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Baby Products 2010

Baby Products 2010

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Sections

  • BACKGROUND
  • DEFINITION
  • Disposable Nappies
  • Baby Transport and Nursery Furniture
  • Baby Monitors, Home Safety Equipment and Feeding Equipment
  • MARKET BACKGROUND
  • Demographic and Social Factors
  • Number of Children Aged 0 to 2
  • Family Size
  • Older Mothers
  • Multiple Births
  • Working Parents
  • Baby Products and Fashion
  • Trade Bodies
  • Absorbent Hygiene Product Manufacturers Association
  • Baby Products Association
  • MARKET SIZE
  • DISTRIBUTION
  • Online Retailing
  • COMPETITIVE STRUCTURE
  • MARKETING AND ADVERTISING
  • Main Media Advertising
  • Direct Marketing
  • Sampling
  • Baby Clubs and Social Networking
  • Parenting Magazines
  • THE CONSUMER
  • MARKET FORECASTS
  • 3. Disposable Nappies
  • Alternatives to Disposable Nappies
  • Real Nappy Week
  • SUPPLIERS
  • CONSUMER TRENDS
  • Baby Transport
  • Nursery Furniture
  • RECENT DEVELOPMENTS
  • Baby Monitors
  • Home Safety Equipment
  • Feeding Equipment
  • POPULATION TRENDS
  • 7. PEST Analysis
  • POLITICAL FACTORS
  • ECONOMIC FACTORS
  • SOCIAL FACTORS
  • TECHNOLOGICAL FACTORS
  • 8. Consumer Dynamics
  • OVERVIEW
  • Nappies
  • Breastfeeding Versus Bottle Feeding
  • New Versus Second-Hand Baby Equipment
  • Choosing Baby Equipment
  • DETAILED ANALYSIS
  • 9. Supplier Profiles
  • INTRODUCTION
  • BRITAX CHILDCARE HOLDINGS LTD
  • GRACO LTD
  • JACKEL INTERNATIONAL LTD (MAYBORN GROUP)
  • KIMBERLY-CLARK LTD
  • MACLAREN EUROPE LTD
  • MAMAS & PAPAS LTD
  • MOTHERCARE PLC
  • PHILIPS AVENT
  • PROCTER & GAMBLE
  • TOMY UK LTD
  • DEMOGRAPHIC TRENDS
  • FORECASTS 2010 TO 2014
  • Associations
  • General Sources
  • Government Sources
  • Other Sources
  • Key Note Sources
  • Number, Profile, Penetration
  • Social Grade
  • Standard Region

Market Assessment 2010

Fifth Edition July 2010 Edited by Dominic Fenn ISBN 978-1-84729-639-9

Baby Products

Baby Products

Foreword

In today’s com petitive business environm ent, knowledge and understanding of your m arketplace is essential. W ith over 25 years’ experience producing highly respected off-the-shelf publications, Key Note has built a reputation as the num ber one source of UK m arket inform ation. Below are just a few of the com m ents our business partners and clients have m ade on Key Note’s range of reports.
“The Chartered Institute of M arketing encourages the use of market research as an important part of a systematic approach to marketing. Key Note reports have been available in the Institute’s Information and Library Service for many years and have helped our members to build knowledge and understanding of their marketplace and their customers.” The Chartered Institute of M arketing “W e have enjoyed a long-standing relationship with Key Note and have always received an excellent service. Key Note reports are well produced and are always in demand by users of the business library.” “Having subscribed to M arket Assessm ent reports for a number of years, we continue to be impressed by their quality and breadth of coverage.” The British Library “Key Note reports cover a wide range of industries and markets — they are detailed, well written and easily digestible, with a good use of tables. They allow deadlines to be met by providing a true overview of a particular market and its prospects.” NatW est “Accurate and relevant market intelligence is the starting point for every campaign we undertake. W e use Key Note because they have a report on just about every market sector you can think of, and the information is comprehensive, reliable and accurate.” J W alter Thom pson “M arket Assessment reports provide an extremely comprehensive source of information for both account handling and new business research, with excellent, clear graphics.” Saatchi & Saatchi Advertising

James Donovan Managing Director Key Note Limited

© Key Note Ltd 2010

Baby Products

Contents

Contents
Executive Summary 1. Introduction 1 2

BACKGROUND ................................................................................................................................2 DEFINITION ......................................................................................................................................2
Disposable Nappies...........................................................................................................................2 Baby Transport and Nursery Furniture............................................................................................2 Baby Monitors, Home Safety Equipment and Feeding Equipment...............................................2

2. Strategic Overview

3

MARKET BACKGROUND ...............................................................................................................3
Demographic and Social Factors......................................................................................................3 Number of Children Aged 0 to 2 .....................................................................................................3 Table 2.1: Number of Children in the UK Aged 0 to 2 Years (000), 30th June 2005-2009 ..............................................................................................................3 Family Size.........................................................................................................................................4 Table 2.2: Total Fertility Rate in England and Wales, 1971-2008 ..................................................4 Older Mothers...................................................................................................................................5 Table 2.3: Average Age of Mother at Childbirth in England and Wales (years), 1997-2007 .......................................................................................5 Table 2.4: Live Births in England and Wales by Age of Mother (000), 1978-2008 ................................................................................................6 Table 2.5: Live Births in England and Wales by Age of Mother (%), 1978-2008...................................................................................................6 Multiple Births ..................................................................................................................................7 Table 2.6: Number of Multiple Births in England and Wales, 1998-2008 .....................................7 Working Parents ...............................................................................................................................8 Baby Products and Fashion ..............................................................................................................8 Trade Bodies .....................................................................................................................................8 Absorbent Hygiene Product Manufacturers Association ...............................................................8 Baby Products Association ...............................................................................................................9 MARKET SIZE ..................................................................................................................................9 Table 2.7: The UK Market for Baby Products by Sector by Value (£m at rsp), 2005-2009 ......................................................................................................9 Table 2.8: The UK Market for Baby Products by Sector by Value (%), 2005-2009 ................................................................................................................10

© Key Note Ltd 2010

............................27 Real Nappy Week ..........................................................................................15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp)........................29 RECENT DEVELOPMENTS .... July-December 2009 ...........................................................................11: Parents....31 © Key Note Ltd 2010 .......................................................................................19 Table 2.........................................................30 Table 3......................... 2010-2014 ...........................28 DISTRIBUTION .................................................13 Direct Marketing ............................................14 Sampling ............. 2009 ..............12 Main Media Advertising...................27 Alternatives to Disposable Nappies.................................. March 2010 ............................................9: Main Media Advertising Expenditure on Baby Products by Selected Major Retailers (£000)..............................29 CONSUMER TRENDS ......................................................................................................................... Years Ending December 2008 and 2009......................................................................................................................... Years Ending December 2008 and 2009 ..................................16 Table 2....................................................10: Selected Parenting Magazines by Average Net Circulation (000)..........................14 Baby Clubs and Social Networking.......28 SUPPLIERS .................................................................................................................................14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents)...........12: Demographic Profile of Parents.........29 Table 3............................................13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents).........................................................................................................15 Parenting Magazines................................16 THE CONSUMER ..................... March 2010 ................................................................................................. Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).....25 Table 2......................................................................................................28 MARKET SIZE ....................................28 Table 3......................................................................................................................................................................................................................................................................... 2005-2009 ..22 MARKET FORECASTS .....14 Bounty .................................................. March 2010 .............3: Household Use of Disposable Nappies in the Last 12 Months — Penetration and Profile by Age of Main Shopper in the Household (%)...............................11 COMPETITIVE STRUCTURE... Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).............................................................. March 2010 ......................Baby Products Contents DISTRIBUTION ....25 3...................................................................................................................................................................................................................................................................... 2009 ...................................................................................................................................2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000).......16 Table 2..................................................................12 MARKETING AND ADVERTISING .....................................................................................................................1: The UK Market for Disposable Nappies by Value (£m at rsp).................................................................................................................................. Disposable Nappies 27 BACKGROUND .........14 Emma’s Diary ........................11 Online Retailing...................................................................................................29 MARKETING AND ADVERTISING .......................................................4: Household Purchasing of Disposable Nappies in the Last 12 Months — Penetration by Type of Product and Age of Main Shopper in the Household (%)..............................................................................31 Table 3........17 Table 2.................18 Table 2...12 Table 2..................................................................................................................................................

Baby Products

Contents

4. Baby Transport and Nursery Furniture

32

BACKGROUND ..............................................................................................................................32 MARKET SIZE ................................................................................................................................32
Table 4.1: The UK Market for Baby Transport and Nursery Furniture by Value (£m at rsp), 2005-2009 ....................................................................................................33 Baby Transport................................................................................................................................33 Table 4.2: The UK Market for Baby Transport by Value (£m at rsp), 2005-2009 ....................................................................................................33 Table 4.3: The UK Market for Baby Transport by Sector by Value (£m at rsp), 2005-2009 ....................................................................................................34 Nursery Furniture............................................................................................................................34 Table 4.4: The UK Market for Nursery Furniture by Value (£m at rsp), 2005-2009 ....................................................................................................34 Table 4.5: The UK Market for Nursery Furniture by Sector by Value (£m at rsp), 2005-2009 ....................................................................................................35 SUPPLIERS ......................................................................................................................................35 DISTRIBUTION ...............................................................................................................................36 RECENT DEVELOPMENTS ............................................................................................................36 MARKETING AND ADVERTISING ...............................................................................................37 Table 4.6: Main Media Advertising Expenditure on Baby Carriages and Nursery Equipment by Brand (£000), Years Ending December 2008 and 2009 ..........................38

5. Baby Monitors, Home Safety Equipment and Feeding Equipment

39

BACKGROUND ..............................................................................................................................39 MARKET SIZE ................................................................................................................................40
Table 5.1: The UK Market for Baby Monitors, Home Safety Equipment and Feeding Equipment by Value (£m at rsp), 2005-2009 ..................................................................40 Table 5.2: The UK Market for Baby Monitors, Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp), 2005-2009 ..................................................40 SUPPLIERS ......................................................................................................................................41 DISTRIBUTION ...............................................................................................................................42 RECENT DEVELOPMENTS ............................................................................................................42 Baby Monitors.................................................................................................................................42 Home Safety Equipment ................................................................................................................42 Feeding Equipment ........................................................................................................................42 MARKETING AND ADVERTISING ...............................................................................................43

6. An International Perspective

44

POPULATION TRENDS..................................................................................................................44
Table 6.1: Total Fertility Rates in the US, Europe and Selected European Countries, 2005-2010......................................................................................44

© Key Note Ltd 2010

Baby Products

Contents

7. PEST Analysis

46

POLITICAL FACTORS ....................................................................................................................46 ECONOMIC FACTORS ..................................................................................................................46 SOCIAL FACTORS ..........................................................................................................................46 TECHNOLOGICAL FACTORS........................................................................................................47

8. Consumer Dynamics

48

OVERVIEW .....................................................................................................................................48
Table 8.1: Attitudes Towards Baby Products and Related Issues (% of respondents), March 2010 ...................................................................................................48 Nappies............................................................................................................................................49 Breastfeeding Versus Bottle Feeding ............................................................................................49 New Versus Second-Hand Baby Equipment..................................................................................50 Choosing Baby Equipment.............................................................................................................50 DETAILED ANALYSIS ....................................................................................................................50 Nappies............................................................................................................................................50 Table 8.2: Attitudes Towards, and Use of, Disposable Nappies (% of respondents), March 2010 ...................................................................................................51 Table 8.3: Use of Non-Disposable Nappies (% of respondents), March 2010 ...................................................................................................52 Breastfeeding Versus Bottle Feeding ............................................................................................53 Table 8.4: Attitudes Towards Breastfeeding (% of respondents), March 2010 ...................................................................................................53 Table 8.5: Attitudes Towards Bottle Feeding (% of respondents), March 2010 ...................................................................................................55 New Versus Second-Hand Baby Equipment..................................................................................56 Table 8.6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents), March 2010 ...................................................................................................56 Table 8.7: Aversion to Second-Hand Baby Equipment (% of respondents), March 2010 ...................................................................................................58 Choosing Baby Equipment.............................................................................................................59 Table 8.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents), March 2010 ...................................................................................................59 Table 8.9: Attitudes Towards the Availability of Unbiased Advice on Baby Equipment (% of respondents), March 2010 ...................................................................................................61 Table 8.10: Personal Experience of Choosing Baby Equipment (% of respondents), March 2010 ...................................................................................................62

9. Supplier Profiles

64

INTRODUCTION ............................................................................................................................64 BRITAX CHILDCARE HOLDINGS LTD .........................................................................................64
Table 9.1: Financial Results for Britax Childcare Holdings Ltd (£000), Years Ending 31st December 2006-2008...........................................................................64

© Key Note Ltd 2010

Baby Products

Contents

GRACO LTD....................................................................................................................................65
Table 9.2: Financial Results for Graco Ltd (£000), Years Ending 31st December 2007-2009 .......................................................................................66 JACKEL INTERNATIONAL LTD (MAYBORN GROUP) ...............................................................66 Table 9.3: Financial Results for Jackel International Ltd (£000), Years Ending 31st December 2006-2008...........................................................................67 KIMBERLY-CLARK LTD .................................................................................................................67 Table 9.4: Financial Results for Kimberly-Clark Ltd (£000), Years Ending 31st December 2006-2008...........................................................................68 MACLAREN EUROPE LTD ............................................................................................................69 Table 9.5: Financial Results for Maclaren Europe Ltd (£000), Years Ending 31st December 2006-2008...........................................................................69 MAMAS & PAPAS LTD .................................................................................................................70 Table 9.6: Financial Results for Mamas & Papas Ltd (£000), Years Ending 1st April 2007, 30th March 2008 and 29th March 2009 ...............................................................70 MOTHERCARE PLC .......................................................................................................................71 Table 9.7: Financial Results for Mothercare PLC (£000), Years Ending 31st March 2007, 29th March 2008 and 28th March 2009...........................................................72 PHILIPS AVENT ..............................................................................................................................73 Table 9.8: Financial Results for Philips Electronics UK Ltd (£000), Years Ending 31st December 2006-2008...........................................................................73 PROCTER & GAMBLE ...................................................................................................................74 Table 9.9: Financial Results for Procter & Gamble Product Supply (UK) Ltd (£000), Years Ending 30th June 2007-2009 ...................................................................................74 TOMY UK LTD ...............................................................................................................................75 Table 9.10: Financial Results for Tomy UK Ltd (£000), Years Ending 31st March 2007-2009 .................................................................................75

10. The Future

76

DEMOGRAPHIC TRENDS .............................................................................................................76
Table 10.1: Forecast Number of Children in the UK Aged 0 to 2 Years (000), Mid-Years 2010-2014.............................................................................76 FORECASTS 2010 TO 2014 ..........................................................................................................77 Disposable Nappies.........................................................................................................................77 Table 10.2: The Forecast UK Market for Disposable Nappies by Value (£m at rsp), 2010-2014 ....................................................................................................77 Baby Transport and Nursery Furniture..........................................................................................77 Table 10.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp), 2010-2014....................................................................................77 Baby Monitors, Home Safety Equipment and Feeding Equipment.............................................78 Table 10.4: The Forecast UK Market for Baby Monitors, Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp), 2010-2014 ..................................................78

© Key Note Ltd 2010

........................84 Standard Region ....................... Profile............................................................................................................................................................................................................................................................................. Penetration..81 Understanding TGI Data 83 Number.................................................................................................80 Key Note Sources .............................................................80 Other Sources....................................................84 Key Note Research The Key Note Range of Reports 85 86 © Key Note Ltd 2010 ...... Further Sources 79 Associations....79 General Sources ..............................................................................................................................................................................Baby Products Contents 11...........................................................................................................83 Social Grade ...............79 Government Sources ...................................................................................................................................................................

there were indications of the beginning of a ‘nappy price war’. with developments such as digital and video monitors helping to maintain value to an extent. because this group forms its ‘consumer base’. rather than discarding it. Despite continual product developments by manufacturers. There were indications from Key Note’s original research that concerns about the environmental impact of disposable nappies did not necessarily influence behaviour. including later parenthood and an increase in the number of working mothers of young children. combined with the uncertain economic situation. Although the ‘mini baby boom’ that took place between 2005 and 2008 seems to have abated. The rate of growth slowed in 2009. together with growing concern for the environment. During the latter part of 2009 and the beginning of 2010. However. means that growth in the baby-products market will be relatively slow between 2010 and 2014. Steady growth in sales of baby transport and nursery furniture between 2005 and 2008 can be attributed to strong product innovation and marketing activity by manufacturers and retailers. have benefited the market by increasing the potential spend per child. it will continue to have a beneficial effect on the baby-products market for at least the next 2 years.Baby Products Executive Summary Executive Summary The population of children aged under 2 years — and particularly those aged under 1 year — is clearly crucial to the baby-products market. The next few years are likely to see a greater emphasis on value in baby products — particularly in respect of smaller and disposable items such as nappies and feeding equipment. Baby monitors are now a standard purchase for most new parents. Retail sales of feeding equipment also saw reasonably good growth during the period from 2005 to 2009. However. a number of demographic trends. As a result. The current economic conditions. even in the light of the recent birth-rate increases. with retailers stepping up their promotional and marketing activity. Those who agreed that breastfeeding was much better for babies than bottle feeding outnumbered those who asserted that bottle feeding can be just as good as breastfeeding. © Key Note Ltd 2010 1 . In addition. favour ‘passing on’ baby equipment. the majority agreed that bottle feeding was easier for parents than breastfeeding. The downturn in the birth rate. the potential dangers of using a second-hand car seat have been well publicised and the majority agreed that this is one item of baby equipment they would never buy second-hand. A very high proportion of respondents agreed that it is perfectly acceptable to use second-hand equipment. combined with the rising birth rate. the sector has struggled to maintain value. the market for disposable nappies has become increasingly price-led. partly due to a more difficult economic climate and partly due to the fact that there were slightly fewer births.

