“Today’s babies can have it all, and more. There is a plethora of goods and manufacturers continue to innovate, with plenty of activity in terms of new styling, new functionality and new equipment. Yet, this is set against a background where one in five shoppers buy most products online and the internet is increasingly used for seeking out the right prices and discounts. So today’s consumers are more demanding than ever, wanting the best for their babies, but at the best prices too.

Another factor that is already beginning to bite is the tendency for people to buy second-hand to make savings. Our research among parents of children aged 0-4 shows that 20% say they have been buying more things second-hand to make savings. While new babies appear more likely to get more new things, there is no stigma for a lot of consumers in using hand-me-down goods or something that has been bought second-hand at a local sale or on eBay. So the thrifty mind set that comes with an economic squeeze, will take away volumes from the market for new goods.”

– Neil Mason, Head of Retail Research

Some questions answered in this report include:

How much is the internet influencing shopping behaviour for nursery goods?

What role do grandparents play in buying nursery goods?

How many people are buying second-hand?

Has the rise in breastfeeding meant reduced demand for other feeding equipment?

Is style taking a back seat in the economic downturn?