Table of Contents
Issues in the Market
-
- Main themes
- Definition
Insights and Opportunities
-
- Paying the price
- Feelgood factor
- The choice is yours
- Work it!
Market in Brief
-
- A growing market
- Fashion sells
- Everyone wants to play
- Celebrity bumps
- At a price
- Hobson’s choice
- More births…
- …from a wider age group
- The future
Fast Forward Trends
-
- Trend 1: Guiding choice
- Definition:
- What’s next?
- Trend 2: Wiki world
- What’s next?
- Trend 3: Trial without error
- Definition:
- What’s next?
Internal Market Environment
-
- Fashion focus
-
- Figure 1: Personal appearance, by women expecting to give birth and women not expecting to give birth in the next 12 months, 2007
- Celebrity bumps
-
- Figure 2: UK sales of women’s weekly magazines, by type, by volume, 2001-06
- The laws of attraction
-
- Figure 3: Personal appearance statements, by women expecting to give birth and those not expecting to give birth in the next 12 months, 2007
- Out there but unaware
- Older mothers…
-
- Figure 4: Mean age of mother at live birth structure, UK, 1996-2006
- …and younger ones
- Breast is best
-
- Figure 5: Initial breastfeeding rate, England and Wales, 1980-2005
- Organic and recycling
- Socialising acceptable
Broader Market Environment
-
- Birth-rate rises over six years
-
- Figure 6: Number of births, UK, 2002-12
- Figure 7: Total fertility rate, UK, 1960-2006
- Growing potential market
-
- Figure 8: Structure of the UK female population, by age, 2002-12
- More career women
-
- Figure 9: UK workforce and employment, by gender, 2002-12
- Disposable income
-
- Figure 10: Trends in PDI and consumer expenditure, 2002-12
Competitive Context
-
- Key points
- Women’s fashion
-
- Figure 11: UK retail sales of womenswear (excluding maternitywear) vs. maternitywear sales, 2002-06
- Beg and borrow – for a steal
- The feelgood factor
-
- Figure 12: UK health and beauty treatments market size, 2001-11
-
- Figure 13: The advantages of pampering vs. buying maternity clothes
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- Make it pleasurable
- Sensory experience
- Wow! service
- Gurgle
- Starters for ten
- Get the fit
- Does my bump look big in this?
- No VTL (visible tummy line)
- Spanx
- Designer dressing
- High fashion denim
- Bump not frump
- Go for growth
- 10th Month Collection
- A gown for the special day
- Fabric revelations
- A silver lining
- Bamboo
Market Size and Forecast
-
- Key points
-
- Figure 14: UK retail sales of maternitywear, at current and constant prices, 2002-08
- Growing
- For the future
- Forecast
-
- Figure 15: Forecast of UK retail sales of maternitywear, at current and constant 2007 prices, 2002-12
- Segment forecast
- Growing underwear
-
- Figure 16: Forecast of UK retail sales of maternity underwear, at current and constant 2007 prices, 2002-12
- Sales of outerwear maintained
-
- Figure 17: Forecast of UK retail sales of maternity outerwear, at current and constant 2007 prices, 2002-12
- Factors used in the forecast
Market Share
-
- Key points
- Fragmented
-
- Figure 18: Brand shares in the UK maternity market, by value, 2005 and 2007
- Fashion takes the stage
- Multichannel spurs growth
- Transferring values
- Coming…
- …and going
- The future
Segment Performance
-
- Key points
- Maternity lingerie
-
- Figure 19: UK retail sales of maternity underwear, at current and 2002 prices, 2002-08
- Growing in size
- Fitting
- Fashion not frumpy
- Moving in…
- …and across
- Growth by education and awareness
- Maternity clothing
-
- Figure 20: UK retail sales of maternity underwear, at current and 2002 prices, 2002-08
- Growing steadily
- Fashion constraint
- Special occasion
- Workwear
- Trousers
- Jeans
- Neglected skirts
- Product positioning
- Key points
-
- Figure 21: Price comparisons of maternitywear to rest of market offerings, December 2007
Companies and Products
-
- Key points
- Specialists
- Mother & baby
- Mothercare
- Mamas & Papas
- Arev
- Blooming Marvellous
- JoJo Maman Bébé
- Maternity only
- Crave
- Isabella Oliver
- Girl Power
- The benchmark for bumps
- Formes
- Blossom Mother and Child
- Homemummy
- Maternity lingerie only
- Amoralia
- Emily B
- Retailer own-labels
- Arcadia Group
Brand Communication and Promotion
-
- Key points
- Adspend low
-
- Figure 22: Main monitored media advertising expenditure on maternitywear, 2003-07
- Advertising has grown the brands
-
- Figure 23: Main monitored media advertising expenditure on maternitywear, by top ten advertisers, 2003-07
- Press it
- Pictures speak volume
- Girl talk
- Endorsement
- Search engine optimisation
-
- Figure 24: Top five sponsored websites, by search engine, maternitywear, UK, November 2007
- Figure 25: Top five words (non-sponsored) maternitywear, by search engine, UK, November 2007
- In the name of charity
Channels to Market
-
- Key points
-
- Figure 26: UK retail sales of maternitywear, by outlet type, by value, 2003-07
- Fashion multiples
- Value retailers
- Maternity specialists (mother and baby)
- Multichannel
- E-tailers
- No supermarkets!
