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Baby Durables - US - February 2012

After suffering sales declines throughout the recession, the baby durables market remained flat in 2010 and 2011 and is expected to grow in 2012 reaching $2.8 billion. Many factors impact the market, including the birth rate in the U.S., fluctuating consumer confidence, women having children at older ages, and multi-generational living. This report closely examines these themes, as well as a variety of other factors impacting the baby durables market.

Some of the key topics and issues covered in this report include:

  • How birth rate trends in the U.S. may impact the baby durables market
  • How levels of consumer confidence can impact spending on baby durables
  • The impact of women getting married, and having children later in life
  • How multi-generational households can change parents’ lifestyles
  • Challenges to baby durables retailers
  • Total retail sales of baby durables in the U.S. and growth predictions
  • An overview of key retailers
  • An overview of key manufacturers
  • Innovations in baby durables
  • Ownership of baby durables including baby related furniture, baby related mobility and baby related activity, daytime care and wellness/safety products
  • How baby durables products are acquired and where, in-store/online
  • Shopping behavior for baby durables
  • Attitudes toward baby furniture and baby mobility purchases
  • Attitudes toward baby related activity, daytime care, wellness/safety purchases
  • Baby products as gifts
  • How race/Hispanic origin impact shopping behavior and attitudes toward baby durables

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Fan chart forecast of total U.S. retail sales and forecast of baby durables, 2006-16
                        • Market factors
                          • More babies result in demand for baby durables
                            • Figure 2: Population younger than 5, by race/Hispanic origin, 2006-16
                          • Fluctuating consumer confidence may impact spending on baby durables
                            • Figure 3: University of Michigan’s index of consumer sentiment, 2007-January 2012
                          • Women postpone marriage, children
                            • Increase in multigenerational households may positively impact baby durables market
                              • Retail channels
                                • A variety of choices for baby durables
                                  • The consumer
                                    • Most parents buy new baby products rather than secondhand or borrowing
                                      • Figure 4: How baby durables are acquired “bought new,” November-December 2011
                                    • Parents rely on knowledge of key brands, research baby durables online
                                      • Figure 5: Baby products shopping behavior, November-December 2011
                                    • More than half of all parents received gifts from their registries
                                      • Figure 6: how baby products were gifted, November-December 2011
                                    • What we think
                                    • Insights and Opportunities

                                      • Rental service for baby durables can offer lower investment for parents
                                        • Baby superstores should add classes, activities to become destination retailers
                                          • Tracking devices on baby mobility items provide sense of security for parents
                                          • Inspire Insights

                                              • Inspire Trend: Prove It
                                                • Inspire Trend: Make It Mine
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Positive outlook for baby durables market
                                                      • Figure 7: Total U.S. sales and forecast of baby durables, at current prices, 2006-16
                                                      • Figure 8: Total U.S. sales and forecast of baby durables, at inflation adjusted prices, 2006-16
                                                    • Fan chart forecast
                                                        • Figure 9: Fan chart forecast of total U.S. retail sales of baby durables, 2006-16
                                                    • Challenges to Baby Durables Retailers

                                                      • Key points
                                                        • Secondhand market threatens traditional baby durables retailers
                                                          • Borrowing baby durables may negatively impact the market
                                                          • Market Drivers

                                                            • Key points
                                                              • More babies result in demand for baby products
                                                                • Figure 10: Population younger than 5, by race/Hispanic origin, 2006-16
                                                              • Fluctuating consumer confidence may impact spending
                                                                • Figure 11: University of Michigan’s index of consumer sentiment, January 2007- January 2012
                                                              • Women getting married later, having children at older age
                                                                • Multigenerational living creates a positive impact on baby durables
                                                                • Baby Durables Retailers

