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Published by: Mintel International Group Ltd.
Published: Apr. 1, 2006 - 95 Pages
Table of Contents
- INTRODUCTION
- Definition
- Consumer research
- EXECUTIVE SUMMARY
- Birth-rate provides welcome boost to sales
- Nappy sales return to growth
- Pants have provided opportunities to add value
- Wipes sector matures
- Pampers extends dominant position in nappies
- Own-label leads in wipes
- Advertising plays key role
- Nappy purchasers are becoming less loyal
- More households with children are using wipes
- The future
- MARKET DRIVERS
- Unexpected rise in births has boosted demand for baby products
- Figure 1: UK birth-rates, 2001-11
- Working women need greater convenience
- Figure 2: UK workforce in employment, by gender, 2000-09
- More women in full-time employment
- Figure 3: UK workforce in part-time employment, by gender, 2000-05
- Increased childcare provision has enabled more mothers to work
- Figure 4: Provision of daycare facilities in England, 2000-04
- Rising incomes make convenience and quality more affordable
- Figure 5: PDI and consumer expenditure, at current and constant prices, 2001-11
- Demographic changes favour growth of higher-value sectors
- Disposable remains the choice of the majority
- EU Landfill Directive remains the primary incentive for change
- MARKET SIZE AND SEGMENTATION
- Figure 6: UK retail sales of disposable nappies and baby wipes, 2000-05
- Sales trends converge
- Figure 7: UK retail sales of disposable nappies and baby wipes, by sector, 2000-05
- Nappies return to growth
- Figure 8: UK retail sales of disposable nappies, by volume and value, 2000-05
- Training pants take greater share
- Figure 9: UK retail sales of disposable nappies, by type, 2001-05
- Smaller pack sizes gain in popularity
- Figure 10: UK retail sales of disposable nappies, by pack size, 2001-05
- Segmentation has driven growth
- Older children add value
- Figure 11: Online price comparison, by nappy size and brand, February 2006
- Eco brands command significant premium
- Discounting narrows the gap between brands and own-label
- Figure 12: Examples of discounts available on nappies, February 2006
- Baby wipes slowing down
- Figure 13: UK retail sales of baby wipes, 2000-05
- Refill packs are preferred choice
- Figure 14: UK retail sales of baby wipes, by packet type, 2001-05
- BRAND ACTIVITY
- NAPPIES
- Pampers tightens its grip on the market
- Figure 15: Brand shares in disposable nappies, 2001-05
- COMPANY INFORMATION
- Pampers
- The Pampers range
- Brand positioning
- Huggies
- The Huggies range
- Brand positioning
- Nature Boy & Girl
- Nature Boy & Girl range
- Brand positioning
- Moltex
- Abena
- Own-label
- BABY WIPES
- Own-label emerges as clear leader
- Figure 16: Brand shares in baby wipes, 2001-05
- Johnson & Johnson
- Pampers
- Boots
- Huggies
- Simple
- Nature
- Own-label baby wipes
- NEW PRODUCT DEVELOPMENT
- Nappies
- Wipes
- Figure 17: NPD Positioning claims and qualities in baby wipes, Jan-Dec 2005
- New Product Briefs
- Nappies
- Date Published: 27 Feb 2006
- Wipes
- ADVERTISING & PROMOTION
- Main media advertising is key marketing tool
- Figure 18: Main monitored media advertising expenditure on nappies and baby wipes, 2000-05
- Figure 19: Main monitored media advertising expenditure on nappies and wipes, by manufacturer and brand, 2003-05
- Procter & Gamble dominates our screens
- All new parents long for a good night’s sleep
- Inspired by babies
- Extending the mix
- Huggies also maintains high profile
- Huggies takes a humorous approach
- DryNites adopt a different approach
- Johnson & Johnson leads in wipes
- DISTRIBUTION
- Multiple grocers dominate nappy sales
- Figure 20: Retail distribution of disposable nappies, by type of outlet, 2001-05
- Distribution of wipes is more fragmented
- Figure 21: UK retail sales of baby wipes, by type of outlet, 2001-05
- THE CONSUMER
- Disposables on the increase
- Figure 22: Usage of disposable nappies in the last 12 months, 2002-05
- Brand switching
- Trainer pants gaining share…
- Figure 23: Type of disposable nappies used, 2002-05 and adding value
- Parents willing to try own-label
