Baby Products 2010 | Total Fertility Rate | Retail

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

Baby Products

Contents

4. Baby Transport and Nursery Furniture

32

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

5. Baby Monitors, Home Safety Equipment and Feeding Equipment

39

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

6. An International Perspective

44

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

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Baby Products

Contents

7. PEST Analysis

46

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

8. Consumer Dynamics

48

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

9. Supplier Profiles

64

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

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Baby Products

Contents

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

10. The Future

76

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

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

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

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

2 756 3. the birth rate was projected to fall slightly during 2009.7 2.Baby Products Strategic Overview 2. After rising steadily between 2005 and 2008.2 2.4 †2008 †2009 788 4. These include trends in family size. compared with 788.277 3. Table 2..3 733 2.3 732 2. there were an estimated 783.5 2.1 million to 2. because this group forms its ‘consumer base’.1 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. The birth-rate increases meant that the total number of children aged under 2 years rose from 2.327 2..000 babies aged under 1 year in the UK.153 2.3 million between 2005 and 2009. parental age and parental employment.2 756 3. 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.2 © Key Note Ltd 2010 3 . Number of Children Aged 0 to 2 The population of children aged under 2 years — and particularly those aged under 1 year — is clearly crucial to the baby-products market.2 716 1.6 788 4. 716 705 681 2.000 a year previously.4 2007 756 3.2 717 1.3 783 -0.6 705 3.205 2.1: Number of Children in the UK Aged 0 to 2 Years (000).102 2006 732 2. In mid-2009.

.37 1. It then fell to 1.65 1. In 1971. National Statistics/General Register Office for Scotland/Northern Ireland Statistics/2008-Based Population Projections. the TFR was 1.63 in 2001. 1971-2008 1971 1981 1991 2001 2002 2003 2004 2005 2006 2007 2008 2.78 1. 30th June 2005-2009 .63 1. The Total Fertility Rate (TFR) is a method of estimating trends in family size based on the number of children born to women in different age groups in a given year.table continued † — projections Source: Mid-Year Population Estimates.2: Total Fertility Rate† in England and Wales.1: Number of Children in the UK Aged 0 to 2 Years (000).97 † — the average number of children that would be born to a woman if current patterns of fertility persisted throughout her childbearing life Source: Population Trends 138 (Winter 2009).79 1.Baby Products Strategic Overview Table 2. Table 2. the TFR in England and Wales was 2.97.82 1.73 1. Government Actuary’s Department © Crown copyright Family Size Despite the recent birth-rate increases.. the average number of children per family has remained below two for many years.92 1.37.79 1. By 2008. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) © Key Note Ltd 2010 4 .86 1. before gradually rising again.

1 26.8 29.3: Average Age of Mother at Childbirth in England and Wales (years). Table 2.6 30. shows that.3 First 26.3 Fourth 31. The average age at which women give birth for the first time rose by 1.7 32.4 29.3 28.1 29.1 to 27.3 years. such as prams. from 26. compared with 28. © Key Note Ltd 2010 5 .2 31. 1997-2007 Birth Order All Births 1997 2000 2003 2006 2007 28. pushchairs.9 29. In 2007. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) Table 2.3 in 1997).9 31.8 Third 30. spend per child tends to be higher in smaller families. while the number of births to women aged under 25 fell in the 30 years between 1978 and 2008.5 27.3 27.5 Source: Social Trends 39 (2009). whatever the size of the family.5 28. Older Mothers The average age at which women give birth is still rising steadily.5 years.1 29.Baby Products Strategic Overview Smaller families do not necessarily have negative implications for the baby-products market. Overall. especially in respect of larger purchases.4 32.7 29.0 27. which details the number of births to women in different age groups. the average mother in England and Wales was a year older when she gave birth than was the case a decade earlier (29.4 31.4 years over the decade between 1997 and 2007. cots and highchairs.4.2 32. there was a sharp increase in the number of births to women aged 35 and over.5 Second 28. since such items may well be bought only once. and then used for subsequent children.0 31.

0 100.4 20. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 40.3 59.6 346.9 54.5: Live Births in England and Wales by Age of Mother (%). National Statistics © Key Note Ltd 2010 6 .2 55.0 † — does not sum due to rounding Source: Key Note.0 373.7% in 1978.2 140.8 352. 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 20.4 25.5 25.8 142.0 †100.5 25 to 34 54.9 25.7 25 to 34 322.6 54.7 54.4 35 and Over 34.8 251.5 362.7 166.4 35 and Over 5.3 175.1 36.7 385.4: Live Births in England and Wales by Age of Mother (000).8 25.9 173.5 381.0 121.1 25. Table 2.3 134.0 100.6 Source: Social Trends 40 (December 2009).4 377.1 91.1 Total 100.0 †100.1 14. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 238.2 126.Baby Products Strategic Overview Table 2. compared with only 5.0 100.6 180.1 19.1 54. based on data from Social Trends 40 (December 2009).0 20.0 100.6 20.6 161.7 8.1% of all live births in England and Wales in 2008.6 26.2 56.4 165.4 19.0 †100.2 54.

543 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.6: Number of Multiple Births in England and Wales.861 9.471 10. On the one hand. and as such are more able to afford premium baby products.521 9.855 Source: Review of the National Statistician on Births and Patterns of Family Building in England and Wales 2008 (series FM1 number 37).131 9. However.080 8. it means that women tend to have fewer children overall.137 10. which are also more likely to result in multiple births. and more used to a higher standard of living. © Key Note Ltd 2010 7 .Baby Products Strategic Overview The trend for delaying childbirth has had a number of effects on the market for baby products. more demanding and more anxious about the health and safety of their offspring.792 8. older parents tend to be more affluent. Between 1998 and 2008.080 to 10. They are also — arguably — more informed. 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. Manufacturers and retailers of baby equipment need to ensure that they meet these needs.855. 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. pushchairs and other baby-transport products. 1998-2008 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 9. Table 2. the annual number of births that resulted in two or more babies increased from 9.700 8.907 8.

