Market Assessment 2010

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

Baby Products

Baby Products

Foreword

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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

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

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

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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

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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

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

it will continue to have a beneficial effect on the baby-products market for at least the next 2 years. partly due to a more difficult economic climate and partly due to the fact that there were slightly fewer births. have benefited the market by increasing the potential spend per child.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. even in the light of the recent birth-rate increases. rather than discarding it. together with growing concern for the environment. because this group forms its ‘consumer base’. 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. there were indications of the beginning of a ‘nappy price war’. a number of demographic trends. including later parenthood and an increase in the number of working mothers of young children. There were indications from Key Note’s original research that concerns about the environmental impact of disposable nappies did not necessarily influence behaviour. with developments such as digital and video monitors helping to maintain value to an extent. In addition. The downturn in the birth rate. Although the ‘mini baby boom’ that took place between 2005 and 2008 seems to have abated. favour ‘passing on’ baby equipment. the market for disposable nappies has become increasingly price-led. means that growth in the baby-products market will be relatively slow between 2010 and 2014. © Key Note Ltd 2010 1 . However. The rate of growth slowed in 2009. Despite continual product developments by manufacturers. 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. 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. the sector has struggled to maintain value. As a result. Retail sales of feeding equipment also saw reasonably good growth during the period from 2005 to 2009. A very high proportion of respondents agreed that it is perfectly acceptable to use second-hand equipment. with retailers stepping up their promotional and marketing activity. combined with the rising birth rate. the majority agreed that bottle feeding was easier for parents than breastfeeding. combined with the uncertain economic situation. 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. During the latter part of 2009 and the beginning of 2010. However. The current economic conditions.

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

After rising steadily between 2005 and 2008. 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. These include trends in family size..6 705 3.6 788 4. there were an estimated 783.2 716 1.3 783 -0.1 2. Table 2.1: Number of Children in the UK Aged 0 to 2 Years (000). In mid-2009.2 © Key Note Ltd 2010 3 . the birth rate was projected to fall slightly during 2009.3 732 2.3 million between 2005 and 2009.2 2.4 2007 756 3.102 2006 732 2.153 2. 716 705 681 2. because this group forms its ‘consumer base’.205 2.7 2. 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.3 733 2.4 †2008 †2009 788 4. 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.327 2.000 babies aged under 1 year in the UK.5 2.277 3.. compared with 788.1 million to 2.Baby Products Strategic Overview 2.000 a year previously. parental age and parental employment. The birth-rate increases meant that the total number of children aged under 2 years rose from 2.2 756 3.2 717 1.2 756 3.

86 1.63 in 2001. National Statistics/General Register Office for Scotland/Northern Ireland Statistics/2008-Based Population Projections.97. Table 2. Government Actuary’s Department © Crown copyright Family Size Despite the recent birth-rate increases. 30th June 2005-2009 .37. the average number of children per family has remained below two for many years. 1971-2008 1971 1981 1991 2001 2002 2003 2004 2005 2006 2007 2008 2.37 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).2: Total Fertility Rate† in England and Wales. the TFR in England and Wales was 2. 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 . 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..65 1. By 2008. In 1971.73 1.table continued † — projections Source: Mid-Year Population Estimates.79 1.92 1.63 1.82 1. the TFR was 1..78 1.79 1. before gradually rising again.1: Number of Children in the UK Aged 0 to 2 Years (000). It then fell to 1.Baby Products Strategic Overview Table 2.

spend per child tends to be higher in smaller families.3 years. whatever the size of the family.7 32.1 to 27.3 Fourth 31. In 2007.0 31.4.5 27.1 26. there was a sharp increase in the number of births to women aged 35 and over.1 29.4 29. which details the number of births to women in different age groups. Table 2. Older Mothers The average age at which women give birth is still rising steadily.7 29.3 in 1997). from 26.3 First 26. while the number of births to women aged under 25 fell in the 30 years between 1978 and 2008. cots and highchairs.6 30.5 years. especially in respect of larger purchases.5 Second 28.5 Source: Social Trends 39 (2009). compared with 28. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) Table 2.1 29.5 28.4 31.4 years over the decade between 1997 and 2007. 1997-2007 Birth Order All Births 1997 2000 2003 2006 2007 28.8 29.Baby Products Strategic Overview Smaller families do not necessarily have negative implications for the baby-products market. © Key Note Ltd 2010 5 .3 28. The average age at which women give birth for the first time rose by 1. Overall.0 27.2 32. and then used for subsequent children.9 29. such as prams. shows that.3 27. pushchairs.3: Average Age of Mother at Childbirth in England and Wales (years).8 Third 30.9 31.2 31.4 32. since such items may well be bought only once. the average mother in England and Wales was a year older when she gave birth than was the case a decade earlier (29.

7 166.3 59. Table 2.9 25.0 †100.3 134.6 Source: Social Trends 40 (December 2009).0 †100.Baby Products Strategic Overview Table 2.1 14. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 238.1 19.7 54.1 Total 100.0 20.7 8.4 25.7 385.6 180.2 126.5 381.6 20.4 35 and Over 5.5: Live Births in England and Wales by Age of Mother (%).8 352.0 100.7% in 1978. compared with only 5.4 377.1% of all live births in England and Wales in 2008.6 346.2 140.6 54.8 25.1 54.0 †100.0 † — does not sum due to rounding Source: Key Note.8 251.6 26.4 35 and Over 34.0 100. National Statistics © Key Note Ltd 2010 6 . based on data from Social Trends 40 (December 2009).5 362.1 25.3 175.5 25.0 100. 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 20.7 25 to 34 322.5 25 to 34 54.9 54.9 173.4 165.4: Live Births in England and Wales by Age of Mother (000).2 56.0 373.2 55.1 91.4 19.8 142. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 40.2 54.4 20.0 121.6 161.0 100.1 36.

and more used to a higher standard of living. it means that women tend to have fewer children overall. Manufacturers and retailers of baby equipment need to ensure that they meet these needs. 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. more demanding and more anxious about the health and safety of their offspring.Baby Products Strategic Overview The trend for delaying childbirth has had a number of effects on the market for baby products.137 10.131 9.792 8.6: Number of Multiple Births in England and Wales.080 8. which are also more likely to result in multiple births.855. Table 2.543 10. 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. older parents tend to be more affluent.861 9.855 Source: Review of the National Statistician on Births and Patterns of Family Building in England and Wales 2008 (series FM1 number 37).471 10. pushchairs and other baby-transport products. and as such are more able to afford premium baby products.700 8. 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.080 to 10. On the one hand. However. © Key Note Ltd 2010 7 . the annual number of births that resulted in two or more babies increased from 9. They are also — arguably — more informed. 1998-2008 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 9.521 9. Between 1998 and 2008.907 8.

For example. because they could not afford to stay at home. relating to spring 2005. health professionals and consumers. Parents are now demanding similar standards for the baby products they purchase. Baby Products and Fashion The baby market has been affected by the fact that the population in general have become more style-conscious. This has had important effects on all sectors of the baby-products market. two-earner households tend to have higher disposable incomes. Members include Procter & Gamble. Trade Bodies Absorbent Hygiene Product Manufacturers Association The Absorbent Hygiene Product Manufacturers Association (AHPMA) is the trade association representing UK manufacturers of disposable nappies. In May 2008. The most recent data. dealing with regulatory and legislative matters. feminine-hygiene products and continence-care products. showed that more than half of all women with children aged under 2 years were in employment. These include the fact that many young homeowners need two earners to sustain the payments on a mortgage. 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. © Key Note Ltd 2010 8 . The Association acts as the voice of the industry in dealings with the Government and other official bodies. Kimberly-Clark. It represents its members’ interests at all levels. 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. in terms of both the clothes they wear and the homes in which they live. they are more likely to seek products that make their busy working and family lives easier. the media. 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. National Statistics has not published data on the employment status of men and women by the age of their youngest child since January 2006. together with the rising maternal age.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. Johnson & Johnson and SCA.

with the objective of promoting baby and nursery products in both the UK and Europe. The Association manages and organises the trade fair BPA Baby & Child. in March 2010.5 427 2. The BPA’s Concept and Innovation Awards are presented at the Baby & Child fair. nursery furniture. including wheeled goods.7: The UK Market for Baby Products by Sector by Value (£m at rsp). 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. in 2009.5 2007 493 1. child restraints. which is held in early October each year.9 434 1.6 475 2006 487 2. 396 405 2.2 2008 507 2. Robert Anslow. The teat can then be sterilised and returned to the pod to be re-used. In 2009..4 © Key Note Ltd 2010 9 .12bn. Table 2. 2005-2009 2005 Disposable nappies (£m) % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues. soft goods..Baby Products Strategic Overview Baby Products Association The Baby Products Association (BPA) was set up in 1945. the total UK market for the baby products covered by this report was worth £1. MARKET SIZE Key Note estimates that. The BPA’s Technical Committee comprises industry experts and specialists in a wide range of baby and nursery products. baby walkers.8 2009 519 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).3 415 2. The BPA appointed a new Managing Director. The organisation plays an active role in the development of product standards and provides support and specialist services to its members. toys and early learning.

8 1. 2005-2009 . was disposable nappies.8 100. accounting for 46. 2005-2009 2005 Disposable nappies Baby transport and nursery furniture Baby monitors. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2006 2007 2008 2009 139 1.066 2.0 100.1 168 1.0 15.7: The UK Market for Baby Products by Sector by Value (£m at rsp).010 - 148 6.9 2008 46.0 2006 46.040 3.8 38.0 15.7 47.0 14.2 †100.7%).8: The UK Market for Baby Products by Sector by Value (%).099 3.0 † — does not sum due to rounding Source: Key Note © Key Note Ltd 2010 10 . home safety equipment and feeding equipment Total 13.3% of sales in 2009.2 38.5 165 4.9 2007 46.0 158 6.9 2009 46.0 39.0 Source: Key Note The largest sector. followed by baby transport and nursery furniture (38.2 14.table continued 2005 Baby monitors..8 †100.5 1.8 1. Table 2.0 100.121 2.4 1.Baby Products Strategic Overview Table 2.1 38..3 38.

