Market Assessment 2010

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

Baby Products

Baby Products

Foreword

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Baby Products

Contents

Contents
Executive Summary 1. Introduction 1 2

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

2. Strategic Overview

3

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

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.............................................29 Table 3..............................27 Alternatives to Disposable Nappies..................25 3..........................................................29 CONSUMER TRENDS ........................................................................................................................11 Online Retailing.................................................................................12 Main Media Advertising.................................................16 Table 2.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000)...............................................28 Table 3........................................................................................................................................................................... March 2010 ..................................................................................................................10: Selected Parenting Magazines by Average Net Circulation (000)............................................16 THE CONSUMER ......................25 Table 2..............................................................29 MARKETING AND ADVERTISING .................................................Baby Products Contents DISTRIBUTION ........................................................................19 Table 2...............3: Household Use of Disposable Nappies in the Last 12 Months — Penetration and Profile by Age of Main Shopper in the Household (%)...............................................................................................28 MARKET SIZE .......................22 MARKET FORECASTS ................................................................................................................................................................................................15 Parenting Magazines...........................................................................................................................................29 RECENT DEVELOPMENTS ......1: The UK Market for Disposable Nappies by Value (£m at rsp)........................................ July-December 2009 ............17 Table 2...................................................................................11: Parents................................................................................................................4: Household Purchasing of Disposable Nappies in the Last 12 Months — Penetration by Type of Product and Age of Main Shopper in the Household (%)..........9: Main Media Advertising Expenditure on Baby Products by Selected Major Retailers (£000).......................11 COMPETITIVE STRUCTURE....................................................................................................... March 2010 ......28 DISTRIBUTION ..........................................................12: Demographic Profile of Parents..................14 Sampling ....................................27 Real Nappy Week .............................................................................................14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).......................................... 2005-2009 .................................................15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).........................12 Table 2............................................. Disposable Nappies 27 BACKGROUND ...........31 Table 3............30 Table 3....................................................14 Bounty .....................14 Emma’s Diary ..................................................................................................................... March 2010 ...................................................... March 2010 .......................................16 Table 2...............31 © Key Note Ltd 2010 ........................................................................................................13 Direct Marketing ..28 SUPPLIERS ...................................................... Years Ending December 2008 and 2009 .............................................................................................................................12 MARKETING AND ADVERTISING ....................... Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents)................. Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents)... 2010-2014 ...........................................................................14 Baby Clubs and Social Networking...................................................................................18 Table 2.................................................................................................................. Years Ending December 2008 and 2009..... 2009 ........13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents)... 2009 ....................................................................................

Baby Products

Contents

4. Baby Transport and Nursery Furniture

32

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

5. Baby Monitors, Home Safety Equipment and Feeding Equipment

39

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

6. An International Perspective

44

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

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Baby Products

Contents

7. PEST Analysis

46

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

8. Consumer Dynamics

48

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

9. Supplier Profiles

64

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

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Contents

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

10. The Future

76

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

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

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

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

because this group forms its ‘consumer base’.205 2.2 717 1.3 732 2.2 756 3.. parental age and parental employment. compared with 788.6 788 4.327 2..153 2.1 2. In mid-2009. After rising steadily between 2005 and 2008. the birth rate was projected to fall slightly during 2009. Strategic Overview MARKET BACKGROUND Demographic and Social Factors A number of interlinked social and demographic factors can have an effect on sales of baby products.1 million to 2.3 783 -0. 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. Table 2.2 © Key Note Ltd 2010 3 .4 †2008 †2009 788 4.5 2.000 babies aged under 1 year in the UK.3 733 2.1: Number of Children in the UK Aged 0 to 2 Years (000).000 a year previously. there were an estimated 783.Baby Products Strategic Overview 2.6 705 3.2 756 3.3 million between 2005 and 2009. 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.277 3. 716 705 681 2.2 2. The birth-rate increases meant that the total number of children aged under 2 years rose from 2. These include trends in family size.102 2006 732 2.2 716 1.7 2.4 2007 756 3.

Government Actuary’s Department © Crown copyright Family Size Despite the recent birth-rate increases.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).92 1.63 1.63 in 2001. Table 2.. the TFR was 1.73 1.37.. the average number of children per family has remained below two for many years.table continued † — projections Source: Mid-Year Population Estimates. The Total Fertility Rate (TFR) is a method of estimating trends in family size based on the number of children born to women in different age groups in a given year.37 1.86 1. 1971-2008 1971 1981 1991 2001 2002 2003 2004 2005 2006 2007 2008 2. By 2008.65 1. National Statistics/General Register Office for Scotland/Northern Ireland Statistics/2008-Based Population Projections.79 1.79 1. before gradually rising again.1: Number of Children in the UK Aged 0 to 2 Years (000).Baby Products Strategic Overview Table 2.78 1. In 1971.82 1. 30th June 2005-2009 .97.2: Total Fertility Rate† in England and Wales. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) © Key Note Ltd 2010 4 . It then fell to 1. the TFR in England and Wales was 2.

3 27.5 years. In 2007.0 27.4.3 Fourth 31.8 29.5 Second 28. whatever the size of the family.5 27. from 26. especially in respect of larger purchases.7 32. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) Table 2.4 32. while the number of births to women aged under 25 fell in the 30 years between 1978 and 2008.5 Source: Social Trends 39 (2009).1 to 27. pushchairs.0 31. Older Mothers The average age at which women give birth is still rising steadily.2 32.4 years over the decade between 1997 and 2007.3: Average Age of Mother at Childbirth in England and Wales (years). the average mother in England and Wales was a year older when she gave birth than was the case a decade earlier (29. 1997-2007 Birth Order All Births 1997 2000 2003 2006 2007 28.4 29.1 29. Overall. The average age at which women give birth for the first time rose by 1.3 in 1997). compared with 28.5 28.Baby Products Strategic Overview Smaller families do not necessarily have negative implications for the baby-products market.6 30. shows that. © Key Note Ltd 2010 5 .8 Third 30.2 31.1 26. spend per child tends to be higher in smaller families.7 29.3 28. cots and highchairs. there was a sharp increase in the number of births to women aged 35 and over.1 29. Table 2.4 31.9 31. since such items may well be bought only once.3 years.9 29. such as prams.3 First 26. and then used for subsequent children. which details the number of births to women in different age groups.

8 25.4 377.2 126.1 19. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 238.8 251.2 140.1 36.6 20.1 Total 100. based on data from Social Trends 40 (December 2009).4 35 and Over 34.2 55. National Statistics © Key Note Ltd 2010 6 .8 352.5: Live Births in England and Wales by Age of Mother (%).7 8.3 134.6 346. 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 20.8 142.3 175.9 54.5 362.6 54.0 100.0 100.0 †100.0 373.6 Source: Social Trends 40 (December 2009).1 54.6 180.4 165.7 385.Baby Products Strategic Overview Table 2.0 100.1 25. Table 2.1% of all live births in England and Wales in 2008.4: Live Births in England and Wales by Age of Mother (000).5 25.7 166.9 173. compared with only 5.0 121.4 25.4 19.3 59.5 381.7 54.6 161.4 35 and Over 5.1 91.2 56.0 † — does not sum due to rounding Source: Key Note.0 †100.4 20.5 25 to 34 54.1 14.7 25 to 34 322.7% in 1978.6 26.0 †100.0 100.9 25.0 20.2 54. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 40.

