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The U.S. Market for Juvenile Furniture and Nursery Accessories
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Apr 1, 1997
143 Pages - Pub ID: LA424
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- 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
- 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
- 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)
- 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
- 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
- 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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