Table of Contents
Executive Summary
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- The market
- The nursery and baby market is expected to continue declining
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- Figure 1: Best- and worst-case forecast of UK retail sales of nursery and baby equipment, 2014-24
- Parents trade down in pushchairs, but turn to premium feeding options
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- Figure 2: Breakdown of consumer spending on nursery and baby equipment, by category, 2017 and 2019
- Spend shifts from specialists to online retailers
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- Figure 3: Distribution of spending on nursery & baby equipment, by type of retailer, 2016-19
- The number of live births in the UK continues to decline
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- Figure 4: Number of live births in the UK, 1960-2018
- Companies and brands
- Retailers and brands have reduced their advertising spend
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- Figure 5: Recorded above-the-line, online display and direct mail total advertising expenditure on nursery and baby equipment, 2016-19
- TV advertising is the most popular option
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- Figure 6: Proportion of advertising spend on nursery and baby products, by media type, 2016-19
- The consumer
- Almost three in five bought some baby equipment second-hand
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- Figure 7: Categories of nursery/baby equipment purchased, December 2019
- Over three quarters of parents bought some nursery and baby equipment online
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- Figure 8: Channels used for buying nursery and baby equipment, December 2019
- Specialist retailers remain the most popular option
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- Figure 9: Type of retailer used for buying new nursery and baby equipment, December 2019
- Most second-hand items are bought online
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- Figure 10: Retailers or forums used to buy second-hand nursery and baby equipment, December 2019
- Price is top priority when choosing between retailers
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- Figure 11: Factors prioritised when choosing a nursery and baby equipment retailer, December 2019
- Eight in 10 parents were gifted items
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- Figure 12: Nursery and baby equipment received as a gift or hand-me-down, December 2019
- Baby showers are the most common gifting opportunity
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- Figure 13: Gifting opportunities parents have participated in for their child, December 2019
- Specialists are being used as showrooms to trial products
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- Figure 14: Retail services parents would be interested in, December 2019
- Parents turn to online reviews and advice from family or friends
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- Figure 15: Sources used by parents to learn about nursery and baby equipment, December 2019
- Both parents want to be included in decisions
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- Figure 16: Attitudes towards nursery and baby equipment, December 2019
- What we think
Issues and Insights
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- Lessons to learn from Mothercare’s demise
- The facts
- The implications
- The rise of the second-hand market
- The facts
- The implications
- Specialist brands and retailers are broadening their ranges
- The facts
- The implications
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- Figure 17: Silver Cross babywear, 2019
The Market – What You Need to Know
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- The market is predicted to decline to £890 million
- Parents trade down in pushchairs, but turn to premium feeding options
- Spend is being redirected online as the specialist sector faces difficulties
- The number of live births in the UK declined in 2018
- The average age of new parents continues to increase
Market Size and Forecast
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- The market is predicted to decline by 3%
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- Figure 18: Best- and worst-case forecast of UK retail sales of nursery and baby equipment, 2014-24
- Second-hand
- Specialist retailers shut shop
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- Figure 19: UK retail sales of nursery and baby equipment, at current and constant prices, 2014-24
- Forecast methodology
Market Segmentation
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- Lightweight pushchairs have led to a slowdown in spending
- Premiumisation in feeding has led to an increase in spending
- Spend by sector
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- Figure 20: Consumer spending on baby and nursery equipment, by category, 2017 and 2019
- Figure 21: Breakdown of consumer spending on nursery and baby equipment, by category, 2017 and 2019
Channels to Market
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- Spend shifts online
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- Figure 22: Distribution of spending on nursery & baby equipment, by type of retailer, 2016-19
- Specialist chain sector has been decimated…
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- Figure 23: UK estimated distribution of spending on nursery & baby equipment, by type of retailer, 2016-19
- …leading to the continued fragmentation of the market
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- Figure 24: Stokke’s Westfield London store, 2018
Market Drivers
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- The number of live births in the UK continues to decline
