Home Category Data, The Consumer - Baby Equipment

Home Category Data, The Consumer - Baby Equipment

Summary

The UK: Home Category Data, The Consumer - Baby Equipment report offers a comprehensive insight into consumer attitudes in the UK baby equipment market. The report focuses on five key subcategories: overall baby equipment, baby entertainment, baby care, baby travel, and baby safety. Consumer data is based on our 2024 UK baby equipment survey, using a panel of 2,000 nationally representative consumers.

17.2% of UK consumers have purchased baby equipment in the last 12 months, with the highest purchasing penetration among 16-24s due to their life stage. Amazon is the retailer most visited and purchased from, followed by Argos and Tesco.

Key Highlights

• Amazon holds the highest conversion rate in the overall baby equipment, followed by Argos
• 74.9% of respondents cited that they find it easier to browse for goods online compared with visiting shops
• 65.9% of baby equipment shoppers are purchasing items for the first time

Scope

• 17.2% of UK consumers have purchased baby equipment in the last 12 months, with the highest purchasing penetration among 16-24s due to their life stage. Amazon is the retailer most visited and purchased from, followed by Argos and Tesco.

Reasons to Buy

• Identify the demographic profile of shoppers within each subcategory, allowing you to better target ranges.
• Understand how drivers of purchase, such as range, price and quality, vary in importance among different demographics in order to maximise sales potential among target audiences.
• Discover how channel usage for researching and purchasing is changing, to help target investment into growing areas.