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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- Overview
- The market
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- Figure 1: Fan chart forecast of total retail sales of baby durables, 2008-18
- Market factors
- Rising birthrate likely to impact baby durables market
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- Figure 2: Fertility rate and number of births, 2001-12
- Figure 3: Fertility rate*, by race and Hispanic origin of mother, 2001-11
- Shifting demographics of parents and non-traditional families
- Consumer confidence and its impact on baby durables
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- Figure 4: University of Michigan Consumer Sentiment index, November 1978-July 2013
- The consumer
- Most buy baby durables at mass merchandisers, baby superstores
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- Figure 5: Retailers shopped for baby-related products, July 2013
- Amazon.com popular for baby durables purchases
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- Figure 6: Online/alternative channels shopped for baby-related items, July 2013
- Parents research products online, seek advice from friends and family
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- Figure 7: Sources of information and recommendations when shopping for baby-related products, July 2013
- Safety and affordability most important attributes in baby products
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- Figure 8: Important baby-related product attributes, July 2013
- What we think
Issues and Insights
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- The impact of demographic shifts
- The issues
- The implications
- Engaging with the used baby durable market
- The issues
- The implications
- Exploring the implications of increased online purchasing
- The issues
- The implications
- Sourcing information on baby durables
- The issues
- The implications
Trend Application
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- Inspire Trend: Why Buy
- Inspire Trend: Minimize Me
- Mintel Futures: Brand Intervention
Market Size and Forecast
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- Key points
- Baby durables market expected to grow
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- Figure 9: Total retail sales of baby durables, at current prices, 2008-18
- Figure 10: Total retail sales of baby durables, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 11: Fan chart forecast of total retail sales of baby durables, 2008-18
Market Drivers
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- Key points
- Birthrate and population trends impact baby durables market
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- Figure 12: Fertility rate and number of births, 2001-12
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- Figure 13: Fertility rate*, by race and Hispanic origin of mother, 2001-11
- Figure 14: Population younger than age 5, by race and Hispanic origin, 2008-18
- Shifting demographics of parents impacts baby durables market
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- Figure 15: Births, by live-birth order and age of mother, 2011
- Figure 16: Distribution of births, by live-birth order and age of mother, 2011
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- Figure 17: Births by marital status of mother, 2001-11
- Figure 18: Percent of births to unmarried mothers, by race and Hispanic origin of mother, 2011
- Grandparents likely to play a role in baby durables purchases
- Consumer confidence and baby durables
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- Figure 19: University of Michigan Consumer Sentiment index, November 1978-July 2013
- The impact of online and mobile shopping
- Non-traditional parents impact baby durables market
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- Figure 20: Unmarried same-sex couples, by presence of own children in the household, 2008-11
- Figure 21: Unmarried same-sex couples with own children in the household, by gender of couple, 2006-11
Retailer Overview
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- Baby superstores
- Buy Buy Baby
- Babies “R” Us
- Baby Depot
- Issues and opportunities for baby superstores
- Mass merchandisers
- Target
- Walmart
- Kmart
- Issues and opportunities for mass merchandisers
- Infant/child specialists
- Land of Nod
- Pottery Barn Kids
- Giggle
- Issues and opportunities for infant/child specialists
- Online only retailers
- Diapers.com
- Amazon.com
- Issues and opportunities for online only retailers
Innovations and Innovators
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- Target testing in-store baby specialists
- Giggle partnering with JCPenney
- True Fit IAlert Car seat syncs with parents’ smartphones
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- Figure 22: First years IAlert car seat
- Figure 23: Screen shots of First years IAlert car seat app
- ParentLab’s journeyBee offers solutions for parents on the go
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- Figure 24: ParentLab’s journeyBee
- Phil & Ted’s new high chair grows with children
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- Figure 25: Phil & Ted’s poppy high chair
- Quinny introduces the Yezz, a lightweight stroller
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- Figure 26: Quinny yezz stroller, full size and folded
Social Media – Baby Durables
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- Key points
- Key social media metrics
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- Figure 27: Key social media metrics, August 2013
- Market overview
- Brand usage and awareness
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- Figure 28: Usage and awareness of selected baby durables retailer brands, July 2013
- Interaction with brands
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- Figure 29: Interaction with selected baby durables retailer brands, July 2013
- Online conversations
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- Figure 30: Online conversations on selected baby durable retailer brands, by day, March 3-September 2, 2013
- Where are people talking about regarding baby durables?
