Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market size and forecast
- Market drivers predominately offer negative outlook for market
- Recession drives consumers to secondary market for baby durables
- Moms likely to own essential baby furniture, but may acquire secondhand
- High penetration for baby mobility due to safety and convenience
- Depth of daytime care products creates gifting opportunities
- Moms buy select safety/wellness items new, but many are just gadgets
- Walmart and Babies“R”Us most successful baby durable retailers
- Brand leaders in baby durables
- Top brands and the advertising landscape
- Innovation driven by value, technology, and lifestyle position
- Who influences mom’s purchase decisions and where she buys baby durables
- First time moms own it all, while seasoned moms streamline ownership
Insights and Opportunities
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- The power of the new Millennial mom
- Who is the Millennial mom?
- Making a connection with Millennial moms
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- Figure 1: Use of online blogs for baby durable product advice, by age of mom, November 2009
- Grandparent caretakers represent secondary consumer
Inspire Insights
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- Alpha Moms
- What it’s about
- What women want—for babies and beyond
- You are in Control
- What it’s about
- Catching flies with honey
Market Size and Forecast
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- Key points
- Finite number of users presents market challenges
- Baby durables not recession-proof
- The positive…
- … the negative
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- Figure 2: Incidence of ownership of select baby durables over time, 2007-09
- Sales and forecast of baby and youth durables
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- Figure 3: Total U.S. retail sales and forecast of baby and youth durables, at current prices, 2004-14
- Figure 4: Total U.S. retail sales of baby and youth durables, at inflation-adjusted prices, 2004-14
Competitive Context
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- Key points
- Shadow market thrives in recession
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- Figure 5: Year-over-year budgeting trends, by gender, July 2009
- Shadow market retailers
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- Figure 6: Incidence of acquisition through shadow market retailers, by age of mom and household income, November 2009
- Children’s resale
- Internet resellers
- What do moms buy secondhand or borrow?
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- Figure 7: Baby durables bought secondhand or borrowed, November 2009
- Will the shadow disappear?
Baby Room Furniture
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- Key points
- Mattress, dresser and cribs essential baby room furniture
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- Figure 8: Number of baby room furniture items, by type of furniture, November 2009
- Acquisition of baby room furniture
- Mattresses purchased new
- Dressers bought secondhand
- Bassinets borrowed
- Rocking chairs are gifted
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- Figure 9: How baby room furniture is acquired, by type of furniture, November 2009
Baby Mobility
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- Key points
- Car seats and strollers are must-have items... in multiples!
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- Figure 10: Number of baby mobility items, by type of item, November 2009
- Households earning more than $50K likely to own more than two car seats
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- Figure 11: Mean number of car seats owned, by HH income, November 2009
- Acquisition of baby mobility products
- Car seats bought new
- Strollers are popular secondhand item
- Baby carriers are received as a gift
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- Figure 12: How baby mobility products are acquired, by type of item, November 2009
Daytime Care Products
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- Key points
- Daytime care products aren’t a necessity
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- Figure 13: Number of care-oriented baby daytime care items, by type of item, November 2009
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- Figure 14: Number of entertainment-centric baby daytime care items, by type of item, November 2009
- Select demographics show greater propensity to own multiple playards or play mats
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- Figure 15: Mean number of play items owned, by age and HH income, November 2009
- Ownership of many daytime care items has declined
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- Figure 16: Incidence of ownership of baby daytime care items over time, 2007-09
- Daytime care items are often gifted
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- Figure 17: How baby daytime care items are acquired, by type of item, November 2009
Safety and Wellness
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- Key points
- Thermometers, gates and potties are owned in multiples
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- Figure 18: Number of safety and wellness items, by type of item, November 2009
- Moms less likely to own “tool-like” safety and wellness items
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- Figure 19: Number of “tool-like” safety and wellness items, by type of item, November 2009
- Ownership of non-essential safety/wellness items has declined
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- Figure 20: Incidence of ownership of baby safety and wellness items over time, 2007-09
- Safety and wellness durables typically bought new or received as a gift
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- Figure 21: How safety/wellness products are acquired, by type of item, November 2009
Retail Channels
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- Key points
- Retail sales in the baby and youth durable market
- Walmart maintains a strong foothold on baby and youth durable sales
- Babies“R”Us sustains growth in competitive, recessionary environment
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- Figure 22: Retail sales of top nine baby and youth durables retailers, 2007 and 2008
- High-end retailers’ sales plummet
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- Figure 23: Retail sales of top 20 baby and youth durables retailers, by channel, 2007-08
- Where moms with young children buy baby durables
- Mass merchandisers top destination, specialty stores attract high-income households
- Shadow market for baby durables adds competitive pressure
- Young moms are most likely to go online to buy baby durables
