Table of Contents
Scope and Themes
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- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
Executive Summary
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- Stagnant sales due to flat birth rates and lack of pricing power
- Many market drivers—net slightly negative
- Primary drivers of consumer choice and ways to reduce price sensitivity
- Shopping patterns of mothers creates opportunities
- Retail channel analysis
- Drivers of brand success
- Elements of successful marketing initiatives
- Additional ways that moms decide what to buy for baby
- Incidence of ownership and how baby durable products are acquired
Insights and Opportunities
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- A customer-centric approach to baby durables marketing
- Create fun, educational and interactive retail environments
Fast Forward Trends
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- Online communities will help women become the mothers they want to be…
- A commitment to frugality and simplicity drive decisions
- Really Simple Syndication (RSS)
Market Size
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- Key points
- Sales and trends
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- Figure 1: Total U.S. retail sales and forecast of baby durables, at current prices, 2001-12
- Figure 2: Total U.S. retail sales and forecast of baby durables, at inflation-adjusted prices, 2001-12
Competitive Context
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- Bed, bath, bassinettes and beyond
- The shadow market—a most deflationary effect
Segment Performance—Overview
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- Key points
- Baby furniture
- Daytime care products
- Baby mobility
- Safety/health and wellness
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- Figure 3: Total U.S. retail sales of baby durables, by segments, 2001-07
Segment Performances
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- Baby furniture
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- Figure 4: U.S. retail sales and forecast of baby furniture, 2001-12
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- Figure 5: Baby room furniture, units and dollars, by product type, 2007
- Figure 6: U.S. retail sales and forecast of baby furniture, at inflation-adjusted prices, 2001-12
- Daytime care products
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- Figure 7: U.S. retail sales and forecast of baby daytime care products, 2001-12
- Figure 8: Baby Mobility baby durables, units and dollars, by product type, 2007
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- Figure 9: U.S. retail sales and forecast of baby daytime care products, at inflation-adjusted prices, 2001-12
- Baby mobility
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- Figure 10: Total U.S. retail sales and forecast of baby mobility products, 2001-12
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- Figure 11: Baby Mobility baby durables, units and dollars, by product type, 2007
- Figure 12: Total U.S. retail sales and forecast of baby mobility products, at inflation-adjusted prices, 2001-12
- Safety/health and wellness
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- Figure 13: Total U.S. retail sales and forecast of baby safety/health and wellness products, 2001-12
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- Figure 14: Safety/health and wellness baby durables, units and dollars, by product type, 2007
- Figure 15: Total U.S. retail sales and forecast of baby safety/health and wellness products, at inflation-adjusted prices, 2001-12
Retail Channels
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- Key points
- Mass merchandisers and specialty stores dominate the baby durables market
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- Figure 16: Retail sales of top 20 baby durables retailers, 2005-06
- Babies “R” Us drives sales with value-added shopping experiences
- The informational and lifestyle retailers: Pottery Barn Kids and Ikea
- The role of the Internet: entice them with decision-making tools, create brand equity and draw them into the store
- Babystyle.com
- Rightstart.com
- Where mothers shop for baby durables
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- Figure 17: Retail channel use by moms with kids aged under 4, by income, February-March 2008
- Where gift givers shop for baby durables
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- Figure 18: Retail channel use by those giving baby durables as gifts, by income, February-March 2008
Market Drivers
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- Key market drivers
- Birth rates
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- Figure 19: Trended incidence of 0-3-year-olds in the U.S., by age, 2004-10
- Figure 20: Annual increases in the number of children under one year of age, 2004-10
- Demographic trends and fertility rates
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- Figure 21: Population, by race and Hispanic origin, 2002-12
- Older mothers on the rise
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- Figure 22: United States birth rates, by age of mother, 1990-2005
- Figure 23: U.S. birth rates, by age and race of mother, 2005
- Household incomes
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- Figure 24: Median income, by race, 1980-2006
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- Figure 25: Number of children under the age of 6, by household income, 2000 and 2005
- Number of first-borns
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- Figure 26: Number of first and subsequent births, by age of mother, 1998-2004
- Innovation
- Regulation
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- Figure 27: Baby durable product recalls, by brand, 2007
Manufacturers and Brands
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- Dorel
- Graco
- Evenflo
Advertising and Promotion
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- Overview
- Marketing efforts should heavily leverage the Internet
- Leverage baby registries
