Walmart baby change tables1/13/2024 For example, she said, it added a feeding guide for babies and a tool that helps moms get health insurance coverage for a breast pump. Uppington said Walmart wants to be a trusted source of information. Other brands are exclusive to Walmart and tap into trends, such as a baby decor line called MoDRN that caters to parents who want a more stylish diaper bag and nursery, and Little Star Organics, made up of onesies, pajamas and bedding made from organic cotton. Early this year, Walmart added kids' products, such as shampoo and detangler. The line of baby products, made from organic and plant-derived ingredients, debuted at Walmart in early 2019. One of its lines, Hello Bello, was founded by celebrity couple and parents Kristen Bell and Dax Shepard. Some of Walmart's baby brands reflect those differences, including an interest in sustainability and natural products. Dorsey said more than previous generations, millennials and Gen Z look to online content, such as "mommy bloggers" and friends' social media posts, when choosing what to buy. And, he said, parents are paying more attention to a company's values. Jason Dorsey, president of the Center for Generational Kinetics, who studies Gen Z and millennials, said first-time parents are trending older, which means retailers must change how they market and pick merchandise. ![]() ![]() It's also factored in the changing look of families, such as tweaking its product line and messaging to acknowledge the role of Dads and the need for stroller handles that adjust to their heights, she said. And it's rolled out a new layout in the department that makes it easier for parents to see big purchases, such as high chairs and play pens, up close or give a stroller a spin before buying. It launched five private and partner baby brands and expanded its online assortment of baby products by nearly 60% over the past year. ![]() It revamped its baby registry last year to make it more smartphone-friendly. Catering to a different generation of parents Walmart has refreshed its baby department to make it more attractive and unique, said Lauren Uppington, Walmart's vice president of merchandising for baby hardlines. It's very lucrative from that point of view." Plus, he added, if a retailer has the right merchandise and good service, they can build a lifelong customer relationship as the baby grows and drives purchases of toys, clothes, shoes and school supplies. "It's worthwhile investing in baby because it kind of unlocks some of the other family spending. "If you can capture this family demographic and make it very convenient for them to shop for the baby, you can often capture other share of wallet as well and other spending," he said. As shoppers buy baby food and diapers, he said, they're likely to fill up their basket with items in other categories - like groceries or clothing for older children. Neil Saunders, managing director of GlobalData, said the demise of Toys R Us and its baby store chain Babies R Us created a new opening for retailers, including Walmart, to use their baby department to attract customers. Yet it's a fragmented market that's made up of a variety of players, from specialty retailers like Bed Bath & Beyond -owned Buybuy Baby to digital native brands like The Honest Company and mass merchants like Walmart, Target and Amazon. Baby care has a projected three-year compound annual growth rate of 2.7%, according to GlobalData. That doesn't include other baby-related goods, however, such as apparel and health-care items. last year, according to the GlobalData Consumer Intelligence Center. Baby care, such as formula, food and toiletries, drove an estimated $13.8 billion in sales in the U.S. ![]() Durable baby goods alone, such as cribs and car seats, make up a $8.9 billion annual industry in the U.S., according to market research firm IBISWorld. Babies drive sales across merchandise categories, from clothing and nursery furniture to toys. And its expanded focus on convenient options, such as home deliveries of groceries and curbside pickup of online purchases, may especially appeal to those who have a baby in the backseat. The company has strengthened loyalty with some shoppers, since it stayed open as an essential retailer during the global health crisis and serves as a "one-stop shop" as consumers limit trips. A few factors are working in Walmart's favor, according to industry-watchers: Some couples and families are moving out of cities and into more spacious homes in suburban or rural areas during the coronavirus pandemic, which may put them closer to a Walmart. Those additions could be well-timed for the big-box retailer, as it tries to win even more of families' wallet share. Customers who visit the retailer's stores and its website will see an assortment of stylish strollers, parent-friendly nursery decor and a celebrity-founded line of diapers and lotion made with plant-derived and organic ingredients. Walmart has put a modern spin on its baby department.
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