Upcoming Trade Shows in Germany for Baby, Kids & Maternity

The pre-pandemic period was especially lucrative for the baby, children’s and maternity product industry in Germany as it witnessed significant growth and transformation. Whether it’s toys or essential equipment, parents are paying close attention to the quality of products as they have ever-increasing standards for what meets their children’s needs. Toys remain a cornerstone of the baby products industry with parents spending a substantial amount on playthings for their children. In 2017 alone, an estimated EUR 3.2 billion were spent on toys. Notably, a considerable portion of this expenditure, totaling EUR 529 million, was allocated to toys for children in their first three years of life. Among the wealth of toy options available, certain categories stand out as particularly sought after. Toys for small children, construction kits, and games and puzzles topped wish lists, especially during the festive season. Leading brands such as Barbie, Carrera, Playmobil, Ravensburger and Lego continue to dominate the market with their innovative and engaging offerings. The retail landscape for baby products underwent significant changes as well. One notable shift – parents are turning towards e-commerce. While traditional brick-and-mortar stores remain relevant, online platforms gained traction at this moment; a trend that matured at the height of the pandemic. The rise of e-commerce has intensified competition within the industry, prompting retailers to adapt and innovate to stay ahead. Online retail is reshaping the way consumers shop for baby products, with a growing number of shoppers opting for the convenience of online platforms. According to estimates, a quarter of sales for baby and children's needs were generated online in 2017, a trend expected to continue. The dominance of e-commerce is evident in the toy sector, where online sales have surpassed those of traditional retail outlets. The burgeoning baby products market presents lucrative opportunities for both retailers and manufacturers.