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Baby Durables - US - September 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Overview
The market
Figure 1: Fan chart forecast of total retail sales of baby durables, 2008-18
Market factors
Rising birthrate likely to impact baby durables market
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
Figure 4: University of Michigan Consumer Sentiment index, November 1978-July 2013
The consumer
Most buy baby durables at mass merchandisers, baby superstores
Figure 5: Retailers shopped for baby-related products, July 2013
Amazon.com popular for baby durables purchases
Figure 6: Online/alternative channels shopped for baby-related items, July 2013
Parents research products online, seek advice from friends and family
Figure 7: Sources of information and recommendations when shopping for baby-related products, July 2013
Safety and affordability most important attributes in baby products
Figure 8: Important baby-related product attributes, July 2013
What we think
ISSUES AND INSIGHTS
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
Inspire Trend: Why Buy
Inspire Trend: Minimize Me
Mintel Futures: Brand Intervention
MARKET SIZE AND FORECAST
Key points
Baby durables market expected to grow
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
Figure 11: Fan chart forecast of total retail sales of baby durables, 2008-18
MARKET DRIVERS
Key points
Birthrate and population trends impact baby durables market
Figure 12: Fertility rate and number of births, 2001-12
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
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
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
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
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
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
Target testing in-store baby specialists
Giggle partnering with JCPenney
True Fit IAlert Car seat syncs with parents’ smartphones
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
Figure 24: ParentLab’s journeyBee
Phil & Ted’s new high chair grows with children
Figure 25: Phil & Ted’s poppy high chair
Quinny introduces the Yezz, a lightweight stroller
Figure 26: Quinny yezz stroller, full size and folded
SOCIAL MEDIA – BABY DURABLES
Key points
 KEY SOCIAL MEDIA METRICS
Figure 27: Key social media metrics, August 2013
Market overview
Brand usage and awareness
Figure 28: Usage and awareness of selected baby durables retailer brands, July 2013
Interaction with brands
Figure 29: Interaction with selected baby durables retailer brands, July 2013
Online conversations
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?
Figure 31: Online conversations on selected baby durable retailer brands, by page type, March 3-September 2, 2013
What are people talking about?
Figure 32: Conversations surrounding selected baby durables retailer brands, March 3-September 2, 2013
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
Figure 35: Amazon—Social media metrics, August 2013
Key online campaigns
What we think
Target
Figure 36: Target – Social media metrics, August 2013
Key online campaigns
What we think
Walmart
Figure 37: Walmart—Social media metrics, August 2013
Key online campaigns
What we think
buybuy BABY
Figure 38: buybuy BABY—Social media metrics, August 2013
Key online campaigns
What we think
Babies “R” Us
Figure 39: Babies “R” Us – Social media metrics, August 2013
Key online campaigns
What we think
Diapers.com
Figure 40: Diapers.com—Social media metrics, August 2013
Key online campaigns
What we think
MARKETING STRATEGIES
Overview
Strategy – Exclusive products or services
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
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
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
 BABY-RELATED FURNITURE OWNERSHIP
Key points
Most baby-related furniture items bought new
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
Figure 50: Baby-related furniture items owned, by age July 2013
Highest income households most likely to own all types of baby-related furniture
Figure 51: Baby-related furniture items owned, by household income, July 2013
BABY-RELATED TRANSPORT ITEMS OWNERSHIP
Key points
Most purchase new rather than used baby-related transport items
Figure 52: Baby-related transport items owned, new vs. used, July 2013
Younger parents most likely to own infant-related transport items
Figure 53: Baby-related transport items owned, by age, July 2013
Lowest income households focus on essentials
Figure 54: Baby-related transport items owned, by household income, July 2013
BABY-RELATED ACTIVITY ITEMS OWNERSHIP
Key points
More than 40% of parents own all baby-related activity items
Figure 55: Baby-related activity items owned, July 2013
Younger parents most likely to own baby-related activity items
Figure 56: Baby-related activity items owned, by age, July 2013
Highest income households more likely to have activity items
Figure 57: Baby-related activity items owned, by household income, July 2013
BABY-RELATED DAYTIME CARE ITEM OWNERSHIP
Key points
Most parents own baby-related daytime care items
Figure 58: Baby-related daytime care items owned, July 2013
All parents likely to own daytime care products, skews toward younger parents
