Despite the declining trend in Poland's fertility rate, the market for children's products in the country remains in a strong position. The shift towards online purchasing is evident in consumer behavior, as nearly 20 percent of Polish parents regularly
in the year 2024. This trend aligns with the projected growth in e-commerce revenue for toys and hobbies, indicating a growing preference for the convenience and variety offered by online retailers.
Online purchasing habits
In 2024, Fabrykabodziakow.pl dominated the online marketplace for children's products in Poland. This online store tops the
ranking of kids' online stores in Poland, followed closely by Tuszyte.pl. The rise of specialized children's goods retailers online reflects a broader trend in Polish e-commerce, where consumers are increasingly turning to digital platforms for their shopping needs. Polish parents were embracing
online shopping for children's clothing, with the majority spending between 100 and 200 zloty per purchase in 2023. Only three percent ventured beyond the 500 zloty mark. This spending pattern aligns closely with
footwear purchases, where the average spend was slightly higher at 214 zloty, with over 40 percent of buyers in the 100-200 zloty range.
Market leaders in infant nutrition
Poland's baby food market is poised for substantial growth, with volume expected to increase by 21.67 percent between 2025 and 2030. This surge reflects a consistent upward trend in the sector, highlighting the growing demand for infant nutrition products in the country. The market is projected to reach a new peak of 119.39 million kilograms by 2030, underscoring the importance of this segment in Poland's food industry. The baby food market in Poland was dominated by several key players across various product categories. Bebilon emerged as the most popular brand for
modified milk for babies, catering to the essential needs of infants. BoboVita dominated the
baby food jar market by offering a diverse range of pureed alternatives for growing children. These brand preferences indicate a strong consumer trust in established names within the infant nutrition sector.
Future outlook for the industry
The toy and hobby sector in the country is poised for continued growth, particularly in the e-commerce segment. Projections indicate that e-commerce revenue for toys and hobbies could exceed 1.2 billion U.S. dollars by 2029. Additionally, the
baby and child segment of the beauty and personal care market is expected to grow by 34.39 percent between 2025 and 2030, reaching nearly 49 million U.S. dollars. These forecasts suggest a promising future for Poland's toy and related industries, both domestically and in the export market.
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