U.S. Market for Infant, Toddler and Preschooler Furnishings and Accessories
Jun 1, 2008
160 Pages - Pub ID: LA1676512
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Chapter 1 Executive Summary
  • HIGHLIGHTS
  • Introduction
    • Scope of This Report
    • ITP Age Brackets
    • Clarification of Terms Used
    • Birth Rates
    • Carbon Footprint
    • Case Goods
    • Direct
    • Fair Trade
    • Green
    • ITP
    • Market vs. Category vs. Segment
    • Mass
    • SKU
    • Specialty
    • Supermarket, Chain Drugstore, Mass Merchandiser
    • Sustainable (also, Renewable)
    • Methodology

  • The Products
    • Furnishings
    • Accessories or “Portable Gear”
    • ITP Furnishings/Accessories Also Classed by Child Age, Gender
    • Overlap of Product Classifications
    • Products for “Multiples”
    • Product Markets Related to ITP Home Furnishings/Accessories
    • Green and Safe Product Versions

  • Regulation and Safety
    • A Bill to Require Recall Registration Cards in ITP Product Packs
    • Source for Recall Info
    • JPMA Safety Certification Still Covers 17 ITP Product Types
    • Car Seat Safety: LATCH Mandated by NHTSA
    • Phthalates: Controversial Ingredients in Plastics

  • Summary of Report
    • Market Size and Growth
    • Sales Approach $10 Billion Mark in 2007
    • Accessories Account for Lion’s Share of Market
    • ITP Furnishings/Accessories to Crest $13 Billion in 2012
    • Table 1-1 Historical and Projected U.S. Retail Dollar Sales of Infant, Toddler & Preschooler (ITP) Home Furnishings & Accessories, 2002-2012
    • Factors in Future Growth
    • ITP Sales Peaks/Valleys Not Always Synched With Birth Trends
    • Number of Live Births Slowly Trending Upward
    • Important to Heed Age Distribution
    • Table 1-2 U.S. Households with Children Present, by Age Bracket, 2007 (in thousands)
    • Coming Soon, Yoga Moms 2: Think Green, Employed, Higher-Tech
    • and Fun!
    • Eco-Moms
    • The Marketers
    • Newell Rubbermaid Bought ITP Leadership, But Is Now Besieged
    • Dorel Still Rules Kids’ Furniture, But Simplicity Claims Cribs and Bassinets
    • Product Trends
    • Adaptability
    • Convertibility
    • Compatibility
    • Upscale Euro-Style Influences Design in All Price-Tiers
    • Some Extension into Lower Price Tiers
    • The Consumer
    • Over 4 Million Births per Year
    • Hispanic Births Break 1 Million in 2006
    • Table 1-3 Number of U.S. Live Births, 1940-2006*
    • Households Buying Infant Furniture Leap to Over 4.2 Million ...
    • ... While Households Buying Kids’ Furniture Jump to 6.0 Million

Chapter 2 Trends and Opportunities

  • HIGHLIGHTS
  • ITP Furnishings/Accessories No Longer a “Passive” Market
  • In the Mainstream, Competition Gets Tougher
  • ... But Just Outside Mainstream Are Receptive Niches
  • Heed the Stroller Phenomenon
  • Help Yoga Moms Evolve, Now That ITP Market Has Upscaled
  • Low-End Could Return Soon, Though on Limited Basis
  • Product Trends
    • Adaptability
    • Convertibility
    • Compatibility
    • Upscale Euro-Style Influences Designed in All Price-Tiers
    • Some Extension into Lower Price Tiers
    • Table 2-1 Selected Introductions of New Infant, Toddler & Preschooler (ITP) Furnishings & Accessories, by Marketer and Brand, 2007-2008

Chapter 3 The Market

  • HIGHLIGHTS
  • Market Size and Growth
    • Sales Approach $10 Billion Mark in 2007
    • Table 3-1 U.S. Retail Dollar Sales of Infant, Toddler & Preschooler (ITP) Home Furnishings & Accessories, 2002-2007
    • Accessories Category Accounts for Lion’s Share of Market
    • Table 3-2 U.S. Household Purchases of Infant Furniture by Marketing Region, 2007 (households, in thousands; purchases in past 12 months)

  • Context
    • Sales More Bullish in 2002-2007 Timeframe Than in 2000-2005
    • Furnishings/Accessories Ranks Second Among Related ITP Markets
    • Table 3-3 U.S. Retail Dollar Sales of Infant, Toddler & Preschooler (ITP)
    • Non-Food Products by Market, 2003 vs. 2007 (in million $)
    • Infant Furniture Has Micro-Share of Overall Furniture Sales

