Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations & Terms
- Abbreviations
- Terms
Executive Summary
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- Demographic and lifestyle trends drive baby durable purchases
- Baby durables comprised of four leading product groups
- Top three suppliers find limited growth
- Reaching target audience is often indirect
- Retail distribution concentrated in three retailers
- Consumers’ “must-have” list grows
- Future—some shifts in growth rates by segment
Market Drivers
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- Births per year indicate steady market
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- Figure 1: Annual births and fertility rates, 1994-2005
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- Figure 2: Projected population, by age, 2006-11
- Two-parent households, trends in single motherhood stabilizing
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- Figure 3: Graph: Marital status of women who have given birth in the last 12 months, 1990-2004
- A few buying a lot—trends in the economic status of U.S. children
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- Figure 4: Number of children under the age of 6, by household income, 2000 and 2004
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- Figure 5: Birth-rate and number of women giving birth in previous 12 months, by income, June 2004
- The first born is the most costly
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- Figure 6: Number of first and subsequent births, by age of mother, 1998-2004
- Figure 7: Median household income, by age of reference person, with married couple primary family, 2003
- Where does baby spend his day?—Working moms
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- Figure 8: Women who have given birth in the previous 12 months and their labor force participation, 1990-2004
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- Figure 9: 2005 - Distribution of waking hours for baby based on childcare arrangements
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- Figure 10: Primary childcare arrangements for all mothers with children 1 and younger, 1997 and 2002
- Where does baby sleep?
- Two most common parenting styles
- Baby-centred
- Parent-centred
- Nursing trends and baby sleep arrangements
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- Figure 11: Graph: Breastfeeding rates, 1990-2003
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- Figure 12: Graph: “How often does your new baby sleep in the same bed with you?” —Alaska, 1991-2002
- The impact of sleep arrangements on baby durables
- Baby bargains: Who’s buying on eBay, and why?
- Safety campaigns and legislation
Market Size and Trends
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- Figure 13: Total U.S. retail sales of baby durables, at current and constant prices, 2000-05
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Market Segmentation
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- Overview
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- Figure 14: Sales of baby durables, segmented by type, 2003 and 2005
- Baby room furniture
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- Figure 15: Sales of baby room furniture, at current and constant prices, 2000-05
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- Figure 16: Baby room furniture, units and dollars, by product type, 2005
- Baby mobility
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- Figure 17: Sales of baby mobility, at current and constant prices, 2000-05
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- Figure 18: Sales of baby mobility products, units and dollars, by product type, 2005
- Daytime care
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- Figure 19: Sales of daytime care, at current and constant prices, 2000-05
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- Figure 20: Sales of daytime care products, units and dollars, by product type, 2005
- Wellness, babycare and safety
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- Figure 21: Sales of wellness, babycare and safety, at current and constant prices, 2000-05
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- Figure 22: Sales of wellness, babycare and safety, units and dollars, by type of products, 2005
Supply Structure
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- Companies and brands
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- Figure 23: Manufacturer sales of baby durables in the U.S., 2003 and 2005
- Manufacturers
- Dorel
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- Figure 24: Cosco/Eddie Bauer products, by category and number of SKUs in distribution, by top retailers, 2005 and 2006
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- Figure 25: Safety 1st products, by category and number of SKUs in distribution, by top retailers, 2005 and 2006
- Graco
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- Figure 26: Graco products, by category and number of SKUs in distribution, by top retailers, 2005 and 2006
- Evenflo
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- Figure 27: Evenflo products, by category and number of SKUs in distribution, by top retailers, 2005 and 2006
- Fisher-Price Baby Gear
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- Figure 28: Fisher-Price products, by category and number of SKUs in distribution, by top retailers, 2005 and 2006
- The First Years
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- Figure 29: The First Years products, by category and number of SKUs in distribution, by top retailers, 2005 and 2006
- Kolcraft
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- Figure 30: Current Kolcraft products, by category and number of SKUs in distribution, by top retailers, 2005 and 2006
- Innovators and niche suppliers
- Arm’s Reach—the first co-sleeper bassinet
- BabyBjörn—refined and stylish baby carriers
- Boppy—award-winning pillows and developmental toys
- Bugaboo—the ultimate stroller
- Infantino—innovative baby carriers and play mats
- Peg Perego—stylish and durable strollers and highchairs
- Tiny Love—award-winning play mats
Advertising and Promotion
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- Overview
- Manufacturers and retailers
- Paid advertisements/promotions
- Discounts for twins and multiples:
- Trade shows
- For manufacturers
- Word of mouth/Online parent reviews
- Goodwill and public relations
- For Retailers
- Baby registries
- In-store events and promotions
Retail Distribution
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- Introduction
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- Figure 31: Estimated sales of children’s home furnishings including baby durables, top 15 retailers, 2003 and 2005
- Top 15 retailers
- Baby specialty stores
- Lines between traditional retailers and online blur
- Online retailers grow with premium goods
- BabyUniverse Inc.
