UK Home Category Data, The Consumer: Baby Equipment offers a comprehensive insight into consumer attitudes in the UK baby equipment market. The report focuses on five key subcategories: overall baby equipment, baby entertainment, baby care, baby travel, and baby safety. Consumer data is based on our 2024 UK baby equipment survey, using a panel of 2,000 nationally representative consumers.
17.2% of UK consumers have purchased baby equipment in the last 12 months, with the highest purchasing penetration among 16-24s due to their life stage. Amazon is the retailer most visited and purchased from, followed by Argos and Tesco.
Key Highlights
- Amazon holds the highest conversion rate in the overall baby equipment, followed by Argos
- 74.9% of respondents cited that they find it easier to browse for goods online compared with visiting shops
- 65.9% of baby equipment shoppers are purchasing items for the first time
Scope
- 17.2% of UK consumers have purchased baby equipment in the last 12 months, with the highest purchasing penetration among 16-24s due to their life stage. Amazon is the retailer most visited and purchased from, followed by Argos and Tesco.
Reasons to Buy
- Identify the demographic profile of shoppers within each subcategory, allowing you to better target ranges.
- Understand how drivers of purchase, such as range, price and quality, vary in importance among different demographics in order to maximise sales potential among target audiences.
- Discover how channel usage for researching and purchasing is changing, to help target investment into growing areas.
Table of Contents
- Consumer penetration by subcategory
- Drivers of purchase
- Replacement cycle
- Retailer use
- Retailer profiles
- Retailer drivers
- Retailer improvements
- Channel use
- Research prior to purchase
- Category-specific questions
- Secondhand purchasing
- Methodology and contacts
- Consumer Penetration by Product, 2024
- Purchase Motivations, 2024
- Retailer Conversion Rates, 2024
- Retailer Purchased From By Subcategory, 2024
- Retailer Usage by Demographic, 2024
- Drivers of Retailer Choice by Retailer, 2024
- Retailer Improvement Opportunities by Retailer, 2024
- Consumer Penetration, 2024
- Consumer Penetration by Subcategory, 2024
- Replacement Cycle, 2024
- Retailers Visited & Purchased from, 2024
- Retailer Profile - Amazon, 2024
- Retailer Profile - Argos, 2024
- Retailer Profile - Tesco, 2024
- Retailer Profile - ASDA, 2024
- Retailer Profile - Smyths Toys, 2024
- Drivers of Retailer Choice, 2024
- Retailer Improvement Opportunities, 2024
- Brand Choice, 2024
- Licensed Products Purchased, 2024
- Shopper Research Process, 2024
- Interaction With Staff Instore, 2024
- Channel Usage when Researching, 2024
- Channel Usage when Purchasing, 2024
- Online Fulfilment Methods, 2024
- Shopper Views On Online Shopping for Baby Equipment, 2024
- Satisfaction With Online Shopping for Baby Equipment, 2024
- Views Prior to Purchase, 2024
- Factors Of Importance When Purchasing Baby Equipment, 2024
- Opinions on Baby Equipment, 2024
- Consumer Penetration On Secondhand Baby Equipment, 2024
- Consumer Penetration by Subcategory on Secondhand Baby Equipment, 2024
- Channel Used when Purchasing Secondhand Baby Equipment, 2024
- Purchase Motivation for Secondhand Baby Equipment, 2024
- Factors Hindering the Purchase of Secondhand Baby Equipment, 2024
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Amazon
- Argos
- ASDA
- B&M
- Boots
- Home Bargains
- IKEA
- Primark
- Smyths Toys
- Tesco
