Market Assessment 2010

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

Baby Products

Baby Products

Foreword

In today’s com petitive business environm ent, knowledge and understanding of your m arketplace is essential. W ith over 25 years’ experience producing highly respected off-the-shelf publications, Key Note has built a reputation as the num ber one source of UK m arket inform ation. Below are just a few of the com m ents our business partners and clients have m ade on Key Note’s range of reports.
“The Chartered Institute of M arketing encourages the use of market research as an important part of a systematic approach to marketing. Key Note reports have been available in the Institute’s Information and Library Service for many years and have helped our members to build knowledge and understanding of their marketplace and their customers.” The Chartered Institute of M arketing “W e have enjoyed a long-standing relationship with Key Note and have always received an excellent service. Key Note reports are well produced and are always in demand by users of the business library.” “Having subscribed to M arket Assessm ent reports for a number of years, we continue to be impressed by their quality and breadth of coverage.” The British Library “Key Note reports cover a wide range of industries and markets — they are detailed, well written and easily digestible, with a good use of tables. They allow deadlines to be met by providing a true overview of a particular market and its prospects.” NatW est “Accurate and relevant market intelligence is the starting point for every campaign we undertake. W e use Key Note because they have a report on just about every market sector you can think of, and the information is comprehensive, reliable and accurate.” J W alter Thom pson “M arket Assessment reports provide an extremely comprehensive source of information for both account handling and new business research, with excellent, clear graphics.” Saatchi & Saatchi Advertising

James Donovan Managing Director Key Note Limited

© Key Note Ltd 2010

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

© Key Note Ltd 2010

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

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

© Key Note Ltd 2010

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

© Key Note Ltd 2010

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

© Key Note Ltd 2010

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

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

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

2 © Key Note Ltd 2010 3 .2 716 1. These include trends in family size.3 783 -0.1 million to 2.. because this group forms its ‘consumer base’.277 3..2 717 1.1 2.153 2.327 2.5 2.102 2006 732 2.4 †2008 †2009 788 4.3 733 2.4 2007 756 3.7 2.000 a year previously.2 756 3.3 million between 2005 and 2009.6 788 4. compared with 788.Baby Products Strategic Overview 2.2 2. Strategic Overview MARKET BACKGROUND Demographic and Social Factors A number of interlinked social and demographic factors can have an effect on sales of baby products. In mid-2009. parental age and parental employment.000 babies aged under 1 year in the UK. 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.1: Number of Children in the UK Aged 0 to 2 Years (000). 716 705 681 2.2 756 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.205 2.3 732 2.6 705 3. The birth-rate increases meant that the total number of children aged under 2 years rose from 2. the birth rate was projected to fall slightly during 2009. there were an estimated 783. Table 2. After rising steadily between 2005 and 2008.

1971-2008 1971 1981 1991 2001 2002 2003 2004 2005 2006 2007 2008 2. Government Actuary’s Department © Crown copyright Family Size Despite the recent birth-rate increases.2: Total Fertility Rate† in England and Wales.82 1.table continued † — projections Source: Mid-Year Population Estimates. the TFR was 1.79 1. the average number of children per family has remained below two for many years.63 1.86 1. By 2008. 30th June 2005-2009 . Table 2.97.92 1.63 in 2001. In 1971. 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 .79 1.Baby Products Strategic Overview Table 2.97 † — the average number of children that would be born to a woman if current patterns of fertility persisted throughout her childbearing life Source: Population Trends 138 (Winter 2009). It then fell to 1.37 1. The Total Fertility Rate (TFR) is a method of estimating trends in family size based on the number of children born to women in different age groups in a given year. before gradually rising again. the TFR in England and Wales was 2.37.78 1.1: Number of Children in the UK Aged 0 to 2 Years (000)..65 1.. National Statistics/General Register Office for Scotland/Northern Ireland Statistics/2008-Based Population Projections.73 1.

from 26. © Key Note Ltd 2010 5 .4 years over the decade between 1997 and 2007.3 27. especially in respect of larger purchases.9 31.Baby Products Strategic Overview Smaller families do not necessarily have negative implications for the baby-products market.0 27.3 years.5 years. 1997-2007 Birth Order All Births 1997 2000 2003 2006 2007 28.8 Third 30. Overall.1 29. cots and highchairs. which details the number of births to women in different age groups.3 Fourth 31.3 First 26.5 Second 28.6 30.2 31.4 32. since such items may well be bought only once. spend per child tends to be higher in smaller families.5 28.1 29. and then used for subsequent children.4. pushchairs.0 31.8 29.7 32.4 29. compared with 28.3 28. The average age at which women give birth for the first time rose by 1.9 29.3: Average Age of Mother at Childbirth in England and Wales (years). In 2007. while the number of births to women aged under 25 fell in the 30 years between 1978 and 2008.5 Source: Social Trends 39 (2009).7 29.1 26.1 to 27. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) Table 2. the average mother in England and Wales was a year older when she gave birth than was the case a decade earlier (29.2 32.5 27. whatever the size of the family. such as prams.3 in 1997). shows that.4 31. there was a sharp increase in the number of births to women aged 35 and over. Older Mothers The average age at which women give birth is still rising steadily. Table 2.

4 20.0 †100.3 59.7 166.9 54.0 †100.6 Source: Social Trends 40 (December 2009).Baby Products Strategic Overview Table 2.3 134.5 362.1 54.1% of all live births in England and Wales in 2008.8 251.7 25 to 34 322.0 100. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 40.6 346.2 56.4: Live Births in England and Wales by Age of Mother (000).6 180.5: Live Births in England and Wales by Age of Mother (%).0 20.7% in 1978. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) Births to women aged 35 and over represented 20.7 8.0 100.8 25.6 161. Table 2.4 35 and Over 34.7 54.1 14.1 19. based on data from Social Trends 40 (December 2009). compared with only 5. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 238.0 373.3 175.1 25.0 †100.4 25.5 25.4 19.0 121.9 25.6 20.0 100. National Statistics © Key Note Ltd 2010 6 .4 35 and Over 5.5 381.2 140.1 36.8 142.5 25 to 34 54.4 377.1 Total 100.2 54.1 91.2 126.0 100.4 165.2 55.0 † — does not sum due to rounding Source: Key Note.7 385.8 352.6 54.9 173.6 26.

080 to 10. 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. They are also — arguably — more informed.907 8.700 8.080 8. Manufacturers and retailers of baby equipment need to ensure that they meet these needs. the annual number of births that resulted in two or more babies increased from 9. which are also more likely to result in multiple births.Baby Products Strategic Overview The trend for delaying childbirth has had a number of effects on the market for baby products.855.521 9.543 10. more demanding and more anxious about the health and safety of their offspring. it means that women tend to have fewer children overall.792 8.131 9. However. and as such are more able to afford premium baby products.855 Source: Review of the National Statistician on Births and Patterns of Family Building in England and Wales 2008 (series FM1 number 37).6: Number of Multiple Births in England and Wales.471 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.861 9. On the one hand.137 10. older parents tend to be more affluent. 1998-2008 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 9. and more used to a higher standard of living. © Key Note Ltd 2010 7 . Table 2. 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. Between 1998 and 2008. pushchairs and other baby-transport products.