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

. in 2009. 2005-2009 2005 Disposable nappies (£m) % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues.5 427 2.6 475 2006 487 2.4 © Key Note Ltd 2010 9 . with the objective of promoting baby and nursery products in both the UK and Europe. In 2009.7: The UK Market for Baby Products by Sector by Value (£m at rsp).2 2008 507 2. soft goods.8 2009 519 2.Baby Products Strategic Overview Baby Products Association The Baby Products Association (BPA) was set up in 1945. Table 2. BPA members and member representatives sit on a large number of committees and working groups in the European Committee for Standardisation (CEN) and the British Standards Institution (BSI). baby walkers. The BPA appointed a new Managing Director. child restraints. The BPA’s Technical Committee comprises industry experts and specialists in a wide range of baby and nursery products. 396 405 2.5 2007 493 1. the total UK market for the baby products covered by this report was worth £1.3 415 2. the overall winner of the award was Chillipeeps — a pre-sterilised teat in a pod that can be directly attached to a ready-made baby formula milk carton.. in March 2010. The BPA’s Concept and Innovation Awards are presented at the Baby & Child fair. The teat can then be sterilised and returned to the pod to be re-used. including wheeled goods. The organisation plays an active role in the development of product standards and provides support and specialist services to its members.9 434 1. MARKET SIZE Key Note estimates that. The Association manages and organises the trade fair BPA Baby & Child. toys and early learning. nursery furniture. Robert Anslow.12bn. which is held in early October each year.

2 38.8: The UK Market for Baby Products by Sector by Value (%).8 †100.table continued 2005 Baby monitors.8 1.1 38.9 2009 46. Table 2.0 15. 2005-2009 2005 Disposable nappies Baby transport and nursery furniture Baby monitors.0 15.. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2006 2007 2008 2009 139 1.066 2.0 2006 46.040 3.7%).0 † — does not sum due to rounding Source: Key Note © Key Note Ltd 2010 10 .4 1.5 1.099 3. was disposable nappies. home safety equipment and feeding equipment Total 13.0 14.Baby Products Strategic Overview Table 2.7 47.9 2008 46.0 Source: Key Note The largest sector. followed by baby transport and nursery furniture (38.5 165 4.0 100.8 100.0 39.9 2007 46.8 1. accounting for 46.3% of sales in 2009.0 158 6.0 100.. 2005-2009 .2 14.3 38.2 †100.121 2.1 168 1.010 - 148 6.7: The UK Market for Baby Products by Sector by Value (£m at rsp).8 38.

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

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

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

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

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

11 were then read out. the parenting press is still an important channel for reaching new and prospective parents. © Key Note Ltd 2010 16 .003 British adults aged 16 and over: ‘Can you tell me which.534 43.694 178. The average audited circulations for print parenting publications during the 6 months ending December 2009 are shown in Table 2. if any.10.Baby Products Strategic Overview Parenting Magazines Although it is increasingly challenged by the Internet.022 10.772 24.10: Selected Parenting Magazines by Average Net Circulation (000).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. Table 2.416 412. In order to generate this sample. of the following apply to you?’ The statements listed in Table 2. NEMS Market Research.037 222. which undertook the survey for Key Note in March 2010. asked 1.480 52. 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.

11. 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. Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). but I do buy things for babies and/or small children nowadays Base: 1. prospective parents and other purchasers with the sample of 1.11: Parents. A total of 3% were non-parents who were hoping to start a family within the next 2 years.003 adults as a whole. aged between 5 and 15 years. 5% had a child or children aged between 1 and 2 years. the total proportion (48%) who fell into one of these categories was lower than the 55% obtained by adding the figures in Table 2. © Key Note Ltd 2010 17 . but I am hoping to become a parent within the next 2 years I do not have children under 16. although they did not have children under 16. and a further 5% were parents of a child or children between 3 and 4 years. One in five (21%) had an older child or children. they did currently buy items for babies and/or young children.Baby Products Strategic Overview Table 2. 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). Table 2. Since some respondents had children in more than one of the stated age groups. These 477 parents. March 2010 Just 1% of the total sample had a child or children aged under 1 year. and 20% said that.003 adults aged 16+ 1 5 5 21 3 20 Source: Key Note/NEMS Market Research.12 compares the demographic profile of parents.

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

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

.13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents)..Baby Products Strategic Overview Table 2. 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 ...table continued I Have a Child/Children Under 1 Year Old I Have a Child/Children Aged 1 to 2 Years I Have a Child/Children Aged 3 to 4 Years I Have a Child/Children Aged 5 to 15 years Sample Profile Working Status Full time† Part time Not working‡ Retired/invalid Standard Region East Anglia East Midlands Greater London North North West Scotland South East South West Wales West Midlands Yorkshire and Humberside Size of Household One Two Three Four Five or more Table continues. March 2010 .

excludes the retired and invalids 56 29 4 9 2 9 13 13 75 50 27 11 7 96 4 0 0 0 100 63 32 0 27 31 32 4 82 14 2 0 3 100 49 11 0 48 27 9 17 84 10 2 0 4 90 56 16 0 32 32 13 22 86 5 5 1 3 24 62 62 1 31 46 13 8 Source: Key Note/NEMS Market Research. March 2010 © Key Note Ltd 2010 21 ..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.13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents)..Baby Products Strategic Overview Table 2. March 2010 . not looking for work or unemployed.

the figure was slightly lower (82%) among those with children aged 1 to 2 years. March 2010 I Do Not Have Children Under 16.14 shows demographic profiles of Key Note’s prospective parents and others who purchased for babies and/or small children. Table 2. more than six in ten parents of babies under 1 year old (62%) were in the 25 to 34 age group. Just under one in four (38%) were aged 35 to 44. However. The vast majority (96%) of those with children aged under 1 year were married or cohabiting. Table 2..Baby Products Strategic Overview Among those taking part in Key Note’s research. 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. 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.14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).

.table continued I Do Not Have Children Under 16. March 2010 . But I Am Hoping to Become a Parent Within the Next 2 Years Sample Profile 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..14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children..

table continued I Do Not Have Children Under 16.14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). March 2010 © Key Note Ltd 2010 24 ..Baby Products Strategic Overview Table 2. March 2010 . But I Am Hoping to Become a Parent Within the Next 2 Years Sample Profile Size of Household One Two Three Four Five or more Marital Status Married/living as married Single Divorced Widowed Separated Presence of Children Aged 0-4 Aged 5-9 Aged 10-15 No children Tenure Own home outright Buying home Rent — council Rent — private 50 27 11 7 13 74 6 7 54 22 15 7 9 13 13 75 0 0 0 100 1 0 0 99 56 29 4 9 2 44 56 0 0 0 59 21 6 12 3 22 31 21 17 9 38 44 12 6 0 33 53 9 4 1 Source: Key Note/NEMS Market Research.. But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children.

