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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...................29 MARKETING AND ADVERTISING .............. Disposable Nappies 27 BACKGROUND .............................................................28 SUPPLIERS .................................................................................................................................................. 2009 ....................................................10: Selected Parenting Magazines by Average Net Circulation (000).................................................16 Table 2............................................................................29 CONSUMER TRENDS ........................ 2009 ..........................................9: Main Media Advertising Expenditure on Baby Products by Selected Major Retailers (£000).................... 2010-2014 .................................................................................13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents)........14 Emma’s Diary .................................................................................14 Sampling ................................................................................................................................................................................................................................. Years Ending December 2008 and 2009....................... 2005-2009 ...................................................................................................11 Online Retailing... March 2010 .......15 Parenting Magazines....................................27 Real Nappy Week ...31 Table 3...........................................14 Bounty ................................................................12 Table 2...............................................................................................................................................30 Table 3.....................................................14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents)................................................................ March 2010 ..............................................................18 Table 2............................................................................ Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).....28 DISTRIBUTION ........................................... March 2010 .....................29 Table 3......................................................................................................................17 Table 2............................................................................................................................................................................................. Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents)................................................ July-December 2009 .......25 3..................3: Household Use of Disposable Nappies in the Last 12 Months — Penetration and Profile by Age of Main Shopper in the Household (%).....Baby Products Contents DISTRIBUTION ........25 Table 2..................22 MARKET FORECASTS ................................................................................................................16 THE CONSUMER ..................11: Parents....................................29 RECENT DEVELOPMENTS .......................................................16 Table 2.......................12 MARKETING AND ADVERTISING ........................................................................31 © Key Note Ltd 2010 ........................................27 Alternatives to Disposable Nappies.............................................14 Baby Clubs and Social Networking........ March 2010 ..................11 COMPETITIVE STRUCTURE..............................4: Household Purchasing of Disposable Nappies in the Last 12 Months — Penetration by Type of Product and Age of Main Shopper in the Household (%).....28 MARKET SIZE .............................................................................................................................12 Main Media Advertising...... Years Ending December 2008 and 2009 ..........................................................................................................................................19 Table 2..............................................................................................................................................................................12: Demographic Profile of Parents........................................................................................13 Direct Marketing ...........1: The UK Market for Disposable Nappies by Value (£m at rsp)...............................................................................................................................2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000)............................28 Table 3.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp)...............

Baby Products

Contents

4. Baby Transport and Nursery Furniture

32

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

5. Baby Monitors, Home Safety Equipment and Feeding Equipment

39

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

6. An International Perspective

44

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

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Baby Products

Contents

7. PEST Analysis

46

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

8. Consumer Dynamics

48

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

9. Supplier Profiles

64

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

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

10. The Future

76

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

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

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

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

because this group forms its ‘consumer base’.2 © Key Note Ltd 2010 3 .000 a year previously.1 2.277 3. parental age and parental employment.3 783 -0.3 733 2.4 †2008 †2009 788 4.000 babies aged under 1 year in the UK. 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. 716 705 681 2. compared with 788. In mid-2009.2 716 1.4 2007 756 3. there were an estimated 783.2 717 1.2 2.2 756 3. The birth-rate increases meant that the total number of children aged under 2 years rose from 2.327 2. Table 2. After rising steadily between 2005 and 2008.6 788 4. 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. the birth rate was projected to fall slightly during 2009.102 2006 732 2.2 756 3. These include trends in family size.Baby Products Strategic Overview 2..7 2.5 2.153 2.3 million between 2005 and 2009..1 million to 2.205 2. 30th June 2005-2009 2005 Age 0 % change year-on-year Age 1 % change year-on-year Age 2 % change year-on-year Total % change year-on-year Table continues.3 732 2.1: Number of Children in the UK Aged 0 to 2 Years (000).6 705 3.

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.37. 1971-2008 1971 1981 1991 2001 2002 2003 2004 2005 2006 2007 2008 2. Table 2.Baby Products Strategic Overview Table 2.97.97 † — 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).63 in 2001...65 1. before gradually rising again.86 1.63 1. It then fell to 1.2: Total Fertility Rate† in England and Wales. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) © Key Note Ltd 2010 4 . the TFR was 1. In 1971.82 1.79 1. Government Actuary’s Department © Crown copyright Family Size Despite the recent birth-rate increases.79 1. National Statistics/General Register Office for Scotland/Northern Ireland Statistics/2008-Based Population Projections.78 1. By 2008.37 1.table continued † — projections Source: Mid-Year Population Estimates.92 1. the TFR in England and Wales was 2. the average number of children per family has remained below two for many years.73 1.1: Number of Children in the UK Aged 0 to 2 Years (000). 30th June 2005-2009 .

0 27.9 31. since such items may well be bought only once.Baby Products Strategic Overview Smaller families do not necessarily have negative implications for the baby-products market.3 in 1997). such as prams.5 Second 28.8 Third 30. whatever the size of the family. Older Mothers The average age at which women give birth is still rising steadily.1 29. which details the number of births to women in different age groups. pushchairs. The average age at which women give birth for the first time rose by 1.1 to 27.1 26.3 years. the average mother in England and Wales was a year older when she gave birth than was the case a decade earlier (29. shows that. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) Table 2.4 29. In 2007.4 32. 1997-2007 Birth Order All Births 1997 2000 2003 2006 2007 28.8 29. spend per child tends to be higher in smaller families. especially in respect of larger purchases.5 Source: Social Trends 39 (2009). Overall.2 31.3 First 26.7 29.4 years over the decade between 1997 and 2007.3 Fourth 31.0 31. while the number of births to women aged under 25 fell in the 30 years between 1978 and 2008.1 29.3 28.4. Table 2. and then used for subsequent children. cots and highchairs.4 31.9 29. compared with 28.3: Average Age of Mother at Childbirth in England and Wales (years). © Key Note Ltd 2010 5 .2 32.5 27. there was a sharp increase in the number of births to women aged 35 and over.3 27.7 32.5 years. from 26.6 30.5 28.

2 140.8 142. compared with only 5.8 25.1% of all live births in England and Wales in 2008.Baby Products Strategic Overview Table 2.4 35 and Over 5. based on data from Social Trends 40 (December 2009).0 100.1 91. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) Births to women aged 35 and over represented 20.1 25.7 54.2 56.8 352.4 165.7% in 1978.1 54. National Statistics © Key Note Ltd 2010 6 . Table 2.6 Source: Social Trends 40 (December 2009).4 20.0 †100.2 54.0 †100.8 251.1 19.0 100.4 25.6 26.2 55.9 25.6 54.1 Total 100.5 381.6 346.6 180.9 173.0 † — does not sum due to rounding Source: Key Note.5 25 to 34 54.5 362.4 19.0 373.6 20.1 14. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 40.5 25.7 385.0 20.7 166.1 36.9 54.5: Live Births in England and Wales by Age of Mother (%).2 126.4: Live Births in England and Wales by Age of Mother (000).7 8.3 59.0 100.4 35 and Over 34.7 25 to 34 322.4 377.0 121.3 134.0 100.0 †100. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 238.3 175.6 161.

