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

Baby Products

Contents

4. Baby Transport and Nursery Furniture

32

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

5. Baby Monitors, Home Safety Equipment and Feeding Equipment

39

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

6. An International Perspective

44

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

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Baby Products

Contents

7. PEST Analysis

46

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

8. Consumer Dynamics

48

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

9. Supplier Profiles

64

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

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

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

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

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 .000 a year previously.327 2.3 733 2. These include trends in family size.6 788 4.2 717 1.102 2006 732 2. the birth rate was projected to fall slightly during 2009.205 2.2 756 3.5 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.7 2. The birth-rate increases meant that the total number of children aged under 2 years rose from 2..3 732 2.6 705 3.3 million between 2005 and 2009. there were an estimated 783. parental age and parental employment. In mid-2009.1: Number of Children in the UK Aged 0 to 2 Years (000). compared with 788.4 2007 756 3.Baby Products Strategic Overview 2. 716 705 681 2.1 million to 2. 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 1.000 babies aged under 1 year in the UK.153 2.4 †2008 †2009 788 4.3 783 -0.277 3.1 2. Table 2. After rising steadily between 2005 and 2008.2 756 3.2 2.. because this group forms its ‘consumer base’.

1971-2008 1971 1981 1991 2001 2002 2003 2004 2005 2006 2007 2008 2. before gradually rising again.79 1.1: Number of Children in the UK Aged 0 to 2 Years (000). Government Actuary’s Department © Crown copyright Family Size Despite the recent birth-rate increases.37 1. Table 2.79 1.97 † — the average number of children that would be born to a woman if current patterns of fertility persisted throughout her childbearing life Source: Population Trends 138 (Winter 2009). In 1971.86 1.78 1. the average number of children per family has remained below two for many years. National Statistics/General Register Office for Scotland/Northern Ireland Statistics/2008-Based Population Projections.97..63 1. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) © Key Note Ltd 2010 4 .92 1.65 1.37.Baby Products Strategic Overview Table 2.82 1. By 2008. 30th June 2005-2009 .. 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. the TFR was 1. It then fell to 1.table continued † — projections Source: Mid-Year Population Estimates. the TFR in England and Wales was 2.63 in 2001.2: Total Fertility Rate† in England and Wales.73 1.

4 years over the decade between 1997 and 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. such as prams. shows that.4 29.9 31.1 29.5 28.Baby Products Strategic Overview Smaller families do not necessarily have negative implications for the baby-products market. the average mother in England and Wales was a year older when she gave birth than was the case a decade earlier (29.7 29. compared with 28. there was a sharp increase in the number of births to women aged 35 and over.6 30. In 2007.7 32.8 29.5 Second 28.4 31.3 years. cots and highchairs.1 29. which details the number of births to women in different age groups.0 27. since such items may well be bought only once.1 26. from 26.5 years. especially in respect of larger purchases.0 31.8 Third 30. whatever the size of the family.2 32. 1997-2007 Birth Order All Births 1997 2000 2003 2006 2007 28.3 27. while the number of births to women aged under 25 fell in the 30 years between 1978 and 2008. The average age at which women give birth for the first time rose by 1. spend per child tends to be higher in smaller families.9 29.3 in 1997). Overall. pushchairs.4.4 32. Table 2.2 31. and then used for subsequent children.1 to 27. © Key Note Ltd 2010 5 .5 Source: Social Trends 39 (2009).5 27.3: Average Age of Mother at Childbirth in England and Wales (years).3 Fourth 31.3 First 26. Older Mothers The average age at which women give birth is still rising steadily.3 28.

4 377.9 173.6 Source: Social Trends 40 (December 2009).4 19. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 40.0 † — does not sum due to rounding Source: Key Note.4 20.7 54.7 8.6 180. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 238.4 35 and Over 5.2 56.5 381. based on data from Social Trends 40 (December 2009).8 25.1 91.4 25.5 362.1% of all live births in England and Wales in 2008.3 59.0 373.2 126.0 100. National Statistics © Key Note Ltd 2010 6 .5 25.0 100.6 54.2 55.7% in 1978.2 140.7 25 to 34 322.8 251.6 161.0 100.Baby Products Strategic Overview Table 2.4 35 and Over 34.6 20.8 142. Table 2.1 36.9 54.1 14.1 54.7 166.1 25.1 19.9 25.0 †100.4: Live Births in England and Wales by Age of Mother (000). 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 20.0 20.0 †100.0 100.6 346. compared with only 5.4 165.0 †100.3 134.5 25 to 34 54.2 54.5: Live Births in England and Wales by Age of Mother (%).7 385.1 Total 100.6 26.8 352.0 121.3 175.

© Key Note Ltd 2010 7 . On the one hand. Manufacturers and retailers of baby equipment need to ensure that they meet these needs.131 9.861 9. more demanding and more anxious about the health and safety of their offspring. and more used to a higher standard of living. which are also more likely to result in multiple births. They are also — arguably — more informed. older parents tend to be more affluent.907 8. However.6: Number of Multiple Births in England and Wales.792 8. 1998-2008 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 9.Baby Products Strategic Overview The trend for delaying childbirth has had a number of effects on the market for baby products.080 to 10.855 Source: Review of the National Statistician on Births and Patterns of Family Building in England and Wales 2008 (series FM1 number 37).543 10. the annual number of births that resulted in two or more babies increased from 9.471 10. Table 2. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) One of the effects of the trend towards multiple births has been that manufacturers have paid greater attention to the needs of parents with twins when designing prams.855. 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.137 10.521 9. Between 1998 and 2008. it means that women tend to have fewer children overall. pushchairs and other baby-transport products. and as such are more able to afford premium baby products.700 8. This can be linked to the trend for later parenthood (which in itself carries an increased likelihood of carrying more than one baby) and the associated rise in the number of women conceiving through in-vitro fertilisation (IVF) methods.080 8.

