Infant, Toddler, and Preschool Furnishings and Durables, 5th Edition

 
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Published Sep 30, 2016 | 223 Pages | Pub ID: LA5989081

Infant, Toddler, Preschool (ITP) Durable Furnishings & Accessories in the U.S.

Babies and little kids are cute and cuddly but marketing infant, toddler, preschool (ITP) products is one tough business. Market potential is capped by the birth rate, which has been stagnant at best. Safety is a potential nightmare, with regulations and recalls the cost of doing business. And people are increasingly buying used instead of new products. But. Some players thrive and new ones enter every year with a better idea. And signs of optimism are out there. Birth rates have recovered a bit. Economic indicators keep improving. Confidence is high. Millennials are spending more to get what they want, and some industry watchers believe they may soon start a baby boomlet.

U.S. retail sales of the ITP Durable Furnishings & Accessories were $7 billion in 2015. The market is mature with sales growing by a CAGR of 1.5% since 2011. Sluggish sales are partially the result of stagnant and declining number of births. At about 4 million a year the number of births in the U.S. vary little year-to-year, thus limiting overall market potential. Also impacting sales of new products is the fact that sales of used products have been growing with estimates they could be at least 25% of overall ITP product purchases. Consumers are increasingly purchasing ITP products from second-hand stores or consignment shops, sites like Craigslist and Ebay or from other consumers. People are also being given some products as hand-me-downs for free or borrowing items, thus taking consumers out of the market for purchase of some new products. Manufacturers should do everything possible to urge people to buy new products, both for safety reasons and to preserve their sales.

ITP new product sales have rebounded in the last couple of years due partially to an uptick in births and the continued popularity of higher-priced products like convertible car seats and cribs, travel systems, jogging strollers and high-end, designer-oriented products. Packaged Facts projects sales will grow by a CAGR of 2.2% to reach $7.8 billion in 2020. Future growth as in the past will be influenced greatly by the number of births and the economy. Recent indications are that both the birth rate and economy are increasing, albeit still at a slow rate, and it remains to be seen if the increases will continue. These positives for the market could be supported by a potential baby “boomlet” started by Millennial parents. In 2015, Millennial parents (ages 18-34) accounted for 42% of all households with children, making them an important segment of the parenting demographic.

Millennials, and many Gen Xers, are willing to spend extra for perceived higher quality products and services. Notably, they value transparency, authenticity, and brands that represent them and their lifestyles. ITP marketers continue to develop products that deliver benefits these consumers demand: convenience, adaptability and versatility, comfort, style and design. However with ITP products safety comes first. It is a huge concern for manufacturers and marketers of ITP products with product recalls a major challenge for the highly regulated industry. Manufacturers and industry organizations urge consumers not to buy second-hand or used products because they may not meet the most current safety standards, and new products are constantly introduced with technologies aimed at making products even safer.

The ITP durables market is fragmented with over a hundred manufacturers, marketers, and importers competing across categories and segments. While fragmented, the market is led by a handful of companies like Dorel Industries, Newell Brands and Goodbaby International that generally compete with multiple brands in numerous segments. Other players include midsize companies and more often smaller firms that compete in one or a few product segments. On the retail side the market is highly concentrated with 90% of sales taking place in mass merchandisers/supercenters, baby specialty stores and through e-commerce, which continues to grow at the fastest rate. The market is even more concentrated given that the majority of sales is controlled by less than 10 individual retailers: Babies R Us/Toys R Us, Wal-Mart, Amazon, Target, Buy Buy Baby, K-Mart, and Baby Depot (Burlington).

