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Puericultura Madrid, a representative fair of the Spanish babycare industry

Emili Alsina, Director, Ediciones Just

  • Key4Communications

IFEMA has hosted for the second consecutive year the fair Puericultura Madrid, the benchmark event in Spain dedicated to the babycare products sector. This year the event was held in Hall 9 at Feria de Madrid, a larger space that allowed a better display of brands and exhibitors.

From Puericultura Market we were there the four days of the show as exhibitors, thus we were able to exchange views with the visitors, most of them retailers, as well as with manufacturers and distributors that were also present.

Similarly to last year, the standardization of the design of the stands gave to the fair an aesthetic coherence, a good strategy to get a clean image to the visitor.

In general, the supply in terms of exhibitors was representative of the Spanish market, with major companies present at this event. However, the representativeness of babycare furniture companies was lower than the other categories of products; largely due to the difficult situation this product category has gone through the last years.

The number of visitors varied depending on the day, Saturday being the busiest day and in which there was an increase in visitors, which influenced a greater activity among manufacturers, distributors and retailers.

The general feeling among manufacturers and retailers was a better dynamism between the different actors involved in the sector compared to previous years. Companies are adapting in recent years their business structures to the market reality, which is hypercompetitive, mature and has a certain rigidity.

Retailers, meanwhile, are also redesigning their sales strategies in front of a slowed or prudent consumption. Retail activity is in a process of transformation that requires a break with traditional schemes and the implementation of new formulas to continue providing a strong value to an end buyer that has profoundly changed their buying habits.

However, Puericultura Madrid has grown compared to the previous edition and it has consolidated as the professional industry event in the Iberian market. It should be attentive to the needs of the market to adapt to them in future editions of the trade show, especially with regard to the program of activities of the fair.

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