In the post-epidemic era, the US children's products industry is experiencing growth

According to data from the NPD Group , the U.S. juvenile products industry grew 13% in 2021. Unit sales also showed year-over-year growth, increasing 8% compared to 2020 .

Of the eight categories tracked by NPD , sales of all but one, child-safe products, increased in 2021 , with six achieving double - digit growth .

Among the six categories, the best performing category was children's travel products , which grew 20% year-on-year , followed by children's feeding and children's bed and bath products , with sales increasing by 17% and 13% respectively compared to the previous year .

Image source: NPD Group

From a subcategory perspective, the largest contributors to sales growth included child car seats ( +18%) , strollers (+25%) , and breastfeeding products (+41%). Growth in these categories benefited from changes in consumer sentiment and the fact that as vaccinations became more widespread in the United States in the spring of 2021 , many parents returned to work and began planning outdoor trips and other outdoor recreational activities.

In addition, the growth in sales of these subcategories also benefited from the continuous innovation in the market and the changing consumption mentality of consumers in the epidemic era .

Elizabeth Lafontaine, an industry analyst for baby products at NPD Group , said that over the past year , U.S. consumers have resumed spending on products such as strollers and child car seats , which declined at the beginning of the epidemic . In addition , consumer spending on products such as child feeding , children's entertainment and children's furniture has also remained at a high level .

At the same time , growth in the U.S. juvenile products industry also benefited greatly from additional government stimulus measures in the first quarter of 2021 and the child tax credit program that began in July , both of which stimulated incremental consumer demand for children's products.

In fact, children's products have always been a relatively promising development market. Regardless of whether there is an epidemic or not, parents will want to choose the best products for their children at home. This has, to a certain extent, also increased the review and control of children's products by various e-commerce platforms.

One thing is beyond doubt: as the epidemic situation improves, consumer demand for children's products, including outdoor entertainment products, will rise again.

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