TABS Analytics Blog

U.S. Baby Products Sales Reverse Declines | Report | TABS Analytics

Toys “R” Us/Babies “R” Us bankruptcy not expected to affect the industry long-term as brick and mortar outlets projected to pick up most of the shift in sales

Shelton, CTMay 2, 2018U.S. baby products purchasing rebounded, growing three percent compared to 2017 according to TABS Analytics’ 2018 Baby Products Study, which was released today. According to the annual baby products study, an increase in purchasing from the lower income brackets (under $50,000) was a part of the reason for stabilization. The study says that purchasing also grew for older households, particularly those ages 65-74. The study showed that while purchase incidence is higher for households with young children than households without young children, households without young children comprise about 58 percent of the buyers overall and 50 percent of any given baby products segment. Purchase incidence for households without young children is 16 percent overall, the study showed.

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2017 Baby Products Study: Drop in Sales, Income Disparity | TABS Analytics

Sales of baby products were down across all demographics, except one – the highest income individuals. This was just one of the interesting insights that were revealed in the recently released TABS Analytics 2017 Baby Product Study.


TABS' CEO, Dr. Kurt Jetta, highlighted findings from the second-annual survey, which examined the shopping patterns in the estimated $30 billion market for baby products. This market includes seat and safety products, feeding needs, diapers and accessories, formula and food, and baby needs, such as shampoo, lotion, powder and ointments. The study also looked at the types of outlets – mass market, specialty and online – at which these purchases were made, as well as key demographics, including income level and presence of young children (ages 0 to 5) in the home.


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No Kids? No Problem. (TABS Infographic) | TABS Analytics

In our first infographic from the 2017 TABS Baby Care Study, we highlight the importance of buyers without young children. Some findings from our study include:

  • Buyers without young children are also purchasing baby products  
  • Household penetration rises with income, with higher-income households having the highest levels

Be sure to watch the recording of our 2017 Baby Care webinar where we reviewed these points, and more, in detail.  

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Over 20 Percent of Baby Product Purchases are Done Online | TABS Analytics



Baby Category is Big Business

TABS Analytics completed its first Baby and Infant Needs Study in March 2016 to better understand buying and outlet trends in the $30 billion baby category. The survey queried 2000 adults (18-75) and covered five baby segments, and 28 different types within the segments:

  • Baby seat and safety products (i.e. car seats, strollers, baby monitoring devices)
  • Baby feeding needs (i.e. cups, bottles, plates)
  • Diapers and accessories
  • Baby formula, food and drinks
  • Baby care (i.e. powders, ointments, lotions) 

TABS has developed a reliable survey methodology to analyze hard-to-get data, such as non-tracked sales channels. Data in these channels is often incomplete, inconsistent or both. One particularly difficult channel to analyze and model is online sales. Specialty outlets for baby products (like Toys"R"Us) can also be challenging. Using our proprietary algorithms, we’ve found a very reliable way to track both online and specialty channel sales. Importantly, we corroborate our survey results with panel and syndicated data.

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High Income Buyers Affect Target, Wal-Mart in Baby Products | TABS Analytics


TABS Analytics completed its Baby and Infant Care Trends Study in March 2016. The infographic below highlights some of the key findings the study:

  • On average, high income purchasers bought twice as many baby product types as low income purchasers.

  • This income skew is allowing Target to close in on Wal-Mart in the baby products category.

Click here to view as a PDF.

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Online Baby Products Drive Category Sales - Infographic


TABS Analytics just completed its Baby and Infant Care Trends Study in March 2016. The infographic below highlights some of the key findings the study, including:

  • Online baby products sales accounts for about 20% of baby category purchases
  • Amazon, Wal-Mart and Target account for approximately 75% of online purchases
  • Higher-priced products are purchased more frequently online compared to lower-priced products

Click here to view as a PDF.

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