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

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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Baby Products

Contents

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

10. The Future

76

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

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

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

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

6 705 3.1: Number of Children in the UK Aged 0 to 2 Years (000). After rising steadily between 2005 and 2008.2 756 3.1 2.153 2.327 2.205 2. there were an estimated 783.3 732 2. These include trends in family size.1 million to 2.2 717 1.102 2006 732 2.3 783 -0.5 2.2 2. The birth-rate increases meant that the total number of children aged under 2 years rose from 2.4 †2008 †2009 788 4.3 million between 2005 and 2009.6 788 4. 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.2 © Key Note Ltd 2010 3 .277 3.3 733 2. Strategic Overview MARKET BACKGROUND Demographic and Social Factors A number of interlinked social and demographic factors can have an effect on sales of baby products. 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.000 a year previously.4 2007 756 3.7 2. because this group forms its ‘consumer base’.000 babies aged under 1 year in the UK..Baby Products Strategic Overview 2. In mid-2009. the birth rate was projected to fall slightly during 2009. parental age and parental employment. compared with 788.2 716 1. Table 2. 716 705 681 2..2 756 3.

79 1. the TFR was 1.table continued † — projections Source: Mid-Year Population Estimates.1: Number of Children in the UK Aged 0 to 2 Years (000).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).92 1. the average number of children per family has remained below two for many years.. 30th June 2005-2009 .63 1. before gradually rising again.65 1.. 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 .86 1.37. In 1971. National Statistics/General Register Office for Scotland/Northern Ireland Statistics/2008-Based Population Projections.37 1.Baby Products Strategic Overview Table 2.82 1.63 in 2001. 1971-2008 1971 1981 1991 2001 2002 2003 2004 2005 2006 2007 2008 2.97. By 2008.78 1. 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. Table 2. the TFR in England and Wales was 2. It then fell to 1.79 1.2: Total Fertility Rate† in England and Wales.73 1. Government Actuary’s Department © Crown copyright Family Size Despite the recent birth-rate increases.

whatever the size of the family.8 Third 30.5 28.5 Source: Social Trends 39 (2009).5 Second 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. the average mother in England and Wales was a year older when she gave birth than was the case a decade earlier (29.1 26. © Key Note Ltd 2010 5 . pushchairs. since such items may well be bought only once.0 31. The average age at which women give birth for the first time rose by 1.0 27.1 29. Overall.7 29.3: Average Age of Mother at Childbirth in England and Wales (years). In 2007. 1997-2007 Birth Order All Births 1997 2000 2003 2006 2007 28. and then used for subsequent children.5 27.Baby Products Strategic Overview Smaller families do not necessarily have negative implications for the baby-products market. which details the number of births to women in different age groups. cots and highchairs. Table 2.4 29.3 27.4 years over the decade between 1997 and 2007.2 32.3 years. while the number of births to women aged under 25 fell in the 30 years between 1978 and 2008. shows that.9 29.5 years.8 29. Older Mothers The average age at which women give birth is still rising steadily.1 to 27.2 31.4.1 29. especially in respect of larger purchases. from 26.3 First 26.3 28. spend per child tends to be higher in smaller families.3 Fourth 31.9 31. there was a sharp increase in the number of births to women aged 35 and over.7 32.4 32.4 31. compared with 28.3 in 1997).6 30. such as prams.

5 381.1 36.0 † — does not sum due to rounding Source: Key Note.9 25.1 54.0 100.2 56.4 20.4 25.6 20.5 25 to 34 54.7 25 to 34 322.0 †100.0 100.7 385.8 352.5 362.4: Live Births in England and Wales by Age of Mother (000).4 35 and Over 5.0 373. National Statistics © Key Note Ltd 2010 6 .7 166.2 126.2 140.4 377.6 26.6 180.0 20. 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 8.4 19.8 25.5: Live Births in England and Wales by Age of Mother (%).0 †100.3 134.9 173. based on data from Social Trends 40 (December 2009).0 100. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 238.6 346.5 25.0 100.1% of all live births in England and Wales in 2008.3 175.1 25.9 54.6 161.7 54.4 165.2 55.8 251.3 59.8 142.Baby Products Strategic Overview Table 2.0 †100.4 35 and Over 34. compared with only 5.1 Total 100.2 54.7% in 1978. Table 2.1 19.6 54.1 91. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 40.1 14.6 Source: Social Trends 40 (December 2009).0 121.

They are also — arguably — more informed. and more used to a higher standard of living.543 10.855 Source: Review of the National Statistician on Births and Patterns of Family Building in England and Wales 2008 (series FM1 number 37).6: Number of Multiple Births in England and Wales.131 9. 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. However. the annual number of births that resulted in two or more babies increased from 9. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) One of the effects of the trend towards multiple births has been that manufacturers have paid greater attention to the needs of parents with twins when designing prams.855. 1998-2008 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 9.Baby Products Strategic Overview The trend for delaying childbirth has had a number of effects on the market for baby products. © Key Note Ltd 2010 7 . Between 1998 and 2008.080 8. it means that women tend to have fewer children overall.907 8. Manufacturers and retailers of baby equipment need to ensure that they meet these needs. 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. pushchairs and other baby-transport products. older parents tend to be more affluent. Table 2.700 8. which are also more likely to result in multiple births.080 to 10.521 9. and as such are more able to afford premium baby products.471 10.137 10. On the one hand. more demanding and more anxious about the health and safety of their offspring.792 8.861 9.

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

8 2009 519 2. 2005-2009 2005 Disposable nappies (£m) % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues..2 2008 507 2. The BPA appointed a new Managing Director. baby walkers. toys and early learning.6 475 2006 487 2. 396 405 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). child restraints. Robert Anslow. 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. The teat can then be sterilised and returned to the pod to be re-used. in 2009. In 2009..12bn.3 415 2. nursery furniture.5 427 2. the total UK market for the baby products covered by this report was worth £1. The BPA’s Technical Committee comprises industry experts and specialists in a wide range of baby and nursery products. The Association manages and organises the trade fair BPA Baby & Child. which is held in early October each year. The organisation plays an active role in the development of product standards and provides support and specialist services to its members.9 434 1.5 2007 493 1.4 © Key Note Ltd 2010 9 . MARKET SIZE Key Note estimates that. in March 2010. The BPA’s Concept and Innovation Awards are presented at the Baby & Child fair.7: The UK Market for Baby Products by Sector by Value (£m at rsp). with the objective of promoting baby and nursery products in both the UK and Europe. including wheeled goods. soft goods.Baby Products Strategic Overview Baby Products Association The Baby Products Association (BPA) was set up in 1945. Table 2.