Scope of Report

This report presents a detailed analysis of the U.S. consumer market for infant, toddler, and preschool (ITP) durable furnishings and accessories suitable for children from infancy through age five. Products included are sold to consumers through U.S. retail channels including “bricks and mortar” stores as well as Internet sites, catalogues and others. Packaged Facts’ sales estimates only include purchase of new products by parents or gift-givers, not purchase of used or second-hand items. The 2015 sales estimate is based on current research and a revision of estimates from Packaged Facts’ 2010 report Infant, Toddler, and Preschooler (ITP) Home Furnishings, Accessories, and Toys: The U.S. Market. The current report as mentioned only includes sales of new, not used products. It also does not include product segments covered in the last report including soft goods, décor, and others. Also toys are not included, although infant activity items are part of this report.

Infant, Toddler, and Preschool Furnishings and Durables, 5th Edition discusses major players and brands, and analyzes their key activities and performance. Market size data are provided for 2011–2015 and projections for 2015–2020. The report outlines key issues and trends affecting the overall market, each category and segments defined as:
  • Furnishings: furniture (cribs, bassinets, high-chairs, booster seats, dressers, toddler beds, changing tables, rockers and glider chairs, etc.), infant activity products (gyms, bouncers, jumpers, swings, walkers, play yards, etc.), safety products (baby gates, baby monitors, etc.), bathing/bathroom (tubs, potties, diaper disposal systems, etc.).
  • Accessories: carriages, strollers, car seats, travel systems (compatible strollers and car seats), and baby carriers (rigid with carry-handle; and soft or hard-frame wearable types).
Not included in the reports’ sales estimates are: soft goods; furniture for kids over five years old, adults and general household use; décor and lighting; nursing and feeding products; consumables such as disposable diapers, baby wipes, etc.; toys, computers and software; home electronics and small appliances.

Methodology

The information in this report was obtained from both primary and secondary research. Primary research included consultation with industry sources and on-site visits of retail stores. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports. Our estimates of market size and company performance are based on various sources including reported revenues of product manufacturers and retailers; IRI, which tracks data in mass retail outlets; publications and other market research sources.

Our analysis of consumer trends relies on data from various sources including a national online consumer usage survey conducted in July and August 2016 by Packaged Facts and Simmons National Consumer Surveys for Winter 2008 through Winter 2016 from Simmons Research. The Packaged Facts national online consumer surveys reflect a panel of 2,000 U.S. adults (age 18+) that is balanced to the national population on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, marital status, presence or absence of children in the household, and household income. On an ongoing basis, Simmons conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.

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        •   CPSC List of Durable Infant or Toddler Products

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        •   Retail Dollar Sales of ITP Durable Furnishings & Accessories, 2011-2015 (in millions)

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        •   Retail Dollar Sales of ITP Durable Furnishings & Accessories by Product Category, 2011-2015 (in millions)

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        •   Retail Dollar Sales of ITP Durable Furnishings & Accessories by Product Segment, 2011-2015 (in millions)

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        •   Dollar Sales by Retail Channel of ITP Durable Furnishings & Accessories, 2015 and 2016 Projected (millions)

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        •   Total U.S. Births, Birth and Fertility Rates, 1960-2015
        •   Birth Rates Compared to Economic Measures, 2004-2015
        •   Births, Birth and Fertility Rates by Race, 1990-2015
        •   Live Births by Age Group, 1990-2015
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        •   Live Births to Unmarried Women, 1990-2015 (percent)

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        •   Children By Age, 2000-2015 (percent, number)

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        •   Households with Children, 2008-2016 (percent, number)
        •   Households Expecting a Baby, Experiencing First and Second Child Births, 2008-2016 (percent, number)

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      •   Measures of Consumer Confidence of 18- to- 34-Year-Olds, Parents vs. Non-Parents, 2015
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      •   Selected Marketers and Brands of ITP Products, 2016

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        •   Selected Marketers of Car Seats, 2016

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        •   Selected Marketers of Strollers, 2016

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        •   Selected Marketers of Baby Carriers, 2016
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        •   Selected Marketers of Play Yards (pack `n play), 2016
        •   Selected Marketers of Infant Activity, 2016

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        •   Selected Marketers of High Chairs, 2016

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        •   Selected Marketers of Cribs, 2016

