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

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

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

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

2 2.000 babies aged under 1 year in the UK.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.7 2.. parental age and parental employment.000 a year previously. The birth-rate increases meant that the total number of children aged under 2 years rose from 2.2 717 1.5 2.3 783 -0.3 733 2.1: Number of Children in the UK Aged 0 to 2 Years (000).4 †2008 †2009 788 4. After rising steadily between 2005 and 2008. Table 2.102 2006 732 2. because this group forms its ‘consumer base’.6 788 4.2 716 1. the birth rate was projected to fall slightly during 2009. 716 705 681 2.4 2007 756 3. there were an estimated 783.2 756 3. These include trends in family size.Baby Products Strategic Overview 2.3 732 2. compared with 788. 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. In mid-2009.1 million to 2.2 © Key Note Ltd 2010 3 .1 2.327 2.6 705 3.277 3..205 2.153 2. Strategic Overview MARKET BACKGROUND Demographic and Social Factors A number of interlinked social and demographic factors can have an effect on sales of baby products.2 756 3.

..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).Baby Products Strategic Overview Table 2. 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.79 1.37 1.63 in 2001. In 1971.78 1.97.73 1.86 1.82 1.65 1. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) © Key Note Ltd 2010 4 .2: Total Fertility Rate† in England and Wales. 30th June 2005-2009 . By 2008. Table 2. It then fell to 1. the TFR was 1. 1971-2008 1971 1981 1991 2001 2002 2003 2004 2005 2006 2007 2008 2.92 1.63 1.table continued † — projections Source: Mid-Year Population Estimates. Government Actuary’s Department © Crown copyright Family Size Despite the recent birth-rate increases.37. before gradually rising again. the average number of children per family has remained below two for many years. National Statistics/General Register Office for Scotland/Northern Ireland Statistics/2008-Based Population Projections.79 1. the TFR in England and Wales was 2.1: Number of Children in the UK Aged 0 to 2 Years (000).

4 31.3 years. © Key Note Ltd 2010 5 . especially in respect of larger purchases.3 Fourth 31.1 29. whatever the size of the family.5 years.1 to 27. cots and highchairs.7 32.0 31. such as prams.4 years over the decade between 1997 and 2007. The average age at which women give birth for the first time rose by 1.3 First 26.1 29.8 29.7 29. shows that.0 27.2 31.5 27.3 in 1997). the average mother in England and Wales was a year older when she gave birth than was the case a decade earlier (29. from 26.3 27.9 29. compared with 28.Baby Products Strategic Overview Smaller families do not necessarily have negative implications for the baby-products market.4 32. which details the number of births to women in different age groups.5 Second 28.3 28. pushchairs.1 26.9 31. and then used for subsequent children.4 29.5 Source: Social Trends 39 (2009).2 32. 1997-2007 Birth Order All Births 1997 2000 2003 2006 2007 28. since such items may well be bought only once. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) Table 2.3: Average Age of Mother at Childbirth in England and Wales (years). Overall. there was a sharp increase in the number of births to women aged 35 and over.4.5 28. In 2007. spend per child tends to be higher in smaller families. Table 2.8 Third 30. Older Mothers The average age at which women give birth is still rising steadily.6 30. while the number of births to women aged under 25 fell in the 30 years between 1978 and 2008.

9 25.7 166.1 25.5 362.0 100.4 165.9 173.1 Total 100. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) Births to women aged 35 and over represented 20.0 † — does not sum due to rounding Source: Key Note.3 134.8 25.0 †100.0 100.4 19.4 377.5 25.8 352.0 20.1 36.1 91.6 346.6 Source: Social Trends 40 (December 2009).2 126.0 100.4 25.8 251.0 100.4 35 and Over 5.6 180.2 54.2 140. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 40.0 121.1 54.5 381.6 26.3 175.0 373.6 20.1 14.0 †100.0 †100.3 59.6 161.9 54.4: Live Births in England and Wales by Age of Mother (000).7 8.5: Live Births in England and Wales by Age of Mother (%).7% in 1978. compared with only 5.1% of all live births in England and Wales in 2008. Table 2. based on data from Social Trends 40 (December 2009).Baby Products Strategic Overview Table 2. National Statistics © Key Note Ltd 2010 6 .6 54.7 25 to 34 322.7 54.7 385.8 142.5 25 to 34 54.2 56.1 19.4 35 and Over 34.4 20. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 238.2 55.

and as such are more able to afford premium baby products.543 10.137 10. the annual number of births that resulted in two or more babies increased from 9.080 to 10. and more used to a higher standard of living. 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.855. They are also — arguably — more informed. Between 1998 and 2008.521 9.907 8.471 10. older parents tend to be more affluent.700 8.861 9. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) One of the effects of the trend towards multiple births has been that manufacturers have paid greater attention to the needs of parents with twins when designing prams. Manufacturers and retailers of baby equipment need to ensure that they meet these needs. © Key Note Ltd 2010 7 .855 Source: Review of the National Statistician on Births and Patterns of Family Building in England and Wales 2008 (series FM1 number 37). On the one hand. pushchairs and other baby-transport products. which are also more likely to result in multiple births.080 8.6: Number of Multiple Births in England and Wales. Table 2. However.792 8.Baby Products Strategic Overview The trend for delaying childbirth has had a number of effects on the market for baby products. it means that women tend to have fewer children overall.131 9. more demanding and more anxious about the health and safety of their offspring. 1998-2008 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 9. This can be linked to the trend for later parenthood (which in itself carries an increased likelihood of carrying more than one baby) and the associated rise in the number of women conceiving through in-vitro fertilisation (IVF) methods.

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

5 2007 493 1. The organisation plays an active role in the development of product standards and provides support and specialist services to its members.7: The UK Market for Baby Products by Sector by Value (£m at rsp). which is held in early October each year. Table 2. MARKET SIZE Key Note estimates that. the overall winner of the award was Chillipeeps — a pre-sterilised teat in a pod that can be directly attached to a ready-made baby formula milk carton. 396 405 2. the total UK market for the baby products covered by this report was worth £1. Robert Anslow.6 475 2006 487 2..3 415 2.5 427 2. nursery furniture. 2005-2009 2005 Disposable nappies (£m) % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues. The BPA’s Concept and Innovation Awards are presented at the Baby & Child fair. soft goods. child restraints. in March 2010. baby walkers. The teat can then be sterilised and returned to the pod to be re-used.4 © Key Note Ltd 2010 9 . The Association manages and organises the trade fair BPA Baby & Child. toys and early learning. with the objective of promoting baby and nursery products in both the UK and Europe.2 2008 507 2.9 434 1. including wheeled goods. In 2009.12bn.8 2009 519 2.. in 2009. The BPA appointed a new Managing Director. BPA members and member representatives sit on a large number of committees and working groups in the European Committee for Standardisation (CEN) and the British Standards Institution (BSI). The BPA’s Technical Committee comprises industry experts and specialists in a wide range of baby and nursery products.Baby Products Strategic Overview Baby Products Association The Baby Products Association (BPA) was set up in 1945.

