The baby furniture market - Italy (2024)

The global market

The global market size for children's furniture has been estimated at $**.* billion in ****. It is estimated to reach $**.* billion by ****, with a CAGR of*.*% during the forecast period. The market will be strongly influenced by rising birth rates and increasing disposable income of parents.

Value of the global market for children's furniture World, ****-****, in billions of dollars (***) Straits Research

According to the World Economic Forum, Europe has a problem related to its low birth rate, which brings health care and pension problems. Consequentially, some nations are implementing measures to encourage people to have more children, such as monetary incentives. The UN reports that two-thirds of European nations have implemented policies to increase fertility rates, such as paid parental leave, tax incentives and child bonuses.

1.3 The local market

The Italian home furniture market (***). The size of the Italian home furniture market is estimated at $**.** billion in **** and is expected to reach $*.* billion by ****, with a CAGR of *.**%. The average revenue index of the Italian mobile market was ***.* in ****. The furniture sector is crucial to the Italian economy. Italy is one of the world's largest furniture exporters and the fourth largest furniture producer in the world. Some of the main causes driving the expansion of Italy's home furniture sector are increasing GDP per capita, households, and urbanization.the country is known for the high quality of its furniture and is one of the largest producers of home furniture in the European Union. Living/dining room furniture is one of the most popular types of home furniture in the country.

Italian home furniture market Italy, ****-****, in billions of dollars (***) Mordor Intelligence

1.4 The foreign market

In the household furniture sector, exports have consistently exceeded imports, showing sustained growth. However, in the period between **** and ****, there was a *.* percent decrease in exports. importantly, the value of imports is significantly lower than that of exports, with a **.* percent reduction in the period between **** and ****. These data reflect significant dynamics in home furniture trade, with a focus on the decrease in imports in recent years.

Exports, Imports, and Coverage Rate in Room Furniture (***) Italy, ****-****, in millions of dollars (***) UNComtrade

The top five consumer countries of Italian furniture are the United States (***).

Distribution of exports among the top * consumer countries Italy, ****, % UNComtrade Poland is the leading supplier of bedroom furniture(***). Breakdown of imports among the top * supplier countries Italy, ****, % UNComtrade

1.5 Impact of the conflict between Russia and Ukraine

The Russian-Ukrainian conflict has had a significant impact on the bedroom furniture market, evidenced by a significant growth in consumer prices. From January **** to November ****, there was an increase of **.* points, corresponding to a rate of **.* percent.

Consumer price index - bedroom furniture Italy, ****-****, base ****=*** (***) Istat

Consumer prices are directly related to producer prices; in fact, there is also an increase in value in the case of the producer price index, which grew by **.* points(***) during the period under analysis.

Producer price index - manufacture of other furniture Italy, ****-****, base ****=*** (***) Istat

2.1 Births as a leading indicator of demand

This market is strongly influenced by certain demographic and income characteristics that need to be taken into account. The birth rate is the main driver of demand in the sector, since from **** to **** it is slightly decreasing (***). The main reason for this is the increasing difficulties young Italians face in finding stable employment, which entails the fact that salaries, especially in the first years of a career, are not particularly high and make young couples fear the cost of bringing a child into the world.

Number of births Italy, ****-****, thousands of births Istat

The number of couples with children in Italy has remained fairly unchanged in recent years. From **** to ****, couples with one child decreased by *.* percent. As for couples with two children and with three or more children, the decline is smaller, being -*.*% in the former case and -*.*% in the latter.

Number of couples with children in Italy, by number of children Italy, ****-****, values in millions Istat

2.2 Geographical distribution of demand

Regarding the geographical distribution of demand, again taking the number of births as the main indicator of its volume, the following table appears:

As the map shows, the highest percentages of births in **** were recorded in the Northwest and the South of the peninsula. In particular, the Lombardy region accounted for by far the highest percentage of total births with **.* percent of the total. In addition, we see the second highest percentage in the Campania region(***) in Southern Italy. Thus, these macro regions have a higher demand for furniture and furnishings for children and young people than the other regions.

