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Baby Durables - US - March 2010

Consisting of baby furniture, mobility, daytime care and safety/wellness products, Mintel takes a close look at how the baby durables market is performing when challenged by a stagnant child population, economic recession and a new generation of tech-savvy mothers.

In this report, you will find thoughtful discussion on topics that include:

  • The size of the market and its potential for growth
  • Insight into Millennial moms and opportunities to connect with this generation
  • Opportunities to target grandparents as a secondary consumer of baby durables
  • Evaluation of the shadow market and its threat to primary baby durables sales, especially during an era of economic instability
  • Assessing trends and shifts in the population of children under age five
  • Analysis of economic factors—the impact of unemployment and poor consumer confidence in the market
  • Discussion of top retail formats and manufacturers/brands in baby durables and their role in the market
  • Exemplifying innovations using safety, convenience, multifunction, entertainment and style as core marketing platforms
  • A comprehensive look into elements that drive successful marketing initiatives and brand success

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Table of contents

  1. Scope and Themes

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

                    • Market size and forecast
                      • Market drivers predominately offer negative outlook for market
                        • Recession drives consumers to secondary market for baby durables
                          • Moms likely to own essential baby furniture, but may acquire secondhand
                            • High penetration for baby mobility due to safety and convenience
                              • Depth of daytime care products creates gifting opportunities
                                • Moms buy select safety/wellness items new, but many are just gadgets
                                  • Walmart and Babies“R”Us most successful baby durable retailers
                                    • Brand leaders in baby durables
                                      • Top brands and the advertising landscape
                                        • Innovation driven by value, technology, and lifestyle position
                                          • Who influences mom’s purchase decisions and where she buys baby durables
                                            • First time moms own it all, while seasoned moms streamline ownership
                                            • Insights and Opportunities

                                              • The power of the new Millennial mom
                                                • Who is the Millennial mom?
                                                  • Making a connection with Millennial moms
                                                      • Figure 1: Use of online blogs for baby durable product advice, by age of mom, November 2009
                                                    • Grandparent caretakers represent secondary consumer
                                                    • Inspire Insights

                                                        • Alpha Moms
                                                          • What it’s about
                                                            • What women want—for babies and beyond
                                                              • You are in Control
                                                                • What it’s about
                                                                  • Catching flies with honey
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Finite number of users presents market challenges
                                                                        • Baby durables not recession-proof
                                                                          • The positive…
                                                                            • … the negative
                                                                              • Figure 2: Incidence of ownership of select baby durables over time, 2007-09
                                                                            • Sales and forecast of baby and youth durables
                                                                              • Figure 3: Total U.S. retail sales and forecast of baby and youth durables, at current prices, 2004-14
                                                                              • Figure 4: Total U.S. retail sales of baby and youth durables, at inflation-adjusted prices, 2004-14
                                                                          • Competitive Context

                                                                            • Key points
                                                                              • Shadow market thrives in recession
                                                                                  • Figure 5: Year-over-year budgeting trends, by gender, July 2009
                                                                                • Shadow market retailers
                                                                                  • Figure 6: Incidence of acquisition through shadow market retailers, by age of mom and household income, November 2009
                                                                                • Children’s resale
                                                                                  • Internet resellers
                                                                                    • What do moms buy secondhand or borrow?
                                                                                        • Figure 7: Baby durables bought secondhand or borrowed, November 2009
                                                                                      • Will the shadow disappear?
                                                                                      • Baby Room Furniture

                                                                                          • Key points
                                                                                            • Mattress, dresser and cribs essential baby room furniture
                                                                                                • Figure 8: Number of baby room furniture items, by type of furniture, November 2009
                                                                                              • Acquisition of baby room furniture
                                                                                                • Mattresses purchased new
                                                                                                  • Dressers bought secondhand
                                                                                                    • Bassinets borrowed
                                                                                                      • Rocking chairs are gifted
                                                                                                        • Figure 9: How baby room furniture is acquired, by type of furniture, November 2009
                                                                                                    • Baby Mobility

