The stroller market - United States (2023)

1.2 The Global market

The worldwide baby stroller market is poised for substantial growth, projected to achieve a market valuation of USD *.* billion by the year ****. This anticipated expansion is attributed to a steady compound annual growth rate (***) of *.*% over the forecast period spanning from **** to ****. Such promising prospects signify a dynamic market landscape that continues to respond to evolving consumer demands and preferences.

Market size baby stroller market Worldwide, ****-****, in billion USD Source: ****

Asia Pacific is expected to emerge as a key player among the regions driving this global growth. With its rapid urbanization, increasing disposable income, and shifting lifestyle trends, Asia Pacific is positioned to experience the fastest growth within the baby stroller market during the forecast period. As a result, manufacturers, retailers, and stakeholders across the industry are focusing their attention on this region to capitalize on the burgeoning opportunities. [***]

1.3 The US market

The baby stroller market in the United States has experienced steady growth over the years, reflecting parents' evolving needs and preferences for convenient and versatile baby transportation solutions. In ****, the market was valued at a substantial ***.* million U.S. dollars. However, this figure is projected to see further upward momentum, reaching an estimated worth of approximately ***.* million U.S. dollars by the year ****.Various factors have contributed to expanding the baby stroller market, including advancements in design, functionality and the increasing awareness of the importance of maintaining an active lifestyle even after becoming parents. This has led to a surge in demand for various stroller types, catering to different lifestyles and preferences.

Size of the US baby stroller market USA, ****-****, in million USD Source: ****

Among the diverse assortment of baby strollers available, the lightweight category has emerged as one of the frontrunners. In ****, lightweight strollers accounted for a market worth around ***.** million U.S. dollars. This segment has garnered popularity due to its ease of use, portability, and compact design, making them ideal for urban environments and travel. The forecast for this category is particularly promising, with expectations that its market value will soar to around ***.* million U.S. dollars ...

1.4 Foreign Trade

US trade values

The foreign trade of baby strollers in the United States presents a dynamic landscape that reflects both the global demand for these essential childcare products and the country's position as a significant player in international trade. The evolution of the total value of baby stroller imports and exports in the United States has shown interesting trends over the past few years. In ****, exports stood at $**.** million, and this figure experienced slight fluctuations until ****, reaching $**.** million. However, there was a notable increase in ****, with exports reaching $**.** million. On the import side, the trend was more dynamic. In ****, imports amounted to $***.** million, and this figure decreased in **** to $***.** million. However, there was a substantial surge in ****, reaching $***.** million, and the growth continued in **** with imports reaching $***.** million. These changes highlight the evolving dynamics of the baby stroller market in the US, reflecting shifts in demand, manufacturing, and trade patterns.

Foreign trade of baby strollers USA, ****-****, in million USD Source: ****

Exporters of Baby Strollers:

In ****, China led the global baby stroller market as the top exporter, with a remarkable trade value of $*.** billion. Germany followed with $*** million, emphasizing its significant role in the industry.

Poland's exports reached $*** million, while the ...

2.1 Trends in Birth Rates and Demographics

The birth rate in the United States has undergone notable changes over the past decade, reflecting shifting demographics and societal dynamics. The provisional number of births for the United States in **** was *,***,***, up *% from **** and the first increase in the number of births since ****. As we examine the birth rate data from **** to ****, we can gain insights into how these trends may influence the demand for strollers in different age groups. From **** to ****, the birth rate per thousand population experienced a gradual decline. The numbers shifted from **.** births per thousand in **** to ** births per thousand in ****. This trend indicates a decrease in the number of births relative to the population, which can be attributed to various factors such as economic conditions, lifestyle choices, and changing family structures.

Birth rate in the US USA, ****-****, per **** inhabitants Source: ****

These changes in birth rate directly impact the number of children within specific age groups. Looking at the data, we observe a varying distribution of children across age categories. In the ages *-* group, there were approximately **.** million children in ****. The ages *-** group saw an increase, reaching **.** million children, while the ages **-** group had **.** million children.

How does this relate to the ...

2.2 Parenting Trends in the US

The landscape of parenthood in the United States has undergone significant shifts in recent years, which in turn has influenced the dynamics of the baby stroller market. As mothers' roles and experiences evolve, so do their preferences and requirements when it comes to baby strollers.

Changing Age of First-Time Mothers:

The average age at which women become mothers for the first time has steadily risen over the past decade. In ****, the average age was **.* years, compared to **.* years in ****. While this shift is evident across all racial and ethnic groups, disparities persist. Black and Hispanic mothers tend to have their first child at a younger age (***).

