Children's products market analysis in Poland
Demographics and the second-hand trade are currently the biggest challenges facing the children's products industry in Poland. Our analysis showed that the industry's value fell by 2.3% compared with the previous year.
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See the scan catalogueResearch shows that the Polish children's products market was worth PLN 14.49 bn in 2020. The sector covers a wide range of products: children's clothing and footwear, toys, children's cosmetics, hygiene products, baby food, children's furniture, prams and car seats. The global toy market alone was estimated at USD 156.5 bn in 2021. Experts forecast growth of over 7.5% in 2022–2027 (to USD 249.6 bn). In Poland, according to RMD Research panel data, the annual value of the toy market was around PLN 4 bn. In addition, revenue in the children's clothing segment is expected to exceed USD 263 bn in 2022, with annual growth of almost 3% (CAGR 2022–2026).
| Indicator | Value |
|---|---|
| Value of the children's products market in Poland, 2020 | PLN 14.49 bn |
| Change in the industry's value y/y | -2.3% |
| Annual value of the toy market in Poland (RMD Research) | around PLN 4 bn |
| Global toy market value, 2021 | USD 156.5 bn |
| Forecast global toy market value, 2027 | USD 249.6 bn |
| Forecast growth of the global toy market, 2022–2027 | over 7.5% |
| Global children's clothing segment revenue, 2022 (forecast) | over USD 263 bn |
| Annual growth of the children's clothing segment (CAGR 2022–2026) | almost 3% |
01
What share of online purchases in Poland are children's products?
According to the Chamber of Electronic Economy's "Mr&Mrs E-commerce 2022" report, children's products account for 21% of all online purchases, third after the "beauty" and "fashion" categories.
According to the latest report by the Chamber of Electronic Economy (Izba Gospodarki Elektronicznej), "Mr&Mrs E-commerce 2022", children's products account for as much as 21% of all online purchases (third place after the "beauty" and "fashion" categories). The shift to online purchasing grew by 40.5% y/y in 2020, driven largely by the pandemic, and is forecast to continue. Online toy sales are expected to grow by as much as 10% a year. Parents most often buy products in the "sport and leisure", "building blocks" and "games" categories. The leading brands were Lego (61%), MGA (36%), Mattel (29%) and Trefl (23%). The most frequently chosen shopping platforms were Allegro, Zalando, H&M, CCC and Eobuwie.
| Brand | Result (%) |
|---|---|
| Lego | 61 |
| MGA | 36 |
| Mattel | 29 |
| Trefl | 23 |
Analysis of online sales also showed strong growth in second-hand clothing and the rising popularity of niche, often eco-friendly brands. According to an Accenture report from April 2022, 44% of Poles first check what second-hand shops offer, offline or online, before buying clothes. Online shopping has become part of everyday life.
02
How do demographics affect the children's products market in Poland?
Statistics Poland (GUS) forecasts that births will fall by around 24% between 2015 and 2050, and the number of children aged 0 to 3 by as much as 15% between 2021 and 2026.
The biggest threat to the children's products market is demographics. Births hit a record low in 2020, and this trend is not expected to reverse. Statistics Poland (GUS) forecasts that the number of births will fall by around 24% between 2015 and 2050. The number of children aged 0 to 3 is also expected to fall by as much as 15% between 2021 and 2026. As a result, baby food, hygiene products, prams and car seats may face the toughest conditions in the coming years. Prams and car seats also face competition from the second-hand market, which parents readily use.
03
Where is the children's products market heading?
Parents pay increasing attention to the quality of materials, so they choose natural or organic cosmetics and toys made from eco-friendly materials from certified sources.
In recent years consumer awareness has increased significantly. Customers pay particular attention not only to the price of products but also to the quality of the materials they are made from. Parents show the same trend and value the highest-quality products. As a result, they pay particular attention to natural or organic cosmetics. When buying toys, they increasingly choose those made from eco-friendly materials from certified sources. Several years ago, Niels B. Christiansen, CEO of The Lego Group, announced that by 2030 the company would invest in developing materials that keep the high quality and durability of plastic but come from sustainable sources. Other manufacturers are also developing product lines made, for example, from recycled materials. Similar trends can be seen in children's clothing and other categories aimed at young children.
Author: Basia Wargocka
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Source: MarketHub, "Children's products market analysis in Poland", markethub.pl, 09.2022