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

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

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

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

2 2. Number of Children Aged 0 to 2 The population of children aged under 2 years — and particularly those aged under 1 year — is clearly crucial to the baby-products market. parental age and parental employment.5 2.4 †2008 †2009 788 4.2 © Key Note Ltd 2010 3 .1: Number of Children in the UK Aged 0 to 2 Years (000).000 babies aged under 1 year in the UK. 716 705 681 2.153 2.327 2.1 2. there were an estimated 783.205 2..2 756 3. After rising steadily between 2005 and 2008. 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. compared with 788.3 732 2.2 717 1. These include trends in family size.3 million between 2005 and 2009.3 733 2.1 million to 2.277 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.000 a year previously. because this group forms its ‘consumer base’.6 788 4. The birth-rate increases meant that the total number of children aged under 2 years rose from 2.3 783 -0. In mid-2009. the birth rate was projected to fall slightly during 2009.6 705 3.102 2006 732 2.4 2007 756 3.Baby Products Strategic Overview 2. Table 2..2 716 1.7 2.2 756 3.

Government Actuary’s Department © Crown copyright Family Size Despite the recent birth-rate increases. National Statistics/General Register Office for Scotland/Northern Ireland Statistics/2008-Based Population Projections.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). 1971-2008 1971 1981 1991 2001 2002 2003 2004 2005 2006 2007 2008 2.2: Total Fertility Rate† in England and Wales. In 1971.63 1. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) © Key Note Ltd 2010 4 . It then fell to 1.79 1.37.73 1.Baby Products Strategic Overview Table 2.79 1. 30th June 2005-2009 . By 2008.82 1. Table 2. the average number of children per family has remained below two for many years.97.78 1. The Total Fertility Rate (TFR) is a method of estimating trends in family size based on the number of children born to women in different age groups in a given year. the TFR was 1. before gradually rising again.92 1.table continued † — projections Source: Mid-Year Population Estimates.37 1..86 1..1: Number of Children in the UK Aged 0 to 2 Years (000).63 in 2001.65 1. the TFR in England and Wales was 2.

4.9 31. such as prams. In 2007. especially in respect of larger purchases.3 28.6 30.Baby Products Strategic Overview Smaller families do not necessarily have negative implications for the baby-products market. while the number of births to women aged under 25 fell in the 30 years between 1978 and 2008.4 29. Table 2.2 31.1 29.4 31.3 Fourth 31. pushchairs. whatever the size of the family.9 29. which details the number of births to women in different age groups. shows that.5 27.7 32. 1997-2007 Birth Order All Births 1997 2000 2003 2006 2007 28. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) Table 2.0 27.3: Average Age of Mother at Childbirth in England and Wales (years). compared with 28.8 Third 30. Older Mothers The average age at which women give birth is still rising steadily.1 to 27. 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). cots and highchairs.4 years over the decade between 1997 and 2007.5 Second 28.3 First 26.3 years.1 29.0 31. there was a sharp increase in the number of births to women aged 35 and over. and then used for subsequent children.8 29.3 27.3 in 1997). from 26.7 29.1 26.2 32.4 32. Overall. spend per child tends to be higher in smaller families. © Key Note Ltd 2010 5 . The average age at which women give birth for the first time rose by 1.5 28. since such items may well be bought only once.5 years.

2 140.7 25 to 34 322.7 54.1 54.0 100. National Statistics © Key Note Ltd 2010 6 .4 35 and Over 34. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) Births to women aged 35 and over represented 20.7 385.4 19.0 †100.6 20.6 161.6 Source: Social Trends 40 (December 2009).8 251. compared with only 5.5: Live Births in England and Wales by Age of Mother (%).4 165.7% in 1978.1 Total 100.8 25.9 25.5 25 to 34 54.Baby Products Strategic Overview Table 2.1 91.2 55.4 377.0 373.4 20.6 54.0 † — does not sum due to rounding Source: Key Note.2 54.6 346.5 381.4: Live Births in England and Wales by Age of Mother (000). based on data from Social Trends 40 (December 2009). 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 40. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 238.0 121.0 100.6 180.1 19.5 362.5 25.0 100.0 100.1 14.3 175.8 352.2 56. Table 2.4 35 and Over 5.0 †100.9 54.1 25.0 20.7 8.8 142.9 173.1% of all live births in England and Wales in 2008.4 25.2 126.6 26.3 59.0 †100.7 166.3 134.1 36.

However. and more used to a higher standard of living.471 10. Table 2. pushchairs and other baby-transport products.861 9.543 10.Baby Products Strategic Overview The trend for delaying childbirth has had a number of effects on the market for baby products. They are also — arguably — more informed. older parents tend to be more affluent. 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.080 8.137 10.080 to 10.792 8. Manufacturers and retailers of baby equipment need to ensure that they meet these needs. Between 1998 and 2008. On the one hand.907 8.855. which are also more likely to result in multiple births. 1998-2008 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 9. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) One of the effects of the trend towards multiple births has been that manufacturers have paid greater attention to the needs of parents with twins when designing prams. 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. © Key Note Ltd 2010 7 . the annual number of births that resulted in two or more babies increased from 9. and as such are more able to afford premium baby products.6: Number of Multiple Births in England and Wales.700 8. more demanding and more anxious about the health and safety of their offspring. it means that women tend to have fewer children overall.131 9.521 9.855 Source: Review of the National Statistician on Births and Patterns of Family Building in England and Wales 2008 (series FM1 number 37).

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

in March 2010. the total UK market for the baby products covered by this report was worth £1. in 2009. 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). MARKET SIZE Key Note estimates that..7: The UK Market for Baby Products by Sector by Value (£m at rsp). The teat can then be sterilised and returned to the pod to be re-used.6 475 2006 487 2. baby walkers. nursery furniture. 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. including wheeled goods. soft goods. 396 405 2. The BPA’s Technical Committee comprises industry experts and specialists in a wide range of baby and nursery products. The Association manages and organises the trade fair BPA Baby & Child. toys and early learning.5 2007 493 1.5 427 2. In 2009. which is held in early October each year. The BPA’s Concept and Innovation Awards are presented at the Baby & Child fair. with the objective of promoting baby and nursery products in both the UK and Europe.4 © Key Note Ltd 2010 9 .. 2005-2009 2005 Disposable nappies (£m) % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues. Table 2. child restraints.2 2008 507 2. The BPA appointed a new Managing Director.9 434 1. The organisation plays an active role in the development of product standards and provides support and specialist services to its members.12bn.8 2009 519 2.Baby Products Strategic Overview Baby Products Association The Baby Products Association (BPA) was set up in 1945.3 415 2. Robert Anslow.