  • Factors in Future Growth
    • Today’s Children Protected, Pampered, Feared
    • ITP Sales Not Always in Sync with Birth Trends
    • Birth Rate Lower, Yet Number of Births Trends Higher
    • Number of Live Births
    • The Crude Birth Rate
    • The Fertility Rate
    • Minorities Speed Up Deliveries by Stork
    • Important to Heed Age Distribution
    • Table 3-4 U.S. Households with Children Present, by Age Bracket, 2007
    • (in thousands)
    • Yoga Moms No Longer Cutting-Edge, Yet Still a Force
    • Coming Soon, Yoga Moms 2: Think Green, Employed, Higher-Tech and Fun!
    • Eco-Moms
    • Childless Households: Grandparents, DINKs and Divorced Dads
    • Table 3-5 Cost of Raising a Child to Age 18, by Family Income Bracket
    • The Purchase/Wear-and-Tear/Replacement Cycle
    • Recalls Stimulating Sales of Safer, Costlier Products
    • The National Economy
    • Market Still Has Lots of Room for Licensing

  • Projected Sales
    • ITP Furnishings/Accessories to Crest $13 Billion in 2012
    • Table 3-6 Projected Retail Dollar Sales of Infant, Toddler & Preschooler
    • (ITP) Home Furnishings & Accessories, 2007-2012

Chapter 4 The Marketers

  • HIGHLIGHTS
  • The Marketers
    • At Least 750 Marketers of ITP Furnishings/Accessories
    • Special Note: Number of Manufacturing Establishments
    • Most Players Are ITP Specialists
    • Master Table of Marketers and Brands
    • Table 4-1 Selected Marketers of Infant, Toddler & Preschooler (ITP) Home Furnishings & Accessories and Their Representative Brands
    • Table 4-1 (continued) Selected Marketers of Infant, Toddler & Preschooler (ITP) Home Furnishings & Accessories and Their Representative Brands
    • Table 4-1 (continued) Selected Marketers of Infant, Toddler & Preschooler (ITP) Home Furnishings & Accessories and Their Representative Brands
    • Table 4-1 (continued) Selected Marketers of Infant, Toddler & Preschooler (ITP) Home Furnishings & Accessories and Their Representative Brands

  • Marketer Rankings
    • Few Reliable Market Share Data Exist
    • Newell Rubbermaid Bought ITP Leadership, But Is Now Besieged
    • Dorel Still Rules Kids’ Furniture, But Simplicity Claims Cribs and Bassinets
    • Summer Infant Claims Lead in Non-Stroller/Non-Car Seat
    • Accessories
    • Crown Crafts the Queen of Infant Bedding

  • The Competitive Situation
    • A Tough Game in Traditional Mass Channels, Easier on the Fringes
    • Key Acquisitions
    • Nine Marketers Profiled

  • Trade Shows
    • All Baby & Child Expo (ABC Kids) Absorbs the JPMA Show

  • Profile: Bugaboo International BV
    • U.S. Sales Likely Well Over $20 Million
    • The Instigator of the High-End Stroller Craze
    • Lower-Priced Bugaboo Bee to Refresh the Brand’s Power

  • Profile: Crown Crafts, Inc.
    • Net Sales Slip to $72 Million in Fiscal 2007
    • Outlook for Fiscal Year 2008 Is Guarded
    • Crown Crafts Beleaguered in Bedding Biz
    • Crown Crafts Diversifies Within Kids’ Bedding Sphere
    • Crown Crafts Is Mass Retailer-Dependent

  • Profile: Dorel Industries, Inc.
    • Net Sales Climb Past $1.8 Billion in 2007
    • Dorel’s Brand Stable Covers the Entire Market
    • ITP Stance Reinforced by Thriving Furniture, Sports Interests

  • Profile: Maclaren Ltd.
    • Sales Estimated at More Than $100 Million
    • How a Maclaren Stroller Is Related to an Aeroplane
    • Positioning on Engineering, Fashion Licenses and Team Maclaren
    • Maclaren Extends Core Brand with Baby Bodycare Collection

  • Profile: Newell Rubbermaid, Inc./Graco
    • Net Sales Top $6.4 Billion in 2007
    • Graco the Closest Thing to an All-American ITP Brand
    • Tinkering With the Mix: Divesting Little Tikes, Adding Aprica and Teutonia
    • World’s First Soothing Center Recreates the Womb
    • Other Famous Newell Rubbermaid Brands

