Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Fan chart forecast of total U.S. retail sales and forecast of baby durables, 2006-16
- Market factors
- More babies result in demand for baby durables
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- Figure 2: Population younger than 5, by race/Hispanic origin, 2006-16
- Fluctuating consumer confidence may impact spending on baby durables
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- Figure 3: University of Michigan’s index of consumer sentiment, 2007-January 2012
- Women postpone marriage, children
- Increase in multigenerational households may positively impact baby durables market
- Retail channels
- A variety of choices for baby durables
- The consumer
- Most parents buy new baby products rather than secondhand or borrowing
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- Figure 4: How baby durables are acquired “bought new,” November-December 2011
- Parents rely on knowledge of key brands, research baby durables online
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- Figure 5: Baby products shopping behavior, November-December 2011
- More than half of all parents received gifts from their registries
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- Figure 6: how baby products were gifted, November-December 2011
- What we think
Insights and Opportunities
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- Rental service for baby durables can offer lower investment for parents
- Baby superstores should add classes, activities to become destination retailers
- Tracking devices on baby mobility items provide sense of security for parents
Inspire Insights
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- Inspire Trend: Prove It
- Inspire Trend: Make It Mine
Market Size and Forecast
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- Key points
- Positive outlook for baby durables market
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- Figure 7: Total U.S. sales and forecast of baby durables, at current prices, 2006-16
- Figure 8: Total U.S. sales and forecast of baby durables, at inflation adjusted prices, 2006-16
- Fan chart forecast
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- Figure 9: Fan chart forecast of total U.S. retail sales of baby durables, 2006-16
Challenges to Baby Durables Retailers
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- Key points
- Secondhand market threatens traditional baby durables retailers
- Borrowing baby durables may negatively impact the market
Market Drivers
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- Key points
- More babies result in demand for baby products
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- Figure 10: Population younger than 5, by race/Hispanic origin, 2006-16
- Fluctuating consumer confidence may impact spending
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- Figure 11: University of Michigan’s index of consumer sentiment, January 2007- January 2012
- Women getting married later, having children at older age
- Multigenerational living creates a positive impact on baby durables
Baby Durables Retailers
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- Overview
- Baby superstores
- Babies “R” Us
- Buy Buy Baby
- Market threats and possibilities for baby superstores
- Mass merchandisers
- Walmart
- Target
- Market threats and possibilities for mass merchandisers
- Infant/child specialist stores
- The Land of Nod
- Pottery Barn Kids
- Baby Depot
- Market threats and possibilities for infant/child specialist stores
- Traditional furniture stores
- IKEA
- Rooms to Go
- Market threats and possibilities for traditional furniture stores
- Online only retailers
- Amazon.com
- Diapers.com
- Market threats and possibilities for online only retailers
Baby Durables Manufacturers
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- Overview
- Bugaboo International
- Evenflo Company Inc.
- Fisher-Price Inc.
- Graco Children’s Products Inc.
- The Boppy Company
Innovations and Innovators
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- Designer exclusives expands into baby durables
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- Figure 12: Bugaboo’s Missoni collection
- Lightweight highchair for easy portability
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- Figure 13: Phil & Ted’s Lobster highchair
- Traveling Baby provides easy baby equipment rentals
- 4moms innovates with mamaroo and Origami Stroller
- mamaRoo
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- Figure 14: 4moms mamaroo
- Origami
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- Figure 15: 4moms origami stroller
- Nestlé introduces pod system for baby formula, similar to coffee pod machines
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- Figure 16: Nestle’s babynes machine
- Wonder! combines shopping, education, and play in one location
Marketing Strategies
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- Key points
- Pottery Barn Kids
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- Figure 17: Pottery barn kids email ad, February 2012
- The Land of Nod
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- Figure 18: The land of nod email ad, June 2011
- Babies “R” Us
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- Figure 19: Babies “R” Us email ad, November 2011
- Buy Buy Baby
Baby related Furniture Ownership
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- Key points
- Cribs, dressers, gliders most commonly owned items
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- Figure 20: Baby related furniture ownership, by type and number owned, November-December 2011
- Baby furniture ownership varies with age of parents
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- Figure 21: Baby related furniture ownership, by age of parent, November-December 2011
- Lower-income parents less likely to own cribs, dresser/changing table combos
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- Figure 22: Baby related furniture ownership, by household income, November-December 2011
Baby related Mobility Products Ownership
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- Key points
- Car seats, strollers most commonly owned baby mobility items