8 1.5 1.Baby Products Strategic Overview Table 2.0 15. was disposable nappies..0 14.0 100.5 165 4.0 39.040 3.8 38. followed by baby transport and nursery furniture (38..0 158 6.8: The UK Market for Baby Products by Sector by Value (%).table continued 2005 Baby monitors.9 2009 46.010 - 148 6.1 38.2 †100.121 2.8 100.2 38.4 1.0 Source: Key Note The largest sector.8 †100. 2005-2009 2005 Disposable nappies Baby transport and nursery furniture Baby monitors.7: The UK Market for Baby Products by Sector by Value (£m at rsp). accounting for 46. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2006 2007 2008 2009 139 1.7 47.2 14.0 2006 46.9 2008 46.8 1.3% of sales in 2009.0 15.0 † — does not sum due to rounding Source: Key Note © Key Note Ltd 2010 10 .7%). Table 2.0 100.066 2.3 38.1 168 1.099 3. 2005-2009 .9 2007 46. home safety equipment and feeding equipment Total 13.

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

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

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).

including ASDA. was launched by Bounty in October 2008. was launched in October 2009 on the pre-school television channel Cartoonito. Sampling Bounty and Emma’s Diary are the two largest. Newdadssurvivalguide. Each year. television presenter and ‘celebrity mother’ Myleene Klass. 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’. a wholly owned subsidiary of TNT Post Group. In March 2009. © Key Note Ltd 2010 14 . Bounty’s portfolio of services includes packs. mailings. online information. • Emma’s Diary Emma’s Diary is a week-by-week pregnancy guide that is distributed by GPs (general practitioners) on confirmation of pregnancy. Both offer sample packs of products for pregnant women and new mothers. which had purchased it for £70m in November 2007. The new site has a focus on organising. the company was sold to Barclays Private Equity for £54m by the Canadian online media company Kaboose. aimed at expectant and first-time fathers of babies aged up to 6 months. guides. and online networks. The site has also increased its content for parents of older children. Sainsbury’s and Toys R Us. sampling companies. featuring the musician. It is owned by Lifecycle Marketing. research. clearly defined target market (parents of children under the age of 2). with reminders.Baby Products Strategic Overview A brand-awareness campaign for Mothercare. Bounty announced that it would be investing £50. Bounty distributes more than 3 million product sample packs through a variety of outlets.com. have had a growing presence. In April 2009. meaning that direct marketing can be particularly effective. Direct Marketing Baby products have a small. reaching an estimated 1 million expectant mothers. as well as hospital maternity wards. Boots. • Bounty Bounty was founded in 1959 and currently claims to reach 96% of new and expectant mothers. photography services and healthcare-professional briefings. and longest-established. The Bounty website was relaunched in August 2009.000 in the site and promoting it through the Bounty packs distributed to pregnant women and new mothers. to coincide with the organisation’s 50th anniversary.

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

NEMS Market Research. of the following apply to you?’ The statements listed in Table 2.10. which undertook the survey for Key Note in March 2010.003 British adults aged 16 and over: ‘Can you tell me which.772 24.Baby Products Strategic Overview Parenting Magazines Although it is increasingly challenged by the Internet.534 43. if any.10: Selected Parenting Magazines by Average Net Circulation (000).416 412. asked 1.022 10. In order to generate this sample.480 52. the parenting press is still an important channel for reaching new and prospective parents.037 222.094 THE CONSUMER Key Note’s original research (see Chapter 8 — Consumer Dynamics) used a sample of 477 current or prospective purchasers of baby products. 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 36.694 178. Table 2. © Key Note Ltd 2010 16 . The average audited circulations for print parenting publications during the 6 months ending December 2009 are shown in Table 2.11 were then read out.

aged between 5 and 15 years. and a further 5% were parents of a child or children between 3 and 4 years.12 compares the demographic profile of parents. Table 2. March 2010 Just 1% of the total sample had a child or children aged under 1 year. Since some respondents had children in more than one of the stated age groups. prospective parents and other purchasers with the sample of 1. and 20% said that. but I am hoping to become a parent within the next 2 years I do not have children under 16. One in five (21%) had an older child or children.003 adults as a whole. A total of 3% were non-parents who were hoping to start a family within the next 2 years. the total proportion (48%) who fell into one of these categories was lower than the 55% obtained by adding the figures in Table 2.11. 5% had a child or children aged between 1 and 2 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 do buy things for babies and/or small children nowadays Base: 1.11: Parents. These 477 parents. although they did not have children under 16.003 adults aged 16+ 1 5 5 21 3 20 Source: Key Note/NEMS Market Research. © Key Note Ltd 2010 17 . 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.Baby Products Strategic Overview Table 2. they did currently buy items for babies and/or young children. Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).

March 2010 Parents. March 2010 © Key Note Ltd 2010 18 .12: Demographic Profile of Parents. Prospective Parents and Other Purchasers Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) 100 49 51 15 18 18 49 47 53 100 39 61 5 23 31 41 46 54 36 27 37 37 25 38 Source: Key Note/NEMS Market Research. Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).Baby Products Strategic Overview 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. Table 2.13. 100 49 51 8 7 18 18 16 13 20 6 16 25 30 12 10 100 50 50 0 0 62 38 0 0 0 0 5 28 13 54 0 100 50 50 0 13 42 42 3 0 0 7 26 20 27 18 3 100 40 60 0 6 36 47 11 0 0 6 16 35 35 7 2 100 44 56 0 1 23 53 22 2 0 7 19 21 35 15 3 © Key Note Ltd 2010 19 ..13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents)..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.

22 31 21 17 9 0 4 18 32 46 0 0 32 35 33 0 4 21 51 24 1 4 19 46 30 8 6 13 4 13 9 16 8 6 7 10 5 0 44 4 4 16 0 21 0 0 6 4 3 22 4 8 6 7 21 9 0 16 0 7 17 5 17 8 10 21 4 7 3 8 4 14 5 10 8 16 16 4 8 5 40 16 17 27 49 20 25 7 61 16 23 0 28 25 42 5 50 30 18 1 © Key Note Ltd 2010 20 ..13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents).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....Baby Products Strategic Overview Table 2. March 2010 .

