The third report from Mintel into this sector finds the market for children’s parties is becoming increasingly fragmented as a number of outlets now organise parties which complement existing offerings. Indeed, parties are being held at an increasingly varied range of family-orientated establishments including restaurants, theme parks and leisure venues such as museums and aquariums. This latest report provides an update on the considerable developments since the market was last reviewed in January 2002. The trends identified in the previous report are examined to determine how much this business has altered and developed over the last two years. The consumer research carried out exclusively for this report looks specifically at parents’ behaviour in relation to parties in and outside the home

Investigating the market’s, size and trends, supply structure, advertising and promotional activity and consumers’ attitudes, this report provides a unique overview of the market that can be effectively integrated into day-to-day marketing activity. Key findings include:

Market value and the number of parties held has dipped

The decline in the number of children is set to have a detrimental effect on the market

With parties a privilege of the better-off, the positive trends in the number of ABC1s augurs well for the future potential and performance of the market.

Activity parties appeal to children over ten

The numbers and types of venue offering children’s party packages are increasing.

Expectation for birthday party packages are rising

The market will continue to grow in size and innovate