Europe's Markets for Baby Products Are far From Unified

On the occasion of the Children and Youth Fair, Interconnection Consulting, a leading market research institute for baby products, has released its latest study titled “Customer Insight – Baby Products in Europe 2023.”

The study reveals that despite the geographical proximity and cultural ties in Europe, significant differences exist in brand awareness and preferences for 1st- and 2nd-hand baby strollers and car safety seats. While Italy leads in brand awareness for strollers, France has the highest brand awareness for safety seats.

This study is based on a comprehensive survey of 1,000 parents from Germany, the United Kingdom, France, Italy, and Spain, focusing on baby strollers and safety seats.

Brand Awareness for Strollers is Highest in Italy at 66%

A key finding of the study is that brand awareness for baby strollers and safety seats varies significantly across different countries. Notably, in Italy, brand awareness for strollers is with 66% the highest, while it is lowest in the United Kingdom. The brand Chicco has achieved the highest brand awareness in Italy with impressive free recall values of 43.0% and also leads in France, with a free recall of 32.0%. In contrast, top stroller brands in the UK only have a free recall value of up to 16.5%.

A similar pattern emerges for safety seats, with brand awareness in Italy, Spain, and the UK, being lower than that of strollers. France leads with the highest brand awareness at 69.0%, while the UK ranks last again.

Spain Leads in the Market for 2nd-Hand Strollers and Safety Seats

The study also highlights interesting differences in purchasing behavior and reasons for buying new or 2nd-hand baby products in different countries.

For example, the UK has the highest proportion of 1st-hand products (baby strollers 83.5%, safety seats 84.1%), while Spain leads in 2nd-hand strollers (31.2%) and safety seats (31.9%). In Spain, 41.4% of used strollers and 27.1% of used safety seats are given to parents by friends and relatives. In contrast, in Germany, parents primarily purchase 2nd-hand strollers and safety seats on online platforms like eBay.

The main reasons for buying new strollers and safety seats across all countries are higher product quality and novelty. For used products, cost savings, environmental considerations, and rejection of the disposable society are the primary factors.

The European Buyer of Baby Products is not in Sight

The study emphasizes that Europe still exhibits a variety of market differences in baby products and underscores that brand strategies must vary significantly in different countries. Companies operating in this sector should carefully consider regional preferences and brand awareness to successfully establish themselves in various European markets.

Panorea Kaskani, the author of the study, emphasized the relevance of these findings for businesses: “Our research shows that there is no one-size-fits-all solution for baby products in Europe. Brands need to be aware of how different the markets are and adjust their strategies accordingly to succeed.”