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This research report on the baby stroller market covers sizing and forecast, share, industry trends, growth drivers, and vendor analysis. The study includes insights on the segmentation by Product Type (standard, lightweight, jogging, and travel systems), Seat Type (single and double), Distribution (offline and online), and Geography (APAC, Europe, North America, Latin America, and the Middle East and Africa).
The global stroller market is primarily driven by high birth rates in APAC and Middle Eastern countries. Brazil, Iran, and Saudi Arabia are expected to witness a stable growth rate in the baby stroller market size over the next five years. Increasing healthcare facilities, declining infant mortality rates, and rising disposable incomes in these regions are expected to aid the growth during the forecast period. The launch of hospital-oriented schemes in governmental hospitals in APAC and Middle Eastern regions provides equal access to inpatient care, reduce healthcare expenditures, and increase awareness about body hygiene. With the improvement in healthcare and reduced mortality rate, opportunities to provide value-oriented baby care products and accessories in these regions increases the demand and preference for baby strollers.
With the world moving toward automation and the Internet of Things, the penetration of smart and electronic features in consumer goods has gained momentum. In the highly competitive market such as baby strollers, vendors compete to sustain their market leadership position through innovative technology and smart upgrades. The introduction of e-strollers is expected to emerge as a gamechanger. With new-age parents struggle to meet their responsibilities due to their hectic and busy lifestyle, the demand for convenient and user-friendly strollers with safety is growing. Therefore, e-strollers, which are considered to be one of its kind, are more likely to find rapid growth momentum during the forecast period. The adoption rate is expected to be prominent in Europe and North America during the forecast period.
- The lightweight stroller segment is expected to grow over 9 million units by the end of 2025, growing at a CAGR of over 4%.
- The standard segment in Latin America is expected to pose an incremental growth of over $30 million during the forecast period.
- Eco-friendliness, non-toxic raw materials, and environmental sustainability will emerge as key differentiators for vendors.
- With more than 48.1% of the employed women workforce in India, the market landscape for strollers is expected to be promising during the forecast period.
The baby stroller market is expected to grow at a CAGR of over 6% during the period 2019–2025.
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BABY STROLLER MARKET: SEGMENTATION
This research report includes detailed market segmentation by product type, seat type, distribution, and geography.
INSIGHTS BY PRODUCTS
Standard strollers have a high preference among parents. Durability and versatility are the major factors that are making these prams highly popular. However, certain common features that influence consumer buying behavior include well-padded seats, convertible designs, canopy expansion, shock absorption, telescoping handlebars, roomy baskets are likely to increase adoption. A majority of demand can be witnessed from countries such as India, Malaysia, Indonesia, Thailand, on account of the increase in disposable incomes and growth in nuclear families.
Lightweight strollers are preferred for on-the-go purposes as they are compact, portable, and foldable. They are one of the fastest-growing type in the market due to curved handles and lightweight features. They are comparatively easier to fold than standard models, which is increasing their adoption. However, one of the major drawbacks is that they are not suitable for babies younger than 6 months old. They are mostly front facing types and have fewer features than standard models. While Latin America is expected to grow at the fastest CAGR in terms of unit shipment, Europe is likely to generate incremental revenue of over $245 million in the next five years.
With the growing trend of active and urban lifestyle, most parents prefer to take their babies out for jogging, which has given rise to jogging strollers. The significance of these prams is more prominent in North America and Europe. The availability of major features, which include compatibility with car seats, telescoping handlebars, deep reclining seats, and efficient storage facility, is driving the segment. North America is expected to pose an incremental sale of 0.23 million units. In terms of revenue, Latin America is expected to grow at a CAGR of over 7%. The MEA region is expected to increase in its share due to the rise in a number of expatriates and the continuous demand for luxury goods.
INSIGHTS BY SEAT TYPE
While single strollers are the dominant segment in terms of revenue and unit shipment, the rise in the number of second and third childbirths, especially in the urban areas of MEA, Latin America, APAC, and certain parts of Europe has increased the demand for double prams. Further, affluent parents and consumer groups of US and Western European countries invest in expensive convertible prams that can be customized to accommodate the second child when needed. Convertible strollers are expected to witness an increase in demand during the forecast period. The segment is expected to grow at a CAGR of over 4% during the forecast period. The APAC region is estimated to pose an incremental revenue of over $150 million in the next five years.
