Market Assessment 2010

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

Baby Products

Baby Products

Foreword

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Baby Products

Contents

Contents
Executive Summary 1. Introduction 1 2

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

2. Strategic Overview

3

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

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....27 Real Nappy Week .............................................28 Table 3................................................................................................................... Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).......................................29 RECENT DEVELOPMENTS ..............30 Table 3.......................29 Table 3...........15 Parenting Magazines...........Baby Products Contents DISTRIBUTION ................................................................................... March 2010 ...............14 Sampling ....16 THE CONSUMER .................................................................................11 COMPETITIVE STRUCTURE.......13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents)...................................10: Selected Parenting Magazines by Average Net Circulation (000).......................................31 Table 3...........................................................................................2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000)............................................................................12: Demographic Profile of Parents............28 MARKET SIZE ......................25 Table 2.....31 © Key Note Ltd 2010 ............................16 Table 2.3: Household Use of Disposable Nappies in the Last 12 Months — Penetration and Profile by Age of Main Shopper in the Household (%)...........................................................................................................................................28 DISTRIBUTION ....................................................................................15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp)......................................................................................................................................................................14 Baby Clubs and Social Networking........................................................................................................ 2009 ....29 CONSUMER TRENDS ..........................................................................................11 Online Retailing.......................................9: Main Media Advertising Expenditure on Baby Products by Selected Major Retailers (£000)...................................................................................................................................... March 2010 ........................ July-December 2009 ............. March 2010 ................................................................................................25 3......28 SUPPLIERS ......4: Household Purchasing of Disposable Nappies in the Last 12 Months — Penetration by Type of Product and Age of Main Shopper in the Household (%)................................22 MARKET FORECASTS ................... March 2010 ............................................................................................27 Alternatives to Disposable Nappies...14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).......................................................................................................................11: Parents...........................1: The UK Market for Disposable Nappies by Value (£m at rsp)......................................................29 MARKETING AND ADVERTISING ..................13 Direct Marketing ........................16 Table 2...................12 Table 2................................................................................................................................. 2005-2009 ................17 Table 2..............................................................................................................................................................................18 Table 2...................... Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents)......................................................................................... Years Ending December 2008 and 2009 ................. Years Ending December 2008 and 2009......................................................................................................................................................................19 Table 2........14 Emma’s Diary ..................................................................... Disposable Nappies 27 BACKGROUND .............................12 Main Media Advertising..................................... 2010-2014 ................................... 2009 ...........................................................................................................................................14 Bounty ..........................................................................................................................................................................12 MARKETING AND ADVERTISING ........................................................

Baby Products

Contents

4. Baby Transport and Nursery Furniture

32

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

5. Baby Monitors, Home Safety Equipment and Feeding Equipment

39

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

6. An International Perspective

44

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

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Baby Products

Contents

7. PEST Analysis

46

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

8. Consumer Dynamics

48

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

9. Supplier Profiles

64

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

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Baby Products

Contents

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

10. The Future

76

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

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

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

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

These include trends in family size. 716 705 681 2.5 2. In mid-2009.7 2.4 2007 756 3.4 †2008 †2009 788 4.3 733 2. After rising steadily between 2005 and 2008.Baby Products Strategic Overview 2.327 2.2 717 1. Table 2.000 a year previously.277 3. 30th June 2005-2009 2005 Age 0 % change year-on-year Age 1 % change year-on-year Age 2 % change year-on-year Total % change year-on-year Table continues.3 732 2. because this group forms its ‘consumer base’.000 babies aged under 1 year in the UK.. the birth rate was projected to fall slightly during 2009.3 million between 2005 and 2009.102 2006 732 2. parental age and parental employment.205 2. there were an estimated 783.1 million to 2.2 716 1.1 2. Number of Children Aged 0 to 2 The population of children aged under 2 years — and particularly those aged under 1 year — is clearly crucial to the baby-products market. compared with 788.153 2..2 756 3.3 783 -0.2 756 3. Strategic Overview MARKET BACKGROUND Demographic and Social Factors A number of interlinked social and demographic factors can have an effect on sales of baby products.6 788 4.6 705 3. The birth-rate increases meant that the total number of children aged under 2 years rose from 2.2 2.1: Number of Children in the UK Aged 0 to 2 Years (000).2 © Key Note Ltd 2010 3 .

86 1. 1971-2008 1971 1981 1991 2001 2002 2003 2004 2005 2006 2007 2008 2. the average number of children per family has remained below two for many years..Baby Products Strategic Overview Table 2.82 1. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) © Key Note Ltd 2010 4 .79 1.79 1.63 1..63 in 2001. By 2008. Government Actuary’s Department © Crown copyright Family Size Despite the recent birth-rate increases. National Statistics/General Register Office for Scotland/Northern Ireland Statistics/2008-Based Population Projections.97 † — the average number of children that would be born to a woman if current patterns of fertility persisted throughout her childbearing life Source: Population Trends 138 (Winter 2009).78 1. It then fell to 1.65 1.97. Table 2. The Total Fertility Rate (TFR) is a method of estimating trends in family size based on the number of children born to women in different age groups in a given year. 30th June 2005-2009 . the TFR in England and Wales was 2.37 1. before gradually rising again. the TFR was 1. In 1971.92 1.1: Number of Children in the UK Aged 0 to 2 Years (000).table continued † — projections Source: Mid-Year Population Estimates.37.2: Total Fertility Rate† in England and Wales.73 1.

The average age at which women give birth for the first time rose by 1. Table 2.7 29.9 31.5 years.7 32. 1997-2007 Birth Order All Births 1997 2000 2003 2006 2007 28. spend per child tends to be higher in smaller families.3 Fourth 31. cots and highchairs. shows that.8 Third 30.4 29.3 28.5 Second 28.5 28.4 31.3 in 1997). compared with 28. and then used for subsequent children. there was a sharp increase in the number of births to women aged 35 and over.4. the average mother in England and Wales was a year older when she gave birth than was the case a decade earlier (29.9 29.3 First 26.5 Source: Social Trends 39 (2009). Older Mothers The average age at which women give birth is still rising steadily. while the number of births to women aged under 25 fell in the 30 years between 1978 and 2008. especially in respect of larger purchases.2 32.1 29. which details the number of births to women in different age groups.3: Average Age of Mother at Childbirth in England and Wales (years). whatever the size of the family.0 31. In 2007.1 26.1 to 27. since such items may well be bought only once. pushchairs. from 26.3 years.0 27.1 29.Baby Products Strategic Overview Smaller families do not necessarily have negative implications for the baby-products market. © Key Note Ltd 2010 5 .5 27.3 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. Overall. such as prams.4 years over the decade between 1997 and 2007.4 32.6 30.2 31.8 29.

