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Summary of our market study
French baby toy market estimated at over €800 million
The global baby toy market is expected to grow at a CAGR of 3.25% between 2020 and 2026, reaching a value of $7.63 billion.
Europe holds the largest market share at 35%, closely followed by North America at 32%.
The Asia-Pacific region, particularly China, is expected to see the strongest growth, driven by an increase in spending per baby.
In France, despite the falling birth rate, the baby toy market enjoys stable spending of around 289 euros per child per year. Significant trend changes include the rise of online sales, which account for 28% of the French market.
Toys made in France are particularly popular, accounting for 85% of sales.
Environmental considerations are driving an increase in the supply of ecological and second-hand toys, while the integration of technology into toys continues to grow.
Dynamics and constraints of the French baby toy market
The birth rate in France, although higher than in most European countries, is in gradual decline, dropping from an average of 2 children per woman to around 1.93. However, the fertility rate remains among the highest on the European continent.
As parents tend to have children at an older age, their financial stability enables them to increase their spending on baby toys.
The French baby toy market is characterized by strong seasonality, with demand rising sharply in the run-up to the festive season. Around 55% of annual sales in this sector take place in the last quarter of the year, with December alone accounting for 34%.
Parents account for less than half of toy purchases, while grandparents, other family members and friends make up a significant proportion, particularly in the context of traditional gift-giving occasions such as birthdays, anniversaries and holidays. Brands therefore have the opportunity to target a wider audience than just parents.
The estimated annual expenditure per child on toys is between €270 and €300.
Market preferences in the baby toy segment lean towards traditional and educational toys. Safety, quality and educational potential are the main criteria taken into account by buyers when choosing toys for their little ones.
The retail landscape has evolved with consolidation, particularly among specialist retailers. For example, Toys'R'Us has disappeared, to be replaced by PicWic Toys. E-commerce has emerged as a fast-growing sector, accounting for almost 28% of sales.
Players in the baby toy market
- VTech - This company is a technology-driven global supplier of electronic learning products for infants, toddlers and preschoolers.
- Mattel - Iconic brand in the toy industry.
- Janod - Appreciated for its authentic, timeless designs, specializing in wooden toys and games.
- Djeco - Renowned for its artistic and creative toys in a very contemporary style.
- Autour de bébé - French retailer offering a complete range of baby products.
- JouéClub - Offering a vast collection of toys for all ages, JouéClub is a cooperative of independent French toy retailers backed by a solid network of physical stores.
- La Grande Récré - A familiar name on the French market, La Grande Récré operates a chain of toy stores.
- King Jouet is another major retailer in France.
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Summary and extracts
1 Market overview
1.1 Introduction
The market toys for babies (0 to 2 years old) is a segment of the baby products market. The main toys are games from construction s, the dolls and thumbnails s, the vehicles or the little toys music . In the baby products market, the toy segment dominates, ahead of layette and childcare, which are suffering more from the effects of the economic crisis household consumption trade-offs related to the effects of the economic crisis.
The market for baby toys is linked to the rate of birthrate in France and the power purchasing households. France has the highest birth rate in Europe, which directly benefits the childcare market, but the findings are mixed. The primary reason is of a demographic The fertility rate has fallen below 2 to 1.93 children per woman since 2016. Even if this figure remains one of the highest in Europe, France has thus seen a decline in the number of births in recent years (to more than 10,000 fewer births per year). The crisis is also influencing the purchasing behaviour of young parents, more than ever looking for value for money on products that children will only use for a few months/years. [ Worldbank ]
The baby toy market, however, continues to be supported by an creativity and strong innovations from manufacturers that allow the market to continue to grow each year. The baby toy market is a market mature and diversified This is characterized by strong competition between specialized distributors and supermarkets. This market consists of a multiplicity of actors : children's specialists or from the world of children's fashion or toys, giants defying their competitors thanks to their competitive prices or franchises. Specialists are thus facing increased competition. They are also threatened by the advent of the pure players that are starting to stand out.
In addition, the sale on internet is increasingly developing as well as the sale second-hand of baby toys. Some brands such as Bébé 9 have bet on the web, for example by offering a news magazine that can be consulted online. Other competitors have since emerged, such as Berceau Magique, Allo Bébé and Bébé Surfeur. The Internet has thus become an essential tool in the act of buying or searching for prior information. Some websites such as Kridelio even go so far as to offer the rental of baby articles.
List of charts presented in this market study
- Market value of infant toys
- Taille du marché du jouet
- Répartition du marché du bébé
- Population et nombre de naissances par an
- Âge moyen de maternité
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Latest news
Vertbaudet gives children's furniture a second life - 03/05/2024
- Number of Vertbaudet stores in France: around 70.
- Furniture is offered at discounts of **up to 60% off** the new price.
In 2023, Cdiscount's sales volume continues to decline, but its Ebitda improves - 29/02/2024
- Total activity of Cnova, parent company of cdiscount: sales volume of 2.8 billion euros.
- Net sales of 1.196 billion euros.
- the switch to a more profitable marketplace model is beginning to pay off, with Ebitda up 56%.
Vertbaudet strengthens the personalization of its customers' shopping experience - 02/12/2023
- The company generates 80% of its sales online.
- The brand currently has 72 stores in France.
- It plans to open three new stores next year.
Cdiscount, the French champion that must change its business model in the midst of the Casino storm - 17/11/2023
- Czech billionaire Daniel Kretinsky and Casinotake over French e-commerce champion
- In the third quarter, sales volume plunged by 13.5% year-on-year, to 667 million euros, and direct sales (products bought and resold by the site, as opposed to sales by third-party merchants present on its marketplace) by 35%.
- At the end of the first half-year, Cdiscount posted a net loss of 47 million euros
- The marketplace hosts third-party merchants, charges a commission of 7% to 15% on each order, and sells logistics services and advertising.
- Cdiscount relies entirely on its marketplace.
- The marketplace generates 63% of business volume, compared with 55% a year ago. The aim is to reach 70%. This is the model used by Polish e-tailer Allegro.
- Cdiscount ranks sixth among the most visited sites.
- The 1,600 third-party merchants maintain a broad offering of 80 million items.
- Revenues from subsidiary Octopia, Mirakl's competitor which sells solutions for creating marketplaces, rose by 54%
- The C-Logistics subsidiary increased its number of external customers by a factor of 6.
Online commerce: French websites threatened by new rivals - 17/11/2023
- Cdiscount is now in sixth position among the most visited e-commerce sites according to the Médiamétrie barometer.
- FNAC is in ninth place among the most visited e-commerce sites.
- E.Leclerc is now in fifth place and Carrefour in eighth.
- The Chinese sites Shein, Temu and AliExpress enter and approach the Top 10 with ranks of 10th, 11th and 12th respectively.
- Online sales are up 30% on 2019, according to the Fédération de l'e-commerce et de la vente à distance (Fevad).
- FNAC Darty's figures show a 1.8% drop in online and in-store sales over the first nine months of the year.
- Companies like Cdiscount stop loss-making promotional sales
- ManoMano cuts a quarter of its workforce.
Fnac Darty's takeover of Cdiscount may be dead in the water - 30/10/2023
- Cdiscount sales down 25% on last year
- Cdiscount direct sales down 35%
- Fnac Darty offered to buy Cdiscount for 500 million euros two years ago
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the baby toy market | France
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