Market Assessment 2010

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

Baby Products

Baby Products

Foreword

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Baby Products

Contents

Contents
Executive Summary 1. Introduction 1 2

BACKGROUND ................................................................................................................................2 DEFINITION ......................................................................................................................................2
Disposable Nappies...........................................................................................................................2 Baby Transport and Nursery Furniture............................................................................................2 Baby Monitors, Home Safety Equipment and Feeding Equipment...............................................2

2. Strategic Overview

3

MARKET BACKGROUND ...............................................................................................................3
Demographic and Social Factors......................................................................................................3 Number of Children Aged 0 to 2 .....................................................................................................3 Table 2.1: Number of Children in the UK Aged 0 to 2 Years (000), 30th June 2005-2009 ..............................................................................................................3 Family Size.........................................................................................................................................4 Table 2.2: Total Fertility Rate in England and Wales, 1971-2008 ..................................................4 Older Mothers...................................................................................................................................5 Table 2.3: Average Age of Mother at Childbirth in England and Wales (years), 1997-2007 .......................................................................................5 Table 2.4: Live Births in England and Wales by Age of Mother (000), 1978-2008 ................................................................................................6 Table 2.5: Live Births in England and Wales by Age of Mother (%), 1978-2008...................................................................................................6 Multiple Births ..................................................................................................................................7 Table 2.6: Number of Multiple Births in England and Wales, 1998-2008 .....................................7 Working Parents ...............................................................................................................................8 Baby Products and Fashion ..............................................................................................................8 Trade Bodies .....................................................................................................................................8 Absorbent Hygiene Product Manufacturers Association ...............................................................8 Baby Products Association ...............................................................................................................9 MARKET SIZE ..................................................................................................................................9 Table 2.7: The UK Market for Baby Products by Sector by Value (£m at rsp), 2005-2009 ......................................................................................................9 Table 2.8: The UK Market for Baby Products by Sector by Value (%), 2005-2009 ................................................................................................................10

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

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

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

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

102 2006 732 2.3 732 2. there were an estimated 783. compared with 788.1: Number of Children in the UK Aged 0 to 2 Years (000).Baby Products Strategic Overview 2..6 705 3.7 2.000 babies aged under 1 year in the UK.277 3.327 2.6 788 4.1 2. because this group forms its ‘consumer base’. 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.153 2. After rising steadily between 2005 and 2008. 716 705 681 2. the birth rate was projected to fall slightly during 2009.2 2.5 2. In mid-2009. 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.2 756 3. parental age and parental employment.2 717 1.1 million to 2.4 2007 756 3.3 783 -0.3 733 2..205 2.3 million between 2005 and 2009. These include trends in family size.2 © Key Note Ltd 2010 3 . 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.4 †2008 †2009 788 4. The birth-rate increases meant that the total number of children aged under 2 years rose from 2.2 756 3. Table 2.2 716 1.000 a year previously.

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..73 1. the TFR was 1.2: Total Fertility Rate† in England and Wales.79 1.63 in 2001.Baby Products Strategic Overview Table 2.82 1.1: Number of Children in the UK Aged 0 to 2 Years (000).97 † — the average number of children that would be born to a woman if current patterns of fertility persisted throughout her childbearing life Source: Population Trends 138 (Winter 2009). It then fell to 1. 1971-2008 1971 1981 1991 2001 2002 2003 2004 2005 2006 2007 2008 2. National Statistics/General Register Office for Scotland/Northern Ireland Statistics/2008-Based Population Projections..table continued † — projections Source: Mid-Year Population Estimates. Table 2.92 1.37 1.63 1. By 2008.78 1. before gradually rising again. the average number of children per family has remained below two for many years.79 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 . Government Actuary’s Department © Crown copyright Family Size Despite the recent birth-rate increases.65 1. 30th June 2005-2009 . In 1971.86 1.37.97. the TFR in England and Wales was 2.

Baby Products Strategic Overview Smaller families do not necessarily have negative implications for the baby-products market. The average age at which women give birth for the first time rose by 1.3 28. pushchairs.0 27.5 28.3 Fourth 31.5 27. © Key Note Ltd 2010 5 . shows that. and then used for subsequent children.9 29.1 29.3 years. Overall. which details the number of births to women in different age groups.8 Third 30. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) Table 2.2 32. cots and highchairs.1 to 27.4 years over the decade between 1997 and 2007. there was a sharp increase in the number of births to women aged 35 and over.4.4 31. while the number of births to women aged under 25 fell in the 30 years between 1978 and 2008.1 29.7 32. whatever the size of the family.3 in 1997).2 31. Table 2. spend per child tends to be higher in smaller families. especially in respect of larger purchases.3 27. Older Mothers The average age at which women give birth is still rising steadily. from 26. 1997-2007 Birth Order All Births 1997 2000 2003 2006 2007 28.3 First 26.4 32.5 Second 28. since such items may well be bought only once. In 2007.5 years. such as prams. compared with 28.9 31.6 30.7 29.8 29.4 29.1 26. the average mother in England and Wales was a year older when she gave birth than was the case a decade earlier (29.5 Source: Social Trends 39 (2009).3: Average Age of Mother at Childbirth in England and Wales (years).0 31.

0 100.6 20.1% of all live births in England and Wales in 2008.4 35 and Over 5.0 121.2 54. compared with only 5.4 19.7 8.8 142. 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 20.2 126.1 14.0 100.Baby Products Strategic Overview Table 2.0 100.4 377.0 †100.1 36.1 25.7 25 to 34 322.1 19. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 40.0 100.0 †100.6 Source: Social Trends 40 (December 2009).0 † — does not sum due to rounding Source: Key Note.7% in 1978.8 251. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 238.7 166.4 165.4 20.5 381. Table 2.9 54.6 180.4 25.9 25. National Statistics © Key Note Ltd 2010 6 .2 140.0 †100.3 59.9 173.6 161.5 362.1 91.2 56.6 26.8 352.6 346.3 175.4 35 and Over 34.6 54.7 385.2 55.8 25.4: Live Births in England and Wales by Age of Mother (000). based on data from Social Trends 40 (December 2009).5 25.1 Total 100.5 25 to 34 54.5: Live Births in England and Wales by Age of Mother (%).7 54.0 20.1 54.0 373.3 134.

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.137 10. the annual number of births that resulted in two or more babies increased from 9. They are also — arguably — more informed. 1998-2008 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 9. 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. and more used to a higher standard of living.792 8. On the one hand. Table 2.Baby Products Strategic Overview The trend for delaying childbirth has had a number of effects on the market for baby products. which are also more likely to result in multiple births. it means that women tend to have fewer children overall.080 to 10. pushchairs and other baby-transport products. However.471 10. and as such are more able to afford premium baby products. 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.861 9.855. Between 1998 and 2008. older parents tend to be more affluent.080 8.907 8.6: Number of Multiple Births in England and Wales.131 9. Manufacturers and retailers of baby equipment need to ensure that they meet these needs. more demanding and more anxious about the health and safety of their offspring.521 9.700 8.543 10.855 Source: Review of the National Statistician on Births and Patterns of Family Building in England and Wales 2008 (series FM1 number 37). © Key Note Ltd 2010 7 .

