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Prams and stroller market Analysis- Industry Size, Share, Research Report, Insights, Covid-19 Impact, Statistics, Trends, Growth and Forecast 2024-2032

Published Date: April, 2024
Base Year: 2023
Delivery Format: PDF+ Excel
Historical Year: 2017-2023
No of Pages: 263
Forecast Year: 2024-2032

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Market Overview

The prams and stroller market has witnessed significant growth in recent years, driven by increasing urbanization, rising disposable incomes, and changing lifestyles. Prams and strollers have become essential commodities for parents, offering convenience, mobility, and safety for infants and toddlers. These products provide a comfortable and secure way for parents to transport their young children while going for a walk, shopping, or traveling. With advancements in technology and design, the market has witnessed a surge in innovative and feature-rich prams and strollers, further propelling its growth.


Prams and strollers are wheeled devices specifically designed for transporting infants and young children. They are lightweight, foldable, and come equipped with safety features such as harnesses, sun canopies, and brake systems. Prams are generally suitable for newborns, providing a flat and comfortable sleeping space, while strollers are ideal for toddlers who can sit up and explore their surroundings. These products are available in various types, including standard strollers, jogging strollers, travel systems, and umbrella strollers, catering to diverse parental needs.

Executive Summary

The global prams and stroller market has experienced steady growth over the past decade, driven by increasing consumer demand and product innovations. The market has witnessed a rise in the number of working parents, leading to a higher need for convenient and safe transportation options for their children. Additionally, the growing trend of nuclear families and the desire for a modern parenting experience have fueled the demand for prams and strollers. Manufacturers are focusing on developing lightweight, compact, and versatile products, enhancing the overall market growth.

Prams and Stroller Market

Key Market Insights

  1. Growing Urbanization and Changing Lifestyles: The shift towards urban living and fast-paced lifestyles has resulted in an increased demand for prams and strollers. Urban parents often rely on these products to maneuver through crowded streets and public spaces while ensuring their child’s safety and comfort.
  2. Product Innovations and Technological Advancements: The market has seen continuous innovation in terms of design, materials, and features. Manufacturers are incorporating advanced technologies such as collapsible frames, shock-absorbing wheels, and smart functionalities to attract consumers and gain a competitive edge.
  3. E-commerce Penetration: The rising popularity of online shopping has significantly impacted the prams and stroller market. E-commerce platforms provide a wide range of product options, user reviews, and convenient home delivery, encouraging consumers to make online purchases.
  4. Safety and Regulatory Compliance: With an increasing emphasis on child safety, strict regulatory standards and certifications have been put in place to ensure that prams and strollers meet the necessary safety requirements. Consumers are now more inclined to purchase products that comply with safety regulations.

Market Drivers

  1. Increasing Birth Rates: The rise in global birth rates has led to a larger customer base for prams and strollers, as parents seek reliable and convenient ways to transport their children.
  2. Rising Disposable Incomes: Growing disposable incomes in various regions have enabled consumers to invest in high-quality prams and strollers, boosting market growth.
  3. Growing Awareness of Child Safety: The increasing awareness of child safety and the benefits of using prams and strollers have encouraged parents to opt for these products over traditional means of transportation.
  4. Urbanization and Mobility Needs: The shift towards urban living has created a demand for compact and portable solutions for child transportation, contributing to market expansion.

Market Restraints

  1. High Costs: The cost of high-quality prams and strollers can be a significant barrier for price-sensitive consumers, limiting market growth in certain regions.
  2. Limited Usability Period: Children quickly outgrow prams and strollers, leading to a relatively short usage period for each product, which may discourage some potential buyers.
  3. Environmental Concerns: Increasing awareness of environmental issues may lead some consumers to opt for sustainable and eco-friendly alternatives to traditional prams and strollers.
  4. Competition from Second-Hand Market: The availability of second-hand prams and strollers at lower prices may impact the sales of new products, particularly in price-sensitive markets.

Market Opportunities

  1. Product Customization: Offering personalized prams and strollers with various color options, patterns, and accessories can attract consumers looking for unique products.
  2. Expanding Product Portfolio: Manufacturers can diversify their product range by introducing strollers for specific purposes, such as jogging, travel systems, and all-terrain strollers.
  3. Market Penetration in Emerging Economies: There is untapped potential in emerging economies where the adoption of prams and strollers is still relatively low. Companies can target these regions to expand their customer base.
  4. Eco-Friendly and Sustainable Initiatives: Developing environmentally-friendly prams and strollers using recyclable materials can attract eco-conscious consumers and boost sales.