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

7: The UK Market for Baby Products by Sector by Value (£m at rsp). The teat can then be sterilised and returned to the pod to be re-used. soft goods. The BPA appointed a new Managing Director.6 475 2006 487 2. nursery furniture.5 427 2.12bn. 396 405 2. toys and early learning.Baby Products Strategic Overview Baby Products Association The Baby Products Association (BPA) was set up in 1945. 2005-2009 2005 Disposable nappies (£m) % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues. Robert Anslow.9 434 1. baby walkers. which is held in early October each year. The BPA’s Technical Committee comprises industry experts and specialists in a wide range of baby and nursery products. Table 2. The Association manages and organises the trade fair BPA Baby & Child. 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). In 2009. including wheeled goods.. in 2009..2 2008 507 2. The organisation plays an active role in the development of product standards and provides support and specialist services to its members.4 © Key Note Ltd 2010 9 . The BPA’s Concept and Innovation Awards are presented at the Baby & Child fair.3 415 2. with the objective of promoting baby and nursery products in both the UK and Europe. MARKET SIZE Key Note estimates that.5 2007 493 1.8 2009 519 2. in March 2010. 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. child restraints. the total UK market for the baby products covered by this report was worth £1.

.0 2006 46.5 1. home safety equipment and feeding equipment Total 13.099 3.8 100.7%).8 1.0 100.Baby Products Strategic Overview Table 2.9 2007 46.2 †100. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2006 2007 2008 2009 139 1.0 14.0 39.7 47.2 14.8 38.8 †100. accounting for 46..3% of sales in 2009.0 158 6.0 † — does not sum due to rounding Source: Key Note © Key Note Ltd 2010 10 .7: The UK Market for Baby Products by Sector by Value (£m at rsp).1 168 1.0 Source: Key Note The largest sector.010 - 148 6.121 2.0 15. was disposable nappies.4 1.3 38.040 3. 2005-2009 . followed by baby transport and nursery furniture (38.9 2008 46. 2005-2009 2005 Disposable nappies Baby transport and nursery furniture Baby monitors.2 38.8: The UK Market for Baby Products by Sector by Value (%).0 100. Table 2.table continued 2005 Baby monitors.5 165 4.8 1.0 15.066 2.1 38.9 2009 46.

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

offers a next-day delivery service and dealt with 400. Sainsbury’s and ASDA. including Tesco. carry their own brands of nappies. which was launched in 1998. including multiple grocery retailers. many of which operate across more than one sector • many niche suppliers that are active in specific market sectors. © Key Note Ltd 2010 12 . There is much less fragmentation in the market for disposable nappies. Kiddicare. They include: • large retailers (such as Mothercare. including product reviews and discussion forums.000 customers placing orders in 2009. Babyworld is a specialist online-only baby-products retailer. with the Pampers and Huggies brands (supplied by the multinationals Procter & Gamble and Kimberly-Clark) dominating sales. 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. The company’s website offers a wide range of practical information and support for new and expectant parents. Mamas & Papas and Graco). Some grocery multiples. which was founded in 1974 and has a large store in Peterborough. in 2008 and 2009. COMPETITIVE STRUCTURE A wide range of companies operate in the market for baby equipment. Boots and specialists such as Mothercare and Babies R Us. which offer own-label items as well as branded products • large specialist baby-products suppliers (for example. MARKETING AND ADVERTISING Main Media Advertising Table 2.9 details main media advertising expenditure on baby products by major retailers.com.Baby Products Strategic Overview Many independent specialist baby-product retailers now have an online presence. Boots and Babies R Us).

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

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

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

Baby Products Strategic Overview Parenting Magazines Although it is increasingly challenged by the Internet.534 43.772 24.094 THE CONSUMER Key Note’s original research (see Chapter 8 — Consumer Dynamics) used a sample of 477 current or prospective purchasers of baby products. The average audited circulations for print parenting publications during the 6 months ending December 2009 are shown in Table 2.10.480 52. In order to generate this sample. if any.11 were then read out.10: Selected Parenting Magazines by Average Net Circulation (000). the parenting press is still an important channel for reaching new and prospective parents. Table 2.003 British adults aged 16 and over: ‘Can you tell me which. © Key Note Ltd 2010 16 . which undertook the survey for Key Note in March 2010. asked 1.694 178.037 222. NEMS Market Research. 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 36.416 412.022 10. of the following apply to you?’ The statements listed in Table 2.

A total of 3% were non-parents who were hoping to start a family within the next 2 years.12 compares the demographic profile of parents. Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). © Key Note Ltd 2010 17 . Table 2.003 adults aged 16+ 1 5 5 21 3 20 Source: Key Note/NEMS Market Research. but I do buy things for babies and/or small children nowadays Base: 1. aged between 5 and 15 years.11. and 20% said that. although they did not have children under 16. These 477 parents.Baby Products Strategic Overview Table 2. One in five (21%) had an older child or children. but I am hoping to become a parent within the next 2 years I do not have children under 16. prospective parents and other purchasers with the sample of 1. Since some respondents had children in more than one of the stated age groups.11: Parents. 5% had a child or children aged between 1 and 2 years.003 adults as a whole. March 2010 Just 1% of the total sample had a child or children aged under 1 year. 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). they did currently buy items for babies and/or young children. and a further 5% were parents of a child or children between 3 and 4 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. 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.

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

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

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....13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents). March 2010 .Baby Products Strategic Overview Table 2.

not looking for work or unemployed. March 2010 © Key Note Ltd 2010 21 ..13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents). 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.Baby Products Strategic Overview Table 2.table continued I Have a Child/Children Under 1 Year Old I Have a Child/Children Aged 1 to 2 Years I Have a Child/Children Aged 3 to 4 Years I Have a Child/Children Aged 5 to 15 years Sample Profile Marital Status Married/living as married Single Divorced Widowed Separated Presence of Children Aged 0-4 Aged 5-9 Aged 10-15 No children Tenure Own home outright Buying home Rent — council Rent — private † — 30 hours or more per week ‡ — student.

