Children's products in Italy - statistics & facts
Italy still has a relatively large child population makes the children’s products attractive for manufacturers and businesses alike. However, figures show that the number of children in Italy is decreasing which will have an impact on the market. Children’s products are items manufactured, designed, and primarily intended to be used by kids up to 12 years of age. These can range from consumer goods for infants and toddlers, e.g., diapers, pacifiers, and simple toys, all the way to products for those that are a little older, such as skateboards, card & board games, easy-to-read children’s literature, and running shoes.
Children will always need products designed specifically for them so although the market will continue to evolve, with the birth rate in Italy declining it is likely to shrink in the coming years. Furthermore, as the expectations and needs of parents and children shift the type of products offered will need to fulfil those requirements.
The Italian toys & games industry
In terms of sales figures, Italy's annual toys and games market revenue grew noticeably until 2021. That said, annual sales are expected to decline consistently for the coming five years, which is perhaps a result of the decreasing number of children being born in Italy. The most popular websitefor toys and baby products in Italy was, perhaps unsurprisingly, LEGO. Toys Center and Prenatal followed, taking second and third position. LEGO is an iconic brand that has been beloved by both children and adults so it is no surprise that it ranks so highly. The age of Gen Z and Gen Alpha, however, means that for the first time children are growing up with technology. Consequently, children’s products involving technology such as tablets, gaming consoles, and video games have become more common.Children’s apparel in Italy
Another industry with a significant focus on children’s products is the apparel and fashion industry. In 2023 alone, Italy’s children’s and junior’s apparel manufacturing industry accounted for an estimated production value of 935 million euros. Italy’s child clothing production value and consumption value were slightly higher in the years before the COVID-19 pandemic.Children will always need products designed specifically for them so although the market will continue to evolve, with the birth rate in Italy declining it is likely to shrink in the coming years. Furthermore, as the expectations and needs of parents and children shift the type of products offered will need to fulfil those requirements.
