Brands Featured

  • patpat.com
  • mamasandpapas.com
  • vertbaudet.co.uk
  • bugaboo.com
  • buybuybaby.com
  • stokke.com
  • elc.co.uk
  • tommeetippee.co.uk
  • cosatto.com
  • preciouslittleone.com
  • maxi-cosi.co.uk
  • icklebubba.com
  • quinny.com
  • naturalbabyshower.co.uk
  • bambinomio.com
  • philandteds.com
  • panachekids.co.uk
  • jojomamanbebe.co.uk
  • online4baby.com
  • pramworld.co.uk
  • hipp.co.uk
  • mokee.eu
  • gracobaby.com
  • uberkids.co.uk
  • pramcentre.co.uk
  • tuttibambini.co.uk
  • hippychick.com
  • infababy.com
  • britax-roemer.co.uk
  • ergobaby.co.uk
  • buggybaby.co.uk
  • silvercrossbaby.com
  • boori.com
  • samueljohnston.com
  • kidskargo.com
  • thebabyroom.co.uk
  • meblik.co.uk
  • kiddies-kingdom.com
  • groovystyle.co.uk
  • emmaljunga.com
  • welovefrugi.com
  • outnabout.com
  • custardandcrumble.co.uk
  • direct4baby.co.uk
  • babyandco.com
  • littlepeas.co.uk
  • baby-barn.co.uk

Show More Brands

What to expect inside

  • Baby products market report front cover
  • Baby products market report contents page
  • Baby products visibility page

Latest insights

  • patpat.com has the best Brand Reach Score in the industry
  • preciouslittleone.com has a high organic visibility, however the Domain Authority is low in compariosn.
  • Sites that have grown considerably in SEO visibility YOY are: kiddies-kingdom.com, pramworld.co.uk and online4baby.com
  • Sites that have stagnated in the last year and have seen little to no online growth are: mamasandpapas.com & maxi-cosi.co.uk

10 minutes Reading time

20 pages Length

Updated January 2020

This is our UK Baby Products Market analysis

If you’ve got a little one on the way, you’re probably going to need to do some shopping to get you all set you up for the new arrival. But if you go to search Google for the latest trends in baby clothes, what is the first result you’re going to see? That’s what we discover in this in-depth analysis.

We’ve explored the baby products industry and uncovered the sites which are experiencing the biggest growth spurts. If you think your site could do with a booster seat, this report will give you the knowledge to do so.

We have analysed data related to visibility, page speed, keyword opportunities and more. As well as these statistics, we have also explored brand reach and social scores of the top brands within the baby product market – exclusive metrics only available in our reports.

Download the baby products report today to reveal how you can build a solid SEO strategy to take control of the SERPs, improve your brand’s awareness, and increase your profits.

The Winners and Losers in the Baby Products Industry

The industry overall is looking pretty good, with increases in visibility across the market. In fact, there has been a 7% uplift in visibility across the board. A lot of the top sites have seen large increases, with some seeing a visibility increase as large as 98%. Of course, where there are winners, there are also losers. For example, one site fell by 64%.

Which are the biggest online baby product sellers in 2020?

Here is a quick rundown of the top 10 sites:

  1. elc.co.uk
  2. preciouslittleone.com
  3. mamasandpapas.com
  4. kiddies-kingdom.com
  5. pramworld.co.uk
  6. jojomamanbebe.co.uk
  7. online4baby.com
  8. vertbaudet.co.uk
  9. pramcentre.co.uk
  10. naturalbabyshower.co.uk

Which Online Baby Product Sellers Have Seen the Biggest Growth in 2020?

  1. kiddies-kingdom.com (98%)
  2. pramworld.co.uk (46%)
  3. online4baby.com (46%)
  4. preciouslittleone.com (15%)
  5. naturalbabyshower.co.uk (28%)

Which Online Baby Product Sellers Have Seen the Biggest Losses in 2020?

  1. mamasandpapas.com (-18%)
  2. maxi-cosi.co.uk (-27%)
  3. hipp.co.uk (-33%)
  4. britax-roemer.co.uk (-38%)
  5. buybuybaby.com (-64%)

Keyword Opportunity for Baby Products

There’s a lot of opportunity for baby products in terms of keywords. Some of the search volumes for top keywords go as high as 60K, so seeing where the analysed sites sit in the SERPs for these keywords is crucial.

PreciousLittleOne and Online4baby are doing well, ranking on the first page for the most competitive keyword in the industry – ‘travel cot’. This is especially challenging and something worth celebrating over since most search results tend to be from retail giants.

Things are also looking so good for the second most competitive term – ‘cot’ with Mamas & Papas and PreciousLittleOne showing on page 1 of the SERPS. Online4Baby and Pram Centre follow on page 2 ranking around the middle positions of the results page. These brands are going to need to step up if they are wanting to compete for first page results.

Not only is there an opportunity for high competition keywords with high search volume but there are also opportunities that some brands are completely missing out on. Some of these opportunity keywords have search volumes as high as 14K! We have reviewed these keywords to see what these brands could do to snap them up. Here’s what we discovered.

Guides and Informative Articles

With some of the opportunity keywords, it’s clear that creating useful guides of advice is a great way to get these brands showing on the first page of results. A quick search for one of the main opportunities brings up a lot of information around the safety of travel cots and which ones are best suited to which age.

