Dallas, TX -- (SBWire) -- 12/06/2010 -- As the U.S. economy recovers from deep recession, all eyes are on product categories that upscaled prior to the worldwide financial crashes of 2008-2009: Among such categories are young kids’ furnishings (cribs, highchairs, safety gates, etc.), accessories (baby monitors, car seats, strollers), and toys. Together, the three categories are a market valued at $17.8 billion at retail in 2010, with $22.1 billion possible in 2015, according to this update of a best-selling Packaged Facts report.

Pre-2008, it seemed the parade of high-tech baby stroller brands on Main Street, U.S.A., would go on forever -- then sales of strollers priced at $1,000-plus, and sales of other top-end ITP products, were dampened by the bleak economic outlook. Yet in 2010, consumers are regaining confidence, and Bugaboo, Maclaren, Stokke, and other pricey strollers are out on the sidewalks once more. This positive turn is reinforced by parents’ quest for smarter, safer ways to raise kids; by high birth rates among U.S.-resident Hispanics; and by new evolutions of the Yoga Mom (the latest being Yoga Mom 3: Household Savior). Marketers’ creation of “mid-luxe” price-tiers has also helped them hedge against lingering after-effects of recession. In Pet Insurance in North America, 4th Edition., Packaged Facts examines such factors in depth, plus we deliver historical sales; a dollar forecast for the year 2015; the results of our own survey of nearly 2,000 consumers; and Experian Simmons demographic data. In addition, we profile the corporate battle styles of Crown Crafts, Dorel, Leapfrog, Maclaren, MGA Entertainment, Newell Rubbermaid/Graco, Phil&teds/Mountain Buggy, and UPPAbaby.

Report Methodology

Pet Insurance in North America, 4th Edition. is based on information gathered from primary, secondary, and syndicated sources. Primary research involves on-site study of how these car seats, cribs, rubber duckies, strollers, and other products are sold through retail stores; Packaged Facts also consults with industry executives. These efforts complement our own demographic data-gathering: In May-June 2010, we ran a detailed survey of almost 2,000 adults, The Packaged Facts Consumer Survey 2010.

Secondary research involves the evaluation and comparison of data from mountains of articles found in financial, marketing, and retail publications, as well as on corresponding types of websites. Company literature, government agencies, and other sources also provide valuable secondary data.

Stats on market revenues and growth trends derive from all available data on the ITP furnishings/ accessories/toys marketplace, be they quantitative or qualitative; that is, a broad range of societal and economic trends are factored in, to help shape the most accurate possible view of sales progress.

Brand share data on both ITP accessories and play & discovery (infant) toys are provided by SymphonyIRI Group (formerly Information Resources, Inc., or IRI), which taps directly into checkout scanners in the three main mass-market channels, supermarkets, chain drugstores, and mass merchandisers. IRI’s proprietary InfoScan Review is widely regarded as the “bible” for syndicated retail brand share. However, Wal-Mart data are excluded from the Review, per these retailers’ stipulations.

In addition to analyzing consumers’ purchase and use of ITP furnishings/ accessories/toys based on our own survey, we also analyze data from quarterly surveys by Experian Simmons (formerly Simmons Market Research Bureau, Inc.), one of the leading compilers of demographic data in the United States.

The Bottom Line: What Your Company Really Gets...

With Pet Insurance in North America, 4th Edition., you and your marketing team will gain a comprehensive overview of the ins and outs of this highly competitive business. Just as importantly, the report anchors ITP furnishings/accessories/toys activity in the broader consumer marketplace and societal contexts, as well as in the rapidly transforming retail scene. Such valuable qualitative perspective is supported with extensive hard data presented in well-organized tables and charts.

How Your Company Will Benefit from This Report.

If your company is already an established player in ITP furnishings/accessories/toys, this report is bound to freshen and strengthen your marketing plan. If your company is newly targeting parents of small children, then this report is a great intro to the ITP products sphere, and thus it is a launching pad for a successful venture.

The whole team -- brand managers, research and development pros, ad agencies and media departments, database managers and librarians, venture capitalists, new business specialists -- all are unified by the cutting-edge analysis in Pet Insurance in North America, 4th Edition..

