Case studies - 15 May 2019

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

PMR’s research department conducted a study on products for children under the age of 12.

Objectives of project

The children’s products market research was conducted as part of the report “Children’s products retail market in Poland”. Our main goal was to analyze five segments of the market: toys, clothing, footwear, cosmetics and baby food. 

Project details

The study was conducted using computer-assisted telephone interviewing (CATI). The representative sample was 600 adult residents of Poland aged of 18 or over. Respondents were people who declared purchasing at least one item from the aforementioned categories. In addition, 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.

Result of the project

Based on the findings, we identified leading brands in the market of products dedicated to children in all five categories. It was also indicated 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 Publications: “Children’s products retail market in Poland”. The report contains information on, i.a., children’s products market value, main trends and forecasts for the next five years.

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Agnieszka Skonieczna

Market Analysis Director