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

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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Baby Products

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

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

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

277 3.. 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. 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.2 756 3.4 †2008 †2009 788 4. there were an estimated 783. The birth-rate increases meant that the total number of children aged under 2 years rose from 2.102 2006 732 2.3 million between 2005 and 2009. In mid-2009.2 2..6 705 3.1 2.205 2.1: Number of Children in the UK Aged 0 to 2 Years (000).Baby Products Strategic Overview 2. Table 2. the birth rate was projected to fall slightly during 2009.327 2.2 717 1.000 a year previously.2 756 3. parental age and parental employment. compared with 788. 716 705 681 2.3 733 2. because this group forms its ‘consumer base’.3 783 -0.6 788 4. After rising steadily between 2005 and 2008.1 million to 2.5 2.3 732 2.7 2.000 babies aged under 1 year in the UK.2 © Key Note Ltd 2010 3 . 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.4 2007 756 3.153 2.2 716 1. These include trends in family size.

2: Total Fertility Rate† in England and Wales.82 1.79 1. the TFR in England and Wales was 2..table continued † — projections Source: Mid-Year Population Estimates.92 1.97.78 1.73 1.97 † — the average number of children that would be born to a woman if current patterns of fertility persisted throughout her childbearing life Source: Population Trends 138 (Winter 2009). the average number of children per family has remained below two for many years.37 1.1: Number of Children in the UK Aged 0 to 2 Years (000). In 1971. the TFR was 1.63 1.65 1.79 1. 30th June 2005-2009 . Government Actuary’s Department © Crown copyright Family Size Despite the recent birth-rate increases.Baby Products Strategic Overview Table 2. before gradually rising again. It then fell to 1. 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. 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 . 1971-2008 1971 1981 1991 2001 2002 2003 2004 2005 2006 2007 2008 2. By 2008. National Statistics/General Register Office for Scotland/Northern Ireland Statistics/2008-Based Population Projections.63 in 2001..86 1.37.

3 Fourth 31. Older Mothers The average age at which women give birth is still rising steadily.9 29.4. In 2007.5 years.0 31. cots and highchairs.7 29.5 Source: Social Trends 39 (2009).1 to 27. © Key Note Ltd 2010 5 . Overall. Table 2.3 First 26. there was a sharp increase in the number of births to women aged 35 and over. compared with 28.8 29. especially in respect of larger purchases.1 29.4 32.1 26.4 years over the decade between 1997 and 2007. since such items may well be bought only once. and then used for subsequent children.5 28.3 in 1997). shows that. from 26. whatever the size of the family.3 28.4 29. 1997-2007 Birth Order All Births 1997 2000 2003 2006 2007 28.4 31. The average age at which women give birth for the first time rose by 1.1 29.6 30.2 31.3 27.3 years. 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). the average mother in England and Wales was a year older when she gave birth than was the case a decade earlier (29. while the number of births to women aged under 25 fell in the 30 years between 1978 and 2008.0 27. such as prams.2 32.5 Second 28.8 Third 30. which details the number of births to women in different age groups. pushchairs.9 31.Baby Products Strategic Overview Smaller families do not necessarily have negative implications for the baby-products market.7 32.5 27. spend per child tends to be higher in smaller families.

6 54. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 40.4 377.3 59.7 54.4 20.7% in 1978. Table 2.1 14.8 352.1% of all live births in England and Wales in 2008.1 25.8 25.4 35 and Over 34. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 238.4: Live Births in England and Wales by Age of Mother (000).2 140.2 55.7 166.0 †100. based on data from Social Trends 40 (December 2009).9 173.6 Source: Social Trends 40 (December 2009).1 19.0 100.0 †100.5 381.5 25 to 34 54.5: Live Births in England and Wales by Age of Mother (%).4 19.7 25 to 34 322. 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 20.6 26.1 91.0 100.7 8.5 362.6 346.1 Total 100. National Statistics © Key Note Ltd 2010 6 .1 36.7 385.8 251.0 100.0 121.Baby Products Strategic Overview Table 2.0 †100.8 142.2 54.5 25.3 175.2 56.3 134.2 126.0 373.4 35 and Over 5.6 180.4 25.9 54.0 20.1 54.0 † — does not sum due to rounding Source: Key Note.0 100. compared with only 5.6 161.9 25.4 165.6 20.

it means that women tend to have fewer children overall. more demanding and more anxious about the health and safety of their offspring.6: Number of Multiple Births in England and Wales.137 10. 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. 1998-2008 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 9.080 to 10. older parents tend to be more affluent. Between 1998 and 2008. 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. which are also more likely to result in multiple births. Table 2.080 8.521 9.Baby Products Strategic Overview The trend for delaying childbirth has had a number of effects on the market for baby products. the annual number of births that resulted in two or more babies increased from 9.907 8.792 8.700 8. They are also — arguably — more informed. and more used to a higher standard of living.855 Source: Review of the National Statistician on Births and Patterns of Family Building in England and Wales 2008 (series FM1 number 37).543 10. However. pushchairs and other baby-transport products. and as such are more able to afford premium baby products. Manufacturers and retailers of baby equipment need to ensure that they meet these needs. This can be linked to the trend for later parenthood (which in itself carries an increased likelihood of carrying more than one baby) and the associated rise in the number of women conceiving through in-vitro fertilisation (IVF) methods. © Key Note Ltd 2010 7 .131 9.855. On the one hand.471 10.861 9.

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

2005-2009 2005 Disposable nappies (£m) % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues.12bn. MARKET SIZE Key Note estimates that..2 2008 507 2.7: The UK Market for Baby Products by Sector by Value (£m at rsp). 396 405 2. in March 2010. Robert Anslow. The Association manages and organises the trade fair BPA Baby & Child. the total UK market for the baby products covered by this report was worth £1. The organisation plays an active role in the development of product standards and provides support and specialist services to its members.3 415 2. nursery furniture. baby walkers. The BPA’s Technical Committee comprises industry experts and specialists in a wide range of baby and nursery products. toys and early learning.5 427 2.9 434 1. 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). Table 2. 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. In 2009. child restraints. including wheeled goods.5 2007 493 1.4 © Key Note Ltd 2010 9 .Baby Products Strategic Overview Baby Products Association The Baby Products Association (BPA) was set up in 1945. which is held in early October each year. with the objective of promoting baby and nursery products in both the UK and Europe.8 2009 519 2. The teat can then be sterilised and returned to the pod to be re-used.6 475 2006 487 2. soft goods.. The BPA’s Concept and Innovation Awards are presented at the Baby & Child fair. The BPA appointed a new Managing Director. in 2009.

1 38.0 158 6. Table 2.0 15.5 1.8 100.0 100.0 39. was disposable nappies.8 1.8 38.066 2. followed by baby transport and nursery furniture (38. home safety equipment and feeding equipment Total 13.2 †100.5 165 4.121 2.0 100. 2005-2009 2005 Disposable nappies Baby transport and nursery furniture Baby monitors.099 3.3% of sales in 2009.040 3. accounting for 46.8 1.7: The UK Market for Baby Products by Sector by Value (£m at rsp).0 Source: Key Note The largest sector.7%).0 14.8: The UK Market for Baby Products by Sector by Value (%).0 2006 46.8 †100.7 47.010 - 148 6.9 2007 46.9 2009 46.0 † — does not sum due to rounding Source: Key Note © Key Note Ltd 2010 10 .Baby Products Strategic Overview Table 2.9 2008 46..table continued 2005 Baby monitors.2 38.4 1.0 15.. 2005-2009 .1 168 1.3 38.2 14. 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.

