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

Baby Products

Contents

4. Baby Transport and Nursery Furniture

32

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

5. Baby Monitors, Home Safety Equipment and Feeding Equipment

39

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

6. An International Perspective

44

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

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Baby Products

Contents

7. PEST Analysis

46

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

8. Consumer Dynamics

48

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

9. Supplier Profiles

64

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

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Contents

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

10. The Future

76

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

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

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

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

After rising steadily between 2005 and 2008. 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.4 2007 756 3.3 732 2.2 © Key Note Ltd 2010 3 .7 2.Baby Products Strategic Overview 2. In mid-2009.2 756 3.2 756 3.327 2. the birth rate was projected to fall slightly during 2009.000 a year previously.5 2.2 2.153 2.6 705 3. compared with 788.3 million between 2005 and 2009..1: Number of Children in the UK Aged 0 to 2 Years (000). These include trends in family size.102 2006 732 2.3 783 -0.4 †2008 †2009 788 4.000 babies aged under 1 year in the UK.2 717 1. because this group forms its ‘consumer base’. 30th June 2005-2009 2005 Age 0 % change year-on-year Age 1 % change year-on-year Age 2 % change year-on-year Total % change year-on-year Table continues.2 716 1. Table 2. The birth-rate increases meant that the total number of children aged under 2 years rose from 2..3 733 2.205 2.1 million to 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.1 2. there were an estimated 783. 716 705 681 2. parental age and parental employment.6 788 4.277 3.

By 2008. Government Actuary’s Department © Crown copyright Family Size Despite the recent birth-rate increases.table continued † — projections Source: Mid-Year Population Estimates.73 1.82 1. the TFR was 1. the TFR in England and Wales was 2.79 1.1: Number of Children in the UK Aged 0 to 2 Years (000).63 in 2001. National Statistics/General Register Office for Scotland/Northern Ireland Statistics/2008-Based Population Projections. before gradually rising again.79 1. 1971-2008 1971 1981 1991 2001 2002 2003 2004 2005 2006 2007 2008 2.86 1.37 1. Table 2. In 1971.92 1.78 1.97.65 1. It then fell to 1. 30th June 2005-2009 .Baby Products Strategic Overview Table 2..2: Total Fertility Rate† in England and Wales.37.97 † — the average number of children that would be born to a woman if current patterns of fertility persisted throughout her childbearing life Source: Population Trends 138 (Winter 2009).. the average number of children per family has remained below two for many years.63 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 . 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.

1997-2007 Birth Order All Births 1997 2000 2003 2006 2007 28. while the number of births to women aged under 25 fell in the 30 years between 1978 and 2008. the average mother in England and Wales was a year older when she gave birth than was the case a decade earlier (29.2 31.4 years over the decade between 1997 and 2007.4 29.5 Source: Social Trends 39 (2009). shows that.4 31.5 Second 28.7 29. Table 2.1 26. whatever the size of the family.3 First 26.3 years. cots and highchairs. spend per child tends to be higher in smaller families.7 32. such as prams.4 32.3 27.3 in 1997).2 32. compared with 28.9 29. and then used for subsequent children.8 29. which details the number of births to women in different age groups.1 29.3 Fourth 31.3 28. there was a sharp increase in the number of births to women aged 35 and over. In 2007. pushchairs.8 Third 30.5 27. © Key Note Ltd 2010 5 . especially in respect of larger purchases. since such items may well be bought only once.Baby Products Strategic Overview Smaller families do not necessarily have negative implications for the baby-products market. Overall. from 26. The average age at which women give birth for the first time rose by 1.1 to 27.0 31. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) Table 2.4.0 27.3: Average Age of Mother at Childbirth in England and Wales (years).9 31.5 28.6 30. Older Mothers The average age at which women give birth is still rising steadily.1 29.5 years.

8 25.1 14.0 20.0 100.4 377.1 25.Baby Products Strategic Overview Table 2.5 25 to 34 54.0 100.1 Total 100. National Statistics © Key Note Ltd 2010 6 .9 173.4: Live Births in England and Wales by Age of Mother (000).0 †100.4 19.4 35 and Over 5.5 381.7 385.0 † — does not sum due to rounding Source: Key Note.5 25.1 54.1 19.2 56.5 362. based on data from Social Trends 40 (December 2009).7 166.7 25 to 34 322.0 373.1% of all live births in England and Wales in 2008.6 Source: Social Trends 40 (December 2009).9 54.4 35 and Over 34.3 134. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 40.7 54.2 55.6 54.2 126.1 36.4 25.0 100.4 165.2 140.0 100.1 91.3 59.6 26.8 352.0 †100.7 8.6 180.3 175.2 54.6 161.9 25. compared with only 5.6 20.0 121.8 142.4 20. Table 2. 1978-2008 Under 25 1978 1988 1998 2004 2005 2006 2007 2008 238.0 †100. National Statistics © Crown copyright material is reproduced with the permission of the Controller of HMSO (and the Queen’s Printer for Scotland) Births to women aged 35 and over represented 20.8 251.6 346.5: Live Births in England and Wales by Age of Mother (%).7% in 1978.

pushchairs and other baby-transport products.855. older parents tend to be more affluent. 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.471 10.700 8. Manufacturers and retailers of baby equipment need to ensure that they meet these needs.080 to 10. which are also more likely to result in multiple births. Multiple Births Another demographic trend that has a small but significant effect on some sectors of the market is the rising number of multiple births.855 Source: Review of the National Statistician on Births and Patterns of Family Building in England and Wales 2008 (series FM1 number 37). more demanding and more anxious about the health and safety of their offspring. 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.543 10. Between 1998 and 2008.137 10.6: Number of Multiple Births in England and Wales. 1998-2008 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 9. Table 2.Baby Products Strategic Overview The trend for delaying childbirth has had a number of effects on the market for baby products.521 9.861 9. it means that women tend to have fewer children overall. On the one hand.792 8. the annual number of births that resulted in two or more babies increased from 9.131 9. and more used to a higher standard of living. and as such are more able to afford premium baby products. They are also — arguably — more informed. However. © Key Note Ltd 2010 7 .080 8.907 8.

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

7: The UK Market for Baby Products by Sector by Value (£m at rsp).12bn.. Robert Anslow. soft goods.6 475 2006 487 2. the total UK market for the baby products covered by this report was worth £1. BPA members and member representatives sit on a large number of committees and working groups in the European Committee for Standardisation (CEN) and the British Standards Institution (BSI). nursery furniture. The BPA’s Technical Committee comprises industry experts and specialists in a wide range of baby and nursery products.Baby Products Strategic Overview Baby Products Association The Baby Products Association (BPA) was set up in 1945.5 2007 493 1. The teat can then be sterilised and returned to the pod to be re-used. in March 2010. which is held in early October each year. The BPA appointed a new Managing Director..3 415 2.2 2008 507 2.8 2009 519 2. The BPA’s Concept and Innovation Awards are presented at the Baby & Child fair.9 434 1. toys and early learning. with the objective of promoting baby and nursery products in both the UK and Europe. Table 2. child restraints. including wheeled goods.5 427 2. In 2009. 396 405 2. MARKET SIZE Key Note estimates that. baby walkers. the overall winner of the award was Chillipeeps — a pre-sterilised teat in a pod that can be directly attached to a ready-made baby formula milk carton. The organisation plays an active role in the development of product standards and provides support and specialist services to its members.4 © Key Note Ltd 2010 9 . The Association manages and organises the trade fair BPA Baby & Child. 2005-2009 2005 Disposable nappies (£m) % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues. in 2009.