Age of U.S. first-time moms varies by race and ethnicity USA, ****, in average age Source: ****

Shift in Family Size:

Census Bureau data reveals a significant change in the number of children women have in their lifetime. **** data reveals that American families had an average of *.** of their own children under ** — a drop from *.** in ****. The average number of children per family (***) was *.**, down by *.** from ** years ago. Notably, women with higher education tend to have fewer children, indicating a correlation between education and family size.

U.S. average number of own children per family USA, ...

2.3 Consumer Preferences and Buying Behavior

Understanding consumer preferences and buying behavior is crucial for manufacturers and retailers in the competitive baby stroller market. Parents and caregivers have unique needs, concerns, and priorities when selecting a stroller for their little ones. Analyzing these preferences provides valuable insights into the factors that influence purchasing decisions and shape the strategies employed by industry players.

Purchase criteria for strollers USA, ****, in % Source: ****

Safety as a Paramount Concern: Parents place a premium on the safety of their children, making safety features a top priority when choosing a baby stroller. Strollers that adhere to stringent safety standards, such as stability, restraint systems, and braking mechanisms, resonate strongly with consumers. Clear information about safety certifications, compliance with regulations, and innovative safety enhancements can significantly sway purchasing decisions. Unsurprisingly, their child's safety takes precedence for a substantial **% of respondents. Comfort and Convenience: The comfort of both the child and the caregiver plays a pivotal role in the selection process. Parents often seek strollers with well-padded seats, adjustable recline options, and ergonomic handlebars for comfortable pushing. Additionally, convenience features like easy folding mechanisms, ample storage, and compatibility with car seats can significantly influence buying choices, enhancing the overall user experience. Lifestyle Compatibility: Consumer preferences are ...

2.4 Amazon's Bestselling Baby Strollers: Top Picks in the US Market

Explore the latest trends in baby strollers with our curated selection of Amazon's best sellers. This table presents a range of top-rated brands and models, complete with prices and product images, offering a comprehensive overview of the most popular choices among parents for their little ones.

Source: ****

2.5 Lifestyle and Urbanization: Shaping Stroller Preferences in the US

The dynamic urban landscape of the United States has given rise to a distinct set of preferences regarding baby strollers. Urbanization has transformed the way parents approach daily life, and this transformation is vividly reflected in their choices of strollers. As families embrace the fast-paced, convenience-driven, and socially vibrant aspects of city living, stroller preferences have evolved to meet the demands of this urban lifestyle. 

Urbanization in the United States USA, ****-****, in % Source: ****

Embracing Compact Convenience: Urban environments are often characterized by tight spaces and limited storage options. Strollers that are compact, lightweight, and easily foldable have gained prominence as they seamlessly navigate crowded streets, public transportation, and confined living spaces. Parents on the move value the ability to maneuver effortlessly, whether weaving through bustling sidewalks or hopping onto buses and trains.

Seamless Transitions for Multitasking Parents: Modern urban parents are multitaskers, balancing professional commitments, family responsibilities, and social engagements. Strollers that offer multifunctionalities, such as compatibility with car seats or the capacity to convert into travel systems, cater to their need for seamless transitions between various activities without disrupting their child's comfort.

Navigating Urban Mobility: Public transportation is a cornerstone of urban life, and strollers aligned with public transit ...

2.6 The Growing Relevance of Second-Hand Baby Strollers in the Market

As the landscape of consumer behavior evolves in the United States, the rise of recommerce is rapidly gaining traction. This shift is underpinned by a growing consciousness about sustainability and a desire for responsible expenditure. Families are redefining their shopping habits, with an increasing preference for preloved items over brand-new purchases. This transformation is particularly evident in the market for baby strollers, which attained a substantial market size of $*** million USD in ****.

Size of the kids and baby item resale market USA, ****, in million USD Source: ****

This change in consumer preferences is being catalyzed by the escalating costs of living and ongoing economic uncertainty. A significant focus is on households with children under **, as they grapple with the constant need to purchase new clothes, toys, and other essentials as their children grow. The staggering statistics from **** reveal that Americans collectively spent a staggering $*** billion on kids' and baby items. This figure is projected to reach $*** billion by ****. Yet, amidst these expenditures, there's a noteworthy trend: a considerable portion of parents have turned to secondhand options as a practical and cost-effective solution. [***]

Survey data highlights a significant shift, with two-thirds of parents having embraced secondhand shopping for kids' and baby products in ...