Market Dynamics

The prams and stroller market is characterized by intense competition, rapid technological advancements, and shifting consumer preferences. Manufacturers are continually striving to differentiate their products by incorporating innovative features and attractive designs. The demand for convenience and safety continues to drive market growth, as parents seek products that cater to their urban lifestyle and ensure their child’s well-being. Additionally, the influence of social media and online platforms has significantly impacted consumer purchasing behavior, with influencers and user reviews playing a crucial role in shaping preferences.

Regional Analysis

The prams and stroller market exhibit regional variations influenced by cultural factors, economic conditions, and consumer preferences. Developed regions such as North America and Europe have witnessed steady growth due to higher disposable incomes and a higher awareness of child safety. These regions also place a strong emphasis on product quality and adhere to strict safety regulations. In contrast, emerging economies in Asia-Pacific, Latin America, and the Middle East are experiencing increasing market demand due to rising birth rates, urbanization, and changing lifestyles. These regions present significant opportunities for manufacturers to expand their market presence and cater to the evolving needs of consumers.

Competitive Landscape

The prams and stroller market is highly competitive, with numerous global and regional players vying for market share. Key industry players constantly engage in research and development activities to introduce innovative products and gain a competitive advantage. Some leading companies have established themselves as trusted brands with a strong reputation for product quality and safety. Strategic partnerships, mergers, and acquisitions have also become common in the market, allowing companies to expand their product portfolios and geographical reach.


The prams and stroller market can be segmented based on product type, distribution channel, and region. Product types include standard strollers, jogging strollers, travel systems, and umbrella strollers. Distribution channels encompass online retail, specialty stores, and departmental stores. Geographically, the market can be divided into North America, Europe, Asia-Pacific, Latin America, and the Middle East & Africa.

Category-wise Insights

  1. Standard Strollers: Standard strollers cater to everyday use and come with essential features such as a reclining seat, storage space, and adjustable handles. They are popular among urban parents for their versatility and ease of use.
  2. Jogging Strollers: Designed for active parents, jogging strollers have three sturdy wheels, offering stability and maneuverability during jogging or running activities.
  3. Travel Systems: Travel systems combine a car seat and a stroller, providing a convenient solution for parents on the go. They are ideal for long trips and ensure a smooth transition from the car to the stroller.
  4. Umbrella Strollers: Umbrella strollers are lightweight and easily foldable, making them perfect for travel and quick errands. They are popular among parents seeking a compact and portable option.

Key Benefits for Industry Participants and Stakeholders

  1. Profitable Market Growth: The prams and stroller market offer lucrative opportunities for manufacturers, retailers, and investors due to the increasing demand and evolving consumer preferences.
  2. Technological Advancements: Companies investing in research and development can stay ahead of the competition by introducing innovative products with advanced features, attracting more customers.
  3. Brand Recognition and Loyalty: Brands that prioritize product quality, safety, and customer satisfaction can build strong brand loyalty and enjoy a positive reputation in the market.
  4. Diversified Product Portfolio: Expanding the product range to cater to different consumer needs and preferences can help companies gain a larger market share and increase their customer base.

SWOT Analysis


  • Increasing demand for prams and strollers globally.
  • Technological advancements and innovative product offerings.
  • Growing consumer awareness of child safety and convenience.
  • Established brands with a strong reputation and customer trust.


  • High costs may limit market penetration in price-sensitive regions.
  • Limited usage period as children quickly outgrow these products.
  • Competition from second-hand prams and strollers impacting sales.


  • Product customization and personalized offerings.
  • Expanding market presence in emerging economies.
  • Introduction of eco-friendly and sustainable product options.


  • Intense competition among global and regional players.
  • Fluctuations in raw material prices affecting production costs.
  • Economic downturns and market uncertainties.

Market Key Trends

  1. Smart Strollers: The integration of smart features such as GPS tracking, app connectivity, and safety alerts is a rising trend in the prams and stroller market, offering parents enhanced convenience and peace of mind.
  2. Sustainable Materials: Manufacturers are increasingly focusing on using eco-friendly and sustainable materials in their products to appeal to environmentally conscious consumers.
  3. Compact and Lightweight Designs: Compact and lightweight strollers are gaining popularity among urban parents due to their ease of use and storage.
  4. Gender-Neutral Designs: Brands are moving towards gender-neutral designs and color palettes, recognizing the importance of inclusivity in their product offerings.