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

Baby Products Strategic Overview Table 2.. 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 . 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 .

table continued I Do Not Have Children Under 16. But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children. March 2010 © Key Note Ltd 2010 24 . March 2010 .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 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..

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. MARKET FORECASTS The ending of the ‘mini baby boom’ that characterised the period from 2005 to 2008.3 462 1. 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 1.4 454 1.3 530 2. Table 2.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp). This demonstrates the importance of ‘grandparent power’ in the baby-products market. and only 15% were aged under 25.3 2012 545 1.2% per year between 2010 and 2014. those who hoped to become parents within the next 2 years were twice as likely to be female (66%) as male (34%).9 © Key Note Ltd 2010 25 . The next-largest group of non-parents who purchased baby products were those aged 25 to 34 (18%). In the latter year. and more than half (52%) were aged over 55.8 448 1. means that growth in the baby-products market will be relatively slow between 2010 and 2014. 2010-2014 2010 Disposable nappies % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues. combined with the uncertain economic situation. they are forecast to reach an estimated £1.22bn. Interestingly.3% and 2.Baby Products Strategic Overview Six in ten (60%) of those respondents who were not parents but who hoped to have children within the next 2 years were aged between 25 and 34.. 442 1.9 2014 555 0..1 2011 537 1. Total UK sales of baby products at retail selling prices (rsp) are forecast to grow by between 1. Just under one in four (23%) were in the 35 to 44 age group. 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 45.5 2013 550 0.

.162 1.215 1.table continued 2010 Baby monitors. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 2012 2013 2014 174 3.7 1.5 192 2.6 1.4 183 3. 2010-2014 .4 1.146 2.3 Source: Key Note © Key Note Ltd 2010 26 .7 188 2.Baby Products Strategic Overview Table 2.1 1..15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).200 1.7 1.182 1.2 177 1.

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

Go Real is managed by ReZolve. a social enterprise organisation based in Cornwall. MARKET SIZE The value of the UK retail market for disposable nappies was £519m in 2009. The 2010 event took place between 26th April and 2nd May. from Procter & Gamble. Own-brand nappies are produced for most major retailers.1: The UK Market for Disposable Nappies by Value (£m at rsp).8 2009 519 2. Table 3. and Kimberly-Clark’s Huggies brand dominate the market for disposable nappies. as well as local authorities. Until March 2007. but they are generally less important than branded products.2 2008 507 2.5 2007 493 1.Baby Products Disposable Nappies Real Nappy Week Real Nappy Week is an annual promotional event for reusable nappies. Real Nappy Week was sponsored by government funding. © Key Note Ltd 2010 28 . a membership organisation including manufacturers and retailers of reusable nappies. organised by Go Real. laundries and parents. However. which concluded that there was relatively little difference between disposable and reusable nappies in terms of environmental impact. through the not-for-profit company WRAP (Waste & Resources Action Programme). 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 487 2. compared with a figure of £475m in 2005. this funding was withdrawn following the publication in May 2005 of a lifecycle assessment by the Environment Agency.4 475 - Source: Key Note SUPPLIERS Pampers. environmental networks.

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

An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. Parents were encouraged to upload photos and videos of their child exploring their world. 595 285 180 137 837 1.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000). plus a new Huggies logo incorporating a baby’s handprint. with the theme ‘Everyday Discoveries’.006 1..table continued 2008 Huggies DryNites Sleep Shorts Superdry Nappies Natural Fit Nappies Pull-Ups Pants Little Walkers Newborn Nappies Others Sainsbury’s — nappies range ASDA — nappies range Tesco — nappies range Source: Nielsen Media Research In April 2010. Seven in ten purchasers of disposable nappies lived in households with a main shopper aged between 25 and 44.3). This rose to 19% in households where the main shopper was aged between 25 and 34 years.512 1. The site. features a ‘real-time’ video of a baby growing in utero. and four in ten had a main shopper aged between 25 and 34.Baby Products Disposable Nappies Table 3. © Key Note Ltd 2010 30 . The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. 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 . 7% of all adult main shoppers said that their household had used disposable nappies during the year ending September 2009. A global website for Huggies. which went live in February 2010. called ‘9 months in vivo’.073 414 109 546 183 2009 CONSUMER TRENDS According to data from Kantar Media (see Table 3. also includes tips for mothers-to-be..

Baby Products

Disposable Nappies

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

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

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

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

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

© Key Note Ltd 2010

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Baby Products

Baby Transport and Nursery Furniture

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

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

© Key Note Ltd 2010

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Baby Products

Baby Transport and Nursery Furniture

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

2006 405 2.3

2007 415 2.5

2008 427 2.9

2009 434 1.6

396 -

Source: Key Note

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

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

2006 281 1.8

2007 286 1.8

2008 293 2.4

2009 297 1.4

276 -

Source: Key Note

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

© Key Note Ltd 2010

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playpens and changing units. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 124 3.3 2007 129 4.4: The UK Market for Nursery Furniture by Value (£m at rsp). cribs and mattresses.3: The UK Market for Baby Transport by Sector by Value (£m at rsp). Retail sales of nursery furniture.Baby Products Baby Transport and Nursery Furniture Table 4.6 293 2009 237 2.8 †297 210 66 276 Source: Key Note Nursery Furniture The nursery-furniture sector has grown in tandem with increasing demand from parents for nursery furniture and baby equipment that reflects their personal tastes in home décor.5 281 2007 223 3. 2005-2009 2005 Prams. highchairs. reached £137m in 2009. including cots.2 63 -3. pushchairs and baby carriers % change year-on-year Car safety seats % change year-on-year Total rsp — retail selling prices † — does not sum due to rounding 2006 216 2. having grown from £120m in 2005.9 65 -1.9 2009 137 2.6 59 -4.1 286 2008 231 3. Table 4.6 62 -1.2 120 - Source: Key Note © Key Note Ltd 2010 34 .0 2008 134 3.

