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| MAPS : Baby Products: November 2003 |
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This report covers: baby products, baby transport and furniture, baby monitors, safety, feeding equipment, disposable nappies, working mothers, role of fashion, sampling, Emma's Diary, baby clubs, baby transport, nursery furniture,
companies covered include: Britax Excelsior, Cannon Avent, Graco, Jackel International, Kimberly-Clark, Maclaren Group, Mama & Papas, Mothercare, Proctor and Gamble, Tomy, UK,
EXECUTIVE SUMMARY
| Manufacturers and retailers of baby products have to work hard to maintain their market share in the face of a dwindling consumer base arising from the falling birth rate. However, some of the factors associated with this demographic trend have been positive for the industry, encouraging higher expenditure per child. |
| The market for baby transport and nursery furniture has maintained healthy growth in the face of falling numbers of babies. Manufacturers have taken advantage of other demographic trends, including later parenthood, greater affluence among parents, and larger numbers of working mothers, to find ways of persuading parents to spend more on their babies. |
| The baby feeding equipment market is linked to a number of factors, including the number of mothers who choose to breastfeed. Despite the fact that the Government has recently begun recommending breastfeeding exclusively for the first 6 months, the growing number of working mothers has contributed to the continuing demand for bottle-feeding equipment. |
| The baby monitors and safety equipment sectors have been boosted by increasing parental recognition of the dangers that may face their babies in their homes. This greater awareness is largely attributable to widespread media coverage, prompted both by safety campaigns and by individual incidents. |
| The market for disposable nappies has suffered mainly due to the falling birth rate, and the consequent fierce competition among manufacturers and retailers. Despite the development of premium products, and innovations such as disposable trainer pants and 'swimming nappies', growth has been sluggish over the past 5 years. |
| Key Note's consumer research, conducted by BMRB Access exclusively for this Market Assessment report, indicates that, despite widespread concern about the environmental effect of disposable nappies, a very high proportion of parents of babies and young children under the age of 5 say that they only use disposables. The findings suggest that there might be a fairly high 'drop-out' rate for non-disposable nappies. |
| Although the vast majority of respondents felt that 'breast is best' for babies, a fairly high proportion also acknowledged that bottle-feeding could be just as good. |
| Many parents of young children said they found it hard to get unbiased advice about baby equipment, and even more acknowledged that they had bought items of baby equipment that they never, or hardly ever, used |
TABLE OF CONTENTS
| Executive Summary |
| 1. Introduction |
| DEFINITIONS |
| Baby Transport and Furniture |
| Baby Monitors, Safety and Feeding Equipment |
| Disposable Nappies |
| 2. Strategic Overview |
| MARKET BACKGROUND |
| Demographic and Social Factors |
| Fewer Births |
| Table 1: Number of Live Births, England and Wales (000), 1998-2002 |
| Figure 1: Number of Live Births, England and Wales (000), 1998-2002 |
| Table 2: Number of Children in the UK Aged 0 to 2 Years Old (000 and %), 2001-2003 |
| Smaller Families |
| Table 3: UK General and Total Fertility Rates (births per 1,000 women and number), 1964, 1977, 1992 and 1998-2002 |
| Figure 2: UK General Fertility Rates† (births per 1,000 women and number), 1964, 1977, 1992, 1998 and 2002 |
| Older Mothers |
| Table 4: Average Age of Mother† at Birth of First Child (years), England and Wales, 1971, 1981, 1991 and 1998-2002 |
| Table 5: Fertility Rates† by Age Group, England and Wales (number), 1971, 1981, 1991 and 1998-2002 |
| Figure 3: Fertility Rates by Age Group, England and Wales (number), 2002 |