003 British adults. drawn from a total sample of 1. cribs. pushchairs. have benefited the market by increasing the potential spend per child. sterilising equipment. In addition. The survey covers attitudes towards disposable nappies. such as bottle warmers and breast pumps. soothers and other feeding equipment. highchairs. or potential purchasers. such as: • baby transport — prams. and the wide range of baby equipment that is available today. The previous edition of this Key Note Market Assessment on Baby Products was published in November 2008. of products for babies and young children. Baby Monitors. changing units and playpens. breastfeeding versus bottle feeding. including later parenthood and an increase in the number of working mothers of young children. stair gates. commissioned by Key Note from NEMS Market Research and conducted in March 2010 among 477 purchasers. but they are not included in the market figures. DEFINITION Disposable Nappies This sector covers disposable nappies and disposable training pants. baths. It also features original consumer research. Bibs and baby tableware are not included. Home Safety Equipment and Feeding Equipment This sector covers smaller items of equipment: • baby monitors and home safety equipment — baby monitors. fireguards and socket covers • feeding equipment — feeding bottles and teats. Reusable nappies are discussed. new versus second-hand baby equipment. travel systems and car safety seats • nursery furniture — cots. Introduction BACKGROUND Although the ‘mini baby boom’ that took place between 2005 and 2008 seems to have abated. a number of demographic trends. © Key Note Ltd 2010 2 .Baby Products Introduction 1. Baby Transport and Nursery Furniture The products covered by this sector are mainly major items of baby equipment. it will continue to have a beneficial effect on the baby-products market for at least the next 2 years. This report covers developments that have taken place in the market since then. baby carriers.

3 million between 2005 and 2009.7 2.000 babies aged under 1 year in the UK.2 © Key Note Ltd 2010 3 .102 2006 732 2. the birth rate was projected to fall slightly during 2009. 30th June 2005-2009 2005 Age 0 % change year-on-year Age 1 % change year-on-year Age 2 % change year-on-year Total % change year-on-year Table continues..1 2. there were an estimated 783.2 756 3. After rising steadily between 2005 and 2008.277 3.5 2.Baby Products Strategic Overview 2. These include trends in family size.4 2007 756 3.3 733 2. parental age and parental employment.6 705 3.1 million to 2. Strategic Overview MARKET BACKGROUND Demographic and Social Factors A number of interlinked social and demographic factors can have an effect on sales of baby products. In mid-2009.2 716 1.1: Number of Children in the UK Aged 0 to 2 Years (000).2 717 1.3 783 -0. 716 705 681 2.4 †2008 †2009 788 4.153 2.205 2.000 a year previously. compared with 788. because this group forms its ‘consumer base’.2 2.3 732 2.2 756 3. Number of Children Aged 0 to 2 The population of children aged under 2 years — and particularly those aged under 1 year — is clearly crucial to the baby-products market. The birth-rate increases meant that the total number of children aged under 2 years rose from 2.6 788 4.327 2.. Table 2.

92 1. By 2008. In 1971. the TFR in England and Wales was 2.86 1. 1971-2008 1971 1981 1991 2001 2002 2003 2004 2005 2006 2007 2008 2.79 1.97 † — the average number of children that would be born to a woman if current patterns of fertility persisted throughout her childbearing life Source: Population Trends 138 (Winter 2009).Baby Products Strategic Overview Table 2.63 1..37. National Statistics/General Register Office for Scotland/Northern Ireland Statistics/2008-Based Population Projections. It then fell to 1.79 1..97. Table 2.73 1.78 1. the TFR was 1. the average number of children per family has remained below two for many years.2: Total Fertility Rate† in England and Wales. Government Actuary’s Department © Crown copyright Family Size Despite the recent birth-rate increases.63 in 2001.table continued † — projections Source: Mid-Year Population Estimates. The Total Fertility Rate (TFR) is a method of estimating trends in family size based on the number of children born to women in different age groups in a given year.82 1. 30th June 2005-2009 . before gradually rising again.37 1.1: Number of Children in the UK Aged 0 to 2 Years (000). National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) © Key Note Ltd 2010 4 .65 1.

whatever the size of the family.1 29.3: Average Age of Mother at Childbirth in England and Wales (years). cots and highchairs.1 26.3 27.3 First 26.9 29.4. shows that.3 in 1997).4 29. pushchairs. which details the number of births to women in different age groups. from 26. © Key Note Ltd 2010 5 .5 27. while the number of births to women aged under 25 fell in the 30 years between 1978 and 2008.1 29. Overall. 1997-2007 Birth Order All Births 1997 2000 2003 2006 2007 28.5 Second 28. and then used for subsequent children. The average age at which women give birth for the first time rose by 1.1 to 27.2 31.0 27. especially in respect of larger purchases. the average mother in England and Wales was a year older when she gave birth than was the case a decade earlier (29. compared with 28.3 years. there was a sharp increase in the number of births to women aged 35 and over.8 29.5 Source: Social Trends 39 (2009).7 32.7 29. spend per child tends to be higher in smaller families. In 2007.8 Third 30. since such items may well be bought only once. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) Table 2.2 32.4 32.9 31. Table 2. Older Mothers The average age at which women give birth is still rising steadily.0 31.5 28.4 years over the decade between 1997 and 2007.Baby Products Strategic Overview Smaller families do not necessarily have negative implications for the baby-products market. such as prams.5 years.6 30.3 Fourth 31.3 28.4 31.

1 19.7 166. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) Births to women aged 35 and over represented 20.1% of all live births in England and Wales in 2008.0 †100.2 56.0 121.5 362.0 100.4 20.2 55.0 100.6 Source: Social Trends 40 (December 2009).7% in 1978.5: Live Births in England and Wales by Age of Mother (%).3 175.2 54.8 142.9 54.6 54.5 25.4 35 and Over 5.4 25.4 377.6 346. compared with only 5.1 91.0 100. National Statistics © Key Note Ltd 2010 6 .7 25 to 34 322.8 251.3 134.0 20.1 36.8 25.6 26.4 19.1 25.6 20.1 14.7 385.0 373.5 381.0 † — does not sum due to rounding Source: Key Note. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 40. Table 2.0 100.2 126.4: Live Births in England and Wales by Age of Mother (000).5 25 to 34 54.1 54.3 59.4 165.Baby Products Strategic Overview Table 2.9 25.6 180.0 †100.1 Total 100.8 352.0 †100. based on data from Social Trends 40 (December 2009).6 161. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 238.4 35 and Over 34.7 8.2 140.9 173.7 54.

6: Number of Multiple Births in England and Wales.080 to 10. 1998-2008 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 9. They are also — arguably — more informed. However.543 10. On the one hand.080 8. pushchairs and other baby-transport products.855 Source: Review of the National Statistician on Births and Patterns of Family Building in England and Wales 2008 (series FM1 number 37).137 10. the annual number of births that resulted in two or more babies increased from 9. Multiple Births Another demographic trend that has a small but significant effect on some sectors of the market is the rising number of multiple births.861 9. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) One of the effects of the trend towards multiple births has been that manufacturers have paid greater attention to the needs of parents with twins when designing prams. and as such are more able to afford premium baby products. older parents tend to be more affluent. Manufacturers and retailers of baby equipment need to ensure that they meet these needs.907 8.700 8. and more used to a higher standard of living. This can be linked to the trend for later parenthood (which in itself carries an increased likelihood of carrying more than one baby) and the associated rise in the number of women conceiving through in-vitro fertilisation (IVF) methods. Between 1998 and 2008.521 9. more demanding and more anxious about the health and safety of their offspring.131 9.855. © Key Note Ltd 2010 7 . which are also more likely to result in multiple births.471 10. Table 2.Baby Products Strategic Overview The trend for delaying childbirth has had a number of effects on the market for baby products.792 8. it means that women tend to have fewer children overall.

Johnson & Johnson and SCA. For example. These include the fact that many young homeowners need two earners to sustain the payments on a mortgage. showed that more than half of all women with children aged under 2 years were in employment. in terms of both the clothes they wear and the homes in which they live. health professionals and consumers. dealing with regulatory and legislative matters. two-earner households tend to have higher disposable incomes. Members include Procter & Gamble. which has meant that more women are well established in their careers (which they may be reluctant to give up) by the time they give birth for the first time. It represents its members’ interests at all levels. Kimberly-Clark. This has had important effects on all sectors of the baby-products market. the media.Baby Products Strategic Overview Working Parents Various factors have led to an increase in the number of families featuring young children with two working parents. together with the rising maternal age. the energy-supplier comparison company uSwitch published the results of a survey it carried out in which 38% of new parents (defined as parents of children aged under 2 years) said that the main child-carer in the family had had to return to work after their child was born. National Statistics has not published data on the employment status of men and women by the age of their youngest child since January 2006. Trade Bodies Absorbent Hygiene Product Manufacturers Association The Absorbent Hygiene Product Manufacturers Association (AHPMA) is the trade association representing UK manufacturers of disposable nappies. they are more likely to seek products that make their busy working and family lives easier. Baby Products and Fashion The baby market has been affected by the fact that the population in general have become more style-conscious. and they may buy two sets of items such as feeding equipment and changing equipment in order to keep one permanently at their chosen childcare facility. because they could not afford to stay at home. In May 2008. © Key Note Ltd 2010 8 . The most recent data. Parents are now demanding similar standards for the baby products they purchase. relating to spring 2005. feminine-hygiene products and continence-care products. The Association acts as the voice of the industry in dealings with the Government and other official bodies.

396 405 2. In 2009.6 475 2006 487 2. soft goods. with the objective of promoting baby and nursery products in both the UK and Europe.2 2008 507 2.Baby Products Strategic Overview Baby Products Association The Baby Products Association (BPA) was set up in 1945. The teat can then be sterilised and returned to the pod to be re-used.5 2007 493 1.3 415 2.8 2009 519 2.. The BPA’s Technical Committee comprises industry experts and specialists in a wide range of baby and nursery products. The BPA’s Concept and Innovation Awards are presented at the Baby & Child fair. 2005-2009 2005 Disposable nappies (£m) % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues. toys and early learning.4 © Key Note Ltd 2010 9 .. baby walkers. MARKET SIZE Key Note estimates that.9 434 1. nursery furniture. The BPA appointed a new Managing Director. child restraints.5 427 2. Table 2. BPA members and member representatives sit on a large number of committees and working groups in the European Committee for Standardisation (CEN) and the British Standards Institution (BSI). which is held in early October each year. in March 2010. the total UK market for the baby products covered by this report was worth £1. The organisation plays an active role in the development of product standards and provides support and specialist services to its members. the overall winner of the award was Chillipeeps — a pre-sterilised teat in a pod that can be directly attached to a ready-made baby formula milk carton.12bn. The Association manages and organises the trade fair BPA Baby & Child. in 2009. Robert Anslow.7: The UK Market for Baby Products by Sector by Value (£m at rsp). including wheeled goods.

9 2008 46. 2005-2009 .8 100.8: The UK Market for Baby Products by Sector by Value (%).066 2.7%). was disposable nappies. followed by baby transport and nursery furniture (38.9 2009 46.121 2.8 †100.0 39.3 38. 2005-2009 2005 Disposable nappies Baby transport and nursery furniture Baby monitors.7: The UK Market for Baby Products by Sector by Value (£m at rsp). accounting for 46..0 15.8 1.1 168 1.0 158 6.2 †100.Baby Products Strategic Overview Table 2. home safety equipment and feeding equipment Total 13.5 1.0 100.2 14.3% of sales in 2009.table continued 2005 Baby monitors.0 2006 46.1 38.0 100.4 1.010 - 148 6.5 165 4.9 2007 46.0 † — does not sum due to rounding Source: Key Note © Key Note Ltd 2010 10 .0 14.7 47. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2006 2007 2008 2009 139 1.0 Source: Key Note The largest sector.2 38.040 3. Table 2.8 38.0 15.8 1..099 3.

as well as online and mail-order operations. Most sites also offer advice and information for expectant and new parents.Baby Products Strategic Overview DISTRIBUTION Baby products are available through a wide range of distribution channels: • The leading UK retailer of baby transport. have become important providers of basic items of baby equipment. in both out-of-town and city-centre locations. • Boots sells a wide range of baby products. An online presence is vital for retailers operating in the baby-products market. a subsidiary of the US-based toy retailer Toys R Us. both through its stores and online. many of whom are first-time parents with little knowledge of what they should buy. • Despite strong competition from the major retailers. for a number of reasons. Online Retailing The Internet is of particular importance to parents. Other major retailers with a presence in the baby-products market include the Argos catalogue operation. Virtually all baby-product retailers. toiletries and nappies. Disposable nappies are sold mainly through the grocery sector. although retail chemists — notably Boots — are also important. John Lewis and IKEA. The convenience of online retailing can make it a less stressful alternative to shopping with babies and toddlers. Mothercare purchased the Early Learning Centre chain of toy retailers in 2007. are thriving. run on a franchise basis. while the comparative isolation felt by many of those with babies and very young children means that online communities. too. is a major outlet for baby equipment of all types. These stores benefit from the fact that they are in a position to give advice and information to customers. and enabling them to communicate with each other. offering advice and support to new parents. offer an online shopping service for at least part of their range. which has 405 UK stores. nursery furniture and equipment is Mothercare. Marks & Spencer. • The growth in importance of non-food sales through supermarkets has meant that these retailers. Many independent stores now have online operations. © Key Note Ltd 2010 11 . and some manufacturers. with the intention of building an online community in order to increase customer loyalty. • Babies R Us. independent specialist stores retain a relatively strong presence in the market for larger items of nursery equipment and baby transport. • The specialist manufacturer Mamas & Papas entered the retail market in 1998 and now has a chain of more than 50 dedicated stores in the UK and the Republic of Ireland. including baby equipment.

