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Published by: Mintel International Group Ltd.
Published: Oct. 1, 2006 - 85 Pages
Table of Contents
- ISSUES IN THE MARKET
- MARKET IN BRIEF
- Significant market growth stems from all sectors
- Future growth
- NPD spurs growth
- Small window of opportunity
- DM remains main marketing tool
- Personality drives purchase
- INTERNAL MARKET ENVIRONMENT
- Early marketing
- Breastfeeding mums look to the bottle
- So much for the convenience generation
- Role of the Health Visitor
- The Internet effect
- Green babies
- Baby showers come back into fashion
- BROADER MARKET ENVIRONMENT
- Encouraging signs; the baby’s kicking again
- Continued trend towards delayed motherhood
- Figure 1: Number of births in England and Wales, by age of mother, 1981-2001 and 2001-05
- Crucial window of opportunity
- Figure 2: UK population, by age last birthday by single year of age, 0-14 age group, 2004-16
- Working mothers rely on flexibility and convenience
- Babysitting gets expensive
- Premium trends
- COMPETITIVE CONTEXT
- What can nursery equipment learn from other markets?
- Figure 3: Summary of market strategies in other baby-related markets, 2006
- STRENGTHS AND WEAKNESSES IN THE MARKET
- Strengths
- Weaknesses
- MARKET VALUE AND FORECAST
- Figure 4: UK retail value sales of in-home nursery equipment, 2001-06
- Figure 5: UK retail value sales of nursery equipment, by type, 2001-06
- Sources of growth
- Future trends
- SEGMENT PERFORMANCE
- Furniture and nursery equipment
- Figure 6: UK retail value sales of furniture and nursery equipment, by type, 2001-05
- Co-ordinated ranges
- Designer style
- Mattresses come under scrutiny
- Multifunctionality
- Activity and feeding equipment
- Figure 7: UK retail value sales of activity and feeding equipment, by type, 2001-05
- Evidence of designer baby syndrome
- Baby walkers are back
- Feeding and hygiene equipment
- Figure 8: UK retail value sales of feeding and hygiene market, by type, 2001-05
- Breast is best
- Practical issues
- Value-conscious
- Repeat purchase is common
- In-home safety equipment
- Figure 9: UK retail value sales of in-home safety equipment, by type, 2001-05
- Keeping up with legislation
- Baby monitors
- Safety gates
- Fireguards
- MARKET SHARE
- Furniture and nursery equipment
- Activity and feeding equipment
- Figure 10: UK retail brand shares in the activity and feeding equipment market, by value, 2001-05
- Feeding and hygiene equipment
- Figure 11: UK retail brand shares in the baby feeding and hygiene market, by value, 2001-05
- Safety equipment
- Figure 12: UK retail brand shares in the safety equipment, by value, 2001-05
- COMPANIES AND PRODUCTS
- Avent
- Lindam
- Mamas and Papas
- Tommee Tippee
- Tomy
- Own-label
- BRAND COMMUNICATION AND PROMOTION
- Figure 13: Main monitored media advertising expenditure on baby carriages and nursery equipment, 2001- 06
- The ubiquitous Bounty pack
- Other channels
- CHANNELS TO MARKET
- Grocery multiples and Internet claim growing share
- Figure 14: UK retail sales of in-home nursery equipment, by type of outlet, 2001-05
- Multichannel retailing important
- New deliveries at grocery multiples
- THE CONSUMER - WHO’S BUYING WHAT?
