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Summary of our market study
The French stroller market is estimated at between 200 and 210 million euros.
The baby products market is valued at over 74 billion dollars.
In France, the stroller market is influenced by falling birth rates. The number of births in France has fallen from 830,000 to 753,000.
Unlike the overall childcare market, which is growing, sales of strollers are declining.
One of the most striking trends in this market is the balance between a falling birth rate and a rising average budget per baby.
The average budget per baby has risen to around 16,000 euros for the first three years. The average price of a stroller is 800 euros.
Some 73% of parents bought childcare items online.
The second-hand market, bartering and stroller rentals are gaining ground. Traditional retailers offer second-hand items on their marketplaces.
Key players in the stroller market: A competitive landscape
- Bébé Confort - A pioneer in comfort and safety
- Babyzen - A relatively young but dynamic player, Babyzen has taken the market by storm with its Yoyo stroller.
- Renolux - Quality craftsmanship with a French touch.
- Aubert - A trusted multi-brand retailer.
- Bébé 9 - The childcare expert operates a network of franchised stores specializing in products for babies and toddlers.
- Autour de Bébé specialist retailer.
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Summary and extracts
1 Market overview
1.1 Market definition
The stroller is a means of transport for small children, usually under the age of 4. Invented in 1733, the stroller consists of a steel or aluminium frame supported by wheels and a system of handles or handlebars to move the stroller forward and to steer it.
The stroller market is part of the broader market for baby products and accessories and more precisely the large childcare which includes car seats, strollers and high chairs.
There are different types of strollers depending on their characteristics. The main ones are the following
- The stroller cane
- The stroller combined
- The stroller 3 wheels (or all-terrain)
- The stroller multiple
Moreover, the strollers market is divided into several categories of players: raw material suppliers, manufacturers, and distributors.
Some French brands are well known on the world market, such as Bébé Confort, Babyzen and Rénolux. Similarly, the reach of French distributors Aubert, Bébé 9 and Autour de Bébé is international.
Being a product intended for young children, the production and sale of strollers is strictly regulated. This regulation evolves as the innovations that are appearing on the market: alongside the traditional products, there is now a significant offer of more modern, compact pushchairs that offer functionalities that go beyond their traditional use (mobile phone charging, for example)
In addition, the demand is linked to the birth rate, which has been declining for various years but which is accompanied by an increase in the average budget per baby. On the other hand, consumers are gradually and noticeably turning to second-hand products. At the same time, stroller prices increased by 3.5% between 2017 and 2018 due to the upmarket strollers on the new housing market, but this positive price dynamic does not seem to be enough to compensate for the first two phenomena
Indeed, stroller consumption is declining the growth in sales of large juvenile products in 2018 was driven by high chairs and car seats, while stroller sales decreased by 1.9% in value in 2018. However, there are strategies for market players to face these threats, including the integration of collaborative consumption in their business model or the strengthening of their digital strategy.
1.2 A growing global market with multiple opportunities
All product categories combined, the global baby products market size, is estimated at USD **.** billion in **** and estimates are as high as ***.** billion in ****. [***]
P specifically, the global market for strollers and prams was worth US$*.*** billion in **** and, with a CAGR of *.*%, is expected to represent *.* billion by ****. [***]
Furthermore, there ...
1.3 A French market that must adapt to counter the negative dynamic
According to the GFK, the French market for childcare articles was worth ***.* million euros in ****.
While sales of childcare articles fell by *.*% in volume, they remained relatively stable in value, as did sales of pushchairs, which fell by *.*% in volume and *.*% in value. This difference in the evolution of sales volume ...
1.4 Imports exceed exports
Globally, China is the largest exporter of strollers with an exported value in **** equal to US$**** million Although France is the **th largest exporter in the world, it is the *th largest importer, the first being the United States. It is largely dependent on other European countries, particularly the United States, ...
2 Analysis of the demand
2.1 A drop in the birth rate barely offset by the increase in the average budget per baby
For at least a decade, the decline in the birth rate is regular. This is shown in the graphs below. While the birth rate and number of live births were **.* and ****** respectively in ****, they were equal to **.* and ****** in ****.
Birth rate France, ****-****, per **** inhabitants INSEE
However, this decline in the ...
2.2 A market of digital natives
Stroller purchases on the Internet are increasing
The Institut des Mamans reveals that **% of parents surveyed have already bought childcare items on the Internet in July ****, which is * points more than in ****. While specialist stores are widely preferred for buying a stroller, online sites are the third favourite place to buy ...
2.3 Second-hand, rental and upmarket: the new trends
The boom in the collaborative market
New consumer trends have emerged in the stroller market in recent years: whether it be through the purchase or resale of second-hand items, bartering or lending between individuals or by renting items. Consumers are looking to optimize their budget. The life span of strollers is ...
3 Market structure
3.1 Production and distribution
The strollers market is divided into several players, which can be classified as follows:
Suppliers of raw materials (***) Manufacturers (***) Distributors (***)
Strollers are complex assemblies, made of more than ** pieces of metal, plastic and other materials, riveted together. Once manufactured, they have to pass safety tests in laboratories that cost over a ...
3.2 Geographic distribution of specialty stores
There are more than **,*** shops in France catering for children aged * to * years, including *,*** childcare shops. Although it is difficult to identify only those that sell pushchairs, the map below provides the distribution of the outlets selling childcare products, and therefore gives an idea of the distribution of stores offering pushchairs ...
