In April this year,  Mintel produced an in-depth research report on Nappies and Baby Wipes* which gives a useful insight into the current UK market. Most noticeably is the fact that the birth rate is increasing in the UK. From a downward trend for three decades, the figures have begun to climb since 2003 and are continuing to do so by around 18% per year. The report says that despite major campaigns from the reusable brands, the disposable producers have little to fear as, according to their figures, they still retain 95% of the total market (bear in mind the parents that use both fall into this too).

Pampers' share of the market has been reduced significantly over the past ten years but is still 60%. In the baby wipes sector however own-brand varieties are on top.

Mintel says that the popularity of bio-degrable disposable nappies such as Moltex, Tushies and Nature Boy Girl, is forcing the larger companies to consider alternatives to their mainstream brands. They also found a significant desire by parents to use more natural products in an attempt to avoid allergic skin reactions.However even though there is more talk of environmental issues and the nappy waste pile, the market leaders Proctor & Gamble and Kimberly Clark are under ‘no immediate threat.' The report says that the Real Nappy Campaign has been a ‘feature' in the market, but that it is the supposedly more eco-friendly disposables that are having more of an impact on the overall state of play. This can be seen by the arrival of Asda's own brand ‘Little Angel' Eco Nappies'.

In the baby wipes market a significant driving force behind sales has traditionally been their many uses away from wiping bottoms clean. The market has now been ‘cannibalised' by the new army of kitchen wipes, car wipes, bathroom wipes and so on, which have pulled sales down in the baby sector. The skin-friendly varieties offering fragrance-free, dermatologically-tested and hypoallergenic wipes have a strong customer base, and more parents are seeking wipes impregnated with natural herbal extracts and essential oils. The wipes market has grown overall since 2000 due to this diversification. In the baby sector Johnson & Johnson own a 26% share, with all the own-brands together accounting for 38%. But the reports says that smaller companies such as Simple are beginning to break into the market and have an effect.

Strikingly the report predicts that over time the major nappy brands will be forced to launch decomposable versions!

* Nappies & Baby Wipes, April 2008 by Mintel