Guides and blogs are a great way to both obtain opportunity keywords as well as showcasing your brand’s expert knowledge within the baby product industry. They tell your customers that you are there to help them achieve their preparations for the new arrival.

Featured Snippets and Questions

Featured snippets have been a big SEO tactic for quite some time now. Featured snippets are small boxes of information that sit at the top of Google SERPS and allow people to more easily discover the answer to their question. If you are successful in obtaining a featured snippet, you’ll not only sit at the very top of the SERPs but you’ll also (technically) have 2 positions on the first page.

Some of the opportunity keywords we have found which our report’s brands are missing out on have featured snippets on Google’s results pages. With the correct method, these brands could potentially be sitting at the top of the results page gaining the rewards of a P0 page.

One way that featured snippets can be obtained is through the process of questions and answers. If you use a searcher query within your copy and supply the answer simply and effectively, there is a greater chance of getting a featured snippet for informational-based searches. If the brands in this analysis want to get featured snippets with little effort, they could simply answer questions in their articles and guides.

Online Baby Product Sellers and Social Networks

Social media is fundamental these days if you want to remain relevant, especially when targeting a younger audience. Platforms like Facebook and Instagram get millions of impressions each and every day. Therefore, if you aren’t utilising them, you could be losing out on easy profit. In our report, we look at social media and brand reach of the biggest sellers; assessing who is captivating social media online audiences and who’s being left behind.

The first brand to stand out is Mamas and Papas, who are leading the way with the highest search scores of 246K per month. Their social media accounts total up an audience of almost 600K and when looking at their social accounts, it’s quite clear to see why they have such a large following.

Their Facebook features pictures of adorable babies and monthly competitions, as well as videos to showcase award-winning and top of the range products. As for their Instagram, a similar strategy can be seen – they post a combination of product and content marketing across their stories and Instagram posts.

Although Mammas and Papas have such high-volume searches, the same can’t be said when it comes to raw social score. Their searches must mainly come by word of mouth as they are competing with brands that have raw social scores of over 20K per month. PatPat leads the way in social media within the baby product industry with almost a million Instagram followers and high engagement on the majority of their posts.

On Facebook, they have a community of 5 million people where they share live videos and snaps of their customers wearing their latest purchases. They are also very active on Pinterest with inspiration boards from party ideas to what to wear, attracting a following of over 44K.

Which Baby Product Sellers have the Fastest Page Speed?

Page speed is a crucial factor for both SEO and consumer UX and it is something you need to prioritise if you want to maximise your SEO strategy. A couple of ways to do this are making sure your website is loading fast and making sure that everything is optimised for mobile to ensure smooth speeds and a user-friendly interface.

We looked page speeds for all the sites in this report and here are the top 5 fastest brands:

  1. britax-roemer.co.uk
  2. online4baby.com
  3. preciouslittleone.com
  4. pramcentre.co.uk
  5. hipp.co.uk

Read more about page speed and its importance, click here.

Are these reports free?

All of our reports are free for public viewing and all you need to do is download it using the button above. We analyse top brands and industries that we think we could add value to and that’s why we don’t believe the data we find should be hidden. Enjoy your free access to our reports!

What should I do if I can’t find my brand in the report?

If you are a baby product seller and can’t spot your brand in our report, simply get in touch and we can send you a personalised one with all the data you need at no cost!

If you would like to know anything further about our reports or are simply just a bit curious as to how we can create a bespoke SEO strategy for your business, get in touch today.

Are these reports free?

All of our reports are free for public viewing and all you need to do is download it using the button above. We analyse top brands and industries that we think we could add value to and that’s why we don’t believe the data we find should be hidden.

Which are the biggest online baby product sellers in 2020?? 

The biggest brands for 2020 in terms of organic visibility are: 
<ol> 
<li>elc.co.uk</li>
<li>preciouslittleone.com<li>
<li>kiddies-kingdom.com<li>
<li>pramworld.co.uk<li>
<li>jojomamanbebe.co.uk<li>
<li>online4baby.com</li>
<li>vertbaudet.co.uk</li>
<li>pramcentre.co.uk</li>
<li>Pram Centre</li>
<li>naturalbabyshower.co.uk</li>
</ol>

Which Online Baby Product Sellers Have Seen the Biggest Growth in 2020?

<ol>
<li>kiddies-kingdom.com (98%)</li>
<li>pramworld.co.uk (46%)</li>
<li>online4baby.com (46%)<li>
<li>preciouslittleone.com (15%)<li>
<li>naturalbabyshower.co.uk (28%)<li>
</ol>


Which Online Baby Product Sellers Have Seen the Biggest Losses in 2020? 

<ol> 
<li>mamasandpapas.com (-18%)</li>
<li>maxi-cosi.co.uk (-27%)</li> 
<li>hipp.co.uk (-33%)</li>
</li>britax-roemer.co.uk (-38%) </li>
</li> buybuybaby.com (-64%) </li>
</ol>

What is the baby product market size in 2020? 

Based on Google Trends data using the most prominent search terms in the market, organic search interest is set to grow 1.7% From Jan ’19 to Jan ’20. 

For the full data, download the report. 

Why can’t I see my brand on the report? 

This report considers the 48 biggest brands based on their online prominence. You can see all the brands considered at the top of this page. If you haven’t been featured, but you’d like to see where you sit in the market, get in touch via our live chat or contact page. 

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