The babies’ and children’s personal care products, nappies and wipes category continues to see value decline year-on-year, largely due to declining birth rates as well as parents streamlining their routines.
The category saw a 4.8% decline in 2019 to reach £657.5 million, however the COVID-19 outbreak will slowdown the decline in 2020 largely due to stockpiling behaviours.
The initial weeks of the outbreak saw baby care essentials, particularly nappies and wipes, sell out in supermarkets and whilst buying behaviours will normalise over time, parents are expected to stock up cautiously throughout 2020 particularly if social distancing measures are ongoing.
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Written by Emilia Greenslade, a leading analyst in the Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The Covid-19 outbreak will slow value decline in 2020, as parents stockpile on essentials in the short-term. Buying behaviours will normalise however, and the category is set to continue on its downward trajectory as birth rates continue to decline and parents streamline their routines.
The Covid-19 outbreak will leave household finances squeezed, which will see parents further cut back on spend. However niche brands with a natural/organic positioning or eco-ethical credentials have performed well in 2019, suggesting that NPD in these areas could encourage spend longer term.
For more information on Mintel's report, see here.