9 2007 46.121 2. Table 2. was disposable nappies.1 38.0 158 6. 2005-2009 2005 Disposable nappies Baby transport and nursery furniture Baby monitors.0 14.7 47.099 3.3% of sales in 2009.8 1..0 15.7%).0 100.0 100.0 39.0 Source: Key Note The largest sector. followed by baby transport and nursery furniture (38.3 38. accounting for 46. home safety equipment and feeding equipment Total 13.8 1.2 14.9 2009 46.4 1.1 168 1. 2005-2009 . 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 †100.table continued 2005 Baby monitors.0 15..2 38.2 †100.066 2.040 3.0 † — does not sum due to rounding Source: Key Note © Key Note Ltd 2010 10 .010 - 148 6.9 2008 46.5 165 4.8 100.Baby Products Strategic Overview Table 2.0 2006 46.8 38.8: The UK Market for Baby Products by Sector by Value (%).7: The UK Market for Baby Products by Sector by Value (£m at rsp).5 1.

are thriving. Online Retailing The Internet is of particular importance to parents. Most sites also offer advice and information for expectant and new parents. a subsidiary of the US-based toy retailer Toys R Us. run on a franchise basis. including baby equipment. in both out-of-town and city-centre locations. with the intention of building an online community in order to increase customer loyalty. many of whom are first-time parents with little knowledge of what they should buy. • Babies R Us. and some manufacturers. for a number of reasons. toiletries and nappies. Mothercare purchased the Early Learning Centre chain of toy retailers in 2007. John Lewis and IKEA. • Boots sells a wide range of baby products. The convenience of online retailing can make it a less stressful alternative to shopping with babies and toddlers. independent specialist stores retain a relatively strong presence in the market for larger items of nursery equipment and baby transport. both through its stores and online. Marks & Spencer. These stores benefit from the fact that they are in a position to give advice and information to customers. offering advice and support to new parents. Virtually all baby-product retailers. • Despite strong competition from the major retailers. while the comparative isolation felt by many of those with babies and very young children means that online communities. which has 405 UK stores. although retail chemists — notably Boots — are also important. • The specialist manufacturer Mamas & Papas entered the retail market in 1998 and now has a chain of more than 50 dedicated stores in the UK and the Republic of Ireland. Disposable nappies are sold mainly through the grocery sector. have become important providers of basic items of baby equipment. nursery furniture and equipment is Mothercare. © Key Note Ltd 2010 11 . Many independent stores now have online operations. is a major outlet for baby equipment of all types.Baby Products Strategic Overview DISTRIBUTION Baby products are available through a wide range of distribution channels: • The leading UK retailer of baby transport. as well as online and mail-order operations. An online presence is vital for retailers operating in the baby-products market. too. Other major retailers with a presence in the baby-products market include the Argos catalogue operation. offer an online shopping service for at least part of their range. • The growth in importance of non-food sales through supermarkets has meant that these retailers. and enabling them to communicate with each other.

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

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

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

and newdadssurvivalguide.000 unique users a month. In September 2009. Sainsbury’s resurrected its Little Ones baby club. claims 740. with area-specific information on child-related activities. They include: dads-uk. In October 2009. with a focus on “fathers’ rights”. Mothercare launched Gurgle.com. education.000 members. in partnership with the investment company Fleming Media. the site. a social networking site for parents. Netmums is a family of local websites set up and run by mothers. allowing it to work more directly with agencies. In February 2009. which offer parents discounts and other benefits. Mothercare bought out Fleming Media. with 900. A few social networking sites cater for fathers. run by Bounty (see earlier profile). in October 2007. A club magazine and website has been produced by Seven Squared. Members will be offered in-store discounts. features articles. tutorial videos. which had been withdrawn in 2005.000 members.uk.Baby Products Strategic Overview Baby Clubs and Social Networking Many retailers and manufacturers operating in the baby-products market run ‘baby clubs’. Tesco’s Baby & Toddler Club offers expectant and new mothers seven free magazines tailored to particular stages in their child’s development. which claims 100. taking full control of the site. © Key Note Ltd 2010 15 . The Boots Parenting Club was launched in June 2005 and has had an online presence since 2006. The many social networking sites founded by and for mothers of babies and young children are important channels for word-of-mouth recommendations of products and services. as well as a range of discounts and priority parking at Tesco stores. which is also 10 years old. It claims to be the largest parenting club in the UK. The site. which claims 850. social and employment issues. with a focus on food and nutrition. aimed largely at divorced and separated fathers.com. focusing on more live content. underwent a major redesign. Netmums.co. operated through their websites.000 members. Procter & Gamble’s Pampers and Kimberly-Clark’s Huggies both have baby clubs. The site’s advertising sales were also brought in-house. which was founded in 2000 by a journalist and a television producer. which included a new award from the Baby & Toddler Club for Britain’s Bravest Mum. Tesco was the sole sponsor of Bauer Media’s 2009 Mother and Baby Awards. The most high-profile of these is Mumsnet. childcare and community. which also publishes Sainsbury’s customer magazine. an online ovulation calendar and a baby-naming search engine. advice and information.

10: Selected Parenting Magazines by Average Net Circulation (000). if any. © Key Note Ltd 2010 16 . which undertook the survey for Key Note in March 2010.534 43. of the following apply to you?’ The statements listed in Table 2.772 24.694 178. asked 1.003 British adults aged 16 and over: ‘Can you tell me which.416 412. the parenting press is still an important channel for reaching new and prospective parents.022 10.11 were then read out.10.094 THE CONSUMER Key Note’s original research (see Chapter 8 — Consumer Dynamics) used a sample of 477 current or prospective purchasers of baby products. The average audited circulations for print parenting publications during the 6 months ending December 2009 are shown in Table 2.Baby Products Strategic Overview Parenting Magazines Although it is increasingly challenged by the Internet. Table 2.037 222. July-December 2009 Emma’s Diary Pregnancy Guide (Lifecycle Marketing Ltd) Your Toddler (Bounty (UK) Ltd) You and Your Newborn First Edition (Bounty (UK) Ltd) Mother and Baby (Bauer Consumer Media) Prima Baby (The National Magazine Company Ltd) Pregnancy & Birth (Bauer Consumer Media) Practical Parenting (Magicalia Ltd) Junior (Magicalia Ltd) Source: Audit Bureau of Circulations 36. In order to generate this sample.480 52. NEMS Market Research.

