Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Snapshot of the market
- Principal factors driving and impacting sales of baby durables
- Sales by segment
- Manufacturer activity
- How consumers are purchasing baby durables
- The future and forecast of baby durables
Market Drivers
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- Births per year
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- Figure 1: Fertility rate and births, 1995-2005
- Birth-rates by age of mother
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- Figure 2: Birth-rates, by age of mother: United States, 1990-2005
- How many children are there?
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- Figure 3: Projected population, 2007-12
- Two-parent households, trends in single motherhood stabilizing
- A few buying a lot—trends in the economic status of U.S. children
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- Figure 4: Number of children under the age of 6, by household income, 2000 and 2005
- Income level of the parent(s)
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- Figure 5: Birth-rate and number of women giving birth in previous 12 months, by household income, June 2004
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- Figure 6: Median household income, by age of householder, 2005
- Fashion, the contemporary lifestyle, and parenting
- Adult brands cross over to the children’s market
- The first born is the most costly
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- Figure 7: Number of first and subsequent births, by age of mother, 1998-2004
- How the money is spent
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- Figure 8: Annual expenditures for babies, 2006
- Where does baby spend his day?—Working moms
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- Figure 9: Women who have given birth in the previous 12 months and their labor force participation, 1990-2004
- Where does baby sleep—the two most common parenting styles
- Baby-centered
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- Figure 10: Summary of trends in breastfeeding, 1995-2004
- Parent-centered
- Baby bargains: Who’s buying where, and why?
- Safety campaigns and legislation
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- Figure 11: Federal car seat requirements, 2007
Market Size and Trends
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- Figure 12: Total U.S. retail sales of baby durables, at current and constant prices, 2001-06
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Market Segmentation
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- Overview
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- Figure 13: Sales of baby durables, segmented by type, 2004 and 2006
- Baby room furniture
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- Figure 14: Sales of baby room furniture, at current and constant prices, 2001-06
- Baby mobility
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- Figure 15: Sales of baby mobility, at current and constant prices, 2001-06
- Daytime care
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- Figure 16: Sales of daytime care, at current and constant prices, 2001-06
- Wellness, babycare and safety
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- Figure 17: Sales of wellness, babycare and safety, at current and constant prices, 2001-06
Supply Structure
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- Manufacturer sales
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- Figure 18: Manufacturer sales of baby durables in the U.S., 2004 and 2006
- Manufacturer profiles
- Dorel
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- Figure 19: Cosco/Eddie Bauer products, by category and number of SKUs in distribution, by top retailers,
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- Figure 20: Safety 1st products, by category and number of SKUs in distribution, by top retailers, 2005-07
- Graco
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- Figure 21: Graco products, by category and number of SKUs in distribution, by top retailers, 2005-07
- Evenflo
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- Figure 22: Evenflo products, by category and number of SKUs in distribution, by top retailers, 2005-07
- Fisher-Price Baby Gear
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- Figure 23: Fisher-Price products, by category and number of SKUs in distribution, by top retailers, 2005-07
- The First Years
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- Figure 24: The First Years products, by category and number of SKUs in distribution, by top retailers, 2005-07
- Kolcraft
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- Figure 25: Current Kolcraft products, by category and number of SKUs in distribution, by top retailers, 2005-07
- Innovators and niche suppliers
- Trends in the market
Advertising and Promotion
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- Overview
- A look at ads and promotions
- Informational websites valued by consumers
- Blogs and chat rooms gain influence
- Expert help is vital
- Manufacturers try to generate goodwill in the community
- Discounts for twins and multiples
- Trade shows are important for manufacturers
- JPMA
- ABC
- Baby registries
- In-store events to drive sales
- Promotions
- A display can go a long way
- Adult brands cross over into the children’s market
Retail Distribution
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- Introduction
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- Figure 26: Estimated sales of children’s home furnishings including baby durables, top 15 retailers,
- Wal-Mart still pushing ahead
- Baby superstores
- Independents
- The online shopping experience
- Babystyle.com
- Buybuybaby.com
- Rightstart.com
- Where do parents shop?
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- Figure 27: Where people buy baby durable products, February 2007
- eBay—a strong presence in new merchandise too
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- Figure 28: Top ten listings of baby durables categories on eBay, 2006 and 2007
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- Figure 29: What can you find on eBay?—baby durable listings, by category and comparisons of new versus used, March 2006 and 2007 Part one
- Figure 30: What can you find on eBay?—baby durable listings, by category and comparisons of new versus used, March 2006 and 2007 Part two
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- Figure 31: What can you find on eBay?—baby durable listings, by category and comparisons of new versus used, March 2006 and 2007 Part three
The Consumer
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- Introduction
- Key findings
- Method used for purchasing decisions
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- Figure 32: Baby durable products purchasing influences, by income and education, February 2007
- Retail location of baby durable purchase(s)
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- Figure 33: Baby durable products purchasing locations, by household income and education, February 2007
- Households with children under 4 years old
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- Figure 34: Profile of respondents by number of children under age 4 living at home, by household income, February 2007
- How baby furniture was obtained
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- Figure 35: Ways in which baby room furniture was obtained, February 2007
- Who buys new baby furniture?
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- Figure 36: Respondents who purchased items new, by household income, February 2007
- How mobility and daytime products were obtained
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- Figure 37: Method of obtaining mobility and daytime care products, February 2007
- Obtaining wellness, babycare and safety products
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- Figure 38: Methods of obtaining wellness, babycare or safety products, February 2007
- Brand familiarity
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- Figure 39: Brand familiarity, by household income, February 2007
Future and Forecast
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- Birth-rates determine market growth
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- Figure 40: Projected population, 2007-12
- Targeting affluent families
- Fashion, the contemporary lifestyle, and parenting
- The role of the Internet
- Make it convenient
- Kids need more exercise
- Market forecast
- Baby durables
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- Figure 41: Forecast of total U.S. sales of baby durables, at current and constant prices, 2006-11
- Baby room furniture
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- Figure 42: Forecast of U.S. sales of baby room furniture, at current and constant prices, 2006-11
- Baby mobility products
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- Figure 43: Forecast of U.S. sales of baby mobility products, at current and constant prices, 2006-11
- Daytime care products
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- Figure 44: Forecast of U.S. sales of daytime care products, at current and constant prices, 2006-11
- Wellness, babycare and safety products
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- Figure 45: Forecast of U.S. sales of wellness, babycare and safety products, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
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