英国におけるおむつとベビー用ウェットティッシュの市場

Abstract

In 2007, the market for nappies and baby wipes continued to deliver growth, despite the persistent pressure from discounting within the ever more dominant grocery multiples. A welcome boost in the number of babies in the UK, combined with product innovation from both leading and niche brands, has helped to sustain market values.

However, despite concerted efforts of brand manufacturers to establish relationships of trust with parents, the popularity and increasing sophistication of own-label nappies, in combination with their lower price points, could in time pose a threat to the market leaders.

In this report Mintel examines the theme that with environmental issues becoming ever more prominent in the public eye, can the disposable nappies industry maintain its monopoly over infant hygiene, or will this new age of ' green' see the disposable empire crumble amid campaigns for parents to revert to the reusable?

Key themes of the report:

• Despite the increasing birth-rate, the industry did not rely on volume sales alone to drive market size but also invested in development of premium ranges to increase value.
• In the face of public pressure to reduce the amount of nappies going to landfill, parents are remaining loyal to both disposable nappies and wipes.
• The Internet community lies at the heart of modern-day parenting, with reusable, disposable, brand and own-label players all trying to command a share of this targeted medium of communication.

Table of Contents

• Issues in the Market
• Key themes
• Definitions
• Market in Brief
• The numbers game
• Promoting parental spend
• Going green
• Branding and the parental bond
• Future
• Internal Market Environment
• Key points
• Changing babies
• Convenience culture
• Disposable culture vs. carbon footprints
  • Figure 1: Agreement with environmental statements, 2003-07
  • Figure 2: Estimated retail sales for selected infant care categories, 2002-07
• Health and wellness
• Broader Market Environment
• Key points
• Variable waste charges
• More bottoms = more nappies
  • Figure 3: Number of births, UK, 2003-13Figure 4: Children aged 0-4, trend data, 2003-13
• Migration
  • Figure 5: International inflow of migration into the UK, 2000-06
• The maturing mother
  • Figure 6: Average age of women at childbirth, UK, 1971-2001
• A changing role
  • Figure 7: Working status -- women with own children aged under 5, by socio-economic group, 2007
• Left holding the baby
  • Figure 8: Number of registered childcare places in daycare in England, 1997-2006
• Competitive Context
• 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
• Strengths
• Weaknesses
• Market Size and Forecast
• Key points
• Growth
  • Figure 9: UK value sales of disposable nappies and baby wipes, 2003-07
  • Figure 10: UK retail value sales of nappies and wipes, by sector, 2003-07
• The green smokescreen?
• The future of the market
• Forecast
  • Figure 11: Forecast of total UK value sales of disposable nappies and baby wipes, at current and constant 2008 prices, 2008-13Figure 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
  • 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
• Key points
• Segmentation and premiumisation driving market values
• Disposable nappies by sector
  • Figure 14: UK retail value sales of disposable nappies, by sector, 2003-07
• Juniors losing out to training pants
  • 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
  • Figure 16: UK retail value sales of disposable baby wipes, by pack type, 2003-07
• Under the green gaze
• Market Share
• Key points
• Between price and innovation
  • 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
  • Figure 18: Brands' value shares of wipes, 2005-07
• Enriching the category
• Companies and Products
• Johnson & Johnson
• Kimberly-Clark
• Procter & Gamble
• Eco brands
• Naty
• Ontex
• Hain Celestial
• Others
• Boots
• Brand Communication and Promotion
• Key points
• Above-the-line spend down -- sales on the up
  • 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
• Key points
• Price promotion and own-label
  • Figure 21: Retail distribution of disposable nappies, 2003-07
• Advantage Boots
  • Figure 22: Retail distribution of baby wipes, 2003-07
• The Consumer -- Brand Usage
• Key points
• Nappy usage
  • Figure 23: Nappy usage by all nappy users, past and current, November 2007
• Pamper power
• Own-label appeal
• Today' s parents
  • Figure 24: Nappy usage amongst parents, 2005 and 2007
• Holding back the market
• The social divide
  • Figure 25: Nappy usage amongst parents, by age/socio-economic group, November 2007
• Not the one and only
  • Figure 26: Variations of disposable versus reusable nappies ever used, November 2007
• Appendix
• Advertising data
• Abbreviations
• Definitions
• Consumer Brand Usage -- Detailed Consumer Demographics
  • Figure 32: Nappy usage amongst parents, by demographic sub-groups, November 2007
• Usage summery
  • Figure 33: Nappy usage amongst parents, by demographic sub-groups, November 2007