Some grocery multiples. Babyworld is a specialist online-only baby-products retailer. Boots and specialists such as Mothercare and Babies R Us. which was launched in 1998. Kiddicare. with the Pampers and Huggies brands (supplied by the multinationals Procter & Gamble and Kimberly-Clark) dominating sales. © Key Note Ltd 2010 12 . There is much less fragmentation in the market for disposable nappies. The company’s website offers a wide range of practical information and support for new and expectant parents. Boots and Babies R Us). Sainsbury’s and ASDA.000 customers placing orders in 2009. in 2008 and 2009. COMPETITIVE STRUCTURE A wide range of companies operate in the market for baby equipment. The company was voted the UK’s Online Retailer of the Year by readers of Mother & Baby magazine in 2009 and was given a similar award by Practical Parenting magazine in the same year. including product reviews and discussion forums. many of which operate across more than one sector • many niche suppliers that are active in specific market sectors. MARKETING AND ADVERTISING Main Media Advertising Table 2. which was founded in 1974 and has a large store in Peterborough.Baby Products Strategic Overview Many independent specialist baby-product retailers now have an online presence. offers a next-day delivery service and dealt with 400. carry their own brands of nappies.9 details main media advertising expenditure on baby products by major retailers. including multiple grocery retailers. including Tesco. They include: • large retailers (such as Mothercare.com. Mamas & Papas and Graco). which offer own-label items as well as branded products • large specialist baby-products suppliers (for example.

9: Main Media Advertising Expenditure on Baby Products by Selected Major Retailers (£000). Years Ending December 2008 and 2009 2008 ASDA Baby product range Pampers Baby Dry nappies Nappies range Huggies nappies Pampers nappy range Morrisons Baby product range Pampers Huggies Sainsbury’s Baby care Nappy range Pampers Tesco Pampers Nappies range Baby range Boots Baby products Pampers nappies Others Mothercare /ELC Babies R Us — product range Co-op — Pampers Nappies Source: Nielsen Media Research 105 180 303 237 128 209 90 444 155 137 111 937 595 154 920 285 225 447 199 188 90 192 212 315 548 247 180 112 2009 © Key Note Ltd 2010 13 .Baby Products Strategic Overview Table 2.

Direct Marketing Baby products have a small. reaching an estimated 1 million expectant mothers. was launched by Bounty in October 2008. with reminders. Both offer sample packs of products for pregnant women and new mothers. Bounty announced that it would be investing £50. Each year. mailings. Sampling has long been an important means of reaching this market — and more recently ‘baby clubs’. featuring the musician. online information. Boots. The site has also increased its content for parents of older children. including ASDA. have had a growing presence. checklists and ‘how to’ areas specific to the user’s stage in pregnancy or child-rearing. meaning that direct marketing can be particularly effective. a wholly owned subsidiary of TNT Post Group.Baby Products Strategic Overview A brand-awareness campaign for Mothercare. and online networks. to coincide with the organisation’s 50th anniversary. photography services and healthcare-professional briefings. The new site has a focus on organising. • Bounty Bounty was founded in 1959 and currently claims to reach 96% of new and expectant mothers.com. The Bounty website was relaunched in August 2009. Sainsbury’s and Toys R Us. In April 2009. as well as hospital maternity wards. research. In March 2009. clearly defined target market (parents of children under the age of 2). aimed at expectant and first-time fathers of babies aged up to 6 months. Sampling Bounty and Emma’s Diary are the two largest. Bounty distributes more than 3 million product sample packs through a variety of outlets. It is owned by Lifecycle Marketing. was launched in October 2009 on the pre-school television channel Cartoonito. the company was sold to Barclays Private Equity for £54m by the Canadian online media company Kaboose.000 in the site and promoting it through the Bounty packs distributed to pregnant women and new mothers. © Key Note Ltd 2010 14 . Bounty’s portfolio of services includes packs. sampling companies. Newdadssurvivalguide. which had purchased it for £70m in November 2007. • Emma’s Diary Emma’s Diary is a week-by-week pregnancy guide that is distributed by GPs (general practitioners) on confirmation of pregnancy. and longest-established. guides. television presenter and ‘celebrity mother’ Myleene Klass.

social and employment issues. which is also 10 years old. the site. in partnership with the investment company Fleming Media. childcare and community. Procter & Gamble’s Pampers and Kimberly-Clark’s Huggies both have baby clubs. The site’s advertising sales were also brought in-house.Baby Products Strategic Overview Baby Clubs and Social Networking Many retailers and manufacturers operating in the baby-products market run ‘baby clubs’. education. Mothercare bought out Fleming Media. which claims 850. features articles. which claims 100. with a focus on “fathers’ rights”. Sainsbury’s resurrected its Little Ones baby club. The most high-profile of these is Mumsnet. Mothercare launched Gurgle.com. which included a new award from the Baby & Toddler Club for Britain’s Bravest Mum. an online ovulation calendar and a baby-naming search engine. underwent a major redesign. Tesco was the sole sponsor of Bauer Media’s 2009 Mother and Baby Awards. The site. taking full control of the site. Netmums is a family of local websites set up and run by mothers. in October 2007. with 900.000 unique users a month. focusing on more live content. with area-specific information on child-related activities. with a focus on food and nutrition. as well as a range of discounts and priority parking at Tesco stores. They include: dads-uk. a social networking site for parents. In February 2009. Members will be offered in-store discounts. In October 2009. allowing it to work more directly with agencies.000 members. which had been withdrawn in 2005. Netmums. which offer parents discounts and other benefits. © Key Note Ltd 2010 15 . run by Bounty (see earlier profile).000 members. which was founded in 2000 by a journalist and a television producer. The many social networking sites founded by and for mothers of babies and young children are important channels for word-of-mouth recommendations of products and services. A club magazine and website has been produced by Seven Squared. operated through their websites.uk.000 members. Tesco’s Baby & Toddler Club offers expectant and new mothers seven free magazines tailored to particular stages in their child’s development.co. claims 740. The Boots Parenting Club was launched in June 2005 and has had an online presence since 2006. In September 2009. tutorial videos. A few social networking sites cater for fathers. which also publishes Sainsbury’s customer magazine. aimed largely at divorced and separated fathers. advice and information.com. It claims to be the largest parenting club in the UK. and newdadssurvivalguide.

094 THE CONSUMER Key Note’s original research (see Chapter 8 — Consumer Dynamics) used a sample of 477 current or prospective purchasers of baby products.694 178.Baby Products Strategic Overview Parenting Magazines Although it is increasingly challenged by the Internet.416 412.10. which undertook the survey for Key Note in March 2010. asked 1. of the following apply to you?’ The statements listed in Table 2. the parenting press is still an important channel for reaching new and prospective parents.10: Selected Parenting Magazines by Average Net Circulation (000).11 were then read out. The average audited circulations for print parenting publications during the 6 months ending December 2009 are shown in Table 2. NEMS Market Research. if any. Table 2. © Key Note Ltd 2010 16 .772 24.037 222.534 43. July-December 2009 Emma’s Diary Pregnancy Guide (Lifecycle Marketing Ltd) Your Toddler (Bounty (UK) Ltd) You and Your Newborn First Edition (Bounty (UK) Ltd) Mother and Baby (Bauer Consumer Media) Prima Baby (The National Magazine Company Ltd) Pregnancy & Birth (Bauer Consumer Media) Practical Parenting (Magicalia Ltd) Junior (Magicalia Ltd) Source: Audit Bureau of Circulations 36.003 British adults aged 16 and over: ‘Can you tell me which.022 10. In order to generate this sample.480 52.

One in five (21%) had an older child or children. but I do buy things for babies and/or small children nowadays Base: 1. prospective parents and other purchasers with the sample of 1. aged between 5 and 15 years.11: Parents. prospective parents and other purchasers of baby products were then asked a further series of questions about their habits and attitudes towards baby products (see Chapter 8 — Consumer Dynamics). although they did not have children under 16. A total of 3% were non-parents who were hoping to start a family within the next 2 years. the total proportion (48%) who fell into one of these categories was lower than the 55% obtained by adding the figures in Table 2. 5% had a child or children aged between 1 and 2 years.12 compares the demographic profile of parents. Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). March 2010 I have a child/children under 1 year old I have a child/children aged 1 to 2 years I have a child/children aged 3 to 4 years I have a child/children aged 5 to 15 years I do not have children.Baby Products Strategic Overview Table 2. © Key Note Ltd 2010 17 .003 adults as a whole.003 adults aged 16+ 1 5 5 21 3 20 Source: Key Note/NEMS Market Research. and a further 5% were parents of a child or children between 3 and 4 years. Table 2. March 2010 Just 1% of the total sample had a child or children aged under 1 year. Since some respondents had children in more than one of the stated age groups. but I am hoping to become a parent within the next 2 years I do not have children under 16. they did currently buy items for babies and/or young children. and 20% said that. These 477 parents.11.

12: Demographic Profile of Parents. March 2010 © Key Note Ltd 2010 18 . Prospective Parents and Other Purchasers Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) 100 49 51 15 18 18 49 47 53 100 39 61 5 23 31 41 46 54 36 27 37 37 25 38 Source: Key Note/NEMS Market Research. March 2010 Parents. Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).Baby Products Strategic Overview Table 2.

100 49 51 8 7 18 18 16 13 20 6 16 25 30 12 10 100 50 50 0 0 62 38 0 0 0 0 5 28 13 54 0 100 50 50 0 13 42 42 3 0 0 7 26 20 27 18 3 100 40 60 0 6 36 47 11 0 0 6 16 35 35 7 2 100 44 56 0 1 23 53 22 2 0 7 19 21 35 15 3 © Key Note Ltd 2010 19 .Baby Products Strategic Overview Demographic profiles of the parents of babies and children in each of the stated age groups are shown in Table 2.13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents).13. March 2010 I Have a Child/Children Under 1 Year Old I Have a Child/Children Aged 1 to 2 Years I Have a Child/Children Aged 3 to 4 Years I Have a Child/Children Aged 5 to 15 years Sample Profile All adults Sex Male Female Age 16-19 20-24 25-34 35-44 45-54 55-64 65+ Social Grade A B C1 C2 D E Table continues.. Table 2..

.13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents). 22 31 21 17 9 0 4 18 32 46 0 0 32 35 33 0 4 21 51 24 1 4 19 46 30 8 6 13 4 13 9 16 8 6 7 10 5 0 44 4 4 16 0 21 0 0 6 4 3 22 4 8 6 7 21 9 0 16 0 7 17 5 17 8 10 21 4 7 3 8 4 14 5 10 8 16 16 4 8 5 40 16 17 27 49 20 25 7 61 16 23 0 28 25 42 5 50 30 18 1 © Key Note Ltd 2010 20 ..Baby Products Strategic Overview Table 2...table continued I Have a Child/Children Under 1 Year Old I Have a Child/Children Aged 1 to 2 Years I Have a Child/Children Aged 3 to 4 Years I Have a Child/Children Aged 5 to 15 years Sample Profile Working Status Full time† Part time Not working‡ Retired/invalid Standard Region East Anglia East Midlands Greater London North North West Scotland South East South West Wales West Midlands Yorkshire and Humberside Size of Household One Two Three Four Five or more Table continues. March 2010 .

March 2010 .table continued I Have a Child/Children Under 1 Year Old I Have a Child/Children Aged 1 to 2 Years I Have a Child/Children Aged 3 to 4 Years I Have a Child/Children Aged 5 to 15 years Sample Profile Marital Status Married/living as married Single Divorced Widowed Separated Presence of Children Aged 0-4 Aged 5-9 Aged 10-15 No children Tenure Own home outright Buying home Rent — council Rent — private † — 30 hours or more per week ‡ — student. March 2010 © Key Note Ltd 2010 21 . not looking for work or unemployed. excludes the retired and invalids 56 29 4 9 2 9 13 13 75 50 27 11 7 96 4 0 0 0 100 63 32 0 27 31 32 4 82 14 2 0 3 100 49 11 0 48 27 9 17 84 10 2 0 4 90 56 16 0 32 32 13 22 86 5 5 1 3 24 62 62 1 31 46 13 8 Source: Key Note/NEMS Market Research.13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents).Baby Products Strategic Overview Table 2...

But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children. 100 49 51 8 7 18 18 16 13 20 100 34 66 0 15 60 23 1 0 0 100 33 67 0 6 18 9 15 21 31 © Key Note Ltd 2010 22 ..14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). March 2010 I Do Not Have Children Under 16. the figure was slightly lower (82%) among those with children aged 1 to 2 years. However. But I Am Hoping to Become a Parent Within the Next 2 Years Sample Profile All adults Sex Male Female Age 16-19 20-24 25-34 35-44 45-54 55-64 65+ Table continues.Baby Products Strategic Overview Among those taking part in Key Note’s research. Just under one in four (38%) were aged 35 to 44.. Table 2. The vast majority (96%) of those with children aged under 1 year were married or cohabiting. more than six in ten parents of babies under 1 year old (62%) were in the 25 to 34 age group. Table 2.14 shows demographic profiles of Key Note’s prospective parents and others who purchased for babies and/or small children.

8 6 13 4 13 9 16 8 6 7 10 2 4 21 8 5 10 38 3 4 0 3 7 10 6 5 16 10 16 7 4 7 12 40 16 17 27 88 3 9 0 37 10 8 45 6 16 25 30 12 10 6 16 20 48 10 0 6 11 25 33 11 14 © Key Note Ltd 2010 23 . But I Am Hoping to Become a Parent Within the Next 2 Years Sample Profile Social Grade A B C1 C2 D E Working Status Full time† Part time Not working‡ Retired/invalid Standard Region East Anglia East Midlands Greater London North North West Scotland South East South West Wales West Midlands Yorkshire and Humberside Table continues. But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children.Baby Products Strategic Overview Table 2...14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).table continued I Do Not Have Children Under 16... March 2010 .

. But I Am Hoping to Become a Parent Within the Next 2 Years Sample Profile Size of Household One Two Three Four Five or more Marital Status Married/living as married Single Divorced Widowed Separated Presence of Children Aged 0-4 Aged 5-9 Aged 10-15 No children Tenure Own home outright Buying home Rent — council Rent — private 50 27 11 7 13 74 6 7 54 22 15 7 9 13 13 75 0 0 0 100 1 0 0 99 56 29 4 9 2 44 56 0 0 0 59 21 6 12 3 22 31 21 17 9 38 44 12 6 0 33 53 9 4 1 Source: Key Note/NEMS Market Research.Baby Products Strategic Overview Table 2. But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children.table continued I Do Not Have Children Under 16..14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). March 2010 . March 2010 © Key Note Ltd 2010 24 .

