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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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Table of contents

  1. Introduction

      • Definition
      • Executive Summary

          • The market
            • Figure 1: Best- and worst-case forecast of UK retail sales of baby and nursery equipment, 2008-18
          • Wheeled goods largest market segment
            • Figure 2: Sales of nursery and baby products, by segment, 2013
          • Market factors
            • Companies, brands and innovation
              • The consumer
                • High level of purchasing activity
                  • Figure 3: Items purchased for babies and children aged up to five, December 2013
                • Parents look for easy to use products
                  • Figure 4: Factors influencing purchases of baby or nursery equipment, December 2013
                • Consumers twice as likely to browse online than in-store
                  • Figure 5: Attitudes towards buying baby or nursery equipment, December 2013
                • What we think
                • Issues and Insights

                    • How has the market performed over the last year?
                      • The facts
                        • Implications
                          • How is the growing acceptability of second-hand products affecting the market?
                            • The facts
                              • The implications
                                • How do people prefer to shop nursery products?
                                  • The facts
                                    • The implications
                                      • What are the opportunities for growth in the sector?
                                        • The facts
                                          • The implications
                                          • Market Drivers

                                            • Key points
                                              • Rising birth rate
                                                • Figure 6: Number of live births, UK, 2008-12
                                              • Shift towards older, wealthier families
                                                • Figure 7: Trends in the mean age of mothers at birth of their first child, England and Wales, 2008-12
                                              • Fewer infants, but rise in 5-9s
                                                • Figure 8: Number of children, by age group, 2008, 2013 and 2018
                                              • Breastfeeding rates fall
                                                • Figure 9: Initial breastfeeding rate, England, 2005-13
                                              • Childcare remains level
                                                • Figure 10: Number of registered childcare places in England, June 2007-13
                                              • Car ownership
                                                • Family spending
                                                  • Figure 11: Top categories in which families spent more compared with last year, by children’s age, June 2013
                                              • Who’s Innovating?

                                                • Key points
                                                  • Battery-powered pushchairs
                                                    • Versatile strollers
                                                      • More efficient baby bottle machine
                                                        • Increased focus on travel safety
                                                          • Focus on design
                                                          • Strengths and Weaknesses in the Market

                                                            • Strengths
                                                              • Weaknesses
                                                              • Trend Apps

                                                                  • Trend: Experience is All
                                                                    • Trend: Make it Mine
                                                                      • Futures: Access Anything Anywhere
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Figure 12: Consumer spend on baby related products, 2009-12
                                                                        • Infantswear sees strong growth
                                                                          • Nappies and wipes are seen as staples
                                                                            • Baby milk sees biggest rise
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Figure 13: Best- and worst-case forecast of UK retail sales of baby and nursery equipment, 2008-18
                                                                              • Nursery products see uplift in sales
                                                                                • Promotional activity impacts value sales
                                                                                  • The future
                                                                                    • Figure 14: UK retail sales of baby and nursery equipment at current and constant prices, 2008-18
                                                                                  • Forecast
                                                                                  • Market Segmentation

                                                                                    • Key points
                                                                                      • Nursery spend by sector
                                                                                        • Figure 15: UK sales of baby and nursery goods, by sector, 2010-13
                                                                                      • Wheeled goods
                                                                                        • Car seats
                                                                                          • Nursery furniture
                                                                                            • Feeding and sterilising
                                                                                              • High chairs and seats
                                                                                                • Safety and monitors
                                                                                                  • Figure 16: Sales of nursery and baby products, by segment, 2013
                                                                                              • Channels of Distribution

                                                                                                • Key points
                                                                                                  • Market share
                                                                                                    • Figure 17: UK value sales of baby and nursery equipment, by outlet type/retailer, 2011-13
                                                                                                  • Mothercare
                                                                                                    • Kiddicare
                                                                                                      • Mamas and Papas
                                                                                                        • Online
                                                                                                          • Supermarkets
                                                                                                            • Halfords
                                                                                                            • Companies and Products

                                                                                                              • Mamas & Papas
                                                                                                                • Philip Avent
                                                                                                                  • Mayborn Group
                                                                                                                    • Bugaboo
                                                                                                                      • Britax
                                                                                                                        • Silver Cross
                                                                                                                          • Newell Rubbermaid
                                                                                                                            • Lindam
                                                                                                                              • Dorel
                                                                                                                                • Tomy UK
                                                                                                                                  • Others
                                                                                                                                  • Brand Communication and Promotion

                                                                                                                                    • Key points
                                                                                                                                      • Adspend bounces back in 2013
                                                                                                                                        • Figure 18: Main media advertising expenditure on baby and nursery equipment, 2009-13
                                                                                                                                        • Figure 19: Main media advertising expenditure on baby and nursery equipment, by top ten advertisers, 2009-13
                                                                                                                                      • Advertising by company
                                                                                                                                        • Figure 20: Main media advertising expenditure on baby and nursery equipment, by top ten advertisers, 2009-13
                                                                                                                                        • Figure 21: Share of above the line advertising on nursery products, 2013*
                                                                                                                                    • The Consumer – Purchasing Activity

