The market of strollers - Germany

1.1 Scope of the study

The stroller is a means of transportation for young children, usually under four years old. Invented in 1733, the stroller consists of a steel or aluminum frame with wheels and a handle or steering system that allows the stroller to be moved forward and steered.

The market for strollers is part of the general market for baby products and accessories, more specifically the market for large child care, which includes car seats, strollers and high chairs, among others.

Depending on their characteristics, there are different types of strollers. The main ones are the following:

• The stick stroller
• The combi stroller
• The three-wheeled (or all-terrain) stroller
• The multiple stroller
• In addition, the stroller market is divided into several categories of players: raw material suppliers, manufacturers and distributors.

Because it is a product for young children, the manufacture and sale of strollers are strictly regulated. These regulations change with the innovations that appear on the market: In addition to traditional products, there is now a wide range of more modern, compact strollers that offer functions beyond traditional use (e.g., cell phone charging).

On the one hand, demand is related to the birth rate, which has been declining for several years, but this has been accompanied by an increase in the average budget per baby. On the other hand, consumers are gradually and noticeably turning to second-hand products.

In Germany, the market experienced a slump in sales due to the Covid-19 pandemic. However, the industry was able to quickly recover from this and generate 15% more sales in 2021 than in the first half of 2020 [Deutsche Wirtschaftsnachrichten].

The following market study deals with current trends and typology of consumers, as well as a competitive analysis and an analysis of the market structure. Insightful information can be gained from the analysis.