Table of Contents
Executive Summary
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- The market
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- Figure 1: US retail sales and fan chart forecast for baby durables, at current prices, 2009-19
- Market Drivers
- Birthrates have steadily declined but are beginning to stabilize
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- Figure 2: Annual births and fertility rate, 2003-13
- Female population will continue growing
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- Figure 3: Women by race and Hispanic origin, 2009-19
- Figure 4: Population younger than age 5, by race and Hispanic origin, 2015-20
- Rate of older moms and single parents is high
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- Figure 5: Percentage of births, by age of mother, 2013
- Figure 6: Percent of births to unmarried mothers, by race and Hispanic origin of mother, 2013
- The consumer
- Baby durables category is large and complex
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- Figure 7: Baby-related items ownership – any, by category, January 2015
- Most items are purchased new
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- Figure 8: Method of acquiring baby-related items, by category, January 2015
- Friends and family are key influencers
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- Figure 9: Attitudes toward shopping for baby durables, key influencers relied on for information/advice regarding where to buy, by generations, January 2015
- Mass merchandisers and baby superstores preferred by parents
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- Figure 10: Retailers shopped for baby-related items, January 2015
- Online and alternative channels are growing in popularity
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- Figure 11: Online/alternative channels where baby-related products are purchased, January 2015
- What we think
Issues and Insights
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- How can baby durables retailers up their service game?
- The issues
- The implications
- How can baby durables retailers expand their reach to nontraditional families?
- The issues
- The implications
- Are online and other alternative channels impacting the baby durables market?
- The issues
- The implications
Trend Applications
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- Trend: Guiding Choice
- Trend: Access All Areas
- Trend: Experience Is All
Market Size and Forecast
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- Key points
- Sales of baby durables looking up
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- Figure 12: US retail sales and forecast for baby durables, at current prices, 2009-19
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- Figure 13: US retail sales and forecast for baby durables, at inflation-adjusted prices, 2009-19
- Furniture and car seats comprise nearly 40% of sales
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- Figure 14: Total US retail sales of baby durables, by segment, 2012
- Fan chart forecast
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- Figure 15: US retail sales and fan chart forecast for baby durables, at current prices, 2009-19
Market Drivers
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- Key points
- Despite continual declines, birthrates show signs of stabilization
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- Figure 16: Annual births and fertility rate, 2003-13
- Figure 17: Annual births and fertility rates, by race and Hispanic origin of mother, 2003-13
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- Figure 18: Population younger than age 5, by race and Hispanic origin, 2010-20
- Female population slated to grow
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- Figure 19: Women by race and Hispanic origin, 2009-19
- Changing demographics among parents impact the market
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- Figure 20: Percentage of births, by age of mother, 2013
- Figure 21: births, by age of mother, live-birth order, 2013
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- Figure 22: Percent of births to unmarried mothers, by race and Hispanic origin of mother, 2013
- Grandparents’ purchasing power makes them a viable target
- Nontraditional families have high purchasing power and are growing
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- Figure 23: Household income among same-sex and different-sex couples raising children under age 18, by marital status, March 2015
- Online and mobile shopping provides convenience for busy parents
Retailer Overview
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- Baby superstores
- Quick facts
- Babies R Us company overview
- Key initiatives
- Relevant services for parents
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- Figure 24: Babies “R” Us, Email, March 2014
- Recent news and innovations
- Buy Buy Baby company overview
- Key initiatives
- Relevant services for parents
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- Figure 25: Buy Buy Baby, Direct Mail, March 2014
- Infant/child specialty stores
- Quick facts
- Pottery Barn Kids company overview
- Key initiatives
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- Figure 26: Pottery Barn Kids, Instagram landing page, February 2015
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- Figure 27: Pottery Barn Kids, Email, March 2015
- Online only retailers
- Amazon quick facts
- Company overview
- Relevant services for parents
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- Figure 28: Amazon.com, Landing page, February 2015
- Diapers.com quick facts
- Company overview
- Relevant services for parents
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- Figure 29: Diapers.com, Email, April 2014
- Other retailers
- Mass merchandisers
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- Figure 30: Walmart, Landing page, February 2015
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- Figure 31: Target, Landing page, March 2015
Baby Durables Items Ownership
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- Key points
- Baby durables ownership is high
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- Figure 32: Baby-related items ownership – any, by category, January 2015
- Transport items
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- Figure 33: Baby-related transport items ownership, January 2015
- Furniture
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- Figure 34: Baby-related furniture ownership, January 2015
- Daytime care and/or safety/wellness items
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- Figure 35: Baby-related daytime care and/or safety/wellness items ownership, January 2015
- Activity-related items
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- Figure 36: Baby-related activity items ownership, January 2015
- Qualitative insight: What attributes are most important to parents?