  • Profile: Weston Presidio/Evenflo Co., Inc.
    • Sales May Have Topped $300 Million in 2007
    • Evenflo’s Acquisition by Weston Presidio
    • Banking Mainly on the Evenflo Brand-Franchise
    • Outlook for Evenflo as Crowded Marketplace Goes Upscale

  • Three Marketers to Watch
    • Three Foreign Firms with Great Potential Stateside
    • Profile: Phil and Ted’s
    • Profile: Royal Philips Electronics N.V.
    • Philips Avent
    • Profile: Stokke AS

  • Chapter 5 Distribution, Retail, Advertising, Promotions
    • HIGHLIGHTS
    • Distribution and Retail
      • The ITP Furnishings/Accessories Product Path
      • Back-Ordering vs. ECR
      • Babycare Aisles Become “Baby Centers”
      • Gift Registries Common at Chains, Boutiques
      • The Kids Today Survey of Independent Children’s Specialty Retailers
      • Target Rolls Out DwellStudio Baby Line
      • ITP Gear Rented to Travelers

    • Retail Focus: ITP Furniture Sales Through eBay
      • Consumers Bought $6 Million Worth of Infant Furniture on eBay in 2006
      • eBay Shares Data with Packaged Facts
      • Types of Infant Furniture Sold
      • Table 5-1 Share of Infant Furniture Dollar Sales and Unit Volume as Transacted Through eBay, by Product Type, 2006
      • Purchasing by Gender
      • Old vs. New
      • Brand Shares
      • Table 5-2 Average Price and Share of Infant Furniture Dollar Sales and Unit Volume as Transacted Through eBay, by Brand, 2006

    • Retail Focus: Toys “R” Us/Babies “R” Us (TRU/BRU)
      • Sales of at Least $11 Billion in Fiscal 2008
      • TRU: Brief History
      • BRU: Appealing to Everybody’s Economic Level

    • Advertising Positioning
      • Just Look at This Picture ...
      • Bonding with Mom
      • Strollers Feature Tech, Design and Convenience
      • Safety—and Avoiding Tragedy
      • BabyTV.com

    • Promotions
      • A Sweepstakes
      • September = National Baby Safety Month
      • October = SIDS Awareness Month
      • Couponing a Logical Tactic for Positioning Against the High End

    Chapter 6 The Consumer

    • HIGHLIGHTS
    • About Simmons Data
      • What They Are …
      • … And How to Use Them
      • Marketing Regions Defined
      • The Survey’s Overall Household Gauge
      • Table 6-1 Projections of Numbers of U.S. Households, by Demographic Factor, 2007 (in thousands)
      • Table 6-1 (continued) Projections of Numbers of U.S. Households, by Demographic Factor, 2007 (in thousands)

    • Births and Birth Rates
      • The Absolute Number: Over 4 Million Births per Year
      • Hispanic Births Break 1 Million in 2006
      • Table 6-2 Number of U.S. Live Births, 1940-2006*
      • Crude Birth Rate Has Trended Downward Since 1950
      • Table 6-3 U.S. Crude Birth Rate (births per thousand population),
      • 1940-2006*
      • Fertility Rate Driven by Increasing Share of Minorities
      • in Population
      • Table 6-4 U.S. Fertility Rate (births per thousand women, age 15-44),
      • 1940-2006*
      • U.S. Babies Increasingly Born Out of Wedlock
      • Grandparent Households Account for at Least 12% of Those Purchasing Infant Furniture

    • The Infant/Kids’ Furniture Household
      • Households Buying Infant Furniture Leap to Over 4.2 Million ...
      • ... While Households Buying Kids’ Furniture Jump to 6.0 Million
      • Estimating the Overlap at 2.4 Million Households
      • High Numbers of Households Spend Big on Infant Furniture
      • Table 6-6 Households Purchasing Infant Furniture, by Amount Spent and Age of Children Present, 2007 (in past 12 months, households in thousands)
      • For Kids’ Furniture, $500-$999 is the Magic Expenditure
      • Table 6-7 Households Purchasing Children’s Furniture, by Amount Spent and Age of Children Present, 2007 (in past 12 months, households
      • in thousands)
      • Standouts: Childbearing Age, Southerners, Minorities, Renters
      • Of 72.8 Million Childless Households, 1.9 Million Buy Infant/Kids’ Furniture
      • DINK, Grandparent, Unmarried, Widowed and Divorced/Separated
      • Households
      • Table 6-9 No-Kid Households Purchasing Infant or Kids’ Furniture, by Household Type, 2007 (in thousands)

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