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Baby and Nursery Equipment - UK - October 2008

ISSUES IN THE MARKET
Main themes
Definition
Abbreviations
INSIGHTS AND OPPORTUNITIES
Natural living
On trend
Give a little extra
Convenience counts
MARKET IN BRIEF
A growing market
For more babies
From a wider range of mothers
Compensatory consumption
Gifts galore
Yummy mummy
Convenience is key
Time for a revolution
Supermarkets move in
The future
FAST FORWARD TRENDS
 TREND 1: HIRE HIRE
Definition
What next?
 TREND 2: EXTEND MY BRAND
Definition
What next?
INTERNAL MARKET ENVIRONMENT
Key points
Ask the experts
Celebrity kids
Licensing
Social networking
Bounty is big business
eBay syndrome
Gift market – including ‘baby showers’
The letter of the law
Designer dummies
Breast is best
Figure 1: Initial breast feeding rate, in England and Wales, 1980-2005
Supermarkets move in
Pricing stretch
BROADER MARKET ENVIRONMENT
Key points
Birth rate rising
Figure 2: Number of births, UK, 2003-13
Fertility highest for over 30 years
Figure 3: Total fertility rate, England and Wales, 1961-2008
Older mothers…
Figure 4: Mean age of mothers at live birth, England and Wales, 1977-2007
… And younger ones
Disadvantaged…
Single parents
More career women
Figure 5: UK employment, total and female, 2003-13
Discretionary spend
Figure 6: Trends in PDI and consumer expenditure, 2003-13
Increased childcare
Figure 7: Number of registered childcare places in England, June 2003-June 2006
Cars and convenience
Figure 8: Number of cars owned per family, by age of children, 2008
Green babies
COMPETITIVE CONTEXT
Key points
Who gets the baby?
Figure 9: Size of baby markets and growth, 2003-07
Nappies growth limited
Milk, food and drinks
Infantwear
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Have baby – will travel
Car seat revolution
Space age buggies
A clean seat
No compromise
Convenience
Disposable bottles
And so to bed
Natural for Silentnight
Pressure-relieving mattress
Big kids
MARKET SIZE AND FORECAST
Key points
Growing market
Figure 10: UK retail sales of baby and nursery equipment, at current and constant prices, 2003-13
Baby carriages dominate
Figure 11: UK retail sales of Baby & Nursery Equipment, by segment, 2003, 2005 and 2007
Segment forecast
Figure 12: Market size and forecast of UK retail sales of baby and nursery equipment, by type, at current prices, 2003-13
Trading up versus discounting
Figure 13: Market size and forecast of UK retail sales of baby and nursery equipment, by type, at constant 2008 prices*, 2003-13
Factors used in the forecast
SEGMENT PERFORMANCE
Key points
Pushing the growth
Figure 14: UK retail sales of baby carriages, at current and constant prices, 2003-08
Plethora of pushchairs
Figure 15: UK retail sales of baby carriages, by type, 2003, 2005 and 2007
Safety in supermarkets
Figure 16: UK retail sales of safety equipment, at current and constant prices, 2003-08
Figure 17: UK retail sales or safety equipment, by segment, 2003, 2005 and 2007
Activity and feeding
Figure 18: UK retail sales of activity and feeding equipment, at current and constant prices, 2003-08
Price a big factor for basic essentials
Figure 19: UK retail sales of activity and feeding equipment, by segment, 2003, 2005 and 2007
Feeding’s up
Figure 20: UK retail sales of feeding equipment, by segment, 2007 and 2008
Bottles
Bowls and plates
Soothers
Sterilisers
Teats
Breast pumps
Nursery equipment and furniture
Figure 21: UK retail sales of nursery equipment and furniture, at current and 2003 prices, 2003-08
Figure 22: UK retail sales of nursery equipment and furniture, by segment, 2003, 2005 and 2007
Co-ordination is key
High chairs
Cots
Copious car seats
Figure 23: UK retail sales of car seats, at current and 2003 prices, 2003-08
MARKET SHARE
Key points
The fight for feeding
Figure 24: Brand shares in the feeding, hygiene and activity market, by value, 2003, 2005 and 2007
Tomy leads safety
Figure 25: Brand shares in the safety market, by value, 2003, 2005 and 2007
