Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Future Opportunities
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- Deal making in a recession
- What kind of value?
- Tapping into consumers’ enviro-guilt
- Sustainable for all parties involved
- Stylish babies
- Design-inspired brand extensions
Market in Brief
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- Steady growth helped by rising number of infants
- Vast numbers of nappies each day
- Putting a price on the environment
- Are washables really a suitable substitute?
- Brand loyalty for one in three
- Thriftier shopping in the recession
- Growth in ABs will favour enviro-brands
- The age of indulgent mothers
- Plenty of product innovation
- Market for nappies dominated by two leading brands
- Mintel survey confirms major brands
- Three leading players in wipes
- Four main types of consumer
- Fall in above-the-line advertising
- One-stop shopping rules
- Outlook
Internal Market Environment
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- Key points
- Children wearing nappies by age
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- Figure 1: Children wearing nappies, by age, 2004
- Gradual decrease in nappies per day
- Potty training the same for disposables and washables
- Over 3,700 nappies per child
- Innovation required to drive growth
- Parents unlikely to forego convenience
- Number of births, UK 2005-15
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- Figure 2: Number of births, UK, 2005-15
- The infant population of the UK
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- Figure 3: Infant population of the UK, 2005-15
- Attitudes towards the environment
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- Figure 4: Trends in attitudes towards the environment, 2003-09
- Nappies make a major contribution to landfill
- How disposable nappies are made up
- Why aren’t disposable nappies recycled?
- New recycling technology emerging
- Manufacturers making moves to reduce environmental impact
- Even friendlier nappy designs
- Examples of eco-friendly disposables
- The washables debate
- Science compares the carbon footprint
- Consumer objections to washable nappies
Broader Market Environment
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- Key points
- Tough times in the UK economy
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- Figure 5: Changing grocery shopping habits, January 2009-June 2010
- Consumer confidence is lower
- How will VAT affect disposable nappies?
- Potential for government intervention
- Socio-economic structure of the population
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- Figure 6: Forecast adult population trends, by socio-economic group, 2005-15
- Older mothers
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- Figure 7: Child population, birth statistics and mean age of women at childbirth, UK, 2005-15
- First-time mums getting older
- Doing what’s right for the baby
- Busy lives
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- Figure 8: Working status – women with own children aged under 5, by socio-economic group, 2009
- Disposables for childcare
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- Figure 9: Number of registered childcare places in daycare in England, 2005-10
Competitive Context
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- Key points
- The main nappy choices
- Nappy services
- Competition for wipes
- Cutting the household budget
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- Figure 10: Estimated retail sales for selected infant care categories, 2005-10
- Medication sluggish growth
- Volumes up in toiletries
- Growth in baby milk
- New products fuel growth in baby meals
- Nursery equipment
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Asda launches Baby Club
- P&G launches Simply Dry
- Pampers gets thinner and lighter
- Pampers expands into night-time niche
- Huggies wipes target mess
- Huggies overhauls packaging designs
- Huggies relaunches Pull-Ups
Market Size and Forecast
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- Key points
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- Figure 11: UK retail value sales of disposable nappies and wipes, 2005-15
- Forecast
- Factors used for the forecast
Segment Performance
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- Key points
- Nappies
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- Figure 12: UK retail value sales of disposable nappies, 2005-15
- Nappies helped by higher birth rate
- More new product developments
- New materials likely
- Fashion and character merchandising
- Trainer pants grow share of the market
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- Figure 13: UK retail value sales of disposable nappies, by type, 2007 and 2009
- Training pants instead of juniors
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- Figure 14: UK retail value sales of nappies, by size/type, 2009
- Wipes
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- Figure 15: UK retail value sales of baby wipes, 2005-15
- More babies fuel wipes growth
- Gentler formulations
- More market niche developments
- Wipes on the move
- Refills dominate the market
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- Figure 16: UK retail value sales of disposable baby wipes, by pack type, 2007 and 2009
Market Share
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- Key points
- Disposable nappies brand share
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- Figure 17: Brands’ value shares of disposable nappies, 2007 and 2009
- Baby wipes brand share
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- Figure 18: Brands’ value shares of baby wipes, 2007 and 2009
Companies and Products
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- Brand map
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- Figure 19: Brand map for nappies and wipes, May 2010
- Major players
- Procter & Gamble (Pampers)
- Johnson & Johnson
- Kimberly-Clark
- Boots
- Ontex (Moltex Öko)
- Naty
- Multibrands (Tushies)
- Abena (Bambo)
Brand Communication and Promotion
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- Key points
- Topline adspend
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- Figure 20: Main media above-the-line adspend on nappies and wipes, 2005-09
- Advertisers
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- Figure 21: Above-the-line adspend on nappies and wipes, % by company, 2005-09
- Media type
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- Figure 22: Above-the-line adspend on nappies and wipes, % by media type, 2005-09
Channels to Market
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- Key points
- Retail distribution of disposable nappies
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- Figure 23: UK retail value sales of disposable nappies, by outlet type, 2005-09
- The power of the grocers
- Trust in Boots
- Emergency shopping
- Community pharmacies
- Other drugstores and retailers
- Retail distribution of wipes
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- Figure 24: Retail distribution of baby wipes, 2005-09
The Consumer – Brand or Types of Nappies Used
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- Key points
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- Figure 25: Brands or types of nappies used, June 2010
- Pampers and Huggies out in front
- Strong challenge by supermarket own-labels
- Pharmacies less convenient?
- Weak showing for discounters despite recession
- Parents aren’t saving the planet
Attitudes Towards Baby Wipes
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- Key points
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- Figure 26: Attitudes towards baby wipes, June 2010
- Who uses baby wipes?
- The lure of a deal
- Fragrance free
- Environmental matters
Attitudes Towards Nappies
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- Key points
- Attitudes towards nappies
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- Figure 27: Attitudes towards nappies, June 2010
- High levels of brand loyalty (but not for the free samples)
- Bulk buying saves cash
- Switching to make savings
- The cheaper ones suit us fine
- Guilt trip
- Too pricey to go green
- Low-scoring washables
- Home delivery is unpopular
- Little notice of websites
- One in ten use a night-time nappy
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- Figure 28: Attitudes towards nappies, by brands or type of nappy used, June 2010
Target Groups
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- Figure 29: Customer typologies for nappies, June 2010
- Brand Believers (36%)
- Who are they?
- What brands do they use?
- Premium Loyals (16%)
- Who are they?
- What brands do they use?
- Thrifty Branders (33%)
- Who are they?
- What brands do they use?
- Cheaper Performers (15%)
- Who are they?
- What brands do they use?
- How the target groups think about wipes
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- Figure 30: Statements on baby wipes, by target groups, June 2010
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Appendix – Internal Market Environment
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- Figure 31: Use of disposable nappies, by demographics, 2009
- Figure 32: Usage and frequency of use of baby wipes/pre-moistened tissues, by demographics, 2009
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Appendix – Brand or Types of Nappies Used
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- Figure 33: Brands or types of nappies used, by demographics, June 2010
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Appendix – Attitudes Towards Nappies
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- Figure 34: Attitudes towards nappies, by demographics, June 2010
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Appendix – Target Groups
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- Figure 35: Target groups, by demographics, June 2010
- Figure 36: Attitudes towards nappies, by target groups, June 2010
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- Figure 37: Brands or types of nappies used, by target groups, June 2010
- Figure 38: Statements on baby wipes, by target groups, June 2010
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