About this report
Since the market for babies’ and children’s toiletries products market was last examined in 2007, the market has grown in value by 8% to reach an estimated worth of £358 million in 2009. Continued growth in the UK’s child population is a key driver with children’s products offering a key growth opportunity for new product development.
Price is a key purchase motivator in the market owing largely to the financial restraints imposed by statutory maternity pay. The impact of the recession has generally made people more cost-conscious in all aspects of their finances and shopping by whatever products are on special offer could promote brand switching, eroding loyalty within the market. This is a key obstacle for the brands to overcome. However, word of mouth, rather than any advertising is a far stronger purchase motivator for parents and offers the most effective means of reaching parents.
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