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

2005-2009 2005 Disposable nappies (£m) % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues. The teat can then be sterilised and returned to the pod to be re-used. Table 2.12bn. 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).7: The UK Market for Baby Products by Sector by Value (£m at rsp). 396 405 2..9 434 1. The Association manages and organises the trade fair BPA Baby & Child. in 2009. MARKET SIZE Key Note estimates that. nursery furniture.Baby Products Strategic Overview Baby Products Association The Baby Products Association (BPA) was set up in 1945.5 2007 493 1.5 427 2.. The BPA’s Technical Committee comprises industry experts and specialists in a wide range of baby and nursery products. toys and early learning. The organisation plays an active role in the development of product standards and provides support and specialist services to its members. soft goods. including wheeled goods. with the objective of promoting baby and nursery products in both the UK and Europe.8 2009 519 2. which is held in early October each year. in March 2010.4 © Key Note Ltd 2010 9 . The BPA’s Concept and Innovation Awards are presented at the Baby & Child fair.3 415 2.2 2008 507 2. The BPA appointed a new Managing Director.6 475 2006 487 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. baby walkers. the total UK market for the baby products covered by this report was worth £1. Robert Anslow. child restraints.

4 1. 2005-2009 2005 Disposable nappies Baby transport and nursery furniture Baby monitors.8 38.0 100.066 2.1 38.0 2006 46. home safety equipment and feeding equipment Total 13. was disposable nappies.8 1. followed by baby transport and nursery furniture (38.8: The UK Market for Baby Products by Sector by Value (%).9 2009 46..table continued 2005 Baby monitors.099 3.9 2008 46.2 14.1 168 1.040 3.010 - 148 6.0 15.3 38.7 47.5 165 4.7%). 2005-2009 .0 14.0 † — does not sum due to rounding Source: Key Note © Key Note Ltd 2010 10 .0 100.2 †100. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2006 2007 2008 2009 139 1.5 1.0 Source: Key Note The largest sector.8 100.2 38..0 15.8 1.9 2007 46.3% of sales in 2009. accounting for 46.7: The UK Market for Baby Products by Sector by Value (£m at rsp). Table 2.121 2.0 158 6.0 39.8 †100.Baby Products Strategic Overview Table 2.

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

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

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 .

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

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

037 222. 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 36.10: Selected Parenting Magazines by Average Net Circulation (000). if any. NEMS Market Research. asked 1.534 43. which undertook the survey for Key Note in March 2010.772 24. the parenting press is still an important channel for reaching new and prospective parents. Table 2.022 10. The average audited circulations for print parenting publications during the 6 months ending December 2009 are shown in Table 2.Baby Products Strategic Overview Parenting Magazines Although it is increasingly challenged by the Internet.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.694 178.003 British adults aged 16 and over: ‘Can you tell me which. In order to generate this sample. of the following apply to you?’ The statements listed in Table 2.10.480 52.416 412. © Key Note Ltd 2010 16 .11 were then read out.

aged between 5 and 15 years. Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). One in five (21%) had an older child or children.11.003 adults as a whole. Table 2. prospective parents and other purchasers with the sample of 1. 5% had a child or children aged between 1 and 2 years. A total of 3% were non-parents who were hoping to start a family within the next 2 years.11: Parents. they did currently buy items for babies and/or young children. © Key Note Ltd 2010 17 . 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). March 2010 Just 1% of the total sample had a child or children aged under 1 year. These 477 parents.12 compares the demographic profile of parents. although they did not have children under 16. but I am hoping to become a parent within the next 2 years I do not have children under 16. the total proportion (48%) who fell into one of these categories was lower than the 55% obtained by adding the figures in Table 2. and a further 5% were parents of a child or children between 3 and 4 years.Baby Products Strategic Overview Table 2. but I do buy things for babies and/or small children nowadays Base: 1. Since some respondents had children in more than one of the stated age groups.003 adults aged 16+ 1 5 5 21 3 20 Source: Key Note/NEMS Market Research. and 20% said that. 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.

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

. 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.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.. Table 2.13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents). 100 49 51 8 7 18 18 16 13 20 6 16 25 30 12 10 100 50 50 0 0 62 38 0 0 0 0 5 28 13 54 0 100 50 50 0 13 42 42 3 0 0 7 26 20 27 18 3 100 40 60 0 6 36 47 11 0 0 6 16 35 35 7 2 100 44 56 0 1 23 53 22 2 0 7 19 21 35 15 3 © Key Note Ltd 2010 19 .

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.13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents).... March 2010 ..Baby Products Strategic Overview Table 2.

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

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

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.... March 2010 .Baby Products Strategic Overview Table 2.14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents)..table continued I Do Not Have Children Under 16. But I Am Hoping to Become a Parent Within the Next 2 Years Sample Profile Social Grade A B C1 C2 D E Working Status Full time† Part time Not working‡ Retired/invalid Standard Region East Anglia East Midlands Greater London North North West Scotland South East South West Wales West Midlands Yorkshire and Humberside Table continues.

March 2010 © Key Note Ltd 2010 24 .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). 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.. 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.

they are forecast to reach an estimated £1.5 2013 550 0.3 462 1. Total UK sales of baby products at retail selling prices (rsp) are forecast to grow by between 1..8 448 1. Just under one in four (23%) were in the 35 to 44 age group. 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. MARKET FORECASTS The ending of the ‘mini baby boom’ that characterised the period from 2005 to 2008. Interestingly.3% and 2.2% per year between 2010 and 2014. 442 1.1 2011 537 1.8 468 1.4 454 1.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).9 © Key Note Ltd 2010 25 . 2010-2014 2010 Disposable nappies % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues. and more than half (52%) were aged over 55.3 2012 545 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 34.3 530 2. Table 2.22bn.9 2014 555 0. means that growth in the baby-products market will be relatively slow between 2010 and 2014. This demonstrates the importance of ‘grandparent power’ in the baby-products market. 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. combined with the uncertain economic situation. 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. those who hoped to become parents within the next 2 years were twice as likely to be female (66%) as male (34%). The next-largest group of non-parents who purchased baby products were those aged 25 to 34 (18%). and only 15% were aged under 25.

162 1.215 1.2 177 1.table continued 2010 Baby monitors.4 1.5 192 2.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp). 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.Baby Products Strategic Overview Table 2..6 1.200 1.4 183 3..7 1.182 1.7 1. 2010-2014 .3 Source: Key Note © Key Note Ltd 2010 26 .1 1.7 188 2.146 2.

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

However. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 487 2.2 2008 507 2. Real Nappy Week was sponsored by government funding. compared with a figure of £475m in 2005. through the not-for-profit company WRAP (Waste & Resources Action Programme). Until March 2007. organised by Go Real.4 475 - Source: Key Note SUPPLIERS Pampers. from Procter & Gamble. laundries and parents.Baby Products Disposable Nappies Real Nappy Week Real Nappy Week is an annual promotional event for reusable nappies. and Kimberly-Clark’s Huggies brand dominate the market for disposable nappies. but they are generally less important than branded products. Table 3. environmental networks.5 2007 493 1. Go Real is managed by ReZolve. The 2010 event took place between 26th April and 2nd May. a membership organisation including manufacturers and retailers of reusable nappies. this funding was withdrawn following the publication in May 2005 of a lifecycle assessment by the Environment Agency.8 2009 519 2. MARKET SIZE The value of the UK retail market for disposable nappies was £519m in 2009.1: The UK Market for Disposable Nappies by Value (£m at rsp). a social enterprise organisation based in Cornwall. Own-brand nappies are produced for most major retailers. which concluded that there was relatively little difference between disposable and reusable nappies in terms of environmental impact. as well as local authorities. © Key Note Ltd 2010 28 .

