The U.S. Market for Juvenile Furniture and Nursery Accessories
Apr 1, 1997
143 Pages - Pub ID: LA424
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  1. Executive Summary
    The Products
    • Market Definition
    • Two Categories
    • Juvenile Product Safety

    The Market
    • Market Size and Growth
    • Projected Market Size and Growth
    • Table 1-1: The US Market for Juvenile Furniture and Nursery Accessories, 1992-2001 (dollars)
    • Factors Affecting Market Growth
    • Concern Over Safety Boosts, Challenges Industry
    • Licensed Products Are Strong
    • "Afterlife" Adds Value to Designer Juvenile Furniture
    • More Retail Outlets and Emphasis

    The Marketers
    • Hundreds of Marketers
    • A Fragmented Market
    • Leading Marketers
    • Industry Undergoing Transformation
    • Leading Players Always Under Siege
    • Competitive Pricing, Retail Penetration
    • Growing Range of Products, Outlets
    • Safety, Combination Purposes, and Fashion Define New Products
    • National Consumer Advertising Expenditures

    Distribution and Retail
    • Most Sales Are Direct to Retailers
    • Retailer Share Varies by Category
    • Table 1-2: Retailer Types Where New and Expectant Mothers Are Most Likely to Purchase Baby Furniture and Baby Accessories, 1993 vs 1996 (percent): Discount Stores, Mass Merchandisers, Toy Stores, Infant/Child Specialty Stores, Baby Warehouse/
    • Chains, Catalog Showrooms, Other Outlets
    • Various Retailers Gaining Presence in JFNA Market
    • Mass-Market Outlets Face Off Against Mounting Competition
    • General Furniture Stores Reap Benefits of Juvenile Furniture
    • Margins
    • Retail Promotions

    The Consumer
    • 83 Million Adults Are Purchasers of Children's Furniture
    • 61 Million Adults Are Purchasers of Infant Furniture
    • Table 1-3: Demographic Characteristics Favoring Purchase of Children's Furniture and Infant Furniture, 1996 (in a 12-month period)
    • Consumption by Region
    • Consumer Expenditure Ranges
    • Median Age and Household Income of Consumers
    • Median Age and Income by Expenditure Ranges

    Scope and Methodology
    • Market Parameters
    • Report Methodology
  2. The Products
    Scope of Report
    • Age Range Definition
    • Market Definition
    • Products Covered
    • Products Not Covered

    Product Categories, Segments, and Types
    • Two Categories
    • Juvenile Furniture: Two Segments
    • Hard Goods: Six Main Product Types
    • Cribs
    • Car Seats
    • Strollers
    • High Chairs
    • Infant Carriers
    • Gates and Enclosures
    • Other Juvenile Furniture Hard Goods
    • The Soft Goods Segment
    • The Nursery Accessories Category

    Federal Regulations
    • Juvenile Product Safety
  3. The Market
    • Figure 3-1: US Retail Sales of Juvenile Furniture and Nursery Accessories, 1992-1996 (dollars)

    Market Size and Growth
    • Retail Sales Difficult to Quantify
    • Methodology Used to Determine Market Size
    • Retail Sales Exceed $43 Billion in 1996
    • Sales Up 32% Since 1992
    • Market Growth Reflects Baby Boom Peak and Recession
    • Table 3-1: US Retail Sales of Juvenile Furniture and Nursery Accessories, 1992-1996 (dollars)

    Market Composition
    • Top JFNA Products
    • Discount Stores and Mass Merchandisers Are Top Outlets for Baby Goods
    • Regional Purchasing Indices for Children's and Infant Furniture
    • Table 3-2: Regionality of Purchase of Children's Furniture and Infant Furniture, 1996 (percent and index): Northeast, South, Midwest, West
    • Figure 3-2: Projected Number of Births in the United States, 1990-2005 (number)