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

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

.Baby Products Strategic Overview Table 2.14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents)..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 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.. But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children. March 2010 .

But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children.. March 2010 .Baby Products Strategic Overview Table 2.table continued I Do Not Have Children Under 16. March 2010 © Key Note Ltd 2010 24 ..14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). But I Am Hoping to Become a Parent Within the Next 2 Years Sample Profile Size of Household One Two Three Four Five or more Marital Status Married/living as married Single Divorced Widowed Separated Presence of Children Aged 0-4 Aged 5-9 Aged 10-15 No children Tenure Own home outright Buying home Rent — council Rent — private 50 27 11 7 13 74 6 7 54 22 15 7 9 13 13 75 0 0 0 100 1 0 0 99 56 29 4 9 2 44 56 0 0 0 59 21 6 12 3 22 31 21 17 9 38 44 12 6 0 33 53 9 4 1 Source: Key Note/NEMS Market Research.

8 468 1. combined with the uncertain economic situation.4 454 1. and more than half (52%) were aged over 55.8 448 1. In the latter year. 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.. The next-largest group of non-parents who purchased baby products were those aged 25 to 34 (18%). Nearly four in ten (38%) of those hoping to become parents soon lived alone at the time they took part in the survey — indicating that having a live-in partner is not necessarily a prerequisite for making these plans. and only 15% were aged under 25..3 530 2. MARKET FORECASTS The ending of the ‘mini baby boom’ that characterised the period from 2005 to 2008.1 2011 537 1.22bn. Just under one in four (23%) were in the 35 to 44 age group.3 2012 545 1.2% per year between 2010 and 2014. they are forecast to reach an estimated £1. means that growth in the baby-products market will be relatively slow between 2010 and 2014. This demonstrates the importance of ‘grandparent power’ in the baby-products market. 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. 442 1.9 © Key Note Ltd 2010 25 .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. Interestingly.3 462 1.3% and 2.5 2013 550 0. Table 2. Total UK sales of baby products at retail selling prices (rsp) are forecast to grow by between 1. 2010-2014 2010 Disposable nappies % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues.9 2014 555 0. those who hoped to become parents within the next 2 years were twice as likely to be female (66%) as male (34%).15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).

3 Source: Key Note © Key Note Ltd 2010 26 .5 192 2..4 1.2 177 1.6 1.146 2.200 1.7 1. 2010-2014 .1 1.4 183 3.table continued 2010 Baby monitors..7 188 2.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).182 1.7 1.Baby Products Strategic Overview Table 2.215 1. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 2012 2013 2014 174 3.162 1.

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

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

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. both Pampers and Huggies were advertised as part of individual supermarket promotions.305 171 3.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000). Price is increasingly becoming a factor in the disposable-nappy market. in an attempt to compete with supermarkets and discount retailers.. 205 1.) Table 3. which caters for 4 to 15 year-olds. see Chapter 2 — Strategic Overview. RECENT DEVELOPMENTS In January 2010. in the form of absorbent pants shaped like underwear.817 946 683 211 125 2009 © Key Note Ltd 2010 29 . as ASDA launched its own-brand Little Angels New Arrivals nappies at £1 for a pack of 48 nappies. although Huggies spent slightly more in 2008.Baby Products Disposable Nappies DISTRIBUTION Distribution of disposable nappies is mainly through the grocery sector. Boots is the other main distribution channel. in the form of the major multiple grocery retailers. MARKETING AND ADVERTISING Pampers was by far the most heavily advertised nappy brand in 2009. its first product for older children. is designed to provide protection from bedwetting for children aged 4 to 12 years. the Pampers brand launched UnderJams. Pampers launched its ‘value brand’.. The range.2. March 2010 saw the start of a possible nappy price war. (In addition to the figures shown in Table 3.019 118 3. Kimberly-Clark’s Huggies brand already had a similar range: DryNites. in July 2009. Simply Dry.

595 285 180 137 837 1. A global website for Huggies. features a ‘real-time’ video of a baby growing in utero. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. Seven in ten purchasers of disposable nappies lived in households with a main shopper aged between 25 and 44.3)..Baby Products Disposable Nappies Table 3. This rose to 19% in households where the main shopper was aged between 25 and 34 years.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000).512 1. plus a new Huggies logo incorporating a baby’s handprint. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. with the theme ‘Everyday Discoveries’.006 1. The site. called ‘9 months in vivo’.. also includes tips for mothers-to-be.073 414 109 546 183 2009 CONSUMER TRENDS According to data from Kantar Media (see Table 3. Years Ending December 2008 and 2009 . and four in ten had a main shopper aged between 25 and 34. 7% of all adult main shoppers said that their household had used disposable nappies during the year ending September 2009. © Key Note Ltd 2010 30 . the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. Parents were encouraged to upload photos and videos of their child exploring their world.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. 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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6 62 -1.8 †297 210 66 276 Source: Key Note Nursery Furniture The nursery-furniture sector has grown in tandem with increasing demand from parents for nursery furniture and baby equipment that reflects their personal tastes in home décor.6 59 -4.6 293 2009 237 2. Retail sales of nursery furniture. 2005-2009 2005 Prams.1 286 2008 231 3.9 2009 137 2. highchairs. playpens and changing units.2 120 - Source: Key Note © Key Note Ltd 2010 34 . including cots.9 65 -1. cribs and mattresses.2 63 -3. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 124 3.3: The UK Market for Baby Transport by Sector by Value (£m at rsp). having grown from £120m in 2005.0 2008 134 3.5 281 2007 223 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. reached £137m in 2009. Table 4.4: The UK Market for Nursery Furniture by Value (£m at rsp).3 2007 129 4.Baby Products Baby Transport and Nursery Furniture Table 4.

cribs and mattresses easily constitute the largest segment. with many small companies — as well as larger manufacturers and retailers.9 134 2009 93 1. Graco.2 19 5. Maclaren and Mothercare’s own brand. a Canadian company that has had a UK presence since 1988. including Mothercare. operates in both the baby-transport and feeding/safety-equipment sectors. 2005-2009 2005 Cots. with Britax Excelsior being particularly important within the market for dedicated child car seats. There is also a wide range of suppliers to the baby-transport market. Babies R Us and Mamas & Papas — producing ranges of furniture and accessories. Other companies of importance in this sector include Chicco.4 24 4. Baby-transport brands marketed by Dorel include Maxi-Cosi. Quinny and Bébé Confort.Baby Products Baby Transport and Nursery Furniture Cots.6 137 82 22 16 120 Source: Key Note SUPPLIERS The market for nursery furniture is highly fragmented. The largest of these are Mamas & Papas. Dorel. © Key Note Ltd 2010 35 . 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 4.3 129 2008 92 3.5: The UK Market for Nursery Furniture by Sector by Value (£m at rsp).9 22 0. Bébécar and Cosatto.5 23 4.1 25 4.5 17 6.3 18 5. with retail sales estimated at £93m in 2009.0 124 2007 89 3.0 16 0. Table 4.