099 3. Table 2.0 158 6. 2005-2009 2005 Disposable nappies Baby transport and nursery furniture Baby monitors.4 1.0 2006 46.8: The UK Market for Baby Products by Sector by Value (%).1 168 1.9 2007 46.3 38.8 1..8 100.2 38.1 38.0 15. home safety equipment and feeding equipment Total 13.3% of sales in 2009.2 14.Baby Products Strategic Overview Table 2.010 - 148 6.2 †100.0 15.5 165 4.8 1.7 47.7: The UK Market for Baby Products by Sector by Value (£m at rsp)..121 2.066 2.0 Source: Key Note The largest sector. accounting for 46.0 100.8 †100.9 2008 46. was disposable nappies.7%).5 1. 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. 2005-2009 . followed by baby transport and nursery furniture (38.0 100.0 † — does not sum due to rounding Source: Key Note © Key Note Ltd 2010 10 .0 39.040 3.8 38.9 2009 46.table continued 2005 Baby monitors.0 14.

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

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

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

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

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

Baby Products Strategic Overview Parenting Magazines Although it is increasingly challenged by the Internet. In order to generate this sample.037 222.10: Selected Parenting Magazines by Average Net Circulation (000).694 178.416 412.094 THE CONSUMER Key Note’s original research (see Chapter 8 — Consumer Dynamics) used a sample of 477 current or prospective purchasers of baby products. which undertook the survey for Key Note in March 2010.10. © Key Note Ltd 2010 16 . the parenting press is still an important channel for reaching new and prospective parents. of the following apply to you?’ The statements listed in Table 2.534 43.003 British adults aged 16 and over: ‘Can you tell me which. asked 1. The average audited circulations for print parenting publications during the 6 months ending December 2009 are shown in Table 2. Table 2.11 were then read out.772 24. NEMS Market Research.022 10.480 52. if any. 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.

the total proportion (48%) who fell into one of these categories was lower than the 55% obtained by adding the figures in Table 2. March 2010 Just 1% of the total sample had a child or children aged under 1 year.Baby Products Strategic Overview Table 2. and a further 5% were parents of a child or children between 3 and 4 years. but I do buy things for babies and/or small children nowadays Base: 1. and 20% said that. 5% had a child or children aged between 1 and 2 years. prospective parents and other purchasers with the sample of 1. they did currently buy items for babies and/or young children. Table 2. although they did not have children under 16.11. 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). © Key Note Ltd 2010 17 . Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). March 2010 I have a child/children under 1 year old I have a child/children aged 1 to 2 years I have a child/children aged 3 to 4 years I have a child/children aged 5 to 15 years I do not have children. aged between 5 and 15 years. One in five (21%) had an older child or children. A total of 3% were non-parents who were hoping to start a family within the next 2 years.003 adults aged 16+ 1 5 5 21 3 20 Source: Key Note/NEMS Market Research.003 adults as a whole.11: Parents. Since some respondents had children in more than one of the stated age groups. These 477 parents. but I am hoping to become a parent within the next 2 years I do not have children under 16.12 compares the demographic profile of parents.

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

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

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. March 2010 ....13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents).

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

The vast majority (96%) of those with children aged under 1 year were married or cohabiting.Baby Products Strategic Overview Among those taking part in Key Note’s research. 100 49 51 8 7 18 18 16 13 20 100 34 66 0 15 60 23 1 0 0 100 33 67 0 6 18 9 15 21 31 © Key Note Ltd 2010 22 .14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). But I Am Hoping to Become a Parent Within the Next 2 Years Sample Profile All adults Sex Male Female Age 16-19 20-24 25-34 35-44 45-54 55-64 65+ Table continues. However. Table 2. the figure was slightly lower (82%) among those with children aged 1 to 2 years. March 2010 I Do Not Have Children Under 16. Just under one in four (38%) were aged 35 to 44.. Table 2.14 shows demographic profiles of Key Note’s prospective parents and others who purchased for babies and/or small children.. But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children. 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 .table continued I Do Not Have Children Under 16. But I Am Hoping to Become a Parent Within the Next 2 Years Sample Profile Social Grade A B C1 C2 D E Working Status Full time† Part time Not working‡ Retired/invalid Standard Region East Anglia East Midlands Greater London North North West Scotland South East South West Wales West Midlands Yorkshire and Humberside Table continues. But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children.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.. March 2010 ...

..table continued I Do Not Have Children Under 16. March 2010 © Key Note Ltd 2010 24 . 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.Baby Products Strategic Overview Table 2.14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). March 2010 . But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children.

4 454 1. 2010-2014 2010 Disposable nappies % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues.Baby Products Strategic Overview Six in ten (60%) of those respondents who were not parents but who hoped to have children within the next 2 years were aged between 25 and 34.3 462 1. In the latter year.22bn. they are forecast to reach an estimated £1.3% and 2. 442 1. 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. Interestingly.. 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.. means that growth in the baby-products market will be relatively slow between 2010 and 2014. Just under one in four (23%) were in the 35 to 44 age group.8 468 1. This demonstrates the importance of ‘grandparent power’ in the baby-products market. More than two-thirds (67%) of those who did not have children under 16 but who currently bought products for babies and/or small children were aged over 45. Total UK sales of baby products at retail selling prices (rsp) are forecast to grow by between 1.2% per year between 2010 and 2014. and more than half (52%) were aged over 55. MARKET FORECASTS The ending of the ‘mini baby boom’ that characterised the period from 2005 to 2008.9 © Key Note Ltd 2010 25 . Table 2. combined with the uncertain economic situation. and only 15% were aged under 25.3 530 2. those who hoped to become parents within the next 2 years were twice as likely to be female (66%) as male (34%).8 448 1.3 2012 545 1. The next-largest group of non-parents who purchased baby products were those aged 25 to 34 (18%).15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).9 2014 555 0.5 2013 550 0.1 2011 537 1.

146 2..7 1.182 1.6 1.table continued 2010 Baby monitors.4 1. 2010-2014 .7 188 2.5 192 2.3 Source: Key Note © Key Note Ltd 2010 26 .215 1.2 177 1..1 1.7 1.Baby Products Strategic Overview Table 2.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).162 1.200 1.4 183 3. 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.

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

Go Real is managed by ReZolve. © Key Note Ltd 2010 28 . and Kimberly-Clark’s Huggies brand dominate the market for disposable nappies. laundries and parents. Own-brand nappies are produced for most major retailers.8 2009 519 2. but they are generally less important than branded products. environmental networks. a social enterprise organisation based in Cornwall. this funding was withdrawn following the publication in May 2005 of a lifecycle assessment by the Environment Agency. a membership organisation including manufacturers and retailers of reusable nappies. organised by Go Real. compared with a figure of £475m in 2005. Table 3.5 2007 493 1.2 2008 507 2. which concluded that there was relatively little difference between disposable and reusable nappies in terms of environmental impact. MARKET SIZE The value of the UK retail market for disposable nappies was £519m in 2009. from Procter & Gamble. Until March 2007. through the not-for-profit company WRAP (Waste & Resources Action Programme). as well as local authorities.Baby Products Disposable Nappies Real Nappy Week Real Nappy Week is an annual promotional event for reusable nappies. However. The 2010 event took place between 26th April and 2nd May. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 487 2. Real Nappy Week was sponsored by government funding.1: The UK Market for Disposable Nappies by Value (£m at rsp).4 475 - Source: Key Note SUPPLIERS Pampers.

