BABIES AND CHILDREN'S PERSONAL CARE PRODUCTS, NAPPIES AND WIPES - UK - FEBRUARY 2018

BABIES AND CHILDREN'S PERSONAL CARE PRODUCTS, NAPPIES AND WIPES - UK - FEBRUARY 2018

Feb 2018 Mintel Baby ProductsN/A Price :
$ 2694

Market decline continues to show the need for brands to differentiate versus own-label. This is easier in some sectors where parents seek specific claims, but mass disposable nappy brands will either need to premiumise further or devolve and compete on price. The overarching need for convenience in all sectors remains, from product features to retail experience. The expectation of convenience as standard could mean that brands and retailers that promote it now will remain top of mind in future.

Table of contents
OVERVIEW
What you need to know
Products covered in this Report
Excluded
EXECUTIVE SUMMARY
The market
Market decline set to continue
Figure 1: Best- and worst-case forecast for retail value sales of mass-market babies’ and children’s personal care products, nappies and wipes, 2012-22
Companies and brands
Unclear on brand value
Figure 2: UK brand shares in value sales of mass-market disposable nappies, year ending October 2017
Figure 3: UK brand shares in value sales of mass-market baby toiletries, year ending October 2017
Figure 4: UK brand shares in value sales of mass-market baby wipes, year ending October 2017
The consumer
Early adopters
Figure 5: Products bought for babies and children, by age of youngest child, December 2017
Convenience wins in retail
Figure 6: Retailers where babies’ and children’s personal care products, nappies and wipes are bought, December 2017
Naturals only go so far
Figure 7: Behaviours when buying babies’ and children’s personal care products nappies and wipes, December 2017
Throwaway culture
Figure 8: Reasons why babies’ and children’s personal care products are not used out of home, December 2017
Show parents the way
Figure 9: Attitudes towards babies’ and children’s personal care, December 2017
What we think
ISSUES AND INSIGHTS
Breaking the link between safety and naturals
The facts
The implications
Capitalising on convenience
The facts
The implications
The price of quality
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Market decline set to continue
Be sensitive
One-stop shop
A close eye on the news
MARKET SIZE AND FORECAST
Current trends help toiletries
Figure 10: Value sales of mass-market babies’ and children’s personal care products, nappies and wipes, 2012-22
Category continues to decline
Figure 11: Best- and worst-case forecast for retail value sales of mass-market babies’ and children’s personal care products, nappies and wipes, 2012-22
Forecast methodology
MARKET SEGMENTATION
Toiletries appeal to sensitivities
Figure 12: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by segment, 2016-17
Wipes create environmental dilemma
No bells and whistles please
CHANNELS TO MARKET
Grocers likely to suffer the least
Figure 13: UK retail value sales of babies’ and children’s personal care products, nappies and wipes, by outlet type, 2016-17
MARKET DRIVERS
Birth rate set to rise
Figure 14: Total UK live births (000s), 2012-22
Figure 15: Trends in the age structure of the UK population, 2012-22
Changes in NHS advice to parents
Own-label safety scares
Mums versus dads
Natural and organic
Figure 16: Reasons for purchasing natural/organic toiletries, September 2017
Figure 17: Johnson’s baby advert, 2017
Parental influencers
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Unclear on brand value
Realigning the message
Investment continues
Own-label needs to act like brands
MARKET SHARE
Disposable nappies turn premium
Figure 18: Brand shares in the disposable nappies market, years ending October, 2016 and 2017
Figure 19: Naty gains an eco-certification, September 2017
Wipes address concerns
Figure 20: Brand shares in the baby wipes market, years ending October, 2016 and 2017
Toiletries show their sensitive side
Figure 21: Brand shares in the baby toiletries market, years ending October, 2016 and 2017
Figure 22: Baby Dove range, March 2017
LAUNCH ACTIVITY AND INNOVATION
Babies’ and children’s personal care products
Growth in launches but not true innovation
Figure 23: New product development in babies’ and children’s personal care products, by category, 2014-17
Figure 24: New product development in babies’ and children’s personal care products, by launch type, 2014-17
Claims centre around ethics and sensitivity
Figure 25: Top fastest-growing and fastest-declining claims in babies’ and children’s personal care products, % change 2016-17
Figure 26: New product development in babies’ and children’s personal care products, by top ultimate companies and other, 2017
