Port Washington, NY, May 6, 2021 –After recapturing the losses from the initial wave of COVID-19 the U.S. juvenile products industry grew by 24% in the first quarter of 2021. When compared to Q1 of 2019, the industry grew by 18%, with a compound annual growth rate of 9%.* Four of the seven categories tracked by The NPD Group grew faster than the overall industry.
Entertainment was the fastest growing category in Q1 with an increase of 34%, followed by Furniture at 28%, Mobility Furniture at 27%, and Feeding at 25%.
“The biggest story to come out of the first quarter is that, after declines in the Travel categories last year due to the pandemic, Travel has turned the corner and is now growing over 2020 and over 2019 as people are coming out of their homes,” said Juli Lennett, vice president and industry advisor, U.S. Toys, The NPD Group.
Looking at performance across subcategories, 40 of the 44 subcategories saw double digit growth in Q1 of 2021. The three largest subcategories (Car Seats, Strollers, and Bedding) experienced gains of 28%, 19%, and 21% respectively. Car Seats had the largest subcategory growth among all 44 subcategories with $76MM in growth followed by Strollers with $28MM in growth. Both Car Seats and Strollers also posted growth against 2019 in Q1 2021.
Interestingly, according to the Future of Juvenile Products forecast, when buyers of juvenile products were asked how they felt about shopping in-store at traditional brick and mortar retailers, 35% said they were totally comfortable shopping in-store while the same percentage of consumers suggested that they were more likely to shop online now.**
*Source: The NPD Group / Retail Tracking Service/Juvenile Products/YTD March 2021
** Source: The NPD Group / Future of Juvenile Products/February 2021
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