The most recent data. Parents are now demanding similar standards for the baby products they purchase. The Association acts as the voice of the industry in dealings with the Government and other official bodies. feminine-hygiene products and continence-care products. because they could not afford to stay at home. in terms of both the clothes they wear and the homes in which they live.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. together with the rising maternal age. These include the fact that many young homeowners need two earners to sustain the payments on a mortgage. National Statistics has not published data on the employment status of men and women by the age of their youngest child since January 2006. This has had important effects on all sectors of the baby-products market. and they may buy two sets of items such as feeding equipment and changing equipment in order to keep one permanently at their chosen childcare facility. In May 2008. two-earner households tend to have higher disposable incomes. the media. Members include Procter & Gamble. For example. Baby Products and Fashion The baby market has been affected by the fact that the population in general have become more style-conscious. they are more likely to seek products that make their busy working and family lives easier. 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. Kimberly-Clark. © Key Note Ltd 2010 8 . showed that more than half of all women with children aged under 2 years were in employment. the energy-supplier comparison company uSwitch published the results of a survey it carried out in which 38% of new parents (defined as parents of children aged under 2 years) said that the main child-carer in the family had had to return to work after their child was born. relating to spring 2005. Johnson & Johnson and SCA. It represents its members’ interests at all levels. Trade Bodies Absorbent Hygiene Product Manufacturers Association The Absorbent Hygiene Product Manufacturers Association (AHPMA) is the trade association representing UK manufacturers of disposable nappies. health professionals and consumers. dealing with regulatory and legislative matters.

In 2009.8 2009 519 2.Baby Products Strategic Overview Baby Products Association The Baby Products Association (BPA) was set up in 1945. The Association manages and organises the trade fair BPA Baby & Child. which is held in early October each year.7: The UK Market for Baby Products by Sector by Value (£m at rsp). The BPA appointed a new Managing Director. BPA members and member representatives sit on a large number of committees and working groups in the European Committee for Standardisation (CEN) and the British Standards Institution (BSI). child restraints.6 475 2006 487 2. Table 2. toys and early learning. MARKET SIZE Key Note estimates that... 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.9 434 1.2 2008 507 2.3 415 2. The BPA’s Technical Committee comprises industry experts and specialists in a wide range of baby and nursery products. Robert Anslow. with the objective of promoting baby and nursery products in both the UK and Europe. nursery furniture. baby walkers. in 2009.4 © Key Note Ltd 2010 9 . The organisation plays an active role in the development of product standards and provides support and specialist services to its members.5 2007 493 1.5 427 2. 2005-2009 2005 Disposable nappies (£m) % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues. The BPA’s Concept and Innovation Awards are presented at the Baby & Child fair. the total UK market for the baby products covered by this report was worth £1. including wheeled goods. 396 405 2. soft goods. in March 2010.12bn. The teat can then be sterilised and returned to the pod to be re-used.

5 1.Baby Products Strategic Overview Table 2. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2006 2007 2008 2009 139 1.0 15.0 † — does not sum due to rounding Source: Key Note © Key Note Ltd 2010 10 ..7 47. Table 2.4 1.9 2008 46. 2005-2009 2005 Disposable nappies Baby transport and nursery furniture Baby monitors.0 100. home safety equipment and feeding equipment Total 13.7%).9 2007 46.010 - 148 6.8 1. accounting for 46.0 14.0 100. 2005-2009 .3% of sales in 2009.0 39.3 38.040 3.8 100.1 168 1.099 3.2 †100..8: The UK Market for Baby Products by Sector by Value (%).0 2006 46.5 165 4.0 15. followed by baby transport and nursery furniture (38.2 38.066 2.0 Source: Key Note The largest sector.0 158 6.8 †100. was disposable nappies.2 14.9 2009 46.8 1.8 38.7: The UK Market for Baby Products by Sector by Value (£m at rsp).table continued 2005 Baby monitors.1 38.121 2.

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

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

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

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

Procter & Gamble’s Pampers and Kimberly-Clark’s Huggies both have baby clubs. aimed largely at divorced and separated fathers.000 unique users a month. with a focus on “fathers’ rights”. Mothercare launched Gurgle. Sainsbury’s resurrected its Little Ones baby club. In October 2009. underwent a major redesign. in partnership with the investment company Fleming Media. social and employment issues. as well as a range of discounts and priority parking at Tesco stores. an online ovulation calendar and a baby-naming search engine. run by Bounty (see earlier profile). Netmums. which claims 100. a social networking site for parents. which had been withdrawn in 2005. and newdadssurvivalguide.Baby Products Strategic Overview Baby Clubs and Social Networking Many retailers and manufacturers operating in the baby-products market run ‘baby clubs’. childcare and community.uk. In September 2009. education.000 members. Tesco was the sole sponsor of Bauer Media’s 2009 Mother and Baby Awards. which also publishes Sainsbury’s customer magazine. which was founded in 2000 by a journalist and a television producer. which claims 850. © Key Note Ltd 2010 15 . in October 2007. with 900. focusing on more live content. which included a new award from the Baby & Toddler Club for Britain’s Bravest Mum. In February 2009.000 members.co. Mothercare bought out Fleming Media. features articles. with a focus on food and nutrition. Tesco’s Baby & Toddler Club offers expectant and new mothers seven free magazines tailored to particular stages in their child’s development.000 members. allowing it to work more directly with agencies.com. The Boots Parenting Club was launched in June 2005 and has had an online presence since 2006. the site. which is also 10 years old. They include: dads-uk. which offer parents discounts and other benefits. operated through their websites. Members will be offered in-store discounts. A few social networking sites cater for fathers. The most high-profile of these is Mumsnet. taking full control of the site. A club magazine and website has been produced by Seven Squared. The site. with area-specific information on child-related activities. 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.com. tutorial videos. claims 740. Netmums is a family of local websites set up and run by mothers. The site’s advertising sales were also brought in-house. advice and information. It claims to be the largest parenting club in the UK.

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 36.022 10. which undertook the survey for Key Note in March 2010.10: Selected Parenting Magazines by Average Net Circulation (000).534 43. of the following apply to you?’ The statements listed in Table 2. The average audited circulations for print parenting publications during the 6 months ending December 2009 are shown in Table 2. the parenting press is still an important channel for reaching new and prospective parents.480 52. Table 2.003 British adults aged 16 and over: ‘Can you tell me which.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.Baby Products Strategic Overview Parenting Magazines Although it is increasingly challenged by the Internet.10.772 24. asked 1.11 were then read out.037 222. © Key Note Ltd 2010 16 .694 178. if any. In order to generate this sample.416 412. NEMS Market Research.

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

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

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

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 ... March 2010 .table continued I Have a Child/Children Under 1 Year Old I Have a Child/Children Aged 1 to 2 Years I Have a Child/Children Aged 3 to 4 Years I Have a Child/Children Aged 5 to 15 years Sample Profile 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)...Baby Products Strategic Overview Table 2.

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

14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). The vast majority (96%) of those with children aged under 1 year were married or cohabiting. the figure was slightly lower (82%) among those with children aged 1 to 2 years. But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children. However.Baby Products Strategic Overview Among those taking part in Key Note’s research. Table 2. Table 2.. 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. But I Am Hoping to Become a Parent Within the Next 2 Years Sample Profile All adults Sex Male Female Age 16-19 20-24 25-34 35-44 45-54 55-64 65+ Table continues. 100 49 51 8 7 18 18 16 13 20 100 34 66 0 15 60 23 1 0 0 100 33 67 0 6 18 9 15 21 31 © Key Note Ltd 2010 22 . Just under one in four (38%) were aged 35 to 44.14 shows demographic profiles of Key Note’s prospective parents and others who purchased for babies and/or small children..

