Baby Products MA

Published by: Key Note Publications Ltd

Published: Nov. 1, 2008 - 132 Pages

Table of Contents

Executive Summary

1. Introduction

BACKGROUND AND REPORT COVERAGE

DEFINITIONS

Baby Transport and Nursery Furniture

Disposable Nappies

Baby Monitors, Home Safety Equipment and Feeding Equipment

2. Strategic Overview

MARKET BACKGROUND

Demographic and Social Factors

Number of Children Aged 0 to 2 Years

Table 1: Number of Children in the UK Aged 0 to 2 Years (000), as at 30th June 2003-2007

Smaller Families

Table 2: Average Family Size in the UK by Year of Birth of Mother (number of children), 1950, 1955, 1960, 1965, 1970, 1975, 1980, 1985 and 1990

Table 3: Women Born in England and Wales Remaining Childless at Selected Ages by Year of Birth (%), 1931, 1941, 1951, 1961, 1971 and 1981

Older Mothers

Table 4: England and Wales — Average Age of Mother at First Childbirth (years), 1971-2006

Table 5: Fertility Rates in the UK by Age of Mother at Childbirth (live births per 1,000 women, years and 000), 1971, 1981, 1991, 2001, 2004 and 2006

Working Parents

Table 6: UK Employment Rates by Age of Youngest Child by Sex of Adult (%), Spring 2005

Style-Conscious Parents

Trade Bodies

Baby Products Association

Absorbent Hygiene Products Manufacturers Association

MARKET SIZE

Table 7: The Total UK Market for Baby Products by Sector by Value at Current Prices (£m at rsp), 2003-2007

Figure 1: The Total UK Market for Baby Products by Value at Current Prices (£m at rsp), 2003-2007

DISTRIBUTION

Major Retailers and Specialists

Online Retailing

Disposable Nappies

COMPETITIVE STRUCTURE

MARKETING AND ADVERTISING

Main Media Advertising Expenditure

Table 8: Main Media Advertising Expenditure on Baby Products by Selected Major Retailers (£000), Years Ending March 2007 and 2008

Direct Marketing

Sampling

Bounty

Emma's Diary

Baby Clubs

Targeted Media

Table 9: Selected Parenting Magazines by Total Average Net Circulation Per Issue (number), July-December 2007 and January-June 2008

THE CONSUMER

Table 10: Parents, Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents), June 2008

Table 11: Demographic Profile of All Adults Compared With Profile of Those Who Are Parents, Prospective Parents or Other Purchasers of Products for Babies and/or Small Children (% of respondents), June 2008

Table 12: Demographic Profile of All Adults Compared With Profiles of Parents of Babies and Other Children Under 16 by Age of Children (% of respondents), June 2008

Table 13: Demographic Profile of All Adults Compared With Profiles of Prospective Parents and Non-Parents Who Buy Products For Babies and/or Small Children Nowadays (% of respondents), June 2008

MARKET FORECASTS

Table 14: The Forecast Total UK Market for Baby Products by Value at Current Prices (£m at rsp), 2008-2012

3. Baby Transport and Nursery Furniture

BACKGROUND

MARKET SIZE

Table 15: The UK Baby Transport and Nursery Furniture Sector by Subsector by Value at Current Prices (£m at rsp), 2003-2007

Figure 2: The UK Baby Transport and Nursery Furniture Sector by Value at Current Prices (£m at rsp), 2003-2007

Baby Transport

Table 16: The UK Baby Transport Subsector by Product Segment by Value at Current Prices (£m at rsp), 2003-2007

Nursery Furniture

Table 17: The UK Nursery Furniture Subsector by Product Segment by Value at Current Prices (£m at rsp), 2003-2007

SUPPLIERS

DISTRIBUTION

RECENT DEVELOPMENTS

MARKETING AND ADVERTISING

Table 18: Main Media Advertising Expenditure on Baby Transport and Nursery Equipment, Years Ending March 2007 and 2008