3.3 The rise of the collaborative market
Traditional retail chains are now largely challenged by new modes of consumption, namely the collaborative consumption. This transformation particularly affects the market for pushchairs, which are a major investment and whose life span is generally much longer than the period of use.
The collaborative market is divided into multiple consumption patterns. ...
3.4 Possible strategies for dealing with competition
Traditional players, while still dominating the strollers market, are facing challenges and threats that, however, it is possible to adapt. Indeed, while the decline in the birth rate is weighing on the strategy of conquest, the increase in the average budget per baby is an avenue for growth as it may ...
4 Analysis of the offer
4.1 Type of strollers
Source: ****
There are also strollers for infants and toddlers and strollers designed for city life.
4.2 A generalized move upmarket visible through price increases
Prices are extremely varied and range from less than *** euros to more than **** euros. However, over one year, between October **** and ****, average stroller prices have increased by *.*%. This price increase, which applies to all childcare articles, is explained in particular by a general upmarket positioning. [***]
Indeed, premium brands are gaining ground, ...
5 Regulation
5.1 Regulations
As with any product for babies or children, the stroller market is subject to strict rules.
These rules are established by the decree No. **-**** of ** December **** on childcare
Updated by the notice of the published in the Official Journal on March **, ****, this decree establishes safety requirements, namely: stability of the ...
6 Positioning of the actors
6.1 Segmentation
- Bébé Confort
- Bambisol
- Aubert
- Allo bébé
- Leboncoin (Adevinta Group)
- Outlander Joie baby
- Autour de Bébé
- Bébé 9
- LDLC Groupe
- Bugaboo
- Graco
- Artsana Groupe (Chicco)
- Babyhuys
- Cybex (Goddbaby International)
- Maxi-Cosi (Dorel Groupe)
- Quinny
- Babymoov
- Costway
- Smyths Toys
- Yoyo Babyzen
- Trolem
List of charts presented in this market study
- Main business partners in the stroller market
- Value of exports and imports of strollers
- Number of live births
- Birth rate
- Where did you buy your stroller?
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Latest news
Poussettes Cybex en France - 25/06/2024
- - Ouverture de la filiale française de Cybex en 2012.
- - Présence de Cybex chez 700 revendeurs physiques et en e-commerce en France.
- - Vente de 1000 références de produits Cybex.
In the face of Vinted, Leboncoin holds its own: a look at the figures - 24/06/2024
- Leboncoin is the 2nd most visited e-commerce site in France, behind Amazon.
- - 26.8 million unique visitors per month in France in the first quarter of 2024.
- - Leboncoin aims to become a European Amazon for second-hand goods
- - Leboncoin buyers: mostly men over 45, with an average of 7.5 purchases per year for a total of €381.
- - Women make 2.8 purchases a year for a total of €110.
- - 20% increase in Leboncoin sales by 2023, surpassing Amazon (+16%) but less than Vinted (+32%).
- - Average shopping basket on Leboncoin: €46, higher than Amazon (€34) and Vinted (€19).
- -Leboncoin customers buy 4.4 times a year, compared with 9.4 times for Vinted.
- - Leboncoin has a 4% market share among a panel of 700,000 people, despite Vinted's sales growth of 61% from 2022 to 2023.
Leboncoin: a $12 billion bid for the classified ads parent company - 22/11/2023
- A consortium led by Blackstone and Permira has offered 141 billion crowns (12.1 billion euros) to buy Adevinta.
- The transaction values Adevinta at €14 billion.
- In 2021, Adevinta bought eBay's online classifieds business for $9.2 billion.
LDLCroissance returns to growth - 26/10/2023
- The LDLC Group saw its sales fall by -17% last year.
- Group sales came to €266.9M for the six months to the end of September, an increase of 5.1% (and +9.7% for the second quarter alone).
- Sales growth of 7.4% in the LDLC Group's consumer business, to €178.6 million.
- L'Armoire de Bébé, the Group's childcare brand, posted a 3.4% increase in half-year sales, to €4.6 million.
The inventor of the Yoyo stroller wants to revolutionize the folding bike - 05/10/2023
- The Yoyo stroller was launched in 2012
- Over two million units of the Yoyo stroller have been sold
- The Bastille project, a folding bicycle, has been in development for six years
- The Bastille bike will be sold directly via the Internet and also through cycle retailers
- The selling price of the Bastille bike will be 2,590 euros, compared with Brompton, whose bikes sell for between 1,500 and 2,500 euros
- Gilles Henry has raised 10 million euros from the Eutopia and Ankaa Ventures funds to finance the development of the Bastille bicycle
- The bike will be assembled in France, in partnership with Expliseat and Cycleurope
- The bike will be launched progressively: first in one country, then in other European countries, and finally in the rest of the world.
Leboncoin coveted by two investment funds - 23/09/2023
- Leboncoin is owned by Adevinta, a Norwegian company specializing in online ads.
- Adevinta has received a non-binding takeover offer from a consortium led by Blackstone and Permira, two investment funds.
- Adevinta's two main shareholders are eBay, a US company, and Schibsted, a Norwegian media group, which are supporting the takeover bid.
- In 2021, Adevinta bought eBay's online classifieds business for $9.2 billion.
- Adevinta was worth almost 93 billion kroner (8.1 billion euros) at the close of trading on the Oslo Stock Exchange on Thursday.
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the stroller market | France
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