205 1. Boots is the other main distribution channel. in July 2009. its first product for older children. March 2010 saw the start of a possible nappy price war. The range. both Pampers and Huggies were advertised as part of individual supermarket promotions. which caters for 4 to 15 year-olds. in the form of the major multiple grocery retailers. Pampers launched its ‘value brand’. (In addition to the figures shown in Table 3. in an attempt to compete with supermarkets and discount retailers.817 946 683 211 125 2009 © Key Note Ltd 2010 29 .019 118 3. although Huggies spent slightly more in 2008.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000). the Pampers brand launched UnderJams.) Table 3. Price is increasingly becoming a factor in the disposable-nappy market. in the form of absorbent pants shaped like underwear..305 171 3. Years Ending December 2008 and 2009 2008 Pampers Nappies Baby Dry Nappies Simply Dry Easy Up Pants New Baby Nappies Active Fit Kandoo product range Table continues. RECENT DEVELOPMENTS In January 2010. MARKETING AND ADVERTISING Pampers was by far the most heavily advertised nappy brand in 2009.2. see Chapter 2 — Strategic Overview. is designed to provide protection from bedwetting for children aged 4 to 12 years. Kimberly-Clark’s Huggies brand already had a similar range: DryNites. Simply Dry. as ASDA launched its own-brand Little Angels New Arrivals nappies at £1 for a pack of 48 nappies.Baby Products Disposable Nappies DISTRIBUTION Distribution of disposable nappies is mainly through the grocery sector..

Parents were encouraged to upload photos and videos of their child exploring their world. A global website for Huggies.Baby Products Disposable Nappies Table 3. also includes tips for mothers-to-be. and four in ten had a main shopper aged between 25 and 34. which went live in February 2010. plus a new Huggies logo incorporating a baby’s handprint. features a ‘real-time’ video of a baby growing in utero. Years Ending December 2008 and 2009 .. 595 285 180 137 837 1. with the theme ‘Everyday Discoveries’. 7% of all adult main shoppers said that their household had used disposable nappies during the year ending September 2009. © Key Note Ltd 2010 30 .512 1. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010.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.. called ‘9 months in vivo’. This rose to 19% in households where the main shopper was aged between 25 and 34 years.006 1.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000). The site.3). Seven in ten purchasers of disposable nappies lived in households with a main shopper aged between 25 and 44. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years.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

31

Baby Products

Baby Transport and Nursery Furniture

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

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

© Key Note Ltd 2010

32

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

33

0 2008 134 3.6 59 -4.9 2009 137 2. Retail sales of nursery furniture.2 63 -3. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 124 3.9 65 -1. Table 4.1 286 2008 231 3.3 2007 129 4.6 293 2009 237 2. 2005-2009 2005 Prams.3: The UK Market for Baby Transport by Sector by Value (£m at rsp).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.2 120 - Source: Key Note © Key Note Ltd 2010 34 . having grown from £120m in 2005.6 62 -1.4: The UK Market for Nursery Furniture by Value (£m at rsp).Baby Products Baby Transport and Nursery Furniture Table 4. pushchairs and baby carriers % change year-on-year Car safety seats % change year-on-year Total rsp — retail selling prices † — does not sum due to rounding 2006 216 2. including cots. reached £137m in 2009. highchairs. cribs and mattresses. playpens and changing units.5 281 2007 223 3.

including Mothercare. a Canadian company that has had a UK presence since 1988. with Britax Excelsior being particularly important within the market for dedicated child car seats. Table 4. © Key Note Ltd 2010 35 . Bébécar and Cosatto.5 23 4. There is also a wide range of suppliers to the baby-transport market. Maclaren and Mothercare’s own brand.9 134 2009 93 1.0 124 2007 89 3. cribs and mattresses easily constitute the largest segment.3 18 5. Other companies of importance in this sector include Chicco. 2005-2009 2005 Cots. Graco. with many small companies — as well as larger manufacturers and retailers.3 129 2008 92 3.0 16 0.5: The UK Market for Nursery Furniture by Sector by Value (£m at rsp). with retail sales estimated at £93m in 2009.1 25 4.5 17 6.6 137 82 22 16 120 Source: Key Note SUPPLIERS The market for nursery furniture is highly fragmented. Dorel. The largest of these are Mamas & Papas.2 19 5.4 24 4. 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. Baby-transport brands marketed by Dorel include Maxi-Cosi. Babies R Us and Mamas & Papas — producing ranges of furniture and accessories. Quinny and Bébé Confort.Baby Products Baby Transport and Nursery Furniture Cots. operates in both the baby-transport and feeding/safety-equipment sectors.9 22 0.

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

) © Key Note Ltd 2010 37 . the majority of expenditure within the category was accounted for by a large number of brands (186) spending less than the threshold amount. however. (A separate. Again. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. MARKETING AND ADVERTISING The highly fragmented nature of this sector of the baby-products market is illustrated by the fact that. Maclaren received some adverse publicity towards the end of 2009. the company distributed hinge covers to all purchasers of the strollers in the US.000) for a separate listing in its published figures. Dorel launched a new range of Maxi-Cosi car seats: the Pebble for infants and the Pearl for toddlers. In March 2010. Britax Excelsior Ltd announced that it would offer a free ‘precautionary’ remedy kit for one of its stroller models. In March 2010. during the 12 months ending December 2009. having detected a potential risk of injury to fingers or hands from its folding mechanism. Chicco was the largest spender.Baby Products Baby Transport and Nursery Furniture In October 2009.2m. Both fit onto the new Dorel FamilyFix car-seat base. sold under the Viva and Nexus brands. these covers were issued only to purchasers who contacted Maclaren themselves. In 2008. not a single brand within Nielsen Media Research’s ‘baby carriages and nursery equipment’ category spent more than the threshold (£75.000. Total expenditure in this sector in 2009 was £1. however. accounted for by 214 separate brands. but a routine internal quality check had revealed a potential problem in the mechanical attachment of the IsoFix connectors to the base. From 2010. Following these problems. The recall was estimated to affect 1. undefined category of ‘baby goods’ recorded a total expenditure of £192. all Maclaren strollers of this type are being supplied with hinge covers as standard. in February 2010. In the UK. Dorel voluntarily recalled all FamilyFix car-seat bases sold before 4th March.000 in 2009. The company stated that it had had no complaints or reports of incidents.2 million products. with campaigns for its Trio travel system and Polly highchair brands worth a total of £340. divided between 33 brands. In November 2009. The remedy kit consists of covers to fit over each of the hinges. 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.