1% of all live births in England and Wales in 2008.1 91.3 59.9 173.2 140.6 20.0 †100.0 100.3 134.0 20.7 54. based on data from Social Trends 40 (December 2009).7 8.4: Live Births in England and Wales by Age of Mother (000).0 †100.2 56.5 25 to 34 54.8 352.6 161.5: Live Births in England and Wales by Age of Mother (%).6 26.5 381.9 25. 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. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 40.8 142.4 165.7 166.0 †100.1 36.8 25.1 14.4 377.0 100.1 19.0 121.4 19. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 238.6 Source: Social Trends 40 (December 2009).2 126.0 100.7% in 1978.1 25.6 346.0 373.2 54.2 55.0 † — does not sum due to rounding Source: Key Note. National Statistics © Key Note Ltd 2010 6 . Table 2.4 20.4 35 and Over 5.6 180.4 25.4 35 and Over 34. compared with only 5.9 54.7 385.7 25 to 34 322.0 100.8 251.5 25.1 Total 100.Baby Products Strategic Overview Table 2.3 175.5 362.1 54.6 54.

471 10. pushchairs and other baby-transport products. On the one hand. © Key Note Ltd 2010 7 . and as such are more able to afford premium baby products.080 to 10.Baby Products Strategic Overview The trend for delaying childbirth has had a number of effects on the market for baby products. 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. the annual number of births that resulted in two or more babies increased from 9. They are also — arguably — more informed.131 9.080 8.855 Source: Review of the National Statistician on Births and Patterns of Family Building in England and Wales 2008 (series FM1 number 37). which are also more likely to result in multiple births. more demanding and more anxious about the health and safety of their offspring. However. Between 1998 and 2008. 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.521 9. 1998-2008 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 9. Manufacturers and retailers of baby equipment need to ensure that they meet these needs. 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. it means that women tend to have fewer children overall.907 8.137 10. Table 2.792 8. and more used to a higher standard of living.543 10.855.700 8. older parents tend to be more affluent.861 9.6: Number of Multiple Births in England and Wales.

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

which is held in early October each year. the total UK market for the baby products covered by this report was worth £1. in 2009. Robert Anslow. nursery furniture. soft goods.3 415 2.5 427 2. toys and early learning. 396 405 2. In 2009. baby walkers. Table 2.7: The UK Market for Baby Products by Sector by Value (£m at rsp).9 434 1. 2005-2009 2005 Disposable nappies (£m) % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues.Baby Products Strategic Overview Baby Products Association The Baby Products Association (BPA) was set up in 1945. The BPA’s Technical Committee comprises industry experts and specialists in a wide range of baby and nursery products. The organisation plays an active role in the development of product standards and provides support and specialist services to its members.8 2009 519 2. MARKET SIZE Key Note estimates that.12bn.5 2007 493 1. including wheeled goods. 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 March 2010. The BPA’s Concept and Innovation Awards are presented at the Baby & Child fair. The teat can then be sterilised and returned to the pod to be re-used..2 2008 507 2. child restraints.4 © Key Note Ltd 2010 9 . The BPA appointed a new Managing Director. The Association manages and organises the trade fair BPA Baby & Child. 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).6 475 2006 487 2. with the objective of promoting baby and nursery products in both the UK and Europe..

3% of sales in 2009..7: The UK Market for Baby Products by Sector by Value (£m at rsp).010 - 148 6. 2005-2009 2005 Disposable nappies Baby transport and nursery furniture Baby monitors.8 †100.9 2009 46.0 Source: Key Note The largest sector.2 38.9 2007 46.table continued 2005 Baby monitors. home safety equipment and feeding equipment Total 13.1 38.8 38.7 47.0 † — does not sum due to rounding Source: Key Note © Key Note Ltd 2010 10 .099 3.Baby Products Strategic Overview Table 2. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2006 2007 2008 2009 139 1.8 1.1 168 1..7%).066 2.8 100.0 15.9 2008 46.121 2.0 100.040 3. Table 2.3 38.5 165 4.0 2006 46.0 15.8: The UK Market for Baby Products by Sector by Value (%).4 1. accounting for 46. was disposable nappies.2 14. 2005-2009 .0 14. followed by baby transport and nursery furniture (38.2 †100.0 158 6.5 1.0 100.8 1.0 39.

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

Babyworld is a specialist online-only baby-products retailer. with the Pampers and Huggies brands (supplied by the multinationals Procter & Gamble and Kimberly-Clark) dominating sales.Baby Products Strategic Overview Many independent specialist baby-product retailers now have an online presence. There is much less fragmentation in the market for disposable nappies. 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. © Key Note Ltd 2010 12 . in 2008 and 2009. Boots and specialists such as Mothercare and Babies R Us. which offer own-label items as well as branded products • large specialist baby-products suppliers (for example. which was founded in 1974 and has a large store in Peterborough. Boots and Babies R Us). including Tesco. which was launched in 1998. Kiddicare.000 customers placing orders in 2009.9 details main media advertising expenditure on baby products by major retailers.com. carry their own brands of nappies. Some grocery multiples. including product reviews and discussion forums. including multiple grocery retailers. Sainsbury’s and ASDA. The company’s website offers a wide range of practical information and support for new and expectant parents. They include: • large retailers (such as Mothercare. offers a next-day delivery service and dealt with 400. MARKETING AND ADVERTISING Main Media Advertising Table 2. many of which operate across more than one sector • many niche suppliers that are active in specific market sectors. Mamas & Papas and Graco). COMPETITIVE STRUCTURE A wide range of companies operate in the market for baby equipment.

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

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

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

Table 2. © Key Note Ltd 2010 16 .Baby Products Strategic Overview Parenting Magazines Although it is increasingly challenged by the Internet.534 43. which undertook the survey for Key Note in March 2010.037 222.10: Selected Parenting Magazines by Average Net Circulation (000). if any.003 British adults aged 16 and over: ‘Can you tell me which. of the following apply to you?’ The statements listed in Table 2. NEMS Market Research.480 52.694 178. The average audited circulations for print parenting publications during the 6 months ending December 2009 are shown in Table 2. asked 1. the parenting press is still an important channel for reaching new and prospective parents.10.416 412. 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 36.11 were then read out.772 24.094 THE CONSUMER Key Note’s original research (see Chapter 8 — Consumer Dynamics) used a sample of 477 current or prospective purchasers of baby products.022 10. In order to generate this sample.

Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).003 adults as a whole. but I am hoping to become a parent within the next 2 years I do not have children under 16. Table 2.003 adults aged 16+ 1 5 5 21 3 20 Source: Key Note/NEMS Market Research. and a further 5% were parents of a child or children between 3 and 4 years.Baby Products Strategic Overview Table 2.11.11: Parents. 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). These 477 parents. they did currently buy items for babies and/or young children. aged between 5 and 15 years.12 compares the demographic profile of parents. the total proportion (48%) who fell into one of these categories was lower than the 55% obtained by adding the figures in Table 2. A total of 3% were non-parents who were hoping to start a family within the next 2 years. © Key Note Ltd 2010 17 . although they did not have children under 16. 5% had a child or children aged between 1 and 2 years. March 2010 Just 1% of the total sample had a child or children aged under 1 year. and 20% said that. Since some respondents had children in more than one of the stated age groups. prospective parents and other purchasers with the sample of 1. 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. but I do buy things for babies and/or small children nowadays Base: 1. One in five (21%) had an older child or children.

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

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

.Baby Products Strategic Overview Table 2.13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents).. 22 31 21 17 9 0 4 18 32 46 0 0 32 35 33 0 4 21 51 24 1 4 19 46 30 8 6 13 4 13 9 16 8 6 7 10 5 0 44 4 4 16 0 21 0 0 6 4 3 22 4 8 6 7 21 9 0 16 0 7 17 5 17 8 10 21 4 7 3 8 4 14 5 10 8 16 16 4 8 5 40 16 17 27 49 20 25 7 61 16 23 0 28 25 42 5 50 30 18 1 © Key Note Ltd 2010 20 .table continued I Have a Child/Children Under 1 Year Old I Have a Child/Children Aged 1 to 2 Years I Have a Child/Children Aged 3 to 4 Years I Have a Child/Children Aged 5 to 15 years Sample Profile Working Status Full time† Part time Not working‡ Retired/invalid Standard Region East Anglia East Midlands Greater London North North West Scotland South East South West Wales West Midlands Yorkshire and Humberside Size of Household One Two Three Four Five or more Table continues. March 2010 ...

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

14 shows demographic profiles of Key Note’s prospective parents and others who purchased for babies and/or small children.. 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. March 2010 I Do Not Have Children Under 16. Table 2. Table 2. However. Just under one in four (38%) were aged 35 to 44. 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.14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).Baby Products Strategic Overview Among those taking part in Key Note’s research. more than six in ten parents of babies under 1 year old (62%) were in the 25 to 34 age group. 100 49 51 8 7 18 18 16 13 20 100 34 66 0 15 60 23 1 0 0 100 33 67 0 6 18 9 15 21 31 © Key Note Ltd 2010 22 .. The vast majority (96%) of those with children aged under 1 year were married or cohabiting.

March 2010 . 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.table continued I Do Not Have Children Under 16...14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents).Baby Products Strategic Overview Table 2. 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...

Baby Products Strategic Overview Table 2.. 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..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 © Key Note Ltd 2010 24 . March 2010 .

and only 15% were aged under 25.8 468 1. 2010-2014 2010 Disposable nappies % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues.. those who hoped to become parents within the next 2 years were twice as likely to be female (66%) as male (34%).4 454 1. More than two-thirds (67%) of those who did not have children under 16 but who currently bought products for babies and/or small children were aged over 45. 442 1. These respondents may buy things for family members and friends who are parents and/or may be stocking up for when they become parents themselves..2% per year between 2010 and 2014. 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. Table 2. and more than half (52%) were aged over 55.8 448 1.9 2014 555 0. Interestingly. This demonstrates the importance of ‘grandparent power’ in the baby-products market.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. they are forecast to reach an estimated £1.9 © Key Note Ltd 2010 25 . MARKET FORECASTS The ending of the ‘mini baby boom’ that characterised the period from 2005 to 2008. means that growth in the baby-products market will be relatively slow between 2010 and 2014. Just under one in four (23%) were in the 35 to 44 age group.5 2013 550 0.3 530 2.3 462 1.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).3 2012 545 1. combined with the uncertain economic situation.3% and 2. Total UK sales of baby products at retail selling prices (rsp) are forecast to grow by between 1. The next-largest group of non-parents who purchased baby products were those aged 25 to 34 (18%).1 2011 537 1. In the latter year.22bn.

5 192 2.7 1.4 1.1 1.6 1.7 188 2.2 177 1.182 1.4 183 3.200 1. 2010-2014 .162 1.7 1.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).215 1..146 2.table continued 2010 Baby monitors. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 2012 2013 2014 174 3.3 Source: Key Note © Key Note Ltd 2010 26 .Baby Products Strategic Overview Table 2..

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

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

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

also includes tips for mothers-to-be. and four in ten had a main shopper aged between 25 and 34. with the theme ‘Everyday Discoveries’. Parents were encouraged to upload photos and videos of their child exploring their world. © Key Note Ltd 2010 30 .073 414 109 546 183 2009 CONSUMER TRENDS According to data from Kantar Media (see Table 3.3). Seven in ten purchasers of disposable nappies lived in households with a main shopper aged between 25 and 44. Years Ending December 2008 and 2009 .006 1. features a ‘real-time’ video of a baby growing in utero. This rose to 19% in households where the main shopper was aged between 25 and 34 years.Baby Products Disposable Nappies Table 3. 7% of all adult main shoppers said that their household had used disposable nappies during the year ending September 2009. called ‘9 months in vivo’. A global website for Huggies.. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010. The site.. which went live in February 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. 595 285 180 137 837 1.512 1. plus a new Huggies logo incorporating a baby’s handprint.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000). The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product.

