The stroller market - France

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 are geographical disparities in the outlook for the stroller market, particularly in relation to birth rates, which is a determining factor in the demand for strollers. Indeed, although France has a birth rate of **.*, this rate is falling, as in many European countries. However, some countries, notably those in the Northern Europe The countries of the European Union, such as Sweden, Denmark and Lithuania, have positive demographic dynamics, with an increase in the number of births. [***]

Globally, the strongest growth potential is in North Africa & Middle East, Sub-Saharan Africa and Central Asia, where demographic trends are favourable for the stroller market, as shown in the table below. Although South America and Oceania also have high birth rates, these have been declining in recent years.

Source: ****

Many brands have already begun to exploit this international growth potential by opening stores and e-commerce sites. This is the case for the Orchestra-Prémaman ...

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 and value is explained by an increase in average prices of *% in the childcare market and *.*% in the stroller market over one year between October **** and ****. [***]

The turnover of the large childcare market nevertheless increased in **** (***) segments. However, this increase is not representative of the dynamics of the strollers market. In fact, the growth of the large childcare market is linked to sales of car seats and high chairs, which increased by *.*% and *.*% respectively in value terms, while stroller sales fell *.*% between October **** and **** The large childcare market thus accounted for €***.*** million in **** and **% of the childcare market share. [***]

Finally, according to a study by Allobébé the cost of the first three years of a baby in **** is **,*** euros, i.e. **** euros per year (***), the size of the French market for pushchairs can be estimated at ***.*** million euros.

The stroller market is therefore suffering from a measured negative dynamic, ...

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, for its exports in Belgium and the Germany which account for a majority of French imports of pushchairs. [***]

Main business partners in the stroller market France, ****, in millions of US dollars One Comtrade

Thus, according to the graph and calculation below, the coverage rate in France in **** was **.**%.

Coverage rate = Exports / imports x *** = ******** / ******** x *** = **.**.

The trade balance is therefore in deficit and the trade balance is negative.

Value of exports and imports of strollers France, ****-****, in millions of US dollars One Comtrade

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 birth rate is slowing down as it has been halved over the last two years, with a drop of *,*** births in **** compared to **,*** in ****.

Number of live births France, ****-****, in units INSEE 

The other way around, the average budget per baby, as well as the prices of strollers have increased. This offsets the effect of the falling birth rate.

Indeed, the average budget per baby is **,*** euros for the first three years and *,*** euros are spent before birth. Strollers represent *% of this average budget, so the average budget per baby spent on strollers is *** euros (***). [***]

The relative stability of stroller demand by value is therefore the combined effect of rising stroller prices, (***) and the increase in the average budget per baby, which offsets the drop in consumption in volume due to the decline in the birth rate.

Thus, while the decline in the birth rate limits the effectiveness of ...

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 for the French. This is the second most important market in the world, behind the GMS (***). In fact, this **** survey of **** parents shows that Internet accounts for a quarter of all stroller purchases as well as supermarkets, while almost half choose a specialist store.

Where did you buy your stroller? France, ****, in % ProdegeMR

The Internet is particularly important as a place to seek information and influence

Indeed, the Internet seems to have become a must for information before buying childcare articles, as shown by a **** study by the digital agency Kidiwiz and the Institut des Mamans conducted among parents of children aged * to ** months. Parents read the opinions of other consumers or female bloggers first (***).

The Internet plays the role of a place for sharing, exchanging and influencing, insofar as parents use the Internet to find out the opinions of other parents. There is a growing number of blogs or ...

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 often much longer than their use, making them a high-potential product category on the second-hand market. A study by the agency Monet Associates shows, for example, that discussions on social networks about the second-hand market for children's products increased by ***% between **** and ****.

Some retailers, typically non-specialized, have already adapted by creating marketplaces, such as Fnac, Galeries Lafayette or Natalys. If the players in this collaborative economy are competing with traditional retailers, this threat can be transformed by retailers into an opportunity to win back demand and a stimulating factor for innovation. Companies can thus exploit this trend, which is expected to grow stronger in the coming years, since price is indeed the first criterion of choice for consumers, as indicated by this survey conducted by the Institut des Mamans.

