In the first three years of their offspring’s life, Germans spend around 1,097 euros on baby and children’s equipment. Overall, industry sales rose by two percent to over 2.5 billion euros. This means that the general conditions for Kind + Jugend could hardly be better.

Experts from the industry published the latest market figures just in time for the start of the fair. Steffen Kahnt, deputy managing director of the toy retailer association (BVS), about the conversions: “The good job market situation encourages young people to start a family. And since more and more often both parents are earning money, more money is available for children and baby outfitting“. These are good framework conditions for Kind + Jugend. According to preliminary results of the Federal Statistical Office, the birth rate is consolidating at a high level of 785,000 children. However, this is not noticeable in products related to mobility, on the contrary. Sales figures here continue to rise. According to the market research company Interconnection Consulting, Germans bought a total of 843,600 strollers in 2017. That is an increase of three percent. Sales of child car seats were around 2.5 million, two per cent more than in the previous year.

Good conditions for Kind + Jugend and increased sales of strollers

Dr. Robert Gietl of the German general importer Peg for Peg-Pérego and board member of the Federal Association Bundesverband Deutscher Kinderausstattungshersteller e.V. (BDKH), commented on the particularly sought-after features: “Buggies should become more compact and lighter as parents are out and about a lot. Strollers should be safe, stylish and practical at the same time. Imitation leather sliders and front handles are welcome. In addition, end-customers want to be able to configure their stroller for themselves and put it together online.” Parents place particularly high demands on the safety and intuitive operation of car seats. Here the test of independent consumer organizations often serves as an orientation in the variety of offers. According to the latest figures from the market research company GfK, sales of child car seats with the new i-Size standard have risen in particular. While these seats did not even account for two per cent of sales in this segment in the first half of 2016, they already accounted for almost ten per cent in the first half of 2018. And this with a significantly higher average price of 289 euros compared to the average price of 90 euros for all child seats.

Around 1,000 dealers are active in baby and children’s outfitting in Germany

According to BVS, there are currently around 1,000 dealers with baby and children’s outfitting and around 3,500 toy dealers in Germany. For the latter there was a drop of bitterness in 2017. For toys for the youngest, the market consolidated after the above-average growth rates of previous years. The toy market as a whole developed stably in 2017 – as in 2016, according to npdgroup, sales amounted to around 3.1 billion euros. However, there were significant decreases in toys for children under three years of age. Here, sales fell by 6.6 percent to 494 million euros.“


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Link: Die diesjährige Kind + Jugend findet in gutem wirtschaftlichen Umfeld statt

Image: Koelnmesse GmbH