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Market Research


The childcare sector in international markets

Data and trends in China, Belgium, Italy and Norway


This article has been written taking into account the opinions of professional magazines of the European childcare sector and the professional magazine of the Chinese market BabyChina (which shares management team with Ediciones Just, company that publishes Puericultura Market).

Childcare industry overview:

From the magazine BabyChina, Jana Robles, CEO of the company, states that currently China is the second largest consumer of childcare products, behind only the United States.

- Manufacturing
The industry sector of childcare in 2014 headed for the large scale production and better quality. In June 2014 the total number of manufacturers reached 2,420 childcare.

- Sales Channels
In recent years, in addition to traditional supermarkets and childcare, sales channels of the childcare sector in China have opened new online platforms. Supermarkets have been the dominant channel for childcare articles (such as hygiene products or milk powder).

- Sales online
According to several analysts, the rapid growth of online sales in the childcare sector is due to three reasons. First, parents of the generation of 1980 and 1990 have become the largest consumer group. Second, there are quality problems in the Chinese market, especially milk powder. It is for this reason that parents are more willing to buy products online. Third, the major online suppliers are focused on selling a full range of products.

- Consumption in the children's sector
We found that the quality and brand are the most valued items.

From the Belgian professional magazine KBOUTIQUE, Patrick Vandenkendelaere highlights the growth of electronic commerce in the field of childcare market .
1. The increase in online sales operated by foreign companies and the second-hand market have made many small traders close their businesses or specialize in one or two niche markets.
2. One of the main strategies of the outlets are birth lists.
3. eCommerce is growing and now accounts for 16% of total sales.
4. The 2014 was not a good year for the sector.

From the italian professional magazine Il Giornale dell'infanzia, Daniele Caroli values ​​that average expenditure on childcare products has been declining in recent years, mainly damaging items with an average price.
1. Strollers and car seats are the most demanded categories.
2. Exports have increased because domestic market grows more competitive.
3. Specialized retailers are going through hard times, and in many cases, manufacturers and distributors have to fund them, delaying payment deadlines.
4. While growing rapidly, online sales still represent a significant percentage.

From the Norwegian professional magazine, Hobby & Toy, Paul Matheson said that the childcare market in this country is very conservative and has very few changes.
1. The industry has failed to adapt to the economic situation that is going through Europe, and, besides this, there has been a decline in births.
2. The existence of the baby products industry is scarce. The market moves through importers and distributors.
3. eCommerce represents between 5% and 10% of the market share of childcare.

The full article on international markets can be read in the latest issue of the magazine Puericultura Market. Subscribe!

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