5 165 4.3 38.2 38.8 †100.0 15.9 2007 46.8 1.0 Source: Key Note The largest sector. followed by baby transport and nursery furniture (38.0 † — does not sum due to rounding Source: Key Note © Key Note Ltd 2010 10 .5 1.0 14.040 3.8: The UK Market for Baby Products by Sector by Value (%). home safety equipment and feeding equipment Total 13.066 2.8 1.0 100.0 100.0 15.7%).2 14.0 39. Table 2.010 - 148 6.4 1.table continued 2005 Baby monitors.7 47.8 100.7: The UK Market for Baby Products by Sector by Value (£m at rsp).3% of sales in 2009.2 †100.0 2006 46.. 2005-2009 . 2005-2009 2005 Disposable nappies Baby transport and nursery furniture Baby monitors.1 168 1.1 38. was disposable nappies.9 2008 46.0 158 6. accounting for 46.121 2.099 3.9 2009 46.Baby Products Strategic Overview Table 2. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2006 2007 2008 2009 139 1.8 38..

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

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

Baby Products Strategic Overview Table 2.9: Main Media Advertising Expenditure on Baby Products by Selected Major Retailers (£000). Years Ending December 2008 and 2009 2008 ASDA Baby product range Pampers Baby Dry nappies Nappies range Huggies nappies Pampers nappy range Morrisons Baby product range Pampers Huggies Sainsbury’s Baby care Nappy range Pampers Tesco Pampers Nappies range Baby range Boots Baby products Pampers nappies Others Mothercare /ELC Babies R Us — product range Co-op — Pampers Nappies Source: Nielsen Media Research 105 180 303 237 128 209 90 444 155 137 111 937 595 154 920 285 225 447 199 188 90 192 212 315 548 247 180 112 2009 © Key Note Ltd 2010 13 .

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

Members will be offered in-store discounts. as well as a range of discounts and priority parking at Tesco stores. education. with area-specific information on child-related activities. © Key Note Ltd 2010 15 .co. They include: dads-uk. Sainsbury’s resurrected its Little Ones baby club. Tesco’s Baby & Toddler Club offers expectant and new mothers seven free magazines tailored to particular stages in their child’s development. with a focus on food and nutrition. which claims 100. It claims to be the largest parenting club in the UK. aimed largely at divorced and separated fathers. a social networking site for parents. advice and information.com. social and employment issues.uk. which included a new award from the Baby & Toddler Club for Britain’s Bravest Mum. with 900. The Boots Parenting Club was launched in June 2005 and has had an online presence since 2006. Netmums. allowing it to work more directly with agencies. claims 740.000 unique users a month. which offer parents discounts and other benefits. A club magazine and website has been produced by Seven Squared. The site. the site.000 members. focusing on more live content. Mothercare bought out Fleming Media. The site’s advertising sales were also brought in-house.000 members. In October 2009. and newdadssurvivalguide. Tesco was the sole sponsor of Bauer Media’s 2009 Mother and Baby Awards. which is also 10 years old. A few social networking sites cater for fathers. features articles. Procter & Gamble’s Pampers and Kimberly-Clark’s Huggies both have baby clubs. Netmums is a family of local websites set up and run by mothers.000 members. Mothercare launched Gurgle. in partnership with the investment company Fleming Media. The most high-profile of these is Mumsnet. taking full control of the site. underwent a major redesign. run by Bounty (see earlier profile). childcare and community. tutorial videos. which had been withdrawn in 2005. which claims 850. which also publishes Sainsbury’s customer magazine. 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. with a focus on “fathers’ rights”. In September 2009. In February 2009. an online ovulation calendar and a baby-naming search engine. which was founded in 2000 by a journalist and a television producer.com. operated through their websites. in October 2007.Baby Products Strategic Overview Baby Clubs and Social Networking Many retailers and manufacturers operating in the baby-products market run ‘baby clubs’.

Baby Products Strategic Overview Parenting Magazines Although it is increasingly challenged by the Internet. asked 1. Table 2.694 178.037 222.094 THE CONSUMER Key Note’s original research (see Chapter 8 — Consumer Dynamics) used a sample of 477 current or prospective purchasers of baby products. NEMS Market Research.11 were then read out.416 412. which undertook the survey for Key Note in March 2010.772 24.022 10. The average audited circulations for print parenting publications during the 6 months ending December 2009 are shown in Table 2.534 43. the parenting press is still an important channel for reaching new and prospective parents. In order to generate this sample.480 52.003 British adults aged 16 and over: ‘Can you tell me which. © Key Note Ltd 2010 16 . of the following apply to you?’ The statements listed in Table 2.10. 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. if any.10: Selected Parenting Magazines by Average Net Circulation (000).

003 adults aged 16+ 1 5 5 21 3 20 Source: Key Note/NEMS Market Research. A total of 3% were non-parents who were hoping to start a family within the next 2 years. These 477 parents. 5% had a child or children aged between 1 and 2 years. aged between 5 and 15 years. but I do buy things for babies and/or small children nowadays Base: 1. although they did not have children under 16.Baby Products Strategic Overview Table 2. but I am hoping to become a parent within the next 2 years I do not have children under 16.12 compares the demographic profile of parents. prospective parents and other purchasers with the sample of 1. © Key Note Ltd 2010 17 .11.003 adults as a whole. 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). March 2010 Just 1% of the total sample had a child or children aged under 1 year. 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 a further 5% were parents of a child or children between 3 and 4 years. they did currently buy items for babies and/or young children. One in five (21%) had an older child or children. Since some respondents had children in more than one of the stated age groups. the total proportion (48%) who fell into one of these categories was lower than the 55% obtained by adding the figures in Table 2. and 20% said that.11: Parents. Table 2. Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).

Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). March 2010 Parents. Prospective Parents and Other Purchasers Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) 100 49 51 15 18 18 49 47 53 100 39 61 5 23 31 41 46 54 36 27 37 37 25 38 Source: Key Note/NEMS Market Research. March 2010 © Key Note Ltd 2010 18 .Baby Products Strategic Overview Table 2.12: Demographic Profile of Parents.

.13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents). 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. 100 49 51 8 7 18 18 16 13 20 6 16 25 30 12 10 100 50 50 0 0 62 38 0 0 0 0 5 28 13 54 0 100 50 50 0 13 42 42 3 0 0 7 26 20 27 18 3 100 40 60 0 6 36 47 11 0 0 6 16 35 35 7 2 100 44 56 0 1 23 53 22 2 0 7 19 21 35 15 3 © Key Note Ltd 2010 19 .Baby Products Strategic Overview Demographic profiles of the parents of babies and children in each of the stated age groups are shown in Table 2.13.

...table continued I Have a Child/Children Under 1 Year Old I Have a Child/Children Aged 1 to 2 Years I Have a Child/Children Aged 3 to 4 Years I Have a Child/Children Aged 5 to 15 years Sample Profile Working Status Full time† Part time Not working‡ Retired/invalid Standard Region East Anglia East Midlands Greater London North North West Scotland South East South West Wales West Midlands Yorkshire and Humberside Size of Household One Two Three Four Five or more Table continues.. March 2010 .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).

not looking for work or unemployed. excludes the retired and invalids 56 29 4 9 2 9 13 13 75 50 27 11 7 96 4 0 0 0 100 63 32 0 27 31 32 4 82 14 2 0 3 100 49 11 0 48 27 9 17 84 10 2 0 4 90 56 16 0 32 32 13 22 86 5 5 1 3 24 62 62 1 31 46 13 8 Source: Key Note/NEMS Market Research. March 2010 © Key Note Ltd 2010 21 . March 2010 .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.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.

