Table of Contents
Issues in the Market
Insights and Opportunities
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- Babysitting junior could prove lucrative for suppliers
- The children are our future
- Targeting the most active shoppers
- Never too early to target mothers-to-be
Market in Brief
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- Significant market growth stems from all sectors
- Future growth
- NPD spurs growth
- Small window of opportunity
- DM remains main marketing tool
- Personality drives purchase
Fast Forward Trends
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- Trend 1: “Invasion of the Data-Snatchers”
- General observations
- Market touchpoints/implications
- Trend 2: Fashion is All
- General observations
- Market touchpoints/implications
- Trend 3: “Does My Ego Look Big in This?”
- General observations
- Market touchpoints/implications
- Fast forward – an explanation
Internal Market Environment
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- Early marketing
- Breastfeeding mums look to the bottle
- So much for the convenience generation
- Role of the Health Visitor
- The Internet effect
- Green babies
- Baby showers come back into fashion
Broader Market Environment
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- Encouraging signs; the baby’s kicking again
- Continued trend towards delayed motherhood
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- Figure 1: Number of births in England and Wales, by age of mother, 1981-2001 and 2001-05
- Crucial window of opportunity
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- Figure 2: UK population, by age last birthday by single year of age, 0-14 age group, 2004-16
- Working mothers rely on flexibility and convenience
- Babysitting gets expensive
- Premium trends
Competitive Context
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- Figure 3: Summary of market strategies in other baby-related markets, 2006
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Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Nature knows best
- Tri-flow bottle by Munchkin
- Closer to Nature feeding system by Tommee Tippee
- Portability/convenience
- Mobiseat by Totseat
- ‘Light’ travel cot by BabyBjörn
- Flexigate by Lindam
- Technology
- Ready2wear monitor by Mattel
- ‘Tropical fun around we go!’ activity station by Kids II
- Safety
- Rotho Babydesign
- Family Protect Film by Folia Tec Bohm
- Pollution Solution by Phil & Ted’s Most Excellent Buggy Company
Market Value and Forecast
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- Figure 4: UK retail value sales of in-home nursery equipment, 2001-06
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- Figure 5: UK retail value sales of nursery equipment, by type, 2001-06
- Sources of growth
- Future trends
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Segment Performance
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- Furniture and nursery equipment
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- Figure 6: UK retail value sales of furniture and nursery equipment, by type, 2001-05
- Co-ordinated ranges
- Designer style
- Mattresses come under scrutiny
- Multifunctionality
- Activity and feeding equipment
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- Figure 7: UK retail value sales of activity and feeding equipment, by type, 2001-05
- Evidence of designer baby syndrome
- Baby walkers are back
- Feeding and hygiene equipment
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- Figure 8: UK retail value sales of feeding and hygiene market, by type, 2001-05
- Breast is best
- Practical issues
- Value-conscious
- Repeat purchase is common
- In-home safety equipment
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- Figure 9: UK retail value sales of in-home safety equipment, by type, 2001-05
- Keeping up with legislation
- Baby monitors
- Safety gates
- Fireguards
Market Share
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- Furniture and nursery equipment
- Activity and feeding equipment
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- Figure 10: UK retail brand shares in the activity and feeding equipment market, by value, 2001-05
- Feeding and hygiene equipment
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- Figure 11: UK retail brand shares in the baby feeding and hygiene market, by value, 2001-05
- Safety equipment
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- Figure 12: UK retail brand shares in the safety equipment, by value, 2001-05
Companies and Products
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- Avent
- Lindam
- Mamas and Papas
- Tommee Tippee
- Tomy
- Own-label
Brand Communication and Promotion
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- Figure 13: Main monitored media advertising expenditure on baby carriages and nursery equipment, 2001-06
- The ubiquitous Bounty pack
- Other channels
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Channels to Market
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- Grocery multiples and Internet claim growing share
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- Figure 14: UK retail sales of in-home nursery equipment, by type of outlet, 2001-05
- Multichannel retailing important
- New deliveries at grocery multiples
The Consumer – Who’s Buying What?
