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Baby Durables - US - April 2016

Total retail sales of baby durables totaled $9.3 billion at current prices in 2015, up 2.5% versus 2014. This growth is forecasted to continue at an average rate of just under 1% annually through 2020 when sales should reach $9.8 billion. Elevated consumer confidence levels as well as positive birth rates and population growth trends among women, particularly multicultural women, will support sales. While most baby durables continue to be purchased new in-store, online and alternative channels are increasingly being used to shop for these items.

This report examines the following areas:

  • Slow, but positive growth projected through 2020
  • Emerging pre-owned marketplace threatens traditional retailers
  • Variances in family structures can impact the market

For the purposes of this Report, Mintel categorizes baby durables into three main groups defined as follows:

  • baby mobility – car seats, strollers, systems, baby carriers
  • baby’s room furniture – cribs, bassinets, dressers, changing tables, rockers and gliders (excludes linens and accessories)
  • baby care items – bouncers/infant positioners, gyms, stationary entertainers, walkers/jumpers, swings, play yards, bath tubs, diaper disposal systems, high chairs, potties, gates, monitors, thermometers, humidifiers/vaporizers, bottle/food warmers and sterilizers, breast pump/nursing pillows

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slow, but positive growth projected through 2020
            • Figure 1: Total US retail sales and fan chart forecast of baby durables, at current prices, 2010-20
          • Emerging pre-owned marketplace threatens traditional retailers
            • Figure 2: Select online/alternative channels shopped, November 2015
          • Variances in family structures can impact the market
              • Figure 3: Percent of births to unmarried women, 2000-14
            • The opportunities
              • Personalize the online channel
                • Figure 4: Select retailers shopped – In-store or online, November 2015
              • Don’t forget the fathers
                • Figure 5: Purchase incidence and attitudes toward safety and price, by gender and generation, November 2015
              • Bring back the human touch
                • Figure 6: Select behaviors and attitudes toward baby durables shopping – Any agree, by race and Hispanic origin, November 2015
              • What it means
              • The Market – What You Need to Know

                • The market could use a boost
                  • Multicultural women are key targets
                    • Today’s family looks different than yesteryear’s
                    • Market Size and Forecast

                      • Tepid outlook ahead for baby durables
                        • Figure 7: Total US retail sales and fan chart forecast of baby durables, at current prices, 2010-20
                        • Figure 8: Total US retail sales and forecast of baby durables, at current prices, 2010-20
                    • Market Breakdown

                      • Furniture comprises share majority
                        • Figure 9: Total US retail sales and forecast of baby durables, by segment, at current prices, 2010-20
                        • Figure 10: Total US retail sales of baby durables, by segment, at current prices, 2013 and 2015
                    • Market Factors

                      • Multicultural women are key targets
                        • Birth rates finally turn positive
                          • Figure 11: Annual births and fertility rate, 2003-14
                        • Birth rates rise among older women; 2014 marks highest ever age of mother at first birth
                          • Figure 12: US births, by age of mother, 2014
                        • Twin birth rate also reaches new high
                          • Changing American families impact the market
                            • Four out of 10 births are to unmarried mothers
                              • Dads playing an increased role in parenthood
                                • Marriages among same-sex couples more than doubled versus 2013
                                  • Figure 13: Marriages among same-sex couples, 2013-October 2015
                              • Key Players – What You Need to Know

                                • Leader struggles while other tier one brands see growth
                                  • Smaller players gain ground
                                    • Innovations related to mobile-enabled technology should spur future sales
                                      • Warehouse clubs, discount stores, furniture stores not primary destinations
                                      • Manufacturer Sales of Baby Durables

                                        • MULO sales grew 6.6% in 2015
                                          • Tier One
                                            • Tier Two
                                              • Figure 14: MULO market share of baby durables, by leading companies and brands, rolling 52-weeks 2015
                                              • Figure 15: MULO sales of baby durables, by leading companies and brands, rolling 52-weeks 2014 and 2015
                                          • What’s Working?

                                            • Leading retail channels
                                              • Figure 16: Target, circular ad for Pillowfort, March 2016
                                              • Figure 17: Babies “R” Us, website screen shot for great trade-in event, January 2016
                                              • Figure 18: Pottery Barn Kids, email ad for Monique Lhuillier collection, March 2016
                                          • What’s Struggling?

                                            • Less frequented retail channels
                                              • Some retail channels not getting fair share of Blacks and/or Hispanics
                                                  • Figure 19: Retailers and online/alternative channels shopped by race and Hispanic origin, November 2015
                                                • Companies and brands facing challenges
                                                  • Transport items
                                                    • Furniture
                                                      • Safety items
                                                      • What’s Next?

