Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Consumer spend on baby and nursery equipment, 2006-16
- Figure 2: Consumer spend on nursery and baby products, by segment, 2011 (est)
- Market factors
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- Figure 3: Number of births, UK, 2006-16
- Companies, brands and distribution
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- Figure 4: Retail distribution of nursery products, 2011 (est)
- The consumer
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- Figure 5: Items purchased for babies or children up to five, November 2011
- Repertoire of purchases
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- Figure 6: Repertoire of items purchased for babies or children up to five, November 2011
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- Figure 7: Attitudes towards buying new baby and nursery equipment, November 2011
- Figure 8: Factors influencing purchases for babies or children up to five, November 2011
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- Figure 9: Customer typologies for nursery goods, November 2011
- What we think
Issues in the Market
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- 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?
Future Opportunities
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- Trend: Premiumisation and Indulgence
- Trend: Guiding Choice
Internal Market Environment
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- Key points
- The birth rate
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- Figure 10: Number of births, UK, 2006-16
- Fewer infants but more 5-9s
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- Figure 11: Number of children, by age group, 2006, 2011 and 2016
- Breast feeding gains momentum
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- Figure 12: Initial breast feeding rate, United Kingdom, 1990-2010
- Older first-time mothers
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- Figure 13: Fertility rates in England and Wales, by age of mother at childbirth, 1999 and 2010
- Mean age of mothers
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- Figure 14: Unstandardised mean age of mothers at live birth, years of age, England and Wales, 1977-2010
Broader Market Environment
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- Key points
- Explosion of broadband
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- Figure 15: Broadband penetration, 2006-11
- Figure 16: Selected electronic products/services have at home, 2009-11
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- Figure 17: Selected electronic products/services have at home, July 2011
- Second hand shopping
- Childcare
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- Figure 18: Number of registered childcare places in England, June 2007-June 2011
- More cars means more car seats
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- Figure 19: Number of cars owned per household, by presence of children in household, 2011
- Environmentally friendly
- VAT rise in 2011
Competitive Context
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- Key points
- Time for celebration
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- Figure 20: Consumer spend on nursery and baby equipment, 2006-11
- Infantswear sees flat demand
- Modest growth for children’s essentials
- High growth for baby formula and meals
- Spending priorities in pregnancy
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- Figure 21: Changes in shopping priorities during pregnancy, July 2011
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Britax range diversification
- Morrisons adds in-store kiosks
- Bugaboo supports African charity
- Chicco adds plenty of new ideas
- A clip on extra seat for the buggy
- Branded mattress tie up with Mamas & Papas
- Tomy launches Sleepcurve mattress
- Graco goes for multiple product launches
Market Size and Forecast
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- Key points
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- Figure 22: UK retail sales of baby and nursery equipment, at current and constant prices, 2006-16
- Nursery products beat high street gloom
- Forecast
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- Figure 23: Consumer spend on baby and nursery equipment, 2006-16
- Outlook
Market Segmentation
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- Key points
- Nursery spend by sector
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- Figure 24: UK sales of baby and nursery goods, by sector, 2009-11
- Wheeled goods
- Nursery furniture
- Car seats
- Feeding and sterilising
- Safety and monitors
- High chairs and seats
- Bathroom
Companies and Products
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- Key points
- Mamas & Papas
- Philips Avent
- Mayborn Group
- Bugaboo
- Britax
- Summer Infant
- Silver Cross
- Newell Rubbermaid
- Tomy UK
- Lindam
- Maclaren
- Hauck UK
- Chicco UK
- Dorel
- Other
Channels of Distribution
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- Key points
- Big market share swings
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- Figure 25: UK value sales of baby and nursery equipment, by outlet type/retailer, 2009-11
Brand Communication and Promotion
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- Key points
- Main media advertising on nursery equipment
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- Figure 26: Main media advertising expenditure on baby and nursery equipment, 2007-10
- Figure 27: Main media advertising expenditure on baby and nursery equipment, 2007-10
- Advertising by company
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- Figure 28: Main media advertising expenditure on baby and nursery equipment, by top ten advertisers, 2007-11*
- Figure 29: Share of above the line advertising on nursery products, 2010
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- Figure 30: Equipment retailers/brands, featured on the first page of search engines using ‘baby’, UK, 2nd November 2011
The Consumer – Purchasing Activity
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- Key points
- Items purchased for 0-4s
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- Figure 31: Items purchased for babies or children up to five, November 2011
- Must-have items
- Discretionary purchases
- Infrequent purchases
- Repertoire of purchases
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- Figure 32: Repertoire of items purchased for babies or children up to five, November 2011
The Consumer – Attitudes Towards Buying Nursery Equipment
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- Key points
- Attitudes towards buying nursery equipment
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- Figure 33: Attitudes towards buying new baby and nursery equipment, November 2011
- Best price – no brainer
- Who browses online?