2.3 Age and gender of children in Italy

The analysis of children's age groups and gender is necessary to be able to offer more personalized products to consumers. In ****, it is inferred that the largest age group is children *-* years old, consisting of *.* million children. This is followed by the *-** years and **-** years age groups.

Age of children Italy, ****, in millions Istat

Dwelling, however, on the gender of children in Italy, it can be seen that about *.* million children are of the male gender, compared to about *.* million of the female gender.

Gender of children in Italy Italy, ****, in millions Istat

3.1 Market structure and dynamics

In terms of active enterprises in the sector, it can be seen that from **** to **** there was a significant reduction of **.* percent in manufacturers of specific furniture (***) recorded the lowest value of the last five years taken into consideration.

Active enterprises in the sector (***) Italy, ****-****, in thousands Istat

In the sector of furniture manufacturing of a specific type, the distribution of active enterprises reflects a diversification in legal form. A significant **.* percent of them are represented by sole proprietors, freelancers and the self-employed, highlighting a diverse business fabric. The presence of general partnerships stands at **.* percent, while **.* percent are limited partnerships, indicating the presence of structured partnerships. Limited liability companies account for **.* percent, underscoring the preference for a more established business structure with limited liability.

Legal form active enterprises (***) Italy, ****, % Istat As for the number of employees of active enterprises in the sector, there is a gradual reduction that goes hand in hand with the reduction of business activity. From **** to **** , a decrease of *.* percent is noted compared to the first year considered. Number of employees active enterprises in the sector (***) Italy, ****-****, in thousands of units Istat

3.2 Value Chain

The children's furniture market includes several sections, each focusing on specific aspects of children's needs:

Sleeping section: this includes cribs, beds, chairs and changing tables. Furniture is designed to provide the comfort and support needed while babies are resting. Cribs are essential for infants, while beds for older children are often designed to be functional and safe, with features to prevent falls (***). Chairs and changing tables, on the other hand, are important during infant feeding and diaper changes. Storage section: includes drawers, cabinets and toy storage solutions. These pieces of furniture are essential for organizing and safely storing children's clothes, toys and other items. The dressers and cabinets are designed to be accessible and easy to use for both parents and children. Safety and security section: includes items such as playpens and stair gates. Useful for ensuring the safety of children, playpens create a safe space where they can play and rest under parental supervi sion. Stair gates are essential for accident prevention.

Design and development: stage focused on safety, ergonomics and aesthetics. For children's furniture, the main priority is safety compliance. Before mass production, prototypes are created and rigorously tested to ensure they meet safety standards. Material selection: we tend ...

3.3 Distribution channels

Furniture distribution in Italy is possible through three channels: direct sales, despecialized distribution, and specialized distribution. In recent years, the online channel is also playing a key role in the market under analysis.

3.4 Main actors

The following is an overview of the major players operating in the sector taken under analysis:

IKEA: IKEA is famous for its wide range of children's furniture, including tables, chairs, beds, and more, designed to be safe, functional, and appropriate for the energy of toddlers. Bimbostore: This store offers a wide selection of baby and toddler furniture, including cabinets, dressers, and beds. Bimbostore stands out for its variety of practical and designer products that fit a variety of furniture styles. Prenatal: famous for its range of early childhood products, Prenatal also offers a selection of children's furniture, including cribs, changing tables and closets. Maisons du Monde: this store offers a variety of furniture and decorations for children's bedrooms, featuring unique designs and varied styles. Leroy Merlin: known primarily for DIY and home decor products, Leroy Merlin also offers children's furniture, especially storage and organization solutions. Bainba: this store offers a variety of children's furniture, including Montessori beds, bookcases, and shelves. Bainba stands out for its creative designs and the ability to customize furniture according to customer needs. Luula: focuses on providing sustainable furniture inspired by the Montessori method. It offers items such as climbing triangle sets, light panels, shelves on wheels, ...

