Reduced Expenditure on Infant Gear by Parents

In the realm of baby and children's equipment, Germany is witnessing a blend of tradition and innovation. The market, which includes sales of strollers, car seats, toys, and clothing, experienced a seven percent decline in total annual turnover, falling to around 2.4 billion euros in 2024.

This dip in expenditure can be attributed to a few factors. Steffen Kahnt, Managing Director of the Federal Association of Toy Retailers in Cologne, points towards demographic development as a significant contributor. He also notes a general consumer restraint, as observed in other industries.

On the other hand, Franziska Koester, deputy BVS Managing Director, highlights the increased consciousness and comparison among young parents when shopping as a key factor influencing the decline. This trend is evident in the decrease in expenditure on strollers, car seats for children, and baby toys.

Despite the overall decline, there are bright spots within the market. Car seats in Germany are adopting new technology, using sensors and AI to enhance safety and comfort. Similarly, strollers are becoming more technologically advanced, featuring electric push assistance, automatic brakes, and obstacle detection sensors.

The number of newborns fell by two percent in 2024, which could also have impacted the market. However, the average expenditure per child for the first three years of life decreased only slightly, from 1,160 euros in 2023 to 1,138 euros in 2024.

Quality and price continue to be important factors that young parents consider when shopping for strollers, toys, or clothing. The number of sold car seats in Germany remained at around two million in 2024, while around 646,000 strollers and buggies were sold, a decrease of 3.2% compared to the previous year.

Interestingly, the decline in expenditure on baby toys was more pronounced, with a fall of eleven percent to 562 million euros in 2024. However, the developer of the new smart child car seat system with sensors and artificial intelligence remains unidentified in the provided search results.

As we move forward, it will be fascinating to see how these trends evolve and how the market adapts to the changing needs and preferences of parents.