2022
9
UK Nursery and Baby Equipment Retailing Market Report 2022
2022-03-17T03:04:42+00:00
OX1100883
2195
148930
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Report
en_GB
“The nursery and baby equipment retail sector has had a tumultuous few years as leading retailers such as Babies ‘R’ Us departed from the UK and heavy discounting flooded the…

UK Nursery and Baby Equipment Retailing Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Nursery and Baby Equipment Retailing report identifies consumer attitudes towards gifting occasions, baby equipment buying behaviours, and second-hand baby equipment in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Nursery and Baby Equipment Retailing market in the UK.

Current Market Landscape

The nursery and baby equipment retail sector has had a tumultuous few years with economic uncertainty and a shift towards second-hand buying impacting spending in the sector. While purchasing levels remained stable, with a total of 98% of parents-to-be buying items, some will have traded down and turned to discounters and online retailers to find the best deals.

  • The nursery and baby equipment market contracted by an estimated 8.8% in 2021.
  • Value sales are estimated to slip back by 5% to £1.63 billion during 2021.
  • 59% of parents turned to buying second-hand items.

As such, rising consumer prices and the cost of living are expected to be the biggest downward pressures on the market going forward. Buying nursery and baby equipment for a new baby is expensive and parents will be tightening budgets and looking for flexible ways to afford all of the essentials.

Future Market Trends in the Baby Products Industry

Transport categories, such as car seats/booster car seats, fell sharply as restrictions reduced mobility and the need to leave the home – which in turn affected spending from first-time parents as well as parents looking to upgrade or replace existing models.

The value-driven mindset will help accelerate the adoption of circular shopping options. Indeed, parents also showed an interest in exchanging used items with retailers for discounts. At times when economic factors are uncertain, the nursery and baby equipment market will need retailers to capture demand beyond discounts to offer alternative means for parents to keep spending in ways that won’t erode profit margins and lead to the market contracting any further.

Read on to discover more details or take a look at all of our UK Retail market research

Quickly understand

  • How the rising cost of living and inflation impacts the nursery and baby equipment retail sector.
  • What nursery and baby equipment parents buy (new and second-hand).
  • Where and how nursery and baby equipment is bought.
  • Nursery and baby equipment buying behaviours.
  • Gifting occasions.

Covered in this report

Products: Safety gates, stair gates, fireguards, baby monitors, plug blocks, fridge locks, cots, cribs, Moses baskets, bedding, highchairs, booster seats, baby changing units, playpens, mattresses, bouncers, swings, rocker chairs, bottles, sterilisers, soothers, changing bags, mats, baths, bath accessories, potties, trainer toilet seats, prams, pushchairs, buggies, convertibles, harnesses, papooses, baby carriers, parasols, sun canopies, rain covers, insect nets, foot muffs, liners, bag clips, seats, car booster seats, hipseats.

Brands: Boots (Mothercare), John Lewis, Toys ‘R’ Us, Cybex, Juno, Owlet Baby Care, Happiest Baby, Cradlewise, Joie, Mamas & Papas, Tell Me Baby, Fisher Price, Tomy, Silver Cross, Amazon, Discount Pram Centre, Smyths Toy Superstores, Jan Stewart Pram & Nursery, Baby Planet, Bugaboo, Baby Thingz, Stokke, Cosatto, Dorel, Baby Jogger Co, Aldi, Mattel, Marks & Spencer, Lidl, Chicco, Britax Excelsior, Venicci.

Expert analysis from a specialist in the field

This report, written by Emily Viberg, a leading analyst in the Retail sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The nursery and baby equipment retail sector has had a tumultuous few years as leading retailers such as Babies ‘R’ Us departed from the UK and heavy discounting flooded the market. The pandemic has only served to worsen these issues, giving the market little time to recover. At a time when economic confidence is wavering, parents will be tightening budgets and second-hand buying will appeal to parents focusing on value.

Emily Viberg
Retail Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
    • Products excluded from this Report:
  2. Executive Summary