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

com.000 customers placing orders in 2009. The company’s website offers a wide range of practical information and support for new and expectant parents. Some grocery multiples. 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. Boots and Babies R Us). Babyworld is a specialist online-only baby-products retailer. offers a next-day delivery service and dealt with 400.9 details main media advertising expenditure on baby products by major retailers. in 2008 and 2009. which was founded in 1974 and has a large store in Peterborough. Boots and specialists such as Mothercare and Babies R Us. Kiddicare. which was launched in 1998. COMPETITIVE STRUCTURE A wide range of companies operate in the market for baby equipment. carry their own brands of nappies. Mamas & Papas and Graco).Baby Products Strategic Overview Many independent specialist baby-product retailers now have an online presence. Sainsbury’s and ASDA. including product reviews and discussion forums. There is much less fragmentation in the market for disposable nappies. including multiple grocery retailers. MARKETING AND ADVERTISING Main Media Advertising Table 2. They include: • large retailers (such as Mothercare. 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. with the Pampers and Huggies brands (supplied by the multinationals Procter & Gamble and Kimberly-Clark) dominating sales. including Tesco. © Key Note Ltd 2010 12 .

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

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

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

10: Selected Parenting Magazines by Average Net Circulation (000).694 178.Baby Products Strategic Overview Parenting Magazines Although it is increasingly challenged by the Internet. of the following apply to you?’ The statements listed in Table 2.094 THE CONSUMER Key Note’s original research (see Chapter 8 — Consumer Dynamics) used a sample of 477 current or prospective purchasers of baby products.11 were then read out. 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. NEMS Market Research.416 412.772 24.480 52. © Key Note Ltd 2010 16 . The average audited circulations for print parenting publications during the 6 months ending December 2009 are shown in Table 2. In order to generate this sample. which undertook the survey for Key Note in March 2010. the parenting press is still an important channel for reaching new and prospective parents.022 10.037 222.10. Table 2. if any.003 British adults aged 16 and over: ‘Can you tell me which. asked 1.534 43.

Baby Products Strategic Overview Table 2. 5% had a child or children aged between 1 and 2 years. and 20% said that. 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). Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). These 477 parents. March 2010 Just 1% of the total sample had a child or children aged under 1 year. © Key Note Ltd 2010 17 . Since some respondents had children in more than one of the stated age groups. Table 2. but I do buy things for babies and/or small children nowadays Base: 1.12 compares the demographic profile of parents.11: Parents. although they did not have children under 16. 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. prospective parents and other purchasers with the sample of 1. and a further 5% were parents of a child or children between 3 and 4 years. but I am hoping to become a parent within the next 2 years I do not have children under 16. One in five (21%) had an older child or children.11.003 adults as a whole.003 adults aged 16+ 1 5 5 21 3 20 Source: Key Note/NEMS Market Research. aged between 5 and 15 years. they did currently buy items for babies and/or young children. the total proportion (48%) who fell into one of these categories was lower than the 55% obtained by adding the figures in Table 2. A total of 3% were non-parents who were hoping to start a family within the next 2 years.

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

. 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 . March 2010 I Have a Child/Children Under 1 Year Old I Have a Child/Children Aged 1 to 2 Years I Have a Child/Children Aged 3 to 4 Years I Have a Child/Children Aged 5 to 15 years Sample Profile All adults Sex Male Female Age 16-19 20-24 25-34 35-44 45-54 55-64 65+ Social Grade A B C1 C2 D E Table continues.13. Table 2..Baby Products Strategic Overview Demographic profiles of the parents of babies and children in each of the stated age groups are shown in Table 2.13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents).

. March 2010 ..13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents)..Baby Products Strategic Overview Table 2.. 22 31 21 17 9 0 4 18 32 46 0 0 32 35 33 0 4 21 51 24 1 4 19 46 30 8 6 13 4 13 9 16 8 6 7 10 5 0 44 4 4 16 0 21 0 0 6 4 3 22 4 8 6 7 21 9 0 16 0 7 17 5 17 8 10 21 4 7 3 8 4 14 5 10 8 16 16 4 8 5 40 16 17 27 49 20 25 7 61 16 23 0 28 25 42 5 50 30 18 1 © Key Note Ltd 2010 20 .table continued I Have a Child/Children Under 1 Year Old I Have a Child/Children Aged 1 to 2 Years I Have a Child/Children Aged 3 to 4 Years I Have a Child/Children Aged 5 to 15 years Sample Profile Working Status Full time† Part time Not working‡ Retired/invalid Standard Region East Anglia East Midlands Greater London North North West Scotland South East South West Wales West Midlands Yorkshire and Humberside Size of Household One Two Three Four Five or more Table continues.

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

Baby Products Strategic Overview Among those taking part in Key Note’s research.. The vast majority (96%) of those with children aged under 1 year were married or cohabiting. the figure was slightly lower (82%) among those with children aged 1 to 2 years. Table 2. March 2010 I Do Not Have Children Under 16. However.. more than six in ten parents of babies under 1 year old (62%) were in the 25 to 34 age group. Table 2. 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). 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 shows demographic profiles of Key Note’s prospective parents and others who purchased for babies and/or small children. Just under one in four (38%) were aged 35 to 44. 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.

8 6 13 4 13 9 16 8 6 7 10 2 4 21 8 5 10 38 3 4 0 3 7 10 6 5 16 10 16 7 4 7 12 40 16 17 27 88 3 9 0 37 10 8 45 6 16 25 30 12 10 6 16 20 48 10 0 6 11 25 33 11 14 © Key Note Ltd 2010 23 . But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children...table continued I Do Not Have Children Under 16.. 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.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 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 © Key Note Ltd 2010 24 . March 2010 . But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children..table continued I Do Not Have Children Under 16.

2% per year between 2010 and 2014. those who hoped to become parents within the next 2 years were twice as likely to be female (66%) as male (34%). and more than half (52%) were aged over 55. Total UK sales of baby products at retail selling prices (rsp) are forecast to grow by between 1.8 468 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. In the latter year.. Just under one in four (23%) were in the 35 to 44 age group.3 530 2. means that growth in the baby-products market will be relatively slow between 2010 and 2014. 2010-2014 2010 Disposable nappies % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues. they are forecast to reach an estimated £1. Nearly four in ten (38%) of those hoping to become parents soon lived alone at the time they took part in the survey — indicating that having a live-in partner is not necessarily a prerequisite for making these plans.8 448 1. The next-largest group of non-parents who purchased baby products were those aged 25 to 34 (18%). MARKET FORECASTS The ending of the ‘mini baby boom’ that characterised the period from 2005 to 2008..9 2014 555 0.4 454 1. combined with the uncertain economic situation. and only 15% were aged under 25.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).1 2011 537 1.3 2012 545 1. 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 45.9 © Key Note Ltd 2010 25 .3 462 1. Table 2.5 2013 550 0.3% and 2. Interestingly.22bn. This demonstrates the importance of ‘grandparent power’ in the baby-products market. 442 1.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.