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

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

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. and only 15% were aged under 25.3 462 1.4 454 1.9 © Key Note Ltd 2010 25 .15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).3 2012 545 1. those who hoped to become parents within the next 2 years were twice as likely to be female (66%) as male (34%). 442 1. 2010-2014 2010 Disposable nappies % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues.2% per year between 2010 and 2014. combined with the uncertain economic situation. MARKET FORECASTS The ending of the ‘mini baby boom’ that characterised the period from 2005 to 2008. Just under one in four (23%) were in the 35 to 44 age group. In the latter year.5 2013 550 0.8 468 1. This demonstrates the importance of ‘grandparent power’ in the baby-products market.. Interestingly.3 530 2.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 34.22bn.1 2011 537 1..9 2014 555 0. means that growth in the baby-products market will be relatively slow between 2010 and 2014. they are forecast to reach an estimated £1. Total UK sales of baby products at retail selling prices (rsp) are forecast to grow by between 1.3% and 2. Table 2. 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. and more than half (52%) were aged over 55. The next-largest group of non-parents who purchased baby products were those aged 25 to 34 (18%). Nearly four in ten (38%) of those hoping to become parents soon lived alone at the time they took part in the survey — indicating that having a live-in partner is not necessarily a prerequisite for making these plans.8 448 1.

146 2. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 2012 2013 2014 174 3.5 192 2.215 1.7 188 2. 2010-2014 .162 1.Baby Products Strategic Overview Table 2.3 Source: Key Note © Key Note Ltd 2010 26 .1 1.182 1.2 177 1.7 1.4 1.4 183 3.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).6 1.7 1..table continued 2010 Baby monitors.200 1..

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

Until March 2007.8 2009 519 2.Baby Products Disposable Nappies Real Nappy Week Real Nappy Week is an annual promotional event for reusable nappies. The 2010 event took place between 26th April and 2nd May. MARKET SIZE The value of the UK retail market for disposable nappies was £519m in 2009.5 2007 493 1. laundries and parents. Real Nappy Week was sponsored by government funding. environmental networks. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 487 2. compared with a figure of £475m in 2005. Own-brand nappies are produced for most major retailers. which concluded that there was relatively little difference between disposable and reusable nappies in terms of environmental impact. as well as local authorities. this funding was withdrawn following the publication in May 2005 of a lifecycle assessment by the Environment Agency. However. from Procter & Gamble. a membership organisation including manufacturers and retailers of reusable nappies. but they are generally less important than branded products. © Key Note Ltd 2010 28 .4 475 - Source: Key Note SUPPLIERS Pampers.1: The UK Market for Disposable Nappies by Value (£m at rsp). Go Real is managed by ReZolve. and Kimberly-Clark’s Huggies brand dominate the market for disposable nappies. organised by Go Real. a social enterprise organisation based in Cornwall.2 2008 507 2. through the not-for-profit company WRAP (Waste & Resources Action Programme). Table 3.

2. Boots is the other main distribution channel.. 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. see Chapter 2 — Strategic Overview.) Table 3. Kimberly-Clark’s Huggies brand already had a similar range: DryNites.817 946 683 211 125 2009 © Key Note Ltd 2010 29 . MARKETING AND ADVERTISING Pampers was by far the most heavily advertised nappy brand in 2009. Pampers launched its ‘value brand’. Price is increasingly becoming a factor in the disposable-nappy market. in the form of the major multiple grocery retailers. The range. the Pampers brand launched UnderJams.305 171 3.. 205 1. although Huggies spent slightly more in 2008. (In addition to the figures shown in Table 3. Simply Dry.019 118 3.Baby Products Disposable Nappies DISTRIBUTION Distribution of disposable nappies is mainly through the grocery sector. in an attempt to compete with supermarkets and discount retailers. is designed to provide protection from bedwetting for children aged 4 to 12 years. both Pampers and Huggies were advertised as part of individual supermarket promotions. as ASDA launched its own-brand Little Angels New Arrivals nappies at £1 for a pack of 48 nappies. which caters for 4 to 15 year-olds.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000). March 2010 saw the start of a possible nappy price war. RECENT DEVELOPMENTS In January 2010. in the form of absorbent pants shaped like underwear. its first product for older children. in July 2009.

Years Ending December 2008 and 2009 .073 414 109 546 183 2009 CONSUMER TRENDS According to data from Kantar Media (see Table 3. plus a new Huggies logo incorporating a baby’s handprint.006 1. 7% of all adult main shoppers said that their household had used disposable nappies during the year ending September 2009. This rose to 19% in households where the main shopper was aged between 25 and 34 years. features a ‘real-time’ video of a baby growing in utero. Parents were encouraged to upload photos and videos of their child exploring their world. The site. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. Seven in ten purchasers of disposable nappies lived in households with a main shopper aged between 25 and 44. with the theme ‘Everyday Discoveries’. also includes tips for mothers-to-be. A global website for Huggies..3). and four in ten had a main shopper aged between 25 and 34..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. 595 285 180 137 837 1. called ‘9 months in vivo’.Baby Products Disposable Nappies Table 3. which went live in February 2010. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000). © Key Note Ltd 2010 30 . An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010.512 1.

Baby Products

Disposable Nappies

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

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

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

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

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

© Key Note Ltd 2010

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Baby Products

Baby Transport and Nursery Furniture

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

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

© 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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cribs and mattresses.0 2008 134 3.6 59 -4.3 2007 129 4.Baby Products Baby Transport and Nursery Furniture Table 4. highchairs.6 293 2009 237 2. including cots.6 62 -1. having grown from £120m in 2005. playpens and changing units. 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 2.8 †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.9 2009 137 2. reached £137m in 2009. 2005-2009 2005 Prams.3: The UK Market for Baby Transport by Sector by Value (£m at rsp). 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 124 3.2 63 -3.5 281 2007 223 3.2 120 - Source: Key Note © Key Note Ltd 2010 34 . Table 4.1 286 2008 231 3. Retail sales of nursery furniture.9 65 -1.4: The UK Market for Nursery Furniture by Value (£m at rsp).

2 19 5.9 22 0.Baby Products Baby Transport and Nursery Furniture Cots.4 24 4. There is also a wide range of suppliers to the baby-transport market. with Britax Excelsior being particularly important within the market for dedicated child car seats. cribs and mattresses % change year-on-year Highchairs % change year-on-year Other % change year-on-year Total rsp — retail selling prices † — including playpens and changing units 2006 86 4.1 25 4. Bébécar and Cosatto. The largest of these are Mamas & Papas. Quinny and Bébé Confort.6 137 82 22 16 120 Source: Key Note SUPPLIERS The market for nursery furniture is highly fragmented. with many small companies — as well as larger manufacturers and retailers.5 17 6. operates in both the baby-transport and feeding/safety-equipment sectors. cribs and mattresses easily constitute the largest segment. 2005-2009 2005 Cots.3 18 5.5 23 4.3 129 2008 92 3. Babies R Us and Mamas & Papas — producing ranges of furniture and accessories.5: The UK Market for Nursery Furniture by Sector by Value (£m at rsp). © Key Note Ltd 2010 35 .0 124 2007 89 3. with retail sales estimated at £93m in 2009. Baby-transport brands marketed by Dorel include Maxi-Cosi. including Mothercare. Table 4. Dorel. a Canadian company that has had a UK presence since 1988. Other companies of importance in this sector include Chicco.9 134 2009 93 1.0 16 0. Maclaren and Mothercare’s own brand. Graco.

