The stroller market - France (2025)

1.2 The global market grows over the decade

The global stroller market was estimated at*.** billion in ****and is expected to grow at an annual rate of*.**% CAGRto reach*.** billion by ****. This growth is driven by the expansion ofe-commerceand changing consumer expectations in terms ofconvenienceandinnovation.

However, the sector has been impacted by the pandemic ofCOVID-**pandemic, which led to a drop in sales due to travel restrictions and lockdowns. Physical retail outlets suffered a decline in demand, while onlineonline sales platformsexperiencedsignificant expansionthis has prompted manufacturers and distributors to strengthen their digital presence. This distribution channel now plays a key role in market dynamics, enabling a gradual recovery and underpinning the sector's long-term growth.

stroller market sales trend World, ****-****, in billions of dollars Source: ****

1.3 The domestic market holds up against the odds

In ****, the childcare market is estimated at around*** million eurosillustrating a certainresiliencedespite the drop in the birth rate since **** and adjustments to family policy. This stability is largely due tocontinuous innovationand diversification of the offering, helping to maintain consumer interest in a less buoyant demographic context.

Thestrollerssegment stands out in particular, withestimated sales of *** million eurosfor the same year. The regular introduction of new models, adapted to parents' differentparents' different needs in terms of practicality, safety and designthis has led to the development of a more segmented offer. These developments have also reinforced the growth of apremium marketmarket, driven by heightened demands in terms ofdurability and technological innovation.

Source: ****

Since ****, pressures on purchasing power have accentuated the polarization of the large nursery market, which is now split between thevery high-end(***). Thestrollers is particularly affected by this phenomenon.

Actual household consumption by product at current prices France, **** - ****, Millions of euros Source: ****

Market trends for baby products France, ****-****, in Source: ****

Despite a historic drop in births in ****the baby products market shows contrasting trends. <!-- /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin:*cm; mso-pagination:widow-orphan; font-size:**.*pt; font-family: ...

1.4 France imports more than it exports

The figures in this section are obtained from the UN Comtrade code: "baby carriagesand baby carriages and their parts"

In recent years, France has consistently imported more baby carriages and parts than it has exported. In ****, the country imported $*** million worth, compared with $** million worth of exports.

The gap between the two flows has nevertheless narrowed since ****, when imports reached $*** million and exports $** million. This trend could be explained by a decline in domestic production or lesser international competitiveness.

Despite this trend, France remains a net exporter in this sector, although the gradual decline in export volume could indicate a repositioning of the market or industrial change.

imports and exports of children's cars and parts France, ****-****, in millions of dollars Source: ****

In ****, China and Germany will dominate exports of children's cars and parts to France, accounting for $** million and $** million respectively. between them, they account for a significant share of French imports.

Behind these two leaders, several European countries such as Italy (***) occupy a notable place, although their volumes remain well below those of China and Germany.

Finally, more modest suppliers complete the market, notably Spain and the Netherlands (***), as well as the Czech Republic, Portugal and Sweden, whose exports ...

2.1 Birth rate and demographic impact

The number ofbirths in Francefollows adownward trendsince ****, from***,*** birthsthat year to***,*** in ****a decrease of more than**%in a decade. Thisdecline continuescould have an impact on a number of economic sectors, includingchildcarewhich must adapt to declining demand.

number of births France, ****-**** Source: ****

A generalgeneral decline in fertility ratesin all age groups between **** and ****, reflecting an overall trend towards fewer births. Women tend to have children at older agesolder ageswith a concentration ofin the **-** age group. This trend underlines the postponement of parental plans in a context marked by societal and economic changes.

fertility rate by age group France, **** - **** Source : Insee France's birth rate has been falling steadily since ****, from **.* births per *,*** inhabitants in **** to *.* in ****. This decline accelerates particularly after ****, reaching its lowest level in ****. This trend is part of a context of demographic decline, marked by a drop in the number of births and an aging population.

Gradual decline in birth rate France, **** - ****, per **** inhabitants Source: ****

L'verage age at childbirthin France has risengradual increasebetween **** and ****, from**.* years in **** to ** years in ****for all births. This trend is also visible forfirst birthswhere the average age has risen from**.* years in **** to **.* years in ****indicating apostponement of ...