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- Figure 31: Online conversations on selected baby durable retailer brands, by page type, March 3-September 2, 2013
- What are people talking about?
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- Figure 32: Conversations surrounding selected baby durables retailer brands, March 3-September 2, 2013
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- Figure 33: Conversations surrounding selected baby durables retailer brands, by day, March 3-September 2, 2013
- Figure 34: Conversations surrounding selected baby durables retailer brands, by page type, March 3-September 2, 2013
- Analysis by brand
- Amazon
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- Figure 35: Amazon—Social media metrics, August 2013
- Key online campaigns
- What we think
- Target
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- Figure 36: Target – Social media metrics, August 2013
- Key online campaigns
- What we think
- Walmart
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- Figure 37: Walmart—Social media metrics, August 2013
- Key online campaigns
- What we think
- buybuy BABY
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- Figure 38: buybuy BABY—Social media metrics, August 2013
- Key online campaigns
- What we think
- Babies “R” Us
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- Figure 39: Babies “R” Us – Social media metrics, August 2013
- Key online campaigns
- What we think
- Diapers.com
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- Figure 40: Diapers.com—Social media metrics, August 2013
- Key online campaigns
- What we think
Marketing Strategies
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- Overview
- Strategy – Exclusive products or services
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- Figure 41: Babies “R” Us email ad, exclusives, July 2013
- Figure 42: Land of Nod email ad, exclusive and made in the U.S., June 2013
- Bugaboo’s collaboration with Pendleton Woolen Mills
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- Figure 43: Rob Roy design for Bugaboo donkey
- Figure 44: Spirit of the peoples design for Bugaboo bee
- Figure 45: crossroads design for the bugaboo cameleon
- Strategy – focus on savings
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- Figure 46: Pottery Barn Kids email ad, nursery event - $200 off select cribs, July 2013
- Figure 47: Buy Buy Baby email ad, online clearance, May 2013
- Figure 48: The land of nod email ad, 15% off everything, Aug 2013
Baby Durables Ownership
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- Baby-related furniture ownership
- Key points
- Most baby-related furniture items bought new
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- Figure 49: Baby-Related furniture items owned, new vs. used, July 2013
- Older parents with children under 4 less likely to own items for youngest children
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- Figure 50: Baby-related furniture items owned, by age July 2013
- Highest income households most likely to own all types of baby-related furniture
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- Figure 51: Baby-related furniture items owned, by household income, July 2013
Baby-Related Transport Items Ownership
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- Key points
- Most purchase new rather than used baby-related transport items
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- Figure 52: Baby-related transport items owned, new vs. used, July 2013
- Younger parents most likely to own infant-related transport items
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- Figure 53: Baby-related transport items owned, by age, July 2013
- Lowest income households focus on essentials
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- Figure 54: Baby-related transport items owned, by household income, July 2013
Baby-Related Activity Items Ownership
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- Key points
- More than 40% of parents own all baby-related activity items
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- Figure 55: Baby-related activity items owned, July 2013
- Younger parents most likely to own baby-related activity items
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- Figure 56: Baby-related activity items owned, by age, July 2013
- Highest income households more likely to have activity items
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- Figure 57: Baby-related activity items owned, by household income, July 2013
Baby-Related Daytime Care Item Ownership
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- Key points
- Most parents own baby-related daytime care items
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- Figure 58: Baby-related daytime care items owned, July 2013
- All parents likely to own daytime care products, skews toward younger parents
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- Figure 59: Baby-related daytime care item ownership, by age, July 2013
- Lower income households own fewer items
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- Figure 60: Baby-related daytime care item ownership, by household income, July 2013
Baby-Related Safety/Wellness Item Ownership
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- Key points
- Baby thermometers, baby gates, and monitors most likely to be owned
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- Figure 61: Baby-related safety/wellness items owned, July 2013
- Younger parents more likely to own safety/wellness items than 35+ parents
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- Figure 62: Baby-related safety/wellness item ownership, by age, July 2013