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

In 2008.2 million products. The remedy kit consists of covers to fit over each of the hinges.2m. The recall was estimated to affect 1. Both fit onto the new Dorel FamilyFix car-seat base. during the 12 months ending December 2009. 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. these covers were issued only to purchasers who contacted Maclaren themselves. accounted for by 214 separate brands. in February 2010. Total expenditure in this sector in 2009 was £1. Dorel voluntarily recalled all FamilyFix car-seat bases sold before 4th March. all Maclaren strollers of this type are being supplied with hinge covers as standard. Again. Britax Excelsior Ltd announced that it would offer a free ‘precautionary’ remedy kit for one of its stroller models.Baby Products Baby Transport and Nursery Furniture In October 2009. undefined category of ‘baby goods’ recorded a total expenditure of £192. In November 2009. (A separate. Chicco was the largest spender. Maclaren received some adverse publicity towards the end of 2009. divided between 33 brands. Dorel launched a new range of Maxi-Cosi car seats: the Pebble for infants and the Pearl for toddlers. In March 2010. with campaigns for its Trio travel system and Polly highchair brands worth a total of £340.000) for a separate listing in its published figures. Following these problems. the company distributed hinge covers to all purchasers of the strollers in the US. however. In March 2010. however.) © Key Note Ltd 2010 37 . In the UK. sold under the Viva and Nexus brands. From 2010.000 in 2009. The company stated that it had had no complaints or reports of incidents. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. not a single brand within Nielsen Media Research’s ‘baby carriages and nursery equipment’ category spent more than the threshold (£75.000. the majority of expenditure within the category was accounted for by a large number of brands (186) spending less than the threshold amount. but a routine internal quality check had revealed a potential problem in the mechanical attachment of the IsoFix connectors to the base. having detected a potential risk of injury to fingers or hands from its folding mechanism. MARKETING AND ADVERTISING The highly fragmented nature of this sector of the baby-products market is illustrated by the fact that.

TK Maxx began an online campaign on the parenting website Netmums. In addition. reminding parents of the importance of in-car safety and the correct fitting of child car seats.Baby Products Baby Transport and Nursery Furniture Table 4. which included links to the nursery range on the TK Maxx website. The retailer gave a series of Netmums bloggers (online diarists) money to spend in store and then invited them to talk about the shop and products on the Coffeehouse forum pages.188 2009 Britax launched a television advertising campaign in February 2010.6: Main Media Advertising Expenditure on Baby Carriages and Nursery Equipment by Brand (£000). 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 1.188 1. The campaign was supported by online and point-of-sale materials. In January 2010. © Key Note Ltd 2010 38 . there was a competition to win a £500 gift card. to promote its new range of nursery products. TK Maxx also ran display advertisements on the Netmums site.283 1.711 1.

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

Home Safety Equipment and Feeding Equipment MARKET SIZE Total UK retail sales of baby monitors.2 83 1. Home Safety Equipment and Feeding Equipment by Value (£m at rsp). Retail sales of feeding equipment have also seen reasonably good growth.Baby Products Baby Monitors.2: The UK Market for Baby Monitors.6 73 7. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp). Table 5.2 168 © Key Note Ltd 2010 40 .4 148 79 5. 2005-2009 2005 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total Table continues. Table 5.2 158 84 6.8 2008 165 4. 71 68 139 75 5..1: The UK Market for Baby Monitors..3 82 3. up from £71m in 2005. Retail sales within the sector were estimated at £85m in 2009. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 148 6. reaching £83m in 2009.3 79 8.8 †165 2006 2007 2008 2009 85 1. compared with £139m in 2005.8 139 - Source: Key Note Baby monitors are now a standard purchase for most new parents. with developments such as digital and video monitors helping to maintain value to an extent.4 2009 168 1.5 2007 158 6. home safety equipment and feeding equipment reached £168m in 2009.

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

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

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

74 1.32 in Germany.Baby Products An International Perspective 6. Denmark is at the same level.50 1. the fact that it may be easier for American women to combine work and child-rearing. In France and Norway.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 . Europe and Selected European Countries.09 1. A number of explanations have been put forward for this. and the more traditional and family-oriented nature of much of the US population. The US has a higher fertility rate than Western Europe.1: Total Fertility Rates† in the US. averaged across the years from 2005 to 2010.87 1. at 2.84.84 1.84 1. 2005-2010 US Western Europe Europe France Norway Sweden Denmark UK Belgium Netherlands Spain Austria Greece Italy Germany 2.59 1. compared with just 1.38 1. An International Perspective POPULATION TRENDS There are considerable variations in fertility rates among the Western European countries.89.89 1.09.77 1. Table 6. for example. the estimated total fertility rate (number of children per woman).38 1. at 1.89 1.38 1. including: a higher birth rate among the majority Hispanic population.43 1. The average fertility rate in the UK is at the higher end of the European spectrum. is 1.

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

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

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

26 78 53 64 47 29 60 40 59 © Key Note Ltd 2010 48 . Which.1 provides a summary of the results.. Consumer Dynamics OVERVIEW This chapter is based on the findings of Key Note’s original research among a sample of 477 parents.1: Attitudes Towards Baby Products and Related Issues (% of respondents). (See Chapter 2 — Strategic Overview — for a detailed breakdown of the sample and information on how the respondents were selected. if any. prospective parents and other purchasers of baby products. 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. of the following do you agree with?’ A series of statements were then read out. Table 8. Table 8.) Respondents were asked: ‘I am going to ask you some questions about products and equipment you can buy for babies..Baby Products Consumer Dynamics 8.

or hardly ever. However.. March 2010 . 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. whereas just under three in ten (29%) asserted that bottle feeding can be just as good as breastfeeding. 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 . used I wish I had done more research/been better informed before I bought my baby equipment Source: Key Note/NEMS Market Research.) I would never buy a second-hand child’s car seat I would not accept baby equipment passed on to me from friends and family Choosing Baby Equipment There are so many different types of baby equipment available that it can be difficult to decide what you actually do need Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available It is difficult to get unbiased advice about what sort of baby equipment to buy I bought some items of baby equipment that I never. Four in ten were users of reusable nappies.. just over half (53%) of the sample acknowledged that the cleansing and sterilising that was necessary meant that bottle feeding could be hard work.Baby Products Consumer Dynamics Table 8.1: Attitudes Towards Baby Products and Related Issues (% of respondents). this proportion almost exactly matched the proportion (60%) who acknowledged that they used (or had used) only disposable nappies. either currently or in the past.table continued New Versus Second-Hand Baby Equipment (cont. However. Breastfeeding Versus Bottle Feeding Nearly half (47%) of respondents agreed that breastfeeding is much better for babies than bottle feeding.