                                                                  • Overview
                                                                    • Baby superstores
                                                                      • Babies “R” Us
                                                                        • Buy Buy Baby
                                                                          • Market threats and possibilities for baby superstores
                                                                            • Mass merchandisers
                                                                              • Walmart
                                                                                • Target
                                                                                  • Market threats and possibilities for mass merchandisers
                                                                                    • Infant/child specialist stores
                                                                                      • The Land of Nod
                                                                                        • Pottery Barn Kids
                                                                                          • Baby Depot
                                                                                            • Market threats and possibilities for infant/child specialist stores
                                                                                              • Traditional furniture stores
                                                                                                • IKEA
                                                                                                  • Rooms to Go
                                                                                                    • Market threats and possibilities for traditional furniture stores
                                                                                                      • Online only retailers
                                                                                                        • Amazon.com
                                                                                                          • Diapers.com
                                                                                                            • Market threats and possibilities for online only retailers
                                                                                                            • Baby Durables Manufacturers

                                                                                                              • Overview
                                                                                                                • Bugaboo International
                                                                                                                  • Evenflo Company Inc.
                                                                                                                    • Fisher-Price Inc.
                                                                                                                      • Graco Children’s Products Inc.
                                                                                                                        • The Boppy Company
                                                                                                                        • Innovations and Innovators

                                                                                                                          • Designer exclusives expands into baby durables
                                                                                                                            • Figure 12: Bugaboo’s Missoni collection
                                                                                                                          • Lightweight highchair for easy portability
                                                                                                                            • Figure 13: Phil & Ted’s Lobster highchair
                                                                                                                          • Traveling Baby provides easy baby equipment rentals
                                                                                                                            • 4moms innovates with mamaroo and Origami Stroller
                                                                                                                              • mamaRoo
                                                                                                                                • Figure 14: 4moms mamaroo
                                                                                                                              • Origami
                                                                                                                                • Figure 15: 4moms origami stroller
                                                                                                                              • Nestlé introduces pod system for baby formula, similar to coffee pod machines
                                                                                                                                • Figure 16: Nestle’s babynes machine
                                                                                                                              • Wonder! combines shopping, education, and play in one location
                                                                                                                              • Marketing Strategies

                                                                                                                                • Key points
                                                                                                                                  • Pottery Barn Kids
                                                                                                                                    • Figure 17: Pottery barn kids email ad, February 2012
                                                                                                                                  • The Land of Nod
                                                                                                                                    • Figure 18: The land of nod email ad, June 2011
                                                                                                                                  • Babies “R” Us
                                                                                                                                    • Figure 19: Babies “R” Us email ad, November 2011
                                                                                                                                  • Buy Buy Baby
                                                                                                                                  • Baby related Furniture Ownership

                                                                                                                                    • Key points
                                                                                                                                      • Cribs, dressers, gliders most commonly owned items
                                                                                                                                        • Figure 20: Baby related furniture ownership, by type and number owned, November-December 2011
                                                                                                                                      • Baby furniture ownership varies with age of parents
                                                                                                                                        • Figure 21: Baby related furniture ownership, by age of parent, November-December 2011
                                                                                                                                      • Lower-income parents less likely to own cribs, dresser/changing table combos
                                                                                                                                        • Figure 22: Baby related furniture ownership, by household income, November-December 2011
                                                                                                                                    • Baby related Mobility Products Ownership

                                                                                                                                      • Key points
                                                                                                                                        • Car seats, strollers most commonly owned baby mobility items
                                                                                                                                          • Figure 23: Baby related mobility products ownership, by type and number owned, November-December 2011
                                                                                                                                        • Type of car seat ownership varies with parents’ age
                                                                                                                                          • Figure 24: Baby related mobility products ownership, by age of parent, November-December 2011
                                                                                                                                        • Higher-income households more likely to own a variety of strollers
                                                                                                                                          • Figure 25: Baby related mobility products ownership, by household income, November-December 2011
                                                                                                                                      • Baby related Activity, Daytime Care, Wellness/Safety Products Ownership

                                                                                                                                        • Key points
                                                                                                                                          • Ownership of activity, daytime care, and wellness/safety products is high
                                                                                                                                            • Figure 26: Baby activity/wellness/safety products ownership, by type, November-December 2011
                                                                                                                                          • Younger parents have more baby/infant-related products
                                                                                                                                            • Figure 27: Baby activity/wellness/safety products ownership, by age of parent, November-December 2011
                                                                                                                                          • Product ownership varies by household income
                                                                                                                                            • Figure 28: Baby activity/wellness/safety products ownership, by household income, November-December 2011
                                                                                                                                        • How Baby Products are Acquired