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

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

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 2.9: Main Media Advertising Expenditure on Baby Products by Selected Major Retailers (£000).

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

with area-specific information on child-related activities.000 members. Procter & Gamble’s Pampers and Kimberly-Clark’s Huggies both have baby clubs. in partnership with the investment company Fleming Media. A club magazine and website has been produced by Seven Squared. underwent a major redesign. The Boots Parenting Club was launched in June 2005 and has had an online presence since 2006. which claims 850. with a focus on food and nutrition.uk. a social networking site for parents. with 900.Baby Products Strategic Overview Baby Clubs and Social Networking Many retailers and manufacturers operating in the baby-products market run ‘baby clubs’. Tesco’s Baby & Toddler Club offers expectant and new mothers seven free magazines tailored to particular stages in their child’s development. as well as a range of discounts and priority parking at Tesco stores.com. Netmums. childcare and community.000 members. The site. © Key Note Ltd 2010 15 . tutorial videos. which included a new award from the Baby & Toddler Club for Britain’s Bravest Mum. run by Bounty (see earlier profile). which also publishes Sainsbury’s customer magazine.000 members. the site. allowing it to work more directly with agencies. Sainsbury’s resurrected its Little Ones baby club. In October 2009. Tesco was the sole sponsor of Bauer Media’s 2009 Mother and Baby Awards. A few social networking sites cater for fathers. aimed largely at divorced and separated fathers. which was founded in 2000 by a journalist and a television producer. focusing on more live content. which had been withdrawn in 2005. advice and information. Mothercare bought out Fleming Media. in October 2007. social and employment issues. 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. which offer parents discounts and other benefits.000 unique users a month. The most high-profile of these is Mumsnet.com. It claims to be the largest parenting club in the UK. They include: dads-uk. Netmums is a family of local websites set up and run by mothers. Members will be offered in-store discounts. taking full control of the site. features articles. In February 2009. claims 740. which is also 10 years old. In September 2009.co. The site’s advertising sales were also brought in-house. which claims 100. with a focus on “fathers’ rights”. and newdadssurvivalguide. Mothercare launched Gurgle. an online ovulation calendar and a baby-naming search engine. operated through their websites. education.

022 10. Table 2. The average audited circulations for print parenting publications during the 6 months ending December 2009 are shown in Table 2. © Key Note Ltd 2010 16 .11 were then read out. of the following apply to you?’ The statements listed in Table 2.534 43.037 222. which undertook the survey for Key Note in March 2010. In order to generate this sample. the parenting press is still an important channel for reaching new and prospective parents.694 178. asked 1.480 52. if any. NEMS Market Research.10.416 412.772 24. 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 36.094 THE CONSUMER Key Note’s original research (see Chapter 8 — Consumer Dynamics) used a sample of 477 current or prospective purchasers of baby products.003 British adults aged 16 and over: ‘Can you tell me which.Baby Products Strategic Overview Parenting Magazines Although it is increasingly challenged by the Internet.10: Selected Parenting Magazines by Average Net Circulation (000).

Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). 5% had a child or children aged between 1 and 2 years. but I am hoping to become a parent within the next 2 years I do not have children under 16.11.12 compares the demographic profile of parents. prospective parents and other purchasers with the sample of 1. but I do buy things for babies and/or small children nowadays Base: 1. Table 2.003 adults as a whole. Since some respondents had children in more than one of the stated age groups. 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. and 20% said that. © Key Note Ltd 2010 17 . although they did not have children under 16.11: Parents. the total proportion (48%) who fell into one of these categories was lower than the 55% obtained by adding the figures in Table 2.Baby Products Strategic Overview Table 2.003 adults aged 16+ 1 5 5 21 3 20 Source: Key Note/NEMS Market Research. 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). aged between 5 and 15 years. and a further 5% were parents of a child or children between 3 and 4 years. One in five (21%) had an older child or children. March 2010 Just 1% of the total sample had a child or children aged under 1 year. they did currently buy items for babies and/or young children. A total of 3% were non-parents who were hoping to start a family within the next 2 years. These 477 parents.

12: Demographic Profile of Parents.Baby Products Strategic Overview Table 2. 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. Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). March 2010 Parents.

.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.. Table 2. 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.13. 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 .13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents).

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...Baby Products Strategic Overview Table 2.. 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 ..13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents). 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 . 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. not looking for work or unemployed. March 2010 © Key Note Ltd 2010 21 .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.

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 . more than six in ten parents of babies under 1 year old (62%) were in the 25 to 34 age group.. However.14 shows demographic profiles of Key Note’s prospective parents and others who purchased for babies and/or small children. But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children. Table 2. Just under one in four (38%) were aged 35 to 44. Table 2.. the figure was slightly lower (82%) among those with children aged 1 to 2 years.14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). The vast majority (96%) of those with children aged under 1 year were married or cohabiting.Baby Products Strategic Overview Among those taking part in Key Note’s research. March 2010 I Do Not Have Children Under 16. 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.

. But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children. March 2010 ..Baby Products Strategic Overview Table 2.table continued I Do Not Have Children Under 16.. 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..14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).

.Baby Products Strategic Overview Table 2.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). But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children. 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. March 2010 © Key Note Ltd 2010 24 .

The next-largest group of non-parents who purchased baby products were those aged 25 to 34 (18%).22bn. combined with the uncertain economic situation. In the latter year.2% per year between 2010 and 2014. Interestingly. MARKET FORECASTS The ending of the ‘mini baby boom’ that characterised the period from 2005 to 2008. those who hoped to become parents within the next 2 years were twice as likely to be female (66%) as male (34%).9 2014 555 0. they are forecast to reach an estimated £1.3 530 2.. means that growth in the baby-products market will be relatively slow between 2010 and 2014. and more than half (52%) were aged over 55.9 © Key Note Ltd 2010 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. 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. 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 45.8 468 1.. This demonstrates the importance of ‘grandparent power’ in the baby-products market. 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.3% and 2. and only 15% were aged under 25.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp). Table 2. Just under one in four (23%) were in the 35 to 44 age group.4 454 1.3 2012 545 1. 2010-2014 2010 Disposable nappies % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues. Total UK sales of baby products at retail selling prices (rsp) are forecast to grow by between 1.8 448 1.1 2011 537 1.5 2013 550 0. 442 1.

7 1.7 188 2.162 1.182 1.7 1.5 192 2.146 2.215 1. 2010-2014 .4 183 3.3 Source: Key Note © Key Note Ltd 2010 26 . home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 2012 2013 2014 174 3.1 1.Baby Products Strategic Overview Table 2.2 177 1.table continued 2010 Baby monitors..15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).200 1..4 1.6 1.

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

Go Real is managed by ReZolve. The 2010 event took place between 26th April and 2nd May.5 2007 493 1. environmental networks. However. MARKET SIZE The value of the UK retail market for disposable nappies was £519m in 2009. compared with a figure of £475m in 2005.1: The UK Market for Disposable Nappies by Value (£m at rsp). this funding was withdrawn following the publication in May 2005 of a lifecycle assessment by the Environment Agency. organised by Go Real. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 487 2.8 2009 519 2. © Key Note Ltd 2010 28 . a membership organisation including manufacturers and retailers of reusable nappies. which concluded that there was relatively little difference between disposable and reusable nappies in terms of environmental impact. Own-brand nappies are produced for most major retailers. through the not-for-profit company WRAP (Waste & Resources Action Programme).4 475 - Source: Key Note SUPPLIERS Pampers.2 2008 507 2. from Procter & Gamble. but they are generally less important than branded products. Table 3. a social enterprise organisation based in Cornwall. and Kimberly-Clark’s Huggies brand dominate the market for disposable nappies.Baby Products Disposable Nappies Real Nappy Week Real Nappy Week is an annual promotional event for reusable nappies. Real Nappy Week was sponsored by government funding. laundries and parents. Until March 2007. as well as local authorities.

March 2010 saw the start of a possible nappy price war. as ASDA launched its own-brand Little Angels New Arrivals nappies at £1 for a pack of 48 nappies.Baby Products Disposable Nappies DISTRIBUTION Distribution of disposable nappies is mainly through the grocery sector. see Chapter 2 — Strategic Overview. The range. both Pampers and Huggies were advertised as part of individual supermarket promotions. (In addition to the figures shown in Table 3.) Table 3. MARKETING AND ADVERTISING Pampers was by far the most heavily advertised nappy brand in 2009.305 171 3. 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. the Pampers brand launched UnderJams. is designed to provide protection from bedwetting for children aged 4 to 12 years. although Huggies spent slightly more in 2008. in the form of absorbent pants shaped like underwear. which caters for 4 to 15 year-olds. in an attempt to compete with supermarkets and discount retailers.817 946 683 211 125 2009 © Key Note Ltd 2010 29 . Pampers launched its ‘value brand’.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000).. Kimberly-Clark’s Huggies brand already had a similar range: DryNites.019 118 3.2. in July 2009. RECENT DEVELOPMENTS In January 2010. Boots is the other main distribution channel.. 205 1. in the form of the major multiple grocery retailers. Price is increasingly becoming a factor in the disposable-nappy market. its first product for older children. Simply Dry.

