Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Abbreviations
Premier Insights
Executive Summary
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- Decrease in birth-rate impacts sales
- A declining market
- Two manufacturers dominate the nappy market
- Johnson & Johnson leads on wipes
- Multiple grocers dominate the market
- Near-commodity status
- Birth-rate will determine changes
Market Drivers
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- Birth-rate
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- Figure 1: Number of live births in the UK, 1998-2007
- Children population
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- Figure 2: Population trends in children aged 0-4, by gender, 1998-2007
- Ageing mothers
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- Figure 3: Mean age of women at birth of children in England and Wales, 1990-2001
- Women at work
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- Figure 4: Workforce in employment in the UK, by gender, 1998-2007
- PDI
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- Figure 5: PDI and consumer expenditure, at current and constant 1998 prices, 1998-2007
- NPD and environmental issues
Market Size and Trends
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- Figure 6: UK retail sales of disposable nappies and baby wipes, 1999-2004
- Decline in sales of disposable wipes
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- Figure 7: UK retail sales of disposable nappies and baby wipes, by sector, 1999-2003
- Continued growth of baby wipes
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Market Segmentation
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- Disposable nappies
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- Figure 8: UK retail sales of disposable nappies, 1999-2004
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- Figure 9: UK retail sales of disposable nappies, by type, 1999-2003
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- Figure 10: UK retail sales of disposable nappies, by nappy size, 1999-2003
- Figure 11: UK retail sales of disposable nappies, by pack size, 1999-2003
- Baby wipes
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- Figure 12: UK retail sales of baby wipes, 1999-2004
- Figure 13: UK retail sales of baby wipes, by packet type, 1999-2003
The Supply Structure
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- Disposable nappies
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- Figure 14: Brand shares in disposable nappies, 1999-2003
- Procter & Gamble/Pampers
- Kimberly-Clark/Huggies
- Other brands and own-label
- Baby wipes
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- Figure 15: Brand shares in baby wipes, 1999-2003
- New Product Briefs
- April 2004
- March 2004
- January 2004
- September 2003
- May 2003
- March 2003
- January 2003
- September 2002
- August 2002
- July 2002
Advertising and Promotion
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- Above the line
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- Figure 16: Main monitored media advertising expenditure on nappies and baby wipes, 1999-2003
- Figure 17: Main monitored media advertising expenditure on nappies and baby wipes, by brand, 2003
- Below the line
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- Figure 18: Below-the-line promotional activity, 2004
Distribution
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- Figure 19: Retail distribution of disposable nappies, by type of outlet, 1999-2003
- Figure 20: UK retail sales of baby wipes, by type of outlet, 1999-2003
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The Consumer
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- Disposable nappies
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- Figure 21: Purchase of disposable nappies among main shoppers, 2002 and 2003
- Convenience is paramount
- Under-4s are the hot target
- Main shoppers with children under 4 – an insight
- Baby wipes
- Mucky hands create an opportunity
- Targeting Es
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- Figure 22: Purchase of baby wipes/pre-moist tissues, by socio-economic group, 2003
- Not only mums and babies
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- Figure 23: Users of disposable nappies, by gender, age and socio-economic group, 2002 and 2003
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- Figure 24: Users of disposable nappies, by lifestage, presence of children and Mintel’s Special Groups, 2002 and 2003
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- Figure 25: Users of disposable nappies, by marital status, working status, household size and region, 2002 and 2003
- Disposable nappy usage by main shoppers and children aged 0-4
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- Figure 26: Users of disposable nappies, by gender, age and socio-economic group, 2002 and 2003
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- Figure 27: Users of disposable nappies, by Mintel’s Special Groups and presence of children, 2002 and 2003
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- Figure 28: Users of disposable nappies, by marital status, working status, household size and region, 2002 and 2003
- Usage of baby wipes – demographic breakdown
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- Figure 29: Usage of baby wipes/pre-moist tissues by women, by age and socio-economic group, 1999-2003
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- Figure 30: Usage of baby wipes/pre-moist tissues by women, by lifestage, presence of children and Mintel’s Special Groups, 1999-2003
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- Figure 31: Usage of baby wipes/pre-moist tissues by women, by marital status, working status, household size and region, 1999-2003
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- Figure 32: Usage of baby wipes/pre-moist tissues by women, by age and socio-economic group, 1999-2003
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- Figure 33: Usage of baby wipes/pre-moist tissues by women, by Mintel’s Special Groups and presence of children, 1999-2003
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- Figure 34: Usage of baby wipes/pre-moist tissues by women, by marital status, working status, household size and region, 1999-2003
The Consumer: Attitudes and Typologies
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- PRIZM analysis
- Nappies
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- Figure 35: Penetration analysis of disposable nappies, by netted PRIZM classification, 2003
- Baby wipes
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- Figure 36: Penetration analysis of baby wipes, by PRIZM classification, 2003
- Assessing target markets – consumer typologies
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- Figure 37: Consumer typologies on attitudes towards disposable nappy brands, 2003
- Brand-unaware (25.4%)
- Price-conscious and Brand-aware (41%)
- Non-price-conscious (33.7%)
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- Figure 38: Consumer typologies on attitudes towards disposable nappy brands, by gender, age and socio-economic group, 2003
- Men as a hot target
- Over-35s and ABs less Price-conscious
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- Figure 39: Consumer typologies on attitudes towards disposable nappy brands, by Mintel’s Special Groups and region, 2003
- ABC1 families not price-driven
- Disposable nappies and pre-moist tissues/baby wipes
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- Figure 40: Consumer typologies and attitudes towards disposable nappies, by users of nappies and baby wipes, 2003
The Future
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- Declining birth-rate will continue to have an effect
- Delay in toilet training benefits the market
- Moving away from commodity status
- Green positioning might be the way forward
- Consumers willing to pay for the best
Forecast
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- Wipes growing in importance
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- Figure 41: Forecast of the disposable nappies and baby wipes market, by value, 2004-09
- Figure 42: Forecast of the disposable nappies maret, by volume, 2004-09
- Disposable nappies: values to decline faster than volumes
- Baby wipes increasing market share
- Ways to increase sales
- Factors incorporated
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