                                                        • The Internet of Things is about to take over baby durables marketplace
                                                          • Figure 20: Owlet Baby Monitor video demonstration, March 2016
                                                          • Figure 21: 4moms, self-installing car seat video demonstration, March 2016
                                                      • The Consumer – What You Need to Know

                                                        • Majority of items are acquired new
                                                          • Mass retailers continue to attract majority of parents
                                                            • Alternative channels see growth
                                                              • Retailers can seek ways to simplify the shopping process
                                                              • Items Owned

                                                                  • Ownership is high in all categories
                                                                    • Figure 22: Baby durables items owned, November 2015
                                                                  • Transport items
                                                                    • Figure 23: Baby-related transport items owned, November 2015
                                                                  • Furniture
                                                                    • Figure 24: Baby-related furniture items owned, November 2015
                                                                  • Daytime care and/or safety/wellness items
                                                                    • Figure 25: Baby-related daytime care and/or safety/wellness items owned, November 2015
                                                                  • Activity items
                                                                    • Figure 26: Activity items owned, November 2015
                                                                  • In their words
                                                                  • Method of Acquiring Items

                                                                      • Most items are acquired new
                                                                        • Figure 27: Method of acquiring items, November 2015
                                                                      • In their words
                                                                        • Household income plays a role in acquiring method
                                                                          • Figure 28: Method of acquiring items, bought or borrowed, by household income, November 2015
                                                                        • It’s okay to reuse items
                                                                          • Figure 29: Percentage of those who strongly agree that it’s better to acquire used items for subsequent children versus buying them new, by select demographics, November 2015
                                                                        • Qualitative Insight: Does the process change after the first child?
                                                                        • Retailers Shopped

                                                                            • Mass merchandisers and baby superstores attract majority of parents
                                                                                • Figure 30: Retailers shopped, November 2015
                                                                              • Affluent parents shop local and specialty
                                                                                • Figure 31: Select retailers shopped – in-store or online, by Hispanic origin and household income, November 2015
                                                                              • Are suburbanites and those in rural areas underserved?
                                                                                • Figure 32: Select retailers shopped – In-store or online, by area, November 2015
                                                                              • Qualitative Insight: What is the shopping process for baby durables like? What are parents’ favorite stores or sites?
                                                                                • Qualitative Insight: How do parents feel about online shopping for baby durables?
                                                                                • Online/alternative Channels Shopped

                                                                                    • Parents love Amazon
                                                                                        • Figure 33: Online/alternative channels shopped, November 2015
                                                                                      • All listed channels highly appealing to multiple types of parents
                                                                                          • Figure 34: Online/alternative channels shopped – Any purchase or interest, by select types of parents, November 2015
                                                                                        • Hispanics over index on shopping alternative channels
                                                                                          • Figure 35: Online/alternative channels shopped – Any purchase or interest, by race and Hispanic origin, November 2015
                                                                                        • Resale market a viable option for those looking to make/save money
                                                                                          • Figure 36: Consignment stores – Any purchase or interest, by household income, November 2015
                                                                                        • Open-minded
                                                                                          • Hesitant or avoiders
                                                                                          • Behaviors and Attitudes toward Baby Durables Shopping

                                                                                              • Safety trumps price
                                                                                                  • Figure 37: Attitudes toward safety and price – Strongly agree, by household income, November 2015
                                                                                                • High interest in shopping and researching online
                                                                                                    • Figure 38: Select behaviors and attitudes toward baby durables shopping – Any agree, all parents versus Millennial parents, November 2015
                                                                                                  • Many opportunities to enhance shopping experience; service a key area
                                                                                                    • Figure 39: Opportunities to improve baby durables shopping experience – Any agree, by race and Hispanic origin, November 2015
                                                                                                  • In their words
                                                                                                  • Parents’ Advice Regarding Shopping for Baby Durables

                                                                                                      • What would parents do if they owned their own store?
                                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                                        • Data sources
                                                                                                          • Sales data
                                                                                                            • Fan chart forecast
                                                                                                              • Consumer survey data
                                                                                                                • Consumer qualitative research
                                                                                                                  • Direct marketing creative
                                                                                                                    • Abbreviations and terms
                                                                                                                      • Abbreviations
                                                                                                                        • Terms
                                                                                                                        • Appendix – Market

                                                                                                                            • Figure 40: Total US retail sales and forecast of baby durables, at inflation-adjusted prices, 2010-20
                                                                                                                            • Figure 41: Female population by age, 2011-21
                                                                                                                            • Figure 42: Women by race and Hispanic origin, 2011-21
                                                                                                                            • Figure 43: Consumer confidence and unemployment rates, 2007- January 2016
                                                                                                                            • Figure 44: Annual births and fertility rates, by race and Hispanic origin of mother, 2003-14
                                                                                                                            • Figure 45: Population younger than age 5, by race and Hispanic origin, 2011-21
                                                                                                                            • Figure 46: US birth rates, by age of mother, 2005-14
                                                                                                                            • Figure 47: Births, by age of mother, live-birth order, 2014
                                                                                                                            • Figure 48: Percent of births to unmarried women, 2000-14
                                                                                                                            • Figure 49: Annual births and fertility rate, 2003-14
                                                                                                                            • Figure 50: Median age at first marriage, by gender, 2005-15
                                                                                                                            • Figure 51: Married share of population, 2005-15
                                                                                                                            • Figure 52: Living arrangements among children under 18, 2014
                                                                                                                            • Figure 53: Median household income, by type of household, 2014
                                                                                                                            • Figure 54: Median household income, in inflation-adjusted dollars, 2004-14
                                                                                                                            • Figure 55: Median household income of families with children, in inflation-adjusted dollars, 2004-14

                                                                                                                        Companies Covered

                                                                                                                        • Walmart Stores (USA)

                                                                                                                        Baby Durables - US - April 2016

                                                                                                                        £3,199.84 (Excl.Tax)