9 © Key Note Ltd 2010 25 .3 2012 545 1.22bn. Table 2. and more than half (52%) were aged over 55. Just under one in four (23%) were in the 35 to 44 age group.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).4 454 1. combined with the uncertain economic situation. and only 15% were aged under 25.Baby Products Strategic Overview Six in ten (60%) of those respondents who were not parents but who hoped to have children within the next 2 years were aged between 25 and 34.3 462 1.5 2013 550 0.1 2011 537 1. Total UK sales of baby products at retail selling prices (rsp) are forecast to grow by between 1. Interestingly. These respondents may buy things for family members and friends who are parents and/or may be stocking up for when they become parents themselves. 442 1.. those who hoped to become parents within the next 2 years were twice as likely to be female (66%) as male (34%). The next-largest group of non-parents who purchased baby products were those aged 25 to 34 (18%).2% per year between 2010 and 2014. means that growth in the baby-products market will be relatively slow between 2010 and 2014. More than two-thirds (67%) of those who did not have children under 16 but who currently bought products for babies and/or small children were aged over 45. they are forecast to reach an estimated £1. 2010-2014 2010 Disposable nappies % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues.3% and 2.9 2014 555 0.8 468 1.. MARKET FORECASTS The ending of the ‘mini baby boom’ that characterised the period from 2005 to 2008.3 530 2. Nearly four in ten (38%) of those hoping to become parents soon lived alone at the time they took part in the survey — indicating that having a live-in partner is not necessarily a prerequisite for making these plans.8 448 1. In the latter year. This demonstrates the importance of ‘grandparent power’ in the baby-products market.

table continued 2010 Baby monitors.7 188 2.4 1.4 183 3.146 2.7 1.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).182 1. 2010-2014 . home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 2012 2013 2014 174 3.5 192 2.215 1.6 1.1 1.3 Source: Key Note © Key Note Ltd 2010 26 .7 1...Baby Products Strategic Overview Table 2.200 1.162 1.2 177 1.

including ASDA. Bambino Mio started life as a nappy laundry service in 1992. the market has become increasingly price-led. which is more absorbent than cotton. Modern Baby was founded in 2000 and has two main product ranges: the Close baby carrier and the Pop-in reusable nappy system. plus waterproof covers. whose products are stocked at Boots and Mothercare. training pants and swim nappies. with retailers stepping up their promotional and marketing activity. © Key Note Ltd 2010 27 . swim nappies. and Bamboozles and Flexitots. also sells reusable and biodegradable liners. A range of reusable products are sold in the UK. both of which are worn with a separate waterproof wrap. Moltex and Wiona. The products are stocked by Mothercare and independent nursery-product stores. detergent and towels. Mothercare and Waitrose. the sector has struggled to maintain value. Disposable Nappies BACKGROUND Disposable nappies have been in widespread use since the 1980s. even in the light of the recent birth-rate increases. with disposable nappies almost completely replacing terry nappies. product improvements and falling prices. however. and in February 2010 it launched the Easy Comfort All In One nappy. Tots Bots. biodegradable liners. including: Pocket Tots. Boots. Its products are available from a range of retailers. which does not need liners or waterproof covers. The disposable-nappy sector has also had to respond to strong pressure from both the Government and consumers to minimise the effects of the use of these products on the environment. Alternatives to Disposable Nappies Reusable nappies have a small but loyal user base. the present company was founded in 1997. The company. The market reached near-saturation point during the 1990s. Brands available in the UK include Tushies. Bambinex has a range of bamboo and microfibre nappies. Babies R Us.Baby Products Disposable Nappies 3. some made from cotton and some from bamboo. founded in 2000. As a result. the number of reusable nappies sold is currently too small for reliable market-size figures to be available. Despite continual product developments by manufacturers. The product range includes cotton nappies in five sizes. a one-piece nappy with a disposable lining. and many environmentally aware parents have turned to reusable nappies. which claim to have less harmful environmental effects than conventional products — in terms of both biodegradability and the way in which they are manufactured. when the market grew rapidly due to a combination of growing consumer demand for convenience. A compromise between reusable and conventional disposable nappies is provided by ‘eco-disposable’ nappies. has a range of reusable nappies.

© Key Note Ltd 2010 28 . compared with a figure of £475m in 2005. The 2010 event took place between 26th April and 2nd May. from Procter & Gamble. as well as local authorities. Go Real is managed by ReZolve. laundries and parents. a membership organisation including manufacturers and retailers of reusable nappies. Table 3. this funding was withdrawn following the publication in May 2005 of a lifecycle assessment by the Environment Agency. environmental networks. Until March 2007. a social enterprise organisation based in Cornwall.Baby Products Disposable Nappies Real Nappy Week Real Nappy Week is an annual promotional event for reusable nappies. but they are generally less important than branded products.4 475 - Source: Key Note SUPPLIERS Pampers. through the not-for-profit company WRAP (Waste & Resources Action Programme).8 2009 519 2.2 2008 507 2. organised by Go Real. and Kimberly-Clark’s Huggies brand dominate the market for disposable nappies. Real Nappy Week was sponsored by government funding.1: The UK Market for Disposable Nappies by Value (£m at rsp). MARKET SIZE The value of the UK retail market for disposable nappies was £519m in 2009. However. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 487 2. Own-brand nappies are produced for most major retailers.5 2007 493 1. which concluded that there was relatively little difference between disposable and reusable nappies in terms of environmental impact.

The range. (In addition to the figures shown in Table 3. in an attempt to compete with supermarkets and discount retailers. Pampers launched its ‘value brand’. Boots is the other main distribution channel.2.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000). as ASDA launched its own-brand Little Angels New Arrivals nappies at £1 for a pack of 48 nappies.305 171 3.) Table 3.. MARKETING AND ADVERTISING Pampers was by far the most heavily advertised nappy brand in 2009. Years Ending December 2008 and 2009 2008 Pampers Nappies Baby Dry Nappies Simply Dry Easy Up Pants New Baby Nappies Active Fit Kandoo product range Table continues. March 2010 saw the start of a possible nappy price war. see Chapter 2 — Strategic Overview. although Huggies spent slightly more in 2008. its first product for older children. Simply Dry. in July 2009. both Pampers and Huggies were advertised as part of individual supermarket promotions. the Pampers brand launched UnderJams. Price is increasingly becoming a factor in the disposable-nappy market.019 118 3.817 946 683 211 125 2009 © Key Note Ltd 2010 29 . 205 1. in the form of the major multiple grocery retailers. is designed to provide protection from bedwetting for children aged 4 to 12 years..Baby Products Disposable Nappies DISTRIBUTION Distribution of disposable nappies is mainly through the grocery sector. in the form of absorbent pants shaped like underwear. which caters for 4 to 15 year-olds. Kimberly-Clark’s Huggies brand already had a similar range: DryNites. RECENT DEVELOPMENTS In January 2010.

2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000). Years Ending December 2008 and 2009 . the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. Seven in ten purchasers of disposable nappies lived in households with a main shopper aged between 25 and 44.073 414 109 546 183 2009 CONSUMER TRENDS According to data from Kantar Media (see Table 3. A global website for Huggies. This rose to 19% in households where the main shopper was aged between 25 and 34 years.512 1. plus a new Huggies logo incorporating a baby’s handprint. which went live in February 2010. also includes tips for mothers-to-be.. features a ‘real-time’ video of a baby growing in utero. and four in ten had a main shopper aged between 25 and 34.. with the theme ‘Everyday Discoveries’.3). 7% of all adult main shoppers said that their household had used disposable nappies during the year ending September 2009. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years.table continued 2008 Huggies DryNites Sleep Shorts Superdry Nappies Natural Fit Nappies Pull-Ups Pants Little Walkers Newborn Nappies Others Sainsbury’s — nappies range ASDA — nappies range Tesco — nappies range Source: Nielsen Media Research In April 2010. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010.Baby Products Disposable Nappies Table 3. © Key Note Ltd 2010 30 . 595 285 180 137 837 1. Parents were encouraged to upload photos and videos of their child exploring their world. The site. called ‘9 months in vivo’.006 1.

Baby Products

Disposable Nappies

Table 3.3: Household Use of Disposable Nappies in the Last 12 Months — Penetration and Profile by Age of Main Shopper in the Household (%), 2009
Profile (%) All adults Age 15-19 20-24 25-34 35-44 45-54 55-64 65+ 2 15 40 30 6 5 2 2 13 19 12 3 2 1 100 Penetration (%) 7

Source: Target Group Index (TGI) © Kantar Media, Quarter 1 (October 2008September 2009) 2010

Table 3.4, which provides an analysis of household purchasing of disposable nappies by type, shows that ‘normal’ disposable nappies were the most popular choice in all age groups. They were more than twice as popular as flexible nappies among those in the 25 to 34 and 35 to 44 age groups.

Table 3.4: Household Purchasing of Disposable Nappies in the Last 12 Months — Penetration by Type of Product and Age of Main Shopper in the Household (%), 2009
Normal All adults Age 15-19 20-24 25-34 35-44 45-54 55-64 2 8 12 7 1 2 0 5 5 3 1 0 0 4 4 4 0 1 0 1 1 1 0 0 4 Flexible 2 Training 2 Other 0

Source: Target Group Index (TGI) © Kantar Media, Quarter 1 (October 2008September 2009) 2010

© Key Note Ltd 2010

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Baby Products

Baby Transport and Nursery Furniture

4. Baby Transport and Nursery Furniture
BACKGROUND
Suppliers of baby transport and nursery furniture have taken advantage of a number of positive social and demographic factors affecting parenthood in the 21st century. The fact that consumers have become increasingly style-conscious has had an impact on both the transport and nursery-furniture segments, with parents demanding high standards of design and functionality in the products they buy for their babies. Most companies in the nursery-furniture segment produce co-ordinated ranges, in colours and styles to suit contemporary tastes, and baby transport too is designed with fashion in mind. The baby-transport segment has responded to the fact that people are becoming more mobile in both their leisure and working lives, and are increasingly reliant on car transport. This has led to a growing need for flexible solutions to enable babies and toddlers to accompany their families, with baby travel systems, combining car seats with prams and/or pushchairs, gradually usurping more traditional baby carriages. Many families also find the need for an additional, more lightweight form of baby transport, such as a baby carrier or a lightweight baby buggy, while two-car families may find it more convenient to purchase two baby car seats than to deal with the logistics of moving a seat from one car to another. Car seats may also be purchased by grandparents, childminders and others who have to transport babies and toddlers on a regular basis. The trend towards older parenthood has been beneficial in that a higher proportion of parents are now settled and reasonably affluent when they embark on parenthood and, as such, are more willing and more able to afford high-quality products for their new baby.

MARKET SIZE
The total UK retail market for baby transport and nursery furniture was valued at £434m in 2009. The steady growth between 2005 and 2008 can be attributed to strong product innovation and marketing activity by manufacturers and retailers, combined with the rising birth rate. The rate of growth slowed in 2009, partly due to a more difficult economic climate and partly due to the fact that there were slightly fewer births.

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Baby Products

Baby Transport and Nursery Furniture

Table 4.1: The UK Market for Baby Transport and Nursery Furniture by Value (£m at rsp), 2005-2009
2005 Value (£m at rsp) % change year-on-year
rsp — retail selling prices

2006 405 2.3

2007 415 2.5

2008 427 2.9

2009 434 1.6

396 -

Source: Key Note

Baby Transport
Retail sales within the baby-transport sector (comprising prams, pushchairs, baby carriers and car safety seats) reached £297m in 2009.

Table 4.2: The UK Market for Baby Transport by Value (£m at rsp), 2005-2009
2005 Value (£m at rsp) % change year-on-year
rsp — retail selling prices

2006 281 1.8

2007 286 1.8

2008 293 2.4

2009 297 1.4

276 -

Source: Key Note

The products in this sector can be divided into two main groups: prams, pushchairs and baby carriers (including travel systems, which combine car seats with prams and/or pushchairs); and stand-alone car safety seats. The former is by far the larger segment and has been taking share from traditional car seats. Although a number of factors — including multiple car ownership and the fact that using a car seat or booster seat is mandatory for children up to the age of 12 — have combined to increase volume sales of car seats, the value of sales fell from £66m to £59m between 2005 and 2009. The prams, pushchairs and baby carriers sector, on the other hand, has seen healthy sales growth, with fashion and celebrity culture playing a large part in prompting parents (and/or grandparents) to buy premium products. Sales in this segment increased from £210m in 2005 to £237m in 2009.

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8 †297 210 66 276 Source: Key Note Nursery Furniture The nursery-furniture sector has grown in tandem with increasing demand from parents for nursery furniture and baby equipment that reflects their personal tastes in home décor. Table 4.2 120 - Source: Key Note © Key Note Ltd 2010 34 . highchairs.6 293 2009 237 2. 2005-2009 2005 Prams. reached £137m in 2009.9 2009 137 2.3 2007 129 4. playpens and changing units.0 2008 134 3. including cots.6 62 -1.1 286 2008 231 3.5 281 2007 223 3. pushchairs and baby carriers % change year-on-year Car safety seats % change year-on-year Total rsp — retail selling prices † — does not sum due to rounding 2006 216 2.2 63 -3.Baby Products Baby Transport and Nursery Furniture Table 4. having grown from £120m in 2005. Retail sales of nursery furniture.9 65 -1. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 124 3.4: The UK Market for Nursery Furniture by Value (£m at rsp). cribs and mattresses.6 59 -4.3: The UK Market for Baby Transport by Sector by Value (£m at rsp).

3 18 5. with many small companies — as well as larger manufacturers and retailers. operates in both the baby-transport and feeding/safety-equipment sectors.0 124 2007 89 3.3 129 2008 92 3. a Canadian company that has had a UK presence since 1988.5 17 6. Table 4.9 134 2009 93 1.4 24 4. Bébécar and Cosatto. Quinny and Bébé Confort. cribs and mattresses % change year-on-year Highchairs % change year-on-year Other % change year-on-year Total rsp — retail selling prices † — including playpens and changing units 2006 86 4.1 25 4. © Key Note Ltd 2010 35 . Babies R Us and Mamas & Papas — producing ranges of furniture and accessories. Dorel. Graco. The largest of these are Mamas & Papas.5 23 4. with Britax Excelsior being particularly important within the market for dedicated child car seats.6 137 82 22 16 120 Source: Key Note SUPPLIERS The market for nursery furniture is highly fragmented. with retail sales estimated at £93m in 2009. Other companies of importance in this sector include Chicco. There is also a wide range of suppliers to the baby-transport market.0 16 0.5: The UK Market for Nursery Furniture by Sector by Value (£m at rsp). cribs and mattresses easily constitute the largest segment. including Mothercare. Maclaren and Mothercare’s own brand.Baby Products Baby Transport and Nursery Furniture Cots. 2005-2009 2005 Cots. Baby-transport brands marketed by Dorel include Maxi-Cosi.9 22 0.2 19 5.

the B-Smart modular travel system. The cradle uses ‘Magic Cards’. Mamas & Papas launched the Magic Astro Cradle in March 2010. DISTRIBUTION Many parents undertake extensive research (usually online) before purchasing items of baby equipment. baby swings.Baby Products Baby Transport and Nursery Furniture The traditional British pram company Silver Cross has experienced a revival of fortunes since its purchase in 2002 by the private company David Halsall International Ltd. ‘one-handed’ height adjustment. It was announced in March 2010 that Britax would be launching the Jockey range of child’s bicycle seats.or four-wheeled compact travel system. The Baby Gear range. highchairs and booster seats. Its popularity has been boosted by the fact that its prams and baby accessories have been chosen by a number of ‘celebrity parents’ — and the brand’s ‘street cred’ was further enhanced when six Silver Cross Balmoral prams appeared on stage with the singer Lily Allen at the music industry’s 2010 Brit Awards. car seats and prams/pushchairs: many parents choose either to go in person to a store to examine these products after online research or to buy the equipment online. a double pushchair designed to accommodate one child from birth and another from the age of 6 months. This applies particularly to travel systems. The Graco Quattro Tour Duo. which offers a four-position. meaning that an online presence is now a prerequisite for baby-equipment companies. which has rearward. February 2010 saw the launch of the Forty Winks 4-in-1 travel cot/playpen from Cosatto. was launched by Cosatto in February 2009. The product can also be transformed into a travel system for twins with the addition of two Graco car seats. and the B-Dual travel system. RECENT DEVELOPMENTS The Slidi highchair. plus characters that can be attached to the toy arch over the seat. A range of four new pushchairs was launched by Britax in January 2010. each containing songs and sounds. was launched towards the end of 2009. from the US toy manufacturer Fisher-Price. Maclaren’s Techno XLR travel system was expanded in July 2009 with the introduction of a soft carrycot that is compatible with the system. © Key Note Ltd 2010 36 . The infant seat.or forward-facing seat options and space for an additional seat for a second child. includes baby seats and bouncers. The range included: the B-Lite urban stroller. the B-Mobile three. uses interactive technology and a choice of music and light shows to entertain babies from birth to 6 months old. described by the company as ‘the ultimate electronic infant entertainment system’. giving a high degree of comfort and safety. fitting onto the buggy for the baby’s first few months.

