Baby and Child-Specific Products in the United Kingdom

PROSPECTS

Appeal of natural and organic brands increases as British parents demand transparency

Owing to the healthy living trend, British consumers have developed more general awareness of ingredients and hence increasingly demand brands that sell natural and organic products. Players such as Child’s Farm and Weleda have highlighted the success of these brands, with space remaining for similar brands to grow as consumers continue to adopt progressively healthier lifestyles.

Premiumisation as a necessary strategy for brands

Premium consumers of baby and child-specific products are no longer just those with higher disposable incomes. Placing higher value on safe and high-quality products, parents are more willing to pay a premium price for brands they can trust.

Opportunities remain strongest in hair care

After medicated baby and child-specific options, which saw double-digit growth in 2018, hair care demonstrated the highest growth. Over the year, 2-in-1 shampoo and body wash products proved popular, with brands like Weleda releasing new launches during the year.

COMPETITIVE LANDSCAPE

Competition intensifies between mass and premium brands

Johnson & Johnson remains the category leader, but it experienced value share decline in 2018 as its biggest brand Johnson’s Baby struggles to grow. The company’s smaller natural brand Aveeno Baby has seen some renewed growth.

Trust and social following becomes increasingly important

UK parents remain heavily reliant on trust and word of mouth when it comes to buying products for their children. For example, Child’s Farm has largely built its success on the media build-up of its baby moisturiser, and its perceived ability to alleviate skin conditions such as eczema.

Retailers play into the hands of natural and organic brands

Emerging natural and organic certified brands are increasingly available via traditional grocery retailers and drugstores/parapharmacies, making it convenient for busy parents to pick up their desired products in one place. This level of ease extends to online sales, which are rapidly growing as the new generation of parents require convenience to maintain their work-life balance.

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