Nearly four in ten (38%) of those hoping to become parents soon lived alone at the time they took part in the survey — indicating that having a live-in partner is not necessarily a prerequisite for making these plans..8 468 1. MARKET FORECASTS The ending of the ‘mini baby boom’ that characterised the period from 2005 to 2008. 442 1.3 2012 545 1. Table 2. they are forecast to reach an estimated £1.3 530 2.1 2011 537 1. More than two-thirds (67%) of those who did not have children under 16 but who currently bought products for babies and/or small children were aged over 45. and more than half (52%) were aged over 55. combined with the uncertain economic situation. Just under one in four (23%) were in the 35 to 44 age group.8 448 1.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).5 2013 550 0. Total UK sales of baby products at retail selling prices (rsp) are forecast to grow by between 1.22bn.9 2014 555 0.3% and 2.9 © Key Note Ltd 2010 25 . 2010-2014 2010 Disposable nappies % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues. In the latter year.Baby Products Strategic Overview Six in ten (60%) of those respondents who were not parents but who hoped to have children within the next 2 years were aged between 25 and 34..3 462 1. means that growth in the baby-products market will be relatively slow between 2010 and 2014. The next-largest group of non-parents who purchased baby products were those aged 25 to 34 (18%). This demonstrates the importance of ‘grandparent power’ in the baby-products market.2% per year between 2010 and 2014. and only 15% were aged under 25.4 454 1. Interestingly. those who hoped to become parents within the next 2 years were twice as likely to be female (66%) as male (34%). 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.

7 1..6 1..7 188 2.146 2.4 183 3.200 1.3 Source: Key Note © Key Note Ltd 2010 26 .4 1.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).7 1.182 1.215 1.Baby Products Strategic Overview Table 2.162 1.table continued 2010 Baby monitors.1 1. 2010-2014 .2 177 1.5 192 2. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 2012 2013 2014 174 3.

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

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

Kimberly-Clark’s Huggies brand already had a similar range: DryNites.) Table 3..2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000). both Pampers and Huggies were advertised as part of individual supermarket promotions. its first product for older children. Price is increasingly becoming a factor in the disposable-nappy market. which caters for 4 to 15 year-olds.019 118 3. March 2010 saw the start of a possible nappy price war. Boots is the other main distribution channel.. Simply Dry. 205 1. is designed to provide protection from bedwetting for children aged 4 to 12 years. MARKETING AND ADVERTISING Pampers was by far the most heavily advertised nappy brand in 2009. as ASDA launched its own-brand Little Angels New Arrivals nappies at £1 for a pack of 48 nappies. 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. (In addition to the figures shown in Table 3. in an attempt to compete with supermarkets and discount retailers. although Huggies spent slightly more in 2008.305 171 3. RECENT DEVELOPMENTS In January 2010. The range. see Chapter 2 — Strategic Overview. Pampers launched its ‘value brand’. in July 2009.2. in the form of absorbent pants shaped like underwear. in the form of the major multiple grocery retailers. the Pampers brand launched UnderJams.817 946 683 211 125 2009 © Key Note Ltd 2010 29 .Baby Products Disposable Nappies DISTRIBUTION Distribution of disposable nappies is mainly through the grocery sector.

This rose to 19% in households where the main shopper was aged between 25 and 34 years. Seven in ten purchasers of disposable nappies lived in households with a main shopper aged between 25 and 44. called ‘9 months in vivo’..006 1. features a ‘real-time’ video of a baby growing in utero. which went live in February 2010.073 414 109 546 183 2009 CONSUMER TRENDS According to data from Kantar Media (see Table 3. 595 285 180 137 837 1. plus a new Huggies logo incorporating a baby’s handprint. A global website for Huggies. and four in ten had a main shopper aged between 25 and 34. 7% of all adult main shoppers said that their household had used disposable nappies during the year ending September 2009.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.Baby Products Disposable Nappies Table 3. The site.512 1. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years.3).. also includes tips for mothers-to-be.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000). Parents were encouraged to upload photos and videos of their child exploring their world. with the theme ‘Everyday Discoveries’. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. © Key Note Ltd 2010 30 . the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. Years Ending December 2008 and 2009 .

Baby Products

Disposable Nappies

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

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

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

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

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

© Key Note Ltd 2010

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Baby Products

Baby Transport and Nursery Furniture

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

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

© Key Note Ltd 2010

32

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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including cots.Baby Products Baby Transport and Nursery Furniture Table 4.6 62 -1. having grown from £120m in 2005.1 286 2008 231 3.8 †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. reached £137m in 2009. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 124 3.2 63 -3. highchairs.5 281 2007 223 3.6 293 2009 237 2. Table 4. cribs and mattresses.9 65 -1.3: The UK Market for Baby Transport by Sector by Value (£m at rsp).4: The UK Market for Nursery Furniture by Value (£m at rsp).0 2008 134 3. Retail sales of nursery furniture.6 59 -4. 2005-2009 2005 Prams.2 120 - Source: Key Note © Key Note Ltd 2010 34 . playpens and changing units.9 2009 137 2.3 2007 129 4. 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.

5 17 6. with Britax Excelsior being particularly important within the market for dedicated child car seats. cribs and mattresses easily constitute the largest segment. Maclaren and Mothercare’s own brand.2 19 5.9 22 0. Graco. 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.Baby Products Baby Transport and Nursery Furniture Cots. 2005-2009 2005 Cots.1 25 4.4 24 4. operates in both the baby-transport and feeding/safety-equipment sectors.3 18 5. © Key Note Ltd 2010 35 .5: The UK Market for Nursery Furniture by Sector by Value (£m at rsp). Bébécar and Cosatto. with retail sales estimated at £93m in 2009.0 16 0. with many small companies — as well as larger manufacturers and retailers. Table 4. a Canadian company that has had a UK presence since 1988.3 129 2008 92 3. There is also a wide range of suppliers to the baby-transport market. Quinny and Bébé Confort.0 124 2007 89 3.5 23 4. including Mothercare. Dorel. Babies R Us and Mamas & Papas — producing ranges of furniture and accessories. Other companies of importance in this sector include Chicco. The largest of these are Mamas & Papas.6 137 82 22 16 120 Source: Key Note SUPPLIERS The market for nursery furniture is highly fragmented.9 134 2009 93 1. Baby-transport brands marketed by Dorel include Maxi-Cosi.