Baby Products

Disposable Nappies

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

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

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

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

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

© Key Note Ltd 2010

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Baby Products

Baby Transport and Nursery Furniture

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

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

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Baby Products

Baby Transport and Nursery Furniture

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

2006 405 2.3

2007 415 2.5

2008 427 2.9

2009 434 1.6

396 -

Source: Key Note

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

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

2006 281 1.8

2007 286 1.8

2008 293 2.4

2009 297 1.4

276 -

Source: Key Note

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

© Key Note Ltd 2010

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2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 124 3. having grown from £120m in 2005.Baby Products Baby Transport and Nursery Furniture Table 4.6 59 -4. 2005-2009 2005 Prams. Table 4. reached £137m in 2009. highchairs. including cots. cribs and mattresses.3 2007 129 4.3: The UK Market for Baby Transport by Sector by Value (£m at rsp). Retail sales of nursery furniture.2 63 -3.9 2009 137 2.4: The UK Market for Nursery Furniture by Value (£m at rsp).5 281 2007 223 3.0 2008 134 3. playpens and changing units.6 62 -1.8 †297 210 66 276 Source: Key Note Nursery Furniture The nursery-furniture sector has grown in tandem with increasing demand from parents for nursery furniture and baby equipment that reflects their personal tastes in home décor.1 286 2008 231 3. pushchairs and baby carriers % change year-on-year Car safety seats % change year-on-year Total rsp — retail selling prices † — does not sum due to rounding 2006 216 2.2 120 - Source: Key Note © Key Note Ltd 2010 34 .9 65 -1.6 293 2009 237 2.

Quinny and Bébé Confort. with many small companies — as well as larger manufacturers and retailers.6 137 82 22 16 120 Source: Key Note SUPPLIERS The market for nursery furniture is highly fragmented.2 19 5.5 23 4. The largest of these are Mamas & Papas. Other companies of importance in this sector include Chicco. Maclaren and Mothercare’s own brand. including Mothercare.5: The UK Market for Nursery Furniture by Sector by Value (£m at rsp). operates in both the baby-transport and feeding/safety-equipment sectors. 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. cribs and mattresses easily constitute the largest segment. Baby-transport brands marketed by Dorel include Maxi-Cosi.0 124 2007 89 3. 2005-2009 2005 Cots.Baby Products Baby Transport and Nursery Furniture Cots.4 24 4.9 134 2009 93 1.3 129 2008 92 3.9 22 0. Bébécar and Cosatto. Table 4.5 17 6. with retail sales estimated at £93m in 2009. a Canadian company that has had a UK presence since 1988. © Key Note Ltd 2010 35 . with Britax Excelsior being particularly important within the market for dedicated child car seats. There is also a wide range of suppliers to the baby-transport market.1 25 4.0 16 0. Dorel. Graco.3 18 5. Babies R Us and Mamas & Papas — producing ranges of furniture and accessories.

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

Graco voluntarily recalled 65 models of its Harmony High Chair due to reports of loose screws and falling brackets that could cause the chair to tip. The remedy kit consists of covers to fit over each of the hinges. all Maclaren strollers of this type are being supplied with hinge covers as standard. Again.Baby Products Baby Transport and Nursery Furniture In October 2009. undefined category of ‘baby goods’ recorded a total expenditure of £192. having detected a potential risk of injury to fingers or hands from its folding mechanism. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. Following these problems.) © Key Note Ltd 2010 37 . In March 2010. however. MARKETING AND ADVERTISING The highly fragmented nature of this sector of the baby-products market is illustrated by the fact that. the majority of expenditure within the category was accounted for by a large number of brands (186) spending less than the threshold amount. not a single brand within Nielsen Media Research’s ‘baby carriages and nursery equipment’ category spent more than the threshold (£75. The company stated that it had had no complaints or reports of incidents. Chicco was the largest spender. in February 2010. with campaigns for its Trio travel system and Polly highchair brands worth a total of £340. From 2010. Dorel voluntarily recalled all FamilyFix car-seat bases sold before 4th March. Total expenditure in this sector in 2009 was £1.000. sold under the Viva and Nexus brands. accounted for by 214 separate brands. Dorel launched a new range of Maxi-Cosi car seats: the Pebble for infants and the Pearl for toddlers.000) for a separate listing in its published figures. Both fit onto the new Dorel FamilyFix car-seat base. the company distributed hinge covers to all purchasers of the strollers in the US.2 million products.000 in 2009. divided between 33 brands. In 2008. however. In the UK. The recall was estimated to affect 1. Britax Excelsior Ltd announced that it would offer a free ‘precautionary’ remedy kit for one of its stroller models. (A separate. during the 12 months ending December 2009. but a routine internal quality check had revealed a potential problem in the mechanical attachment of the IsoFix connectors to the base. these covers were issued only to purchasers who contacted Maclaren themselves.2m. In November 2009. In March 2010. Maclaren received some adverse publicity towards the end of 2009.

TK Maxx also ran display advertisements on the Netmums site.6: Main Media Advertising Expenditure on Baby Carriages and Nursery Equipment by Brand (£000).Baby Products Baby Transport and Nursery Furniture Table 4.711 1.283 1. reminding parents of the importance of in-car safety and the correct fitting of child car seats. there was a competition to win a £500 gift card. In January 2010. © Key Note Ltd 2010 38 .188 1. to promote its new range of nursery products. Years Ending December 2008 and 2009 2008 Chicco Polly Highchair Trio For Me Total Chicco Coo Chi Coo — nursery product range Other Total Source: Nielsen Media Research 155 185 340 88 1. The campaign was supported by online and point-of-sale materials. In addition. The retailer gave a series of Netmums bloggers (online diarists) money to spend in store and then invited them to talk about the shop and products on the Coffeehouse forum pages.188 2009 Britax launched a television advertising campaign in February 2010. TK Maxx began an online campaign on the parenting website Netmums. which included links to the nursery range on the TK Maxx website.

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

up from £71m in 2005. compared with £139m in 2005.8 2008 165 4..2 83 1.4 148 79 5.2 168 © Key Note Ltd 2010 40 . Home Safety Equipment and Feeding Equipment MARKET SIZE Total UK retail sales of baby monitors. Retail sales within the sector were estimated at £85m in 2009. Home Safety Equipment and Feeding Equipment by Value (£m at rsp). with developments such as digital and video monitors helping to maintain value to an extent.1: The UK Market for Baby Monitors.2: The UK Market for Baby Monitors.3 79 8.Baby Products Baby Monitors.4 2009 168 1. Table 5.3 82 3. home safety equipment and feeding equipment reached £168m in 2009.8 †165 2006 2007 2008 2009 85 1. reaching £83m in 2009.5 2007 158 6.2 158 84 6. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 148 6. Table 5.6 73 7. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp). 2005-2009 2005 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total Table continues.. 71 68 139 75 5. Retail sales of feeding equipment have also seen reasonably good growth.8 139 - Source: Key Note Baby monitors are now a standard purchase for most new parents.

