Unlock the potential of the nursery and baby equipment market with our comprehensive report. Our analysis examines consumer attitudes towards new and second-hand nursery products, where and how nursery and baby equipment is bought, and how the cost-of-living crisis has impacted the sector. With our extensive baby equipment retailing report, you can gain a better understanding of how to respond to changing consumer demands and take advantage of new opportunities. Read on to discover our insights.
Nursery Equipment Market Size
The nursery and baby equipment market was estimated to pick up slightly to £813 million in 2022, up 0.8% from 2021. However, this does not necessarily signal that the market is growing. The overall nursery and baby equipment market has continued to struggle. Inflation is expected to stay high well into 2023, driving the growth of the market down, though there are hopes that the worst is over. The market is estimated to contract by 3% to £788 million in 2023 as rising costs and inflation impact on the market.
Nursery and Baby Product Industry Trends
Benefiting from being partly non-discretionary, the market has seen purchasing levels remain stable, with 97% of parents still buying items. However, as the cost-of-living crisis intensifies, there has been a propensity to plan and do thorough price comparison pre-purchase, as well as a shift to the second-hand market, with 62% of parents having bought items second-hand.
- Nursery equipment consumer attitudes:Â Nine in 10 parents are interested in products with longevity.
- Nursery equipment consumer trends: Seven in 10 parents have turned to online channels for second-hand purchases, with online marketplaces like Facebook and Gumtree being the most popular location.
- Nursery equipment consumer segmentation:Â Younger Millennial parents aged 26-32 are the most active second-hand buyers, with 67% of them having bought products second-hand for their kids.
Nursery and Baby Equipment Market – Future Opportunities
As the income squeeze is expected to continue into 2023, value will become the ultimate purchase driver for consumers. But value is not just about price. Consumer research data within this report highlights that parents are more interested in buying products with longevity, rather than compromising quality over price. As competition on the price front becomes more aggressive, it has become more important than ever that retailers look to integrate added value beyond price to cut through the noise.
Read on to discover more about our Nursery and Baby Equipment Market Report, read our UK Baby Food Market Report, or take a look at our retail market research.
Quickly Understand
- How the cost-of-living crisis and inflation impact the nursery and baby equipment retail sector.
- What nursery and baby equipment items parents buy (new and second-hand).
- Where and how nursery and baby equipment is bought.
- Nursery and baby equipment buying behaviours and interests.
- Trusted sources of information for parents.
Products and Brands Covered in this Report
Products:Â In-home safety equipment (safety gates, baby monitors, general-purpose household protection goods), furniture and nursery equipment (cots, cribs, Moses baskets, bedding, highchairs, booster seats, baby changing units, playpens), activity (bouncers, swings, rocker chairs), feeding and hygiene equipment (bottles, sterilisers, soothers), changing bags and mats, baths and bath accessories, toilet training equipment (potties, trainer toilet seats), baby carriages and accessories (prams, pushchairs, buggies, convertibles, harnesses, papooses), car seats and in-car restraints, hipseats.
Brands: Mamas & Papas, Toys R Us, Babies R Us, Marks & Spencer, Aldi, Amazon, eBay, Next, Smyths Toy Superstores, John Lewis & Partners, Mothercare.
Expert Analysis from a Specialist in the UK Retail Sector
This report, written by Sam Nguyen, a leading analyst in the retail sector, delivers in-depth commentary and analysis to highlight current trends in the UK nursery and baby equipment retailing market and add expert context to the numbers.
Mounting inflationary pressures have pushed value high up on consumers’ agenda. While some parents will tighten their purse strings by trading down to discounters, especially with big-ticket items such as pushchairs, there are opportunities for nursery and baby equipment retailers to expand their value proposition, incorporating values beyond price to incentivise trading up. The second-hand market presents a lucrative revenue stream that retailers can explore, tapping into the trend of value seeking as well as circular consumption. Online retail will also see a boost given the positive price perception associated with this channel.