and 17% said that they would not even accept used baby equipment from friends and family. Eight in ten (80%) respondents said that there are so many different types of baby equipment that it can be difficult to decide what you actually need — and 46% said that it was difficult to obtain unbiased advice on this subject. However. However. and 45% of respondents agreed that parenting is now easier than it was a decade ago because of this. and there is clearly a need for help and guidance to enable purchasers of baby equipment to make informed decisions. especially for new parents. © Key Note Ltd 2010 50 . compared with 53% of men). and women were more likely than men to do so (63% of women. the plethora of products can also be very confusing. DETAILED ANALYSIS Nappies Older respondents tended to be more aware than younger respondents of the environmental impact of disposable nappies. compared with just 29% of 16 to 24 year-olds. together with growing concern for the environment. 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. the potential dangers of using a second-hand car seat have been well publicised. Nearly two-thirds (65%) of over-45 year-olds who bought products for babies and/or small children were concerned about this. and nearly two-thirds (63%) of respondents agreed that they would never buy this item of baby equipment second-hand. Just over a quarter (26%) said that it was important for them personally to buy all baby equipment brand new. rather than discarding it. 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.Baby Products Consumer Dynamics New Versus Second-Hand Baby Equipment Current economic conditions. favour ‘passing on’ baby equipment. Slightly more of those in the C2DE social grades than those in the ABC1 social grades saw this as a concern (62% versus 56%). and nearly three in ten (29%) wished that they had been better informed before buying baby equipment.

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

but differences in penetration by region or social grade were fairly slight. 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+ 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. and many women over 45 may not have had the opportunity to use them when bringing up their own babies. March 2010 © Key Note Ltd 2010 52 . Source: Key Note/NEMS Market Research. those who are hoping to start a family within the next 2 years.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%). 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. Women (46%) were much more likely than men (29%) to agree that they used or had used non-disposable nappies. This may be related to the fact that disposable nappies have become widely available only relatively recently.3: Use of Non-Disposable Nappies (% of respondents).

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.4: Attitudes Towards Breastfeeding (% of respondents). 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%). Respondents in the 35 to 44 age group were the keenest proponents of bottle feeding. Northern respondents were the most enthusiastic about 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. Table 8.” S5: ”Bottle feeding can be just as good as breastfeeding.. there was essentially no difference between the two groups in terms of the proportion claiming that bottle feeding can be just as good as breastfeeding. March 2010 S4: “Breastfeeding is much better for babies than bottle feeding.” 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 .. Although considerably more ABC1s than C2DEs endorsed breastfeeding as being much better for babies (53% versus 42%).

those living in the North were the most likely to think that bottle feeding was easier. March 2010 . agreed with this statement. 77%) were the most likely to agree with the former statement. However.Baby Products Consumer Dynamics Table 8. 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). Fairly similar proportions of the ABC1s (62%) and C2DEs (66%) thought that bottle feeding is easier than breastfeeding.4: Attitudes Towards Breastfeeding (% of respondents)..table continued S4: “Breastfeeding is much better for babies than bottle feeding. 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. those who are hoping to start a family within the next 2 years. March 2010 Men were more likely than women to say that bottle feeding is easier for parents than breastfeeding: 71% of men.” S5: ”Bottle feeding can be just as good as breastfeeding. compared with 59% of women.” 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.. the ABC1s were more likely than the C2DEs to feel that the chores associated with bottle feeding can be onerous (57% of ABC1s. while those aged 25 to 34 (60%) were the most likely to agree with the latter one. while those living in the South were the most likely to agree that cleansing and sterilising can make bottle feeding hard work. © Key Note Ltd 2010 54 . However. By region. The youngest respondents (16 to 24 year-olds. compared with 49% of C2DEs).

and those who do not have children under 16 but do buy things for babies and/or small children nowadays. March 2010 S6: “Bottle feeding is easier for the parents than breastfeeding.” S7: ”The cleansing and sterilising necessary for bottle feeding babies means it can be hard work. March 2010 © Key Note Ltd 2010 55 . 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+ 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 15.5: Attitudes Towards Bottle Feeding (% of respondents).Baby Products Consumer Dynamics Table 8.

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

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

7: Aversion to Second-Hand Baby Equipment (% of respondents).” 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.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. those who are hoping to start a family within the next 2 years. March 2010 S10: “I would never buy a second-hand child’s car seat.” S11: ”I would not accept baby equipment passed on to me from friends and family. March 2010 © Key Note Ltd 2010 58 . Source: Key Note/NEMS Market Research.

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. compared with 75% of men. 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 .” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. 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. were also more likely than others to say that greater choice makes it more difficult to make decisions on what to buy. 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.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents). Those in the 16 to 24 age group. Table 8.. C2DE respondents. 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.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.

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.” 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 .. 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%). and those who do not have children under 16 but do buy things for babies and/or small children nowadays.Baby Products Consumer Dynamics Table 8.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents). Source: Key Note/NEMS Market Research.. March 2010 .

March 2010 S14: “It is difficult to get unbiased advice about what sort of baby equipment to buy. Source: Key Note/NEMS Market Research.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+ 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. March 2010 © Key Note Ltd 2010 61 . and those who do not have children under 16 but do buy things for babies and/or small children nowadays.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.

” S16: ”I wish I had done more research/been better informed before I bought my baby equipment. or done more research. A third of this group (33%) would have liked to have been better informed before buying. 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%). used. compared with 45% of women. 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. Table 8. 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.Baby Products Consumer Dynamics Half (50%) of the men questioned. or hardly ever.. agreed with this statement.10: Personal Experience of Choosing Baby Equipment (% of respondents). compared with just over four in ten of the latter one (42%). March 2010 S15: “I bought some items of baby equipment that I never. Interestingly.. before buying. Although those in the 35 to 44 age group were the least likely to say that they had bought items they had not used.” 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 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 . they were the most likely to say that they wished they had done more research.

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. those who are hoping to start a family within the next 2 years.10: Personal Experience of Choosing Baby Equipment (% of respondents).” S16: ”I wish I had done more research/been better informed before I bought my baby equipment. or hardly ever. used. March 2010 . March 2010 © Key Note Ltd 2010 63 ..Baby Products Consumer Dynamics Table 8.” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ 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..table continued S15: “I bought some items of baby equipment that I never.

