markeT insights report
Nurseries Customer Opportunities 2025 UK
Adapt or
Fall Behind
54%
families willing to switch due to changes in Nursery subsidies
Value Wins, Not Discounts
88%
families are willing to pay at least 5% more for better experiences
Extras =
Opportunity
65%
parents in wraparound care are willing to pay for extra services
Curriculum Is a Deal-Maker
7 out of 10
parents expect more features and are willing to switch providers if others offer them
Adapt or Fall Behind
54%
families willing to switch due to changes in Nursery subsidies
Value Wins, Not Discounts
88%
families are willing to pay at least 5% more for better experiences
Extras = Opportunity
65%
parents in wraparound care are willing to pay for extra services
Curriculum Is a Deal-Maker
7 out of 10
parents expect more features and are willing to switch providers if others offer them
Download the Full Report
Introduction
From flexible work routines to subsidy shifts and rising service expectations, the UK nursery and wraparound care sector is under pressure to adapt. This report unpacks the latest behavioral, emotional, and economic signals from over 800 parents across the country—highlighting what truly matters when families choose, stay with, or switch providers.
At its core, this research explores how to grow attendance, reduce churn, and capture greater value from today’s family segments—whether they’re balancing part-time work or seeking premium experiences. We break down usage patterns, key decision drivers, and retention risks by persona, then spotlight the ‘dream experiences’ parents are willing to pay more for.
From curriculum expectations to loyalty behaviors and facility must-haves, this report delivers the insights you need to stay competitive, communicate what families care about most, and create experiences that go beyond childcare—toward community, development, and trust.
Top Pain Points Addressed in This Report
This report dives into the biggest challenges facing nursery providers today and offers clear, data-backed strategies to respond and grow.
Price vs. value pressure: While costs are a concern, most parents are willing to pay more for better curriculum, extended hours, and added services—if positioned correctly.
Enrolment volatility: Parents are cutting days due to cost and hybrid work—this report reveals what convinces them to increase attendance again.
High churn in a competitive market: Safety, staff quality, and communication are top reasons families switch—many of which are fixable.
Market Overview & Key Trends
Family Segments: Who Uses Childcare & Why?
Building a High-Quality
Nursery Experience
The Role of Subsidies: Impact on Nursery
Decisions
The Ideal Nursery: What Families Want
Regional Breakdown
The Best of UK Childcare Customer Opportunities 2024
2nd Annual Childcare Customer Experience Event, held across Australia, New Zealand, and United Kingdom!
This exclusive gathering of key executives and C-Suite leaders from the childcare industry unveiled Resonate.CX’s latest market report on childcare, nurseries, and out-of-school hours care (OSHCs) customer experience and parent satisfaction.
Childcare Customer Opportunities 2024 | Australia
Sydney, Melbourne, Brisbane – we’ve been on an amazing 3-day journey with you, diving deep into the minds of parents! 🤿💭
The report was well received and amazing ideas were shared.
FAQs
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One report, countless insights—see for yourself
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