LONDON, Nov. 3, 2016 /PRNewswire/ -- SummaryThe baby equipment market has remained resilient amid the challenging economic backdrop, with parents and wider family and friends committed to spend on their young ones. However, demand is highly dependent on the UK birth rate, which fell in 2013, leading to a drop in sales. The market is seeing some long-term positives for demand. There is an increasing sense of fashion ability, especially in Prams and Buggies, which combined with tighter legislative guidelines around Safety and Travel, is encouraging trading up to more up market and specialist products. Key Findings- Competition in the baby equipment market is intensifying from both ends of the sector. At the value-end, pure play giant Amazon has been winning share via market leading prices sold through its best-in-class fulfillment services. At the same time, the grocers have also been making a mark, through their own competitive prices and offers that link well into to their wider baby and children's clothing and toys ranges. - Increasing competitiveness at the value-end of the market, coupled with growing interest in more lifestyle-led retailers, has exposed the positioning of all the leading specialists. The leading baby equipment retailers have become 'stuck in the middle' on positioning, as Amazon and the grocers have stolen sales at the value-end on price and fulfillment, while department stores have enjoyed strong market traction as consumers are showing an increasing interest in designer-brands and more aspirational retail destinations.- New forms of Government legislation and guidelines coupled with changes in parenting lifestyles are set to impact future demand for baby equipment. The UK Government announced new requirements on side impact protection for car seats in mid 2015, which is set to be phased in. Many parents will want to upgrade their existing car seats to those which meet the new standards - these added-protection products will likely be more expensive, pushing up average spend among parents.