2.2 Growth in the second-hand market

The stroller market is evolving in line with new consumer habits. More and more parents are turning to second-handsecond-handmotivated by economic and ecological considerations. This trend is prompting manufacturers to innovate by offering models with high added value, notably by focusing ondurabilityand the use ofrecycled materials. Faced with growing demand for more responsible products, brands need to guarantee greater quality and longevity in order to stand out in a changing market.

Platforms such as Beebs have recorded *.* million transactions in ****, and expect sales to double or even triple by ****.

Source: ****

Breakdown of purchases of childcare articles France, **** Source: ****

The graph illustrates a marked trend towardsin the purchase of second-hand childcare articles in France in ****, representing ** % of transactions. In comparison, ** % of consumers buy these new or or second-hand. This dynamic can be explained by several factors, including economic considerations in the face of inflation, growing sensitivity to ecological issues, and the development of specialized platforms facilitating resale. For brands and retailers, this trend calls for strategic adaptation, notably through reconditioning offers or trade-in services, while maintaining a strong value proposition for new products. Channels of purchase for second-hand juvenile products France, ****, in Source : LSA Conso This chart shows the predominance ofconsumer-to-consumer sales ...

2.3 French stroller production less affected than small childcare products

The French nursery market is divided into two main segments:

Large juvenile products,which includes equipment such as strollers, car seats and furniture. Small childcareincluding items such as feeding bottles, teats and small accessories.

Performance of large nursery products:

Resilience in the face of falling birth ratesdespite a steady decline in the birth rate in France since ****, the market, estimated at *** million euros, shows remarkable stability. This performance can be explained by an ability to innovate and diversify the offering, winning over consumers. Focus on the stroller segmentwith sales approaching *** million euros, strollers dominate this market. The constant renewal of the range, focusing on models combining advanced functionality, safety, aesthetics and durability, has enabled the development of an attractive premium segment.

Source: ****

Purchasing priorities of young mothers for childcare equipment France, ****, in Source: ****

Difficulties in childcare :

Significant drop in salessales of small childcare products fell sharply, down **% in volume and **% year-on-year, across all supermarket channels. This decline is attributed to a rationalization of assortments and declining demand.

Low inflation and limited promotiondespite relatively moderate inflation of *.*% in hypermarkets, the category suffers from low promotion, which penalizes it in a context of tense purchasing power. All babycare segments, including feeding bottles, pacifiers ...

2.4 Favourite brands in childcare

Stroller brands preferred by the French France, Observatoire des marques **** - Q* & Q* - February ****, in

Chicco dominates the ranking with**.*% of "like" mentionsfollowed by Bébé Confort (***) receive fewer mentions,suggesting a more niche positioning or a higher price that limits their mainstream adoption. The gap between brands highlights consumer preferences, which favor brands recognized for their accessibility and practicality.

3.1 Market value chain

There are several players in the stroller market:

Raw materials supplierssupply the materials needed to manufacture strollers. These materials include metal, plastic and textile components (***), as well as safety features such as harnesses and braking systems. Stroller manufacturersdesign and assemble the products. They are responsible for the development of models, incorporating technological innovations and designs adapted to consumer needs. These manufacturers can sell their products directly via their own channels (***) or through distributors. Distributorsplay a key role in making strollers available to consumers. They include : Specialized childcare stores. General supermarkets. Online pure players, offering a wide range of models. The end customeris made up of :

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3.2 A limited number of manufacturers in France

The French stroller market is characterized bylimited presenceof national manufacturers. Notable French brands include Aubert, Bambisol, Bébé Confort, Looping and Red Castle. However, it is important to note that, although these brands are French, most of their productionproduction is carried out abroad. For example, Bébé Confort relocated its stroller production to China and Portugal in ****.

We are also witnessing the emergence of new initiatives aimed at relocate production to France.For example, the BABYRIDE brand, based in Anglet in the Basque country, has opted for local manufacturing, with all its strollers produced within a *** km radius. However, these initiatives remain a minority in today's industrial landscape.