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- Figure 24: Stores where baby products are acquired, by age and HH income, November 2009
Market Drivers
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- Infant/preschool population shows little growth
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- Figure 25: U.S. population, by children under age five, 2005-15
- U.S. birth rates in decline
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- Figure 26: Fertility rate and number of births, 1998-2008
- Recession, unemployment impact market—now and future
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- Figure 27: Unemployment rate of the U.S. population, January 1999-December 2009
- Poor consumer confidence prompts less discretionary spending
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- Figure 28: Consumer Sentiment Index, by quarter, 2001-09
- Millennial moms
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- Figure 29: U.S. population by Generation, 2009
- Largest share of births
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- Figure 30: Birth rate and number of births, by age of mother, 2006 and 2007
- Ethnically diverse
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- Figure 31: Generations, by Hispanic origin, 2009
- Technologically savvy
- A generation of influencers
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- Figure 32: How the internet impacts getting product information and shopping, by generation, February 2008-March 2009
Brand Leaders
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- Key points
- Graco is the most widely used baby durables brand
- Evenflo and Fisher-Price usage on the rise
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- Figure 33: Brands of baby products owned, December 2008 and November 2009
Brands and the Advertising Landscape
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- Overview of the brand landscape
- Brand analysis: Graco
- Delivering greater value through innovative convertible products
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- Figure 34: Brand analysis of Graco, 2010
- Informational-driven marketing builds trust in brand
- Graco utilizing social media
- Brand analysis: Fisher-Price Baby Gear
- Leveraging brand name to build loyalty
- Targeting grandparents
- Entertaining babies while offering style choices for parents
- Products are parental favorites
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- Figure 35: Brand analysis of Fisher-Price baby gear, 2010
- Brand analysis: Evenflo
- Engaging parents is what’s best for baby
- Utilizing social media to help parents with safety issues
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- Figure 36: Brand analysis of Evenflo, 2010
Innovation and Innovators
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- Key points
- Safety
- Car seats
- Convenience
- Baby carriers
- Strollers/systems
- Safety and wellness
- Multifunction designs
- Playards
- Thermometers
- Entertainment
- Swings
- Bouncers
- Highchairs/booster seats
- Style
Driving Purchase Decisions
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- Key points
- Research and recommendations
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- Figure 37: Research and recommendations for baby products, by age and HH income, November 2009
- The importance of brand and purchasing concerns
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- Figure 38: Importance of brand and purchasing concerns, by age and HH income, November 2009
Gifting
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- Key points
- Moms receive registry gifts yet many gift-givers decide on their own
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- Figure 39: Acquisition of baby durables as gifts, by age and HH income, November 2009
Pay It Forward
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- Key points
- Baby products more likely to be lent than donated
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- Figure 40: Lending or donating baby durables, among all moms, November 2009
- Younger moms are much more likely to lend items
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- Figure 41: Lending/giving baby durables, among all moms, by age, November 2009
Cluster Analysis
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- Active and Involved
- Who they are
- Opportunity
- Mass-Reliant
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 42: Baby durables clusters, November 2009
- Figure 43: Stores where baby products are acquired, by baby durables clusters, November 2009
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- Figure 44: Research habits and purchasing concerns, by baby durables clusters, November 2009
- Figure 45: Brands of baby products acquired, by baby durables clusters, November 2009
- Cluster demographics
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- Figure 46: Baby durables clusters, by age and HH income, November 2009
- Cluster methodology
Custom Consumer Groups: First Time Moms vs. Seasoned Moms
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- Key points
- First time moms own it all; seasoned moms are more selective
- Moms with two children forgo less essential furniture pieces
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- Figure 47: Incidence of having multiple baby furniture items, by number of children in the HH, November 2009
- Moms with two children are the most likely to own multiple mobility products
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- Figure 48: Incidence of having multiple baby mobility items, by number of children in HH, November 2009
- First time moms more likely to have daytime care items
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- Figure 49: Incidence of having multiple baby daytime care items, by number of children in HH, November 2009
- Little differential between first time moms and seasoned moms in ownership of essential safety/wellness items
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- Figure 50: Incidence of having multiple baby safety/wellness items, by number of children in HH, November 2009
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- Figure 51: Importance of brand and purchasing concerns, by number of children in HH, November 2009
- “Overwhelmed” by baby product choices, first time moms turn to research and recommendations
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- Figure 52: Research and recommendations for baby products, by number of children in HH, November 2009
- First time moms receive gifts from registry
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- Figure 53: Acquisition of baby durables as gifts, number of children in HH, November 2009
Appendix: Trade Associations
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