3.1 Value Chain of the Baby Stroller Sector: From Raw Materials to Consumer Hands

The production and distribution of baby strollers in the US involve a dynamic value chain, with various stages contributing to the final product that parents trust for their little ones. Raw materials like metals, plastics, and fabrics are carefully chosen for durability and comfort. Skilled manufacturers assemble the strollers, ensuring precision and quality. Stringent safety tests guarantee that the strollers meet rigorous standards before entering the market. Brands add unique features and styles to attract parents. Distributors and retailers connect the strollers to consumers through online and offline channels. After-sales services ensure customer satisfaction. Throughout the process, parents play a pivotal role in choosing strollers that suit their preferences, lifestyle, and budget. This comprehensive value chain results in the creation of dependable and safe baby strollers that enrich parenting experiences.

3.2 Production and distribution

The production of baby strollers in the United States is marked by notable companies such as Baby Jogger, Graco, UPPAbaby, Bugaboo, and Britax, among others.

For instance, Baby Jogger, founded in the US, gained popularity with their innovative designs catering to active parents. Their products, such as the City Mini and City Select strollers, have become staples for urban families seeking versatility and convenience.

Graco, a well-established American brand, produces many baby products, including strollers. With a history dating back to the ****s, Graco has a strong presence in the US market, offering affordable yet reliable stroller options for families.

UPPAbaby, a relatively newer player, has rapidly gained recognition for its premium stroller designs, focusing on features like adaptability and style. Their Vista and Cruz strollers are often lauded for their versatility and functionality.

The distribution of baby strollers in the US reflects the changing retail landscape. While traditional offline channels, such as brick-and-mortar stores and baby specialty shops, continue to hold a significant share (***). This shift to online purchasing indicates consumers' preference for convenience and the ability to compare products and reviews before making a decision.

Distributional channels of baby strollers USA, ****, in % Source: ****

In the US, leading brands such ...

3.3 Role of Specialized Baby Stores

The retail landscape is undergoing a profound shift, with traditional retail chains facing substantial challenges posed by the rise of collaborative consumption. This transformation is particularly impacting the market for baby strollers, which represent a significant investment and have longer lifespans than their use period.

The collaborative market in the United States encompasses various consumption patterns, all seeking to make more efficient and sustainable use of products. These patterns include the sale/purchase of second-hand items, rentals, bartering, lending, and exchange. Many players participate in this dynamic market, ranging from platforms facilitating second-hand transactions to those connecting individuals for various collaborative purposes.

Players within the collaborative stroller market can be categorized based on three distinguishing factors: the mode of consumption (***).

In the United States, several key players dominate the collaborative offering:

Sale and Purchase of Second-Hand Items: Generalist platforms like eBay and Amazon's "Baby Equipment" category allow individuals to buy and sell used strollers. Facebook Marketplace, with ** million monthly visitors in ****, is another major player in the second-hand market. Other online stores to buy or sell second-hand items for babies and kids include: thredUP, Mercari, OfferUp, Poshmark, Toycycle, GoodBuy Gear and Kidizen. Rental Services: Stroller rental services are gaining traction, allowing ...

4.1 Stroller Types and Categories

Product Segmentation: The spectrum of stroller offerings encompasses a wide range of categories, each meticulously designed to fulfill unique parenting scenarios. The product segmentation encompasses:

Lightweight Strollers: Agile and compact, they offer effortless mobility for urban dwellers and those who crave ease of transport. Jogging Strollers: Engineered for active lifestyles, these strollers provide the thrill of adventure for fitness-conscious parents and their little ones. Travel System Strollers: Seamlessly combining convenience with compatibility, these strollers integrate infant car seats for hassle-free transitions between the car and the stroller. Double Strollers: Addressing the dynamic needs of parents with twins or siblings, double strollers provide comfort for multiple children. Standard Strollers: Versatile and reliable, they cater to everyday needs, accompanying families on various outings.

Application-Based Segmentation: An insightful approach to segmentation is rooted in understanding the distinct needs of children across age groups:

*-* Year Old: Strollers tailored for the youngest members provide security and ergonomic comfort for newborns, ensuring a nurturing environment. *-*.*-Year-Old: Catering to curious toddlers, these strollers combine safety with exploration, aiding early mobility and discovery. *.*-* Year Old: As children transition into preschool years, strollers offer advanced features while embracing their growth and developing independence.

Seat Type Segmentation: Acknowledging ...

