Table of Contents
Issues in the Market
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- Main themes
- Definition
- Abbreviations
Insights and Opportunities
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- Natural living
- On trend
- Give a little extra
- Convenience counts
Market in Brief
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- A growing market
- For more babies
- From a wider range of mothers
- Compensatory consumption
- Gifts galore
- Yummy mummy
- Convenience is key
- Time for a revolution
- Supermarkets move in
- The future
Fast Forward Trends
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- Trend 1: Hire Hire
- Definition
- What next?
- Trend 2: Extend My Brand
- Definition
- What next?
Internal Market Environment
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- Key points
- Ask the experts
- Celebrity kids
- Licensing
- Social networking
- Bounty is big business
- eBay syndrome
- Gift market – including ‘baby showers’
- The letter of the law
- Designer dummies
- Breast is best
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- Figure 1: Initial breast feeding rate, in England and Wales, 1980-2005
- Supermarkets move in
- Pricing stretch
Broader Market Environment
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- Key points
- Birth rate rising
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- Figure 2: Number of births, UK, 2003-13
- Fertility highest for over 30 years
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- Figure 3: Total fertility rate, England and Wales, 1961-2008
- Older mothers…
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- Figure 4: Mean age of mothers at live birth, England and Wales, 1977-2007
- … And younger ones
- Disadvantaged…
- Single parents
- More career women
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- Figure 5: UK employment, total and female, 2003-13
- Discretionary spend
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- Figure 6: Trends in PDI and consumer expenditure, 2003-13
- Increased childcare
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- Figure 7: Number of registered childcare places in England, June 2003-June 2006
- Cars and convenience
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- Figure 8: Number of cars owned per family, by age of children, 2008
- Green babies
Competitive Context
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- Key points
- Who gets the baby?
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- Figure 9: Size of baby markets and growth, 2003-07
- Nappies growth limited
- Milk, food and drinks
- Infantwear
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Have baby – will travel
- Car seat revolution
- Space age buggies
- A clean seat
- No compromise
- Convenience
- Disposable bottles
- And so to bed
- Natural for Silentnight
- Pressure-relieving mattress
- Big kids
Market Size and Forecast
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- Key points
- Growing market
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- Figure 10: UK retail sales of baby and nursery equipment, at current and constant prices, 2003-13
- Baby carriages dominate
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- Figure 11: UK retail sales of Baby & Nursery Equipment, by segment, 2003, 2005 and 2007
- Segment forecast
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- Figure 12: Market size and forecast of UK retail sales of baby and nursery equipment, by type, at current prices, 2003-13
- Trading up versus discounting
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- Figure 13: Market size and forecast of UK retail sales of baby and nursery equipment, by type, at constant 2008 prices*, 2003-13
- Factors used in the forecast
Segment Performance
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- Key points
- Pushing the growth
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- Figure 14: UK retail sales of baby carriages, at current and constant prices, 2003-08
- Plethora of pushchairs
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- Figure 15: UK retail sales of baby carriages, by type, 2003, 2005 and 2007
- Safety in supermarkets
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- Figure 16: UK retail sales of safety equipment, at current and constant prices, 2003-08
- Figure 17: UK retail sales or safety equipment, by segment, 2003, 2005 and 2007
- Activity and feeding
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- Figure 18: UK retail sales of activity and feeding equipment, at current and constant prices, 2003-08
- Price a big factor for basic essentials
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- Figure 19: UK retail sales of activity and feeding equipment, by segment, 2003, 2005 and 2007
- Feeding’s up
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- Figure 20: UK retail sales of feeding equipment, by segment, 2007 and 2008
- Bottles
- Bowls and plates
- Soothers
- Sterilisers
- Teats
- Breast pumps
- Nursery equipment and furniture
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- Figure 21: UK retail sales of nursery equipment and furniture, at current and 2003 prices, 2003-08
- Figure 22: UK retail sales of nursery equipment and furniture, by segment, 2003, 2005 and 2007
- Co-ordination is key
- High chairs
- Cots
- Copious car seats
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- Figure 23: UK retail sales of car seats, at current and 2003 prices, 2003-08
Market Share
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- Key points
- The fight for feeding
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- Figure 24: Brand shares in the feeding, hygiene and activity market, by value, 2003, 2005 and 2007
- Tomy leads safety
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- Figure 25: Brand shares in the safety market, by value, 2003, 2005 and 2007