    • The five-year outlook for nursery and baby equipment retailing
      • Figure 1: Category outlook, 2022-27
    • The market
    • A slow road to recovery
      • Figure 2: Market forecast for nursery and baby equipment, 2021-26
    • Bigger-ticket items expected to suffer the most from inflation
      • Figure 3: Breakdown of consumer spending on nursery and baby equipment, by category, 2017 and 2020
    • Pureplayers steal share from specialists
      • Figure 4: Distribution of spending on nursery & baby equipment, by type of retailer, 2017-2020
    • Births decline during pandemic
      • Figure 5: Number of live births in England and Wales, 1960-2020
    • Fertility rates decrease for all ages
      • Figure 6: Age-specific fertility rates across England and Wales, 1990-20
    • Inflation rises but wages stay the same
      • Figure 7: Real average wage growth and inflation rates, 2022
    • Companies and brands
    • Toys ‘R’ Us returns to the UK
    • Boots rolls out Mothercare franchises
      • Figure 8: Mothercare zone at Merry Hill, 2021
    • John Lewis AnyDay baby care range
      • Figure 9: John Lewis AnyDay Moses basket, 2021
    • Cybex’s The Zeno hands-free pushchair
      • Figure 10: Cybex 4-in-1 pushchair, 2021
    • Juno introduces world’s first ‘pop-up’ bassinet
      • Figure 11: Juno pop-up bassinet, 2021
    • Advertising spend increases
      • Figure 12: Recorded above-the-line, online display and direct mail total advertising expenditure on nursery and baby equipment, 2017-21
    • Digital the most popular channel
      • Figure 13: Proportion of advertising spend on nursery and baby products, by media type, 2021
    • The consumer
    • Nearly three in five bought items second-hand
      • Figure 14: Categories of nursery/baby equipment purchased, 2022
    • Parents buy equipment online
      • Figure 15: Channels used for buying nursery and baby equipment, 2022
    • Over half of parents compare prices online
      • Figure 16: What parents do before buying baby and nursery equipment, 2022
    • Half of parents have sold used equipment online
      • Figure 17: Future interest when buying items, 2022
    • Parents interested in receiving discounts for returning used items
      • Figure 18: Baby and nursery equipment behaviours, 2022
    • Over a third of parents have had a baby shower
      • Figure 19: Gifting occasions, 2021
  3. Issues and Insights

    • Value will be important amidst rising living costs and inflation….
    • …but that does not mean heavy discounting…
    • Target the thrifty shopper to tap into second-hand and resale market
    • An emphasis on value should also mean a focus on sustainability
    • Reward good behaviour
    • Incentivise to capitalise on sustainable shopping habits
    • Help parents save time and money on the logistics of buying equipment
    • Click-and-collect services converge online and offline channels
    • Leverage the rise of mobile commerce to streamline the purchasing journey
  4. Market Size and Performance

    • Pandemic exacerbates an already struggling sector
    • Second-hand buying expected to increase amid rising costs
    • Toys ‘R’ Us returns to the UK
      • Figure 20: Market size for nursery and baby equipment retailing, 2016-21
      • Figure 21: Market size for nursery and baby equipment retailing, 2016-26
  5. Market Forecast

    • The five-year outlook for nursery and baby equipment retailing
      • Figure 22: Category outlook, 2022-27
    • Road to recovery post-COVID-19 will be long
      • Figure 23: Market forecast for nursery and baby equipment, 2021-26
      • Figure 24: Market size for nursery and baby equipment retailing, 2016-20
    • Market drivers and assumptions
      • Figure 25: Key drivers affecting Mintel’s market forecast, 2017-26
    • Forecast methodology
  6. Market Segmentation

    • Bigger-ticket items expected to suffer the most from inflation
    • 2020 lockdowns hampered growth for wheeled goods
      • Figure 26: Estimated consumer spending on baby and nursery equipment, by category, 2019 and 2020
    • Parents cut back on bigger-ticket items
      • Figure 27: Breakdown of consumer spending on nursery and baby equipment, by category, 2019 and 2020
  7. Channels to Market

    • Pureplayers steal share from specialists
      • Figure 28: Distribution of spending on nursery & baby equipment, by type of retailer, 2017-2020
    • Specialist sector worsened by pandemic
      • Figure 29: UK estimated distribution of spending on nursery & baby equipment, by type of retailer,  2017-2020
  8. Market Drivers

    • Births decline during pandemic
      • Figure 30: Number of live births in England and Wales, 1960-2020
    • Fertility rates continue to fall
      • Figure 31: Total fertility rate (number of children per woman), 1990-2020
    • Average age of parents is flat year on year
      • Figure 32: Standardised mean age of mothers in England and Wales, 2010-20
    • Fertility rates decrease for all ages
      • Figure 33: Age-specific fertility rates across England and Wales, 1990-20
    • More women remain childless
      • Figure 34: Family size distribution of women in England and Wales born between 1945 and 1973 who are assumed to have completed their childbearing, 1945-75
    • Inflation rises but wages stay the same
      • Figure 35: Real average wage growth and inflation rates, 2022
    • GDP reached pre-pandemic levels in November 2021…
    • …but the post-COVID-19 bounce back will be followed by a period of slower growth
    • Employment has held up better than expected
    • Inflationary pressures are mounting
    • Consumers’ financial wellbeing has slipped from its recent high point…
      • Figure 36: Household financial wellbeing index, 2015-2022
    • …and concerns over inflation are coming to the fore
      • Figure 37: Consumer concerns about household finances, 2021
    • Summary of key economic data, 2020-26
      • Figure 38: Key economic data, 2020-26
  9. Competitive Strategies

    • Retailers hold exclusive sale events
    • Toys ‘R’ Us returns to the UK
    • Boots rolls out Mothercare franchises
      • Figure 39: Mothercare zone at Merry Hill, 2021
    • Mamas & Papas announces international expansion plans
    • John Lewis AnyDay baby care range
      • Figure 40: John Lewis AnyDay Moses basket, 2021
    • Direct4Baby opens huge flagship store at Aintree retail park
  10. Launches Activity and Innovation