| Working Mothers |
| Table 6: Economic Activity Status of Women by Age of Youngest Dependent Child (%), Autumn 2002 |
| The Role of Fashion |
| TRADE Associations |
| MARKET SIZE |
| Table 7: The UK Baby Products Market by Sector (£m), 1998-2002 |
| Figure 4: The UK Baby Products Market by Sector (%), 2002 |
| DISTRIBUTION |
| Recent Activity by Major Retailers |
| COMPETITIVE STRUCTURE |
| MARKETING AND ADVERTISING |
| Table 8: Main Media Advertising Expenditure on Baby Products by Selected Major Retailers (£000), Year Ending June 2003 |
| Sampling |
| Bounty |
| Emma's Diary |
| Baby Clubs |
| THE CONSUMER |
| Table 9: Parents, Prospective Parents and Purchasers of Baby Products (% of respondents), August 2003 |
| Table 10: Demographic Profiles of Parents of Babies and Children Under 15 (% of respondents), August 2003 |
| Table 11: Demographic Profiles of Prospective Parents and Others who Purchase for Babies and Small Children (% of respondents), August 2003 |
| MARKET FORECASTS |
| Table 12: The UK Baby Products Market (£m and %), 2003-2007 |
| 3. Baby Transport and Nursery Furniture |
| BACKGROUND |
| MARKET SIZE |
| Table 13: The UK Baby Transport and Nursery Furniture Market (£m and %), 1998-2002 |
| Baby Transport |
| Segmentation |
| Table 14: The UK Baby Transport Market (£m and %), 1998-2002 |
| Nursery Furniture |
| SUPPLIERS |
| RECENT DEVELOPMENTS |
| MARKETING AND ADVERTISING |
| 4. Baby Monitors, Safety and Feeding Equipment |
| BACKGROUND |
| Table 15: Prevalence of Breastfeeding in the UK at Ages up to 9 Months (%), 1995 and 2000 |
| MARKET SIZE |
| Table 16: Sales of Baby Monitors, Home Safety Equipment and Feeding Equipment (£m), 1998-2002 |
| SUPPLIERS |
| RECENT DEVELOPMENTS |
| Feeding Equipment |
| Safety Equipment |
| Baby Monitors |
| MARKETING AND ADVERTISING |
| 5. Disposable Nappies |
| BACKGROUND |
| DISPOSABLE NAPPIES AND THE ENVIRONMENT |
| MARKET SIZE |
| Table 17: The UK Disposable Nappies Market (£m and %), 1998-2002 |
| SUPPLIERS |
| RECENT DEVELOPMENTS |
| MARKETING AND ADVERTISING |
| Table 18: Main Media Advertising Expenditure on Disposable Nappies and Wipes (£000), Year Ending June 2003 |
| THE CONSUMER |
| Table 19: Penetration of Those Purchasing Disposable Nappies by Age Group (%), 2003 |
| Table 20: Profile of Those Purchasing Disposable Nappies by Age Group (%), 2003 |
| 6. An International Perspective |
| DISPOSABLE NAPPIES |
| BABY EQUIPMENT |
| 7. PEST Analysis |
| POLITICAL FACTORS |
| ECONOMIC FACTORS |
| SOCIAL FACTORS |
| TECHNOLOGICAL FACTORS |
| 8. Consumer Dynamics |
| OverALl Findings |
| Table 21: Attitudes Towards Baby Products and Related Issues (% of respondents), 2003 |
| Nappies |
| Breastfeeding Versus Bottle-Feeding |
| New Versus Secondhand |
| Choosing Baby Equipment |
| Table 22: Attitudes Towards Baby Products and Related Issues Among Parents of Children Under 5 (% of respondents), 2003 |
| Table 23: Attitudes Towards Baby Products and Related Issues Among Prospective Parents and Others Who Buy for Babies/Children (% of respondents), 2003 |
| Analysis of Results |
| S1: "I am Concerned That Disposable Nappies Are Harmful to the Environment" |
| S2: "I Use/Have Used Only Disposable Nappies as Opposed to Non-Disposable Nappies" |
| S3: "I Use/Have Used Non-Disposable Nappies" |
| Table 24: Attitudes Towards Disposable and Non-Disposable Nappies (% of respondents), 2003 |
| S4: "I Believe Breastfeeding is Much Better for Babies Than Bottle-Feeding" |
| S5: "Bottle-Feeding Can Be Just as Good as Breastfeeding" |
| Table 25: Attitudes Towards Bottle-Feeding and Breastfeeding (% of respondents), 2003 |
| S6: "Bottle-Feeding is Easier for the Parents Than Breastfeeding" |
| S7: "The Cleansing and Sterilising Necessary for Bottle-Feeding Babies Means it Can Be Hard Work" |
| Table 26: Attitudes Towards Bottle-Feeding and Breastfeeding† (% of respondents), 2003 |
| S8: "It is Important to Buy All Baby Equipment Brand New" |
| S9: "It is Perfectly Acceptable to Use Secondhand Baby Equipment as Long as You Are Satisfied it is Safe" |
| Table 27: Attitudes Towards New Versus Secondhand Baby Equipment (% of respondents), 2003 |