- Motherhood
- Figure 15: Presence of children, by mother’s socio-economic group, April/May 2006
- Equipment priorities
- Figure 16: Types of nursery equipment purchased or planning to purchase, April/May 2006
- Multiple purchase is a key feature
- Figure 17: Repertoire of number of pieces of nursery equipment, April/May 2006
- APPENDIX
- INTRODUCTION
- Consumer research
- ACORN
- Advertising data
- ABBREVIATIONS
- Internal market environment
- Figure 18: Prevalence of breastfeeding in the UK at birth, 1990-2005
- Figure 19: Prevalence of breastfeeding in the UK at birth, by profession and age when leaving full-time education, 2005
- Broader market environment
- Figure 20: Number of births in England and Wales, by age of mother, 1981-2005
- Figure 21: Average age of mother at childbirth, England & Wales, 1971-2003
- Figure 22: Women, by working and family status, May 2005
- Figure 23: Help with grandchildren, 2006
- Figure 24: PDI and consumer expenditure, at current and constant prices, 2001-11
- Competitive context
- Figure 25: UK retail value sales of baby transport equipment, 2001-06
- Figure 26: UK retail value sales of baby transport equipment, by type, 2001-05
- Segment performance
- Figure 27: UK retail value sales of nursery equipment, by type, 2001-05
- Consumer 1 - Detailed demographics
- Figure 28: Family status, April/May 2006
- Figure 29: Family status, by age, socio-economic group, lifestage, Mintel’s Special Groups, age/socioeconomic group, marital status, TV region, age of own children, household size, working status, ACORN group, technology users, Internet usage, commercial TV viewing, car ownership and supermarket usage, April/May 2006
- Figure 30: Presence of children, by mother’s socio-economic group, April/May 2006
- Figure 31: Presence of children, by age of mother, according to % point above average, April/May 2006
- Types of equipment by demographics
- Figure 32: Types of nursery equipment purchased or planning to purchase, by age, socio-economic group, marital status, age of own children, working status, tenure, region, ACORN group, technology users, Internet usage, commercial TV viewing, household size, car ownership, lifestage, age/socio-economic group and supermarket usage, April/May 2006
- Figure 33: Types of nursery equipment purchased or planning to purchase, by age, socio-economic group, marital status, age of own children, working status, tenure, region, ACORN group, technology users, Internet usage, commercial TV viewing, household size, car ownership, lifestage, age/socio-economic group and supermarket usage, April/May 2006
- Figure 34: Types of nursery equipment purchased or planning to purchase, by age, socio-economic group, marital status, age of own children, working status, tenure, region, ACORN group, technology users, Internet usage, commercial TV viewing, household size, car ownership, lifestage, age/socio-economic group and supermarket usage, April/May 2006
- Repertoire analysis
- Figure 35: Repertoire of number of pieces of nursery equipment, April/May 2006
- Figure 36: Repertoire of number of pieces of nursery equipment, by type, April/May 2006
- Consumer 2 - Detailed Demographics
- Figure 37: Priorities when buying equipment, by age, socio-economic group, age/socio-economic group, marital status, age of own children, working status, TV region, ACORN group, technology users, Internet usage, daily newspaper readership, commercial TV viewing, TV reception, household size, car ownership and supermarket usage, April/May 2006
- Buying decisions
- Figure 38: Attitudes towards purchasing baby equipment, by age, socio-economic group, age/socioeconomic group, marital status, age of own children, working status, TV region, ACORN group, technology users, Internet usage, daily newspaper readership, commercial TV viewing, TV reception, household size, car ownership and supermarket usage, April/May 2006
- Figure 39: Attitudes towards purchasing baby equipment, by age, socio-economic group, age/socioeconomic group, marital status, age of own children, working status, TV region, ACORN group, technology users, Internet usage, daily newspaper readership, commercial TV viewing, TV reception, household size, car ownership and supermarket usage, April/May 2006
- Figure 40: Repertoire of priorities, April/May 2006
- Figure 41: Repertoire of priorities, by type, April/May 2006
- Consumer 3 - detailed demographics
- Consumer typologies
- Figure 42: Consumer typologies in relation to attitudes towards baby transport, by age, socio-economic group, TV region, working status, marital status, age of own children, media usage, ACORN group, commercial TV viewing and supermarket usage, April/May 2006
- Figure 43: Consumer typology, by presence of children, April/May 2006
- Figure 44: Consumer typology, by types of nursery equipment purchased or planning to purchase, April/May 2006
- Figure 45: Consumer typology, priorities when choosing baby transport, April/May 2006
- Figure 46: Consumer typologies, by presence of children, April/May 2006
- APPENDIX: RESEARCH METHODOLOGY
AbstractSince Mintel last examined the UK market for nursery equipment in September 2004, the market has grown strongly, up some 37% to an estimated £323 million. Despite uncertain trends in the birth-rate, other economic trends such as rising PDI, smaller family units and delayed motherhood have favoured the market, leading to increased per capita spend.
In addition, the market has continued to evolve:
- high levels of innovation incorporating new safety standards and technology
- exceeding consumer expectations for functionality and design
- growth at both ends of the price spectrum
- sourcing new channels of communication.
The main challenge to the market is a high turnover of consumers. This means that the opportunity for capturing their loyalty is relatively short-lived, and suppliers have for some time relied on direct marketing to hit the target. This report examines the areas of growth for this fragmented market against the context of other baby-related markets.
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