US Baby Durables Market Report 2023
[{"name":"Nappies and Baby Products","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/nappies-baby-products"}]
“Baby durables products are essential, but the category has faced slow growth amid low birth rates in recent years. While economic pressures will bring an increased focus on value, parents…

US Baby Durables Market Report 2023

£ 3,695 (Excl.Tax)


This baby durables market report takes a deep dive into the latest industry statistics and consumer trends. Relevant segments analysed include baby mobility (strollers, car seats), baby’s room furniture (cribs, rockers), and baby’s care items (bouncers, bathtubs, gates, monitors, etc).

Below, we summarise some of the key topics covered, and offer handpicked insights from the report.

Topics Analysed in This Report

  • The impact of inflation and economic pressures on the baby durables market.
  • What baby durables items parents buy – consumer preferences and usage.
  • Where and how baby durables items are purchased.
  • Parents’ desired product attributes for baby durables items.
  • Behaviours and attitudes toward shopping for baby durables.

Baby Durables Market Overview

Inflation drove a temporary sales boost in the baby durables market in 2022, though when adjusted for inflation, the market reflected a net loss. In 2023, prices are expected to remain elevated but with more modest gains than in the prior year. Lagging birth rates and economic pressures have caused stagnant growth and are expected to continue in the longer term.

Find a full breakdown of the baby durables market size and forecast inside the report.

Baby Durables Consumer Trends

  • Safety trumps price: When shopping for baby durables items, parents prioritise quality, safety, and durability above all else. In fact, more than half of parents cite these three attributes as being the most important, with 86% agreeing that safety trumps price.
  • Parents want wide usability: Easy to use is the leading baby durables attribute among consumers at 55%, followed by being multi-purpose, and reusability. This indicates that parents are seeking products that are easy to set up and will provide utility as their child grows.
  • Most parents buy items new: 67% of parents shop for baby durable items themselves, rather than receiving gifts or through pre-owned acquisitions (see our Circular Shopping Report). Improvements to gift registries (see Opportunities) and secondhand shopping could help put parents in more control or increase their confidence in alternative sources.

Opportunities for Brands

Despite less than 20% of parents receiving baby durables as gifts, 69% of parents would prefer them as gifts. Baby registries have declined, and retailers and brands can capitalise on this by modernising consumers’ experience with new tech and connection points. Babylist is a notable provider offering virtual showrooms, IRL events, “Try-It” kits, and the ability to register for various brands/retailers.

For a comprehensive analysis of opportunities and competitive strategies in the baby durables market, buy the full report. Looking for something else? Try our Baby and Children’s Clothing Market Report, or browse our Babies, Children, and Family Market Research.

Segments Covered

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

Expert Analysis from a Retail Specialist

This report, written by Jenni Nelson, a leading retail analyst, delivers in-depth commentary and analysis to highlight current trends in the baby durables market and add expert context to the numbers.

Baby durables products are essential, but the category has faced slow growth amid low birth rates in recent years. While economic pressures will bring an increased focus on value, parents continue to prioritise safety, quality, and durability. Establishing trust will be critical as parents look to brands to provide guidance and build community on top of delivering a strong value proposition.

Brittany Steiger, Senior Analyst - Retail & eCommerce


Brittany Steiger
Senior Analyst, Retail & eCommerce

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas:
        • Definition
          • Market context
          • Executive Summary

              • Top Takeaways
                • Consumer trends
                  • Safety and quality are leading attributes of baby durables items
                    • Figure 1: TURF Analysis – Important attributes of baby durable items; attitudes toward safety of baby durables, 2022
                  • Parents are informed and proactive shoppers
                    • Figure 2: Attitudes toward baby durable product research, 2022
                  • Community is an important aspect of the process
                    • Figure 3: Trusted sources of information, 2022
                  • The shopping process is ripe for a refresh
                    • Figure 4: Approach to acquiring baby durable items, 2022
                  • Competitive strategies
                    • Baby superstores bet on brick-and-mortar with new flagship stores
                      • Figure 5: Babies “R” Us, Babylist plan new flagship stores
                    • Cybex leverages tech to communicate safety features
                      • Figure 6: Cybex promotes safety features through “TechTalk” series
                    • Babylist reinvents the baby registry
                      • Figure 7: Babylist reinvents the baby registry experience
                    • Market predictions
                      • Figure 8: Total US sales and fan chart forecast of baby durables market, at current prices, 2017-27
                      • Figure 9: Baby durables outlook, 2023-28
                    • Opportunities
                      • Foster a sense of community
                        • Revamp the registry process
                          • Deepen the value proposition through loyalty programs and sales events
                          • Market Size and Forecast