| S10: "I Would Never Buy a Secondhand Child's Car Seat" |
| S11: "I Would Not Accept Baby Equipment Passed On to Me From Friends and Family" |
| Table 28: Attitudes Towards Buying Secondhand Car Seats and Accepting Baby Equipment Passed on by Friends and Family (% of respondents), 2003 |
| S12: "Parenting Today is Easier Than it Was 10 Years Ago Because of the Wide Range of Baby Equipment Available" |
| S13: "There Are So Many Different Types of Baby Equipment Available That it Can Be Difficult to Decide What You Actually Do Need" |
| S14: "It is Difficult to Get Unbiased Advice About What Sort of Baby Equipment to Buy" |
| Table 29: Attitudes Towards the Available Range of Baby Equipment (% of respondents), 2003 |
| S15: "I Bought Some Items of Baby Equipment That I Never, or Hardly Ever, Used" |
| S16: "I Wish I Had Done More Research/Been Better Informed Before I Bought My Baby Equipment" |
| Table 30: Attitudes Towards the Available Range of Baby Equipment (% of respondents), 2003 |
| 9. Company Profiles |
| INTRODUCTION |
| BRITAX Excelsior Ltd |
| Corporate Strategy |
| Profitability |
| Table 31: Financial Results for Britax Excelsior Ltd (£m), Years Ending 31st December 2000-2002 |
| Recent and Future Developments |
| CANNON AVENT PLC |
| Corporate Strategy |
| Profitability |
| Table 32: Financial Results for Cannon Avent PLC (£m), Years Ending 31st December 2000, 30th December 2001 and 29th December 2002 |
| Recent and Future Development |
| GRACO LTD |
| Corporate Strategy |
| Profitability |
| Table 33: Financial Results for Graco Ltd (£000), Years Ending 31st December 2000-2002 |
| Recent and Future Developments |
| JACKEL INTERNATIONAL LtD |
| Corporate Strategy |
| Profitability |
| Table 34: Financial Results for Jackel International Ltd (£m), Years Ending 31st December 2000-2002 |
| Recent and Future Developments |
| KIMBERLY-CLARK LTD |
| Corporate Strategy |
| Profitability |
| Table 35: Financial Results for Kimberly-Clark Ltd (£m), Years Ending 31st December 1999-2001 |
| Recent and Future Developments |
| Maclaren Group Ltd |
| Corporate Strategy |
| Profitability |
| Recent and Future Developments |
| MAMAS & PAPAS LtD |
| Corporate Strategy |
| Profitability |
| Table 36: Financial Results for Mamas & Papas Ltd (£000), Years Ending 31st March 2000-2002 |
| Recent and Future Developments |
| MOTHERCARE PLC |
| Corporate Strategy |
| Profitability |
| Table 37: Financial Results for Mothercare PLC (£m), Years Ending 1st April 2000, 31st March 2001 and 30th March 2002 |
| Recent and Future Developments |
| PROCTER & GAMBLE LTD |
| Corporate Strategy |
| Profitability |
| Table 38: Financial Results for Procter & Gamble Ltd (£m), Years Ending 30th June 2000-2002 |
| Recent and Future Developments |
| TOMY (UK) LTD |
| Corporate Strategy |
| Profitability |
| Table 39: Financial Results for Tomy (UK) Ltd (£000), Years Ending 31st March 2001-2003 |
| Recent and Future Developments |
| 10. The Future |
| DEMOGRAPHIC TRENDS |
| Table 40: Number of Children Aged 0 to 2 Years in the UK (000 and %), 2004-2008 |
| Figure 5: The Forecast UK Baby Products Market (£m), 2003-2007 |
| BABY TRANSPORT AND NURSERY FURNITURE |
| Table 41: The Forecast UK Baby Transport and Nursery Furniture Market (£m and %), 2003-2007 |
| Figure 6: The Forecast UK Baby Transport and Nursery Furniture Market (£m), 2003-2007 |
| FEEDING EQUIPMENT |
| Table 42: The Forecast UK Monitors and Safety Equipment, and Feeding Equipment Market (£m and %), 2003-2007 |
| Figure 7: The Forecast UK Monitors and Safety Equipment, and Feeding Equipment Market (£m), 2003-2007 |
| NAPPIES |
| Table 43: The Forecast UK Disposable Nappies Market (£m), 2003-2007 |
| Figure 8: The Forecast UK Disposable Nappies Market (£m), 2003-2007 |
| 11. Further Sources |
| Associations |
| General Sources |
| Bonnier Information Sources |
| Government Publications |
| Other Sources |
Text © 2004 Key Note
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Last updated by Amanda Porteous September
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