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SUMMARY
To observe the parade of high-tech baby strollers on Main Street, U.S.A., one
might think the Jetsons' Space Age has arrived. But strollers costing up to
$1,000 are just the most visible products in the thriving $10 billion market
for young kids' furnishings (cribs, other case goods, layette, nursery decor,
etc.) and accessories (car seats, strollers, baby monitors, diaper bags,
etc.). The upscaling of these products is driven by Yoga Moms who cherish
uniqueness for themselves and their Elegant or Hipster babies; this core
sector influences millions of less affluent Moms to splurge big on baby,
toddler, or preschooler gear... But how will Yoga Moms evolve? What is a smart
crib? And why are DINK (dual-income, no-kid) households so important? Packaged
Facts has the answers in this fresh edition of the U.S. Market for Infant,
Toddler and Preschooler Furnishings and Accessories. Executives will find
in-depth analyses of sales and demographic trends, as well as profiles of
Bugaboo, Crown Crafts, Dorel, Graco, Playtex, Philips, and others.
TABLE OF CONTENTS
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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