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

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

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 .Baby Products Baby Monitors.

09 1.84 1. An International Perspective POPULATION TRENDS There are considerable variations in fertility rates among the Western European countries.38 1. Europe and Selected European Countries.74 1. 2005-2010 US Western Europe Europe France Norway Sweden Denmark UK Belgium Netherlands Spain Austria Greece Italy Germany 2. United Nations Population Division © Key Note Ltd 2010 44 .59 1.84. The average fertility rate in the UK is at the higher end of the European spectrum.1: Total Fertility Rates† in the US. at 2.84 1. Table 6.32 † — 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.09. In France and Norway. A number of explanations have been put forward for this.Baby Products An International Perspective 6. the estimated total fertility rate (number of children per woman). and the more traditional and family-oriented nature of much of the US population. is 1. for example.38 1.38 1.89 1.77 1. Denmark is at the same level. averaged across the years from 2005 to 2010. The US has a higher fertility rate than Western Europe. compared with just 1. including: a higher birth rate among the majority Hispanic population.43 1.50 1.87 1. at 1.89. the fact that it may be easier for American women to combine work and child-rearing.32 in Germany.89 1.

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

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

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

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

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

Choosing Baby Equipment The wide variety of baby equipment that is currently available certainly makes life easier for parents in some respects. and 17% said that they would not even accept used baby equipment from friends and family. and there is clearly a need for help and guidance to enable purchasers of baby equipment to make informed decisions. compared with just 29% of 16 to 24 year-olds. rather than discarding it. Just over a quarter (26%) said that it was important for them personally to buy all baby equipment brand new. Eight in ten (80%) respondents said that there are so many different types of baby equipment that it can be difficult to decide what you actually need — and 46% said that it was difficult to obtain unbiased advice on this subject. and 45% of respondents agreed that parenting is now easier than it was a decade ago because of this.Baby Products Consumer Dynamics New Versus Second-Hand Baby Equipment Current economic conditions. and women were more likely than men to do so (63% of women. Levels of concern were highest among respondents living in the Midlands (63%) and lowest among those living in the North (55%). together with growing concern for the environment. the plethora of products can also be very confusing. compared with 53% of men). 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. Slightly more of those in the C2DE social grades than those in the ABC1 social grades saw this as a concern (62% versus 56%). and nearly three in ten (29%) wished that they had been better informed before buying baby equipment. © Key Note Ltd 2010 50 . especially for new parents. and nearly two-thirds (63%) of respondents agreed that they would never buy this item of baby equipment second-hand. the potential dangers of using a second-hand car seat have been well publicised. Nearly two-thirds (65%) of over-45 year-olds who bought products for babies and/or small children were concerned about this. DETAILED ANALYSIS Nappies Older respondents tended to be more aware than younger respondents of the environmental impact of disposable nappies. Almost the same proportion (47%) had bought at least some items of baby equipment that had been of little or no use. However. However. favour ‘passing on’ baby equipment.

Baby Products Consumer Dynamics Just 42% of those aged over 45 had used only disposable nappies for their children. Table 8.” S2:” I use/have used only disposable nappies as opposed to non-disposable nappies. compared with 86% of 16 to 24 year-olds. March 2010 S1: “I am concerned that disposable nappies are harmful to the environment. those who are hoping to start a family within the next 2 years. and Use of. Around two-thirds (67%) of those living in the South had used only disposables. March 2010 © Key Note Ltd 2010 51 . compared with 53% of respondents from the Midlands.2: Attitudes Towards. 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. 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.

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%). Source: Key Note/NEMS Market Research. This may be related to the fact that disposable nappies have become widely available only relatively recently. but differences in penetration by region or social grade were fairly slight. March 2010 © Key Note Ltd 2010 52 .3: Use of Non-Disposable Nappies (% of respondents). Women (46%) were much more likely than men (29%) to agree that they used or had used non-disposable nappies. March 2010 S3: “I use/have used non-disposable nappies.” 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 many women over 45 may not have had the opportunity to use them when bringing up their own babies. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. Table 8. those who are hoping to start a family within the next 2 years.

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. Northern respondents were the most enthusiastic about breastfeeding. being both more likely than other age groups to say that bottle feeding is just as good as breastfeeding and less likely to say that breastfeeding is much better for babies.” S5: ”Bottle feeding can be just as good as breastfeeding.4: Attitudes Towards Breastfeeding (% of respondents). Although considerably more ABC1s than C2DEs endorsed breastfeeding as being much better for babies (53% versus 42%). Respondents in the 35 to 44 age group were the keenest proponents of bottle feeding. Table 8.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues. being the most likely to agree that it is much better for babies (56%) and the least likely to agree that bottle feeding can be just as good (24%).Baby Products Consumer Dynamics Breastfeeding Versus Bottle Feeding Slightly more men (50%) than women (45%) held the view that breastfeeding is much better for babies than bottle feeding — but women were significantly more likely than men (34% to 20%) to say that bottle feeding can be just as good as breastfeeding.. March 2010 S4: “Breastfeeding is much better for babies than bottle feeding.. 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 .

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

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

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

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

those who are hoping to start a family within the next 2 years.” S11: ”I would not accept baby equipment passed on to me from friends and family.Baby Products Consumer Dynamics Table 8.7: Aversion to Second-Hand Baby Equipment (% of respondents). March 2010 S10: “I would never buy a second-hand child’s car seat.” 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. 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. March 2010 © Key Note Ltd 2010 58 .

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

© Key Note Ltd 2010 60 .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. and those who do not have children under 16 but do buy things for babies and/or small children nowadays.Baby Products Consumer Dynamics Table 8. March 2010 .table continued S12: “There are so many different types of baby equipment available that it can be difficult to decide what you actually do need..” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available. 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%). Source: Key Note/NEMS Market Research..

Source: Key Note/NEMS Market Research. March 2010 © Key Note Ltd 2010 61 .” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S14 PP% 100 39 61 6 17 32 45 42 58 Pen% 46 45 46 54 34 47 50 42 49 100 39 61 5 23 31 41 46 54 37 25 38 32 28 40 40 50 49 Base: respondents with children aged 0 to 15. March 2010 S14: “It is difficult to get unbiased advice about what sort of baby equipment to buy. those who are hoping to start a family within the next 2 years.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.9: Attitudes Towards the Availability of Unbiased Advice on Baby Equipment (% of respondents).

