UK Nursery and Baby Equipment Retailing Market Report 2025
The nursery and baby equipment market remains somewhat insulated due to its essential nature.
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EXECUTIVE SUMMARY
- Opportunities for the nursery and baby equipment market
- A more selective approach to second-hand shopping…
- … opens a new window of opportunity
- Creating stores that parents want to spend time in
- Leveraging the potential of the gifting market
- Market dynamics and outlook
- Market size & forecast
- Market predictions
- A slow recovery is expected
- Feeding is the standout performer
- Specialists regain some ground
- Graph 1: distribution of spending on nursery & baby equipment, by type of retailer, 2021-24
- Consumer sentiment: the recovery has slowed
- Graph 2: the financial wellbeing index, 2017-25
- Live births the lowest since 1977
- Graph 3: number of live births in England and Wales, 1990-2023
- Parenthood continues to be delayed
- Graph 4: standardised mean age of mothers and fathers in England and Wales, 1990-2023
- What consumers want and why
- The majority buy brand-new items
- Graph 5: nursery and baby equipment purchased from new and second-hand, 2024
- Physical stores regain some ground
- Graph 6: channels of purchase, 2024
- Amazon is the clear market leader
- Graph 7: retailers used for buying new nursery and baby equipment, 2024
- Most second-hand purchases are made online
- Graph 8: retailers or forums used to buy second-hand nursery and baby equipment, 2023 and 2024
- Specialists excel in customer service
- Graph 9: perceptions of retailers, 2024
- Nearly nine in ten receive items from others
- Graph 10: receiving baby and nursery equipment as gifts, 2024
- Over two in five are unhappy with the gifts they receive
- Graph 11: gifting behaviours, 2024
- Baby showers are the most popular event
- Graph 12: gifting occasions, by parents’ age, 2024
- Almost all gift-givers look for gift inspirations
- Graph 13: gift inspiration sources used in the last three years, 2024
- Nearly three-quarters are surprised by the high costs of products
- Graph 14: nursery and baby equipment behaviours – planning/budgeting, 2024
- Quality is a concern for second-hand items
- Graph 15: nursery and baby equipment behaviours – second-hand selling and purchasing, 2024
- Product style is an important consideration
- Graph 16: “The baby and nursery equipment I have bought reflects my style”, by household income, 2024
- Cost management is a key area of interest
- Graph 17: interest in services, 2024
- Retailer activity
- Design-led partnerships
- Extending product lifespan
- A decline in adspend
- Graph 18: above-the-line, online display and direct mail total advertising expenditure on nursery and baby equipment, 2020-24
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MARKET DYNAMICS
- Market size
- The market declines further in 2024
- Graph 19: market size for nursery and baby equipment retailing, 2019-24 (est)
- Market forecast
- A slow recovery is expected
- The popularity of second-hand products poses a threat
- Market segmentation
- Feeding is the standout performer
- Channels to market
- Specialists regain some ground
- Graph 20: distribution of spending on nursery & baby equipment, by type of retailer, 2021-24
- Market drivers
- Wages have continued to rise ahead of prices
- Graph 21: real wage growth, annual % in wage growth vs inflation, 2020-24
- Housing market sees signs of recovery
- Graph 22: number of property residential transactions with a value of over £40,000 completed in the UK, 2019-24
- Consumer sentiment: the recovery has slowed
- Graph 23: the financial wellbeing index, 2017-25
- Households are cautiously positive about the prospect of their finances
- Graph 24: the financial confidence index, 2017-25
- Caution in the market continues
- Graph 25: “Do you think the UK cost of living crisis is….”, 2025
- Live births are the lowest since 1977
- Graph 26: number of live births in England and Wales, 1990-2023
- Fertility rate the lowest since records began in 1938
- Graph 27: total fertility rate (number of children per woman), 1990-2023
- Mothers under 30 spearhead the decline in birth rates…
- Graph 28: number of live births in England and Wales, by age of mother, 1990-2023
- … as well as fertility rate
- Graph 29: age-specific fertility rate for women in England and Wales, 1990-2023
- Graph 30: age-specific fertility rate for men in England and Wales, 1990-2023
- Parenthood continues to be delayed
- Graph 31: standardised mean age of mothers and fathers in England and Wales, 1990-2023
- Costs are a major barrier to having children
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WHAT CONSUMERS WANT AND WHY
- What items parents buy
- The majority buy brand-new items
- Graph 32: nursery/baby equipment purchased, 2024
- But second-hand purchasing remains popular
- Graph 33: nursery and baby equipment purchased from new and second-hand, 2024
- Income levels shape the choice between new and second-hand purchases
