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The Key Trends in the US Baby Stroller Market

Consumer Goods and Retail | Jul, 2023

The baby stroller market is registering a significant growth in the United States with rapid innovation leading to the development of new and improved offerings for consumers. As parents are prioritizing convenience, safety, and comfort for their toddlers and infants, the demand for strollers has been soaring. Besides, rising personal disposable income of the middle-class population, increasing birth rates, and changing spending patterns are also adding to the growth of baby strollers market. Moreover, the distribution landscape for baby strollers has rapidly advanced from traditional brick-and-mortar retailers to online channels where consumers could find more varieties of the product and choose as per their convenience and compare pricing before making a purchase. Furthermore, the rise in the trend of travelling across generations and emerging trend of nuclear families are likely to spur the growth of baby stroller market in the coming years. Eco-friendly strollers, smart strollers with integrated technologies, and customizable options are gaining rapid traction among consumers, providing significant opportunities for the market players to reinvent their existing products and gain a competitive edge over other market players.

From a basic mode of transportation to a highly sophisticated product category offering various features and functionalities, strollers have evolved a lot in recent years. Here are some of the trends expected to influence the baby stroller market in the coming years.

  • Increasing Preference for Compact and Flexible Strollers

Increasing trend of travelling among millennials and the rise of single parent and nuclear families have added to the demand for compact and flexible strollers. Young parents with children like to travel light and without hassle without compromising the safety and convenience of their children. Compact strollers are especially designed for parents on the go as they can easily carried, stored in small spaces, and transported in cars, public transportation, and airplanes. As people are becoming more health conscious, they are realizing the importance of spending time outdoors and hence, parents leading an active lifestyle prefer compact and flexible strollers for their babies.

Moreover, in densely populated urban areas with narrow streets and aisles, compact strollers are a necessity since they are specifically designed to be manoeuvrable and easily fit through tight spaces. In addition, parents who travel frequently with their babies in airplanes and public transportation find lightweight and collapsible travel stroller a must-have accessory. Car-seat compatibility and fully reclining seat are some of the factors that parents take into consideration while purchasing a stroller. For instance, the gb Packit Lightweight Stroller weighs less than 11 pounds and folds down to a tiny size. The product is best for fitting in an overhead compartment and the wheels can switch directions easily. Generally, lighter and compact stroller models are made with materials such as aluminium, polyester and plastics that contributes less to the weight. Market players are experimenting with different materials to make the strollers as lightweight and compact as possible to meet the evolving demands of consumers. In 2022, one of the world’s most recognized baby gear companies, Graco launched the Modes Nest2Grow 4-in-1 stroller that converts into a double stroller when required.

  • Enhanced Emphasis on Sustainability by Manufacturers

As consumers are increasingly becoming eco-conscious, they are looking for products that have less carbon footprint and less harmful for the environment. Parents are aware of some of the harmful chemicals used in baby strollers such as Bisphenol A (BPA), polyvinyl chloride (PVC), etc. and they are also curious to gain awareness related to the manufacturing process. Hence, manufacturers are switching to eco-friendly materials, reducing water, and promoting longevity and reusability in baby strollers. Sustainable baby strollers are made with eco-friendly materials such as organic cotton, recycled plastic, natural fibres, which are sourced responsibly. These materials have less carbon footprint compared to conventional materials used in baby strollers such as plastics or metals. A key aspect of sustainability in baby strollers is durability and robustness. Composed from high-quality materials, these strollers can withstand everyday use and potentially be passed down to other children. Sustainable stroller brands may offer repair services and take responsibility for the end-of-life management of their strollers. Thule Spring offers sustainable baby stroller made from fabrics that meet strict standards for resource efficiency and emissions. Thule also emphasizes on the use of recycled materials while focusing on energy-efficient manufacturing process. Another brand, UPPAbaby has implemented various eco-friendly practices in their Vista V2 stroller where eco-friendly fabrics are used for its composition. Besides, the stroller is designed to accommodate multiple children, which reduces the need to purchase more stroller for other babies.