Graco. with Britax Excelsior being particularly important within the market for dedicated child car seats.5: The UK Market for Nursery Furniture by Sector by Value (£m at rsp). Other companies of importance in this sector include Chicco. 2005-2009 2005 Cots. 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. a Canadian company that has had a UK presence since 1988.0 124 2007 89 3. cribs and mattresses easily constitute the largest segment.1 25 4. Maclaren and Mothercare’s own brand. operates in both the baby-transport and feeding/safety-equipment sectors. Dorel.3 18 5. Baby-transport brands marketed by Dorel include Maxi-Cosi.9 22 0.9 134 2009 93 1.5 17 6.3 129 2008 92 3. Quinny and Bébé Confort.5 23 4. Babies R Us and Mamas & Papas — producing ranges of furniture and accessories. © Key Note Ltd 2010 35 . Bébécar and Cosatto. with many small companies — as well as larger manufacturers and retailers.4 24 4. There is also a wide range of suppliers to the baby-transport market. including Mothercare. with retail sales estimated at £93m in 2009.2 19 5. Table 4.Baby Products Baby Transport and Nursery Furniture Cots.0 16 0. 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.

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

) © Key Note Ltd 2010 37 . the company distributed hinge covers to all purchasers of the strollers in the US. in February 2010. Maclaren received some adverse publicity towards the end of 2009.2m. divided between 33 brands. sold under the Viva and Nexus brands.000 in 2009. From 2010. Britax Excelsior Ltd announced that it would offer a free ‘precautionary’ remedy kit for one of its stroller models. MARKETING AND ADVERTISING The highly fragmented nature of this sector of the baby-products market is illustrated by the fact that. all Maclaren strollers of this type are being supplied with hinge covers as standard. Following these problems. Total expenditure in this sector in 2009 was £1. the majority of expenditure within the category was accounted for by a large number of brands (186) spending less than the threshold amount. these covers were issued only to purchasers who contacted Maclaren themselves. The company stated that it had had no complaints or reports of incidents. Again.Baby Products Baby Transport and Nursery Furniture In October 2009. Chicco was the largest spender. undefined category of ‘baby goods’ recorded a total expenditure of £192. (A separate. not a single brand within Nielsen Media Research’s ‘baby carriages and nursery equipment’ category spent more than the threshold (£75. with campaigns for its Trio travel system and Polly highchair brands worth a total of £340. accounted for by 214 separate brands. 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. however. during the 12 months ending December 2009.000) for a separate listing in its published figures. Both fit onto the new Dorel FamilyFix car-seat base. In the UK. The remedy kit consists of covers to fit over each of the hinges. The recall was estimated to affect 1. Dorel voluntarily recalled all FamilyFix car-seat bases sold before 4th March. having detected a potential risk of injury to fingers or hands from its folding mechanism. Dorel launched a new range of Maxi-Cosi car seats: the Pebble for infants and the Pearl for toddlers. however. but a routine internal quality check had revealed a potential problem in the mechanical attachment of the IsoFix connectors to the base.000. In November 2009. In March 2010. 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. In 2008.2 million products.

188 2009 Britax launched a television advertising campaign in February 2010. © Key Note Ltd 2010 38 . TK Maxx also ran display advertisements on the Netmums site. there was a competition to win a £500 gift card.283 1. In addition. reminding parents of the importance of in-car safety and the correct fitting of child car seats. which included links to the nursery range on the TK Maxx website. TK Maxx began an online campaign on the parenting website Netmums. The campaign was supported by online and point-of-sale materials. 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. In January 2010. to promote its new range of nursery products.188 1.711 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.Baby Products Baby Transport and Nursery Furniture Table 4.6: Main Media Advertising Expenditure on Baby Carriages and Nursery Equipment by Brand (£000).

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

4 148 79 5.4 2009 168 1. Retail sales within the sector were estimated at £85m in 2009.3 79 8.8 †165 2006 2007 2008 2009 85 1.8 2008 165 4. compared with £139m in 2005. 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. with developments such as digital and video monitors helping to maintain value to an extent. Table 5. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).1: The UK Market for Baby Monitors. Home Safety Equipment and Feeding Equipment by Value (£m at rsp). 71 68 139 75 5.2 83 1.Baby Products Baby Monitors. Home Safety Equipment and Feeding Equipment MARKET SIZE Total UK retail sales of baby monitors. reaching £83m in 2009.2 168 © Key Note Ltd 2010 40 .5 2007 158 6. Table 5. up from £71m in 2005.2: The UK Market for Baby Monitors.3 82 3. Retail sales of feeding equipment have also seen reasonably good growth. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 148 6.. 2005-2009 2005 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total Table continues..6 73 7.2 158 84 6.

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

sound sensor and feeding timer. The last of these includes a multicoloured nightlight. a low-profile wall mount. a weaning bowl and spoon set. from the US company Luv n Care. In February 2009. which was launched in February 2010. the Digital Monitor TD300 and the Digital Plus Monitor TD350. Home Safety Equipment and Feeding Equipment DISTRIBUTION Boots and Mothercare dominate retail sales of feeding equipment and safety equipment. including a magnetic cupboard and drawer lock. Clippasafe introduced a number of new child safety products in March 2010. plus 50 recorded melodies to help the baby get back to sleep. and a tap strap: a lightweight device designed to stop children accessing hot-water taps. with extra features including a digital zoom. a weaning spoon pack. Marketed as ‘essential for every stylish house’. but supermarkets have an increasingly important presence. the gate slides into. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. Tommee Tippee’s Closer to Nature range of feeding bottles became available in a new material that is entirely free from Bisphenol A (BPA) — a chemical that has been linked with possible interactions with hormone systems.Baby Products Baby Monitors. RECENT DEVELOPMENTS Baby Monitors The VTech Clear View Video Baby Monitor.99. a feeding bottle and a training mug — each retailing at just £1. Feeding Equipment Fisher-Price introduced a ‘value’ feeding range in December 2009. The Nuby brand of infant feeding products. features a 2.4-inch colour display. February 2010 also saw the launch of a new range of baby monitors from Tomy: the Classic Monitor TA100. Lindam launched the numi safety gate. and locks onto. © Key Note Ltd 2010 42 . The range consists of five different products — a soother pack. was launched in the UK in spring 2010. enabling it to be easily removed when not in use. which can be customised to co-ordinate with the nursery colour scheme. Home Safety Equipment In July 2009.

