Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Bottom line—market size and forecast
- Looking ahead
- Recessionary factors lead to declining birth rates
- Nearly half of moms buy baby durables second-hand
- Baby mobility durables have strongest market penetration
- Ownership of baby room furniture varies significantly by type
- Baby care items offer broad spectrum of parental needs and conveniences
- Five baby and youth durable retailers lead market
- Graco remains top brand of baby durable owned by moms
- Innovative focus by baby durable segment
- Internet is an essential component in marketing baby durables
- Purchase decision drivers
Insights and Opportunities
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- Information overload
- Insight
- The result
- Lesser dependence on product research resources
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- Figure 1: Baby durable product research, November 2009 and November 2010
- The opportunity—Simplify, simplify, simplify
- The value of customization
- Insight
- The result
- The opportunity—let them have it “their” way
Inspire Insights
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- Trend: Decline of Deference
Market Size and Forecast
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- Key points
- The recession takes its toll on the baby durable market
- The bottom line
- But, there’s more…
- The future of the baby durables market
- Sales and forecast of baby and youth durables
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- Figure 2: U.S. retail sales and forecast of baby and youth durables at top 15 retailers, at current prices, 2005-15
- Figure 3: U.S. retail sales of baby and youth durables at top 15 retailers, at inflation-adjusted prices, 2005-15
- Fan-chart forecast
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- Figure 4: Baby and youth durable sales at top 15 retailers fan chart forecast, at current prices, 2005-15
Competitive Context
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- Overview—The Shadow Market
- Shadow market retailers
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- Figure 5: Incidence of acquisition through shadow market retailers, November 2009 and November 2010
- Baby durable resellers attract all income groups
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- Figure 6: Incidence of acquisition through shadow market retailers, November 2010
- Baby durables bought second-hand
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- Figure 7: Baby durables bought second-hand, by household income, November 2010
- Jogging strollers are most popular second-hand purchase
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- Figure 8: Top ten baby durables moms bought second-hand, November 2010
- Competitive strategy
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- Figure 9: Babies R Us television ad, February 2011
Market Drivers
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- U.S. birth rates continue to decline
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- Figure 10: Fertility rate and number of births, 1999-2010
- Recession impacts birth rates and spending
- Unemployment and underemployment
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- Figure 11: Unemployment and underemployment rates, January 2007-January 2011
- Cash at hand remains limited
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- Figure 12: Real personal disposable income, January 2007-December 2010
- Consumer confidence still rattled
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- Figure 13: Consumer Sentiment Index, March 2007-January 2011
- The impact of mom’s age
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- Figure 14: Birth rates and number of births, by age of mother, 2008 and 2009
- Millennial moms
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- Figure 15: Female population projections by age, 2006-16
Baby Mobility
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- Key points
- Widespread ownership of baby mobility
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- Figure 16: Incidence of baby mobility ownership, by type of item, November 2010
- Car seats
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- Figure 17: Number of car seats owned, by type, November 2010
- More affluent own multiple convertible car seats
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- Figure 18: Multiple car seat ownership, by select demographic factors, November 2010
- Car seat acquisition
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- Figure 19: How car seats are acquired, by type of item, November 2010
- Strollers
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- Figure 20: Number of strollers owned, by type, November 2010
- Older moms more likely to own joggers and full-size strollers
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- Figure 21: Type of strollers owned, by age of mom, November 2010
- Stroller acquisition
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- Figure 22: How strollers are acquired, by type of item, November 2010
- Baby carriers
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- Figure 23: Incidence of ownership of baby carriers, November 2008-10
- Baby carrier acquisition
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- Figure 24: How baby carriers are acquired, November 2010
Baby Room Furniture
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- Key points
- Baby room furniture essentials
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- Figure 25: Number of baby room furniture items owned, by type of furniture, November 2010
- Acquisition of baby room furniture
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- Figure 26: How baby room furniture is acquired, by type of furniture, November 2010
Baby Care Products
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- Key points
- Baby care items
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- Figure 27: Incidence of baby care product ownership, by type of item, November 2010
- Safety/wellness
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- Figure 28: Number of safety/wellness items owned, by type of item, November 2010
- Safety/wellness product acquisition
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- Figure 29: How safety/wellness products are acquired, by type of item, November 2010
- Daytime care
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- Figure 30: Number of daytime care items owned, by type of item, November 2010
- Over-35s and “seasoned” moms less likely to own daytime care items
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- Figure 31: Type of daytime care items owned, by select demographic factors, November 2010
- Daytime care item acquisition
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- Figure 32: How baby daytime care items are acquired, by type of item, November 2010
- Activity products
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- Figure 33: Number of baby activity items owned, by type of item, November 2010
- Under-35s and first-time moms more apt to own activity items
