Stay ahead of the curve and future-proof your business with Mintel’s Childrenswear in Germany Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the childrenswear market in Germany including kids apparel Germany market share, market size and forecasted growth to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed outlook on the childrenswear market in Germany, including expert insights and market drivers.
- The impact of the rising cost-of-living on consumer spending on childrenswear.
- Types of retailers shopped with and types of brands bought.
- Purchase frequency and key purchase drivers, e.g. inflation and demographic impact.
- Innovations by online and in-store retailers and childrenswear brands.
- How your business can tap into opportunities to increase your kids apparel Germany market share.
Overview of the Childrenswear Market in Germany
According to Mintel’s children’s apparel Germany market forecast, the industry is rebalancing to pre-pandemic levels due to increased prices, a return to in-store shopping, and rising birth rates.
As consumers are still adopting a frugal mindset due to the high cost-of-living, the sector will grow slowly but steadily, creating an ideal environment for new concepts such as vintage and rental to thrive and gain more kids apparel Germany market share.
Childrenswear in Germany: What Consumers Want and Why
- Consumer Behaviour: The cost-of-living crisis remains on top of consumers’ lists as rising prices prompt parents to shift to cheaper retailers or buy less childrenswear. Price comparison will also become more common as part of the customer journey for buying childrenswear in Germany.
- Children’s Apparel Trends: 37% of parents have prioritised shopping for clothes for their children over shopping for themselves with 28% switching to cheaper retailers or brands. This will benefit value brands’ kids apparel Germany market share, while higher-priced brands will have to offer cheaper lines or attractive bundles to retain customers.
- Childrenswear Market Challenges: Amidst inflationary prices, concerns about sustainability are taking a back seat as eco-friendly products are usually more expensive. At the same time, however, new concepts around pre-worn fashion are expanding, especially since childrenswear has to be replaced frequently.
Children’s Apparel Germany Market Forecast
- During the pandemic the Germany childrenswear market size for online retailers has grown significantly due to a large selection, convenience, and easy price comparison.
- As the Germany childrenswear market size continues to experience robust growth, consumers will shift further towards online, especially teens and young parents who will appreciate the convenience and playfulness that digital experiences can offer.
To learn how to connect with your audience, purchase our full Childrenswear in Germany Market Report 2023. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Brands Discussed in this Report
Brands: Zara, Ernsting’s Family, Takko, C&A, Uniqlo, Nike, Kik, H&M, Amazon, Verbaudet, Aldi, Lidl, Galeria, Babywalz, Petit Bateau, Decathlon, Sportcheck, Hess Natur, Boden, Mytheresa, Polo Ralph Lauren, Haba (Jako-O), Babymarkt, BabyOne, Tausendkind, Sanetta, and more.
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Expert Insights on the Childrenswear Market in Germany
This report, written by Silke Lambers, Senior Research Analyst, delivers in-depth commentary and analysis to highlight current trends in the childrenswear market in Germany and add expert context to the numbers.
While rising prices are making buyers more cautious, changing attitudes towards ownership, sustainability and gender are reshaping the industry.
Silke Lambers
Senior Research Analyst – Fashion, Germany
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Executive summary
- Key issues covered in this report
- Market context
- Graph 1: price development for clothing, 2020-2022
- Graph 2: childrenswear age groups purchased for in the last 12 months (select all that apply), 2022
- Graph 3: household spending on clothing and footwear for children by age (per household/month in Euro), 2013 and 2018
- Graph 4: channels used to buy childrenswear, 2022
- Mintel predicts
- Opportunities
- The competitive landscape
- Graph 5: retailers used by childrenswear shoppers in-store and online, 2022
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Market Drivers
- The German economy
- Graph 6: key economic data, in real terms, 2019-24
- Graph 7: spending on clothing and accessories (including footwear) compared to the last 12 months*, 2022 and 2023
- Graph 8: price development for clothing, 2020-2022
- Demographics
- Graph 9: average age of parents at birth of first child, 2014-21
- Graph 10: live births, by year, 2012-21
- Graph 11: adults who have shopped for childrenswear, by generation, 2022
- Family diversity
- Graph 12: families with children in the household, by family type, 2000-21
- Graph 13: current population figures, 0-18 years, 31 Dec 2021
- Shift in shopping channels
- Graph 14: channels used to buy childrenswear, 2022
- Graph 15: channels childrenswear is shopped at by age group, 2022
- Graph 16: childrenswear buyers who bought more online than in the previous 12 months, 2022
- Stress
- Graph 17: consumers who actively seek ways to reduce stress*, 2022
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MARKET ACTIVITY
- Sector size and forecast
- Consumer spending
- Graph 18: household spending on clothing and footwear for children, by age (per household/month, in Euro), 2013 and 2018
- Graph 19: recipient for whom children's clothing was purchased, by gender, 2022
- Graph 20: what age childrenswear was purchased for, by gender, 2022
- eCommerce
- Graph 21: purchase channels for clothing, 2020-22
- Graph 22: channels for buying childrenswear in the last 12 months- NET, 2022
- Graph 23: services used when purchasing products online in the last 12 months, by parental status, 2022
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What consumers want, and why
- Graph 24: types of fashion bought within the past 12 months, 2022
- Graph 25: childrenswear shoppers, by parental situation, 2022
- Graph 26: purchasing of childrenswear, by age of child bought for and relationship, 2022
- Graph 27: important factors when buying childrenswear, 2022
- Brands and retailers shopped with
- Graph 28: retailers used by childrenswear shoppers in-store and online, 2022
- Graph 29: retailers shopped with for childrenswear in-store or online, by household net income, 2022
- Graph 30: retailers parents of children aged 16 and under shopped childrenswear at, by parent role in the past 12 months, 2022
- Saving strategies
- Graph 31: reasons to shop with certain retailers, by household income, 2022
- Graph 32: Reasons for shopping with chosen retailers by household net-income, 2022
- Premium retail landscape
- Graph 33: attitudes towards childrenswear shopping, 2022
- Graph 34: retailers shopped at for childrenswear, by net household income, 2022
- Sustainability
- Graph 35: interest in buying sustainable fashion, by children in household, 2022
- Graph 36: interest in affordable eco-friendly alternatives to regular products as a help for leading a more environmentally-friendly lifestyle, by parental status, 2022
- Secondhand , resales, rental and repairs
- Graph 37: behaviours towards childrenswear shopping, 2022
- Inclusivity
- Teen market
- Graph 38: retailers shopped at in-store in the past 12 months by generation, 2022
- Graph 39: retailers shopped with online in the past 12 months by generation, 2022
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RETAILER ACTIVITY
- Leading retailers
- Graph 40: direct GVA contribution of the German Fashion industry by product category in €bn, 2019
- Retail innovation
- Advertising and marketing activity
- Graph 41: purchased products after seeing them advertised on the following sites in the last 12 months, by parental status, 2022
- Graph 42: usage of social media platforms in the past three months, by parental status, 2022
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Appendix
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and forecast
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