But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children.Baby Products Strategic Overview Table 2. March 2010 . But I Am Hoping to Become a Parent Within the Next 2 Years Sample Profile Social Grade A B C1 C2 D E Working Status Full time† Part time Not working‡ Retired/invalid Standard Region East Anglia East Midlands Greater London North North West Scotland South East South West Wales West Midlands Yorkshire and Humberside Table continues.....14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).table continued I Do Not Have Children Under 16. 8 6 13 4 13 9 16 8 6 7 10 2 4 21 8 5 10 38 3 4 0 3 7 10 6 5 16 10 16 7 4 7 12 40 16 17 27 88 3 9 0 37 10 8 45 6 16 25 30 12 10 6 16 20 48 10 0 6 11 25 33 11 14 © Key Note Ltd 2010 23 .

But I Am Hoping to Become a Parent Within the Next 2 Years Sample Profile 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.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).Baby Products Strategic Overview Table 2. But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children.. March 2010 © Key Note Ltd 2010 24 .. March 2010 .

.. In the latter year. MARKET FORECASTS The ending of the ‘mini baby boom’ that characterised the period from 2005 to 2008. These respondents may buy things for family members and friends who are parents and/or may be stocking up for when they become parents themselves. and only 15% were aged under 25.5 2013 550 0. 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 45.3% and 2.4 454 1.1 2011 537 1. means that growth in the baby-products market will be relatively slow between 2010 and 2014. 442 1.3 530 2. Total UK sales of baby products at retail selling prices (rsp) are forecast to grow by between 1. Interestingly. and more than half (52%) were aged over 55. 2010-2014 2010 Disposable nappies % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues.8 448 1.9 2014 555 0.2% per year between 2010 and 2014. Table 2.Baby Products Strategic Overview Six in ten (60%) of those respondents who were not parents but who hoped to have children within the next 2 years were aged between 25 and 34.22bn.9 © Key Note Ltd 2010 25 . combined with the uncertain economic situation.8 468 1.3 462 1. The next-largest group of non-parents who purchased baby products were those aged 25 to 34 (18%).3 2012 545 1. Just under one in four (23%) were in the 35 to 44 age group. they are forecast to reach an estimated £1. those who hoped to become parents within the next 2 years were twice as likely to be female (66%) as male (34%). 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. This demonstrates the importance of ‘grandparent power’ in the baby-products market.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).

table continued 2010 Baby monitors. 2010-2014 .5 192 2.Baby Products Strategic Overview Table 2.1 1.3 Source: Key Note © Key Note Ltd 2010 26 . home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 2012 2013 2014 174 3.4 1.215 1.2 177 1.4 183 3.146 2.182 1..7 1.7 1.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).200 1.162 1.6 1..7 188 2.

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

a membership organisation including manufacturers and retailers of reusable nappies. MARKET SIZE The value of the UK retail market for disposable nappies was £519m in 2009. Until March 2007.4 475 - Source: Key Note SUPPLIERS Pampers. Real Nappy Week was sponsored by government funding. as well as local authorities. 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). The 2010 event took place between 26th April and 2nd May. Go Real is managed by ReZolve. However. laundries and parents. environmental networks. from Procter & Gamble.Baby Products Disposable Nappies Real Nappy Week Real Nappy Week is an annual promotional event for reusable nappies. © Key Note Ltd 2010 28 .5 2007 493 1. a social enterprise organisation based in Cornwall. and Kimberly-Clark’s Huggies brand dominate the market for disposable nappies. but they are generally less important than branded products.2 2008 507 2. organised by Go Real. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 487 2. this funding was withdrawn following the publication in May 2005 of a lifecycle assessment by the Environment Agency.8 2009 519 2. Own-brand nappies are produced for most major retailers. compared with a figure of £475m in 2005. Table 3.1: The UK Market for Disposable Nappies by Value (£m at rsp).

both Pampers and Huggies were advertised as part of individual supermarket promotions.) Table 3. its first product for older children. Pampers launched its ‘value brand’. in the form of absorbent pants shaped like underwear.817 946 683 211 125 2009 © Key Note Ltd 2010 29 . MARKETING AND ADVERTISING Pampers was by far the most heavily advertised nappy brand in 2009.Baby Products Disposable Nappies DISTRIBUTION Distribution of disposable nappies is mainly through the grocery sector. (In addition to the figures shown in Table 3. in the form of the major multiple grocery retailers. Simply Dry. in an attempt to compete with supermarkets and discount retailers.. which caters for 4 to 15 year-olds. as ASDA launched its own-brand Little Angels New Arrivals nappies at £1 for a pack of 48 nappies. Boots is the other main distribution channel. although Huggies spent slightly more in 2008.. see Chapter 2 — Strategic Overview. is designed to provide protection from bedwetting for children aged 4 to 12 years. RECENT DEVELOPMENTS In January 2010.305 171 3.2.019 118 3. March 2010 saw the start of a possible nappy price war. 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 range. in July 2009. Price is increasingly becoming a factor in the disposable-nappy market. the Pampers brand launched UnderJams. 205 1. Kimberly-Clark’s Huggies brand already had a similar range: DryNites.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000).

. Seven in ten purchasers of disposable nappies lived in households with a main shopper aged between 25 and 44. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010.3). A global website for Huggies.Baby Products Disposable Nappies Table 3.512 1.073 414 109 546 183 2009 CONSUMER TRENDS According to data from Kantar Media (see Table 3.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000). with the theme ‘Everyday Discoveries’. Parents were encouraged to upload photos and videos of their child exploring their world. also includes tips for mothers-to-be.006 1. 7% of all adult main shoppers said that their household had used disposable nappies during the year ending September 2009. This rose to 19% in households where the main shopper was aged between 25 and 34 years.table continued 2008 Huggies DryNites Sleep Shorts Superdry Nappies Natural Fit Nappies Pull-Ups Pants Little Walkers Newborn Nappies Others Sainsbury’s — nappies range ASDA — nappies range Tesco — nappies range Source: Nielsen Media Research In April 2010. 595 285 180 137 837 1. © Key Note Ltd 2010 30 . features a ‘real-time’ video of a baby growing in utero. Years Ending December 2008 and 2009 . and four in ten had a main shopper aged between 25 and 34.. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. called ‘9 months in vivo’. The site. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. plus a new Huggies logo incorporating a baby’s handprint. which went live in February 2010.

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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including cots.3 2007 129 4.2 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 2.6 62 -1. cribs and mattresses.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 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 124 3. reached £137m in 2009.0 2008 134 3. highchairs.1 286 2008 231 3. having grown from £120m in 2005.4: The UK Market for Nursery Furniture by Value (£m at rsp).3: The UK Market for Baby Transport by Sector by Value (£m at rsp).2 120 - Source: Key Note © Key Note Ltd 2010 34 . Table 4.6 293 2009 237 2. playpens and changing units.6 59 -4.Baby Products Baby Transport and Nursery Furniture Table 4. 2005-2009 2005 Prams.9 65 -1.9 2009 137 2. Retail sales of nursery furniture.