Figure 59: Baby-related daytime care item ownership, by age, July 2013
Lower income households own fewer items
Figure 60: Baby-related daytime care item ownership, by household income, July 2013
BABY-RELATED SAFETY/WELLNESS ITEM OWNERSHIP
Key points
Baby thermometers, baby gates, and monitors most likely to be owned
Figure 61: Baby-related safety/wellness items owned, July 2013
Younger parents more likely to own safety/wellness items than 35+ parents
Figure 62: Baby-related safety/wellness item ownership, by age, July 2013
Highest income households most likely to own safety/wellness items
Figure 63: Baby-related safety/wellness item ownership, by household income, July 2013
RETAILERS SHOPPED FOR BABY-RELATED PRODUCTS
Key points
Most buy baby durables at mass merchandisers, baby superstores
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
Figure 65: Retailers shopped for baby-related products – any ownership, by age, July 2013
Few differences in retailer preference by household income
Figure 66: Retailers shopped for baby-related products, by household income, July 2013
ONLINE/ALTERNATIVE CHANNELS SHOPPED FOR BABY-RELATED ITEMS
Key points
More than half of parents have bought baby-related items at Amazon.com
Figure 67: Online/alternative channels shopped for baby-related items, July 2013
Parents of all ages likely to buy baby products on Amazon.com
Figure 68: Online/alternative channels shopped for baby-related products, by age, July 2013
A third of higher income shoppers buying second hand
Figure 69: Online/alternative channels shopped for baby-related products, by household income, July 2013
ATTITUDES TOWARD SHOPPING FOR BABY-RELATED ITEMS
Key points
Parents likely to research products online, buy in-store
Figure 70: Sources of information and recommendations when shopping for baby-related products, July 2013
Younger parents seek advice from pediatricians for baby products
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
Figure 72: Sources of information and recommendations when shopping for baby-related products, by household income, July 2013
IMPORTANT ATTRIBUTES OF BABY-RELATED PRODUCTS
Key points
Safety and affordability most important attributes in baby products
Figure 73: Most and least important baby-related product attributes, July 2013
Men are less price sensitive than women when buying baby items
Figure 74: Most important attributes when buying baby-related products, by gender and age, July 2013
Lower income consumers seek value in baby products
Figure 75: Most important attributes when buying baby-related products, by household income, July 2013
RACE AND HISPANIC ORIGIN
Key points
Similar ownership of baby durables across all race/Hispanic origins
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
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
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
Figure 81: Retailers shopped for baby-related products, by race/Hispanic origin, July 2013
Whites more engaged with online and alternative channels
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
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
Figure 84: Most important attributes when buying baby-related products, by race/Hispanic origin, July 2013
APPENDIX – OTHER USEFUL CONSUMER TABLES
Baby-related furniture ownership
Figure 85: Baby-related furniture items owned, by marital status, July 2013
Figure 86: Baby-related furniture items owned, by Millennials and non-Millennials, July 2013
Figure 87: Baby-related furniture items owned, by gender of Millennial parent, July 2013
Baby-related transport items ownership
Figure 88: Baby-related transport items owned, by marital status, July 2013
Figure 89: Baby-related transport items owned, by Millennials and non-Millennials, July 2013
Figure 90: Baby-related transport items owned, by gender of Millennial parent, July 2013
Baby-related activity items ownership
Figure 91: Baby-related activity items owned, by marital status, July 2013
Figure 92: Baby-related activity items owned, by Millennials and non-Millennials, July 2013
Figure 93: Baby-related activity items owned, by gender of Millennial parent, July 2013
Baby-related daytime care items ownership
Figure 94: Baby-related daytime care items owned, by marital status, July 2013
Figure 95: Baby-related daytime care items owned, by Millennials vs. non-Millennials, July 2013
Figure 96: Baby-related daytime care items owned, by gender of Millennial parent, July 2013
Baby-related safety/wellness items ownership
Figure 97: Baby-related safety/wellness items owned, by marital status, July 2013
Figure 98: Baby-related safety/wellness items owned, by Millennials vs. non-Millennials, July 2013
Figure 99: Baby-related safety/wellness items owned, by gender of Millennial parent, July 2013
Retailers shopped for baby-related products
Figure 100: Retailers shopped for baby-related products, by marital status, July 2013
Figure 101: Retailers shopped for baby-related products, by Millennials vs. non-Millennials, July 2013
Retailers shopped for baby-related furniture
Figure 102: Retailers shopped for baby-related furniture, by age, July 2013
Figure 103: Retailers shopped for baby-related furniture, by household income, July 2013
Figure 104: Retailers shopped for baby-related furniture, by race/Hispanic origin, July 2013
