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Babies and Childrens Personal Care Products, Nappies and Wipes - UK - March 2015

Published By :

Mintel

Published Date : Mar 2015

Category :

Baby Products

No. of Pages : 104 Pages


As the baby boom shows evidence of coming to an end, it may be more relevant for the category to focus on toddlers rather than new-borns. Extending product ranges for older children and offering greater product segmentation by age could be a way to ensure the category shows growth. Greater transparency in ingredients also offers opportunities, as parents show evidence of becoming more ingredient-savvy. Discount retailers have shown strong growth in the category and hamper overall growth in value. Retailers can remain competitive with special offers across product ranges to drive trial.
Table of Content

Introduction

Products covered in this report
Abbreviations


Executive Summary


Market value declines
Figure 1: UK best- and worst-case forecast for babies’ and children’s personal care products, nappies and wipes, 2009-19
End of the baby boom
Personal care shows decline in launch activity…
Figure 2: New product launches in the UK babies’ and children’s personal care market, by category, 2011-14
…whilst nappies and wipes rises in NPD
Figure 3: New product launches in the UK nappies and wipes market, by category, 2011-14
Parents choose to shop in-store
Figure 4: Places of purchase of babies’ and children’s personal care products, nappies and wipes, December 2014
Parents seek advice from other parents over health professionals
Figure 5: Attitudes towards shopping for babies’ and children’s personal care products, December 2014
What we think

Issues and Insights

Baby boom comes to an end
The facts
The implications
Parents are becoming more ingredient-savvy/sophisticated in their knowledge
The facts
The implications
Discount retailers are taking a bigger slice of the pie
The facts
The implications

Trend Application

Trend: Guiding Choice
Trend: Experience is All
Trend: Totophobia

Market Drivers

Key points
Baby boom comes to an end
Figure 6: Number of live births in the UK, 2003-13
Population of older children set to rise
Figure 7: Trends in age structure of the UK population – 0-9s, 2009-19
Non-traditional families are struggling
Figure 8: Modern family typologies of families with children aged 0-4, June 2013
Mums using the internet
Figure 9: Online engagement during pregnancy, June 2014
Ban on chemicals
Figure 10: Reasons for preferring natural/organic toiletries by parents who buy natural/organic toiletries for their baby/child, September 2014

Who’s Innovating?

Key points
Innovation in personal care drops
Figure 11: New product launches in the UK babies’ and children’s personal care market, by category, 2011-14
Focus on oral care
Figure 12: Examples of oral care launches designed for children aged 0-4, 2014
Hypoallergenic increases in focus, whilst botanical/herbal declines
Figure 13: New product launches in the babies’ and children’s personal care market, by top product positioning claims in 2014, 2013 and 2014
Own-label brands are active
Figure 14: New product launches in the UK babies’ and children’s personal care market, by top ultimate companies and others, 2014
Organic brands show launch activity in 2014
Figure 15: Examples of branded launches for babies, 2014
Innovation rises in nappies and wipes
Figure 16: New product launches in the UK nappies and wipes market, by category, 2011-14
Brands leap forward in 2014
Figure 17: New product launches in the UK nappies and wipes market, branded vs own-label, 2011-14
Bigger is better
Figure 18: New product launches in the nappies and wipes market, by top ultimate companies and others, 2014
Figure 19: Examples of larger pack sizes of nappies and wipes launched in 2014
Focusing on older children
Figure 20: Examples of launches aimed at older/bigger babies, 2014

Market Size and Forecast

Key points
Value sales begin to decline
Figure 21: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, at current and constant 2014 prices, 2009-19
Continued decline estimated
Figure 22: UK best- and worst-case forecast for babies’ and children’s personal care products, nappies and wipes, 2009-19
Forecast methodology

Segment Performance

Key points
Nappies and wipes show a bigger decline
Figure 23: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by category, 2013 and 2014
Other baby toiletries rise in value

Market Share

Key points
Huggies nappies struggle to show growth
Figure 24: Brand shares in UK retail value sales of disposable nappies, January 2014 and January 2015
Branded nappies impacted by own-label
Huggies performs better in wipes
Figure 25: Brand shares in UK retail value sales of baby wipes, January 2014 and January 2015
Cussons continues to show growth
Figure 26: Brand shares in UK retail value sales of babies’ and children’s personal care products, January 2014 and January 2015