7 188 2.200 1.Baby Products Strategic Overview Table 2.182 1. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 2012 2013 2014 174 3.4 1.146 2.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp)..162 1.3 Source: Key Note © Key Note Ltd 2010 26 .7 1. 2010-2014 .2 177 1.4 183 3.6 1..table continued 2010 Baby monitors.7 1.1 1.215 1.5 192 2.

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

a membership organisation including manufacturers and retailers of reusable nappies. © Key Note Ltd 2010 28 . Go Real is managed by ReZolve. this funding was withdrawn following the publication in May 2005 of a lifecycle assessment by the Environment Agency. but they are generally less important than branded products. as well as local authorities. a social enterprise organisation based in Cornwall. through the not-for-profit company WRAP (Waste & Resources Action Programme).4 475 - Source: Key Note SUPPLIERS Pampers. Table 3. MARKET SIZE The value of the UK retail market for disposable nappies was £519m in 2009. Own-brand nappies are produced for most major retailers. Until March 2007.8 2009 519 2.Baby Products Disposable Nappies Real Nappy Week Real Nappy Week is an annual promotional event for reusable nappies.1: The UK Market for Disposable Nappies by Value (£m at rsp). organised by Go Real. and Kimberly-Clark’s Huggies brand dominate the market for disposable nappies. The 2010 event took place between 26th April and 2nd May. However. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 487 2. from Procter & Gamble.5 2007 493 1. which concluded that there was relatively little difference between disposable and reusable nappies in terms of environmental impact.2 2008 507 2. laundries and parents. Real Nappy Week was sponsored by government funding. environmental networks. compared with a figure of £475m in 2005.

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

Parents were encouraged to upload photos and videos of their child exploring their world.table continued 2008 Huggies DryNites Sleep Shorts Superdry Nappies Natural Fit Nappies Pull-Ups Pants Little Walkers Newborn Nappies Others Sainsbury’s — nappies range ASDA — nappies range Tesco — nappies range Source: Nielsen Media Research In April 2010.512 1. called ‘9 months in vivo’.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000). © Key Note Ltd 2010 30 . plus a new Huggies logo incorporating a baby’s handprint. 595 285 180 137 837 1. which went live in February 2010. The site. also includes tips for mothers-to-be. with the theme ‘Everyday Discoveries’. A global website for Huggies. 7% of all adult main shoppers said that their household had used disposable nappies during the year ending September 2009.006 1..3). the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. Seven in ten purchasers of disposable nappies lived in households with a main shopper aged between 25 and 44. and four in ten had a main shopper aged between 25 and 34. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010.. This rose to 19% in households where the main shopper was aged between 25 and 34 years. Years Ending December 2008 and 2009 .Baby Products Disposable Nappies Table 3. features a ‘real-time’ video of a baby growing in utero.073 414 109 546 183 2009 CONSUMER TRENDS According to data from Kantar Media (see Table 3.

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.

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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 -1.1 286 2008 231 3.3: The UK Market for Baby Transport by Sector by Value (£m at rsp). Retail sales of nursery furniture. Table 4. 2005-2009 2005 Prams.6 62 -1. including cots.Baby Products Baby Transport and Nursery Furniture Table 4.2 63 -3. playpens and changing units.5 281 2007 223 3. reached £137m in 2009. highchairs. having grown from £120m in 2005.6 293 2009 237 2.4: The UK Market for Nursery Furniture by Value (£m at rsp). cribs and mattresses. pushchairs and baby carriers % change year-on-year Car safety seats % change year-on-year Total rsp — retail selling prices † — does not sum due to rounding 2006 216 2.6 59 -4.9 2009 137 2.0 2008 134 3.3 2007 129 4.8 †297 210 66 276 Source: Key Note Nursery Furniture The nursery-furniture sector has grown in tandem with increasing demand from parents for nursery furniture and baby equipment that reflects their personal tastes in home décor. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 124 3.2 120 - Source: Key Note © Key Note Ltd 2010 34 .

Maclaren and Mothercare’s own brand. Bébécar and Cosatto. with retail sales estimated at £93m in 2009. Graco. © Key Note Ltd 2010 35 .6 137 82 22 16 120 Source: Key Note SUPPLIERS The market for nursery furniture is highly fragmented.5 17 6. The largest of these are Mamas & Papas.3 18 5.0 16 0. There is also a wide range of suppliers to the baby-transport market. Baby-transport brands marketed by Dorel include Maxi-Cosi.1 25 4. operates in both the baby-transport and feeding/safety-equipment sectors. Dorel.5 23 4. a Canadian company that has had a UK presence since 1988. 2005-2009 2005 Cots. including Mothercare. Table 4. Other companies of importance in this sector include Chicco.3 129 2008 92 3. cribs and mattresses % change year-on-year Highchairs % change year-on-year Other % change year-on-year Total rsp — retail selling prices † — including playpens and changing units 2006 86 4.5: The UK Market for Nursery Furniture by Sector by Value (£m at rsp).9 22 0. cribs and mattresses easily constitute the largest segment.4 24 4. with Britax Excelsior being particularly important within the market for dedicated child car seats. Babies R Us and Mamas & Papas — producing ranges of furniture and accessories.9 134 2009 93 1.2 19 5.Baby Products Baby Transport and Nursery Furniture Cots. Quinny and Bébé Confort. with many small companies — as well as larger manufacturers and retailers.0 124 2007 89 3.

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

divided between 33 brands. Chicco was the largest spender. Graco voluntarily recalled 65 models of its Harmony High Chair due to reports of loose screws and falling brackets that could cause the chair to tip. The remedy kit consists of covers to fit over each of the hinges. however. In March 2010. From 2010.2m. Following these problems. Maclaren received some adverse publicity towards the end of 2009. Total expenditure in this sector in 2009 was £1. the company distributed hinge covers to all purchasers of the strollers in the US. during the 12 months ending December 2009. having detected a potential risk of injury to fingers or hands from its folding mechanism. Again. these covers were issued only to purchasers who contacted Maclaren themselves. In November 2009. MARKETING AND ADVERTISING The highly fragmented nature of this sector of the baby-products market is illustrated by the fact that. Dorel launched a new range of Maxi-Cosi car seats: the Pebble for infants and the Pearl for toddlers. in February 2010. not a single brand within Nielsen Media Research’s ‘baby carriages and nursery equipment’ category spent more than the threshold (£75. but a routine internal quality check had revealed a potential problem in the mechanical attachment of the IsoFix connectors to the base. The company stated that it had had no complaints or reports of incidents. Both fit onto the new Dorel FamilyFix car-seat base. undefined category of ‘baby goods’ recorded a total expenditure of £192. In March 2010.000. The recall was estimated to affect 1. (A separate. Dorel voluntarily recalled all FamilyFix car-seat bases sold before 4th March.Baby Products Baby Transport and Nursery Furniture In October 2009. with campaigns for its Trio travel system and Polly highchair brands worth a total of £340. Britax Excelsior Ltd announced that it would offer a free ‘precautionary’ remedy kit for one of its stroller models. however. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. the majority of expenditure within the category was accounted for by a large number of brands (186) spending less than the threshold amount.) © Key Note Ltd 2010 37 . In the UK. accounted for by 214 separate brands. all Maclaren strollers of this type are being supplied with hinge covers as standard.2 million products. sold under the Viva and Nexus brands.000) for a separate listing in its published figures. In 2008.000 in 2009.