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

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

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

.13: Demographic Profiles of Parents of Babies and Children Aged Under 16 by Age of Child/Children (% of respondents).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.Baby Products Strategic Overview Table 2.. 22 31 21 17 9 0 4 18 32 46 0 0 32 35 33 0 4 21 51 24 1 4 19 46 30 8 6 13 4 13 9 16 8 6 7 10 5 0 44 4 4 16 0 21 0 0 6 4 3 22 4 8 6 7 21 9 0 16 0 7 17 5 17 8 10 21 4 7 3 8 4 14 5 10 8 16 16 4 8 5 40 16 17 27 49 20 25 7 61 16 23 0 28 25 42 5 50 30 18 1 © Key Note Ltd 2010 20 . March 2010 ...

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

Table 2. The vast majority (96%) of those with children aged under 1 year were married or cohabiting. the figure was slightly lower (82%) among those with children aged 1 to 2 years. But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children.. Table 2.14 shows demographic profiles of Key Note’s prospective parents and others who purchased for babies and/or small children. However. more than six in ten parents of babies under 1 year old (62%) were in the 25 to 34 age group. March 2010 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 Among those taking part in Key Note’s research.. 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. Just under one in four (38%) were aged 35 to 44. 100 49 51 8 7 18 18 16 13 20 100 34 66 0 15 60 23 1 0 0 100 33 67 0 6 18 9 15 21 31 © Key Note Ltd 2010 22 .

14: Demographic Profiles of Prospective Parents and Other Purchasers of Products for Babies and/or Small Children (% of respondents). But I Do Buy Things for Babies and/or Small Children Nowadays I Do Not Have Children.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 .table continued I Do Not Have Children Under 16. 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..

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

3 462 1. Table 2.3 2012 545 1. combined with the uncertain economic situation.8 448 1. MARKET FORECASTS The ending of the ‘mini baby boom’ that characterised the period from 2005 to 2008.22bn. those who hoped to become parents within the next 2 years were twice as likely to be female (66%) as male (34%).3% and 2.2% per year between 2010 and 2014. 442 1. they are forecast to reach an estimated £1.. 2010-2014 2010 Disposable nappies % change year-on-year Baby transport and nursery furniture % change year-on-year Table continues. Just under one in four (23%) were in the 35 to 44 age group. Nearly four in ten (38%) of those hoping to become parents soon lived alone at the time they took part in the survey — indicating that having a live-in partner is not necessarily a prerequisite for making these plans.8 468 1.9 © Key Note Ltd 2010 25 .4 454 1. This demonstrates the importance of ‘grandparent power’ in the baby-products market. and more than half (52%) were aged over 55.3 530 2.9 2014 555 0. The next-largest group of non-parents who purchased baby products were those aged 25 to 34 (18%). Total UK sales of baby products at retail selling prices (rsp) are forecast to grow by between 1. and only 15% were aged under 25.5 2013 550 0. means that growth in the baby-products market will be relatively slow between 2010 and 2014..1 2011 537 1. These respondents may buy things for family members and friends who are parents and/or may be stocking up for when they become parents themselves. Interestingly.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp). 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. In the latter year.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.

.146 2.2 177 1.200 1.215 1.7 1.162 1.6 1.7 188 2.Baby Products Strategic Overview Table 2.4 183 3.15: The Forecast UK Market for Baby Products by Sector by Value (£m at rsp).table continued 2010 Baby monitors.1 1.182 1..5 192 2. home safety equipment and feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 2012 2013 2014 174 3.3 Source: Key Note © Key Note Ltd 2010 26 .4 1. 2010-2014 .7 1.

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

Own-brand nappies are produced for most major retailers. and Kimberly-Clark’s Huggies brand dominate the market for disposable nappies. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 487 2. The 2010 event took place between 26th April and 2nd May.4 475 - Source: Key Note SUPPLIERS Pampers.5 2007 493 1. a membership organisation including manufacturers and retailers of reusable nappies. Until March 2007.2 2008 507 2.1: The UK Market for Disposable Nappies by Value (£m at rsp). from Procter & Gamble. but they are generally less important than branded products. environmental networks. as well as local authorities. compared with a figure of £475m in 2005. Table 3. through the not-for-profit company WRAP (Waste & Resources Action Programme).8 2009 519 2. a social enterprise organisation based in Cornwall. However. Go Real is managed by ReZolve. Real Nappy Week was sponsored by government funding. which concluded that there was relatively little difference between disposable and reusable nappies in terms of environmental impact. this funding was withdrawn following the publication in May 2005 of a lifecycle assessment by the Environment Agency. © Key Note Ltd 2010 28 .Baby Products Disposable Nappies Real Nappy Week Real Nappy Week is an annual promotional event for reusable nappies. organised by Go Real. MARKET SIZE The value of the UK retail market for disposable nappies was £519m in 2009. laundries and parents.

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

This rose to 19% in households where the main shopper was aged between 25 and 34 years. 7% of all adult main shoppers said that their household had used disposable nappies during the year ending September 2009. and four in ten had a main shopper aged between 25 and 34.2: Main Media Advertising Expenditure on Disposable Nappies by Brand (£000).073 414 109 546 183 2009 CONSUMER TRENDS According to data from Kantar Media (see Table 3. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years. features a ‘real-time’ video of a baby growing in utero.006 1. with the theme ‘Everyday Discoveries’. also includes tips for mothers-to-be. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010.3). 595 285 180 137 837 1. which went live in February 2010. Years Ending December 2008 and 2009 . Seven in ten purchasers of disposable nappies lived in households with a main shopper aged between 25 and 44. A global website for Huggies. © Key Note Ltd 2010 30 .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. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product.512 1.. called ‘9 months in vivo’.Baby Products Disposable Nappies Table 3. Parents were encouraged to upload photos and videos of their child exploring their world. The site. plus a new Huggies logo incorporating a baby’s handprint..

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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0 2008 134 3.6 293 2009 237 2.4: The UK Market for Nursery Furniture by Value (£m at rsp).3 2007 129 4.8 †297 210 66 276 Source: Key Note Nursery Furniture The nursery-furniture sector has grown in tandem with increasing demand from parents for nursery furniture and baby equipment that reflects their personal tastes in home décor.1 286 2008 231 3.9 2009 137 2.6 62 -1. playpens and changing units.5 281 2007 223 3.9 65 -1. having grown from £120m in 2005. reached £137m in 2009. including cots.3: The UK Market for Baby Transport by Sector by Value (£m at rsp). 2005-2009 2005 Prams.2 120 - Source: Key Note © Key Note Ltd 2010 34 . Retail sales of nursery furniture. cribs and mattresses. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 124 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. Table 4.Baby Products Baby Transport and Nursery Furniture Table 4.2 63 -3. highchairs.6 59 -4.