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

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

© Key Note Ltd 2010 38 . In January 2010.283 1. reminding parents of the importance of in-car safety and the correct fitting of child car seats.6: Main Media Advertising Expenditure on Baby Carriages and Nursery Equipment by Brand (£000). In addition. which included links to the nursery range on the TK Maxx website. there was a competition to win a £500 gift card.188 1.Baby Products Baby Transport and Nursery Furniture Table 4. The campaign was supported by online and point-of-sale materials.711 1. The retailer gave a series of Netmums bloggers (online diarists) money to spend in store and then invited them to talk about the shop and products on the Coffeehouse forum pages. to promote its new range of nursery products. TK Maxx also ran display advertisements on the Netmums site.188 2009 Britax launched a television advertising campaign in February 2010. 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. TK Maxx began an online campaign on the parenting website Netmums.

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

3 79 8. with developments such as digital and video monitors helping to maintain value to an extent.2 158 84 6. Retail sales of feeding equipment have also seen reasonably good growth. Retail sales within the sector were estimated at £85m in 2009. compared with £139m in 2005. Home Safety Equipment and Feeding Equipment MARKET SIZE Total UK retail sales of baby monitors.5 2007 158 6. 71 68 139 75 5.2 168 © Key Note Ltd 2010 40 .1: The UK Market for Baby Monitors. Table 5.8 †165 2006 2007 2008 2009 85 1. up from £71m in 2005. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp). 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 148 6..8 2008 165 4.. Table 5.2: The UK Market for Baby Monitors.4 148 79 5.6 73 7. Home Safety Equipment and Feeding Equipment by Value (£m at rsp).Baby Products Baby Monitors.4 2009 168 1. reaching £83m in 2009.2 83 1.3 82 3. 2005-2009 2005 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total Table continues. home safety equipment and feeding equipment reached £168m in 2009.8 139 - Source: Key Note Baby monitors are now a standard purchase for most new parents.

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

sound sensor and feeding timer. including a magnetic cupboard and drawer lock. the gate slides into. which can be customised to co-ordinate with the nursery colour scheme. but supermarkets have an increasingly important presence. In February 2009. February 2010 also saw the launch of a new range of baby monitors from Tomy: the Classic Monitor TA100. Feeding Equipment Fisher-Price introduced a ‘value’ feeding range in December 2009. Marketed as ‘essential for every stylish house’. a weaning spoon pack.4-inch colour display. and a tap strap: a lightweight device designed to stop children accessing hot-water taps. Lindam launched the numi safety gate. which was launched in February 2010.99. and locks onto. The Nuby brand of infant feeding products. The last of these includes a multicoloured nightlight.Baby Products Baby Monitors. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. Home Safety Equipment In July 2009. RECENT DEVELOPMENTS Baby Monitors The VTech Clear View Video Baby Monitor. the Digital Monitor TD300 and the Digital Plus Monitor TD350. was launched in the UK in spring 2010. a low-profile wall mount. 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. plus 50 recorded melodies to help the baby get back to sleep. a weaning bowl and spoon set. from the US company Luv n Care. features a 2. © Key Note Ltd 2010 42 . Home Safety Equipment and Feeding Equipment DISTRIBUTION Boots and Mothercare dominate retail sales of feeding equipment and safety equipment. enabling it to be easily removed when not in use. a feeding bottle and a training mug — each retailing at just £1. Clippasafe introduced a number of new child safety products in March 2010. with extra features including a digital zoom. The range consists of five different products — a soother pack.

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. © Key Note Ltd 2010 43 .Baby Products Baby Monitors.

89 1.59 1.38 1.09.50 1. at 1. The average fertility rate in the UK is at the higher end of the European spectrum.74 1.32 in Germany. including: a higher birth rate among the majority Hispanic population.43 1. and the more traditional and family-oriented nature of much of the US population. Table 6. United Nations Population Division © Key Note Ltd 2010 44 . at 2. the estimated total fertility rate (number of children per woman).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. for example. the fact that it may be easier for American women to combine work and child-rearing.77 1.38 1. Europe and Selected European Countries.84 1. An International Perspective POPULATION TRENDS There are considerable variations in fertility rates among the Western European countries. The US has a higher fertility rate than Western Europe. compared with just 1.1: Total Fertility Rates† in the US.89. averaged across the years from 2005 to 2010.84 1.89 1.84.09 1. is 1. A number of explanations have been put forward for this.38 1. 2005-2010 US Western Europe Europe France Norway Sweden Denmark UK Belgium Netherlands Spain Austria Greece Italy Germany 2.87 1. In France and Norway. Denmark is at the same level.Baby Products An International Perspective 6.

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

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

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

. Consumer Dynamics OVERVIEW This chapter is based on the findings of Key Note’s original research among a sample of 477 parents. Table 8.1 provides a summary of the results. 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.) Respondents were asked: ‘I am going to ask you some questions about products and equipment you can buy for babies. 26 78 53 64 47 29 60 40 59 © Key Note Ltd 2010 48 . of the following do you agree with?’ A series of statements were then read out. if any.Baby Products Consumer Dynamics 8. prospective parents and other purchasers of baby products. Which. Table 8..1: Attitudes Towards Baby Products and Related Issues (% of respondents).

However. or hardly ever. used I wish I had done more research/been better informed before I bought my baby equipment Source: Key Note/NEMS Market Research.. 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..Baby Products Consumer Dynamics Table 8. this proportion almost exactly matched the proportion (60%) who acknowledged that they used (or had used) only disposable nappies. either currently or in the past.) 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. March 2010 . Bottle feeding seems to have a slight advantage in terms of practicalities: nearly two-thirds (64%) of respondents said that bottle feeding was easier for parents than breastfeeding. just over half (53%) of the sample acknowledged that the cleansing and sterilising that was necessary meant that bottle feeding could be hard work. © Key Note Ltd 2010 49 .1: Attitudes Towards Baby Products and Related Issues (% of respondents). whereas just under three in ten (29%) asserted that bottle feeding can be just as good as breastfeeding. However. 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.table continued New Versus Second-Hand Baby Equipment (cont.

