Supermarkets were market leaders in kidswear for the first time last year, taking over from high street retailers.
Some 29% of kidswear sales in 2009 were made by the supermarkets, with almost seven in ten consumers having bought such products along with the weekly shop, according to a study by market analyst Mintel.
Last year, traditional retailers of the kidswear such as clothing multiples and department stores accounted for 26.5% and 7% of the market respectively, Mintel’s Childrenswear UK 2010 report showed. They had only retained market share by focusing on the premium end of the market.
Mintel said that kidswear sales at supermarkets doubled between 2004 and 2009 and that the trend was evidence of more than consumers’ determination to seek out value.
Mintel senior fashion analyst Michelle Strutton said: “Although the impact of the economic slowdown since 2007 has raised the profile of discounters and supermarkets, it as been the wider investment by such stores in improving the quality and fashion elements of their clothing that has enabled them to take on the existing players in the market so successfully.”
Total kidswear sales in 2009 were £5bn but predicted modest growth means the figure is only likely to rise by 3% to £5.2bn by 2014.