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Published by: Mintel International Group Ltd.
Published: Apr. 1, 2007 - 91 Pages
Table of Contents
- Scope and Themes
What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Executive Summary
- Snapshot of the market
- Principal factors driving and impacting sales of baby durables
- Sales by segment
- Manufacturer activity
- How consumers are purchasing baby durables
- The future and forecast of baby durables
- Market Drivers
- Births per year
- Figure 1: Fertility rate and births, 1995-2005
- Birth-rates by age of mother
- Figure 2: Birth-rates, by age of mother: United States, 1990-2005
- How many children are there?
- Figure 3: Projected population, 2007-12
- Two-parent households, trends in single motherhood stabilizing
- A few buying a lot—trends in the economic status of U.S. children
- Figure 4: Number of children under the age of 6, by household income, 2000 and 2005
- Income level of the parent(s)
- Figure 5: Birth-rate and number of women giving birth in previous 12 months, by household income, June 2004
- Figure 6: Median household income, by age of householder, 2005
- Fashion, the contemporary lifestyle, and parenting
- Adult brands cross over to the children’s market
- The first born is the most costly
- Figure 7: Number of first and subsequent births, by age of mother, 1998-2004
- How the money is spent
- Figure 8: Annual expenditures for babies, 2006
- Where does baby spend his day?—Working moms
- Figure 9: Women who have given birth in the previous 12 months and their labor force participation, 1990-2004
- Where does baby sleep—the two most common parenting styles
- Baby-centered
- Figure 10: Summary of trends in breastfeeding, 1995-2004
- Parent-centered
- Baby bargains: Who’s buying where, and why?
- Safety campaigns and legislation
- Figure 11: Federal car seat requirements, 2007
- Market Size and Trends
- Figure 12: Total U.S. retail sales of baby durables, at current and constant prices, 2001-06
- Market Segmentation
- Overview
- Figure 13: Sales of baby durables, segmented by type, 2004 and 2006
- Baby room furniture
- Figure 14: Sales of baby room furniture, at current and constant prices, 2001-06
- Baby mobility
- Figure 15: Sales of baby mobility, at current and constant prices, 2001-06
- Daytime care
- Figure 16: Sales of daytime care, at current and constant prices, 2001-06
- Wellness, babycare and safety
- Figure 17: Sales of wellness, babycare and safety, at current and constant prices, 2001-06
- Supply Structure
- Manufacturer sales
- Figure 18: Manufacturer sales of baby durables in the U.S., 2004 and 2006
- Manufacturer profiles
- Dorel
- Figure 19: Cosco/Eddie Bauer products, by category and number of SKUs in distribution, by top retailers,
- Figure 20: Safety 1st products, by category and number of SKUs in distribution, by top retailers, 2005-07
- Graco
- Figure 21: Graco products, by category and number of SKUs in distribution, by top retailers, 2005-07
- Evenflo
- Figure 22: Evenflo products, by category and number of SKUs in distribution, by top retailers, 2005-07
- Fisher-Price Baby Gear
- Figure 23: Fisher-Price products, by category and number of SKUs in distribution, by top retailers, 2005-07
- The First Years
- Figure 24: The First Years products, by category and number of SKUs in distribution, by top retailers, 2005-07
- Kolcraft
- Figure 25: Current Kolcraft products, by category and number of SKUs in distribution, by top retailers, 2005-07
- Innovators and niche suppliers
- Trends in the market
- Advertising and Promotion
- Overview
- A look at ads and promotions
- Informational websites valued by consumers
- Blogs and chat rooms gain influence
- Expert help is vital
- Manufacturers try to generate goodwill in the community
- Discounts for twins and multiples
- Trade shows are important for manufacturers
- JPMA
- ABC
- Baby registries
- In-store events to drive sales
- Promotions
- A display can go a long way
- Adult brands cross over into the children’s market
- Retail Distribution
- Introduction
- Figure 26: Estimated sales of children’s home furnishings including baby durables, top 15 retailers,
- Wal-Mart still pushing ahead
- Baby superstores
- Independents
- The online shopping experience
- Babystyle.com
- Buybuybaby.com
- Rightstart.com
- Where do parents shop?