- Magazines are another important tool for new and expectant mothers
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- Figure 28: Select parenting publications, by type, 2007
- Retail should be both fun and informative
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- Figure 29: Frequency of use of in-store promotiomal materials, 2006
Usage—What is Bought, Borrowed, and Gifted
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- Key points
- Baby furniture
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- Figure 30: How mothers acquire baby room durables, by product type, February-March 2008
- Figure 31: Incidence of furniture gift-giving among women, by product type, February-March 2008
- Safety/health and wellness
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- Figure 32: How mothers acquire baby safety/health and wellness durables, by product type, February-March 2008
- Figure 33: How mothers acquire baby safety/health and wellness durables, by product type (continued), February-March 2008
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- Figure 34: Incidence of Safety/health and wellness products, by product type, February-March 2008
- Baby mobility
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- Figure 35: How mothers acquire baby mobility durables, by product type, February-March 2008
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- Figure 36: Incidence of baby mobility gift giving among women, by product type, February-March 2008
- Daytime care
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- Figure 37: How mothers acquire daytime care durables, by product type, February-March 2008
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- Figure 38: Incidence of daytimer care product giving among women, February-March 2008
Product and Brand Choice Drivers—How Moms Decide What to Buy for Baby
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- Key points
- Mothers as bargain hunters
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- Figure 39: Price sensitivity of mothers compared to the general population, January-September 2007
- Quality and benefit factors: How mothers weigh price and value
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- Figure 40: Product choice drivers among toddler mothers, 2006
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- Figure 41: Toddler furniture choice drivers, 2006
- Role of child preferences in purchase decisions
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- Figure 42: The role of children in decisions about what to buy, January-September 2007
- Parenting style: Child-centered is the current trend
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- Figure 43: Summary of trends in breastfeeding, by year, 1995-2004
- The sustainability trend
Shopping Patterns—How Moms Shop for Baby Durables
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- Key points
- Mothers of young children shop frequently
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- Figure 44: The frequency with which mothers with young children shop, January-September 2007
- Mothers are very discerning shoppers who enjoy the process
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- Figure 45: The tendency of mothers to enjoy shopping and shop for extended periods, January-September 2007
- Consumers tend to research products before purchasing
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- Figure 46: Shopping attitudes of female purchasers, by income, February-March 2008
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- Figure 47: Shopping attitudes of female purchasers, by age, February-March 2008
- Mothers tend to shop across channels in search of bargains
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- Figure 48: The tendency of mothers to shop across channels in search of bargains, January-September 2007
- Mothers often shop with their children and others
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- Figure 49: The tendency of mothers to shop with family and friends, January-September 2007
Race and Ethnicity
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- Key points
- Minority groups tend to enjoy shopping more than whites
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- Figure 50: Affinity to shopping, by race/ethnicity, January-September 2007
- White mothers tend to focus more on sales than Hispanics and blacks
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- Figure 51: Price sensitivity, by race/ethnicity, January-September 2007
- Black and Hispanic mothers are more likely to be influenced by their children when making purchase decisions
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- Figure 52: Attitudes towards chidlren, by race/ethnicity, January-September 2007
- Hispanic, black, and white mothers share many values but there are subtle differences
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- Figure 53: Personal values of mothers, by race/ethnicity, January-September 2007
Appendix: Other Useful Consumer Tables
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- Figure 54: How mothers acquire baby durables, by income (1 of 3), February-March 2008
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- Figure 55: How mothers acquire baby durables, by income (2 of 3), February-March 2008
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- Figure 56: How mothers acquire baby durables, by income (3 of 3), February-March 2008
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- Figure 57: Type of baby carrier owned, February-March 2008
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- Figure 58: Price paid for selected items, by income, February-March 2008
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- Figure 59: Price paid for selected items, by age, February-March 2008
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- Figure 60: How mothers acquire baby durables, by age, February-March 2008
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Appendix: Trade Associations
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