The global baby care market encompasses different segments, which can be divided into: toys, feeding accessories, wipes, disposable diapers, body care products and soothers.
Possible growth drivers for this market increase can be attributed to the fact that baby care products are used for longer periods by the infants as well as the fact that parents want the best available products for their baby, therefore disregarding the cost of certain products. Demand has grown due to a rising number of babies to be catered for, partly because people are starting families later. Product innovation and development has allowed retailers and manufactures to widen the market, using new technologies and advanced marketing approaches.
Major players in the baby care and safety accessories market include the Dorel Juvenile Group, Graco, Munchkin Inc. and Playtex. These four companies captured a share of over 50 percent of total baby care and safety accessory sales in the United States in 2013. In that year, Graco had a sales growth of 0.7 percent in the United States compared to the prior fiscal year. Graco sells car seats, strollers, playards, swings and high chairs. Sales regarding the Graco Nautilus brand amounted to 24.5 million U.S. dollars in 2014.