) © Key Note Ltd 2010 37 . not a single brand within Nielsen Media Research’s ‘baby carriages and nursery equipment’ category spent more than the threshold (£75. undefined category of ‘baby goods’ recorded a total expenditure of £192. Following these problems. Graco voluntarily recalled 65 models of its Harmony High Chair due to reports of loose screws and falling brackets that could cause the chair to tip. (A separate. divided between 33 brands. In March 2010. Dorel voluntarily recalled all FamilyFix car-seat bases sold before 4th March. Total expenditure in this sector in 2009 was £1.2 million products. The recall was estimated to affect 1. The company stated that it had had no complaints or reports of incidents. In November 2009. but a routine internal quality check had revealed a potential problem in the mechanical attachment of the IsoFix connectors to the base. having detected a potential risk of injury to fingers or hands from its folding mechanism. In March 2010.000) for a separate listing in its published figures. the company distributed hinge covers to all purchasers of the strollers in the US. accounted for by 214 separate brands. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. The remedy kit consists of covers to fit over each of the hinges. From 2010. MARKETING AND ADVERTISING The highly fragmented nature of this sector of the baby-products market is illustrated by the fact that. In 2008. however. In the UK. with campaigns for its Trio travel system and Polly highchair brands worth a total of £340. during the 12 months ending December 2009. all Maclaren strollers of this type are being supplied with hinge covers as standard. these covers were issued only to purchasers who contacted Maclaren themselves. the majority of expenditure within the category was accounted for by a large number of brands (186) spending less than the threshold amount. Chicco was the largest spender. Both fit onto the new Dorel FamilyFix car-seat base.000 in 2009.Baby Products Baby Transport and Nursery Furniture In October 2009. Britax Excelsior Ltd announced that it would offer a free ‘precautionary’ remedy kit for one of its stroller models. Maclaren received some adverse publicity towards the end of 2009.2m. in February 2010. Dorel launched a new range of Maxi-Cosi car seats: the Pebble for infants and the Pearl for toddlers. sold under the Viva and Nexus brands.000. Again. however.

reminding parents of the importance of in-car safety and the correct fitting of child car seats. TK Maxx began an online campaign on the parenting website Netmums. In January 2010.6: Main Media Advertising Expenditure on Baby Carriages and Nursery Equipment by Brand (£000). which included links to the nursery range on the TK Maxx website. there was a competition to win a £500 gift card.188 1. The retailer gave a series of Netmums bloggers (online diarists) money to spend in store and then invited them to talk about the shop and products on the Coffeehouse forum pages.188 2009 Britax launched a television advertising campaign in February 2010. TK Maxx also ran display advertisements on the Netmums site.711 1.Baby Products Baby Transport and Nursery Furniture Table 4. © Key Note Ltd 2010 38 . In addition. to promote its new range of nursery products.283 1. Years Ending December 2008 and 2009 2008 Chicco Polly Highchair Trio For Me Total Chicco Coo Chi Coo — nursery product range Other Total Source: Nielsen Media Research 155 185 340 88 1. The campaign was supported by online and point-of-sale materials.

is the number of mothers who breastfeed their babies. No reliable recent figures are available on breastfeeding rates among older babies. and feeding cups for older babies and toddlers. published in 2007. is to encourage that babies are solely breastfed for the first 6 months. Manufacturers have responded to the promotion of breastfeeding by developing new ranges of products for breastfeeding mothers and their babies. The market for baby monitors has developed. The feeding-products sector also incorporates bottles and teats for bottle feeding. in 2009. including breast pumps and storage bottles. corner cushions to protect babies from knocking themselves on furniture corners. Baby Monitors. door and cupboard latches. as well as being purchased by parents of young children. such as: stair gates and bedrails. at least partly. The latest figures from the Department of Health suggest that. Home Safety Equipment and Feeding Equipment 5.Baby Products Baby Monitors. but the 2005 Infant Feeding Survey. in response to a need to provide reassurance for parents in the light of findings on issues such as Sudden Infant Death Syndrome (SIDS. when visiting friends or relatives. and many working parents of young children keep a separate set of feeding equipment at a childcare facility. Children’s Services and Skills]). Home safety equipment is required at the homes of childminders (who are now inspected by Ofsted [the Office for Standards in Education. warmers and sterilising equipment. For example. just under half of all babies were being totally or partially breastfed at their 6or 8-week check-up. fridges and other household appliances. They are also widely used when parents are out and about with their babies — for example. revealed that 37% of all mothers were breastfeeding their baby at 6 weeks. sterilisers and spare bottles can help mothers to continue breastfeeding after their return to work. socket covers. Home Safety Equipment and Feeding Equipment BACKGROUND One of the main factors influencing the market for baby-feeding equipment. © Key Note Ltd 2010 39 . Both the feeding-products and safety-equipment markets have benefited from the trend for mothers to return to work while their children are still under school age. 24% at 4 months and 18% at 6 months. Widespread media coverage of the dangers that may face babies in their homes has led to a growing demand for home safety equipment. breastfeeding equipment such as pumps. and locks for cupboards. at least in the early stages. Government policy. more commonly known as Cot Death). backed by the World Health Organization (WHO). plus soothers.

8 2008 165 4. 71 68 139 75 5. Table 5. Retail sales of feeding equipment have also seen reasonably good growth. 2005-2009 2005 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total Table continues. home safety equipment and feeding equipment reached £168m in 2009.4 148 79 5.2 83 1. with developments such as digital and video monitors helping to maintain value to an extent.2 158 84 6. Retail sales within the sector were estimated at £85m in 2009.3 82 3.8 †165 2006 2007 2008 2009 85 1.4 2009 168 1. up from £71m in 2005.1: The UK Market for Baby Monitors.3 79 8. Home Safety Equipment and Feeding Equipment MARKET SIZE Total UK retail sales of baby monitors.Baby Products Baby Monitors.2: The UK Market for Baby Monitors. reaching £83m in 2009.6 73 7. Home Safety Equipment and Feeding Equipment by Value (£m at rsp).. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp)..5 2007 158 6. Table 5.8 139 - Source: Key Note Baby monitors are now a standard purchase for most new parents. compared with £139m in 2005. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 148 6.2 168 © Key Note Ltd 2010 40 .

and toddler cups. the strength is in one sector. as well as toddler cups. and door and window locks. including bottles and teats. Home Safety Equipment and Feeding Equipment Table 5. with particular strengths in baby monitors. © Key Note Ltd 2010 41 ..table continued rsp — retail selling prices † — does not sum due to rounding Note: some figures have been revised since the last edition of this report. from Jackel International. Tomy has a strong presence in the safety-equipment sector. however. such as socket covers. The company also produces baby play equipment. sterilisers and products to aid breastfeeding. The Danish company Baby Dan produces safety gates and other in-home safety equipment. The company also produces thermometers and baby monitors.Baby Products Baby Monitors. Lindam was purchased by the US baby-products company Munchkin. breast pumps and sterilisers. bedrails and ‘childproofing kits’. Lindam produces baby monitors and other safety equipment (notably stair gates). pan guards. such as bouncers and swings. bottle warmers and toddler feeding equipment. particularly from Boots and Mothercare. are important in both the feeding-equipment and safety-equipment sectors. includes the Closer to Nature range of bottle-feeding equipment. Source: Key Note SUPPLIERS It is common for suppliers to be active in both the feeding-equipment and safety-equipment sectors. Products from Dorel UK’s Safety 1st brand include monitors. It also produces feeding equipment. In February 2010. 2005-2009 . The Tommee Tippee range.. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp). The company’s product range also includes baby monitors. In the majority of cases. Own-label products. with the company having diversified into other products. as well as sterilisers.2: The UK Market for Baby Monitors. Philips Avent has a large range of feeding equipment. plus a range of playpens and highchairs.

plus 50 recorded melodies to help the baby get back to sleep.99. RECENT DEVELOPMENTS Baby Monitors The VTech Clear View Video Baby Monitor. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. a feeding bottle and a training mug — each retailing at just £1. Clippasafe introduced a number of new child safety products in March 2010. a weaning spoon pack. Tommee Tippee’s Closer to Nature range of feeding bottles became available in a new material that is entirely free from Bisphenol A (BPA) — a chemical that has been linked with possible interactions with hormone systems. Home Safety Equipment In July 2009. © Key Note Ltd 2010 42 . and locks onto. and a tap strap: a lightweight device designed to stop children accessing hot-water taps. In February 2009. The last of these includes a multicoloured nightlight. was launched in the UK in spring 2010. The Nuby brand of infant feeding products. Home Safety Equipment and Feeding Equipment DISTRIBUTION Boots and Mothercare dominate retail sales of feeding equipment and safety equipment. from the US company Luv n Care. sound sensor and feeding timer. February 2010 also saw the launch of a new range of baby monitors from Tomy: the Classic Monitor TA100. which was launched in February 2010. Feeding Equipment Fisher-Price introduced a ‘value’ feeding range in December 2009. Lindam launched the numi safety gate. including a magnetic cupboard and drawer lock.Baby Products Baby Monitors. with extra features including a digital zoom.4-inch colour display. a low-profile wall mount. which can be customised to co-ordinate with the nursery colour scheme. but supermarkets have an increasingly important presence. the Digital Monitor TD300 and the Digital Plus Monitor TD350. a weaning bowl and spoon set. Marketed as ‘essential for every stylish house’. features a 2. the gate slides into. enabling it to be easily removed when not in use. The range consists of five different products — a soother pack.

© Key Note Ltd 2010 43 . Home Safety Equipment and Feeding Equipment MARKETING AND ADVERTISING None of the brands in either the baby-feeding or safety-equipment sectors recorded a large enough advertising expenditure to appear in Nielsen Media Research’s data for the years ending December 2008 or 2009.Baby Products Baby Monitors.

09. 2005-2010 US Western Europe Europe France Norway Sweden Denmark UK Belgium Netherlands Spain Austria Greece Italy Germany 2. United Nations Population Division © Key Note Ltd 2010 44 .32 † — the average number of children that would be born to a woman if she were to experience the current age-specific fertility rates through her lifetime Source: World Population Prospects: The 2008 Revision. In France and Norway. the estimated total fertility rate (number of children per woman). the fact that it may be easier for American women to combine work and child-rearing.43 1.Baby Products An International Perspective 6. Denmark is at the same level. at 2.89. Europe and Selected European Countries.89 1. including: a higher birth rate among the majority Hispanic population.77 1.32 in Germany. is 1.38 1. The US has a higher fertility rate than Western Europe.1: Total Fertility Rates† in the US.74 1. Table 6.87 1.38 1. A number of explanations have been put forward for this. The average fertility rate in the UK is at the higher end of the European spectrum.09 1.50 1.38 1. compared with just 1. An International Perspective POPULATION TRENDS There are considerable variations in fertility rates among the Western European countries.84 1.89 1.59 1. for example. averaged across the years from 2005 to 2010. at 1.84 1. and the more traditional and family-oriented nature of much of the US population.84.

Mayborn launched the Tommee Tippee brand in the US. but they moved into Toys R Us stores in April. In October. Much of the company’s international growth came from India and Russia. Russia and Japan. Mamas & Papas announced in early February 2010 that it would be expanding its international operations. The Closer to Nature brand of baby-feeding equipment. up from 28 in 2009. The company also introduced a range of six prams into the Australian market in March 2010. were initially available only through Babies R Us in the US. the Middle East. the company announced a joint venture in India. taking it back to its original roots. In January 2010. © Key Note Ltd 2010 45 . Also in January 2010. and it plans a US launch in mid-2010. The company opened its 50th store in Russia in December 2009. and Explora toddler cups and feeding products. with many companies operating across several regions worldwide. Mothercare announced plans to launch Mothercare in Australia and the Early Learning Centre in South Africa. International expansion — particularly in areas of relatively high population growth — has been a focus for a number of UK companies. it expects to have 65 Indian stores by the end of 2010. the UK safety-products manufacturer Lindam became part of the US baby-products company Munchkin. The Mothercare group opened 115 international stores during 2009. The Closer to Nature and Explora brands were marketed in the US as being designed to help relieve common feeding anxieties among mothers. concentrating on Europe. mostly on a franchise basis. which produces bath-care. Early in 2010.Baby Products An International Perspective The baby-products market is highly international in nature. feeding and travel accessories.

with all of the main parties competing for the family vote. In March 2010. SOCIAL FACTORS Many social and demographic factors have a strong influence on the market for baby products. Samantha Cameron’s announcement of her pregnancy in the run-up to the election added to the ‘family focus’ of the campaign. the media had made much of Gordon Brown’s failure to name his favourite biscuit during a live Web chat with Mumsnet users — an incident that was. including weaning sets and toddler cups. dubbed ‘biscuit-gate’. was introduced in July 2009. pricing its Little Angels New Arrivals product at £1 for 48 nappies.Baby Products PEST Analysis 7. compared with around 20 pence for a standard Pampers nappy. ECONOMIC FACTORS Although spending on children is often the last thing to be reduced in recessionary times. PEST Analysis POLITICAL FACTORS The political importance of parents with babies and young children is underlined by the fact that the General Election of May 2010 became known as the ‘Mumsnet election’. in February 2010. This was refuted by Teresa May in the Conservatives’ own Mumsnet advertisement. Labour took an advertisement on the main forum page of the Mumsnet site. the baby-products industry has recognised that economic realities also impinge on parents. Fisher-Price launched a value range of toddler-feeding accessories.99 each. from the premium brand Pampers. The Simply Dry nappy range. this has resulted in a smaller consumer base. Prior to this. • Smaller family sizes — these can mean higher disposable income and greater expenditure per child. © Key Note Ltd 2010 46 . The nappies were typically priced at 11 pence each. In February 2010.000 a year. priced at £1. claiming that the Conservatives aimed to limit child tax credits to families earning less than £31. predictably. ASDA went one step further. and a number of ‘value’ products have been introduced. These include: • The falling birth rate — by definition.

Covers were also issued to UK purchasers who contacted Maclaren themselves. This can benefit the market. Britax voluntarily issued ‘remedy kits’ in the form of hinge covers for its Nexus and Viva pushchair models. however. although no injuries had been reported. In March 2010. all Maclaren strollers of this type will be supplied with hinge covers fitted as standard. © Key Note Ltd 2010 47 . with more journeys being undertaken by car — this has resulted in increased demand for products that make it easier to travel with babies and young children. • Higher numbers of working mothers — for economic reasons (as discussed earlier in this report) and/or because of a shift in social attitudes. • Greater mobility. cots and travel seats) may need to be bought twice. Following these problems. The most high-profile of these was the US ‘recall’ by Maclaren of its umbrella strollers in November 2009. women are more likely to wish to return to work soon after childbirth.Baby Products PEST Analysis • Later parenthood — this means that couples are likely to be more affluent before starting their families. Graco voluntarily recalled 65 models of its Harmony High Chair. owing to reports of loose screws and falling brackets that could cause the chair to tip. because some items of baby equipment (for example. in February 2010. The company distributed hinge covers to all purchasers of the strollers in the US. the first child not yet having ‘outgrown’ them. and perhaps subsequent children. Technology can also cause problems. From 2010 onwards. following reports that 12 children in the US had had parts of their fingers cut off by its folding mechanism. due to the potential risk of injury from the folding mechanism. and there were a number of product recalls during 2009 and the early part of 2010. TECHNOLOGICAL FACTORS The baby-products market is led by technological innovations designed to provide solutions for mothers and babies. It may also mean that they do not wait as long before having a second child.

if any. prospective parents and other purchasers of baby products.Baby Products Consumer Dynamics 8. Table 8.. March 2010 Nappies I am concerned that disposable nappies are harmful to the environment I use/have used only disposable nappies as opposed to non-disposable nappies I use/have used non-disposable nappies Breastfeeding Versus Bottle Feeding Breastfeeding is much better for babies than bottle feeding Bottle feeding can be just as good as breastfeeding Bottle feeding is easier for the parents than breastfeeding The cleansing and sterilising necessary for bottle feeding babies means it can be hard work New Versus Second-Hand Baby Equipment It is perfectly acceptable to use second-hand baby equipment as long as you are satisfied it is safe It is important to buy all baby equipment brand new Table continues.1 provides a summary of the results.. (See Chapter 2 — Strategic Overview — for a detailed breakdown of the sample and information on how the respondents were selected. of the following do you agree with?’ A series of statements were then read out. Consumer Dynamics OVERVIEW This chapter is based on the findings of Key Note’s original research among a sample of 477 parents.1: Attitudes Towards Baby Products and Related Issues (% of respondents).) Respondents were asked: ‘I am going to ask you some questions about products and equipment you can buy for babies. 26 78 53 64 47 29 60 40 59 © Key Note Ltd 2010 48 . Which. Table 8.

just over half (53%) of the sample acknowledged that the cleansing and sterilising that was necessary meant that bottle feeding could be hard work. Breastfeeding Versus Bottle Feeding Nearly half (47%) of respondents agreed that breastfeeding is much better for babies than bottle feeding.1: Attitudes Towards Baby Products and Related Issues (% of respondents). whereas just under three in ten (29%) asserted that bottle feeding can be just as good as breastfeeding. used I wish I had done more research/been better informed before I bought my baby equipment Source: Key Note/NEMS Market Research. either currently or in the past. March 2010 .Baby Products Consumer Dynamics Table 8.. © Key Note Ltd 2010 49 . Bottle feeding seems to have a slight advantage in terms of practicalities: nearly two-thirds (64%) of respondents said that bottle feeding was easier for parents than breastfeeding. this proportion almost exactly matched the proportion (60%) who acknowledged that they used (or had used) only disposable nappies.) I would never buy a second-hand child’s car seat I would not accept baby equipment passed on to me from friends and family Choosing Baby Equipment There are so many different types of baby equipment available that it can be difficult to decide what you actually do need Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available It is difficult to get unbiased advice about what sort of baby equipment to buy I bought some items of baby equipment that I never.. Four in ten were users of reusable nappies.table continued New Versus Second-Hand Baby Equipment (cont. or hardly ever. March 2010 29 47 46 45 80 17 63 Nappies Nearly six in ten respondents (59%) agreed that they were concerned that disposable nappies might be harmful to the environment. However. However.