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

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

for £230m.uk 148. the company also offers infant carriers and wheeled goods.331 -522 © Key Note Ltd 2010 64 .261 31/12/07 163.1: Financial Results for Britax Childcare Holdings Ltd (£000). It distributes these products through independent specialist retailers. Britax Childcare’s headquarters are in Chertsey. The activities of multiple retailers operating within the baby-products sector in addition to other activities are discussed in Chapter 2 — Strategic Overview. the aircraft-interior and vehicle-safety-equipment manufacturer Britax International.3m and a pre-tax loss of £522. BRITAX CHILDCARE HOLDINGS LTD Corporate Strategy Britax Childcare Holdings Ltd was acquired from its former parent company.Baby Products Supplier Profiles 9. multiple retailers and vehicle original equipment manufacturers (OEMs) in Europe.208 31/12/08 183. Profitability Britax Childcare Holdings Ltd reported a turnover of £183. Supplier Profiles INTRODUCTION This chapter profiles some of the leading manufacturers and specialist retailers operating in the sectors covered by this report. Australia (where the products are marketed under the Steelcraft and Safe n Sound brands) and the US.000 for the year ending 31st December 2008. Table 9.418 -7. assembles. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. by the private-equity company Carlyle Group in September 2005. Known chiefly for its children’s car seats. The company designs.715 -8. Surrey. manufactures and markets child safety products in the UK.co.

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

The Mayborn Group was acquired by the private-equity company 3i in 2006. © Key Note Ltd 2010 66 .254 574 31/12/08 1. More acquisitions followed. The product can also be transformed into a travel system for twins with the addition of two Graco car seats. Years Ending 31st December 2007-2009 31/12/07 Turnover Pre-tax profit Source: myicc. began life as a manufacturer of hair and nail products.249 542 31/12/09 850 172 Recent and Future Developments In March 2010. a double pushchair designed to accommodate one child from birth and another from the age of 6 months. based in Newcastle. In 1983. Graco voluntarily recalled 65 models of its Harmony High Chair. The Tommee Tippee Closer to Nature range of feeding equipment. relaunching the Maws and Sangenic brands as Tommee Tippee. a manufacturer of outdoor play equipment (March 2005). due to reports of loose screws and falling brackets that could cause the chair to tip.co. the company that launched the Steri-Bottle pre-sterilised single-use feeding bottle in 1999. Jackel acquired the long-established Maws baby-feeding-equipment brand. The recall was estimated to affect 1. including Cotton Bottoms Ltd. designed to make bottle feeding as similar as possible to breastfeeding. The Graco Quattro Tour Duo. In 2003.2 million products. a British company producing the Nappy Wrapper nappy-disposal system. a supplier of reusable cotton nappies (November 2004). the company became part of the Mayborn Group. In August 2003. Jackel International moved to a single-brand strategy. was launched towards the end of 2009. and acquired the UK and European manufacturing licence for the US Tommee Tippee brand of baby-feeding equipment and accessories in 1965. which also produces fabric dyes under the Dylon brand. and 2 years later the Mayborn Group bought Sangenic. was launched in 2006. In 1995.Baby Products Supplier Profiles Table 9. Jackel acquired Steri-Bottle UK. and Tube Plastics. JACKEL INTERNATIONAL LTD (MAYBORN GROUP) Corporate Strategy Jackel International Ltd.2: Financial Results for Graco Ltd (£000).uk 1.

Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. taking it back to its original roots. 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. Huggies is Kimberly-Clark’s disposable-nappy brand.539 31/12/08 38. and Explora toddler cups and feeding products. but they moved into Toys R Us stores in April.517 5. A new star-shaped Tommee Tippee logo was also launched in February 2009. The Closer to Nature brand of baby-feeding equipment. Table 9. KIMBERLY-CLARK LTD Corporate Strategy Kimberly-Clark Ltd is the UK subsidiary of the Dallas-based Kimberly-Clark Corporation. were initially available only through Babies R Us in the US. and introduced into the UK in the mid-1990s. which produces a number of household paper brands. 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. launched in the US in 1978.049 6.223 Recent and Future Developments In January 2010. Mayborn launched the Tommee Tippee brand in the US.2m for the year ending 31st December 2008. In February 2009.co. © Key Note Ltd 2010 67 . Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK.112 31/12/07 33.589 1.uk 31.3: Financial Results for Jackel International Ltd (£000).Baby Products Supplier Profiles Profitability Jackel International Ltd reported a turnover of £38m and a pre-tax profit of £6.

6m for the year ending 31st December 2008. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. Natural Fit. Newborn. for babies from 0 to 3 months. and Pull-Ups potty-training pants. The company also produces Huggies-branded wipes and disposable changing mats.Baby Products Supplier Profiles The Huggies range includes: Huggies Preemies (for premature babies). Little Swimmers swimming nappies.co.552 Recent and Future Developments In April 2010. Little Walkers. The site. features a ‘real-time’ video of a baby growing in utero. Profitability Kimberly-Clark Ltd reported a turnover of £623. Table 9.4: Financial Results for Kimberly-Clark Ltd (£000). A global website for Huggies. with the theme ‘Everyday Discoveries’. shaped like pants. with flexible sides. called ‘9 months in vivo’.954 31/12/07 614. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. Super-Dry. for babies from 19 to 60 pounds.6m and a pre-tax profit of £48. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010.263 143.551 31/12/08 623.233 53.uk 602. © Key Note Ltd 2010 68 . which went live in February 2010. in a range of sizes for babies from 11 to 27 pounds. designed to keep babies dry for up to 12 hours. also includes tips for mothers-to-be. Parents were encouraged to upload photos and videos of their child exploring their world. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. plus a new Huggies logo incorporating a baby’s handprint.649 48.

