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Children’s products market in Poland - a market insight analysis

  • Industry

    Children’s products market

  • Geographical coverage


  • Client type

    Publishing company

Research Project - retail and FMCG

Client's need

For the purposes of the first edition of the report Children's products market in Poland 2014. Market analysis and development forecasts for 2014-2019, PMR’s research department conducted a study on products for children under the age of 12. Our main goal was to analyze five segments of the market: toys, clothing, footwear, cosmetics and baby food. 

Our deliverables

The study was conducted using computer-assisted telephone interviewing (CATI) on a representative sample of 600 adult residents of Poland aged of 18 or over. Respondents were people who declared purchasing at least one item from the aforementioned categories. The results were then divided into two groups: parents (or legal guardians) and people who do not have children but purchase children products, which allowed us to examine the market more thoroughly.

Value for the client

Based on the findings, we identified leading brands in the market of products dedicated to children and infants in all five categories, as well as places where Poles most often purchase kids’ products.

The report also includes information on the following:

  • level of expenditure on children’s products
  • factors determining choice of product
  • cosmetics private labels and their evaluation
  • children’s dermo-cosmetics and their evaluation.

The findings formed the basis of a report prepared by the department of PMR PublicationsChildren`s products market in Poland 2014. Market analysis and development forecasts for 2014-2019.
The report also contains information on, i.a., children’s products market value, main trends and forecasts for the next five years.

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