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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
- Make the research and decision process easier while offering financial flexibility
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MARKET DYNAMICS
- Market context
- Market landscape
- The baby durables market is expected to see growth despite slowing birth rates
- Transport items see a decline with feeding and activity items rebounding
- Graph 1: durable baby items currently used, 2021-25
- Market drivers
- Baby gear could benefit from sustainability practices
- Technology will change what products can do
- The Snoo Smart Bassinet shows a glimpse of the future of baby durables
- Younger generations are waiting to have kids, if they decide to at all
- Mothers are waiting longer to have children
- Birth rates continue declining trend
- Births to Hispanic mothers are critical to keeping birth numbers relatively stable
- Tariffs add to parents’ stress
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CONSUMER INSIGHTS
- Purchase process
- Parents look for savings and ease when shopping for baby durables
- Parents shoulder the brunt of purchases
- Graph 2: method of obtaining baby items, 2025
- Parents’ perspective: shopping for new items adds to the excitement while retaining control
- Shopping for baby items lends itself to in-store research, trials
- Graph 3: attitudes – any agree, 2025
- Consumers look for options and guidance from retailers as they shop
- Pottery Barn shows its reliability with assistance from a third-time mom
- Retailers win with choice, convenience and expertise, especially with moms
- Graph 4: location of purchase, 2025
- Brands can connect with Hispanic consumers on value at mass merchandisers, Amazon
- Graph 5: retailers shopped, by race or ethnicity, 2025
- Sources of information
- Parents feel overwhelmed despite thorough research
- Graph 6: attitudes – any agree, 2025
- Parents’ Perspective: Brands need to help with analysis paralysis
- Parents seek sources with experience
- Graph 7: sources of information, by parental status and gender, 2025
- Brands need to identify the right partners to offer genuine advice
- Third-party reviewer, Baby Gear Lab, provides independent, pediatrician-led product reviews
- Black parents are seeking out brands directly
- Graph 8: sources of information, by race and ethnicity, 2025
- Social media is a critical component of parents’ research
- Graph 9: top social media platforms consulted, 2025
- Babylist leverages Instagram to help first time parents understand what they might need on their registry
- Important product attributes
- Parents want to know their little ones will be kept safe
- Parents’ Perspective: It’s not always clear which product is the safest if everything on the market is supposed to be “safe”
- In addition to safety, parents want items to last and make their lives easier
- Graph 10: important product attributes, 2025
- Mockingbird shows how parents can stretch the life and use of one stroller
- Moms have many priorities when deciding which products to purchase
- Graph 11: important product attributes, by parental status and gender, 2025
- Tech-enabled features are rising in popularity
- Graph 12: important product attributes, 2023-25
- Baby Brezza offers a bottle-making barista
- Multicultural consumers focus on the product details
- Graph 13: important product attributes – select attributes, by race or ethnicity, 2025
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INNOVATION AND MARKETING STRATEGIES
- Brand-specific innovations and marketing
- Gerber introduces Restaurant Toddler Bag
- BabyBjorn helps parents navigate the secondhand market
- Lovevery expands beyond activity sets to assist parents in navigating their little one’s emotions
- Third-party innovations and marketing
- BabyQuip gives parents an assist when vacationing
- BabyQuip makes rentals even easier with VRBO partnership
- GoodBuy Gear offer high quality secondhand products
- Baby retailer makes personalized shopping appointments available for expecting parents
- Babylist offers samples, trial kits for new parents to test before they buy
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APPENDIX
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
US Baby Durables Market Analysis
The US Baby Durables Market is expected to grow despite significant challenges like slowing birth rates and tariff pressures, with opportunities for premium and tech-enabled products. Affordability and safety remain top consumer priorities, while technological advancements and sustainability considerations are creating new innovation opportunities. As consumers delay parenthood and opt for smaller families, they often have greater disposable income to invest in higher-quality products, creating opportunities for brands to capture baby durables market share through premium offerings
US Baby Durables Market Trends
Parents prioritize safety, durability, and ease of use when selecting baby durable products, focusing on their child’s well-being. Demand for high-quality products continues to drive the Baby Durables Market Size.
Affordability remains important, with the majority of consumers citing rising prices as a challenge, while the remaining proportion value tech-enabled features that simplify parenting tasks, signaling a shift in consumer behavior within the Baby Durables Market.
Parents express strong interest in circular economy options, open to secondhand, rental, or trade-in options to reduce costs, though most currently purchase new.
Personalized shopping experiences, expert guidance, and social media influence are critical in shaping consumer decisions in the baby durables market.
About The Report
The US Baby Durables Market Report provides valuable insights into the Baby Durables Market in the US, highlighting key consumer behaviors, preferences, and emerging trends. It covers areas such as purchasing patterns, product attributes, retailer preferences, and the influence of technology and sustainability on consumer decisions. The research also examines demographic shifts, including the impact of low birth rates, driving interest in secondhand and rental options. Beneficiaries of this Baby Durables Market Report include brands, retailers, manufacturers, and marketers in the baby products industry, as well as those involved in product development and innovation, who can leverage the findings to better understand consumer needs and navigate the evolving market landscape.
Key Topics Analyzed in the Report
- Economic factors impacting the purchase process of baby durables
- How consumers purchase/receive items
- Retailers shopped
- Trusted sources of information regarding baby durables
- Important product attributes
- Attitudes toward shopping baby durables
| Report Attributes | Details |
|---|---|
| Published Date | October 2025 |
| Data Range | 2019 – 2030 |
| Measurement Metrics | Revenue in US $ |
| Country Focus | United States of America (USA) |
| Consumer Data | 2,000 internet users aged 18+, April 2025 |
| Number of Pages | 44 |
| Market Segmentation | Baby Daytime Care Items, Baby Transport Items, Baby Activity Items, Furniture for Babies, Baby Feeding Items. |
| Leading Companies | Gerber, BabyBjorn, Lovevery, Pottery Barn, BabyQuip, GoodBuy Gear, and Babylist |
Meet the Expert Behind the Analysis
This report was written by Katie Hansen. Katie joined Mintel in July 2019 and writes a variety of Reports within the retail and ecommerce space. She has experience in researching consumer behavior and enjoys observing the ever-evolving retail landscape, consumers’ changing behaviors and uncovering the “why” behind those behaviors.
Expecting a new child is exciting and overwhelming. Brands need to be a partner for parents and help them navigate the sea of choices for baby durable products.
Katie Hansen
Senior Analyst – Retail & eCommerce
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