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- Motherhood
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- Figure 15: Presence of children, by mother’s socio-economic group, April/May 2006
- Equipment priorities
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- Figure 16: Types of nursery equipment purchased or planning to purchase, April/May 2006
- Multiple purchase is a key feature
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- Figure 17: Repertoire of number of pieces of nursery equipment, April/May 2006
The Consumer – Attitudes and Decision-making
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- Priorities when choosing baby equipment
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- Figure 18: Priorities when buying equipment, April/May 2006
- Decision-making
- Non-disposable attitudes
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- Figure 19: Attitudes towards purchasing baby equipment, April/May 2006
Identifying Consumer Targets
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- Figure 20: Consumer typologies, according to attitudes towards baby transport and nursery equipment, April/May 2006
- Happy Hand-me-downs (45% of respondents)
- Investors (29% of respondents)
- Nothing but New (26% of respondents)
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- Figure 21: Consumer typologies, according to baby equipment priorities, April/May 2006
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Appendix
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- Introduction
- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Internal market environment
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- Figure 22: Prevalence of breastfeeding in the UK at birth, 1990-2005
- Figure 23: Prevalence of breastfeeding in the UK at birth, by profession and age when leaving full-time education, 2005
- Broader market environment
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- Figure 24: Number of births in England and Wales, by age of mother, 1981-2005
- Figure 25: Average age of mother at childbirth*, England & Wales, 1971-2003
- Figure 26: Women, by working and family status, May 2005
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- Figure 27: Help with grandchildren, 2006
- Figure 28: PDI and consumer expenditure, at current and constant prices, 2001-11
- Competitive context
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- Figure 29: UK retail value sales of baby transport equipment, 2001-06
- Figure 30: UK retail value sales of baby transport equipment, by type, 2001-05
- Segment performance
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- Figure 31: UK retail value sales of nursery equipment, by type, 2001-05
- Consumer 1 – Detailed demographics
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- Figure 32: Family status, April/May 2006
- Figure 33: Family status, by age, socio-economic group, lifestage, Mintel’s Special Groups, age/socio-economic group, marital status, TV region, age of own children, household size, working status, ACORN group, technology users, Internet usage, commercial TV viewing, car ownership and supermarket usage, April/May 2006
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- Figure 34: Presence of children, by mother’s socio-economic group, April/May 2006
- Figure 35: Presence of children, by age of mother, according to % point above average, April/May 2006
- Types of equipment by demographics
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- Figure 36: Types of nursery equipment purchased or planning to purchase, by age, socio-economic group, marital status, age of own children, working status, tenure, region, ACORN group, technology users, Internet usage, commercial TV viewing, household size, car ownership, lifestage, age/socio-economic group and supermarket usage, April/May 2006
- Figure 37: Types of nursery equipment purchased or planning to purchase, by age, socio-economic group, marital status, age of own children, working status, tenure, region, ACORN group, technology users, Internet usage, commercial TV viewing, household size, car ownership, lifestage, age/socio-economic group and supermarket usage, April/May 2006
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- Figure 38: Types of nursery equipment purchased or planning to purchase, by age, socio-economic group, marital status, age of own children, working status, tenure, region, ACORN group, technology users, Internet usage, commercial TV viewing, household size, car ownership, lifestage, age/socio-economic group and supermarket usage, April/May 2006
- Repertoire analysis
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- Figure 39: Repertoire of number of pieces of nursery equipment, April/May 2006
- Figure 40: Repertoire of number of pieces of nursery equipment, by type, April/May 2006
- Consumer 2 – Detailed Demographics
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- Figure 41: Priorities when buying equipment, by age, socio-economic group, age/socio-economic group, marital status, age of own children, working status, TV region, ACORN group, technology users, Internet usage, daily newspaper readership, commercial TV viewing, TV reception, household size, car ownership and supermarket usage, April/May 2006
- Buying decisions
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- Figure 42: Attitudes towards purchasing baby equipment, by age, socio-economic group, age/socio-economic group, marital status, age of own children, working status, TV region, ACORN group, technology users, Internet usage, daily newspaper readership, commercial TV viewing, TV reception, household size, car ownership and supermarket usage, April/May 2006
- Figure 43: Attitudes towards purchasing baby equipment, by age, socio-economic group, age/socio-economic group, marital status, age of own children, working status, TV region, ACORN group, technology users, Internet usage, daily newspaper readership, commercial TV viewing, TV reception, household size, car ownership and supermarket usage, April/May 2006
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- Figure 44: Repertoire of priorities, April/May 2006
- Figure 45: Repertoire of priorities, by type, April/May 2006
- Consumer 3 – detailed demographics
- Consumer typologies
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- Figure 46: Consumer typologies in relation to attitudes towards baby transport, by age, socio-economic group, TV region, working status, marital status, age of own children, media usage, ACORN group, commercial TV viewing and supermarket usage, April/May 2006
- Figure 47: Consumer typology, by presence of children, April/May 2006
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- Figure 48: Consumer typology, by types of nursery equipment purchased or planning to purchase, April/May 2006
- Figure 49: Consumer typology, priorities when choosing baby transport, April/May 2006
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- Figure 50: Consumer typologies, by presence of children, April/May 2006
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