                            • Inflation drives temporary sales boost amid lukewarm sales outlook
                              • Figure 10: Total US sales and fan chart forecast of baby durables, at current prices, 2017-27
                              • Figure 11: Total US sales and forecast of baby durables, at current prices, 2017-27
                            • Secondhand market poised for growth in the future
                              • Figure 12: GoodBuy Gear estimates the size of the baby resale market
                          • Market Drivers

                            • Birth rates tick up from pandemic low but remain depressed
                              • Legislation on reproductive rights is expected to have an impact
                                • Figure 13: Annual births, 2010-21
                              • Family dynamics are shifting
                                • Digital native parents comprise most of the target market
                                  • Figure 14: Parents of children under age 5, by generation, 2022
                                • Parents are having children later in life
                                  • Figure 15: Birth rates, by age of the mother, 2011, 2016 and 2021
                                • Families are more diverse than ever
                                  • Figure 16: Households with related children under 18 in the household, by race and Hispanic origin of householder, 2021
                                  • Figure 17: Demographic characteristics of same-sex households with own children, 2021
                                • Economic pressures strain parents’ finances
                                  • Figure 18: Consumer price index change from previous period, 2007-23
                                • Baby durables products subject to stringent regulations
                                  • Figure 19: Consumer reports covers the Safe Sleep for Babies Act
                              • Competitive Strategies and Market Opportunities

                                • Competitive Strategies
                                  • Baby superstores get back to brick-and-mortar
                                    • Figure 20: Babies “R” Us, Babylist open new flagship stores
                                  • Cybex promotes safety features through its new TechTalk series
                                    • Figure 21: Cybex “TechTalk” series
                                  • Market Opportunities
                                    • Create community with parents
                                      • Refresh registries
                                        • Figure 22: Babylist reinvents the baby registry experience
                                      • Unlock value through loyalty programs and promotions
                                      • The Baby Durables Consumer – Fast Facts

                                        • Durable Baby Items Used

                                          • Parents focus on the basics
                                            • Figure 23: Durable baby items used, by parental experience, 2022
                                          • Ample opportunity to engage new and experienced parents
                                            • Figure 24: Ergo Baby invites parents to help inform designs
                                          • What to expect in the current market
                                            • Parents will spend more intentionally amid inflation
                                              • Figure 25: Walmart Baby Days sales event
                                            • Return to on-site work has the potential to create additional needs
                                              • Figure 26: Durable baby items used – Baby activity and feeding items, by employment work-from-home status, 2022
                                              • Figure 27: Baby Brezza highlights time-savings features
                                          • Important Attributes of Baby Durable Items

                                            • Quality, safety and durability are top priorities, but details still matter
                                              • Figure 28: TURF Analysis – Important attributes of baby durable items, 2022
                                              • Figure 29: UPPAbaby promotes warranty features
                                            • Flexible, multi-use products are a key area for differentiation
                                                • Figure 30: Important attributes of durable baby items, by parental experience, 2022
                                                • Figure 31: Bugaboo, Graco and Joie global design flexible options
                                              • There’s still room for innovation and premium features
                                                  • Figure 32: Newton Living, Owlet Care, Safety 1st demonstrate practical innovation
                                                • Family lifestyle informs purchase habits
                                                  • Figure 33: Important attributes of baby durable items, by location, 2022
                                                  • Figure 34: Baby Zen strollers offers solutions for urban parents
                                              • Shopping Approach

                                                • Most parents shop for new baby durable items
                                                  • Figure 35: Approach to acquiring baby durable items, 2022
                                                • Alternative acquisition options are an area of opportunity
                                                  • Figure 36: Behaviors and attitudes toward purchasing baby durables – Shopping alternatives, 2022
                                                • The next generation of baby registries
                                                  • Figure 37: Target + Bump Club and Beyond host Baby Registry 101 series
                                                • Secondhand shopping options create value
                                                  • Figure 38: Goodbuy Gear highlights the benefits of secondhand baby shopping
                                                • Create inclusive shopping experiences across channels
                                                  • Figure 39: Approach to acquiring baby durable items, by race and Hispanic origin, 2022
                                              • Shopping Method

                                                • Parents are omnichannel shoppers
                                                  • Figure 40: Shopping acquisition method for baby durables, by household income, 2022
                                                • eCommerce supports the research process
                                                  • Social commerce is an area of opportunity
                                                    • Figure 41: Attitudes toward online shopping for baby durables, by gender of parent, 2022
                                                  • Evolving the in-store experience
                                                    • Figure 42: buybuy Baby hosts in-store registry event
                                                • Retailers Shopped

