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Mother and Baby BPC Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Mother and Baby BPC market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

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

For the purposes of this report, children are defined as aged 4 or under. The market size and forecast in this report is for babies’ and children’s toiletries and skincare products, nappies, and wipes, including:

  • Disposable nappies
  • Disposable training nappies/pants
  • Baby wipes and pre-moistened tissues
  • Shampoo and haircare products
  • Bath, shower, and wash products
  • Skincare products such as lotion, powder, and oil
  • Oral hygiene products such as toothpastes
  • Suncare products for babies and children
  • Disposable baby wipes aimed exclusively at baby usage

Expert analysis from a specialist in the field

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

In 2018 the babies’ and children’s personal care products, nappies and wipes market fell by 3.4% to £680 million. The trend for naturals in beauty has driven parents to look for similar gentle solutions for their babies, expecting brands and retailers to deliver them with the same quality and convenience they are used to. Alex Fisher
Beauty and Personal Care Analyst

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Table of contents

  1. Overview

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

          • The market
            • Market faces hard times
              • Figure 1: Best- and worst-case forecast for retail value sales of mass-market babies’ and children’s personal care products, nappies, and wipes, 2013-23
            • Retailers offer convenience
              • Parents look for assurance
                • Companies and brands
                  • Care for all
                    • Figure 2: Brand shares in the baby toiletries market, 2018
                    • Figure 3: Brand shares in the disposable nappies market, 2018
                    • Figure 4: Brand shares in the baby wipes market, 2018
                  • Levelling the playing field
                    • Figure 5: New product development in babies’ and children’s personal care products, by product type, 2015-18
                  • For what it’s worth
                    • Figure 6: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies, and wipes, by top companies and others, 2018
                  • The consumer
                    • Bearing the burden
                      • Figure 7: Babies’ and children’s personal care products, nappies, and wipes purchased, December 2018
                    • Convenience benefits the supermarket channel
                      • Figure 8: Retail channels where babies’ and children’s personal care products, nappies, and wipes are purchased, December 2018
                    • Showered with samples
                      • Figure 9: Behaviours of parents, December 2018
                    • Stretch marks and supplements
                      • Figure 10: Products used during/after pregnancy, December 2018
                    • Wanting more
                      • Figure 11: Attitudes of mothers towards pregnancy/maternal BPC, December 2018
                    • What we think
                    • Issues and Insights

                      • The convenience challenge
                        • The facts
                          • The implications
                            • There’s something in the water
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Market faces hard times
                                    • Parents look for assurance
                                      • Retailers offer convenience
                                      • Market Size and Forecast

                                        • Take care of business
                                          • Figure 12: Value sales of mass-market babies’ and children's personal care products, nappies, and wipes, 2013-23
                                        • Further decline ahead
                                          • Figure 13: Best- and worst-case forecast for retail value sales of mass-market babies’ and children’s personal care products, nappies, and wipes, 2013-23
                                        • Forecast methodology
                                        • Market Segmentation

                                          • Sensitivity boosts toiletries
                                            • Figure 14: UK retail value sales of babies’ and children’s personal care products, nappies, and wipes, by segment, 2017-18
                                          • Water content is a winner for wipes
                                          • Channels to Market

                                            • Grocers expand their offering
                                              • Figure 15: UK retail value sales of babies’ and children’s personal care products, nappies, and wipes, by outlet type, 2017-18
                                              • Figure 16: Tesco Health Junior Nappies video, November 2018
                                            • Convenience eludes health and beauty retail
                                            • Market Drivers

                                              • Births and fertility rates cause problems
                                                • Figure 17: Live births and fertility rate in the UK, October 2018
                                              • Ageing mothers could stimulate BPC launches
                                                • Figure 18: Standardised mean age of UK mothers, October 2018
                                              • Wipe out
                                                • NHS intervention
                                                  • Made by mums
                                                    • Figure 19: US launches from The Honest Company, 2018-19
                                                  • A natural connection
                                                    • Figure 20: Actions taken during pregnancy, July 2017
                                                  • Introducing US traditions
                                                  • Companies and Brands – What You Need to Know

                                                    • Care for all
                                                      • Levelling the playing field
                                                        • For what it’s worth
                                                        • Market Share

                                                          • Baby toiletries need gentle credentials
                                                            • Figure 21: Brand shares in the baby toiletries market, 2017 and 2018
                                                          • Disposable nappies care for the world
                                                            • Figure 22: Brand shares in the disposable nappies market, 2017 and 2018
                                                            • Figure 23: Tesco Health Junior nappies, December 2018
                                                          • Wipes make the most of water
                                                            • Figure 24: Brand shares in the baby wipes market, 2017 and 2018
                                                            • Figure 25: Baby Dove Rich Moisture wipes, June 2017
                                                        • Launch Activity and Innovation

