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Nursery and Baby Equipment - UK - February 2014

INTRODUCTION
Definition
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of UK retail sales of baby and nursery equipment, 2008-18
Wheeled goods largest market segment
Figure 2: Sales of nursery and baby products, by segment, 2013
Market factors
Companies, brands and innovation
The consumer
High level of purchasing activity
Figure 3: Items purchased for babies and children aged up to five, December 2013
Parents look for easy to use products
Figure 4: Factors influencing purchases of baby or nursery equipment, December 2013
Consumers twice as likely to browse online than in-store
Figure 5: Attitudes towards buying baby or nursery equipment, December 2013
What we think
ISSUES AND INSIGHTS
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
Key points
Rising birth rate
Figure 6: Number of live births, UK, 2008-12
Shift towards older, wealthier families
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
Figure 8: Number of children, by age group, 2008, 2013 and 2018
Breastfeeding rates fall
Figure 9: Initial breastfeeding rate, England, 2005-13
Childcare remains level
Figure 10: Number of registered childcare places in England, June 2007-13
Car ownership
Family spending
Figure 11: Top categories in which families spent more compared with last year, by children’s age, June 2013
WHO’S INNOVATING?
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
Strengths
Weaknesses
TREND APPS
Trend: Experience is All
Trend: Make it Mine
Futures: Access Anything Anywhere
COMPETITIVE CONTEXT
Key points
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
Key points
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
Figure 14: UK retail sales of baby and nursery equipment at current and constant prices, 2008-18
Forecast
MARKET SEGMENTATION
Key points
Nursery spend by sector
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
Figure 16: Sales of nursery and baby products, by segment, 2013
CHANNELS OF DISTRIBUTION
Key points
Market share
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
Mamas & Papas
Philip Avent
Mayborn Group
Bugaboo
Britax
Silver Cross
Newell Rubbermaid
Lindam
Dorel
Tomy UK
Others
BRAND COMMUNICATION AND PROMOTION
Key points
Adspend bounces back in 2013
Figure 18: Main media advertising expenditure on baby and nursery equipment, 2009-13
Figure 19: Main media advertising expenditure on baby and nursery equipment, by top ten advertisers, 2009-13
Advertising by company
Figure 20: Main media advertising expenditure on baby and nursery equipment, by top ten advertisers, 2009-13
Figure 21: Share of above the line advertising on nursery products, 2013*
THE CONSUMER – PURCHASING ACTIVITY
Key points
High level of purchasing activity
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
Key points
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
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
Figure 25: Factors influencing purchases of baby or nursery equipment, by gender, December 2013
Role of the father
Factors influencing purchases by items bought
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
Key points
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
Figure 28: Best- and worst-case forecast of UK retail sales of baby and nursery equipment, 2013-18
APPENDIX – THE CONSUMER – PURCHASING ACTIVITY
Figure 29: Most popular items purchased for babies or children aged up to five, by demographics, December 2013
Figure 30: Next most popular items purchased for babies or children aged up to five, by demographics, December 2013
APPENDIX – THE CONSUMER – FACTORS INFLUENCING PURCHASES
Figure 31: Most popular factors influencing purchases of baby or nursery equipment, by demographics, December 2013
Figure 32: Next most popular factors influencing purchases of baby or nursery equipment, by demographics, December 2013
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS BUYING LARGER ITEMS
Figure 33: Most popular attitudes towards buying baby or nursery equipment, by demographics, December 2013
Figure 34: Next most popular attitudes towards buying baby or nursery equipment, by demographics, December 2013
Figure 35: Other attitudes towards buying baby or nursery equipment, by demographics, December 2013

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