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Baby Durables - US - March 2017

Published By :

Mintel

Published Date : Mar 2017

Category :

Baby Products

No. of Pages : N/A

Most consumers acquire baby durables new, but women are more likely to buy second-hand while men prefer to buy new. Online has become an important part of the baby durables market, with many consumers opting not only to research products online, but also to actually complete their transactions, making the online presence critical for brands and retailers in the market.

Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Expected growth is minimal for baby durables market
Figure 1: Total US sales and fan chart forecast of baby durables, at current prices, 2011-21
Shifts in composition of families and changing shopping habits
Figure 2: Select retailers shopped for baby durables, December 2016
Recalls negatively impact manufacturers
The opportunities
Driving growth through the internet
Figure 3: online behaviors and attitudes toward baby durables shopping, December 2016
Innovative ways of shopping
Figure 4: method of acquiring items – bought new, by gender and marital status, December 2016
Figure 5: method of acquiring items – Bought second hand, by gender and marital status, December 2016
Gifting is under-utilized
Figure 6: Baby durables bought new vs. received new on a registry, by race and Hispanic origin, December 2016
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Smaller family sizes leads to small growth in category
Delaying milestones means more money to spend, but less people to spend it on
The American family is changing

MARKET SIZE AND FORECAST
Little growth expected in baby durables market
Figure 7: Total US sales and fan chart forecast of baby durables, at current prices, 2011-21
Figure 8: Total US retail sales and forecast of baby durables, at current prices, 2011-21
Market share by segment
Figure 9: Total US retail sales of baby durables, by segment, at current prices, 2016

MARKET FACTORS
Changes in lifestyles and gender roles impact the American family
Birth rate trends amongst different demographics
Figure 10: Birth rates by year, 2006-15
Figure 11: Birth rates, by age of mother: United States, 2007, 2014 and 2015
Adults continue to delay major milestones
Figure 12: Parents with children under age 18 in the household, by living arrangement, 2007-16
Shifts in gender roles
Median income climbs, while the gender gap closes slightly
Figure 13: Median household income, in inflation-adjusted dollars, 2005-15

KEY PLAYERS – WHAT YOU NEED TO KNOW
Clear leaders in brands and retailers
Consumers turning online
Traditional retailers struggle
Innovation expected to help spur growth

MANUFACTURER SALES OF BABY DURABLES
MULO sales decline
Manufacturer sales – Positive growth
Manufacturer sales – Declines
Figure 14: MULO sales of baby durables, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 15: MULO market share of baby durables, by leading companies, 52 weeks ending 2016

WHAT’S WORKING?
Consumers seek new baby durables products, as online shopping plays a bigger role
Increases in new purchases and items owned
Leading retailers and brands
Figure 16: Target, email ad for baby registry, January 2017
Figure 17: Amazon, email ad for baby products and Prime, January 2017

WHAT’S STRUGGLING?
Traditional retailers are losing shoppers
Gifting is on the decline
Figure 18: Baby durables bought new vs. received new on a registry, by race and Hispanic origin, December 2016
Figure 19: Amazon, email ad for baby registry, January 2017
Future impact

WHAT’S NEXT?
Innovation in digital and technology will help to advance the category
Forward thinking attitudes will continue to influence the market

THE CONSUMER – WHAT YOU NEED TO KNOW
More consumers are buying new and receiving less, especially from registries
Consumers continue to prefer certain retailers
Shoppers head online for research and convenience
Consumers want safe products

ITEMS OWNED
Increased or flat ownership in all baby durables categories
Figure 20: Baby durables items owned, December 2016
Furniture
Figure 21: Baby related furniture owned, December 2016
Transport items
Figure 22: Baby related transport items owned, December 2016
Daytime care and/or safety/wellness items
Figure 23: Baby related daytime care and/or safety/wellness items owned, December 2016
Baby related activity items
Figure 24: Baby related activity items owned, December 2016
In their words

METHOD OF ACQUIRING ITEMS
Most baby durables are acquired new, but majority are not coming from gift registries
Figure 25: method of acquiring items, December 2016
Methods vary by demographic
Figure 26: method of acquiring items – Bought new, by gender and age, December 2016 METHOD
Figure 27: method of acquiring items – Bought new, by gender and marital status, December 2016
Figure 28: method of acquiring items – Bought second-hand, by gender and marital status, December 2016
Figure 29: method of acquiring items – Bought second-hand, by age and household income, December 2016
Gaps in gift registries and new purchases by race
Figure 30: method of acquiring items – Bought new vs. received new via registry, by race and hispanic origin, December 2016
In their words

RETAILERS SHOPPED
Mass merchandisers, baby superstores and online retailers continue to grow in share, while traditional retailers struggle
Figure 31: Retailers shopped, part 1, December 2016
Figure 32: Retailers shopped, part 2, December 2016
What’s driving top retailers?
Figure 33: Retailers shopped (in-store or online), by household income and by region, December 2016
Other retailers losing shoppers
Figure 34: babies r us – Trade-in event
Online becomes key player
Figure 35: Retailers shopped – Online, by race and hispanic origin, December 2016
In their words

BEHAVIOR AND ATTITUDES TOWARD BABY DURABLES SHOPPING
Safety and price outrank brand loyalty
Figure 36: Behavior and attitudes toward safety and price when baby durables shopping, by gender and age, December 2016
Figure 37: Behavior and attitudes toward safety and price when baby durables shopping, by household income, December 2016
Online research is an important part of the shopping process
Figure 38: online behaviors and attitudes toward baby durables shopping, December 2016
Figure 39: Behavior and attitudes toward baby durables shopping – CHAID – Tree output, January 2017
In their own words

BRAND PERCEPTIONS
Long standing brands see highest rankings
Figure 40: Brand perception, December 2016
Figure 41: Brand perception, graco, by gender December 2016
Figure 42: Brand perception, fisher price, by gender December 2016
In their own words
Gender neutrality
In their own words

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
Direct marketing creative
Abbreviations and terms
Abbreviations

APPENDIX – MARKET
Figure 43: Total US retail sales and forecast of baby durables, at inflation-adjusted prices, 2011-21
Figure 44: Average number of people per household, by race and Hispanic origin, 2016
Figure 45: Median age at first marriage, by gender, 2006-16
Figure 46: Median household income, by type of household, 2015
Figure 47: Median earnings of full-time, year-round workers, by gender and female-to-male earnings ratio, 1960-2015

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