    • Smart technology helping reassure parents of baby’s safety
    • Owlets smart socks
      • Figure 41: Owlet’s Smart Sock and camera duo, 2021
    • The SNOO smart sleeper baby cot
      • Figure 42: The SNOO smart sleeper baby cot, 2021
    • Cradlewise rocks baby back to sleep
      • Figure 43: Cradlewise smart technology-driven crib, 2021
    • Supporting parents remotely at home
    • Joie launches virtual car seat checks
    • Mamas & Papas’ virtual services
      • Figure 44: Mamas & Papas virtual ‘Parents to Be at Home’ event, 2020
    • Multipurpose equipment for urban families
    • Mamas & Papas launch new Airo pushchair
      • Figure 45: Mamas & papas Airo pushchair, 2021
    • Cybex’s The Zeno hands-free pushchair
      • Figure 46: Cybex 4-in-1 pushchair, 2021
    • Juno introduces world’s first ‘pop-up’ bassinet
      • Figure 47: Juno pop-up bassinet, 2021
    • Brands help empower parents to make informed purchases
    • John Lewis & Partners launches new All Things Baby nursery service
      • Figure 48: John Lewis’s All Things Baby virtual appointments, 2020
    • Boots to offer new nursery advice service at Lakeside
    • Tell Me Baby launches in the UK
    • Safety first
    • Cybex launches car seat with integrated airbag
      • Figure 49: Cybex’s baby car seat with integrated airbag, 2021
    • Fisher Price hands-free baby gate
  11. Advertising and Marketing Activity

    • Advertising spend increases
      • Figure 50: Recorded above-the-line, online display and direct mail total advertising expenditure on nursery and baby equipment, 2017-21
    • Brands with online presence benefit from lockdowns
      • Figure 51: Total above-the-line, online display and direct mail advertising expenditure on nursery and baby equipment, by top 20 advertisers, 2017-21
    • Digital is the most popular channel
      • Figure 52: Proportion of advertising spend on nursery and baby products, by media type, 2021
    • Key campaigns
    • Silver Cross launches first TV advert
      • Figure 53: Silver Cross first TV advert, 2021
    • Bugaboo launches global brand campaign ‘Adventure Awaits’
      • Figure 54: Bugaboo Adventure Awaits advert, 2021
    • Nielsen Ad Intel coverage
  12. What Items They Buy

    • Nearly three in five bought items second-hand
      • Figure 55: Categories of nursery/baby equipment purchased, 2022
    • Parents buy feeding equipment and car seats new
    • Smart technology helps connect devices to baby and parents
      • Figure 56: Nursery/baby equipment purchased from new, 2022
    • Big-ticket items are bought second-hand
      • Figure 57: Nursery/baby equipment purchased second-hand, 2022
  13. How and Where Items Are Bought

    • Eight in ten buy equipment online…
    • …but over half still prefer to buy in-store
      • Figure 58: Channels used for buying nursery and baby equipment, 2022
    • General retailers are the most popular retailer
      • Figure 59: Type of retailer used for buying new nursery and baby equipment, 2022
    • Amazon is the go-to retailer
      • Figure 60: Retailers used for buying new nursery and baby equipment, 2022
    • Second-hand items are bought online
      • Figure 61: Retailers or forums used to buy second-hand nursery and baby equipment, 2022
  14. Pre-purchasing Actions When Buying Baby and Nursery Equipment

    • Over half of parents compare prices online
    • Reviews help parents make informed decisions
      • Figure 62: What parents do before buying baby and nursery equipment, 2022
    • Women shop around for the best price
      • Figure 63: What parents do before buying baby and nursery equipment, by gender, 2022
    • Parents make essential lists for big-ticket items
      • Figure 64: What parents do before buying key nursery and baby equipment items, 2022
  15. Future Interest When Buying Baby and Nursery Items

    • Half of parents have sold used equipment online…
    • …and are interested in renting equipment from retailers
    • Click and collect to become a differentiating factor
      • Figure 65: Future interest when buying items, 2022
    • Men attend in store and online events hosted by retailers
      • Figure 66: Future interest when buying items, by gender, 2022
  16. Nursery and Baby Equipment Buying Behaviours

    • Parents interested in receiving discounts for returning used items
    • Parents are interested in ordering items online for delivery from stores
    • Plastic waste from packaging concerns parents
      • Figure 67: Baby and nursery equipment behaviours, 2022
  17. Gifting Occasions

    • Over a third of parents have had a baby shower
      • Figure 68: Gifting occasions, 2021
  18. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  19. Appendix: Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 69: Market size, best- and worst-case scenario forecasts, 2021-26
    • Market drivers and assumptions
    • Forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

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Data

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*databooks not available with UK B2B Industry reports.

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