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Baby Durables - US - March 2011

The baby durables market is limited in its capacity for substantial growth as demand is driven by the number of births in a given year. According to the National Center for Health Statistics, the biggest drop in birth rates in nearly 40 years occurred in 2008, and birth rates have continued to decline through the first half of 2010. This implication is that market players have been operating under an unusually challenging environment.

Covering the broad scope of baby products that parents and parents-to-be acquire through purchases, baby showers and gifts from family and friends, Mintel takes a close look at how the baby durables market is performing when challenged by declining birth rates and recession-induced spending reductions.

You will find thoughtful discussion on these as well as topics that include:

  • The size of the market as represented by retail sales of the market’s top 15 retailers, as well as growth projections
  • Insight into opportunities to alleviate “information overload” for moms
  • Insight and discussion of the value in customizable baby durable opportunities
  • Evaluation of the shadow market, including analysis of the baby durables moms are most likely to acquire second-hand
  • The effects of unemployment and underemployment, poor consumer confidence, and limited personal disposable income on the market
  • The impact of a mother’s age on birth rates, types of baby durables owned, and the method of baby durable acquisition
  • Discussion of top retail formats and leading manufacturers/brands in baby durables
  • Innovators creating demand and interest in baby durables by adding features and benefits that suit the lifestyle and sensibilities of new parents
  • A comprehensive look into the role of the internet and social media as an important marketing strategy
  • Moms’ attitudes and behaviors toward baby durable product research and recommendations
  • Important factors that drive moms’ purchase decisions of baby durables
  • Insight into how moms receive baby durable gifts
  • In-depth look at differences in product ownership, usage of shadow market, purchase decision drivers and research habits of married moms versus those not married

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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

                      • Bottom line—market size and forecast
                        • Looking ahead
                          • Recessionary factors lead to declining birth rates
                            • Nearly half of moms buy baby durables second-hand
                              • Baby mobility durables have strongest market penetration
                                • Ownership of baby room furniture varies significantly by type
                                  • Baby care items offer broad spectrum of parental needs and conveniences
                                    • Five baby and youth durable retailers lead market
                                      • Graco remains top brand of baby durable owned by moms
                                        • Innovative focus by baby durable segment
                                          • Internet is an essential component in marketing baby durables
                                            • Purchase decision drivers
                                            • Insights and Opportunities

                                              • Information overload
                                                • Insight
                                                  • The result
                                                    • Lesser dependence on product research resources
                                                        • Figure 1: Baby durable product research, November 2009 and November 2010
                                                      • The opportunity—Simplify, simplify, simplify
                                                        • The value of customization
                                                          • Insight
                                                            • The result
                                                              • The opportunity—let them have it “their” way
                                                              • Inspire Insights

                                                                  • Trend: Decline of Deference
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • The recession takes its toll on the baby durable market
                                                                        • The bottom line
                                                                          • But, there’s more…
                                                                            • The future of the baby durables market
                                                                              • Sales and forecast of baby and youth durables
                                                                                • Figure 2: U.S. retail sales and forecast of baby and youth durables at top 15 retailers, at current prices, 2005-15
                                                                                • Figure 3: U.S. retail sales of baby and youth durables at top 15 retailers, at inflation-adjusted prices, 2005-15
                                                                              • Fan-chart forecast
                                                                                  • Figure 4: Baby and youth durable sales at top 15 retailers fan chart forecast, at current prices, 2005-15
                                                                              • Competitive Context

                                                                                • Overview—The Shadow Market
                                                                                  • Shadow market retailers
                                                                                      • Figure 5: Incidence of acquisition through shadow market retailers, November 2009 and November 2010
                                                                                    • Baby durable resellers attract all income groups
                                                                                      • Figure 6: Incidence of acquisition through shadow market retailers, November 2010
                                                                                    • Baby durables bought second-hand
                                                                                        • Figure 7: Baby durables bought second-hand, by household income, November 2010
                                                                                      • Jogging strollers are most popular second-hand purchase
                                                                                          • Figure 8: Top ten baby durables moms bought second-hand, November 2010
                                                                                        • Competitive strategy
                                                                                          • Figure 9: Babies R Us television ad, February 2011
                                                                                      • Market Drivers