© Key Note Ltd 2010 7 . and more used to a higher standard of living.521 9.080 8.861 9.907 8. more demanding and more anxious about the health and safety of their offspring. 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. Between 1998 and 2008.855.471 10.543 10. On the one hand. Manufacturers and retailers of baby equipment need to ensure that they meet these needs.855 Source: Review of the National Statistician on Births and Patterns of Family Building in England and Wales 2008 (series FM1 number 37). which are also more likely to result in multiple births.137 10.700 8.6: Number of Multiple Births in England and Wales. and as such are more able to afford premium baby products. pushchairs and other baby-transport products. older parents tend to be more affluent. it means that women tend to have fewer children overall. 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. Table 2.792 8.Baby Products Strategic Overview The trend for delaying childbirth has had a number of effects on the market for baby products. 1998-2008 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 9. They are also — arguably — more informed. However.131 9. the annual number of births that resulted in two or more babies increased from 9.080 to 10. 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.

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

baby walkers.2 2008 507 2. The BPA’s Concept and Innovation Awards are presented at the Baby & Child fair.9 434 1.7: The UK Market for Baby Products by Sector by Value (£m at rsp). the total UK market for the baby products covered by this report was worth £1. 396 405 2. child restraints. 2005-2009 2005 Disposable nappies (£m) % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues. 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). with the objective of promoting baby and nursery products in both the UK and Europe. Robert Anslow. The organisation plays an active role in the development of product standards and provides support and specialist services to its members. The BPA’s Technical Committee comprises industry experts and specialists in a wide range of baby and nursery products.12bn.4 © Key Note Ltd 2010 9 . The teat can then be sterilised and returned to the pod to be re-used. The BPA appointed a new Managing Director.Baby Products Strategic Overview Baby Products Association The Baby Products Association (BPA) was set up in 1945. Table 2. toys and early learning.5 2007 493 1. In 2009. in 2009. soft goods. including wheeled goods.5 427 2.8 2009 519 2. MARKET SIZE Key Note estimates that.. The Association manages and organises the trade fair BPA Baby & Child. 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. nursery furniture. in March 2010.3 415 2..6 475 2006 487 2. which is held in early October each year.

0 158 6.3% of sales in 2009.099 3.8 100.8 38. 2005-2009 2005 Disposable nappies Baby transport and nursery furniture Baby monitors.121 2.040 3.0 100.2 38. Table 2.7: The UK Market for Baby Products by Sector by Value (£m at rsp).0 2006 46. home safety equipment and feeding equipment Total 13.Baby Products Strategic Overview Table 2. followed by baby transport and nursery furniture (38.5 1.0 39..0 15.8 1.8 †100.9 2007 46.3 38.2 14.0 † — does not sum due to rounding Source: Key Note © Key Note Ltd 2010 10 .0 14.9 2008 46.0 100.7%). 2005-2009 .4 1.1 168 1.8 1.0 15.table continued 2005 Baby monitors..0 Source: Key Note The largest sector. was disposable nappies. accounting for 46.7 47. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2006 2007 2008 2009 139 1.8: The UK Market for Baby Products by Sector by Value (%).010 - 148 6.066 2.5 165 4.2 †100.1 38.9 2009 46.

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

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

Baby Products Strategic Overview Table 2. 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 .9: Main Media Advertising Expenditure on Baby Products by Selected Major Retailers (£000).

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

It claims to be the largest parenting club in the UK. Tesco’s Baby & Toddler Club offers expectant and new mothers seven free magazines tailored to particular stages in their child’s development. Netmums. which had been withdrawn in 2005.uk. focusing on more live content. aimed largely at divorced and separated fathers. Procter & Gamble’s Pampers and Kimberly-Clark’s Huggies both have baby clubs. which included a new award from the Baby & Toddler Club for Britain’s Bravest Mum. underwent a major redesign. tutorial videos. allowing it to work more directly with agencies. which also publishes Sainsbury’s customer magazine. advice and information. with area-specific information on child-related activities. which is also 10 years old. They include: dads-uk. with a focus on “fathers’ rights”. and newdadssurvivalguide. an online ovulation calendar and a baby-naming search engine. The most high-profile of these is Mumsnet. with 900.000 unique users a month. In October 2009. Netmums is a family of local websites set up and run by mothers. features articles. taking full control of the site. a social networking site for parents. as well as a range of discounts and priority parking at Tesco stores. Mothercare launched Gurgle.co. The many social networking sites founded by and for mothers of babies and young children are important channels for word-of-mouth recommendations of products and services. which claims 850.000 members.000 members. In February 2009. In September 2009.com. A club magazine and website has been produced by Seven Squared. which claims 100. The site’s advertising sales were also brought in-house. run by Bounty (see earlier profile). Sainsbury’s resurrected its Little Ones baby club. © Key Note Ltd 2010 15 . Mothercare bought out Fleming Media. A few social networking sites cater for fathers. Tesco was the sole sponsor of Bauer Media’s 2009 Mother and Baby Awards. which offer parents discounts and other benefits. the site. with a focus on food and nutrition. claims 740.000 members. operated through their websites. education. which was founded in 2000 by a journalist and a television producer. in partnership with the investment company Fleming Media. The site. Members will be offered in-store discounts. social and employment issues.Baby Products Strategic Overview Baby Clubs and Social Networking Many retailers and manufacturers operating in the baby-products market run ‘baby clubs’. childcare and community. The Boots Parenting Club was launched in June 2005 and has had an online presence since 2006.com. in October 2007.

NEMS Market Research.694 178.037 222.Baby Products Strategic Overview Parenting Magazines Although it is increasingly challenged by the Internet. which undertook the survey for Key Note in March 2010. asked 1.094 THE CONSUMER Key Note’s original research (see Chapter 8 — Consumer Dynamics) used a sample of 477 current or prospective purchasers of baby products. the parenting press is still an important channel for reaching new and prospective parents.10: Selected Parenting Magazines by Average Net Circulation (000). The average audited circulations for print parenting publications during the 6 months ending December 2009 are shown in Table 2.022 10.10. if any.11 were then read out.003 British adults aged 16 and over: ‘Can you tell me which.480 52.772 24. of the following apply to you?’ The statements listed in Table 2. Table 2. 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. © Key Note Ltd 2010 16 .416 412.534 43. In order to generate this sample.

A total of 3% were non-parents who were hoping to start a family within the next 2 years. 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. they did currently buy items for babies and/or young children.11: Parents. March 2010 Just 1% of the total sample had a child or children aged under 1 year. Table 2. These 477 parents. © Key Note Ltd 2010 17 . aged between 5 and 15 years. the total proportion (48%) who fell into one of these categories was lower than the 55% obtained by adding the figures in Table 2. prospective parents and other purchasers with the sample of 1. One in five (21%) had an older child or children. although they did not have children under 16.003 adults as a whole.12 compares the demographic profile of parents.Baby Products Strategic Overview Table 2. Since some respondents had children in more than one of the stated age groups. and a further 5% were parents of a child or children between 3 and 4 years. but I am hoping to become a parent within the next 2 years I do not have children under 16. but I do buy things for babies and/or small children nowadays Base: 1. Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). 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).003 adults aged 16+ 1 5 5 21 3 20 Source: Key Note/NEMS Market Research.11. and 20% said that. 5% had a child or children aged between 1 and 2 years.

12: Demographic Profile of Parents. March 2010 © Key Note Ltd 2010 18 . 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.Baby Products Strategic Overview Table 2.

