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- Baby and Nursery Equipment - UK - January 2012
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“Today’s babies can have it all, and more. There is a plethora of goods and manufacturers continue to innovate, with plenty of activity in terms of new styling, new functionality and new equipment. Yet, this is set against a background where one in five shoppers buy most products online and the internet is increasingly used for seeking out the right prices and discounts. So today’s consumers are more demanding than ever, wanting the best for their babies, but at the best prices too.
Another factor that is already beginning to bite is the tendency for people to buy second-hand to make savings. Our research among parents of children aged 0-4 shows that 20% say they have been buying more things second-hand to make savings. While new babies appear more likely to get more new things, there is no stigma for a lot of consumers in using hand-me-down goods or something that has been bought second-hand at a local sale or on eBay. So the thrifty mind set that comes with an economic squeeze, will take away volumes from the market for new goods.”
– Neil Mason, Head of Retail Research
Some questions answered in this report include:
How much is the internet influencing shopping behaviour for nursery goods?
What role do grandparents play in buying nursery goods?
How many people are buying second-hand?
Has the rise in breastfeeding meant reduced demand for other feeding equipment?
Is style taking a back seat in the economic downturn?
Introduction
Definition
Abbreviations
Executive Summary
The market
Figure 1: Consumer spend on baby and nursery equipment, 2006-16
Figure 2: Consumer spend on nursery and baby products, by segment, 2011 (est)
Market factors
Figure 3: Number of births, UK, 2006-16
Companies, brands and distribution
Figure 4: Retail distribution of nursery products, 2011 (est)
The consumer
Figure 5: Items purchased for babies or children up to five, November 2011
Repertoire of purchases
Figure 6: Repertoire of items purchased for babies or children up to five, November 2011
Figure 7: Attitudes towards buying new baby and nursery equipment, November 2011
Figure 8: Factors influencing purchases for babies or children up to five, November 2011
Figure 9: Customer typologies for nursery goods, November 2011
What we think
Issues in the Market
How much is the internet influencing shopping behaviour for nursery goods?
What role do grandparents play in buying nursery goods?
How many people are buying second-hand?
Has the rise in breastfeeding meant reduced demand for other feeding equipment?
Is style taking a back seat in the economic downturn?
Future Opportunities
Trend: Premiumisation and Indulgence
Trend: Guiding Choice
Internal Market Environment
Key points
The birth rate
Figure 10: Number of births, UK, 2006-16
Fewer infants but more 5-9s
Figure 11: Number of children, by age group, 2006, 2011 and 2016
Breast feeding gains momentum
Figure 12: Initial breast feeding rate, United Kingdom, 1990-2010
Older first-time mothers
Figure 13: Fertility rates in England and Wales, by age of mother at childbirth, 1999 and 2010
Mean age of mothers
Figure 14: Unstandardised mean age of mothers at live birth, years of age, England and Wales, 1977-2010
Broader Market Environment
Key points
Explosion of broadband
Figure 15: Broadband penetration, 2006-11
Figure 16: Selected electronic products/services have at home, 2009-11
Figure 17: Selected electronic products/services have at home, July 2011
Second hand shopping
Childcare
Figure 18: Number of registered childcare places in England, June 2007-June 2011
More cars means more car seats
Figure 19: Number of cars owned per household, by presence of children in household, 2011
Environmentally friendly
VAT rise in 2011
Competitive Context
Key points
Time for celebration
Figure 20: Consumer spend on nursery and baby equipment, 2006-11
Infantswear sees flat demand
Modest growth for children’s essentials
High growth for baby formula and meals
Spending priorities in pregnancy
Figure 21: Changes in shopping priorities during pregnancy, July 2011
Strengths and Weaknesses in the Market
Strengths
Weaknesses
Who’s Innovating?
Key points
Britax range diversification
Morrisons adds in-store kiosks
Bugaboo supports African charity
Chicco adds plenty of new ideas
A clip on extra seat for the buggy
Branded mattress tie up with Mamas & Papas
Tomy launches Sleepcurve mattress
Graco goes for multiple product launches
Market Size and Forecast
Key points
Figure 22: UK retail sales of baby and nursery equipment, at current and constant prices, 2006-16
Nursery products beat high street gloom
Forecast
Figure 23: Consumer spend on baby and nursery equipment, 2006-16
Outlook
Market Segmentation
Key points
Nursery spend by sector
Figure 24: UK sales of baby and nursery goods, by sector, 2009-11
Wheeled goods
Nursery furniture
Car seats
Feeding and sterilising
Safety and monitors
High chairs and seats
Bathroom
Companies and Products
Key points
Mamas & Papas
Philips Avent
Mayborn Group
Bugaboo
Britax
Summer Infant
Silver Cross
Newell Rubbermaid
Tomy UK
Lindam
Maclaren
Hauck UK
Chicco UK
Dorel
Other
Channels of Distribution
Key points
Big market share swings
Figure 25: UK value sales of baby and nursery equipment, by outlet type/retailer, 2009-11
Brand Communication and Promotion
Key points
Main media advertising on nursery equipment
Figure 26: Main media advertising expenditure on baby and nursery equipment, 2007-10
Figure 27: Main media advertising expenditure on baby and nursery equipment, 2007-10
Advertising by company
Figure 28: Main media advertising expenditure on baby and nursery equipment, by top ten advertisers, 2007-11*
Figure 29: Share of above the line advertising on nursery products, 2010
Figure 30: Equipment retailers/brands, featured on the first page of search engines using ‘baby’, UK, 2nd November 2011
The Consumer – Purchasing Activity
Key points
Items purchased for 0-4s
Figure 31: Items purchased for babies or children up to five, November 2011
Must-have items
Discretionary purchases
Infrequent purchases
Repertoire of purchases
Figure 32: Repertoire of items purchased for babies or children up to five, November 2011
The Consumer – Attitudes Towards Buying Nursery Equipment
Key points
Attitudes towards buying nursery equipment
Figure 33: Attitudes towards buying new baby and nursery equipment, November 2011
Best price – no brainer
Who browses online?