                                                                                                                                          • Key points
                                                                                                                                            • Most parents buy new baby furniture; dressers and gliders likely to be purchased secondhand
                                                                                                                                              • Figure 29: How baby related furniture is acquired, November-December 2011
                                                                                                                                            • Parents likely to buy new car seats and strollers
                                                                                                                                              • Figure 30: How baby related mobility items are acquired, November-December 2011
                                                                                                                                            • Activity, daytime care, wellness/safety items bought new and as gifts
                                                                                                                                              • Figure 31: How baby related activity, daytime care, and WELLNESS/safety products are acquired, November-December 2011
                                                                                                                                          • Retail Channels Where Baby Products are Purchased

                                                                                                                                            • Key points
                                                                                                                                              • Physical stores preferred, but many parents shop online
                                                                                                                                                • Figure 32: Retail channels where baby products are purchased (in-store and online), November-December 2011
                                                                                                                                              • In-store retail channels where baby products are purchased
                                                                                                                                                • Key points
                                                                                                                                                  • Women more likely than men to shop at mass merchandisers, garage/estate sales
                                                                                                                                                    • Figure 33: Retail channels where baby products are purchased (in-store), by gender, November-December 2011
                                                                                                                                                  • Young parents more price sensitive, shop at dollar, discount stores
                                                                                                                                                    • Figure 34: Retail channels where baby products are purchased (in-store), by age of parent, November-December 2011
                                                                                                                                                  • Parents across all income groups shop a variety of channels
                                                                                                                                                    • Figure 35: Retail channels where baby products are purchased (in-store), by household income, November-December 2011
                                                                                                                                                  • Online retail channels where baby products are purchased
                                                                                                                                                    • Key points
                                                                                                                                                      • Parents buy baby products at online-only retailers, mass merchandisers
                                                                                                                                                        • Figure 36: Retail channels where baby products are purchased (online), November-December 2011
                                                                                                                                                      • Women more likely to buy baby products online at mass merchandisers
                                                                                                                                                        • Figure 37: Retail channels where baby products are purchased (online), by gender, November-December 2011
                                                                                                                                                      • Younger parents more likely to shop variety of channels online
                                                                                                                                                        • Figure 38: Retail channels where baby products are purchased (online), by age of parent, November-December 2011
                                                                                                                                                      • Consumers seek value when shopping online
                                                                                                                                                        • Figure 39: Retail channels where baby products are purchased (online), by household income, November-December 2011
                                                                                                                                                    • Baby Products Shopping Behavior

                                                                                                                                                      • Key points
                                                                                                                                                        • Parents rely on knowledge of key brands, research online
                                                                                                                                                          • Figure 40: Baby products shopping behavior, November-December 2011
                                                                                                                                                        • Men seek advice from healthcare professionals, online forums
                                                                                                                                                          • Figure 41: Baby products shopping behavior, by gender, November-December 2011
                                                                                                                                                        • Younger parents seek advice from friends and family
                                                                                                                                                          • Figure 42: Baby products shopping behavior, by age of parent, November-December 2011
                                                                                                                                                        • Parents in lower-income households rely on friends and family, less likely to research baby products online
                                                                                                                                                          • Figure 43: Baby products shopping behavior, by household income, November-December 2011
                                                                                                                                                      • Attitudes toward Baby Furniture Purchases

                                                                                                                                                        • Key points
                                                                                                                                                          • Safety, durability top concerns among parents when purchasing baby furniture
                                                                                                                                                            • Figure 44: Attitudes toward baby related furniture purchases, November-December 2011
                                                                                                                                                          • Women seek a variety of product attributes when making purchase decisions
                                                                                                                                                            • Figure 45: Attitudes toward baby related furniture purchases, by gender, November-December 2011
                                                                                                                                                          • Parents of all ages rate safety, durability, ease of use most important when buying baby furniture
                                                                                                                                                            • Figure 46: Attitudes toward baby related furniture purchases, by age of parent, November-December 2011
                                                                                                                                                          • Little differences in preferences of product features across household income groups
                                                                                                                                                            • Figure 47: Attitudes toward baby related furniture purchases, by household income, November-December 2011
                                                                                                                                                        • Attitudes toward Baby Mobility Product Purchases