A very high proportion of respondents (78%) agreed that it is perfectly acceptable to use second-hand equipment as long as one is satisfied that it is safe to do so. the plethora of products can also be very confusing. especially for new parents. and 45% of respondents agreed that parenting is now easier than it was a decade ago because of this. and women were more likely than men to do so (63% of women. and nearly three in ten (29%) wished that they had been better informed before buying baby equipment. Just over a quarter (26%) said that it was important for them personally to buy all baby equipment brand new. and nearly two-thirds (63%) of respondents agreed that they would never buy this item of baby equipment second-hand. the potential dangers of using a second-hand car seat have been well publicised. Nearly two-thirds (65%) of over-45 year-olds who bought products for babies and/or small children were concerned about this. Almost the same proportion (47%) had bought at least some items of baby equipment that had been of little or no use. © Key Note Ltd 2010 50 . Levels of concern were highest among respondents living in the Midlands (63%) and lowest among those living in the North (55%). Eight in ten (80%) respondents said that there are so many different types of baby equipment that it can be difficult to decide what you actually need — and 46% said that it was difficult to obtain unbiased advice on this subject. However. favour ‘passing on’ baby equipment. and there is clearly a need for help and guidance to enable purchasers of baby equipment to make informed decisions. Choosing Baby Equipment The wide variety of baby equipment that is currently available certainly makes life easier for parents in some respects. together with growing concern for the environment. compared with just 29% of 16 to 24 year-olds. Slightly more of those in the C2DE social grades than those in the ABC1 social grades saw this as a concern (62% versus 56%). and 17% said that they would not even accept used baby equipment from friends and family. rather than discarding it.Baby Products Consumer Dynamics New Versus Second-Hand Baby Equipment Current economic conditions. However. compared with 53% of men). DETAILED ANALYSIS Nappies Older respondents tended to be more aware than younger respondents of the environmental impact of disposable nappies.

Disposable Nappies (% of respondents). March 2010 S1: “I am concerned that disposable nappies are harmful to the environment.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S1 PP% Pen% 100 35 65 2 21 32 45 43 57 59 53 63 29 53 61 65 56 62 S2 PP% Pen% 100 40 60 7 25 40 29 45 55 60 62 59 86 65 76 42 60 61 100 39 61 5 23 31 41 46 54 37 25 38 35 27 38 55 63 59 35 22 42 58 53 67 Base: respondents with children aged 0 to 15. compared with 86% of 16 to 24 year-olds. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. and Use of.2: Attitudes Towards. compared with 53% of respondents from the Midlands.Baby Products Consumer Dynamics Just 42% of those aged over 45 had used only disposable nappies for their children. March 2010 © Key Note Ltd 2010 51 . Table 8. those who are hoping to start a family within the next 2 years.” S2:” I use/have used only disposable nappies as opposed to non-disposable nappies. Source: Key Note/NEMS Market Research. Around two-thirds (67%) of those living in the South had used only disposables.

Source: Key Note/NEMS Market Research. but differences in penetration by region or social grade were fairly slight. those who are hoping to start a family within the next 2 years. This may be related to the fact that disposable nappies have become widely available only relatively recently. and many women over 45 may not have had the opportunity to use them when bringing up their own babies. March 2010 S3: “I use/have used non-disposable nappies. Women (46%) were much more likely than men (29%) to agree that they used or had used non-disposable nappies. Table 8.Baby Products Consumer Dynamics Respondents aged over 45 were more than twice as likely as those in the 25 to 34 age group to use or have used non-disposable nappies (51% versus 24%).” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S3 PP% 100 29 71 5 14 29 52 44 56 Pen% 40 29 46 42 24 37 51 38 41 100 39 61 5 23 31 41 46 54 37 25 38 39 26 35 42 40 37 Base: respondents with children aged 0 to 15.3: Use of Non-Disposable Nappies (% of respondents). and those who do not have children under 16 but do buy things for babies and/or small children nowadays. March 2010 © Key Note Ltd 2010 52 .

” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues.. being both more likely than other age groups to say that bottle feeding is just as good as breastfeeding and less likely to say that breastfeeding is much better for babies. Table 8.” S5: ”Bottle feeding can be just as good as breastfeeding. Northern respondents were the most enthusiastic about breastfeeding. there was essentially no difference between the two groups in terms of the proportion claiming that bottle feeding can be just as good as breastfeeding. March 2010 S4: “Breastfeeding is much better for babies than bottle feeding. Although considerably more ABC1s than C2DEs endorsed breastfeeding as being much better for babies (53% versus 42%).Baby Products Consumer Dynamics Breastfeeding Versus Bottle Feeding Slightly more men (50%) than women (45%) held the view that breastfeeding is much better for babies than bottle feeding — but women were significantly more likely than men (34% to 20%) to say that bottle feeding can be just as good as breastfeeding. Respondents in the 35 to 44 age group were the keenest proponents of bottle feeding. being the most likely to agree that it is much better for babies (56%) and the least likely to agree that bottle feeding can be just as good (24%).4: Attitudes Towards Breastfeeding (% of respondents). 46 54 5 23 31 41 39 61 100 S4 PP% Pen% 100 42 58 5 24 28 43 52 48 47 50 45 48 48 42 50 53 42 S5 PP% Pen% 100 28 72 5 23 36 36 46 54 29 20 34 26 29 33 25 29 28 © Key Note Ltd 2010 53 ..

March 2010 . Fairly similar proportions of the ABC1s (62%) and C2DEs (66%) thought that bottle feeding is easier than breastfeeding. The youngest respondents (16 to 24 year-olds.. while those living in the South were the most likely to agree that cleansing and sterilising can make bottle feeding hard work. March 2010 Men were more likely than women to say that bottle feeding is easier for parents than breastfeeding: 71% of men. By region. However. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. the ABC1s were more likely than the C2DEs to feel that the chores associated with bottle feeding can be onerous (57% of ABC1s. men and women were almost equally likely to hold the view that the cleaning and sterilising that is necessary for bottle feeding can be hard work (53% of men and 52% of women).table continued S4: “Breastfeeding is much better for babies than bottle feeding.4: Attitudes Towards Breastfeeding (% of respondents).. © Key Note Ltd 2010 54 . while those aged 25 to 34 (60%) were the most likely to agree with the latter one. those living in the North were the most likely to think that bottle feeding was easier.” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S4 PP% Pen% S5 PP% Pen% 37 25 38 44 21 35 56 39 44 30 28 42 24 31 32 Base: respondents with children aged 0 to 15. those who are hoping to start a family within the next 2 years. Source: Key Note/NEMS Market Research.Baby Products Consumer Dynamics Table 8. agreed with this statement. compared with 49% of C2DEs).” S5: ”Bottle feeding can be just as good as breastfeeding. However. 77%) were the most likely to agree with the former statement. compared with 59% of women.

March 2010 © Key Note Ltd 2010 55 .5: Attitudes Towards Bottle Feeding (% of respondents). those who are hoping to start a family within the next 2 years.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S6 PP% Pen% 100 40 60 5 26 31 38 50 50 64 71 59 77 66 59 65 62 66 S7 PP% Pen% 100 44 56 6 24 29 41 44 56 53 53 52 51 60 52 49 57 49 100 44 56 6 24 29 41 44 56 39 26 36 33 24 43 67 65 60 39 26 36 48 49 60 Base: respondents with children aged 0 to 15. March 2010 S6: “Bottle feeding is easier for the parents than breastfeeding.” S7: ”The cleansing and sterilising necessary for bottle feeding babies means it can be hard work. and those who do not have children under 16 but do buy things for babies and/or small children nowadays.Baby Products Consumer Dynamics Table 8. Source: Key Note/NEMS Market Research.

More than eight in ten women (83%). compared with around seven in ten men (71%). agreed that second-hand baby equipment is perfectly acceptable to use. while just over three in ten men (31%) said that it is important to buy all baby equipment brand new. In addition. March 2010 S8: “It is perfectly acceptable to use second-hand baby equipment as long as you are satisfied it is safe. 46 54 5 23 31 41 39 61 100 S8 PP% Pen% 100 36 64 5 23 33 39 48 52 78 71 83 74 80 82 75 81 76 S9 PP% Pen% 100 46 54 10 19 29 42 39 61 26 31 23 54 22 24 27 22 30 © Key Note Ltd 2010 56 . being more likely than those in other regions to say that this is important to them (32%) and the least likely to think that it is acceptable to buy second-hand (still a relatively high 74%). The 16 to 24s were the keenest on buying all baby equipment brand new.6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents). There was something of an ABC1/C2DE split. with the former (generally more affluent) social grades being more relaxed about buying second-hand and less concerned that everything should be new. Second-hand baby equipment was more acceptable to those in the age groups between 25 and 44 than it was to younger or older respondents..” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. Table 8..Baby Products Consumer Dynamics New Versus Second-Hand Baby Equipment Buying all baby equipment brand new is of rather less importance to women than it is to men. Northern respondents were the most likely to prioritise purchases of new equipment for their babies.” S9: ”It is important to buy all baby equipment brand new. fewer than one in four women (23%) held this view.

those who are hoping to start a family within the next 2 years.. However..6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents).” S9: ”It is important to buy all baby equipment brand new. Respondents living in the North or the Midlands were twice as likely as those living in the South to reject baby equipment from people they know. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. there was little difference by region in the proportion who said that they would never buy a second-hand car seat. March 2010 Younger respondents were particularly averse to buying second-hand car seats (94% said they would never do so) and to accepting baby equipment passed on from friends and family (31% agreed with the statement). Source: Key Note/NEMS Market Research. March 2010 . © Key Note Ltd 2010 57 .” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S8 PP% Pen% S9 PP% Pen% 37 25 38 35 26 39 74 80 82 45 25 30 32 26 21 Base: respondents with children aged 0 to 15.Baby Products Consumer Dynamics Table 8.table continued S8: “It is perfectly acceptable to use second-hand baby equipment as long as you are satisfied it is safe.

March 2010 © Key Note Ltd 2010 58 .” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S10 PP% Pen% 100 40 60 7 26 32 35 45 55 63 64 62 94 70 64 53 61 64 S11 PP% Pen% 100 40 60 9 22 20 49 44 56 17 18 17 31 17 11 21 17 18 100 39 61 5 23 31 41 46 54 37 25 38 37 24 39 63 60 64 48 30 22 23 20 10 Base: respondents with children aged 0 to 15. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. March 2010 S10: “I would never buy a second-hand child’s car seat. those who are hoping to start a family within the next 2 years.7: Aversion to Second-Hand Baby Equipment (% of respondents). Source: Key Note/NEMS Market Research.Baby Products Consumer Dynamics Table 8.” S11: ”I would not accept baby equipment passed on to me from friends and family.

also showed relatively high levels of agreement with the statement that parenting today is easier because of the wide range of baby equipment that is available. March 2010 S12: “There are so many different types of baby equipment available that it can be difficult to decide what you actually do need. C2DE respondents. and those living in the North.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues.Baby Products Consumer Dynamics Choosing Baby Equipment Women were particularly likely to complain that it can be difficult to decide which types of baby equipment to choose: 83% of women... agreed with this statement.” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available. whilst being more likely than any other age group to agree that the wide choice of equipment makes parenting easier than it was 10 years ago. 46 54 5 23 31 41 39 61 100 S12 PP% Pen% 100 37 63 5 21 33 41 46 54 80 75 83 87 73 84 80 81 80 S13 PP% Pen% 100 41 59 7 20 28 44 41 59 45 47 44 66 40 40 49 40 49 © Key Note Ltd 2010 59 . were also more likely than others to say that greater choice makes it more difficult to make decisions on what to buy. Table 8.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents). Those in the 16 to 24 age group. compared with 75% of men.

and those who do not have children under 16 but do buy things for babies and/or small children nowadays.” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available.table continued S12: “There are so many different types of baby equipment available that it can be difficult to decide what you actually do need. Source: Key Note/NEMS Market Research. © Key Note Ltd 2010 60 .Baby Products Consumer Dynamics Table 8.” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S12 PP% Pen% S13 PP% Pen% 37 25 38 37 26 36 81 83 77 41 23 36 50 41 43 Base: respondents with children aged 0 to 15.. March 2010 . those who are hoping to start a family within the next 2 years.. March 2010 Those who were the most likely to complain about the lack of unbiased advice about the type of baby equipment to buy included the C2DEs (49%) and those in the 16 to 24 age group (54%).8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents).

Source: Key Note/NEMS Market Research. March 2010 S14: “It is difficult to get unbiased advice about what sort of baby equipment to buy. March 2010 © Key Note Ltd 2010 61 .9: Attitudes Towards the Availability of Unbiased Advice on Baby Equipment (% of respondents). and those who do not have children under 16 but do buy things for babies and/or small children nowadays.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S14 PP% 100 39 61 6 17 32 45 42 58 Pen% 46 45 46 54 34 47 50 42 49 100 39 61 5 23 31 41 46 54 37 25 38 32 28 40 40 50 49 Base: respondents with children aged 0 to 15.Baby Products Consumer Dynamics Table 8. those who are hoping to start a family within the next 2 years.

The ABC1s (whose higher disposable income may make them more prone to impulse buys) were more likely than the C2DEs to have made purchases they later regretted. Although those in the 35 to 44 age group were the least likely to say that they had bought items they had not used. More than half of the former group (53%).” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. March 2010 S15: “I bought some items of baby equipment that I never. Interestingly. or done more research.” S16: ”I wish I had done more research/been better informed before I bought my baby equipment. agreed with this statement. before buying. Table 8.Baby Products Consumer Dynamics Half (50%) of the men questioned. or hardly ever. 46 54 5 23 31 41 39 61 100 S15 PP% Pen% 100 42 58 5 24 28 43 52 48 47 50 45 48 48 42 50 53 42 S16 PP% Pen% 100 28 72 5 23 36 36 46 54 29 20 34 26 29 33 25 29 28 © Key Note Ltd 2010 62 . A third of this group (33%) would have liked to have been better informed before buying.. used.. said that they had bought items of baby equipment that they had never used — but more women than men (34% versus 20%) said they wished that they had been better informed. compared with 45% of women. respondents living in the North were more likely than those in other regions to have bought items of baby equipment only to find that they did not use them (56%) — but they were less likely than those in the other regions to wish they had been better informed before buying (24%). compared with just over four in ten of the latter one (42%). they were the most likely to say that they wished they had done more research.10: Personal Experience of Choosing Baby Equipment (% of respondents).

