Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Abbreviations
Premier Insight
Executive Summary
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- Value growth sustained despite fall in birth-rate
- Activity and feeding equipment sales have grown most strongly
- More innovation in feeding equipment
- Consumer boom helps furniture sales
- Safety features the norm rather than the exception
- Domestic suppliers struggle to compete on price
- Fragmentation or concentration dependent on market sector
- Main media advertising remains low
- The rise and rise of Toys “R” Us
- Essential vs non-essential items
Market Drivers
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- Birth-rate continues to decline
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- Figure 1: Number of live births in the UK, 1998-2007
- Dwindling numbers of toddlers
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- Figure 2: Population trends in children aged 0-4, by gender, 1998-2007
- Older mums
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- Figure 3: Mean age of women at birth of children in England and Wales, 1990-2001
- Changes in household size
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- Figure 4: Number of households, by household size, 1998-2003
- Working women helping sustain value growth
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- Figure 5: Workforce in employment in the UK, by gender, 1998-2007
- Continued growth in PDI fuels consumer boom
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- Figure 6: PDI and consumer expenditure, at current and constant 1998 prices, 1998-2007
Market Size and Trends
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- Buoyant economy sustains value growth
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- Figure 7: UK retail value sales of in-home nuresery equipment, 1999-2004
- Figure 8: UK retail value sales of in-home nursery equipment per child, 1999-2004
- Key factors influencing nursery equipment sales
- Three key sectors
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- Figure 9: UK retail value sales of nursery equipment, by type, 2001 and 2003
- Nursery furniture market of greatest value
- Innovation helping boost activity and feeding equipment market
- Parental concerns sustain growth in safety equipment sector
Market Segmentation
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- In-home safety equipment
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- Figure 10: UK retail value sales of safety equipment, 1999-2004
- Parents rate safety features most highly
- Higher levels of NPD help boost sales
- Price competition increasing
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- Figure 11: UK retail value sales of safety equipment, by type, 2001 and 2003
- Baby monitors now viewed as a ‘must-have’ product
- Revival in safety gates sector due to greater innovation
- Convergence of fireguard and safety gate sectors
- General household protection sector stable
- Furniture and nursery equipment
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- Figure 12: UK retail value sales of furniture and nursery equipment, 1999-2004
- Diversity of prices boosts sales
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- Figure 13: UK retail value sales of furniture and nursery equipment, by type, 2001 and 2003
- A place to sleep still the most important need
- Bedding also important
- Greater NPD in highchairs and booster chairs sector
- Multi-functionality of increasing importance
- Mattresses – the vital component
- Changing units – sales static
- Activity and feeding equipment
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- Figure 14: UK retail value sales of activity and feeding equipment, 1999-2004
- Cash-rich/time-poor parents seek time-saving products
- Brand names important for reassurance in feeding sector
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- Figure 15: UK retail value sales of activity and feeding equipment, by type, 2001 and 2003
- Feeding and hygiene equipment
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- Figure 16: UK retail value sales of feeding and hygiene market, by type, 2001 and 2003
- Bottle-feeding equipment sales still buoyant
- Other food preparation
- Soothers
- Teats
- Sterilisers
- Breast pumps
- Changing bags, mats and accessories
- Bouncers, swings, walkers
- Baths/bath accessories
- Toilet training
The Supply Structure
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- Companies and brands
- Safety equipment
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- Figure 17: UK retail brand shares in the safety equipment, by value, 2001 and 2003
- Monitors
- Safety Gates
- Fireguards
- Household protection products
- Furniture
- Activity and feeding equipment
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- Figure 18: UK retail brand shares in the activity and feeding equipment market, by value, 2001 and 2003
- Figure 19: UK retail brand shares in the baby feeding and hygiene market, by value, 2001 and 2003
Distribution
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- Mothercare maintains retail dominance – but only just
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- Figure 20: UK retail sales of in-home nursery equipment, by type of outlet, 1999-2003
- Mothercare
- Toys “R” Us
- Boots
- Mail order/catalogue outlets
- Asda
- Marks & Spencer
- IKEA
- Other retailers
- The Internet
Advertising and Promotion
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- Above-the-line expenditure fluctuates but remains low
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- Figure 21: Main monitored media advertising expenditure on in-home nursery equipment, 1998-2003
- Toys “R” Us dominates spend
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- Figure 22: Leading in-home nursery equipent advertisers, 2001 and 2003
The Consumer
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- Figure 23: Items bought since birth of child, June 2004
- Feeding equipment
- Bottles, sterilisers and soothers – younger mums
- Opportunities for retailers
- Highchairs – older mothers
- Cots, cribs, Moses baskets and bedding – used vs new
- Changing bags and mats – the North/South divide
- Baby bath – working mothers
- Baby monitor – first-time mothers
- In-home safety equipment – childproofing the house
- Affordability is key
- Toilet training equipment – potty or not
- Baby bouncer – affluence matters
- Travel cots
- Baby changing unit – the North/South divide
- Playpens – a matter of choice
- Detailed Demographics
