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"The essential nature of nursery and baby equipment means parents still need to enter the market. However, the path to recovery will be a long one."
Sam Nguyen - Retail Analyst
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.
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.
For the purposes of this Report, Mintel has used the following definitions.
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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