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- Figure 25: Number of live births in the UK, 1960-2018
- The total fertility rate has decreased for the sixth year in a row
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- Figure 26: Total fertility rate (number of children per woman), 1990-2018
- Average age of parents increased for the 10th consecutive year
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- Figure 27: Standardised mean age of mothers in England and Wales, 2008-18
- Fertility rates decreased for all ages except for women aged over 40
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- Figure 28: Age-specific fertility rates across England and Wales, 1990-2018
- More women are remaining childless…
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- Figure 29: Family size distribution of women in England and Wales born between 1945 and 1973 who are assumed to have completed their childbearing, 2018
- …as higher levels of women than ever are in the workforce
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- Figure 30: Employment rate among those aged 16-64, by gender, 1971-2018
- Fewer people of childbearing age own their homes
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- Figure 31: Number of households, by tenure – 16-44 year olds, 2008/09-2017/18
Companies and Brands – What You Need to Know
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- Mothercare closes all UK stores
- Mamas & Papas reviews its store strategy
- Aldi launches own-label baby equipment
- Brands continue to innovate in the car seat space
- Mothercare upped its advertising spend to entice customers
Competitive Strategies
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- Mothercare calls time on its UK stores
- Boots becomes Mothercare’s official UK franchise partner
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- Figure 32: Mothercare at Boots, 2020
- Mamas & Papas reviews its store portfolio
- Mamas & Papas’ movement into concessions
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- Figure 33: Mamas & Papas concession in Next Home, 2018
- Independent specialists increase focus on curated products
- JoJo Maman Bébé benefits from late discounting
Launch Activity and Innovation
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- New ranges
- Aldi launches baby product range
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- Figure 34: Aldi’s new nursery furniture range, 2019
- Maxi-Cosi enters the home equipment category
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- Figure 35: Maxi-Cosi Iora co-sleeper cot, 2019
- Bugaboo partners with Nuna to launch car seats
- Adjustable car seats
- Cybex Priam offers reversible seating option
- Maxi-Cosi Mica offers seat spinning system
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- Figure 36: Maxi-Cosi’s seat spinning Mica, 2019
- Urban living
- Lightweight pushchairs continue to be popular
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- Figure 37: Nuna’s TRIV lightweight pushchair, 2019
- Maxi-Cosi introduces first modular car seat
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- Figure 38: Maxi-Cosi’s modular Coral car seat, 2019
- Pushchairs that are folded with the seat attached
- Grow with baby
- Two-in-one travel cot and side sleeper
- Car seats for all ages
- Safety first
- Maxi-Cosi car seat warns parents if it is not properly installed
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- Figure 39: A baby lying down in Maxi-Cosi’s Jade car seat carry cot, 2019
- Cybex Z range allows babies to lie flat while sleeping
- Silver Cross launches car safety app
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- Figure 40: Silver Cross’ ‘Car Safety Made Simple’ app – a step-by-step guide to car seat installation, 2019
- Joie’s ‘spin safe’ car seat passes toughest crash test
- Technology innovations
- Elvie’s breast pump provides feeding data
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- Figure 41: Elvie breast pump worn under clothing, 2018
- Didofy self-folding stroller
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- Figure 42: The Lotus auto-folding stroller by Didofy, 2019
- Babymoov’s remote control monitor helps keep track of baby
- Bluebell reinvents the baby monitor
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- Figure 43: Bluebell’s three-part baby monitor, 2019
- Cybex e-PRIAM electric pushchair
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- Figure 42: Cybex e-PRIAM promotional material, 2019
- Collaborative efforts
- RAC launches car seat produced by Cosatto
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- Figure 43: The new RAC Come and Go i-Rotate car seat, produced for the RAC by car seat maker Cosatto, 2019
- Stokke collaborates with artist for limited edition canopy design
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- Figure 44: The new Stokke Beat, 2019
- John Lewis teams up with NCT
Advertising and Marketing Activity
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- Retailers and brands have reduced their advertising spend
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- Figure 45: Recorded above-the-line, online display and direct mail total advertising expenditure on nursery and baby equipment, 2016-19
- Chicco overtaken by Mothercare as top advertiser
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- Figure 46: Total above-the-line, online display and direct mail advertising expenditure on nursery and baby equipment, by top 20 advertisers, 2015-19
- Discount supermarkets up focus on baby products
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- Figure 47: The Baby Box Co. teamed up with Lidl to offer parents a baby starter kit, 2019
- TV advertising is again the most popular option
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- Figure 48: Proportion of advertising spend on nursery and baby products, by media type, 2016-19