- Babystyle.com
- Buybuybaby.com
- Rightstart.com
- BabyCenter.com
- eBay—a strong presence in new merchandise too
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- Figure 32: What can you find on eBay?—baby durable listings, by category and comparisons of new versus used, March 2006
- Growth in furniture
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- Figure 33: Where moms shop most often for baby furniture, car seats, and strollers, 2003
- Traditional retailers still prevail
- Nursery set-up costs by top three retailers
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- Figure 34: Typical nursery setup costs at top three retailers, using bestselling product and representative retail prices, March 2006
The Consumer
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- Introduction
- The Consumer highlights
- Profile of first-time and second-time parents
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- Figure 35: Profile of first-time parents compared to second-time parents, 2004 and 2005
- Lifestyle factors
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- Figure 36: Parental employment status of parents who have had first or second child in last year, 2004 and 2005
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- Figure 37: Parents with first or second child who have moved in the last 12 months, 2004 and 2005
- Recent parents’ baby durables ownership
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- Figure 38: Ownership (owned or borrowed) of individual baby durable products trended, 2005 and 2006
- How baby durables are acquired: gift, new purchase, second-hand purchase, borrowing
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- Figure 39: Ownership of individual baby durable products, by method of acquisition, March 2006
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- Figure 40: Top five baby products that are purchased second-hand, March 2006
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- Figure 41: Percentage of baby durables products that were given as gifts, March 2006
- Attitudes towards baby durable products
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- Figure 42: Attitudes towards baby durable products, March 2006
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- Figure 43: Awareness of baby brands prior to purchase, by gender, income and age, March 2006
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- Figure 44: Perceptions on low-priced baby products by gender, income and age, March 2006
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- Figure 45: Where do people shop for baby durables?, by gender, income and age, March 2006
Future and Forecast
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- Overview
- Census Bureau forecasts for annual births, 2006-11
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- Figure 46: Projected population, by age, 2006-11
- Hispanics—share of population and new babies will rise
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- Figure 47: Distribution of race/Hispanic origin segments, by age, 2000 and 2010
- Online retailers grow, but they are still a small part of the market
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- Figure 48: U.S. total retail and e-commerce sales, 2000-05
- The second-hand market will grow through access and convenience
- Segment trends
- Baby mobility—poised to rise again if legislation increases
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- Figure 49: Leading baby mobility product innovations that indicate future trends, 2006
- Baby’s room furniture—growth could level off with economic variables
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- Figure 50: Leading baby’s room furniture product innovations that indicate future trends, 2005
- Daytime care—stable and fuelled by innovation and value-added features
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- Figure 51: Leading daytime care product innovations that indicate future trends, 2006
- Wellness, babycare and safety—continued growth through lifestyles and innovation
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- Figure 52: Leading wellness and babycare product innovations that indicate future trends, 2006
- Market forecast
- Baby durables
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- Figure 53: Forecast of total U.S. sales of baby durables, at current and constant prices, 2005-10
- Baby room furniture
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- Figure 54: Forecast of U.S. sales of baby room furniture, at current and constant prices, 2005-10
- Baby mobility
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- Figure 55: Forecast of U.S. sales of baby mobility, at current and constant prices, 2005-10
- Daytime care
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- Figure 56: Forecast of U.S. sales of daytime care, at current and constant prices, 2005-10
- Wellness, babycare and safety
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- Figure 57: Forecast of U.S. sales of wellness, babycare and safety, at current and constant prices, 2005-10
- Forecast factors
Appendix: Trade Associations
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