The UK childrenswear market shows signs of slowed growth (0.3%), with spending projected to remain flat at £7.85 billion in 2025. Despite some recovery following the pandemic, economic pressures and declining birth rates are expected to constrain demand in the years ahead. However, built-in demand for essentials like school uniforms continues to provide a degree of resilience.
UK Childrenswear Market Trends
Gen Alpha is becoming increasingly significant for retailers, poised to wield substantial spending power in the future. With declining fertility rates shrinking the long-term customer base, it’s vital for retailers to act now by creating dedicated, exclusive ranges that resonate with this generation. Authentic engagement on social media will also be key to building lasting connections and fostering loyalty among these tech-savvy consumers.
Almost a quarter of shoppers who have found that second-hand childrenswear more important in the last 12 months are likely influenced by sustainability and affordability concerns. Retailers like John Lewis are capitalising on this with dedicated second-hand sections, but this shift could dampen new sales and make it harder for brands to sustain growth.
Key Topics Analysed in the Report:
- The short-, medium- and long-term impact of the cost-of-living crisis on childrenswear purchasing.
- What, where and how childrenswear shoppers are buying in the last 12 months.
- Childrenswear shoppers now prioritise affordability and quality, favouring durable, long-lasting clothing. Fewer opt for second-hand options, a trend most notable among resident mothers aiming to save money.
- Gen Alpha is set to be the largest generation in history, and is a key demographic for fashion retailers. Raised in a digital world, their preferences are shaped by social media and fast-changing trends, driving demand for branded, on-trend clothing that reflects their individuality.
- Evolving shopping behaviours for childrenswear, with shoppers interested in investing in higher-quality clothing. Key trends influencing purchasing decisions include the demand for improved sizing guidance and practical, durable options.
| Report Attributes | Details |
|---|---|
| Published Date | June 2025 |
| Data Range | 2019-2030 |
| Measurement Metrics | Revenue in £ |
| Country Focus | United Kingdom (UK) |
| Consumer Data | 2,400 internet users aged 16+, April 2025 |
| Number of Pages | 96 |
| Market Segmentation | Nightwear, Outerwear, Underwear, Sportswear, Schoolwear, Fashion Accessories, Swimwear |
Meet the Expert Behind the Analysis
This report was written by Bridget McCusker. Bridget joined Mintel in October 2022 as a Research Analyst covering Retail focusing on home. Originally from Boston, US, Bridget holds a BSc in International Trade & Marketing for the Fashion Industries from the Fashion Institute of Technology. She relocated to London in 2021 to pursue her MSc in Global Affairs at King’s College London.
Childrenswear remains essential, but falling birth rates and cautious spending mean retailers must focus on quality, affordability, building authentic relationships with childrenswear shoppers.
Bridget McCusker
Research Analyst
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EXECUTIVE SUMMARY
- Opportunities for the childrenswear market
- Sustainability can help redefine the childrenswear market
- Blending digital and physical spaces can support childrenswear shoppers
- Retailers can tap into Gen Alpha’s savvy shopping behaviours
- Market dynamics and outlook
- Market size & forecast
- Market predictions
- Spending on childrenswear levels off as caution remains amongst consumers
- Infantwear declines amid falling birth rates
- Graph 1: segmentation of UK childrenswear market, 2023-25
- Clothing inflation has declined since 2024
- Graph 2: overall CPIH and garment inflation rate, 2024-25
- UK population is expected to see growth albeit slower growth
- Graph 3: past and projected UK fertility rates, 2000-2047
- Graph 4: population estimates, 2022 projection, 2007-47
- What consumers want and why
- Nearly two-thirds of consumers have bought childrenswear
- Graph 5: type of childrenswear purchased in the last 12 months, 2025
- Most buy childrenswear for younger children
- Graph 6: age of childrenswear purchased in the last 12 months, 2025
- Graph 7: for whom childrenswear has been purchased for, 2025
- Physical stores and online are equally important
- Graph 8: channel used to purchase childrenswear in the last 12 months, 2025
- Convenience and affordability influence the choice of retailers for childrenswear
- Graph 9: type of retailers used for purchasing childrenswear, 2025
- Affordability and quality grow in importance
- Graph 10: changes in importance of factors when buying childrenswear, 2025