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

Chicco was the largest spender. but a routine internal quality check had revealed a potential problem in the mechanical attachment of the IsoFix connectors to the base. however. however. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. In March 2010.000 in 2009.2m. From 2010. with campaigns for its Trio travel system and Polly highchair brands worth a total of £340. The recall was estimated to affect 1. not a single brand within Nielsen Media Research’s ‘baby carriages and nursery equipment’ category spent more than the threshold (£75. these covers were issued only to purchasers who contacted Maclaren themselves. The remedy kit consists of covers to fit over each of the hinges. the majority of expenditure within the category was accounted for by a large number of brands (186) spending less than the threshold amount. Dorel launched a new range of Maxi-Cosi car seats: the Pebble for infants and the Pearl for toddlers. Both fit onto the new Dorel FamilyFix car-seat base. Maclaren received some adverse publicity towards the end of 2009.) © Key Note Ltd 2010 37 .2 million products. (A separate. In the UK.000) for a separate listing in its published figures. during the 12 months ending December 2009. all Maclaren strollers of this type are being supplied with hinge covers as standard. Following these problems. undefined category of ‘baby goods’ recorded a total expenditure of £192. in February 2010. Dorel voluntarily recalled all FamilyFix car-seat bases sold before 4th March. 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. Total expenditure in this sector in 2009 was £1. MARKETING AND ADVERTISING The highly fragmented nature of this sector of the baby-products market is illustrated by the fact that. divided between 33 brands. In November 2009.000. Britax Excelsior Ltd announced that it would offer a free ‘precautionary’ remedy kit for one of its stroller models. having detected a potential risk of injury to fingers or hands from its folding mechanism. Again. In March 2010. In 2008. The company stated that it had had no complaints or reports of incidents. the company distributed hinge covers to all purchasers of the strollers in the US. accounted for by 214 separate brands.Baby Products Baby Transport and Nursery Furniture In October 2009. sold under the Viva and Nexus brands.

188 2009 Britax launched a television advertising campaign in February 2010. In January 2010. Years Ending December 2008 and 2009 2008 Chicco Polly Highchair Trio For Me Total Chicco Coo Chi Coo — nursery product range Other Total Source: Nielsen Media Research 155 185 340 88 1. The campaign was supported by online and point-of-sale materials.Baby Products Baby Transport and Nursery Furniture Table 4. TK Maxx began an online campaign on the parenting website Netmums.188 1.711 1. TK Maxx also ran display advertisements on the Netmums site. In addition. which included links to the nursery range on the TK Maxx website.283 1.6: Main Media Advertising Expenditure on Baby Carriages and Nursery Equipment by Brand (£000). there was a competition to win a £500 gift card. 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. reminding parents of the importance of in-car safety and the correct fitting of child car seats. to promote its new range of nursery products. © Key Note Ltd 2010 38 .

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

up from £71m in 2005. Home Safety Equipment and Feeding Equipment by Value (£m at rsp). Retail sales of feeding equipment have also seen reasonably good growth.2 168 © Key Note Ltd 2010 40 .8 139 - Source: Key Note Baby monitors are now a standard purchase for most new parents. Table 5.4 148 79 5..8 †165 2006 2007 2008 2009 85 1. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp). reaching £83m in 2009.2 158 84 6.. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 148 6. home safety equipment and feeding equipment reached £168m in 2009. 2005-2009 2005 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total Table continues.5 2007 158 6.2 83 1.4 2009 168 1. with developments such as digital and video monitors helping to maintain value to an extent.6 73 7. Table 5.1: The UK Market for Baby Monitors. 71 68 139 75 5. Home Safety Equipment and Feeding Equipment MARKET SIZE Total UK retail sales of baby monitors.3 82 3.2: The UK Market for Baby Monitors.Baby Products Baby Monitors.3 79 8. Retail sales within the sector were estimated at £85m in 2009.8 2008 165 4. compared with £139m in 2005.

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

February 2010 also saw the launch of a new range of baby monitors from Tomy: the Classic Monitor TA100. Marketed as ‘essential for every stylish house’. RECENT DEVELOPMENTS Baby Monitors The VTech Clear View Video Baby Monitor. enabling it to be easily removed when not in use. 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.4-inch colour display. with extra features including a digital zoom. including a magnetic cupboard and drawer lock. and a tap strap: a lightweight device designed to stop children accessing hot-water taps. which was launched in February 2010. the Digital Monitor TD300 and the Digital Plus Monitor TD350. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. a weaning spoon pack. and locks onto. sound sensor and feeding timer. a low-profile wall mount. Home Safety Equipment and Feeding Equipment DISTRIBUTION Boots and Mothercare dominate retail sales of feeding equipment and safety equipment. In February 2009.Baby Products Baby Monitors. from the US company Luv n Care. a weaning bowl and spoon set. but supermarkets have an increasingly important presence. features a 2. Clippasafe introduced a number of new child safety products in March 2010. which can be customised to co-ordinate with the nursery colour scheme. the gate slides into. plus 50 recorded melodies to help the baby get back to sleep. The last of these includes a multicoloured nightlight. The Nuby brand of infant feeding products. was launched in the UK in spring 2010. Home Safety Equipment In July 2009.99. © Key Note Ltd 2010 42 . The range consists of five different products — a soother pack. Feeding Equipment Fisher-Price introduced a ‘value’ feeding range in December 2009. Lindam launched the numi safety gate. a feeding bottle and a training mug — each retailing at just £1.