Table 9. Maclaren launched Beginning. The company was purchased by the Sunleigh Group in 1994. founded in Northampton in the late 1960s. a wholly owned subsidiary that markets the company’s products in the US and Canada.880 31/12/08 30. Hestair PLC was purchased by BET in 1990 and there was a management buy-out of Hestair Maclaren during the same year. In November 2009. a manufacturer of nursery products and pushchairs. Following its 1988 acquisition by Hestair PLC.484 31/12/07 23. Maclaren’s US arm acquired the nursery-furniture company NettoCollection. a range of organic skincare products for mothers and babies. Later the same year. Hestair purchased Cindico. the company became Hestair Maclaren. Maclaren’s Techno XLR travel system was expanded with the introduction of a soft carrycot that is compatible with the system. fitting onto the buggy for the baby’s first few months. with the invention of the lightweight ‘baby buggy’.623 Recent and Future Developments In July 2009.5: Financial Results for Maclaren Europe Ltd (£000). all Maclaren strollers of this type are being supplied with hinge covers as standard. Maclaren USA. In the UK. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. the company distributed hinge covers to all purchasers of the strollers in the US.442 -1. Maclaren received some adverse publicity towards the end of 2009. Profitability Maclaren Europe Ltd reported a turnover of £31m and a pre-tax loss of £3.232 -1. these covers were issued only to purchasers who contacted Maclaren themselves.6m for the year ending 31st December 2008.Baby Products Supplier Profiles MACLAREN EUROPE LTD Corporate Strategy Maclaren began life as Andrews Maclaren Ltd. From 2010.uk 19. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. Also in July 2009. © Key Note Ltd 2010 69 .978 -3. In November 2009. was established in 1999.co.

Manchester (May) and Broadstairs (June).Baby Products Supplier Profiles MAMAS & PAPAS LTD Corporate Strategy Mamas & Papas Ltd.2m for the year ending 29th March 2009. Mamas and Papas’ products are sold through a wide range of outlets. 30th March 2008 and 29th March 2009 01/04/07 Turnover Pre-tax profit Source: myicc.uk 83.co. including John Lewis. which was opened in February. run on a franchise basis. including one in the Westfield Shopping Centre in West London.6: Financial Results for Mamas & Papas Ltd (£000).438 30/03/08 83. Harrods and more than 500 independent dealers.656 -1.816 2. was founded in 1981 by the Scacchetti family and is still family owned.182 Recent and Future Developments A number of new Mamas & Papas stores were opened during 2009. Profitability Mamas & Papas Ltd reported a turnover of £87. Others included Liverpool (in September).382 1. Table 9. pushchairs and car seats). Selfridges. The brand also encompasses maternity and baby wear.7m and a pre-tax loss of £1. © Key Note Ltd 2010 70 . Hull and Aberdeen (both in October). and pre-school toys. nursery furniture and bedding. Years Ending 1st April 2007. when it entered into a partnership with the online fashion retailer Shop Direct to supply its range of maternity clothing through all of Shop Direct’s brand channels. and Rotherham (November). The company’s range includes baby transport (in the form of prams. 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.789 29/03/09 87. The company also has a chain of more than 50 dedicated stores in the UK and the Republic of Ireland. Mamas & Papas further expanded its retail operations in November 2009.

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

A brand-awareness campaign for Mothercare.Baby Products Supplier Profiles As at mid-November 2009. up from 28 in 2009. The Mothercare group opened 115 international stores during 2009. The brand.900 29/03/08 676. Toys from Mothercare’s Early Learning Centre range are already sold through 400 Boots stores. Early in 2010. and 694 franchised international stores. Mothercare announced plans to launch Mothercare in Australia and the Early Learning Centre in South Africa. 62 of which were opened during the 6 months to November. © Key Note Ltd 2010 72 . the company announced a joint venture in India.800 4. Table 9.7: Financial Results for Mothercare PLC (£000).500 28/03/09 723. The company opened its 50th store in Russia in December 2009.500 18. was launched in October 2009 on the pre-school television channel Cartoonito. Much of the company’s international growth came from India and Russia. Years Ending 31st March 2007.6m and a pre-tax profit of £42.200 Recent and Future Developments In February 2010. currently unnamed.co. In October.2m for the year ending 28th March 2009. Profitability Mothercare PLC reported a turnover of £723. it expects to have 65 Indian stores by the end of 2010. Adams Childrenswear. which previously supplied Boots with children’s clothing. Mothercare announced that it would be supplying Boots with a new range of children’s clothes and accessories. fell into administration in January 2010. featuring the musician.600 42. there were 389 UK stores in the Mothercare group. is to be launched in autumn 2010.uk 498. mostly on a franchise basis. television presenter and ‘celebrity mother’ Myleene Klass. 29th March 2008 and 28th March 2009 31/03/07 Turnover Pre-tax profit Source: myicc.

skincare products and changing bags. which also includes shaving and oral-healthcare products. Profitability Philips Electronics UK Ltd reported a turnover of £827.2m for the year ending 31st December 2008. launched in 1984.8: Financial Results for Philips Electronics UK Ltd (£000).900 31/12/07 812.100 31/12/08 827.uk 682. in February 2009.400 4. © Key Note Ltd 2010 73 .co. was purchased by the Dutch electronics company Royal Philips Electronics in September 2006 and renamed Philips Avent. bottle and food warmers. Virtually all Philips Avent products are designed and manufactured at the company’s factory in Suffolk. Table 9. including breast pumps and breastfeeding accessories. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. soothers. The Philips Avent product range includes a wide variety of feeding equipment.Baby Products Supplier Profiles PHILIPS AVENT Corporate Strategy The Avent brand. It should be noted that these figures cover a wide range of items other than baby products. baby bottles and toddler-feeding equipment. mybabytalk.co.uk.4m and a pre-tax profit of £4.800 33.200 Recent and Future Developments Philips launched an advice website for new mothers. It also incorporates baby monitors and digital thermometers.200 65. The brand is now part of Philips’s Consumer Lifestyle division.

3m and a pre-tax profit of £34.co. its first product for older children.347 30/06/09 209.697 Recent and Future Developments In January 2010.Baby Products Supplier Profiles PROCTER & GAMBLE Corporate Strategy The US company Procter & Gamble. The range. was founded in 1837 and expanded into the UK in 1930. © Key Note Ltd 2010 74 . in the form of absorbent pants shaped like underwear. and Baby Dry. the Pampers brand launched UnderJams.9: Financial Results for Procter & Gamble Product Supply (UK) Ltd (£000). which was introduced to the UK in 1982. with Comfort Stretch for babies who can move. Years Ending 30th June 2007-2009 30/06/07 Turnover Pre-tax profit Source: myicc. in July 2009. Pampers recently launched two new products: UnderJams and Simply Dry (see Recent and Future Developments). Sunnies Swim Pants. based in Ohio. in an attempt to compete with supermarkets and discount retailers. Pampers launched its ‘value’ nappy brand. The Pampers disposable-nappy portfolio includes: Pampers New Baby (including Micro for premature and very small babies).273 34. The company also produces Pampers Wipes and Kandoo Wipes.528 30/06/08 271. Profitability Procter & Gamble Product Supply (UK) Ltd reported a turnover of £209. Simply Dry. for use by toddlers who are being toilet trained.006 40. These figures cover a broad range of household products and toiletries. Feel N Learn potty-training pants.7m for the year ending 30th June 2009. is designed to provide protection from bedwetting for children aged 4 to 12 years.073 38. which have Secure-Me fasteners that overlap for a snugger fit. Active Fit.uk 258. Table 9. The company produces the Pampers nappy range. with Extra Sleep Layer for night-time use. with high leg cuffs for extra protection. Easy Up Pants for older babies.