                                                                                                        • Key points
                                                                                                          • Car seats and strollers are must-have items... in multiples!
                                                                                                              • Figure 10: Number of baby mobility items, by type of item, November 2009
                                                                                                            • Households earning more than $50K likely to own more than two car seats
                                                                                                              • Figure 11: Mean number of car seats owned, by HH income, November 2009
                                                                                                            • Acquisition of baby mobility products
                                                                                                              • Car seats bought new
                                                                                                                • Strollers are popular secondhand item
                                                                                                                  • Baby carriers are received as a gift
                                                                                                                    • Figure 12: How baby mobility products are acquired, by type of item, November 2009
                                                                                                                • Daytime Care Products

                                                                                                                    • Key points
                                                                                                                      • Daytime care products aren’t a necessity
                                                                                                                        • Figure 13: Number of care-oriented baby daytime care items, by type of item, November 2009
                                                                                                                        • Figure 14: Number of entertainment-centric baby daytime care items, by type of item, November 2009
                                                                                                                      • Select demographics show greater propensity to own multiple playards or play mats
                                                                                                                          • Figure 15: Mean number of play items owned, by age and HH income, November 2009
                                                                                                                        • Ownership of many daytime care items has declined
                                                                                                                          • Figure 16: Incidence of ownership of baby daytime care items over time, 2007-09
                                                                                                                        • Daytime care items are often gifted
                                                                                                                          • Figure 17: How baby daytime care items are acquired, by type of item, November 2009
                                                                                                                      • Safety and Wellness

                                                                                                                          • Key points
                                                                                                                            • Thermometers, gates and potties are owned in multiples
                                                                                                                                • Figure 18: Number of safety and wellness items, by type of item, November 2009
                                                                                                                              • Moms less likely to own “tool-like” safety and wellness items
                                                                                                                                • Figure 19: Number of “tool-like” safety and wellness items, by type of item, November 2009
                                                                                                                              • Ownership of non-essential safety/wellness items has declined
                                                                                                                                • Figure 20: Incidence of ownership of baby safety and wellness items over time, 2007-09
                                                                                                                              • Safety and wellness durables typically bought new or received as a gift
                                                                                                                                • Figure 21: How safety/wellness products are acquired, by type of item, November 2009
                                                                                                                            • Retail Channels

                                                                                                                                • Key points
                                                                                                                                  • Retail sales in the baby and youth durable market
                                                                                                                                    • Walmart maintains a strong foothold on baby and youth durable sales
                                                                                                                                      • Babies“R”Us sustains growth in competitive, recessionary environment
                                                                                                                                        • Figure 22: Retail sales of top nine baby and youth durables retailers, 2007 and 2008
                                                                                                                                      • High-end retailers’ sales plummet
                                                                                                                                        • Figure 23: Retail sales of top 20 baby and youth durables retailers, by channel, 2007-08
                                                                                                                                      • Where moms with young children buy baby durables
                                                                                                                                        • Mass merchandisers top destination, specialty stores attract high-income households
                                                                                                                                          • Shadow market for baby durables adds competitive pressure
                                                                                                                                            • Young moms are most likely to go online to buy baby durables
                                                                                                                                              • Figure 24: Stores where baby products are acquired, by age and HH income, November 2009
                                                                                                                                          • Market Drivers