Companies and Products

Johnson & Johnson (McNeil Products)
Background and structure
Strategy and financial performance
Figure 27: McNeil Healthcare (UK) Limited financial performance, 2012 and 2013
Product range and innovation
Figure 28: Examples of new product launches by Johnson & Johnson in the babies’ and children’s personal care and wipes market, 2014
Marketing and advertising
Procter & Gamble
Background and structure
Strategy and financial performance
Figure 29: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2012 and 2013
Product range and innovation
Figure 30: Examples of new product launches by Procter & Gamble in the babies’ and children’s personal care, nappies and wipes market, 2014
Marketing and advertising
Kimberly-Clark
Background and structure
Product range and innovation
Figure 31: Examples of new product launches by Kimberly-Clark in the nappies and wipes market, 2014
Marketing and advertising
PZ Cussons
Background and structure
Strategy and financial performance
Figure 32: Key financials for PZ Cussons UK, 2012 and 2013
Product range and innovation
Figure 33: Examples of new product launches by PZ Cussons in the babies’ and children’s personal care market, 2014
Marketing and advertising

Brand Communication and Promotion

Key points
Advertising spend sees a decline
Figure 34: Main monitored media advertising spend on babies’ and children’s personal care products, nappies and wipes, 2011-14
Advertising continues focus on wipes
Figure 35: Main monitored media advertising spend on babies’ and children’s personal care products, nappies and wipes, by product type, 2011-14
TV advertising sees rise in investment
Figure 36: Main monitored media advertising spend on babies’ and children’s personal care products, disposable nappies and baby wipes, by media type, 2013 and 2014
Focus on new-borns
Figure 37: Main monitored media advertising spend on babies’ and children’s personal care products, nappies and wipes, percentage share by company, 2014
Own-label brands hold events
Huggies remains prominent in advertising

Brand Research

What you need to know
Brand map
Figure 38: Attitudes towards and usage of selected brands, January 2015
Key brand metrics
Figure 39: Key metrics for selected brands, January 2015
Brand attitudes: Huggies and Pampers are built on perceived reputation
Figure 40: Attitudes, by brand, January 2015
Brand personality: Cussons has most subdued brand image
Figure 41: Brand personality – macro image, January 2015
Simple Baby and Nature Babycare struggle to generate strongly defined images
Figure 42: Brand personality – micro image, January 2015
Brand analysis
Pampers has an all-round image based on expertise and reputation
Figure 43: User profile of Pampers, January 2015
Johnson & Johnson capitalises on rich history to create classic and trustworthy associations
Figure 44: User profile of Johnson & Johnson, January 2015
Huggies has similar image to Pampers despite withdrawal of nappies in UK
Figure 45: User profile of Huggies, January 2015
Cussons perhaps in need of a refresh due to old-fashioned perceptions
Figure 46: User profile of Cussons, January 2015
Simple Baby appears to lack the perception of having a comprehensive product range
Figure 47: User profile of Simple Baby, January 2015
Nature Babycare clearly signposts natural credentials but lacks the awareness to make a strong impression
Figure 48: User profile of Nature Babycare, January 2015

Channels to Market

Key points
Grocery multiples take two thirds of sales
Figure 49: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by outlet type, 2013 and 2014

The Consumer – Products Purchased

Key points
Dads are more likely to buy traditional products
Figure 50: Babies’ and children's personal care products, nappies and wipes purchased in the last 12 months, January 2014 and December 2014
Toothpaste and suncare purchases decline
One in five parents choose essentials only
Figure 51: Repertoire of babies’ and children's personal care products, nappies and wipes purchased in the last 12 months, January 2014 and December 2014

The Consumer – Places of Purchase

Key points
Parents favour bricks and mortar…
Figure 52: Places of purchase of babies’ and children’s personal care products, nappies and wipes, December 2014
…however, online plays an important role
Expertise drives shopping at pharmacies
Price drives discount stores

The Consumer – Shopping for Personal Care Products

Key points
Other parents are a greater source of influence than health professionals
Figure 53: Attitudes towards shopping for babies’ and children’s personal care products, December 2014
Less affluent parents are more likely to seek professional advice
A quarter are worried about ingredients
Brand name remains important

The Consumer – Shopping for Nappies and Wipes

Key points
Nappies and wipes purchased on special offer
Figure 54: Attitudes towards shopping for nappies and wipes, December 2014
Brand loyalty is high
Concern drives usage of reusable nappies

The Consumer – Attitudes towards Babies’ and Children’s Personal Care, Nappies and Wipes

Key points
Bath times are for bonding
Figure 55: Attitudes towards babies’ and children’s personal care products, nappies and wipes, December 2014
Sense of responsibility drives desire to seek advice
Mums like to give advice

Appendix – Segment Performance

Figure 56: UK retail unit sales of babies’ and children’s personal care products, nappies and wipes, by category, 2013 and 2014
Figure 57: Price per unit of babies’ and children’s personal care products, nappies and wipes, by category, 2013 and 2014

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