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Nursery and Baby Equipment - UK - February 2016

“New product innovations in the sector such as prams and pushchairs with lighter frames and baby monitors with video and Wi-Fi have helped to drive growth in the nursery and baby equipment market, as renewed consumer confidence among parents incentivises higher spending.”
– Tamara Sender, Senior Retail Analyst

This report discusses the following key topics:

  • How has the market performed?
  • What can specialist retailers do to drive purchasing of nursery and baby equipment?
  • What are the opportunities for growth in the sector?

The market has benefited from an improving economic climate, new i-Size regulations on car seats and lots of new product innovations particularly in the prams/pushchairs and safety categories.

While specialists retain the largest share of the market, they have seen their proportion of sales in the sector decline as the main players have struggled. Online-only retailers, in particular Amazon, are stealing market share as consumers look to hunt down the best prices online.

Online stands out as the preferred channel overall to help when shopping for nursery and baby equipment, with the majority of parents going online to get ideas, compare prices and get advice.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Nursery products see positive growth
              • Figure 1: Best - and worst-case forecast of UK retail sales of nursery and baby equipment, 2010-20
            • Birth rates dip 0.4% in 2014
              • Figure 2: Number of live births in England and Wales, 2010-14
            • Companies and brands
              • Specialists struggle
                • Figure 3: Distribution of spending on nursery & baby equipment, by type of retailer, 2015
              • Brand research
                • Figure 4: Attitudes towards and usage of selected brands, December 2015
              • Innovation
                • The consumer
                  • Mothers are the main buyers
                    • Figure 5: Items of nursery and baby equipment purchased for children aged 0-4, November 2015
                  • 80% receive items as gifts
                    • Figure 6: Agreement with statements about nursery and baby equipment, November 2015
                  • Specialists most popular among ABs
                    • Figure 7: Retailers where nursery and baby equipment was bought from, November 2015
                  • Low prices most important factor
                    • Figure 8: Most important factors when choosing which retailer to buy from, November 2015
                  • Online is the preferred method of shopping
                    • Figure 9: Preferred method of shopping for nursery and baby equipment, November 2015
                  • Fathers prefer products with latest technology
                    • Figure 10: Agreement with statements about nursery and baby equipment, November 2015
                  • What we think
                  • Issues and Insights

                    • How has the market performed?
                      • The facts
                        • The implications
                          • What can specialist retailers do to drive purchasing of nursery and baby equipment?
                            • The facts
                              • The implications
                                • What are the opportunities for growth in the sector?
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Nursery products see positive growth
                                        • Car seats drive growth
                                          • Birth rates dip 0.4% in 2014
                                            • Rising average age of mothers
                                              • Breastfeeding rates grow year-on-year
                                                • Parents see improving finances
                                                • Market Size and Forecast

                                                  • Nursery products see positive growth
                                                      • Figure 11: Best- and worst-case forecast of UK retail sales of nursery and baby equipment, 2010-20
                                                    • The future
                                                      • Figure 12: UK retail sales of nursery and baby equipment at current and constant prices, 2010-20
                                                    • Forecast methodology
                                                    • Market Drivers

                                                      • Birth rate dips 0.4% in 2014
                                                        • Figure 13: Number of live births in England and Wales, 2010-14
                                                      • Drop in fertility rate
                                                        • Figure 14: Total fertility rate, England and Wales, 2005-14
                                                      • Rising average age of mothers
                                                        • Figure 15: Trends in the mean age of mothers at birth of their first child, England and Wales, 2005-14
                                                      • Slowest growth projected for the number of 0-4-year-olds
                                                        • Figure 16: Percentage change in the age structure of the UK child population, 2010-20
                                                      • Breastfeeding rates grow year on year
                                                        • Rocketing childcare costs add to financial pressures
                                                          • Childcare places increase, providers decrease
                                                            • Parents are the main car owners
                                                              • Spending remains cautious
                                                                • Figure 17: Top categories in which parents spent more compared with last year, by children’s age, January 2015
                                                            • Key Players – What You Need to Know

                                                              • Specialists struggle
                                                                • Online retailers steal market share
                                                                  • Connected nursery system
                                                                    • Designer collaboration pushchairs
                                                                      • £0.5 million uplift in advertising spend
                                                                        • Mothercare is the most trusted brand
                                                                          • Mamas & Papas is seen as worth paying more for
                                                                          • Channels of Distribution

                                                                            • Specialists struggle
                                                                              • Figure 18: Distribution of spending on nursery & baby equipment, by type of retailer, 2015
                                                                            • Online retailers steal market share
                                                                              • Figure 19: UK estimated distribution of spending on nursery & baby equipment, by type of retailer, 2013-15
                                                                            • New entrants to the market
                                                                            • Competitive Strategies

                                                                              • Financial outlook
                                                                                • Retail offering and brand positioning
                                                                                  • Digital activity
                                                                                  • Launch Activity and Innovation

                                                                                    • Product launches
                                                                                      • Connected nursery system
                                                                                        • Figure 20: Motorola and Hubble Connected
                                                                                      • 3-in-1 baby carrier
                                                                                        • Obaby’s versatile stroller
                                                                                          • Free box targeting mums and mums-to-be
                                                                                            • Organic mattress protector
                                                                                              • Nursery furniture designed for modern urban living
                                                                                                • Designer collaboration pushchairs
                                                                                                  • Retail innovations
                                                                                                    • Mothercare’s in-store play areas
                                                                                                      • Responsive website launch
                                                                                                      • Advertising and Marketing Activity

