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Kind + Jugend 2018: sustained baby boom and successful trade fair prospects

Kind + Jugend 2017 – © Koelnmesse

Trends and innovations from around the world and an attractive event programme  – Kind + Jugend 2018 can already promise this. The leading international trade fair for baby and children’s outfitting has once again recorded an exhibitor plus and again expects more than 22,000 visitors. Find out what you can expect at this year’s trade fair here.

The baby boom in Germany continues – and that for the firth year in a row: recently, more children have been born than in the year 1996. This news is of course good news for all those active in the baby and toddler outfitting segment, both in industry and commerce.
In addition to this, a favourable investment climate is evident: in addition to a high employment rate, children’s outfitting has long since become a matter not only of interest to parents. Grandparents, aunts or uncles also invest in the little ones. In doing so, factors like quality, safety and sustainability are especially important, meaning that they are also happy to spend somewhat more money.

All of these aspects of course also provide the favourable prerequisites for Kind + Jugend as the world’s leading trade fair in the baby and children’s outfitting segment. The focus here has always been on the trends of tomorrow, so that the demand of the trade for innovation, high quality products and diversity is completely addressed. Kind + Jugend 2018 can thus seamlessly continue from the successful previous year: 1,250 exhibitors from 53 countries have applied this year, which once again means a slight plus. In addition to this, more than 22,000 visitors are once again anticipated. The figures have thus doubled since 2004 (+96 % for visitors, +154 % for exhibitors) – “a unique balance”, explains Katharina C. Hamma, Chief Operating Officer of Koelnmesse: “The who’s who of the baby and toddler outfitting industry is gathered here in Cologne”.

The innovations introduced in 2017 have also proven themselves: the addition of hall 4.1 and the related expansion of exhibition space to 110,000 m2 results in an even clearer structure of the trade fair and a better visitor flow on the grounds.

“Pedal go-Kart” by Berg Toys – © Koelnmesse

The broad offering of the exhibitors is framed by a professional event programme that addresses the need of visitors for information, and which provides impulses with special events, lectures and award ceremonies. With the Kids Design Award, the Innovation Award and the Consumer Award, the focus is on the three prizes awarded. On the one hand, they provide companies and designers with the opportunity to present themselves, and on the other hand provide ideas and stimuli for the trade.

Slight increase in sales in almost all segments noticeable

At the start of the trade fair, traders and manufacturers are pleased at the sustained increase in numbers of births and the increased expenditures for the little ones: in 2017, German parents spent more than 2.5 billion Euro on their children in the first three years of life, which means an increase of two percent in comparison to the previous year. Among the most important growth segments are once again prams and children’s car seats: in 2017, Germans purchased 843,600 prams (including buggies), and thus three percent more than in 2016. Here the trend is toward small, light and compact prams in melange colours and, increasingly, buggies in hand luggage format. The market for children’s car seats is also growing: around 2.5 million seats sold in 2017 once again mean an increase of two percent. The trend continues toward backward-oriented seats, with which the weight of the child is more evenly distributed in the event of a collision. In addition to this, children’s car seats with the novel i-Size standard are continually gaining in importance, which once more makes clear that the safety of one’s own child is the highest priority for many parents.

“Zahnrad Magnete” by Tomy Europe – © Koelnmesse

A consolidation of the sales figures is apparent in the toy segment: while the overall market for toys remained stable in 2017, the turnover for toys for children under three years of age declined by 6.6 percent after above average growth rates in 2015 and 2016, and is once again at the level of the years 2012 to 2014.

Also developing stably is the children and youth furniture segment: with a total sales volume of 4.5 billion Euro, the share has thus remained consistent in comparison with the previous year. Optimism prevails when looking into the future: due to the sustained baby boom, a slight increase is anticipated for 2018 and the coming years.

How do you rate the development in the baby and children’s outfitting segment? Which observations did you make at the trade fair? And what are your personal highlights?

We look forward to receiving your input.


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