TK Maxx began an online campaign on the parenting website Netmums. to promote its new range of nursery products. there was a competition to win a £500 gift card. The campaign was supported by online and point-of-sale materials. In January 2010.188 2009 Britax launched a television advertising campaign in February 2010.711 1.188 1. 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 1.6: Main Media Advertising Expenditure on Baby Carriages and Nursery Equipment by Brand (£000).Baby Products Baby Transport and Nursery Furniture Table 4.283 1. The retailer gave a series of Netmums bloggers (online diarists) money to spend in store and then invited them to talk about the shop and products on the Coffeehouse forum pages. which included links to the nursery range on the TK Maxx website. TK Maxx also ran display advertisements on the Netmums site. reminding parents of the importance of in-car safety and the correct fitting of child car seats. © Key Note Ltd 2010 38 . In addition.

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

8 †165 2006 2007 2008 2009 85 1. 71 68 139 75 5.5 2007 158 6.Baby Products Baby Monitors. Table 5. compared with £139m in 2005. Table 5.6 73 7.4 2009 168 1. Retail sales of feeding equipment have also seen reasonably good growth.8 2008 165 4.3 82 3.2 83 1. with developments such as digital and video monitors helping to maintain value to an extent.2 168 © Key Note Ltd 2010 40 . up from £71m in 2005. Retail sales within the sector were estimated at £85m in 2009.2 158 84 6.2: The UK Market for Baby Monitors.. 2005-2009 2005 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total Table continues.1: The UK Market for Baby Monitors. Home Safety Equipment and Feeding Equipment by Value (£m at rsp). 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 148 6. home safety equipment and feeding equipment reached £168m in 2009.8 139 - Source: Key Note Baby monitors are now a standard purchase for most new parents. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).4 148 79 5.. reaching £83m in 2009. Home Safety Equipment and Feeding Equipment MARKET SIZE Total UK retail sales of baby monitors.3 79 8.

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

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

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 .

1: Total Fertility Rates† in the US.84.74 1.09 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. An International Perspective POPULATION TRENDS There are considerable variations in fertility rates among the Western European countries.84 1.84 1. compared with just 1. at 1. The average fertility rate in the UK is at the higher end of the European spectrum. and the more traditional and family-oriented nature of much of the US population. the estimated total fertility rate (number of children per woman). Table 6.38 1.89 1.09.38 1. 2005-2010 US Western Europe Europe France Norway Sweden Denmark UK Belgium Netherlands Spain Austria Greece Italy Germany 2. In France and Norway.89 1.43 1. is 1. The US has a higher fertility rate than Western Europe.38 1. Denmark is at the same level.Baby Products An International Perspective 6. Europe and Selected European Countries. United Nations Population Division © Key Note Ltd 2010 44 .59 1.77 1.32 in Germany. at 2. the fact that it may be easier for American women to combine work and child-rearing.50 1. A number of explanations have been put forward for this. for example.89. including: a higher birth rate among the majority Hispanic population. averaged across the years from 2005 to 2010.87 1.

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

the baby-products industry has recognised that economic realities also impinge on parents. In March 2010. this has resulted in a smaller consumer base. This was refuted by Teresa May in the Conservatives’ own Mumsnet advertisement. including weaning sets and toddler cups. priced at £1. from the premium brand Pampers. Prior to this. with all of the main parties competing for the family vote. 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. dubbed ‘biscuit-gate’. Labour took an advertisement on the main forum page of the Mumsnet site. pricing its Little Angels New Arrivals product at £1 for 48 nappies. ASDA went one step further. Fisher-Price launched a value range of toddler-feeding accessories. 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’. • Smaller family sizes — these can mean higher disposable income and greater expenditure per child.Baby Products PEST Analysis 7. claiming that the Conservatives aimed to limit child tax credits to families earning less than £31.000 a year. The nappies were typically priced at 11 pence each. © Key Note Ltd 2010 46 . These include: • The falling birth rate — by definition. The Simply Dry nappy range. was introduced in July 2009. compared with around 20 pence for a standard Pampers nappy. SOCIAL FACTORS Many social and demographic factors have a strong influence on the market for baby products. in February 2010. Samantha Cameron’s announcement of her pregnancy in the run-up to the election added to the ‘family focus’ of the campaign.99 each. In February 2010. and a number of ‘value’ products have been introduced. ECONOMIC FACTORS Although spending on children is often the last thing to be reduced in recessionary times. predictably.

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

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

just over half (53%) of the sample acknowledged that the cleansing and sterilising that was necessary meant that bottle feeding could be hard work. March 2010 .1: Attitudes Towards Baby Products and Related Issues (% of respondents).Baby Products Consumer Dynamics Table 8. or hardly ever. © Key Note Ltd 2010 49 . Bottle feeding seems to have a slight advantage in terms of practicalities: nearly two-thirds (64%) of respondents said that bottle feeding was easier for parents than breastfeeding.table continued New Versus Second-Hand Baby Equipment (cont. Breastfeeding Versus Bottle Feeding Nearly half (47%) of respondents agreed that breastfeeding is much better for babies than bottle feeding. whereas just under three in ten (29%) asserted that bottle feeding can be just as good as breastfeeding. March 2010 29 47 46 45 80 17 63 Nappies Nearly six in ten respondents (59%) agreed that they were concerned that disposable nappies might be harmful to the environment. used I wish I had done more research/been better informed before I bought my baby equipment Source: Key Note/NEMS Market Research.) 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.. Four in ten were users of reusable nappies. However.. However. either currently or in the past. this proportion almost exactly matched the proportion (60%) who acknowledged that they used (or had used) only disposable nappies.

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. and women were more likely than men to do so (63% of women. However. the plethora of products can also be very confusing.Baby Products Consumer Dynamics New Versus Second-Hand Baby Equipment Current economic conditions. and there is clearly a need for help and guidance to enable purchasers of baby equipment to make informed decisions. 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%). Just over a quarter (26%) said that it was important for them personally to buy all baby equipment brand new. favour ‘passing on’ baby equipment. © Key Note Ltd 2010 50 . Levels of concern were highest among respondents living in the Midlands (63%) and lowest among those living in the North (55%). and nearly three in ten (29%) wished that they had been better informed before buying baby equipment. Nearly two-thirds (65%) of over-45 year-olds who bought products for babies and/or small children were concerned about this. Choosing Baby Equipment The wide variety of baby equipment that is currently available certainly makes life easier for parents in some respects. 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. rather than discarding it. and 17% said that they would not even accept used baby equipment from friends and family. especially for new parents. DETAILED ANALYSIS Nappies Older respondents tended to be more aware than younger respondents of the environmental impact of disposable nappies. compared with 53% of men). the potential dangers of using a second-hand car seat have been well publicised. compared with just 29% of 16 to 24 year-olds. and 45% of respondents agreed that parenting is now easier than it was a decade ago because of this. A very high proportion of respondents (78%) agreed that it is perfectly acceptable to use second-hand equipment as long as one is satisfied that it is safe to do so. and nearly two-thirds (63%) of respondents agreed that they would never buy this item of baby equipment second-hand.

and Use of. Table 8. compared with 53% of respondents from the Midlands.” S2:” I use/have used only disposable nappies as opposed to non-disposable nappies. March 2010 S1: “I am concerned that disposable nappies are harmful to the environment. March 2010 © Key Note Ltd 2010 51 .2: Attitudes Towards. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. Source: Key Note/NEMS Market Research. Disposable Nappies (% 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+ 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. Around two-thirds (67%) of those living in the South had used only disposables.Baby Products Consumer Dynamics Just 42% of those aged over 45 had used only disposable nappies for their children. compared with 86% of 16 to 24 year-olds. 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+ 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. and those who do not have children under 16 but do buy things for babies and/or small children nowadays.3: Use of Non-Disposable Nappies (% of respondents). Source: Key Note/NEMS Market Research. March 2010 S3: “I use/have used non-disposable nappies. Women (46%) were much more likely than men (29%) to agree that they used or had used non-disposable nappies. This may be related to the fact that disposable nappies have become widely available only relatively recently.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%). but differences in penetration by region or social grade were fairly slight. Table 8. 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 .