- Figure 27: Where people buy baby durable products, February 2007
- eBay—a strong presence in new merchandise too
- Figure 28: Top ten listings of baby durables categories on eBay, 2006 and 2007
- Figure 29: What can you find on eBay?—baby durable listings, by category and comparisons of new versus used, March 2006 and 2007 Part one
- Figure 30: What can you find on eBay?—baby durable listings, by category and comparisons of new versus used, March 2006 and 2007 Part two
- Figure 31: What can you find on eBay?—baby durable listings, by category and comparisons of new versus used, March 2006 and 2007 Part three
- The Consumer
- Introduction
- Key findings
- Method used for purchasing decisions
- Figure 32: Baby durable products purchasing influences, by income and education, February 2007
- Retail location of baby durable purchase(s)
- Figure 33: Baby durable products purchasing locations, by household income and education, February 2007
- Households with children under 4 years old
- Figure 34: Profile of respondents by number of children under age 4 living at home, by household income, February 2007
- How baby furniture was obtained
- Figure 35: Ways in which baby room furniture was obtained, February 2007
- Who buys new baby furniture?
- Figure 36: Respondents who purchased items new, by household income, February 2007
- How mobility and daytime products were obtained
- Figure 37: Method of obtaining mobility and daytime care products, February 2007
- Obtaining wellness, babycare and safety products
- Figure 38: Methods of obtaining wellness, babycare or safety products, February 2007
- Brand familiarity
- Figure 39: Brand familiarity, by household income, February 2007
- Future and Forecast
- Birth-rates determine market growth
- Figure 40: Projected population, 2007-12
- Targeting affluent families
- Fashion, the contemporary lifestyle, and parenting
- The role of the Internet
- Make it convenient
- Kids need more exercise
- Market forecast
- Baby durables
- Figure 41: Forecast of total U.S. sales of baby durables, at current and constant prices, 2006-11
- Baby room furniture
- Figure 42: Forecast of U.S. sales of baby room furniture, at current and constant prices, 2006-11
- Baby mobility products
- Figure 43: Forecast of U.S. sales of baby mobility products, at current and constant prices, 2006-11
- Daytime care products
- Figure 44: Forecast of U.S. sales of daytime care products, at current and constant prices, 2006-11
- Wellness, babycare and safety products
- Figure 45: Forecast of U.S. sales of wellness, babycare and safety products, at current and constant prices, 2006-11
- Forecast factors
- Appendix: Trade Associations
AbstractReaching nearly $3 billion in 2006, the baby durables market grew 11% in current prices during 2001-06. The baby durables market is made up of four segments:
- Baby mobility—car seats, strollers, systems, baby carriers
- Baby’s room furniture—cribs, bassinets, dressers, changing tables, rockers and gliders
- Daytime care—gyms, play mats, play centers, swings, bouncers, exersaucers
- Wellness, babycare and safety—diaper disposal systems, baby bathtubs, gates, monitors, potties, health and safety equipment
In this report you will learn:
- How older and more affluent parents are driving most growth, particularly the demand for luxury baby durables and convenience items designed to save time
- How the economic and marital status of the mother affects what baby durables are purchased
- How fashion and adult brands are expanding into baby durables, giving manufacturers the opportunity to rely on the brand equity of adult products such as Jeep and Pottery Barn
- About growth rates for specific segments of the market, advertising and promotion activity
- The results of Mintel’s exclusive research and forecast on the future of the baby durables market
The report also discusses the shopping behavior of mothers, how they do their research, and where they like to purchase their baby durables. Mintel expects that the market will remain relatively flat for the near future, but will increase as Generation Y begins becoming parents and requiring baby durables.
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