Nursery and Baby Equipment - UK - February 2014
“Sales of baby and nursery equipment are driven by the development of new products. Innovation can also create new reasons for parents to buy, even if they are second or third time parents. Given that the most affluent parents see multi-purpose products as important, there is scope to combine nursery goods with the latest innovation in technology to help to make parents’ lives easier.”
– Tamara Sender, Senior Retail Analyst
Some questions answered in this report include:
- How has the market performed over the last year?
- How is the growing acceptability of second-hand products affecting the market?
- How do people prefer to shop nursery products?
The baby and nursery equipment market has seen an uplift of 2.2% in sales in 2013 following several years of slow growth during the economic downturn. The sector has benefited from new i-Size regulations for car seats and new product launches, as well as the continued rise in the birth rate and renewed consumer confidence. The market, nevertheless, remains challenging, and aggressive promotion and price matching activity has impacted value sales. There has been a sales increase at the lower price points as squeezed consumers have traded down to own-brand or entry-level branded products.
Excluded from this report are products such as baby clothing (including nappies), baby toiletries, baby milk, foods and toys and other consumables, as well as more general household security devices like smoke alarms, which are not baby-specific.
What consumers spend on second-hand goods is outside the scope of this report but is discussed with respect to the impact of their sale on the market for new equipment.
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