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

is 1. at 2. averaged across the years from 2005 to 2010. the estimated total fertility rate (number of children per woman). 2005-2010 US Western Europe Europe France Norway Sweden Denmark UK Belgium Netherlands Spain Austria Greece Italy Germany 2. Table 6.89 1. Denmark is at the same level. at 1.84.Baby Products An International Perspective 6. the fact that it may be easier for American women to combine work and child-rearing.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.32 in Germany.84 1. Europe and Selected European Countries.1: Total Fertility Rates† in the US. An International Perspective POPULATION TRENDS There are considerable variations in fertility rates among the Western European countries. for example. including: a higher birth rate among the majority Hispanic population.74 1. United Nations Population Division © Key Note Ltd 2010 44 .38 1. In France and Norway.89.87 1. A number of explanations have been put forward for this. and the more traditional and family-oriented nature of much of the US population. The US has a higher fertility rate than Western Europe.09.84 1.89 1.09 1. compared with just 1.77 1.59 1.38 1.43 1. The average fertility rate in the UK is at the higher end of the European spectrum.50 1.38 1.

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

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

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

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

Baby Products Consumer Dynamics Table 8. this proportion almost exactly matched the proportion (60%) who acknowledged that they used (or had used) only disposable nappies. 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. whereas just under three in ten (29%) asserted that bottle feeding can be just as good as breastfeeding. Four in ten were users of reusable nappies. However.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.) I would never buy a second-hand child’s car seat I would not accept baby equipment passed on to me from friends and family Choosing Baby Equipment There are so many different types of baby equipment available that it can be difficult to decide what you actually do need Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available It is difficult to get unbiased advice about what sort of baby equipment to buy I bought some items of baby equipment that I never. However. used I wish I had done more research/been better informed before I bought my baby equipment Source: Key Note/NEMS Market Research. 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. either currently or in the past. © Key Note Ltd 2010 49 . March 2010 .table continued New Versus Second-Hand Baby Equipment (cont... just over half (53%) of the sample acknowledged that the cleansing and sterilising that was necessary meant that bottle feeding could be hard work.

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

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

March 2010 S3: “I use/have used non-disposable nappies. Table 8. 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.3: Use of Non-Disposable Nappies (% of respondents). and many women over 45 may not have had the opportunity to use them when bringing up their own babies. but differences in penetration by region or social grade were fairly slight.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%). those who are hoping to start a family within the next 2 years. Women (46%) were much more likely than men (29%) to agree that they used or had used non-disposable nappies. March 2010 © Key Note Ltd 2010 52 .” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S3 PP% 100 29 71 5 14 29 52 44 56 Pen% 40 29 46 42 24 37 51 38 41 100 39 61 5 23 31 41 46 54 37 25 38 39 26 35 42 40 37 Base: respondents with children aged 0 to 15. This may be related to the fact that disposable nappies have become widely available only relatively recently.

being the most likely to agree that it is much better for babies (56%) and the least likely to agree that bottle feeding can be just as good (24%). 46 54 5 23 31 41 39 61 100 S4 PP% Pen% 100 42 58 5 24 28 43 52 48 47 50 45 48 48 42 50 53 42 S5 PP% Pen% 100 28 72 5 23 36 36 46 54 29 20 34 26 29 33 25 29 28 © Key Note Ltd 2010 53 .. Table 8. Respondents in the 35 to 44 age group were the keenest proponents of 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%).” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. 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. 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.4: Attitudes Towards Breastfeeding (% of respondents).Baby Products Consumer Dynamics Breastfeeding Versus Bottle Feeding Slightly more men (50%) than women (45%) held the view that breastfeeding is much better for babies than bottle feeding — but women were significantly more likely than men (34% to 20%) to say that bottle feeding can be just as good as breastfeeding. March 2010 S4: “Breastfeeding is much better for babies than bottle feeding.” S5: ”Bottle feeding can be just as good as breastfeeding..

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

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

” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. 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. 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. Table 8.6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents). compared with around seven in ten men (71%). while just over three in ten men (31%) said that it is important to buy all baby equipment brand new. In addition. There was something of an ABC1/C2DE split..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. The 16 to 24s were the keenest on buying all baby equipment brand new. 46 54 5 23 31 41 39 61 100 S8 PP% Pen% 100 36 64 5 23 33 39 48 52 78 71 83 74 80 82 75 81 76 S9 PP% Pen% 100 46 54 10 19 29 42 39 61 26 31 23 54 22 24 27 22 30 © Key Note Ltd 2010 56 . fewer than one in four women (23%) held this view. 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%).. 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.” S9: ”It is important to buy all baby equipment brand new.

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

those who are hoping to start a family within the next 2 years.Baby Products Consumer Dynamics Table 8. and those who do not have children under 16 but do buy things for babies and/or small children nowadays.” S11: ”I would not accept baby equipment passed on to me from friends and family.7: Aversion to Second-Hand Baby Equipment (% of respondents). 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+ S10 PP% Pen% 100 40 60 7 26 32 35 45 55 63 64 62 94 70 64 53 61 64 S11 PP% Pen% 100 40 60 9 22 20 49 44 56 17 18 17 31 17 11 21 17 18 100 39 61 5 23 31 41 46 54 37 25 38 37 24 39 63 60 64 48 30 22 23 20 10 Base: respondents with children aged 0 to 15. March 2010 S10: “I would never buy a second-hand child’s car seat. March 2010 © Key Note Ltd 2010 58 .

” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues.” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available. Table 8.. 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. 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. and those living in the North. compared with 75% of men.Baby Products Consumer Dynamics Choosing Baby Equipment Women were particularly likely to complain that it can be difficult to decide which types of baby equipment to choose: 83% of women..8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents). agreed with this statement. were also more likely than others to say that greater choice makes it more difficult to make decisions on what to buy. 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. C2DE 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.

Baby Products Consumer Dynamics Table 8. 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.. 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 .8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents).. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. © Key Note Ltd 2010 60 .” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S12 PP% Pen% S13 PP% Pen% 37 25 38 37 26 36 81 83 77 41 23 36 50 41 43 Base: respondents with children aged 0 to 15.table continued S12: “There are so many different types of baby equipment available that it can be difficult to decide what you actually do need. those who are hoping to start a family within the next 2 years.