    Factors Affecting Market Growth
    • 5-and-Under Age Segment Will Provide Strong Consumer Base Through 2000
    • Table 3-3: US Population of Children Age 5 and Under, 1990-2000 (number)
    • Baby Boomlet Pushes Up Birth Rate
    • Table 3-4: Number of Births in the United States, 1990-1995 (number)
    • Birth Rate Expected to Remain High Through 2005
    • Table 3-5: Projected Number of Births in the United States, 1996-2005 (number)
    • Higher-Than-Expected Fertility Rate Fuels Baby Boomlet
    • Increased Childbearing Among Older Women Pushes Up Fertility Rate
    • More First Births and the Wanted Child Phenomenon
    • Working Mothers Have More Money to Spend
    • Rising Number of DEWK Families
    • Grandparents Also a Key Spending Group
    • Demographic Trends Expand Boundaries of Gift-Giving
    • More Home Owners
    • More Time at Home
    • Bigger Homes and Greater Affluence Mean More Purchases
    • Concern Over Safety Issues Boosts Industry
    • Licensed Products Are Strong
    • Upgrades Also Spur Market
    • "Afterlife" Adds Value to Designer Juvenile Furniture
    • The Proliferation of Value-Oriented Outlets
    • More Emphasis by Retailers
    • Market Able to Withstand Economic Downturns
    • Figure 3-3: Projected US Retail Sales of Juvenile Furniture and Nursery Accessories, 1996-2001 (dollars)

    Projected Market Growth
    • Sales to Surpass $60 Billion by 2001
    • Table 3-6: Projected US Retail Sales of Juvenile Furniture and Nursery Accessories, 1996-2001 (dollars)
  4. The Marketers
    Marketer Overview
    • Hundreds of Marketers
    • Types of Marketers
    • Diverse Companies in the Mix
    • Table 4-1: Selected Marketers and Brands of Juvenile Furniture and Nursery Accessories

    Marketer and Brand Shares
    • A Fragmented Market
    • Leading Marketers
    • American Baby Data on Usage Share
    • Usage Share for Juvenile Furniture Products
    • Usage Share for Baby Linen Products
    • Usage Share for Nursery Decor and Accessory Products

    The Competitive Situation
    • Industry Undergoing Transformation
    • New Entrants to Market
    • Leading Players Always Under Siege
    • Mid-Size Marketers a Vital Force
    • Private Labels Enter the Fray
    • Competitive Pricing Is Key
    • Retail Penetration Also Vital

    Competitive Profile: Century Products Co (Wingate Partners LP)
    • A Leader in Car Seats
    • Product Segments and Setbacks
    • Table 4-2: Century Share of Use by Juvenile Furniture and Nursery Accessory Product Segment, 1993 vs 1996 (percent): 41 Product Segments

    Competitive Profile: Evenflo Co, Inc/Gerry Baby Products Co (Evenflo & Spalding Holdings Corp)
    • A Kohlberg Kravis Roberts Holding
    • Evenflo & Spalding
    • Evenflo Expanding
    • Table 4-3: Evenflo Share of Use by Juvenile Furniture and Nursery Accessory Product Segment, 1993 vs 1996 (percent): 30 Product Segments
    • The Gerry Acquisition
    • Positive Momentum?
    • Table 4-4: Gerry Share of Use by Juvenile Furniture and Nursery Accessory Product Segment, 1993 vs 1996 (percent): 24 Product Segments

    Competitive Profile: Fisher-Price, Inc (Mattel, Inc)
    • A Mattel Subsidiary
    • The Fisher-Price Story
    • Fisher-Price Usage Shares
    • Table 4-5: Fisher-Price Share of Use by Juvenile Furniture and Nursery Accessory Product Segment, 1993 vs 1996 (percent): 34 Product Segments

    Competitive Profiles: Gerber Products Co (Sandoz Ltd)
    • A Sandoz Subsidiary
    • The Gerber Acquisition
    • Gerber Nutrition?
    • The Gerber Childrenswear Spin-off

    Competitive Profiles: Graco Children's Products, Inc (Rubbermaid, Inc)
    • A Rubbermaid Subsidiary
    • Graco Plus Little Tikes
    • Graco Swings Into Top Place
    • Table 4-6: Graco Share of Use by Juvenile Furniture and Nursery Accessory Product Segment, 1993 vs 1996 (percent): 29 Product Segments