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

09 1.38 1. The US has a higher fertility rate than Western Europe. An International Perspective POPULATION TRENDS There are considerable variations in fertility rates among the Western European countries.Baby Products An International Perspective 6. Europe and Selected European Countries.09.74 1.38 1.1: Total Fertility Rates† in the US. at 2.50 1.89 1. 2005-2010 US Western Europe Europe France Norway Sweden Denmark UK Belgium Netherlands Spain Austria Greece Italy Germany 2.84. the estimated total fertility rate (number of children per woman). In France and Norway.87 1.59 1. A number of explanations have been put forward for this.77 1. compared with just 1. The average fertility rate in the UK is at the higher end of the European spectrum. and the more traditional and family-oriented nature of much of the US population. for example.89 1.89. at 1. Table 6.38 1. the fact that it may be easier for American women to combine work and child-rearing. is 1.84 1.84 1.32 † — the average number of children that would be born to a woman if she were to experience the current age-specific fertility rates through her lifetime Source: World Population Prospects: The 2008 Revision. averaged across the years from 2005 to 2010. including: a higher birth rate among the majority Hispanic population. United Nations Population Division © Key Note Ltd 2010 44 .43 1. Denmark is at the same level.32 in Germany.

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

the baby-products industry has recognised that economic realities also impinge on parents. Labour took an advertisement on the main forum page of the Mumsnet site. Prior to this. The Simply Dry nappy range. The nappies were typically priced at 11 pence each. In March 2010.Baby Products PEST Analysis 7. priced at £1. compared with around 20 pence for a standard Pampers nappy. In February 2010. dubbed ‘biscuit-gate’. including weaning sets and toddler cups. from the premium brand Pampers. Samantha Cameron’s announcement of her pregnancy in the run-up to the election added to the ‘family focus’ of the campaign. claiming that the Conservatives aimed to limit child tax credits to families earning less than £31. © Key Note Ltd 2010 46 . • Smaller family sizes — these can mean higher disposable income and greater expenditure per child. this has resulted in a smaller consumer base. with all of the main parties competing for the family vote. in February 2010.99 each. ECONOMIC FACTORS Although spending on children is often the last thing to be reduced in recessionary times. These include: • The falling birth rate — by definition. predictably. 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’. pricing its Little Angels New Arrivals product at £1 for 48 nappies. ASDA went one step further. This was refuted by Teresa May in the Conservatives’ own Mumsnet advertisement. Fisher-Price launched a value range of toddler-feeding accessories. and a number of ‘value’ products have been introduced. 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. was introduced in July 2009. SOCIAL FACTORS Many social and demographic factors have a strong influence on the market for baby products.000 a year.

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

if any.1: Attitudes Towards Baby Products and Related Issues (% of respondents). 26 78 53 64 47 29 60 40 59 © Key Note Ltd 2010 48 . 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. Which.) Respondents were asked: ‘I am going to ask you some questions about products and equipment you can buy for babies.Baby Products Consumer Dynamics 8.1 provides a summary of the results. Consumer Dynamics OVERVIEW This chapter is based on the findings of Key Note’s original research among a sample of 477 parents. Table 8. prospective parents and other purchasers of baby products.. of the following do you agree with?’ A series of statements were then read out. (See Chapter 2 — Strategic Overview — for a detailed breakdown of the sample and information on how the respondents were selected. Table 8..

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

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

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

” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S3 PP% 100 29 71 5 14 29 52 44 56 Pen% 40 29 46 42 24 37 51 38 41 100 39 61 5 23 31 41 46 54 37 25 38 39 26 35 42 40 37 Base: respondents with children aged 0 to 15. This may be related to the fact that disposable nappies have become widely available only relatively recently. but differences in penetration by region or social grade were fairly slight. those who are hoping to start a family within the next 2 years. and many women over 45 may not have had the opportunity to use them when bringing up their own babies. March 2010 S3: “I use/have used non-disposable nappies. Women (46%) were much more likely than men (29%) to agree that they used or had used non-disposable nappies. Table 8.3: Use of Non-Disposable Nappies (% of respondents). and those who do not have children under 16 but do buy things for babies and/or small children nowadays. Source: Key Note/NEMS Market Research. March 2010 © Key Note Ltd 2010 52 .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%).

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

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

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

Table 8. There was something of an ABC1/C2DE split. March 2010 S8: “It is perfectly acceptable to use second-hand baby equipment as long as you are satisfied it is safe..6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents).” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. In addition. 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. 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 . with the former (generally more affluent) social grades being more relaxed about buying second-hand and less concerned that everything should be new. 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. More than eight in ten women (83%).” S9: ”It is important to buy all baby equipment brand new. Northern respondents were the most likely to prioritise purchases of new equipment for their babies. being more likely than those in other regions to say that this is important to them (32%) and the least likely to think that it is acceptable to buy second-hand (still a relatively high 74%). The 16 to 24s were the keenest on buying all baby equipment brand new.. while just over three in ten men (31%) said that it is important to buy all baby equipment brand new. fewer than one in four women (23%) held this view. compared with around seven in ten men (71%).

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. those who are hoping to start a family within the next 2 years.” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S8 PP% Pen% S9 PP% Pen% 37 25 38 35 26 39 74 80 82 45 25 30 32 26 21 Base: respondents with children aged 0 to 15. 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. March 2010 .6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents). © Key Note Ltd 2010 57 .Baby Products Consumer Dynamics Table 8. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. March 2010 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). However.” S9: ”It is important to buy all baby equipment brand new...table continued S8: “It is perfectly acceptable to use second-hand baby equipment as long as you are satisfied it is safe.

