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As the U.S. economy recovers from deep recession, all eyes are on product categories that upscaled prior to the worldwide financial crashes of 2008-2009: Among such categories are young kids’ furnishings (cribs, highchairs, safety gates, etc.), accessories (baby monitors, car seats, strollers), and toys. Together, the three categories are a market valued at $17.8 billion at retail in 2010, with $22.1 billion possible in 2015, according to this update of a best-selling Packaged Facts report. Pre-2008, it seemed the parade of high-tech baby stroller brands on Main Street, U.S.A., would go on forever -- then sales of strollers priced at $1,000-plus, and sales of other top-end ITP products, were dampened by the bleak economic outlook. Yet in 2010, consumers are regaining confidence, and Bugaboo, Maclaren, Stokke, and other pricey strollers are out on the sidewalks once more. This positive turn is reinforced by parents’ quest for smarter, safer ways to raise kids; by high birth rates among U.S.-resident Hispanics; and by new evolutions of the Yoga Mom (the latest being Yoga Mom 3: Household Savior). Marketers’ creation of “mid-luxe” price-tiers has also helped them hedge against lingering after-effects of recession. In Infant, Toddler and Preschool Furnishings, Toys and Accessories in the U.S., Packaged Facts examines such factors in depth, plus we deliver historical sales; a dollar forecast for the year 2015; the results of our own survey of nearly 2,000 consumers; and Experian Simmons demographic data. In addition, we profile the corporate battle styles of Crown Crafts, Dorel, Leapfrog, Maclaren, MGA Entertainment, Newell Rubbermaid/Graco, Phil&teds/Mountain Buggy, and UPPAbaby.
Infant, Toddler and Preschool Furnishings, Toys and Accessories in the U.S. is based on information gathered from primary, secondary, and syndicated sources. Primary research involves on-site study of how these car seats, cribs, rubber duckies, strollers, and other products are sold through retail stores; Packaged Facts also consults with industry executives. These efforts complement our own demographic data-gathering: In May-June 2010, we ran a detailed survey of almost 2,000 adults, The Packaged Facts Consumer Survey 2010.
Secondary research involves the evaluation and comparison of data from mountains of articles found in financial, marketing, and retail publications, as well as on corresponding types of websites. Company literature, government agencies, and other sources also provide valuable secondary data.
Stats on market revenues and growth trends derive from all available data on the ITP furnishings/ accessories/toys marketplace, be they quantitative or qualitative; that is, a broad range of societal and economic trends are factored in, to help shape the most accurate possible view of sales progress.
Brand share data on both ITP accessories and play & discovery (infant) toys are provided by SymphonyIRI Group (formerly Information Resources, Inc., or IRI), which taps directly into checkout scanners in the three main mass-market channels, supermarkets, chain drugstores, and mass merchandisers. IRI’s proprietary InfoScan Review is widely regarded as the “bible” for syndicated retail brand share. However, Wal-Mart data are excluded from the Review, per these retailers’ stipulations.
In addition to analyzing consumers’ purchase and use of ITP furnishings/ accessories/toys based on our own survey, we also analyze data from quarterly surveys by Experian Simmons (formerly Simmons Market Research Bureau, Inc.), one of the leading compilers of demographic data in the United States.
The Bottom Line: What Your Company Really Gets...
With Infant, Toddler and Preschool Furnishings, Toys and Accessories in the U.S., you and your marketing team will gain a comprehensive overview of the ins and outs of this highly competitive business. Just as importantly, the report anchors ITP furnishings/accessories/toys activity in the broader consumer marketplace and societal contexts, as well as in the rapidly transforming retail scene. Such valuable qualitative perspective is supported with extensive hard data presented in well-organized tables and charts.
How Your Company Will Benefit from This Report...
If your company is already an established player in ITP furnishings/accessories/toys, this report is bound to freshen and strengthen your marketing plan. If your company is newly targeting parents of small children, then this report is a great intro to the ITP products sphere, and thus it is a launching pad for a successful venture.
The whole team -- brand managers, research and development pros, ad agencies and media departments, database managers and librarians, venture capitalists, new business specialists -- all are unified by the cutting-edge analysis in Infant, Toddler and Preschool Furnishings, Toys and Accessories in the U.S..
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