- Highest income households most likely to own safety/wellness items
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- Figure 63: Baby-related safety/wellness item ownership, by household income, July 2013
Retailers Shopped for Baby-Related Products
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- Key points
- Most buy baby durables at mass merchandisers, baby superstores
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- Figure 64: Retailers shopped for baby-related products, by furniture, transport, and activity/daytime care/safety/wellness items, July 2013
- Parents who are 45+ most likely to shop online
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- Figure 65: Retailers shopped for baby-related products – any ownership, by age, July 2013
- Few differences in retailer preference by household income
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- Figure 66: Retailers shopped for baby-related products, by household income, July 2013
Online/Alternative Channels Shopped for Baby-Related Items
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- Key points
- More than half of parents have bought baby-related items at Amazon.com
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- Figure 67: Online/alternative channels shopped for baby-related items, July 2013
- Parents of all ages likely to buy baby products on Amazon.com
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- Figure 68: Online/alternative channels shopped for baby-related products, by age, July 2013
- A third of higher income shoppers buying second hand
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- Figure 69: Online/alternative channels shopped for baby-related products, by household income, July 2013
Attitudes Toward Shopping for Baby-Related Items
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- Key points
- Parents likely to research products online, buy in-store
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- Figure 70: Sources of information and recommendations when shopping for baby-related products, July 2013
- Younger parents seek advice from pediatricians for baby products
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- Figure 71: Sources of information and recommendations when shopping for baby-related products, by gender and age, July 2013
- Highest income consumers seeking information from many sources
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- Figure 72: Sources of information and recommendations when shopping for baby-related products, by household income, July 2013
Important Attributes of Baby-Related Products
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- Key points
- Safety and affordability most important attributes in baby products
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- Figure 73: Most and least important baby-related product attributes, July 2013
- Men are less price sensitive than women when buying baby items
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- Figure 74: Most important attributes when buying baby-related products, by gender and age, July 2013
- Lower income consumers seek value in baby products
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- Figure 75: Most important attributes when buying baby-related products, by household income, July 2013
Race and Hispanic Origin
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- Key points
- Similar ownership of baby durables across all race/Hispanic origins
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- Figure 76: Baby-related furniture items owned, by race/Hispanic origin, July 2013
- Figure 77: Baby-related transport items owned, by race/Hispanic origin, July 2013
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- Figure 78: Baby-related activity items owned, by race/Hispanic origin, July 2013
- Figure 79: Baby-related daytime care items owned, by race/Hispanic origin, July 2013
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- Figure 80: Baby-related safety and wellness items owned, by race/Hispanic origin, July 2013
- Mass merchandisers favored by parents in all race/Hispanic origin groups
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- Figure 81: Retailers shopped for baby-related products, by race/Hispanic origin, July 2013
- Whites more engaged with online and alternative channels
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- Figure 82: Online/alternative channels where baby-related products are purchased, by race/Hispanic origin, July 2013
- Whites seek advice from friends and family on baby products
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- Figure 83: Sources of information and recommendations when shopping for baby-related products, by race/Hispanic origin, July 2013
- Whites most concerned with safety and affordability
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- Figure 84: Most important attributes when buying baby-related products, by race/Hispanic origin, July 2013
Appendix – Other Useful Consumer Tables
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- Baby-related furniture ownership
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- Figure 85: Baby-related furniture items owned, by marital status, July 2013
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- Figure 86: Baby-related furniture items owned, by Millennials and non-Millennials, July 2013
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- Figure 87: Baby-related furniture items owned, by gender of Millennial parent, July 2013
- Baby-related transport items ownership
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- Figure 88: Baby-related transport items owned, by marital status, July 2013
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- Figure 89: Baby-related transport items owned, by Millennials and non-Millennials, July 2013