                                                                                                                                                          • Key points
                                                                                                                                                            • Parents seek durable, safe, easy to use products
                                                                                                                                                              • Figure 48: Attitudes toward baby related mobility purchases, November-December 2011
                                                                                                                                                            • Women slightly more likely to find a variety of factors important
                                                                                                                                                              • Figure 49: Attitudes toward baby related mobility purchases, by gender, November-December 2011
                                                                                                                                                            • Older parents more concerned with safety, durability compared to younger parents
                                                                                                                                                              • Figure 50: Attitudes toward baby related mobility purchases, by age of parent, November-December 2011
                                                                                                                                                            • Little differences in product influencers across various household income groups when shopping for baby mobility
                                                                                                                                                              • Figure 51: Attitudes toward baby related mobility purchases, by household income, November-December 2011
                                                                                                                                                          • Attitudes toward Baby Activity, Daytime Care, Wellness/Safety Product Purchases

                                                                                                                                                            • Key points
                                                                                                                                                              • Safe, durable baby activity/wellness products appeal to parents
                                                                                                                                                                • Figure 52: Attitudes toward baby related activity, daytime care, wellness/safety product purchases, November-December 2011
                                                                                                                                                              • Moms seek easy to use products that will adapt as their child grows
                                                                                                                                                                • Figure 53: Attitudes toward baby related activity, daytime care, wellness/safety product purchases, by gender, November-December 2011
                                                                                                                                                              • Younger parents more likely to seek portable products
                                                                                                                                                                • Figure 54: Attitudes toward baby related activity, daytime care, wellness/safety product purchases, by age of parent, November-December 2011
                                                                                                                                                              • Parents with higher household incomes less price sensitive, focused on safety
                                                                                                                                                                • Figure 55: Attitudes toward baby related activity, daytime care, wellness/safety product purchases, by household income, November-December 2011
                                                                                                                                                            • Baby Products as Gifts