4. Disposable Nappies

BACKGROUND

Alternatives to Disposable Nappies

MARKET SIZE

Table 19: The UK Disposable Nappies Sector by Value at Current Prices (£m at rsp), 2003-2007

Figure 3: The UK Disposable Nappies Sector by Value at Current Prices (£m at rsp), 2003-2007

SUPPLIERS

DISTRIBUTION

RECENT DEVELOPMENTS

MARKETING AND ADVERTISING

Table 20: Main Media Advertising Expenditure on Disposable Nappies (£000), Years Ending March 2007 and 2008

THE CONSUMER

Table 21: Household Use of Disposable Nappies in the Previous 12 Months — Penetration and Profile by Age of Household's Main Shopper (%), June 2007

Table 22: Household Purchasing of Disposable Nappies by Type During the Previous 12 Months — Penetration by Age of Household's Main Shopper (%), June 2007

5. Baby Monitors, Home Safety Equipment and Feeding Equipment

BACKGROUND

MARKET SIZE

Table 23: The UK Baby Monitors, Home Safety Equipment and Feeding Equipment Sector by Subsector by Value at Current Prices (£m at rsp), 2003-2007

Figure 4: The UK Baby Monitors, Home Safety Equipment and Feeding Equipment Sector by Value at Current Prices (£m at rsp), 2003-2007

SUPPLIERS

DISTRIBUTION

RECENT DEVELOPMENTS

Baby Monitors

Home Safety Equipment

Feeding Equipment

MARKETING AND ADVERTISING

6. An International Perspective

POPULATION TRENDS

Table 24: Fertility Rates in Selected Developed Countries (average total number of live births per woman), 1995 and 2006

CORPORATE ACTIVITY

7. PEST Analysis

POLITICAL FACTORS

ECONOMIC FACTORS

SOCIAL FACTORS

Table 25: Multiple Births in England and Wales by Age of Mother (number of maternities resulting in multiple births per 1,000 maternities), 1996-2006

TECHNOLOGICAL FACTORS

8. Consumer Dynamics

OVERVIEW

Table 26: Attitudes Towards Baby Products and Related Issues (% of respondents identified as parents, prospective parents or other purchasers of products for babies and/or small children), June 2008

Nappies

Breastfeeding Versus Bottle Feeding

Choosing Baby Equipment

New Versus Second-Hand Baby Equipment

ATTITUDES OF PARENTS — ANALYSIS OF RESULTS BY AGE OF CHILDREN

Table 27: Attitudes Towards Baby Products and Related Issues — Parents of Children Aged 0 to 15 Years (% of respondents by age of child/children), June 2008

ATTITUDES OF PROSPECTIVE PARENTS AND OF NON-PARENTS PURCHASING PRODUCTS FOR BABIES OR SMALL CHILDREN

Table 28: Attitudes Towards Baby Products and Related Issues — Prospective Parents and Non-Parents Who Buy Products For Babies and/or Small Children Nowadays (% of respondents in each category), June 2008

NAPPIES

Use of Disposable Nappies and Concerns About Their Impact on the Environment

Table 29: Attitudes Towards, and Usage of, Disposable Nappies (% of respondents identified as parents, prospective parents or other purchasers of products for babies and/or small children), June 2008

Use of Non-Disposable Nappies

Table 30: Those Who Have Used Non-Disposable Nappies (% of respondents identified as parents, prospective parents or other purchasers of products for babies and/or small children), June 2008

BOTTLE FEEDING VERSUS BREASTFEEDING

Opinions on the Best Method of Feeding With Regard to Babies' Health

Table 31: Attitudes Towards Bottle Feeding Versus Breastfeeding With Regard to Health Benefits for Babies (% of respondents identified as parents, prospective parents or other purchasers of products for babies and/or small children), June 2008