and baby activity toys.10: Financial Results for Tomy UK Ltd (£000). it also produces a range of baby products. In August 2009.7m and a pre-tax loss of £996.683 31/03/08 51. Table 9. © Key Note Ltd 2010 75 . which can be customised to co-ordinate with the nursery colour scheme.030 31/03/09 42. However. a Japanese-owned company. the Digital Monitor TD300 and the Digital Plus Monitor TD350 — was launched in February 2010.714 -996 Recent and Future Developments A new range of baby monitors — the Classic Monitor TA100. is principally a manufacturer of toys and games. cot guards and bedrails. The parent company in Japan is named Takara-Tomy. but the Tomy name has been retained for all international subsidiaries. BabyDam turns a normal-sized bath into a smaller bathing space suitable for babies and toddlers. Years Ending 31st March 2007-2009 31/03/07 Turnover Pre-tax profit Source: myicc. Profitability Tomy UK Ltd reported a turnover of £42. The last of these includes a multicoloured nightlight. feeding equipment for toddlers.000 for the year ending 31st March 2009.159 2.uk 47.Baby Products Supplier Profiles TOMY UK LTD Corporate Strategy Tomy UK Ltd. Tomy announced that it had signed an agreement with Perry Innovation Ltd to distribute the BabyDam Bathwater Barrier in Europe. following the 2006 merger of Tomy with its rival toy company Takara.co. baby carriers.189 3. including baby monitors.

1 775 0.6 2. with the total population of under-3s standing at 2. following increases between 2005 and 2008.6 2012 774 -0. Table 10.1 775 -0.9 2. the number of infants aged under 1 year will stand at 777.324 -0.000 — exactly the same figure as in 2010.Baby Products The Future 10.348 0.3 777 -0. the number of children aged between 1 and 2 years will fall slightly.4 2013 775 0.9 2011 775 -0.335 -0.3 775 0.3 777 -0. During the period between 2010 and 2014. Source: 2008-Based Population Projections.1 2014 777 0. Government projections suggest that.8 784 -0.8 783 -0.1 Note: figures may not sum due to rounding.3 million in mid-2014. Mid-Years 2010-2014 2010 Age 0 % change year-on-year Age 1 % change year-on-year Age 2 % change year-on-year Total % change year-on-year 777 -0. Government Actuary’s Department © Crown copyright © Key Note Ltd 2010 76 . The Future DEMOGRAPHIC TRENDS The next 5 years will see a stagnation of the birth rate.1 774 -0.6 789 4.326 0.326 -0.1 775 -0.1: Forecast Number of Children in the UK Aged 0 to 2 Years (000). in mid-2014.3 2.4 2.0 2.

2: The Forecast UK Market for Disposable Nappies by Value (£m at rsp).. retail sales in this sector are forecast to reach £154m.. with retail sales reaching £314m by 2014.3 2012 545 1. looking at markets in Asia and Eastern Europe. with retail sales reaching £555m by 2014. where birth rates are higher. Table 10.9 2014 555 0. 2010-2014 2010 Baby transport % change year-on-year Table continues.0 2013 311 1. but from a lower base. Table 10. There will be slightly higher growth in nursery furniture. Disposable Nappies The market for disposable nappies will continue to grow at a slow rate over the next 5 years. By 2014.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.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. 2010-2014 2010 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2011 537 1.3 2011 304 1. 301 1. Companies will continue to turn outside the UK for growth.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).0 © Key Note Ltd 2010 77 .9 530 2.0 2012 307 1.3 2014 314 1.5 2013 550 0.

Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).2 177 1.2 92 2. with sales of feeding equipment totalling £94m. 2010-2014 .4 183 3.2 192 2.1 448 1.2 188 2.8 Source: Key Note Baby Monitors.8 2014 154 2.6 Source: Key Note © Key Note Ltd 2010 78 . Home Safety Equipment and Feeding Equipment Retail sales of baby monitors and home safety equipment are forecast to reach £98m by 2014.Baby Products The Future Table 10.3 141 2.3 2013 151 2.7 2012 93 3.4: The Forecast UK Market for Baby Monitors. Table 10.3 90 3.3 87 1.7 462 1.4 2013 96 3.9 442 1.5 86 3.1 88 3.0 468 1.6 174 3..1 454 1.7 2014 98 2.4 2012 147 2. 2010-2014 2010 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 90 2.table continued 2010 Nursery furniture % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 144 2..1 94 2.

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

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

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

etc.0 .535 Profile (%) 100.371 This is the projected number of people in each subgroup who use the product. Number. members of one family.0 61. Profile. 1995 TGI data used in Key Note reports are broken down by age.7 19. who live together and whose food and other household expenses are managed as one unit. Profile. These terms are explained in the following table. Each subgroup should total 100% vertically. © Key Note Ltd 2010 83 . • Adults — any person aged 15 or over. Table Heading Population Number (000) 13.4 55.2 Source: Target Group Index. Penetration Tables used in Key Note reports may give figures for the Number.557 10. © Kantar Media.4 All housewives Age 15-24 25-34 Social Grade AB C1 Region Greater London 20. The total number of adults. • Housewives — a member of a private household who is solely or mainly responsible for the household duties.9 2. and/or Penetration. 7. usually.1 . 1. produced by Kantar Media.03 12.697 Down The % of each subgroup who are users. social grade and standard region. housewives. who are users.0 Penetration (%) 66.Baby Products Understanding TGI Data Understanding TGI Data TGI tables.045 2. are generally based on one of the following groups: • Households — a private household consists of either one person living alone or a group of people. Across The % of 15-24 year-olds.9 0.5 71. but not always. households. etc.

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

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

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

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

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 .

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