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