Industry Statistics and Trends
Market size and recent performance (2015-2030)
Industry revenue has declined at a CAGR of 2.7 % over the past five years, to reach an estimated £759.6m in 2025.
Trends and Insights
Falling birth rate weighs on sales
- Soon-to-be parents drive most baby product purchases, so sales closely follow birth rates, which have steadily declined over the past decade. According to ONS data, live births in the UK fell by 7.1% between 2019 and 2024. The data also stated that the total fertility rate (TFR) has dropped, reaching a record low of 1.41 children per woman in 2024, compared to 1.42 in 2023. This ongoing decline clearly shows the baby products market is shrinking, which limits revenue growth.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2025-2030)
Market size is projected to decline over the next five years.
Trends and Insights
Birth rates will continue to trend downwards
- Gen Z is entering adulthood during challenging times - school leavers and graduates face tight job markets, growing environmental worries, and rising social anxiety. In response, many young people are choosing not to have children, aiming to retire earlier and reduce their impact on an already crowded planet. This trend poses a problem for retailers of durable baby products, as demand may continue to decline.
Biggest companies in the Durable Baby Goods Retailing in the UK
| Company | Market Share (%)
2026 | Revenue (£m)
2026 |
|---|---|---|
Mama & Papas (Stores) Ltd | 30.1 | |
Smyths Toys UK Ltd | 26.9 | |
John Lewis Partnership plc | 22.1 |
To view the market share and analysis for all 4 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Prams and pushchairs, Cots, mattresses and extension features and Car seats. Prams and pushchairs is the largest segment of the Durable Baby Goods Retailing in the UK.
Trends and Insights
Pent-up living costs pressure induces a bumpy journey ahead for prams and pushchairs.
- This segment covers prams, strollers (also called pushchairs), travel systems, and stroller frames. Prices begin at £90 but can reach into the thousands, with models like the GlüxKind Ella and Rosa Smart AI Strollers, which launched in 2023 and cost £1,900.
- More insights available in the full report
Table of Contents
About this industry
Industry definition
The industry comprises stores retailing durable goods for babies and toddlers through bricks-and-mortar stores and online portals. This industry sells prams, pushchairs, cots, car seats, furniture and related items. Retailers that solely operate online do not count towards the industry and the sale of baby toys and clothing.
What's included in this industry?
Products and services covered in the Durable Baby Goods Retailing industry in the United Kingdom include Prams and pushchairs, Cots, mattresses and extension features, Baby furniture, Car seats and Accessories.Companies
Companies covered in the Durable Baby Goods Retailing industry in the United Kingdom include Mama & Papas (Stores) Ltd, Smyths Toys UK Ltd and John Lewis Partnership plc.Purchase this report to view all 4 major companies in this industry.
Related Terms
Related terms covered in the Durable Baby Goods Retailing industry in the United Kingdom include online-only retailer, bricks-and-mortar stores, e-commerce and multichannel.Industry Code
SIC 47.59/9 - Durable Baby Goods Retailing in the UK
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Rising pricing pressures push key players out of the market. Intense competition has spurred the collapse of notable high-street names like Mothercare and Toys "R" Us.