137 10.855. the annual number of births that resulted in two or more babies increased from 9. On the one hand. which are also more likely to result in multiple births. © Key Note Ltd 2010 7 . older parents tend to be more affluent. Between 1998 and 2008. and more used to a higher standard of living.471 10.080 8. 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.543 10.521 9. Table 2.700 8.131 9. This can be linked to the trend for later parenthood (which in itself carries an increased likelihood of carrying more than one baby) and the associated rise in the number of women conceiving through in-vitro fertilisation (IVF) methods. 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 to 10.907 8. and as such are more able to afford premium baby products. Manufacturers and retailers of baby equipment need to ensure that they meet these needs. it means that women tend to have fewer children overall. pushchairs and other baby-transport products. However. more demanding and more anxious about the health and safety of their offspring.792 8. 1998-2008 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 9.855 Source: Review of the National Statistician on Births and Patterns of Family Building in England and Wales 2008 (series FM1 number 37).6: Number of Multiple Births in England and Wales. They are also — arguably — more informed.Baby Products Strategic Overview The trend for delaying childbirth has had a number of effects on the market for baby products.861 9.

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

nursery furniture.4 © Key Note Ltd 2010 9 . MARKET SIZE Key Note estimates that. child restraints. 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). The BPA appointed a new Managing Director. including wheeled goods. Table 2.9 434 1. which is held in early October each year. 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. The teat can then be sterilised and returned to the pod to be re-used. with the objective of promoting baby and nursery products in both the UK and Europe. baby walkers. The organisation plays an active role in the development of product standards and provides support and specialist services to its members.2 2008 507 2. In 2009.3 415 2. The BPA’s Concept and Innovation Awards are presented at the Baby & Child fair.12bn. 2005-2009 2005 Disposable nappies (£m) % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues.. 396 405 2. the total UK market for the baby products covered by this report was worth £1. in 2009.Baby Products Strategic Overview Baby Products Association The Baby Products Association (BPA) was set up in 1945. The BPA’s Technical Committee comprises industry experts and specialists in a wide range of baby and nursery products. Robert Anslow. in March 2010.8 2009 519 2.5 2007 493 1.7: The UK Market for Baby Products by Sector by Value (£m at rsp).5 427 2. soft goods. toys and early learning. The Association manages and organises the trade fair BPA Baby & Child.6 475 2006 487 2..

2 †100.0 14. was disposable nappies.0 100.099 3.1 38.8: The UK Market for Baby Products by Sector by Value (%).table continued 2005 Baby monitors.5 165 4.8 100.8 1. 2005-2009 2005 Disposable nappies Baby transport and nursery furniture Baby monitors. home safety equipment and feeding equipment Total 13.7 47.9 2007 46. accounting for 46.8 38. Table 2.9 2009 46.8 †100.2 38.0 † — does not sum due to rounding Source: Key Note © Key Note Ltd 2010 10 .0 158 6.0 100.3 38.4 1..7: The UK Market for Baby Products by Sector by Value (£m at rsp).8 1.2 14.1 168 1.121 2.0 39. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2006 2007 2008 2009 139 1.066 2.9 2008 46. 2005-2009 .3% of sales in 2009.0 Source: Key Note The largest sector.0 15. followed by baby transport and nursery furniture (38.Baby Products Strategic Overview Table 2.0 2006 46.0 15.7%).010 - 148 6..040 3.5 1.

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

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

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

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

in partnership with the investment company Fleming Media.com. features articles. an online ovulation calendar and a baby-naming search engine. taking full control of the site. The site.com. The site’s advertising sales were also brought in-house. which claims 100. Mothercare bought out Fleming Media. Netmums is a family of local websites set up and run by mothers. Netmums.uk. which included a new award from the Baby & Toddler Club for Britain’s Bravest Mum. which was founded in 2000 by a journalist and a television producer. The most high-profile of these is Mumsnet. which is also 10 years old. In February 2009. and newdadssurvivalguide. education. social and employment issues. tutorial videos. Mothercare launched Gurgle. with 900. underwent a major redesign. © Key Note Ltd 2010 15 . In September 2009. which offer parents discounts and other benefits. focusing on more live content. operated through their websites. a social networking site for parents. 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. Tesco’s Baby & Toddler Club offers expectant and new mothers seven free magazines tailored to particular stages in their child’s development. run by Bounty (see earlier profile). claims 740. as well as a range of discounts and priority parking at Tesco stores.000 unique users a month. which claims 850. Members will be offered in-store discounts. A club magazine and website has been produced by Seven Squared. advice and information. In October 2009. with a focus on food and nutrition. The Boots Parenting Club was launched in June 2005 and has had an online presence since 2006. Sainsbury’s resurrected its Little Ones baby club. childcare and community. with area-specific information on child-related activities. Tesco was the sole sponsor of Bauer Media’s 2009 Mother and Baby Awards. allowing it to work more directly with agencies.Baby Products Strategic Overview Baby Clubs and Social Networking Many retailers and manufacturers operating in the baby-products market run ‘baby clubs’. which had been withdrawn in 2005. in October 2007.000 members. with a focus on “fathers’ rights”. It claims to be the largest parenting club in the UK. They include: dads-uk. which also publishes Sainsbury’s customer magazine.000 members.co. A few social networking sites cater for fathers. aimed largely at divorced and separated fathers. Procter & Gamble’s Pampers and Kimberly-Clark’s Huggies both have baby clubs. the site.000 members.

the parenting press is still an important channel for reaching new and prospective parents. © Key Note Ltd 2010 16 . NEMS Market Research. if any.416 412.11 were then read out.Baby Products Strategic Overview Parenting Magazines Although it is increasingly challenged by the Internet.003 British adults aged 16 and over: ‘Can you tell me which. which undertook the survey for Key Note in March 2010.694 178.10.022 10.094 THE CONSUMER Key Note’s original research (see Chapter 8 — Consumer Dynamics) used a sample of 477 current or prospective purchasers of baby products. In order to generate this sample. 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 36.480 52.534 43.772 24. Table 2. The average audited circulations for print parenting publications during the 6 months ending December 2009 are shown in Table 2.10: Selected Parenting Magazines by Average Net Circulation (000).037 222. of the following apply to you?’ The statements listed in Table 2. asked 1.

