Table of Contents
Issues in the Market
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- Key issues
- Definition
- Abbreviations
Future Opportunities
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- Trend: Free For All
- Trend: Fauxthenticity
Market in Brief
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- Party may be over
- Being seen out and about
- Car seat market helped by legislation
- The perfect nursery
- More breast-fed babies
- More than eight in ten parents of 0-4s bought…
- Safety and good quality top the wish list
- Price comparisons widespread
- The granny factor
- Thrifty parenting
Internal Market Environment
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- Key points
- More breast-feeding
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- Figure 1: Initial breast-feeding rate, in England and Wales, 1980-2005
- Boom times are over
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- Figure 2: Number of births, UK, 2005-15
- Fertility rates
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- Figure 3: Fertility rates in the UK, by age of mother at childbirth, 1999-2009
- Mothers leaving it later to have babies
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- Figure 4: Unstandardised mean age of mothers at live birth, England and Wales, 1979-2009
- Fewer births per family
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- Figure 5: Total fertility rate in the UK, 1960-2009
- Helping hand with finances
- Safer car journeys
- Babies born with a silver spoon
- Wish lists and gifts
- Easier to buy second-hand
- Over 2 million Bounty members
- Plenty of online expertise
- Celebrity culture
- Safer plastics
Broader Market Environment
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- Key points
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- Figure 6: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
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- Figure 7: Trends in how respondents would describe their financial situation, 2009-10
- Modest rise in infant population in the next five years
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- Figure 8: Trends in the age structure of the UK population, by gender, 2005-15
- Population trends by socio-economic group
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- Figure 9: Forecast adult population trends, by socio-economic group, 2005-15
- The grandparent factor
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- Figure 12: Forecast adult population trends, by lifestage, 2005-15
- Women who work
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- Figure 13: Female working population, 2005-15
- Childcare places
- Car transport
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- Figure 14: Number of cars owned per household, by presence of children in household, 2010
- VAT change and its effect on prices
- Internet penetration
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- Figure 15: Home broadband penetration, by age, 2010
- Ethical and green trends
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Markets for baby and infant goods
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- Figure 16: UK value sales of selected baby and infant goods, 2005-10
Who’s Innovating?
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- Key points
- Britax tackles side-impact
- Britax continues to innovate
- Bugaboo launching first double buggy
- Dorel rolls out innovations
- Lindam goes for clarity
- Aprica (Rubbermaid) designs the lightweight Cookie
- Tomy innovates with improved baby monitors
- Kiddicare’s app
Market Size and Segmentation
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- Key points
- Growth market
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- Figure 17: UK retail sales of baby and nursery equipment, at current and constant prices, 2005-15
- High market growth
- Innovation drives demand
- Squeeze on margins
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- Figure 18: UK sales of baby and nursery goods, percentage share, by sector, 2010
- Challenging times ahead
- Forecast
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- Figure 19: Best and worst cast forecast sales of baby and nursery equipment, 2005-15
Segment Performance
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- Key points
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- Figure 20: UK sales of baby and nursery goods, by sector, 2008-10
- Wheeled goods
- Nursery furniture
- Car seats
- Feeding and sterilising equipment
- Safety and monitors
- High chairs and seats
- Bathroom
Companies and Products
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- Mamas & Papas
- Philips Avent
- Mayborn Group (Tommee Tippee, Sangenic)
- Summer Infant
- Tomy
- Britax Römer
- Bugaboo
- Dorel
- Rubbermaid (Graco, Aprica, Teutonia)
- Maclaren
- Silver Cross
- Lindam
- Artsana (Chicco)
- Hauck
Channels to Market
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- Key points
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- Figure 21: UK value sales of baby and nursery equipment, by outlet type/retailer, 2008-10
- Mothercare, the clear market leader
- Mamas & Papas
- Independents
Brand Communication and Promotion
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- Key points
- Main media advertising
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- Figure 22: Main media advertsing expenditure on baby and nursery equipment, 2006-10*
- Top ten advertisers
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- Figure 23: Main media advertsing expenditure on baby and nursery equipment, by top ten advertisers, 2006-10
- Britax returns to TV in 2010
- Vogue model new face of Bugaboo
- The connected baby
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- Figure 24: Equipment retailers/brands, featured on the first page of search engines using ‘baby’, UK, 15th November 2010
The Consumer – Items of Baby and Nursery Equipment Purchased
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- Key points
- Items purchased
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- Figure 25: Items of baby and nursery equipment ever purchased, November 2010
- Core items purchased by over eight in ten
- “Optional” extras favoured by wealthier parents
- Monitoring the baby
- Items with younger appeal
- Travelling babies
- The switched on baby
- Safer homes, not playpens
- Wide repertoire of purchases
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- Figure 26: Repertoire of items ever bought for baby/child/children before or since they were born, November 2010
- Core purchases
The Consumer – Buying Behaviour
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- Key points
- Buying behaviour for baby and nursery equipment
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- Figure 27: Purchasing behaviour surrounding baby and nursery equipment, November 2010
- Safety has its price
- Longer lasting
- No brainer to shop around
- Make it easy
- Are shops losing their edge?
- Battle of the brands
- Low loyalty
The Consumer – Attitudes Towards Buying Nursery Equipment
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- Key points
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- Figure 28: Attitudes towards purchasing of nursery equipment, November 2010
- Research is all
- Internet more popular than magazines
- A family affair
- Strong showing from retailers
- Thrifty habits
- Caution reigns
- Be prepared
Target Groups
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- Key points
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- Figure 29: Shopper types for nbaby and nursery equipment, november 2010.
- Granny Assisted (15%)
- Who are they?
- What do they buy?
- Style Kittens (14%)
- Who are they?
- What do they buy?
- Indifferent (37%)
- Who are they?
- What do they buy?
- Savvy Shoppers (18%)
- Who are they?
- What do they buy?
- Cautious Spenders (16%)
- Who are they?
- What do they buy?
Appendix – Broader Market Environment
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- Figure 30: Broadband penetration, by demographics, 2004-09
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Appendix – Market Size and Forecast
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- Figure 31: Best and worst case forecasts for baby and nursery equipment, 2009-15
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Appendix – Items of Baby or Nursery Equipment Purchased
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- Figure 32: Most popular things bought for baby/child/children before or since they were born, by demographics, November 2010
- Figure 33: Next most popular things bought for baby/child/children before or since they were born, by demographics, November 2010
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- Figure 34: Popular things bought for baby/child/children before or since they were born, by demographics, November 2010
- Figure 35: Other things bought for baby/child/children before or since they were born, by demographics, November 2010
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- Figure 36: Least popular things bought for baby/child/children before or since they were born, by demographics, November 2010
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Appendix – Target Groups
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- Figure 37: Things bought for baby/child/children before or since they were born, by repertoire of things bought for baby/child/children before or since they were born, November 2010
- Figure 38: Repertoire of things bought for baby/child/children before or since they were born, by demographics, November 2010
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- Figure 39: Target groups, by demographics, November 2010
- Figure 40: Things bought for baby/child/children before or since they were born, by target groups, November 2010
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- Figure 41: Statements on buying baby and nursery equipment, by target groups, November 2010
- Figure 42: Purchasing behavoiur surrounding baby and nursery equipment, , by target groups, November 2010
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