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. 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 .. March 2010 I Have a Child/Children Under 1 Year Old I Have a Child/Children Aged 1 to 2 Years I Have a Child/Children Aged 3 to 4 Years I Have a Child/Children Aged 5 to 15 years Sample Profile All adults Sex Male Female Age 16-19 20-24 25-34 35-44 45-54 55-64 65+ Social Grade A B C1 C2 D E Table continues.13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents). Table 2..

March 2010 ..Baby Products Strategic Overview Table 2.13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents)...table continued I Have a Child/Children Under 1 Year Old I Have a Child/Children Aged 1 to 2 Years I Have a Child/Children Aged 3 to 4 Years I Have a Child/Children Aged 5 to 15 years Sample Profile Working Status Full time† Part time Not working‡ Retired/invalid Standard Region East Anglia East Midlands Greater London North North West Scotland South East South West Wales West Midlands Yorkshire and Humberside Size of Household One Two Three Four Five or more Table continues. 22 31 21 17 9 0 4 18 32 46 0 0 32 35 33 0 4 21 51 24 1 4 19 46 30 8 6 13 4 13 9 16 8 6 7 10 5 0 44 4 4 16 0 21 0 0 6 4 3 22 4 8 6 7 21 9 0 16 0 7 17 5 17 8 10 21 4 7 3 8 4 14 5 10 8 16 16 4 8 5 40 16 17 27 49 20 25 7 61 16 23 0 28 25 42 5 50 30 18 1 © Key Note Ltd 2010 20 ..

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

Table 2. Just under one in four (38%) were aged 35 to 44.14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). The vast majority (96%) of those with children aged under 1 year were married or cohabiting.. more than six in ten parents of babies under 1 year old (62%) were in the 25 to 34 age group. However. Table 2.14 shows demographic profiles of Key Note’s prospective parents and others who purchased for babies and/or small children. 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. 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 . But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children.Baby Products Strategic Overview Among those taking part in Key Note’s research.. March 2010 I Do Not Have Children Under 16. the figure was slightly lower (82%) among those with children aged 1 to 2 years.

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

14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). March 2010 . March 2010 © Key Note Ltd 2010 24 .table continued I Do Not Have Children Under 16. 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. But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children...Baby Products Strategic Overview Table 2.

3% and 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 55.8 448 1.9 © Key Note Ltd 2010 25 . This demonstrates the importance of ‘grandparent power’ in the baby-products market.3 2012 545 1.1 2011 537 1.4 454 1.9 2014 555 0. Total UK sales of baby products at retail selling prices (rsp) are forecast to grow by between 1. means that growth in the baby-products market will be relatively slow between 2010 and 2014.8 468 1.5 2013 550 0. Table 2. Nearly four in ten (38%) of those hoping to become parents soon lived alone at the time they took part in the survey — indicating that having a live-in partner is not necessarily a prerequisite for making these plans. The next-largest group of non-parents who purchased baby products were those aged 25 to 34 (18%). combined with the uncertain economic situation. 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. Just under one in four (23%) were in the 35 to 44 age group.2% per year between 2010 and 2014. In the latter year. Interestingly.22bn.Baby Products Strategic Overview Six in ten (60%) of those respondents who were not parents but who hoped to have children within the next 2 years were aged between 25 and 34.3 530 2.. they are forecast to reach an estimated £1.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).. MARKET FORECASTS The ending of the ‘mini baby boom’ that characterised the period from 2005 to 2008. 2010-2014 2010 Disposable nappies % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues. 442 1.3 462 1. those who hoped to become parents within the next 2 years were twice as likely to be female (66%) as male (34%). and only 15% were aged under 25.

215 1. 2010-2014 .table continued 2010 Baby monitors.2 177 1.7 1.7 188 2.182 1..4 1.1 1.7 1.162 1.. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 2012 2013 2014 174 3.6 1.200 1.5 192 2.146 2.4 183 3.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).Baby Products Strategic Overview Table 2.3 Source: Key Note © Key Note Ltd 2010 26 .

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

Go Real is managed by ReZolve. this funding was withdrawn following the publication in May 2005 of a lifecycle assessment by the Environment Agency. from Procter & Gamble. through the not-for-profit company WRAP (Waste & Resources Action Programme). which concluded that there was relatively little difference between disposable and reusable nappies in terms of environmental impact. compared with a figure of £475m in 2005. as well as local authorities. MARKET SIZE The value of the UK retail market for disposable nappies was £519m in 2009. The 2010 event took place between 26th April and 2nd May. a social enterprise organisation based in Cornwall.8 2009 519 2. a membership organisation including manufacturers and retailers of reusable nappies. Until March 2007. © Key Note Ltd 2010 28 . Table 3.2 2008 507 2.4 475 - Source: Key Note SUPPLIERS Pampers. organised by Go Real. Own-brand nappies are produced for most major retailers. Real Nappy Week was sponsored by government funding. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 487 2.1: The UK Market for Disposable Nappies by Value (£m at rsp). However. but they are generally less important than branded products. and Kimberly-Clark’s Huggies brand dominate the market for disposable nappies.Baby Products Disposable Nappies Real Nappy Week Real Nappy Week is an annual promotional event for reusable nappies.5 2007 493 1. environmental networks. laundries and parents.

Simply Dry. Boots is the other main distribution channel.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000). in July 2009. in the form of absorbent pants shaped like underwear. in the form of the major multiple grocery retailers. (In addition to the figures shown in Table 3..305 171 3. the Pampers brand launched UnderJams.. Pampers launched its ‘value brand’. is designed to provide protection from bedwetting for children aged 4 to 12 years. its first product for older children.Baby Products Disposable Nappies DISTRIBUTION Distribution of disposable nappies is mainly through the grocery sector. 205 1. MARKETING AND ADVERTISING Pampers was by far the most heavily advertised nappy brand in 2009. which caters for 4 to 15 year-olds. Price is increasingly becoming a factor in the disposable-nappy market.019 118 3. both Pampers and Huggies were advertised as part of individual supermarket promotions. Kimberly-Clark’s Huggies brand already had a similar range: DryNites.) Table 3.817 946 683 211 125 2009 © Key Note Ltd 2010 29 . RECENT DEVELOPMENTS In January 2010.2. 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. although Huggies spent slightly more in 2008. The range. see Chapter 2 — Strategic Overview. as ASDA launched its own-brand Little Angels New Arrivals nappies at £1 for a pack of 48 nappies. in an attempt to compete with supermarkets and discount retailers. March 2010 saw the start of a possible nappy price war.

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

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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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Retail sales of nursery furniture.1 286 2008 231 3.2 63 -3. 2005-2009 2005 Prams. 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. including cots.4: The UK Market for Nursery Furniture by Value (£m at rsp).9 65 -1. cribs and mattresses. having grown from £120m in 2005. playpens and changing units.5 281 2007 223 3.2 120 - Source: Key Note © Key Note Ltd 2010 34 . highchairs.6 293 2009 237 2.3: The UK Market for Baby Transport by Sector by Value (£m at rsp). Table 4.6 62 -1.8 †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.6 59 -4.9 2009 137 2.Baby Products Baby Transport and Nursery Furniture Table 4. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 124 3.3 2007 129 4.0 2008 134 3. reached £137m in 2009.