                                                                                                                                            • Infant/preschool population shows little growth
                                                                                                                                              • Figure 25: U.S. population, by children under age five, 2005-15
                                                                                                                                            • U.S. birth rates in decline
                                                                                                                                              • Figure 26: Fertility rate and number of births, 1998-2008
                                                                                                                                            • Recession, unemployment impact market—now and future
                                                                                                                                                • Figure 27: Unemployment rate of the U.S. population, January 1999-December 2009
                                                                                                                                              • Poor consumer confidence prompts less discretionary spending
                                                                                                                                                  • Figure 28: Consumer Sentiment Index, by quarter, 2001-09
                                                                                                                                                • Millennial moms
                                                                                                                                                  • Figure 29: U.S. population by Generation, 2009
                                                                                                                                                • Largest share of births
                                                                                                                                                  • Figure 30: Birth rate and number of births, by age of mother, 2006 and 2007
                                                                                                                                                • Ethnically diverse
                                                                                                                                                  • Figure 31: Generations, by Hispanic origin, 2009
                                                                                                                                                • Technologically savvy
                                                                                                                                                  • A generation of influencers
                                                                                                                                                    • Figure 32: How the internet impacts getting product information and shopping, by generation, February 2008-March 2009
                                                                                                                                                • Brand Leaders

                                                                                                                                                  • Key points
                                                                                                                                                    • Graco is the most widely used baby durables brand
                                                                                                                                                      • Evenflo and Fisher-Price usage on the rise
                                                                                                                                                        • Figure 33: Brands of baby products owned, December 2008 and November 2009
                                                                                                                                                    • Brands and the Advertising Landscape

                                                                                                                                                      • Overview of the brand landscape
                                                                                                                                                        • Brand analysis: Graco
                                                                                                                                                          • Delivering greater value through innovative convertible products
                                                                                                                                                              • Figure 34: Brand analysis of Graco, 2010
                                                                                                                                                            • Informational-driven marketing builds trust in brand
                                                                                                                                                              • Graco utilizing social media
                                                                                                                                                                • Brand analysis: Fisher-Price Baby Gear
                                                                                                                                                                  • Leveraging brand name to build loyalty
                                                                                                                                                                    • Targeting grandparents
                                                                                                                                                                      • Entertaining babies while offering style choices for parents
                                                                                                                                                                        • Products are parental favorites
                                                                                                                                                                          • Figure 35: Brand analysis of Fisher-Price baby gear, 2010
                                                                                                                                                                        • Brand analysis: Evenflo
                                                                                                                                                                          • Engaging parents is what’s best for baby
                                                                                                                                                                            • Utilizing social media to help parents with safety issues
                                                                                                                                                                              • Figure 36: Brand analysis of Evenflo, 2010
                                                                                                                                                                          • Innovation and Innovators

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Safety
                                                                                                                                                                                • Car seats
                                                                                                                                                                                  • Convenience
                                                                                                                                                                                    • Baby carriers
                                                                                                                                                                                      • Strollers/systems
                                                                                                                                                                                        • Safety and wellness
                                                                                                                                                                                          • Multifunction designs
                                                                                                                                                                                            • Playards
                                                                                                                                                                                              • Thermometers
                                                                                                                                                                                                • Entertainment
                                                                                                                                                                                                  • Swings
                                                                                                                                                                                                    • Bouncers
                                                                                                                                                                                                      • Highchairs/booster seats
                                                                                                                                                                                                        • Style
                                                                                                                                                                                                        • Driving Purchase Decisions

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Research and recommendations
                                                                                                                                                                                                                • Figure 37: Research and recommendations for baby products, by age and HH income, November 2009
                                                                                                                                                                                                              • The importance of brand and purchasing concerns
                                                                                                                                                                                                                  • Figure 38: Importance of brand and purchasing concerns, by age and HH income, November 2009
                                                                                                                                                                                                              • Gifting

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Moms receive registry gifts yet many gift-givers decide on their own
                                                                                                                                                                                                                      • Figure 39: Acquisition of baby durables as gifts, by age and HH income, November 2009
                                                                                                                                                                                                                  • Pay It Forward

