The German market for school bags increases by 17.1% in 2022. In 2022, 1.6 million school bags and backpacks were sold in Germany (for schoolchildren up to 11 years old), representing a quantity growth of 17.1%. This increase reflects the gradual return to normalcy after the pandemic-related restrictions in the school sector, leading to increased demand, especially for school backpacks, as shown by a recent study by InterConnection Consulting.
Anticipating Sustainable Growth in 2023
Between enrollment and the age of 11, German children, on average, receive a school bag and later a school backpack. “Corona has particularly affected the market for school backpacks, while the demand for school bags at enrollment hardly declined,” notes Panorea Kaskani, the author of the study. For the next years, a constant growth of 1.2% per year can be expected, as births in Germany increased ten years ago.
Inflation halts the growth of premium manufacturers.
In recent years, the premium segment in the German school bag market has grown significantly. In 2022, 51.0% were sold in the segment above €201. There is now a turning point. High inflation leads to cheaper brands being preferred due to tight household budgets. The segment above €201 decreases by -1.8% in 2023.
Important players Ergobag and Step by Step for school bags
In addition to Ergobag and Step by Step, competitors include the school bag manufacturers Scout, Herlitz and DerDieDas.
It is noteworthy that non-German companies such as Beckmann and Schneiders Bags are increasingly gaining popularity among parents. The cumulative market share of the top 5 companies is currently around 59%, indicating that both German and non-German actors contribute significantly to market dynamics.
18/12/2023
Copyright: Interconnection, Publication free of charge for coverage regarding the study and InterConnection Consulting.