Figure 105: Retailers shopped for baby-related furniture, by Millennials vs. non-Millennials, July 2013
Retailers shopped for baby-related transport items
Figure 106: Retailers shopped for baby-related transport items, by age, July 2013
Figure 107: Retailers shopped for baby-related transport items, by household income, July 2013
Figure 108: Retailers shopped for baby-related transport items, by race/Hispanic origin, July 2013
Figure 109: Retailers shopped for baby-related transport items, by Millennials vs. non-Millennials, July 2013
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
Figure 111: Retailers shopped for baby-related activity/day time care/safety/wellness items, by age, July 2013
Figure 112: Retailers shopped for baby-related activity/day time care/safety/wellness items, by household income, July 2013
Figure 113: Retailers shopped for baby-related activity/day time care/safety/wellness items, by race/Hispanic origin, July 2013
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
Figure 115: Online/alternative channels shopped for baby-related products, by marital status, July 2013
Figure 116: Online/alternative channels shopped for baby-related products, by Millennials vs.non-Millennials, July 2013
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
Figure 118: Sources of information and recommendations when shopping for baby-related products, by marital status, July 2013
Figure 119: Sources of information and recommendations when shopping for baby-related products, by Millennials vs. non-Millennials, July 2013
Figure 120: Sources of information and recommendations when shopping for baby-related products, by gender of Millennial parent, July 2013
Figure 121: Sources of information and recommendations when shopping for baby-related products, by bought new baby-related furniture items, July 2013
Figure 122: Sources of information and recommendations when shopping for baby-related products, by bought new baby-related transport items, July 2013
Figure 123: Sources of information and recommendations when shopping for baby-related products, by bought new baby-related activity items, July 2013
Figure 124: Sources of information and recommendations when shopping for baby-related products, by bought new baby-related daytime care items, July 2013
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
Figure 126: Most important attributes when buying baby-related products, by marital status, July 2013
Figure 127: Most important attributes when buying baby-related products, by younger Millennials vs. older Millennials, July 2013
Figure 128: Most important attributes when buying baby-related products, by gender of Millennial parent, July 2013
Figure 129: Most important attributes when buying baby-related products, by types of new baby-related furniture owned, July 2013 (part 1)
Figure 130: Most important attributes when buying baby-related products, by types of new baby-related furniture owned, July 2013 (part 2)
Figure 131: Most important attributes when buying baby-related products, by types of new baby-related transport items owned, July 2013 (part 1)
Figure 132: Most important attributes when buying baby-related products, by types of new baby-related transport items owned, July 2013 (part 2)
Figure 133: Most important attributes when buying baby-related products, by type of new baby-related activity items owned, July 2013 (part 1)
Figure 134: Most important attributes when buying baby-related products, by type of new baby-related activity items owned, July 2013 (part 2)
Figure 135: Most important attributes when buying baby-related products, by types of new baby-related daytime care items owned, July 2013
Figure 136: Most important attributes when buying baby-related products, by types of new baby-related safety/wellness items owned, July 2013 (part 1)
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
Online conversations
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
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
Figure 143: Brand usage or awareness, July 2013
Figure 144: Babies ‘R’ Us usage or awareness, by demographics, July 2013
Figure 145: Buy Buy Baby usage or awareness, by demographics, July 2013
Figure 146: Target usage or awareness, by demographics, July 2013
Figure 147: Walmart usage or awareness, by demographics, July 2013
Figure 148: Amazon.com usage or awareness, by demographics, July 2013
Figure 149: Diapers.com usage or awareness, by demographics, July 2013
Activities Done
Figure 150: Activities done, July 2013
Figure 151: Babies ‘R’ us – Activities done, by demographics, July 2013
Figure 152: Babies ‘R’ us – Activities done, by demographics, July 2013
Figure 153: buybuy BABY – Activities done, by demographics, July 2013
Figure 154: Target – Activities done, by demographics, July 2013
Figure 155: Target – Activities done, by demographics, July 2013
Figure 156: Walmart – Activities done, by demographics, July 2013
Figure 157: Walmart – Activities done, by demographics, July 2013
Figure 158: Amazon.com – Activities done, by demographics, July 2013
Figure 159: Amazon.com – Activities done, by demographics, July 2013
Figure 160: Diapers.com – Activities done, by demographics, July 2013
APPENDIX – TRADE ASSOCIATIONS

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