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.
Executive Summary
1. Introduction
Background
Definition
Disposable Nappies
Baby Transport And Nursery Furniture
Baby Monitors, Home Safety Equipment And Feeding Equipment
2. Strategic Overview
Market Background
Demographic And Social Factors
Number Of Children Aged To
Table.1: Number Of Children In The Uk Aged To Years (000),th June-
Family Size
Table.2: Total Fertility Rate? In England And Wales,-
Older Mothers
Table.3: Average Age Of Mother At Childbirth In England And Wales (years),-
Table.4: Live Births In England And Wales By Age Of Mother (000),-
Table.5: Live Births In England And Wales By Age Of Mother (%),-
Multiple Births
Table.6: Number Of Multiple Births In England And Wales,-
Working Parents
Baby Products And Fashion
Trade Bodies
Absorbent Hygiene Product Manufacturers Association
Baby Products Association
Market Size
Table.7: The Uk Market For Baby Products By Sector By Value (£m At Rsp),-
Table.8: The Uk Market For Baby Products By Sector By Value (%),-
Distribution
Online Retailing
Competitive Structure
Marketing And Advertising
Main Media Advertising
Table.9: Main Media Advertising Expenditure On Baby Products By Selected Major Retailers (£000), Years Ending December And
Direct Marketing
Sampling
Bounty
Emma's Diary
Baby Clubs And Social Networking
Parenting Magazines
Table.10: Selected Parenting Magazines By Average Net Circulation (000), July-december
The Consumer
Table.11: Parents, Prospective Parents And Other Purchasers Of Products For Babies And/or Small Children (% Of Respondents), March
Table.12: Demographic Profile Of Parents, Prospective Parents And Other Purchasers Of Products For Babies And/or Small Children (% Of Respondents), March
Table.13: Demographic Profiles Of Parents Of Babies And Children Aged Under By Age Of Child/children (% Of Respondents), March
Table.14: Demographic Profiles Of Prospective Parents And Other Purchasers Of Products For Babies And/or Small Children (% Of Respondents), March
Market Forecasts
Table.15: The Forecast Uk Market For Baby Products By Sector By Value (£m At Rsp),-
3. Disposable Nappies
Background
Alternatives To Disposable Nappies
Real Nappy Week
Market Size
Table.1: The Uk Market For Disposable Nappies By Value (£m At Rsp),-
Suppliers
Distribution
Recent Developments
Marketing And Advertising
Table.2: Main Media Advertising Expenditure On Disposable Nappies By Brand (£000), Years Ending December And
Consumer Trends
Table.3: Household Use Of Disposable Nappies In The Last Months — Penetration And Profile By Age Of Main Shopper In The Household (%),
Table.4: Household Purchasing Of Disposable Nappies In The Last Months — Penetration By Type Of Product And Age Of Main Shopper In The Household (%),
4. Baby Transport And Nursery Furniture
Background
Market Size
Table.1: The Uk Market For Baby Transport And Nursery Furniture By Value (£m At Rsp),-
Baby Transport
Table.2: The Uk Market For Baby Transport By Value (£m At Rsp),-
Table.3: The Uk Market For Baby Transport By Sector By Value (£m At Rsp),-
Nursery Furniture
Table.4: The Uk Market For Nursery Furniture By Value (£m At Rsp),-
Table.5: The Uk Market For Nursery Furniture By Sector By Value (£m At Rsp),-
Suppliers
Distribution
Recent Developments
Marketing And Advertising
Table.6: Main Media Advertising Expenditure On Baby Carriages And Nursery Equipment By Brand (£000), Years Ending December And
5. Baby Monitors, Home Safety Equipment And Feeding Equipment
Background
Market Size
Table.1: The Uk Market For Baby Monitors, Home Safety Equipment And Feeding Equipment By Value (£m At Rsp),-
Table.2: The Uk Market For Baby Monitors, Home Safety Equipment And Feeding Equipment By Sector By Value (£m At Rsp),-
Suppliers
Distribution
Recent Developments
Baby Monitors
Home Safety Equipment
Feeding Equipment
Marketing And Advertising
6. An International Perspective
Population Trends