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

Table 8. Disposable Nappies (% of respondents). March 2010 © Key Note Ltd 2010 51 .” S2:” I use/have used only disposable nappies as opposed to non-disposable nappies. 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. compared with 86% of 16 to 24 year-olds. March 2010 S1: “I am concerned that disposable nappies are harmful to the environment. Source: Key Note/NEMS Market Research. and Use of.2: Attitudes Towards. Around two-thirds (67%) of those living in the South had used only disposables. compared with 53% of respondents from the Midlands.Baby Products Consumer Dynamics Just 42% of those aged over 45 had used only disposable nappies for their children.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S1 PP% Pen% 100 35 65 2 21 32 45 43 57 59 53 63 29 53 61 65 56 62 S2 PP% Pen% 100 40 60 7 25 40 29 45 55 60 62 59 86 65 76 42 60 61 100 39 61 5 23 31 41 46 54 37 25 38 35 27 38 55 63 59 35 22 42 58 53 67 Base: respondents with children aged 0 to 15.

and those who do not have children under 16 but do buy things for babies and/or small children nowadays. 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. March 2010 © Key Note Ltd 2010 52 . This may be related to the fact that disposable nappies have become widely available only relatively recently.3: Use of Non-Disposable Nappies (% of respondents). Source: Key Note/NEMS Market Research. Table 8. and many women over 45 may not have had the opportunity to use them when bringing up their own babies.Baby Products Consumer Dynamics Respondents aged over 45 were more than twice as likely as those in the 25 to 34 age group to use or have used non-disposable nappies (51% versus 24%). March 2010 S3: “I use/have used non-disposable nappies. but differences in penetration by region or social grade were fairly slight.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S3 PP% 100 29 71 5 14 29 52 44 56 Pen% 40 29 46 42 24 37 51 38 41 100 39 61 5 23 31 41 46 54 37 25 38 39 26 35 42 40 37 Base: respondents with children aged 0 to 15.

. Respondents in the 35 to 44 age group were the keenest proponents of bottle feeding.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.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. Table 8..” S5: ”Bottle feeding can be just as good as breastfeeding. 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%). 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 . there was essentially no difference between the two groups in terms of the proportion claiming that bottle feeding can be just as good as breastfeeding. March 2010 S4: “Breastfeeding is much better for babies than bottle feeding. Although considerably more ABC1s than C2DEs endorsed breastfeeding as being much better for babies (53% versus 42%). Northern respondents were the most enthusiastic about breastfeeding.4: Attitudes Towards Breastfeeding (% of respondents). being both more likely than other age groups to say that bottle feeding is just as good as breastfeeding and less likely to say that breastfeeding is much better for babies.

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

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

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

© Key Note Ltd 2010 57 .Baby Products Consumer Dynamics Table 8.” S9: ”It is important to buy all baby equipment brand new. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. 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. those who are hoping to start a family within the next 2 years.table continued S8: “It is perfectly acceptable to use second-hand baby equipment as long as you are satisfied it is safe. However.6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents). 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.” 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. March 2010 .. 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)..

March 2010 S10: “I would never buy a second-hand child’s car seat. March 2010 © Key Note Ltd 2010 58 . those who are hoping to start a family within the next 2 years.7: Aversion to Second-Hand Baby Equipment (% of respondents).” S11: ”I would not accept baby equipment passed on to me from friends and family. Source: Key Note/NEMS Market Research. and those who do not have children under 16 but do buy things for babies and/or small children nowadays.Baby Products Consumer Dynamics Table 8.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ 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.

. were also more likely than others to say that greater choice makes it more difficult to make decisions on what to buy.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. 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 . 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.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues.. compared with 75% of men. Those in the 16 to 24 age group. agreed with this statement. whilst being more likely than any other age group to agree that the wide choice of equipment makes parenting easier than it was 10 years ago. 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. and those living in the North. Table 8.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents).” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available. C2DE respondents.

those who are hoping to start a family within the next 2 years. © Key Note Ltd 2010 60 .table continued S12: “There are so many different types of baby equipment available that it can be difficult to decide what you actually do need..Baby Products Consumer Dynamics Table 8.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents). Source: Key Note/NEMS Market Research. March 2010 .” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available..” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S12 PP% Pen% S13 PP% Pen% 37 25 38 37 26 36 81 83 77 41 23 36 50 41 43 Base: respondents with children aged 0 to 15. March 2010 Those who 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.

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

they were the most likely to say that they wished they had done more research. compared with 45% of women..” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. or hardly ever. used.Baby Products Consumer Dynamics Half (50%) of the men questioned.” S16: ”I wish I had done more research/been better informed before I bought my baby equipment. or done more research. 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 . before buying. 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. 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. A third of this group (33%) would have liked to have been better informed before buying. More than half of the former group (53%).10: Personal Experience of Choosing Baby Equipment (% of respondents). agreed with this statement. 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. Interestingly. March 2010 S15: “I bought some items of baby equipment that I never. respondents living in the North were more likely than those in other regions to have bought items of baby equipment only to find that they did not use them (56%) — but they were less likely than those in the other regions to wish they had been better informed before buying (24%). compared with just over four in ten of the latter one (42%).

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

multiple retailers and vehicle original equipment manufacturers (OEMs) in Europe.715 -8.uk 148. Profitability Britax Childcare Holdings Ltd reported a turnover of £183. Known chiefly for its children’s car seats. Table 9. BRITAX CHILDCARE HOLDINGS LTD Corporate Strategy Britax Childcare Holdings Ltd was acquired from its former parent company. the aircraft-interior and vehicle-safety-equipment manufacturer Britax International.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. Supplier Profiles INTRODUCTION This chapter profiles some of the leading manufacturers and specialist retailers operating in the sectors covered by this report.261 31/12/07 163. Surrey.331 -522 © Key Note Ltd 2010 64 .418 -7. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. the company also offers infant carriers and wheeled goods. The activities of multiple retailers operating within the baby-products sector in addition to other activities are discussed in Chapter 2 — Strategic Overview. manufactures and markets child safety products in the UK.000 for the year ending 31st December 2008. The company designs.3m and a pre-tax loss of £522. Britax Childcare’s headquarters are in Chertsey.208 31/12/08 183.Baby Products Supplier Profiles 9. for £230m. It distributes these products through independent specialist retailers.co. by the private-equity company Carlyle Group in September 2005. assembles.

