Whether diapers, rompers, pacifiers or baby monitors: In the past year, German consumers spent a total of 7.2 billion euros on equipping their children. This is based on this year’s study "Industry focus on baby and children’s equipment" from the Institute for Trade Research (IFH) in Cologne and BBE trade adviceout. In today’s article, we therefore take a look at the market development in the area of baby and children’s needs and show you which products are particularly popular with consumers.
Baby and children’s needs: industry on a growth path
Sales for baby and children’s needs is between 2011 and 2016 from around 6.5 billion euros to 7.2 billion euros – so overall by 10 percent – increased. This corresponds to an annual growth of 1.9 percent on average and illustrates the growth potential of the industry.
Still on course for growth: In the period from 2011 to 2016, the market volume of the industry grew by a total of 10%. This corresponds to an annual growth of 1.9%. (Source: IFH Cologne)
Let’s take a look at the sales development of the 15 product groups in the industry for baby and children’s needs. Here it becomes clear that the shopping list of consumers primarily includes products from the original equipment, such as furniture. For this, the sales between 2011 and 2016 are around 17 percent increased . The means, that this sector has grown more than twice as fast as baby and children’s clothing including shoes and accessories. The parents spent a total of 2.5 billion euros on equipping the offspring in the first three years of life alone.
Sales for children’s satchels and backpacks have developed extremely positively in recent years. Here, sales increased by 42 percent from 2011 to 2016. These were particularly in demand in 2016 and sales increased by almost 7 percent compared to the previous year.
Furthermore, the safety of their offspring is very important to parents. This is shown by the increasing sales figures in the security product group. In 2016, everyday aids such as baby monitors or stair guards were purchased for the youngsters.
Sales of children’s satchels and backpacks increased by a full 42% from 2011 to 2016. (Source IFH Cologne)
Particularly popular in the industry: toys for children
The positive market development continues in toy sales: In 2017, mothers and fathers spent an estimated 3.2 billion euros on toys alone for their children – of which 529 million euros were spent on toys for children in the first three years of life.
The Germans spent around 3.2 billion euros on toys for their offspring. (Source: BVS)
"The market is divided into two: For more ‘technical’ products, significantly more money is spent, too Willingness to pay has increased. In contrast, there is a stronger polarization in clothing and shoes: in addition to the still strong low-price sector, the luxury market has conquered a veritable niche – designer fashion for children was hardly relevant until a few years ago, ”says Peter Frank , Senior Consultant at the BBE Handelsberatung. "
Baby and children’s equipment is becoming increasingly popular in German e-commerce
Due to the wide range of products, product-specific sales channels are possible in the industry for baby and children’s equipment. This means that retailers can sell their goods through baby specialty stores as well as through toy, clothing, shoe and sports retailers. In addition, the wide age range – from newborns to young teenagers – means that the products are distributed on diverse channels.
The future outlook "Trading Scenario 2020" of the IFH Cologne However, it also shows that online retail is becoming increasingly stronger and that sales in brick-and-mortar retail will continue to decline. This also makes clear the bankruptcy filing and the related business closure of the well-known toy chain Toys "R" Us.One of the main reasons for this is said to be competition from online retailers, especially from Amazon.
The distribution channels are diverse and e-commerce is becoming increasingly important. 36% of German consumers buy toys online only. (Source: BVS)
Due to the wide range of products in the area of baby and children’s needs, more and more companies are entering the market for baby and children’s needs. Business is particularly lucrative for dealers and manufacturers of products such as prams, car seats and baby furniture.
" The market for baby and children’s equipment remains on a growth path. This is due to the continued slight increase in expenditure per child, but above all to the growing number of children in Germany. Because more children are born and the increased immigration in recent years has increased the demand base. It can therefore be expected that the market will develop positively in the future " , so Hansjürgen Heinick , Senior Consultant on IFH Cologne .
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