                                                                                        • U.S. birth rates continue to decline
                                                                                            • Figure 10: Fertility rate and number of births, 1999-2010
                                                                                          • Recession impacts birth rates and spending
                                                                                            • Unemployment and underemployment
                                                                                              • Figure 11: Unemployment and underemployment rates, January 2007-January 2011
                                                                                            • Cash at hand remains limited
                                                                                              • Figure 12: Real personal disposable income, January 2007-December 2010
                                                                                            • Consumer confidence still rattled
                                                                                              • Figure 13: Consumer Sentiment Index, March 2007-January 2011
                                                                                            • The impact of mom’s age
                                                                                              • Figure 14: Birth rates and number of births, by age of mother, 2008 and 2009
                                                                                            • Millennial moms
                                                                                                • Figure 15: Female population projections by age, 2006-16
                                                                                            • Baby Mobility

                                                                                                • Key points
                                                                                                  • Widespread ownership of baby mobility
                                                                                                    • Figure 16: Incidence of baby mobility ownership, by type of item, November 2010
                                                                                                  • Car seats
                                                                                                      • Figure 17: Number of car seats owned, by type, November 2010
                                                                                                    • More affluent own multiple convertible car seats
                                                                                                      • Figure 18: Multiple car seat ownership, by select demographic factors, November 2010
                                                                                                    • Car seat acquisition
                                                                                                      • Figure 19: How car seats are acquired, by type of item, November 2010
                                                                                                    • Strollers
                                                                                                        • Figure 20: Number of strollers owned, by type, November 2010
                                                                                                      • Older moms more likely to own joggers and full-size strollers
                                                                                                        • Figure 21: Type of strollers owned, by age of mom, November 2010
                                                                                                      • Stroller acquisition
                                                                                                        • Figure 22: How strollers are acquired, by type of item, November 2010
                                                                                                      • Baby carriers
                                                                                                        • Figure 23: Incidence of ownership of baby carriers, November 2008-10
                                                                                                      • Baby carrier acquisition
                                                                                                        • Figure 24: How baby carriers are acquired, November 2010
                                                                                                    • Baby Room Furniture

                                                                                                        • Key points
                                                                                                          • Baby room furniture essentials
                                                                                                              • Figure 25: Number of baby room furniture items owned, by type of furniture, November 2010
                                                                                                            • Acquisition of baby room furniture
                                                                                                                • Figure 26: How baby room furniture is acquired, by type of furniture, November 2010
                                                                                                            • Baby Care Products

                                                                                                                • Key points
                                                                                                                  • Baby care items
                                                                                                                      • Figure 27: Incidence of baby care product ownership, by type of item, November 2010
                                                                                                                    • Safety/wellness
                                                                                                                        • Figure 28: Number of safety/wellness items owned, by type of item, November 2010
                                                                                                                      • Safety/wellness product acquisition
                                                                                                                        • Figure 29: How safety/wellness products are acquired, by type of item, November 2010
                                                                                                                      • Daytime care
                                                                                                                        • Figure 30: Number of daytime care items owned, by type of item, November 2010
                                                                                                                      • Over-35s and “seasoned” moms less likely to own daytime care items
                                                                                                                        • Figure 31: Type of daytime care items owned, by select demographic factors, November 2010
                                                                                                                      • Daytime care item acquisition
                                                                                                                        • Figure 32: How baby daytime care items are acquired, by type of item, November 2010
                                                                                                                      • Activity products
                                                                                                                        • Figure 33: Number of baby activity items owned, by type of item, November 2010
                                                                                                                      • Under-35s and first-time moms more apt to own activity items
                                                                                                                        • Figure 34: Type of baby activity items owned, by select demographic factors, November 2010
                                                                                                                      • Activity product acquisition
                                                                                                                        • Figure 35: How baby activity items are acquired, by type of item, November 2010
                                                                                                                    • Retail Channels

