US Baby Products Market Analysis: Baby Room and Outdoor Gear Demand Trends and Product Selection Opportunities

“Buy a car and buy a house”——United States mother’s parenting experience｜Trends in cross-border selection of maternal and infant products

May 06, 2025 15:30 Shanghai

NoahWise Insight

Cross-Border Insights Global Overview|Maternal and Infant ProductsCategory

Source: NoahWise Insight-Cross-Border Insights Global Overview-Maternal and Infant Products Category Sales Revenue in March 2025

2025 May.

"Buy a car or a house"

United States Mom’s Parenting Experience

Cross-border product selection trends for maternal and infant products

According to the United States region in March 2025 Walmart and Amazon Platform maternal and infant product sales data, Car seats and accessories Sales on the Amazon platform accounted for 8.9%. Strollers and accessories and travel equipment It also accounts for nearly 10%, baby room It accounts for 16.5% on the Amazon platform and 12.86% on the Walmart platform. In addition to urgently needed products such as feeding and diapers, United States baby products House, car and outdoor needs Obviously higher than that in Southeast Asia.

Sales revenue share of maternal and infant products on Amazon platform in United States in March

Sales revenue share of maternal and infant products on Walmart platform in United States in March
Source: NoahWise Insight-Cross-Border Insights

“Babies also have great needs”

As a mini version of a human being, babies have only four major categories of needs: Food, clothing, housing and transportation , clothing and food are the most basic products that are in demand, and there are strong brands in each region that occupy a large market share, such as the maternal and infant brands of the United States. HUGGIES AND PAMPERS , in April, Walmart platform Sales Revenue was nearly 3 billion and 1.7 billion , much higher than other brands.

Because of its vast territory and sparsely populated area, the United States has a large housing area per capita, its citizens are wealthy, and its middle class is relatively large. Housing and transportation needs Obviously larger than other areas, babies also need their own small room—— baby room , own Stroller , the frequency of travel is also higher, coupled with the standardized requirements of United States laws for infant seats and high safety awareness, infant seats in the back seat of cars have become a necessity, and accessories are also in short supply.

Consumption other than “food and clothing”
The "housing and transportation" market for babies in the United States is expanding

There is always a special place for your baby in the back seat of the car

Infant car seats have always been an important category among maternal and infant products in the United States market. The main reasons include:

The United States National Highway Traffic Safety Administration (NHTSA) stipulates that newborns and children must use car seats that meet safety standards. This is not only legal aspect The mandatory requirement is also a sign that consumers attach great importance to infant safety. Household users in the United States have a high awareness of children's travel safety and are willing to pay for products that comply with international safety certifications, have excellent quality and have a guaranteed brand.

The United States is a vast country with a sparse population, and the majority of travel methods are by car. In many areas, it is even difficult to travel without a car, so children's car seats are almost a necessity.

In addition, market segments such as accessories, seats with adjustable functions, and portable travel seats also show great potential. Traditional safety seats meet basic safety needs, but smart car seats have emerged in recent years, such as With body temperature monitoring and automatic angle adjustment Functional High-tech seats Or it may be the next trend for cross-border merchants.

baby room

The demand for nurseries for babies in the United States far exceeds that of other regions. The outstanding performance of this kind of demand stems from the unique cultural background and living environment: United States Larger housing area per capita , parents tend to provide their babies with independent space To provide stable upbringing, and United States families pay more attention to children’s independence, and the baby room can better satisfy Early education and lifestyle habits shape. Under this demand, Cribs, baby wardrobes, storage solutions, decorative items etc. have become hot-sellers.

The sequelae of the epidemic:
Are sterilizers dominating the list?

It is also worth noting that the company that accounts for the largest proportion of Sales Revenue Feeding among products, Sterilizer Almost dominating the list, sterilizers frequently appear in the top categories, with an average price of 2000 yuan about.

Source: NoahWise Insight-Cross-Border Insights

After the COVID-19 epidemic, families around the world have reached a new level of concern for health and hygiene, especially infant and child products. New parents tend to choose products that can provide efficient disinfection of baby feeding tools (bottles, pacifiers, etc.). Compared to traditional Boiling method, sterilizer is safer and more efficient , greatly saving parents’ time and energy. This “hands-free” feature makes it a necessity for families in the United States.

More importantly, commonly used in hospitals High temperature and high frequency disinfection concept Promoted to maternal and infant home scenes, the design of sterilizers is becoming more and more close to the convenience needs of home users.

Source: NoahWise Insight-Cross-Border Insights

It is worth noting that many United States brand bottles and sterilizers have launched compatible product sets, further cultivating users' loyalty to consumption stickiness.

Larger month-on-month growth in April BABYBREZZA and MOMCOZY Both sterilizer and Fully automatic milk powder preparation, intelligent constant temperature, automatic disinfection and other intelligent functions.

For Chinese cross-border merchants, more functions can be developed to meet the needs of United States families. , such as multi-functional processing of other feeding supplies (such as tableware, chews, toys), Drying function , through mobile APP Real-time monitoring Disinfection status, etc., One-stop solution for hygienic management of feeding tools question.

Seize the "eating" machine:
Steady demand in Southeast Asia’s maternal and infant market

Taking Indonesia as an example, the food-related maternal and infant subcategory ( Milk powder, baby food, feeding essentials and baby health products )have Significant proportion , proportion of milk powder and baby food 17.89% , feeding essentials and baby health products accounted for 22.5% , milk powder & food year-over-year growth21%。

This phenomenon reflects the distinctive characteristics of the consumption structure of maternal and infant products in Southeast Asia (especially Indonesia).

As the most populous country in Southeast Asia, Indonesia's total population has exceeded 280 million , a high proportion of infants and young children, and birth rate Significantly higher than the United States. This has resulted in greater market demand for milk powder, baby food and related feeding and health care products. Indonesia mostly has a traditional family structure. Average family members are larger , infants and young children are more important in the family, and parents and other family members are more concerned about their health and nutrition.

Source: NoahWise Insight-Cross-Border Insights

Judging from the year-over-year growth of the top milk powder brand in Indonesia, as a national brand, Danone’s SGM and BEBELAC The recognition is quite high and the growth rate is rapid.

Source: NoahWise Insight-Cross-Border Insights

Compared with the same period last year, the average price of Category has increased. 67 Yuan rose to 96 Yuan.

In Southeast Asia, including Indonesia, health awareness has increased in recent years, and Indonesian parents pay attention to the " eat well ” concept, many families are interested in Baby care products and foods Investments outperform other categories.

“Clothing” and “food” are still the basics

What adults have, babies should have too

High fertility rate protects the last blue ocean

......

Passed by Indonesia Total population, population growth rate and household needs Supporting the diaper and baby food market, "clothing" and "food" are still the basic exports to Indonesia. There is still a huge demand for basic maternal and infant products, milk powder, diapers, and toys. The high fertility rate protects the last blue ocean in the maternal and infant market.

The maternal and infant market in the United States focuses more on "living" and "traveling" needs, such as baby rooms, car seats, outdoor products, etc. Although milk powder and baby food are still important, their market share is not as prominent as in Indonesia. Instead, they pay more attention to the living environment and safety during the parenting process. The outdoor ability cultivated since childhood also provides new ideas for maternal and infant products. In contrast, the United States baby's Demand is more diverse ，“ What adults have, babies should have too ”, which makes it easier for merchants to develop new products.