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 4.5: The UK Market for Nursery Furniture by Sector by Value (£m at rsp). Bébécar and Cosatto. including Mothercare. with many small companies — as well as larger manufacturers and retailers. Dorel.1 25 4.9 22 0.0 124 2007 89 3. Quinny and Bébé Confort. with retail sales estimated at £93m in 2009. Maclaren and Mothercare’s own brand.5 17 6.3 18 5. Other companies of importance in this sector include Chicco.3 129 2008 92 3. operates in both the baby-transport and feeding/safety-equipment sectors.6 137 82 22 16 120 Source: Key Note SUPPLIERS The market for nursery furniture is highly fragmented. 2005-2009 2005 Cots. Table 4. There is also a wide range of suppliers to the baby-transport market.Baby Products Baby Transport and Nursery Furniture Cots. cribs and mattresses easily constitute the largest segment.5 23 4.0 16 0.9 134 2009 93 1. Baby-transport brands marketed by Dorel include Maxi-Cosi. © Key Note Ltd 2010 35 . Babies R Us and Mamas & Papas — producing ranges of furniture and accessories. The largest of these are Mamas & Papas. a Canadian company that has had a UK presence since 1988.2 19 5. with Britax Excelsior being particularly important within the market for dedicated child car seats.4 24 4. Graco.

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

In March 2010. Both fit onto the new Dorel FamilyFix car-seat base. The recall was estimated to affect 1.000. not a single brand within Nielsen Media Research’s ‘baby carriages and nursery equipment’ category spent more than the threshold (£75. Graco voluntarily recalled 65 models of its Harmony High Chair due to reports of loose screws and falling brackets that could cause the chair to tip. In March 2010. In the UK. all Maclaren strollers of this type are being supplied with hinge covers as standard.Baby Products Baby Transport and Nursery Furniture In October 2009.2m. these covers were issued only to purchasers who contacted Maclaren themselves. Dorel launched a new range of Maxi-Cosi car seats: the Pebble for infants and the Pearl for toddlers. divided between 33 brands.) © Key Note Ltd 2010 37 . From 2010. 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. in February 2010. however. MARKETING AND ADVERTISING The highly fragmented nature of this sector of the baby-products market is illustrated by the fact that. however.2 million products. Maclaren received some adverse publicity towards the end of 2009. Following these problems. In 2008. Britax Excelsior Ltd announced that it would offer a free ‘precautionary’ remedy kit for one of its stroller models. undefined category of ‘baby goods’ recorded a total expenditure of £192. but a routine internal quality check had revealed a potential problem in the mechanical attachment of the IsoFix connectors to the base. The company stated that it had had no complaints or reports of incidents.000) for a separate listing in its published figures. Again. In November 2009. the majority of expenditure within the category was accounted for by a large number of brands (186) spending less than the threshold amount. (A separate. Total expenditure in this sector in 2009 was £1. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers.000 in 2009. Chicco was the largest spender. during the 12 months ending December 2009. sold under the Viva and Nexus brands. with campaigns for its Trio travel system and Polly highchair brands worth a total of £340. accounted for by 214 separate brands. the company distributed hinge covers to all purchasers of the strollers in the US. Dorel voluntarily recalled all FamilyFix car-seat bases sold before 4th March.

283 1. which included links to the nursery range on the TK Maxx website. there was a competition to win a £500 gift card.711 1. Years Ending December 2008 and 2009 2008 Chicco Polly Highchair Trio For Me Total Chicco Coo Chi Coo — nursery product range Other Total Source: Nielsen Media Research 155 185 340 88 1. reminding parents of the importance of in-car safety and the correct fitting of child car seats. to promote its new range of nursery products.6: Main Media Advertising Expenditure on Baby Carriages and Nursery Equipment by Brand (£000). 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 1. TK Maxx also ran display advertisements on the Netmums site. © Key Note Ltd 2010 38 .188 2009 Britax launched a television advertising campaign in February 2010. TK Maxx began an online campaign on the parenting website Netmums. In January 2010. In addition.Baby Products Baby Transport and Nursery Furniture Table 4. The campaign was supported by online and point-of-sale materials.

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

2: The UK Market for Baby Monitors. up from £71m in 2005.1: The UK Market for Baby Monitors. Home Safety Equipment and Feeding Equipment by Value (£m at rsp).5 2007 158 6.2 168 © Key Note Ltd 2010 40 . 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 148 6.2 83 1. Table 5.8 †165 2006 2007 2008 2009 85 1.Baby Products Baby Monitors.4 148 79 5.8 2008 165 4. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).4 2009 168 1. Retail sales within the sector were estimated at £85m in 2009. with developments such as digital and video monitors helping to maintain value to an extent..2 158 84 6. home safety equipment and feeding equipment reached £168m in 2009.3 82 3. Retail sales of feeding equipment have also seen reasonably good growth. 2005-2009 2005 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total Table continues. 71 68 139 75 5.8 139 - Source: Key Note Baby monitors are now a standard purchase for most new parents. compared with £139m in 2005. Table 5.6 73 7. Home Safety Equipment and Feeding Equipment MARKET SIZE Total UK retail sales of baby monitors. reaching £83m in 2009.3 79 8..

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

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

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.

the fact that it may be easier for American women to combine work and child-rearing.87 1.38 1. at 1. Denmark is at the same level.38 1.50 1. and the more traditional and family-oriented nature of much of the US population.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. is 1.43 1. including: a higher birth rate among the majority Hispanic population.09 1. The US has a higher fertility rate than Western Europe.38 1.89. A number of explanations have been put forward for this. the estimated total fertility rate (number of children per woman).84.Baby Products An International Perspective 6. at 2. United Nations Population Division © Key Note Ltd 2010 44 . averaged across the years from 2005 to 2010. 2005-2010 US Western Europe Europe France Norway Sweden Denmark UK Belgium Netherlands Spain Austria Greece Italy Germany 2. Europe and Selected European Countries.09. An International Perspective POPULATION TRENDS There are considerable variations in fertility rates among the Western European countries.89 1.84 1.32 in Germany. The average fertility rate in the UK is at the higher end of the European spectrum. Table 6. In France and Norway.77 1.59 1. compared with just 1.84 1.1: Total Fertility Rates† in the US.89 1.74 1. for example.

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

Prior to this. In February 2010. These include: • The falling birth rate — by definition. predictably.Baby Products PEST Analysis 7.000 a year. ASDA went one step further. This was refuted by Teresa May in the Conservatives’ own Mumsnet advertisement. this has resulted in a smaller consumer base. Labour took an advertisement on the main forum page of the Mumsnet site.99 each. SOCIAL FACTORS Many social and demographic factors have a strong influence on the market for baby products. from the premium brand Pampers. priced at £1. • Smaller family sizes — these can mean higher disposable income and greater expenditure per child. was introduced in July 2009. pricing its Little Angels New Arrivals product at £1 for 48 nappies. claiming that the Conservatives aimed to limit child tax credits to families earning less than £31. Fisher-Price launched a value range of toddler-feeding accessories. Samantha Cameron’s announcement of her pregnancy in the run-up to the election added to the ‘family focus’ of the campaign. with all of the main parties competing for the family vote. in February 2010. The Simply Dry nappy range. the baby-products industry has recognised that economic realities also impinge on parents. including weaning sets and toddler cups. 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. ECONOMIC FACTORS Although spending on children is often the last thing to be reduced in recessionary times. dubbed ‘biscuit-gate’. and a number of ‘value’ products have been introduced. compared with around 20 pence for a standard Pampers nappy. In March 2010. The nappies were typically priced at 11 pence each. © Key Note Ltd 2010 46 . 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’.