cribs and mattresses % change year-on-year Highchairs % change year-on-year Other % change year-on-year Total rsp — retail selling prices † — including playpens and changing units 2006 86 4.9 134 2009 93 1.9 22 0.3 129 2008 92 3. Babies R Us and Mamas & Papas — producing ranges of furniture and accessories.5 17 6. with Britax Excelsior being particularly important within the market for dedicated child car seats. cribs and mattresses easily constitute the largest segment.1 25 4. © Key Note Ltd 2010 35 . operates in both the baby-transport and feeding/safety-equipment sectors.3 18 5. Maclaren and Mothercare’s own brand. Baby-transport brands marketed by Dorel include Maxi-Cosi. with retail sales estimated at £93m in 2009.5 23 4. Graco. The largest of these are Mamas & Papas. Other companies of importance in this sector include Chicco.5: The UK Market for Nursery Furniture by Sector by Value (£m at rsp). Dorel.Baby Products Baby Transport and Nursery Furniture Cots.0 124 2007 89 3. with many small companies — as well as larger manufacturers and retailers. Quinny and Bébé Confort.4 24 4.2 19 5.6 137 82 22 16 120 Source: Key Note SUPPLIERS The market for nursery furniture is highly fragmented. a Canadian company that has had a UK presence since 1988.0 16 0. 2005-2009 2005 Cots. Table 4. Bébécar and Cosatto. including Mothercare. There is also a wide range of suppliers to the baby-transport market.

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

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

to promote its new range of nursery products. © Key Note Ltd 2010 38 . The campaign was supported by online and point-of-sale materials. there was a competition to win a £500 gift card.188 2009 Britax launched a television advertising campaign in February 2010.6: Main Media Advertising Expenditure on Baby Carriages and Nursery Equipment by Brand (£000). TK Maxx began an online campaign on the parenting website Netmums. Years Ending December 2008 and 2009 2008 Chicco Polly Highchair Trio For Me Total Chicco Coo Chi Coo — nursery product range Other Total Source: Nielsen Media Research 155 185 340 88 1. In January 2010. 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 1. TK Maxx also ran display advertisements on the Netmums site.711 1. In addition.Baby Products Baby Transport and Nursery Furniture Table 4.283 1. reminding parents of the importance of in-car safety and the correct fitting of child car seats. which included links to the nursery range on the TK Maxx website.

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

home safety equipment and feeding equipment reached £168m in 2009.2 168 © Key Note Ltd 2010 40 . Retail sales within the sector were estimated at £85m in 2009.1: The UK Market for Baby Monitors.2 83 1.2: The UK Market for Baby Monitors. up from £71m in 2005. Home Safety Equipment and Feeding Equipment MARKET SIZE Total UK retail sales of baby monitors.Baby Products Baby Monitors. with developments such as digital and video monitors helping to maintain value to an extent.. Table 5. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp). reaching £83m in 2009.4 148 79 5.6 73 7. compared with £139m in 2005.4 2009 168 1. Home Safety Equipment and Feeding Equipment by Value (£m at rsp).2 158 84 6. 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.8 2008 165 4..5 2007 158 6. 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 5.3 82 3.8 †165 2006 2007 2008 2009 85 1. Table 5.3 79 8. 2005-2009 2005 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2006 148 6.

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

February 2010 also saw the launch of a new range of baby monitors from Tomy: the Classic Monitor TA100.Baby Products Baby Monitors. © Key Note Ltd 2010 42 .4-inch colour display. was launched in the UK in spring 2010. with extra features including a digital zoom. plus 50 recorded melodies to help the baby get back to sleep. a weaning spoon pack. 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. the gate slides into. and a tap strap: a lightweight device designed to stop children accessing hot-water taps. Clippasafe introduced a number of new child safety products in March 2010. Home Safety Equipment In July 2009. Marketed as ‘essential for every stylish house’. a weaning bowl and spoon set.99. which was launched in February 2010. The Nuby brand of infant feeding products. and locks onto. Home Safety Equipment and Feeding Equipment DISTRIBUTION Boots and Mothercare dominate retail sales of feeding equipment and safety equipment. but supermarkets have an increasingly important presence. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. which can be customised to co-ordinate with the nursery colour scheme. RECENT DEVELOPMENTS Baby Monitors The VTech Clear View Video Baby Monitor. Lindam launched the numi safety gate. The last of these includes a multicoloured nightlight. features a 2. a low-profile wall mount. the Digital Monitor TD300 and the Digital Plus Monitor TD350. sound sensor and feeding timer. Feeding Equipment Fisher-Price introduced a ‘value’ feeding range in December 2009. including a magnetic cupboard and drawer lock. enabling it to be easily removed when not in use. a feeding bottle and a training mug — each retailing at just £1. In February 2009. from the US company Luv n Care. 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.Baby Products Baby Monitors. © Key Note Ltd 2010 43 .

including: a higher birth rate among the majority Hispanic population. Denmark is at the same level. United Nations Population Division © Key Note Ltd 2010 44 . The US has a higher fertility rate than Western Europe.50 1. the estimated total fertility rate (number of children per woman). at 2. at 1. 2005-2010 US Western Europe Europe France Norway Sweden Denmark UK Belgium Netherlands Spain Austria Greece Italy Germany 2.38 1.32 † — the average number of children that would be born to a woman if she were to experience the current age-specific fertility rates through her lifetime Source: World Population Prospects: The 2008 Revision.38 1.43 1. is 1. and the more traditional and family-oriented nature of much of the US population.09.84.87 1. Table 6. Europe and Selected European Countries.89 1.59 1.Baby Products An International Perspective 6.1: Total Fertility Rates† in the US.89.84 1.84 1. The average fertility rate in the UK is at the higher end of the European spectrum. In France and Norway. the fact that it may be easier for American women to combine work and child-rearing.38 1.77 1.09 1. An International Perspective POPULATION TRENDS There are considerable variations in fertility rates among the Western European countries.74 1. compared with just 1.32 in Germany.89 1. A number of explanations have been put forward for this. averaged across the years from 2005 to 2010. for example.

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

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

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

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

used I wish I had done more research/been better informed before I bought my baby equipment Source: Key Note/NEMS Market Research. © Key Note Ltd 2010 49 .. However. However..Baby Products Consumer Dynamics Table 8. 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. either currently or in the past. or hardly ever.1: Attitudes Towards Baby Products and Related Issues (% of respondents). Four in ten were users of reusable nappies. March 2010 . this proportion almost exactly matched the proportion (60%) who acknowledged that they used (or had used) only disposable nappies. 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.table continued New Versus Second-Hand Baby Equipment (cont.) 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. 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. whereas just under three in ten (29%) asserted that bottle feeding can be just as good as breastfeeding.

