This Key Note Market Update examines the UK market for baby products, focusing on the key trends impacting the marketplace, the political, social and economic factors influencing spending habits and the value of sales in the market over the past 5 years, as well as the future of the market up to 2019. With a recent ‘baby boom’ witnessed following the recession, the UK birth rate has risen in the last few years before witnessing a slight downward trend; subsequent rising demand for baby products has triggered a slight increase in market value of 0.9% in 2014.
The disposable nappies sector is the largest sector in the market; however, the exit of the Huggies brand from the UK market in 2012 and the rise in own-label offerings from the likes of supermarkets and discounters has led many parents to downgrade to non-branded offerings. Environmental factors have also influenced this sector, with the use of ‘green’ reusable and cloth nappies denting sales in the market. Meanwhile, legislative changes to European car safety seat regulations have updated guidelines for parents purchasing infant car seats. As the new i-Size guidelines are rolled out, parents have been forced to update their children’s car seats and new parents are paying high price points for the best recommended products in the market.