.. and four in ten had a main shopper aged between 25 and 34. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. which went live in February 2010. 7% of all adult main shoppers said that their household had used disposable nappies during the year ending September 2009. plus a new Huggies logo incorporating a baby’s handprint. A global website for Huggies.006 1. features a ‘real-time’ video of a baby growing in utero.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000). Years Ending December 2008 and 2009 . An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. This rose to 19% in households where the main shopper was aged between 25 and 34 years. 595 285 180 137 837 1.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. © Key Note Ltd 2010 30 .3).Baby Products Disposable Nappies Table 3.073 414 109 546 183 2009 CONSUMER TRENDS According to data from Kantar Media (see Table 3. The site. Parents were encouraged to upload photos and videos of their child exploring their world.512 1. with the theme ‘Everyday Discoveries’. Seven in ten purchasers of disposable nappies lived in households with a main shopper aged between 25 and 44. called ‘9 months in vivo’. also includes tips for mothers-to-be.

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.

© Key Note Ltd 2010

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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.

© Key Note Ltd 2010

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playpens and changing units.5 281 2007 223 3. having grown from £120m in 2005.4: The UK Market for Nursery Furniture by Value (£m at rsp).9 65 -1. 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. Table 4. cribs and mattresses. including cots.9 2009 137 2.1 286 2008 231 3.2 120 - Source: Key Note © Key Note Ltd 2010 34 .2 63 -3.6 62 -1.6 59 -4.6 293 2009 237 2.0 2008 134 3. 2005-2009 2005 Prams.Baby Products Baby Transport and Nursery Furniture Table 4. highchairs. reached £137m in 2009.8 †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.3: The UK Market for Baby Transport by Sector by Value (£m at rsp). Retail sales of nursery furniture. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 124 3.3 2007 129 4.

Table 4.4 24 4. Babies R Us and Mamas & Papas — producing ranges of furniture and accessories.2 19 5. Maclaren and Mothercare’s own brand.1 25 4. with retail sales estimated at £93m in 2009.0 16 0.9 22 0.3 129 2008 92 3.Baby Products Baby Transport and Nursery Furniture Cots. The largest of these are Mamas & Papas. Bébécar and Cosatto. with many small companies — as well as larger manufacturers and retailers. 2005-2009 2005 Cots.9 134 2009 93 1. There is also a wide range of suppliers to the baby-transport market. Quinny and Bébé Confort. with Britax Excelsior being particularly important within the market for dedicated child car seats.5 17 6.3 18 5. 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. including Mothercare.0 124 2007 89 3. Baby-transport brands marketed by Dorel include Maxi-Cosi. © Key Note Ltd 2010 35 .6 137 82 22 16 120 Source: Key Note SUPPLIERS The market for nursery furniture is highly fragmented. operates in both the baby-transport and feeding/safety-equipment sectors. a Canadian company that has had a UK presence since 1988. Graco. cribs and mattresses easily constitute the largest segment. Dorel.5 23 4.5: The UK Market for Nursery Furniture by Sector by Value (£m at rsp). Other companies of importance in this sector include Chicco.

was launched towards the end of 2009. A range of four new pushchairs was launched by Britax in January 2010. uses interactive technology and a choice of music and light shows to entertain babies from birth to 6 months old. plus characters that can be attached to the toy arch over the seat. baby swings. The Baby Gear range. each containing songs and sounds. the B-Mobile three. The product can also be transformed into a travel system for twins with the addition of two Graco car seats. fitting onto the buggy for the baby’s first few months. was launched by Cosatto in February 2009. which has rearward. DISTRIBUTION Many parents undertake extensive research (usually online) before purchasing items of baby equipment. It was announced in March 2010 that Britax would be launching the Jockey range of child’s bicycle seats.or forward-facing seat options and space for an additional seat for a second child. The Graco Quattro Tour Duo. giving a high degree of comfort and safety. described by the company as ‘the ultimate electronic infant entertainment system’. Mamas & Papas launched the Magic Astro Cradle in March 2010. © Key Note Ltd 2010 36 . 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.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. highchairs and booster seats.or four-wheeled compact travel system. and the B-Dual travel system. meaning that an online presence is now a prerequisite for baby-equipment companies. ‘one-handed’ height adjustment. RECENT DEVELOPMENTS The Slidi highchair. The infant seat. The range included: the B-Lite urban stroller. a double pushchair designed to accommodate one child from birth and another from the age of 6 months. This applies particularly to travel systems. from the US toy manufacturer Fisher-Price. includes baby seats and bouncers. 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. Maclaren’s Techno XLR travel system was expanded in July 2009 with the introduction of a soft carrycot that is compatible with the system. the B-Smart modular travel system. February 2010 saw the launch of the Forty Winks 4-in-1 travel cot/playpen from Cosatto. The cradle uses ‘Magic Cards’. which offers a four-position.

The recall was estimated to affect 1. these covers were issued only to purchasers who contacted Maclaren themselves. Following these problems.000. Dorel voluntarily recalled all FamilyFix car-seat bases sold before 4th March. Dorel launched a new range of Maxi-Cosi car seats: the Pebble for infants and the Pearl for toddlers. having detected a potential risk of injury to fingers or hands from its folding mechanism. The remedy kit consists of covers to fit over each of the hinges. Maclaren received some adverse publicity towards the end of 2009. with campaigns for its Trio travel system and Polly highchair brands worth a total of £340. but a routine internal quality check had revealed a potential problem in the mechanical attachment of the IsoFix connectors to the base. undefined category of ‘baby goods’ recorded a total expenditure of £192. Again. during the 12 months ending December 2009.Baby Products Baby Transport and Nursery Furniture In October 2009. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. sold under the Viva and Nexus brands. In March 2010. Britax Excelsior Ltd announced that it would offer a free ‘precautionary’ remedy kit for one of its stroller models. From 2010. The company stated that it had had no complaints or reports of incidents. (A separate.) © Key Note Ltd 2010 37 .2 million products. in February 2010.2m. accounted for by 214 separate brands. Chicco was the largest spender. Both fit onto the new Dorel FamilyFix car-seat base. 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. In the UK. however. not a single brand within Nielsen Media Research’s ‘baby carriages and nursery equipment’ category spent more than the threshold (£75. the majority of expenditure within the category was accounted for by a large number of brands (186) spending less than the threshold amount.000) for a separate listing in its published figures. divided between 33 brands.000 in 2009. the company distributed hinge covers to all purchasers of the strollers in the US. all Maclaren strollers of this type are being supplied with hinge covers as standard. In 2008. Total expenditure in this sector in 2009 was £1. however. In November 2009. In March 2010. MARKETING AND ADVERTISING The highly fragmented nature of this sector of the baby-products market is illustrated by the fact that.

188 2009 Britax launched a television advertising campaign in February 2010. reminding parents of the importance of in-car safety and the correct fitting of child car seats. The campaign was supported by online and point-of-sale materials.188 1. TK Maxx also ran display advertisements on the Netmums site. 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. TK Maxx began an online campaign on the parenting website Netmums. In addition. to promote its new range of nursery products. there was a competition to win a £500 gift card. © Key Note Ltd 2010 38 .711 1.6: Main Media Advertising Expenditure on Baby Carriages and Nursery Equipment by Brand (£000).283 1. which included links to the nursery range on the TK Maxx website. 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.Baby Products Baby Transport and Nursery Furniture Table 4. In January 2010.

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

home safety equipment and feeding equipment reached £168m in 2009.8 139 - Source: Key Note Baby monitors are now a standard purchase for most new parents.1: The UK Market for Baby Monitors. 2005-2009 2005 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total Table continues.3 82 3.. reaching £83m in 2009.2 168 © Key Note Ltd 2010 40 . 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 148 6. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp). Home Safety Equipment and Feeding Equipment by Value (£m at rsp).2 158 84 6.Baby Products Baby Monitors. 71 68 139 75 5. Retail sales within the sector were estimated at £85m in 2009. Retail sales of feeding equipment have also seen reasonably good growth.4 2009 168 1. Table 5. up from £71m in 2005.. with developments such as digital and video monitors helping to maintain value to an extent. Home Safety Equipment and Feeding Equipment MARKET SIZE Total UK retail sales of baby monitors.3 79 8.4 148 79 5. Table 5.8 †165 2006 2007 2008 2009 85 1.2 83 1.2: The UK Market for Baby Monitors.6 73 7.8 2008 165 4. compared with £139m in 2005.5 2007 158 6.

Lindam was purchased by the US baby-products company Munchkin. © Key Note Ltd 2010 41 . bottle warmers and toddler feeding equipment. sterilisers and products to aid breastfeeding. including bottles and teats.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. In February 2010. as well as toddler cups. and toddler cups. The Danish company Baby Dan produces safety gates and other in-home safety equipment. as well as sterilisers. such as socket covers. with particular strengths in baby monitors. The company also produces baby play equipment. The Tommee Tippee range. bedrails and ‘childproofing kits’.. Lindam produces baby monitors and other safety equipment (notably stair gates). Tomy has a strong presence in the safety-equipment sector. are important in both the feeding-equipment and safety-equipment sectors. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp). and door and window locks. Products from Dorel UK’s Safety 1st brand include monitors. 2005-2009 . The company’s product range also includes baby monitors. plus a range of playpens and highchairs. with the company having diversified into other products. the strength is in one sector. Philips Avent has a large range of feeding equipment.2: The UK Market for Baby Monitors. includes the Closer to Nature range of bottle-feeding equipment.. such as bouncers and swings. pan guards. from Jackel International. breast pumps and sterilisers. however. The company also produces thermometers and baby monitors. Own-label products. In the majority of cases. Home Safety Equipment and Feeding Equipment Table 5. particularly from Boots and Mothercare. Source: Key Note SUPPLIERS It is common for suppliers to be active in both the feeding-equipment and safety-equipment sectors. It also produces feeding equipment.Baby Products Baby Monitors.

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

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. © Key Note Ltd 2010 43 .