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 I do not have children under 16. March 2010 Just 1% of the total sample had a child or children aged under 1 year. although they did not have children under 16.11: Parents.12 compares the demographic profile of parents.003 adults as a whole. aged between 5 and 15 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). the total proportion (48%) who fell into one of these categories was lower than the 55% obtained by adding the figures in Table 2. Since some respondents had children in more than one of the stated age groups. © Key Note Ltd 2010 17 .Baby Products Strategic Overview Table 2. they did currently buy items for babies and/or young children. 5% had a child or children aged between 1 and 2 years. Table 2. and a further 5% were parents of a child or children between 3 and 4 years.11. March 2010 I have a child/children under 1 year old I have a child/children aged 1 to 2 years I have a child/children aged 3 to 4 years I have a child/children aged 5 to 15 years I do not have children.003 adults aged 16+ 1 5 5 21 3 20 Source: Key Note/NEMS Market Research. A total of 3% were non-parents who were hoping to start a family within the next 2 years. These 477 parents. and 20% said that. but I do buy things for babies and/or small children nowadays Base: 1. One in five (21%) had an older child or children. prospective parents and other purchasers with the sample of 1.

Baby Products Strategic Overview Table 2. Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).12: Demographic Profile of Parents. March 2010 Parents. March 2010 © Key Note Ltd 2010 18 . 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.

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

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

.table continued I Have a Child/Children Under 1 Year Old I Have a Child/Children Aged 1 to 2 Years I Have a Child/Children Aged 3 to 4 Years I Have a Child/Children Aged 5 to 15 years Sample Profile Marital Status Married/living as married Single Divorced Widowed Separated Presence of Children Aged 0-4 Aged 5-9 Aged 10-15 No children Tenure Own home outright Buying home Rent — council Rent — private † — 30 hours or more per week ‡ — student.. March 2010 © Key Note Ltd 2010 21 . excludes the retired and invalids 56 29 4 9 2 9 13 13 75 50 27 11 7 96 4 0 0 0 100 63 32 0 27 31 32 4 82 14 2 0 3 100 49 11 0 48 27 9 17 84 10 2 0 4 90 56 16 0 32 32 13 22 86 5 5 1 3 24 62 62 1 31 46 13 8 Source: Key Note/NEMS Market Research. not looking for work or unemployed.Baby Products Strategic Overview Table 2.13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents). March 2010 .

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

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

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

and more than half (52%) were aged over 55. In the latter year. those who hoped to become parents within the next 2 years were twice as likely to be female (66%) as male (34%). MARKET FORECASTS The ending of the ‘mini baby boom’ that characterised the period from 2005 to 2008. combined with the uncertain economic situation.3 530 2.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp). Interestingly..3 462 1. 2010-2014 2010 Disposable nappies % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues.1 2011 537 1. Just under one in four (23%) were in the 35 to 44 age group. 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. Total UK sales of baby products at retail selling prices (rsp) are forecast to grow by between 1. and only 15% were aged under 25.8 468 1.3 2012 545 1. This demonstrates the importance of ‘grandparent power’ in the baby-products market. 442 1.2% per year between 2010 and 2014.5 2013 550 0.4 454 1..8 448 1. Nearly four in ten (38%) of those hoping to become parents soon lived alone at the time they took part in the survey — indicating that having a live-in partner is not necessarily a prerequisite for making these plans.Baby Products Strategic Overview Six in ten (60%) of those respondents who were not parents but who hoped to have children within the next 2 years were aged between 25 and 34.22bn.9 2014 555 0. The next-largest group of non-parents who purchased baby products were those aged 25 to 34 (18%). Table 2. they are forecast to reach an estimated £1.3% and 2. 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. means that growth in the baby-products market will be relatively slow between 2010 and 2014.9 © Key Note Ltd 2010 25 .

146 2.200 1.162 1.Baby Products Strategic Overview Table 2.4 1..215 1.6 1.7 188 2.182 1. 2010-2014 .1 1.7 1.7 1.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).2 177 1.4 183 3..5 192 2. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 2012 2013 2014 174 3.3 Source: Key Note © Key Note Ltd 2010 26 .table continued 2010 Baby monitors.

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

The 2010 event took place between 26th April and 2nd May. compared with a figure of £475m in 2005. Own-brand nappies are produced for most major retailers. organised by Go Real. Table 3. which concluded that there was relatively little difference between disposable and reusable nappies in terms of environmental impact. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 487 2. but they are generally less important than branded products. Until March 2007. environmental networks. from Procter & Gamble.5 2007 493 1.8 2009 519 2. MARKET SIZE The value of the UK retail market for disposable nappies was £519m in 2009. and Kimberly-Clark’s Huggies brand dominate the market for disposable nappies. Go Real is managed by ReZolve.2 2008 507 2. © Key Note Ltd 2010 28 . laundries and parents.Baby Products Disposable Nappies Real Nappy Week Real Nappy Week is an annual promotional event for reusable nappies.1: The UK Market for Disposable Nappies by Value (£m at rsp). through the not-for-profit company WRAP (Waste & Resources Action Programme). Real Nappy Week was sponsored by government funding. However. as well as local authorities. a social enterprise organisation based in Cornwall. a membership organisation including manufacturers and retailers of reusable nappies. this funding was withdrawn following the publication in May 2005 of a lifecycle assessment by the Environment Agency.4 475 - Source: Key Note SUPPLIERS Pampers.

RECENT DEVELOPMENTS In January 2010. Kimberly-Clark’s Huggies brand already had a similar range: DryNites.817 946 683 211 125 2009 © Key Note Ltd 2010 29 .) Table 3. both Pampers and Huggies were advertised as part of individual supermarket promotions. Boots is the other main distribution channel. MARKETING AND ADVERTISING Pampers was by far the most heavily advertised nappy brand in 2009.2. see Chapter 2 — Strategic Overview. Simply Dry. the Pampers brand launched UnderJams. 205 1.305 171 3. March 2010 saw the start of a possible nappy price war. (In addition to the figures shown in Table 3.Baby Products Disposable Nappies DISTRIBUTION Distribution of disposable nappies is mainly through the grocery sector. in the form of the major multiple grocery retailers. its first product for older children. which caters for 4 to 15 year-olds. Price is increasingly becoming a factor in the disposable-nappy market. Years Ending December 2008 and 2009 2008 Pampers Nappies Baby Dry Nappies Simply Dry Easy Up Pants New Baby Nappies Active Fit Kandoo product range Table continues. The range. in the form of absorbent pants shaped like underwear.. is designed to provide protection from bedwetting for children aged 4 to 12 years. in July 2009. in an attempt to compete with supermarkets and discount retailers.. as ASDA launched its own-brand Little Angels New Arrivals nappies at £1 for a pack of 48 nappies.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000).019 118 3. Pampers launched its ‘value brand’. although Huggies spent slightly more in 2008.