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2015-2024) and forecast (2025-2030)
- Employees, including historical (2015-2024) and forecast (2025-2030)
- Businesses, including historical (2015-2024) and forecast (2025-2030)
- Profit, including historical (2015-2025)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Cots remain an essential purchase for most new parents. Being a baby's first home and for hygiene reasons, parents buy cribs and mattresses directly from retailers rather tha...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2025
- Product innovation level
Charts
- Products & services segmentation in 2025
- Major market segmentation in 2025
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
London and South East offer affluent customers. The South East holds some of the country's most populous counties, which have large affluent populations with a high spending ...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2025
Tables
- Number and share of establishments in each region in 2025
- Number and share of revenue each region accounts for in 2025
- Number and share of wages each region accounts for in 2025
- Number and share of employees in each region in 2025
Detailed analysis
- Geographic spread of the industry across Europe, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
The second-hand market is particularly popular for durable baby goods. Durable products lend themselves well to repeated use and are handed down. To save money where they can...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2020-2025
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
Brand trust is at the heart of Mamas & Papas’ success. By offering parent-designed products in high-profile locations, the retailer keeps shoppers coming back and makes sure ...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2021 through 2025
- Major companies in the industry, including market share, revenue, profit and profit margin in 2025
- Overview of Mama & Papas (Stores) Ltd's performance by revenue, market share and profit margin from 2019 through 2025
- Overview of Smyths Toys UK Ltd's performance by revenue, market share and profit margin from 2019 through 2025
- Overview of John Lewis Partnership plc's performance by revenue, market share and profit margin from 2019 through 2025
- Overview of revenue, market share and profit margin trend for one additional company
Detailed analysis
- Description and key data for Mama & Papas (Stores) Ltd, and factors influencing its performance in the industry
- Description and key data for Smyths Toys UK Ltd, and factors influencing its performance in the industry
- Description and key data for John Lewis Partnership plc, and factors influencing its performance in the industry
- Description, key data and performance trends for one additional company
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
Fertility treatments boost birth rates, fuelling sales. However, the NHS doesn't routinely fund fertility treatments and people must meet certain criteria to be offered medic...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2015-2030)
- Assistance historical data and forecast (2015-2030)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
Birth and parenthood rates are falling, decimating sales and profit. Competition from platforms like Amazon forces retailers to implement discounts and promotions to stimulat...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2025
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2025
- Investment vs. share of economy
Data tables
- Liquidity Ratios (2019-2023)
- Coverage Ratios (2019-2023)
- Leverage Ratios (2019-2023)
- Operating Ratios (2019-2023)
- Assets (2019-2023)
- Liabilities (2019-2023)
- Cash Flow & Debt Service Ratios (2015-2030)
- Revenue per Employee (2015-2030)
- Revenue per Enterprise (2015-2030)
- Employees per Establishment (2015-2030)
- Employees per Enterprise (2015-2030)
- Average Wage (2015-2030)
- Wages/Revenue (2015-2030)
- Establishments per Enterprise (2015-2030)
- IVA/Revenue (2015-2030)
- Imports/Demand (2015-2030)
- Exports/Revenue (2015-2030)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2015-2030)
- IVA (2015-2030)
- Establishments (2015-2030)
- Enterprises (2015-2030)
- Employment (2015-2030)
- Exports (2015-2030)
- Imports (2015-2030)
- Wages (2015-2030)
Top Questions Answered
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Durable Baby Goods Retailing industry in the United Kingdom in 2025?
The market size of the Durable Baby Goods Retailing industry in the United Kingdom is £759.6m in 2025.
How many businesses are there in the Durable Baby Goods Retailing industry in the United Kingdom in 2025?
There are 810 businesses in the Durable Baby Goods Retailing industry in the United Kingdom, which has declined at a CAGR of 0.7 % between 2020 and 2025.
How may import tariffs affect the Durable Baby Goods Retailing industry in the United Kingdom?
The Durable Baby Goods Retailing industry in the United Kingdom is unlikely to be materially impacted by import tariffs with imports accounting for a low share of industry revenue.
How may export tariffs affect the Durable Baby Goods Retailing industry in the United Kingdom?
The Durable Baby Goods Retailing industry in the United Kingdom is unlikely to be materially impacted by export tariffs with exports accounting for a low share of industry revenue.
Has the Durable Baby Goods Retailing industry in the United Kingdom grown or declined over the past 5 years?
The market size of the Durable Baby Goods Retailing industry in the United Kingdom has been declining at a CAGR of 2.7 % between 2020 and 2025.
What is the forecast growth of the Durable Baby Goods Retailing industry in the United Kingdom over the next 5 years?
Over the next five years, the Durable Baby Goods Retailing industry in the United Kingdom is expected to decline.
What are the biggest companies in the Durable Baby Goods Retailing industry in the United Kingdom?
The biggest companies operating in the Durable Baby Goods Retailing industry in the United Kingdom are Mama & Papas (Stores) Ltd, Smyths Toys UK Ltd and John Lewis Partnership plc
What does the Durable Baby Goods Retailing industry in the United Kingdom include?
Prams and pushchairs and Cots, mattresses and extension features are part of the Durable Baby Goods Retailing industry in the United Kingdom.
Which companies have the highest market share in the Durable Baby Goods Retailing industry in the United Kingdom?
The company holding the most market share in the Durable Baby Goods Retailing industry in the United Kingdom is Mama & Papas (Stores) Ltd.
How competitive is the Durable Baby Goods Retailing industry in the United Kingdom?
The level of competition is high and increasing in the Durable Baby Goods Retailing industry in the United Kingdom.
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in the UK include:
- Office for National Statistics
- Office for Budget Responsibility
- Bank of England
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
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