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

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

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

Table 8. being more likely than those in other regions to say that this is important to them (32%) and the least likely to think that it is acceptable to buy second-hand (still a relatively high 74%). 46 54 5 23 31 41 39 61 100 S8 PP% Pen% 100 36 64 5 23 33 39 48 52 78 71 83 74 80 82 75 81 76 S9 PP% Pen% 100 46 54 10 19 29 42 39 61 26 31 23 54 22 24 27 22 30 © Key Note Ltd 2010 56 .. compared with around seven in ten men (71%). In addition. The 16 to 24s were the keenest on buying all baby equipment brand new. There was something of an ABC1/C2DE split. Northern respondents were the most likely to prioritise purchases of new equipment for their babies.” S9: ”It is important to buy all baby equipment brand new. fewer than one in four women (23%) held this view. March 2010 S8: “It is perfectly acceptable to use second-hand baby equipment as long as you are satisfied it is safe.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. More than eight in ten women (83%).6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents)..Baby Products Consumer Dynamics New Versus Second-Hand Baby Equipment Buying all baby equipment brand new is of rather less importance to women than it is to men. while just over three in ten men (31%) said that it is important to buy all baby equipment brand new. agreed that second-hand baby equipment is perfectly acceptable to use. with the former (generally more affluent) social grades being more relaxed about buying second-hand and less concerned that everything should be new. Second-hand baby equipment was more acceptable to those in the age groups between 25 and 44 than it was to younger or older respondents.

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

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

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

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

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

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

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).Baby Products Consumer Dynamics Table 8.” 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. and those who do not have children under 16 but do buy things for babies and/or small children nowadays.. March 2010 . Source: Key Note/NEMS Market Research. March 2010 © Key Note Ltd 2010 63 . those who are hoping to start a family within the next 2 years.

1: Financial Results for Britax Childcare Holdings Ltd (£000). Australia (where the products are marketed under the Steelcraft and Safe n Sound brands) and the US. Profitability Britax Childcare Holdings Ltd reported a turnover of £183. Table 9. for £230m.331 -522 © Key Note Ltd 2010 64 .co.418 -7. Supplier Profiles INTRODUCTION This chapter profiles some of the leading manufacturers and specialist retailers operating in the sectors covered by this report. multiple retailers and vehicle original equipment manufacturers (OEMs) in Europe. The activities of multiple retailers operating within the baby-products sector in addition to other activities are discussed in Chapter 2 — Strategic Overview.261 31/12/07 163. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. manufactures and markets child safety products in the UK.3m and a pre-tax loss of £522. the company also offers infant carriers and wheeled goods. The company designs. Britax Childcare’s headquarters are in Chertsey.uk 148. by the private-equity company Carlyle Group in September 2005. Surrey. Known chiefly for its children’s car seats. It distributes these products through independent specialist retailers. BRITAX CHILDCARE HOLDINGS LTD Corporate Strategy Britax Childcare Holdings Ltd was acquired from its former parent company.208 31/12/08 183.000 for the year ending 31st December 2008. assembles.Baby Products Supplier Profiles 9.715 -8. the aircraft-interior and vehicle-safety-equipment manufacturer Britax International.

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

and acquired the UK and European manufacturing licence for the US Tommee Tippee brand of baby-feeding equipment and accessories in 1965. In 1983. In 2003. Years Ending 31st December 2007-2009 31/12/07 Turnover Pre-tax profit Source: myicc. JACKEL INTERNATIONAL LTD (MAYBORN GROUP) Corporate Strategy Jackel International Ltd. The recall was estimated to affect 1. a British company producing the Nappy Wrapper nappy-disposal system. Jackel International moved to a single-brand strategy. In August 2003. a supplier of reusable cotton nappies (November 2004). was launched in 2006. and Tube Plastics. Jackel acquired the long-established Maws baby-feeding-equipment brand. The product can also be transformed into a travel system for twins with the addition of two Graco car seats. and 2 years later the Mayborn Group bought Sangenic. relaunching the Maws and Sangenic brands as Tommee Tippee. a double pushchair designed to accommodate one child from birth and another from the age of 6 months. The Graco Quattro Tour Duo. was launched towards the end of 2009.co. The Mayborn Group was acquired by the private-equity company 3i in 2006. the company that launched the Steri-Bottle pre-sterilised single-use feeding bottle in 1999. the company became part of the Mayborn Group.uk 1.2 million products.2: Financial Results for Graco Ltd (£000).254 574 31/12/08 1. designed to make bottle feeding as similar as possible to breastfeeding. More acquisitions followed. © Key Note Ltd 2010 66 . a manufacturer of outdoor play equipment (March 2005). including Cotton Bottoms Ltd. Graco voluntarily recalled 65 models of its Harmony High Chair. based in Newcastle. The Tommee Tippee Closer to Nature range of feeding equipment. which also produces fabric dyes under the Dylon brand.249 542 31/12/09 850 172 Recent and Future Developments In March 2010. began life as a manufacturer of hair and nail products.Baby Products Supplier Profiles Table 9. In 1995. Jackel acquired Steri-Bottle UK. due to reports of loose screws and falling brackets that could cause the chair to tip.

© Key Note Ltd 2010 67 . Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.co. and Explora toddler cups and feeding products. The Closer to Nature and Explora brands were marketed in the US as being designed to help relieve common feeding anxieties among mothers. including Andrex and Kleenex.2m for the year ending 31st December 2008.589 1. launched in the US in 1978.539 31/12/08 38.049 6. and introduced into the UK in the mid-1990s.3: Financial Results for Jackel International Ltd (£000).uk 31.112 31/12/07 33.223 Recent and Future Developments In January 2010. A new star-shaped Tommee Tippee logo was also launched in February 2009.517 5. taking it back to its original roots. In February 2009. were initially available only through Babies R Us in the US. KIMBERLY-CLARK LTD Corporate Strategy Kimberly-Clark Ltd is the UK subsidiary of the Dallas-based Kimberly-Clark Corporation. Table 9. which produces a number of household paper brands. 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. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK.Baby Products Supplier Profiles Profitability Jackel International Ltd reported a turnover of £38m and a pre-tax profit of £6. but they moved into Toys R Us stores in April. The Closer to Nature brand of baby-feeding equipment. Mayborn launched the Tommee Tippee brand in the US. Huggies is Kimberly-Clark’s disposable-nappy brand.

plus a new Huggies logo incorporating a baby’s handprint. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. also includes tips for mothers-to-be.6m for the year ending 31st December 2008. with the theme ‘Everyday Discoveries’. called ‘9 months in vivo’.551 31/12/08 623.263 143.co. features a ‘real-time’ video of a baby growing in utero. Little Walkers.6m and a pre-tax profit of £48. Natural Fit. for babies from 19 to 60 pounds.954 31/12/07 614. The company also produces Huggies-branded wipes and disposable changing mats.552 Recent and Future Developments In April 2010.4: Financial Results for Kimberly-Clark Ltd (£000). Parents were encouraged to upload photos and videos of their child exploring their world. for babies from 0 to 3 months. © Key Note Ltd 2010 68 .Baby Products Supplier Profiles The Huggies range includes: Huggies Preemies (for premature babies). An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010.uk 602. Table 9. with flexible sides.233 53. which went live in February 2010. shaped like pants. Newborn. and Pull-Ups potty-training pants. Profitability Kimberly-Clark Ltd reported a turnover of £623. The site. A global website for Huggies. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. Super-Dry. Little Swimmers swimming nappies.649 48. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. designed to keep babies dry for up to 12 hours. in a range of sizes for babies from 11 to 27 pounds.