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 nearly three in ten (29%) wished that they had been better informed before buying baby equipment. and nearly two-thirds (63%) of respondents agreed that they would never buy this item of baby equipment second-hand. Nearly two-thirds (65%) of over-45 year-olds who bought products for babies and/or small children were concerned about this. Just over a quarter (26%) said that it was important for them personally to buy all baby equipment brand new. Slightly more of those in the C2DE social grades than those in the ABC1 social grades saw this as a concern (62% versus 56%). the plethora of products can also be very confusing. favour ‘passing on’ baby equipment. However. together with growing concern for the environment. rather than discarding it. the potential dangers of using a second-hand car seat have been well publicised. compared with just 29% of 16 to 24 year-olds. Levels of concern were highest among respondents living in the Midlands (63%) and lowest among those living in the North (55%). especially for new parents. However.Baby Products Consumer Dynamics New Versus Second-Hand Baby Equipment Current economic conditions. DETAILED ANALYSIS Nappies Older respondents tended to be more aware than younger respondents of the environmental impact of disposable nappies. Choosing Baby Equipment The wide variety of baby equipment that is currently available certainly makes life easier for parents in some respects. Almost the same proportion (47%) had bought at least some items of baby equipment that had been of little or no use. A very high proportion of respondents (78%) agreed that it is perfectly acceptable to use second-hand equipment as long as one is satisfied that it is safe to do so. and 17% said that they would not even accept used baby equipment from friends and family. © Key Note Ltd 2010 50 . and women were more likely than men to do so (63% of women. compared with 53% of men). and there is clearly a need for help and guidance to enable purchasers of baby equipment to make informed decisions. and 45% of respondents agreed that parenting is now easier than it was a decade ago because of this.

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

but differences in penetration by region or social grade were fairly slight. those who are hoping to start a family within the next 2 years. Source: Key Note/NEMS Market Research. This may be related to the fact that disposable nappies have become widely available only relatively recently. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. March 2010 © Key Note Ltd 2010 52 . Table 8. March 2010 S3: “I use/have used non-disposable nappies. Women (46%) were much more likely than men (29%) to agree that they used or had used non-disposable nappies.Baby Products Consumer Dynamics Respondents aged over 45 were more than twice as likely as those in the 25 to 34 age group to use or have used non-disposable nappies (51% versus 24%).” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S3 PP% 100 29 71 5 14 29 52 44 56 Pen% 40 29 46 42 24 37 51 38 41 100 39 61 5 23 31 41 46 54 37 25 38 39 26 35 42 40 37 Base: respondents with children aged 0 to 15. and many women over 45 may not have had the opportunity to use them when bringing up their own babies.3: Use of Non-Disposable Nappies (% of respondents).

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

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

” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S6 PP% Pen% 100 40 60 5 26 31 38 50 50 64 71 59 77 66 59 65 62 66 S7 PP% Pen% 100 44 56 6 24 29 41 44 56 53 53 52 51 60 52 49 57 49 100 44 56 6 24 29 41 44 56 39 26 36 33 24 43 67 65 60 39 26 36 48 49 60 Base: respondents with children aged 0 to 15.5: Attitudes Towards Bottle Feeding (% of respondents). March 2010 S6: “Bottle feeding is easier for the parents than breastfeeding.” 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. those who are hoping to start a family within the next 2 years. March 2010 © Key Note Ltd 2010 55 .Baby Products Consumer Dynamics Table 8. Source: Key Note/NEMS Market Research.

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

table continued S8: “It is perfectly acceptable to use second-hand baby equipment as long as you are satisfied it is safe.. © Key Note Ltd 2010 57 .Baby Products Consumer Dynamics Table 8. Source: Key Note/NEMS Market Research.6: Attitudes Towards New and Second-Hand Baby Equipment (% of respondents).” 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. March 2010 Younger respondents were particularly averse to buying second-hand car seats (94% said they would never do so) and to accepting baby equipment passed on from friends and family (31% agreed with the statement). there was little difference by region in the proportion who said that they would never buy a second-hand car seat.” 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. 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. and those who do not have children under 16 but do buy things for babies and/or small children nowadays. However..

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

” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available.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. Those in the 16 to 24 age group.. compared with 75% of men.” Sample Profile All adults Sex Male Female Age 16-24 25-34 35-44 45+ Social Grade ABC1 C2DE Table continues.. 46 54 5 23 31 41 39 61 100 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 . March 2010 S12: “There are so many different types of baby equipment available that it can be difficult to decide what you actually do need.8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents). Table 8. were also more likely than others to say that greater choice makes it more difficult to make decisions on what to buy. 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. agreed with this statement. and those living in the North. 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. C2DE respondents.

.” S13: ”Parenting today is easier than it was 10 years ago because of the wide range of baby equipment available. and those who do not have children under 16 but do buy things for babies and/or small children nowadays.table continued S12: “There are so many different types of baby equipment available that it can be difficult to decide what you actually do need. Source: Key Note/NEMS Market Research. © Key Note Ltd 2010 60 . those who are hoping to start a family within the next 2 years.” Sample Profile Region North (Yorkshire and Humberside/ North West/North/Scotland) Midlands (East Midlands/ West Midlands/Wales/East Anglia) South (London/South East/ South West) Weighted sample: 477 adults aged 16+ S12 PP% Pen% S13 PP% Pen% 37 25 38 37 26 36 81 83 77 41 23 36 50 41 43 Base: respondents with children aged 0 to 15. March 2010 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%)..8: Attitudes Towards the Range of Baby Equipment That is Available (% of respondents).Baby Products Consumer Dynamics Table 8. March 2010 .

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

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

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. or hardly ever.” S16: ”I wish I had done more research/been better informed before I bought my baby equipment. Source: Key Note/NEMS Market Research.table continued S15: “I bought some items of baby equipment that I never. March 2010 © Key Note Ltd 2010 63 ..” 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.. used.10: Personal Experience of Choosing Baby Equipment (% of respondents). March 2010 .

by the private-equity company Carlyle Group in September 2005. the aircraft-interior and vehicle-safety-equipment manufacturer Britax International. Britax Childcare’s headquarters are in Chertsey. the company also offers infant carriers and wheeled goods.1: Financial Results for Britax Childcare Holdings Ltd (£000).418 -7. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.3m and a pre-tax loss of £522. Profitability Britax Childcare Holdings Ltd reported a turnover of £183. Surrey.261 31/12/07 163. assembles. Table 9. It distributes these products through independent specialist retailers. Known chiefly for its children’s car seats. multiple retailers and vehicle original equipment manufacturers (OEMs) in Europe.208 31/12/08 183.715 -8.Baby Products Supplier Profiles 9.co. manufactures and markets child safety products in the UK. The activities of multiple retailers operating within the baby-products sector in addition to other activities are discussed in Chapter 2 — Strategic Overview.000 for the year ending 31st December 2008.uk 148. The company designs. for £230m.331 -522 © Key Note Ltd 2010 64 . 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. BRITAX CHILDCARE HOLDINGS LTD Corporate Strategy Britax Childcare Holdings Ltd was acquired from its former parent company.