                                                                                                                                                              • Key points
                                                                                                                                                                • More than half of all parents received gifts from registries
                                                                                                                                                                  • Figure 56: how baby products were gifted, November-December 2011
                                                                                                                                                                • Younger parents receive registry gifts more than older parents
                                                                                                                                                                  • Figure 57: how baby products were gifted, by age of parent, November-December 2011
                                                                                                                                                                • Parents with higher incomes receive gift registry gifts
                                                                                                                                                                  • Figure 58: how baby products were gifted, by household income, November-December 2011
                                                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                                                  • White parents more likely to buy secondhand baby durables
                                                                                                                                                                    • Figure 59: Retail channels where baby products are purchased (in-store), by Hispanic origin/race, November-December 2011
                                                                                                                                                                  • Parents of “other” races likely to shop at various online retailers
                                                                                                                                                                    • Figure 60: Retail channels where baby products are purchased, by Hispanic origin/race, November-December 2011
                                                                                                                                                                  • Parents research products online, ask friends and family for advice
                                                                                                                                                                    • Figure 61: Baby products shopping behavior, by Hispanic origin/race, November-December 2011
                                                                                                                                                                  • Little difference in furniture attribute preferences among parents in various racial/ethnic groups
                                                                                                                                                                    • Figure 62: Attitudes toward baby related furniture purchases, by Hispanic origin/race, November-December 2011
                                                                                                                                                                  • Parents of all race/ethnicities seek durable, safe, easy to use baby mobility products
                                                                                                                                                                    • Figure 63: Attitudes toward baby related mobility purchases, by Hispanic origin/race, November-December 2011
                                                                                                                                                                  • Race/Hispanic origin has little impact when parents shop for baby activity, daytime care, and wellness/safety products
                                                                                                                                                                    • Figure 64: Attitudes toward baby related activity, daytime care, wellness/safety product purchases, by Hispanic origin/race, November-December 2011
                                                                                                                                                                  • Whites most likely to receive registry gifts
                                                                                                                                                                    • Figure 65: Baby products as gifts, by Hispanic origin/race, November-December 2011
                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                    • Engaged Moms
                                                                                                                                                                      • Convenience Seeking Parents
                                                                                                                                                                        • Pursuant Dads
                                                                                                                                                                          • Characteristics
                                                                                                                                                                            • Figure 66: Baby durables clusters, November-December 2011
                                                                                                                                                                            • Figure 67: Retail channels where baby products are purchased (in-store), by baby durables clusters, November-December 2011
                                                                                                                                                                            • Figure 68: Retail channels where baby products are purchased (online), by baby durables clusters, November-December 2011
                                                                                                                                                                            • Figure 69: Baby products shopping behavior, by baby durables clusters, November-December 2011
                                                                                                                                                                            • Figure 70: Baby products shopping behavior, by baby durables clusters, November-December 2011
                                                                                                                                                                            • Figure 71: Attitudes toward baby related furniture purchases, by baby durables clusters, November-December 2011
                                                                                                                                                                            • Figure 72: Attitudes toward baby related mobility purchases, by baby durables clusters, November-December 2011
                                                                                                                                                                            • Figure 73: Attitudes toward baby related activity, daytime care, wellness/safety product purchases, by baby durables clusters, November-December 2011
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Figure 74: Baby durables clusters, by gender, November-December 2011
                                                                                                                                                                            • Figure 75: Baby durables clusters, by age, November-December 2011
                                                                                                                                                                            • Figure 76: Baby durables clusters, by Hispanic origin, November-December 2011
                                                                                                                                                                            • Figure 77: Baby durables clusters, by race, November-December 2011
                                                                                                                                                                            • Figure 78: Baby durables clusters, by household income, November-December 2011
                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • Amazon North America
                                                                                                                                                                            • Anna Sui
                                                                                                                                                                            • Artsana Retail
                                                                                                                                                                            • Bed Bath & Beyond Inc
                                                                                                                                                                            • Bloomingdale's
                                                                                                                                                                            • Boppy Company, The
                                                                                                                                                                            • Bugaboo USA
                                                                                                                                                                            • Burlington Coat Factory Warehouse Co.
                                                                                                                                                                            • Buy Buy Baby Inc
                                                                                                                                                                            • Centers for Disease Control and Prevention
                                                                                                                                                                            • Chicco UK (Artsana)
                                                                                                                                                                            • Costco Wholesale Corporation
                                                                                                                                                                            • Craigslist
                                                                                                                                                                            • Crate & Barrel
                                                                                                                                                                            • Evenflo Company Inc.
                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                            • Family Dollar Stores, Inc
                                                                                                                                                                            • Graco Children's Products Inc.
                                                                                                                                                                            • H&M Hennes & Mauritz
                                                                                                                                                                            • IKEA USA
                                                                                                                                                                            • J C Penney Company, Inc
                                                                                                                                                                            • Juvenile Products Manufacturers Association
                                                                                                                                                                            • Juvenile Products Manufacturers Association (JPMA)
                                                                                                                                                                            • Kmart Corporation
                                                                                                                                                                            • Land of Nod stores
                                                                                                                                                                            • Macy's, Inc.
                                                                                                                                                                            • Mattel Inc.
                                                                                                                                                                            • Missoni S.p.A
                                                                                                                                                                            • National Association of Retail & Thrift Shops (NARTS)
                                                                                                                                                                            • National Retail Federation (NRF)
                                                                                                                                                                            • Neiman Marcus (retail stores)
                                                                                                                                                                            • Nestlé USA
                                                                                                                                                                            • Netflix, Inc.
                                                                                                                                                                            • Newell Rubbermaid Inc.
                                                                                                                                                                            • Nordstrom
                                                                                                                                                                            • Pottery Barn
                                                                                                                                                                            • SAM's Club
                                                                                                                                                                            • Sears Holdings Corporation
                                                                                                                                                                            • Target Corporation
                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                            • University of Michigan, The
                                                                                                                                                                            • US Department of Commerce
                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                            • Williams-Sonoma, Inc

                                                                                                                                                                            Baby Durables - US - February 2012

                                                                                                                                                                            £2,684.63 (Excl.Tax)