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- Figure 23: Baby related mobility products ownership, by type and number owned, November-December 2011
- Type of car seat ownership varies with parents’ age
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- Figure 24: Baby related mobility products ownership, by age of parent, November-December 2011
- Higher-income households more likely to own a variety of strollers
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- Figure 25: Baby related mobility products ownership, by household income, November-December 2011
Baby related Activity, Daytime Care, Wellness/Safety Products Ownership
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- Key points
- Ownership of activity, daytime care, and wellness/safety products is high
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- Figure 26: Baby activity/wellness/safety products ownership, by type, November-December 2011
- Younger parents have more baby/infant-related products
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- Figure 27: Baby activity/wellness/safety products ownership, by age of parent, November-December 2011
- Product ownership varies by household income
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- Figure 28: Baby activity/wellness/safety products ownership, by household income, November-December 2011
How Baby Products are Acquired
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- Key points
- Most parents buy new baby furniture; dressers and gliders likely to be purchased secondhand
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- Figure 29: How baby related furniture is acquired, November-December 2011
- Parents likely to buy new car seats and strollers
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- Figure 30: How baby related mobility items are acquired, November-December 2011
- Activity, daytime care, wellness/safety items bought new and as gifts
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- Figure 31: How baby related activity, daytime care, and WELLNESS/safety products are acquired, November-December 2011
Retail Channels Where Baby Products are Purchased
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- Key points
- Physical stores preferred, but many parents shop online
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- Figure 32: Retail channels where baby products are purchased (in-store and online), November-December 2011
- In-store retail channels where baby products are purchased
- Key points
- Women more likely than men to shop at mass merchandisers, garage/estate sales
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- Figure 33: Retail channels where baby products are purchased (in-store), by gender, November-December 2011
- Young parents more price sensitive, shop at dollar, discount stores
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- Figure 34: Retail channels where baby products are purchased (in-store), by age of parent, November-December 2011
- Parents across all income groups shop a variety of channels
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- Figure 35: Retail channels where baby products are purchased (in-store), by household income, November-December 2011
- Online retail channels where baby products are purchased
- Key points
- Parents buy baby products at online-only retailers, mass merchandisers
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- Figure 36: Retail channels where baby products are purchased (online), November-December 2011
- Women more likely to buy baby products online at mass merchandisers
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- Figure 37: Retail channels where baby products are purchased (online), by gender, November-December 2011
- Younger parents more likely to shop variety of channels online
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- Figure 38: Retail channels where baby products are purchased (online), by age of parent, November-December 2011
- Consumers seek value when shopping online
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- Figure 39: Retail channels where baby products are purchased (online), by household income, November-December 2011
Baby Products Shopping Behavior
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- Key points
- Parents rely on knowledge of key brands, research online
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- Figure 40: Baby products shopping behavior, November-December 2011
- Men seek advice from healthcare professionals, online forums
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- Figure 41: Baby products shopping behavior, by gender, November-December 2011
- Younger parents seek advice from friends and family
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- Figure 42: Baby products shopping behavior, by age of parent, November-December 2011
- Parents in lower-income households rely on friends and family, less likely to research baby products online
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- Figure 43: Baby products shopping behavior, by household income, November-December 2011
Attitudes toward Baby Furniture Purchases
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- Key points
- Safety, durability top concerns among parents when purchasing baby furniture
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- Figure 44: Attitudes toward baby related furniture purchases, November-December 2011
- Women seek a variety of product attributes when making purchase decisions
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- Figure 45: Attitudes toward baby related furniture purchases, by gender, November-December 2011
- Parents of all ages rate safety, durability, ease of use most important when buying baby furniture
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- Figure 46: Attitudes toward baby related furniture purchases, by age of parent, November-December 2011
- Little differences in preferences of product features across household income groups
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- Figure 47: Attitudes toward baby related furniture purchases, by household income, November-December 2011
Attitudes toward Baby Mobility Product Purchases
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- Key points
- Parents seek durable, safe, easy to use products