Table of French manufacturers and their production sites

Source: ****

We can thus deduce that :

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3.3 Distribution

Stroller distribution in France is organized around several main channels:

*. Main distribution channels

Specialized childcare stores: Examples: Aubert, Bébé *, Orchestra-Prémaman. These chains focus on a varied range of childcare products, including top-of-the-range strollers, accessories and personalized services (***). General supermarkets: Examples: Carrefour, Leclerc, Auchan. They offer strollers in an affordable price range, often for basic models or well-known brands at competitive prices. Online retailers: Examples: Amazon, Cdiscount, Allobébé. E-commerce platforms are playing an increasingly important role thanks to their ability to offer a wide choice, frequent promotions and fast delivery. Major children's outfitters: Examples: Decathlon (***), IKEA. These brands offer functional strollers for leisure or specific use.

Distribution channels favored by young mothers and pregnant women for their purchases of strollers, hulls and car seats France, ****, in %, multiple answers possible Source: ****

*. Recent retail trends

Increase in online salesthe pandemic and changing shopping habits have accelerated the development of online sales, enabling parents to easily compare models and prices. Development of second-hand platforms: Examples: Vinted, Leboncoin, Patatam. The trend towards a circular economy encourages the purchase of second-hand strollers, with greater attention paid to durability and reduced cost.

-Rental services:

o Examples: Loopi, Kooglo.

3.4 French manufacturers have fewer and fewer physical outlets

Aubert a *** stores in France.

Segmentation of Aubert stores in France :

Store networkAubertnetwork is well distributed throughout France, with a strong concentration in the Île-de-France region, where there are ** outlets, notably in Paris and its suburbs. The Grand Est and Hauts-de-France regions also boast numerous stores, testifying to the brand's active presence in these areas. There is also good coverage in the South of France, notably inProvence-Alpes-Côte d'Azur (***) and Occitanie. On the other hand, certain regions such asCorsica do not seem to have any Aubert stores. This geographical distribution enables the brand to meet the needs of families through specialized stores accessible over a large part of the country.

Products from Dorel Industries products are widely distributed in France through various retailersbut the company has no stores of its own.

Looping distributes its products through a network of retailers partners. The exact number of outlets is not publicly specified.

The products Red Castle products are available in many and department stores in France, but Red Castle in France, but Red Castle has no stores of its own.

Bambisol sells its childcare products in France mainly through retailers. They can be found in stores such as Auchan, Carrefour, Leclerc and others, ...

4.1 Stroller types

The stroller market is highly segmented, offering solutions adapted to the different needs of families. There are several types of stroller, depending on their use, practicality and ergonomics.

Combination strollers (***)

Combination strollers are versatile models that accompany your child from birth to around * years of age. They generally include a carrycot for the first few months, enabling the baby to be transported in a lying position, a car seat (***) that fits onto the stroller frame, and a stroller seat for the older child. They offer the advantage of being a scalable and economical solution over the long term, while guaranteeing optimum comfort for the baby. On the other hand, their price is often high, ranging from €*** to €*,*** depending on the brand, and their considerable weight can make them difficult to transport. Examples of popular models: Bugaboo Fox * (***).

Baby carriages (***)

These strollers are similar to the combination models, but do not include a car seat. They offer a seamless transition from carrycot to conventional stroller. The main advantage of these strollers is the superior comfort they provide for infants, with good shock-absorbing suspension. However, they are bulkier and often heavier than a cane stroller, which can limit their practicality in urban environments. Examples ...

4.2 Main players

Ranking of the best-selling strollers on Amazon in ****

Source: ****

Table of the best strollers in ****

Source: ****

4.3 Trends and innovation

The stroller market is evolving thanks to technological advances and new consumer expectations. Manufacturers rely on innovation to offer products that are safer, more practical and better adapted to modern lifestyles.

Theconnected strollersnow incorporate intelligent sensors that monitor temperature, adjust suspension according to terrain, and send safety alerts to parents via a mobile app. Some electric strollers make driving uphill and over difficult terrain easier, meeting the needs of parents in both urban and rural environments.

