Table of Contents
Issues in the Market
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- Key themes
- Definitions
Insights and Opportunities
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- Ditching the changing bag
- Green appeal
Market in Brief
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- The numbers game
- Promoting parental spend
- Going green
- Branding and the parental bond
- Future
Fast Forward Trends
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- Celebs and Social Engineering
- What's it about?
- What we've seen
- Market touch points/implications
- Customisation
- What's it about?
- What we've seen
- Market touch points/implications
Internal Market Environment
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- Key points
- Changing babies
- Convenience culture
- Disposable culture vs. carbon footprints
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- Figure 1: Agreement with environmental statements, 2003-07
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- Figure 2: Estimated retail sales for selected infant care categories, 2002-07
- Health and wellness
Broader Market Environment
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- Key points
- Variable waste charges
- More bottoms = more nappies
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- Figure 3: Number of births, UK, 2003-13
- Figure 4: Children aged 0-4, trend data, 2003-13
- Migration
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- Figure 5: International inflow of migration into the UK, 2000-06
- The maturing mother
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- Figure 6: Average age of women at childbirth, UK, 1971-2001
- A changing role
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- Figure 7: Working status – women with own children aged under 5, by socio-economic group, 2007
- Left holding the baby
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- Figure 8: Number of registered childcare places in daycare in England, 1997-2006
Competitive Context
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- Key points
- The only alternative?
- Reusable dynamics
- Spreading the word
- Money talks
- The health debate
- The war on waste
- Pressure from the top
- Disposables fight back
- Conclusions from the government
- Conclusions from the pro-reusables
- Conclusions from the consumer
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- UK launch trends
- Fit and absorbency
- Premium
- For the most sensitive babies
- Environmentally friendly
- Asda launch to turn the tide?
- Training time
- Character merchandising
- Manufacturers and brands
Market Size and Forecast
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- Key points
- Growth
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- Figure 9: UK value sales of disposable nappies and baby wipes, 2003-07
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- Figure 10: UK retail value sales of nappies and wipes, by sector, 2003-07
- The green smokescreen?
- The future of the market
- Forecast
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- Figure 11: Forecast of total UK value sales of disposable nappies and baby wipes, at current and constant 2008 prices, 2008-13
- Figure 12: Annual percentage growth in total UK number of births, compared with annual percentage growth for UK sales of Nappies and Baby wipes, 1997-2007 and 2008-13 (projected)
- Nappies and wipes
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- Figure 13: Forecast of UK retail value sales of nappies and baby wipes, by sector, at current and constant 2008 prices*, 2008-13
- Factors used in the forecast
Segment Performance
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- Key points
- Segmentation and premiumisation driving market values
- Disposable nappies by sector
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- Figure 14: UK retail value sales of disposable nappies, by sector, 2003-07
- Juniors losing out to training pants
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- Figure 15: UK retail value sales of disposable nappies, by sector, 2007
- Premium on training
- Conscience vs quality
- Baby wipes
- Diversity and evolution
- Refills driving the market
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- Figure 16: UK retail value sales of disposable baby wipes, by pack type, 2003-07
- Under the green gaze
Market Share
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- Key points
- Between price and innovation
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- Figure 17: Brands’ value shares of disposable nappies, 2005-07
- Beating the budget
- Brands fight back
- Tapping into the maternal pound
- Wipes
- J&J remains market leader
- Lacklustre loyalty
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- Figure 18: Brands’ value shares of wipes, 2005-07
- Enriching the category
Companies and Products
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- Johnson & Johnson
- Kimberly-Clark
- Procter & Gamble
- Eco brands
- Naty
- Ontex
- Hain Celestial
- Others
- Boots
Brand Communication and Promotion
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- Key points
- Above-the-line spend down – sales on the up
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- Figure 19: Main monitored media advertising spend on nappies and wipes, 2003-07
- Figure 20: Main monitored media advertising spend on nappies and wipes, by advertiser, 2005-07
- Advertising strategy
- Getting digital
- Pampers.com
- Mailing
- Up close and personal
- Good will hunting
- Huggies.com
- Spreading the word
Channels to Market
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- Key points
- Price promotion and own-label
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- Figure 21: Retail distribution of disposable nappies, 2003-07
- Advantage Boots
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- Figure 22: Retail distribution of baby wipes, 2003-07
The Consumer – Brand Usage
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- Key points
- Nappy usage
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- Figure 23: Nappy usage by all nappy users, past and current, November 2007
- Pamper power
- Own-label appeal
- Today’s parents
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- Figure 24: Nappy usage amongst parents, 2005 and 2007
- Holding back the market
- The social divide
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- Figure 25: Nappy usage amongst parents, by age/socio-economic group, November 2007
- Not the one and only
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- Figure 26: Variations of disposable versus reusable nappies ever used, November 2007
Consumer Attitudes
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- Key points
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- Figure 27: Attitudes towards nappies, November 2007
- Convenience is key
- The price factor
- Improving nappies
- Nappy attitudinal typologies
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- Figure 28: Consumer typology groups for attitudes towards nappies, November 2007
- Convenience First (24%)
- Who are the Convenience First?
- Environmentally Nappy (22%)
- Who are the Environmentally Nappy?
- Strongly Nappy Conscious (17%)
- Who are the Strongly Nappy Conscious?
- Nappy-thetic (37% of sample)
- Who are the Nappy-thetic?
Consumer Loyalty
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- Key points
- Repertoire of nappies used
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- Figure 29: Repertoire of nappies ever used, November 2007
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- Figure 30: Number of types of nappies ever used, by demographic sub groups, November 2007
- The influence of own-label
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- Figure 31: Number of types of nappies ever used, by types and variations of nappies ever used, November 2007
Appendix
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- Advertising data
- Abbreviations
- Definitions
Consumer Brand Usage – Detailed Consumer Demographics
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- Figure 32: Nappy usage amongst parents, by demographic sub-groups, November 2007
- Usage summery
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- Figure 33: Nappy usage amongst parents, by demographic sub-groups, November 2007
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Consumer Attitudes – Detailed Consumer Demographics
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- Figure 34: Most common attitudes towards nappies amongst parents, by demographic sub-groups, November 2007
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- Figure 35: Attitudes towards nappies amongst parents, by demographic sub-groups, November 2007
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- Figure 36: Nappy attitudinal typologies, by demographic sub-groups, November 2007
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- Figure 37: Nappy attitudinal typologies, by age of children, November 2007
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- Figure 38: Nappy attitudinal typologies, by nappies ever bought or used and repertoire of types of nappies, November 2007
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- Figure 39: Nappy attitudinal typologies, by attitudes towards nappies, November 2007
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