Table Of Contents

Chapter 1: Executive Summary
Market Parameters
ITP Age Brackets
The Consumer Product Safety Improvement Act (CPSIA) 2008
ITP Furnishings/Accessories/Toys Sales Regain Momentum, Hit $17.8 Billion Mark in 2010…
And Will Hike to $22.1 Billion by 2015

Table 1-1: U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Home Furnishings, Accessories, and Toys, 2006-2015 (In Millions)
ITP Toy Category Holds Largest Share of Sales
Furnishings Share Nearly Stable
Accessories Gain Ground
Toys Share Largest, Yet Diminished

Table 1-2: Share of U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Home Furnishings, Accessories, and Toys, 2006-2010 (Dollars in Millions)
Mass Dominates ITP Durables Sales by Retail Channel

Table 1-3: Share of U.S. Retail Dollar Sales of ITP Furnishings, Accessories, and Toys, by Retail Channel, 2010

Birth Rates: Four Perspectives on the Hard Numbers
Numbers of Live Births—They Peaked in 2008
Crude Birth Rate Hits Record Lows in 21st Century
General Fertility Rate
Total Fertility Rate Hovers Around 2.1 Kids Per Woman of Age 15-44

Table 1-4: U.S. Live Births, by Number, and by Crude, General Fertility, and Total Fertility Birth Rates, 1990-2009
Hispanics, Other Ethnics Still Drive Population Growth—and Spending Power
Purchase of Luxury Goods on Upswing, With Less Stigma
“Green” Furnishings/Accessories/Toys Still Important
Well Over 1,000 ITP Furnishings/Accessories/Toys Marketers
Just 24 Significant ITP Durables Players in Mass
Foreign ITP Durables Sourcing May Change in Future
Dorel, Newell Rubbermaid, Western Presidio/Evenflo Lead Accessories Sales
Kids II Swats Mattel in Play & Discovery Toy Segment
Pre-Recession, Recession, Recovery Eras Open Up “Mid-Luxury” Tier for ITP Durables
The Packaged Facts Consumer Survey 2010: We Asked America About Its Use of ITP Durables…
A Third of Adults Buy Products for Kids Age 0-5—Mostly Other People’s Kids
Experian Simmons Data: Core ITP Consumer-Households Slip to 16.3 Million

Chapter 2: The Products
Highlights
Introduction
Market Parameters
ITP Age Brackets
Glossary
Birth Rates
Carbon Footprint
Case Goods
Direct
Ethnic
Fair Trade
Green
ITP
ITP Durable Goods, or ITP Durables
Market versus Category versus Segment
Mass
SKU
Specialty
Supermarket, Chain Drugstore, Mass Merchandiser
Sustainable (also, Renewable)
Methodology
The Products
Three Categories Are Furnishings, Accessories, Toys—Of Course
Furnishings Mainly Housebound
Accessories = “Portable Gear”
Toys
ITP Furnishings/Accessories/Toys Also Classed by Age, Gender, Benefit

Chapter 3: Insights and Opportunities
Highlights
Insights and Opportunities
ITP Furnishings/Accessories/Toys Marketplace Transformed by Recession
Expect ITP Industry Shakeouts: Acquisitions Are Favored
Position Green to Reel in the Green—Oh, You’ll Need Digital Exposure, Too

Chapter 4: The Market
Highlights
Market Size and Growth
ITP Furnishings/Accessories/Toys Sales Regain Momentum, Hit $17.8 Billion Mark in 2010
More Perspectives: Sales Year-to-Year, and versus Inflation Rates

Table 4-1: U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Home Furnishings, Accessories, and Toys, 2006-2010 (In Millions)
Furnishings Close in on $3.3 Billion
Accessories Push Upward to $6.3 Billion
Toys in Rally to Nearly $8.3 Billion
Play & Discovery Toy Segment Soars, Then Plunges Back to $310.0 Million
Preschoolers’ Toys the Stronger Segment, But Struggles to $7.9 Billion

Table 4-2: U.S. Retail Dollar Sales of ITP Toys, by Segment, 2005-2010 (In Millions)
ITP Toy Category Holds Largest Share of Sales
Furnishings Share Nearly Stable
Accessories Gain Ground
Toys Share Largest, Yet Diminished

Table 4-3: Share of U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Home Furnishings, Accessories, and Toys, 2006-2010 (Dollars in Millions)
Mass Dominates ITP Durables Sales by Retail Channel

Table 4-4: Share of U.S. Retail Dollar Sales of ITP Furnishings, Accessories, and Toys, by Retail Channel, 2010
Regionality of Sales
Southern Residency Favors ITP Furniture Purchase
Northeasterners Show Strongest Tendency to Purchase ITP Toys

Table 4-5: Use of Infant, Toddler, and Pre-School (ITP) Furnishings and Toys, by U.S. Marketing Region, 2010 (Households in Thousands; In Recent 12 Months)

Factors in Future Growth
A Big Disconnect: Sales, Birth Patterns Don’t Always Sync Up
Population Growth Is a Positive Factor
Babies Are an Evergreen Sector—Another Positive…
But Number of U.S. Live Births Changes So Gradually
Marketing Strategies Deepen the Disconnect
Birth Rates: Four Perspectives on the Hard Numbers
Numbers of Live Births—They Peaked in 2008
Crude Birth Rate Hits Record Lows in 21st Century
General Fertility Rate
Total Fertility Rate Hovers Around 2.1 Kids Per Woman of Age 15-44

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