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Executive Summary

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TABLE OF CONTENTS

Executive Summary

Industry Structure

BABY FOODS

NAPPIES, WIPES AND TOILETRIES

CLOTHES AND EQUIPMENT

DEMOGRAPHIC TRENDS

RETAIL DISTRIBUTION

Table 1: Birth Rate in the UK (000), 1961-1992

Table 2: Average Age of Motherhood, 1961-1991

Table 3: Leading Retailers with Baby Facilities, February 1993

Customer Profile

BABY OR JUNIOR FOOD

BABY CEREALS AND RUSKS

BABY MILK

Table 4: Penetration Levels of Baby or Junior Foods, by Age and Social Grade ( percent), 1993

Table 5: Penetration Levels of Baby Cereals and Rusks, by Age and Social Grade ( percent), 1993

Table 6: Penetration Levels of Baby Milk, by Age and Social Grade ( percent), 1993

Industry Supply

LEADING MANUFACTURERS AND BRANDS

MANUFACTURER AND BRAND SHARES

DISTRIBUTION

ADVERTISING AND PROMOTIONS

Table 7: Boots' Financial Results - Group, Boots The Chemist Division and Children's World (£m), 12 Months to April 1992 and 1993

Table 8: Manufacturers' Shares of Total Baby Meals Market ( percent by volume and value), 1992

Table 9: Manufacturers' Shares of Wet Baby Foods Sector ( percent by value), 1991 and 1992

Table 10: Manufacturers' Shares of Dry Baby Foods Sector ( percent by value), 1991 and 1992

Table 11: Manufacturers' Shares of Hospital Ready-to-feed Milk Sector ( percent by value), December 1992

Table 12: Manufacturers' Shares of Infant Formulae Sector ( percent by value), 1991 and 1992

Table 13: Manufacturers' Shares of Baby Drinks Market ( percent by value), 1992

Table 14: Manufacturers' Shares of Disposable Nappies Market ( percent by value), 1992

Table 15: Brand Shares of Baby Wipes Market by Value, 1992

Table16: Manufacturers' Shares of Baby Toiletries Market by Value, 1992

Table 17: Manufacturers' Shares of Feeding Products Market (bottles, teats and soothers), 1992

Table 18: Distribution of the Market for Baby Consumables ( percent by value), 1992

Table 19: Distribution of Baby Foods, Drinks and Milks by Product Sector ( percent by value), 1992

Table 20: Distribution of Disposable Nappies, Wipes and Toiletries by Product Sector ( percent by value), 1992

Table 21: Main Media Advertising Expenditure on Total Baby Care Products (£000), 1992 and 1993

Table 22: Main Media Advertising Expenditure on Disposable Nappies and Baby Care Toiletries (£000), 1993

Industry Forum

A LEADING UK MANUFACTURER OF BABY FOODS AND MILKS

NICE-PAK INTERNATIONAL

DISPOSABLE NAPPY ASSOCIATION

Market Size

BABY FOODS, MILKS AND DRINKS MARKET

DISPOSABLE NAPPIES, BABY WIPES AND TOILETRIES

BABY CLOTHES AND EQUIPMENT

Table 23: Market Size for Baby Products by Sector (£m), 1992

Table 24: UK Market for Baby Products (£m), 1993

Table 25: Segmentation of Baby Foods Market ( percent share), 1992

Table 26: Total Size and Segmentation of Baby Meals Market (by volume and value), 1991 and 1992

Table 27: Size and Segmentation of Baby Milks Market (by volume and value), 1992

Table 28: Size of Baby Drinks Market (£m), 1991 and 1992

Table 29: Size of Disposable Nappies, Baby Wipes and Toiletries Markets (by volume and value), 1992

Table 30: Size and Segmentation of Baby Equipment Market (£m), 1992

Recent Developments

FOLLOW-ON MILKS

EXTENSION OF BABY MILK TOKEN SCHEME THROUGH PHARMACIES

SUGAR LEVELS IN BABY FOODS AND DRINKS

EC LEGISLATION ON PACKAGING

Future Prospects

Table 31: Projected Birth Rate (000), 1994-2001

Table 32: Average Age of Motherhood, 1961-2001

Company Profiles

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

ICC SOURCES

ICC INFORMATION GROUP LTD

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

The recession has continued to impact on the baby products market in a number of ways in 1992 and 1993. Most significantly, many couples have continued to defer having children as a result of significantly lower levels of disposable income. The resultant decline in birth rate has, obviously, had a negative effect on all sectors of the market.

For those couples who have had babies, many have been forced to make economies. For example, the baby meals market has been deleteriously affected as parents opt for either home-made meals or for the less expensive dry meal products. Similarly, in the nursery equipment market, there has been little growth as usage of second-hand equipment becomes increasingly commonplace.

In 1992, the total market for baby products was valued at £1.645bn. The fastest-growing sector in the market is that of baby wipes, which have rapidly become perceived as commodity items by parents. Key Note estimates the total market in 1993 to be worth £1.65bn.

The supply structure has seen a shift towards own-label products -- a trend which is predicted to magnify in 1994. In the distribution of baby products, the trend towards grocery multiples is also expected to continue.

In the last two years, the supermarkets have gained significant shares of the baby consumables market as a result of their aggressive price discounting policies of the leading nappy brand, Pampers. However, pharmacies may retrieve some loss of sales as a result of the decision to transfer the baby milks business from clinics to the pharmacy trade.

Text © 1994 Key Note

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