Disposable nappies
Own-label takes the lead
Figure 27: New product development in disposable nappies, by launch type, 2014-17
Figure 28: New product development in disposable nappies, branded vs own-label, 2014-17
New brands add a premium proposition
Figure 29: New product development in disposable nappies, by top ultimate companies and other, 2017
Figure 30: Top fastest-growing and fastest-declining claims in disposable nappies, % change 2016-17
Babies’ and children’s wipes
Improved packaging and kind innovation
Figure 31: New product development in babies’ and children’s wipes, by launch type, 2014-17
Figure 32: Top fastest-growing and fastest-declining claims in babies’ and children’s wipes, % change 2016-17
A very fragmented market
Figure 33: New product development in babies’ and children’s wipes, by top ultimate companies and other, 2017
ADVERTISING AND MARKETING ACTIVITY
Increased spending on TV and digital campaigns
Figure 34: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, 2015-17
Figure 35: 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, 2015-17
Figure 36: Johnson’s Baby Top-to-Toe advertising featuring parenting vloggers, 2016-17
Advertising shift reflects segments in growth
Figure 37: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by product segment, January 2015-December 2017
A brand-led message
Figure 38: Pampers’ #ThankYouMidwife tv advert, December 2017
Figure 39: Total above-the-line, online display and direct mail advertising expenditure on babies’ and children’s personal care products, nappies and wipes, by manufacturer, 2017
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 40: Attitudes towards and usage of selected brands, December 2017
Key brand metrics
Figure 41: Key metrics for selected brands, December 2017
Brand attitudes: brands with high awareness tend to be more trusted
Figure 42: Attitudes, by brand, December 2017
Brand personality: Brands mostly associated with positive traits
Figure 43: Brand personality – Macro image, December 2017
Baby Dove more aligned to natural than Childs Farm
Figure 44: Brand personality – Micro image, December 2017
Brand analysis
Johnson’s Baby cemented in trust and heritage
Figure 45: User profile of Johnson’s Baby, December 2017
Asda Little Angels does not stand out from the crowd
Figure 46: User profile of Asda Little Angels, December 2017
Baby Dove fills parents with pride
Figure 47: User profile of Baby Dove, December 2017
Boots Baby personality is unclear to users
Figure 48: User profile of Boots Baby, December 2017
Childs Farm draws in young, affluent consumers
Figure 49: User profile of Childs Farm, December 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
Early adopters
Convenience wins in retail
Naturals only go so far
Throwaway culture
Show parents the way
PRODUCTS BOUGHT FOR BABIES AND CHILDREN
Product rankings remain the same
Figure 50: Products bought for babies and children, December 2017
Opportunities for different ages
Figure 51: Products bought for babies and children, by age of youngest child, December 2017
Figure 52: Shampoo and suncare product launches for 0-4-year-olds with natural claims, 2017
RETAILERS USED FOR BABIES’ AND CHILDREN’S PERSONAL CARE PRODUCTS, NAPPIES AND WIPES
Personal care could be retail advantage
Figure 53: Retailers where babies’ and children’s personal care products, nappies and wipes are bought, December 2017
Competing through convenience
In the club
PURCHASE AND USAGE BEHAVIOURS
Natural attitudes help brand performance
Figure 54: Behaviours when buying babies’ and children’s personal care products nappies and wipes, December 2017
Own-label stays front of mind
Figure 55: Responses to the statement “Branded disposable nappies are better quality than store brand versions”, by age of youngest child, December 2017
BARRIERS TO OUT OF HOME USAGE
Convenience trumps environmental concerns
Figure 56: Reasons why babies’ and children’s personal care products are not used out of home, December 2017
Figure 57: On-the-go product launches for 0-4-year-olds with environmentally friendly packaging claims, 2015-17
ATTITUDES TOWARDS BABIES’ AND CHILDREN’S PERSONAL CARE PRODUCTS, NAPPIES AND WIPES
Just the basics
Figure 58: Attitudes towards babies’ and children’s personal care, December 2017
Top marks
Figure 59: Own-label ‘top-to-toe’ wash launches, 2017
TARGET GROUPS
Figure 60: Babies’ and children’s personal care products, nappies and wipes target groups, December 2017
Safety-conscious
Effectiveness/Convenience-focused
Sceptical/Overwhelmed
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology

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