In January 2010.188 2009 Britax launched a television advertising campaign in February 2010.Baby Products Baby Transport and Nursery Furniture Table 4. Years Ending December 2008 and 2009 2008 Chicco Polly Highchair Trio For Me Total Chicco Coo Chi Coo — nursery product range Other Total Source: Nielsen Media Research 155 185 340 88 1. In addition. there was a competition to win a £500 gift card.283 1. TK Maxx also ran display advertisements on the Netmums site.711 1.188 1. The campaign was supported by online and point-of-sale materials. to promote its new range of nursery products. TK Maxx began an online campaign on the parenting website Netmums. © Key Note Ltd 2010 38 .6: Main Media Advertising Expenditure on Baby Carriages and Nursery Equipment by Brand (£000). which included links to the nursery range on the TK Maxx website. reminding parents of the importance of in-car safety and the correct fitting of child car seats. 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.

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

2 158 84 6.. compared with £139m in 2005.3 82 3.8 2008 165 4. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp). Table 5.4 2009 168 1.2: The UK Market for Baby Monitors..8 139 - Source: Key Note Baby monitors are now a standard purchase for most new parents.1: The UK Market for Baby Monitors. Home Safety Equipment and Feeding Equipment by Value (£m at rsp). 71 68 139 75 5. Table 5. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 148 6. with developments such as digital and video monitors helping to maintain value to an extent.3 79 8. 2005-2009 2005 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total Table continues. Retail sales of feeding equipment have also seen reasonably good growth. Retail sales within the sector were estimated at £85m in 2009. Home Safety Equipment and Feeding Equipment MARKET SIZE Total UK retail sales of baby monitors.8 †165 2006 2007 2008 2009 85 1. home safety equipment and feeding equipment reached £168m in 2009. up from £71m in 2005.Baby Products Baby Monitors. reaching £83m in 2009.5 2007 158 6.6 73 7.2 83 1.2 168 © Key Note Ltd 2010 40 .4 148 79 5.

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

which can be customised to co-ordinate with the nursery colour scheme. a low-profile wall mount. The range consists of five different products — a soother pack. plus 50 recorded melodies to help the baby get back to sleep. © Key Note Ltd 2010 42 . the gate slides into. In February 2009. a weaning spoon pack. from the US company Luv n Care. a weaning bowl and spoon set. February 2010 also saw the launch of a new range of baby monitors from Tomy: the Classic Monitor TA100. RECENT DEVELOPMENTS Baby Monitors The VTech Clear View Video Baby Monitor. The Nuby brand of infant feeding products. Home Safety Equipment In July 2009. 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.Baby Products Baby Monitors. Feeding Equipment Fisher-Price introduced a ‘value’ feeding range in December 2009. Home Safety Equipment and Feeding Equipment DISTRIBUTION Boots and Mothercare dominate retail sales of feeding equipment and safety equipment. including a magnetic cupboard and drawer lock. features a 2. Clippasafe introduced a number of new child safety products in March 2010. was launched in the UK in spring 2010. 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.99.4-inch colour display. which was launched in February 2010. enabling it to be easily removed when not in use. but supermarkets have an increasingly important presence. sound sensor and feeding timer. with extra features including a digital zoom. Lindam launched the numi safety gate. a feeding bottle and a training mug — each retailing at just £1. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. and locks onto. Marketed as ‘essential for every stylish house’. The last of these includes a multicoloured nightlight.

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

at 2. the estimated total fertility rate (number of children per woman). 2005-2010 US Western Europe Europe France Norway Sweden Denmark UK Belgium Netherlands Spain Austria Greece Italy Germany 2. and the more traditional and family-oriented nature of much of the US population. is 1.50 1. the fact that it may be easier for American women to combine work and child-rearing. A number of explanations have been put forward for this. Europe and Selected European Countries. including: a higher birth rate among the majority Hispanic population. The US has a higher fertility rate than Western Europe. compared with just 1.84 1.38 1.09 1.87 1. The average fertility rate in the UK is at the higher end of the European spectrum.38 1.84. United Nations Population Division © Key Note Ltd 2010 44 .89 1.89 1. at 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.Baby Products An International Perspective 6.43 1. averaged across the years from 2005 to 2010.89. Table 6.74 1. for example. An International Perspective POPULATION TRENDS There are considerable variations in fertility rates among the Western European countries. In France and Norway.32 in Germany.1: Total Fertility Rates† in the US.59 1.38 1. Denmark is at the same level.77 1.84 1.09.

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

000 a year. 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’. including weaning sets and toddler cups. in February 2010. and a number of ‘value’ products have been introduced. with all of the main parties competing for the family vote. the baby-products industry has recognised that economic realities also impinge on parents. This was refuted by Teresa May in the Conservatives’ own Mumsnet advertisement. The nappies were typically priced at 11 pence each. In March 2010. priced at £1. ASDA went one step further. ECONOMIC FACTORS Although spending on children is often the last thing to be reduced in recessionary times. pricing its Little Angels New Arrivals product at £1 for 48 nappies. compared with around 20 pence for a standard Pampers nappy. was introduced in July 2009. claiming that the Conservatives aimed to limit child tax credits to families earning less than £31.99 each. These include: • The falling birth rate — by definition. Fisher-Price launched a value range of toddler-feeding accessories. In February 2010. • Smaller family sizes — these can mean higher disposable income and greater expenditure per child. SOCIAL FACTORS Many social and demographic factors have a strong influence on the market for baby products. The Simply Dry nappy range. dubbed ‘biscuit-gate’.Baby Products PEST Analysis 7. © Key Note Ltd 2010 46 . Labour took an advertisement on the main forum page of the Mumsnet site. Samantha Cameron’s announcement of her pregnancy in the run-up to the election added to the ‘family focus’ of the campaign. this has resulted in a smaller consumer base. predictably. 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. Prior to this. from the premium brand Pampers.