March 2010 S10: “I would never buy a second-hand child’s car seat.” 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 15.7: Aversion to Second-Hand Baby Equipment (% of respondents). March 2010 © Key Note Ltd 2010 58 . and those who do not have children under 16 but do buy things for babies and/or small children nowadays.Baby Products Consumer Dynamics Table 8. Source: Key Note/NEMS Market Research. those who are hoping to start a family within the next 2 years.” S11: ”I would not accept baby equipment passed on to me from friends and family.

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

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

Source: Key Note/NEMS Market Research. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. March 2010 © Key Note Ltd 2010 61 .Baby Products Consumer Dynamics Table 8. those who are hoping to start a family within the next 2 years.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ 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 15.9: Attitudes Towards the Availability of Unbiased Advice on Baby Equipment (% of respondents). March 2010 S14: “It is difficult to get unbiased advice about what sort of baby equipment to buy.

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

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

Baby Products Supplier Profiles 9.715 -8. assembles. for £230m.261 31/12/07 163. manufactures and markets child safety products in the UK.uk 148.000 for the year ending 31st December 2008.1: Financial Results for Britax Childcare Holdings Ltd (£000). Supplier Profiles INTRODUCTION This chapter profiles some of the leading manufacturers and specialist retailers operating in the sectors covered by this report. by the private-equity company Carlyle Group in September 2005.418 -7. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.331 -522 © Key Note Ltd 2010 64 . BRITAX CHILDCARE HOLDINGS LTD Corporate Strategy Britax Childcare Holdings Ltd was acquired from its former parent company. The activities of multiple retailers operating within the baby-products sector in addition to other activities are discussed in Chapter 2 — Strategic Overview. Britax Childcare’s headquarters are in Chertsey. multiple retailers and vehicle original equipment manufacturers (OEMs) in Europe.3m and a pre-tax loss of £522. It distributes these products through independent specialist retailers.co. The company designs. Profitability Britax Childcare Holdings Ltd reported a turnover of £183. the aircraft-interior and vehicle-safety-equipment manufacturer Britax International. Surrey. Australia (where the products are marketed under the Steelcraft and Safe n Sound brands) and the US.208 31/12/08 183. Known chiefly for its children’s car seats. the company also offers infant carriers and wheeled goods. Table 9.

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

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

112 31/12/07 33. KIMBERLY-CLARK LTD Corporate Strategy Kimberly-Clark Ltd is the UK subsidiary of the Dallas-based Kimberly-Clark Corporation.223 Recent and Future Developments In January 2010. The Closer to Nature brand of baby-feeding equipment. launched in the US in 1978.517 5.589 1. were initially available only through Babies R Us in the US. © Key Note Ltd 2010 67 . Mayborn launched the Tommee Tippee brand in the US. A new star-shaped Tommee Tippee logo was also launched in February 2009.2m for the year ending 31st December 2008.539 31/12/08 38. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK.049 6.co. Table 9. including Andrex and Kleenex. Huggies is Kimberly-Clark’s disposable-nappy brand. and introduced into the UK in the mid-1990s. and Explora toddler cups and feeding products. In February 2009.3: Financial Results for Jackel International Ltd (£000). taking it back to its original roots. 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.uk 31. but they moved into Toys R Us stores in April. which produces a number of household paper brands. The Closer to Nature and Explora brands were marketed in the US as being designed to help relieve common feeding anxieties among mothers.Baby Products Supplier Profiles Profitability Jackel International Ltd reported a turnover of £38m and a pre-tax profit of £6.

Profitability Kimberly-Clark Ltd reported a turnover of £623. which went live in February 2010.Baby Products Supplier Profiles The Huggies range includes: Huggies Preemies (for premature babies).551 31/12/08 623. Parents were encouraged to upload photos and videos of their child exploring their world. plus a new Huggies logo incorporating a baby’s handprint. designed to keep babies dry for up to 12 hours.6m for the year ending 31st December 2008. Super-Dry.263 143. in a range of sizes for babies from 11 to 27 pounds. Table 9. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. The site.4: Financial Results for Kimberly-Clark Ltd (£000). with flexible sides.552 Recent and Future Developments In April 2010. for babies from 0 to 3 months. Little Swimmers swimming nappies. also includes tips for mothers-to-be. © Key Note Ltd 2010 68 . with the theme ‘Everyday Discoveries’.co. The company also produces Huggies-branded wipes and disposable changing mats. Little Walkers. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. and Pull-Ups potty-training pants.954 31/12/07 614. shaped like pants. A global website for Huggies.649 48.6m and a pre-tax profit of £48. Newborn. features a ‘real-time’ video of a baby growing in utero. called ‘9 months in vivo’. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years.uk 602. for babies from 19 to 60 pounds. Natural Fit.233 53.

with the invention of the lightweight ‘baby buggy’. the company distributed hinge covers to all purchasers of the strollers in the US. the company became Hestair Maclaren. Table 9. The company was purchased by the Sunleigh Group in 1994.232 -1. was established in 1999. Hestair purchased Cindico.5: Financial Results for Maclaren Europe Ltd (£000). 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. founded in Northampton in the late 1960s. From 2010. Maclaren’s US arm acquired the nursery-furniture company NettoCollection. © Key Note Ltd 2010 69 . In November 2009.co. Later the same year.Baby Products Supplier Profiles MACLAREN EUROPE LTD Corporate Strategy Maclaren began life as Andrews Maclaren Ltd. Also in July 2009.623 Recent and Future Developments In July 2009. In November 2009. a range of organic skincare products for mothers and babies. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. Maclaren’s Techno XLR travel system was expanded with the introduction of a soft carrycot that is compatible with the system. Profitability Maclaren Europe Ltd reported a turnover of £31m and a pre-tax loss of £3. Maclaren launched Beginning.6m for the year ending 31st December 2008. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. fitting onto the buggy for the baby’s first few months. In the UK.484 31/12/07 23.978 -3. Following its 1988 acquisition by Hestair PLC. Maclaren USA. Hestair PLC was purchased by BET in 1990 and there was a management buy-out of Hestair Maclaren during the same year.uk 19.880 31/12/08 30.442 -1. a wholly owned subsidiary that markets the company’s products in the US and Canada. Maclaren received some adverse publicity towards the end of 2009. a manufacturer of nursery products and pushchairs.