March 2010 . used. those who are hoping to start a family within the next 2 years.” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S15 PP% Pen% S16 PP% Pen% 37 25 38 44 21 35 56 39 44 30 28 42 24 31 32 Base: respondents with children aged 0 to 15.. and those who do not have children under 16 but do buy things for babies and/or small children nowadays..” S16: ”I wish I had done more research/been better informed before I bought my baby equipment. Source: Key Note/NEMS Market Research.10: Personal Experience of Choosing Baby Equipment (% of respondents).table continued S15: “I bought some items of baby equipment that I never.Baby Products Consumer Dynamics Table 8. March 2010 © Key Note Ltd 2010 63 . or hardly ever.

the aircraft-interior and vehicle-safety-equipment manufacturer Britax International. multiple retailers and vehicle original equipment manufacturers (OEMs) in Europe. for £230m.331 -522 © Key Note Ltd 2010 64 . manufactures and markets child safety products in the UK.261 31/12/07 163. Surrey.co. The company designs.3m and a pre-tax loss of £522. assembles. Table 9. Known chiefly for its children’s car seats. the company also offers infant carriers and wheeled goods. BRITAX CHILDCARE HOLDINGS LTD Corporate Strategy Britax Childcare Holdings Ltd was acquired from its former parent company. Supplier Profiles INTRODUCTION This chapter profiles some of the leading manufacturers and specialist retailers operating in the sectors covered by this report. by the private-equity company Carlyle Group in September 2005.1: Financial Results for Britax Childcare Holdings Ltd (£000).uk 148. Britax Childcare’s headquarters are in Chertsey. Australia (where the products are marketed under the Steelcraft and Safe n Sound brands) and the US. Profitability Britax Childcare Holdings Ltd reported a turnover of £183. The activities of multiple retailers operating within the baby-products sector in addition to other activities are discussed in Chapter 2 — Strategic Overview.000 for the year ending 31st December 2008. It distributes these products through independent specialist retailers.715 -8.Baby Products Supplier Profiles 9.208 31/12/08 183. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.418 -7.

Baby Products Supplier Profiles Recent and Future Developments A range of four new pushchairs was launched by Britax in January 2010. Profitability Graco Ltd reported a turnover of £850. which has rearward. and in 2001 Newell-Rubbermaid acquired Klippan Group.000 and a pre-tax profit of £172. and the B-Dual travel system. the B-Mobile three. the B-Smart modular travel system. reminding parents of the importance of in-car safety and correct fitting of child car seats. Germany. with operations in the UK. a German company that makes prams and other baby-transport products. including car seats and strollers. The Newell-Rubbermaid portfolio also included Little Tikes toys. sold under the Viva and Nexus brands. having detected a potential risk of injury to fingers or hands from its folding mechanism. a Japanese manufacturer of childcare products. The campaign was supported by online and point-of-sale materials. Graco Europe was established in September 1997. In March 2010. Finland and Sweden. it was announced that Britax would be launching the Jockey range of child’s bicycle seats. Britax launched a television advertising campaign in February 2010.or four-wheeled compact travel system.000 for the year ending 31st December 2009. GRACO LTD Corporate Strategy Graco Ltd is the UK subsidiary of Graco Children’s Products Inc.or forward-facing seat options and space for an additional seat for a second child. which was founded in the US in 1955 and became part of Newell-Rubbermaid in 1999. but this company was sold to MGA Entertainments in 2006. Also in February 2010. In April 2008. one of Europe’s leading manufacturers and distributors of child car seats. Britax announced a free ‘precautionary’ remedy kit for one of its stroller models. giving a high degree of comfort and safety. Newell-Rubbermaid purchased Aprica Kassai. This became part of the group in August 2007. The range included: the B-Lite urban stroller. Further acquisitions by Newell-Rubbermaid have included Teutonia. The remedy kit consists of covers to fit over each of the hinges. © Key Note Ltd 2010 65 .

a double pushchair designed to accommodate one child from birth and another from the age of 6 months. designed to make bottle feeding as similar as possible to breastfeeding. Graco voluntarily recalled 65 models of its Harmony High Chair. Jackel International moved to a single-brand strategy. the company that launched the Steri-Bottle pre-sterilised single-use feeding bottle in 1999. The Tommee Tippee Closer to Nature range of feeding equipment. JACKEL INTERNATIONAL LTD (MAYBORN GROUP) Corporate Strategy Jackel International Ltd. Jackel acquired Steri-Bottle UK. © Key Note Ltd 2010 66 . relaunching the Maws and Sangenic brands as Tommee Tippee.254 574 31/12/08 1. Years Ending 31st December 2007-2009 31/12/07 Turnover Pre-tax profit Source: myicc.249 542 31/12/09 850 172 Recent and Future Developments In March 2010.Baby Products Supplier Profiles Table 9. was launched in 2006. In 1995.2 million products. In 1983. More acquisitions followed. The product can also be transformed into a travel system for twins with the addition of two Graco car seats. the company became part of the Mayborn Group.2: Financial Results for Graco Ltd (£000). based in Newcastle. which also produces fabric dyes under the Dylon brand. a supplier of reusable cotton nappies (November 2004). and acquired the UK and European manufacturing licence for the US Tommee Tippee brand of baby-feeding equipment and accessories in 1965. In 2003. and 2 years later the Mayborn Group bought Sangenic. including Cotton Bottoms Ltd. due to reports of loose screws and falling brackets that could cause the chair to tip. In August 2003.uk 1. Jackel acquired the long-established Maws baby-feeding-equipment brand. a British company producing the Nappy Wrapper nappy-disposal system. a manufacturer of outdoor play equipment (March 2005). The Mayborn Group was acquired by the private-equity company 3i in 2006.co. The Graco Quattro Tour Duo. began life as a manufacturer of hair and nail products. The recall was estimated to affect 1. and Tube Plastics. was launched towards the end of 2009.

The Closer to Nature and Explora brands were marketed in the US as being designed to help relieve common feeding anxieties among mothers. KIMBERLY-CLARK LTD Corporate Strategy Kimberly-Clark Ltd is the UK subsidiary of the Dallas-based Kimberly-Clark Corporation. and Explora toddler cups and feeding products. and introduced into the UK in the mid-1990s.589 1.2m for the year ending 31st December 2008. A new star-shaped Tommee Tippee logo was also launched in February 2009.3: Financial Results for Jackel International Ltd (£000). launched in the US in 1978.539 31/12/08 38. taking it back to its original roots.co.112 31/12/07 33. Mayborn launched the Tommee Tippee brand in the US. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. but they moved into Toys R Us stores in April. which produces a number of household paper brands. © Key Note Ltd 2010 67 . Table 9. including Andrex and Kleenex.Baby Products Supplier Profiles Profitability Jackel International Ltd reported a turnover of £38m and a pre-tax profit of £6. In February 2009. The Closer to Nature brand of baby-feeding equipment.uk 31.049 6. were initially available only through Babies R Us in the US. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.223 Recent and Future Developments In January 2010.517 5. Tommee Tippee’s Closer to Nature range of feeding bottles became available in a new material that is entirely free from Bisphenol A (BPA) — a chemical that has been linked with possible interactions with hormone systems. Huggies is Kimberly-Clark’s disposable-nappy brand.

Super-Dry.6m for the year ending 31st December 2008. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. shaped like pants. in a range of sizes for babies from 11 to 27 pounds. and Pull-Ups potty-training pants.co. The company also produces Huggies-branded wipes and disposable changing mats. with the theme ‘Everyday Discoveries’. for babies from 0 to 3 months. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. Little Walkers.Baby Products Supplier Profiles The Huggies range includes: Huggies Preemies (for premature babies). for babies from 19 to 60 pounds.263 143.233 53. called ‘9 months in vivo’. Natural Fit. features a ‘real-time’ video of a baby growing in utero. Table 9. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. Newborn. which went live in February 2010. with flexible sides. A global website for Huggies. also includes tips for mothers-to-be. © Key Note Ltd 2010 68 .uk 602. Little Swimmers swimming nappies.4: Financial Results for Kimberly-Clark Ltd (£000). Parents were encouraged to upload photos and videos of their child exploring their world.6m and a pre-tax profit of £48. The site. designed to keep babies dry for up to 12 hours. Profitability Kimberly-Clark Ltd reported a turnover of £623.649 48.551 31/12/08 623.954 31/12/07 614.552 Recent and Future Developments In April 2010. plus a new Huggies logo incorporating a baby’s handprint. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.

Also in July 2009.978 -3.880 31/12/08 30. The company was purchased by the Sunleigh Group in 1994. © Key Note Ltd 2010 69 . Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.484 31/12/07 23. In the UK. Maclaren’s US arm acquired the nursery-furniture company NettoCollection. a range of organic skincare products for mothers and babies.co. the company distributed hinge covers to all purchasers of the strollers in the US. Maclaren’s Techno XLR travel system was expanded with the introduction of a soft carrycot that is compatible with the system.6m for the year ending 31st December 2008. In November 2009. a wholly owned subsidiary that markets the company’s products in the US and Canada. all Maclaren strollers of this type are being supplied with hinge covers as standard. was established in 1999. with the invention of the lightweight ‘baby buggy’. these covers were issued only to purchasers who contacted Maclaren themselves. Hestair purchased Cindico. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. Maclaren received some adverse publicity towards the end of 2009.uk 19.442 -1. Following its 1988 acquisition by Hestair PLC. From 2010. fitting onto the buggy for the baby’s first few months. In November 2009.623 Recent and Future Developments In July 2009. Maclaren launched Beginning. the company became Hestair Maclaren. Hestair PLC was purchased by BET in 1990 and there was a management buy-out of Hestair Maclaren during the same year. Maclaren USA.5: Financial Results for Maclaren Europe Ltd (£000). Table 9.Baby Products Supplier Profiles MACLAREN EUROPE LTD Corporate Strategy Maclaren began life as Andrews Maclaren Ltd. Profitability Maclaren Europe Ltd reported a turnover of £31m and a pre-tax loss of £3. a manufacturer of nursery products and pushchairs.232 -1. founded in Northampton in the late 1960s. Later the same year.

438 30/03/08 83.789 29/03/09 87. including John Lewis. Manchester (May) and Broadstairs (June).7m and a pre-tax loss of £1. which was opened in February.816 2. Mamas & Papas further expanded its retail operations in November 2009. The brand also encompasses maternity and baby wear.2m for the year ending 29th March 2009. The company also has a chain of more than 50 dedicated stores in the UK and the Republic of Ireland.6: Financial Results for Mamas & Papas Ltd (£000). Years Ending 1st April 2007. Profitability Mamas & Papas Ltd reported a turnover of £87. and Rotherham (November).182 Recent and Future Developments A number of new Mamas & Papas stores were opened during 2009. pushchairs and car seats). one of the first companies to introduce the concept of designer products into the market for baby equipment.co. was founded in 1981 by the Scacchetti family and is still family owned.Baby Products Supplier Profiles MAMAS & PAPAS LTD Corporate Strategy Mamas & Papas Ltd.uk 83. Harrods and more than 500 independent dealers.382 1. The company’s range includes baby transport (in the form of prams. Selfridges. Openings so far in 2010 have included Lincoln (April). and pre-school toys. Mamas and Papas’ products are sold through a wide range of outlets. nursery furniture and bedding. including one in the Westfield Shopping Centre in West London. when it entered into a partnership with the online fashion retailer Shop Direct to supply its range of maternity clothing through all of Shop Direct’s brand channels. Hull and Aberdeen (both in October). run on a franchise basis. Table 9. Others included Liverpool (in September). © Key Note Ltd 2010 70 . 30th March 2008 and 29th March 2009 01/04/07 Turnover Pre-tax profit Source: myicc.656 -1.

The Mothercare group’s activities can be divided into three categories: • UK stores • Direct — online and catalogue mail order • International — retail operations in overseas markets (including Europe. In October 2007. the daughter of Luisa and David Scacchetti. the company announced that it had secured funding from HSBC to assist the expansion of its international operations. and in 2007 it acquired Chelsea Stores Holdings Ltd. the owner of the Early Learning Centre brand. feeding. furniture and home furnishings. In the same month. bathing and travel equipment. each containing songs and sounds.com. bedding. The infant seat. The Early Learning Centre chain of retailers of pre-school toys and games was founded in 1974 as a mail-order operation. operated as franchises or joint ventures. Mothercare became a public company in 1972. Mamas & Papas launched the Magic Astro Cradle in March 2010. later expanding into mainly town-centre stores in the UK. The first Mothercare store was opened in 1961. who founded the company. and later still into international franchised stores. focusing on Europe. described by the company as ‘the ultimate electronic infant entertainment system’. © Key Note Ltd 2010 71 . babies and children up to the age of 8. the Middle East. Mamas & Papas introduced the Connect system to enable its international franchise partners to collaborate more closely with each other. plus characters that can be attached to the toy arch over the seat. The cradle uses ‘Magic Cards’. in September 2010. This will be the first product designed by Amanda Scacchetti.Baby Products Supplier Profiles In January 2010. and toys. the Middle East and the Far East). In February 2010. Russia and Japan. the company was reported to be seeking agencies to help manage public relations (PR) and branding for a US launch later in 2010. MOTHERCARE PLC Corporate Strategy Mothercare PLC is a specialist retailer of products for mothers-to-be. The Mylo three-in-one pushchair is due to be launched at the Kind & Jugend exhibition in Cologne. a social networking and information site for new parents. with a mail-order business following a year later. Mothercare launched gurgle. uses interactive technology and a choice of music and light shows to entertain babies from birth to 6 months old. The company’s current range includes: maternity and children’s clothing. creating a more unified platform for brand and marketing messages. Germany.

Early in 2010.500 18. Much of the company’s international growth came from India and Russia. currently unnamed.co. 62 of which were opened during the 6 months to November. which previously supplied Boots with children’s clothing. was launched in October 2009 on the pre-school television channel Cartoonito. up from 28 in 2009.800 4. In October. fell into administration in January 2010.600 42. Mothercare announced plans to launch Mothercare in Australia and the Early Learning Centre in South Africa. it expects to have 65 Indian stores by the end of 2010. The brand. The Mothercare group opened 115 international stores during 2009. Table 9. Profitability Mothercare PLC reported a turnover of £723. Years Ending 31st March 2007. 29th March 2008 and 28th March 2009 31/03/07 Turnover Pre-tax profit Source: myicc.200 Recent and Future Developments In February 2010. and 694 franchised international stores. the company announced a joint venture in India.2m for the year ending 28th March 2009.6m and a pre-tax profit of £42. is to be launched in autumn 2010. Adams Childrenswear.900 29/03/08 676. television presenter and ‘celebrity mother’ Myleene Klass. Mothercare announced that it would be supplying Boots with a new range of children’s clothes and accessories.Baby Products Supplier Profiles As at mid-November 2009.uk 498. A brand-awareness campaign for Mothercare.7: Financial Results for Mothercare PLC (£000). mostly on a franchise basis. The company opened its 50th store in Russia in December 2009. © Key Note Ltd 2010 72 . there were 389 UK stores in the Mothercare group.500 28/03/09 723. Toys from Mothercare’s Early Learning Centre range are already sold through 400 Boots stores. featuring the musician.

The Philips Avent product range includes a wide variety of feeding equipment.Baby Products Supplier Profiles PHILIPS AVENT Corporate Strategy The Avent brand. in February 2009. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.200 Recent and Future Developments Philips launched an advice website for new mothers. was purchased by the Dutch electronics company Royal Philips Electronics in September 2006 and renamed Philips Avent. which also includes shaving and oral-healthcare products.uk 682. © Key Note Ltd 2010 73 . The brand is now part of Philips’s Consumer Lifestyle division. mybabytalk. launched in 1984. including breast pumps and breastfeeding accessories. Table 9.900 31/12/07 812.4m and a pre-tax profit of £4.100 31/12/08 827. baby bottles and toddler-feeding equipment.400 4. skincare products and changing bags. Profitability Philips Electronics UK Ltd reported a turnover of £827.2m for the year ending 31st December 2008.uk.8: Financial Results for Philips Electronics UK Ltd (£000).co.800 33.co.200 65. It should be noted that these figures cover a wide range of items other than baby products. It also incorporates baby monitors and digital thermometers. soothers. Virtually all Philips Avent products are designed and manufactured at the company’s factory in Suffolk. bottle and food warmers.