sold under the Viva and Nexus brands. having detected a potential risk of injury to fingers or hands from its folding mechanism. including car seats and strollers. one of Europe’s leading manufacturers and distributors of child car seats. a Japanese manufacturer of childcare products. Finland and Sweden. Profitability Graco Ltd reported a turnover of £850.000 for the year ending 31st December 2009. it was announced that Britax would be launching the Jockey range of child’s bicycle seats. Newell-Rubbermaid purchased Aprica Kassai. a German company that makes prams and other baby-transport products. GRACO LTD Corporate Strategy Graco Ltd is the UK subsidiary of Graco Children’s Products Inc. Graco Europe was established in September 1997. the B-Smart modular travel system.or four-wheeled compact travel system. Further acquisitions by Newell-Rubbermaid have included Teutonia. which was founded in the US in 1955 and became part of Newell-Rubbermaid in 1999. the B-Mobile three. The remedy kit consists of covers to fit over each of the hinges. Britax launched a television advertising campaign in February 2010. Germany. giving a high degree of comfort and safety. Also in February 2010. reminding parents of the importance of in-car safety and correct fitting of child car seats. This became part of the group in August 2007. Britax announced a free ‘precautionary’ remedy kit for one of its stroller models. The Newell-Rubbermaid portfolio also included Little Tikes toys.000 and a pre-tax profit of £172. but this company was sold to MGA Entertainments in 2006. In March 2010. which has rearward. In April 2008. and in 2001 Newell-Rubbermaid acquired Klippan Group.Baby Products Supplier Profiles Recent and Future Developments A range of four new pushchairs was launched by Britax in January 2010. The campaign was supported by online and point-of-sale materials. with operations in the UK. and the B-Dual travel system. © Key Note Ltd 2010 65 . The range included: the B-Lite urban stroller.or forward-facing seat options and space for an additional seat for a second child.

a supplier of reusable cotton nappies (November 2004).2: Financial Results for Graco Ltd (£000). JACKEL INTERNATIONAL LTD (MAYBORN GROUP) Corporate Strategy Jackel International Ltd.co. the company became part of the Mayborn Group. including Cotton Bottoms Ltd. designed to make bottle feeding as similar as possible to breastfeeding. The Graco Quattro Tour Duo. More acquisitions followed.uk 1. In August 2003. and Tube Plastics. began life as a manufacturer of hair and nail products. Jackel acquired the long-established Maws baby-feeding-equipment brand. The recall was estimated to affect 1. In 2003. due to reports of loose screws and falling brackets that could cause the chair to tip. In 1995. © Key Note Ltd 2010 66 . Jackel International moved to a single-brand strategy. was launched towards the end of 2009.Baby Products Supplier Profiles Table 9.2 million products. and acquired the UK and European manufacturing licence for the US Tommee Tippee brand of baby-feeding equipment and accessories in 1965. Graco voluntarily recalled 65 models of its Harmony High Chair. The Mayborn Group was acquired by the private-equity company 3i in 2006. Years Ending 31st December 2007-2009 31/12/07 Turnover Pre-tax profit Source: myicc. a manufacturer of outdoor play equipment (March 2005). which also produces fabric dyes under the Dylon brand. relaunching the Maws and Sangenic brands as Tommee Tippee. In 1983.249 542 31/12/09 850 172 Recent and Future Developments In March 2010. a double pushchair designed to accommodate one child from birth and another from the age of 6 months. The Tommee Tippee Closer to Nature range of feeding equipment. the company that launched the Steri-Bottle pre-sterilised single-use feeding bottle in 1999. was launched in 2006. and 2 years later the Mayborn Group bought Sangenic. The product can also be transformed into a travel system for twins with the addition of two Graco car seats. Jackel acquired Steri-Bottle UK. based in Newcastle.254 574 31/12/08 1. a British company producing the Nappy Wrapper nappy-disposal system.

Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.uk 31.3: Financial Results for Jackel International Ltd (£000). Table 9. and Explora toddler cups and feeding products. taking it back to its original roots.589 1. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. KIMBERLY-CLARK LTD Corporate Strategy Kimberly-Clark Ltd is the UK subsidiary of the Dallas-based Kimberly-Clark Corporation.2m for the year ending 31st December 2008. launched in the US in 1978. The Closer to Nature brand of baby-feeding equipment. were initially available only through Babies R Us in the US. In February 2009. and introduced into the UK in the mid-1990s. The Closer to Nature and Explora brands were marketed in the US as being designed to help relieve common feeding anxieties among mothers. Mayborn launched the Tommee Tippee brand in the US. A new star-shaped Tommee Tippee logo was also launched in February 2009.Baby Products Supplier Profiles Profitability Jackel International Ltd reported a turnover of £38m and a pre-tax profit of £6. Huggies is Kimberly-Clark’s disposable-nappy brand. which produces a number of household paper brands. © Key Note Ltd 2010 67 . 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. but they moved into Toys R Us stores in April. including Andrex and Kleenex.049 6.517 5.co.539 31/12/08 38.223 Recent and Future Developments In January 2010.112 31/12/07 33.

the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. Table 9. plus a new Huggies logo incorporating a baby’s handprint.co. Natural Fit. features a ‘real-time’ video of a baby growing in utero.6m and a pre-tax profit of £48. and Pull-Ups potty-training pants.Baby Products Supplier Profiles The Huggies range includes: Huggies Preemies (for premature babies). for babies from 19 to 60 pounds. shaped like pants. © Key Note Ltd 2010 68 . Little Walkers. Parents were encouraged to upload photos and videos of their child exploring their world.6m for the year ending 31st December 2008.uk 602. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. The company also produces Huggies-branded wipes and disposable changing mats. Little Swimmers swimming nappies. called ‘9 months in vivo’. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. Super-Dry. Profitability Kimberly-Clark Ltd reported a turnover of £623.263 143.649 48.954 31/12/07 614.4: Financial Results for Kimberly-Clark Ltd (£000). also includes tips for mothers-to-be.233 53.551 31/12/08 623. in a range of sizes for babies from 11 to 27 pounds. The site.552 Recent and Future Developments In April 2010. for babies from 0 to 3 months. A global website for Huggies. designed to keep babies dry for up to 12 hours. with the theme ‘Everyday Discoveries’. which went live in February 2010. Newborn. with flexible sides.

