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Infants and Babies

Due to a decline in the birthrate, the expected percentage of infants and babies by 2015 will be no more than 3.4 % of the population.

This consumer target group has subsequently leaded to an obvious negative implication on the sales of baby and infant products. However, this has been counterbalanced by higher value sales.

In this regard, a key role is played by the consumer behavior.

 A trend of women having fewer children at a later age has been observed, who have a generally higher level of disposable income. Likewise, with the increasing number of mothers who return to full- or part-time work during the early age of their babies and infants, has sustained sales of convenience products that facilitate the child to be apart from its mother during working hours. The convenience products mainly include disposable nappies, formula milk and prepared baby/infant food.

Still, the manufacturers are investing in innovations so that they can maintain as well as expand consumer interest and purchasing. For instance, taking the example of disposable nappies; they are now better fitting and less likely to leak, made up of various health-critical materials. Niche brands, such as Bebivita, Babylicious and Truuuly Scrumptious have turned baby food into a gourmet experience.

Likewise, Matalan and TK Maxx have ventured into baby clothing; selling quality labels at lowered prices. Fashion stimulated brands like Mother Care still hold a large percentage of the market share. Babies even have clothing made from NASA s spacesuit materials, to maintain their body temperature.

The average parent in the UK belongs to the working class. There is a heavy reliance on recommended products and hence a lot of purchasing is done online (because it is easier to find specific brand names online). Hence to increase online sales, the target group obviously being the parents who have very little time to shop, retail processes online have to be designed for ease of use, utility and quick conclusion of business.