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

Jackel International moved to a single-brand strategy.Baby Products Supplier Profiles Table 9. due to reports of loose screws and falling brackets that could cause the chair to tip. a British company producing the Nappy Wrapper nappy-disposal system. which also produces fabric dyes under the Dylon brand. In August 2003. The product can also be transformed into a travel system for twins with the addition of two Graco car seats.2: Financial Results for Graco Ltd (£000). designed to make bottle feeding as similar as possible to breastfeeding. was launched in 2006.249 542 31/12/09 850 172 Recent and Future Developments In March 2010. The Mayborn Group was acquired by the private-equity company 3i in 2006. Graco voluntarily recalled 65 models of its Harmony High Chair. © Key Note Ltd 2010 66 .uk 1. based in Newcastle. was launched towards the end of 2009. a supplier of reusable cotton nappies (November 2004). Jackel acquired the long-established Maws baby-feeding-equipment brand.2 million products. the company became part of the Mayborn Group. In 1995. The Tommee Tippee Closer to Nature range of feeding equipment. relaunching the Maws and Sangenic brands as Tommee Tippee. The recall was estimated to affect 1. JACKEL INTERNATIONAL LTD (MAYBORN GROUP) Corporate Strategy Jackel International Ltd. Jackel acquired Steri-Bottle UK. a manufacturer of outdoor play equipment (March 2005). and Tube Plastics. In 2003.co. began life as a manufacturer of hair and nail products. including Cotton Bottoms Ltd. a double pushchair designed to accommodate one child from birth and another from the age of 6 months. and 2 years later the Mayborn Group bought Sangenic. More acquisitions followed. In 1983. The Graco Quattro Tour Duo. the company that launched the Steri-Bottle pre-sterilised single-use feeding bottle in 1999. and acquired the UK and European manufacturing licence for the US Tommee Tippee brand of baby-feeding equipment and accessories in 1965. Years Ending 31st December 2007-2009 31/12/07 Turnover Pre-tax profit Source: myicc.254 574 31/12/08 1.

KIMBERLY-CLARK LTD Corporate Strategy Kimberly-Clark Ltd is the UK subsidiary of the Dallas-based Kimberly-Clark Corporation. © Key Note Ltd 2010 67 . Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. A new star-shaped Tommee Tippee logo was also launched in February 2009. launched in the US in 1978. Huggies is Kimberly-Clark’s disposable-nappy brand.3: Financial Results for Jackel International Ltd (£000). In February 2009. but they moved into Toys R Us stores in April. Mayborn launched the Tommee Tippee brand in the US.2m for the year ending 31st December 2008. and introduced into the UK in the mid-1990s.539 31/12/08 38.049 6.co.112 31/12/07 33. The Closer to Nature brand of baby-feeding equipment.uk 31.589 1. taking it back to its original roots. Baby bottles containing BPA were banned in the US in 2009 but have not been banned in the UK. 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.223 Recent and Future Developments In January 2010.517 5.Baby Products Supplier Profiles Profitability Jackel International Ltd reported a turnover of £38m and a pre-tax profit of £6. Table 9. and Explora toddler cups and feeding products. were initially available only through Babies R Us in the US. 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. which produces a number of household paper brands.

© Key Note Ltd 2010 68 . with flexible sides.649 48. Little Swimmers swimming nappies. and Pull-Ups potty-training pants. Profitability Kimberly-Clark Ltd reported a turnover of £623.4: Financial Results for Kimberly-Clark Ltd (£000). Little Walkers.Baby Products Supplier Profiles The Huggies range includes: Huggies Preemies (for premature babies). which went live in February 2010. Parents were encouraged to upload photos and videos of their child exploring their world.co. with the theme ‘Everyday Discoveries’. designed to keep babies dry for up to 12 hours.552 Recent and Future Developments In April 2010. called ‘9 months in vivo’.263 143. shaped like pants. The babies featured in the ten winning entries were selected to appear in Huggies’ promotional campaigns over the next 5 years.954 31/12/07 614. features a ‘real-time’ video of a baby growing in utero. in a range of sizes for babies from 11 to 27 pounds. Newborn.551 31/12/08 623. the Huggies brand was relaunched with new packaging featuring photographs of babies at the relevant age for each product. Natural Fit. A global website for Huggies. for babies from 0 to 3 months. Super-Dry. also includes tips for mothers-to-be. for babies from 19 to 60 pounds. The company also produces Huggies-branded wipes and disposable changing mats.uk 602.6m and a pre-tax profit of £48.6m for the year ending 31st December 2008. An interactive online campaign to promote the Huggies Super-Dry range was launched in January 2010.233 53. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc. The site. plus a new Huggies logo incorporating a baby’s handprint. Table 9.

Maclaren’s Techno XLR travel system was expanded with the introduction of a soft carrycot that is compatible with the system. Table 9. Maclaren USA.484 31/12/07 23. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.co. a manufacturer of nursery products and pushchairs. In November 2009. these covers were issued only to purchasers who contacted Maclaren themselves. © Key Note Ltd 2010 69 . Hestair PLC was purchased by BET in 1990 and there was a management buy-out of Hestair Maclaren during the same year. fitting onto the buggy for the baby’s first few months.880 31/12/08 30.uk 19.5: Financial Results for Maclaren Europe Ltd (£000). In the UK.442 -1. Profitability Maclaren Europe Ltd reported a turnover of £31m and a pre-tax loss of £3.6m for the year ending 31st December 2008. Maclaren launched Beginning.232 -1. Hestair purchased Cindico. Also in July 2009. the company distributed hinge covers to all purchasers of the strollers in the US. Maclaren received some adverse publicity towards the end of 2009. In November 2009. was established in 1999. following reports that 12 children in the US had had parts of their fingers cut off by the folding mechanism of its umbrella strollers. Later the same year. with the invention of the lightweight ‘baby buggy’. a wholly owned subsidiary that markets the company’s products in the US and Canada. From 2010. The company was purchased by the Sunleigh Group in 1994. Following its 1988 acquisition by Hestair PLC.Baby Products Supplier Profiles MACLAREN EUROPE LTD Corporate Strategy Maclaren began life as Andrews Maclaren Ltd. a range of organic skincare products for mothers and babies. founded in Northampton in the late 1960s.623 Recent and Future Developments In July 2009. the company became Hestair Maclaren. Maclaren’s US arm acquired the nursery-furniture company NettoCollection. all Maclaren strollers of this type are being supplied with hinge covers as standard.978 -3.

uk 83. 30th March 2008 and 29th March 2009 01/04/07 Turnover Pre-tax profit Source: myicc. nursery furniture and bedding.789 29/03/09 87. © Key Note Ltd 2010 70 .816 2. Openings so far in 2010 have included Lincoln (April). Others included Liverpool (in September). one of the first companies to introduce the concept of designer products into the market for baby equipment. was founded in 1981 by the Scacchetti family and is still family owned.6: Financial Results for Mamas & Papas Ltd (£000). Hull and Aberdeen (both in October). Mamas & Papas further expanded its retail operations in November 2009.Baby Products Supplier Profiles MAMAS & PAPAS LTD Corporate Strategy Mamas & Papas Ltd.7m and a pre-tax loss of £1.438 30/03/08 83. including John Lewis.co. which was opened in February. including one in the Westfield Shopping Centre in West London. Table 9. and pre-school toys.182 Recent and Future Developments A number of new Mamas & Papas stores were opened during 2009. and Rotherham (November). The company also has a chain of more than 50 dedicated stores in the UK and the Republic of Ireland. Mamas and Papas’ products are sold through a wide range of outlets. run on a franchise basis. Selfridges. pushchairs and car seats). 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. Harrods and more than 500 independent dealers. Years Ending 1st April 2007.2m for the year ending 29th March 2009. The company’s range includes baby transport (in the form of prams. Manchester (May) and Broadstairs (June).656 -1.382 1. Profitability Mamas & Papas Ltd reported a turnover of £87. The brand also encompasses maternity and baby wear.

