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Published by: Mintel International Group Ltd.
Published: Aug. 1, 2006 - 69 Pages
Table of Contents
- INTRODUCTION AND ABBREVIATIONS
- Definitions
- Consumer research
- ACORN
- Advertising data
- ABBREVIATIONS
- EXECUTIVE SUMMARY
- A steady market
- Market forecast
- Compact innovation is attracting take-up
- Car seat innovation reflects legislative changes
- Creative distribution strategies required
- Demographic patterns stay constant
- Tapping into emotional ground
- MARKET DRIVERS
- Young motherhood makes a slight return to form
- Figure 1: Number of births in England and Wales, by age of mother, 1981-2001 and 2001-05
- More money spent on less children
- Nursery equipment is more dynamic
- Design skills promote pram envy
- A three-wheeling male fantasy
- Legislation gives car seats a boost
- Accessories are driving up value
- Figure 2: Trends in GB car ownership, 1995-2004
- OTHER FACTORS
- Common sense also prevails
- Figure 3: Those spending any time on family care - parents of children under 15, by gender and age ofchildren, May 2005
- Trust in safety
- MARKET SIZE AND TRENDS
- Figure 4: UK retail value sales of baby transport equipment, 2001-06
- A steady market boosted by top-end activity
- Ranges segmented to capture high- and low-end market
- Seasonality can affect sales
- Car seat sales show signs for optimism
- Figure 5: UK retail value sales of baby transport equipment, by type, 2001-05
- MARKET SEGMENTATION
- Baby carriages and accessories
- Figure 6: UK retail value sales of baby carriages and accessories, 2001-06
- Combinations aim for versatility
- Compact and cheaper
- Pushchairs boosted by top-end designs
- Figure 7: UK retail value sales of baby carriages and accessories, by type, 2001-05
- Raincovers are not included
- No need for a second pushchair?
- Everyone needs a lightweight buggy
- Accessories push up weight of purchase
- Manufacturers take the guesswork out of fitting car seats
- Car seats and in-car restraints
- Figure 8: UK retail value sales of car seats and in-car restraints, 2001-06
- Figure 9: UK retail value sales of car seats and in-car restraints, by type, 2001-05
- COMPANIES AND BRANDS
- Figure 10: UK retail brand shares in baby carriages and accessories, by value, 2001-05
- Brand loyalty tested as more players gain a foothold
- Competition is through range extensions
- Car seats
- Figure 11: UK retail brand shares in car seat and in-car restraint market, by value, 2001-05
- COMPANY PROFILES
- Britax Excelsior Ltd
- Bugaboo UK
- Dorel Netherlands
- Graco
- Maclaren
- Mamas & Papas
- Silver Cross
- Stokke UK
- Private label
- ADVERTISING AND PROMOTION
- Figure 12: Main monitored media advertising expenditure on baby carriages and nursery equipment, 2001-05
- Figure 13: Leading baby carriage and nursery equipment advertisers, 2003 and 2005
- Adspend doubles
- Panel of experts ie you
- An industry reliant on PR
- DISTRIBUTION
- Figure 14: UK retail sales of baby transport equipment, by type of outlet, 2001-05
- Parents choose to stroll and surf
- Mothercare: the voice of independence
- Halfords
- Online competition
- Good deals on the Web
- THE CONSUMER
- Baby transport: an emotional journey
- My first pram
- Been there, done that
- Class distinction
- Figure 15: Presence of children, by mother’s socio-economic group, April/May 2006
- Figure 16: Preferred type of baby transport, according to above-average propensity to purchase, by age andsocio-economic group, April/May 2006
- Varying preferences by age
- Figure 17: Baby transport purchase, by age of mother, according to % point above/below average,April/May 2006
- Car ownership
- Repertoire grows with car ownership
- Figure 18: Type of baby transport purchased or planning to purchase, by car ownership, according to %point above/below average, April/May 2006
- DETAILED DEMOGRAPHICS
- Figure 19: Family status, by age, socio-economic group, lifestage, Mintel’s Special Groups, age/socioeconomicgroup, marital status, TV region, age of own children, household size, working status, ACORNgroup, technology users, Internet usage, commercial TV viewing, car ownership and supermarket usage,April/May 2006
- Figure 20: Types of baby carriages and car seats purchased or thinking of buying, April/May 2006
- Figure 21: Types of baby carriages and car seats purchased or thinking of buying, by age, socio-economicgroup, marital status, lifestage, age of own children, Mintel’s Special Groups, age/socio-economic group, TVregion, ACORN group, technology users, Internet usage, daily newspapers, commercial TV viewing, TVreceived, household size, car usage and supermarket usage, April/May 2006
- April/May 2006
- Figure 22: Types of baby carriages and car seats purchased or thinking of buying, by age, socio-economicgroup, marital status, lifestage, age of own children, Mintel’s Special Groups, age/socio-economic group,working status, TV region, ACORN group, technology users, Internet usage, daily newspapers, commercialTV viewing, TV received, household size, car usage and supermarket usage, April/May 2006
- THE FUTURE
- Design dominates
- Don’t underestimate accessories
- Brand loyalty will continue
- Car seat law will boost the industry
- Future impact
- Expert advice changes with fashion
- Differentiation through service
- Style will remain important
- FORECAST
- Figure 23: Forecast sales of baby carriages and car seats, 2006-11
- Factors incorporated in the forecast
- APPENDIX
- Figure 24: Number of births in England and Wales, by age of mother, 1981-2005
- Figure 25: PDI and consumer expenditure, at current and constant prices, 2001-11
- APPENDIX: RESEARCH METHODOLOGY
AbstractWhatever the changing fashions in terms of attitudes towards maternity and childcare, a good strong means of transporting babies and young children appears to be a pre-requisite for parents.
They are therefore often loyal to tried and trusted brands and this has sustained the baby carriages and car seats market over a long period.
Government legislation, medical opinion, the changing lifestyles of modern parents as well as fashion, are, however currently informing the market and creating opportunities for manufacturers to offer more stylish, more portable and adaptable, as well as safer products.
In this report, Mintel examines possibilities for future growth and in a fairly dormant market in terms of its consumer base, looks at areas where there is real dynamism and potential for NPD and marketing which could be exploited.
It also asks how distribution can respond creatively in order to benefit from the widening network rather than just lose sales to online retailing.
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