019 118 3.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000). although Huggies spent slightly more in 2008. both Pampers and Huggies were advertised as part of individual supermarket promotions. see Chapter 2 — Strategic Overview. its first product for older children.Baby Products Disposable Nappies DISTRIBUTION Distribution of disposable nappies is mainly through the grocery sector. Price is increasingly becoming a factor in the disposable-nappy market. in July 2009. Pampers launched its ‘value brand’. MARKETING AND ADVERTISING Pampers was by far the most heavily advertised nappy brand in 2009. 205 1. The range. in an attempt to compete with supermarkets and discount retailers. in the form of absorbent pants shaped like underwear.305 171 3. Kimberly-Clark’s Huggies brand already had a similar range: DryNites. is designed to provide protection from bedwetting for children aged 4 to 12 years.. March 2010 saw the start of a possible nappy price war. as ASDA launched its own-brand Little Angels New Arrivals nappies at £1 for a pack of 48 nappies. in the form of the major multiple grocery retailers. the Pampers brand launched UnderJams.2.. which caters for 4 to 15 year-olds.817 946 683 211 125 2009 © Key Note Ltd 2010 29 . Boots is the other main distribution channel. (In addition to the figures shown in Table 3. 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.) Table 3. Simply Dry. RECENT DEVELOPMENTS In January 2010.

and four in ten had a main shopper aged between 25 and 34.3). with the theme ‘Everyday Discoveries’. features a ‘real-time’ video of a baby growing in utero. A global website for Huggies.006 1. Years Ending December 2008 and 2009 .. Parents were encouraged to upload photos and videos of their child exploring their world. 595 285 180 137 837 1. plus a new Huggies logo incorporating a baby’s handprint. which went live in February 2010.512 1. also includes tips for mothers-to-be. The site. This rose to 19% in households where the main shopper was aged between 25 and 34 years. Seven in ten purchasers of disposable nappies lived in households with a main shopper aged between 25 and 44. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. © Key Note Ltd 2010 30 .. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. 7% of all adult main shoppers said that their household had used disposable nappies during the year ending September 2009. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. called ‘9 months in vivo’.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000).073 414 109 546 183 2009 CONSUMER TRENDS According to data from Kantar Media (see Table 3.Baby Products Disposable Nappies Table 3.table continued 2008 Huggies DryNites Sleep Shorts Superdry Nappies Natural Fit Nappies Pull-Ups Pants Little Walkers Newborn Nappies Others Sainsbury’s — nappies range ASDA — nappies range Tesco — nappies range Source: Nielsen Media Research In April 2010.

Baby Products

Disposable Nappies

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

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

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

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

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

© Key Note Ltd 2010

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Baby Products

Baby Transport and Nursery Furniture

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

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

© Key Note Ltd 2010

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Baby Products

Baby Transport and Nursery Furniture

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

2006 405 2.3

2007 415 2.5

2008 427 2.9

2009 434 1.6

396 -

Source: Key Note

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

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

2006 281 1.8

2007 286 1.8

2008 293 2.4

2009 297 1.4

276 -

Source: Key Note

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

© Key Note Ltd 2010

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9 65 -1. Retail sales of nursery furniture.3 2007 129 4. cribs and mattresses.2 120 - Source: Key Note © Key Note Ltd 2010 34 . playpens and changing units.8 †297 210 66 276 Source: Key Note Nursery Furniture The nursery-furniture sector has grown in tandem with increasing demand from parents for nursery furniture and baby equipment that reflects their personal tastes in home décor.6 62 -1.6 293 2009 237 2.1 286 2008 231 3.4: The UK Market for Nursery Furniture by Value (£m at rsp).5 281 2007 223 3. highchairs.0 2008 134 3. having grown from £120m in 2005.6 59 -4. Table 4. 2005-2009 2005 Prams.3: The UK Market for Baby Transport by Sector by Value (£m at rsp). 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 2.9 2009 137 2.Baby Products Baby Transport and Nursery Furniture Table 4.2 63 -3. reached £137m in 2009. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 124 3. including cots.

cribs and mattresses % change year-on-year Highchairs % change year-on-year Other % change year-on-year Total rsp — retail selling prices † — including playpens and changing units 2006 86 4. with many small companies — as well as larger manufacturers and retailers.1 25 4. Table 4.9 134 2009 93 1. with retail sales estimated at £93m in 2009. Dorel.2 19 5. There is also a wide range of suppliers to the baby-transport market.9 22 0.3 18 5. Bébécar and Cosatto.4 24 4.0 124 2007 89 3. The largest of these are Mamas & Papas. cribs and mattresses easily constitute the largest segment. Baby-transport brands marketed by Dorel include Maxi-Cosi.3 129 2008 92 3. 2005-2009 2005 Cots. © Key Note Ltd 2010 35 .Baby Products Baby Transport and Nursery Furniture Cots.6 137 82 22 16 120 Source: Key Note SUPPLIERS The market for nursery furniture is highly fragmented. Babies R Us and Mamas & Papas — producing ranges of furniture and accessories.5: The UK Market for Nursery Furniture by Sector by Value (£m at rsp). a Canadian company that has had a UK presence since 1988. Quinny and Bébé Confort. Graco.0 16 0.5 23 4. operates in both the baby-transport and feeding/safety-equipment sectors. including Mothercare.5 17 6. with Britax Excelsior being particularly important within the market for dedicated child car seats. Maclaren and Mothercare’s own brand. Other companies of importance in this sector include Chicco.

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

following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. In March 2010. sold under the Viva and Nexus brands. however. divided between 33 brands. Dorel voluntarily recalled all FamilyFix car-seat bases sold before 4th March. Dorel launched a new range of Maxi-Cosi car seats: the Pebble for infants and the Pearl for toddlers. however. during the 12 months ending December 2009. these covers were issued only to purchasers who contacted Maclaren themselves.) © Key Note Ltd 2010 37 . The recall was estimated to affect 1. the company distributed hinge covers to all purchasers of the strollers in the US.000 in 2009. Britax Excelsior Ltd announced that it would offer a free ‘precautionary’ remedy kit for one of its stroller models. Graco voluntarily recalled 65 models of its Harmony High Chair due to reports of loose screws and falling brackets that could cause the chair to tip. in February 2010. not a single brand within Nielsen Media Research’s ‘baby carriages and nursery equipment’ category spent more than the threshold (£75. the majority of expenditure within the category was accounted for by a large number of brands (186) spending less than the threshold amount. all Maclaren strollers of this type are being supplied with hinge covers as standard. with campaigns for its Trio travel system and Polly highchair brands worth a total of £340. Following these problems. Again. From 2010. MARKETING AND ADVERTISING The highly fragmented nature of this sector of the baby-products market is illustrated by the fact that. undefined category of ‘baby goods’ recorded a total expenditure of £192. Chicco was the largest spender. In March 2010. but a routine internal quality check had revealed a potential problem in the mechanical attachment of the IsoFix connectors to the base. The remedy kit consists of covers to fit over each of the hinges. having detected a potential risk of injury to fingers or hands from its folding mechanism. Both fit onto the new Dorel FamilyFix car-seat base.2 million products. In 2008.000) for a separate listing in its published figures. accounted for by 214 separate brands. In the UK. Total expenditure in this sector in 2009 was £1. In November 2009. (A separate.000.2m.Baby Products Baby Transport and Nursery Furniture In October 2009. Maclaren received some adverse publicity towards the end of 2009. The company stated that it had had no complaints or reports of incidents.