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

The brand. Early in 2010. was launched in October 2009 on the pre-school television channel Cartoonito. 62 of which were opened during the 6 months to November.6m and a pre-tax profit of £42. Profitability Mothercare PLC reported a turnover of £723. Much of the company’s international growth came from India and Russia.Baby Products Supplier Profiles As at mid-November 2009. A brand-awareness campaign for Mothercare.2m for the year ending 28th March 2009. 29th March 2008 and 28th March 2009 31/03/07 Turnover Pre-tax profit Source: myicc.900 29/03/08 676. and 694 franchised international stores. Mothercare announced plans to launch Mothercare in Australia and the Early Learning Centre in South Africa.500 18. Years Ending 31st March 2007. fell into administration in January 2010. television presenter and ‘celebrity mother’ Myleene Klass.800 4. is to be launched in autumn 2010. the company announced a joint venture in India. mostly on a franchise basis. it expects to have 65 Indian stores by the end of 2010.uk 498. featuring the musician.7: Financial Results for Mothercare PLC (£000). there were 389 UK stores in the Mothercare group. up from 28 in 2009. Toys from Mothercare’s Early Learning Centre range are already sold through 400 Boots stores. currently unnamed. which previously supplied Boots with children’s clothing.500 28/03/09 723.200 Recent and Future Developments In February 2010.600 42. Table 9. In October. Adams Childrenswear. The company opened its 50th store in Russia in December 2009. The Mothercare group opened 115 international stores during 2009. Mothercare announced that it would be supplying Boots with a new range of children’s clothes and accessories. © Key Note Ltd 2010 72 .co.

The Philips Avent product range includes a wide variety of feeding equipment. in February 2009. It should be noted that these figures cover a wide range of items other than baby products. including breast pumps and breastfeeding accessories. baby bottles and toddler-feeding equipment.4m and a pre-tax profit of £4.co. It also incorporates baby monitors and digital thermometers.900 31/12/07 812. © Key Note Ltd 2010 73 .8: Financial Results for Philips Electronics UK Ltd (£000).100 31/12/08 827.2m for the year ending 31st December 2008.400 4.800 33.co. which also includes shaving and oral-healthcare products. launched in 1984.Baby Products Supplier Profiles PHILIPS AVENT Corporate Strategy The Avent brand. Virtually all Philips Avent products are designed and manufactured at the company’s factory in Suffolk.uk.200 65. soothers. Table 9. skincare products and changing bags. mybabytalk. Years Ending 31st December 2006-2008 31/12/06 Turnover Pre-tax profit Source: myicc.uk 682. was purchased by the Dutch electronics company Royal Philips Electronics in September 2006 and renamed Philips Avent. Profitability Philips Electronics UK Ltd reported a turnover of £827.200 Recent and Future Developments Philips launched an advice website for new mothers. bottle and food warmers. The brand is now part of Philips’s Consumer Lifestyle division.

based in Ohio.3m and a pre-tax profit of £34.006 40. The Pampers disposable-nappy portfolio includes: Pampers New Baby (including Micro for premature and very small babies).273 34. Sunnies Swim Pants. with Extra Sleep Layer for night-time use.073 38. with Comfort Stretch for babies who can move.347 30/06/09 209. © Key Note Ltd 2010 74 .697 Recent and Future Developments In January 2010. The company produces the Pampers nappy range. its first product for older children. Pampers recently launched two new products: UnderJams and Simply Dry (see Recent and Future Developments). Easy Up Pants for older babies. The range.co. which was introduced to the UK in 1982. These figures cover a broad range of household products and toiletries. Pampers launched its ‘value’ nappy brand.528 30/06/08 271. with high leg cuffs for extra protection. Simply Dry. was founded in 1837 and expanded into the UK in 1930.7m for the year ending 30th June 2009. Years Ending 30th June 2007-2009 30/06/07 Turnover Pre-tax profit Source: myicc. in July 2009. which have Secure-Me fasteners that overlap for a snugger fit. is designed to provide protection from bedwetting for children aged 4 to 12 years. the Pampers brand launched UnderJams. in an attempt to compete with supermarkets and discount retailers. Profitability Procter & Gamble Product Supply (UK) Ltd reported a turnover of £209. and Baby Dry.9: Financial Results for Procter & Gamble Product Supply (UK) Ltd (£000). Table 9.Baby Products Supplier Profiles PROCTER & GAMBLE Corporate Strategy The US company Procter & Gamble.uk 258. in the form of absorbent pants shaped like underwear. The company also produces Pampers Wipes and Kandoo Wipes. for use by toddlers who are being toilet trained. Feel N Learn potty-training pants. Active Fit.

However.000 for the year ending 31st March 2009. The parent company in Japan is named Takara-Tomy.030 31/03/09 42. it also produces a range of baby products.7m and a pre-tax loss of £996. Table 9. the Digital Monitor TD300 and the Digital Plus Monitor TD350 — was launched in February 2010. 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. cot guards and bedrails.159 2. BabyDam turns a normal-sized bath into a smaller bathing space suitable for babies and toddlers. but the Tomy name has been retained for all international subsidiaries.co. including baby monitors.714 -996 Recent and Future Developments A new range of baby monitors — the Classic Monitor TA100. a Japanese-owned company. The last of these includes a multicoloured nightlight. which can be customised to co-ordinate with the nursery colour scheme. Years Ending 31st March 2007-2009 31/03/07 Turnover Pre-tax profit Source: myicc.189 3.683 31/03/08 51. and baby activity toys. Profitability Tomy UK Ltd reported a turnover of £42. In August 2009. © Key Note Ltd 2010 75 .uk 47.Baby Products Supplier Profiles TOMY UK LTD Corporate Strategy Tomy UK Ltd. feeding equipment for toddlers. is principally a manufacturer of toys and games.10: Financial Results for Tomy UK Ltd (£000). baby carriers.

0 2.4 2013 775 0. Government Actuary’s Department © Crown copyright © Key Note Ltd 2010 76 .1: Forecast Number of Children in the UK Aged 0 to 2 Years (000). in mid-2014. The Future DEMOGRAPHIC TRENDS The next 5 years will see a stagnation of the birth rate.6 2012 774 -0.6 2.1 775 0.8 784 -0.324 -0.9 2011 775 -0. During the period between 2010 and 2014. Table 10.1 774 -0.9 2. the number of children aged between 1 and 2 years will fall slightly.1 2014 777 0.348 0.000 — exactly the same figure as in 2010.Baby Products The Future 10.1 775 -0. Source: 2008-Based Population Projections.1 Note: figures may not sum due to rounding.326 -0.1 775 -0. Mid-Years 2010-2014 2010 Age 0 % change year-on-year Age 1 % change year-on-year Age 2 % change year-on-year Total % change year-on-year 777 -0.4 2. the number of infants aged under 1 year will stand at 777.326 0. following increases between 2005 and 2008. with the total population of under-3s standing at 2.3 775 0.335 -0. Government projections suggest that.3 million in mid-2014.6 789 4.3 777 -0.3 777 -0.3 2.8 783 -0.