09. including: a higher birth rate among the majority Hispanic population.32 in Germany. Europe and Selected European Countries.Baby Products An International Perspective 6.89 1.38 1. the estimated total fertility rate (number of children per woman). In France and Norway. 2005-2010 US Western Europe Europe France Norway Sweden Denmark UK Belgium Netherlands Spain Austria Greece Italy Germany 2. and the more traditional and family-oriented nature of much of the US population.84 1.32 † — 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. United Nations Population Division © Key Note Ltd 2010 44 . An International Perspective POPULATION TRENDS There are considerable variations in fertility rates among the Western European countries. averaged across the years from 2005 to 2010. compared with just 1. The US has a higher fertility rate than Western Europe.84 1.77 1. A number of explanations have been put forward for this. for example.38 1.89. The average fertility rate in the UK is at the higher end of the European spectrum.84.87 1.74 1. Table 6.59 1.43 1.09 1. at 2.50 1. Denmark is at the same level.38 1. is 1.1: Total Fertility Rates† in the US. the fact that it may be easier for American women to combine work and child-rearing.89 1. at 1.

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

compared with around 20 pence for a standard Pampers nappy. Prior to this. ECONOMIC FACTORS Although spending on children is often the last thing to be reduced in recessionary times. and a number of ‘value’ products have been introduced. • Smaller family sizes — these can mean higher disposable income and greater expenditure per child. in February 2010. 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’. The Simply Dry nappy range. Labour took an advertisement on the main forum page of the Mumsnet site. ASDA went one step further.000 a year. from the premium brand Pampers.Baby Products PEST Analysis 7. pricing its Little Angels New Arrivals product at £1 for 48 nappies. this has resulted in a smaller consumer base. In March 2010. 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. Samantha Cameron’s announcement of her pregnancy in the run-up to the election added to the ‘family focus’ of the campaign. claiming that the Conservatives aimed to limit child tax credits to families earning less than £31. including weaning sets and toddler cups.99 each. SOCIAL FACTORS Many social and demographic factors have a strong influence on the market for baby products. was introduced in July 2009. priced at £1. The nappies were typically priced at 11 pence each. These include: • The falling birth rate — by definition. predictably. the baby-products industry has recognised that economic realities also impinge on parents. In February 2010. dubbed ‘biscuit-gate’. Fisher-Price launched a value range of toddler-feeding accessories. This was refuted by Teresa May in the Conservatives’ own Mumsnet advertisement. © Key Note Ltd 2010 46 . with all of the main parties competing for the family vote.

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

) Respondents were asked: ‘I am going to ask you some questions about products and equipment you can buy for babies. Table 8. Which. 26 78 53 64 47 29 60 40 59 © Key Note Ltd 2010 48 .1: Attitudes Towards Baby Products and Related Issues (% of respondents)..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. 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. if any.Baby Products Consumer Dynamics 8. Table 8.. Consumer Dynamics OVERVIEW This chapter is based on the findings of Key Note’s original research among a sample of 477 parents. prospective parents and other purchasers of baby products.

either currently or in the past. just over half (53%) of the sample acknowledged that the cleansing and sterilising that was necessary meant that bottle feeding could be hard work. 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. used I wish I had done more research/been better informed before I bought my baby equipment Source: Key Note/NEMS Market Research.. 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. © Key Note Ltd 2010 49 . However. Four in ten were users of reusable nappies..Baby Products Consumer Dynamics Table 8. Breastfeeding Versus Bottle Feeding Nearly half (47%) of respondents agreed that breastfeeding is much better for babies than bottle feeding. March 2010 .) 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. or hardly ever. whereas just under three in ten (29%) asserted that bottle feeding can be just as good as breastfeeding. this proportion almost exactly matched the proportion (60%) who acknowledged that they used (or had used) only disposable nappies.table continued New Versus Second-Hand Baby Equipment (cont.1: Attitudes Towards Baby Products and Related Issues (% of respondents). However.

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

March 2010 S1: “I am concerned that disposable nappies are harmful to the environment. Around two-thirds (67%) of those living in the South had used only disposables. compared with 86% of 16 to 24 year-olds. and Use of. March 2010 © Key Note Ltd 2010 51 . Disposable Nappies (% of respondents). compared with 53% of respondents from the Midlands. Table 8.” 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. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. Source: Key Note/NEMS Market Research.Baby Products Consumer Dynamics Just 42% of those aged over 45 had used only disposable nappies for their children.” S2:” I use/have used only disposable nappies as opposed to non-disposable nappies. those who are hoping to start a family within the next 2 years.2: Attitudes Towards.

Table 8. Women (46%) were much more likely than men (29%) to agree that they used or had used non-disposable nappies. those who are hoping to start a family within the next 2 years.3: Use of Non-Disposable Nappies (% of respondents). 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. but differences in penetration by region or social grade were fairly slight.” 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. Source: Key Note/NEMS Market Research. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. March 2010 S3: “I use/have used non-disposable nappies.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%). March 2010 © Key Note Ltd 2010 52 .

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.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. 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 ... Table 8. 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. Although considerably more ABC1s than C2DEs endorsed breastfeeding as being much better for babies (53% versus 42%). Northern respondents were the most enthusiastic about breastfeeding.” S5: ”Bottle feeding can be just as good as breastfeeding.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. March 2010 S4: “Breastfeeding is much better for babies than bottle feeding. 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).

Fairly similar proportions of the ABC1s (62%) and C2DEs (66%) thought that bottle feeding is easier than breastfeeding. compared with 49% of C2DEs). 77%) were the most likely to agree with the former statement.table continued S4: “Breastfeeding is much better for babies than bottle feeding. the ABC1s were more likely than the C2DEs to feel that the chores associated with bottle feeding can be onerous (57% of ABC1s. those living in the North were the most likely to think that bottle feeding was easier.4: Attitudes Towards Breastfeeding (% of respondents). compared with 59% of women. 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). while those living in the South were the most likely to agree that cleansing and sterilising can make bottle feeding hard work. The youngest respondents (16 to 24 year-olds. Source: Key Note/NEMS Market Research. March 2010 . By region. agreed with this statement.. those who are hoping to start a family within the next 2 years. while those aged 25 to 34 (60%) were the most likely to agree with the latter one. However.” S5: ”Bottle feeding can be just as good as breastfeeding.Baby Products Consumer Dynamics Table 8. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. However. © Key Note Ltd 2010 54 ..” 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. March 2010 Men were more likely than women to say that bottle feeding is easier for parents than breastfeeding: 71% of men.

5: Attitudes Towards Bottle Feeding (% of respondents).Baby Products Consumer Dynamics Table 8.” 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. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. Source: Key Note/NEMS Market Research. March 2010 © Key Note Ltd 2010 55 .” S7: ”The cleansing and sterilising necessary for bottle feeding babies means it can be hard work. March 2010 S6: “Bottle feeding is easier for the parents than breastfeeding. those who are hoping to start a family within the next 2 years.

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 . compared with around seven in ten men (71%). More than eight in ten women (83%). The 16 to 24s were the keenest on buying all baby equipment brand new.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. Northern respondents were the most likely to prioritise purchases of new equipment for their babies. 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.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..” S9: ”It is important to buy all baby equipment brand new.. fewer than one in four women (23%) held this view.6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents). March 2010 S8: “It is perfectly acceptable to use second-hand baby equipment as long as you are satisfied it is safe. Table 8. agreed that second-hand baby equipment is perfectly acceptable to use. In addition. 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. 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%). while just over three in ten men (31%) said that it is important to buy all baby equipment brand new.

” 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. © Key Note Ltd 2010 57 ..Baby Products Consumer Dynamics Table 8. 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).table continued S8: “It is perfectly acceptable to use second-hand baby equipment as long as you are satisfied it is safe. However.6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents). March 2010 .. Source: Key Note/NEMS Market Research. 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. those who are hoping to start a family within the next 2 years.” S9: ”It is important to buy all baby equipment brand new.

Baby Products Consumer Dynamics Table 8. Source: Key Note/NEMS Market Research. 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+ 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. March 2010 S10: “I would never buy a second-hand child’s car seat. March 2010 © Key Note Ltd 2010 58 .7: Aversion to Second-Hand Baby Equipment (% of respondents).” S11: ”I would not accept baby equipment passed on to me from friends and family. and those who do not have children under 16 but do buy things for babies and/or small children nowadays.

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. 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. and those living in the North.” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents). 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. 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 . compared with 75% of men... C2DE respondents. were also more likely than others to say that greater choice makes it more difficult to make decisions on what to buy.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. Table 8. agreed with this statement. 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. Those in the 16 to 24 age group.

Source: Key Note/NEMS Market Research. 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%). March 2010 .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.Baby Products Consumer Dynamics Table 8.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents).” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available. 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+ 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. © Key Note Ltd 2010 60 . and those who do not have children under 16 but do buy things for babies and/or small children nowadays...

March 2010 S14: “It is difficult to get unbiased advice about what sort of baby equipment to buy.Baby Products Consumer Dynamics Table 8. 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 61 .9: Attitudes Towards the Availability of Unbiased Advice on Baby Equipment (% of respondents). those who are hoping to start a family within the next 2 years. Source: Key Note/NEMS Market Research.” 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.

compared with 45% of women. Although those in the 35 to 44 age group were the least likely to say that they had bought items they had not used. Table 8. or done more research. compared with just over four in ten of the latter one (42%). 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. March 2010 S15: “I bought some items of baby equipment that I never. used. More than half of the former group (53%). 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.. 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 . Interestingly.. 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%). A third of this group (33%) would have liked to have been better informed before buying.Baby Products Consumer Dynamics Half (50%) of the men questioned. agreed with this statement. before buying.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues.” S16: ”I wish I had done more research/been better informed before I bought my baby equipment. or hardly ever. they were the most likely to say that they wished they had done more research.10: Personal Experience of Choosing Baby Equipment (% of respondents).

