ISBN 1-85765-744-6

Table of Contents

Executive Summary

Back to Other Food Index and Shopping Cart

Back to Clothing Index and Shopping Cart

Back to Soaps and Toiletries Index and Shopping Cart

Back To REPORTFINDER home page and Search Engine

TABLE OF CONTENTS

Executive Summary

Market Definition

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: Penetration of Under-5s Products in Selected Markets (£m and percent), 1996

Table 2: Births in the UK (000 and percent), 1986-1996

Table 3: Index of Total Consumer Expenditure and Expenditure on Toys and Games at Current Prices (1991=100), 1991-1996

Market Size

THE TOTAL MARKET

INDIVIDUAL MARKET SECTORS

Table 4: The Under-5s Market at Current Prices (£m at rsp), 1991-1996

Table 5: Market Share in the Under-5s Market (£m and percent), 1996

Table 6: Market Share of the Under-5s Clothing and Footwear Market (£m and percent), 1996

Table 7: Market Share of the Nappies Market (£m and percent), 1996

Table 8: Market Share of the Food, Milk and Feeding Accessories Market (£m and percent), 1996

Table 9: Market Share of the Toiletries and Wipes Market (£m and percent), 1996

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

DISTRIBUTION

TRADE ASSOCIATIONS

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 10: Major Suppliers in the Under-5s Market (£m), 1995/1997

Table 11: Main Media Advertising Expenditure in the Under-5s Market (£m), Year to June 1996 and 1997

Table 12: Main Media Advertising Expenditure by Major Brands in the Under-5s Market (£000), Year to June 1997

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

CONSUMER PENETRATION

Table 13: Purchase/Usage of Children and Under-5s Products ( percent of women/housewives), 1997

Table 14: Expenditure on Children's Clothing and Footwear in the Previous 12 Months ( percent of women purchasing), 1997

Table 15: Purchasing of Disposable Nappies in the Previous 12 Months ( percent of housewives), 1997

Table 16: Usage of Baby Milk ( percent of housewives), 1997

Table 17: Usage of Baby or Junior Foods ( percent of housewives), 1997

Table 18: Usage of Baby Cereals and Rusks ( percent of housewives), 1997

Outside Suppliers to the Industry

Current Issues

Forecasts

FUTURE TRENDS

Table 19: The UK Population Aged 0 to 4 Years-Old (number), 1992-2001

Table 20: Forecast for the Under-5s Market (£m), 1997-2001

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

Back to Top

EXECUTIVE SUMMARY

The under-5s market experienced growth of 30 percent between 1991 and 1996 to achieve a market value of £2.4bn. This was ahead of the rise in consumer expenditure as a whole during this period, thus leading to a rise in product penetration in this sector. Many of the products supplied in the market are essentials for parents, although many are willing to indulge their children with more sophisticated items.

The market has six main sectors: clothing and footwear; nappies; food, milk and feeding accessories; toys; nursery and safety equipment; and toiletries and wipes. All these sectors have experienced growth, despite the fall in the birth rate over the past decade. With the rise in consumer expenditure, premium products have emerged across all sectors offering more features or better design. This has been one of the major factors in pushing up average transaction costs.

A significant development in the market has been the entry of new players, led by own-label products, that have eroded the value of manufacturer brand shares. However, tighter competition has encouraged new product development (NPD) and brand investment, thus building the market generically, as well as for the suppliers involved.

Retail distribution has also seen a shift towards this market, as more stores have come to stock under-5s products. The grocery multiples have gained the largest proportion of overall sales in the last 5 years. This has been achieved by widening their product portfolio, as well as adding competitively priced own-brand lines. Boots remains the leading mixed retailer, although department stores in particular have enough space to offer a significant breadth of goods.

The birth rate will continue to fall to the beginning of the next century. However, older parents and falling family sizes will continue to encourage higher spending in the under-5s market. Parents today have more sophisticated tastes and are much more aware of issues such as safety and child development. Manufacturers and suppliers have already been able to respond with more effective market segmentation and better targeting of products. As a result, the under-5s market will continue to grow from £2.49bn in 1997 to £2.91bn in 2001.

Text © 1997 Key Note

Back to Top

Back To REPORTFINDER HOME PAGE

Ariadne - working together with our customers to enhance productivity and increase knowledge

© 1999 www.the-list.co.uk Ariadne

Last updated by Duncan Nottage 5th March 1999