- Who buys online?
- Connecting with the goods
- Who are fans of the brands?
The Consumer – Factors Influencing Purchases
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- Key points
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- Figure 34: Factors influencing purchases for babies or children up to five, November 2011
- Listening to advice
- Making things last
- Help with the cost
- Compact and lighter items
- Baby style
- Second-hand
The Consumer – Target Groups
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- Key points
- Five main target groups
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- Figure 35: Customer typologies for nursery goods, November 2011
- Value Driven (46%)
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- Figure 36: Items purchased for babies or children up to five, Value Driven, November 2011
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- Figure 37: Factors influencing purchases for babies or children up to five, Value Driven, November 2011
- Consulters (12%)
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- Figure 38: Items purchased for babies or children up to five, consulters, November 2011
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- Figure 39: Factors influencing purchases for babies or children up to five, Consulters, November 2011
- Online Savers (18%)
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- Figure 40: Items purchased for babies or children up to five, online savers, November 2011
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- Figure 41: Factors influencing purchases for babies or children up to five, Online Savers, November 2011
- Thorough Researchers (18%)
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- Figure 42: Items purchased for babies or children up to five, Thorough Researchers, November 2011
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- Figure 43: Factors influencing purchases, Thorough Researchers, November 2011
- Premium Branders (14%)
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- Figure 44: Items purchased for babies or children up to five, Premium Branders, November 2011
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- Figure 45: Factors influencing purchases, Premium Branders, November 2011
Appendix – Internal Market Environment
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- Figure 46: Fertility rates in England and Wales, by age of mother at childbirth, 1999-2010
- Figure 47: : Unstandardised mean age of mothers at live birth, England and Wales, 1977-2010
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Appendix – The Consumer – Purchasing Activity
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- Figure 48: Items purchased for babies or children up to five, first five, by demographics, November 2011
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- Figure 49: Items purchased for babies or children up to five, rank six to ten, by demographics, November 2011
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- Figure 50: Items purchased for babies or children up to five, rank 11 to 15, by demographics, November 2011
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- Figure 51: Iems purchased for babies or children up to five, rank 16 to 20, by demographics, November 2011
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- Figure 52: Items purchased for babies or children up to five, rank 21 to 24, by demographics, November 2011
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- Figure 53: Repertoire of items purchased for babies or children up to five, by demographics, November 2011
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Appendix – The Consumer – Attitudes Towards Buying Nursery Equipment
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- Figure 54: Most popular attitudes towards buying new baby and nursery equipment, by demographics, November 2011
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- Figure 55: Next most popular attitudes towards buying new baby and nursery equipment, by demographics, November 2011
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Appendix – The Consumer – Factors Influencing Purchases
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- Figure 56: Factors influencing purchases, top six, by demographics, November 2011
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- Figure 57: Factors influencing purchases, next five, by demographics, November 2011
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Appendix – The Consumer – Target Groups
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- Figure 58: Target groups, by demographics, November 2011
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- Figure 59: Attitudes towards buying new baby and nursery equipment, by target groups, November 2011
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- Figure 60: Items purchased for babies or children up to five, by target groups, November 2011
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- Figure 61: Attitudes towards buying new baby and nursery equipment, by target groups, November 2011
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- Figure 62: Factors influencing purchases for babies or children up to five, by target groups, November 2011
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