Sam Nguyen
Retail Analyst
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Overview
- Key issues covered in this Report
- Products covered in this Report
- Products excluded from this Report
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Executive Summary
- The five-year outlook for nursery and baby equipment retailing
- Figure 1: Category outlook, 2023-28
- The market
- The nursery and baby equipment market continues to struggle
- Figure 2: Market forecast for nursery and baby equipment, 2017-27
- Transport-related category saw growth
- Figure 3: Breakdown of consumer spending on nursery and baby equipment, by category, 2021 and 2022
- Online pureplayers continue to gain ground
- Figure 4: Distribution of spending on nursery & baby equipment, by type of retailer, 2019-22
- Live births increase for the first time since 2015
- Figure 5: Number of live births in England and Wales, 1960-2021
- Fertility rate rises for the first time in a decade
- Figure 6: Total fertility rate (number of children per woman), 1990-2021
- Consumers’ financial wellbeing has fallen from the highs of 2021
- Figure 7: Household financial wellbeing index, 2009-22
- Companies and brands
- Retailers look to strengthen offline presence
- Figure 8: M&S introduced Mamas & Papas shop-in-shops, 2022
- Toys R Us and Babies R Us return to the UK
- Value takes centre stage
- Figure 9: Aldi’s Mini Me Spaces, 2022
- Industry-first stroller portfolio made with bio-based materials
- Figure 10: Bugaboo’s first bio-based stroller portfolio, 2022
- Rise by Tinie
- Figure 11: Rise by Tinie, 2022
- The consumer
- Most items are bought new, but second-hand has gained more popularity
- Figure 12: Categories of nursery/baby equipment purchased, 2022
- Over four in five parents have bought online
- Figure 13: Channels used for buying nursery and baby equipment, 2021 and 2022
- Generalist retailers remain the most popular point of purchase
- Figure 14: Type of retailer used for buying new nursery and baby equipment, 2022
- Most second-hand items are bought online
- Figure 15: Retailers or forums used to buy second-hand nursery and baby equipment, 2021 and 2022
- Mums are more likely to search for the best price, while dads trust their experience
- Figure 16: What parents do before buying baby and nursery equipment, by gender, 2022
- Online reviews from peers are more trusted than expert sources
- Figure 17: Sources used by parents to learn about nursery and baby equipment, 2022
- Dads are more receptive to recycle schemes
- Figure 18: Nursery and baby equipment behaviours, by gender, 2022
- Almost nine in 10 parents are interested in products with longevity
- Figure 19: Interests in buying nursery and baby equipment, 2022
- The five-year outlook for nursery and baby equipment retailing
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Issues and Insights
- Value is high up on the agenda
- Second-hand market is on the rise
- Despite the proliferation of online shopping, offline experiences still have a role to play
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Market Size and Performance
- The market is predicted to grow slightly to £813 million
- Birth rates and fertility rates increased in 2021
- Mixed performance from specialist retailers
- Second-hand buying continued momentum
- Figure 20: Market size for nursery and baby equipment retailing, 2017-22
- Figure 21: Market size for nursery and baby equipment retailing, 2017-22
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Market Forecast
- The five-year outlook for nursery and baby equipment retailing
- Figure 22: Nursery and baby equipment category outlook, 2023-28
- The road to recovery to pre-COVID-19 level will be long
- Figure 23: Market forecast for nursery and baby equipment, 2017-27
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- Figure 24: Market forecast for nursery and baby equipment retailing, 2017-27
- Learnings from the last income squeeze
- Forecast methodology
- The five-year outlook for nursery and baby equipment retailing
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Market Segmentation
- Transport-related categories saw growth
- Figure 25: Estimated consumer spending on baby and nursery equipment, by category, 2021 and 2022
- In-home safety suffered from the cost-of-living crisis
- Figure 26: Breakdown of consumer spending on nursery and baby equipment, by category, 2021 and 2022
- Transport-related categories saw growth
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Channels to Market
- Online pureplayers win more market share
- Figure 27: Distribution of spending on nursery & baby equipment, by type of retailer, 2019-22
- Specialist chains are struggling
- Figure 28: UK estimated distribution of spending on nursery & baby equipment, by type of retailer, 2019-22
- Online pureplayers win more market share
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Market Drivers
- Live births increase for the first time since 2015
- Figure 29: Number of live births in England and Wales, 1960-2021
- Fertility rate has risen for the first time in a decade
- Figure 30: Total fertility rate (number of children per woman), 1990-2021
- Older age groups drive the rise of fertility rate
- Figure 31: Age-specific fertility rates across England and Wales, 1990-2021
- More women remain childless
- Figure 32: Estimated family size distribution for women in England and Wales born from 1946-76 who are assumed to have completed their childbearing, 1946-76
- Inflation is the key concern for consumers and brands
- Rising interest rates mean that the pressure will move up to middle- and higher-income households
- Consumer spending power will be curbed
- Unemployment is at a near-50 year low
- Consumers’ financial wellbeing has fallen from the highs of 2021…
- Figure 33: Household financial wellbeing index, 2009-22
- …and most people are feeling the effects of price rises
- Live births increase for the first time since 2015
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Competitive Strategies
- Retailers look to strengthen offline presence…
- Marks & Spencer introduces Mamas & Papas shop-in-shops
- Figure 34: M&S introduced Mamas & Papas shop-in-shops, 2022
- Toys R Us is to return to the UK high street
