| Baby Products MA Market Assessment Report ( ) | | | | has developed, at least partly, in response to a |
| provides the total information about the Market | | | | need to provide reassurance for parents in the |
| of Baby Products. | | | | light of findings on issues such as Sudden Infant |
| | | | | Death Syndrome (SIDS, more commonly known |
| The good news for the baby products market | | | | as `cot death'). |
| is that the UK is currently in the middle of a `mini | | | | |
| baby boom'. Consequently, its end-user base — | | | | The disposable nappies sector continues to be |
| consisting of babies under 2 years — is | | | | price-led, with heavy discounting and promotional |
| growing. The market has also benefited from | | | | activity meaning that the sector has struggled to |
| social and demographic trends, such as later | | | | maintain value, despite continual product |
| parenthood, as well as a growing consumer | | | | developments and improvements from |
| demand for stylish and well-designed products. | | | | manufacturers. The sector has also had to |
| These factors have combined to increase the | | | | respond to strong pressure from both the |
| potential expenditure per child. Manufacturers and | | | | Government and consumers to minimise the |
| retailers have worked hard to build up the market | | | | effects of disposable nappies on the environment. |
| through innovation and new product development | | | | |
| (NPD). In addition, sophisticated marketing | | | | There was strong agreement that `breast is |
| techniques, especially those utilising new | | | | best' as far as infant feeding was concerned, with |
| technology, have been employed to gain and | | | | nearly three-quarters survey respondents |
| retain the loyalty of parents. | | | | agreeing that breastfeeding is much better for |
| | | | | babies than bottle feeding. Nevertheless, nearly |
| The baby transport and nursery furniture sector | | | | half held the view that it was possible for bottle |
| has redefined itself to an extent during the past | | | | feeding to be just as good as breastfeeding. |
| decade (since the late 1990s), in response to | | | | |
| some of the social and demographic factors that | | | | The sample was split on the question of |
| have been affecting the market. This has enabled | | | | whether breastfeeding or bottle feeding was |
| the sector to maintain value; indeed, it showed | | | | easier for the parents. Overall, however, the |
| steady growth between 2003 and 2007. | | | | survey results were slightly in favour of bottle |
| | | | | feeding in this respect. |
| Both the feeding products and safety equipment | | | | |
| subsectors have benefited from the trend for | | | | More than seven in ten respondents agreed that |
| mothers to return to work when their children are | | | | the wide range of baby equipment available could |
| under school age. For example, breastfeeding | | | | make it difficult for parents to decide which items |
| equipment (such as pumps, sterilisers and spare | | | | they actually needed, and almost half complained |
| bottles) can help mothers to continue | | | | that it was difficult to get unbiased advice about |
| breastfeeding after their return to work, and | | | | what sort of baby equipment to buy. Nearly three |
| many working parents of young children keep a | | | | in ten said they wished they had done more |
| separate set of feeding equipment at a childcare | | | | research or had been better informed before |
| facility. Home safety equipment is required at the | | | | buying equipment for their baby. |
| homes of childminders (who are now inspected by | | | | |
| the Office for Standards in Education [Ofsted]), as | | | | Endorsement for using second-hand baby |
| well as being purchased by parents of young | | | | equipment was high, with nearly seven in ten |
| children. | | | | respondents saying that this was perfectly |
| | | | | acceptable as long as safety considerations were |
| Widespread media coverage of the dangers that | | | | met. The current economic climate (as at early |
| may face babies in their homes has led to a | | | | November 2008) may well mean that more |
| growing demand for items such as stairgates and | | | | parents will rely on `passed-on' equipment in the |
| child safety locks, while the baby monitors sector | | | | near future. |