The company was purchased by the Sunleigh Group in 1994. In November 2009. Later the same year. founded in Northampton in the late 1960s. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.623 Recent and Future Developments In July 2009. with the invention of the lightweight ‘baby buggy’. the company distributed hinge covers to all purchasers of the strollers in the US. Profitability Maclaren Europe Ltd reported a turnover of £31m and a pre-tax loss of £3.978 -3. In the UK.880 31/12/08 30. a wholly owned subsidiary that markets the company’s products in the US and Canada.484 31/12/07 23. Also in July 2009. fitting onto the buggy for the baby’s first few months.Baby Products Supplier Profiles MACLAREN EUROPE LTD Corporate Strategy Maclaren began life as Andrews Maclaren Ltd. Table 9.232 -1. a manufacturer of nursery products and pushchairs. Hestair purchased Cindico. Maclaren’s Techno XLR travel system was expanded with the introduction of a soft carrycot that is compatible with the system. a range of organic skincare products for mothers and babies. © Key Note Ltd 2010 69 . Maclaren received some adverse publicity towards the end of 2009.co. Maclaren launched Beginning. Maclaren USA.5: Financial Results for Maclaren Europe Ltd (£000). From 2010. all Maclaren strollers of this type are being supplied with hinge covers as standard. was established in 1999.6m for the year ending 31st December 2008. In November 2009. the company became Hestair Maclaren. these covers were issued only to purchasers who contacted Maclaren themselves. Hestair PLC was purchased by BET in 1990 and there was a management buy-out of Hestair Maclaren during the same year.uk 19.442 -1. Following its 1988 acquisition by Hestair PLC. 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.

2m for the year ending 29th March 2009.7m and a pre-tax loss of £1.816 2. and Rotherham (November). The brand also encompasses maternity and baby wear. Mamas and Papas’ products are sold through a wide range of outlets.uk 83. and pre-school toys. nursery furniture and bedding. Profitability Mamas & Papas Ltd reported a turnover of £87.656 -1.382 1. including one in the Westfield Shopping Centre in West London. including John Lewis. The company also has a chain of more than 50 dedicated stores in the UK and the Republic of Ireland.182 Recent and Future Developments A number of new Mamas & Papas stores were opened during 2009.789 29/03/09 87. Mamas & Papas further expanded its retail operations in November 2009. pushchairs and car seats). Table 9. 30th March 2008 and 29th March 2009 01/04/07 Turnover Pre-tax profit Source: myicc. run on a franchise basis. Others included Liverpool (in September). Manchester (May) and Broadstairs (June). 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. Selfridges. The company’s range includes baby transport (in the form of prams. which was opened in February.438 30/03/08 83. Harrods and more than 500 independent dealers. was founded in 1981 by the Scacchetti family and is still family owned.co. © Key Note Ltd 2010 70 . Years Ending 1st April 2007. Hull and Aberdeen (both in October).Baby Products Supplier Profiles MAMAS & PAPAS LTD Corporate Strategy Mamas & Papas Ltd. 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.6: Financial Results for Mamas & Papas Ltd (£000).

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

6m and a pre-tax profit of £42. it expects to have 65 Indian stores by the end of 2010. In October. The company opened its 50th store in Russia in December 2009.Baby Products Supplier Profiles As at mid-November 2009. Table 9. and 694 franchised international stores.500 28/03/09 723. Toys from Mothercare’s Early Learning Centre range are already sold through 400 Boots stores. featuring the musician. there were 389 UK stores in the Mothercare group.500 18.2m for the year ending 28th March 2009. Early in 2010. The Mothercare group opened 115 international stores during 2009. Profitability Mothercare PLC reported a turnover of £723. mostly on a franchise basis.co.uk 498. Much of the company’s international growth came from India and Russia. is to be launched in autumn 2010. fell into administration in January 2010.200 Recent and Future Developments In February 2010. Mothercare announced that it would be supplying Boots with a new range of children’s clothes and accessories. the company announced a joint venture in India.900 29/03/08 676. A brand-awareness campaign for Mothercare.7: Financial Results for Mothercare PLC (£000). which previously supplied Boots with children’s clothing. Adams Childrenswear. was launched in October 2009 on the pre-school television channel Cartoonito. 62 of which were opened during the 6 months to November. © Key Note Ltd 2010 72 . Years Ending 31st March 2007. television presenter and ‘celebrity mother’ Myleene Klass. 29th March 2008 and 28th March 2009 31/03/07 Turnover Pre-tax profit Source: myicc.800 4. currently unnamed.600 42. up from 28 in 2009. The brand. Mothercare announced plans to launch Mothercare in Australia and the Early Learning Centre in South Africa.

including breast pumps and breastfeeding accessories. It should be noted that these figures cover a wide range of items other than baby products. skincare products and changing bags.uk.8: Financial Results for Philips Electronics UK Ltd (£000).co. Table 9.2m for the year ending 31st December 2008.800 33. mybabytalk.200 Recent and Future Developments Philips launched an advice website for new mothers.400 4. bottle and food warmers. It also incorporates baby monitors and digital thermometers. baby bottles and toddler-feeding equipment. was purchased by the Dutch electronics company Royal Philips Electronics in September 2006 and renamed Philips Avent. soothers.Baby Products Supplier Profiles PHILIPS AVENT Corporate Strategy The Avent brand.900 31/12/07 812.200 65.4m and a pre-tax profit of £4.uk 682. © Key Note Ltd 2010 73 . Profitability Philips Electronics UK Ltd reported a turnover of £827. The brand is now part of Philips’s Consumer Lifestyle division. which also includes shaving and oral-healthcare products. launched in 1984. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. in February 2009.100 31/12/08 827.co. The Philips Avent product range includes a wide variety of feeding equipment. Virtually all Philips Avent products are designed and manufactured at the company’s factory in Suffolk.