006 1. 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. also includes tips for mothers-to-be. Years Ending December 2008 and 2009 .Baby Products Disposable Nappies Table 3. called ‘9 months in vivo’.073 414 109 546 183 2009 CONSUMER TRENDS According to data from Kantar Media (see Table 3. © Key Note Ltd 2010 30 . The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. This rose to 19% in households where the main shopper was aged between 25 and 34 years. features a ‘real-time’ video of a baby growing in utero. 7% of all adult main shoppers said that their household had used disposable nappies during the year ending September 2009. plus a new Huggies logo incorporating a baby’s handprint. Seven in ten purchasers of disposable nappies lived in households with a main shopper aged between 25 and 44.3).. which went live in February 2010. A global website for Huggies.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000)..512 1. and four in ten had a main shopper aged between 25 and 34. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. 595 285 180 137 837 1. with the theme ‘Everyday Discoveries’. The site. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product.

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.

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5 281 2007 223 3. having grown from £120m in 2005.2 120 - Source: Key Note © Key Note Ltd 2010 34 . cribs and mattresses.6 62 -1. Table 4. reached £137m in 2009.4: The UK Market for Nursery Furniture by Value (£m at rsp).1 286 2008 231 3. Retail sales of nursery furniture. highchairs. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 124 3.3 2007 129 4. pushchairs and baby carriers % change year-on-year Car safety seats % change year-on-year Total rsp — retail selling prices † — does not sum due to rounding 2006 216 2. including cots.0 2008 134 3.6 59 -4. playpens and changing units.9 65 -1.3: The UK Market for Baby Transport by Sector by Value (£m at rsp).6 293 2009 237 2.8 †297 210 66 276 Source: Key Note Nursery Furniture The nursery-furniture sector has grown in tandem with increasing demand from parents for nursery furniture and baby equipment that reflects their personal tastes in home décor. 2005-2009 2005 Prams.2 63 -3.Baby Products Baby Transport and Nursery Furniture Table 4.9 2009 137 2.

5 23 4. a Canadian company that has had a UK presence since 1988. Quinny and Bébé Confort. with retail sales estimated at £93m in 2009. © Key Note Ltd 2010 35 .1 25 4. operates in both the baby-transport and feeding/safety-equipment sectors. Bébécar and Cosatto.Baby Products Baby Transport and Nursery Furniture Cots. Babies R Us and Mamas & Papas — producing ranges of furniture and accessories. Graco.0 124 2007 89 3.4 24 4. cribs and mattresses easily constitute the largest segment. The largest of these are Mamas & Papas. with many small companies — as well as larger manufacturers and retailers.3 18 5.6 137 82 22 16 120 Source: Key Note SUPPLIERS The market for nursery furniture is highly fragmented. Table 4. Baby-transport brands marketed by Dorel include Maxi-Cosi. including Mothercare.3 129 2008 92 3. with Britax Excelsior being particularly important within the market for dedicated child car seats. cribs and mattresses % change year-on-year Highchairs % change year-on-year Other % change year-on-year Total rsp — retail selling prices † — including playpens and changing units 2006 86 4.5 17 6.9 134 2009 93 1.9 22 0.2 19 5. There is also a wide range of suppliers to the baby-transport market. Maclaren and Mothercare’s own brand. Other companies of importance in this sector include Chicco. 2005-2009 2005 Cots. Dorel.5: The UK Market for Nursery Furniture by Sector by Value (£m at rsp).0 16 0.

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

2m. Chicco was the largest spender. In November 2009. the company distributed hinge covers to all purchasers of the strollers in the US. In March 2010.000. In 2008. Britax Excelsior Ltd announced that it would offer a free ‘precautionary’ remedy kit for one of its stroller models. the majority of expenditure within the category was accounted for by a large number of brands (186) spending less than the threshold amount. Both fit onto the new Dorel FamilyFix car-seat base. In the UK. In March 2010. however. Total expenditure in this sector in 2009 was £1. however. accounted for by 214 separate brands. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. but a routine internal quality check had revealed a potential problem in the mechanical attachment of the IsoFix connectors to the base. (A separate. Dorel launched a new range of Maxi-Cosi car seats: the Pebble for infants and the Pearl for toddlers. 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. divided between 33 brands. The remedy kit consists of covers to fit over each of the hinges.) © Key Note Ltd 2010 37 . with campaigns for its Trio travel system and Polly highchair brands worth a total of £340. Graco voluntarily recalled 65 models of its Harmony High Chair due to reports of loose screws and falling brackets that could cause the chair to tip. The company stated that it had had no complaints or reports of incidents. MARKETING AND ADVERTISING The highly fragmented nature of this sector of the baby-products market is illustrated by the fact that. Again.Baby Products Baby Transport and Nursery Furniture In October 2009. having detected a potential risk of injury to fingers or hands from its folding mechanism. during the 12 months ending December 2009.2 million products. Maclaren received some adverse publicity towards the end of 2009. sold under the Viva and Nexus brands. undefined category of ‘baby goods’ recorded a total expenditure of £192.000 in 2009.000) for a separate listing in its published figures. in February 2010. Dorel voluntarily recalled all FamilyFix car-seat bases sold before 4th March. Following these problems. The recall was estimated to affect 1. all Maclaren strollers of this type are being supplied with hinge covers as standard. From 2010.

reminding parents of the importance of in-car safety and the correct fitting of child car seats.711 1. which included links to the nursery range on the TK Maxx website.6: Main Media Advertising Expenditure on Baby Carriages and Nursery Equipment by Brand (£000). 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.Baby Products Baby Transport and Nursery Furniture Table 4. The campaign was supported by online and point-of-sale materials.188 1.188 2009 Britax launched a television advertising campaign in February 2010. In addition.283 1. The retailer gave a series of Netmums bloggers (online diarists) money to spend in store and then invited them to talk about the shop and products on the Coffeehouse forum pages. © Key Note Ltd 2010 38 . there was a competition to win a £500 gift card. TK Maxx also ran display advertisements on the Netmums site. TK Maxx began an online campaign on the parenting website Netmums. In January 2010. to promote its new range of nursery products.

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

Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp). Retail sales within the sector were estimated at £85m in 2009.Baby Products Baby Monitors.2 168 © Key Note Ltd 2010 40 .1: The UK Market for Baby Monitors. 2005-2009 2005 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total Table continues..2 83 1.2 158 84 6.3 79 8. Retail sales of feeding equipment have also seen reasonably good growth. reaching £83m in 2009. Table 5. 71 68 139 75 5.6 73 7.8 †165 2006 2007 2008 2009 85 1. 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. Table 5.8 2008 165 4.3 82 3. up from £71m in 2005.. compared with £139m in 2005. Home Safety Equipment and Feeding Equipment by Value (£m at rsp).2: The UK Market for Baby Monitors.5 2007 158 6.8 139 - Source: Key Note Baby monitors are now a standard purchase for most new parents. Home Safety Equipment and Feeding Equipment MARKET SIZE Total UK retail sales of baby monitors.4 2009 168 1.4 148 79 5. with developments such as digital and video monitors helping to maintain value to an extent.