  • Growing Impact of Technology on Baby Strollers

In the digital age, people are directly or indirectly depending on technologies to fulfil most of their needs. Technology is becoming an essential part of prams and strollers making them premium product for children. Many of the modern baby strollers constitute features such as bottle heating function, sunshade function, temperature control function, crying and diaper monitoring, electronic lock, anti-theft sensor, etc. Besides, incorporation of internet technologies such as artificial intelligence in new and advanced strollers are fuelling the growth of baby stroller market. Intelligence baby strollers provide guardians with timely feedback that help analyse children’s physiology and behaviour, which helps in decision making.

Many smart strollers integrate smart connectivity features, which enable guardians to pair strollers with smartphones or smartwatches via Bluetooth or dedicated apps. This would allow them to adjust stroller’s settings such as tracking the stroller’s location, receiving notification, or even integrating other smart devices such as car seats or even home automation systems. The built-in GPS capabilities of baby strollers facilitate real-time tracking and the geofencing technology set virtual boundaries, trigger alerts if the stroller passes through a designated area. Some motion sensors incorporated in strollers enhance safety and comfort that can detect irregular movements such as sudden stops or excessive shaking, and alert parents. Temperature sensors monitor an ambient temperature around the stroller and thus ensure optimal comfort for the child. These features enhance the overall functionality of a baby stroller and give parents a peace of mind, ensuring the safety of baby.

Canada-based baby gear startup Glüxkind featured its AI-powered smart stroller at the Consumer Electronic Show in Las Vegas that offers much of tech seen in autonomous cars and delivery robots, including dual-motor system for uphill walks, downhill brake assist, cameras for detecting objects around the stroller, etc.

  • Growth of Online Marketplaces Offering Baby Strollers

The eCommerce trend has gained momentum across the globe with the rapid penetration of internet and smartphone. eCommerce players specializing in offering a wide range of baby strollers are providing competitive pricing and extensive product options for the consumers. Detailed product descriptions, video testimonials and demonstrations, customer reviews and ratings help customers make informed decisions. Some online marketplaces offer both new and used strollers along with a range of price points to cater to different budgets. For instance, Walmart’s online marketplace offers a wide variety of brands, styles, and features, which allows parents to find the stroller that best meet their requirements. Buybuy BABY, a specialty retailer that focus on baby products has gained a lot of popularity in recent years as they offer extensive product range and convenience.

  • Rising Number of Baby Stroller Rental Services

Although baby gear rental companies have existed for years for catering to vacationing families, they have now started to pitch the rental model as a cost-reducing and environmentally friendly alternative to buying. Besides, the growth of commercial spaces, owing to rapid urbanization have led to an increased demand for baby stroller rental services. Some of the popular organizations are already offering stroller services in airlines and busy areas to make commute easier for parents. For instance, Emirates Airlines offer complimentary baby stroller for easy boarding and disembarkation. Leasing or renting a stroller is particularly important for parents who require the baby gear for a short period, such as during travel or for temporary use. This allows parents to access high-quality strollers without the upfront costs of buying and eliminate the need to store when it is no longer required. Rental services also allow parents to try out different models before deciding to make a long-term purchase. The rise of sharing economy has been influencing the preference for leasing baby strollers from local rental services or through online platforms facilitating peer-to-peer rentals. Moreover, leasing or renting baby strollers offers a sustainable alternative approach, provide cost savings, and convenience.

Way Ahead

With the rising trend of personalization, more baby stroller brands would start offering customization features to the customers, which could add to the growth of baby stroller market. In addition, enhanced integration of technology in baby strollers could lead to the development of new smart strollers. AI will become a more essential part of baby strollers in the coming years as automation and connectivity continue to drive the world today.

According to TechSci Research report on “Baby Stroller Market - Global Industry Size, Share, Trends, Competition Opportunities and Forecast, 2018-2028F Segmented By Product Type (Lightweight, Standard, Jogging and Travel Systems), By Technology (Smart and Non-Smart), By Distribution Channel (Specialty Stores, Supermarkets and Hypermarkets, Online, Multi-Branded Stores, and Others (Distributors & Dealers, etc.)), By Region, Competition”, the global baby stroller market is projected to grow at a formidable rate during the forecast period. The market growth can be attributed to the rising use of baby travel products and increasing nuclear families.