Mamas & Papas further expanded its retail operations in November 2009.6: Financial Results for Mamas & Papas Ltd (£000). Harrods and more than 500 independent dealers.656 -1. 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. including one in the Westfield Shopping Centre in West London. run on a franchise basis. Years Ending 1st April 2007. Selfridges. © Key Note Ltd 2010 70 .816 2. Openings so far in 2010 have included Lincoln (April). Others included Liverpool (in September).co. Manchester (May) and Broadstairs (June). and Rotherham (November).Baby Products Supplier Profiles MAMAS & PAPAS LTD Corporate Strategy Mamas & Papas Ltd.2m for the year ending 29th March 2009. was founded in 1981 by the Scacchetti family and is still family owned.7m and a pre-tax loss of £1. The company’s range includes baby transport (in the form of prams. The company also has a chain of more than 50 dedicated stores in the UK and the Republic of Ireland.438 30/03/08 83. which was opened in February. including John Lewis. Mamas and Papas’ products are sold through a wide range of outlets.uk 83.789 29/03/09 87.182 Recent and Future Developments A number of new Mamas & Papas stores were opened during 2009. pushchairs and car seats). 30th March 2008 and 29th March 2009 01/04/07 Turnover Pre-tax profit Source: myicc. nursery furniture and bedding. The brand also encompasses maternity and baby wear. Profitability Mamas & Papas Ltd reported a turnover of £87. Hull and Aberdeen (both in October). one of the first companies to introduce the concept of designer products into the market for baby equipment. Table 9.382 1. and pre-school toys.

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

2m for the year ending 28th March 2009. mostly on a franchise basis. The brand. In October.co. The company opened its 50th store in Russia in December 2009. The Mothercare group opened 115 international stores during 2009. it expects to have 65 Indian stores by the end of 2010. and 694 franchised international stores. Mothercare announced plans to launch Mothercare in Australia and the Early Learning Centre in South Africa. Adams Childrenswear. Profitability Mothercare PLC reported a turnover of £723. Early in 2010.600 42.500 28/03/09 723. fell into administration in January 2010. © Key Note Ltd 2010 72 . is to be launched in autumn 2010. Mothercare announced that it would be supplying Boots with a new range of children’s clothes and accessories. which previously supplied Boots with children’s clothing. 62 of which were opened during the 6 months to November. 29th March 2008 and 28th March 2009 31/03/07 Turnover Pre-tax profit Source: myicc. Table 9.6m and a pre-tax profit of £42. A brand-awareness campaign for Mothercare. there were 389 UK stores in the Mothercare group. the company announced a joint venture in India. Toys from Mothercare’s Early Learning Centre range are already sold through 400 Boots stores.500 18.800 4.7: Financial Results for Mothercare PLC (£000). featuring the musician.200 Recent and Future Developments In February 2010.900 29/03/08 676.uk 498. up from 28 in 2009. currently unnamed.Baby Products Supplier Profiles As at mid-November 2009. Much of the company’s international growth came from India and Russia. was launched in October 2009 on the pre-school television channel Cartoonito. Years Ending 31st March 2007. television presenter and ‘celebrity mother’ Myleene Klass.

Table 9. © Key Note Ltd 2010 73 . skincare products and changing bags.co. soothers. in February 2009.200 65. mybabytalk. bottle and food warmers.200 Recent and Future Developments Philips launched an advice website for new mothers. Virtually all Philips Avent products are designed and manufactured at the company’s factory in Suffolk.co. Profitability Philips Electronics UK Ltd reported a turnover of £827.4m and a pre-tax profit of £4.400 4. The brand is now part of Philips’s Consumer Lifestyle division.900 31/12/07 812. The Philips Avent product range includes a wide variety of feeding equipment.2m for the year ending 31st December 2008.uk 682.Baby Products Supplier Profiles PHILIPS AVENT Corporate Strategy The Avent brand.uk. which also includes shaving and oral-healthcare products.100 31/12/08 827.8: Financial Results for Philips Electronics UK Ltd (£000). Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. It should be noted that these figures cover a wide range of items other than baby products. was purchased by the Dutch electronics company Royal Philips Electronics in September 2006 and renamed Philips Avent. It also incorporates baby monitors and digital thermometers. including breast pumps and breastfeeding accessories.800 33. baby bottles and toddler-feeding equipment. launched in 1984.

uk 258. with high leg cuffs for extra protection. for use by toddlers who are being toilet trained. Easy Up Pants for older babies. Feel N Learn potty-training pants. Profitability Procter & Gamble Product Supply (UK) Ltd reported a turnover of £209. based in Ohio.347 30/06/09 209.006 40. Active Fit.073 38. The Pampers disposable-nappy portfolio includes: Pampers New Baby (including Micro for premature and very small babies). which have Secure-Me fasteners that overlap for a snugger fit. is designed to provide protection from bedwetting for children aged 4 to 12 years.9: Financial Results for Procter & Gamble Product Supply (UK) Ltd (£000).528 30/06/08 271.Baby Products Supplier Profiles PROCTER & GAMBLE Corporate Strategy The US company Procter & Gamble. Pampers launched its ‘value’ nappy brand. © Key Note Ltd 2010 74 . with Extra Sleep Layer for night-time use. The range. in July 2009. was founded in 1837 and expanded into the UK in 1930.273 34. which was introduced to the UK in 1982. the Pampers brand launched UnderJams.3m and a pre-tax profit of £34. in the form of absorbent pants shaped like underwear. its first product for older children.7m for the year ending 30th June 2009. The company produces the Pampers nappy range. Pampers recently launched two new products: UnderJams and Simply Dry (see Recent and Future Developments). Years Ending 30th June 2007-2009 30/06/07 Turnover Pre-tax profit Source: myicc. Sunnies Swim Pants. with Comfort Stretch for babies who can move. and Baby Dry. in an attempt to compete with supermarkets and discount retailers. These figures cover a broad range of household products and toiletries.co.697 Recent and Future Developments In January 2010. Table 9. The company also produces Pampers Wipes and Kandoo Wipes. Simply Dry.