Who buys online?
Connecting with the goods
Who are fans of the brands?
The Consumer – Factors Influencing Purchases
Key points
Figure 34: Factors influencing purchases for babies or children up to five, November 2011
Listening to advice
Making things last
Help with the cost
Compact and lighter items
Baby style
Second-hand
The Consumer – Target Groups
Key points
Five main target groups
Figure 35: Customer typologies for nursery goods, November 2011
Value Driven (46%)
Figure 36: Items purchased for babies or children up to five, Value Driven, November 2011
Figure 37: Factors influencing purchases for babies or children up to five, Value Driven, November 2011
Consulters (12%)
Figure 38: Items purchased for babies or children up to five, consulters, November 2011
Figure 39: Factors influencing purchases for babies or children up to five, Consulters, November 2011
Online Savers (18%)
Figure 40: Items purchased for babies or children up to five, online savers, November 2011
Figure 41: Factors influencing purchases for babies or children up to five, Online Savers, November 2011
Thorough Researchers (18%)
Figure 42: Items purchased for babies or children up to five, Thorough Researchers, November 2011
Figure 43: Factors influencing purchases, Thorough Researchers, November 2011
Premium Branders (14%)
Figure 44: Items purchased for babies or children up to five, Premium Branders, November 2011
Figure 45: Factors influencing purchases, Premium Branders, November 2011
Appendix – Internal Market Environment
Figure 46: Fertility rates in England and Wales, by age of mother at childbirth, 1999-2010
Figure 47: : Unstandardised mean age of mothers at live birth, England and Wales, 1977-2010
Appendix – The Consumer – Purchasing Activity
Figure 48: Items purchased for babies or children up to five, first five, by demographics, November 2011
Figure 49: Items purchased for babies or children up to five, rank six to ten, by demographics, November 2011
Figure 50: Items purchased for babies or children up to five, rank 11 to 15, by demographics, November 2011
Figure 51: Iems purchased for babies or children up to five, rank 16 to 20, by demographics, November 2011
Figure 52: Items purchased for babies or children up to five, rank 21 to 24, by demographics, November 2011
Figure 53: Repertoire of items purchased for babies or children up to five, by demographics, November 2011
Appendix – The Consumer – Attitudes Towards Buying Nursery Equipment
Figure 54: Most popular attitudes towards buying new baby and nursery equipment, by demographics, November 2011
Figure 55: Next most popular attitudes towards buying new baby and nursery equipment, by demographics, November 2011
Appendix – The Consumer – Factors Influencing Purchases
Figure 56: Factors influencing purchases, top six, by demographics, November 2011
Figure 57: Factors influencing purchases, next five, by demographics, November 2011
Appendix – The Consumer – Target Groups
Figure 58: Target groups, by demographics, November 2011
Figure 59: Attitudes towards buying new baby and nursery equipment, by target groups, November 2011
Figure 60: Items purchased for babies or children up to five, by target groups, November 2011
Figure 61: Attitudes towards buying new baby and nursery equipment, by target groups, November 2011
Figure 62: Factors influencing purchases for babies or children up to five, by target groups, November 2011
- Alfa Romeo
- Allergy UK
- Alliance Boots
- Amazon.co.uk
- Archos
- Argos
- Artsana Retail
- Asda Group Ltd
- Audi United Kingdom
- Avent
- Babies R Us
- Baby Products Association
- Bank of England
- Bentalls Plc
- Bentley Motors Limited
- Best Buy Europe
- BMW (GB) Ltd
- Britax Excelsior
- BT Group plc
- Bugaboo USA
- Burberry Group Plc
- Carlyle Group (The)
- Carter's Inc.
- Cath Kidston
- Chicco UK (Artsana)
- Co-operative Group
- Department of Health
- Dorel Industries Inc.
- Electrolux
- Ella's Kitchen Ltd
- Esprit
- Facebook, Inc.
- Google UK
- Government Actuary's Department (GAD)
- Graco Children's Products
- Groupon, Inc.
- Halfords Ltd
- Harrods Group Total
- HTC
- IKEA
- Ipsos MORI
- J Sainsbury
- John Lewis Plc
- Kantar Media
- Kiddicare
- Maclaren
- Mamas & Papas Ltd
- Marks & Spencer
- Mayborn Group Ltd
- Medela UK Ltd
- Missoni S.p.A
- Mothercare Plc
- MSN UK
- National Childbirth Trust
- Newell Rubbermaid Inc.
- Nordic Venture Partners
- Primark Stores Ltd
- Ralph Lauren Ltd
- RC2 Corporation
- Safety 1st
- Samsung Electronics (UK) Ltd
- Selfridges Retail Ltd
- Shop Direct Group
- Silentnight Holdings
- Stella McCartney
- Stokke UK Ltd
- Tesco Plc
- Tommee Tippee
- Tomy
- Toys R Us
- Twitter, Inc.
- Walt Disney Company, The
- Wm Morrison Supermarkets
- Yahoo! UK & Ireland
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