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

Consumer Dynamics OVERVIEW This chapter is based on the findings of Key Note’s original research among a sample of 477 parents. of the following do you agree with?’ A series of statements were then read out.) Respondents were asked: ‘I am going to ask you some questions about products and equipment you can buy for babies... if any. Which. prospective parents and other purchasers of baby products.1: Attitudes Towards Baby Products and Related Issues (% of respondents).Baby Products Consumer Dynamics 8.1 provides a summary of the results. 26 78 53 64 47 29 60 40 59 © Key Note Ltd 2010 48 . Table 8. Table 8. March 2010 Nappies I am concerned that disposable nappies are harmful to the environment I use/have used only disposable nappies as opposed to non-disposable nappies I use/have used non-disposable nappies Breastfeeding Versus Bottle Feeding Breastfeeding is much better for babies than bottle feeding Bottle feeding can be just as good as breastfeeding Bottle feeding is easier for the parents than breastfeeding The cleansing and sterilising necessary for bottle feeding babies means it can be hard work New Versus Second-Hand Baby Equipment It is perfectly acceptable to use second-hand baby equipment as long as you are satisfied it is safe It is important to buy all baby equipment brand new Table continues. (See Chapter 2 — Strategic Overview — for a detailed breakdown of the sample and information on how the respondents were selected.

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. Four in ten were users of reusable nappies.. Breastfeeding Versus Bottle Feeding Nearly half (47%) of respondents agreed that breastfeeding is much better for babies than bottle feeding.. © 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. or hardly ever. March 2010 29 47 46 45 80 17 63 Nappies Nearly six in ten respondents (59%) agreed that they were concerned that disposable nappies might be harmful to the environment. 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. However. whereas just under three in ten (29%) asserted that bottle feeding can be just as good as breastfeeding. just over half (53%) of the sample acknowledged that the cleansing and sterilising that was necessary meant that bottle feeding could be hard work. March 2010 . However.Baby Products Consumer Dynamics Table 8. either currently or in the past.) 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.table continued New Versus Second-Hand Baby Equipment (cont.

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

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

Table 8. Women (46%) were much more likely than men (29%) to agree that they used or had used non-disposable nappies. those who are hoping to start a family within the next 2 years.” 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. but differences in penetration by region or social grade were fairly slight. March 2010 © Key Note Ltd 2010 52 . March 2010 S3: “I use/have used non-disposable nappies. and many women over 45 may not have had the opportunity to use them when bringing up their own babies. This may be related to the fact that disposable nappies have become widely available only relatively recently.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%). Source: Key Note/NEMS Market Research.3: Use of Non-Disposable Nappies (% of respondents). and those who do not have children under 16 but do buy things for babies and/or small children nowadays.

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. Although considerably more ABC1s than C2DEs endorsed breastfeeding as being much better for babies (53% versus 42%). 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%). March 2010 S4: “Breastfeeding is much better for babies than bottle feeding. Northern respondents were the most enthusiastic about breastfeeding. 46 54 5 23 31 41 39 61 100 S4 PP% Pen% 100 42 58 5 24 28 43 52 48 47 50 45 48 48 42 50 53 42 S5 PP% Pen% 100 28 72 5 23 36 36 46 54 29 20 34 26 29 33 25 29 28 © Key Note Ltd 2010 53 . Table 8.4: Attitudes Towards Breastfeeding (% of respondents)..” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. 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.” S5: ”Bottle feeding can be just as good as breastfeeding.. 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. Respondents in the 35 to 44 age group were the keenest proponents of bottle feeding.

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

Baby Products Consumer Dynamics Table 8.5: Attitudes Towards Bottle Feeding (% of respondents). March 2010 S6: “Bottle feeding is easier for the parents than breastfeeding. Source: Key Note/NEMS Market Research. March 2010 © Key Note Ltd 2010 55 .” S7: ”The cleansing and sterilising necessary for bottle feeding babies means it can be hard work. those who are hoping to start a family within the next 2 years.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S6 PP% Pen% 100 40 60 5 26 31 38 50 50 64 71 59 77 66 59 65 62 66 S7 PP% Pen% 100 44 56 6 24 29 41 44 56 53 53 52 51 60 52 49 57 49 100 44 56 6 24 29 41 44 56 39 26 36 33 24 43 67 65 60 39 26 36 48 49 60 Base: respondents with children aged 0 to 15. and those who do not have children under 16 but do buy things for babies and/or small children nowadays.

” S9: ”It is important to buy all baby equipment brand new. There was something of an ABC1/C2DE split. 46 54 5 23 31 41 39 61 100 S8 PP% Pen% 100 36 64 5 23 33 39 48 52 78 71 83 74 80 82 75 81 76 S9 PP% Pen% 100 46 54 10 19 29 42 39 61 26 31 23 54 22 24 27 22 30 © Key Note Ltd 2010 56 . compared with around seven in ten men (71%). The 16 to 24s were the keenest on buying all baby equipment brand new. More than eight in ten women (83%). 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%).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. while just over three in ten men (31%) said that it is important to buy all baby equipment brand new.. Table 8.6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents). March 2010 S8: “It is perfectly acceptable to use second-hand baby equipment as long as you are satisfied it is safe.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues.. fewer than one in four women (23%) held this view. In addition. Northern respondents were the most likely to prioritise purchases of new equipment for their babies. with the former (generally more affluent) social grades being more relaxed about buying second-hand and less concerned that everything should be new. Second-hand baby equipment was more acceptable to those in the age groups between 25 and 44 than it was to younger or older respondents.

. March 2010 .6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents). 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.. © Key Note Ltd 2010 57 . and those who do not have children under 16 but do buy things for babies and/or small children nowadays. However.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.Baby Products Consumer Dynamics Table 8. 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+ 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. there was little difference by region in the proportion who said that they would never buy a second-hand car seat. Source: Key Note/NEMS Market Research. 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.” S11: ”I would not accept baby equipment passed on to me from friends and family. March 2010 © Key Note Ltd 2010 58 .” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S10 PP% Pen% 100 40 60 7 26 32 35 45 55 63 64 62 94 70 64 53 61 64 S11 PP% Pen% 100 40 60 9 22 20 49 44 56 17 18 17 31 17 11 21 17 18 100 39 61 5 23 31 41 46 54 37 25 38 37 24 39 63 60 64 48 30 22 23 20 10 Base: respondents with children aged 0 to 15. March 2010 S10: “I would never buy a second-hand child’s car seat.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.7: Aversion to Second-Hand Baby Equipment (% of respondents).

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. Table 8..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.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents). compared with 75% of men.” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available. 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. agreed with this statement. Those in the 16 to 24 age group. whilst being more likely than any other age group to agree that the wide choice of equipment makes parenting easier than it was 10 years ago. 46 54 5 23 31 41 39 61 100 S12 PP% Pen% 100 37 63 5 21 33 41 46 54 80 75 83 87 73 84 80 81 80 S13 PP% Pen% 100 41 59 7 20 28 44 41 59 45 47 44 66 40 40 49 40 49 © Key Note Ltd 2010 59 . and those living in the North. were also more likely than others to say that greater choice makes it more difficult to make decisions on what to buy..” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. C2DE respondents.

” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available. 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. Source: Key Note/NEMS Market Research. © Key Note Ltd 2010 60 .Baby Products Consumer Dynamics Table 8.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents)..” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ 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.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.. March 2010 . those who are hoping to start a family within the next 2 years.

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

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

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. Source: Key Note/NEMS Market Research. March 2010 .table continued S15: “I bought some items of baby equipment that I never.Baby Products Consumer Dynamics Table 8. March 2010 © Key Note Ltd 2010 63 .. and those who do not have children under 16 but do buy things for babies and/or small children nowadays.10: Personal Experience of Choosing Baby Equipment (% of respondents). or hardly ever.” 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.. used.

Supplier Profiles INTRODUCTION This chapter profiles some of the leading manufacturers and specialist retailers operating in the sectors covered by this report.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. The company designs. manufactures and markets child safety products in the UK. It distributes these products through independent specialist retailers. Britax Childcare’s headquarters are in Chertsey. assembles.co. for £230m.1: Financial Results for Britax Childcare Holdings Ltd (£000). Australia (where the products are marketed under the Steelcraft and Safe n Sound brands) and the US. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.3m and a pre-tax loss of £522.208 31/12/08 183. the company also offers infant carriers and wheeled goods. Surrey. multiple retailers and vehicle original equipment manufacturers (OEMs) in Europe. Known chiefly for its children’s car seats.uk 148.418 -7. by the private-equity company Carlyle Group in September 2005.331 -522 © Key Note Ltd 2010 64 . Profitability Britax Childcare Holdings Ltd reported a turnover of £183.000 for the year ending 31st December 2008.261 31/12/07 163. the aircraft-interior and vehicle-safety-equipment manufacturer Britax International. BRITAX CHILDCARE HOLDINGS LTD Corporate Strategy Britax Childcare Holdings Ltd was acquired from its former parent company. Table 9.715 -8.

reminding parents of the importance of in-car safety and correct fitting of child car seats.000 and a pre-tax profit of £172. This became part of the group in August 2007. having detected a potential risk of injury to fingers or hands from its folding mechanism.or forward-facing seat options and space for an additional seat for a second child. which has rearward. the B-Smart modular travel system. In April 2008. including car seats and strollers. Finland and Sweden.or four-wheeled compact travel system. The range included: the B-Lite urban stroller. Germany. with operations in the UK. and in 2001 Newell-Rubbermaid acquired Klippan Group. sold under the Viva and Nexus brands. Britax announced a free ‘precautionary’ remedy kit for one of its stroller models. The campaign was supported by online and point-of-sale materials. the B-Mobile three. Britax launched a television advertising campaign in February 2010. but this company was sold to MGA Entertainments in 2006. Also in February 2010. Profitability Graco Ltd reported a turnover of £850. it was announced that Britax would be launching the Jockey range of child’s bicycle seats. a German company that makes prams and other baby-transport products. The remedy kit consists of covers to fit over each of the hinges. one of Europe’s leading manufacturers and distributors of child car seats. Graco Europe was established in September 1997. Further acquisitions by Newell-Rubbermaid have included Teutonia. © Key Note Ltd 2010 65 . Newell-Rubbermaid purchased Aprica Kassai. In March 2010.000 for the year ending 31st December 2009. GRACO LTD Corporate Strategy Graco Ltd is the UK subsidiary of Graco Children’s Products Inc.Baby Products Supplier Profiles Recent and Future Developments A range of four new pushchairs was launched by Britax in January 2010. which was founded in the US in 1955 and became part of Newell-Rubbermaid in 1999. The Newell-Rubbermaid portfolio also included Little Tikes toys. a Japanese manufacturer of childcare products. giving a high degree of comfort and safety. and the B-Dual travel system.

and acquired the UK and European manufacturing licence for the US Tommee Tippee brand of baby-feeding equipment and accessories in 1965.249 542 31/12/09 850 172 Recent and Future Developments In March 2010. due to reports of loose screws and falling brackets that could cause the chair to tip. Jackel acquired the long-established Maws baby-feeding-equipment brand. The Mayborn Group was acquired by the private-equity company 3i in 2006.Baby Products Supplier Profiles Table 9.254 574 31/12/08 1. More acquisitions followed. Graco voluntarily recalled 65 models of its Harmony High Chair. JACKEL INTERNATIONAL LTD (MAYBORN GROUP) Corporate Strategy Jackel International Ltd. including Cotton Bottoms Ltd. which also produces fabric dyes under the Dylon brand. designed to make bottle feeding as similar as possible to breastfeeding. The recall was estimated to affect 1. and Tube Plastics.2: Financial Results for Graco Ltd (£000). In 1995. Years Ending 31st December 2007-2009 31/12/07 Turnover Pre-tax profit Source: myicc. The product can also be transformed into a travel system for twins with the addition of two Graco car seats. relaunching the Maws and Sangenic brands as Tommee Tippee.co. began life as a manufacturer of hair and nail products. a British company producing the Nappy Wrapper nappy-disposal system. Jackel International moved to a single-brand strategy. In 1983. was launched in 2006. based in Newcastle. the company became part of the Mayborn Group. In August 2003.uk 1. a double pushchair designed to accommodate one child from birth and another from the age of 6 months. a manufacturer of outdoor play equipment (March 2005). and 2 years later the Mayborn Group bought Sangenic. the company that launched the Steri-Bottle pre-sterilised single-use feeding bottle in 1999. The Tommee Tippee Closer to Nature range of feeding equipment. Jackel acquired Steri-Bottle UK. In 2003.2 million products. © Key Note Ltd 2010 66 . a supplier of reusable cotton nappies (November 2004). The Graco Quattro Tour Duo. was launched towards the end of 2009.

223 Recent and Future Developments In January 2010.517 5.3: Financial Results for Jackel International Ltd (£000). Table 9. A new star-shaped Tommee Tippee logo was also launched in February 2009.co.uk 31.589 1. The Closer to Nature brand of baby-feeding equipment. KIMBERLY-CLARK LTD Corporate Strategy Kimberly-Clark Ltd is the UK subsidiary of the Dallas-based Kimberly-Clark Corporation.Baby Products Supplier Profiles Profitability Jackel International Ltd reported a turnover of £38m and a pre-tax profit of £6.539 31/12/08 38. but they moved into Toys R Us stores in April. which produces a number of household paper brands. and introduced into the UK in the mid-1990s. Huggies is Kimberly-Clark’s disposable-nappy brand.2m for the year ending 31st December 2008. Tommee Tippee’s Closer to Nature range of feeding bottles became available in a new material that is entirely free from Bisphenol A (BPA) — a chemical that has been linked with possible interactions with hormone systems. The Closer to Nature and Explora brands were marketed in the US as being designed to help relieve common feeding anxieties among mothers. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. taking it back to its original roots. launched in the US in 1978. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. © Key Note Ltd 2010 67 . were initially available only through Babies R Us in the US. In February 2009.112 31/12/07 33. including Andrex and Kleenex.049 6. and Explora toddler cups and feeding products. Mayborn launched the Tommee Tippee brand in the US.