Following its 1988 acquisition by Hestair PLC.6m for the year ending 31st December 2008. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. founded in Northampton in the late 1960s.232 -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. the company became Hestair Maclaren. Later the same year. Maclaren’s Techno XLR travel system was expanded with the introduction of a soft carrycot that is compatible with the system. was established in 1999. Hestair purchased Cindico. In the UK. © Key Note Ltd 2010 69 . In November 2009. Maclaren’s US arm acquired the nursery-furniture company NettoCollection.5: Financial Results for Maclaren Europe Ltd (£000). Maclaren received some adverse publicity towards the end of 2009. Maclaren launched Beginning.880 31/12/08 30. these covers were issued only to purchasers who contacted Maclaren themselves. The company was purchased by the Sunleigh Group in 1994.978 -3. fitting onto the buggy for the baby’s first few months.uk 19.623 Recent and Future Developments In July 2009. a manufacturer of nursery products and pushchairs. a wholly owned subsidiary that markets the company’s products in the US and Canada.Baby Products Supplier Profiles MACLAREN EUROPE LTD Corporate Strategy Maclaren began life as Andrews Maclaren Ltd. the company distributed hinge covers to all purchasers of the strollers in the US. Maclaren USA. a range of organic skincare products for mothers and babies.484 31/12/07 23.co.442 -1. Table 9. Also in July 2009. From 2010. Hestair PLC was purchased by BET in 1990 and there was a management buy-out of Hestair Maclaren during the same year. In November 2009. all Maclaren strollers of this type are being supplied with hinge covers as standard. Profitability Maclaren Europe Ltd reported a turnover of £31m and a pre-tax loss of £3. with the invention of the lightweight ‘baby buggy’.

including one in the Westfield Shopping Centre in West London. was founded in 1981 by the Scacchetti family and is still family owned. The company also has a chain of more than 50 dedicated stores in the UK and the Republic of Ireland.382 1. Manchester (May) and Broadstairs (June). run on a franchise basis.7m and a pre-tax loss of £1.co. © Key Note Ltd 2010 70 .816 2.2m for the year ending 29th March 2009. and pre-school toys. pushchairs and car seats). Years Ending 1st April 2007.789 29/03/09 87. Openings so far in 2010 have included Lincoln (April). including John Lewis. The company’s range includes baby transport (in the form of prams. Mamas & Papas further expanded its retail operations in November 2009.438 30/03/08 83. 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. which was opened in February.182 Recent and Future Developments A number of new Mamas & Papas stores were opened during 2009. Hull and Aberdeen (both in October). Harrods and more than 500 independent dealers. The brand also encompasses maternity and baby wear.6: Financial Results for Mamas & Papas Ltd (£000). Profitability Mamas & Papas Ltd reported a turnover of £87. and Rotherham (November). Table 9. 30th March 2008 and 29th March 2009 01/04/07 Turnover Pre-tax profit Source: myicc. Mamas and Papas’ products are sold through a wide range of outlets.uk 83.Baby Products Supplier Profiles MAMAS & PAPAS LTD Corporate Strategy Mamas & Papas Ltd. Others included Liverpool (in September). Selfridges. nursery furniture and bedding.656 -1. one of the first companies to introduce the concept of designer products into the market for baby equipment.

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

is to be launched in autumn 2010.800 4. television presenter and ‘celebrity mother’ Myleene Klass. The brand. Toys from Mothercare’s Early Learning Centre range are already sold through 400 Boots stores. The company opened its 50th store in Russia in December 2009. Mothercare announced plans to launch Mothercare in Australia and the Early Learning Centre in South Africa. was launched in October 2009 on the pre-school television channel Cartoonito. up from 28 in 2009.200 Recent and Future Developments In February 2010.2m for the year ending 28th March 2009. fell into administration in January 2010. Early in 2010. Years Ending 31st March 2007.500 28/03/09 723. there were 389 UK stores in the Mothercare group. Table 9. featuring the musician.uk 498. which previously supplied Boots with children’s clothing.600 42. © Key Note Ltd 2010 72 . A brand-awareness campaign for Mothercare. The Mothercare group opened 115 international stores during 2009.900 29/03/08 676.co.6m and a pre-tax profit of £42.Baby Products Supplier Profiles As at mid-November 2009. Profitability Mothercare PLC reported a turnover of £723. 29th March 2008 and 28th March 2009 31/03/07 Turnover Pre-tax profit Source: myicc. and 694 franchised international stores. mostly on a franchise basis. Adams Childrenswear. Mothercare announced that it would be supplying Boots with a new range of children’s clothes and accessories. Much of the company’s international growth came from India and Russia.7: Financial Results for Mothercare PLC (£000). it expects to have 65 Indian stores by the end of 2010. 62 of which were opened during the 6 months to November.500 18. In October. the company announced a joint venture in India. currently unnamed.

It should be noted that these figures cover a wide range of items other than baby products.co.uk 682. bottle and food warmers.200 Recent and Future Developments Philips launched an advice website for new mothers. Table 9. soothers.4m and a pre-tax profit of £4.2m for the year ending 31st December 2008.Baby Products Supplier Profiles PHILIPS AVENT Corporate Strategy The Avent brand.100 31/12/08 827. launched in 1984. © Key Note Ltd 2010 73 .900 31/12/07 812. was purchased by the Dutch electronics company Royal Philips Electronics in September 2006 and renamed Philips Avent.400 4.800 33. Virtually all Philips Avent products are designed and manufactured at the company’s factory in Suffolk.uk.8: Financial Results for Philips Electronics UK Ltd (£000). Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. mybabytalk. including breast pumps and breastfeeding accessories. The brand is now part of Philips’s Consumer Lifestyle division. Profitability Philips Electronics UK Ltd reported a turnover of £827. baby bottles and toddler-feeding equipment. skincare products and changing bags. The Philips Avent product range includes a wide variety of feeding equipment.co.200 65. in February 2009. It also incorporates baby monitors and digital thermometers. which also includes shaving and oral-healthcare products.

