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Baby and Nursery Equipment - UK - January 2012

“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?

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Table of contents

  1. 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

                                                                                                                                                                          Companies Covered

                                                                                                                                                                          • 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
                                                                                                                                                                          • BMW (GB) Ltd
                                                                                                                                                                          • Britax Excelsior
                                                                                                                                                                          • BT Group plc
                                                                                                                                                                          • Bugaboo USA
                                                                                                                                                                          • Burberry Group Plc
                                                                                                                                                                          • Carlyle Group (The)
                                                                                                                                                                          • Carter's Inc.
                                                                                                                                                                          • Cath Kidston Group
                                                                                                                                                                          • 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 (department store)
                                                                                                                                                                          • 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
                                                                                                                                                                          • The Carphone Warehouse Plc
                                                                                                                                                                          • Tommee Tippee
                                                                                                                                                                          • Tomy
                                                                                                                                                                          • Toys R Us
                                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                                          • Walt Disney Company, The
                                                                                                                                                                          • Wm Morrison Supermarkets
                                                                                                                                                                          • Yahoo! UK & Ireland

                                                                                                                                                                          Baby and Nursery Equipment - UK - January 2012

                                                                                                                                                                          £1,995.00 (Excl.Tax)