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- Figure 48: Attitudes toward baby related mobility purchases, November-December 2011
- Women slightly more likely to find a variety of factors important
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- Figure 49: Attitudes toward baby related mobility purchases, by gender, November-December 2011
- Older parents more concerned with safety, durability compared to younger parents
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- Figure 50: Attitudes toward baby related mobility purchases, by age of parent, November-December 2011
- Little differences in product influencers across various household income groups when shopping for baby mobility
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- Figure 51: Attitudes toward baby related mobility purchases, by household income, November-December 2011
Attitudes toward Baby Activity, Daytime Care, Wellness/Safety Product Purchases
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- Key points
- Safe, durable baby activity/wellness products appeal to parents
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- Figure 52: Attitudes toward baby related activity, daytime care, wellness/safety product purchases, November-December 2011
- Moms seek easy to use products that will adapt as their child grows
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- Figure 53: Attitudes toward baby related activity, daytime care, wellness/safety product purchases, by gender, November-December 2011
- Younger parents more likely to seek portable products
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- Figure 54: Attitudes toward baby related activity, daytime care, wellness/safety product purchases, by age of parent, November-December 2011
- Parents with higher household incomes less price sensitive, focused on safety
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- Figure 55: Attitudes toward baby related activity, daytime care, wellness/safety product purchases, by household income, November-December 2011
Baby Products as Gifts
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- Key points
- More than half of all parents received gifts from registries
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- Figure 56: how baby products were gifted, November-December 2011
- Younger parents receive registry gifts more than older parents
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- Figure 57: how baby products were gifted, by age of parent, November-December 2011
- Parents with higher incomes receive gift registry gifts
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- Figure 58: how baby products were gifted, by household income, November-December 2011
Impact of Race and Hispanic Origin
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- White parents more likely to buy secondhand baby durables
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- Figure 59: Retail channels where baby products are purchased (in-store), by Hispanic origin/race, November-December 2011
- Parents of “other” races likely to shop at various online retailers
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- Figure 60: Retail channels where baby products are purchased, by Hispanic origin/race, November-December 2011
- Parents research products online, ask friends and family for advice
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- Figure 61: Baby products shopping behavior, by Hispanic origin/race, November-December 2011
- Little difference in furniture attribute preferences among parents in various racial/ethnic groups
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- Figure 62: Attitudes toward baby related furniture purchases, by Hispanic origin/race, November-December 2011
- Parents of all race/ethnicities seek durable, safe, easy to use baby mobility products
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- Figure 63: Attitudes toward baby related mobility purchases, by Hispanic origin/race, November-December 2011
- Race/Hispanic origin has little impact when parents shop for baby activity, daytime care, and wellness/safety products
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- Figure 64: Attitudes toward baby related activity, daytime care, wellness/safety product purchases, by Hispanic origin/race, November-December 2011
- Whites most likely to receive registry gifts
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- Figure 65: Baby products as gifts, by Hispanic origin/race, November-December 2011
Cluster Analysis
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- Engaged Moms
- Convenience Seeking Parents
- Pursuant Dads
- Characteristics
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- Figure 66: Baby durables clusters, November-December 2011
- Figure 67: Retail channels where baby products are purchased (in-store), by baby durables clusters, November-December 2011
- Figure 68: Retail channels where baby products are purchased (online), by baby durables clusters, November-December 2011
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- Figure 69: Baby products shopping behavior, by baby durables clusters, November-December 2011
- Figure 70: Baby products shopping behavior, by baby durables clusters, November-December 2011
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- Figure 71: Attitudes toward baby related furniture purchases, by baby durables clusters, November-December 2011
- Figure 72: Attitudes toward baby related mobility purchases, by baby durables clusters, November-December 2011
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- Figure 73: Attitudes toward baby related activity, daytime care, wellness/safety product purchases, by baby durables clusters, November-December 2011
- Demographics
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- Figure 74: Baby durables clusters, by gender, November-December 2011
- Figure 75: Baby durables clusters, by age, November-December 2011
- Figure 76: Baby durables clusters, by Hispanic origin, November-December 2011
- Figure 77: Baby durables clusters, by race, November-December 2011
- Figure 78: Baby durables clusters, by household income, November-December 2011
- Cluster methodology
Appendix—Trade Associations
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