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

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

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

for example. An International Perspective POPULATION TRENDS There are considerable variations in fertility rates among the Western European countries.84 1.89 1. at 1. Table 6. 2005-2010 US Western Europe Europe France Norway Sweden Denmark UK Belgium Netherlands Spain Austria Greece Italy Germany 2.89 1.59 1. In France and Norway. Denmark is at the same level. Europe and Selected European Countries.84.09.74 1.43 1.38 1.50 1. compared with just 1. the fact that it may be easier for American women to combine work and child-rearing.38 1. and the more traditional and family-oriented nature of much of the US population. the estimated total fertility rate (number of children per woman).09 1. at 2.Baby Products An International Perspective 6.38 1. A number of explanations have been put forward for this. The average fertility rate in the UK is at the higher end of the European spectrum.77 1.84 1.32 in Germany. averaged across the years from 2005 to 2010.89.87 1.1: Total Fertility Rates† in the US. is 1.32 † — the average number of children that would be born to a woman if she were to experience the current age-specific fertility rates through her lifetime Source: World Population Prospects: The 2008 Revision. including: a higher birth rate among the majority Hispanic population. United Nations Population Division © Key Note Ltd 2010 44 . The US has a higher fertility rate than Western Europe.

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

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

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

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

just over half (53%) of the sample acknowledged that the cleansing and sterilising that was necessary meant that bottle feeding could be hard work.Baby Products Consumer Dynamics Table 8.) 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. or hardly ever. Four in ten were users of reusable nappies. 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.table continued New Versus Second-Hand Baby Equipment (cont. © Key Note Ltd 2010 49 . whereas just under three in ten (29%) asserted that bottle feeding can be just as good as breastfeeding. However. March 2010 29 47 46 45 80 17 63 Nappies Nearly six in ten respondents (59%) agreed that they were concerned that disposable nappies might be harmful to the environment. used I wish I had done more research/been better informed before I bought my baby equipment Source: Key Note/NEMS Market Research..1: Attitudes Towards Baby Products and Related Issues (% of respondents). March 2010 .. Breastfeeding Versus Bottle Feeding Nearly half (47%) of respondents agreed that breastfeeding is much better for babies than bottle feeding. this proportion almost exactly matched the proportion (60%) who acknowledged that they used (or had used) only disposable nappies. either currently or in the past.

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

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

Women (46%) were much more likely than men (29%) to agree that they used or had used non-disposable nappies. March 2010 S3: “I use/have used non-disposable nappies. but differences in penetration by region or social grade were fairly slight. Table 8. those who are hoping to start a family within the next 2 years.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ 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. and many women over 45 may not have had the opportunity to use them when bringing up their own babies.Baby Products Consumer Dynamics Respondents aged over 45 were more than twice as likely as those in the 25 to 34 age group to use or have used non-disposable nappies (51% versus 24%). 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 52 . Source: Key Note/NEMS Market Research.3: Use of Non-Disposable Nappies (% of respondents).

. being the most likely to agree that it is much better for babies (56%) and the least likely to agree that bottle feeding can be just as good (24%). March 2010 S4: “Breastfeeding is much better for babies than bottle feeding.” S5: ”Bottle feeding can be just as good as breastfeeding.. Northern respondents were the most enthusiastic about breastfeeding. being both more likely than other age groups to say that bottle feeding is just as good as breastfeeding and less likely to say that breastfeeding is much better for babies. Respondents in the 35 to 44 age group were the keenest proponents of bottle feeding. Although considerably more ABC1s than C2DEs endorsed breastfeeding as being much better for babies (53% versus 42%). there was essentially no difference between the two groups in terms of the proportion claiming that bottle feeding can be just as good as breastfeeding. Table 8.4: Attitudes Towards Breastfeeding (% of respondents).” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. 46 54 5 23 31 41 39 61 100 S4 PP% Pen% 100 42 58 5 24 28 43 52 48 47 50 45 48 48 42 50 53 42 S5 PP% Pen% 100 28 72 5 23 36 36 46 54 29 20 34 26 29 33 25 29 28 © Key Note Ltd 2010 53 .Baby Products Consumer Dynamics Breastfeeding Versus Bottle Feeding Slightly more men (50%) than women (45%) held the view that breastfeeding is much better for babies than bottle feeding — but women were significantly more likely than men (34% to 20%) to say that bottle feeding can be just as good as breastfeeding.

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

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

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

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

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 58 . March 2010 S10: “I would never buy a second-hand child’s car seat.” S11: ”I would not accept baby equipment passed on to me from friends and family.7: Aversion to Second-Hand Baby Equipment (% of respondents). those who are hoping to start a family within the next 2 years. Source: Key Note/NEMS Market Research.Baby Products Consumer Dynamics Table 8.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S10 PP% Pen% 100 40 60 7 26 32 35 45 55 63 64 62 94 70 64 53 61 64 S11 PP% Pen% 100 40 60 9 22 20 49 44 56 17 18 17 31 17 11 21 17 18 100 39 61 5 23 31 41 46 54 37 25 38 37 24 39 63 60 64 48 30 22 23 20 10 Base: respondents with children aged 0 to 15.

. agreed with this statement. compared with 75% of men.. Table 8. C2DE respondents.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. also showed relatively high levels of agreement with the statement that parenting today is easier because of the wide range of baby equipment that is available.” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available. 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. Those in the 16 to 24 age group. 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 .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. were also more likely than others to say that greater choice makes it more difficult to make decisions on what to buy. and those living in the North. March 2010 S12: “There are so many different types of baby equipment available that it can be difficult to decide what you actually do need.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents).

” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available.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. © Key Note Ltd 2010 60 .. those who are hoping to start a family within the next 2 years.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents).” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S12 PP% Pen% S13 PP% Pen% 37 25 38 37 26 36 81 83 77 41 23 36 50 41 43 Base: respondents with children aged 0 to 15. 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 .table continued S12: “There are so many different types of baby equipment available that it can be difficult to decide what you actually do need.. Source: Key Note/NEMS Market Research.

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

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

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

by the private-equity company Carlyle Group in September 2005. for £230m.uk 148.715 -8. BRITAX CHILDCARE HOLDINGS LTD Corporate Strategy Britax Childcare Holdings Ltd was acquired from its former parent company.3m and a pre-tax loss of £522. the aircraft-interior and vehicle-safety-equipment manufacturer Britax International. assembles. It distributes these products through independent specialist retailers. Supplier Profiles INTRODUCTION This chapter profiles some of the leading manufacturers and specialist retailers operating in the sectors covered by this report.co.000 for the year ending 31st December 2008. Australia (where the products are marketed under the Steelcraft and Safe n Sound brands) and the US. Known chiefly for its children’s car seats. manufactures and markets child safety products in the UK.208 31/12/08 183. Surrey. multiple retailers and vehicle original equipment manufacturers (OEMs) in Europe.Baby Products Supplier Profiles 9.331 -522 © Key Note Ltd 2010 64 . The company designs. the company also offers infant carriers and wheeled goods. Table 9. The activities of multiple retailers operating within the baby-products sector in addition to other activities are discussed in Chapter 2 — Strategic Overview.1: Financial Results for Britax Childcare Holdings Ltd (£000). Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.418 -7. Britax Childcare’s headquarters are in Chertsey. Profitability Britax Childcare Holdings Ltd reported a turnover of £183.261 31/12/07 163.

