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Baby Durables in the United States 2009
Mintel, March 2009, Pages: 92
This report explores the baby durables market—covering the broad scope of products that parents and parents-to-be acquire through purchases, baby showers and gifts from family and friends. The market is highly dependent on the number of births in a given year and the overall population of children under three in the U.S. Historically, the number of births changes very little from year to year, leaving little room for growth beyond inflation. Fluctuations in market sales are most influenced by product innovation and consumer trends.
You will find thoughtful discussion on these as well as topics that include:
- Discussion of opportunities to maximize market potential via building trust with proactive safety standards, bringing customization mainstream, and personalizing the baby registry process
- Insight into the “alpha mom” and her influence in the market
- Evaluation of the shadow market and its threat to primary baby durable sales, especially during an era of economic instability
- Assessing trends in population of children under three and how the recession and unemployment rates will impact future birth rates
- Evaluation of how the age of mom and her employment affects what baby durables she purchases, as well as the impact of childcare and parenting styles on the quantity and type of products purchased
- Discussion of innovations by value, efficiency and marketing claims
- An in-depth look into how European innovators are wielding their influence in the U.S. market because of their customization, functional and high-style approach to baby durables
- How advertising and promotion in the baby durables market is Internet-heavy with informational websites, online magazines, blogs and chat rooms to aide parents in research
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