- One to watch
- Mama-la-mode.com
The Consumer – How They Feel About Maternitywear
-
- Key points
-
- Figure 27: How they feel about maternitywear, November 2007
- Out of the market
- Expensive and limited
- Lack of choice
-
- Figure 28: How they feel about buying maternitywear, by age and socio-economic group, November 2007
- Expensive
- Changing opinions
- Value for money
- Won’t last the duration
- A matter of choice
- Old-fashioned and frumpy
-
- Figure 29: How they feel about buying maternitywear, by age and socio-economic group, November 2007
- Bigger is best
- Hand-me-downs
- Anyone for seconds?
The Consumer – What Maternitywear They Buy
-
- Key points
-
- Figure 30: What maternitywear they buy, November 2007
- Trousers
- To top it all
- Girlie
- Dresses take centre stage
-
- Figure 31: Attitudes towards maternitywear, by item bought, November 2007
- Jeans
-
- Figure 32: What maternitywear they buy, by age and socio-economic group, November 2007
- Lingerie
- Nightwear
-
- Figure 33: Attitudes towards maternitywear, by item bought, November 2007
- In the swim
- Tights
- Outerwear is out there
-
- Figure 34: Number of maternitywear items women buy, November 2007
-
- Figure 35: Number of maternitywear items bought, by age and socio-economic groups, November 2007
Consumer Typologies
-
- Key points
- Who they are
-
- Figure 36: Three attitudinal groups towards maternitywear, November 2007
- Group 1: Positive Shoppers (65%)
-
- Figure 37: Statements on maternitywear, by typologies, November 2007
- Group 2: Haters (22%)
-
- Figure 38: Typologies, by age and socio-economic group, November 2007
- Group 3: Reluctant (13%)
Appendix
-
- Advertising data
- Abbreviations
Appendix: Brand Communication
-
-
- Figure 39: Top advertisers, by expenditure, 2003-07
- Figure 40: Advertising, by type, 2003-07
-
Appendix: What They Think of Maternitywear – Detailed Demographics
-
-
- Figure 41: What they think of buying maternitywear, by age of own children in household, Mintel’s Special Groups, region, ACORN category, technology users, daily newspapers, commercial TV viewing and supermarket used, November 2007
- Figure 42: What they think of buying maternitywear, by age of own children in household, Mintel’s Special Groups, region, ACORN category, technology users, daily newspapers, commercial TV viewing and supermarket used, November 2007
-
Appendix: What Maternitywear They Buy – Detailed Demographics
-
-
- Figure 43: What maternitywear they buy, by age of own children in household, Mintel’s Special Groups, region, ACORN category, technology users, daily newspapers, commercial TV viewing and supermarket used, November 2007
- Figure 44: What maternitywear they buy, by age of own children in household, Mintel’s Special Groups, region, ACORN category, technology users, daily newspapers, commercial TV viewing and supermarket used, November 2007
-
Appendix: Typologies – Detailed Demographics
-
-
- Figure 45: Typologies, by ACORN category, commercial TV viewing, region, daily newspaper, supermarket used and age of own children in household, November 2007
-
Back to top