2024年婴儿产业的趋势和洞察报告（英文版）-Circana.docx

CIRCANAINSPIRE

WhatAbout

Baby?

TrendsandInsightsintheBabyIndustry

December2024

Copyright2024Circana,LLC(“Circana”).Allrightsreserved.Circana,theCircanalogo,andthenamesofCircanaproductsandservicesaretrademarksofCircana.Allothertrademarksarethepropertyoftheirrespectiveowners.

EXECUTIVESUMMARY

BabyIndustryTrendsInsights

Influencedbyeconomic,culturalanddemographicchanges,theU.S.babyindustryisundergoingsignificantchanges.Despitesomegainsinfertilityinrecentyears,dollargainsacrossbaby

categorieshavebeendrivenbyprice,asunitsalesareflatordeclining.ThisreportprovidesacomprehensiveanalysisofthecurrenttrendsandfutureoutlookforthebabymarketintheU.S.

BABYTRENDS

BABYTRENDS

?Whiletherehavebeenpositivesignsinrecentyears,birthrateshavebeenindeclineduetoeconomicchallenges,

changingfamilydynamics,theimpactofCOVID-19and,morerecently,financialinsecurity,culturalshiftstowardindividualautonomyandafocusoncareers.

?Still,therearepocketsoftheU.S.wherebirthratesarehigher,includingAlaska,theMidwestandSouthregions.

?In2023,thehighestpercentageofwomengivingbirthwereages30-34,followedcloselybythoseages25-29,astarkdifferencefrom2005,whenwomenages20-29hadhigherfertilityrates.

?Despitedecliningdollarandunitsalesacrossmostbabycategories,diapersandformulacontinuetodominatesales.Innovativeproducts,suchastheOwletDreamSockbabymonitor,havedrivengrowthinspecificsegments.

?Theconvenienceofe-commercehasledtoasignificantshiftinbabyproductpurchasesonline.Deliveryhasbecomethepreferredfulfillmentmethod,withfrequentpurchaseslikediapersandwipesincreasinglybeingboughtonline.

OPPORTUNITIES

OPPORTUNITIES

?Whilemainstreamproductsareagrowthopportunity,therearepocketsofopportunitytopromotepremium.Marketersshouldshowcasequality