Britax launched a television advertising campaign in February 2010. GRACO LTD Corporate Strategy Graco Ltd is the UK subsidiary of Graco Children’s Products Inc. sold under the Viva and Nexus brands. the B-Smart modular travel system. In April 2008. The remedy kit consists of covers to fit over each of the hinges. it was announced that Britax would be launching the Jockey range of child’s bicycle seats. Germany. The Newell-Rubbermaid portfolio also included Little Tikes toys. Further acquisitions by Newell-Rubbermaid have included Teutonia. The campaign was supported by online and point-of-sale materials. Finland and Sweden. giving a high degree of comfort and safety.000 for the year ending 31st December 2009. having detected a potential risk of injury to fingers or hands from its folding mechanism. Profitability Graco Ltd reported a turnover of £850. which has rearward. which was founded in the US in 1955 and became part of Newell-Rubbermaid in 1999.000 and a pre-tax profit of £172. © Key Note Ltd 2010 65 . with operations in the UK. Graco Europe was established in September 1997. In March 2010. including car seats and strollers. reminding parents of the importance of in-car safety and correct fitting of child car seats. Britax announced a free ‘precautionary’ remedy kit for one of its stroller models.Baby Products Supplier Profiles Recent and Future Developments A range of four new pushchairs was launched by Britax in January 2010. but this company was sold to MGA Entertainments in 2006. and in 2001 Newell-Rubbermaid acquired Klippan Group. one of Europe’s leading manufacturers and distributors of child car seats.or forward-facing seat options and space for an additional seat for a second child. and the B-Dual travel system. Newell-Rubbermaid purchased Aprica Kassai. The range included: the B-Lite urban stroller. a Japanese manufacturer of childcare products. a German company that makes prams and other baby-transport products. This became part of the group in August 2007. Also in February 2010. the B-Mobile three.or four-wheeled compact travel system.

The product can also be transformed into a travel system for twins with the addition of two Graco car seats. © Key Note Ltd 2010 66 . including Cotton Bottoms Ltd. JACKEL INTERNATIONAL LTD (MAYBORN GROUP) Corporate Strategy Jackel International Ltd. a double pushchair designed to accommodate one child from birth and another from the age of 6 months. and acquired the UK and European manufacturing licence for the US Tommee Tippee brand of baby-feeding equipment and accessories in 1965. was launched towards the end of 2009. The Tommee Tippee Closer to Nature range of feeding equipment. relaunching the Maws and Sangenic brands as Tommee Tippee. The recall was estimated to affect 1.249 542 31/12/09 850 172 Recent and Future Developments In March 2010. began life as a manufacturer of hair and nail products. Jackel acquired the long-established Maws baby-feeding-equipment brand. In August 2003. a manufacturer of outdoor play equipment (March 2005). Graco voluntarily recalled 65 models of its Harmony High Chair. Years Ending 31st December 2007-2009 31/12/07 Turnover Pre-tax profit Source: myicc. More acquisitions followed. due to reports of loose screws and falling brackets that could cause the chair to tip. Jackel acquired Steri-Bottle UK.2 million products.254 574 31/12/08 1. a supplier of reusable cotton nappies (November 2004).Baby Products Supplier Profiles Table 9. based in Newcastle. the company that launched the Steri-Bottle pre-sterilised single-use feeding bottle in 1999. designed to make bottle feeding as similar as possible to breastfeeding. which also produces fabric dyes under the Dylon brand. In 1995. and 2 years later the Mayborn Group bought Sangenic. The Mayborn Group was acquired by the private-equity company 3i in 2006. the company became part of the Mayborn Group. The Graco Quattro Tour Duo.uk 1.2: Financial Results for Graco Ltd (£000). a British company producing the Nappy Wrapper nappy-disposal system. and Tube Plastics. Jackel International moved to a single-brand strategy. In 2003. In 1983.co. was launched in 2006.

Baby Products Supplier Profiles Profitability Jackel International Ltd reported a turnover of £38m and a pre-tax profit of £6. In February 2009. but they moved into Toys R Us stores in April. and introduced into the UK in the mid-1990s. A new star-shaped Tommee Tippee logo was also launched in February 2009. The Closer to Nature brand of baby-feeding equipment. launched in the US in 1978.223 Recent and Future Developments In January 2010. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. Table 9.589 1.517 5.049 6. 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.112 31/12/07 33. The Closer to Nature and Explora brands were marketed in the US as being designed to help relieve common feeding anxieties among mothers.2m for the year ending 31st December 2008. Mayborn launched the Tommee Tippee brand in the US. which produces a number of household paper brands. © Key Note Ltd 2010 67 .co. taking it back to its original roots. KIMBERLY-CLARK LTD Corporate Strategy Kimberly-Clark Ltd is the UK subsidiary of the Dallas-based Kimberly-Clark Corporation. and Explora toddler cups and feeding products. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. Huggies is Kimberly-Clark’s disposable-nappy brand. were initially available only through Babies R Us in the US.3: Financial Results for Jackel International Ltd (£000).539 31/12/08 38.uk 31. including Andrex and Kleenex.

263 143. The site. The company also produces Huggies-branded wipes and disposable changing mats. A global website for Huggies. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010.954 31/12/07 614. Little Swimmers swimming nappies. and Pull-Ups potty-training pants. Table 9. Profitability Kimberly-Clark Ltd reported a turnover of £623. features a ‘real-time’ video of a baby growing in utero.4: Financial Results for Kimberly-Clark Ltd (£000). Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. designed to keep babies dry for up to 12 hours.552 Recent and Future Developments In April 2010. shaped like pants. for babies from 19 to 60 pounds. which went live in February 2010. Parents were encouraged to upload photos and videos of their child exploring their world. in a range of sizes for babies from 11 to 27 pounds.Baby Products Supplier Profiles The Huggies range includes: Huggies Preemies (for premature babies).uk 602. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. plus a new Huggies logo incorporating a baby’s handprint.649 48. for babies from 0 to 3 months. Super-Dry.233 53. Natural Fit.551 31/12/08 623. also includes tips for mothers-to-be. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product.6m and a pre-tax profit of £48. called ‘9 months in vivo’. with flexible sides. © Key Note Ltd 2010 68 .co.6m for the year ending 31st December 2008. with the theme ‘Everyday Discoveries’. Little Walkers. Newborn.