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

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

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

and there is clearly a need for help and guidance to enable purchasers of baby equipment to make informed decisions. together with growing concern for the environment. Almost the same proportion (47%) had bought at least some items of baby equipment that had been of little or no use. especially for new parents. DETAILED ANALYSIS Nappies Older respondents tended to be more aware than younger respondents of the environmental impact of disposable nappies. Eight in ten (80%) respondents said that there are so many different types of baby equipment that it can be difficult to decide what you actually need — and 46% said that it was difficult to obtain unbiased advice on this subject. and women were more likely than men to do so (63% of women. Just over a quarter (26%) said that it was important for them personally to buy all baby equipment brand new. However. Slightly more of those in the C2DE social grades than those in the ABC1 social grades saw this as a concern (62% versus 56%). the plethora of products can also be very confusing. and nearly two-thirds (63%) of respondents agreed that they would never buy this item of baby equipment second-hand. 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. compared with just 29% of 16 to 24 year-olds. Levels of concern were highest among respondents living in the Midlands (63%) and lowest among those living in the North (55%). Choosing Baby Equipment The wide variety of baby equipment that is currently available certainly makes life easier for parents in some respects. However. rather than discarding it. 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. © Key Note Ltd 2010 50 . the potential dangers of using a second-hand car seat have been well publicised. compared with 53% of men).Baby Products Consumer Dynamics New Versus Second-Hand Baby Equipment Current economic conditions. and nearly three in ten (29%) wished that they had been better informed before buying baby equipment. favour ‘passing on’ baby equipment. and 17% said that they would not even accept used baby equipment from friends and family.

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

Table 8. Women (46%) were much more likely than men (29%) to agree that they used or had used non-disposable nappies. 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. March 2010 © Key Note Ltd 2010 52 . This may be related to the fact that disposable nappies have become widely available only relatively recently.” 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. Source: Key Note/NEMS Market Research.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%).3: Use of Non-Disposable Nappies (% of respondents). March 2010 S3: “I use/have used non-disposable nappies. but differences in penetration by region or social grade were fairly slight. those who are hoping to start a family within the next 2 years.

Although considerably more ABC1s than C2DEs endorsed breastfeeding as being much better for babies (53% versus 42%). Table 8. Northern respondents were the most enthusiastic about breastfeeding.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. 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 . 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. March 2010 S4: “Breastfeeding is much better for babies than bottle feeding. 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.4: Attitudes Towards Breastfeeding (% of respondents).” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues.. 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%)..” S5: ”Bottle feeding can be just as good as breastfeeding. Respondents in the 35 to 44 age group were the keenest proponents of bottle feeding.

March 2010 Men were more likely than women to say that bottle feeding is easier for parents than breastfeeding: 71% of men. the ABC1s were more likely than the C2DEs to feel that the chores associated with bottle feeding can be onerous (57% of ABC1s. Fairly similar proportions of the ABC1s (62%) and C2DEs (66%) thought that bottle feeding is easier than breastfeeding. However. Source: Key Note/NEMS Market Research.table continued S4: “Breastfeeding is much better for babies than bottle feeding. March 2010 . those living in the North were the most likely to think that bottle feeding was easier.” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S4 PP% Pen% S5 PP% Pen% 37 25 38 44 21 35 56 39 44 30 28 42 24 31 32 Base: respondents with children aged 0 to 15. 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. However. © Key Note Ltd 2010 54 . while those aged 25 to 34 (60%) were the most likely to agree with the latter one. those who are hoping to start a family within the next 2 years.4: Attitudes Towards Breastfeeding (% of respondents). 77%) were the most likely to agree with the former statement.” S5: ”Bottle feeding can be just as good as breastfeeding.Baby Products Consumer Dynamics Table 8. compared with 59% of women. agreed with this statement. compared with 49% of C2DEs). while those living in the South were the most likely to agree that cleansing and sterilising can make bottle feeding hard work. men and women were almost equally likely to hold the view that the cleaning and sterilising that is necessary for bottle feeding can be hard work (53% of men and 52% of women).. By region.

Source: Key Note/NEMS Market Research.Baby Products Consumer Dynamics Table 8.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ 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 15.5: Attitudes Towards Bottle Feeding (% of respondents).” S7: ”The cleansing and sterilising necessary for bottle feeding babies means it can be hard work. March 2010 S6: “Bottle feeding is easier for the parents than breastfeeding. March 2010 © Key Note Ltd 2010 55 . and those who do not have children under 16 but do buy things for babies and/or small children nowadays. those who are hoping to start a family within the next 2 years.

Northern respondents were the most likely to prioritise purchases of new equipment for their babies. The 16 to 24s were the keenest on buying all baby equipment brand new.. 46 54 5 23 31 41 39 61 100 S8 PP% Pen% 100 36 64 5 23 33 39 48 52 78 71 83 74 80 82 75 81 76 S9 PP% Pen% 100 46 54 10 19 29 42 39 61 26 31 23 54 22 24 27 22 30 © Key Note Ltd 2010 56 .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. compared with around seven in ten men (71%).” S9: ”It is important to buy all baby equipment brand new. while just over three in ten men (31%) said that it is important to buy all baby equipment brand new. with the former (generally more affluent) social grades being more relaxed about buying second-hand and less concerned that everything should be new.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. fewer than one in four women (23%) held this view. 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. agreed that second-hand baby equipment is perfectly acceptable to use. March 2010 S8: “It is perfectly acceptable to use second-hand baby equipment as long as you are satisfied it is safe. 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%).6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents). In addition. More than eight in ten women (83%). There was something of an ABC1/C2DE split..

© Key Note Ltd 2010 57 ..” 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. 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.6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents). Source: Key Note/NEMS Market Research. However.. there was little difference by region in the proportion who said that they would never buy a second-hand car seat. those who are hoping to start a family within the next 2 years. March 2010 . 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).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.” S9: ”It is important to buy all baby equipment brand new.

Source: Key Note/NEMS Market Research. March 2010 © Key Note Ltd 2010 58 . March 2010 S10: “I would never buy a second-hand child’s car seat.Baby Products Consumer Dynamics Table 8.” S11: ”I would not accept baby equipment passed on to me from friends and family.7: Aversion to Second-Hand Baby Equipment (% of respondents).” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE 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. those who are hoping to start a family within the next 2 years. and those who do not have children under 16 but do buy things for babies and/or small children nowadays.

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

March 2010 . © Key Note Ltd 2010 60 .. Source: Key Note/NEMS Market Research.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.” 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. 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%).” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S12 PP% Pen% S13 PP% Pen% 37 25 38 37 26 36 81 83 77 41 23 36 50 41 43 Base: respondents with children aged 0 to 15.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents).Baby Products Consumer Dynamics Table 8.. those who are hoping to start a family within the next 2 years.

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

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

Baby Products Consumer Dynamics Table 8. March 2010 . used. or hardly ever.” 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 15.10: Personal Experience of Choosing Baby Equipment (% of respondents).. those who are hoping to start a family within the next 2 years.. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. March 2010 © Key Note Ltd 2010 63 . Source: Key Note/NEMS Market Research.” S16: ”I wish I had done more research/been better informed before I bought my baby equipment.table continued S15: “I bought some items of baby equipment that I never.