4.2 Competitive Pricing Strategies

Stroller pricing spans a spectrum, catering to various budgets and needs. Different price ranges often align with distinct sets of features and functionalities, creating segments that appeal to specific consumer preferences.Pricing Strategies

Impact of Pricing on Consumer Behavior and Brand Loyalty:

Pricing significantly influences consumer behavior and perception of brand value. Consumers often associate higher prices with enhanced quality, features, and prestige. A well-executed pricing strategy can foster brand loyalty by creating a perceived alignment between a stroller's value and its price.

Parents willing to invest in strollers at premium prices expect superior materials, craftsmanship, and unique features that justify the cost. Competitive pricing can attract a broad consumer base, particularly those looking for reliable strollers with comprehensive features at reasonable prices. Brands offering a range of price points with consistent quality can build lasting relationships with parents as they transition between different stages of parenthood.

In summary, pricing strategies in the baby stroller market are as diverse as the strollers themselves. Manufacturers carefully balance features, quality, and perceived value to cater to distinct consumer segments. By understanding how pricing strategies align with consumer behavior and brand loyalty, manufacturers can effectively position their strollers in a competitive market and meet ...

4.3 Features and Innovations in Stroller Designs

In an age marked by technological leaps and evolving lifestyles, the world of baby strollers has seen remarkable transformations. Stroller manufacturers are no longer content with merely providing a mode of transportation; they are actively shaping the way parents interact with their children while on the move. This section delves into the intricate realm of stroller innovations, exploring the marriage of technology, comfort, safety, and design in creating strollers that cater to the demands of modern parenting.

In-Depth Exploration of Notable Stroller Features and Innovations:

Stroller designs have evolved from simple utility to ingenious works of engineering, packed with features that anticipate and address the needs of parents. Here are some standout innovations that have captured the attention of parents worldwide:

One-Hand Fold Mechanism: Brands like Chicco and UPPAbaby have revolutionized the stroller folding experience with one-hand mechanisms. This feature allows parents to easily collapse the stroller while holding their child, groceries, or even a phone. Modular Configurations: Bugaboo and Stokke are at the forefront of modular stroller design. These brands offer interchangeable components that enable parents to customize strollers according to their lifestyle, whether it's converting it to a bassinet for naptime or attaching a car seat for travel convenience. Tech ...

5.1 Safety Standards: Ensuring Child Well-Being in Baby Strollers

When it comes to the safety of products designed for infants and children, the United States has stringent legislations in place to ensure their well-being. Baby strollers, essential tools for parents on the go, are subject to specific safety standards that have been carefully crafted to mitigate risks and create a protective environment for young passengers. These standards are underpinned by regulations such as the Consumer Product Safety Act (***), ensuring that these products meet the highest safety criteria.

Safety standards for baby strollers, as established by the CPSC, encompass a comprehensive range of factors that collectively contribute to the overall safety of the product. These standards are designed to minimize risks, prevent accidents, and provide parents with peace of mind as they transport their children. Here's a closer look at how specific legislations ensure safety in various aspects of baby strollers:

** CFR Part **** - Stability and Tip-Over Prevention: This regulation mandates that strollers must be designed and constructed to resist tipping over when subjected to various forces. It covers factors like stability testing, weight distribution, and the potential hazards posed by hanging bags or uneven surfaces. These measures significantly reduce the risk of tip-over accidents that could result in injuries ...

5.2 Juvenile Products Manufacturers Association (JPMA) Certification

Ensuring the safety and well-being of infants and children is paramount in the design and manufacturing of juvenile products, including baby strollers. In the dynamic landscape of the baby stroller industry, one organization stands out as a beacon of safety assurance and consumer trust—the Juvenile Products Manufacturers Association (***). Through its rigorous certification program, the JPMA plays a pivotal role in elevating safety standards, fostering innovation, and instilling confidence in parents and caregivers.

Established over four decades ago, the JPMA has been a driving force in promoting safety within the juvenile product industry. Its primary objective is to safeguard the interests of families by ensuring that products intended for infants and children meet the highest standards of safety, functionality, and quality. At the heart of the JPMA's efforts lies its esteemed certification program, which has become synonymous with excellence and trust in the industry.

The JPMA certification program involves a meticulous process that evaluates products—such as baby strollers—against a set of comprehensive safety and performance standards. Manufacturers voluntarily participate in this program, showcasing their commitment to producing products that surpass mandatory safety regulations. The JPMA seal of certification serves as a powerful symbol, indicating that a product has undergone ...

6.1 Segmentation

• UPPAbaby
• Bugaboo
• Graco
• Britax
• Evenflo
• Chicco
• Joovy
• Delta Children
• Maxi-Cosi
• Buybuy BABY