- The first My 1st Years physical store
- Figure 35: The first My 1st Years physical store, 2022
- …but online still holds a prominent role
- Kidly joined Next’s ecommerce platform
- Figure 36: Kidly’s own-label collection on Next platform, 2022
- Value takes centre stage
- Aldi’s Mini Me Spaces
- Figure 37: Aldi’s Mini Me Spaces, 2022
- Mamas & Papas’ Coxley nursery furniture
- Overcoming supply chain issues
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Launch Activity and Innovation
- Safety and Technology – Making childcare easier
- Owlet Cam 2
- Figure 38: Owlet Cam 2, 2022
- Smart Stroll
- Figure 39: Smart Stroll, 2022
- Sleepsack Ideal Temp
- Figure 40: Halo’s Sleepsack Ideal Temp, 2022
- Thule’s diversification into car seat category
- Sustainability remains key
- Industry-first stroller portfolio made with bio-based materials
- Figure 41: Bugaboo’s first bio-based stroller portfolio, 2022
- Million Dollar Baby Co. recommerce programme
- Dad-oriented products
- Rise by Tinie
- Figure 42: Rise by Tinie, 2022
- Empowering parents through knowledge
- Pump It
- Lansinoh’s new live midwife chat
- Figure 43: Lansinoh’s new live midwife chat, 2022
- Connecting brands with parents
- Your Baby Box
- Figure 44: Your Baby Box, 2022
- Combining convenience with affordability
- BUG Grip
- Figure 45: BUG Grip, 2022
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Advertising and Marketing Activity
- A shift away from traditional advertising channels
- Figure 46: Recorded above-the line, online display and direct mail advertising expenditure on nursery and baby equipment, 2018-22
- Specialist retailers lead the way
- Figure 47: Total above-the-line, online display and direct mail advertising expenditure on nursery and baby equipment, by top 20 advertisers, 2018-22
- Digital advertising retains its leading position
- Figure 48: Proportion of advertising spend on nursery and baby products, by media type, 2022 (Jan-Nov)
- Key campaigns
- John Lewis: For All Life’s Moments
- Figure 49: John Lewis: For All Life’s Moments, 2022
- didofy launches TV campaign for Aster
- Nielsen Ad Intel coverage
- A shift away from traditional advertising channels
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What Items Parents Buy
- Most items are bought new, but second-hand has gained more popularity
- Figure 50: Categories of nursery/baby equipment purchased, 2022
- Feeding equipment most purchased new
- Figure 51: Nursery/baby equipment purchased from new, 2021 and 2022
- Big-ticket items are the most popular second-hand purchases
- Figure 52: Nursery/baby equipment purchased from new, 2021 and 2022
- Most items are bought new, but second-hand has gained more popularity
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How and Where Items Are Bought
- Over four in five parents have bought online
- Figure 53: Channels used for buying nursery and baby equipment, 2021 and 2022
- Younger Millennials lead the growth of mobile commerce
- Figure 54: Parents who have bought nursery and baby equipment via a smartphone, by generation, 2021 and 2022
- Generalist retailers remain the most popular point of purchase…
- Figure 55: Type of retailer used for buying new nursery and baby equipment, 2022
- …yet Mamas & Papas has gained more ground
- Figure 56: Retailers used for buying new nursery and baby equipment, 2022
- Most second-hand items are bought online
- Figure 57: Retailers or forums used to buy second-hand nursery and baby equipment, 2021 and 2022
- Over four in five parents have bought online
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Pre-purchase Actions when Buying Baby and Nursery Equipment
- Three in five parents compare prices online
- Figure 58: What parents do before buying baby and nursery equipment, 2022
- Online reviews are often read pre-purchase
- Mums are more likely to search for the best price
- Figure 59: What parents do before buying baby and nursery equipment, by gender, 2022
- Three in five parents compare prices online
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Trusted Sources for Parents
- Online reviews from peers are more trusted than expert sources
- Figure 60: Sources used by parents to learn about nursery and baby equipment, 2022
- Parents are more likely to consult retailer/store staff as kids get older
- Figure 61: Sources used by parents to learn about nursery and baby equipment, by age of youngest child, 2022
- Online reviews from peers are more trusted than expert sources
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Nursery and Baby Equipment Buying Behaviours
- Almost two in five parents have purchased multifunctional products
- Figure 62: Nursery and baby equipment behaviours, 2022
- Dads are more receptive to recycle schemes
- Figure 63: Nursery and baby equipment behaviours, by gender, 2022
- Younger Millennials are the most likely to have used personalisation services
- Almost two in five parents have purchased multifunctional products
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Interest in Services
- Almost nine in 10 parents are interested in products with longevity
- Figure 64: Interests in buying nursery and baby equipment, 2022
- Flexibility in payment options is in high demand
- Over two in five parents are interested in baby/nursery equipment rental
- Figure 65: Interest in rental service for baby and nursery equipment, by household income, 2022
- In-store experiences still have a big role to play
- In-store appointment services open up opportunities for trading up
- Figure 66: Nursery and Baby Equipment – CHAID – Tree output, November 2022
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- Figure 67: Nursery and Baby Equipment – CHAID – Table output, November 2023
- Almost nine in 10 parents are interested in products with longevity
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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Appendix – Forecast Methodology
- Market forecast and prediction intervals
- Figure 68: Market size, best- and worst-case scenario forecasts, 2022-27
- Market drivers and assumptions
- Forecast methodology
- Market forecast and prediction intervals
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