208 31/12/08 183. The company designs.418 -7. Surrey. It distributes these products through independent specialist retailers. for £230m. manufactures and markets child safety products in the UK. Profitability Britax Childcare Holdings Ltd reported a turnover of £183. the company also offers infant carriers and wheeled goods. by the private-equity company Carlyle Group in September 2005.Baby Products Supplier Profiles 9. Table 9. Australia (where the products are marketed under the Steelcraft and Safe n Sound brands) and the US. BRITAX CHILDCARE HOLDINGS LTD Corporate Strategy Britax Childcare Holdings Ltd was acquired from its former parent company. The activities of multiple retailers operating within the baby-products sector in addition to other activities are discussed in Chapter 2 — Strategic Overview.000 for the year ending 31st December 2008.261 31/12/07 163. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. the aircraft-interior and vehicle-safety-equipment manufacturer Britax International.3m and a pre-tax loss of £522. 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). assembles. multiple retailers and vehicle original equipment manufacturers (OEMs) in Europe.co. Known chiefly for its children’s car seats.715 -8.uk 148.331 -522 © Key Note Ltd 2010 64 . Britax Childcare’s headquarters are in Chertsey.

Baby Products Supplier Profiles Recent and Future Developments A range of four new pushchairs was launched by Britax in January 2010. The Newell-Rubbermaid portfolio also included Little Tikes toys. Newell-Rubbermaid purchased Aprica Kassai. including car seats and strollers. the B-Smart modular travel system. a German company that makes prams and other baby-transport products. GRACO LTD Corporate Strategy Graco Ltd is the UK subsidiary of Graco Children’s Products Inc. having detected a potential risk of injury to fingers or hands from its folding mechanism. giving a high degree of comfort and safety. and in 2001 Newell-Rubbermaid acquired Klippan Group. one of Europe’s leading manufacturers and distributors of child car seats. This became part of the group in August 2007. In March 2010. with operations in the UK. Finland and Sweden. but this company was sold to MGA Entertainments in 2006. sold under the Viva and Nexus brands. which has rearward.or four-wheeled compact travel system.000 for the year ending 31st December 2009. Britax launched a television advertising campaign in February 2010. Profitability Graco Ltd reported a turnover of £850. In April 2008.or forward-facing seat options and space for an additional seat for a second child. The range included: the B-Lite urban stroller. Further acquisitions by Newell-Rubbermaid have included Teutonia. © Key Note Ltd 2010 65 . the B-Mobile three. Germany. Britax announced a free ‘precautionary’ remedy kit for one of its stroller models. and the B-Dual travel system. Graco Europe was established in September 1997. it was announced that Britax would be launching the Jockey range of child’s bicycle seats. The remedy kit consists of covers to fit over each of the hinges. reminding parents of the importance of in-car safety and correct fitting of child car seats. Also in February 2010.000 and a pre-tax profit of £172. which was founded in the US in 1955 and became part of Newell-Rubbermaid in 1999. a Japanese manufacturer of childcare products. The campaign was supported by online and point-of-sale materials.

began life as a manufacturer of hair and nail products. More acquisitions followed. a British company producing the Nappy Wrapper nappy-disposal system. The Mayborn Group was acquired by the private-equity company 3i in 2006. The product can also be transformed into a travel system for twins with the addition of two Graco car seats. a supplier of reusable cotton nappies (November 2004). the company became part of the Mayborn Group. a manufacturer of outdoor play equipment (March 2005). the company that launched the Steri-Bottle pre-sterilised single-use feeding bottle in 1999. was launched towards the end of 2009.Baby Products Supplier Profiles Table 9.2: Financial Results for Graco Ltd (£000). and Tube Plastics. due to reports of loose screws and falling brackets that could cause the chair to tip. In 1995. designed to make bottle feeding as similar as possible to breastfeeding.249 542 31/12/09 850 172 Recent and Future Developments In March 2010. a double pushchair designed to accommodate one child from birth and another from the age of 6 months. The Tommee Tippee Closer to Nature range of feeding equipment.2 million products. JACKEL INTERNATIONAL LTD (MAYBORN GROUP) Corporate Strategy Jackel International Ltd. and 2 years later the Mayborn Group bought Sangenic. Jackel acquired the long-established Maws baby-feeding-equipment brand. Jackel International moved to a single-brand strategy. The Graco Quattro Tour Duo. Years Ending 31st December 2007-2009 31/12/07 Turnover Pre-tax profit Source: myicc. Graco voluntarily recalled 65 models of its Harmony High Chair.uk 1. relaunching the Maws and Sangenic brands as Tommee Tippee. In 2003. Jackel acquired Steri-Bottle UK. In August 2003. and acquired the UK and European manufacturing licence for the US Tommee Tippee brand of baby-feeding equipment and accessories in 1965.co. including Cotton Bottoms Ltd. The recall was estimated to affect 1. which also produces fabric dyes under the Dylon brand. based in Newcastle. was launched in 2006. © Key Note Ltd 2010 66 .254 574 31/12/08 1. In 1983.

Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. © Key Note Ltd 2010 67 . including Andrex and Kleenex. and Explora toddler cups and feeding products. A new star-shaped Tommee Tippee logo was also launched in February 2009. KIMBERLY-CLARK LTD Corporate Strategy Kimberly-Clark Ltd is the UK subsidiary of the Dallas-based Kimberly-Clark Corporation.112 31/12/07 33.589 1.uk 31.3: Financial Results for Jackel International Ltd (£000). Huggies is Kimberly-Clark’s disposable-nappy brand.049 6.co. taking it back to its original roots. were initially available only through Babies R Us in the US. but they moved into Toys R Us stores in April. launched in the US in 1978.223 Recent and Future Developments In January 2010. 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.539 31/12/08 38. In February 2009. Mayborn launched the Tommee Tippee brand in the US. which produces a number of household paper brands. Table 9.Baby Products Supplier Profiles Profitability Jackel International Ltd reported a turnover of £38m and a pre-tax profit of £6.2m for the year ending 31st December 2008. The Closer to Nature and Explora brands were marketed in the US as being designed to help relieve common feeding anxieties among mothers. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. and introduced into the UK in the mid-1990s.517 5. The Closer to Nature brand of baby-feeding equipment.

The company also produces Huggies-branded wipes and disposable changing mats.6m and a pre-tax profit of £48. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. © Key Note Ltd 2010 68 . plus a new Huggies logo incorporating a baby’s handprint.954 31/12/07 614. Table 9. Natural Fit. Super-Dry.552 Recent and Future Developments In April 2010.649 48. for babies from 19 to 60 pounds. Profitability Kimberly-Clark Ltd reported a turnover of £623. Parents were encouraged to upload photos and videos of their child exploring their world. designed to keep babies dry for up to 12 hours. called ‘9 months in vivo’. Newborn. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. and Pull-Ups potty-training pants.uk 602. shaped like pants. Little Walkers.233 53. with flexible sides. A global website for Huggies. The site. in a range of sizes for babies from 11 to 27 pounds.co.4: Financial Results for Kimberly-Clark Ltd (£000). Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.Baby Products Supplier Profiles The Huggies range includes: Huggies Preemies (for premature babies). The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years.263 143. also includes tips for mothers-to-be. which went live in February 2010. Little Swimmers swimming nappies.6m for the year ending 31st December 2008. for babies from 0 to 3 months. with the theme ‘Everyday Discoveries’. features a ‘real-time’ video of a baby growing in utero.551 31/12/08 623.