Baby Products Baby Transport and Nursery Furniture Table 4. to promote its new range of nursery products. 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.188 2009 Britax launched a television advertising campaign in February 2010. TK Maxx also ran display advertisements on the Netmums site. In January 2010.188 1.6: Main Media Advertising Expenditure on Baby Carriages and Nursery Equipment by Brand (£000). The campaign was supported by online and point-of-sale materials. © Key Note Ltd 2010 38 . TK Maxx began an online campaign on the parenting website Netmums. which included links to the nursery range on the TK Maxx website. there was a competition to win a £500 gift card.711 1. reminding parents of the importance of in-car safety and the correct fitting of child car seats. 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.

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

8 †165 2006 2007 2008 2009 85 1.. up from £71m in 2005.Baby Products Baby Monitors.2: The UK Market for Baby Monitors. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 148 6. compared with £139m in 2005. Home Safety Equipment and Feeding Equipment MARKET SIZE Total UK retail sales of baby monitors. Table 5. 2005-2009 2005 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total Table continues.4 2009 168 1. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).8 2008 165 4.8 139 - Source: Key Note Baby monitors are now a standard purchase for most new parents.2 158 84 6.3 79 8. Table 5. home safety equipment and feeding equipment reached £168m in 2009.4 148 79 5. reaching £83m in 2009. 71 68 139 75 5.1: The UK Market for Baby Monitors.3 82 3.2 83 1.2 168 © Key Note Ltd 2010 40 . with developments such as digital and video monitors helping to maintain value to an extent. Retail sales of feeding equipment have also seen reasonably good growth.6 73 7. Retail sales within the sector were estimated at £85m in 2009.5 2007 158 6. Home Safety Equipment and Feeding Equipment by Value (£m at rsp)..

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

was launched in the UK in spring 2010. Marketed as ‘essential for every stylish house’. a feeding bottle and a training mug — each retailing at just £1. February 2010 also saw the launch of a new range of baby monitors from Tomy: the Classic Monitor TA100. The Nuby brand of infant feeding products. Clippasafe introduced a number of new child safety products in March 2010. In February 2009. plus 50 recorded melodies to help the baby get back to sleep. the Digital Monitor TD300 and the Digital Plus Monitor TD350. and a tap strap: a lightweight device designed to stop children accessing hot-water taps. a weaning spoon pack. including a magnetic cupboard and drawer lock. a low-profile wall mount. RECENT DEVELOPMENTS Baby Monitors The VTech Clear View Video Baby Monitor. Home Safety Equipment In July 2009. features a 2. a weaning bowl and spoon set.99. with extra features including a digital zoom. 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. © Key Note Ltd 2010 42 . from the US company Luv n Care.Baby Products Baby Monitors. Feeding Equipment Fisher-Price introduced a ‘value’ feeding range in December 2009. and locks onto. but supermarkets have an increasingly important presence. which was launched in February 2010. The range consists of five different products — a soother pack. Home Safety Equipment and Feeding Equipment DISTRIBUTION Boots and Mothercare dominate retail sales of feeding equipment and safety equipment. Lindam launched the numi safety gate. which can be customised to co-ordinate with the nursery colour scheme. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. The last of these includes a multicoloured nightlight. enabling it to be easily removed when not in use. sound sensor and feeding timer. the gate slides into.4-inch colour display.

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

89 1.87 1. An International Perspective POPULATION TRENDS There are considerable variations in fertility rates among the Western European countries. at 2.38 1.38 1. The US has a higher fertility rate than Western Europe. and the more traditional and family-oriented nature of much of the US population.09. Table 6.50 1.38 1. compared with just 1.77 1. The average fertility rate in the UK is at the higher end of the European spectrum.1: Total Fertility Rates† in the US.89. 2005-2010 US Western Europe Europe France Norway Sweden Denmark UK Belgium Netherlands Spain Austria Greece Italy Germany 2.84 1.89 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. In France and Norway.32 in Germany.59 1.43 1. Denmark is at the same level. at 1. United Nations Population Division © Key Note Ltd 2010 44 . is 1.74 1. for example.84. including: a higher birth rate among the majority Hispanic population. Europe and Selected European Countries. the estimated total fertility rate (number of children per woman). the fact that it may be easier for American women to combine work and child-rearing.Baby Products An International Perspective 6. A number of explanations have been put forward for this.09 1. averaged across the years from 2005 to 2010.84 1.

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

This was refuted by Teresa May in the Conservatives’ own Mumsnet advertisement.99 each. In March 2010. 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. including weaning sets and toddler cups. 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’. Labour took an advertisement on the main forum page of the Mumsnet site. Fisher-Price launched a value range of toddler-feeding accessories.Baby Products PEST Analysis 7.000 a year. pricing its Little Angels New Arrivals product at £1 for 48 nappies. dubbed ‘biscuit-gate’. ECONOMIC FACTORS Although spending on children is often the last thing to be reduced in recessionary times. SOCIAL FACTORS Many social and demographic factors have a strong influence on the market for baby products. from the premium brand Pampers. The Simply Dry nappy range. priced at £1. was introduced in July 2009. ASDA went one step further. and a number of ‘value’ products have been introduced. The nappies were typically priced at 11 pence each. claiming that the Conservatives aimed to limit child tax credits to families earning less than £31. • Smaller family sizes — these can mean higher disposable income and greater expenditure per child. predictably. this has resulted in a smaller consumer base. Samantha Cameron’s announcement of her pregnancy in the run-up to the election added to the ‘family focus’ of the campaign. In February 2010. in February 2010. These include: • The falling birth rate — by definition. Prior to this. © Key Note Ltd 2010 46 . with all of the main parties competing for the family vote. the baby-products industry has recognised that economic realities also impinge on parents. compared with around 20 pence for a standard Pampers nappy.

