Safety 1st

Safety 1st Market Overview

According to in-store data from Grips Intelligence covering January to April 2026, Safety 1st demonstrated strong momentum with revenue growing 19.7% over the tracked period across monitored retailers. Amazon dominated as the brand's primary retail channel, commanding an overwhelming 99.7% of total revenue share. The brand's average product price settled at $40.52, though pricing trended downward with a 7.9% decrease over the period, suggesting a competitive pricing strategy or shifting product mix. Despite the price decline, the brand's significant revenue growth indicates increasing unit volume and expanding consumer demand. These data points position Safety 1st as a brand gaining meaningful traction in a competitive marketplace during early 2026.