                                                          • Babies’ and children’s personal care products
                                                            • Companies capitalise on segment performance
                                                              • Figure 26: New product development in babies’ and children’s personal care products, by launch type, 2015-18
                                                              • Figure 27: New product development in babies’ and children’s personal care products, by product type, 2015-18
                                                            • Building up barriers
                                                              • Figure 28: Top fastest-growing and fastest-declining claims in babies’ and children’s personal care products, % change 2017-18
                                                              • Figure 29: Aveeno Baby Dermexa Daily Emollient Cream, October 2018
                                                            • Nature’s finest
                                                              • Figure 30: New product development in babies’ and children’s personal care products, by top ultimate companies and others, 2018
                                                            • Disposable nappies
                                                              • Out with the old
                                                                • Figure 31: New product development in disposable nappies, by launch type, 2015-18
                                                                • Figure 32: Fred & Flo Nappies (Tesco), November 2018
                                                                • Figure 33: Top fastest-growing and fastest-declining claims in disposable nappies, % change 2017-18
                                                              • Own-label challenges branded messages
                                                                • Figure 34: New product development in disposable nappies, by top ultimate companies and others, 2018
                                                                • Figure 35: Pampers Premium Protection Micro, January 2018
                                                              • Babies’ and children’s wipes
                                                                • Setting a new standard
                                                                  • Figure 36: New product development in babies’ and children’s wipes, by launch type, 2015-18
                                                                • Here comes the future
                                                                  • Figure 37: Top fastest-growing and fastest-declining claims in babies’ and children’s wipes, % change 2017-18
                                                                  • Figure 38: New product development in babies’ and children’s wipes, by own-label versus branded, 2015-18
                                                                • Improving trust
                                                                  • Figure 39: New product development in babies’ and children’s wipes, by top ultimate companies and others, 2018
                                                                • Maternal care
                                                                  • The stretch mark routine
                                                                    • Figure 40: Stretch mark cream/oil launches, 2018
                                                                    • Figure 41: Mama Mio The Pregnancy Experts The Tummy Rub Scrub, October 2018
                                                                  • The gift of caring
                                                                    • Figure 42: Maternal care product launches, 2017-18
                                                                    • Figure 43: Love Boo Mummy & Baby Countdown Kit, May 2018
                                                                • Start-up Brands and Disruptors – Naturally Tribal Skincare

                                                                  • Company overview
                                                                    • What is it?
                                                                      • Founded
                                                                        • Company mission statement
                                                                          • Founder and story
                                                                            • Mintel analyst outlook
                                                                              • Mintel Trends
                                                                                • Why it could fail
                                                                                  • The verdict
                                                                                    • Product information
                                                                                      • Figure 44: Naturally Tribal range, launched February 2017
                                                                                    • Media profile
                                                                                      • Social media metrics
                                                                                        • Figure 45: Social media metrics for Naturally Tribal Skincare as of January 2019
                                                                                      • The brand’s view
                                                                                        • Revenue in the last year (as of 1 December 2018):
                                                                                          • Sources of funding and support
                                                                                            • Target audience
                                                                                              • What consumer needs does the range meet?
                                                                                                • Product stockists
                                                                                                  • Looking to the future
                                                                                                  • Advertising and Marketing Activity

                                                                                                    • Hedge your bets
                                                                                                      • Figure 46: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies, and wipes, 2015-18
                                                                                                      • Figure 47: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies, and wipes, by segment, 2015-18
                                                                                                      • Figure 48: Aveeno Baby Daily Care multiproduct advert, April 2018
                                                                                                    • You heard it here first
                                                                                                      • Figure 49: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies, and wipes, by media type, 2015-18
                                                                                                      • Figure 50: Tom Daley and Dustin Lance Black for Pampers, February 2019
                                                                                                    • The return of own-label
                                                                                                      • Figure 51: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies, and wipes, by top companies and others, 2018
                                                                                                      • Figure 52: Lidl Lupilu advertising, 2018
                                                                                                    • Nielsen Ad Intel coverage
                                                                                                    • The Consumer – What You Need to Know

                                                                                                      • Bearing the burden
                                                                                                        • Showered with samples
                                                                                                          • Stretch marks and supplements
                                                                                                            • Wanting more
                                                                                                            • Purchasing of Babies’ Products

                                                                                                              • Wipes are a brand problem
                                                                                                                • Figure 53: Babies’ and children’s personal care products, nappies, and wipes purchased, December 2018
                                                                                                              • A sunny outlook
                                                                                                                • Figure 54: Babies’ and children’s personal care products, nappies, and wipes purchased, by age of youngest child, December 2018
                                                                                                                • Figure 55: Channel Mum muslin experiment, July 2018
                                                                                                              • Becoming a destination retailer
                                                                                                                • Figure 56: Retail channels where babies’ and children’s personal care products, nappies, and wipes are purchased, December 2018
                                                                                                            • Behaviours of Parents

                                                                                                              • NHS recommendations
                                                                                                                • Figure 57: Behaviours of parents, December 2018
                                                                                                              • Daddy discounts
                                                                                                                • Figure 58: Behaviours of parents (“yes” responses only), by gender, December 2018
                                                                                                              • Express shoppers
                                                                                                                • Figure 59: Behaviours of parents (“yes” responses only), by age of youngest child, December 2018
                                                                                                              • Toddler time
                                                                                                                • Figure 60: Matilda’s Magical Pillow Spray by Bloom and Blossom, February 2019
                                                                                                            • Products for Mothers

                                                                                                              • Vitamins are winners
                                                                                                                • Figure 61: Products used during/after pregnancy, December 2018
                                                                                                              • Older and wiser
                                                                                                                • Figure 62: Products used during/after pregnancy, by age of mother, December 2018
                                                                                                            • Attitudes of Mothers

                                                                                                              • Spa opportunities
                                                                                                                • Figure 63: Attitudes of mothers towards pregnancy/maternal BPC, December 2018
                                                                                                                • Figure 64: London Babymoon spa package from Babymoon Travel, December 2018
                                                                                                              • Perplexed, but not petrified
                                                                                                              • Appendix – Data Sources, Abbreviations, and Supporting Information

                                                                                                                  • Abbreviations
                                                                                                                    • Consumer research methodology
                                                                                                                      • Forecast methodology