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Learn moreJun 2020
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Overall birth rates once again declined in the US in 2019. With millennial mothers choosing to have fewer children and giving birth later in life, baby toiletries saw slower growth in 2019 compared to the previous year.
With notable increases in natural and organic offerings, the premium price tag that often accompanies high-end formulations was not putting mothers off at the end of the review period. As more women adopt premium products into their own beauty regimens, when they become mothers, they are looking for the same standards for their children.
Target expanded its baby care offerings with the launch of its Cloud Island private label line in 2017. Originally limited to nursery décor and layette, Cloud Island’s 2019 expansion into baby toiletries is looking to fill the gap left in baby care following the closure of Babies ‘R’ Us.
Sales of baby and child-specific products are expected to record a 1% increase in 2020 at constant 2019 prices. This is in line with an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Baby wipes was by far the most affected product by the hoarding and stockpiling behaviour. While parents did also stock up on baby toiletries, this was not to the extent of baby wipes.
The lasting impact of COVID-19 is expected to be linked to the economy, with the pandemic having a major impact on the country’s growth and employment levels. Consumers are already cutting back on spending, and this can be expected to continue, and likely intensify, over the course of 2020.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Baby and Child-specific Products industry in USA with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Baby and Child-specific Products industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.
The Baby and Child-specific Products in USA market research report includes:
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Why buy this report?
This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.