000 for the year ending 31st December 2008.208 31/12/08 183.261 31/12/07 163.3m and a pre-tax loss of £522. It distributes these products through independent specialist retailers. assembles. Table 9. the company also offers infant carriers and wheeled goods.418 -7. Supplier Profiles INTRODUCTION This chapter profiles some of the leading manufacturers and specialist retailers operating in the sectors covered by this report. BRITAX CHILDCARE HOLDINGS LTD Corporate Strategy Britax Childcare Holdings Ltd was acquired from its former parent company. Australia (where the products are marketed under the Steelcraft and Safe n Sound brands) and the US. the aircraft-interior and vehicle-safety-equipment manufacturer Britax International.uk 148. Known chiefly for its children’s car seats. The company designs. by the private-equity company Carlyle Group in September 2005. multiple retailers and vehicle original equipment manufacturers (OEMs) in Europe.1: Financial Results for Britax Childcare Holdings Ltd (£000).Baby Products Supplier Profiles 9. 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’s headquarters are in Chertsey. Profitability Britax Childcare Holdings Ltd reported a turnover of £183. for £230m. Surrey.715 -8.331 -522 © Key Note Ltd 2010 64 .co. manufactures and markets child safety products in the UK. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.

Baby Products Supplier Profiles Recent and Future Developments A range of four new pushchairs was launched by Britax in January 2010. but this company was sold to MGA Entertainments in 2006. and the B-Dual travel system. Newell-Rubbermaid purchased Aprica Kassai. In April 2008. and in 2001 Newell-Rubbermaid acquired Klippan Group. Germany. Graco Europe was established in September 1997.000 for the year ending 31st December 2009. Further acquisitions by Newell-Rubbermaid have included Teutonia. the B-Mobile three. 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. sold under the Viva and Nexus brands. Profitability Graco Ltd reported a turnover of £850. In March 2010. The campaign was supported by online and point-of-sale materials. Britax announced a free ‘precautionary’ remedy kit for one of its stroller models. giving a high degree of comfort and safety. which was founded in the US in 1955 and became part of Newell-Rubbermaid in 1999. Britax launched a television advertising campaign in February 2010.or forward-facing seat options and space for an additional seat for a second child. one of Europe’s leading manufacturers and distributors of child car seats. GRACO LTD Corporate Strategy Graco Ltd is the UK subsidiary of Graco Children’s Products Inc. Also in February 2010.or four-wheeled compact travel system. which has rearward. the B-Smart modular travel system. a Japanese manufacturer of childcare products. with operations in the UK. a German company that makes prams and other baby-transport products. This became part of the group in August 2007. © Key Note Ltd 2010 65 . The range included: the B-Lite urban stroller. including car seats and strollers. it was announced that Britax would be launching the Jockey range of child’s bicycle seats. The remedy kit consists of covers to fit over each of the hinges. having detected a potential risk of injury to fingers or hands from its folding mechanism.000 and a pre-tax profit of £172. Finland and Sweden.

which also produces fabric dyes under the Dylon brand. In 2003. a manufacturer of outdoor play equipment (March 2005). Years Ending 31st December 2007-2009 31/12/07 Turnover Pre-tax profit Source: myicc. relaunching the Maws and Sangenic brands as Tommee Tippee. More acquisitions followed.254 574 31/12/08 1. including Cotton Bottoms Ltd. In 1983.2: Financial Results for Graco Ltd (£000).249 542 31/12/09 850 172 Recent and Future Developments In March 2010. The Tommee Tippee Closer to Nature range of feeding equipment. The Mayborn Group was acquired by the private-equity company 3i in 2006. Jackel International moved to a single-brand strategy.Baby Products Supplier Profiles Table 9.2 million products. The Graco Quattro Tour Duo. the company that launched the Steri-Bottle pre-sterilised single-use feeding bottle in 1999. In 1995. and acquired the UK and European manufacturing licence for the US Tommee Tippee brand of baby-feeding equipment and accessories in 1965. a British company producing the Nappy Wrapper nappy-disposal system. © Key Note Ltd 2010 66 . was launched in 2006. a double pushchair designed to accommodate one child from birth and another from the age of 6 months. the company became part of the Mayborn Group. and 2 years later the Mayborn Group bought Sangenic. In August 2003. Jackel acquired Steri-Bottle UK.co. and Tube Plastics. a supplier of reusable cotton nappies (November 2004). The product can also be transformed into a travel system for twins with the addition of two Graco car seats. based in Newcastle. due to reports of loose screws and falling brackets that could cause the chair to tip.uk 1. Jackel acquired the long-established Maws baby-feeding-equipment brand. was launched towards the end of 2009. The recall was estimated to affect 1. JACKEL INTERNATIONAL LTD (MAYBORN GROUP) Corporate Strategy Jackel International Ltd. began life as a manufacturer of hair and nail products. designed to make bottle feeding as similar as possible to breastfeeding. Graco voluntarily recalled 65 models of its Harmony High Chair.

2m for the year ending 31st December 2008.uk 31. The Closer to Nature brand of baby-feeding equipment. A new star-shaped Tommee Tippee logo was also launched in February 2009. In February 2009. launched in the US in 1978. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. The Closer to Nature and Explora brands were marketed in the US as being designed to help relieve common feeding anxieties among mothers. but they moved into Toys R Us stores in April.517 5. KIMBERLY-CLARK LTD Corporate Strategy Kimberly-Clark Ltd is the UK subsidiary of the Dallas-based Kimberly-Clark Corporation. 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. © Key Note Ltd 2010 67 . were initially available only through Babies R Us in the US.3: Financial Results for Jackel International Ltd (£000). including Andrex and Kleenex. taking it back to its original roots.049 6.Baby Products Supplier Profiles Profitability Jackel International Ltd reported a turnover of £38m and a pre-tax profit of £6.112 31/12/07 33. and introduced into the UK in the mid-1990s. and Explora toddler cups and feeding products.539 31/12/08 38.589 1. Huggies is Kimberly-Clark’s disposable-nappy brand.223 Recent and Future Developments In January 2010.co. Mayborn launched the Tommee Tippee brand in the US. which produces a number of household paper brands. Table 9. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK.

4: Financial Results for Kimberly-Clark Ltd (£000). with the theme ‘Everyday Discoveries’. plus a new Huggies logo incorporating a baby’s handprint.263 143.co.6m for the year ending 31st December 2008. with flexible sides. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. shaped like pants. for babies from 19 to 60 pounds. A global website for Huggies. in a range of sizes for babies from 11 to 27 pounds. also includes tips for mothers-to-be. which went live in February 2010. © Key Note Ltd 2010 68 . The site. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. Newborn.233 53.954 31/12/07 614. designed to keep babies dry for up to 12 hours.551 31/12/08 623. Profitability Kimberly-Clark Ltd reported a turnover of £623.649 48. The company also produces Huggies-branded wipes and disposable changing mats. Little Walkers. Parents were encouraged to upload photos and videos of their child exploring their world.uk 602. and Pull-Ups potty-training pants.552 Recent and Future Developments In April 2010. Super-Dry. Little Swimmers swimming nappies.6m and a pre-tax profit of £48.Baby Products Supplier Profiles The Huggies range includes: Huggies Preemies (for premature babies). An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. called ‘9 months in vivo’. for babies from 0 to 3 months. features a ‘real-time’ video of a baby growing in utero. Table 9. Natural Fit.