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- Figure 24: Items bought since birth of child, by age and socio-economic group, June 2004
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- Figure 25: Further items bought since birth of child, by age and socio-economic group, June 2004
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- Figure 26: Further items bought since birth of child, by age and socio-economic group, June 2004
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- Figure 27: Items bought since birth of child, by lifestage, presence of children and Mintel’s Special Groups, June 2004
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- Figure 28: Further items bought since birth of child, by lifestage, presence of children and Mintel’s Special Groups, June 2004
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- Figure 29: Further items bought since birth of child, by lifestage, presence of children and Mintel’s Special Groups, June 2004
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- Figure 30: Items bought since birth of child, by working status, marital status and region, June 2004
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- Figure 31: Further items bought since birth of child, by working status, marital status and region, June 2004
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- Figure 32: Further items bought since birth of child, by working status, marital status and region, June 2004
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- Figure 33: Items bought since birth of child, by media usage, supermarket usage and commercial TV viewing, June 2004
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- Figure 34: Further items bought since birth of child, by media usage, supermarket usage and commercial TV viewing, June 2004
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- Figure 35: Further items bought since birth of child, by media usage, supermarket usage and commercial TV viewing, June 2004
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The Consumer: Attitudes and Typologies
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- Figure 36: Attitudes towards in-home nursery equipment, June 2004
- Safety is paramount
- Perceived value and aspirations
- Nothing but the best
- Ease of use and the presence of other children
- Price is key for non-working mothers
- Tesco shoppers and Internet users look for ease of use
- Opportunities for cross-promotion
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- Figure 37: Cross-analysis of netted nursery equipment items, June 2004
- Play equipment – nice but not essential
- Attitudes and items purchased
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- Figure 38: Cross-reference of nursery equipment items and attitudes towards nursery equipment items, June 2004
- Baby play equipment – is affluence key?
- Implication of childcare arrangements
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- Figure 39: Methods of childcare used, June 2004
- Parents and family members prove the most popular form of childcare
- Older and better-off mothers more likely to use childcare
- Mothers with young children and those working part-time
- Assessing enthusiasm
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- Figure 40: Number of different nursery items bought, June 2004
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- Figure 41: Cross-analysis of nursery equipment used, by number of different nursery items bought, June 2004
- Essentials and ‘nice-to-have’ products
- The impact of childcare
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- Figure 42: Cross-analysis of nursery equipment items and childcare used, June 2004
- Most popular items
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- Figure 43: Cross-analysis of the different number of nursery equipent items bought, by netted items bought, June 2004
- Effect of attitudes on the number of items bought
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- Figure 44: Cross-analysis of the number of diferent types of nursery equipment bought, by attitudes towards nursery equipment, June 2004
- The impact of childcare
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- Figure 45: Cross-analysis of the number of diferent types of nursery equipment bought, by the type of childcare used, June 2004
- Conclusions
- Detailed Demographics
- Attitudes towards in-home nursery equipment
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- Figure 46: Attitudes towards in-home nursery equipment, by age and socio-economic group, June 2004
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- Figure 47: Attitudes towards in-home nursery equipment, by lifestage, presence of children and Mintel’s Special Groups, June 2004
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- Figure 48: Attitudes towards in-home nursery equipment, by marital status, working status and region, June 2004
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- Figure 49: Attitudes towards in-home nursery equipment, by media usage, commercial TV viewing and supermarket usage, June 2004
- Childcare arrangements
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- Figure 50: Methods of childcare used, by age and socio-economic group, June 2004
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- Figure 51: Methods of childcare used, by lifestage, presence of children and Mintel's Special Groups, June 2004
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- Figure 52: Methods of childcare used, by working status, marital status and car ownership, June 2004
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- Figure 53: Methods of childcare used, by region and ACORN categories, June 2004
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- Figure 54: Methods of childcare used, by media, supermarket usage and commercial TV viewing, June 2004
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The Future
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- Volume sales to stagnate
- The importance of fashion
- Issues beyond safety
- Price-consciousness
Forecast
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- Figure 55: Forecast of the value sales of UK nursery equipment, by type, 2004-09
- Furniture and nursery equipment still lead the market
- Activity and feeding equipment is the most dynamic sector
- In-home safety will continue to be driven by NPD
- Suggestions for manufacturers
- Factors used in the forecast
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