” 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. those who are hoping to start a family within the next 2 years. used. Source: Key Note/NEMS Market Research. March 2010 . or hardly ever.” S16: ”I wish I had done more research/been better informed before I bought my baby equipment.10: Personal Experience of Choosing Baby Equipment (% of respondents)..Baby Products Consumer Dynamics Table 8. March 2010 © Key Note Ltd 2010 63 .table continued S15: “I bought some items of baby equipment that I never.. and those who do not have children under 16 but do buy things for babies and/or small children nowadays.

Surrey.715 -8. the aircraft-interior and vehicle-safety-equipment manufacturer Britax International.000 for the year ending 31st December 2008. manufactures and markets child safety products in the UK. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. Britax Childcare’s headquarters are in Chertsey. It distributes these products through independent specialist retailers.418 -7.261 31/12/07 163. assembles. multiple retailers and vehicle original equipment manufacturers (OEMs) in Europe. Table 9. Profitability Britax Childcare Holdings Ltd reported a turnover of £183. Known chiefly for its children’s car seats.208 31/12/08 183.Baby Products Supplier Profiles 9.331 -522 © Key Note Ltd 2010 64 .uk 148.3m and a pre-tax loss of £522. The company designs.1: Financial Results for Britax Childcare Holdings Ltd (£000). the company also offers infant carriers and wheeled goods.co. Australia (where the products are marketed under the Steelcraft and Safe n Sound brands) and the US. The activities of multiple retailers operating within the baby-products sector in addition to other activities are discussed in Chapter 2 — Strategic Overview. 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. for £230m. by the private-equity company Carlyle Group in September 2005.

and the B-Dual travel system. This became part of the group in August 2007. the B-Mobile three. © Key Note Ltd 2010 65 . and in 2001 Newell-Rubbermaid acquired Klippan Group. GRACO LTD Corporate Strategy Graco Ltd is the UK subsidiary of Graco Children’s Products Inc. The campaign was supported by online and point-of-sale materials. the B-Smart modular travel system. Britax launched a television advertising campaign in February 2010. sold under the Viva and Nexus brands. Finland and Sweden. The range included: the B-Lite urban stroller. a Japanese manufacturer of childcare products. which has rearward. Newell-Rubbermaid purchased Aprica Kassai. reminding parents of the importance of in-car safety and correct fitting of child car seats. The Newell-Rubbermaid portfolio also included Little Tikes toys. Britax announced a free ‘precautionary’ remedy kit for one of its stroller models.or forward-facing seat options and space for an additional seat for a second child. including car seats and strollers. but this company was sold to MGA Entertainments in 2006.000 for the year ending 31st December 2009. a German company that makes prams and other baby-transport products. with operations in the UK. it was announced that Britax would be launching the Jockey range of child’s bicycle seats. In April 2008. Further acquisitions by Newell-Rubbermaid have included Teutonia.or four-wheeled compact travel system.Baby Products Supplier Profiles Recent and Future Developments A range of four new pushchairs was launched by Britax in January 2010.000 and a pre-tax profit of £172. Graco Europe was established in September 1997. which was founded in the US in 1955 and became part of Newell-Rubbermaid in 1999. In March 2010. Germany. giving a high degree of comfort and safety. Also in February 2010. having detected a potential risk of injury to fingers or hands from its folding mechanism. one of Europe’s leading manufacturers and distributors of child car seats. The remedy kit consists of covers to fit over each of the hinges. Profitability Graco Ltd reported a turnover of £850.

The product can also be transformed into a travel system for twins with the addition of two Graco car seats. Graco voluntarily recalled 65 models of its Harmony High Chair. a British company producing the Nappy Wrapper nappy-disposal system. the company that launched the Steri-Bottle pre-sterilised single-use feeding bottle in 1999. including Cotton Bottoms Ltd.2: Financial Results for Graco Ltd (£000).249 542 31/12/09 850 172 Recent and Future Developments In March 2010. Jackel acquired the long-established Maws baby-feeding-equipment brand. JACKEL INTERNATIONAL LTD (MAYBORN GROUP) Corporate Strategy Jackel International Ltd. © Key Note Ltd 2010 66 . was launched towards the end of 2009. and Tube Plastics.co. relaunching the Maws and Sangenic brands as Tommee Tippee.254 574 31/12/08 1. The Mayborn Group was acquired by the private-equity company 3i in 2006. designed to make bottle feeding as similar as possible to breastfeeding. In August 2003. based in Newcastle. In 1983. The Tommee Tippee Closer to Nature range of feeding equipment. was launched in 2006. due to reports of loose screws and falling brackets that could cause the chair to tip. and acquired the UK and European manufacturing licence for the US Tommee Tippee brand of baby-feeding equipment and accessories in 1965. a supplier of reusable cotton nappies (November 2004). More acquisitions followed. a double pushchair designed to accommodate one child from birth and another from the age of 6 months. and 2 years later the Mayborn Group bought Sangenic. began life as a manufacturer of hair and nail products. a manufacturer of outdoor play equipment (March 2005). which also produces fabric dyes under the Dylon brand. In 1995. Jackel International moved to a single-brand strategy.Baby Products Supplier Profiles Table 9. Jackel acquired Steri-Bottle UK. Years Ending 31st December 2007-2009 31/12/07 Turnover Pre-tax profit Source: myicc. The recall was estimated to affect 1.uk 1. In 2003. The Graco Quattro Tour Duo.2 million products. the company became part of the Mayborn Group.

but they moved into Toys R Us stores in April.uk 31.Baby Products Supplier Profiles Profitability Jackel International Ltd reported a turnover of £38m and a pre-tax profit of £6. and introduced into the UK in the mid-1990s. KIMBERLY-CLARK LTD Corporate Strategy Kimberly-Clark Ltd is the UK subsidiary of the Dallas-based Kimberly-Clark Corporation. The Closer to Nature and Explora brands were marketed in the US as being designed to help relieve common feeding anxieties among mothers. Table 9.112 31/12/07 33.2m for the year ending 31st December 2008. and Explora toddler cups and feeding products.3: Financial Results for Jackel International Ltd (£000). launched in the US in 1978. The Closer to Nature brand of baby-feeding equipment.517 5. were initially available only through Babies R Us in the US. In February 2009.049 6.223 Recent and Future Developments In January 2010. 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.539 31/12/08 38.589 1. including Andrex and Kleenex. Mayborn launched the Tommee Tippee brand in the US. taking it back to its original roots. Huggies is Kimberly-Clark’s disposable-nappy brand. © Key Note Ltd 2010 67 . Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. A new star-shaped Tommee Tippee logo was also launched in February 2009. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. which produces a number of household paper brands.co.

A global website for Huggies. with the theme ‘Everyday Discoveries’.263 143.552 Recent and Future Developments In April 2010. Super-Dry. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. plus a new Huggies logo incorporating a baby’s handprint. © Key Note Ltd 2010 68 . Natural Fit. for babies from 19 to 60 pounds. for babies from 0 to 3 months. The site. and Pull-Ups potty-training pants. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. Parents were encouraged to upload photos and videos of their child exploring their world. Table 9. Profitability Kimberly-Clark Ltd reported a turnover of £623. in a range of sizes for babies from 11 to 27 pounds.Baby Products Supplier Profiles The Huggies range includes: Huggies Preemies (for premature babies). called ‘9 months in vivo’. also includes tips for mothers-to-be. shaped like pants.6m for the year ending 31st December 2008.6m and a pre-tax profit of £48.co. which went live in February 2010. features a ‘real-time’ video of a baby growing in utero. designed to keep babies dry for up to 12 hours. The company also produces Huggies-branded wipes and disposable changing mats. with flexible sides.uk 602.954 31/12/07 614.551 31/12/08 623. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product.233 53. Newborn.4: Financial Results for Kimberly-Clark Ltd (£000). Little Swimmers swimming nappies.649 48. Little Walkers.

following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. a range of organic skincare products for mothers and babies. founded in Northampton in the late 1960s. Following its 1988 acquisition by Hestair PLC. a manufacturer of nursery products and pushchairs. In the UK.623 Recent and Future Developments In July 2009. The company was purchased by the Sunleigh Group in 1994. In November 2009. a wholly owned subsidiary that markets the company’s products in the US and Canada. fitting onto the buggy for the baby’s first few months. Maclaren’s Techno XLR travel system was expanded with the introduction of a soft carrycot that is compatible with the system. Also in July 2009. Maclaren launched Beginning. Maclaren received some adverse publicity towards the end of 2009.442 -1. Hestair PLC was purchased by BET in 1990 and there was a management buy-out of Hestair Maclaren during the same year. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. Maclaren’s US arm acquired the nursery-furniture company NettoCollection.co. Table 9. the company distributed hinge covers to all purchasers of the strollers in the US.uk 19.978 -3. Profitability Maclaren Europe Ltd reported a turnover of £31m and a pre-tax loss of £3.6m for the year ending 31st December 2008.484 31/12/07 23.880 31/12/08 30.5: Financial Results for Maclaren Europe Ltd (£000). © Key Note Ltd 2010 69 . Hestair purchased Cindico.232 -1. was established in 1999. Later the same year. all Maclaren strollers of this type are being supplied with hinge covers as standard. In November 2009. Maclaren USA. with the invention of the lightweight ‘baby buggy’.Baby Products Supplier Profiles MACLAREN EUROPE LTD Corporate Strategy Maclaren began life as Andrews Maclaren Ltd. the company became Hestair Maclaren. From 2010. these covers were issued only to purchasers who contacted Maclaren themselves.