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

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

Four in ten were users of reusable nappies. However. whereas just under three in ten (29%) asserted that bottle feeding can be just as good as breastfeeding.) I would never buy a second-hand child’s car seat I would not accept baby equipment passed on to me from friends and family Choosing Baby Equipment There are so many different types of baby equipment available that it can be difficult to decide what you actually do need Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available It is difficult to get unbiased advice about what sort of baby equipment to buy I bought some items of baby equipment that I never. March 2010 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. Breastfeeding Versus Bottle Feeding Nearly half (47%) of respondents agreed that breastfeeding is much better for babies than bottle feeding. Bottle feeding seems to have a slight advantage in terms of practicalities: nearly two-thirds (64%) of respondents said that bottle feeding was easier for parents than breastfeeding. just over half (53%) of the sample acknowledged that the cleansing and sterilising that was necessary meant that bottle feeding could be hard work.1: Attitudes Towards Baby Products and Related Issues (% of respondents). used I wish I had done more research/been better informed before I bought my baby equipment Source: Key Note/NEMS Market Research. March 2010 .Baby Products Consumer Dynamics Table 8.. However. either currently or in the past. © Key Note Ltd 2010 49 . or hardly ever.. this proportion almost exactly matched the proportion (60%) who acknowledged that they used (or had used) only disposable nappies.table continued New Versus Second-Hand Baby Equipment (cont.

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

those who are hoping to start a family within the next 2 years. Source: Key Note/NEMS Market Research.Baby Products Consumer Dynamics Just 42% of those aged over 45 had used only disposable nappies for their children.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S1 PP% Pen% 100 35 65 2 21 32 45 43 57 59 53 63 29 53 61 65 56 62 S2 PP% Pen% 100 40 60 7 25 40 29 45 55 60 62 59 86 65 76 42 60 61 100 39 61 5 23 31 41 46 54 37 25 38 35 27 38 55 63 59 35 22 42 58 53 67 Base: respondents with children aged 0 to 15. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. March 2010 S1: “I am concerned that disposable nappies are harmful to the environment. Disposable Nappies (% of respondents).” S2:” I use/have used only disposable nappies as opposed to non-disposable nappies. compared with 86% of 16 to 24 year-olds. Around two-thirds (67%) of those living in the South had used only disposables. and Use of.2: Attitudes Towards. March 2010 © Key Note Ltd 2010 51 . compared with 53% of respondents from the Midlands. Table 8.

Table 8.3: Use of Non-Disposable Nappies (% of respondents). but differences in penetration by region or social grade were fairly slight. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. and many women over 45 may not have had the opportunity to use them when bringing up their own babies. This may be related to the fact that disposable nappies have become widely available only relatively recently. March 2010 S3: “I use/have used non-disposable nappies.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%).” 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. March 2010 © Key Note Ltd 2010 52 . Women (46%) were much more likely than men (29%) to agree that they used or had used non-disposable nappies. those who are hoping to start a family within the next 2 years. Source: Key Note/NEMS Market Research.

Table 8.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.4: Attitudes Towards Breastfeeding (% of respondents).. March 2010 S4: “Breastfeeding is much better for babies than bottle feeding. 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%).” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. 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%). Northern respondents were the most enthusiastic about breastfeeding. there was essentially no difference between the two groups in terms of the proportion claiming that bottle feeding can be just as good as breastfeeding.. 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 . 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.” S5: ”Bottle feeding can be just as good as breastfeeding.

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

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

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

there was little difference by region in the proportion who said that they would never buy a second-hand car seat.” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S8 PP% Pen% S9 PP% Pen% 37 25 38 35 26 39 74 80 82 45 25 30 32 26 21 Base: respondents with children aged 0 to 15. March 2010 Younger respondents were particularly averse to buying second-hand car seats (94% said they would never do so) and to accepting baby equipment passed on from friends and family (31% agreed with the statement). © Key Note Ltd 2010 57 .6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents).. However. Source: Key Note/NEMS Market Research. and those who do not have children under 16 but do buy things for babies and/or small children nowadays.table continued S8: “It is perfectly acceptable to use second-hand baby equipment as long as you are satisfied it is safe.. those who are hoping to start a family within the next 2 years. March 2010 .” S9: ”It is important to buy all baby equipment brand new.Baby Products Consumer Dynamics Table 8. Respondents living in the North or the Midlands were twice as likely as those living in the South to reject baby equipment from people they know.

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

March 2010 S12: “There are so many different types of baby equipment available that it can be difficult to decide what you actually do need.. and those living in the North. C2DE respondents. Table 8.. Those in the 16 to 24 age group.” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues.Baby Products Consumer Dynamics Choosing Baby Equipment Women were particularly likely to complain that it can be difficult to decide which types of baby equipment to choose: 83% of women. 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 . compared with 75% of men. agreed with this statement. were also more likely than others to say that greater choice makes it more difficult to make decisions on what to buy. 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. 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.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents).

those who are hoping to start a family within the next 2 years.” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ 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 .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.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents).Baby Products Consumer Dynamics Table 8. March 2010 Those who were the most likely to complain about the lack of unbiased advice about the type of baby equipment to buy included the C2DEs (49%) and those in the 16 to 24 age group (54%). © Key Note Ltd 2010 60 .” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available. and those who do not have children under 16 but do buy things for babies and/or small children nowadays.. Source: Key Note/NEMS Market Research..

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

” S16: ”I wish I had done more research/been better informed before I bought my baby equipment. they were the most likely to say that they wished they had done more research. 46 54 5 23 31 41 39 61 100 S15 PP% Pen% 100 42 58 5 24 28 43 52 48 47 50 45 48 48 42 50 53 42 S16 PP% Pen% 100 28 72 5 23 36 36 46 54 29 20 34 26 29 33 25 29 28 © Key Note Ltd 2010 62 . 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. Table 8. 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. or done more research. compared with 45% of women.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. compared with just over four in ten of the latter one (42%). agreed with this statement. or hardly ever.Baby Products Consumer Dynamics Half (50%) of the men questioned. March 2010 S15: “I bought some items of baby equipment that I never.. Interestingly.. used. More than half of the former group (53%).10: Personal Experience of Choosing Baby Equipment (% of respondents). A third of this group (33%) would have liked to have been better informed before buying. respondents living in the North were more likely than those in other regions to have bought items of baby equipment only to find that they did not use them (56%) — but they were less likely than those in the other regions to wish they had been better informed before buying (24%). Although those in the 35 to 44 age group were the least likely to say that they had bought items they had not used. before buying.

March 2010 © Key Note Ltd 2010 63 .” S16: ”I wish I had done more research/been better informed before I bought my baby equipment.Baby Products Consumer Dynamics Table 8.10: Personal Experience of Choosing Baby Equipment (% of respondents). 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+ 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. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. March 2010 ..table continued S15: “I bought some items of baby equipment that I never.. those who are hoping to start a family within the next 2 years. used. or hardly ever.