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 4.6 137 82 22 16 120 Source: Key Note SUPPLIERS The market for nursery furniture is highly fragmented. 2005-2009 2005 Cots. Babies R Us and Mamas & Papas — producing ranges of furniture and accessories. with Britax Excelsior being particularly important within the market for dedicated child car seats. © Key Note Ltd 2010 35 .9 22 0.Baby Products Baby Transport and Nursery Furniture Cots.0 16 0.2 19 5. Bébécar and Cosatto. operates in both the baby-transport and feeding/safety-equipment sectors.4 24 4. Maclaren and Mothercare’s own brand.5: The UK Market for Nursery Furniture by Sector by Value (£m at rsp). The largest of these are Mamas & Papas.5 17 6. Table 4. Baby-transport brands marketed by Dorel include Maxi-Cosi. Other companies of importance in this sector include Chicco. There is also a wide range of suppliers to the baby-transport market. cribs and mattresses easily constitute the largest segment. Graco.1 25 4. with many small companies — as well as larger manufacturers and retailers.3 129 2008 92 3. including Mothercare. Quinny and Bébé Confort.9 134 2009 93 1. with retail sales estimated at £93m in 2009.3 18 5. a Canadian company that has had a UK presence since 1988.0 124 2007 89 3. Dorel.5 23 4.

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

From 2010. with campaigns for its Trio travel system and Polly highchair brands worth a total of £340.000.Baby Products Baby Transport and Nursery Furniture In October 2009.000 in 2009.) © Key Note Ltd 2010 37 . Again. the majority of expenditure within the category was accounted for by a large number of brands (186) spending less than the threshold amount. but a routine internal quality check had revealed a potential problem in the mechanical attachment of the IsoFix connectors to the base. The company stated that it had had no complaints or reports of incidents. Dorel launched a new range of Maxi-Cosi car seats: the Pebble for infants and the Pearl for toddlers. in February 2010. not a single brand within Nielsen Media Research’s ‘baby carriages and nursery equipment’ category spent more than the threshold (£75.000) for a separate listing in its published figures. however. accounted for by 214 separate brands. The remedy kit consists of covers to fit over each of the hinges. undefined category of ‘baby goods’ recorded a total expenditure of £192. Maclaren received some adverse publicity towards the end of 2009. Dorel voluntarily recalled all FamilyFix car-seat bases sold before 4th March. In 2008.2 million products. Chicco was the largest spender. during the 12 months ending December 2009. sold under the Viva and Nexus brands. Both fit onto the new Dorel FamilyFix car-seat base. Britax Excelsior Ltd announced that it would offer a free ‘precautionary’ remedy kit for one of its stroller models. In March 2010. however. these covers were issued only to purchasers who contacted Maclaren themselves. Graco voluntarily recalled 65 models of its Harmony High Chair due to reports of loose screws and falling brackets that could cause the chair to tip. In November 2009. all Maclaren strollers of this type are being supplied with hinge covers as standard.2m. divided between 33 brands. the company distributed hinge covers to all purchasers of the strollers in the US. MARKETING AND ADVERTISING The highly fragmented nature of this sector of the baby-products market is illustrated by the fact that. In the UK. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. having detected a potential risk of injury to fingers or hands from its folding mechanism. (A separate. In March 2010. Following these problems. The recall was estimated to affect 1. Total expenditure in this sector in 2009 was £1.

reminding parents of the importance of in-car safety and the correct fitting of child car seats.6: Main Media Advertising Expenditure on Baby Carriages and Nursery Equipment by Brand (£000).188 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. TK Maxx began an online campaign on the parenting website Netmums. © Key Note Ltd 2010 38 . to promote its new range of nursery products. Years Ending December 2008 and 2009 2008 Chicco Polly Highchair Trio For Me Total Chicco Coo Chi Coo — nursery product range Other Total Source: Nielsen Media Research 155 185 340 88 1. TK Maxx also ran display advertisements on the Netmums site.711 1.188 2009 Britax launched a television advertising campaign in February 2010. there was a competition to win a £500 gift card. The campaign was supported by online and point-of-sale materials. In January 2010.283 1.Baby Products Baby Transport and Nursery Furniture Table 4. In addition. which included links to the nursery range on the TK Maxx website.

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

Table 5. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 148 6.5 2007 158 6.8 2008 165 4.2: The UK Market for Baby Monitors. Home Safety Equipment and Feeding Equipment MARKET SIZE Total UK retail sales of baby monitors. 2005-2009 2005 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total Table continues.4 2009 168 1.3 82 3.8 †165 2006 2007 2008 2009 85 1. up from £71m in 2005.. compared with £139m in 2005.4 148 79 5. with developments such as digital and video monitors helping to maintain value to an extent. Home Safety Equipment and Feeding Equipment by Value (£m at rsp).2 158 84 6. 71 68 139 75 5. Table 5. Retail sales within the sector were estimated at £85m in 2009.. Retail sales of feeding equipment have also seen reasonably good growth.2 168 © Key Note Ltd 2010 40 .1: The UK Market for Baby Monitors. reaching £83m in 2009.2 83 1.8 139 - Source: Key Note Baby monitors are now a standard purchase for most new parents. home safety equipment and feeding equipment reached £168m in 2009.Baby Products Baby Monitors. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).6 73 7.3 79 8.

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

was launched in the UK in spring 2010. which was launched in February 2010.Baby Products Baby Monitors. sound sensor and feeding timer. 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. a weaning bowl and spoon set. features a 2. © Key Note Ltd 2010 42 . Clippasafe introduced a number of new child safety products in March 2010. plus 50 recorded melodies to help the baby get back to sleep. a low-profile wall mount. and a tap strap: a lightweight device designed to stop children accessing hot-water taps. including a magnetic cupboard and drawer lock. The last of these includes a multicoloured nightlight. a feeding bottle and a training mug — each retailing at just £1. the gate slides into. The range consists of five different products — a soother pack. Feeding Equipment Fisher-Price introduced a ‘value’ feeding range in December 2009. The Nuby brand of infant feeding products. In February 2009.4-inch colour display. Home Safety Equipment and Feeding Equipment DISTRIBUTION Boots and Mothercare dominate retail sales of feeding equipment and safety equipment. which can be customised to co-ordinate with the nursery colour scheme. a weaning spoon pack. Home Safety Equipment In July 2009. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. but supermarkets have an increasingly important presence. with extra features including a digital zoom. Marketed as ‘essential for every stylish house’. Lindam launched the numi safety gate. and locks onto. from the US company Luv n Care. RECENT DEVELOPMENTS Baby Monitors The VTech Clear View Video Baby Monitor.99. February 2010 also saw the launch of a new range of baby monitors from Tomy: the Classic Monitor TA100. enabling it to be easily removed when not in use. the Digital Monitor TD300 and the Digital Plus Monitor TD350.