Ease or Difficulty of Feeding Methods

Table 32: Attitudes Towards Ease or Difficulty of Bottle Feeding Versus Breastfeeding (% of respondents identified as parents, prospective parents or other purchasers of products for babies and/or small children), June 2008

NEW VERSUS SECOND-HAND BABY EQUIPMENT

Acceptability of Using Second-Hand Equipment/ Importance of Buying Brand New Equipment

Table 33: Attitudes Towards the Acceptability of Using Second-Hand Baby Equipment Versus the Importance of Buying Such Items Brand New (% of respondents identified as parents, prospective parents or other purchasers of products for babies and/or small children), June 2008

Avoidance of Using Second-Hand Equipment

Table 34: Those Who Would Avoid Buying Second-Hand Car Seats and Those Who Would Not Use Baby Equipment Passed on From Others (% of respondents identified as parents, prospective parents or other purchasers of products for babies and/or small children), June 2008

ADVANTAGES AND DISADVANTAGES OF HAVING A WIDE RANGE OF BABY EQUIPMENT AVAILABLE

Table 35: Attitudes Towards the Range of Baby Equipment That Is Available (% of respondents identified as parents, prospective parents or other purchasers of products for babies and/or small children), June 2008

CHOOSING BABY EQUIPMENT

Difficulty of Obtaining Unbiased Advice

Table 36: Opinions on the Availability of Unbiased Advice About Baby Equipment (% of respondents identified as parents, prospective parents or other purchasers of products for babies and/or small children), June 2008

Experience of Having Bought Items That Were Not Used, and Regrets About Not Having Been Better Informed When Purchasing Equipment

Table 37: Personal Experience of Choosing Baby Equipment (% of respondents identified as parents, prospective parents or other purchasers of products for babies and/or small children), June 2008

9. Company Profiles

INTRODUCTION

Britax Childcare Holdings Ltd

Corporate Strategy

Profitability

Table 38: Financial Results For Britax Childcare Holdings Ltd (£000), 10 Weeks Ending 31st December 2005 and Year Ending 31st December 2006

Recent and Future Developments

Philips Avent

Corporate Strategy

Profitability

Table 39: Financial Results For Philips Electronics UK Ltd (£000), Years Ending 31st December 2005-2007

Table 40: Financial Results For Avent Group Ltd (£000), Years Ending 1st January 2006 and 31st December 2006 and 2007

Recent and Future Development

Graco Children's Products Inc

Corporate Strategy

Profitability

Recent and Future Developments

Jackel International Ltd

Corporate Strategy

Profitability

Table 41: Financial Results For Jackel International Ltd (£000), Years Ending 31st December 2004-2006

Recent and Future Developments

Kimberly-Clark Ltd

Corporate Strategy

Profitability

Table 42: Financial Results For Kimberly-Clark Europe Ltd (£000), Years Ending 31st December 2004-2006

Recent and Future Developments

Maclaren Europe Ltd

Corporate Strategy

Profitability

Table 43: Financial Results For Maclaren Europe Ltd (£000), Years Ending 31st December 2004-2006

Recent and Future Developments

Mamas & Papas

Corporate Strategy

Profitability

Table 44: Financial Results For Mamas & Papas Ltd (£000), 53 Weeks Ending 2nd April 2006 and Years Ending 1st April 2007 and 30th March 2008

Table 45: Financial Results For Mamas & Papas (Retail) Ltd (£000), 53 Weeks Ending 2nd April 2006 and Years Ending 1st April 2007 and 30th March 2008

Recent and Future Developments

Mothercare PLC

Corporate Strategy

Profitability

Table 46: Financial Results For Mothercare PLC (£000), 53 Weeks Ending 1st April 2006 and Years Ending 31st March 2007 and 29th March 2008

Recent and Future Developments

Procter & Gamble Ltd

Corporate Strategy

Profitability

Table 47: Financial Results For Procter & Gamble Ltd (£000), Years Ending 30th June 2005-2007