Hull and Aberdeen (both in October).182 Recent and Future Developments A number of new Mamas & Papas stores were opened during 2009.816 2. Manchester (May) and Broadstairs (June). Selfridges. Mamas and Papas’ products are sold through a wide range of outlets.382 1. The company also has a chain of more than 50 dedicated stores in the UK and the Republic of Ireland. including John Lewis. which was opened in February. including one in the Westfield Shopping Centre in West London. The brand also encompasses maternity and baby wear. Table 9. 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. The company’s range includes baby transport (in the form of prams.438 30/03/08 83. and Rotherham (November). Others included Liverpool (in September). Openings so far in 2010 have included Lincoln (April).Baby Products Supplier Profiles MAMAS & PAPAS LTD Corporate Strategy Mamas & Papas Ltd. 30th March 2008 and 29th March 2009 01/04/07 Turnover Pre-tax profit Source: myicc.7m and a pre-tax loss of £1. Mamas & Papas further expanded its retail operations in November 2009.656 -1. pushchairs and car seats). and pre-school toys. Profitability Mamas & Papas Ltd reported a turnover of £87.2m for the year ending 29th March 2009.uk 83.co. run on a franchise basis. nursery furniture and bedding. Harrods and more than 500 independent dealers.6: Financial Results for Mamas & Papas Ltd (£000). Years Ending 1st April 2007.789 29/03/09 87. was founded in 1981 by the Scacchetti family and is still family owned. © Key Note Ltd 2010 70 . one of the first companies to introduce the concept of designer products into the market for baby equipment.

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

featuring the musician.7: Financial Results for Mothercare PLC (£000). The brand. is to be launched in autumn 2010. In October. currently unnamed. The company opened its 50th store in Russia in December 2009. Mothercare announced that it would be supplying Boots with a new range of children’s clothes and accessories.900 29/03/08 676.800 4. Table 9.Baby Products Supplier Profiles As at mid-November 2009.6m and a pre-tax profit of £42. fell into administration in January 2010. was launched in October 2009 on the pre-school television channel Cartoonito. Years Ending 31st March 2007. mostly on a franchise basis. which previously supplied Boots with children’s clothing. Profitability Mothercare PLC reported a turnover of £723. Toys from Mothercare’s Early Learning Centre range are already sold through 400 Boots stores. up from 28 in 2009. Mothercare announced plans to launch Mothercare in Australia and the Early Learning Centre in South Africa. television presenter and ‘celebrity mother’ Myleene Klass. the company announced a joint venture in India. Much of the company’s international growth came from India and Russia. Adams Childrenswear.200 Recent and Future Developments In February 2010.2m for the year ending 28th March 2009.600 42. Early in 2010. © Key Note Ltd 2010 72 . and 694 franchised international stores. The Mothercare group opened 115 international stores during 2009.500 18. 62 of which were opened during the 6 months to November.500 28/03/09 723. there were 389 UK stores in the Mothercare group. 29th March 2008 and 28th March 2009 31/03/07 Turnover Pre-tax profit Source: myicc. A brand-awareness campaign for Mothercare.co. it expects to have 65 Indian stores by the end of 2010.uk 498.

soothers. © Key Note Ltd 2010 73 .uk 682.co. It also incorporates baby monitors and digital thermometers. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. skincare products and changing bags.uk.800 33.100 31/12/08 827.2m for the year ending 31st December 2008. was purchased by the Dutch electronics company Royal Philips Electronics in September 2006 and renamed Philips Avent. Virtually all Philips Avent products are designed and manufactured at the company’s factory in Suffolk. including breast pumps and breastfeeding accessories.4m and a pre-tax profit of £4.200 Recent and Future Developments Philips launched an advice website for new mothers. The Philips Avent product range includes a wide variety of feeding equipment. Table 9. baby bottles and toddler-feeding equipment.200 65. launched in 1984.400 4. The brand is now part of Philips’s Consumer Lifestyle division.Baby Products Supplier Profiles PHILIPS AVENT Corporate Strategy The Avent brand. Profitability Philips Electronics UK Ltd reported a turnover of £827. mybabytalk. which also includes shaving and oral-healthcare products. It should be noted that these figures cover a wide range of items other than baby products.8: Financial Results for Philips Electronics UK Ltd (£000). in February 2009.900 31/12/07 812.co. bottle and food warmers.

the Pampers brand launched UnderJams. and Baby Dry. its first product for older children. Pampers recently launched two new products: UnderJams and Simply Dry (see Recent and Future Developments). in an attempt to compete with supermarkets and discount retailers.7m for the year ending 30th June 2009. Easy Up Pants for older babies. The Pampers disposable-nappy portfolio includes: Pampers New Baby (including Micro for premature and very small babies). with high leg cuffs for extra protection.co. with Comfort Stretch for babies who can move.697 Recent and Future Developments In January 2010. Years Ending 30th June 2007-2009 30/06/07 Turnover Pre-tax profit Source: myicc. is designed to provide protection from bedwetting for children aged 4 to 12 years. The company also produces Pampers Wipes and Kandoo Wipes. based in Ohio. The range. Profitability Procter & Gamble Product Supply (UK) Ltd reported a turnover of £209.273 34. was founded in 1837 and expanded into the UK in 1930. These figures cover a broad range of household products and toiletries. in July 2009.528 30/06/08 271. Sunnies Swim Pants.Baby Products Supplier Profiles PROCTER & GAMBLE Corporate Strategy The US company Procter & Gamble.073 38. which have Secure-Me fasteners that overlap for a snugger fit. © Key Note Ltd 2010 74 . Simply Dry.9: Financial Results for Procter & Gamble Product Supply (UK) Ltd (£000). which was introduced to the UK in 1982. Table 9. for use by toddlers who are being toilet trained.006 40. Pampers launched its ‘value’ nappy brand. with Extra Sleep Layer for night-time use. in the form of absorbent pants shaped like underwear.3m and a pre-tax profit of £34. Active Fit. The company produces the Pampers nappy range.347 30/06/09 209.uk 258. Feel N Learn potty-training pants.

co. which can be customised to co-ordinate with the nursery colour scheme. The last of these includes a multicoloured nightlight.030 31/03/09 42. However. Table 9. feeding equipment for toddlers.000 for the year ending 31st March 2009. Tomy announced that it had signed an agreement with Perry Innovation Ltd to distribute the BabyDam Bathwater Barrier in Europe. it also produces a range of baby products.10: Financial Results for Tomy UK Ltd (£000). following the 2006 merger of Tomy with its rival toy company Takara. Years Ending 31st March 2007-2009 31/03/07 Turnover Pre-tax profit Source: myicc.7m and a pre-tax loss of £996.159 2. a Japanese-owned company. baby carriers. © Key Note Ltd 2010 75 .Baby Products Supplier Profiles TOMY UK LTD Corporate Strategy Tomy UK Ltd. Profitability Tomy UK Ltd reported a turnover of £42.uk 47. but the Tomy name has been retained for all international subsidiaries. and baby activity toys. The parent company in Japan is named Takara-Tomy.714 -996 Recent and Future Developments A new range of baby monitors — the Classic Monitor TA100. the Digital Monitor TD300 and the Digital Plus Monitor TD350 — was launched in February 2010. including baby monitors.189 3. BabyDam turns a normal-sized bath into a smaller bathing space suitable for babies and toddlers. is principally a manufacturer of toys and games. In August 2009. cot guards and bedrails.683 31/03/08 51.

the number of infants aged under 1 year will stand at 777.6 2.8 784 -0. During the period between 2010 and 2014.3 777 -0. following increases between 2005 and 2008.4 2.1 774 -0.1 Note: figures may not sum due to rounding.326 0.324 -0.6 2012 774 -0. with the total population of under-3s standing at 2. Government projections suggest that.0 2. in mid-2014.4 2013 775 0.1 775 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 -0.6 789 4.1: Forecast Number of Children in the UK Aged 0 to 2 Years (000).1 2014 777 0.Baby Products The Future 10.9 2011 775 -0. Source: 2008-Based Population Projections.348 0.3 2. Government Actuary’s Department © Crown copyright © Key Note Ltd 2010 76 .3 million in mid-2014.326 -0. the number of children aged between 1 and 2 years will fall slightly.1 775 -0.3 775 0. The Future DEMOGRAPHIC TRENDS The next 5 years will see a stagnation of the birth rate.8 783 -0.3 777 -0.000 — exactly the same figure as in 2010.335 -0.1 775 -0.9 2. Table 10.

0 2013 311 1.5 2013 550 0. where birth rates are higher. Companies will continue to turn outside the UK for growth.3 2011 304 1. 2010-2014 2010 Baby transport % change year-on-year Table continues. with retail sales reaching £314m by 2014.1 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. retail sales in this sector are forecast to reach £154m. but from a lower base.0 © Key Note Ltd 2010 77 .0 2012 307 1. looking at markets in Asia and Eastern Europe.9 530 2.3 2012 545 1. Table 10.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.2: The Forecast UK Market for Disposable Nappies by Value (£m at rsp). with retail sales reaching £555m by 2014.3 2014 314 1. 2010-2014 2010 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2011 537 1.. By 2014.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).9 2014 555 0.. Table 10. 301 1. Disposable Nappies The market for disposable nappies will continue to grow at a slow rate over the next 5 years. There will be slightly higher growth in nursery furniture.

8 Source: Key Note Baby Monitors.4 2013 96 3.1 88 3.Baby Products The Future Table 10.0 468 1.4 183 3.table continued 2010 Nursery furniture % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 144 2.3 2013 151 2.1 448 1.7 2014 98 2..6 Source: Key Note © Key Note Ltd 2010 78 .2 192 2.5 86 3. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).1 94 2.9 442 1.3 141 2.7 2012 93 3. 2010-2014 .8 2014 154 2.7 462 1.4 2012 147 2.3 87 1.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).2 177 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 2.3 90 3.2 188 2.2 92 2.1 454 1. with sales of feeding equipment totalling £94m.6 174 3.. Table 10. Home Safety Equipment and Feeding Equipment Retail sales of baby monitors and home safety equipment are forecast to reach £98m by 2014.4: The Forecast UK Market for Baby Monitors.

