Baby and child-specific products in the UK saw growth in 2021 in both current value and volume terms. In terms of value sales, most categories saw growth in 2021, as parents in the UK were more willing to spend money on higher-priced, non-necessity goods than they were in 2020, motivated by the slow exit of the UK from the pandemic, and as some normal life returned.
Baby and child-specific toiletries saw the highest level of current value and volume growth in 2021. This was indicative of growing awareness of the importance of good hygiene amongst UK consumers, a trend that only accelerated following the pandemic, and one that aligned with the general health and wellness trend seen in the UK.
Unit prices of baby and child-specific sun care, hair care, skin care and toiletries increased during 2021, as value growth increased at a faster rate than that of volume. This indicates the premiumisation of baby and child-specific products, a trend matched in other beauty and personal care categories, as customers – including parents – found themselves prepared to pay more for high-quality products.
It is anticipated that current value and volume sales will continue to grow during the forecast period, with value growth faster than volume growth. Nevertheless, in the short term, promotional offers will continue to be important to attract sales as the economic impacts of the pandemic continue.
New parents are increasingly concerned about ‘clean beauty’, and are willing to spend more money on better-quality products in baby and child-specific products. Many parents are increasingly preoccupied about the presence of harmful materials in the products they use for their children, and are starting to favour items with organic and natural credentials.
Along with the growth in sales carried out online seen since the onset of the pandemic, rapid delivery apps developed in popularity, with companies such as Gorillas, Getir, Zapp and Deliveroo all growing in 2021. These apps offer fast delivery, and mean that consumers can get a wide variety of items delivered quickly to their doors.
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Baby Care
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.
See All of Our DefinitionsThis report originates from Passport, our Baby Care research and analysis database.
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