Premium prams
Figure 26: Brand shares in the baby carriages and accessories market, by value, 2003, 2005 and 2007
Britax leads, but Dorel gaining ground
Figure 27: Brand shares in the car seat and in-car restraint market, by value, 2003, 2005 and 2007
Fragmented furniture and equipment
COMPANIES AND PRODUCTS
Key points
Mothercare
Boots
Mamas & Papas
Philips Avent
Tommee Tippee
Summer Infant
Tomy
Britax
Bugaboo
Dorel
Rubbermaid
Silver Cross
Stokke
Lindam
Maclaren
Other brands
BRAND COMMUNICATION AND PROMOTION
Key points
Adspend low relative to sales
Figure 28: Main media advertsing expenditure on baby and nursery equipment, 2004-07
Reiterating brand values
Figure 29: Main media advertising expenditure on baby and nursery equipment, by top ten advertisers, 2004-07
In the limelight
Girl talk
Search engine optimisation
Figure 30: Equipment retailers/brands, featured on the first page of search engines using ’baby’, UK, September 2008
CHANNELS TO MARKET
Key points
Figure 31: UK retail sales of baby and nursery equipment, by outlet type, by value, 2003-07
Multichannel Mothercare
Independent strength
Boots
Toys ‘R’ Us
Halfords
E-tailers
Supermarket sweep
Argos doubles its range
John Lewis
PURCHASES OF BABY AND NURSERY EQUIPMENT
Key points
Gotta have it
Figure 32: Items of baby and nursery equipment purchased, August 2008
Essentials for all
Toilet training and stair gates
Non essentials for most
Have baby will travel
Old school soothers
Number of product categories purchased
Average mother buys from 17.2 different product categories for their baby
Figure 33: Items of baby and nursery equipment purchased, by number of product categories purchased, August 2008
FACTORS INFLUENCING BUYING BEHAVIOUR
Key points
Savvy shoppers
Figure 34: Factors influencing buying behaviour when buying baby and nursery equipment, August 2008
Best for baby…
Everything to match
Figure 35: Attitudes towards buying baby and nursery equipment, by number of categories purchased, August 2008
If you can afford it
Function over fashion
Where’s the loyalty?
ATTITUDES TOWARDS BABY AND NURSERY EQUIPMENT
Key points
Recommendations are key
Figure 36: Attitudes towards buying baby and nursery equipment, August 2008
Still confused
Cautious
Ready and waiting
Gifted
 IDENTIFYING TARGETS
Figure 37: Consumer typologies for baby and nursery equipment, August 2008
Group 1: Sensible savers (37%)
Group 2: Prepared parents (27%)
Prepared parents are the biggest spenders
Figure 38: Attitudes towards buying baby and nursery equipment, by typologies, August 2008
Prepared parents buy the most items
Figure 39: Number of different baby and nursery equipment items purchased, by typology, August 2008
Group 3: Neutrals (36%)
APPENDIX – PURCHASES OF BABY AND NURSERY EQUIPMENT
Figure 40: Items of baby and nursery equipment purchased, August 2008
Figure 41: Items of baby and nursery equipment purchased, August 2008
Figure 42: Items of baby and nursery equipment purchased, August 2008
Figure 43: Items of baby and nursery equipment purchased, August 2008
Figure 44: Number of product categories purchased, by demographic sub-group, August 2008
APPENDIX – FACTORS INFLUENCING BUYING BEHAVIOUR
Figure 45: Factors influencing buying behaviour when buying baby and nursery equipment, August 2008
Figure 46: Factors influencing buying behaviour when buying baby and nursery equipment, August 2008
Figure 47: Factors influencing buying behaviour when buying baby and nursery equipment, August 2008
APPENDIX – ATTITUDES TOWARDS BUYING BABY AND NURSERY EQUIPMENT
Figure 48: Attitudes towards buying baby and nursery equipment, August 2008
Figure 49: Attitudes towards buying baby and nursery equipment, August 2008
Figure 50: Attitudes towards buying baby and nursery equipment, August 2008
Figure 51: Cluster Formation: agreement with attitudinal statements, by clusters, August 2008
Figure 52: Baby and nursery equipment typologies, by demographic sub-group, August 2008

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