Tomy announced that it had signed an agreement with Perry Innovation Ltd to distribute the BabyDam Bathwater Barrier in Europe.10: Financial Results for Tomy UK Ltd (£000). which can be customised to co-ordinate with the nursery colour scheme. cot guards and bedrails.000 for the year ending 31st March 2009. baby carriers. it also produces a range of baby products.co. but the Tomy name has been retained for all international subsidiaries. is principally a manufacturer of toys and games.683 31/03/08 51. In August 2009. including baby monitors. Profitability Tomy UK Ltd reported a turnover of £42. the Digital Monitor TD300 and the Digital Plus Monitor TD350 — was launched in February 2010. BabyDam turns a normal-sized bath into a smaller bathing space suitable for babies and toddlers. Years Ending 31st March 2007-2009 31/03/07 Turnover Pre-tax profit Source: myicc. feeding equipment for toddlers. following the 2006 merger of Tomy with its rival toy company Takara. and baby activity toys.7m and a pre-tax loss of £996.714 -996 Recent and Future Developments A new range of baby monitors — the Classic Monitor TA100.030 31/03/09 42. a Japanese-owned company.189 3. The parent company in Japan is named Takara-Tomy.159 2. However.uk 47.Baby Products Supplier Profiles TOMY UK LTD Corporate Strategy Tomy UK Ltd. Table 9. © Key Note Ltd 2010 75 . The last of these includes a multicoloured nightlight.

4 2.3 2. The Future DEMOGRAPHIC TRENDS The next 5 years will see a stagnation of the birth rate. 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 -0.324 -0.8 784 -0.3 777 -0. Source: 2008-Based Population Projections.326 0. Government Actuary’s Department © Crown copyright © Key Note Ltd 2010 76 .000 — exactly the same figure as in 2010.6 2012 774 -0.1 775 0.3 775 0.6 2.8 783 -0.9 2011 775 -0.1 2014 777 0.3 million in mid-2014. the number of infants aged under 1 year will stand at 777. following increases between 2005 and 2008.348 0.326 -0.0 2.1 774 -0.9 2. in mid-2014.1 775 -0. with the total population of under-3s standing at 2.1: Forecast Number of Children in the UK Aged 0 to 2 Years (000). During the period between 2010 and 2014.1 Note: figures may not sum due to rounding. the number of children aged between 1 and 2 years will fall slightly.6 789 4.335 -0. Government projections suggest that.Baby Products The Future 10.3 777 -0. Table 10.4 2013 775 0.1 775 -0.

with retail sales reaching £314m by 2014.3 2012 545 1.0 2012 307 1.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp). By 2014. 301 1. looking at markets in Asia and Eastern Europe.3 2011 304 1. Table 10.Baby Products The Future FORECASTS 2010 TO 2014 The next few years are likely to see a greater emphasis on value in baby products — particularly in respect of smaller and disposable items such as nappies and feeding equipment. Table 10.5 2013 550 0.9 530 2.9 2014 555 0. retail sales in this sector are forecast to reach £154m..2: The Forecast UK Market for Disposable Nappies by Value (£m at rsp). 2010-2014 2010 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2011 537 1. where birth rates are higher. There will be slightly higher growth in nursery furniture.0 © Key Note Ltd 2010 77 .0 2013 311 1. but from a lower base.. Companies will continue to turn outside the UK for growth. 2010-2014 2010 Baby transport % change year-on-year Table continues.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. Disposable Nappies The market for disposable nappies will continue to grow at a slow rate over the next 5 years.3 2014 314 1. with retail sales reaching £555m by 2014.

7 2012 93 3.2 192 2.4: The Forecast UK Market for Baby Monitors.3 141 2.7 462 1.6 174 3.8 Source: Key Note Baby Monitors.4 2013 96 3.. 2010-2014 .5 86 3.2 188 2. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).Baby Products The Future Table 10.2 177 1.3 87 1.6 Source: Key Note © Key Note Ltd 2010 78 .2 92 2.1 88 3.1 454 1.4 183 3.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).0 468 1. Table 10..3 90 3.3 2013 151 2. Home Safety Equipment and Feeding Equipment Retail sales of baby monitors and home safety equipment are forecast to reach £98m by 2014.1 94 2.8 2014 154 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.table continued 2010 Nursery furniture % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 144 2. with sales of feeding equipment totalling £94m.4 2012 147 2.9 442 1.1 448 1.7 2014 98 2.

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

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

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

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

• Adults — any person aged 15 or over. Across The % of 15-24 year-olds.5 71. 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. 7.9 2.4 55. Profile.1 . Penetration Tables used in Key Note reports may give figures for the Number.9 0. • Housewives — a member of a private household who is solely or mainly responsible for the household duties. etc.Baby Products Understanding TGI Data Understanding TGI Data TGI tables. 1995 TGI data used in Key Note reports are broken down by age.557 10. produced by Kantar Media. and/or Penetration. © Kantar Media. 1.2 Source: Target Group Index. These terms are explained in the following table. who live together and whose food and other household expenses are managed as one unit.7 19. but not always.0 61. Table Heading Population Number (000) 13. © Key Note Ltd 2010 83 . Number. social grade and standard region. households. Profile.0 . Each subgroup should total 100% vertically. members of one family.03 12.535 Profile (%) 100. usually.045 2. who are users.371 This is the projected number of people in each subgroup who use the product. etc.0 Penetration (%) 66.4 All housewives Age 15-24 25-34 Social Grade AB C1 Region Greater London 20. The total number of adults. housewives.697 Down The % of each subgroup who are users.

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

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

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

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

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

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

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

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