- Figure 24: Usage of branded and supermarket own-label disposable nappies, 2005
- More households with children are using wipes
- Figure 25: Usage of baby wipes/pre-moistened tissues in the last 12 months, 2004 and 2005
- Purchasers of wipes more likely to be solus users
- Heavy usage has a northern bias
- Own-label poses greater challenge in wipes
- Figure 26: Usage of branded and supermarket own-label baby wipes/pre-moistened tissues, 2005
- Key conclusions for nappies:
- Key conclusions for wipes:
- THE CONSUMER BASE
- Figure 27: Mintel’s consumer typologies showing above-average age, employment and Mintel’s special group status of shoppers, 2005
- Price-Conscious (25% of the sample)
- Figure 28: Typical media usage of Price-Conscious consumers, 2005
- New Product Enthusiasts (25% of the sample)
- Figure 29: Typical media usage of New Product Enthusiasts, 2005
- Eco-Friendly (25% of the sample)
- Figure 30: Typical media usage of Eco-Friendly consumers, 2005
- Unconvinced (25% of the sample)
- Figure 31: Typical media usage of Unconvinced consumers, 2005
- Conclusion
- DETAILED DEMOGRAPHICS
- Disposable nappies
- Figure 32: Usage of disposable nappies in the last 12 months, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region and family lifestage, 2005
- Wipes
- Figure 33: Usage of baby wipes/pre-moistened tissues in the last 12 months, by gender, age, socioeconomic group, presence of children, marital status, working status, household size, region and family lifestage, 2005
- Cluster groups
- Figure 34: Cluster groups, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region and family lifestage, 2005
- Figure 35: Cluster groups, by the lifestyle statements, 2005
- Figure 36: Cluster groups, by usage of disposable nappies and baby wipes/pre-moistened tissues, 2005
- Motivations for buying a certain brand
- Figure 37: Motivations for buying a certain brand, by age, socio-economic group, lifestage, Mintel’s Special Groups, region, working status, marital status and presence of children, October 2005
- Figure 38: Motivations for buying a certain brand, by media usage, ACORN category, Internet usage, commercial TV viewing and supermarket usage, October 2005
- Figure 39: Motivations for buying a certain brand, by age, socio-economic group, lifestage, Mintel’s Special Groups, region, working status, marital status and presence of children, October 2005
- Figure 40: Motivations for buying a certain brand, by media usage, ACORN category, Internet usage, commercial TV viewing and supermarket usage, October 2005
- THE FUTURE
- Forecast decline in birth-rate casts a shadow over future sales
- Disposables certain to remain preferred option
- Environmentally friendlier brands have potential for further growth
- Wipes will have to extend usage further
- Pampers set to retain its strong lead in nappies
- Wipes sector set to become more fragmented
- FORECAST
- Figure 41: Forecast of the disposable nappies and baby wipes market, by value, 2005-11
- Figure 42: Forecast of disposable nappies, by volume, 2005-11
- Fewer live births to translate directly onto sales
- Forecast factors
- Forecast modelling
- Figure 43: Forecast models of disposable nappies and baby wipes, 1990-2011
- APPENDIX: RESEARCH METHODOLOGY
AbstractMintel last reported on the market for disposable nappies and baby wipes in early 2004. In the intervening two years, overall sales have advanced by 4.5% to reach £514 million. In 2005, however, the two sectors began to follow divergent paths. Sales of nappies increased by 1.1% to reach £376 million, benefiting from an upturn in live births during 2003 and 2004 and a trend towards the more widespread use of trainer pants which command a higher price per unit than standard nappies.
At the same time, the baby wipes sector appears to have approached saturation point. The introduction of toddler wipes has succeeded in keeping users involved in the market for longer, but has failed to compensate for the impact of discounting and the increased sale of multipacks. Sales of wipes declined by 0.7% in 2005 to stand at £138 million.
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