the baby toy market | France

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.