is designed to provide protection from bedwetting for children aged 4 to 12 years. was founded in 1837 and expanded into the UK in 1930.9: Financial Results for Procter & Gamble Product Supply (UK) Ltd (£000). Active Fit. based in Ohio.co.697 Recent and Future Developments In January 2010. which have Secure-Me fasteners that overlap for a snugger fit. and Baby Dry. Pampers launched its ‘value’ nappy brand. with Extra Sleep Layer for night-time use. Years Ending 30th June 2007-2009 30/06/07 Turnover Pre-tax profit Source: myicc.347 30/06/09 209.273 34. Simply Dry. Pampers recently launched two new products: UnderJams and Simply Dry (see Recent and Future Developments). The range. Table 9.uk 258.3m and a pre-tax profit of £34. These figures cover a broad range of household products and toiletries. which was introduced to the UK in 1982. Easy Up Pants for older babies. Profitability Procter & Gamble Product Supply (UK) Ltd reported a turnover of £209. in July 2009. The company also produces Pampers Wipes and Kandoo Wipes. the Pampers brand launched UnderJams. in an attempt to compete with supermarkets and discount retailers. with Comfort Stretch for babies who can move.528 30/06/08 271. Feel N Learn potty-training pants.073 38. © Key Note Ltd 2010 74 . with high leg cuffs for extra protection. for use by toddlers who are being toilet trained. Sunnies Swim Pants.Baby Products Supplier Profiles PROCTER & GAMBLE Corporate Strategy The US company Procter & Gamble. in the form of absorbent pants shaped like underwear. The Pampers disposable-nappy portfolio includes: Pampers New Baby (including Micro for premature and very small babies). its first product for older children.006 40.7m for the year ending 30th June 2009. The company produces the Pampers nappy range.

714 -996 Recent and Future Developments A new range of baby monitors — the Classic Monitor TA100.Baby Products Supplier Profiles TOMY UK LTD Corporate Strategy Tomy UK Ltd.030 31/03/09 42.159 2.10: Financial Results for Tomy UK Ltd (£000). but the Tomy name has been retained for all international subsidiaries. a Japanese-owned company.co. including baby monitors. Tomy announced that it had signed an agreement with Perry Innovation Ltd to distribute the BabyDam Bathwater Barrier in Europe. Profitability Tomy UK Ltd reported a turnover of £42. feeding equipment for toddlers.189 3. In August 2009. BabyDam turns a normal-sized bath into a smaller bathing space suitable for babies and toddlers. following the 2006 merger of Tomy with its rival toy company Takara. is principally a manufacturer of toys and games. © Key Note Ltd 2010 75 .7m and a pre-tax loss of £996. and baby activity toys.683 31/03/08 51. which can be customised to co-ordinate with the nursery colour scheme.000 for the year ending 31st March 2009. Table 9. cot guards and bedrails. the Digital Monitor TD300 and the Digital Plus Monitor TD350 — was launched in February 2010. it also produces a range of baby products. The last of these includes a multicoloured nightlight. baby carriers.uk 47. The parent company in Japan is named Takara-Tomy. However. Years Ending 31st March 2007-2009 31/03/07 Turnover Pre-tax profit Source: myicc.

3 2. Government projections suggest that. Table 10. in mid-2014.326 -0. the number of infants aged under 1 year will stand at 777. 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 -0.1 775 -0.8 784 -0. the number of children aged between 1 and 2 years will fall slightly.000 — exactly the same figure as in 2010.1 Note: figures may not sum due to rounding. with the total population of under-3s standing at 2.6 789 4.6 2012 774 -0.3 775 0.335 -0.1 2014 777 0.1 775 0.1: Forecast Number of Children in the UK Aged 0 to 2 Years (000).8 783 -0.6 2.9 2011 775 -0.326 0.0 2.4 2013 775 0. During the period between 2010 and 2014. following increases between 2005 and 2008.9 2. Government Actuary’s Department © Crown copyright © Key Note Ltd 2010 76 .324 -0.348 0.4 2.1 774 -0.3 777 -0. Source: 2008-Based Population Projections.Baby Products The Future 10.1 775 -0.3 777 -0. The Future DEMOGRAPHIC TRENDS The next 5 years will see a stagnation of the birth rate.3 million in mid-2014.

2010-2014 2010 Baby transport % change year-on-year Table continues.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.0 2013 311 1. with retail sales reaching £314m by 2014.1 Source: Key Note Baby Transport and Nursery Furniture The market for baby-transport equipment is forecast to grow relatively slowly during the next 5 years. Disposable Nappies The market for disposable nappies will continue to grow at a slow rate over the next 5 years. with retail sales reaching £555m by 2014. but from a lower base. Table 10.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).2: The Forecast UK Market for Disposable Nappies by Value (£m at rsp). retail sales in this sector are forecast to reach £154m.0 2012 307 1.3 2012 545 1.9 530 2.3 2014 314 1. 301 1. Companies will continue to turn outside the UK for growth.9 2014 555 0. Table 10.. looking at markets in Asia and Eastern Europe. By 2014.0 © Key Note Ltd 2010 77 . 2010-2014 2010 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2011 537 1. where birth rates are higher. There will be slightly higher growth in nursery furniture.5 2013 550 0.3 2011 304 1..

6 174 3. 2010-2014 2010 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 90 2.. Home Safety Equipment and Feeding Equipment Retail sales of baby monitors and home safety equipment are forecast to reach £98m by 2014.8 2014 154 2.table continued 2010 Nursery furniture % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 144 2.9 442 1.7 462 1.7 2014 98 2..Baby Products The Future Table 10.1 448 1.4 2012 147 2.2 188 2.4 183 3. with sales of feeding equipment totalling £94m.8 Source: Key Note Baby Monitors.2 192 2. 2010-2014 .4: The Forecast UK Market for Baby Monitors.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).3 141 2.6 Source: Key Note © Key Note Ltd 2010 78 .1 94 2.3 87 1. Table 10.2 92 2.5 86 3.1 454 1.3 2013 151 2.7 2012 93 3.2 177 1.4 2013 96 3.1 88 3.3 90 3.0 468 1. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).

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

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

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

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

These terms are explained in the following table.9 2.0 . Number.557 10. Penetration Tables used in Key Note reports may give figures for the Number. etc. etc.0 61. members of one family. Across The % of 15-24 year-olds. usually.9 0. Profile. Profile. • Adults — any person aged 15 or over. Table Heading Population Number (000) 13. who are users.045 2. but not always. housewives. and/or Penetration.Baby Products Understanding TGI Data Understanding TGI Data TGI tables. • Housewives — a member of a private household who is solely or mainly responsible for the household duties.5 71.2 Source: Target Group Index. The total number of adults. 1.4 55.7 19. social grade and standard region.535 Profile (%) 100. produced by Kantar Media.1 .0 Penetration (%) 66. © Key Note Ltd 2010 83 . 7. 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.697 Down The % of each subgroup who are users.4 All housewives Age 15-24 25-34 Social Grade AB C1 Region Greater London 20. 1995 TGI data used in Key Note reports are broken down by age. © Kantar Media.371 This is the projected number of people in each subgroup who use the product.03 12. who live together and whose food and other household expenses are managed as one unit. households. Each subgroup should total 100% vertically.