Covid-19 Impact

The outbreak of the Covid-19 pandemic had both positive and negative impacts on the prams and stroller market. On one hand, there was a surge in demand for home delivery services and online shopping, leading to an increase in online sales. However, with lockdowns and restrictions in place, many physical stores faced temporary closures, affecting traditional retail sales. Additionally, economic uncertainties and changing consumer priorities may have impacted overall sales, particularly in regions heavily affected by the pandemic.

Key Industry Developments

  1. Contactless Delivery Services: To adapt to the pandemic, many retailers and manufacturers introduced contactless delivery options to ensure the safety of both customers and delivery personnel.
  2. E-commerce Expansion: The pandemic accelerated the shift towards online shopping, prompting many manufacturers to strengthen their e-commerce presence and improve customer engagement.
  3. Safety Innovations: In response to the pandemic, some companies introduced new safety features in their strollers, such as antimicrobial fabrics and UV-protective canopies.

Analyst Suggestions

  1. Continuous Innovation: To stay competitive, companies must invest in research and development to offer innovative products that meet the evolving needs of modern parents.
  2. Targeting Emerging Markets: Expanding into emerging economies with untapped potential can provide growth opportunities and diversify the customer base.
  3. Emphasis on Sustainability: Manufacturers should prioritize eco-friendly practices and materials to align with the growing demand for sustainable products.
  4. Digital Marketing and Branding: Brands should leverage social media, influencers, and online platforms to build brand awareness and engage with potential customers.

Future Outlook

The prams and stroller market is expected to continue its growth trajectory, driven by urbanization, rising disposable incomes, and a growing awareness of child safety. Technological advancements will play a significant role in shaping the market, with smart features and sustainable materials becoming more prevalent. E-commerce will continue to dominate the distribution landscape, offering consumers a convenient and diverse range of product options. As the market becomes more competitive, companies that prioritize product quality, safety, and customer satisfaction will emerge as key players in the industry.


The prams and stroller market have experienced substantial growth over the past years, driven by various factors such as changing lifestyles, urbanization, and increasing birth rates. Manufacturers are continuously innovating to cater to the evolving needs of modern parents and are incorporating advanced features and sustainable materials in their products. The pandemic has influenced consumer behavior, with an accelerated shift towards online shopping and an increased focus on safety features. As the market continues to expand, companies that invest in research, product customization, and sustainable practices will thrive in this competitive landscape. Overall, the future of the prams and stroller market looks promising, with ample opportunities for industry participants to grow and succeed.

Prams and Stroller Market Segmentation

Segmentation Details
Type Prams, Strollers, Others
Application Infants, Toddlers, Preschoolers, Others
End-user Parents, Guardians, Others
Region North America, Europe, Asia Pacific, MEA

Leading Companies in Prams and Stroller Market

  1. Newell Brands Inc. (A part of Newell Brands)
  2. Artsana S.p.A.
  3. Goodbaby International Holdings Ltd.
  4. Dorel Industries Inc.
  5. Graco Inc. (A brand of Newell Brands Inc.)
  6. Silver Cross (A part of FCB Ventures Ltd.)
  7. Thule Group AB
  8. Evenflo Company, Inc. (A part of Goodbaby International Holdings Ltd.)
  9. Maclaren Global Limited
  10. Baby Jogger (A brand of Newell Brands Inc.)

North America
o US
o Canada
o Mexico

o Germany
o Italy
o France
o UK
o Spain
o Denmark
o Sweden
o Austria
o Belgium
o Finland
o Turkey
o Poland
o Russia
o Greece
o Switzerland
o Netherlands
o Norway
o Portugal
o Rest of Europe

Asia Pacific
o China
o Japan
o India
o South Korea
o Indonesia
o Malaysia
o Kazakhstan
o Taiwan
o Vietnam
o Thailand
o Philippines
o Singapore
o Australia
o New Zealand
o Rest of Asia Pacific

South America
o Brazil
o Argentina
o Colombia
o Chile
o Peru
o Rest of South America

The Middle East & Africa
o Saudi Arabia
o Qatar
o South Africa
o Israel
o Kuwait
o Oman
o North Africa
o West Africa
o Rest of MEA

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