                                                                                                        • £0.5 million uplift in advertising spend
                                                                                                          • Figure 21: Recorded above-the-line, online display and direct mail total advertising expenditure on nursery and baby equipment, 2011-15
                                                                                                        • Chicco tops the list of advertisers
                                                                                                          • Figure 22: Recorded above-the-line, online display and direct mail total advertising expenditure on nursery and baby equipment, by advertiser, 2011-15
                                                                                                        • Television advertising surges in 2015
                                                                                                          • Figure 23: Recorded above-the-line, online display and direct mail total advertising expenditure on nursery and baby equipment, by media type, 2015
                                                                                                        • A note on adspend
                                                                                                        • Brand Research

                                                                                                            • What you need to know
                                                                                                              • Brand map
                                                                                                                • Figure 24: Attitudes towards and usage of selected brands, December 2015
                                                                                                              • Key brand metrics
                                                                                                                • Figure 25: Key metrics for selected brands, December 2015
                                                                                                              • Brand attitudes: Mamas & Papas is seen as worth paying more for
                                                                                                                • Figure 26: Attitudes, by brand, December 2015
                                                                                                              • Brand personality: Mothercare suffers from an unappealing image
                                                                                                                • Figure 27: Brand personality – Macro image, December 2015
                                                                                                              • Britax associated with durability
                                                                                                                • Figure 28: Brand personality – Micro image, December 2015
                                                                                                              • Brand analysis
                                                                                                                • Britax enjoys highest recommendation levels
                                                                                                                  • Figure 29: User profile of Britax, December 2015
                                                                                                                • Mamas & Papas boasts stylish and socially-responsible image
                                                                                                                  • Figure 30: User profile of Mamas & Papas, December 2015
                                                                                                                • Mothercare: The most widely-used and trusted
                                                                                                                  • Figure 31: User profile of Mothercare, December 2015
                                                                                                                • Graco needs to increase exposure
                                                                                                                  • Figure 32: User profile of Graco, December 2015
                                                                                                              • The Consumer – What You Need to Know

                                                                                                                • Mothers are the main buyers
                                                                                                                  • Seven in ten buy new car seats
                                                                                                                    • 80% receive items as gifts
                                                                                                                      • Supermarkets most popular place of purchase
                                                                                                                        • High levels of online purchasing
                                                                                                                          • Low prices most important factor
                                                                                                                            • Online is the preferred method of shopping
                                                                                                                              • Online seen as cheapest option
                                                                                                                                • Fathers prefer products to have latest technology
                                                                                                                                • What Items Consumers Have Purchased

                                                                                                                                  • Mothers are the main buyers
                                                                                                                                      • Figure 33: Items of nursery and baby equipment purchased for children aged 0-4, November 2015
                                                                                                                                    • Seven in ten buy new car seats
                                                                                                                                      • Pram versus baby travel system
                                                                                                                                        • C1s buy most items
                                                                                                                                            • Figure 34: Repertoire of items of nursery and baby equipment purchased for children aged 0-4, November 2015
                                                                                                                                        • Statements Related to Nursery and Baby Equipment

                                                                                                                                          • 80% receive items as gifts
                                                                                                                                            • Figure 35: Agreement with statements about nursery and baby equipment, November 2015
                                                                                                                                          • Older parents receive second-hand items
                                                                                                                                            • Engaging fathers
                                                                                                                                            • Where Nursery and Baby Equipment were Bought

                                                                                                                                              • Specialists most popular among ABs
                                                                                                                                                • Supermarkets shoppers are drawn to low prices
                                                                                                                                                    • Figure 36: Retailers where nursery and baby equipment was bought from, November 2015
                                                                                                                                                  • High levels of online purchasing
                                                                                                                                                    • Repertoire
                                                                                                                                                      • Figure 37: Repertoire of retailers where nursery and baby equipment was bought from in-store, November 2015
                                                                                                                                                      • Figure 38: Repertoire of retailers where nursery and baby equipment was bought from online, November 2015
                                                                                                                                                  • Factors Influencing Purchases

                                                                                                                                                    • Low prices most important factor
                                                                                                                                                      • Figure 39: Most important factors when choosing which retailer to buy from, November 2015
                                                                                                                                                    • ABs look for wide choice of brands and good delivery
                                                                                                                                                      • Older parents look for staff expertise
                                                                                                                                                      • Preferred Method of Shopping for Nursery and Baby Equipment

                                                                                                                                                        • Online is the preferred method of shopping
                                                                                                                                                          • Figure 40: Preferred method of shopping for nursery and baby equipment, November 2015
                                                                                                                                                        • Getting advice online
                                                                                                                                                          • Stores used to compare quality
                                                                                                                                                          • Attitudes towards Nursery and Baby Equipment

                                                                                                                                                            • Online seen as cheapest option
                                                                                                                                                              • Figure 41: Agreement with statements about nursery and baby equipment, November 2015
                                                                                                                                                            • Convenient products
                                                                                                                                                              • ABs drawn to well-known brands
                                                                                                                                                                • Fathers prefer products with latest technology
                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                    • Abbreviations
                                                                                                                                                                      • Consumer research methodology
                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                        • Forecast methodology

                                                                                                                                                                        Companies Covered

                                                                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                                                                        Nursery and Baby Equipment - UK - February 2016

                                                                                                                                                                        US $2,583.33 (Excl.Tax)