Growth
Mamas & Papas against its category
The biggest tracked UK baby & kids by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks Mamas & Papas's share of the category quarter by quarter, indexed to 2024 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 | C Cheshire Oaks Designer Outlet | -1.0% |
| 2 |
M
Mamas & Papas
|
-7.6% |
| 3 | E Ebebek | - |
| 4 | M Morrck | -15.8% |
| 5 | O Orlebar Brown | - |
| 6 |
G
Gymshark
|
-54.6% |
| 7 | H Head Over Heels | -0.3% |
| 8 |
S
Skoolkit
|
-11.1% |
| 9 | M Mamas & Papas UK | - |
| 10 | J Jacksons 38 | - |
Share of tracked category spend, indexed
Store footprint
Store map
32 tracked Mamas & Papas locations across 12 of the UK's 12 regions and nations.
Tracked stores by region
- South East 7
- East of England 4
- North West 4
- Scotland 4
- London 3
- Yorkshire and The Humber 3
- West Midlands 2
- East Midlands 1
- North East 1
- Northern Ireland 1
- South West 1
- Wales 1
Customer overlap
Who shops at Mamas & Papas
Tracked chains Mamas & Papas customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
More trends