© Key Note Ltd 2010 69 . Table 9.co. with the invention of the lightweight ‘baby buggy’. Profitability Maclaren Europe Ltd reported a turnover of £31m and a pre-tax loss of £3.623 Recent and Future Developments In July 2009. Hestair purchased Cindico.5: Financial Results for Maclaren Europe Ltd (£000). a manufacturer of nursery products and pushchairs.Baby Products Supplier Profiles MACLAREN EUROPE LTD Corporate Strategy Maclaren began life as Andrews Maclaren Ltd. From 2010. fitting onto the buggy for the baby’s first few months. a wholly owned subsidiary that markets the company’s products in the US and Canada. In November 2009. founded in Northampton in the late 1960s.442 -1. the company became Hestair Maclaren. Hestair PLC was purchased by BET in 1990 and there was a management buy-out of Hestair Maclaren during the same year. Also in July 2009. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. Later the same year. In November 2009. In the UK.uk 19.978 -3. these covers were issued only to purchasers who contacted Maclaren themselves.880 31/12/08 30. Maclaren USA. a range of organic skincare products for mothers and babies. the company distributed hinge covers to all purchasers of the strollers in the US.6m for the year ending 31st December 2008. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. Maclaren’s US arm acquired the nursery-furniture company NettoCollection. was established in 1999.484 31/12/07 23. Maclaren’s Techno XLR travel system was expanded with the introduction of a soft carrycot that is compatible with the system. Following its 1988 acquisition by Hestair PLC. all Maclaren strollers of this type are being supplied with hinge covers as standard. Maclaren received some adverse publicity towards the end of 2009. Maclaren launched Beginning.232 -1. The company was purchased by the Sunleigh Group in 1994.

789 29/03/09 87. pushchairs and car seats).co. The company’s range includes baby transport (in the form of prams. The brand also encompasses maternity and baby wear. Mamas & Papas further expanded its retail operations in November 2009. and pre-school toys. Years Ending 1st April 2007. The company also has a chain of more than 50 dedicated stores in the UK and the Republic of Ireland. Table 9. Openings so far in 2010 have included Lincoln (April). one of the first companies to introduce the concept of designer products into the market for baby equipment.656 -1. Profitability Mamas & Papas Ltd reported a turnover of £87.Baby Products Supplier Profiles MAMAS & PAPAS LTD Corporate Strategy Mamas & Papas Ltd. © Key Note Ltd 2010 70 . 30th March 2008 and 29th March 2009 01/04/07 Turnover Pre-tax profit Source: myicc. which was opened in February.438 30/03/08 83.6: Financial Results for Mamas & Papas Ltd (£000).382 1.182 Recent and Future Developments A number of new Mamas & Papas stores were opened during 2009.2m for the year ending 29th March 2009. Selfridges. including one in the Westfield Shopping Centre in West London. Manchester (May) and Broadstairs (June). and Rotherham (November).uk 83.7m and a pre-tax loss of £1. nursery furniture and bedding. run on a franchise basis. Others included Liverpool (in September). was founded in 1981 by the Scacchetti family and is still family owned.816 2. Harrods and more than 500 independent dealers. Mamas and Papas’ products are sold through a wide range of outlets. including John Lewis. Hull and Aberdeen (both in October). 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.

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

Baby Products Supplier Profiles As at mid-November 2009.co. Toys from Mothercare’s Early Learning Centre range are already sold through 400 Boots stores.500 28/03/09 723.800 4. there were 389 UK stores in the Mothercare group. the company announced a joint venture in India. The Mothercare group opened 115 international stores during 2009. 29th March 2008 and 28th March 2009 31/03/07 Turnover Pre-tax profit Source: myicc.uk 498.200 Recent and Future Developments In February 2010.2m for the year ending 28th March 2009. Mothercare announced plans to launch Mothercare in Australia and the Early Learning Centre in South Africa.900 29/03/08 676. was launched in October 2009 on the pre-school television channel Cartoonito. mostly on a franchise basis.6m and a pre-tax profit of £42. it expects to have 65 Indian stores by the end of 2010. and 694 franchised international stores. Much of the company’s international growth came from India and Russia. television presenter and ‘celebrity mother’ Myleene Klass. Profitability Mothercare PLC reported a turnover of £723.600 42. is to be launched in autumn 2010. © Key Note Ltd 2010 72 . The company opened its 50th store in Russia in December 2009. In October. fell into administration in January 2010.7: Financial Results for Mothercare PLC (£000). currently unnamed. Table 9.500 18. up from 28 in 2009. Mothercare announced that it would be supplying Boots with a new range of children’s clothes and accessories. Early in 2010. Adams Childrenswear. featuring the musician. which previously supplied Boots with children’s clothing. A brand-awareness campaign for Mothercare. 62 of which were opened during the 6 months to November. Years Ending 31st March 2007. The brand.

baby bottles and toddler-feeding equipment. Virtually all Philips Avent products are designed and manufactured at the company’s factory in Suffolk. was purchased by the Dutch electronics company Royal Philips Electronics in September 2006 and renamed Philips Avent. which also includes shaving and oral-healthcare products.co. in February 2009. The brand is now part of Philips’s Consumer Lifestyle division.900 31/12/07 812. soothers. launched in 1984. The Philips Avent product range includes a wide variety of feeding equipment. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.8: Financial Results for Philips Electronics UK Ltd (£000).uk 682. mybabytalk. It also incorporates baby monitors and digital thermometers. including breast pumps and breastfeeding accessories.200 65. skincare products and changing bags.Baby Products Supplier Profiles PHILIPS AVENT Corporate Strategy The Avent brand.400 4.4m and a pre-tax profit of £4. bottle and food warmers.800 33.100 31/12/08 827. Table 9.200 Recent and Future Developments Philips launched an advice website for new mothers. © Key Note Ltd 2010 73 . It should be noted that these figures cover a wide range of items other than baby products.2m for the year ending 31st December 2008.co. Profitability Philips Electronics UK Ltd reported a turnover of £827.uk.

co. © Key Note Ltd 2010 74 . and Baby Dry. The range. based in Ohio. The company also produces Pampers Wipes and Kandoo Wipes. the Pampers brand launched UnderJams. with high leg cuffs for extra protection. is designed to provide protection from bedwetting for children aged 4 to 12 years.273 34.528 30/06/08 271. Pampers recently launched two new products: UnderJams and Simply Dry (see Recent and Future Developments). for use by toddlers who are being toilet trained.7m for the year ending 30th June 2009. Years Ending 30th June 2007-2009 30/06/07 Turnover Pre-tax profit Source: myicc. The company produces the Pampers nappy range.073 38. its first product for older children.006 40. in an attempt to compete with supermarkets and discount retailers. Feel N Learn potty-training pants. These figures cover a broad range of household products and toiletries. in July 2009. with Extra Sleep Layer for night-time use. Table 9.697 Recent and Future Developments In January 2010. which have Secure-Me fasteners that overlap for a snugger fit.uk 258. Active Fit.3m and a pre-tax profit of £34. Sunnies Swim Pants. Pampers launched its ‘value’ nappy brand. with Comfort Stretch for babies who can move. in the form of absorbent pants shaped like underwear.Baby Products Supplier Profiles PROCTER & GAMBLE Corporate Strategy The US company Procter & Gamble. was founded in 1837 and expanded into the UK in 1930. The Pampers disposable-nappy portfolio includes: Pampers New Baby (including Micro for premature and very small babies). Simply Dry.347 30/06/09 209. Easy Up Pants for older babies. Profitability Procter & Gamble Product Supply (UK) Ltd reported a turnover of £209. which was introduced to the UK in 1982.9: Financial Results for Procter & Gamble Product Supply (UK) Ltd (£000).