- Premium prams
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- Figure 26: Brand shares in the baby carriages and accessories market, by value, 2003, 2005 and 2007
- Britax leads, but Dorel gaining ground
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- Figure 27: Brand shares in the car seat and in-car restraint market, by value, 2003, 2005 and 2007
- Fragmented furniture and equipment
Companies and Products
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- Key points
- Mothercare
- Boots
- Mamas & Papas
- Philips Avent
- Tommee Tippee
- Summer Infant
- Tomy
- Britax
- Bugaboo
- Dorel
- Rubbermaid
- Silver Cross
- Stokke
- Lindam
- Maclaren
- Other brands
Brand Communication and Promotion
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- Key points
- Adspend low relative to sales
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- Figure 28: Main media advertsing expenditure on baby and nursery equipment, 2004-07
- Reiterating brand values
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- Figure 29: Main media advertising expenditure on baby and nursery equipment, by top ten advertisers, 2004-07
- In the limelight
- Girl talk
- Search engine optimisation
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- Figure 30: Equipment retailers/brands, featured on the first page of search engines using ’baby’, UK, September 2008
Channels to Market
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- Key points
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- Figure 31: UK retail sales of baby and nursery equipment, by outlet type, by value, 2003-07
- Multichannel Mothercare
- Independent strength
- Boots
- Toys ‘R’ Us
- Halfords
- E-tailers
- Supermarket sweep
- Argos doubles its range
- John Lewis
Purchases of Baby and Nursery Equipment
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- Key points
- Gotta have it
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- Figure 32: Items of baby and nursery equipment purchased, August 2008
- Essentials for all
- Toilet training and stair gates
- Non essentials for most
- Have baby will travel
- Old school soothers
- Number of product categories purchased
- Average mother buys from 17.2 different product categories for their baby
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- Figure 33: Items of baby and nursery equipment purchased, by number of product categories purchased, August 2008
Factors Influencing Buying Behaviour
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- Key points
- Savvy shoppers
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- Figure 34: Factors influencing buying behaviour when buying baby and nursery equipment, August 2008
- Best for baby…
- Everything to match
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- Figure 35: Attitudes towards buying baby and nursery equipment, by number of categories purchased, August 2008
- If you can afford it
- Function over fashion
- Where’s the loyalty?
Attitudes Towards Baby and Nursery Equipment
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- Key points
- Recommendations are key
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- Figure 36: Attitudes towards buying baby and nursery equipment, August 2008
- Still confused
- Cautious
- Ready and waiting
- Gifted
- Identifying targets
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- Figure 37: Consumer typologies for baby and nursery equipment, August 2008
- Group 1: Sensible savers (37%)
- Group 2: Prepared parents (27%)
- Prepared parents are the biggest spenders
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- Figure 38: Attitudes towards buying baby and nursery equipment, by typologies, August 2008
- Prepared parents buy the most items
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- Figure 39: Number of different baby and nursery equipment items purchased, by typology, August 2008
- Group 3: Neutrals (36%)
Appendix – Purchases of Baby and Nursery Equipment
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- Figure 40: Items of baby and nursery equipment purchased, August 2008
- Figure 41: Items of baby and nursery equipment purchased, August 2008
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- Figure 42: Items of baby and nursery equipment purchased, August 2008
- Figure 43: Items of baby and nursery equipment purchased, August 2008
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- Figure 44: Number of product categories purchased, by demographic sub-group, August 2008
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Appendix – Factors Influencing Buying Behaviour
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- Figure 45: Factors influencing buying behaviour when buying baby and nursery equipment, August 2008
- Figure 46: Factors influencing buying behaviour when buying baby and nursery equipment, August 2008
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- Figure 47: Factors influencing buying behaviour when buying baby and nursery equipment, August 2008
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Appendix – Attitudes Towards Buying Baby and Nursery Equipment
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- Figure 48: Attitudes towards buying baby and nursery equipment, August 2008
- Figure 49: Attitudes towards buying baby and nursery equipment, August 2008
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- Figure 50: Attitudes towards buying baby and nursery equipment, August 2008
- Figure 51: Cluster Formation: agreement with attitudinal statements, by clusters, August 2008
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- Figure 52: Baby and nursery equipment typologies, by demographic sub-group, August 2008
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