a wholly owned subsidiary that markets the company’s products in the US and Canada. Later the same year. In November 2009. Hestair PLC was purchased by BET in 1990 and there was a management buy-out of Hestair Maclaren during the same year. Table 9. a range of organic skincare products for mothers and babies. fitting onto the buggy for the baby’s first few months. these covers were issued only to purchasers who contacted Maclaren themselves.442 -1. The company was purchased by the Sunleigh Group in 1994.484 31/12/07 23.232 -1. From 2010.880 31/12/08 30. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. Also in July 2009. all Maclaren strollers of this type are being supplied with hinge covers as standard. Maclaren launched Beginning. Maclaren USA.978 -3.623 Recent and Future Developments In July 2009. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. © Key Note Ltd 2010 69 . Following its 1988 acquisition by Hestair PLC.uk 19. the company distributed hinge covers to all purchasers of the strollers in the US. was established in 1999. Maclaren’s US arm acquired the nursery-furniture company NettoCollection. founded in Northampton in the late 1960s. In November 2009. a manufacturer of nursery products and pushchairs. the company became Hestair Maclaren. with the invention of the lightweight ‘baby buggy’. Maclaren’s Techno XLR travel system was expanded with the introduction of a soft carrycot that is compatible with the system.Baby Products Supplier Profiles MACLAREN EUROPE LTD Corporate Strategy Maclaren began life as Andrews Maclaren Ltd.co. Hestair purchased Cindico. Maclaren received some adverse publicity towards the end of 2009. In the UK.5: Financial Results for Maclaren Europe Ltd (£000).6m for the year ending 31st December 2008. Profitability Maclaren Europe Ltd reported a turnover of £31m and a pre-tax loss of £3.

co.656 -1.789 29/03/09 87.382 1.7m and a pre-tax loss of £1. and Rotherham (November). including one in the Westfield Shopping Centre in West London. when it entered into a partnership with the online fashion retailer Shop Direct to supply its range of maternity clothing through all of Shop Direct’s brand channels. Years Ending 1st April 2007. one of the first companies to introduce the concept of designer products into the market for baby equipment. run on a franchise basis. was founded in 1981 by the Scacchetti family and is still family owned.816 2. The brand also encompasses maternity and baby wear. 30th March 2008 and 29th March 2009 01/04/07 Turnover Pre-tax profit Source: myicc. © Key Note Ltd 2010 70 . Manchester (May) and Broadstairs (June). Mamas & Papas further expanded its retail operations in November 2009. Openings so far in 2010 have included Lincoln (April). pushchairs and car seats). Profitability Mamas & Papas Ltd reported a turnover of £87. Table 9.Baby Products Supplier Profiles MAMAS & PAPAS LTD Corporate Strategy Mamas & Papas Ltd. The company’s range includes baby transport (in the form of prams. Harrods and more than 500 independent dealers. including John Lewis. Others included Liverpool (in September). which was opened in February.438 30/03/08 83. Mamas and Papas’ products are sold through a wide range of outlets. Selfridges. nursery furniture and bedding.6: Financial Results for Mamas & Papas Ltd (£000). The company also has a chain of more than 50 dedicated stores in the UK and the Republic of Ireland. Hull and Aberdeen (both in October).182 Recent and Future Developments A number of new Mamas & Papas stores were opened during 2009.uk 83. and pre-school toys.2m for the year ending 29th March 2009.

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

the company announced a joint venture in India. up from 28 in 2009.2m for the year ending 28th March 2009.7: Financial Results for Mothercare PLC (£000). Profitability Mothercare PLC reported a turnover of £723. was launched in October 2009 on the pre-school television channel Cartoonito. Mothercare announced plans to launch Mothercare in Australia and the Early Learning Centre in South Africa.600 42. Toys from Mothercare’s Early Learning Centre range are already sold through 400 Boots stores.co. is to be launched in autumn 2010. The brand.500 28/03/09 723. featuring the musician. Much of the company’s international growth came from India and Russia. 29th March 2008 and 28th March 2009 31/03/07 Turnover Pre-tax profit Source: myicc.500 18.6m and a pre-tax profit of £42.200 Recent and Future Developments In February 2010. Adams Childrenswear. fell into administration in January 2010. and 694 franchised international stores. which previously supplied Boots with children’s clothing. In October. it expects to have 65 Indian stores by the end of 2010. The company opened its 50th store in Russia in December 2009. Early in 2010.uk 498. Years Ending 31st March 2007. Mothercare announced that it would be supplying Boots with a new range of children’s clothes and accessories. television presenter and ‘celebrity mother’ Myleene Klass. © Key Note Ltd 2010 72 . 62 of which were opened during the 6 months to November. currently unnamed. mostly on a franchise basis.800 4.Baby Products Supplier Profiles As at mid-November 2009. The Mothercare group opened 115 international stores during 2009. Table 9. A brand-awareness campaign for Mothercare. there were 389 UK stores in the Mothercare group.900 29/03/08 676.

200 Recent and Future Developments Philips launched an advice website for new mothers. It should be noted that these figures cover a wide range of items other than baby products. was purchased by the Dutch electronics company Royal Philips Electronics in September 2006 and renamed Philips Avent. The brand is now part of Philips’s Consumer Lifestyle division. bottle and food warmers.900 31/12/07 812. including breast pumps and breastfeeding accessories. baby bottles and toddler-feeding equipment. soothers.200 65.uk 682.uk. Virtually all Philips Avent products are designed and manufactured at the company’s factory in Suffolk. It also incorporates baby monitors and digital thermometers.4m and a pre-tax profit of £4. mybabytalk. The Philips Avent product range includes a wide variety of feeding equipment.400 4.co. Table 9.co.100 31/12/08 827.800 33. which also includes shaving and oral-healthcare products. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.8: Financial Results for Philips Electronics UK Ltd (£000).2m for the year ending 31st December 2008. © Key Note Ltd 2010 73 . skincare products and changing bags. in February 2009.Baby Products Supplier Profiles PHILIPS AVENT Corporate Strategy The Avent brand. launched in 1984. Profitability Philips Electronics UK Ltd reported a turnover of £827.

uk 258. These figures cover a broad range of household products and toiletries.7m for the year ending 30th June 2009.006 40. the Pampers brand launched UnderJams. in July 2009.697 Recent and Future Developments In January 2010. in the form of absorbent pants shaped like underwear. Years Ending 30th June 2007-2009 30/06/07 Turnover Pre-tax profit Source: myicc. Pampers launched its ‘value’ nappy brand. Active Fit. Feel N Learn potty-training pants.9: Financial Results for Procter & Gamble Product Supply (UK) Ltd (£000). Pampers recently launched two new products: UnderJams and Simply Dry (see Recent and Future Developments). for use by toddlers who are being toilet trained.co. Simply Dry. based in Ohio.3m and a pre-tax profit of £34. The company also produces Pampers Wipes and Kandoo Wipes. Easy Up Pants for older babies. was founded in 1837 and expanded into the UK in 1930. in an attempt to compete with supermarkets and discount retailers.273 34. which have Secure-Me fasteners that overlap for a snugger fit. © Key Note Ltd 2010 74 . is designed to provide protection from bedwetting for children aged 4 to 12 years.528 30/06/08 271. which was introduced to the UK in 1982. and Baby Dry.Baby Products Supplier Profiles PROCTER & GAMBLE Corporate Strategy The US company Procter & Gamble. with Extra Sleep Layer for night-time use. with Comfort Stretch for babies who can move.347 30/06/09 209. The company produces the Pampers nappy range. its first product for older children. with high leg cuffs for extra protection. Table 9. The range. Profitability Procter & Gamble Product Supply (UK) Ltd reported a turnover of £209. Sunnies Swim Pants. The Pampers disposable-nappy portfolio includes: Pampers New Baby (including Micro for premature and very small babies).073 38.