the aircraft-interior and vehicle-safety-equipment manufacturer Britax International. manufactures and markets child safety products in the UK. Surrey. Table 9. by the private-equity company Carlyle Group in September 2005.331 -522 © Key Note Ltd 2010 64 .Baby Products Supplier Profiles 9. It distributes these products through independent specialist retailers. multiple retailers and vehicle original equipment manufacturers (OEMs) in Europe.co. Australia (where the products are marketed under the Steelcraft and Safe n Sound brands) and the US.418 -7. Known chiefly for its children’s car seats.uk 148.715 -8. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.3m and a pre-tax loss of £522. Profitability Britax Childcare Holdings Ltd reported a turnover of £183.261 31/12/07 163. Britax Childcare’s headquarters are in Chertsey. The activities of multiple retailers operating within the baby-products sector in addition to other activities are discussed in Chapter 2 — Strategic Overview. for £230m. The company designs. assembles. the company also offers infant carriers and wheeled goods. BRITAX CHILDCARE HOLDINGS LTD Corporate Strategy Britax Childcare Holdings Ltd was acquired from its former parent company.000 for the year ending 31st December 2008. Supplier Profiles INTRODUCTION This chapter profiles some of the leading manufacturers and specialist retailers operating in the sectors covered by this report.1: Financial Results for Britax Childcare Holdings Ltd (£000).208 31/12/08 183.

and in 2001 Newell-Rubbermaid acquired Klippan Group. the B-Mobile three. © Key Note Ltd 2010 65 . giving a high degree of comfort and safety.or four-wheeled compact travel system. Profitability Graco Ltd reported a turnover of £850. with operations in the UK. In March 2010. GRACO LTD Corporate Strategy Graco Ltd is the UK subsidiary of Graco Children’s Products Inc. The campaign was supported by online and point-of-sale materials.000 and a pre-tax profit of £172. This became part of the group in August 2007. Also in February 2010. The range included: the B-Lite urban stroller. it was announced that Britax would be launching the Jockey range of child’s bicycle seats. Further acquisitions by Newell-Rubbermaid have included Teutonia. one of Europe’s leading manufacturers and distributors of child car seats. Germany. the B-Smart modular travel system. including car seats and strollers. sold under the Viva and Nexus brands. a German company that makes prams and other baby-transport products. and the B-Dual travel system.Baby Products Supplier Profiles Recent and Future Developments A range of four new pushchairs was launched by Britax in January 2010. a Japanese manufacturer of childcare products. but this company was sold to MGA Entertainments in 2006. Finland and Sweden. In April 2008. The remedy kit consists of covers to fit over each of the hinges. Britax announced a free ‘precautionary’ remedy kit for one of its stroller models. reminding parents of the importance of in-car safety and correct fitting of child car seats.or forward-facing seat options and space for an additional seat for a second child. Britax launched a television advertising campaign in February 2010. which has rearward. Newell-Rubbermaid purchased Aprica Kassai. Graco Europe was established in September 1997.000 for the year ending 31st December 2009. which was founded in the US in 1955 and became part of Newell-Rubbermaid in 1999. The Newell-Rubbermaid portfolio also included Little Tikes toys. having detected a potential risk of injury to fingers or hands from its folding mechanism.

a double pushchair designed to accommodate one child from birth and another from the age of 6 months. In 1995. In 2003.uk 1. The Graco Quattro Tour Duo. More acquisitions followed. The Mayborn Group was acquired by the private-equity company 3i in 2006. began life as a manufacturer of hair and nail products. which also produces fabric dyes under the Dylon brand.2 million products. Years Ending 31st December 2007-2009 31/12/07 Turnover Pre-tax profit Source: myicc.Baby Products Supplier Profiles Table 9. a supplier of reusable cotton nappies (November 2004). a manufacturer of outdoor play equipment (March 2005). JACKEL INTERNATIONAL LTD (MAYBORN GROUP) Corporate Strategy Jackel International Ltd. was launched towards the end of 2009. In 1983. and Tube Plastics. based in Newcastle. Jackel International moved to a single-brand strategy. relaunching the Maws and Sangenic brands as Tommee Tippee. In August 2003. The Tommee Tippee Closer to Nature range of feeding equipment. a British company producing the Nappy Wrapper nappy-disposal system. Jackel acquired the long-established Maws baby-feeding-equipment brand.co.254 574 31/12/08 1. the company became part of the Mayborn Group. Graco voluntarily recalled 65 models of its Harmony High Chair.249 542 31/12/09 850 172 Recent and Future Developments In March 2010. including Cotton Bottoms Ltd. Jackel acquired Steri-Bottle UK. and 2 years later the Mayborn Group bought Sangenic. The recall was estimated to affect 1. was launched in 2006.2: Financial Results for Graco Ltd (£000). © Key Note Ltd 2010 66 . the company that launched the Steri-Bottle pre-sterilised single-use feeding bottle in 1999. The product can also be transformed into a travel system for twins with the addition of two Graco car seats. designed to make bottle feeding as similar as possible to breastfeeding. and acquired the UK and European manufacturing licence for the US Tommee Tippee brand of baby-feeding equipment and accessories in 1965. due to reports of loose screws and falling brackets that could cause the chair to tip.

A new star-shaped Tommee Tippee logo was also launched in February 2009. and introduced into the UK in the mid-1990s. In February 2009.3: Financial Results for Jackel International Ltd (£000). and Explora toddler cups and feeding products. 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. Mayborn launched the Tommee Tippee brand in the US. were initially available only through Babies R Us in the US.589 1.112 31/12/07 33.Baby Products Supplier Profiles Profitability Jackel International Ltd reported a turnover of £38m and a pre-tax profit of £6. The Closer to Nature and Explora brands were marketed in the US as being designed to help relieve common feeding anxieties among mothers. which produces a number of household paper brands. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. Huggies is Kimberly-Clark’s disposable-nappy brand. launched in the US in 1978. but they moved into Toys R Us stores in April. The Closer to Nature brand of baby-feeding equipment. © Key Note Ltd 2010 67 . Table 9.539 31/12/08 38.517 5.049 6. KIMBERLY-CLARK LTD Corporate Strategy Kimberly-Clark Ltd is the UK subsidiary of the Dallas-based Kimberly-Clark Corporation.uk 31.2m for the year ending 31st December 2008.co. including Andrex and Kleenex. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK.223 Recent and Future Developments In January 2010. taking it back to its original roots.

plus a new Huggies logo incorporating a baby’s handprint.649 48. and Pull-Ups potty-training pants.Baby Products Supplier Profiles The Huggies range includes: Huggies Preemies (for premature babies). Table 9. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. Little Swimmers swimming nappies. for babies from 19 to 60 pounds. designed to keep babies dry for up to 12 hours. © Key Note Ltd 2010 68 . Little Walkers. Natural Fit.551 31/12/08 623. shaped like pants. Super-Dry.954 31/12/07 614.233 53.552 Recent and Future Developments In April 2010. Newborn. for babies from 0 to 3 months. with flexible sides. Profitability Kimberly-Clark Ltd reported a turnover of £623.263 143. with the theme ‘Everyday Discoveries’. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.6m and a pre-tax profit of £48. The company also produces Huggies-branded wipes and disposable changing mats. in a range of sizes for babies from 11 to 27 pounds. The site. A global website for Huggies.4: Financial Results for Kimberly-Clark Ltd (£000). the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. which went live in February 2010.co. Parents were encouraged to upload photos and videos of their child exploring their world. called ‘9 months in vivo’. features a ‘real-time’ video of a baby growing in utero. also includes tips for mothers-to-be.uk 602.6m for the year ending 31st December 2008.