- Graph 34: year-on-year change of second-hand purchasing, by household income, 2024 vs 2023
- Graph 35: year-on-year change of new purchasing, by household income, 2024 vs 2023
- Multi-purchasing is heavily weighted towards new items
- Graph 36: repertoire analysis of nursery/baby equipment purchased from new and second-hand, 2024
- How items are bought
- Physical stores regain some ground…
- Graph 37: channels of purchase, 2019, 2021-24
- … particularly among older parents
- Graph 38: channels of purchase, by age, 2023 and 2024
- Augmenting the experiential elements of physical stores
- Graph 39: select factors that make in-store shopping better than online, by children in household, 2024
- Opportunities for in-person events in-store
- Mobile purchasing remains the most popular online channel
- Where items are bought
- Amazon is the clear market leader…
- Graph 40: retailers used for buying new nursery and baby equipment, 2024
- …but is also the one seeing the steepest decline
- Graph 41: year-on-year percentage change in retailers bought nursery and baby equipment from, 2024 vs 2023
- Mamas and Papas remains the most popular specialist
- Graph 42: buying new nursery and baby equipment from Mamas and Papas, by household income, 2022-24
- Generalists remain the top choice
- Fostering a sense of loyalty
- Generalists are the top location for multi-purchasing
- Graph 43: repertoire analysis of new nursery and baby equipment purchases, by type of retailers, 2024
- Most second-hand purchases are made online
- Graph 44: retailers or forums used to buy second-hand nursery and baby equipment, 2023 and 2024
- Perceptions of retailers
- Specialists excel in customer service
- Graph 45: perceptions of retailers, 2024
- Pureplayers lead the way in convenience
- Discounters offer an underwhelming experience
- Gifting
- Nearly nine in ten receive items from others
- The majority of items received are new
- Graph 46: receiving baby and nursery equipment as gifts, by parents’ age, 2024
- Over two in five are unhappy with the gifts they receive
- Graph 47: gifting behaviours, 2024
- Leveraging AI to help gift givers find the right gift
- Baby showers are the most popular event
- Graph 48: gifting occasions, by parents’ age, 2024
- Almost half stick to one type of event
- Graph 49: repertoire analysis of types of events organised, 2024
- Almost all gift-givers look for gift inspirations
- Graph 50: gift inspiration sources used in the last three years, 2024
- Nursery and baby equipment buying behaviours
- Nearly three-quarters are surprised by the high costs of products
- Graph 51: nursery and baby equipment behaviours – planning/budgeting, 2024
- Leveraging technologies to manage costs
- Graph 52: interest in services – budgeting/recommendation, 2024
- Second-hand shopping is here to stay…
- … but has potential to become more selective
- Graph 53: “Improvements to my financial situation would not discourage me from buying second-hand baby and nursery equipment”, by household income, 2024
- Quality is a concern for second-hand items
- Graph 54: nursery and baby equipment behaviours – second-hand selling and purchasing, 2024
- Product style is an important consideration
- Graph 55: “The baby and nursery equipment I have bought reflects my style”, by household income, 2024
- Interest in services
- A quarter are interested in a home visit service
- Graph 56: interest in using a retailer’s home visit service (ie in-person consultation at home for baby/nursery product recommendations), by age, 2024
- Opportunities for travel rentals
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RETAILER ACTIVITY
- Competitive strategies
- Mamas & Papas continues to find success in concession partnerships
- Pressing the button on a rebrand
- Design-led partnerships
- Launch activity and innovation
- Targeting parents’ health and wellbeing
- Extending product lifespan
- Leveraging loyalty programmes
- Advertising and marketing activity
- A decline in adspend
- Graph 57: above-the-line, online display and direct mail total advertising expenditure on nursery and baby equipment, 2020-24
- Designed for the future
- Connecting with modern parents
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APPENDIX
- Supplementary data
- Smyths Toys Superstores takes the lead
- Digital remains the prime channel
- Graph 58: total above-the-line, online display and direct mail advertising expenditure on nursery and baby equipment, by media type, 2023 and 2024
- Market forecast data and methodology
- Market size and forecast: underlying data
- Market forecast and prediction intervals (value)
- Forecast methodology
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research methodology
- Nielsen Ad Intel coverage
Mintel’s baby equipment retail market analysis shows that the UK nursery and baby equipment market remains somewhat insulated from economic difficulties due to its essential nature. However, declining birth rates and the slow recovery of consumer finances continue to suppress demand.