- Mothercare concentrated on digital with #BodyProudMums campaign
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- Figure 49: The photo that started it all, the first image released by Mothercare for the ‘Body Proud Mums’ campaign, 2019
- Figure 50: Total above-the-line, online display and direct mail advertising expenditure on nursery and baby products, by media type, 2019
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Almost three in five bought some baby equipment second-hand
- Over three quarters of parents bought something online
- The majority of parents are concerned about price
- Baby showers are the top gifting opportunity
- Parents rely on online reviews and familial advice
- Parents want brands to be more inclusive
Items Purchased
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- Most items are bought new, but two in five bought furniture second-hand
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- Figure 51: Categories of nursery/baby equipment purchased, December 2019
- Car seats and feeding equipment top items bought new
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- Figure 52: Nursery/baby equipment purchased from new, December 2019
- One in five bought a pushchair second-hand
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- Figure 53: Nursery/baby equipment purchased second-hand, December 2019
- Travel items and stair gates more popular in rural locations
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- Figure 54: Categories of nursery/baby equipment purchased, by location, December 2019
Where Items Have Been Purchased
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- Two thirds bought baby equipment in-store
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- Figure 55: Channels used for buying nursery and baby equipment, December 2019
- Those with younger children are more likely to shop online
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- Figure 56: Channels used for buying nursery and baby equipment, by age of youngest child in household, December 2019
- Specialist retailers remain the most popular option…
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- Figure 57: Type of retailer used for buying new nursery and baby equipment, December 2019
- …with Mothercare the top retailer used
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- Figure 58: Bugaboo’s Amazon store, 2020
- Figure 59: Retailers used for buying new nursery and baby equipment, December 2019
- Most second-hand items are bought online
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- Figure 60: Retailers or forums used to buy second-hand nursery and baby equipment, December 2019
Purchase Drivers
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- Price is top priority when choosing between retailers
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- Figure 61: Factors prioritised when choosing a nursery and baby equipment retailer, December 2019
- Price and quality equal among those with higher socio-economic status
- Customers are becoming more aware of environmental implications
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- Figure 62: Factors prioritised when choosing a nursery and baby equipment retailer, by socio-economic status, December 2019
Gifting Opportunities
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- Eight in 10 parents were gifted items
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- Figure 63: Nursery and baby equipment received as a gift or hand-me-down, December 2019
- Baby showers are the most common gifting opportunity
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- Figure 64: Gifting opportunities parents have participated in for their child, December 2019
- Gender reveals are growing in popularity among younger parents
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- Figure 65: Gifting opportunities parents have participated in for their child, by generation, December 2019
Interest in Services
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- Specialists are being used as showrooms to trial products
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- Figure 66: Retail services parents would be interested in, December 2019
- Retailers are upping the experiential factor for parents
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- Figure 67: Mamas & Papas’ personal shopping area within the Next Home store, 2018
- Those living in cities are most likely to partake in in-store services
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- Figure 68: Retail services parents would be interested in, by area type, December 2019
Trusted Sources for Parents
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- Parents turn to online reviews and advice from family or friends
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- Figure 69: Sources used by parents to learn about nursery and baby equipment, December 2019
- Dads are more likely to turn to specialist blogs
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- Figure 70: Sources used by parents to learn about nursery and baby equipment, by gender of parent, December 2019
Attitudes towards Nursery and Baby Equipment
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- Both parents are decision-makers
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- Figure 71: Attitudes towards nursery and baby equipment, December 2019
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- Figure 72: Campaign for the new Stokke Beat stroller, 2019
- Housing and space dictate purchasing attitudes
- Credit options could cause parents to trade up
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- Figure 73: West Elm x Pottery Barn Kids furniture, 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 74: Best- and worst-case forecast of UK value sales of nursery and baby equipment, 2019-24
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