Table of Contents
Introduction
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- Definition
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of UK retail sales of baby and nursery equipment, 2008-18
- Wheeled goods largest market segment
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- Figure 2: Sales of nursery and baby products, by segment, 2013
- Market factors
- Companies, brands and innovation
- The consumer
- High level of purchasing activity
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- Figure 3: Items purchased for babies and children aged up to five, December 2013
- Parents look for easy to use products
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- Figure 4: Factors influencing purchases of baby or nursery equipment, December 2013
- Consumers twice as likely to browse online than in-store
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- Figure 5: Attitudes towards buying baby or nursery equipment, December 2013
- What we think
Issues and Insights
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- How has the market performed over the last year?
- The facts
- Implications
- How is the growing acceptability of second-hand products affecting the market?
- The facts
- The implications
- How do people prefer to shop nursery products?
- The facts
- The implications
- What are the opportunities for growth in the sector?
- The facts
- The implications
Market Drivers
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- Key points
- Rising birth rate
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- Figure 6: Number of live births, UK, 2008-12
- Shift towards older, wealthier families
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- Figure 7: Trends in the mean age of mothers at birth of their first child, England and Wales, 2008-12
- Fewer infants, but rise in 5-9s
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- Figure 8: Number of children, by age group, 2008, 2013 and 2018
- Breastfeeding rates fall
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- Figure 9: Initial breastfeeding rate, England, 2005-13
- Childcare remains level
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- Figure 10: Number of registered childcare places in England, June 2007-13
- Car ownership
- Family spending
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- Figure 11: Top categories in which families spent more compared with last year, by children’s age, June 2013
Who’s Innovating?
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- Key points
- Battery-powered pushchairs
- Versatile strollers
- More efficient baby bottle machine
- Increased focus on travel safety
- Focus on design
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Trend Apps
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- Trend: Experience is All
- Trend: Make it Mine
- Futures: Access Anything Anywhere
Competitive Context
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- Key points
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- Figure 12: Consumer spend on baby related products, 2009-12
- Infantswear sees strong growth
- Nappies and wipes are seen as staples
- Baby milk sees biggest rise
Market Size and Forecast
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- Key points
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- Figure 13: Best- and worst-case forecast of UK retail sales of baby and nursery equipment, 2008-18
- Nursery products see uplift in sales
- Promotional activity impacts value sales
- The future
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- Figure 14: UK retail sales of baby and nursery equipment at current and constant prices, 2008-18
- Forecast
Market Segmentation
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- Key points
- Nursery spend by sector
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- Figure 15: UK sales of baby and nursery goods, by sector, 2010-13
- Wheeled goods
- Car seats
- Nursery furniture
- Feeding and sterilising
- High chairs and seats
- Safety and monitors
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- Figure 16: Sales of nursery and baby products, by segment, 2013
Channels of Distribution
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- Key points
- Market share
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- Figure 17: UK value sales of baby and nursery equipment, by outlet type/retailer, 2011-13
- Mothercare
- Kiddicare
- Mamas and Papas
- Online
- Supermarkets
- Halfords
Companies and Products
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- Mamas & Papas
- Philip Avent
- Mayborn Group
- Bugaboo
- Britax
- Silver Cross
- Newell Rubbermaid
- Lindam
- Dorel
- Tomy UK
- Others
Brand Communication and Promotion
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- Key points
- Adspend bounces back in 2013
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- Figure 18: Main media advertising expenditure on baby and nursery equipment, 2009-13
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- Figure 19: Main media advertising expenditure on baby and nursery equipment, by top ten advertisers, 2009-13
- Advertising by company
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- Figure 20: Main media advertising expenditure on baby and nursery equipment, by top ten advertisers, 2009-13
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- Figure 21: Share of above the line advertising on nursery products, 2013*
The Consumer – Purchasing Activity
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- Key points
- High level of purchasing activity
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- Figure 22: Items purchased for babies and children aged up to five, December 2013
- Essential purchases
- Half of 16-24s buy lots of new items
- Unused purchases
- Three in ten rely on hand-me-downs
- Importance of gifting to the sector
The Consumer – Factors Influencing Purchases
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- Key points
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- Figure 23: Factors influencing purchases of baby or nursery equipment, December 2013
- Easy to use items
- Working mothers look for easy to clean items
- C2s prioritise low price, while ABs look for other factors
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- Figure 24: Factors influencing purchases of baby or nursery equipment, by socio-economic group, December 2013
- Affluent will pay for portable products
- Young prioritise appearance
- High income parents choose well-known brands
- Women look for practical products
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- Figure 25: Factors influencing purchases of baby or nursery equipment, by gender, December 2013
- Role of the father
- Factors influencing purchases by items bought
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- Figure 26: Factors influencing purchases of baby or nursery equipment, by items purchased for babies or children aged up to four, December 2013
The Consumer – Attitudes towards Buying Larger Items
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- Key points
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- Figure 27: Attitudes towards buying baby or nursery equipment, December 2013
- Consumers twice as likely to browse online than in-store
- Women like to see items before buying them
- Customer reviews
- New versus pre-used
- ABs want shops with baby facilities
Appendix – Market Size and Forecast
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- Figure 28: Best- and worst-case forecast of UK retail sales of baby and nursery equipment, 2013-18
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Appendix – The Consumer – Purchasing Activity
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- Figure 29: Most popular items purchased for babies or children aged up to five, by demographics, December 2013
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- Figure 30: Next most popular items purchased for babies or children aged up to five, by demographics, December 2013
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Appendix – The Consumer – Factors Influencing Purchases
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- Figure 31: Most popular factors influencing purchases of baby or nursery equipment, by demographics, December 2013
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- Figure 32: Next most popular factors influencing purchases of baby or nursery equipment, by demographics, December 2013
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Appendix – The Consumer – Attitudes towards Buying Larger Items
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- Figure 33: Most popular attitudes towards buying baby or nursery equipment, by demographics, December 2013
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- Figure 34: Next most popular attitudes towards buying baby or nursery equipment, by demographics, December 2013
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- Figure 35: Other attitudes towards buying baby or nursery equipment, by demographics, December 2013
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