The baby wipes sector appears one of the fastest growing areas, with an overall growth in the latest year of 20%. All key outlets appear to be driving this growth with Boots, Superdrug, Sainsbury, Tesco and Safeway overperforming the total market. A key growth driver is the increasing number of consumers buying into the market, up 11% in the last year.
The market is dominated by three key brands: J&J, Pampers and the newest entrant Huggies, which launched its new and improved wipes product last year. In a short space of time Huggies manufacturer Kimberly-Clark has gained a penetration of over 7% and is now the number three brand, overtaking own label Tesco and Boots, now fourth and fifth respectively.

Sales of nappies have grown 6% in the last year, taking the value of the sector to £367.5m. Boots has performed the best in terms of actual growth. The leading brand in the market, Pampers Baby Dry, maintained the top position with slight growth. Huggies relaunched its nappies range with a new lifestage' concept, which takes a mother through the different stages of a baby's life ­ Huggies Beginnings, through to Huggies Adventurers.

Sales of oral analgesics in the multiples have benefited from the abolition of price regulation. As a result the child analgesics category grew 4% with impressive growth across the key multiples. Calpol, produced by Pfizer Consumer Health, has maintained its number one position.

The baby skincare sector has grown 7%, with Tesco a key driver. Johnson & Johnson also enjoyed double-digit value growth driven by an additional 375,000 households purchasing. Jayshree Mené, TNS Superpanel