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- Figure 90: Baby-related transport items owned, by gender of Millennial parent, July 2013
- Baby-related activity items ownership
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- Figure 91: Baby-related activity items owned, by marital status, July 2013
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- Figure 92: Baby-related activity items owned, by Millennials and non-Millennials, July 2013
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- Figure 93: Baby-related activity items owned, by gender of Millennial parent, July 2013
- Baby-related daytime care items ownership
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- Figure 94: Baby-related daytime care items owned, by marital status, July 2013
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- Figure 95: Baby-related daytime care items owned, by Millennials vs. non-Millennials, July 2013
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- Figure 96: Baby-related daytime care items owned, by gender of Millennial parent, July 2013
- Baby-related safety/wellness items ownership
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- Figure 97: Baby-related safety/wellness items owned, by marital status, July 2013
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- Figure 98: Baby-related safety/wellness items owned, by Millennials vs. non-Millennials, July 2013
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- Figure 99: Baby-related safety/wellness items owned, by gender of Millennial parent, July 2013
- Retailers shopped for baby-related products
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- Figure 100: Retailers shopped for baby-related products, by marital status, July 2013
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- Figure 101: Retailers shopped for baby-related products, by Millennials vs. non-Millennials, July 2013
- Retailers shopped for baby-related furniture
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- Figure 102: Retailers shopped for baby-related furniture, by age, July 2013
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- Figure 103: Retailers shopped for baby-related furniture, by household income, July 2013
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- Figure 104: Retailers shopped for baby-related furniture, by race/Hispanic origin, July 2013
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- Figure 105: Retailers shopped for baby-related furniture, by Millennials vs. non-Millennials, July 2013
- Retailers shopped for baby-related transport items
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- Figure 106: Retailers shopped for baby-related transport items, by age, July 2013
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- Figure 107: Retailers shopped for baby-related transport items, by household income, July 2013
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- Figure 108: Retailers shopped for baby-related transport items, by race/Hispanic origin, July 2013
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- Figure 109: Retailers shopped for baby-related transport items, by Millennials vs. non-Millennials, July 2013
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- Figure 110: Retailers shopped for baby-related products – transport items, by gender of Millennial parent, July 2013
- Retailers shopped for baby-related activity/daytime care/safety/wellness items
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- Figure 111: Retailers shopped for baby-related activity/day time care/safety/wellness items, by age, July 2013
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- Figure 112: Retailers shopped for baby-related activity/day time care/safety/wellness items, by household income, July 2013
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- Figure 113: Retailers shopped for baby-related activity/day time care/safety/wellness items, by race/Hispanic origin, July 2013
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- Figure 114: Retailers shopped for baby-related activity/day time care/safety/wellness items, by Millennials vs. non-Millennials, July 2013
- Online/alternative channels where baby-related products are purchased
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- Figure 115: Online/alternative channels shopped for baby-related products, by marital status, July 2013
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- Figure 116: Online/alternative channels shopped for baby-related products, by Millennials vs.non-Millennials, July 2013
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- Figure 117: Online/alternative channels shopped for baby-related products, by gender of Millennial parent, July 2013
- Sources of information and recommendations when shopping for baby-related products
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- Figure 118: Sources of information and recommendations when shopping for baby-related products, by marital status, July 2013
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- Figure 119: Sources of information and recommendations when shopping for baby-related products, by Millennials vs. non-Millennials, July 2013
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- Figure 120: Sources of information and recommendations when shopping for baby-related products, by gender of Millennial parent, July 2013
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- Figure 121: Sources of information and recommendations when shopping for baby-related products, by bought new baby-related furniture items, July 2013
