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Infants and Babies

The expected percentage of infants and babies by 2015 will be no more than 3.4 % of the population.

This declining 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, take disposable nappies; they are now better fitting and less likely to leak. Niche brands, such as Bebivita, Babylicious and Truuuly Scrumptious have turned baby food into an experience.

Matalan and TK Maxx have ventured into baby clothing selling quality labels at low prices. Fashion stimulated brands like Mother Care still rule. Babies now have warm clothes made inspired from NASA s spacesuits, to maintain their body temperature.
The average mother and father in UK belong to the working class. There is a heavy reliance on the word of mouth and hence a lot of purchase is made online. Hence to increase online sales, the target group is the parents, who have absolutely NO TIME for dilly-dallying, and want to get straight to the business when they are online.

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