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

38 1. The average fertility rate in the UK is at the higher end of the European spectrum. for example.84 1.38 1.59 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.84 1. averaged across the years from 2005 to 2010.09.77 1.84. United Nations Population Division © Key Note Ltd 2010 44 .74 1. and the more traditional and family-oriented nature of much of the US population. compared with just 1. Denmark is at the same level. the fact that it may be easier for American women to combine work and child-rearing. at 1. at 2.89 1.38 1. An International Perspective POPULATION TRENDS There are considerable variations in fertility rates among the Western European countries. Europe and Selected European Countries. A number of explanations have been put forward for this.1: Total Fertility Rates† in the US. 2005-2010 US Western Europe Europe France Norway Sweden Denmark UK Belgium Netherlands Spain Austria Greece Italy Germany 2.50 1.89 1.43 1. the estimated total fertility rate (number of children per woman). including: a higher birth rate among the majority Hispanic population. The US has a higher fertility rate than Western Europe. In France and Norway. Table 6.32 in Germany.Baby Products An International Perspective 6.89.09 1.87 1. is 1.

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

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

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

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

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. either currently or in the past.. However. whereas just under three in ten (29%) asserted that bottle feeding can be just as good as breastfeeding. 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. or hardly ever. However. 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. Four in ten were users of reusable nappies. March 2010 .Baby Products Consumer Dynamics Table 8.1: Attitudes Towards Baby Products and Related Issues (% of respondents).. Breastfeeding Versus Bottle Feeding Nearly half (47%) of respondents agreed that breastfeeding is much better for babies than bottle feeding. used I wish I had done more research/been better informed before I bought my baby equipment Source: Key Note/NEMS Market Research. just over half (53%) of the sample acknowledged that the cleansing and sterilising that was necessary meant that bottle feeding could be hard work.) 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. © Key Note Ltd 2010 49 .

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

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

and those who do not have children under 16 but do buy things for babies and/or small children nowadays.Baby Products Consumer Dynamics Respondents aged over 45 were more than twice as likely as those in the 25 to 34 age group to use or have used non-disposable nappies (51% versus 24%). March 2010 © Key Note Ltd 2010 52 . March 2010 S3: “I use/have used non-disposable nappies.3: Use of Non-Disposable Nappies (% of respondents). This may be related to the fact that disposable nappies have become widely available only relatively recently. and many women over 45 may not have had the opportunity to use them when bringing up their own babies. those who are hoping to start a family within the next 2 years. Table 8. but differences in penetration by region or social grade were fairly slight. Source: Key Note/NEMS Market Research. Women (46%) were much more likely than men (29%) to agree that they used or had used non-disposable nappies.” 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.

” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues.” S5: ”Bottle feeding can be just as good as breastfeeding. March 2010 S4: “Breastfeeding is much better for babies than bottle feeding. Northern respondents were the most enthusiastic about breastfeeding. Although considerably more ABC1s than C2DEs endorsed breastfeeding as being much better for babies (53% versus 42%).. 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. 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 .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. 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%). Table 8.4: Attitudes Towards Breastfeeding (% of respondents).. Respondents in the 35 to 44 age group were the keenest proponents of bottle feeding.

those living in the North were the most likely to think that bottle feeding was easier. However. those who are hoping to start a family within the next 2 years. while those aged 25 to 34 (60%) were the most likely to agree with the latter one. compared with 49% of C2DEs). and those who do not have children under 16 but do buy things for babies and/or small children nowadays. while those living in the South were the most likely to agree that cleansing and sterilising can make bottle feeding hard work. Source: Key Note/NEMS Market Research. compared with 59% of women.. the ABC1s were more likely than the C2DEs to feel that the chores associated with bottle feeding can be onerous (57% of ABC1s. 77%) were the most likely to agree with the former statement. agreed with this statement. However.” S5: ”Bottle feeding can be just as good as breastfeeding. Fairly similar proportions of the ABC1s (62%) and C2DEs (66%) thought that bottle feeding is easier than breastfeeding. March 2010 .4: Attitudes Towards Breastfeeding (% of respondents). By region.Baby Products Consumer Dynamics Table 8. men and women were almost equally likely to hold the view that the cleaning and sterilising that is necessary for bottle feeding can be hard work (53% of men and 52% of women)..table continued S4: “Breastfeeding is much better for babies than bottle feeding. The youngest respondents (16 to 24 year-olds.” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S4 PP% Pen% S5 PP% Pen% 37 25 38 44 21 35 56 39 44 30 28 42 24 31 32 Base: respondents with children aged 0 to 15. © Key Note Ltd 2010 54 . March 2010 Men were more likely than women to say that bottle feeding is easier for parents than breastfeeding: 71% of men.

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.” 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. Source: Key Note/NEMS Market Research. March 2010 © Key Note Ltd 2010 55 . those who are hoping to start a family within the next 2 years.5: Attitudes Towards Bottle Feeding (% of respondents). and those who do not have children under 16 but do buy things for babies and/or small children nowadays.

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

those who are hoping to start a family within the next 2 years. there was little difference by region in the proportion who said that they would never buy a second-hand car seat. March 2010 .table continued S8: “It is perfectly acceptable to use second-hand baby equipment as long as you are satisfied it is safe.” S9: ”It is important to buy all baby equipment brand new.. However.. © Key Note Ltd 2010 57 . 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). and those who do not have children under 16 but do buy things for babies and/or small children nowadays.6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents).Baby Products Consumer Dynamics Table 8. 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.” 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. Source: Key Note/NEMS Market Research.

March 2010 © Key Note Ltd 2010 58 .” S11: ”I would not accept baby equipment passed on to me from friends and family.” 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. Source: Key Note/NEMS Market Research. March 2010 S10: “I would never buy a second-hand child’s car seat. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. those who are hoping to start a family within the next 2 years.Baby Products Consumer Dynamics Table 8.7: Aversion to Second-Hand Baby Equipment (% of respondents).

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

Source: Key Note/NEMS Market Research.” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available. those who are hoping to start a family within the next 2 years. and those who do not have children under 16 but do buy things for babies and/or small children nowadays.” 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 15.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents). © Key Note Ltd 2010 60 ...table continued S12: “There are so many different types of baby equipment available that it can be difficult to decide what you actually do need.Baby Products Consumer Dynamics Table 8. March 2010 Those who were the most likely to complain about the lack of unbiased advice about the type of baby equipment to buy included the C2DEs (49%) and those in the 16 to 24 age group (54%). March 2010 .

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

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

. 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. those who are hoping to start a family within the next 2 years. March 2010 © Key Note Ltd 2010 63 .table continued S15: “I bought some items of baby equipment that I never.10: Personal Experience of Choosing Baby Equipment (% of respondents).” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S15 PP% Pen% S16 PP% Pen% 37 25 38 44 21 35 56 39 44 30 28 42 24 31 32 Base: respondents with children aged 0 to 15.Baby Products Consumer Dynamics Table 8. March 2010 .” S16: ”I wish I had done more research/been better informed before I bought my baby equipment. used. or hardly ever.