shaped like pants. Table 9. plus a new Huggies logo incorporating a baby’s handprint. The company also produces Huggies-branded wipes and disposable changing mats. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. Little Walkers.co. Profitability Kimberly-Clark Ltd reported a turnover of £623. also includes tips for mothers-to-be.uk 602.6m and a pre-tax profit of £48.954 31/12/07 614.551 31/12/08 623. Natural Fit. Newborn. The site.Baby Products Supplier Profiles The Huggies range includes: Huggies Preemies (for premature babies). with the theme ‘Everyday Discoveries’. designed to keep babies dry for up to 12 hours. for babies from 0 to 3 months.649 48. features a ‘real-time’ video of a baby growing in utero.4: Financial Results for Kimberly-Clark Ltd (£000). A global website for Huggies.263 143. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. Super-Dry. which went live in February 2010. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. and Pull-Ups potty-training pants.233 53.6m for the year ending 31st December 2008. for babies from 19 to 60 pounds. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. Little Swimmers swimming nappies. in a range of sizes for babies from 11 to 27 pounds.552 Recent and Future Developments In April 2010. with flexible sides. called ‘9 months in vivo’. Parents were encouraged to upload photos and videos of their child exploring their world. © Key Note Ltd 2010 68 .

the company became Hestair Maclaren.Baby Products Supplier Profiles MACLAREN EUROPE LTD Corporate Strategy Maclaren began life as Andrews Maclaren Ltd. Maclaren received some adverse publicity towards the end of 2009.uk 19. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. © Key Note Ltd 2010 69 . In November 2009. the company distributed hinge covers to all purchasers of the strollers in the US.978 -3. Maclaren’s US arm acquired the nursery-furniture company NettoCollection. Following its 1988 acquisition by Hestair PLC. Hestair PLC was purchased by BET in 1990 and there was a management buy-out of Hestair Maclaren during the same year. was established in 1999. all Maclaren strollers of this type are being supplied with hinge covers as standard. Table 9. Maclaren launched Beginning. fitting onto the buggy for the baby’s first few months. founded in Northampton in the late 1960s. a wholly owned subsidiary that markets the company’s products in the US and Canada. a range of organic skincare products for mothers and babies.442 -1. Maclaren’s Techno XLR travel system was expanded with the introduction of a soft carrycot that is compatible with the system. Maclaren USA.484 31/12/07 23.623 Recent and Future Developments In July 2009. with the invention of the lightweight ‘baby buggy’. In the UK. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. Profitability Maclaren Europe Ltd reported a turnover of £31m and a pre-tax loss of £3.5: Financial Results for Maclaren Europe Ltd (£000). Also in July 2009.880 31/12/08 30. these covers were issued only to purchasers who contacted Maclaren themselves.co. a manufacturer of nursery products and pushchairs. In November 2009. The company was purchased by the Sunleigh Group in 1994. Later the same year.6m for the year ending 31st December 2008. Hestair purchased Cindico.232 -1. From 2010.

one of the first companies to introduce the concept of designer products into the market for baby equipment.438 30/03/08 83.382 1.656 -1. including John Lewis. Selfridges.co. and Rotherham (November). 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. pushchairs and car seats). 30th March 2008 and 29th March 2009 01/04/07 Turnover Pre-tax profit Source: myicc.2m for the year ending 29th March 2009. run on a franchise basis. The brand also encompasses maternity and baby wear. Profitability Mamas & Papas Ltd reported a turnover of £87. Manchester (May) and Broadstairs (June). Harrods and more than 500 independent dealers. which was opened in February.7m and a pre-tax loss of £1. including one in the Westfield Shopping Centre in West London. was founded in 1981 by the Scacchetti family and is still family owned. Others included Liverpool (in September).6: Financial Results for Mamas & Papas Ltd (£000).789 29/03/09 87. Hull and Aberdeen (both in October). Openings so far in 2010 have included Lincoln (April). © Key Note Ltd 2010 70 . nursery furniture and bedding. Table 9.Baby Products Supplier Profiles MAMAS & PAPAS LTD Corporate Strategy Mamas & Papas Ltd.182 Recent and Future Developments A number of new Mamas & Papas stores were opened during 2009. The company also has a chain of more than 50 dedicated stores in the UK and the Republic of Ireland. and pre-school toys. Years Ending 1st April 2007. Mamas & Papas further expanded its retail operations in November 2009. Mamas and Papas’ products are sold through a wide range of outlets.816 2. The company’s range includes baby transport (in the form of prams.uk 83.

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

6m and a pre-tax profit of £42.Baby Products Supplier Profiles As at mid-November 2009. television presenter and ‘celebrity mother’ Myleene Klass. there were 389 UK stores in the Mothercare group. featuring the musician. Much of the company’s international growth came from India and Russia.uk 498. the company announced a joint venture in India. is to be launched in autumn 2010. Mothercare announced that it would be supplying Boots with a new range of children’s clothes and accessories. In October. mostly on a franchise basis. Adams Childrenswear. 29th March 2008 and 28th March 2009 31/03/07 Turnover Pre-tax profit Source: myicc. © Key Note Ltd 2010 72 .co.7: Financial Results for Mothercare PLC (£000).2m for the year ending 28th March 2009.900 29/03/08 676. was launched in October 2009 on the pre-school television channel Cartoonito. Profitability Mothercare PLC reported a turnover of £723. The brand. Early in 2010. 62 of which were opened during the 6 months to November. fell into administration in January 2010. currently unnamed. up from 28 in 2009. Toys from Mothercare’s Early Learning Centre range are already sold through 400 Boots stores. Table 9.600 42. The company opened its 50th store in Russia in December 2009. Years Ending 31st March 2007.800 4.200 Recent and Future Developments In February 2010.500 18. The Mothercare group opened 115 international stores during 2009. which previously supplied Boots with children’s clothing.500 28/03/09 723. Mothercare announced plans to launch Mothercare in Australia and the Early Learning Centre in South Africa. A brand-awareness campaign for Mothercare. and 694 franchised international stores. it expects to have 65 Indian stores by the end of 2010.

co.200 Recent and Future Developments Philips launched an advice website for new mothers.uk 682.co.Baby Products Supplier Profiles PHILIPS AVENT Corporate Strategy The Avent brand.8: Financial Results for Philips Electronics UK Ltd (£000). Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.200 65. Table 9.2m for the year ending 31st December 2008. mybabytalk.4m and a pre-tax profit of £4. Virtually all Philips Avent products are designed and manufactured at the company’s factory in Suffolk. baby bottles and toddler-feeding equipment.100 31/12/08 827. which also includes shaving and oral-healthcare products. skincare products and changing bags.uk. in February 2009. © Key Note Ltd 2010 73 . bottle and food warmers. was purchased by the Dutch electronics company Royal Philips Electronics in September 2006 and renamed Philips Avent. Profitability Philips Electronics UK Ltd reported a turnover of £827. including breast pumps and breastfeeding accessories. The brand is now part of Philips’s Consumer Lifestyle division. launched in 1984. It also incorporates baby monitors and digital thermometers.800 33.400 4. The Philips Avent product range includes a wide variety of feeding equipment. soothers. It should be noted that these figures cover a wide range of items other than baby products.900 31/12/07 812.