which can be customised to co-ordinate with the nursery colour scheme.000 for the year ending 31st March 2009.030 31/03/09 42. the Digital Monitor TD300 and the Digital Plus Monitor TD350 — was launched in February 2010. BabyDam turns a normal-sized bath into a smaller bathing space suitable for babies and toddlers. following the 2006 merger of Tomy with its rival toy company Takara. Tomy announced that it had signed an agreement with Perry Innovation Ltd to distribute the BabyDam Bathwater Barrier in Europe.714 -996 Recent and Future Developments A new range of baby monitors — the Classic Monitor TA100.co. In August 2009.7m and a pre-tax loss of £996.159 2.uk 47. baby carriers. © Key Note Ltd 2010 75 . including baby monitors. Table 9. The last of these includes a multicoloured nightlight. it also produces a range of baby products. Profitability Tomy UK Ltd reported a turnover of £42. The parent company in Japan is named Takara-Tomy.10: Financial Results for Tomy UK Ltd (£000). and baby activity toys. a Japanese-owned company. cot guards and bedrails. but the Tomy name has been retained for all international subsidiaries.189 3. feeding equipment for toddlers. Years Ending 31st March 2007-2009 31/03/07 Turnover Pre-tax profit Source: myicc.Baby Products Supplier Profiles TOMY UK LTD Corporate Strategy Tomy UK Ltd. However.683 31/03/08 51. is principally a manufacturer of toys and games.

3 2.6 2.324 -0. Table 10.0 2. During the period between 2010 and 2014.326 0.4 2013 775 0.Baby Products The Future 10.1 775 0. Source: 2008-Based Population Projections. following increases between 2005 and 2008.000 — exactly the same figure as in 2010.1 Note: figures may not sum due to rounding.1 774 -0. with the total population of under-3s standing at 2.348 0. the number of children aged between 1 and 2 years will fall slightly.1 775 -0.9 2011 775 -0. Government Actuary’s Department © Crown copyright © Key Note Ltd 2010 76 . Government projections suggest that.3 777 -0. Mid-Years 2010-2014 2010 Age 0 % change year-on-year Age 1 % change year-on-year Age 2 % change year-on-year Total % change year-on-year 777 -0.3 775 0.8 784 -0.9 2.335 -0. in mid-2014.4 2.1 775 -0.1: Forecast Number of Children in the UK Aged 0 to 2 Years (000).6 789 4.326 -0. the number of infants aged under 1 year will stand at 777.3 777 -0.8 783 -0.6 2012 774 -0. The Future DEMOGRAPHIC TRENDS The next 5 years will see a stagnation of the birth rate.1 2014 777 0.3 million in mid-2014.

looking at markets in Asia and Eastern Europe.0 2013 311 1.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp). with retail sales reaching £555m by 2014. where birth rates are higher.. Table 10.9 2014 555 0. 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.9 530 2.5 2013 550 0.3 2014 314 1. 2010-2014 2010 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2011 537 1.2: The Forecast UK Market for Disposable Nappies by Value (£m at rsp). 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. but from a lower base.3 2011 304 1. There will be slightly higher growth in nursery furniture. 301 1. retail sales in this sector are forecast to reach £154m.0 2012 307 1. Disposable Nappies The market for disposable nappies will continue to grow at a slow rate over the next 5 years.0 © Key Note Ltd 2010 77 .3 2012 545 1. By 2014.. Companies will continue to turn outside the UK for growth. 2010-2014 2010 Baby transport % change year-on-year Table continues.

Home Safety Equipment and Feeding Equipment Retail sales of baby monitors and home safety equipment are forecast to reach £98m by 2014.1 448 1.4: The Forecast UK Market for Baby Monitors.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.Baby Products The Future Table 10.4 183 3.8 2014 154 2.5 86 3.table continued 2010 Nursery furniture % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 144 2.4 2013 96 3.1 94 2..7 462 1.2 92 2.3 90 3.7 2014 98 2.6 174 3.7 2012 93 3. Table 10.4 2012 147 2.9 442 1.1 454 1.2 192 2.0 468 1.2 188 2. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).6 Source: Key Note © Key Note Ltd 2010 78 ..3 141 2.3 2013 151 2.1 88 3. 2010-2014 .3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).8 Source: Key Note Baby Monitors. with sales of feeding equipment totalling £94m.3 87 1.

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

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

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ratios and other data items specific to your individual requirements alone. You can also choose from these further services: Key Note Bespoke Data Service As well as choosing the companies you want to analyse. 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. there is a detailed Regional Leads Report. We will be able to provide you with information covering the companies. Contact us for more information: bespoke@keynote. Our comprehensive market research and information consultancy service is managed in house. Providing up-to-date information and analysis. you can also choose exactly what performance information you need on them — with our Bespoke Data Service.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 further details: sales@keynote. performance figures. Contact us for more information: sales@keynote. bringing you invaluable financial information and contact details for thousands of companies. sectors. Key Note UKplc Report UKplc is an indispensable guide for managers and for those interested in gaining a greater insight into the financial performance of an average company operating in each of the main industries in the UK. which are profiled in each report.co.uk Key Note Carnet A service that offers a discount on multiple report purchases.uk © Key Note Ltd 2010 82 . They compare. Even historical figures can be provided. analyse and comment on the financial performance of the leading companies in each marketplace.co.co.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. contrast. Key Note Regional Leads Reports £420 For each region of Great Britain.

Each subgroup should total 100% vertically. produced by Kantar Media. 1995 TGI data used in Key Note reports are broken down by age. These terms are explained in the following table.2 Source: Target Group Index. housewives.5 71. • Housewives — a member of a private household who is solely or mainly responsible for the household duties. 7. • Adults — any person aged 15 or over. but not always.535 Profile (%) 100. © Key Note Ltd 2010 83 . 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. households. members of one family. 1. Profile.9 0. and/or Penetration. Profile.03 12.4 All housewives Age 15-24 25-34 Social Grade AB C1 Region Greater London 20. Across The % of 15-24 year-olds. usually. etc.9 2.Baby Products Understanding TGI Data Understanding TGI Data TGI tables. Penetration Tables used in Key Note reports may give figures for the Number.0 .4 55. Table Heading Population Number (000) 13.0 61. who live together and whose food and other household expenses are managed as one unit.371 This is the projected number of people in each subgroup who use the product.1 .0 Penetration (%) 66. © Kantar Media. who are users. etc.7 19.697 Down The % of each subgroup who are users.045 2. social grade and standard region.557 10. Number. The total number of adults.

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

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