1: Financial Results for Britax Childcare Holdings Ltd (£000). Surrey. the company also offers infant carriers and wheeled goods.000 for the year ending 31st December 2008. Supplier Profiles INTRODUCTION This chapter profiles some of the leading manufacturers and specialist retailers operating in the sectors covered by this report. It distributes these products through independent specialist retailers.715 -8. The company designs. Table 9.Baby Products Supplier Profiles 9. multiple retailers and vehicle original equipment manufacturers (OEMs) in Europe. Profitability Britax Childcare Holdings Ltd reported a turnover of £183. Known chiefly for its children’s car seats.co. the aircraft-interior and vehicle-safety-equipment manufacturer Britax International. manufactures and markets child safety products in the UK. assembles.331 -522 © Key Note Ltd 2010 64 . Australia (where the products are marketed under the Steelcraft and Safe n Sound brands) and the US. The activities of multiple retailers operating within the baby-products sector in addition to other activities are discussed in Chapter 2 — Strategic Overview. Britax Childcare’s headquarters are in Chertsey. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. by the private-equity company Carlyle Group in September 2005. for £230m.uk 148.261 31/12/07 163. BRITAX CHILDCARE HOLDINGS LTD Corporate Strategy Britax Childcare Holdings Ltd was acquired from its former parent company.418 -7.208 31/12/08 183.3m and a pre-tax loss of £522.

Also in February 2010. Britax launched a television advertising campaign in February 2010. and in 2001 Newell-Rubbermaid acquired Klippan Group. The Newell-Rubbermaid portfolio also included Little Tikes toys. a Japanese manufacturer of childcare products. it was announced that Britax would be launching the Jockey range of child’s bicycle seats. In March 2010. one of Europe’s leading manufacturers and distributors of child car seats. Profitability Graco Ltd reported a turnover of £850. The range included: the B-Lite urban stroller. The campaign was supported by online and point-of-sale materials. Germany. In April 2008. which was founded in the US in 1955 and became part of Newell-Rubbermaid in 1999. the B-Smart modular travel system. Finland and Sweden. sold under the Viva and Nexus brands. © Key Note Ltd 2010 65 . including car seats and strollers. GRACO LTD Corporate Strategy Graco Ltd is the UK subsidiary of Graco Children’s Products Inc. The remedy kit consists of covers to fit over each of the hinges.000 for the year ending 31st December 2009. but this company was sold to MGA Entertainments in 2006. the B-Mobile three. Graco Europe was established in September 1997. reminding parents of the importance of in-car safety and correct fitting of child car seats. a German company that makes prams and other baby-transport products. and the B-Dual travel system. Newell-Rubbermaid purchased Aprica Kassai. Britax announced a free ‘precautionary’ remedy kit for one of its stroller models. This became part of the group in August 2007.000 and a pre-tax profit of £172.Baby Products Supplier Profiles Recent and Future Developments A range of four new pushchairs was launched by Britax in January 2010. having detected a potential risk of injury to fingers or hands from its folding mechanism. Further acquisitions by Newell-Rubbermaid have included Teutonia.or forward-facing seat options and space for an additional seat for a second child.or four-wheeled compact travel system. which has rearward. with operations in the UK. giving a high degree of comfort and safety.

designed to make bottle feeding as similar as possible to breastfeeding. was launched towards the end of 2009. a supplier of reusable cotton nappies (November 2004). In 1995. and 2 years later the Mayborn Group bought Sangenic. was launched in 2006. The Mayborn Group was acquired by the private-equity company 3i in 2006.uk 1. More acquisitions followed.249 542 31/12/09 850 172 Recent and Future Developments In March 2010. relaunching the Maws and Sangenic brands as Tommee Tippee.Baby Products Supplier Profiles Table 9. and Tube Plastics. Jackel acquired the long-established Maws baby-feeding-equipment brand. including Cotton Bottoms Ltd. based in Newcastle. the company that launched the Steri-Bottle pre-sterilised single-use feeding bottle in 1999.2: Financial Results for Graco Ltd (£000). which also produces fabric dyes under the Dylon brand. Years Ending 31st December 2007-2009 31/12/07 Turnover Pre-tax profit Source: myicc. Graco voluntarily recalled 65 models of its Harmony High Chair. The product can also be transformed into a travel system for twins with the addition of two Graco car seats.2 million products. a British company producing the Nappy Wrapper nappy-disposal system. began life as a manufacturer of hair and nail products. a double pushchair designed to accommodate one child from birth and another from the age of 6 months. the company became part of the Mayborn Group. In August 2003. a manufacturer of outdoor play equipment (March 2005). The Tommee Tippee Closer to Nature range of feeding equipment. © Key Note Ltd 2010 66 . and acquired the UK and European manufacturing licence for the US Tommee Tippee brand of baby-feeding equipment and accessories in 1965. Jackel acquired Steri-Bottle UK. The Graco Quattro Tour Duo. In 1983. In 2003.254 574 31/12/08 1. due to reports of loose screws and falling brackets that could cause the chair to tip. Jackel International moved to a single-brand strategy.co. The recall was estimated to affect 1. JACKEL INTERNATIONAL LTD (MAYBORN GROUP) Corporate Strategy Jackel International Ltd.

589 1. The Closer to Nature brand of baby-feeding equipment. and introduced into the UK in the mid-1990s. were initially available only through Babies R Us in the US. KIMBERLY-CLARK LTD Corporate Strategy Kimberly-Clark Ltd is the UK subsidiary of the Dallas-based Kimberly-Clark Corporation. Table 9. In February 2009. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. including Andrex and Kleenex.112 31/12/07 33.539 31/12/08 38.049 6.2m for the year ending 31st December 2008.223 Recent and Future Developments In January 2010. Mayborn launched the Tommee Tippee brand in the US. © Key Note Ltd 2010 67 . launched in the US in 1978. and Explora toddler cups and feeding products.uk 31. which produces a number of household paper brands. A new star-shaped Tommee Tippee logo was also launched in February 2009. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. Tommee Tippee’s Closer to Nature range of feeding bottles became available in a new material that is entirely free from Bisphenol A (BPA) — a chemical that has been linked with possible interactions with hormone systems. but they moved into Toys R Us stores in April. taking it back to its original roots.3: Financial Results for Jackel International Ltd (£000). Huggies is Kimberly-Clark’s disposable-nappy brand.co.Baby Products Supplier Profiles Profitability Jackel International Ltd reported a turnover of £38m and a pre-tax profit of £6.517 5. The Closer to Nature and Explora brands were marketed in the US as being designed to help relieve common feeding anxieties among mothers.

Profitability Kimberly-Clark Ltd reported a turnover of £623.954 31/12/07 614.551 31/12/08 623. Little Swimmers swimming nappies. Natural Fit. Parents were encouraged to upload photos and videos of their child exploring their world. with flexible sides.co. for babies from 19 to 60 pounds. and Pull-Ups potty-training pants. plus a new Huggies logo incorporating a baby’s handprint. © Key Note Ltd 2010 68 .6m for the year ending 31st December 2008. A global website for Huggies.649 48.Baby Products Supplier Profiles The Huggies range includes: Huggies Preemies (for premature babies).6m and a pre-tax profit of £48. Table 9. in a range of sizes for babies from 11 to 27 pounds. shaped like pants. The site. also includes tips for mothers-to-be. for babies from 0 to 3 months.263 143. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. which went live in February 2010.4: Financial Results for Kimberly-Clark Ltd (£000). the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product.552 Recent and Future Developments In April 2010. designed to keep babies dry for up to 12 hours. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. Little Walkers. called ‘9 months in vivo’.233 53. The company also produces Huggies-branded wipes and disposable changing mats.uk 602. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. with the theme ‘Everyday Discoveries’. features a ‘real-time’ video of a baby growing in utero. Super-Dry. Newborn.