4.1 Type of Offering

Children's furniture is divided into several categories, each designed to meet the specific needs of children at various stages of their growth. Some of the main types of products available in the Italian market are: a

Cribs and bassinets: these include cribs for infants, cribs with sides for toddlers and beds for older children. Some beds are designed to grow with the child, transforming from a crib to a toddler bed. Changing tables: these pieces of furniture are essential for changing diapers and dressing infants. They often include space to store diapers, wipes and other baby care items. Cabinets and drawers: designed to be accessible to children, these pieces of furniture provide storage space for clothes, toys and other items. They often have small dimensions and rounded corners for safety. Desks and chairs: these are designed for learning and play activities. They are proportionate to children's height and often feature colorful and stimulating designs. Shelves and bookcases: ideal for storing books and toys, these pieces of furniture are often designed to be sturdy and safe, with low height shelves for easy access by children. Toy storage: these include boxes, baskets and shelving systems for organizing toys. They are often designed to ...

4.2 Prices

The following are prices for some types of furniture used in furnishing bedrooms for infants and children:

Cribs

Cribs

Changing tables

Cabinets

4.3 New supply trends

A child's room tends to have several areas with varied functions among them: play, study, rest,... For these reasons, it is essential to know the new trends that dominate the offerings in this area.

Trending colors for children's bedrooms

Experts predict the popularity of bright colors, without setting a particular standard. While neutral colors remain on trend, buttery shades or pastels are favored over neutral matte colors. At the same time, the most vibrant colors of the season are bright blues, pinks, purples and reds, radiant oranges and yellows, soft greens and deep browns.

Multi-purpose rugs

Soft floor coverings are often chosen for children's rooms, as children spend a lot of time on the floor, playing, reading or exploring. Therefore, one of the main trends for children's rooms is to equip this space with a comfortable and stylish rug. Comfort is a longtime favorite concept, while style is based on originality of design. Experts suggest geometric, floral or faunal prints to awaken your child's desire to explore the world while enjoying his or her favorite activities.

Trends in children's room lighting

Artificial light in children's rooms is essential for them to carry out their activities. Recently, lighting fixtures made from natural ...

5.1 Rules and regulations

Directive ****/**/EC: on general product safety.

Standard CEN EN ****: ****: establishes safety requirements for children's cribs.

Standard UNI EN *****:****: defines the safety requirements for seating in children's furniture.

Standard UNI EN ***-*:****: specifies safety requirements for children's beds for domestic use with an internal length greater than *** mm but not greater than **** mm.

Standard UNI EN *****-*:****: specifies test methods that assess the safety of baby changing tables for domestic use.

5.2 Furniture bonus

The furniture bonus is an Irpef deduction of ** percent for the purchase of furniture and large household appliances intended to furnish a property that has undergone building renovation. The deduction is to be calculated on a maximum amount of *,*** euros for **** and *,*** euros for ****.

To take advantage of the deduction on purchases of furniture and major household appliances, payments must be made by bank transfer or debit or credit card. Payments by bank checks, cash or other means of payment, however, are not allowed. If the payment is arranged by wire transfer, it is not necessary to use the one subject to withholding specially prepared by banks and Poste S.p.a. for building renovation expenses. In addition, the deduction is also allowed if the goods are purchased with installment financing, provided that the company providing the financing pays the consideration in the same manner as before and the taxpayer has a copy of the payment receipt. In this case, the year in which the expense is incurred will be the year in which the payment is made by the financing company. The same methods must be observed for the payment of expenses for transportation and assembly of goods. Documents to ...

6.1 Segmentation

• Ikea (Ikea Italia Retail s.r.l)
• Bimbostore
• Prenatal
• Maisons du Monde
• Leroy Merlin
• Bainba
• Smallable