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Baby and Nursery Equipment - UK - February 2011

Since 2005 there has been a baby boom, with higher birthrates helping fuel demand for baby equipment. But, over the next five years, the number of babies born each year is forecast to stabilise. Mintel looks at the implications of a steady birthrate for today’s suppliers.

  • Consumer spending on baby and nursery equipment grew by a third over 2005-10 to reach £753 million. This translates into £195 for every child aged 0-4 in the UK. Much of the spending is lavished on the first child.
  • The extended family plays a huge role in funding the spending spree. Mintel’s research found that for more than four in ten parents of 0-4s, grandparents and close relatives had contributed to the cost of buying baby and nursery equipment.
  • Fashion and design have become a feature of the market for baby goods and this is behind the 13% rise in spending on wheeled goods (prams, pushchairs, buggies and travel systems) over 2008-10. In 2010 the market for wheeled goods reached £225 million - 30% of all spend on baby and nursery goods.
  • Sales of car seats grew by 12% over 2005-10 to reach £120 million. The rise in demand for the newer Isofix seats and bases has played a large part in driving up typical spending, while additional safety demands, such as better side impact protection and high-back seats being required for older children up to age 12, will help to continue the upwards price trend.
  • Today’s web-savvy mother has more information at her fingertips than ever before. Mintel's research shows that the internet is seen a source of good advice for parents of 0-4s (38%) and a half shop around in stores and on the internet to find the cheapest prices.
  • Increasing the level of competition, Tesco, the UK’s largest grocery retailer renowned for everyday low prices, has announced that it will roll out an in-store chain of nursery shop-in-shops.

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Table of contents

  1. Issues in the Market

      • Key issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Trend: Free For All
              • Trend: Fauxthenticity
              • Market in Brief

                • Party may be over
                  • Being seen out and about
                    • Car seat market helped by legislation
                      • The perfect nursery
                        • More breast-fed babies
                          • More than eight in ten parents of 0-4s bought…
                            • Safety and good quality top the wish list
                              • Price comparisons widespread
                                • The granny factor
                                  • Thrifty parenting
                                  • Internal Market Environment

                                    • Key points
                                      • More breast-feeding
                                        • Figure 1: Initial breast-feeding rate, in England and Wales, 1980-2005
                                      • Boom times are over
                                        • Figure 2: Number of births, UK, 2005-15
                                      • Fertility rates
                                        • Figure 3: Fertility rates in the UK, by age of mother at childbirth, 1999-2009
                                      • Mothers leaving it later to have babies
                                        • Figure 4: Unstandardised mean age of mothers at live birth, England and Wales, 1979-2009
                                      • Fewer births per family
                                        • Figure 5: Total fertility rate in the UK, 1960-2009
                                      • Helping hand with finances
                                        • Safer car journeys
                                          • Babies born with a silver spoon
                                            • Wish lists and gifts
                                              • Easier to buy second-hand
                                                • Over 2 million Bounty members
                                                  • Plenty of online expertise
                                                    • Celebrity culture
                                                      • Safer plastics
                                                      • Broader Market Environment

                                                        • Key points
                                                          • Figure 6: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                                          • Figure 7: Trends in how respondents would describe their financial situation, 2009-10
                                                        • Modest rise in infant population in the next five years
                                                          • Figure 8: Trends in the age structure of the UK population, by gender, 2005-15
                                                        • Population trends by socio-economic group
                                                          • Figure 9: Forecast adult population trends, by socio-economic group, 2005-15
                                                        • The grandparent factor
                                                          • Figure 12: Forecast adult population trends, by lifestage, 2005-15
                                                        • Women who work
                                                          • Figure 13: Female working population, 2005-15
                                                        • Childcare places
                                                          • Car transport
                                                            • Figure 14: Number of cars owned per household, by presence of children in household, 2010
                                                          • VAT change and its effect on prices
                                                            • Internet penetration
                                                              • Figure 15: Home broadband penetration, by age, 2010
                                                            • Ethical and green trends
                                                            • Strengths and Weaknesses in the Market

                                                              • Strengths
                                                                • Weaknesses
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Markets for baby and infant goods
                                                                      • Figure 16: UK value sales of selected baby and infant goods, 2005-10
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Britax tackles side-impact
                                                                        • Britax continues to innovate
                                                                          • Bugaboo launching first double buggy
                                                                            • Dorel rolls out innovations
                                                                              • Lindam goes for clarity
                                                                                • Aprica (Rubbermaid) designs the lightweight Cookie
                                                                                  • Tomy innovates with improved baby monitors
                                                                                    • Kiddicare’s app
                                                                                    • Market Size and Segmentation

