It is important to know the purchasing habits of the French for their children, to be able to understand the needs and desires of the very young and their parents. Here are some key figures for children and youth in 2021 to help you make sense of it. These trends allow you to find your place in the market and to adapt your marketing and communication.
In the United States, the children’s fashion market was estimated to be worth $60 billion in 2018. According to Global Industry Analysts, Inc (GIA), it would reach 76.4 billion by 2024.
The children’s ready-to-wear market in France reached €1.8 billion in sales in 2018, or 18% of the overall clothing market.
It is estimated that a child spends about 700 euros in a year. Indeed, parents must constantly renew the clothes of their children who grow very quickly. During the April 2021 lockdown, shops and supermarket clothing departments were to close except for the children’s sections, which could remain open.
There are different players in the children’s clothing market.
New trends have emerged in the clothing market, such as second-hand purchases, largely driven by Internet platforms such as Vinted or Le Bon Coin. Attention is now paid to clothes made from organic fabrics, and to ecological hygiene products such as diapers.
The number of births has been falling for six years. In 2020, there is a decrease of 13,000 babies compared to 2019. The decline in births is clearly having an impact on the baby markets and is leading to a decline in consumption. According to a study by IDM Families, parents spend around €1,560 on the arrival of a first child, so no child, no expense! This demographic is now being felt in products for children under 3 years old:
The decline in births will gradually spread to the markets for older children. The toy market is already showing a 0.5 to 1 point decline. In a few years, the impact on the school supplies, children’s fashion and snack products sectors will be felt. For the time being, the children’s food markets are not yet impacted and are still growing. In addition, in 2020, the confinements largely benefited the children’s market, as they had to be kept busy during all that free time!
In 2019, the French toy market recorded a turnover of 3.5 billion euros. In 2020, sales of games and toys showed their resilience in the face of the crisis. Although stores were closed for several months, toy sales only decreased by 1.5%. Here are some key figures for the toy market.
Another children’s sector that has done well in 2020 is children’s publishing. Its overall sales increased by 1%. The book generated €737 million from January to early November 2020. More than 83 million copies of books have been purchased.
Illustrated albums, novels for 8-12 year olds and comic books are the big winners. They represent 50% of the books sold.
If you would like to know more about the strategies to adopt to boost your brand’s reputation, contact Alioze, the agency specialising in the children & youth sector to help you with your communication.