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

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

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

715 -8. The company designs. BRITAX CHILDCARE HOLDINGS LTD Corporate Strategy Britax Childcare Holdings Ltd was acquired from its former parent company. manufactures and markets child safety products in the UK.261 31/12/07 163.co. the aircraft-interior and vehicle-safety-equipment manufacturer Britax International. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.331 -522 © Key Note Ltd 2010 64 . by the private-equity company Carlyle Group in September 2005. The activities of multiple retailers operating within the baby-products sector in addition to other activities are discussed in Chapter 2 — Strategic Overview. Profitability Britax Childcare Holdings Ltd reported a turnover of £183. Known chiefly for its children’s car seats. Table 9. Britax Childcare’s headquarters are in Chertsey. Surrey. It distributes these products through independent specialist retailers. assembles. multiple retailers and vehicle original equipment manufacturers (OEMs) in Europe. the company also offers infant carriers and wheeled goods. Australia (where the products are marketed under the Steelcraft and Safe n Sound brands) and the US.Baby Products Supplier Profiles 9. for £230m.uk 148.418 -7. Supplier Profiles INTRODUCTION This chapter profiles some of the leading manufacturers and specialist retailers operating in the sectors covered by this report.000 for the year ending 31st December 2008.1: Financial Results for Britax Childcare Holdings Ltd (£000).3m and a pre-tax loss of £522.208 31/12/08 183.

which has rearward. Graco Europe was established in September 1997. the B-Mobile three. and the B-Dual travel system. This became part of the group in August 2007. with operations in the UK. In March 2010. Newell-Rubbermaid purchased Aprica Kassai.or forward-facing seat options and space for an additional seat for a second child. The range included: the B-Lite urban stroller.Baby Products Supplier Profiles Recent and Future Developments A range of four new pushchairs was launched by Britax in January 2010. a German company that makes prams and other baby-transport products.000 and a pre-tax profit of £172. one of Europe’s leading manufacturers and distributors of child car seats. GRACO LTD Corporate Strategy Graco Ltd is the UK subsidiary of Graco Children’s Products Inc. Britax announced a free ‘precautionary’ remedy kit for one of its stroller models. it was announced that Britax would be launching the Jockey range of child’s bicycle seats. Further acquisitions by Newell-Rubbermaid have included Teutonia. the B-Smart modular travel system. The campaign was supported by online and point-of-sale materials. a Japanese manufacturer of childcare products. sold under the Viva and Nexus brands. Profitability Graco Ltd reported a turnover of £850. The Newell-Rubbermaid portfolio also included Little Tikes toys. which was founded in the US in 1955 and became part of Newell-Rubbermaid in 1999. Britax launched a television advertising campaign in February 2010. reminding parents of the importance of in-car safety and correct fitting of child car seats. In April 2008. Germany. including car seats and strollers. giving a high degree of comfort and safety. Also in February 2010. © Key Note Ltd 2010 65 . The remedy kit consists of covers to fit over each of the hinges. but this company was sold to MGA Entertainments in 2006.000 for the year ending 31st December 2009. Finland and Sweden. and in 2001 Newell-Rubbermaid acquired Klippan Group. having detected a potential risk of injury to fingers or hands from its folding mechanism.or four-wheeled compact travel system.

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

589 1.539 31/12/08 38. A new star-shaped Tommee Tippee logo was also launched in February 2009. and Explora toddler cups and feeding products.Baby Products Supplier Profiles Profitability Jackel International Ltd reported a turnover of £38m and a pre-tax profit of £6.049 6. were initially available only through Babies R Us in the US.112 31/12/07 33. including Andrex and Kleenex. © Key Note Ltd 2010 67 . Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. Table 9.3: Financial Results for Jackel International Ltd (£000). In February 2009. Mayborn launched the Tommee Tippee brand in the US.223 Recent and Future Developments In January 2010. taking it back to its original roots.uk 31. and introduced into the UK in the mid-1990s. Huggies is Kimberly-Clark’s disposable-nappy brand.2m for the year ending 31st December 2008. but they moved into Toys R Us stores in April. KIMBERLY-CLARK LTD Corporate Strategy Kimberly-Clark Ltd is the UK subsidiary of the Dallas-based Kimberly-Clark Corporation. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. launched in the US in 1978. The Closer to Nature and Explora brands were marketed in the US as being designed to help relieve common feeding anxieties among mothers. which produces a number of household paper brands. The Closer to Nature brand of baby-feeding equipment.517 5.co. 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.

552 Recent and Future Developments In April 2010.954 31/12/07 614. and Pull-Ups potty-training pants. with the theme ‘Everyday Discoveries’. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. called ‘9 months in vivo’. A global website for Huggies. which went live in February 2010. © Key Note Ltd 2010 68 . The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. in a range of sizes for babies from 11 to 27 pounds. for babies from 19 to 60 pounds. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product.uk 602. with flexible sides. designed to keep babies dry for up to 12 hours. The site. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.Baby Products Supplier Profiles The Huggies range includes: Huggies Preemies (for premature babies). features a ‘real-time’ video of a baby growing in utero.551 31/12/08 623. Parents were encouraged to upload photos and videos of their child exploring their world. also includes tips for mothers-to-be. plus a new Huggies logo incorporating a baby’s handprint. The company also produces Huggies-branded wipes and disposable changing mats.649 48. Little Swimmers swimming nappies. Table 9. shaped like pants. Newborn.6m and a pre-tax profit of £48. Super-Dry.4: Financial Results for Kimberly-Clark Ltd (£000).co. for babies from 0 to 3 months. Profitability Kimberly-Clark Ltd reported a turnover of £623. Little Walkers. Natural Fit.6m for the year ending 31st December 2008.233 53.263 143.

Following its 1988 acquisition by Hestair PLC. fitting onto the buggy for the baby’s first few months. with the invention of the lightweight ‘baby buggy’. all Maclaren strollers of this type are being supplied with hinge covers as standard. a range of organic skincare products for mothers and babies. In November 2009. © Key Note Ltd 2010 69 .880 31/12/08 30. Hestair purchased Cindico. Hestair PLC was purchased by BET in 1990 and there was a management buy-out of Hestair Maclaren during the same year.978 -3. Also in July 2009.623 Recent and Future Developments In July 2009.442 -1. a manufacturer of nursery products and pushchairs. Maclaren USA. Maclaren’s US arm acquired the nursery-furniture company NettoCollection.6m for the year ending 31st December 2008. the company became Hestair Maclaren.uk 19. From 2010. Maclaren launched Beginning. the company distributed hinge covers to all purchasers of the strollers in the US. these covers were issued only to purchasers who contacted Maclaren themselves. Profitability Maclaren Europe Ltd reported a turnover of £31m and a pre-tax loss of £3. a wholly owned subsidiary that markets the company’s products in the US and Canada. Maclaren’s Techno XLR travel system was expanded with the introduction of a soft carrycot that is compatible with the system. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.5: Financial Results for Maclaren Europe Ltd (£000). In November 2009. founded in Northampton in the late 1960s.co. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers.Baby Products Supplier Profiles MACLAREN EUROPE LTD Corporate Strategy Maclaren began life as Andrews Maclaren Ltd. Maclaren received some adverse publicity towards the end of 2009. In the UK.484 31/12/07 23. Table 9. was established in 1999.232 -1. Later the same year. The company was purchased by the Sunleigh Group in 1994.

