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MARKET SUMMARY

1.1 INTRODUCTION

The market baby toys (0 to 2 years old) is a segment of the baby goods market in France: the main toys are games of construction , the dolls and miniatures , the vehicles or the little ones toys musical . In the baby goods market, the toy segment dominates, followed by layette and childcare, which suffer more from household consumption trade-offs related to the effects of the economic crisis.

The market for baby toys is linked to the rate of birth rate in France and the United States power purchasing of 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 nature demographic Since 2016, the fertility rate has fallen below 2, to 1.93 children per woman. Although this figure remains one of the highest in Europe, France has therefore recorded a decline in the number of births in recent years (to more than 10,000 fewer births per year). The crisis is also affecting the purchasing behaviour of young parents, who are more than ever looking for value for money on products that children will only use for a few months/years

However, the market for baby toys remains supported by a inventiveness and strong innovations from manufacturers that allow the market to continue to grow each year. The market for baby toys is a market mature and diversified characterized by strong competition between specialized distributors and supermarkets. The childcare market consists of a multiplicity of actors Children's specialists or from the world of children's fashion or toys, giants who challenge their competitors thanks to their competitive prices or franchises. As a result, specialists are facing increased competition. They are also threatened by the arrival of pure players that are beginning to stand out (did you mean that the toy/childcare markets are interdependent or that there is overlap? if so, if you can make it a little clearer it would be niquel, pcq at first reading the few sentences on childcare look a little out of order)

In addition, the sale on internet is developing more and more and more as well as the sale second-hand of baby toys. Some brands such as Bébé 9 have bet on the web, offering an information magazine that can be consulted online, for example. 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 seeking prior information. Some websites such as Kridelio even offer baby items for rent.

DEMAND ANALYSIS

MARKET STRUCTURE

ANALYSIS OF THE OFFER

RULES AND REGULATIONS

POSITIONING OF THE ACTORS

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Analysts

chargé d'études économiques, Xerfi

Hugo Schott

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Associate Consultant

Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Analyst

Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Consultant

Pierrick Cudonnec

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Project Finance Analyst, Consulting

Maelle Vitry

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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EDHEC

Imane Essadiq

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Auditeur

Vincent Defrenet

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Eva-Garance Tison

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Market Research Analyst

Michela Grimaldi

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Azelie Prigent

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Cantiane Gueguen

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Consultant

Jules Decour

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Alexia Vacheron

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Emil Ohlsson

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Anna Oeser

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Gabriel Salvitti

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