                                                                                                                        • Key points
                                                                                                                          • Retail sales in baby youth and durable market
                                                                                                                            • Mass merchandisers struggle under recessionary pressure
                                                                                                                              • Baby specialists sustain sales in competitive, recessionary environment
                                                                                                                                • Relative success found by lifestyle specialist baby durable retailers
                                                                                                                                  • Sales of top five baby and youth durable retailers
                                                                                                                                    • Figure 36: Retail sales of top five baby and youth durables retailers, 2008 and 2009
                                                                                                                                  • Sales of top 15 baby and youth durable retailers
                                                                                                                                    • Figure 37: Retail sales of top 15 baby and youth durables retailers, by channel, 2008 and 2009
                                                                                                                                  • Where moms buy baby durables
                                                                                                                                    • Usage of leading baby durable retail formats declined from 2009-10
                                                                                                                                      • Figure 38: Stores where baby products are acquired, November 2009 and November 2010
                                                                                                                                    • Affluent moms shop at baby specialists, lifestyle specialists, and furniture retailers
                                                                                                                                      • Figure 39: Stores where baby products are acquired, by household income, November 2010
                                                                                                                                  • Brand Leaders

                                                                                                                                    • Key points
                                                                                                                                      • Graco is the most widely owned brand in baby durables
                                                                                                                                        • Roughly half of moms own Fisher-Price and Evenflo baby durables
                                                                                                                                          • Fisher-Price Baby Gear more popular with younger moms
                                                                                                                                            • Evenflo
                                                                                                                                              • Moms’ use of baby durable brands is highly fragmented
                                                                                                                                                • Figure 40: Brands of baby products acquired, by age of mom, November 2010
                                                                                                                                            • Innovation and Innovators

                                                                                                                                              • Overview
                                                                                                                                                • Key points
                                                                                                                                                  • Baby mobility
                                                                                                                                                    • Car seats
                                                                                                                                                      • Strollers
                                                                                                                                                        • Baby furniture
                                                                                                                                                          • Daytime care
                                                                                                                                                            • Safety/wellness
                                                                                                                                                              • Daytime care
                                                                                                                                                                • Baby activity
                                                                                                                                                                • Marketing Strategies

                                                                                                                                                                  • Overview
                                                                                                                                                                    • Internet is primary resource for new parents
                                                                                                                                                                      • Informational websites: go-to resources for product information and community support
                                                                                                                                                                          • Figure 41: Demographic index* for gracobaby.com, by household income, April 2010
                                                                                                                                                                          • Figure 42: Demographic index* for fisher-price.com, by age, April 2010
                                                                                                                                                                          • Figure 43: Site traffic for evenflo.com, by monthly people, September 2010
                                                                                                                                                                        • The increasing presence of social media
                                                                                                                                                                          • Online magazines—product evaluations and top picks help parents
                                                                                                                                                                          • Product Research

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Selecting baby durables is a daunting task
                                                                                                                                                                                • Figure 44: Attitudes towards baby durable product selection, November 2009 and November 2010
                                                                                                                                                                              • Product research and recommendations
                                                                                                                                                                                  • Figure 45: Research and recommendations for baby products, by age, November 2010
                                                                                                                                                                                • Affluent moms are savvy shoppers
                                                                                                                                                                                  • Figure 46: Research and recommendations for baby products, by household income, November 2010
                                                                                                                                                                              • Factors that Drive Purchase

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Safety, durability, and ease of use drive purchase decisions
                                                                                                                                                                                      • Figure 47: Factors that influence purchase decision, by age, November 2010
                                                                                                                                                                                    • Lower-income households most influenced by price
                                                                                                                                                                                      • Figure 48: Factors that influence purchase decision, by household income, November 2010
                                                                                                                                                                                  • Gifting