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

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

financial services and industrial sectors. lifestyle. Title Edition Published Title Edition Published Market Reports and Reports Plus A China & Earthenware Cigarettes & Tobacco Cinemas & Theatres Closed-Circuit Television Clothing Manufacturing Clothing Retailing Commercial Radio Commercial Vehicles Computer Hardware Computer Services Computer Software Confectionery Consumer Internet Usage Consumer Magazines Contraception Contract Catering & Foodservice Management Contract Cleaning Cooking Sauces & Food Seasonings Corporate & Promotional Giftware Corporate Hospitality Cosmetics & Fragrances Cosmetic Surgery Courier & Express Services D 27 23 9 11 15 7 8 15 8 8 7 28 4 17 4 21 21 4 3 6 23 8 15 3 5 11 3 4 1 2 19 7 13 1 14 5 2010 2009 2001 2009 2008 2009 2004 2009 2010 2008 2008 2010 2000 2010 2009 2010 2010 2010 2008 2007 2010 2010 2008 2004 2008 2010 2000 2009 2009 2003 2009 2009 2009 2007 2009 2005 Access Control Accountancy Aerospace Agrochemicals & Fertilisers Air Freight Airlines Airports Animal Feedstuffs Arts & Media Sponsorship Automatic Vending Automotive Services Autoparts B 11 13 12 3 2 21 14 11 3 24 7 19 14 2 22 17 19 16 25 14 27 15 5 16 10 13 10 14 10 13 17 16 13 13 8 15 2010 2009 2003 2002 2005 2010 2010 2001 2008 2010 2010 2009 2009 2007 2009 2010 2007 2009 2010 2009 2008 2008 2010 2008 2009 2008 2010 2009 2004 2002 2009 2009 2010 2010 2009 2009 Baths & Sanitaryware Bearings Betting & Gaming Biscuits & Cakes Book Publishing Bookselling Bread & Bakery Products Breakfast Cereals Breweries & the Beer Market Bricks & Tiles Bridalwear Builders’ Merchants Building Contracting Building Materials Bus & Coach Operators Business Press C Dark Spirits & Liqueurs Debt Management (Commercial & Consumer) Defence Equipment Design Consultancies Digital Broadcasting Digital Communications Digital TV Direct Marketing Discount Retailing Disposable Paper Products Document Imaging Systems Domestic Heating Dry Cleaning & Laundry Services Cable & Satellite TV Camping & Caravanning Canned Foods Carpets & Floorcoverings Catering Equipment Chemical Industry Childrenswear Chilled Foods © Key Note Ltd 2010 86 . The total range covers consumer.Baby Products The Key Note Range of Reports The Key Note Range of Reports Key Note publishes over 180 titles each year. across both the Key Note and Market Assessment product ranges.

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

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

Baby Products The Key Note Range of Reports Title Edition Published Title Edition Published DIY & Home Improvements Industry Drinks Market Energy Industry Film Market Food Industry Healthcare Market Insurance Industry The Legal Services Market Leisure & Recreation Market Leisure in the Home Leisure Outside the Home Local Government Services Mechanical Handling Motor Industry Music Industry Office Equipment Industry Packaging (Food & Drink) Industry Passenger Travel in the UK Pharmaceuticals Industry Process Plant Industry Publishing Industry Railway Industry Security Industry Sports Market Travel & Tourism Market UK Internet Market B2B Marketing 11 19 8 2 20 10 10 1 15 2 2 3 1 12 2 9 1 5 6 1 13 2 13 13 16 1 2009 2009 2010 2009 2010 2005 2009 2005 2005 2008 2008 2010 2001 2008 2010 2010 2003 2007 2008 2000 2010 2006 2010 2010 2009 2009 Business Travel Market C Cable and Satellite Services Charity Funding Childcare Children’s Publishing Clothing Retailers Coffee & Sandwich Shops Commercial Dynamics in Financial Services Commercial Insurance for Small Businesses Condiments and Sauces Consumer Credit & Debt Contact Centres Contraception Cooking & Eating Cross-Border Shopping Cruise Market Customer Loyalty in Financial Services Customer Magazines & Contract Publishing Customer Relationship Management Customer Services in Financial Organisations C2DE Consumer D Diet Foods DINKY Market Direct Insurance 2008 2009 2007 2000 2010 2000 2006 2010 2000 2000 2002 2007 2003 2002 2008 Direct Mortgages Domestic Lighting and Electrical Products Domestic Telecommunications E E-Commerce: The Internet Grocery Market E-Commerce: The Internet Leisure & Entertainment Market Electronic Banking EMU — The Impact on the UK Financial Services Industry E-Recruitment E-Shopping Estate Agents and Services Ethnic Foods European Electricity Industry European Gas Industry 2008 2008 2002 2005 2008 2008 2000 2009 2005 2009 2008 2007 2010 2002 2009 2000 2008 2000 2009 2008 2010 2008 2009 2007 2010 2008 2000 2006 Market Assessment Reports A ABC1 Consumer Activity Holidays Advertising Agencies All-Inclusive Holidays Alternative Healthcare Audio-Visual Retailing B Baby Foods Baby Products Baths and Showers Beds. Bedrooms and Upholstered Furniture Betting and Gaming Book Retailing on the Internet Bottled Water Bridalwear Business Postal Services 2009 2008 2008 2003 2006 2002 2010 2002 2007 2007 © Key Note Ltd 2010 89 .

Baby Products The Key Note Range of Reports Title Edition Published Title Edition Published 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 .

No part of this publication may be reproduced. 7 High Street. Richmond Upon Thames. It is the responsibility of the caller to ensure that these data are up to date. Designs and Patents Act 1988. If you have any queries regarding the CTPS legislation you may find the following website useful: www. TW11 8EE Telephone: 0845-504 0452 Stringent efforts have been made by Key Note to ensure accuracy. it is unlawful for a business to make an unsolicited sales & marketing call to a corporate subscriber if it is either registered with CTPS or has requested NOT to receive such calls.gov. Teddington. as of the date created.ico. Under the new Privacy and Electronic Communications Regulations 2004. stored in an electronic retrieval system or transmitted save with written permission or in accordance with the provisions of the Copyright. 5th Floor. However. due principally to the fact that data cannot always be verified. Published by Key Note Ltd.uk © Key Note Ltd 2010 91 . Key Note cannot accept responsibility for such errors or omissions. Key Note Ltd holds and regularly updates (every 28 days) its data in accordance with the regulations and ensures that its data are compliant. it is possible that some errors or omissions may occur. not as the sole basis for taking such decisions. Harlequin House. Minerals & Supplements W White Goods Women Over 45 Working Women 2000 2007 2009 2009 2010 2009 2010 2008 2009 2003 2008 2007 2005 © Key Note Ltd 2010 All rights reserved. Key Note Ltd does not hold itself liable for any subsequent legalities. copied.Baby Products The Key Note Range of Reports Title Edition Published Title Edition Published R The Railway Industry Ready Meals Recycling and the Environment Retail Credit Retail Development Rural Economy S Savings & Investments Saving Trends in the Eurozone Singles Market Shopping Centres Short Breaks Slimming Market Small Businesses & Banks Small Office Home Office Consumer Small Office Home Office Products Social Media Marketing The Soup Market Sponsorship Supermarket Own Labels Supermarket Services Sweet & Salty Snacks 2007 2002 2009 2008 2004 2009 2010 2001 2001 2010 2001 2000 2009 2007 2009 2004 2001 2000 2000 2001 2009 T Teenage Fashionwear Teenage & Pre-Teen Magazines Teleworking Trends in Food Shopping Trends in Leisure Activities Tweenagers U Utilities V Vegetarian Foods Vehicle Breakdown Services Vitamins. to assist the making of business decisions. Details supplied by Key Note should only be used as an aid.

Sign up to vote on this title
UsefulNot useful