3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp). Companies will continue to turn outside the UK for growth. 2010-2014 2010 Baby transport % change year-on-year Table continues. 301 1. There will be slightly higher growth in nursery furniture. retail sales in this sector are forecast to reach £154m..5 2013 550 0. looking at markets in Asia and Eastern Europe.9 2014 555 0. By 2014. with retail sales reaching £314m by 2014. Table 10. where birth rates are higher..Baby Products The Future FORECASTS 2010 TO 2014 The next few years are likely to see a greater emphasis on value in baby products — particularly in respect of smaller and disposable items such as nappies and feeding equipment.0 2012 307 1. Disposable Nappies The market for disposable nappies will continue to grow at a slow rate over the next 5 years.2: The Forecast UK Market for Disposable Nappies by Value (£m at rsp). 2010-2014 2010 Value (£m at rsp) % change year-on-year rsp — retail selling prices 2011 537 1.0 © Key Note Ltd 2010 77 .0 2013 311 1.1 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. but from a lower base.9 530 2.3 2014 314 1. Table 10.3 2011 304 1.3 2012 545 1. with retail sales reaching £555m by 2014.

3 87 1.Baby Products The Future Table 10.3: The Forecast UK Market for Baby Transport and Nursery Furniture by Sector by Value (£m at rsp).3 2013 151 2..3 90 3. Home Safety Equipment and Feeding Equipment Retail sales of baby monitors and home safety equipment are forecast to reach £98m by 2014.2 177 1.1 448 1.table continued 2010 Nursery furniture % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 144 2.2 92 2.7 2014 98 2. with sales of feeding equipment totalling £94m.4 2012 147 2.9 442 1. 2010-2014 .2 192 2.0 468 1.1 88 3.7 462 1.6 174 3.7 2012 93 3. 2010-2014 2010 Baby monitors and home safety equipment % change year-on-year Feeding equipment % change year-on-year Total % change year-on-year rsp — retail selling prices 2011 90 2..5 86 3. Home Safety Equipment and Feeding Equipment by Sector by Value (£m at rsp).1 94 2.4: The Forecast UK Market for Baby Monitors.8 Source: Key Note Baby Monitors.6 Source: Key Note © Key Note Ltd 2010 78 .3 141 2.1 454 1.4 183 3.2 188 2.4 2013 96 3. Table 10.8 2014 154 2.

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

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

consultancies and industry experts whose wealth of knowledge is vital in publishing this type of report. Key Note Market Reviews are designed to inform you of developments and opportunities across entire industry sectors. providing a one-stop shop for all your research needs. Key Note Financial Survey Reports £420 each For each key industry sector.keynote. Key Note Market Reviews £750 each Focusing on the bigger picture.co. Top Markets and Market Forecasts are an indispensable and authoritative mini business library. Compiled using Key Note Market Reports. providing an in-depth. strategic and global view of key industries. dynamics and shape of key UK and European markets. there is a detailed Financial Survey report.uk http://www. with a particular focus on financial services. consumer and lifestyle sectors. Key Note Market Focus Reports • Market Forecasts • Top Markets £699 each/£999 set of 10 volumes Please contact sales@keynote.Baby Products Further Sources Key Note Sources Key Note Ltd 5th Floor Harlequin House 7 High Street Teddington Richmond Upon Thames.co. TW11 8EE Telephone: 0845-504 0452 Fax: 0845-504 0453 E-mail: sales@keynote. these premium reports examine the scope. bringing you invaluable financial information and contact details. Key Note Market Reports Plus £605 each Concentrating on more dynamic consumer markets. Key Note Market Assessments • Baby Foods • Children’s Publishing • Non-Food Sales in Supermarkets • Organic Baby & Toddler Care • Supermarket Own Labels • Supermarket Services £899 each Providing in-depth strategic analysis and including primary research. Market Report Plus and Market Assessments published in the previous year. Other Market Focus reports are created in conjunction with specialist authors.co.uk Key Note Market Reports • Clothing Retailing • Giftware • Home Shopping • Own Brands £460 each Invaluable aids to anyone needing to gain a highly detailed understanding of a specific market for more informed decision-making. © Key Note Ltd 2010 81 .uk for sector-specific individual volume prices. You can choose from approximately 90 industry sectors where thousands of companies are profiled in each report. Top Markets and Market Forecasts add a further dimension to the Key Note range. these offer the same incisive market intelligence as Market Reports but include additional chapters and primary research data.

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

etc.9 0.7 19.4 All housewives Age 15-24 25-34 Social Grade AB C1 Region Greater London 20. Profile.0 . Number.1 . Each subgroup should total 100% vertically.03 12.535 Profile (%) 100. but not always. Profile. and/or Penetration.5 71. social grade and standard region.0 61.557 10. Penetration Tables used in Key Note reports may give figures for the Number. Table Heading Population Number (000) 13. © Kantar Media. • Housewives — a member of a private household who is solely or mainly responsible for the household duties. These terms are explained in the following table. etc. produced by Kantar Media.Baby Products Understanding TGI Data Understanding TGI Data TGI tables.4 55.371 This is the projected number of people in each subgroup who use the product. who live together and whose food and other household expenses are managed as one unit. households.2 Source: Target Group Index. 1.9 2. • Adults — any person aged 15 or over. © Key Note Ltd 2010 83 . 7.0 Penetration (%) 66. who are users. members of one family. 1995 TGI data used in Key Note reports are broken down by age. The total number of adults. housewives. usually.045 2.697 Down The % of each subgroup who are users. Across The % of 15-24 year-olds. 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.

based on information given personally and verbally by the respondent. Social Grade A B C1 C2 D E Social Status Upper middle class Middle class Lower middle class Skilled working class Working class Those at lowest levels of subsistence (no other earner) Head of Household’s Occupation Higher managerial. Social grade is checked by Kantar Media’s coding and editing office. therefore. © Key Note Ltd 2010 84 . or if the Head of the Household is retired. 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. The following table broadly defines the six social grades used. administrative or professional Skilled manual workers Semi and unskilled workers State pensioners or widows Standard Region This is as defined by the Registrar-General. 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. presence of domestic help etc. administrative or professional Intermediate managerial.Baby Products Understanding TGI Data Social Grade This is normally based on the occupation of the Head of the Household. amenities in the home. administrative or professional Supervisory or clerical and junior managerial.

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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. The total range covers consumer. financial services and industrial sectors.Baby Products The Key Note Range of Reports The Key Note Range of Reports Key Note publishes over 180 titles each year.

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

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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 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.

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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