Baby Durables - US - March 2008

Published by: Mintel International Group Ltd.

Published: Mar. 1, 2008 - 76 Pages

Table of Contents

SCOPE AND THEMES

Definition

Data sources

Consumer survey data

Abbreviations and terms

EXECUTIVE SUMMARY

Stagnant sales due to flat birth rates and lack of pricing power

Many market drivers—net slightly negative

Primary drivers of consumer choice and ways to reduce price sensitivity

Shopping patterns of mothers creates opportunities

Retail channel analysis

Drivers of brand success

Elements of successful marketing initiatives

Additional ways that moms decide what to buy for baby

Incidence of ownership and how baby durable products are acquired

MARKET SIZE

Key points

Sales and trends

Figure 1: Total U.S. retail sales and forecast of baby durables, at current prices, 2001-12

Figure 2: Total U.S. retail sales and forecast of baby durables, at inflation-adjusted prices, 2001-12

COMPETITIVE CONTEXT

Bed, bath, bassinettes and beyond

The shadow market—a most deflationary effect

SEGMENT PERFORMANCE—OVERVIEW

Key points

Baby furniture

Daytime care products

Baby mobility

Safety/health and wellness

Figure 3: Total U.S. retail sales of baby durables, by segments, 2001-07

SEGMENT PERFORMANCES

Baby furniture

Figure 4: U.S. retail sales and forecast of baby furniture, 2001-12

Figure 5: Baby room furniture, units and dollars, by product type, 2007

Figure 6: U.S. retail sales and forecast of baby furniture, at inflation-adjusted prices, 2001-12

Daytime care products

Figure 7: U.S. retail sales and forecast of baby daytime care products, 2001-12

Figure 8: Baby Mobility baby durables, units and dollars, by product type, 2007

Figure 9: U.S. retail sales and forecast of baby daytime care products, at inflation-adjusted prices, 2001-12

Baby mobility

Figure 10: Total U.S. retail sales and forecast of baby mobility products, 2001-12

Figure 11: Baby Mobility baby durables, units and dollars, by product type, 2007

Figure 12: Total U.S. retail sales and forecast of baby mobility products, at inflation-adjusted prices, 2001-12

Safety/health and wellness

Figure 13: Total U.S. retail sales and forecast of baby safety/health and wellness products, 2001-12

Figure 14: Safety/health and wellness baby durables, units and dollars, by product type, 2007

Figure 15: Total U.S. retail sales and forecast of baby safety/health and wellness products, at inflation-adjusted

prices, 2001-12

RETAIL CHANNELS

Key points

Mass merchandisers and specialty stores dominate the baby durables market

Figure 16: Retail sales of top 20 baby durables retailers, 2005-06

Babies “R” Us drives sales with value-added shopping experiences

The informational and lifestyle retailers: Pottery Barn Kids and Ikea

The role of the Internet: entice them with decision-making tools, create brand equity and draw them

into the store

Babystyle.com

Rightstart.com

Where mothers shop for baby durables

Figure 17: Retail channel use by moms with kids aged under 4, by income, February-March 2008

Where gift givers shop for baby durables

Figure 18: Retail channel use by those giving baby durables as gifts, by income, February-March 2008

MARKET DRIVERS

Key market drivers

Birth rates

Figure 19: Trended incidence of 0-3-year-olds in the U.S., by age, 2004-10

Figure 20: Annual increases in the number of children under one year of age, 2004-10

Demographic trends and fertility rates

Figure 21: Population, by race and Hispanic origin, 2002-12

Older mothers on the rise

Figure 22: United States birth rates, by age of mother, 1990-2005

Figure 23: U.S. birth rates, by age and race of mother, 2005

Household incomes

Figure 24: Median income, by race, 1980-2006

Figure 25: Number of children under the age of 6, by household income, 2000 and 2005

Number of first-borns

Figure 26: Number of first and subsequent births, by age of mother, 1998-2004

Innovation

Regulation

Figure 27: Baby durable product recalls, by brand, 2007

MANUFACTURERS AND BRANDS

Dorel

Graco

Evenflo

ADVERTISING AND PROMOTION

OVERVIEW

Marketing efforts should heavily leverage the Internet

Leverage baby registries

Magazines are another important tool for new and expectant mothers

Figure 28: Select parenting publications, by type, 2007

Retail should be both fun and informative

Figure 29: Frequency of use of in-store promotiomal materials, 2006

USAGE—WHAT IS BOUGHT, BORROWED, AND GIFTED

Key points

Baby furniture

Figure 30: How mothers acquire baby room durables, by product type, February-March 2008