© Key Note Ltd 2010 69 . Hestair purchased Cindico. a wholly owned subsidiary that markets the company’s products in the US and Canada. Also in July 2009. Maclaren received some adverse publicity towards the end of 2009. Maclaren launched Beginning. In the UK.6m for the year ending 31st December 2008. In November 2009. founded in Northampton in the late 1960s. Hestair PLC was purchased by BET in 1990 and there was a management buy-out of Hestair Maclaren during the same year.978 -3. In November 2009. Table 9. Following its 1988 acquisition by Hestair PLC.623 Recent and Future Developments In July 2009. the company became Hestair Maclaren.484 31/12/07 23.uk 19. was established in 1999. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.Baby Products Supplier Profiles MACLAREN EUROPE LTD Corporate Strategy Maclaren began life as Andrews Maclaren Ltd. these covers were issued only to purchasers who contacted Maclaren themselves. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. From 2010. all Maclaren strollers of this type are being supplied with hinge covers as standard.232 -1. Profitability Maclaren Europe Ltd reported a turnover of £31m and a pre-tax loss of £3. a range of organic skincare products for mothers and babies. a manufacturer of nursery products and pushchairs.880 31/12/08 30. Maclaren USA. fitting onto the buggy for the baby’s first few months.442 -1. with the invention of the lightweight ‘baby buggy’. Maclaren’s Techno XLR travel system was expanded with the introduction of a soft carrycot that is compatible with the system.5: Financial Results for Maclaren Europe Ltd (£000). the company distributed hinge covers to all purchasers of the strollers in the US. Later the same year. Maclaren’s US arm acquired the nursery-furniture company NettoCollection.co. The company was purchased by the Sunleigh Group in 1994.

Mamas and Papas’ products are sold through a wide range of outlets. including one in the Westfield Shopping Centre in West London. © Key Note Ltd 2010 70 . The company also has a chain of more than 50 dedicated stores in the UK and the Republic of Ireland. The brand also encompasses maternity and baby wear.6: Financial Results for Mamas & Papas Ltd (£000). Years Ending 1st April 2007. was founded in 1981 by the Scacchetti family and is still family owned. 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. and pre-school toys.438 30/03/08 83. Selfridges.656 -1. Others included Liverpool (in September). including John Lewis. Profitability Mamas & Papas Ltd reported a turnover of £87.2m for the year ending 29th March 2009. 30th March 2008 and 29th March 2009 01/04/07 Turnover Pre-tax profit Source: myicc. pushchairs and car seats). Harrods and more than 500 independent dealers. Manchester (May) and Broadstairs (June).382 1. Table 9. nursery furniture and bedding.182 Recent and Future Developments A number of new Mamas & Papas stores were opened during 2009. one of the first companies to introduce the concept of designer products into the market for baby equipment. Hull and Aberdeen (both in October).816 2. Mamas & Papas further expanded its retail operations in November 2009. which was opened in February. run on a franchise basis. Openings so far in 2010 have included Lincoln (April). The company’s range includes baby transport (in the form of prams. and Rotherham (November).co.uk 83.7m and a pre-tax loss of £1.789 29/03/09 87.Baby Products Supplier Profiles MAMAS & PAPAS LTD Corporate Strategy Mamas & Papas Ltd.

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

Years Ending 31st March 2007. up from 28 in 2009. is to be launched in autumn 2010.7: Financial Results for Mothercare PLC (£000).2m for the year ending 28th March 2009. television presenter and ‘celebrity mother’ Myleene Klass. currently unnamed.200 Recent and Future Developments In February 2010.500 28/03/09 723. Adams Childrenswear.900 29/03/08 676. it expects to have 65 Indian stores by the end of 2010. 29th March 2008 and 28th March 2009 31/03/07 Turnover Pre-tax profit Source: myicc. featuring the musician. The company opened its 50th store in Russia in December 2009. Much of the company’s international growth came from India and Russia. and 694 franchised international stores. there were 389 UK stores in the Mothercare group.600 42. mostly on a franchise basis. 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. The Mothercare group opened 115 international stores during 2009. Profitability Mothercare PLC reported a turnover of £723. the company announced a joint venture in India. The brand.800 4.500 18.6m and a pre-tax profit of £42. A brand-awareness campaign for Mothercare. Table 9. Early in 2010. 62 of which were opened during the 6 months to November. was launched in October 2009 on the pre-school television channel Cartoonito. Mothercare announced plans to launch Mothercare in Australia and the Early Learning Centre in South Africa.co. Toys from Mothercare’s Early Learning Centre range are already sold through 400 Boots stores. fell into administration in January 2010.uk 498.Baby Products Supplier Profiles As at mid-November 2009. In October. © Key Note Ltd 2010 72 .

The brand is now part of Philips’s Consumer Lifestyle division. including breast pumps and breastfeeding accessories. bottle and food warmers. soothers.200 65.co. in February 2009.co. launched in 1984.8: Financial Results for Philips Electronics UK Ltd (£000). Profitability Philips Electronics UK Ltd reported a turnover of £827. mybabytalk.4m and a pre-tax profit of £4. Table 9.uk 682. Virtually all Philips Avent products are designed and manufactured at the company’s factory in Suffolk. © Key Note Ltd 2010 73 . skincare products and changing bags. 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.900 31/12/07 812. baby bottles and toddler-feeding equipment.100 31/12/08 827. which also includes shaving and oral-healthcare products.800 33. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.2m for the year ending 31st December 2008. The Philips Avent product range includes a wide variety of feeding equipment.200 Recent and Future Developments Philips launched an advice website for new mothers.400 4.Baby Products Supplier Profiles PHILIPS AVENT Corporate Strategy The Avent brand.uk.

Table 9.528 30/06/08 271.073 38. is designed to provide protection from bedwetting for children aged 4 to 12 years.Baby Products Supplier Profiles PROCTER & GAMBLE Corporate Strategy The US company Procter & Gamble. Feel N Learn potty-training pants. its first product for older children.697 Recent and Future Developments In January 2010. and Baby Dry. Easy Up Pants for older babies. The company produces the Pampers nappy range. Pampers recently launched two new products: UnderJams and Simply Dry (see Recent and Future Developments). in the form of absorbent pants shaped like underwear.7m for the year ending 30th June 2009. © Key Note Ltd 2010 74 . which have Secure-Me fasteners that overlap for a snugger fit.006 40. The Pampers disposable-nappy portfolio includes: Pampers New Baby (including Micro for premature and very small babies).co. The company also produces Pampers Wipes and Kandoo Wipes. Pampers launched its ‘value’ nappy brand. with Comfort Stretch for babies who can move. with Extra Sleep Layer for night-time use. These figures cover a broad range of household products and toiletries. in an attempt to compete with supermarkets and discount retailers.uk 258. The range. which was introduced to the UK in 1982. was founded in 1837 and expanded into the UK in 1930.3m and a pre-tax profit of £34. Active Fit.273 34.347 30/06/09 209.9: Financial Results for Procter & Gamble Product Supply (UK) Ltd (£000). Sunnies Swim Pants. based in Ohio. Profitability Procter & Gamble Product Supply (UK) Ltd reported a turnover of £209. for use by toddlers who are being toilet trained. in July 2009. the Pampers brand launched UnderJams. Years Ending 30th June 2007-2009 30/06/07 Turnover Pre-tax profit Source: myicc. Simply Dry. with high leg cuffs for extra protection.