- Gen Alpha prioritises spending on clothing
- Graph 11: priorities in spending for children aged 10-15, any rank, 2025
- High-quality is top of mind when buying childrenswear
- Graph 12: consumer behaviours towards shopping for childrenswear, 2025
- Retailer activity
- Strategic partnerships drive growth and challenges
- Adspend suffers in 2024
- Graph 13: total above-the-line, online display and direct mail advertising expenditure on childrenswear, 2020-24
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MARKET DYNAMICS
- Market size
- Consumer spending on childrenswear remains soft
- Graph 14: consumer spending on childrenswear, 2019-25
- Market forecast
- Spending on childrenswear stabilises as consumer caution persists
- Childrenswear faces flat growth as lower fertility rates shape demand
- Market segmentation
- Infantwear continues to dip as birth rates fall
- … while girlswear and boyswear remain stable
- Graph 15: segmentation of UK childrenswear market, 2023-25
- Market drivers
- Overall clothing inflation has fallen since 2024
- Graph 16: overall CPIH and garment inflation rate, 2024-25
- Consumer confidence improves for the third successive month
- Graph 17: the financial confidence index, 2016-25
- Over half of parents still think the cost-of-living crisis is a problem
- Graph 18: perception of the state of the cost of living crisis in the UK, 2025
- UK population is expected to see growth albeit slower growth
- Graph 19: past and projected UK fertility rates, 2000-2047
- Graph 20: population estimates, 2022 projection, 2007-47
- Fertility rates across under 30s will decline
- Graph 21: past and projected UK age-specific fertility rates, 1972-2047
- Graph 22: number of live births in England and Wales, by age of mother, 1990-2023
- The working-age population is expected to see the largest increase of any life stage
- Graph 23: population by life stage, 2022-47
- Live births reached their lowest in 2023
- Graph 24: number of live births in England and Wales, 1990-2023
- Slower growth in households with children over the past decade…
- Graph 25: total households with dependent children, 1996-2023
- … as multiple dependent children in households see a slight uptick
- Graph 26: families with dependent children, by family type, 2003-23
- Graph 27: families with dependent children, by number of dependent children, 2003-23
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WHAT CONSUMERS WANT AND WHY
- Childrenswear purchased
- Nearly two-thirds of consumers have bought childrenswear
- Graph 28: type of childrenswear purchased in the last 12 months, 2025
- Nightwear leads the way for childrenswear purchasing
- Consumers are actively buying childrenswear across age groups
- Graph 29: type of childrenswear purchased in the last 12 months, by age of children at home, 2025
- Mothers are more active buyers of childrenswear
- Graph 30: type of childrenswear purchased in the last 12 months, by resident parent of children, 2025
- For whom childrenswear is purchased
- Majority buy childrenswear for their children or grandchildren
- Graph 31: for whom childrenswear has been purchased for, 2025
- Fashion accessories remain a popular gifting option
- Graph 32: type of childrenswear purchased by relationship to child, 2025
- Grandparents are important to childrenswear purchasing
- Majority buy childrenswear for younger children
- Graph 33: age of childrenswear purchased in the last 12 months, 2025
- Age is a factor on what childrenswear is purchased
- Graph 34: type of childrenswear purchased, by age of child, 2025
- Buying for gender of children remains broadly equal
- Graph 35: age of childrenswear purchased in the last 12 months, by gender of children, 2025
- Channels used to purchase childrenswear
- Both channels are key to purchasing childrenswear
- Graph 36: channel used to purchase childrenswear in the last 12 months, 2025
- Retailers must create digitally-immersive spaces
- Mothers are more likely to shop in-store and on their phones
- Graph 37: channels used to purchased childrenswear, by resident parent of children, 2025
- Multi-channel offerings will be key to appeal to younger childrenswear shoppers
- Graph 38: how consumers have bought childrenswear, by generation, 2025
- Types of retailers used
- Those without children are more likely to shop at online-only retailers
- Graph 39: type of retailers used for purchasing childrenswear, any children, 2025
- Mothers look to manage their wallets, opting for budget friendly retailers
- Graph 40: type of retailer used for buying childrenswear, by resident parent of children, 2025
- M&S launches “The Parent Hood,” a baby club to Sparks members
- Mothers are focused on saving as they are more actively shopping on second-hand marketplaces
