What About Baby?

Economic, cultural, and demographic changes are significantly influencing the U.S. baby industry. Dollar gains across baby categories have been driven by prices, as unit sales have been flat or declining. This report provides a comprehensive view of current trends and an outlook for the baby market. 

Highlights: 

• Birth rates have declined due to economic challenges, changing family dynamics, financial insecurity, cultural shifts toward individual autonomy, and a focus on careers. 
• There are still areas in the U.S. where birth rates are higher, including Alaska and regions in the Midwest and South. 
• The convenience of e-commerce has led to a dramatic shift in baby product purchases online. Delivery has become the preferred fulfillment method.
• As e-commerce grows, invest in online marketing to showcase baby solutions across the store, from food to sleep, play to bath. 
• Baby food flavors are increasing in sophistication. Position baby products as baby-formulated versions of popular and trending flavors.