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- Figure 34: Type of baby activity items owned, by select demographic factors, November 2010
- Activity product acquisition
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- Figure 35: How baby activity items are acquired, by type of item, November 2010
Retail Channels
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- Key points
- Retail sales in baby youth and durable market
- Mass merchandisers struggle under recessionary pressure
- Baby specialists sustain sales in competitive, recessionary environment
- Relative success found by lifestyle specialist baby durable retailers
- Sales of top five baby and youth durable retailers
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- Figure 36: Retail sales of top five baby and youth durables retailers, 2008 and 2009
- Sales of top 15 baby and youth durable retailers
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- Figure 37: Retail sales of top 15 baby and youth durables retailers, by channel, 2008 and 2009
- Where moms buy baby durables
- Usage of leading baby durable retail formats declined from 2009-10
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- Figure 38: Stores where baby products are acquired, November 2009 and November 2010
- Affluent moms shop at baby specialists, lifestyle specialists, and furniture retailers
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- Figure 39: Stores where baby products are acquired, by household income, November 2010
Brand Leaders
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- Key points
- Graco is the most widely owned brand in baby durables
- Roughly half of moms own Fisher-Price and Evenflo baby durables
- Fisher-Price Baby Gear more popular with younger moms
- Evenflo
- Moms’ use of baby durable brands is highly fragmented
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- Figure 40: Brands of baby products acquired, by age of mom, November 2010
Innovation and Innovators
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- Overview
- Key points
- Baby mobility
- Car seats
- Strollers
- Baby furniture
- Daytime care
- Safety/wellness
- Daytime care
- Baby activity
Marketing Strategies
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- Overview
- Internet is primary resource for new parents
- Informational websites: go-to resources for product information and community support
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- Figure 41: Demographic index* for gracobaby.com, by household income, April 2010
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- Figure 42: Demographic index* for fisher-price.com, by age, April 2010
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- Figure 43: Site traffic for evenflo.com, by monthly people, September 2010
- The increasing presence of social media
- Online magazines—product evaluations and top picks help parents
Product Research
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- Key points
- Selecting baby durables is a daunting task
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- Figure 44: Attitudes towards baby durable product selection, November 2009 and November 2010
- Product research and recommendations
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- Figure 45: Research and recommendations for baby products, by age, November 2010
- Affluent moms are savvy shoppers
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- Figure 46: Research and recommendations for baby products, by household income, November 2010
Factors that Drive Purchase
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- Key points
- Safety, durability, and ease of use drive purchase decisions
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- Figure 47: Factors that influence purchase decision, by age, November 2010
- Lower-income households most influenced by price
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- Figure 48: Factors that influence purchase decision, by household income, November 2010
Gifting
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- Key points
- Registry service vital to baby durable sales
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- Figure 49: Acquisition of baby durables as gifts, November 2009 and November 2010
- Younger moms acquire baby durables as hand-me-downs
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- Figure 50: Acquisition of baby durables as gifts, by age, November 2010
- Affluent households most likely to get gifts from registry
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- Figure 51: Acquisition of baby durables as gifts, by household income, November 2010
Cluster Analysis
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- Safely, Well-Stocked
- Characteristics
- Opportunity
- Under-Advised, Mid-Owners
- Characteristics
- Opportunity
- Researchless Minimalists
- Characteristics
- Opportunity
- Characteristic tables
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- Figure 52: Baby durable clusters, November 2010
- Figure 53: Number of baby durable products owned by segment, by baby durable clusters, November 2010
- Figure 54: Number of baby mobility products owned, by baby durable clusters, November 2010
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- Figure 55: Number of baby furniture items owned, by baby durable clusters, November 2010
- Figure 56: Number of baby care products owned, by baby durable clusters, November 2010
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- Figure 57: Attitudes toward baby durable product selection, by baby durable clusters, November 2010
- Figure 58: Research and recommendations for baby products, by baby durable clusters, November 2010
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- Figure 59: Factors that influence purchase decision, by baby durable clusters, November 2010
- Demographic tables
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- Figure 60: Baby durable clusters, by age, November 2010
- Figure 61: Baby durable clusters, by household income, November 2010
- Figure 62: Baby durable clusters, by marital status, November 2010
- Figure 63: Baby durable clusters, by number of children in household, November 2010
- Figure 64: Baby durable clusters, by mom education, November 2010
- Cluster methodology:
Custom Consumer Groups—Unmarried Moms
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- Overview
- Unmarried moms less apt to own all types of baby durables
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- Figure 65: Incidence of baby durable ownership, by type and marital status, November 2010
- Buying second-hand less likely among unwed moms
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- Figure 66: Baby durables bought second-hand, by marital status, November 2010
- Multifunctional items more popular with unmarried moms
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- Figure 67: Factors that influence purchase decision, by marital status, November 2010
- Personal recommendations wield the most influence for unwed moms
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- Figure 68: Research and recommendations for baby products, by marital status, November 2010
Appendix—Trade Associations
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