Baby and Child-Specific Products in the United Kingdom

PROSPECTS

Opportunities exist for the category despite declining birth rates

Birth rates in the UK are expected to decline over the forecast period. While the same trend is set to have an impact on several categories, baby and child-specific products will experience something of a paradox.

Market value boosted by natural claims and premiumisation

Increasing consumer awareness and the progression of healthy living and associated lifestyles are driving and boosting growth of natural and certified organic products. New product developments and launches have led to a premiumisation of the category with brands such as Weleda and Child’s Farm, increasingly meeting consumer needs.

Despite desire for quality, consumers also on the lookout for better deals

Despite wanting the best for their children, UK consumers are also on the lookout for the best deals and are adopting strategies where they pick and choose products. The most mature product categories such as sun care and skin care, are the categories where consumers are set to be the pickiest.

COMPETITIVE LANDSCAPE

The competitive landscape is shifting

The UK baby and child-specific products category is quite dynamic. On the one hand, brands that were initially positioned in baby food, such as Hipp Organic, are now tapping into baby and child-specific products as a way to expand their portfolios.

Competition between mass and premium brands

The projected forecast for premium baby and child-specific products is more optimistic than that for mass products in line with the growing success of premium brands such as Mustela, Burt’s Baby Bee or Weleda. There is more space for those brands to grow with consumers increasingly adopting healthy lifestyles.

Discounters and private label on the rise

Despite a premiumisation of the category, British consumers in general are suffering from lower disposable incomes. As a result, they are also seeking value for money and adopting private label ranges while discounters and online sales are maintaining a good performance.

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