When shopping for your child in a specialty store, what do you look for first? France, ****, in % IDM

In addition to ...

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 million euros to equip. Finally, they are marketed directly by the manufacturers' distribution channels or resold by distributors. [***]

As far as the manufacture of pushchairs is concerned, certain players stand out in France, in particular Bébé Confort, Babyzen, Renolux, Bambisol and Allègre.

Indeed, born in Aix-en-Provence, Babyzen's Yoyo stroller has been sold to more than ***,*** consumers, mostly urban, between its creation in **** and ****. Now present in ** countries, the Yoyo stroller has largely contributed to the increase in Babyzen's turnover, which exceeded €** million in ****, **% of which was from exports, particularly to Asia (***). [***]

Similarly, Bébé Confort's sales exceeded ** million in ****.

Worldwide, Chicco, Graco, MacLaren and Jané are the leaders in the childcare market.

The different distribution channels for pushchairs are as follows, according to a study by Prodege MR from September **** that surveyed *,*** parents on where they buy their strollers:

Where did you buy your stroller? France, ****, in % ...

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 for sale. [***]

Commercial density in specialized childcare stores

France, ****, in number of outlets per **** children under * years old

Source: ****

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. This is the case for the purchase/sale of second-hand products, rental, bartering, lending and exchange. There are many players: second-hand goods buying/selling services, services that put people in touch with each other, rental services, classified ad sites, loan or barter sites.

The players in the collaborative stroller market are thus distinguished by three characteristics These include the mode of consumption (***).

The main players in the collaborative offer are as follows

Sale and purchase of second-hand items

Generalist platforms dominate this market, with major players such as Le Bon Coin, Ebay, Rakuten or even Cdiscount which usually have "Baby equipment" or "Childcare" categories.

Founded in ****, Le Bon Coin illustrates the rise of the second-hand market, with ** million unique visitors per month in ****. [***]

Alongside the generalist platforms, specialized players are developing, such as Nuuns.

The activity of the second-hand market also passes through classified ads, with sites solely dedicated to ...

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 promote customer retention This is especially true since the latter remains a fan of the in-store customer experience, especially the advice provided.

Furthermore, supermarkets and baby care chains can face up to the competition from pure-players by strengthening the digitalisation of their offer The extension of the business model to other countries is a major challenge. The extension to more new territories can also be a successful strategy, with an increase in the number of outlets and a diversification of their 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, the features built into strollers are multiplying, and their quality is improving. Brands are also aware of consumers' growing concern for ethics and the environment, which is pushing them to develop and differentiate their offer. Paradoxically, the development of the second-hand market is sometimes favourable to this move upmarket, as some consumers are encouraged to pay more because they know they will be able to resell the product.

Thus, many innovations are emerging on the stroller market, including players are continually seeking to differentiate themselves The Heetee Mayfair stroller, which generates energy, the Yoyo super-fold stroller designed for airplane cabins and the Cybex e-Priam electric stroller are examples of this.

The price increase is therefore the consequence of the upmarket offer This is particularly true in the large childcare segment, with the development of new features and designs. Strollers are becoming more and more compact, practical and aesthetic. But this ...

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 seat, protection against the risk of injury, absence of health risks in case of ingestion, inhalation or physical contact, reliability of safety devices that must not be able to be operated by children, as well as compliance with hygiene and cleanliness conditions.

In March ****, the new version of the standard NF EN ****-* "Children's cars - part *: pushchairs and prams" of December **** is added. This European standard defines and standardizes on a European scale the safety requirements and test methods for pushchairs and prams intended for the transport of one or more children of less than ** kg each or ** kg for any integrated platform on which the child can stand.

In the absence of Community legislation on the subject, this decree applies only to products manufactured in France or directly imported from a third country. European Union countries must comply with the safety requirements of the decree and those of ...

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
• Berceau Magique Megara
• France Maternité