U.S. Market for Infant, Toddler and Preschooler Furnishings and Accessories

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)