Method of Acquiring Baby-related Items
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- Key points
- Preference is to buy new, but can this be increased even more?
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- Figure 37: Method of acquiring baby-related items, by category, January 2015
- Qualitative insight: How do parents acquire their baby durables? Which items do they want the most control over?
- Qualitative insight: What are the reasons for using or not using a gift registry?
Attitudes toward Shopping for Baby Durables
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- Key points
- Friends and family are key influencers
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- Figure 38: Attitudes toward shopping for baby durables, key influencers relied on for information/advice regarding where to buy, January 2015
- Qualitative insight: Who or what is most influential to parents shopping for baby durables?
- Online researching is a big part of the purchase journey
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- Figure 39: Attitudes toward shopping for baby durables, research process, January 2015
- Price is a key purchase driver, but so is getting the “right” product(s)
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- Figure 40: Attitudes toward shopping for baby durables, purchase drivers by household income, January 2015
- Qualitative insight: How do consumers research and shop for baby durables? What drives purchase?
- Qualitative insight: How does the process vary for the first child versus subsequent children?
- Qualitative insight: What advice do experienced parents have for first-time parents?
Retailers Shopped for Baby-related Items
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- Key points
- Mass merchandisers and baby superstores primary destinations for parents
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- Figure 41: Retailers shopped for baby-related items, January 2015
- Second-hand retailers appeal to at least 20% of consumers regardless of household income
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- Figure 42: Retailers shopped for baby-related items, in-store or online, by household income, January 2015
- Primary retailers shopped remain consistent regardless of category
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- Figure 43: Retailers shopped for baby-related items, by category, January 2015
- Qualitative insight: How do consumers choose where to shop for baby durables?
Online/Alternative Channels Shopped for Baby-related Items
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- Key points
- Online and alternative channels are growing in popularity
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- Figure 44: Online/alternative channels where baby-related products are purchased, January 2015
- Qualitative insight: How do consumers feel about buying baby durables items from nontraditional channels?
- Qualitative insight: What are consumers’ thoughts about buying baby durables items online?
Desired Advancements or Improvements to Baby Durables Shopping
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- Key points
- Half of women rely on incentives earned through loyalty programs
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- Figure 45: Advancements or improvements that would improve baby durables shopping process, by gender, January 2015
- Qualitative insight: What do consumers want from baby durables retailers?
Race and Hispanic Origin
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- Key points
- Majority of items are purchased new
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- Figure 46: Method of acquiring baby-related items, by category – bought new versus second-hand, by race/Hispanic origin, January 2015
- Hispanics do their homework before buying
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- Figure 47: Attitudes toward shopping for baby durables, research process by Hispanic origin, January 2015
- Figure 48: Attitudes toward shopping for baby durables, key influencers relied on for information/advice regarding where to buy, by Hispanic Origin, January 2015
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- Figure 49: Attitudes toward shopping for baby durables, purchase drivers by Hispanic origin, January 2015
- Hispanics and Blacks frequent several places when shopping for baby durables
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- Figure 50: Retailers shopped for baby-related items – any baby-related product ownership, by race/Hispanic origin, January 2015
Appendix – Trade Associations
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