The range.3m and a pre-tax profit of £34. was founded in 1837 and expanded into the UK in 1930. © Key Note Ltd 2010 74 . Active Fit.9: Financial Results for Procter & Gamble Product Supply (UK) Ltd (£000).697 Recent and Future Developments In January 2010.006 40. the Pampers brand launched UnderJams. which have Secure-Me fasteners that overlap for a snugger fit.273 34. Profitability Procter & Gamble Product Supply (UK) Ltd reported a turnover of £209. its first product for older children. Table 9.347 30/06/09 209. based in Ohio. in an attempt to compete with supermarkets and discount retailers. Simply Dry. Pampers launched its ‘value’ nappy brand. Feel N Learn potty-training pants.073 38. Pampers recently launched two new products: UnderJams and Simply Dry (see Recent and Future Developments). is designed to provide protection from bedwetting for children aged 4 to 12 years. with Comfort Stretch for babies who can move. which was introduced to the UK in 1982. The company also produces Pampers Wipes and Kandoo Wipes. in July 2009. The Pampers disposable-nappy portfolio includes: Pampers New Baby (including Micro for premature and very small babies).co.7m for the year ending 30th June 2009.Baby Products Supplier Profiles PROCTER & GAMBLE Corporate Strategy The US company Procter & Gamble. Easy Up Pants for older babies. with Extra Sleep Layer for night-time use.528 30/06/08 271.uk 258. The company produces the Pampers nappy range. and Baby Dry. These figures cover a broad range of household products and toiletries. Sunnies Swim Pants. in the form of absorbent pants shaped like underwear. with high leg cuffs for extra protection. Years Ending 30th June 2007-2009 30/06/07 Turnover Pre-tax profit Source: myicc. for use by toddlers who are being toilet trained.

Tomy announced that it had signed an agreement with Perry Innovation Ltd to distribute the BabyDam Bathwater Barrier in Europe.189 3.co. which can be customised to co-ordinate with the nursery colour scheme. is principally a manufacturer of toys and games.683 31/03/08 51. © Key Note Ltd 2010 75 . but the Tomy name has been retained for all international subsidiaries. The parent company in Japan is named Takara-Tomy.159 2. following the 2006 merger of Tomy with its rival toy company Takara. feeding equipment for toddlers. including baby monitors.uk 47. BabyDam turns a normal-sized bath into a smaller bathing space suitable for babies and toddlers.030 31/03/09 42. However. The last of these includes a multicoloured nightlight.7m and a pre-tax loss of £996. baby carriers.000 for the year ending 31st March 2009.Baby Products Supplier Profiles TOMY UK LTD Corporate Strategy Tomy UK Ltd. cot guards and bedrails. Years Ending 31st March 2007-2009 31/03/07 Turnover Pre-tax profit Source: myicc. In August 2009.714 -996 Recent and Future Developments A new range of baby monitors — the Classic Monitor TA100. it also produces a range of baby products. a Japanese-owned company.10: Financial Results for Tomy UK Ltd (£000). Profitability Tomy UK Ltd reported a turnover of £42. Table 9. the Digital Monitor TD300 and the Digital Plus Monitor TD350 — was launched in February 2010. and baby activity toys.

6 2. with the total population of under-3s standing at 2.9 2011 775 -0.335 -0. the number of children aged between 1 and 2 years will fall slightly.9 2.0 2.8 784 -0. following increases between 2005 and 2008.1 Note: figures may not sum due to rounding.6 789 4.4 2013 775 0.326 0.8 783 -0.348 0.1: Forecast Number of Children in the UK Aged 0 to 2 Years (000). the number of infants aged under 1 year will stand at 777.1 775 0.324 -0.3 777 -0. The Future DEMOGRAPHIC TRENDS The next 5 years will see a stagnation of the birth rate.Baby Products The Future 10. Source: 2008-Based Population Projections.3 million in mid-2014. During the period between 2010 and 2014.6 2012 774 -0.1 775 -0.3 2.1 775 -0.4 2. Government Actuary’s Department © Crown copyright © Key Note Ltd 2010 76 .1 774 -0. Table 10.3 775 0.326 -0.000 — exactly the same figure as in 2010.3 777 -0. Mid-Years 2010-2014 2010 Age 0 % change year-on-year Age 1 % change year-on-year Age 2 % change year-on-year Total % change year-on-year 777 -0.1 2014 777 0. in mid-2014. Government projections suggest that.

Table 10. Disposable Nappies The market for disposable nappies will continue to grow at a slow rate over the next 5 years. By 2014. Table 10. with retail sales reaching £555m by 2014. 2010-2014 2010 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2011 537 1. where birth rates are higher.Baby Products The Future FORECASTS 2010 TO 2014 The next few years are likely to see a greater emphasis on value in baby products — particularly in respect of smaller and disposable items such as nappies and feeding equipment. There will be slightly higher growth in nursery furniture.0 2012 307 1. looking at markets in Asia and Eastern Europe.9 530 2.0 © Key Note Ltd 2010 77 .9 2014 555 0. with retail sales reaching £314m by 2014.3 2014 314 1..3 2011 304 1. 2010-2014 2010 Baby transport % change year-on-year Table continues..2: The Forecast UK Market for Disposable Nappies by Value (£m at rsp). 301 1.3 2012 545 1.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).5 2013 550 0. retail sales in this sector are forecast to reach £154m.1 Source: Key Note Baby Transport and Nursery Furniture The market for baby-transport equipment is forecast to grow relatively slowly during the next 5 years. but from a lower base.0 2013 311 1. Companies will continue to turn outside the UK for growth.

4 2013 96 3.1 94 2.3 87 1.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).7 2012 93 3.. Home Safety Equipment and Feeding Equipment Retail sales of baby monitors and home safety equipment are forecast to reach £98m by 2014.2 177 1. Table 10. 2010-2014 .8 2014 154 2.1 448 1.4 2012 147 2..1 454 1.3 141 2.1 88 3.4 183 3.7 462 1.4: The Forecast UK Market for Baby Monitors.5 86 3.table continued 2010 Nursery furniture % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 144 2. with sales of feeding equipment totalling £94m.9 442 1. 2010-2014 2010 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 90 2.8 Source: Key Note Baby Monitors.2 92 2.3 2013 151 2.Baby Products The Future Table 10.2 188 2.6 174 3.2 192 2.6 Source: Key Note © Key Note Ltd 2010 78 .3 90 3. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).7 2014 98 2.0 468 1.

co.ahpma.uk http://www.nielsenmedia.org http://www.Baby Products Further Sources 11. GU7 1HL Telephone: 01483-418 221 Fax: 01483-419 943 E-mail: info@ahpma. HP19 8DP Telephone: 0845-456 9570 E-mail: info@b-p-a. Further Sources Associations Absorbent Hygiene Product Manufacturers Association 46 Bridge Street Godalming Surrey.co.uk Nielsen Media Research 1st Floor Atrium Court Bracknell Berkshire.uk Baby Products Association 2 Carrera House Merlin Court Gatehouse Close Aylesbury. The data include: • access to over 370 million original document images • information on individual directors.co. TS23 4HN Telephone: 01642-373 355 Fax: 01642-373 350 http://www. A range of flexible online tools provide access to the most comprehensive content on all UK and Irish businesses.uk • my ICC • my ICC credit management • Plum.uk http://www.nemsmr. W5 2BP Telephone: 020-8433 4000 Fax: 020-8433 4001 http://www.com NEMS Market Research 22-23 Manor Way Belasis Hall Technology Park Billingham.b-p-a. ICC offers access to information through high-speed online delivery tools: Kantar Media Ealing Gateway 26-30 Uxbridge Road Ealing London.uk ICC provides in-depth. shareholders. risk and business information reports • industry information for benchmarking.co.co.co. © Key Note Ltd 2010 79 . RG12 1BZ Telephone: 01344-469 100 Fax: 01344-469 102 E-mail: nmrcommunication@ nielsen.uk http://www.co. stakeholders and consumers • information on limited and non-limited companies • analysed financial.kantarmedia.org General Sources ICC Ltd Telephone: 020-8481 8855 Fax: 020-8941 6014 E-mail: info@icc. business-critical information for risk and credit decision-making.icc.

abc.uk National Statistics 1 Drummond Gate London.gov.statistics. NR3 1PD Telephone: 0870-600 5522 Fax: 0870-600 5533 E-mail: customer.uk The Stationery Office Customer Services PO Box 29 St Crispins House Duke Street Norwich.co. EC4A 1AB Telephone: 020-7211 2601 E-mail: enquiries@gad.dh.com © Key Note Ltd 2010 80 . HP4 1AD Telephone: 01442-870 800 http://www.Baby Products Further Sources Government Sources Department of Health Richmond House 79 Whitehall London.uk http://www.org/esa/population uSwitch 111 Buckingham Palace Road London.gad.gov.co. SW1A 2NS http://www.uk http://www. NY 10017 US Telephone: 00-1 212 963 3179 Fax: 00-1 212 963 2147 http://www.org.tsoshop.uk Government Actuary’s Department Finlaison House 15-17 Furnival Street London. SW1W 0SR Telephone: 0800-404 7908 Fax: 020-7911 6102 http://www.uk United Nations Population Division 2 United Nations Plaza Room DC2-1950 New York.uswitch.uk Other Sources Audit Bureau of Circulations Saxon House 211 High Street Berkhamsted Hertfordshire.services@tso.gov. SW1V 2QQ Telephone: 020-7533 5888 Fax: 01633-812 599 http://www.gov.un.

co. Compiled using Key Note Market Reports. TW11 8EE Telephone: 0845-504 0452 Fax: 0845-504 0453 E-mail: sales@keynote. Top Markets and Market Forecasts are an indispensable and authoritative mini business library. Key Note Market Reviews are designed to inform you of developments and opportunities across entire industry sectors.co.Baby Products Further Sources Key Note Sources Key Note Ltd 5th Floor Harlequin House 7 High Street Teddington Richmond Upon Thames. You can choose from approximately 90 industry sectors where thousands of companies are profiled in each report. strategic and global view of key industries. dynamics and shape of key UK and European markets. Market Report Plus and Market Assessments published in the previous year.co. these premium reports examine the scope. providing an in-depth. Key Note Financial Survey Reports £420 each For each key industry sector. consumer and lifestyle sectors. © Key Note Ltd 2010 81 . Other Market Focus reports are created in conjunction with specialist authors. providing a one-stop shop for all your research needs. consultancies and industry experts whose wealth of knowledge is vital in publishing this type of report. Key Note Market Assessments • Baby Foods • Children’s Publishing • Non-Food Sales in Supermarkets • Organic Baby & Toddler Care • Supermarket Own Labels • Supermarket Services £899 each Providing in-depth strategic analysis and including primary research.uk Key Note Market Reports • Clothing Retailing • Giftware • Home Shopping • Own Brands £460 each Invaluable aids to anyone needing to gain a highly detailed understanding of a specific market for more informed decision-making.uk http://www. these offer the same incisive market intelligence as Market Reports but include additional chapters and primary research data. Key Note Market Reports Plus £605 each Concentrating on more dynamic consumer markets. Key Note Market Reviews £750 each Focusing on the bigger picture. Top Markets and Market Forecasts add a further dimension to the Key Note range. bringing you invaluable financial information and contact details.keynote. there is a detailed Financial Survey report.uk for sector-specific individual volume prices. with a particular focus on financial services. Key Note Market Focus Reports • Market Forecasts • Top Markets £699 each/£999 set of 10 volumes Please contact sales@keynote.

which are profiled in each report. you can also choose exactly what performance information you need on them — with our Bespoke Data Service. analyse and comment on the financial performance of the leading companies in each marketplace. contrast. Contact us for more information: sales@keynote. Contact us for more information: bespoke@keynote. Providing up-to-date information and analysis. performance figures. We will be able to provide you with information covering the companies.co. Our comprehensive market research and information consultancy service is managed in house. Key Note Regional Leads Reports £420 For each region of Great Britain. Even historical figures can be provided. Contact us for further details: sales@keynote.uk © Key Note Ltd 2010 82 .uk Key Note Carnet A service that offers a discount on multiple report purchases. You can also choose from these further services: Key Note Bespoke Data Service As well as choosing the companies you want to analyse.co. there is a detailed Regional Leads Report. the publication will allow the reader to gain a greater level of market intelligence as well as a good knowledge of the current state of UK industry. bringing you invaluable financial information and contact details for thousands of companies.uk Key Note Research Consultancy We can offer a full-service bespoke solution for any research requirements not covered by the published report range. sectors. Key Note UKplc Report UKplc is an indispensable guide for managers and for those interested in gaining a greater insight into the financial performance of an average company operating in each of the main industries in the UK.Baby Products Further Sources Key Note Business Ratio Reports • Clothing Retailers • Department & Variety Stores • Mail Order & Catalogue Houses • The Retail Industry • Supermarkets • The Toy Industry £365 each Over 148 titles evaluating each UK industry sector. ratios and other data items specific to your individual requirements alone.co. They compare.

housewives. • Adults — any person aged 15 or over.1 . usually. 1. social grade and standard region.2 Source: Target Group Index.5 71. Profile. Each subgroup should total 100% vertically. are generally based on one of the following groups: • Households — a private household consists of either one person living alone or a group of people.Baby Products Understanding TGI Data Understanding TGI Data TGI tables. members of one family.0 61. © Key Note Ltd 2010 83 . Across The % of 15-24 year-olds.535 Profile (%) 100.7 19.9 0. but not always. produced by Kantar Media.045 2.0 . etc. The total number of adults.4 55.03 12.697 Down The % of each subgroup who are users. etc. and/or Penetration. who live together and whose food and other household expenses are managed as one unit. © Kantar Media. • Housewives — a member of a private household who is solely or mainly responsible for the household duties. Number. who are users. These terms are explained in the following table. Penetration Tables used in Key Note reports may give figures for the Number. 7.557 10. Table Heading Population Number (000) 13. Profile.4 All housewives Age 15-24 25-34 Social Grade AB C1 Region Greater London 20.9 2. households.0 Penetration (%) 66.371 This is the projected number of people in each subgroup who use the product. 1995 TGI data used in Key Note reports are broken down by age.

© Key Note Ltd 2010 84 . amenities in the home. presence of domestic help etc. If this information is not available social grade is based on environmental factors such as type of dwelling. The following table broadly defines the six social grades used. Social grade is checked by Kantar Media’s coding and editing office. or if the Head of the Household is retired.Baby Products Understanding TGI Data Social Grade This is normally based on the occupation of the Head of the Household. therefore. The relationship between social grade and net income of the Head of the Household is a complex one and readers should note that income is not determinant of social grade. administrative or professional Skilled manual workers Semi and unskilled workers State pensioners or widows Standard Region This is as defined by the Registrar-General. based on information given personally and verbally by the respondent. administrative or professional Intermediate managerial. Social Grade A B C1 C2 D E Social Status Upper middle class Middle class Lower middle class Skilled working class Working class Those at lowest levels of subsistence (no other earner) Head of Household’s Occupation Higher managerial. Social grade is assessed by the interviewer when collecting the information and is. administrative or professional Supervisory or clerical and junior managerial. their former occupation.

Secondary data are provided by Kantar Media (TGI) and Nielsen Media Research for consumer/demographic information and advertising expenditure respectively.Baby Products Key Note Research Key Note Research Key Note is a leading supplier of market information. Key Note undertakes various types of research: Online searching is carried out by product code or free search method. Field research is commissioned for various consumer reports and market reviews. concise. are invaluable to the Key Note research process. various official publications published by National Statistics. publishing an extensive range of consumer. Trade sources. In addition. are used for essential background data and market trends. Key Note estimates are derived from statistical analysis and trade research carried out by experienced research analysts. such as trade associations. etc. This provides qualitative data (‘industry comment’) to enhance the statistics in reports. and covers the period from the last edition of the report to the current day. The financial information extracted may then be backed up by further online searching on particular companies. 2010 © Key Note Ltd 2010 85 . Interviews are undertaken by Key Note for various reports. Key Note represents clear. industrial. With over 25 years’ experience. quality market information. Up-to-date figures are inserted where possible. business-to-business and services titles. questionnaires may also be used. The ‘my ICC’ service is used to select company information relevant to the particular report. either face-to-face or by telephone. Key Note Editorial. For all reports. trade journals and specific company contacts. although there will be some instances where a realistic estimate cannot be made or external sources request that we do not update their figures. and is carried out by NEMS Market Research.

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