                                                  • Mass merchandisers and Amazon continue to dominate
                                                    • Figure 43: Retailers shopped and shopping method, 2022
                                                  • Amazon drives ecommerce for the category
                                                    • Other retailers grow as baby superstores decline
                                                      • Figure 44: Retailers shopped, year-over-year comparison, 2017-22
                                                    • Lower-income parents lean on value-based retailers
                                                      • Figure 45: Retailers shopped, by household income, 2022
                                                  • Trusted Sources of Information

                                                    • Parents look to a variety of sources for information
                                                      • Figure 46: Trusted sources of information, 2022
                                                    • Getting family and friends involved
                                                      • Physicians and pediatricians add credibility
                                                        • Figure 47: Miku appoints pediatrican as Chief Medical Officer
                                                      • Dads look to social media to help them build confidence
                                                        • Figure 48: Trusted sources of information, by gender of parent, 2022
                                                        • Figure 49: Munchkin Inc parenting podcast features dads
                                                      • LGBTQ+ parents seek community
                                                        • Figure 50: Trusted sources of information, by sexual orientation, 2022
                                                    • Behaviors and Attitudes toward Purchasing Baby Durables

                                                      • Parents are informed and conscientious consumers, especially when it comes to safety
                                                        • Product reviews add important context to supplement research
                                                          • Figure 51: Behaviors and attitudes toward purchasing baby durables – Research and safety, by family structure and parental experience, 2022
                                                          • Figure 52: Consumer Reports offers unbiased product ratings
                                                        • Some parents need more research support
                                                          • Figure 53: Babylist, Baby Bjorn foster connections between new and experienced parents
                                                        • Opportunity to capture true customer loyalty
                                                          • Figure 54: Behaviors and attitudes toward shopping experience, 2022
                                                        • In their own words: parents share their trust in brands
                                                          • Enable parents to give back to their community
                                                            • Black parents are engaged and excited about baby shopping
                                                              • Figure 55: mater mea + buybuy Baby partner to create community for Black families
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Sales data
                                                                • Forecast
                                                                  • Consumer survey data
                                                                    • Consumer qualitative research
                                                                      • Abbreviations and terms
                                                                        • Abbreviations
                                                                        • Appendix – The Market

                                                                            • Figure 56: Total US retail sales and forecast of baby durables, at inflation-adjusted prices, 2017-27
                                                                            • Figure 57: Average spending on baby durables per child under age 1, 2017-22
                                                                          • Market Share
                                                                            • Sales of baby durables by company
                                                                              • Figure 58: Multi-outlet sales of baby durables, by leading companies and brands, rolling 52 weeks 2022-23
                                                                            • Market Drivers
                                                                              • Birth data
                                                                                • Figure 59: Annual births and general fertility rate, 2010-21
                                                                                • Figure 60: Birth rates, by age of mother, 2010-21
                                                                                • Figure 61: Births, by age of mother, 2021
                                                                                • Figure 62: Average age of mother at first birth, 2021
                                                                                • Figure 63: Average age of mother at first birth, by race and Hispanic origin, 2021
                                                                                • Figure 64: Births, by race and Hispanic origin of mother, 2020 and 2021
                                                                                • Figure 65: Fertility rates and birth rates, by race and Hispanic origin, 2020 and 2021
                                                                                • Figure 66: Births, by live-birth order and age of mother, 2021
                                                                            • Appendix – The Consumer

                                                                                • Figure 67: Repertoire analysis of retailers shopped, by household income, 2022

                                                                            Why Mintel?

                                                                            Gain access to high quality market research with every purchase of Mintel’s consumer reports. Here's what else you can expect when buying from us:

                                                                            Mintel’s Clients Portal

                                                                            After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal which provides instant access to supplementary insights from Mintel’s industry experts.

                                                                            Multiple Report Formats

                                                                            Mintel’s reports are available in PDF and PPT formats, and arrive in your inbox alongside an excel datasheet, so you can share Mintel’s market intelligence with ease.

                                                                            Interactive Databook

                                                                            Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.

                                                                            Custom Presentations

                                                                            Using Mintel’s custom presentation tool, you can easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.

                                                                            Browse our sample PDF report below:

                                                                            Click to show report
                                                                            2024 Sample Consumer Cover

                                                                            Please Note: All of the figures, graphs, and tables in this sample report have been redacted.

                                                                            Trusted by companies. Big and small.

                                                                            Want to speak to us directly?

                                                                            Contact us with your enquiry and our expert global team can help.

                                                                            Get in touch