Figure 31: Incidence of furniture gift-giving among women, by product type, February-March 2008

Safety/health and wellness

Figure 32: How mothers acquire baby safety/health and wellness durables, by product type, February-March

2008

Figure 33: How mothers acquire baby safety/health and wellness durables, by product type (continued),

February-March 2008

Figure 34: Incidence of Safety/health and wellness products, by product type, February-March 2008

Baby mobility

Figure 35: How mothers acquire baby mobility durables, by product type, February-March 2008

Figure 36: Incidence of baby mobility gift giving among women, by product type, February-March 2008

Daytime care

Figure 37: How mothers acquire daytime care durables, by product type, February-March 2008

Figure 38: Incidence of daytimer care product giving among women, February-March 2008

PRODUCT AND BRAND CHOICE DRIVERS—HOW MOMS DECIDE WHAT TO BUY FOR BABY

Key points

Mothers as bargain hunters

Figure 39: Price sensitivity of mothers compared to the general population, January-September 2007

Quality and benefit factors: How mothers weigh price and value

Figure 40: Product choice drivers among toddler mothers, 2006

Figure 41: Toddler furniture choice drivers, 2006

Role of child preferences in purchase decisions

Figure 42: The role of children in decisions about what to buy, January-September 2007

Parenting style: Child-centered is the current trend

Figure 43: Summary of trends in breastfeeding, by year, 1995-2004

The sustainability trend

SHOPPING PATTERNS—HOW MOMS SHOP FOR BABY DURABLES

Key points

Mothers of young children shop frequently

Figure 44: The frequency with which mothers with young children shop, January-September 2007

Mothers are very discerning shoppers who enjoy the process

Figure 45: The tendency of mothers to enjoy shopping and shop for extended periods, January-September 200761

Consumers tend to research products before purchasing

Figure 46: Shopping attitudes of female purchasers, by income, February-March 2008

Figure 47: Shopping attitudes of female purchasers, by age, February-March 2008

Mothers tend to shop across channels in search of bargains

Figure 48: The tendency of mothers to shop across channels in search of bargains, January-September 2007

Mothers often shop with their children and others

Figure 49: The tendency of mothers to shop with family and friends, January-September 2007

RACE AND ETHNICITY

Key points

Minority groups tend to enjoy shopping more than whites

Figure 50: Affinity to shopping, by race/ethnicity, January-September 2007

White mothers tend to focus more on sales than Hispanics and blacks

Figure 51: Price sensitivity, by race/ethnicity, January-September 2007

Black and Hispanic mothers are more likely to be influenced by their children when making purchase

decisions

Figure 52: Attitudes towards chidlren, by race/ethnicity, January-September 2007

Hispanic, black, and white mothers share many values but there are subtle differences

Figure 53: Personal values of mothers, by race/ethnicity, January-September 2007

APPENDIX: OTHER USEFUL CONSUMER TABLES

Figure 54: How mothers acquire baby durables, by income (1 of 3), February-March 2008

Figure 55: How mothers acquire baby durables, by income (2 of 3), February-March 2008

Figure 56: How mothers acquire baby durables, by income (3 of 3), February-March 2008

Figure 57: Type of baby carrier owned, February-March 2008

Figure 58: Price paid for selected items, by income, February-March 2008

Figure 59: Price paid for selected items, by age, February-March 2008

Figure 60: How mothers acquire baby durables, by age, February-March 2008

APPENDIX: TRADE ASSOCIATIONS

Abstract

• " quantifying the impact of stagnant birth rates and declining incomes, as well as exploring the boost that can come from innovation, developing lifestyle appeal and catering to the growing segments of older, affluent mothers.
• " showing how the economic and marital status of the mother affects what baby durables are purchased, as well as the impact of childcare and parenting styles on the quantity and type of products purchased.
• " reviewing segments that have experienced the strongest growth in recent years and how companies are marketing those products.
• " examining innovative approaches to retail that are helping some companies gain a competitive advantage.
• " revealing how the shopping patterns of mothers creates opportunities for marketers and product developers.
• " studying the elements of drive successful marketing initiatives and brand success.

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