Single strollers are the widely preferred types across the globe. They constitute more than one-third of the shares in 2019, and the scenario is expected to remain consistent during the forecast period despite the rapid growth and preference for double strollers. Moreover, these types are also more prominent as the resale value of single prams is higher than double ones. Therefore, several parents invest in high-quality single pram types before upgrading themselves to a new double pram after the birth of the second child. The APAC region is estimated to have an incremental growth of 1.81 million units in the next five years.
INSIGHTS BY DISTRIBUTION
As prams are comparatively expensive and require a lot of pre-purchase research as parents are willing to invest in high-quality and durable strollers, which contribute to the growth of offline distribution stores such as supermarkets, hypermarkets, departmental and specialty stores. The penetration of offline stores is more prominent in APAC and Latin America, where the awareness and benefits of baby prams are comparatively low. As most of the end-users in the region are first-time buyers, they tend to be more experimental in their purchase decisions. However, the increasing number of young parent communities and the growing relevance of consumer education on childcare have contributed to the popularity of online marketplaces for baby products. The trend of e-commerce sites and internet penetration has enforced the majority of parents to rely on online sources to compare several brands. With North America and Europe being major markets for the online distribution channel, APAC and Latin America are expected to witness rapid growth in the online segment during the forecast period.
INSIGHTS BY GEOGRAPHY
The penetration and acceptance of prams is high in North America and Europe. However, China, with more childbirths annually, has contributed to the growth of the APAC market along with considerable revenue generation from South Korea, Japan, and Australia. The preference of prams is region-centric, and the importance is given based on demography, age, lifestyle, and geographical trends. For instance, despite a large difference in the number of units sold in the baby stroller market in APAC and North America, the high selling price in the US and Canada can be a major differentiator that can pose a challenge to APAC vendors.
The North American baby stroller market is expected to reach over 5 million units by 2025. The high selling price of prams is one of the reasons for its dominance. It shows the willingness and consumer adoption toward convenience products in the region. The awareness and internet penetration level are the reasons for the growth of online distribution channels. Europe was ranked as the third-largest baby stroller market in 2019. Travel strollers are the fastest-growing type that can more likely generate an incremental sale of 0.16 million units in the next five years. With the slowdown in growth rates of the baby pram market in countries such as Spain, Italy, and France due to decreasing birth rates, the revenue contribution from Nordic countries and Luxembourg can help in the consistent demand. The online segment is witnessing a high growth rate in the region.
Key Profiled Countries
- South Korea
- South Africa
- Saudi Arabia
INSIGHTS BY VENDORS
The global baby stroller market is highly fragmented, and the market is characterized by the presence of diversified global, regional, and local vendors. With global players increase their footprint in the market due to vast infrastructure and R&D support, regional vendors may find it increasingly difficult to compete in terms of reliability, technology, and price. The competitive environment is likely to intensify further with an increase in innovations and M&As. In this competitive environment, vendors have to develop innovative prams and incontinence products with a high focus on safety and convenience.
Other Prominent Vendors – Evenflo, Bumbleride, Bugaboo, Britax, Brevi Milano, Baby Trend, Stokke AS, Hauck, ABC Design, Emmaljunga, Peg Perego, Seebaby, My Babiie, Shenma, Roadmate, Combi, Air Buggy, Babyhug, Joovy, R for Rabbit, Nuna, Thule, Joolz, Hartan, iCandy, Babyzen, Maclaren, and Aprica.
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KEY MARKET INSIGHTS
The analysis of the baby stroller market provides sizing and growth opportunities for the period 2020–2025.
- Provides comprehensive insights on the latest industry trends, forecast, and growth drivers in the market.
- Includes a detailed analysis of growth drivers, challenges, and investment opportunities.
- Delivers a complete overview of segments and the regional outlook of the market.
- Offers an exhaustive summary of the vendor landscape, competitive analysis, and key strategies to gain competitive advantage.
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