The stroller market - Italy

1.1 Definition and presentation

A stroller is a small wheeled baby carriage used to carry a child. Baby strollers are often collapsible for easy transportation by car or other means. On average, they are made for children from the age of 5/6 months and accompany him or her up to 3 to 4 years, depending on the child's needs and habits. The stroller market is a subset of the larger baby and toddler products business, particularly the large nursery segment, which includes car seats, strollers, and high chairs. Strollers come in a variety of styles, each with its own set of features: the stick stroller, combination stroller, 3-wheel stroller, and multiple stroller are the most common. The European standard UNI-EN 1888:2005 regulates the transport of one or more children in baby carriages and baby carriages in Europe; these criteria must be met before any stroller can be purchased. This regulation considers a number of factors, including the age and weight of the child, the materials used in their manufacture, safety measures, and additional information about the manufacturer.

With a compound annual growth rate of 5.7 percent, the size of the world market for baby carriages and strollers is expected to reach $3.4 billion by 2031.

In Italy, the typical cost of a first-hand stroller is around 300 euros, and finding a good one for less is difficult. The market for strollers is linked to the birth rate of the target country; Italy's birth rate has been declining in recent years, and is expected to fall below 400,000 births for the first time in 2021. If the forecast is correct, the number will be about 390 thousand; this will undoubtedly have an impact on the primary market. In Italy, the secondary market, especially specialized e-commerce and platforms to compare different products, is booming. Brevi, Cam, Chicco, Foppapedretti, Inglesina, Momon, Peg-Perego are the most popular Italian brands.

Electric strollers are the way of the future, with automatic gaits that help parents facing inclines and declines, as well as other features such as the ability to charge smartphones directly from the stroller. Another notable development are modular strollers made of lighter but more durable materials.