                                                                                                                                      • Key points
                                                                                                                                        • High level of purchasing activity
                                                                                                                                          • Figure 22: Items purchased for babies and children aged up to five, December 2013
                                                                                                                                        • Essential purchases
                                                                                                                                          • Half of 16-24s buy lots of new items
                                                                                                                                            • Unused purchases
                                                                                                                                              • Three in ten rely on hand-me-downs
                                                                                                                                                • Importance of gifting to the sector
                                                                                                                                                • The Consumer – Factors Influencing Purchases

                                                                                                                                                  • Key points
                                                                                                                                                      • Figure 23: Factors influencing purchases of baby or nursery equipment, December 2013
                                                                                                                                                    • Easy to use items
                                                                                                                                                      • Working mothers look for easy to clean items
                                                                                                                                                        • C2s prioritise low price, while ABs look for other factors
                                                                                                                                                          • Figure 24: Factors influencing purchases of baby or nursery equipment, by socio-economic group, December 2013
                                                                                                                                                        • Affluent will pay for portable products
                                                                                                                                                          • Young prioritise appearance
                                                                                                                                                            • High income parents choose well-known brands
                                                                                                                                                              • Women look for practical products
                                                                                                                                                                • Figure 25: Factors influencing purchases of baby or nursery equipment, by gender, December 2013
                                                                                                                                                              • Role of the father
                                                                                                                                                                • Factors influencing purchases by items bought
                                                                                                                                                                  • Figure 26: Factors influencing purchases of baby or nursery equipment, by items purchased for babies or children aged up to four, December 2013
                                                                                                                                                              • The Consumer – Attitudes towards Buying Larger Items

                                                                                                                                                                • Key points
                                                                                                                                                                    • Figure 27: Attitudes towards buying baby or nursery equipment, December 2013
                                                                                                                                                                  • Consumers twice as likely to browse online than in-store
                                                                                                                                                                    • Women like to see items before buying them
                                                                                                                                                                      • Customer reviews
                                                                                                                                                                        • New versus pre-used
                                                                                                                                                                          • ABs want shops with baby facilities
                                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                                              • Figure 28: Best- and worst-case forecast of UK retail sales of baby and nursery equipment, 2013-18
                                                                                                                                                                          • Appendix – The Consumer – Purchasing Activity

                                                                                                                                                                              • Figure 29: Most popular items purchased for babies or children aged up to five, by demographics, December 2013
                                                                                                                                                                              • Figure 30: Next most popular items purchased for babies or children aged up to five, by demographics, December 2013
                                                                                                                                                                          • Appendix – The Consumer – Factors Influencing Purchases

                                                                                                                                                                              • Figure 31: Most popular factors influencing purchases of baby or nursery equipment, by demographics, December 2013
                                                                                                                                                                              • Figure 32: Next most popular factors influencing purchases of baby or nursery equipment, by demographics, December 2013
                                                                                                                                                                          • Appendix – The Consumer – Attitudes towards Buying Larger Items

                                                                                                                                                                              • Figure 33: Most popular attitudes towards buying baby or nursery equipment, by demographics, December 2013
                                                                                                                                                                              • Figure 34: Next most popular attitudes towards buying baby or nursery equipment, by demographics, December 2013
                                                                                                                                                                              • Figure 35: Other attitudes towards buying baby or nursery equipment, by demographics, December 2013

                                                                                                                                                                          Companies Covered

                                                                                                                                                                          • Amazon UK
                                                                                                                                                                          • Aprica America Inc.
                                                                                                                                                                          • Argos
                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                          • Aston Martin Lagonda Limited
                                                                                                                                                                          • Avent
                                                                                                                                                                          • Bank of England
                                                                                                                                                                          • Bentley Motors Limited
                                                                                                                                                                          • BMW (GB) Ltd
                                                                                                                                                                          • Britax Excelsior
                                                                                                                                                                          • Bugaboo USA
                                                                                                                                                                          • Carlyle Group (The)
                                                                                                                                                                          • Dorel Industries Inc.
                                                                                                                                                                          • Early Learning Centre Ltd
                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                          • Graco Children's Products
                                                                                                                                                                          • Halfords Ltd
                                                                                                                                                                          • Harrods Group Total
                                                                                                                                                                          • John Lewis Partnership
                                                                                                                                                                          • JoJo Maman Bebe Ltd
                                                                                                                                                                          • Kiddicare
                                                                                                                                                                          • Maclaren
                                                                                                                                                                          • Mamas & Papas Ltd
                                                                                                                                                                          • Mayborn Group Ltd
                                                                                                                                                                          • Mothercare Plc
                                                                                                                                                                          • Newell Rubbermaid Inc.
                                                                                                                                                                          • Next Group
                                                                                                                                                                          • Safety 1st
                                                                                                                                                                          • Stella McCartney
                                                                                                                                                                          • Tesco (UK)
                                                                                                                                                                          • Tommee Tippee
                                                                                                                                                                          • Tomy
                                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                                          • Viktor & Rolf
                                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                                          Nursery and Baby Equipment - UK - February 2014

                                                                                                                                                                          US $2,478.79 (Excl.Tax)