Recent and Future Developments

Tomy UK Ltd

Corporate Strategy

Profitability

Table 48: Financial Results For Tomy UK Ltd (£000), Years Ending 31st March 2006-2008

Recent and Future Developments

10. The Future

DEMOGRAPHIC TRENDS

Table 49: Forecast Number of Children in the UK Aged 0 to 2 Years (000), 2008-2012

THE CONSUMER

FORECASTS

Table 50: The Forecast Total UK Market for Baby Products by Sector by Value at Current Prices (£m at rsp), 2008-2012

Figure 5: The Forecast Total UK Market for Baby Products by Value at Current Prices (£m at rsp), 2008-2012

Baby Transport and Nursery Furniture

Disposable Nappies

Baby Monitors, Home Safety Equipment and Feeding Equipment

11. Further Sources

Associations

Publications

General Sources

Government Sources

Bisnode Sources

Abstract

The good news for the baby products market is that the UK is currently in the middle of a `mini baby boom'. Consequently, its end-user base — consisting of babies under 2 years — is growing. The market has also benefited from social and demographic trends, such as later parenthood, as well as a growing consumer demand for stylish and well-designed products. These factors have combined to increase the potential expenditure per child. Manufacturers and retailers have worked hard to build up the market through innovation and new product development (NPD). In addition, sophisticated marketing techniques, especially those utilising new technology, have been employed to gain and retain the loyalty of parents.

The baby transport and nursery furniture sector has redefined itself to an extent during the past decade (since the late 1990s), in response to some of the social and demographic factors that have been affecting the market. This has enabled the sector to maintain value; indeed, it showed steady growth between 2003 and 2007.

Both the feeding products and safety equipment subsectors have benefited from the trend for mothers to return to work when their children are under school age. For example, breastfeeding equipment (such as pumps, sterilisers and spare bottles) can help mothers to continue breastfeeding after their return to work, and many working parents of young children keep a separate set of feeding equipment at a childcare facility. Home safety equipment is required at the homes of childminders (who are now inspected by the Office for Standards in Education [Ofsted]), as well as being purchased by parents of young children.

Widespread media coverage of the dangers that may face babies in their homes has led to a growing demand for items such as stairgates and child safety locks, while the baby monitors sector has developed, at least partly, in response to a need to provide reassurance for parents in the light of findings on issues such as Sudden Infant Death Syndrome (SIDS, more commonly known as `cot death').

The disposable nappies sector continues to be price-led, with heavy discounting and promotional activity meaning that the sector has struggled to maintain value, despite continual product developments and improvements from manufacturers. The sector has also had to respond to strong pressure from both the Government and consumers to minimise the effects of disposable nappies on the environment.

Key Note's research showed that a high proportion of purchasers of baby products expressed concerns about the effects of disposable nappies on the environment. Despite this, nearly half acknowledged that they used (or had used) disposable rather than non-disposable nappies.

There was strong agreement that `breast is best' as far as infant feeding was concerned, with nearly three-quarters of Key Note's survey respondents agreeing that breastfeeding is much better for babies than bottle feeding. Nevertheless, nearly half held the view that it was possible for bottle feeding to be just as good as breastfeeding.

The sample was split on the question of whether breastfeeding or bottle feeding was easier for the parents. Overall, however, the survey results were slightly in favour of bottle feeding in this respect.

More than seven in ten respondents agreed that the wide range of baby equipment available could make it difficult for parents to decide which items they actually needed, and almost half complained that it was difficult to get unbiased advice about what sort of baby equipment to buy. Nearly three in ten said they wished they had done more research or had been better informed before buying equipment for their baby.

Endorsement for using second-hand baby equipment was high, with nearly seven in ten respondents saying that this was perfectly acceptable as long as safety considerations were met. The current economic climate (as at early November 2008) may well mean that more parents will rely on `passed-on' equipment in the near future.

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