    Competitive Profile: Lands' End, Inc
    • Leader in Classic Casualwear
    • A Value-Added Approach
    • Expansion Efforts
    • Online Presence
    • A Classic Approach to Diaper Bags

    Competitive Profile: Red Calliope & Associates, Inc (Crown Crafts, Inc)
    • A Crown Crafts Subsidiary
    • The Red Calliope Acquisition
    • Luxury Plus Licenses

    Marketing and New Product Trends
    • Growing Range of Products, Outlets
    • Safety First
    • Multi-Purpose Fits the Bill
    • Fashion and Licenses Forward
    • Combining the Appeals
    • Table 4-7: Selected Juvenile Furniture and Nursery Accessory New Product Introductions

    Consumer Advertising and Promotion
    • National Consumer Advertising Expenditures
    • Consumer Advertising Positioning
    • Consumer Promotions
    • Examples of Consumer Advertising

    Trade Advertising and Promotion
    • Trade Advertising: Fashion and Function
    • Trade Promotion Imperative
    • Trade Shows an Emerging Battleground
    • Examples of Trade Materials
  5. Distribution And Retail
    Distribution
    • Most Sales Are Direct to Retailers
    • Smaller Marketers and Retailers Rely on Wholesalers
    • Wholesaler Services
    • Direct Sales to Consumers

    At the Retail Level
    • Types of Retailers
    • Retailer Share Varies by Category
    • Table 5-1: Retailer Types Where New and Expectant Mothers Are Most Likely to Purchase Baby Furniture and Baby Accessories, 1993 vs 1996 (percent): Discount Stores, Mass Merchandisers, Toy Stores, Infant/Child Specialty Stores, Baby Warehouse/Chains, Catalog Showrooms, Other Outlets
    • Various Retailers Gaining Presence in JFNA Market
    • Mass-Market Outlets Face Off Against Mounting Competition
    • General Furniture Stores Reap Benefits of Juvenile Furniture
    • Average Gross Margins
    • Average Space Allotted
    • Brands Carried
    • Juvenile Furniture Display in Discount Stores, Mass Merchandisers, and Toy Stores
    • Well-Stocked Juvenile Furniture Displays Are Key in Larger Outlets
    • Display of Nursery Accessories
    • Wide Range of Price Points
    • Retail Promotions
    • Point-of-Purchase Materials
    • Closeout Sales
    • Retailer Focus: Sears Homelife
    • Retailer Focus: Toys "R" Us
    • Retailer Focus: Children's Orchard
  6. The Consumer
    The Consumer
    • Note on Simmons Market Research Bureau
    • 83 Million Adults Are Purchasers of Children's Furniture
    • Indicators and Resistors for Purchase of Children's Furniture
    • Table 6-1: Purchasing Indices of Selected Demographic Groups: Children's Furniture, 1996 (index)
    • 61 Million Adults Are Purchasers of Infant Furniture
    • Indicators and Resistors for Purchase of Infants Furniture
    • Table 6-2: Purchasing Indices of Selected Demographic Groups: Infant Furniture, 1996 (index)
    • Table 6-3: Demographic Characteristics Favoring Purchase of Children's Furniture and Infant Furniture, 1996 (in a 12-month period)
    • Focus on Consumers by Region
    • Table 6-4: Regionality of Purchase of Children's Furniture and Infant Furniture, 1996 (percent and index): Northeast, South, Midwest, West
    • Consumer Expenditure Ranges for Children's and Infant Furniture
    • Table 6-5: US Purchasers of Children's and Infant Furniture by Expenditure Ranges, 1996 (number and percent)
    • Median Age and Household Income of Consumers
    • Median Age and Income by Expenditure Ranges
    • Table 6-6: Median Age and Household Income of Purchasers of Children's and Infant Furniture: By Expenditure Range, 1996 (age and dollars)

    Appendix I: Examples Of Consumer And Trade Advertising And Promotions
    Appendix II: Addresses Of Selected Marketers And Retailers
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