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

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

Key Note Financial Survey Reports £420 each For each key industry sector. Top Markets and Market Forecasts add a further dimension to the Key Note range.uk http://www.co. dynamics and shape of key UK and European markets. Key Note Market Reports Plus £605 each Concentrating on more dynamic consumer markets. Key Note Market Focus Reports • Market Forecasts • Top Markets £699 each/£999 set of 10 volumes Please contact sales@keynote. consumer and lifestyle sectors. Top Markets and Market Forecasts are an indispensable and authoritative mini business library.co. © Key Note Ltd 2010 81 . bringing you invaluable financial information and contact details. with a particular focus on financial services. 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. there is a detailed Financial Survey report.keynote. TW11 8EE Telephone: 0845-504 0452 Fax: 0845-504 0453 E-mail: sales@keynote.uk for sector-specific individual volume prices. providing a one-stop shop for all your research needs. Key Note Market Reviews £750 each Focusing on the bigger picture.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. consultancies and industry experts whose wealth of knowledge is vital in publishing this type of report. Other Market Focus reports are created in conjunction with specialist authors. Market Report Plus and Market Assessments published in the previous year. strategic and global view of key industries. providing an in-depth. these premium reports examine the scope. Compiled using Key Note Market Reports. You can choose from approximately 90 industry sectors where thousands of companies are profiled in each report. these offer the same incisive market intelligence as Market Reports but include additional chapters and primary research data. 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.

co. contrast. We will be able to provide you with information covering the companies. They compare. 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. Key Note Regional Leads Reports £420 For each region of Great Britain.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. which are profiled in each report. Contact us for further details: sales@keynote.co.uk Key Note Carnet A service that offers a discount on multiple report purchases. performance figures. Even historical figures can be provided. you can also choose exactly what performance information you need on them — with our Bespoke Data Service. Providing up-to-date information and analysis. 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.co.uk Key Note Research Consultancy We can offer a full-service bespoke solution for any research requirements not covered by the published report range. Contact us for more information: bespoke@keynote. bringing you invaluable financial information and contact details for thousands of companies. analyse and comment on the financial performance of the leading companies in each marketplace. Contact us for more information: sales@keynote. sectors. You can also choose from these further services: Key Note Bespoke Data Service As well as choosing the companies you want to analyse. ratios and other data items specific to your individual requirements alone.uk © Key Note Ltd 2010 82 . Our comprehensive market research and information consultancy service is managed in house.

0 61. but not always. Table Heading Population Number (000) 13.4 All housewives Age 15-24 25-34 Social Grade AB C1 Region Greater London 20. Across The % of 15-24 year-olds.7 19. who live together and whose food and other household expenses are managed as one unit. 1.0 Penetration (%) 66. • Adults — any person aged 15 or over.045 2.4 55. etc. etc. © Key Note Ltd 2010 83 . usually.0 .535 Profile (%) 100.Baby Products Understanding TGI Data Understanding TGI Data TGI tables. produced by Kantar Media.557 10.371 This is the projected number of people in each subgroup who use the product.9 2.1 . households. housewives. 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.9 0.03 12. The total number of adults. social grade and standard region. Penetration Tables used in Key Note reports may give figures for the Number. 7.2 Source: Target Group Index. These terms are explained in the following table. • Housewives — a member of a private household who is solely or mainly responsible for the household duties. and/or Penetration. members of one family. Profile.5 71. Number. Profile. who are users. 1995 TGI data used in Key Note reports are broken down by age. © Kantar Media.697 Down The % of each subgroup who are users.

or if the Head of the Household is retired. 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 Supervisory or clerical and junior managerial. based on information given personally and verbally by the respondent. Social grade is checked by Kantar Media’s coding and editing office. Social grade is assessed by the interviewer when collecting the information and is. administrative or professional Skilled manual workers Semi and unskilled workers State pensioners or widows Standard Region This is as defined by the Registrar-General. therefore.Baby Products Understanding TGI Data Social Grade This is normally based on the occupation of the Head of the Household. If this information is not available social grade is based on environmental factors such as type of dwelling. © Key Note Ltd 2010 84 . The following table broadly defines the six social grades used. 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. presence of domestic help etc. their former occupation. amenities in the home. administrative or professional Intermediate managerial.

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

financial services and industrial sectors. Title Edition Published Title Edition Published Market Reports and Reports Plus A China & Earthenware Cigarettes & Tobacco Cinemas & Theatres Closed-Circuit Television Clothing Manufacturing Clothing Retailing Commercial Radio Commercial Vehicles Computer Hardware Computer Services Computer Software Confectionery Consumer Internet Usage Consumer Magazines Contraception Contract Catering & Foodservice Management Contract Cleaning Cooking Sauces & Food Seasonings Corporate & Promotional Giftware Corporate Hospitality Cosmetics & Fragrances Cosmetic Surgery Courier & Express Services D 27 23 9 11 15 7 8 15 8 8 7 28 4 17 4 21 21 4 3 6 23 8 15 3 5 11 3 4 1 2 19 7 13 1 14 5 2010 2009 2001 2009 2008 2009 2004 2009 2010 2008 2008 2010 2000 2010 2009 2010 2010 2010 2008 2007 2010 2010 2008 2004 2008 2010 2000 2009 2009 2003 2009 2009 2009 2007 2009 2005 Access Control Accountancy Aerospace Agrochemicals & Fertilisers Air Freight Airlines Airports Animal Feedstuffs Arts & Media Sponsorship Automatic Vending Automotive Services Autoparts B 11 13 12 3 2 21 14 11 3 24 7 19 14 2 22 17 19 16 25 14 27 15 5 16 10 13 10 14 10 13 17 16 13 13 8 15 2010 2009 2003 2002 2005 2010 2010 2001 2008 2010 2010 2009 2009 2007 2009 2010 2007 2009 2010 2009 2008 2008 2010 2008 2009 2008 2010 2009 2004 2002 2009 2009 2010 2010 2009 2009 Baths & Sanitaryware Bearings Betting & Gaming Biscuits & Cakes Book Publishing Bookselling Bread & Bakery Products Breakfast Cereals Breweries & the Beer Market Bricks & Tiles Bridalwear Builders’ Merchants Building Contracting Building Materials Bus & Coach Operators Business Press C Dark Spirits & Liqueurs Debt Management (Commercial & Consumer) Defence Equipment Design Consultancies Digital Broadcasting Digital Communications Digital TV Direct Marketing Discount Retailing Disposable Paper Products Document Imaging Systems Domestic Heating Dry Cleaning & Laundry Services Cable & Satellite TV Camping & Caravanning Canned Foods Carpets & Floorcoverings Catering Equipment Chemical Industry Childrenswear Chilled Foods © Key Note Ltd 2010 86 .Baby Products The Key Note Range of Reports The Key Note Range of Reports Key Note publishes over 180 titles each year. lifestyle. The total range covers consumer. across both the Key Note and Market Assessment product ranges.

Baby Products The Key Note Range of Reports Title E Edition Published Title H Edition Published Electrical Contracting Electrical Wholesale Electricity Industry Electronic Component Distribution Electronic Component Manufacturing Electronic Games Equipment for the Disabled Equipment Leasing Estate Agents Ethnic Foods Exhibitions & Conferences F 9 5 6 12 11 4 5 12 17 15 11 2009 2009 2009 2002 2002 2003 2009 2003 2008 2009 2009 Hand Luggage & Leather Goods Health Clubs & Leisure Centres Health Foods Heating. Ventilating & Air Conditioning Home Furnishings Home Shopping Horticultural Retailing Hotels Housebuilding Household Appliances (Brown Goods) Household Appliances (White Goods) 15 9 22 9 19 13 17 24 18 11 16 16 18 2010 2009 2003 2002 2009 2009 2008 2009 2009 2008 2008 2009 2008 Factoring & Invoice Discounting Fast Food & Home Delivery Outlets The Film Industry Finance Houses Fire Protection Equipment Fish & Fish Products Fitted Kitchens Football Clubs & Finance Footwear Franchising Free-To-Air TV Freight Forwarding Frozen Foods Fruit Juices & Health Drinks Fruit & Vegetables Further & Higher Education G 2 23 4 11 8 14 7 4 16 12 8 17 24 12 21 6 13 5 18 15 25 2003 2008 2002 2000 2006 2010 2007 2009 2009 2010 2004 2009 2009 2008 2009 2009 2009 2009 2009 2009 2009 Household Detergents & Cleaners Household Furniture I Ice Creams & Frozen Desserts Industrial Fasteners Industrial Pumps Industrial Valves Insurance Companies Internet Usage in Business IT Security IT Training J 14 8 5 8 12 8 9 12 25 7 9 14 9 10 1 20 17 5 23 7 2 2010 2001 2000 2001 2009 2005 2009 2009 2009 2009 2008 2002 2010 2003 2005 2009 2009 2009 2009 2010 2007 Jewellery & Watches K Kitchenware L Garden Equipment Gas Industry Giftware Glassware Greetings Cards Laboratory Equipment Lighting Equipment Lingerie M Management Consultants Market Forecasts Meat & Meat Products Medical Equipment Metal Recycling Milk & Dairy Products Mobile Phones Mobile Telecommunications © Key Note Ltd 2010 87 .

