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Published by: Mintel International Group Ltd.
Published: Oct. 1, 2008
Table of Contents
- Issues in the Market
- Main themes
- Definition
- Abbreviations
- 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
- 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
- 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
- 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
AbstractThe baby and nursery equipment market’s potential customer base is tightly defined and finite: prospective parents and parents of babies and very young children, as well as their friends and family. It is a staged market, with consumers needing different equipment at different times depending upon the child’s development. It is therefore critical to get marketing, promotion and product development right within this very small window of opportunity.
The ongoing increase in the use of the internet by consumers has led to multi-channel retailing becoming essential. Whilst using the internet to find the best deal, consumers still like to ‘touch and feel’ the products they are buying. To deal with the potential impact of a reduction in consumer spending, retailers need to offer the right choice of products, at the best prices, with exceptional service to maintain customer loyalty, whilst also withstanding growing pressure on margins.
Main report themes:
- Rational vs emotional - How much do mums/expectant mums focus on functional elements such as convenience, strength, safety and reliability as opposed to factors such as style and fashion, or is cost the most important factor?
- Conspicuous fashion is becoming more prevalent, where products are seen ‘out’ with the child, such as changing bags and baby carriages - What effect is the celebrity cult having on trends in the baby and nursery equipment market?
- Education and information - As first-time parents, many consumers are entering a market of which they have little or no experience and have limited knowledge of the products. Where do they look for advice?
- Timing of purchasing - Do parents get absolutely everything they need before the baby is born, or do they delay buying some items until they know whether they really need them?
- What is the role of the Internet? - Do parents use the Internet for browsing (ie to find out information and to compare prices) or to buy? Do some parents touch and feel a product in store and then purchase online, particularly for the more bulky items?
- The gift market - How important is the gift market for baby and nursery equipment? How much do people get given compared to what they buy themselves? Do parents budget to get some equipment as gifts?
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