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- Figure 122: Sources of information and recommendations when shopping for baby-related products, by bought new baby-related transport items, July 2013
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- Figure 123: Sources of information and recommendations when shopping for baby-related products, by bought new baby-related activity items, July 2013
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- Figure 124: Sources of information and recommendations when shopping for baby-related products, by bought new baby-related daytime care items, July 2013
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- Figure 125: Sources of information and recommendations when shopping for baby-related products, by bought new baby-related safety/wellness items, July 2013
- Important baby-related product attributes
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- Figure 126: Most important attributes when buying baby-related products, by marital status, July 2013
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- Figure 127: Most important attributes when buying baby-related products, by younger Millennials vs. older Millennials, July 2013
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- Figure 128: Most important attributes when buying baby-related products, by gender of Millennial parent, July 2013
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- Figure 129: Most important attributes when buying baby-related products, by types of new baby-related furniture owned, July 2013 (part 1)
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- Figure 130: Most important attributes when buying baby-related products, by types of new baby-related furniture owned, July 2013 (part 2)
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- Figure 131: Most important attributes when buying baby-related products, by types of new baby-related transport items owned, July 2013 (part 1)
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- Figure 132: Most important attributes when buying baby-related products, by types of new baby-related transport items owned, July 2013 (part 2)
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- Figure 133: Most important attributes when buying baby-related products, by type of new baby-related activity items owned, July 2013 (part 1)
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- Figure 134: Most important attributes when buying baby-related products, by type of new baby-related activity items owned, July 2013 (part 2)
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- Figure 135: Most important attributes when buying baby-related products, by types of new baby-related daytime care items owned, July 2013
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- Figure 136: Most important attributes when buying baby-related products, by types of new baby-related safety/wellness items owned, July 2013 (part 1)
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- Figure 137: Most important attributes when buying baby-related products, by types of new baby-related safety/wellness items owned, July 2013 (part 2)
Appendix – Social Media
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- Online conversations
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- Figure 138: Online conversations on selected baby durables retailer brands, by day, March 3-September 2, 2013
- Figure 139: Online conversations on selected baby durables retailer brands, by page type, March 3-September 2, 2013
- Figure 140: Conversations surrounding selected baby durables retailers brands, March 3-September 2, 2013
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- Figure 141: Conversations surrounding selected baby durables retailer brands, by day, March 3-September 2, 2013
- Figure 142: Conversations surrounding selected baby durables retailer brands, by page type, March 3-September 2, 2013
- Brand usage and awareness
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- Figure 143: Brand usage or awareness, July 2013
- Figure 144: Babies ‘R’ Us usage or awareness, by demographics, July 2013
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- Figure 145: Buy Buy Baby usage or awareness, by demographics, July 2013
- Figure 146: Target usage or awareness, by demographics, July 2013
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- Figure 147: Walmart usage or awareness, by demographics, July 2013
- Figure 148: Amazon.com usage or awareness, by demographics, July 2013
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- Figure 149: Diapers.com usage or awareness, by demographics, July 2013
- Activities Done
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- Figure 150: Activities done, July 2013
- Figure 151: Babies ‘R’ us – Activities done, by demographics, July 2013
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- Figure 152: Babies ‘R’ us – Activities done, by demographics, July 2013
- Figure 153: buybuy BABY – Activities done, by demographics, July 2013
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- Figure 154: Target – Activities done, by demographics, July 2013
- Figure 155: Target – Activities done, by demographics, July 2013
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- Figure 156: Walmart – Activities done, by demographics, July 2013
- Figure 157: Walmart – Activities done, by demographics, July 2013
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- Figure 158: Amazon.com – Activities done, by demographics, July 2013
- Figure 159: Amazon.com – Activities done, by demographics, July 2013
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- Figure 160: Diapers.com – Activities done, by demographics, July 2013
Appendix – Trade Associations
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