- John Lewis invests in its childrenswear offering
- Affluent shoppers prioritise variety when shopping for childrenswear
- Brands and retailers embrace the mini-me trend
- Most important factors influencing purchasing
- Quality and affordability are more important when shopping for childrenswear
- Quality and affordability are the top priorities for childrenswear shoppers
- Graph 41: factors that have become more important when shopping for childrenswear, 2025
- M&S and Primark lower prices
- Retailers can invest in sustainability supporting parents of younger children
- Graph 42: factors that have become more important when shopping for childrenswear, by age of children, 2025
- Aligning with values for childrenswear shopping is key for retailers
- Fathers care more about quality and brand
- Graph 43: factors that have become more important when shopping for childrenswear, by resident parent of children, 2025
- Vogue Williams launches unisex childrenswear brand
- Low-earners find buying second-hand more important
- Graph 44: factors that have become more important when shopping for childrenswear, by income group, 2025
- John Lewis taps into designer second-hand appealing to high earners
- Gen Alpha’s preferences
- Gen Alpha set to shape the future of retail
- Gen Alpha prioritises spending on clothing
- Gen Alpha invests in fashion
- Female Gen Alphas are less happy with the clothing their parents buy them
- Graph 45: Gen Alpha spending preferences, by gender of children aged 10-15, 2025
- Mango expands teen concept to London
- Older Gen Alpha are less interested in shopping with their parents
- Graph 46: Gen Alpha preferences on company to shop with, by age of children, 2025
- Gaming offers an opportunity for retailers to connect with Gen Alphas
- How retailers experiment on gaming platforms
- Male Gen Alphas care more about branded clothing
- Graph 47: Gen Alpha branded clothing preferences, by gender of children, aged 10-15, 2025
- Older Gen Alpha follow clothing trends
- Graph 48: Gen Alpha’s preferences on clothing trends, by age of children, 2025
- Social media influences clothing purchased for older kids
- Graph 49: consumer behaviours towards childrenswear for those who bought childrenswear aged 10-15, 2025
- Retailers can leverage social media to build relationships with Gen Alpha
- Social media likely drives brand discovery
- Gen Alphas are selling clothes on second-hand sites
- Graph 50: “My children aged 10-15 have sold clothing on second-hand sites (eg Vinted)”, by age of children, 2025
- Alo Yoga brings the digital experience in stores
- Behaviours towards shopping for childrenswear
- Longevity is important when buying childrenswear
- Graph 51: consumer behaviours towards shopping for childrenswear, 2025
- Those shopping for younger children are keen on clothing that can be adjusted
- Growing clothes for growing children
- Peepa Pig and Trotters come together to offer exclusive collection
- Retailers have the opportunity to make shopping for childrenswear easier
- Fit and value drive childrenswear shopper’s behaviour
- Premiumisation of childrenswear is key for retailers
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RETAILER ACTIVITY
- Competitive strategies
- Frasers Group calls time on Kids Cavern and Base Childrenswear
- Concessions pay off for Mamas & Papas
- Childrenswear retailers’ expand into the UK
- Littlest Luxuries and Little Fashion House merge to create authenticated peer-to-peer resale platform for designer childrenswear
- JoJo Maman Bébé rebrands
- Launch activity and innovation
- Reiss taps into the growing demand for more premium babywear offering
- Boots and Mollie King expand their “Maybe Baby” collection to young children
- Retailers offer more inclusive ranges of childrenswear
- Arket Partners with Bundlee to launch kidswear rental service in the UK
- Advertising and marketing activity
- Adspend in 2024 takes a hit
- Graph 52: total above-the-line, online display and direct mail advertising expenditure on childrenswear, 2020-24
- M&S retains lead as advertising spender
- M&S and Asda stress durability, quality and value to parents
- Social drives majority of adspend since 2022
- Graph 53: total above-the-line, online display and direct mail advertising expenditure on childrenswear, 2021-24
- Mango utilises AI to develop campaign for Teen line
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APPENDIX
- Market forecast data and methodology
- Market size: underlying data
- Market forecast and prediction intervals
- Forecast methodology
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Generations
- Consumer research methodology
- Infegy Atlas – coverage
- Nielsen Ad Intel coverage
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