About this report
Since the market for babies’ and children’s toiletries products market was last examined in 2007, the market has grown in value by 8% to reach an estimated worth of £358 million in 2009. Continued growth in the UK’s child population is a key driver with children’s products offering a key growth opportunity for new product development.
Price is a key purchase motivator in the market owing largely to the financial restraints imposed by statutory maternity pay. The impact of the recession has generally made people more cost-conscious in all aspects of their finances and shopping by whatever products are on special offer could promote brand switching, eroding loyalty within the market. This is a key obstacle for the brands to overcome. However, word of mouth, rather than any advertising is a far stronger purchase motivator for parents and offers the most effective means of reaching parents.
- Issues in the Market
- Key themes
- Definitions
- Excluded
- Market in Brief
- Birth rate keeps market afloat
- Price sensitivity
- Word of mouth
- Reputation and recommendation
- Confidence and trust
- Opportunities for growth
- Internal Market Environment
- Key points
- Online community
- Figure 1: Broadband usage, by presence of children, 2008
- Word of mouth
- Cautious parenting?
- Figure 2: Willingness to try new brands, by category, August 2008
- Interest in the ingredients of toiletries
- Figure 3: Selected attitudes towards cosmetics and toiletries*
ingredients, by presence of children in household, December 2008
- Pocket money spend
- Figure 4: Money spent on items, 2006-08
- Broader Market Environment
- Key points
- Demographics
- Child population
- Figure 5: UK child population, by age, 2006-14
- Parenthood and birth statistics
- Figure 6: Live births, by age of mother, 1997-2007
- Single-parent households
- Regulation and education
- Competitive Context
- Key points
- Number of children
- Figure 12: Live births within marriage: Number of previous live-born
children, 1997 and 2007
- Children' s eczema
- Rise in free-from
- Figure 13: Proportion of free-from products amongst all beauty and oral
hygiene launches and babies' and children' s toiletries, 2006-09
- Impact of parenting style
- Figure 14: Trends in impact of parenting style, 2004-08
- Conflicting advice
- Strengths and Weaknesses
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- Volume growth inhibits value gains
- Figure 15: UK retail value sales of babies' and children' s toiletries,
2004-14
- Future of the market
- Segment Performance
- Key points
- Babies' toiletries dominate value sales
- Figure 16: UK retail value sales of babies' and children' s toiletries,
by target age, 2007-09
- Category performance
- Figure 17: UK retail value sales of babies' and children' s toiletries,
by sector, 2007-09
- Caring about the sun
- Market Share
- Key points
- Investment supports growth
- Figure 18: Manufacturers' shares in UK retail value sales of babies' and
children' s toiletries, 2007-09
- Poor economy to buoy own-label
- Companies and Products
- Figure 19: Brand map of the UK babies' and children' s toiletries market,
2008
- Major players
- Beiersdorf
- Colgate-Palmolive
- Johnson & Johnson
- Kimberly-Clark
- L' Oréal
- Procter & Gamble
- Sara Lee
- Niche Players
- Earth Friendly Baby
- Burt' s Bees
- Little Me Baby Organics
- Mama Mio
- Retailers
- Mothercare
- Boots
- Waitrose
- Superdrug
- Brand Communication and Promotion
- Key points
- Topline adspend
- Figure 20: Main monitored media advertising spend on babies' and
children' s toiletries, 2005-08
- Economical adspend saved for launches
- Figure 21: Adspend and innovation, average percentage by month, January
2006-May 2009
- Advertiser
- Figure 22: Main monitored media advertising spend on babies' and
children' s toiletries, percentage by advertiser, 2006-09
- Channels to Market
- Key points
- Grocers continue to grow
- Figure 23: UK retail value sales of babies' and children' s toiletries,
by outlet type, 2007-09
- Chemists have advice advantage
- Consumer Usage and Frequency of Baby Wipes
- Key points
- Usage
- Figure 24: Usage of baby wipes/pre-moistened tissues in the last 12
months, by age of children, 2006-08
- Frequency of use
- Figure 25: Usage of baby wipes/pre-moistened tissues in the last 12
months, by age of children, 2006-08
- Heavy usage on the rise
- The link between employment and use of baby wipes
- Figure 26: Usage of baby wipes/pre-moistened tissues in the last 12
months, by working status, 2008
- Multipurpose wipes
- The Consumer Purchase Influence
- Key points
- Trust essential motivator
- Figure 27: Purchase influence on toiletries for babies/toddlers, March
2009
- Price and own-label
- Figure 28: Influence of price/special offers on toiletries for
babies/toddlers, by employment status, March 2009
- Recommendation and reassurance
- Figure 29: Recommendations sought out amongst parents of children under
the age of 8, by age of children, March 2009
- Appendix
- ACORN
- Advertising data
- Appendix -- Broader Market Environment
- Figure 36: Adults aged 15+ who are parent/guardian to any children aged
0-8, by age, 2008 and 2009
- Appendix -- Consumer Usage and Frequency of Baby Wipes
- Figure 37: Usage of baby wipes/pre-moistened tissues in the last 12
months, by demographics, 2008
- Figure 38: Usage of baby wipes/pre-moistened tissues in the last 12
months, by demographics, 2008
- Appendix -- Purchase Influence
- Figure 39: Purchase influence on toiletries for babies/toddlers, by
demographics, March 2009
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