Table.1: Total Fertility Rates? In The Us, Europe And Selected European Countries,-
7. Pest Analysis
Political Factors
Economic Factors
Social Factors
Technological Factors
8. Consumer Dynamics
Overview
Table.1: Attitudes Towards Baby Products And Related Issues (% Of Respondents), March
Nappies
Breastfeeding Versus Bottle Feeding
New Versus Second-hand Baby Equipment
Choosing Baby Equipment
Detailed Analysis
Nappies
Table.2: Attitudes Towards, And Use Of, Disposable Nappies (% Of Respondents), March
Table.3: Use Of Non-disposable Nappies (% Of Respondents), March
Breastfeeding Versus Bottle Feeding
Table.4: Attitudes Towards Breastfeeding (% Of Respondents), March
Table.5: Attitudes Towards Bottle Feeding (% Of Respondents), March
New Versus Second-hand Baby Equipment
Table.6: Attitudes Towards New And Second-hand Baby Equipment (% Of Respondents), March
Table.7: Aversion To Second-hand Baby Equipment (% Of Respondents), March
Choosing Baby Equipment
Table.8: Attitudes Towards The Range Of Baby Equipment That Is Available (% Of Respondents), March
Table.9: Attitudes Towards The Availability Of Unbiased Advice On Baby Equipment (% Of Respondents), March
Table.10: Personal Experience Of Choosing Baby Equipment (% Of Respondents), March
9. Supplier Profiles
Introduction
Britax Childcare Holdings Ltd
Corporate Strategy
Profitability
Table.1: Financial Results For Britax Childcare Holdings Ltd (£000), Years Endingst December-
Recent And Future Developments
Graco Ltd
Corporate Strategy
Profitability
Table.2: Financial Results For Graco Ltd (£000), Years Endingst December-
Recent And Future Developments
Jackel International Ltd (mayborn Group)
Corporate Strategy
Profitability
Table.3: Financial Results For Jackel International Ltd (£000), Years Endingst December-
Recent And Future Developments
Kimberly-clark Ltd
Corporate Strategy
Profitability
Table.4: Financial Results For Kimberly-clark Ltd (£000), Years Endingst December-
Recent And Future Developments
Maclaren Europe Ltd
Corporate Strategy
Profitability
Table.5: Financial Results For Maclaren Europe Ltd (£000), Years Endingst December-
Recent And Future Developments
Mamas & Papas Ltd
Corporate Strategy
Profitability
Table.6: Financial Results For Mamas & Papas Ltd (£000), Years Endingst April,th March Andth March
Recent And Future Developments
Mothercare Plc
Corporate Strategy
Profitability
Table.7: Financial Results For Mothercare Plc (£000), Years Endingst March, Th March Andth March
Recent And Future Developments
Philips Avent
Corporate Strategy
Profitability
Table.8: Financial Results For Philips Electronics Uk Ltd (£000), Years Endingst December-
Recent And Future Developments
Procter & Gamble
Corporate Strategy
Profitability
Table.9: Financial Results For Procter & Gamble Product Supply (uk) Ltd (£000), Years Endingth June-
Recent And Future Developments
Tomy Uk Ltd
Corporate Strategy
Profitability
Table.10: Financial Results For Tomy Uk Ltd (£000), Years Endingst March-
Recent And Future Developments
10. The Future
Demographic Trends
Table.1: Forecast Number Of Children In The Uk Aged To Years (000), Mid-years-
Forecasts To
Disposable Nappies
Table.2: The Forecast Uk Market For Disposable Nappies By Value (£m At Rsp),-
Baby Transport And Nursery Furniture
Table.3: The Forecast Uk Market For Baby Transport And Nursery Furniture By Sector By Value (£m At Rsp),-
Baby Monitors, Home Safety Equipment And Feeding Equipment
Table.4: The Forecast Uk Market For Baby Monitors, Home Safety Equipment And Feeding Equipment By Sector By Value (£m At Rsp),-
11. Further Sources
Associations
General Sources
Government Sources
Other Sources
- Britax Childcare Holdings Ltd
- Graco Ltd
- Recent And Future Developments
- Jackel International Ltd (mayborn Group)
- Kimberly-clark Ltd
- Maclaren Europe Ltd
- Mamas & Papas Ltd
- Mothercare Plc
- Philips Avent
- Procter & Gamble
- Tomy Uk Ltd
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