Maclaren received some adverse publicity towards the end of 2009.978 -3. Hestair purchased Cindico.623 Recent and Future Developments In July 2009.co. founded in Northampton in the late 1960s.5: Financial Results for Maclaren Europe Ltd (£000). Maclaren USA.484 31/12/07 23. © Key Note Ltd 2010 69 .6m for the year ending 31st December 2008. Later the same year.442 -1. Maclaren’s Techno XLR travel system was expanded with the introduction of a soft carrycot that is compatible with the system. Maclaren’s US arm acquired the nursery-furniture company NettoCollection. with the invention of the lightweight ‘baby buggy’. a manufacturer of nursery products and pushchairs.Baby Products Supplier Profiles MACLAREN EUROPE LTD Corporate Strategy Maclaren began life as Andrews Maclaren Ltd. Following its 1988 acquisition by Hestair PLC. From 2010. all Maclaren strollers of this type are being supplied with hinge covers as standard. Maclaren launched Beginning. was established in 1999. In the UK.232 -1. Hestair PLC was purchased by BET in 1990 and there was a management buy-out of Hestair Maclaren during the same year.uk 19. Profitability Maclaren Europe Ltd reported a turnover of £31m and a pre-tax loss of £3. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. In November 2009. the company became Hestair Maclaren. these covers were issued only to purchasers who contacted Maclaren themselves. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. The company was purchased by the Sunleigh Group in 1994. the company distributed hinge covers to all purchasers of the strollers in the US. Table 9. a wholly owned subsidiary that markets the company’s products in the US and Canada. In November 2009. a range of organic skincare products for mothers and babies.880 31/12/08 30. fitting onto the buggy for the baby’s first few months. Also in July 2009.

Openings so far in 2010 have included Lincoln (April).789 29/03/09 87. 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. Hull and Aberdeen (both in October). one of the first companies to introduce the concept of designer products into the market for baby equipment. including one in the Westfield Shopping Centre in West London.2m for the year ending 29th March 2009. Table 9. © Key Note Ltd 2010 70 . which was opened in February. The company also has a chain of more than 50 dedicated stores in the UK and the Republic of Ireland.Baby Products Supplier Profiles MAMAS & PAPAS LTD Corporate Strategy Mamas & Papas Ltd.uk 83. Harrods and more than 500 independent dealers.816 2. pushchairs and car seats). The brand also encompasses maternity and baby wear.co. was founded in 1981 by the Scacchetti family and is still family owned.382 1. Mamas and Papas’ products are sold through a wide range of outlets.6: Financial Results for Mamas & Papas Ltd (£000).182 Recent and Future Developments A number of new Mamas & Papas stores were opened during 2009.7m and a pre-tax loss of £1.656 -1. and pre-school toys. Years Ending 1st April 2007. The company’s range includes baby transport (in the form of prams. including John Lewis. run on a franchise basis. nursery furniture and bedding. Manchester (May) and Broadstairs (June). 30th March 2008 and 29th March 2009 01/04/07 Turnover Pre-tax profit Source: myicc. Selfridges. Others included Liverpool (in September). and Rotherham (November). Profitability Mamas & Papas Ltd reported a turnover of £87.438 30/03/08 83. Mamas & Papas further expanded its retail operations in November 2009.

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

Baby Products Supplier Profiles As at mid-November 2009.uk 498. The brand. The Mothercare group opened 115 international stores during 2009. Years Ending 31st March 2007. is to be launched in autumn 2010. fell into administration in January 2010.500 18.co.800 4.2m for the year ending 28th March 2009. it expects to have 65 Indian stores by the end of 2010. 29th March 2008 and 28th March 2009 31/03/07 Turnover Pre-tax profit Source: myicc. Adams Childrenswear. Mothercare announced plans to launch Mothercare in Australia and the Early Learning Centre in South Africa. Toys from Mothercare’s Early Learning Centre range are already sold through 400 Boots stores. In October.7: Financial Results for Mothercare PLC (£000). up from 28 in 2009.900 29/03/08 676. Mothercare announced that it would be supplying Boots with a new range of children’s clothes and accessories.600 42. currently unnamed.200 Recent and Future Developments In February 2010. mostly on a franchise basis. 62 of which were opened during the 6 months to November. there were 389 UK stores in the Mothercare group. Much of the company’s international growth came from India and Russia. was launched in October 2009 on the pre-school television channel Cartoonito. and 694 franchised international stores. © Key Note Ltd 2010 72 . The company opened its 50th store in Russia in December 2009. A brand-awareness campaign for Mothercare. television presenter and ‘celebrity mother’ Myleene Klass. the company announced a joint venture in India. featuring the musician.500 28/03/09 723. Profitability Mothercare PLC reported a turnover of £723. which previously supplied Boots with children’s clothing.6m and a pre-tax profit of £42. Table 9. Early in 2010.

© Key Note Ltd 2010 73 . Table 9.co.200 65. was purchased by the Dutch electronics company Royal Philips Electronics in September 2006 and renamed Philips Avent.Baby Products Supplier Profiles PHILIPS AVENT Corporate Strategy The Avent brand. bottle and food warmers. soothers.uk. mybabytalk. skincare products and changing bags.200 Recent and Future Developments Philips launched an advice website for new mothers.uk 682. The Philips Avent product range includes a wide variety of feeding equipment. Profitability Philips Electronics UK Ltd reported a turnover of £827.2m for the year ending 31st December 2008. The brand is now part of Philips’s Consumer Lifestyle division. including breast pumps and breastfeeding accessories. It also incorporates baby monitors and digital thermometers.800 33.400 4.900 31/12/07 812. in February 2009.100 31/12/08 827.8: Financial Results for Philips Electronics UK Ltd (£000). baby bottles and toddler-feeding equipment. Virtually all Philips Avent products are designed and manufactured at the company’s factory in Suffolk.co. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. launched in 1984.4m and a pre-tax profit of £4. which also includes shaving and oral-healthcare products. It should be noted that these figures cover a wide range of items other than baby products.

The range. in an attempt to compete with supermarkets and discount retailers. These figures cover a broad range of household products and toiletries.006 40. for use by toddlers who are being toilet trained. The company also produces Pampers Wipes and Kandoo Wipes. with Extra Sleep Layer for night-time use. Years Ending 30th June 2007-2009 30/06/07 Turnover Pre-tax profit Source: myicc. the Pampers brand launched UnderJams. The Pampers disposable-nappy portfolio includes: Pampers New Baby (including Micro for premature and very small babies). based in Ohio. its first product for older children.697 Recent and Future Developments In January 2010.273 34.347 30/06/09 209. is designed to provide protection from bedwetting for children aged 4 to 12 years. Pampers launched its ‘value’ nappy brand. Table 9. which was introduced to the UK in 1982. Pampers recently launched two new products: UnderJams and Simply Dry (see Recent and Future Developments). with Comfort Stretch for babies who can move.co. Simply Dry. which have Secure-Me fasteners that overlap for a snugger fit. with high leg cuffs for extra protection.9: Financial Results for Procter & Gamble Product Supply (UK) Ltd (£000). Active Fit. Profitability Procter & Gamble Product Supply (UK) Ltd reported a turnover of £209. Easy Up Pants for older babies.Baby Products Supplier Profiles PROCTER & GAMBLE Corporate Strategy The US company Procter & Gamble. and Baby Dry. in the form of absorbent pants shaped like underwear.7m for the year ending 30th June 2009. © Key Note Ltd 2010 74 .073 38.3m and a pre-tax profit of £34. was founded in 1837 and expanded into the UK in 1930.uk 258.528 30/06/08 271. Feel N Learn potty-training pants. Sunnies Swim Pants. in July 2009. The company produces the Pampers nappy range.

