                                                                • Figure 77: Attitudes towards and usage of selected brands, March 2020
                                                                                                                              • Key brand metrics
                                                                                                                                • Figure 78: Key metrics for selected brands, March 2020
                                                                                                                              • Brand attitudes: Johnson’s Baby is a trusted brand
                                                                                                                                • Figure 79: Attitudes, by brand, March 2020
                                                                                                                              • Brand personality: WaterWipes perceived as ethical
                                                                                                                                • Figure 80: Brand personality – macro image, March 2020
                                                                                                                              • Pampers and Huggies seen as effective
                                                                                                                                • Figure 81: Brand personality – micro image, March 2020
                                                                                                                              • Brand analysis
                                                                                                                                • Pampers has high awareness
                                                                                                                                  • Figure 82: User profile of Pampers, March 2020
                                                                                                                                • Johnson’s Baby is highly trusted amongst mums
                                                                                                                                  • Figure 83: User profile of Johnson’s Baby, March 2020
                                                                                                                                • WaterWipes has high differentiation
                                                                                                                                  • Figure 84: User profile of WaterWipes, March 2020
                                                                                                                                • Huggies needs to go greener
                                                                                                                                  • Figure 85: User profile of Huggies, March 2020
                                                                                                                                • Eco by Naty seen as worth paying more for
                                                                                                                                  • Figure 86: User profile of Eco by Naty, March 2020
                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                • Fewer products bought
                                                                                                                                  • Parents seek convenience online
                                                                                                                                    • Explore healthy wellbeing and development
                                                                                                                                      • Target dads looking for convenience
                                                                                                                                        • Family/friends are most trusted
                                                                                                                                          • Eco-friendly needs to be convenient
                                                                                                                                          • Products Bought for Babies and Children

                                                                                                                                            • A note on COVID-19
                                                                                                                                              • Fewer products bought
                                                                                                                                                • Figure 87: Personal care products, nappies and wipes purchased for babies and children, December 2019
                                                                                                                                              • Eco-ethical considerations are impacting purchase behaviours
                                                                                                                                                • Safety concerns impact bubble bath and suncare
                                                                                                                                                • Retailers Used for Babies’ and Children’s Personal Care Products, Nappies and Wipes

                                                                                                                                                  • Supermarkets remain preferred channel
                                                                                                                                                    • Figure 88: Retailers where babies’ and children’s personal care products, nappies and wipes are bought, December 2019
                                                                                                                                                  • Half of parents shop online
                                                                                                                                                    • Figure 89: Retailers where babies’ and children’s personal care products, nappies and wipes are bought, in-store vs online, December 2019
                                                                                                                                                  • Parents of babies look for expertise and guidance
                                                                                                                                                    • Figure 90: Retailers where babies’ and children’s personal care products, nappies and wipes are bought, by age of youngest child, December 2019
                                                                                                                                                • Usage and Interest in Babies’ and Children’s Personal Care Products and Services

                                                                                                                                                  • Be kind to babies’ skin
                                                                                                                                                    • Figure 91: Usage and interest in babies’ and children’s personal care products and services, December 2019
                                                                                                                                                  • Promote a healthy wellbeing
                                                                                                                                                    • Figure 92: Nappychat nappies range extension, 2019
                                                                                                                                                  • Technology helps parents life hack
                                                                                                                                                    • Figure 93: Usage and interest in babies’ and children’s personal care products and services, by age of youngest child, December 2019
                                                                                                                                                  • Anti-pollution concerns on the rise
                                                                                                                                                    • Parents trust parents
                                                                                                                                                      • Branching into premium baby skincare
                                                                                                                                                      • Purchase Drivers of Babies’ and Children’s Personal Care Products

                                                                                                                                                        • Product quality tops priorities
                                                                                                                                                          • Figure 94: Purchase drivers for babies’ and children’s personal care products, December 2019
                                                                                                                                                        • Price becomes bigger concern for parents of toddlers
                                                                                                                                                          • Figure 95: Product quality and price as purchase factors for babies’ and children’s personal care products, by age of youngest child, December 2019
                                                                                                                                                        • Dads are willing to spend more
                                                                                                                                                          • Figure 96: Price and ease of use as purchase factors for babies’ and children’s personal care products, by dads and mums, December 2019
                                                                                                                                                        • Take eco initiatives beyond recyclability
                                                                                                                                                        • Behaviours around Buying Babies’ and Children’s Personal Care Products

                                                                                                                                                          • Parents research online before buying
                                                                                                                                                            • Figure 97: Behaviours around buying babies’ and children’s personal care products, nappies and wipes, December 2019
                                                                                                                                                          • Families/friends are an authentic source of information
                                                                                                                                                            • Dads seek out recommendations
                                                                                                                                                              • Figure 98: Agreement with behaviours around buying babies’ and children’s personal care products, nappies and wipes, by dads and mums, December 2019
                                                                                                                                                            • Mums turn to price-saving schemes
                                                                                                                                                            • Attitudes towards Babies’ and Children’s Nappies, Training Pants and Baby Wipes

                                                                                                                                                              • Own-label is as good as branded
                                                                                                                                                                • Figure 99: Attitudes towards babies’ and children’s nappies and wipes, December 2019
                                                                                                                                                              • Make eco-friendly convenient
                                                                                                                                                                • Interest in organic and natural materials
                                                                                                                                                                  • ‘Kind to babies’ skin’ appeals to dads
                                                                                                                                                                    • Figure 100: Agreement with attitudes towards babies’ and children’s nappies and wipes, by dads and mums, December 2019
                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                    • Abbreviations
                                                                                                                                                                      • Consumer research methodology
                                                                                                                                                                        • Forecast methodology

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