Port Washington, NY, November 15, 2007 – New moms today are feeding their young children nearly identical foods for breakfast as moms did two decades ago. They are also drawing on how their moms fed them as kids to help guide meal preparations for their own young children. According to The NPD Group’s most recent report, Juvenile Products: Exploring the Booming Baby Business, most moms (with kids 0 to 5) are using more than one source to gather parenting and baby product information, with 74 percent of moms gathering information by word of mouth and via the Internet. Of these moms, 39 percent say word of mouth is the most trusted source of information, while only 18 percent consider the Internet as their most trusted source.
Generation X moms (ages 30 to 42) are more likely to gather information by word of mouth, while Generation Y moms (ages 18 to 29) are more likely to blog/chat with other moms. Of all moms (with kids 0 to 5) surveyed, 67 percent research product information online, making this the most popular child-related Internet activity moms engage in, followed by shopping and looking for parenting tips.
The study, which fills the information gap that exists in the juvenile products market, provides an overview of shopping behaviors such as specific occasions and retailers chosen for select categories, the average amount spent on juvenile gifts, licenses, characters, and themes featured on juvenile products for the nursery, stores used for registries, and much more.
According to the report, birthdays are the number one gift giving occasion for children 2 years of age and younger, with 77 percent of gift givers usually buying for a birthday, followed by new baby gifts (including baby showers) at 68 percent and holidays at 60 percent.
“Since 4 million children are born each year, the 0-2 age group represents 12 million children that parents, grandparents, and others are purchasing for. And they're spending a good deal of money, and often,” said Anita Frazier, industry analyst, The NPD Group. “Any retailer or manufacturer that sells to the juvenile market will find the information in this report invaluable to their myriad business decisions.”
Methodology
Juvenile Products: Exploring the Booming Baby Business is based on an online survey sent to three different sample groups: 1) a nationally-representative sample of individuals ages 18 and older; 2) Mothers 18 years of age and older whose oldest child is 2 years old or younger; 3) Mothers 18 years of age and older with more than one child (all ages 5 and younger). The survey was fielded from July 31 to August 9, 2007.
About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,600 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless.For more information, contact us or visit http://www.npd.com.