                                                                                      • Key points
                                                                                        • Growth market
                                                                                          • Figure 17: UK retail sales of baby and nursery equipment, at current and constant prices, 2005-15
                                                                                        • High market growth
                                                                                          • Innovation drives demand
                                                                                            • Squeeze on margins
                                                                                              • Figure 18: UK sales of baby and nursery goods, percentage share, by sector, 2010
                                                                                            • Challenging times ahead
                                                                                              • Forecast
                                                                                                • Figure 19: Best and worst cast forecast sales of baby and nursery equipment, 2005-15
                                                                                            • Segment Performance

                                                                                              • Key points
                                                                                                • Figure 20: UK sales of baby and nursery goods, by sector, 2008-10
                                                                                              • Wheeled goods
                                                                                                • Nursery furniture
                                                                                                  • Car seats
                                                                                                    • Feeding and sterilising equipment
                                                                                                      • Safety and monitors
                                                                                                        • High chairs and seats
                                                                                                          • Bathroom
                                                                                                          • Companies and Products

                                                                                                            • Mamas & Papas
                                                                                                              • Philips Avent
                                                                                                                • Mayborn Group (Tommee Tippee, Sangenic)
                                                                                                                  • Summer Infant
                                                                                                                    • Tomy
                                                                                                                      • Britax Römer
                                                                                                                        • Bugaboo
                                                                                                                          • Dorel
                                                                                                                            • Rubbermaid (Graco, Aprica, Teutonia)
                                                                                                                              • Maclaren
                                                                                                                                • Silver Cross
                                                                                                                                  • Lindam
                                                                                                                                    • Artsana (Chicco)
                                                                                                                                      • Hauck
                                                                                                                                      • Channels to Market

                                                                                                                                        • Key points
                                                                                                                                          • Figure 21: UK value sales of baby and nursery equipment, by outlet type/retailer, 2008-10
                                                                                                                                        • Mothercare, the clear market leader
                                                                                                                                          • Mamas & Papas
                                                                                                                                            • Independents
                                                                                                                                            • Brand Communication and Promotion

                                                                                                                                              • Key points
                                                                                                                                                • Main media advertising
                                                                                                                                                  • Figure 22: Main media advertsing expenditure on baby and nursery equipment, 2006-10*
                                                                                                                                                • Top ten advertisers
                                                                                                                                                  • Figure 23: Main media advertsing expenditure on baby and nursery equipment, by top ten advertisers, 2006-10
                                                                                                                                                • Britax returns to TV in 2010
                                                                                                                                                  • Vogue model new face of Bugaboo
                                                                                                                                                    • The connected baby
                                                                                                                                                      • Figure 24: Equipment retailers/brands, featured on the first page of search engines using ‘baby’, UK, 15th November 2010
                                                                                                                                                  • The Consumer – Items of Baby and Nursery Equipment Purchased

                                                                                                                                                    • Key points
                                                                                                                                                      • Items purchased
                                                                                                                                                        • Figure 25: Items of baby and nursery equipment ever purchased, November 2010
                                                                                                                                                      • Core items purchased by over eight in ten
                                                                                                                                                        • “Optional” extras favoured by wealthier parents
                                                                                                                                                          • Monitoring the baby
                                                                                                                                                            • Items with younger appeal
                                                                                                                                                              • Travelling babies
                                                                                                                                                                • The switched on baby
                                                                                                                                                                  • Safer homes, not playpens
                                                                                                                                                                    • Wide repertoire of purchases
                                                                                                                                                                      • Figure 26: Repertoire of items ever bought for baby/child/children before or since they were born, November 2010
                                                                                                                                                                    • Core purchases
                                                                                                                                                                    • The Consumer – Buying Behaviour

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Buying behaviour for baby and nursery equipment
                                                                                                                                                                          • Figure 27: Purchasing behaviour surrounding baby and nursery equipment, November 2010
                                                                                                                                                                        • Safety has its price
                                                                                                                                                                          • Longer lasting
                                                                                                                                                                            • No brainer to shop around
                                                                                                                                                                              • Make it easy
                                                                                                                                                                                • Are shops losing their edge?
                                                                                                                                                                                  • Battle of the brands
                                                                                                                                                                                    • Low loyalty
                                                                                                                                                                                    • The Consumer – Attitudes Towards Buying Nursery Equipment