Table 9.656 -1. which was opened in February. The company’s range includes baby transport (in the form of prams. and Rotherham (November). when it entered into a partnership with the online fashion retailer Shop Direct to supply its range of maternity clothing through all of Shop Direct’s brand channels. © Key Note Ltd 2010 70 . Years Ending 1st April 2007. Selfridges.co.438 30/03/08 83. Manchester (May) and Broadstairs (June).6: Financial Results for Mamas & Papas Ltd (£000).2m for the year ending 29th March 2009. run on a franchise basis. including John Lewis. Hull and Aberdeen (both in October). and pre-school toys. 30th March 2008 and 29th March 2009 01/04/07 Turnover Pre-tax profit Source: myicc.Baby Products Supplier Profiles MAMAS & PAPAS LTD Corporate Strategy Mamas & Papas Ltd. Openings so far in 2010 have included Lincoln (April). nursery furniture and bedding. including one in the Westfield Shopping Centre in West London. Others included Liverpool (in September). Mamas & Papas further expanded its retail operations in November 2009. Profitability Mamas & Papas Ltd reported a turnover of £87.382 1.uk 83. was founded in 1981 by the Scacchetti family and is still family owned.7m and a pre-tax loss of £1. The company also has a chain of more than 50 dedicated stores in the UK and the Republic of Ireland. Mamas and Papas’ products are sold through a wide range of outlets. Harrods and more than 500 independent dealers.789 29/03/09 87.816 2. The brand also encompasses maternity and baby wear. one of the first companies to introduce the concept of designer products into the market for baby equipment.182 Recent and Future Developments A number of new Mamas & Papas stores were opened during 2009. pushchairs and car seats).

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

Mothercare announced plans to launch Mothercare in Australia and the Early Learning Centre in South Africa. the company announced a joint venture in India.co. mostly on a franchise basis.7: Financial Results for Mothercare PLC (£000).200 Recent and Future Developments In February 2010. Profitability Mothercare PLC reported a turnover of £723. Early in 2010. and 694 franchised international stores. television presenter and ‘celebrity mother’ Myleene Klass. there were 389 UK stores in the Mothercare group. is to be launched in autumn 2010. currently unnamed. Mothercare announced that it would be supplying Boots with a new range of children’s clothes and accessories.uk 498.500 18. The company opened its 50th store in Russia in December 2009.800 4. In October. Adams Childrenswear. 62 of which were opened during the 6 months to November. Table 9.6m and a pre-tax profit of £42. Much of the company’s international growth came from India and Russia. featuring the musician. fell into administration in January 2010.900 29/03/08 676. it expects to have 65 Indian stores by the end of 2010.2m for the year ending 28th March 2009. 29th March 2008 and 28th March 2009 31/03/07 Turnover Pre-tax profit Source: myicc.500 28/03/09 723. was launched in October 2009 on the pre-school television channel Cartoonito. which previously supplied Boots with children’s clothing. The Mothercare group opened 115 international stores during 2009.Baby Products Supplier Profiles As at mid-November 2009. © Key Note Ltd 2010 72 . A brand-awareness campaign for Mothercare. up from 28 in 2009. The brand. Toys from Mothercare’s Early Learning Centre range are already sold through 400 Boots stores.600 42. Years Ending 31st March 2007.

bottle and food warmers. baby bottles and toddler-feeding equipment.8: Financial Results for Philips Electronics UK Ltd (£000). in February 2009.900 31/12/07 812. The brand is now part of Philips’s Consumer Lifestyle division.4m and a pre-tax profit of £4.co. Profitability Philips Electronics UK Ltd reported a turnover of £827.uk 682. Virtually all Philips Avent products are designed and manufactured at the company’s factory in Suffolk. was purchased by the Dutch electronics company Royal Philips Electronics in September 2006 and renamed Philips Avent. mybabytalk. launched in 1984. It should be noted that these figures cover a wide range of items other than baby products.100 31/12/08 827.800 33. soothers. skincare products and changing bags.2m for the year ending 31st December 2008. which also includes shaving and oral-healthcare products.400 4. © Key Note Ltd 2010 73 .Baby Products Supplier Profiles PHILIPS AVENT Corporate Strategy The Avent brand. The Philips Avent product range includes a wide variety of feeding equipment.co.200 Recent and Future Developments Philips launched an advice website for new mothers.200 65.uk. It also incorporates baby monitors and digital thermometers. Table 9. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. including breast pumps and breastfeeding accessories.

Years Ending 30th June 2007-2009 30/06/07 Turnover Pre-tax profit Source: myicc. The Pampers disposable-nappy portfolio includes: Pampers New Baby (including Micro for premature and very small babies). its first product for older children. in the form of absorbent pants shaped like underwear. was founded in 1837 and expanded into the UK in 1930. Feel N Learn potty-training pants.347 30/06/09 209. Easy Up Pants for older babies. with Comfort Stretch for babies who can move. Pampers recently launched two new products: UnderJams and Simply Dry (see Recent and Future Developments).3m and a pre-tax profit of £34. which have Secure-Me fasteners that overlap for a snugger fit. for use by toddlers who are being toilet trained.073 38.7m for the year ending 30th June 2009. in an attempt to compete with supermarkets and discount retailers.uk 258.co.Baby Products Supplier Profiles PROCTER & GAMBLE Corporate Strategy The US company Procter & Gamble. with high leg cuffs for extra protection.528 30/06/08 271. © Key Note Ltd 2010 74 . The company also produces Pampers Wipes and Kandoo Wipes. based in Ohio. which was introduced to the UK in 1982. in July 2009. Profitability Procter & Gamble Product Supply (UK) Ltd reported a turnover of £209.9: Financial Results for Procter & Gamble Product Supply (UK) Ltd (£000).273 34. Sunnies Swim Pants. with Extra Sleep Layer for night-time use. is designed to provide protection from bedwetting for children aged 4 to 12 years. Table 9. The company produces the Pampers nappy range. Simply Dry. These figures cover a broad range of household products and toiletries.006 40.697 Recent and Future Developments In January 2010. The range. the Pampers brand launched UnderJams. and Baby Dry. Active Fit. Pampers launched its ‘value’ nappy brand.