cot guards and bedrails. including baby monitors. © Key Note Ltd 2010 75 .co. and baby activity toys. Table 9. the Digital Monitor TD300 and the Digital Plus Monitor TD350 — was launched in February 2010. baby carriers.000 for the year ending 31st March 2009. which can be customised to co-ordinate with the nursery colour scheme.Baby Products Supplier Profiles TOMY UK LTD Corporate Strategy Tomy UK Ltd.189 3.683 31/03/08 51. but the Tomy name has been retained for all international subsidiaries. Tomy announced that it had signed an agreement with Perry Innovation Ltd to distribute the BabyDam Bathwater Barrier in Europe.7m and a pre-tax loss of £996.159 2. However.714 -996 Recent and Future Developments A new range of baby monitors — the Classic Monitor TA100. is principally a manufacturer of toys and games. The last of these includes a multicoloured nightlight. following the 2006 merger of Tomy with its rival toy company Takara. The parent company in Japan is named Takara-Tomy. In August 2009. feeding equipment for toddlers.030 31/03/09 42.uk 47. Years Ending 31st March 2007-2009 31/03/07 Turnover Pre-tax profit Source: myicc. it also produces a range of baby products.10: Financial Results for Tomy UK Ltd (£000). BabyDam turns a normal-sized bath into a smaller bathing space suitable for babies and toddlers. Profitability Tomy UK Ltd reported a turnover of £42. a Japanese-owned company.

6 789 4.324 -0.3 777 -0.335 -0.9 2.000 — exactly the same figure as in 2010.326 0.1 775 0. Table 10.1 775 -0.1: Forecast Number of Children in the UK Aged 0 to 2 Years (000). the number of infants aged under 1 year will stand at 777.3 777 -0.1 774 -0. The Future DEMOGRAPHIC TRENDS The next 5 years will see a stagnation of the birth rate.9 2011 775 -0.Baby Products The Future 10.326 -0.1 Note: figures may not sum due to rounding.4 2.3 million in mid-2014.3 775 0.6 2012 774 -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 -0.0 2. During the period between 2010 and 2014. with the total population of under-3s standing at 2.4 2013 775 0.8 783 -0. Government Actuary’s Department © Crown copyright © Key Note Ltd 2010 76 . following increases between 2005 and 2008. Government projections suggest that.348 0.1 775 -0.6 2. Source: 2008-Based Population Projections.8 784 -0.1 2014 777 0. in mid-2014. the number of children aged between 1 and 2 years will fall slightly.3 2.

. Table 10. with retail sales reaching £314m by 2014. looking at markets in Asia and Eastern Europe.3 2012 545 1.0 2013 311 1. By 2014. 2010-2014 2010 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2011 537 1.0 © Key Note Ltd 2010 77 . but from a lower base. Table 10. There will be slightly higher growth in nursery furniture.9 530 2.1 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. 2010-2014 2010 Baby transport % change year-on-year Table continues.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).0 2012 307 1.5 2013 550 0.3 2014 314 1. 301 1. Companies will continue to turn outside the UK for growth.2: The Forecast UK Market for Disposable Nappies by Value (£m at rsp).9 2014 555 0. with retail sales reaching £555m by 2014. where birth rates are higher.. retail sales in this sector are forecast to reach £154m.3 2011 304 1.Baby Products The Future FORECASTS 2010 TO 2014 The next few years are likely to see a greater emphasis on value in baby products — particularly in respect of smaller and disposable items such as nappies and feeding equipment.

Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).9 442 1.6 174 3.3 90 3. with sales of feeding equipment totalling £94m.4: The Forecast UK Market for Baby Monitors. 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 2.7 2012 93 3.2 177 1. 2010-2014 .4 2013 96 3.3 87 1.table continued 2010 Nursery furniture % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 144 2.3 2013 151 2. Home Safety Equipment and Feeding Equipment Retail sales of baby monitors and home safety equipment are forecast to reach £98m by 2014.8 2014 154 2.Baby Products The Future Table 10.2 192 2.4 183 3.1 448 1.7 462 1.1 88 3.1 454 1..5 86 3..2 92 2.2 188 2.4 2012 147 2.3 141 2.0 468 1.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp). Table 10.8 Source: Key Note Baby Monitors.6 Source: Key Note © Key Note Ltd 2010 78 .1 94 2.7 2014 98 2.

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

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

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

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

7 19.4 All housewives Age 15-24 25-34 Social Grade AB C1 Region Greater London 20. housewives. 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.1 . Penetration Tables used in Key Note reports may give figures for the Number. © Kantar Media.371 This is the projected number of people in each subgroup who use the product.03 12. 1995 TGI data used in Key Note reports are broken down by age. Profile.9 0.0 61. 1. • Adults — any person aged 15 or over. who live together and whose food and other household expenses are managed as one unit. Each subgroup should total 100% vertically. Number. social grade and standard region. Table Heading Population Number (000) 13. Across The % of 15-24 year-olds.045 2.2 Source: Target Group Index. These terms are explained in the following table. • Housewives — a member of a private household who is solely or mainly responsible for the household duties. 7. who are users. The total number of adults. and/or Penetration.4 55.9 2. Profile.0 . produced by Kantar Media. etc. etc.0 Penetration (%) 66. © Key Note Ltd 2010 83 . households. usually. but not always.697 Down The % of each subgroup who are users. members of one family.Baby Products Understanding TGI Data Understanding TGI Data TGI tables.5 71.535 Profile (%) 100.557 10.

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

Key Note represents clear. For all reports. Secondary data are provided by Kantar Media (TGI) and Nielsen Media Research for consumer/demographic information and advertising expenditure respectively. and covers the period from the last edition of the report to the current day. business-to-business and services titles. Up-to-date figures are inserted where possible. 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. either face-to-face or by telephone.Baby Products Key Note Research Key Note Research Key Note is a leading supplier of market information. publishing an extensive range of consumer. various official publications published by National Statistics. etc. concise. 2010 © Key Note Ltd 2010 85 . questionnaires may also be used. are invaluable to the Key Note research process. 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. are used for essential background data and market trends. The financial information extracted may then be backed up by further online searching on particular companies. The ‘my ICC’ service is used to select company information relevant to the particular report. In addition. quality market information. industrial. With over 25 years’ experience. such as trade associations. This provides qualitative data (‘industry comment’) to enhance the statistics in reports. Interviews are undertaken by Key Note for various reports. 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. Field research is commissioned for various consumer reports and market reviews. Trade sources.

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

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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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