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The birth rate in the UK has been rising in recent years, although it is still below the recommended European average of 2.1 live births per woman, which is needed to supplement the European population. In England and Wales, the total fertility rate stood at 1.93 in 2011, up from 1.77 in 2005 and 1.63 in 2001. The increase in total fertility rate (TFR) has helped to boost demand for baby products. National Statistics estimated that, between 2008 and 2010, the UK population of children aged 2 years old and below increased by 6.8%. It projected a further growth of 0.9% and 1.8%, respectively, for 2011 and 2012.
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