co.uk 19.442 -1.6m for the year ending 31st December 2008. Hestair purchased Cindico. The company was purchased by the Sunleigh Group in 1994. Maclaren’s US arm acquired the nursery-furniture company NettoCollection. these covers were issued only to purchasers who contacted Maclaren themselves. In November 2009. a wholly owned subsidiary that markets the company’s products in the US and Canada.232 -1. © Key Note Ltd 2010 69 . Maclaren’s Techno XLR travel system was expanded with the introduction of a soft carrycot that is compatible with the system. with the invention of the lightweight ‘baby buggy’. fitting onto the buggy for the baby’s first few months.880 31/12/08 30.Baby Products Supplier Profiles MACLAREN EUROPE LTD Corporate Strategy Maclaren began life as Andrews Maclaren Ltd.623 Recent and Future Developments In July 2009. Maclaren received some adverse publicity towards the end of 2009. was established in 1999. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. founded in Northampton in the late 1960s. Maclaren USA. a manufacturer of nursery products and pushchairs. Later the same year. a range of organic skincare products for mothers and babies. the company became Hestair Maclaren. the company distributed hinge covers to all purchasers of the strollers in the US.978 -3. Maclaren launched Beginning. In November 2009. In the UK. Also in July 2009. Hestair PLC was purchased by BET in 1990 and there was a management buy-out of Hestair Maclaren during the same year. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. Following its 1988 acquisition by Hestair PLC.484 31/12/07 23. From 2010. all Maclaren strollers of this type are being supplied with hinge covers as standard. Table 9. Profitability Maclaren Europe Ltd reported a turnover of £31m and a pre-tax loss of £3.5: Financial Results for Maclaren Europe Ltd (£000).

Mamas and Papas’ products are sold through a wide range of outlets. one of the first companies to introduce the concept of designer products into the market for baby equipment. when it entered into a partnership with the online fashion retailer Shop Direct to supply its range of maternity clothing through all of Shop Direct’s brand channels. and pre-school toys. 30th March 2008 and 29th March 2009 01/04/07 Turnover Pre-tax profit Source: myicc. Others included Liverpool (in September).789 29/03/09 87.656 -1. The company also has a chain of more than 50 dedicated stores in the UK and the Republic of Ireland. including John Lewis. Profitability Mamas & Papas Ltd reported a turnover of £87. Table 9. was founded in 1981 by the Scacchetti family and is still family owned. © Key Note Ltd 2010 70 . The company’s range includes baby transport (in the form of prams.2m for the year ending 29th March 2009.co. The brand also encompasses maternity and baby wear. and Rotherham (November). Years Ending 1st April 2007. Selfridges. including one in the Westfield Shopping Centre in West London. Manchester (May) and Broadstairs (June). pushchairs and car seats).uk 83.816 2. Harrods and more than 500 independent dealers.6: Financial Results for Mamas & Papas Ltd (£000).Baby Products Supplier Profiles MAMAS & PAPAS LTD Corporate Strategy Mamas & Papas Ltd.438 30/03/08 83.182 Recent and Future Developments A number of new Mamas & Papas stores were opened during 2009. Hull and Aberdeen (both in October). which was opened in February.7m and a pre-tax loss of £1. run on a franchise basis.382 1. Openings so far in 2010 have included Lincoln (April). nursery furniture and bedding. Mamas & Papas further expanded its retail operations in November 2009.

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

200 Recent and Future Developments In February 2010.500 18. which previously supplied Boots with children’s clothing. Much of the company’s international growth came from India and Russia. it expects to have 65 Indian stores by the end of 2010. Early in 2010. there were 389 UK stores in the Mothercare group. Mothercare announced plans to launch Mothercare in Australia and the Early Learning Centre in South Africa. Years Ending 31st March 2007. Profitability Mothercare PLC reported a turnover of £723.7: Financial Results for Mothercare PLC (£000). © Key Note Ltd 2010 72 . featuring the musician.co. 29th March 2008 and 28th March 2009 31/03/07 Turnover Pre-tax profit Source: myicc. mostly on a franchise basis. A brand-awareness campaign for Mothercare. television presenter and ‘celebrity mother’ Myleene Klass.6m and a pre-tax profit of £42. Toys from Mothercare’s Early Learning Centre range are already sold through 400 Boots stores. 62 of which were opened during the 6 months to November. Adams Childrenswear. the company announced a joint venture in India. Mothercare announced that it would be supplying Boots with a new range of children’s clothes and accessories. is to be launched in autumn 2010.600 42. Table 9. The company opened its 50th store in Russia in December 2009.Baby Products Supplier Profiles As at mid-November 2009.2m for the year ending 28th March 2009.uk 498. The Mothercare group opened 115 international stores during 2009. currently unnamed. up from 28 in 2009.500 28/03/09 723.800 4. was launched in October 2009 on the pre-school television channel Cartoonito.900 29/03/08 676. fell into administration in January 2010. In October. The brand. and 694 franchised international stores.

200 65. launched in 1984. in February 2009. It should be noted that these figures cover a wide range of items other than baby products. baby bottles and toddler-feeding equipment. It also incorporates baby monitors and digital thermometers.uk.200 Recent and Future Developments Philips launched an advice website for new mothers. mybabytalk.900 31/12/07 812. including breast pumps and breastfeeding accessories.co.co.100 31/12/08 827.2m for the year ending 31st December 2008. Virtually all Philips Avent products are designed and manufactured at the company’s factory in Suffolk. which also includes shaving and oral-healthcare products. Table 9.Baby Products Supplier Profiles PHILIPS AVENT Corporate Strategy The Avent brand. © Key Note Ltd 2010 73 .4m and a pre-tax profit of £4. was purchased by the Dutch electronics company Royal Philips Electronics in September 2006 and renamed Philips Avent. Profitability Philips Electronics UK Ltd reported a turnover of £827. soothers.800 33.8: Financial Results for Philips Electronics UK Ltd (£000). The Philips Avent product range includes a wide variety of feeding equipment. skincare products and changing bags. The brand is now part of Philips’s Consumer Lifestyle division. bottle and food warmers.400 4.uk 682. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.