UK Nursery and Baby Equipment Market Research from Mintel
The baby equipment market has become increasingly polarised in the UK, with higher-income parents increasingly opting to buy new items, while those with tighter budgets are turning more often to second-hand options.
Almost two-thirds of parents say they would still purchase second-hand items even as their financial situation improves, which will likely pose a challenge to the generation of new sales, further delaying the market’s recovery. The continuation of falling birth rates will also hinder sales opportunities.
The recovery of consumer finances, albeit slow, will encourage parents to prioritise value for money over simply seeking the lowest price. This shift creates opportunities for premium products that offer durability and long-term value, as opposed to more affordable second-hand options that may require frequent replacement. Meanwhile, the gifting market presents a promising avenue for growth, offering a potential lifeline in a category facing subdued consumer spending.
UK Nursery and Baby Equipment Retail Market Report – What’s Inside?
Key Topics Analysed in the Report
- The size of the nursery and baby equipment market within the UK, including market segmentation and channels to market
- Key opportunities in the market and how brands and retailers are performing and innovating
- What nursery and baby equipment items parents buy (new and second-hand), including changes in demographics buying these products
- Channels and retailers used to buy nursery and baby equipment, including perceptions of retailers
- Gifting behaviours and opportunities
- Attitudes and behaviours towards nursery and baby equipment, and interests in services
Report Scope
For the purposes of this Report, Mintel has used the following definitions.
- In-home safety equipment – including safety gates, eg stair gates, fireguards, baby monitors and general-purpose household protection goods (plug blocks, fridge locks etc), which are aimed at babies and toddlers.
- Furniture and nursery equipment – including cots, cribs, Moses baskets, bedding, highchairs, booster seats, baby changing units and playpens. Mattresses and furniture accessories are also profiled within this product grouping.
- Activity – including bouncers, swings and rocker chairs.
- Feeding and hygiene equipment – including feeding and hygiene equipment (bottles, sterilisers, soothers etc), changing bags and mats, baths and bath accessories, and toilet training equipment (potties, trainer toilet seats etc).
- Baby carriages (wheeled goods) and accessories – including prams, pushchairs, buggies, convertibles (eg ‘two-in-ones’ and ‘three-in-ones’), harnesses, papooses, baby carriers and accessories marketed as suitable to be used with a pram or pushchair such as parasols, sun canopies, rain covers, insect nets, foot muffs, liners, bag clips and additional baskets. This category also includes car seats sold as part of an integrated transport system.
- Car seats and in-car restraints – such as seats, car booster seats and related accessories. With regard to car seats, it includes those seats that cannot be integrated with a travel system.
- Hipseat – a seat that provides a firm shelf for the child to sit on and supports their increasingly heavy weight from underneath, thus eliminating the causes of back pain.
Excluded from this Report are products such as baby clothing, nappies, baby toiletries, baby milk, foods, toys and other consumables, as well as more general household items 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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