I N DU ST RY I N S I G H TS
As one of the world’s largest market research companies, GfK offers retailers and suppliers valuable insight into the way people live, think and shop. Here, client insight manager Marco Saterno takes a look at how highend product has been driving the feeding and weaning market across the UK.
remium and high-end product has been driving growth across the feeding sector for the last 12 months, despite the total babycare market showing signs of suffering with an overall decline of 5%. (The sectors which have seen the heaviest decline in trade have been the stroller, monitor and highchair categories.) In contrast, the overall feeding* sector outperformed the market, growing by 4% in value. It is worth noting that the market actually declined by 2% in volume and that the value uplift is driven by an increase in the price paid across all four segments within feeding. The largest segment in feeding accounts for almost a third of the category’s total value, while the only segment to see any sort of decline is bottles and teats, which is down by 4%. Tableware, on the other hand, now accounts for an impressive 29% of the value of the overall feeding market and showed strong growth at 11%. The biggest sub-category within tableware is cups and tumblers, which makes up almost two thirds of the category’s value and is still growing at 19%. (When sports bottles are excluded – which are often aimed at slightly older children – the growth of cups and tumblers falls to just 1%, with the total value of the tableware sector remaining flat year-on-year.) It is likely that the uplift in sports bottles can be attributed to the ‘David Attenborough effect’, which is causing both manufacturers and consumers to
Above: An uplift in sports bottles can be attributed to the ‘David Attenborough effect’.
think more about single-use plastic and making the conscious decision to pack their child’s lunch box with a refillable sports bottle rather than a single-use plastic drink. The bottle warmers and steriliser category is the best performing value segment, seeing a growth of 17% - largely driven by the bottle warmers. These increased by 34%, fuelled by a £10 rise in the average price paid, which rose from £33 to £43. The value of the steriliser market on the other hand is down by 6% with just a £1 increase in price. Finally, the breastfeeding category – which accounts for 22% of the total feeding market – has remained fairly flat, Below: GfK crunches the feeding segment numbers.
growing at just 1% year-onyear. The largest category within breastfeeding, which accounts for more than half of the market value, is breast pumps which are seeing a steady growth of 5%. The breast pump sector is further divided into two areas; manual pumps (which remain fairly flat and have grown by just 1.5%) account for 63% of total pump volume, but just 21% of value as they tend to come with a lower average price tag of just £14. Electrical pumps on the other hand are seeing heavy volume declines (-14%) but an increase of £16 in the average price (taking it to £86) has pushed up the value by 5.5%. This increase in price is driven by a shift towards dual pumps which come with an average price of £144 compared to the average single electrical pump price of £77. This all shows that while consumer confidence and footfall temds to remain low in the wider market, consumers are showing their willingness to trade up across many categories with the hope of buying once but buying well.
*Source: GfK Point of Sales Tracking | Baby care | Sales Value GBP | April 18 -March 19 vs April 17 – March 18 PROGRES SIVE PRESCHOOL