10: Financial Results for Tomy UK Ltd (£000). following the 2006 merger of Tomy with its rival toy company Takara. However. is principally a manufacturer of toys and games. baby carriers. © Key Note Ltd 2010 75 .Baby Products Supplier Profiles TOMY UK LTD Corporate Strategy Tomy UK Ltd. cot guards and bedrails.030 31/03/09 42. Years Ending 31st March 2007-2009 31/03/07 Turnover Pre-tax profit Source: myicc. Tomy announced that it had signed an agreement with Perry Innovation Ltd to distribute the BabyDam Bathwater Barrier in Europe.co. Profitability Tomy UK Ltd reported a turnover of £42. The last of these includes a multicoloured nightlight. BabyDam turns a normal-sized bath into a smaller bathing space suitable for babies and toddlers.683 31/03/08 51.000 for the year ending 31st March 2009. feeding equipment for toddlers.714 -996 Recent and Future Developments A new range of baby monitors — the Classic Monitor TA100. and baby activity toys. it also produces a range of baby products. The parent company in Japan is named Takara-Tomy.189 3.159 2.uk 47. but the Tomy name has been retained for all international subsidiaries. the Digital Monitor TD300 and the Digital Plus Monitor TD350 — was launched in February 2010. which can be customised to co-ordinate with the nursery colour scheme. Table 9. a Japanese-owned company. including baby monitors. In August 2009.7m and a pre-tax loss of £996.

1 774 -0.1 775 0.326 -0.326 0.335 -0.3 million in mid-2014. 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. the number of children aged between 1 and 2 years will fall slightly.4 2.9 2.0 2. in mid-2014.1 2014 777 0.3 775 0. Government Actuary’s Department © Crown copyright © Key Note Ltd 2010 76 .3 777 -0.1: Forecast Number of Children in the UK Aged 0 to 2 Years (000).6 2. with the total population of under-3s standing at 2.3 2.3 777 -0.1 775 -0.6 2012 774 -0.1 775 -0.6 789 4. Source: 2008-Based Population Projections.324 -0.348 0. The Future DEMOGRAPHIC TRENDS The next 5 years will see a stagnation of the birth rate.Baby Products The Future 10.4 2013 775 0.9 2011 775 -0. the number of infants aged under 1 year will stand at 777. Table 10. Government projections suggest that.8 784 -0.1 Note: figures may not sum due to rounding.000 — exactly the same figure as in 2010. During the period between 2010 and 2014.8 783 -0. following increases between 2005 and 2008.

0 2013 311 1. 2010-2014 2010 Baby transport % change year-on-year Table continues. with retail sales reaching £314m by 2014.2: The Forecast UK Market for Disposable Nappies by Value (£m at rsp). 2010-2014 2010 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2011 537 1. Companies will continue to turn outside the UK for growth.1 Source: Key Note Baby Transport and Nursery Furniture The market for baby-transport equipment is forecast to grow relatively slowly during the next 5 years. retail sales in this sector are forecast to reach £154m.9 2014 555 0. Table 10. looking at markets in Asia and Eastern Europe. Disposable Nappies The market for disposable nappies will continue to grow at a slow rate over the next 5 years.5 2013 550 0.3 2014 314 1.3 2012 545 1. Table 10. with retail sales reaching £555m by 2014.0 2012 307 1.9 530 2.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. By 2014. 301 1. where birth rates are higher.3 2011 304 1.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp). There will be slightly higher growth in nursery furniture. but from a lower base..0 © Key Note Ltd 2010 77 ..

2 177 1. 2010-2014 .4: The Forecast UK Market for Baby Monitors. with sales of feeding equipment totalling £94m.6 174 3.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).6 Source: Key Note © Key Note Ltd 2010 78 .3 141 2.2 188 2.. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).8 Source: Key Note Baby Monitors.9 442 1. 2010-2014 2010 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 90 2.table continued 2010 Nursery furniture % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 144 2.2 92 2.7 2014 98 2. Table 10.1 448 1.8 2014 154 2. Home Safety Equipment and Feeding Equipment Retail sales of baby monitors and home safety equipment are forecast to reach £98m by 2014.1 454 1.3 2013 151 2.2 192 2.5 86 3.7 2012 93 3.0 468 1.Baby Products The Future Table 10.1 94 2..4 183 3.1 88 3.7 462 1.3 87 1.4 2012 147 2.4 2013 96 3.3 90 3.

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

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

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

Contact us for further details: sales@keynote. the publication will allow the reader to gain a greater level of market intelligence as well as a good knowledge of the current state of UK industry. We will be able to provide you with information covering the companies.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.uk © Key Note Ltd 2010 82 . Contact us for more information: sales@keynote. Providing up-to-date information and analysis. You can also choose from these further services: Key Note Bespoke Data Service As well as choosing the companies you want to analyse. you can also choose exactly what performance information you need on them — with our Bespoke Data Service. Our comprehensive market research and information consultancy service is managed in house. sectors. which are profiled in each report. They compare. analyse and comment on the financial performance of the leading companies in each marketplace. bringing you invaluable financial information and contact details for thousands of companies. Contact us for more information: bespoke@keynote. ratios and other data items specific to your individual requirements alone.uk Key Note Carnet A service that offers a discount on multiple report purchases. contrast. Key Note UKplc Report UKplc is an indispensable guide for managers and for those interested in gaining a greater insight into the financial performance of an average company operating in each of the main industries in the UK. Even historical figures can be provided. 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.co.co.co. there is a detailed Regional Leads Report.

4 All housewives Age 15-24 25-34 Social Grade AB C1 Region Greater London 20. and/or Penetration. Table Heading Population Number (000) 13. who live together and whose food and other household expenses are managed as one unit. who are users. 1. 7.Baby Products Understanding TGI Data Understanding TGI Data TGI tables. © Key Note Ltd 2010 83 . Profile.2 Source: Target Group Index. usually. produced by Kantar Media. Across The % of 15-24 year-olds.557 10.7 19.0 Penetration (%) 66. © Kantar Media.535 Profile (%) 100. etc. 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. households.045 2. but not always. housewives.371 This is the projected number of people in each subgroup who use the product.9 2. Penetration Tables used in Key Note reports may give figures for the Number. social grade and standard region.4 55.0 .0 61. etc. Each subgroup should total 100% vertically. Profile.1 .5 71.9 0. The total number of adults. • Housewives — a member of a private household who is solely or mainly responsible for the household duties. Number. members of one family. These terms are explained in the following table. 1995 TGI data used in Key Note reports are broken down by age.697 Down The % of each subgroup who are users.03 12. • Adults — any person aged 15 or over.

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

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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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