                                                                                                                                                                                      • Key points
                                                                                                                                                                                          • Figure 28: Attitudes towards purchasing of nursery equipment, November 2010
                                                                                                                                                                                        • Research is all
                                                                                                                                                                                          • Internet more popular than magazines
                                                                                                                                                                                            • A family affair
                                                                                                                                                                                              • Strong showing from retailers
                                                                                                                                                                                                • Thrifty habits
                                                                                                                                                                                                  • Caution reigns
                                                                                                                                                                                                    • Be prepared
                                                                                                                                                                                                    • Target Groups

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                          • Figure 29: Shopper types for nbaby and nursery equipment, november 2010.
                                                                                                                                                                                                        • Granny Assisted (15%)
                                                                                                                                                                                                          • Who are they?
                                                                                                                                                                                                            • What do they buy?
                                                                                                                                                                                                              • Style Kittens (14%)
                                                                                                                                                                                                                • Who are they?
                                                                                                                                                                                                                  • What do they buy?
                                                                                                                                                                                                                    • Indifferent (37%)
                                                                                                                                                                                                                      • Who are they?
                                                                                                                                                                                                                        • What do they buy?
                                                                                                                                                                                                                          • Savvy Shoppers (18%)
                                                                                                                                                                                                                            • Who are they?
                                                                                                                                                                                                                              • What do they buy?
                                                                                                                                                                                                                                • Cautious Spenders (16%)
                                                                                                                                                                                                                                  • Who are they?
                                                                                                                                                                                                                                    • What do they buy?
                                                                                                                                                                                                                                    • Appendix – Broader Market Environment

                                                                                                                                                                                                                                        • Figure 30: Broadband penetration, by demographics, 2004-09
                                                                                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                        • Figure 31: Best and worst case forecasts for baby and nursery equipment, 2009-15
                                                                                                                                                                                                                                    • Appendix – Items of Baby or Nursery Equipment Purchased

                                                                                                                                                                                                                                        • Figure 32: Most popular things bought for baby/child/children before or since they were born, by demographics, November 2010
                                                                                                                                                                                                                                        • Figure 33: Next most popular things bought for baby/child/children before or since they were born, by demographics, November 2010
                                                                                                                                                                                                                                        • Figure 34: Popular things bought for baby/child/children before or since they were born, by demographics, November 2010
                                                                                                                                                                                                                                        • Figure 35: Other things bought for baby/child/children before or since they were born, by demographics, November 2010
                                                                                                                                                                                                                                        • Figure 36: Least popular things bought for baby/child/children before or since they were born, by demographics, November 2010
                                                                                                                                                                                                                                    • Appendix – Target Groups

                                                                                                                                                                                                                                        • Figure 37: Things bought for baby/child/children before or since they were born, by repertoire of things bought for baby/child/children before or since they were born, November 2010
                                                                                                                                                                                                                                        • Figure 38: Repertoire of things bought for baby/child/children before or since they were born, by demographics, November 2010
                                                                                                                                                                                                                                        • Figure 39: Target groups, by demographics, November 2010
                                                                                                                                                                                                                                        • Figure 40: Things bought for baby/child/children before or since they were born, by target groups, November 2010
                                                                                                                                                                                                                                        • Figure 41: Statements on buying baby and nursery equipment, by target groups, November 2010
                                                                                                                                                                                                                                        • Figure 42: Purchasing behavoiur surrounding baby and nursery equipment, , by target groups, November 2010

                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                    • Alliance Boots
                                                                                                                                                                                                                                    • Bank of England
                                                                                                                                                                                                                                    • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                                    • Co-operative Group
                                                                                                                                                                                                                                    • Forest Stewardship Council
                                                                                                                                                                                                                                    • Government Actuary's Department (GAD)
                                                                                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                                                                                    • Johnston Prams and Buggies
                                                                                                                                                                                                                                    • Kantar Media
                                                                                                                                                                                                                                    • Mamas & Papas Ltd
                                                                                                                                                                                                                                    • National Childbirth Trust
                                                                                                                                                                                                                                    • Tommee Tippee

                                                                                                                                                                                                                                    Baby and Nursery Equipment - UK - February 2011

                                                                                                                                                                                                                                    £1,750.00 (Excl.Tax)