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Baby products more likely to be lent than donated
                                                                                                                                                                                                                            • Figure 40: Lending or donating baby durables, among all moms, November 2009
                                                                                                                                                                                                                          • Younger moms are much more likely to lend items
                                                                                                                                                                                                                            • Figure 41: Lending/giving baby durables, among all moms, by age, November 2009
                                                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                                                            • Active and Involved
                                                                                                                                                                                                                              • Who they are
                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                  • Mass-Reliant
                                                                                                                                                                                                                                    • Who they are
                                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                                        • Cluster characteristics
                                                                                                                                                                                                                                          • Figure 42: Baby durables clusters, November 2009
                                                                                                                                                                                                                                          • Figure 43: Stores where baby products are acquired, by baby durables clusters, November 2009
                                                                                                                                                                                                                                          • Figure 44: Research habits and purchasing concerns, by baby durables clusters, November 2009
                                                                                                                                                                                                                                          • Figure 45: Brands of baby products acquired, by baby durables clusters, November 2009
                                                                                                                                                                                                                                        • Cluster demographics
                                                                                                                                                                                                                                          • Figure 46: Baby durables clusters, by age and HH income, November 2009
                                                                                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                                                                                        • Custom Consumer Groups: First Time Moms vs. Seasoned Moms

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • First time moms own it all; seasoned moms are more selective
                                                                                                                                                                                                                                              • Moms with two children forgo less essential furniture pieces
                                                                                                                                                                                                                                                  • Figure 47: Incidence of having multiple baby furniture items, by number of children in the HH, November 2009
                                                                                                                                                                                                                                                • Moms with two children are the most likely to own multiple mobility products
                                                                                                                                                                                                                                                    • Figure 48: Incidence of having multiple baby mobility items, by number of children in HH, November 2009
                                                                                                                                                                                                                                                  • First time moms more likely to have daytime care items
                                                                                                                                                                                                                                                      • Figure 49: Incidence of having multiple baby daytime care items, by number of children in HH, November 2009
                                                                                                                                                                                                                                                    • Little differential between first time moms and seasoned moms in ownership of essential safety/wellness items
                                                                                                                                                                                                                                                        • Figure 50: Incidence of having multiple baby safety/wellness items, by number of children in HH, November 2009
                                                                                                                                                                                                                                                        • Figure 51: Importance of brand and purchasing concerns, by number of children in HH, November 2009
                                                                                                                                                                                                                                                      • “Overwhelmed” by baby product choices, first time moms turn to research and recommendations
                                                                                                                                                                                                                                                          • Figure 52: Research and recommendations for baby products, by number of children in HH, November 2009
                                                                                                                                                                                                                                                        • First time moms receive gifts from registry
                                                                                                                                                                                                                                                            • Figure 53: Acquisition of baby durables as gifts, number of children in HH, November 2009
                                                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                          • Accenture
                                                                                                                                                                                                                                                          • Ashley Furniture Industries, Inc.
                                                                                                                                                                                                                                                          • Eddie Bauer
                                                                                                                                                                                                                                                          • Evenflo Company Inc.
                                                                                                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                                                                                                          • Federal Trade Commission
                                                                                                                                                                                                                                                          • Graco Children's Products Inc.
                                                                                                                                                                                                                                                          • Greenfield Online
                                                                                                                                                                                                                                                          • IKEA USA
                                                                                                                                                                                                                                                          • J C Penney Company, Inc
                                                                                                                                                                                                                                                          • Juvenile Products Manufacturers Association
                                                                                                                                                                                                                                                          • Kmart Corporation
                                                                                                                                                                                                                                                          • Kolcraft Enterprises, Inc
                                                                                                                                                                                                                                                          • Land of Nod stores
                                                                                                                                                                                                                                                          • Maclaren
                                                                                                                                                                                                                                                          • Macy's, Inc.
                                                                                                                                                                                                                                                          • MySpace.com
                                                                                                                                                                                                                                                          • National Retail Federation (NRF)
                                                                                                                                                                                                                                                          • Nestlé USA
                                                                                                                                                                                                                                                          • Nordstrom
                                                                                                                                                                                                                                                          • Peg-Perego Usa Inc
                                                                                                                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                          • U.S. Consumer Product Safety Commission
                                                                                                                                                                                                                                                          • US Department of Labor
                                                                                                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                                                                                                          • World Health Organization
                                                                                                                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                                                                                                                          Baby Durables - US - March 2010

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