Baby Products The Key Note Range of Reports Title N Edition Published Title S Edition Published Natural Products New Media Marketing Newspapers Non-Metal Recycling O 2 3 17 2 2007 2002 2008 2008 Sauces & Spreads Shopfitting Short Break Holidays Slimming Market Small Domestic Electrical Appliances 11 14 4 8 12 20 17 3 12 15 7 24 17 21 19 23 5 23 18 22 4 9 4 8 2008 2009 2001 2000 2010 2010 2008 2009 2009 2009 2009 2008 2008 2007 2008 2010 2001 2009 2009 2009 2008 2010 2007 2005 Office Furniture Offshore Oil & Gas Industry Ophthalmic Goods & Services OTC Pharmaceuticals Own Brands P 21 5 16 14 12 6 13 12 15 15 14 11 14 13 10 3 5 8 15 20 7 26 7 11 10 10 3 24 16 22 2008 2009 2008 2010 2007 2010 2008 2003 2010 2010 2002 2000 2005 2007 2003 2008 2007 2009 2010 2009 2009 2010 2008 2009 2010 2010 2009 2009 2010 2009 Snack Foods Soft Drinks (Carbonated & Concentrated) Soup Market Sports Clothing & Footwear Sports Equipment Sports Sponsorship Stationery (Personal & Office) T Packaging (Food & Drink) Packaging (Glass) Packaging (Metals & Aerosols) Packaging (Paper & Board) Packaging (Plastics) Paper & Board Manufacturing Personal Banking Photocopiers & Fax Machines Plant Hire Plastics Processing Poultry Power Tools Premium Lagers. Beers & Ciders Printing Private Healthcare Protective Clothing & Equipment Public Houses R Take Home Trade Telecommunications Timber & Joinery Toiletries Tourist Attractions Toys & Games Training Travel Agents & Overseas Tour Operators Tyre Industry V Vehicle Security Videoconferencing Video & DVD Retail & Hire W Wallcoverings & Ceramic Tiles Waste Management Water Industry Windows & Doors Wine White Spirits 17 10 5 19 20 1 21 12 11 11 3 7 10 2006 2010 2010 2008 2009 2005 2009 2008 2004 2009 2007 2003 2009 Rail Travel Ready Meals Recruitment Agencies (Permanent) Recruitment Agencies (Temporary & Contract) Renewable Energy Restaurants Retail Chemists & Drugstores Road Haulage Market Reviews Catering Market Clothing & Footwear Industry UK Computer Market Construction Industry Contracted-Out Services Defence Industry Distribution Industry © Key Note Ltd 2010 88 .

Baby Products The Key Note Range of Reports Title Edition Published Title Edition Published DIY & Home Improvements Industry Drinks Market Energy Industry Film Market Food Industry Healthcare Market Insurance Industry The Legal Services Market Leisure & Recreation Market Leisure in the Home Leisure Outside the Home Local Government Services Mechanical Handling Motor Industry Music Industry Office Equipment Industry Packaging (Food & Drink) Industry Passenger Travel in the UK Pharmaceuticals Industry Process Plant Industry Publishing Industry Railway Industry Security Industry Sports Market Travel & Tourism Market UK Internet Market B2B Marketing 11 19 8 2 20 10 10 1 15 2 2 3 1 12 2 9 1 5 6 1 13 2 13 13 16 1 2009 2009 2010 2009 2010 2005 2009 2005 2005 2008 2008 2010 2001 2008 2010 2010 2003 2007 2008 2000 2010 2006 2010 2010 2009 2009 Business Travel Market C Cable and Satellite Services Charity Funding Childcare Children’s Publishing Clothing Retailers Coffee & Sandwich Shops Commercial Dynamics in Financial Services Commercial Insurance for Small Businesses Condiments and Sauces Consumer Credit & Debt Contact Centres Contraception Cooking & Eating Cross-Border Shopping Cruise Market Customer Loyalty in Financial Services Customer Magazines & Contract Publishing Customer Relationship Management Customer Services in Financial Organisations C2DE Consumer D Diet Foods DINKY Market Direct Insurance 2008 2009 2007 2000 2010 2000 2006 2010 2000 2000 2002 2007 2003 2002 2008 Direct Mortgages Domestic Lighting and Electrical Products Domestic Telecommunications E E-Commerce: The Internet Grocery Market E-Commerce: The Internet Leisure & Entertainment Market Electronic Banking EMU — The Impact on the UK Financial Services Industry E-Recruitment E-Shopping Estate Agents and Services Ethnic Foods European Electricity Industry European Gas Industry 2008 2008 2002 2005 2008 2008 2000 2009 2005 2009 2008 2007 2010 2002 2009 2000 2008 2000 2009 2008 2010 2008 2009 2007 2010 2008 2000 2006 Market Assessment Reports A ABC1 Consumer Activity Holidays Advertising Agencies All-Inclusive Holidays Alternative Healthcare Audio-Visual Retailing B Baby Foods Baby Products Baths and Showers Beds. Bedrooms and Upholstered Furniture Betting and Gaming Book Retailing on the Internet Bottled Water Bridalwear Business Postal Services 2009 2008 2008 2003 2006 2002 2010 2002 2007 2007 © Key Note Ltd 2010 89 .

Baby Products The Key Note Range of Reports Title Edition Published Title Edition Published European Long-Term Insurance European Oil & Gas Industry European Renewable Energy Industry European Short Breaks European Telecommunications European Tourist Attractions European Trends in Food Shopping European Water Industry Extended Financial Families F Financial Services Marketing to ABs Financial Services Marketing to ABC1s Financial Services Marketing to BCs Financial Services Marketing to C1C2DEs Financial Services Marketing to DEs Financial Services Marketing to Over 60s Financial Services Marketing to the Affluent Financial Services Marketing to the Retired and Elderly Financial Services Marketing to Start-Up Businesses and the Self-Employed Financial Services Organisations on the Internet The Fish Industry Forecourt Retailing Functional Foods Funding in Higher Education G General Insurance Generation Y Global Waste Management Green and Ethical Consumer Grey Consumer H Healthy Eating Holiday Purchasing Patterns Home Entertainment Hot Beverages I In-Car Entertainment Independent Financial Advisers Individual Savings Accounts Insurance Prospects Internet Advertising 2008 2007 2008 2008 2002 2009 2009 2007 2005 2006 2000 2009 2006 2009 2004 2009 2007 Internet Service Providers Issues and Challenges in the UK Life Assurance Market Issues in Higher Education Funding IT Recruitment L Lifestyle Magazines Low-Fat & Reduced-Sugar Foods The Luggage Market M Marketing to Children 4-11 Marketing in the Digital Age Medical & Health Insurance Men and Women’s Buying Habits Men’s Toiletries & Fragrances Millennium Youth Mobile Marketing Motor Finance N The Newspaper Industry Non-Food Sales in Supermarkets Nutraceuticals O Off-Trade Spirits Opticians & Optical Goods Organic Baby & Toddler Care Organic Food & Drink OTC Pharmaceuticals Over-40s Consumer Over-50s Consumer P Pay TV Pension Extenders Pensions Personal Banking Personal Lines Insurance Personal Loans Pet Market Planning for Retirement Plastic Cards in Europe Plus-Size Fashion Private Sector Opportunities in Education Public Relations Industry Public Transport 2005 2002 2006 2010 2008 2008 2000 2003 2009 2007 2008 2008 2002 2009 2008 2005 2008 2008 2004 2010 2007 2010 2000 2005 2009 2004 2002 2009 2003 2010 2008 2009 2008 2005 2009 2001 2007 2001 2003 2009 2001 2010 2010 2002 2010 2007 2007 2008 2009 2008 2009 2008 2009 2000 2008 2005 2008 2009 © Key Note Ltd 2010 90 .

it is possible that some errors or omissions may occur. due principally to the fact that data cannot always be verified. Richmond Upon Thames.uk © Key Note Ltd 2010 91 . as of the date created. Key Note cannot accept responsibility for such errors or omissions. However. Minerals & Supplements W White Goods Women Over 45 Working Women 2000 2007 2009 2009 2010 2009 2010 2008 2009 2003 2008 2007 2005 © Key Note Ltd 2010 All rights reserved. Details supplied by Key Note should only be used as an aid. It is the responsibility of the caller to ensure that these data are up to date. Published by Key Note Ltd. Key Note Ltd holds and regularly updates (every 28 days) its data in accordance with the regulations and ensures that its data are compliant. Key Note Ltd does not hold itself liable for any subsequent legalities. Teddington. If you have any queries regarding the CTPS legislation you may find the following website useful: www.ico. Under the new Privacy and Electronic Communications Regulations 2004. it is unlawful for a business to make an unsolicited sales & marketing call to a corporate subscriber if it is either registered with CTPS or has requested NOT to receive such calls. not as the sole basis for taking such decisions.Baby Products The Key Note Range of Reports Title Edition Published Title Edition Published R The Railway Industry Ready Meals Recycling and the Environment Retail Credit Retail Development Rural Economy S Savings & Investments Saving Trends in the Eurozone Singles Market Shopping Centres Short Breaks Slimming Market Small Businesses & Banks Small Office Home Office Consumer Small Office Home Office Products Social Media Marketing The Soup Market Sponsorship Supermarket Own Labels Supermarket Services Sweet & Salty Snacks 2007 2002 2009 2008 2004 2009 2010 2001 2001 2010 2001 2000 2009 2007 2009 2004 2001 2000 2000 2001 2009 T Teenage Fashionwear Teenage & Pre-Teen Magazines Teleworking Trends in Food Shopping Trends in Leisure Activities Tweenagers U Utilities V Vegetarian Foods Vehicle Breakdown Services Vitamins. 7 High Street. stored in an electronic retrieval system or transmitted save with written permission or in accordance with the provisions of the Copyright. TW11 8EE Telephone: 0845-504 0452 Stringent efforts have been made by Key Note to ensure accuracy. No part of this publication may be reproduced.gov. Designs and Patents Act 1988. copied. Harlequin House. 5th Floor. to assist the making of business decisions.

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