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Registry service vital to baby durable sales
                                                                                                                                                                                        • Figure 49: Acquisition of baby durables as gifts, November 2009 and November 2010
                                                                                                                                                                                      • Younger moms acquire baby durables as hand-me-downs
                                                                                                                                                                                        • Figure 50: Acquisition of baby durables as gifts, by age, November 2010
                                                                                                                                                                                      • Affluent households most likely to get gifts from registry
                                                                                                                                                                                        • Figure 51: Acquisition of baby durables as gifts, by household income, November 2010
                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                        • Safely, Well-Stocked
                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                              • Under-Advised, Mid-Owners
                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • Researchless Minimalists
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Characteristic tables
                                                                                                                                                                                                            • Figure 52: Baby durable clusters, November 2010
                                                                                                                                                                                                            • Figure 53: Number of baby durable products owned by segment, by baby durable clusters, November 2010
                                                                                                                                                                                                            • Figure 54: Number of baby mobility products owned, by baby durable clusters, November 2010
                                                                                                                                                                                                            • Figure 55: Number of baby furniture items owned, by baby durable clusters, November 2010
                                                                                                                                                                                                            • Figure 56: Number of baby care products owned, by baby durable clusters, November 2010
                                                                                                                                                                                                            • Figure 57: Attitudes toward baby durable product selection, by baby durable clusters, November 2010
                                                                                                                                                                                                            • Figure 58: Research and recommendations for baby products, by baby durable clusters, November 2010
                                                                                                                                                                                                            • Figure 59: Factors that influence purchase decision, by baby durable clusters, November 2010
                                                                                                                                                                                                          • Demographic tables
                                                                                                                                                                                                            • Figure 60: Baby durable clusters, by age, November 2010
                                                                                                                                                                                                            • Figure 61: Baby durable clusters, by household income, November 2010
                                                                                                                                                                                                            • Figure 62: Baby durable clusters, by marital status, November 2010
                                                                                                                                                                                                            • Figure 63: Baby durable clusters, by number of children in household, November 2010
                                                                                                                                                                                                            • Figure 64: Baby durable clusters, by mom education, November 2010
                                                                                                                                                                                                          • Cluster methodology:
                                                                                                                                                                                                          • Custom Consumer Groups—Unmarried Moms

                                                                                                                                                                                                            • Overview
                                                                                                                                                                                                              • Unmarried moms less apt to own all types of baby durables
                                                                                                                                                                                                                  • Figure 65: Incidence of baby durable ownership, by type and marital status, November 2010
                                                                                                                                                                                                                • Buying second-hand less likely among unwed moms
                                                                                                                                                                                                                    • Figure 66: Baby durables bought second-hand, by marital status, November 2010
                                                                                                                                                                                                                  • Multifunctional items more popular with unmarried moms
                                                                                                                                                                                                                      • Figure 67: Factors that influence purchase decision, by marital status, November 2010
                                                                                                                                                                                                                    • Personal recommendations wield the most influence for unwed moms
                                                                                                                                                                                                                        • Figure 68: Research and recommendations for baby products, by marital status, November 2010
                                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                      • Amazon.com Inc
                                                                                                                                                                                                                      • Artsana S.p.A.
                                                                                                                                                                                                                      • Babies R Us
                                                                                                                                                                                                                      • BabyCenter, L.L.C.
                                                                                                                                                                                                                      • Boppy Company, The
                                                                                                                                                                                                                      • Britax Excelsior
                                                                                                                                                                                                                      • Burlington Coat Factory Warehouse Co.
                                                                                                                                                                                                                      • Costco Wholesale Corporation
                                                                                                                                                                                                                      • Dorel Juvenile Group Inc.
                                                                                                                                                                                                                      • Evenflo Company Inc.
                                                                                                                                                                                                                      • Graco Children's Products Inc.
                                                                                                                                                                                                                      • Groupon, Inc.
                                                                                                                                                                                                                      • Juvenile Products Manufacturers Association
                                                                                                                                                                                                                      • Kmart Corporation
                                                                                                                                                                                                                      • Kolcraft Enterprises, Inc
                                                                                                                                                                                                                      • LeapFrog Enterprises Inc.
                                                                                                                                                                                                                      • Mattel Inc.
                                                                                                                                                                                                                      • Meijer
                                                                                                                                                                                                                      • National Association of Retail & Thrift Shops (NARTS)
                                                                                                                                                                                                                      • National Retail Federation (NRF)
                                                                                                                                                                                                                      • Newell Rubbermaid Inc.
                                                                                                                                                                                                                      • Playtex Apparel Inc
                                                                                                                                                                                                                      • Pottery Barn
                                                                                                                                                                                                                      • Toys R Us
                                                                                                                                                                                                                      • U.S. Consumer Product Safety Commission

                                                                                                                                                                                                                      Baby Durables - US - March 2011

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