the Pampers brand launched UnderJams. Active Fit.073 38.006 40. based in Ohio. Years Ending 30th June 2007-2009 30/06/07 Turnover Pre-tax profit Source: myicc. was founded in 1837 and expanded into the UK in 1930. The company also produces Pampers Wipes and Kandoo Wipes. Easy Up Pants for older babies.Baby Products Supplier Profiles PROCTER & GAMBLE Corporate Strategy The US company Procter & Gamble. which was introduced to the UK in 1982.347 30/06/09 209.7m for the year ending 30th June 2009. The Pampers disposable-nappy portfolio includes: Pampers New Baby (including Micro for premature and very small babies). Pampers recently launched two new products: UnderJams and Simply Dry (see Recent and Future Developments). Simply Dry.uk 258. for use by toddlers who are being toilet trained. in an attempt to compete with supermarkets and discount retailers. in the form of absorbent pants shaped like underwear. and Baby Dry. its first product for older children.3m and a pre-tax profit of £34. Sunnies Swim Pants.697 Recent and Future Developments In January 2010. Feel N Learn potty-training pants.co.273 34. Pampers launched its ‘value’ nappy brand. The range. with Comfort Stretch for babies who can move. which have Secure-Me fasteners that overlap for a snugger fit. in July 2009. is designed to provide protection from bedwetting for children aged 4 to 12 years. These figures cover a broad range of household products and toiletries. Profitability Procter & Gamble Product Supply (UK) Ltd reported a turnover of £209. Table 9.9: Financial Results for Procter & Gamble Product Supply (UK) Ltd (£000). with high leg cuffs for extra protection. The company produces the Pampers nappy range. © Key Note Ltd 2010 74 . with Extra Sleep Layer for night-time use.528 30/06/08 271.

co. including baby monitors. However. the Digital Monitor TD300 and the Digital Plus Monitor TD350 — was launched in February 2010. is principally a manufacturer of toys and games. cot guards and bedrails.uk 47.714 -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. it also produces a range of baby products.189 3. Profitability Tomy UK Ltd reported a turnover of £42. following the 2006 merger of Tomy with its rival toy company Takara. Tomy announced that it had signed an agreement with Perry Innovation Ltd to distribute the BabyDam Bathwater Barrier in Europe.10: Financial Results for Tomy UK Ltd (£000). baby carriers.000 for the year ending 31st March 2009. The last of these includes a multicoloured nightlight. a Japanese-owned company. BabyDam turns a normal-sized bath into a smaller bathing space suitable for babies and toddlers. In August 2009.Baby Products Supplier Profiles TOMY UK LTD Corporate Strategy Tomy UK Ltd. but the Tomy name has been retained for all international subsidiaries. The parent company in Japan is named Takara-Tomy. and baby activity toys. Years Ending 31st March 2007-2009 31/03/07 Turnover Pre-tax profit Source: myicc. © Key Note Ltd 2010 75 .683 31/03/08 51.159 2.030 31/03/09 42. which can be customised to co-ordinate with the nursery colour scheme. feeding equipment for toddlers.

in mid-2014.4 2. following increases between 2005 and 2008.3 777 -0. with the total population of under-3s standing at 2.3 million in mid-2014.1 775 0.Baby Products The Future 10.0 2.6 789 4.3 775 0.1 2014 777 0.000 — exactly the same figure as in 2010.1: Forecast Number of Children in the UK Aged 0 to 2 Years (000).8 784 -0.9 2011 775 -0.326 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. Table 10.326 -0.9 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.8 783 -0.335 -0.6 2012 774 -0. During the period between 2010 and 2014. Government projections suggest that. Source: 2008-Based Population Projections.3 2.6 2.1 775 -0. Government Actuary’s Department © Crown copyright © Key Note Ltd 2010 76 .1 774 -0.324 -0.1 Note: figures may not sum due to rounding. the number of infants aged under 1 year will stand at 777.3 777 -0.348 0.4 2013 775 0.

2: The Forecast UK Market for Disposable Nappies by Value (£m at rsp). with retail sales reaching £555m by 2014. retail sales in this sector are forecast to reach £154m. 2010-2014 2010 Baby transport % change year-on-year Table continues. looking at markets in Asia and Eastern Europe. By 2014. with retail sales reaching £314m by 2014.0 2013 311 1. Table 10.3 2011 304 1.9 2014 555 0. but from a lower base.9 530 2.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).1 Source: Key Note Baby Transport and Nursery Furniture The market for baby-transport equipment is forecast to grow relatively slowly during the next 5 years. Disposable Nappies The market for disposable nappies will continue to grow at a slow rate over the next 5 years.Baby Products The Future FORECASTS 2010 TO 2014 The next few years are likely to see a greater emphasis on value in baby products — particularly in respect of smaller and disposable items such as nappies and feeding equipment.3 2014 314 1. where birth rates are higher. Table 10.5 2013 550 0. 2010-2014 2010 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2011 537 1.0 2012 307 1.0 © Key Note Ltd 2010 77 . Companies will continue to turn outside the UK for growth. 301 1.3 2012 545 1.. There will be slightly higher growth in nursery furniture..

4 2013 96 3.4 2012 147 2.8 Source: Key Note Baby Monitors.9 442 1..3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).4 183 3.1 448 1..2 192 2. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).7 2012 93 3.table continued 2010 Nursery furniture % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 144 2.2 188 2.5 86 3.3 90 3.7 462 1.1 94 2. Table 10.Baby Products The Future Table 10.1 454 1.0 468 1. 2010-2014 2010 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 90 2.6 Source: Key Note © Key Note Ltd 2010 78 .3 2013 151 2.6 174 3.4: The Forecast UK Market for Baby Monitors.3 141 2. Home Safety Equipment and Feeding Equipment Retail sales of baby monitors and home safety equipment are forecast to reach £98m by 2014. with sales of feeding equipment totalling £94m.2 92 2.8 2014 154 2.2 177 1.3 87 1. 2010-2014 .7 2014 98 2.1 88 3.

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

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

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

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

and/or Penetration.7 19. These terms are explained in the following table. usually.2 Source: Target Group Index.371 This is the projected number of people in each subgroup who use the product.557 10. social grade and standard region. members of one family. Number.Baby Products Understanding TGI Data Understanding TGI Data TGI tables. © Key Note Ltd 2010 83 . Profile.0 Penetration (%) 66. etc. 1.03 12. • Housewives — a member of a private household who is solely or mainly responsible for the household duties. The total number of adults. etc. 1995 TGI data used in Key Note reports are broken down by age. Profile.0 61.9 0.045 2. who live together and whose food and other household expenses are managed as one unit.0 .697 Down The % of each subgroup who are users.9 2. produced by Kantar Media. housewives.4 All housewives Age 15-24 25-34 Social Grade AB C1 Region Greater London 20.1 . Table Heading Population Number (000) 13. Each subgroup should total 100% vertically. © Kantar Media. Penetration Tables used in Key Note reports may give figures for the Number. • Adults — any person aged 15 or over. 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. Across The % of 15-24 year-olds. households.4 55. who are users.5 71. 7.535 Profile (%) 100. but not always.

Social grade is assessed by the interviewer when collecting the information and is. amenities in the home. based on information given personally and verbally by the respondent. their former occupation. © Key Note Ltd 2010 84 . administrative or professional Supervisory or clerical and junior 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. The following table broadly defines the six social grades used. therefore. presence of domestic help etc. administrative or professional Intermediate managerial. 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. The relationship between social grade and net income of the Head of the Household is a complex one and readers should note that income is not determinant of social grade. or if the Head of the Household is retired.Baby Products Understanding TGI Data Social Grade This is normally based on the occupation of the Head of the Household. 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.

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

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

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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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