By Felicity Griffiths, business growth director at Wolfenden
UK birth rates have been on a downward slope for over a decade, and 2024 was no exception. And while that might sound like a nightmare stat for anyone marketing baby products or parenting services, there’s actually plenty of opportunity for the brands who are paying attention.
At Wolfenden, we’ve been tracking key trends in the baby and children’s retail space and while the size of the audience might be shrinking, the depth of opportunity is growing. Dramatically.
Here’s what we’re seeing in the sector right now, and what marketers should be doing about it.
The birth rate is falling but that’s not the full story
Yes, there are fewer babies being born in the UK each year. According to ONS data, the UK fertility rate hit 1.49 in 2023, well below the 2.1 needed to maintain population levels. And this drop is hitting certain parts of the parenting market, especially big-ticket durable goods like prams, cots, and car seats.
In fact, revenue in the UK’s durable baby goods sector has been declining at a compound annual rate of 3.2% over the past five years.
That’s a hit. But here’s the twist: even with fewer babies, the overall spend per child is increasing, and parents are savvier, more connected, and more considered than ever before.
The consumables category is booming
While high-cost baby gear is taking a hit, other parts of the market are doing very well.
- Baby food is set to grow at 3.62% annually between now and 2029 (Mintel)
- Baby toiletries are on track to grow 6.3% year-on-year
- And nappy sales alone are projected to rise nearly 20% over the next 5 years
Parents still need these essentials, but they’re shopping more consciously, switching brands based on ethics, quality, and price, and engaging in loyalty schemes or subscriptions when they feel valued.
Value, ethics, and second-hand everything
Today’s parents are value-led, and they’re not afraid to shop around. Many are turning to the resale market, 63% of UK parents say they’ll continue buying second-hand items even if their financial situation improves.
There’s also huge growth in demand for eco-conscious products, from reusable nappies to plastic-free packaging. Sustainability is no longer a niche. It’s expected.
So what does this mean for marketers?
Here’s what we believe the smart brands should be doing right now:
- Rethink your audience strategy
You’re not marketing to more people, you’re marketing to fewer, but more informed, people. That means your messaging needs to be sharper, your positioning tighter, and your content more valuable. It’s a case of quality over quantity.
- Think beyond the first purchase
Durable goods need to work harder; multi-use, adjustable, or resale-friendly products can really set a brand apart. But the real gold is in repeat-purchase categories: nappies, wipes, toiletries, and food. That’s where your LTV (lifetime value) sits.
- Build long-term relationships, not just one-off sales
Now’s the time to double down on loyalty. Can you build a subscription model? Can you add value post-purchase with expert tips or content? Can you build community, not just a customer base?
- Meet parents where they are
From mumfluencers to dad WhatsApp groups to late-night Google searches – your audience is everywhere, and they want connection, not a sales pitch. Get specific. Get authentic. And get in front of the right crowd.
Conclusion: It’s not a shrinking market – it’s a sharpening one
Sure, fewer babies might mean fewer first-time buyers. But the parents who are shopping today are doing so with a clearer set of priorities: value, ethics, quality, and support.
If you can meet those expectations – consistently – you’re not just surviving this market shift. You’re setting yourself up to lead it.