following the 2006 merger of Tomy with its rival toy company Takara. it also produces a range of baby products.Baby Products Supplier Profiles TOMY UK LTD Corporate Strategy Tomy UK Ltd. However. Profitability Tomy UK Ltd reported a turnover of £42. The last of these includes a multicoloured nightlight. feeding equipment for toddlers.683 31/03/08 51. In August 2009. BabyDam turns a normal-sized bath into a smaller bathing space suitable for babies and toddlers.030 31/03/09 42.10: Financial Results for Tomy UK Ltd (£000).uk 47. Tomy announced that it had signed an agreement with Perry Innovation Ltd to distribute the BabyDam Bathwater Barrier in Europe.159 2.189 3. is principally a manufacturer of toys and games. baby carriers. which can be customised to co-ordinate with the nursery colour scheme. The parent company in Japan is named Takara-Tomy. including baby monitors. but the Tomy name has been retained for all international subsidiaries.714 -996 Recent and Future Developments A new range of baby monitors — the Classic Monitor TA100.000 for the year ending 31st March 2009.7m and a pre-tax loss of £996. the Digital Monitor TD300 and the Digital Plus Monitor TD350 — was launched in February 2010. and baby activity toys. cot guards and bedrails. Table 9.co. Years Ending 31st March 2007-2009 31/03/07 Turnover Pre-tax profit Source: myicc. a Japanese-owned company. © Key Note Ltd 2010 75 .

335 -0. the number of children aged between 1 and 2 years will fall slightly.Baby Products The Future 10.326 0. with the total population of under-3s standing at 2. Table 10. the number of infants aged under 1 year will stand at 777. The Future DEMOGRAPHIC TRENDS The next 5 years will see a stagnation of the birth rate.348 0.1 775 -0.3 2.1 775 -0. Government Actuary’s Department © Crown copyright © Key Note Ltd 2010 76 .1 2014 777 0. During the period between 2010 and 2014.1: Forecast Number of Children in the UK Aged 0 to 2 Years (000).324 -0.0 2.6 2.1 774 -0.1 Note: figures may not sum due to rounding.000 — exactly the same figure as in 2010. Source: 2008-Based Population Projections.4 2. Government projections suggest that. in mid-2014.8 784 -0.1 775 0. Mid-Years 2010-2014 2010 Age 0 % change year-on-year Age 1 % change year-on-year Age 2 % change year-on-year Total % change year-on-year 777 -0.3 777 -0.9 2011 775 -0.3 775 0.4 2013 775 0.6 2012 774 -0.3 777 -0.9 2.326 -0.8 783 -0. following increases between 2005 and 2008.6 789 4.3 million in mid-2014.

2010-2014 2010 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2011 537 1. but from a lower base.3 2011 304 1.1 Source: Key Note Baby Transport and Nursery Furniture The market for baby-transport equipment is forecast to grow relatively slowly during the next 5 years.3 2014 314 1.0 2013 311 1. with retail sales reaching £555m by 2014..3 2012 545 1. Table 10.Baby Products The Future FORECASTS 2010 TO 2014 The next few years are likely to see a greater emphasis on value in baby products — particularly in respect of smaller and disposable items such as nappies and feeding equipment. Table 10.0 © Key Note Ltd 2010 77 .3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).5 2013 550 0. where birth rates are higher.0 2012 307 1. 301 1.2: The Forecast UK Market for Disposable Nappies by Value (£m at rsp).9 2014 555 0. looking at markets in Asia and Eastern Europe. with retail sales reaching £314m by 2014. Disposable Nappies The market for disposable nappies will continue to grow at a slow rate over the next 5 years. retail sales in this sector are forecast to reach £154m.9 530 2.. Companies will continue to turn outside the UK for growth. 2010-2014 2010 Baby transport % change year-on-year Table continues. By 2014. There will be slightly higher growth in nursery furniture.

1 94 2.4: The Forecast UK Market for Baby Monitors.3 90 3.3 141 2..4 2013 96 3.7 2014 98 2. 2010-2014 .2 177 1.1 454 1.2 188 2.table continued 2010 Nursery furniture % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 144 2.4 183 3. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).6 174 3.7 462 1.2 192 2.Baby Products The Future Table 10.7 2012 93 3.1 88 3. Table 10. Home Safety Equipment and Feeding Equipment Retail sales of baby monitors and home safety equipment are forecast to reach £98m by 2014. 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 2.8 2014 154 2.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp)..0 468 1.8 Source: Key Note Baby Monitors. with sales of feeding equipment totalling £94m.3 2013 151 2.1 448 1.6 Source: Key Note © Key Note Ltd 2010 78 .2 92 2.9 442 1.5 86 3.4 2012 147 2.3 87 1.

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

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

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

analyse and comment on the financial performance of the leading companies in each marketplace.uk Key Note Research Consultancy We can offer a full-service bespoke solution for any research requirements not covered by the published report range. Contact us for more information: bespoke@keynote. 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. Our comprehensive market research and information consultancy service is managed in house.uk Key Note Carnet A service that offers a discount on multiple report purchases. bringing you invaluable financial information and contact details for thousands of companies. sectors.Baby Products Further Sources Key Note Business Ratio Reports • Clothing Retailers • Department & Variety Stores • Mail Order & Catalogue Houses • The Retail Industry • Supermarkets • The Toy Industry £365 each Over 148 titles evaluating each UK industry sector.co. performance figures. We will be able to provide you with information covering the companies. the publication will allow the reader to gain a greater level of market intelligence as well as a good knowledge of the current state of UK industry. They compare. Contact us for further details: sales@keynote. Contact us for more information: sales@keynote. there is a detailed Regional Leads Report. Key Note Regional Leads Reports £420 For each region of Great Britain. which are profiled in each report. You can also choose from these further services: Key Note Bespoke Data Service As well as choosing the companies you want to analyse. Providing up-to-date information and analysis.co.uk © Key Note Ltd 2010 82 . Even historical figures can be provided. contrast. 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.

© Key Note Ltd 2010 83 . are generally based on one of the following groups: • Households — a private household consists of either one person living alone or a group of people. 1995 TGI data used in Key Note reports are broken down by age. and/or Penetration.2 Source: Target Group Index. usually.03 12. These terms are explained in the following table. Profile.0 61. 7.535 Profile (%) 100. housewives. who are users. etc. • Adults — any person aged 15 or over. Profile. Table Heading Population Number (000) 13. The total number of adults. who live together and whose food and other household expenses are managed as one unit. Each subgroup should total 100% vertically. members of one family.045 2.9 2.1 . Penetration Tables used in Key Note reports may give figures for the Number. Number. • Housewives — a member of a private household who is solely or mainly responsible for the household duties.Baby Products Understanding TGI Data Understanding TGI Data TGI tables. but not always. produced by Kantar Media.4 55. 1. Across The % of 15-24 year-olds.7 19. households. social grade and standard region.0 Penetration (%) 66. etc.371 This is the projected number of people in each subgroup who use the product. © Kantar Media.9 0.5 71.0 .697 Down The % of each subgroup who are users.557 10.4 All housewives Age 15-24 25-34 Social Grade AB C1 Region Greater London 20.

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

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

lifestyle. The total range covers consumer. financial services and industrial sectors. across both the Key Note and Market Assessment product ranges.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 .

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

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

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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