Thecompact, lightweight strollersare gaining in popularity, particularly in big cities where space is limited. They are extremely maneuverable and can be easily stowed away on public transport or in the trunk of a car. This type of stroller is particularly popular in regions such as Ile-de-France and Lyon.

Themultifunctional strollersappeal to parents looking for an evolving product. They can be converted into a carrycot or car seat, avoiding the need to buy several separate pieces of equipment. Some even feature a swivel system that lets you alternate between different positions in seconds.

Thesustainable and ecological materialsare a key concern. Manufacturers now favor recycled fabrics and lightweight aluminum structures to combine respect for the environment with sturdiness. This trend is driven by growing consumer demand for ...

4.4 Strategy and price trends

The stroller market in France is influenced by several key factors:

Comfort and practicality consumers prefer models that are easy to fold, lightweight and adapted to different urban lifestyles. For example Babyzenbrand, with its Yoyostroller, the Babyzen brand has met these expectations with a compact, easy-to-handle stroller, ideal for city dwellers. Customization and modularitythe ability to configure the stroller to the specific needs of parents is particularly appealing. Brands such as Bugaboo offer modular strollers with a range of interchangeable accessories, enabling them to adapt to different stages of a child's growth. Advanced technologiesadvanced technologies: Manufacturers are incorporating innovations such as automatic folding, lightweight and resistant materials, and improved suspension systems to enhance comfort and ease of use. For example, Cybex Cybex has energized the market with innovative, designer strollers that meet the expectations of modern parents. Growth in the premium segmentbrands such as Bugaboo and Cybex are experiencing strong demand for their top-of-the-range models, with prices that can exceed €*,***. This segment attracts consumers looking for sophisticated designs and advanced features.

To reach their target, stroller brands in France adopt a variety of marketing strategies:

Collaboration with influencersmanufacturers collaborate with parental influencers on social networks to promote their models, generating high ...

4.5 Cybex case study

Cybexa GoodBaby Group brand, has made its mark on the French large childcare market thanks to a strategy combining innovation, premium positioning and collaborations with influential figures in design and fashion. With growth expected to reach**% in France by ****,cybex has captured the interest of young parents with products that combine aesthetics and performance.

A strategy of constant innovation

One of the pillars of Cybex's success lies in its ability to continually renew its product ranges. The company is positioned as the manufacturer that launches the most new products each year in the world of strollers and car seats. This dynamic approach has enabled the company to :

-stimulate demandby offering ever more innovative models.

-Bypass the second-hand marketby encouraging consumers to opt for the latest trends.

-diversify its offer,in particular with models adapted to new lifestyles, such as sports strollers.

Strategic partnerships and fashion-inspired positioning

To stand out in a market often perceived as austere, Cybex draws inspiration from the world of luxury and fashion, regularly launching capsule collections in collaboration with celebrities and designers. Notable collaborations include:

-Jeremy Scottrenowned designer.

-Katy Perry,influential pop icon.

-Karolina Kurkovainternational model.

-DJ Khaledproducer and music influencer.

These collaborations bring a touch of ...

5.1 Regulations

In France, the safety of strollers and childcare articles is governed by strict standards designed to guarantee the protection of children and the conformity of products placed on the market. The standardNF EN ****-*:****defines the essential safety and performance requirements for strollers designed for children weighing less than ** kg. It imposes a series of rigorous tests covering stability, material resistance and the absence of mechanical risks that could lead to accidents. Injuly ****standardEN ****-* was introduced for sports baby carriages, particularly those designed for jogging. This regulation calls for enhanced requirements in terms of safety, visibility and stability on a variety of terrains, with a six-month deadline for manufacturers to comply.

However, despite these strict regulations, checks carried out by theDirection Générale de la Concurrence, de la Consommation et de la Répression des Fraudes (***)still reveal numerous anomalies in the childcare market. A survey conducted in****showed that**% of products inspecteddid not comply with current standards, with notable failings in terms of safety markings, consumer information and instructions for use. Sanctions against the manufacturers and distributors concerned include warnings, injunctions and withdrawals of products deemed unsafe.

Increasingly demanding consumers expect not only safe, but also environmentally-friendly products. ...

6.1 Player 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
• Berceau Magique Megara
• France Maternité