528 30/06/08 271. Simply Dry. which have Secure-Me fasteners that overlap for a snugger fit. Table 9.073 38. Feel N Learn potty-training pants. and Baby Dry. is designed to provide protection from bedwetting for children aged 4 to 12 years. The company also produces Pampers Wipes and Kandoo Wipes. which was introduced to the UK in 1982. The company produces the Pampers nappy range. for use by toddlers who are being toilet trained. Easy Up Pants for older babies. its first product for older children. Sunnies Swim Pants.3m and a pre-tax profit of £34. in July 2009. The Pampers disposable-nappy portfolio includes: Pampers New Baby (including Micro for premature and very small babies).697 Recent and Future Developments In January 2010. Pampers recently launched two new products: UnderJams and Simply Dry (see Recent and Future Developments).9: Financial Results for Procter & Gamble Product Supply (UK) Ltd (£000).347 30/06/09 209. with Extra Sleep Layer for night-time use.7m for the year ending 30th June 2009.273 34. The range. Years Ending 30th June 2007-2009 30/06/07 Turnover Pre-tax profit Source: myicc. These figures cover a broad range of household products and toiletries.uk 258. Pampers launched its ‘value’ nappy brand.006 40. with high leg cuffs for extra protection. with Comfort Stretch for babies who can move. in an attempt to compete with supermarkets and discount retailers. © Key Note Ltd 2010 74 . was founded in 1837 and expanded into the UK in 1930. based in Ohio. Profitability Procter & Gamble Product Supply (UK) Ltd reported a turnover of £209. the Pampers brand launched UnderJams. Active Fit.co. in the form of absorbent pants shaped like underwear.Baby Products Supplier Profiles PROCTER & GAMBLE Corporate Strategy The US company Procter & Gamble.

feeding equipment for toddlers. following the 2006 merger of Tomy with its rival toy company Takara. Table 9. a Japanese-owned company. it also produces a range of baby products. baby carriers. Profitability Tomy UK Ltd reported a turnover of £42.714 -996 Recent and Future Developments A new range of baby monitors — the Classic Monitor TA100. the Digital Monitor TD300 and the Digital Plus Monitor TD350 — was launched in February 2010. and baby activity toys. including baby monitors.10: Financial Results for Tomy UK Ltd (£000). which can be customised to co-ordinate with the nursery colour scheme.030 31/03/09 42.683 31/03/08 51.co. The parent company in Japan is named Takara-Tomy. cot guards and bedrails.uk 47. BabyDam turns a normal-sized bath into a smaller bathing space suitable for babies and toddlers. Years Ending 31st March 2007-2009 31/03/07 Turnover Pre-tax profit Source: myicc. © Key Note Ltd 2010 75 .000 for the year ending 31st March 2009.7m and a pre-tax loss of £996. Tomy announced that it had signed an agreement with Perry Innovation Ltd to distribute the BabyDam Bathwater Barrier in Europe.189 3. but the Tomy name has been retained for all international subsidiaries. However.159 2. is principally a manufacturer of toys and games. In August 2009. The last of these includes a multicoloured nightlight.Baby Products Supplier Profiles TOMY UK LTD Corporate Strategy Tomy UK Ltd.

8 783 -0.9 2011 775 -0.348 0. The Future DEMOGRAPHIC TRENDS The next 5 years will see a stagnation of the birth rate.1 775 -0.0 2.3 777 -0. Government Actuary’s Department © Crown copyright © Key Note Ltd 2010 76 . Government projections suggest that.Baby Products The Future 10.326 -0. in mid-2014. the number of children aged between 1 and 2 years will fall slightly.324 -0.3 million in mid-2014.326 0. Table 10.4 2. with the total population of under-3s standing at 2. During the period between 2010 and 2014.3 2.1 775 -0.9 2.1 775 0.8 784 -0.1 Note: figures may not sum due to rounding.6 789 4.1 2014 777 0. the number of infants aged under 1 year will stand at 777. following increases between 2005 and 2008.000 — exactly the same figure as in 2010. Mid-Years 2010-2014 2010 Age 0 % change year-on-year Age 1 % change year-on-year Age 2 % change year-on-year Total % change year-on-year 777 -0.3 777 -0.1: Forecast Number of Children in the UK Aged 0 to 2 Years (000). Source: 2008-Based Population Projections.4 2013 775 0.1 774 -0.3 775 0.6 2012 774 -0.6 2.335 -0.

with retail sales reaching £555m by 2014.3 2011 304 1. Disposable Nappies The market for disposable nappies will continue to grow at a slow rate over the next 5 years. Companies will continue to turn outside the UK for growth.0 2012 307 1.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp). with retail sales reaching £314m by 2014... but from a lower base.0 © Key Note Ltd 2010 77 .9 530 2.2: The Forecast UK Market for Disposable Nappies by Value (£m at rsp). 2010-2014 2010 Baby transport % change year-on-year Table continues. 2010-2014 2010 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2011 537 1.1 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.0 2013 311 1. There will be slightly higher growth in nursery furniture. Table 10. looking at markets in Asia and Eastern Europe.5 2013 550 0. By 2014.3 2012 545 1.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. Table 10.9 2014 555 0. 301 1. where birth rates are higher.3 2014 314 1. retail sales in this sector are forecast to reach £154m.

6 174 3.1 94 2.3 87 1.7 462 1.3 90 3.2 192 2. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).8 2014 154 2.4 183 3. Table 10.9 442 1.0 468 1.5 86 3. 2010-2014 .4 2012 147 2.3 2013 151 2.4: The Forecast UK Market for Baby Monitors.7 2012 93 3.2 92 2.3 141 2.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp)..Baby Products The Future Table 10.8 Source: Key Note Baby Monitors.1 448 1.7 2014 98 2. 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. Home Safety Equipment and Feeding Equipment Retail sales of baby monitors and home safety equipment are forecast to reach £98m by 2014.2 188 2.6 Source: Key Note © Key Note Ltd 2010 78 .1 454 1.1 88 3.4 2013 96 3. with sales of feeding equipment totalling £94m.table continued 2010 Nursery furniture % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 144 2..2 177 1.

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

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

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

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

usually. • Housewives — a member of a private household who is solely or mainly responsible for the household duties. produced by Kantar Media.5 71.9 0.1 . Table Heading Population Number (000) 13. Each subgroup should total 100% vertically. 1995 TGI data used in Key Note reports are broken down by age.045 2.9 2. etc.697 Down The % of each subgroup who are users. social grade and standard region. • Adults — any person aged 15 or over.371 This is the projected number of people in each subgroup who use the product.0 .7 19.535 Profile (%) 100. These terms are explained in the following table.03 12. households.4 55. etc. and/or Penetration.Baby Products Understanding TGI Data Understanding TGI Data TGI tables. but not always. Penetration Tables used in Key Note reports may give figures for the Number. Profile. © Kantar Media. who are users. housewives. Number. who live together and whose food and other household expenses are managed as one unit.0 Penetration (%) 66. 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.2 Source: Target Group Index.4 All housewives Age 15-24 25-34 Social Grade AB C1 Region Greater London 20. 1. The total number of adults. Across The % of 15-24 year-olds.557 10. 7. members of one family. Profile. © Key Note Ltd 2010 83 .0 61.

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

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