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        •   Selected Marketers of Bassinets, 2016

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        •   Selected Marketers of Changing Tables, 2016

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        •   Selected Marketers of Gliders, Rockers, &Recliners, 2016
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        •   Dorel Industries Sales by Business Segment, 2014-2015 ($, thousands)
        •   Dorel Industries U.S. Products
        •   Newell Brands U.S. Products
        •   Goodbaby U.S. Products
        •   MDB U.S. Products
        •   Britax U.S. Products
        •   Chicco U.S. Products
        •   Delta Children's Products U.S. Products
        •   Kids II, Inc. U.S. Products

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      •   Characteristics of Retail Channels That Sell ITP Products, 2015

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        •   Dollar Sales by Retail Channel of ITP Durable Furnishings & Accessories, 2015 and 2016 Projected (millions)

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        •   Walmart U.S. Sales, Fiscal Years 2010-2016 ($, billions)
        •   Walmart Sales by Product Category, Fiscal 2014-2016 (percent)
        •   Walmart's Top Brands in Selected ITP Product Segments
        •   Target Sales, 2010-2015 ($, billions)
        •   Target Sales by Channel, 2013-2015 (percent)
        •   Target Sales by Product Category, 2013-2015 (percent)
        •   Target's Most Popular/Featured Brands in Selected ITP Product Segments
        •   Toys"R"Us, Inc. Sales, Fiscal Years 2011-2015 ($, billions)
        •   Toys"R"Us, Inc. U.S. Sales by Product Category, Fiscal Years 2014-2016 (percent)
        •   BRU's Featured/Top Selling Brands in Selected ITP Product Segments
        •   Bed Bath & Beyond Sales, Fiscal Years 2011-2015 ($, billions)
        •   Buy Buy Baby's Featured/Top Selling Brands in Selected ITP Product Segments
        •   Amazon's Sales, 2011-2015 ($, billions)
        •   Amazon's Featured/Top Selling Brands in Selected ITP Product Segments
        •   Diapers.com Featured/Top Selling Brands in Selected ITP Product Segments
        •   Burlington Sales, Fiscal Years 2011-2015 ($, billions)
        •   Burlington Sales by Product Category, Fiscal Years 2014-2015 (percent)
        •   Burlington Baby Depot's Featured/Top Selling Brands in Selected ITP Product Segments

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        •   Toys"R"Us, Inc. e-Commerce Sales, Fiscal Years 2011-2015 ($ millions)
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      •   Total U.S. Births, Birth and Fertility Rates, 1960-2015

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      •   Birth Rates Compared to Economic Measures, 2004-2015

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      •   Births, Birth and Fertility Rates by Race, 1990-2015

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      •   Live Births by Age Group, 1990-2015

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      •   Live Births to Unmarried Women, 1990-2015 (percent)

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      •   Children By Age, 2000-2015 (percent)

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      •   Households with Children, 2008-2016 (percent, number)

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      •   Households Expecting a Baby, Experiencing First and Second Child Births, 2008-2016 (percent, number)

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      •   Demographic Characteristics of Households with Children and Women Expecting a Baby, 2016 (percent)

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      •   Percentage and Share by HH Income of Millennial Generation Households with Children, 2015

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      •   Measures of Consumer Confidence of 18- to- 34-Year-Olds, Parents vs. Non-Parents, 2015

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      •   How Consumers Identify with Simmons Economic Outlook Segments, 2010-2016 (percent)
      •   How Consumers Identify with Simmons Retail Shopper Segments, 2010-2016 (percent)

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      •   Reasons for Internet Usage in Last 30 Days: 2008, 2012, 2016 (percent)
      •   Reasons for Internet Usage in Last 30 Days: 2008, 2012, 2016 (percent)

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      •   Purchase of Infant and Children's Furniture in Last 12 Months, 2008-2016 (percent, number)

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      •   Demographic Characteristics of Grandparents, 2016 (percent)

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