During the last few years, the children’s savings market has become an increasingly prominent sector of the financial services industry. The advent of the Child Trust Fund (CTF) has undoubtedly been the catalyst that has raised the profile of children’s savings, both across the consumer base in general and within the financial services market in particular.

The next few years are sure to see further developments within this market that should facilitate further innovation in terms of product development, branding and distribution as children’s savings providers compete for an increased share of this growing market.

This report provides an assessment of recent trends within this sector. It considers the prospects for future growth, produces an estimate of the total market size and reports industry views on a range of salient issues. In addition, it provides an analysis of Mintel’s independently commissioned consumer research, which identifies the proportion of adults who are saving for children and how frequently they are doing so; establishes penetration rates for different types of savings and investment products; and gauges consumer reaction to the CTF and a number of other issues relating to children’s savings.