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Baby and Nursery Equipment - UK - February 2011

ISSUES IN THE MARKET
Key issues
Definition
Abbreviations
FUTURE OPPORTUNITIES
Trend: Free For All
Trend: Fauxthenticity
MARKET IN BRIEF
Party may be over
Being seen out and about
Car seat market helped by legislation
The perfect nursery
More breast-fed babies
More than eight in ten parents of 0-4s bought…
Safety and good quality top the wish list
Price comparisons widespread
The granny factor
Thrifty parenting
INTERNAL MARKET ENVIRONMENT
Key points
More breast-feeding
Figure 1: Initial breast-feeding rate, in England and Wales, 1980-2005
Boom times are over
Figure 2: Number of births, UK, 2005-15
Fertility rates
Figure 3: Fertility rates in the UK, by age of mother at childbirth, 1999-2009
Mothers leaving it later to have babies
Figure 4: Unstandardised mean age of mothers at live birth, England and Wales, 1979-2009
Fewer births per family
Figure 5: Total fertility rate in the UK, 1960-2009
Helping hand with finances
Safer car journeys
Babies born with a silver spoon
Wish lists and gifts
Easier to buy second-hand
Over 2 million Bounty members
Plenty of online expertise
Celebrity culture
Safer plastics
BROADER MARKET ENVIRONMENT
Key points
Figure 6: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
Figure 7: Trends in how respondents would describe their financial situation, 2009-10
Modest rise in infant population in the next five years
Figure 8: Trends in the age structure of the UK population, by gender, 2005-15
Population trends by socio-economic group
Figure 9: Forecast adult population trends, by socio-economic group, 2005-15
The grandparent factor
Figure 12: Forecast adult population trends, by lifestage, 2005-15
Women who work
Figure 13: Female working population, 2005-15
Childcare places
Car transport
Figure 14: Number of cars owned per household, by presence of children in household, 2010
VAT change and its effect on prices
Internet penetration
Figure 15: Home broadband penetration, by age, 2010
Ethical and green trends
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
COMPETITIVE CONTEXT
Key points
Markets for baby and infant goods
Figure 16: UK value sales of selected baby and infant goods, 2005-10
WHO’S INNOVATING?
Key points
Britax tackles side-impact
Britax continues to innovate
Bugaboo launching first double buggy
Dorel rolls out innovations
Lindam goes for clarity
Aprica (Rubbermaid) designs the lightweight Cookie
Tomy innovates with improved baby monitors
Kiddicare’s app
MARKET SIZE AND SEGMENTATION
Key points
Growth market
Figure 17: UK retail sales of baby and nursery equipment, at current and constant prices, 2005-15
High market growth
Innovation drives demand
Squeeze on margins
Figure 18: UK sales of baby and nursery goods, percentage share, by sector, 2010
Challenging times ahead
 FORECAST
Figure 19: Best and worst cast forecast sales of baby and nursery equipment, 2005-15
SEGMENT PERFORMANCE
Key points
Figure 20: UK sales of baby and nursery goods, by sector, 2008-10
Wheeled goods
Nursery furniture
Car seats
Feeding and sterilising equipment
Safety and monitors
High chairs and seats
Bathroom
COMPANIES AND PRODUCTS
Mamas & Papas
Philips Avent
Mayborn Group (Tommee Tippee, Sangenic)
Summer Infant
Tomy
Britax Römer
Bugaboo
Dorel
Rubbermaid (Graco, Aprica, Teutonia)
Maclaren
Silver Cross
Lindam
Artsana (Chicco)
Hauck
CHANNELS TO MARKET
Key points
Figure 21: UK value sales of baby and nursery equipment, by outlet type/retailer, 2008-10
Mothercare, the clear market leader
Mamas & Papas
Independents
BRAND COMMUNICATION AND PROMOTION
Key points
Main media advertising
Figure 22: Main media advertsing expenditure on baby and nursery equipment, 2006-10*
Top ten advertisers
Figure 23: Main media advertsing expenditure on baby and nursery equipment, by top ten advertisers, 2006-10
Britax returns to TV in 2010
Vogue model new face of Bugaboo
The connected baby
Figure 24: Equipment retailers/brands, featured on the first page of search engines using ‘baby’, UK, 15th November 2010
THE CONSUMER – ITEMS OF BABY AND NURSERY EQUIPMENT PURCHASED
Key points
Items purchased
Figure 25: Items of baby and nursery equipment ever purchased, November 2010
Core items purchased by over eight in ten
“Optional” extras favoured by wealthier parents
Monitoring the baby
Items with younger appeal
Travelling babies
The switched on baby
Safer homes, not playpens
Wide repertoire of purchases
Figure 26: Repertoire of items ever bought for baby/child/children before or since they were born, November 2010
Core purchases
THE CONSUMER – BUYING BEHAVIOUR
Key points
Buying behaviour for baby and nursery equipment
Figure 27: Purchasing behaviour surrounding baby and nursery equipment, November 2010
Safety has its price
Longer lasting
No brainer to shop around
Make it easy
Are shops losing their edge?
Battle of the brands
Low loyalty
THE CONSUMER – ATTITUDES TOWARDS BUYING NURSERY EQUIPMENT
Key points
Figure 28: Attitudes towards purchasing of nursery equipment, November 2010
Research is all
Internet more popular than magazines
A family affair
Strong showing from retailers
Thrifty habits
Caution reigns
Be prepared
TARGET GROUPS
Key points
Figure 29: Shopper types for nbaby and nursery equipment, november 2010.
Granny Assisted (15%)
Who are they?
What do they buy?
Style Kittens (14%)
Who are they?
What do they buy?
Indifferent (37%)
Who are they?
What do they buy?
Savvy Shoppers (18%)
Who are they?
What do they buy?
Cautious Spenders (16%)
Who are they?
What do they buy?
APPENDIX – BROADER MARKET ENVIRONMENT
Figure 30: Broadband penetration, by demographics, 2004-09
APPENDIX – MARKET SIZE AND FORECAST
Figure 31: Best and worst case forecasts for baby and nursery equipment, 2009-15
APPENDIX – ITEMS OF BABY OR NURSERY EQUIPMENT PURCHASED
Figure 32: Most popular things bought for baby/child/children before or since they were born, by demographics, November 2010
Figure 33: Next most popular things bought for baby/child/children before or since they were born, by demographics, November 2010
Figure 34: Popular things bought for baby/child/children before or since they were born, by demographics, November 2010
Figure 35: Other things bought for baby/child/children before or since they were born, by demographics, November 2010
Figure 36: Least popular things bought for baby/child/children before or since they were born, by demographics, November 2010
APPENDIX – TARGET GROUPS
Figure 37: Things bought for baby/child/children before or since they were born, by repertoire of things bought for baby/child/children before or since they were born, November 2010
Figure 38: Repertoire of things bought for baby/child/children before or since they were born, by demographics, November 2010
Figure 39: Target groups, by demographics, November 2010
Figure 40: Things bought for baby/child/children before or since they were born, by target groups, November 2010
Figure 41: Statements on buying baby and nursery equipment, by target groups, November 2010
Figure 42: Purchasing behavoiur surrounding baby and nursery equipment, , by target groups, November 2010

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