is principally a manufacturer of toys and games. Profitability Tomy UK Ltd reported a turnover of £42.Baby Products Supplier Profiles TOMY UK LTD Corporate Strategy Tomy UK Ltd.159 2.030 31/03/09 42. but the Tomy name has been retained for all international subsidiaries. Years Ending 31st March 2007-2009 31/03/07 Turnover Pre-tax profit Source: myicc.714 -996 Recent and Future Developments A new range of baby monitors — the Classic Monitor TA100. Table 9.7m and a pre-tax loss of £996.uk 47. The parent company in Japan is named Takara-Tomy. the Digital Monitor TD300 and the Digital Plus Monitor TD350 — was launched in February 2010. which can be customised to co-ordinate with the nursery colour scheme. following the 2006 merger of Tomy with its rival toy company Takara.co. it also produces a range of baby products.189 3. feeding equipment for toddlers.000 for the year ending 31st March 2009. Tomy announced that it had signed an agreement with Perry Innovation Ltd to distribute the BabyDam Bathwater Barrier in Europe. In August 2009. cot guards and bedrails. including baby monitors. BabyDam turns a normal-sized bath into a smaller bathing space suitable for babies and toddlers. The last of these includes a multicoloured nightlight. However.10: Financial Results for Tomy UK Ltd (£000). © Key Note Ltd 2010 75 .683 31/03/08 51. baby carriers. and baby activity toys. a Japanese-owned company.

000 — exactly the same figure as in 2010.6 2012 774 -0.1 775 -0.9 2.8 784 -0.1 2014 777 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 -0.324 -0.4 2.1 775 -0. the number of infants aged under 1 year will stand at 777.Baby Products The Future 10. During the period between 2010 and 2014. following increases between 2005 and 2008.326 0. Government projections suggest that.1 Note: figures may not sum due to rounding.3 million in mid-2014.6 2.3 2. the number of children aged between 1 and 2 years will fall slightly. The Future DEMOGRAPHIC TRENDS The next 5 years will see a stagnation of the birth rate. Table 10.0 2. Government Actuary’s Department © Crown copyright © Key Note Ltd 2010 76 .8 783 -0.1 774 -0. in mid-2014.9 2011 775 -0.3 777 -0.3 777 -0.348 0. Source: 2008-Based Population Projections.4 2013 775 0.326 -0. with the total population of under-3s standing at 2.6 789 4.3 775 0.1: Forecast Number of Children in the UK Aged 0 to 2 Years (000).335 -0.

There will be slightly higher growth in nursery furniture.9 2014 555 0. Disposable Nappies The market for disposable nappies will continue to grow at a slow rate over the next 5 years. looking at markets in Asia and Eastern Europe.0 2013 311 1. 301 1. Table 10. Table 10.5 2013 550 0. but from a lower base.Baby Products The Future FORECASTS 2010 TO 2014 The next few years are likely to see a greater emphasis on value in baby products — particularly in respect of smaller and disposable items such as nappies and feeding equipment. where birth rates are higher.1 Source: Key Note Baby Transport and Nursery Furniture The market for baby-transport equipment is forecast to grow relatively slowly during the next 5 years. retail sales in this sector are forecast to reach £154m. with retail sales reaching £314m by 2014..0 © Key Note Ltd 2010 77 . Companies will continue to turn outside the UK for growth.3 2014 314 1. 2010-2014 2010 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2011 537 1. with retail sales reaching £555m by 2014.0 2012 307 1. By 2014.2: The Forecast UK Market for Disposable Nappies by Value (£m at rsp). 2010-2014 2010 Baby transport % change year-on-year Table continues.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).3 2012 545 1.9 530 2..3 2011 304 1.

8 Source: Key Note Baby Monitors.table continued 2010 Nursery furniture % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 144 2.8 2014 154 2.7 462 1.3 90 3. 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 2.6 174 3.4 2013 96 3. with sales of feeding equipment totalling £94m.Baby Products The Future Table 10.2 188 2. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).2 177 1.9 442 1.3 141 2.3 2013 151 2. 2010-2014 . Table 10.4: The Forecast UK Market for Baby Monitors.7 2012 93 3.5 86 3.2 192 2. Home Safety Equipment and Feeding Equipment Retail sales of baby monitors and home safety equipment are forecast to reach £98m by 2014.3 87 1.1 88 3.0 468 1.1 448 1.4 183 3.4 2012 147 2..7 2014 98 2.1 454 1..3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).2 92 2.6 Source: Key Note © Key Note Ltd 2010 78 .1 94 2.

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

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

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

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

1.1 . Number.371 This is the projected number of people in each subgroup who use the product.0 61. Profile.03 12.7 19. but not always. who live together and whose food and other household expenses are managed as one unit. These terms are explained in the following table. The total number of adults. produced by Kantar Media. Table Heading Population Number (000) 13. © Kantar Media. usually. who are users. Profile.5 71.535 Profile (%) 100.9 2.4 55.2 Source: Target Group Index. Penetration Tables used in Key Note reports may give figures for the Number. etc. • Housewives — a member of a private household who is solely or mainly responsible for the household duties. members of one family. households. Each subgroup should total 100% vertically. 1995 TGI data used in Key Note reports are broken down by age. Across The % of 15-24 year-olds.4 All housewives Age 15-24 25-34 Social Grade AB C1 Region Greater London 20. housewives. 7. etc. • Adults — any person aged 15 or over.9 0. and/or Penetration. © Key Note Ltd 2010 83 .0 Penetration (%) 66. are generally based on one of the following groups: • Households — a private household consists of either one person living alone or a group of people.0 .Baby Products Understanding TGI Data Understanding TGI Data TGI tables.557 10.045 2. social grade and standard region.697 Down The % of each subgroup who are users.

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

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

across both the Key Note and Market Assessment product ranges. financial services and industrial sectors. 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 . The total range covers consumer.Baby Products The Key Note Range of Reports The Key Note Range of Reports Key Note publishes over 180 titles each year. lifestyle.

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

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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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