073 38. its first product for older children. © Key Note Ltd 2010 74 . Active Fit.9: Financial Results for Procter & Gamble Product Supply (UK) Ltd (£000). Profitability Procter & Gamble Product Supply (UK) Ltd reported a turnover of £209. is designed to provide protection from bedwetting for children aged 4 to 12 years. in July 2009. Easy Up Pants for older babies. Pampers recently launched two new products: UnderJams and Simply Dry (see Recent and Future Developments).347 30/06/09 209.uk 258.3m and a pre-tax profit of £34. was founded in 1837 and expanded into the UK in 1930.273 34.697 Recent and Future Developments In January 2010. which was introduced to the UK in 1982. Pampers launched its ‘value’ nappy brand. in the form of absorbent pants shaped like underwear.7m for the year ending 30th June 2009. in an attempt to compete with supermarkets and discount retailers. for use by toddlers who are being toilet trained. the Pampers brand launched UnderJams. with Comfort Stretch for babies who can move. These figures cover a broad range of household products and toiletries. Table 9. Years Ending 30th June 2007-2009 30/06/07 Turnover Pre-tax profit Source: myicc. Feel N Learn potty-training pants. The range. The Pampers disposable-nappy portfolio includes: Pampers New Baby (including Micro for premature and very small babies). with Extra Sleep Layer for night-time use. The company produces the Pampers nappy range.co. and Baby Dry. Simply Dry. with high leg cuffs for extra protection. Sunnies Swim Pants. based in Ohio.528 30/06/08 271.Baby Products Supplier Profiles PROCTER & GAMBLE Corporate Strategy The US company Procter & Gamble.006 40. The company also produces Pampers Wipes and Kandoo Wipes. which have Secure-Me fasteners that overlap for a snugger fit.

683 31/03/08 51. The parent company in Japan is named Takara-Tomy. the Digital Monitor TD300 and the Digital Plus Monitor TD350 — was launched in February 2010.000 for the year ending 31st March 2009. feeding equipment for toddlers. a Japanese-owned company.co. is principally a manufacturer of toys and games. following the 2006 merger of Tomy with its rival toy company Takara.7m and a pre-tax loss of £996. Table 9.10: Financial Results for Tomy UK Ltd (£000).714 -996 Recent and Future Developments A new range of baby monitors — the Classic Monitor TA100. However. BabyDam turns a normal-sized bath into a smaller bathing space suitable for babies and toddlers. it also produces a range of baby products. The last of these includes a multicoloured nightlight.159 2. In August 2009. Profitability Tomy UK Ltd reported a turnover of £42. baby carriers.uk 47. Tomy announced that it had signed an agreement with Perry Innovation Ltd to distribute the BabyDam Bathwater Barrier in Europe. Years Ending 31st March 2007-2009 31/03/07 Turnover Pre-tax profit Source: myicc. © Key Note Ltd 2010 75 . including baby monitors.030 31/03/09 42.Baby Products Supplier Profiles TOMY UK LTD Corporate Strategy Tomy UK Ltd. which can be customised to co-ordinate with the nursery colour scheme. but the Tomy name has been retained for all international subsidiaries. cot guards and bedrails. and baby activity toys.189 3.

6 2.326 0.1 774 -0. Government Actuary’s Department © Crown copyright © Key Note Ltd 2010 76 . in mid-2014. The Future DEMOGRAPHIC TRENDS The next 5 years will see a stagnation of the birth rate.1 Note: figures may not sum due to rounding.1 2014 777 0. the number of children aged between 1 and 2 years will fall slightly.3 777 -0.4 2013 775 0.0 2. During the period between 2010 and 2014.1 775 0. Mid-Years 2010-2014 2010 Age 0 % change year-on-year Age 1 % change year-on-year Age 2 % change year-on-year Total % change year-on-year 777 -0.335 -0.1 775 -0.8 783 -0.1: Forecast Number of Children in the UK Aged 0 to 2 Years (000).3 775 0. following increases between 2005 and 2008.6 789 4.6 2012 774 -0.324 -0. with the total population of under-3s standing at 2. Source: 2008-Based Population Projections.Baby Products The Future 10. Government projections suggest that.3 million in mid-2014.3 2.000 — exactly the same figure as in 2010.4 2.8 784 -0.9 2011 775 -0.326 -0. Table 10.3 777 -0.1 775 -0.348 0.9 2. the number of infants aged under 1 year will stand at 777.

3 2012 545 1. Disposable Nappies The market for disposable nappies will continue to grow at a slow rate over the next 5 years. 2010-2014 2010 Baby transport % change year-on-year Table continues.0 © Key Note Ltd 2010 77 .0 2012 307 1.5 2013 550 0.9 530 2.3 2011 304 1. but from a lower base.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.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp). Table 10. Companies will continue to turn outside the UK for growth.0 2013 311 1. 301 1. Table 10.. There will be slightly higher growth in nursery furniture. with retail sales reaching £314m by 2014.9 2014 555 0.1 Source: Key Note Baby Transport and Nursery Furniture The market for baby-transport equipment is forecast to grow relatively slowly during the next 5 years. retail sales in this sector are forecast to reach £154m.3 2014 314 1. looking at markets in Asia and Eastern Europe. where birth rates are higher. 2010-2014 2010 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2011 537 1. By 2014. with retail sales reaching £555m by 2014.2: The Forecast UK Market for Disposable Nappies by Value (£m at rsp)..

0 468 1.8 Source: Key Note Baby Monitors.6 Source: Key Note © Key Note Ltd 2010 78 .6 174 3. Table 10.3 90 3.2 188 2.1 448 1.8 2014 154 2.Baby Products The Future Table 10. Home Safety Equipment and Feeding Equipment Retail sales of baby monitors and home safety equipment are forecast to reach £98m by 2014.2 92 2.4 183 3.table continued 2010 Nursery furniture % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 144 2.7 2012 93 3.2 177 1. with sales of feeding equipment totalling £94m.7 462 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 2.1 88 3.3 87 1. 2010-2014 .4 2012 147 2.7 2014 98 2.1 94 2.3 141 2. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).2 192 2.1 454 1.5 86 3.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).4 2013 96 3.3 2013 151 2.4: The Forecast UK Market for Baby Monitors.9 442 1..

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

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

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

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

0 . etc. who live together and whose food and other household expenses are managed as one unit. who are users. members of one family. Across The % of 15-24 year-olds.371 This is the projected number of people in each subgroup who use the product.1 .045 2.9 0.4 All housewives Age 15-24 25-34 Social Grade AB C1 Region Greater London 20.0 61.03 12. These terms are explained in the following table.0 Penetration (%) 66. Each subgroup should total 100% vertically. © Kantar Media. 7. households. © Key Note Ltd 2010 83 . Profile. but not always. Penetration Tables used in Key Note reports may give figures for the Number. 1.4 55. and/or Penetration.2 Source: Target Group Index. 1995 TGI data used in Key Note reports are broken down by age. • Adults — any person aged 15 or over. etc. Profile. Number. 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. Table Heading Population Number (000) 13.7 19. social grade and standard region. produced by Kantar Media.5 71.697 Down The % of each subgroup who are users. housewives. The total number of adults.9 2. • Housewives — a member of a private household who is solely or mainly responsible for the household duties.535 Profile (%) 100.557 10.Baby Products Understanding TGI Data Understanding TGI Data TGI tables. usually.

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

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

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

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

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

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

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

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