Bashkirova & Partners » Blog » Opinion Polls » Children’s Toy’s Market

Children’s Toy’s Market

 

We are happy to introduce to you another study, conducted by Bashkirova and partners. This time we are talking about the market for children’s toys.  Based on the data we have collected in time of this all-Russia representative survey, we are able to describe the key features of the target audience – i.e. potential consumers of this product category. 

  

Over the last 15 years we can see increase in birth rate in Russia and respectively in number of our co-citizens with underage children. The reason for this growth is above all the size of young parents generation (this is the most great-numbered generation in history of this country – people who were born in late 80-s). Second, it is also the government support being rendered to young and large families (e.g. “maternity fund”). Over the past 15 years the birth rate has grown from the aggregate birthrate index (the mean number of children, born by a single woman) from 1,2 in 2000 up to 1,29 in 2005 and to 1,73 in 2014.

The market of children’s toys can be conventionally split into two categories: goods for teenagers and toys for kids under 10 years old. In order to define the market approximate volume we have to count not the actual number of children, but the number of households having children and their consuming capacity (we are using such a parameter as «subjective consuming capacity» based on a respondent’s definition of his or her income level across the scale of from «very good» to «very poor»). Since three households having one child each, are capable of buying more children’s goods, than one large household, and parents with subjectively high income level can buy to their children not only necessary clothing, but also dear toys, equipment etc. – this makes the target audience for a store, specialized in children’s goods.

According to the results of our survey, the fifth part of families has one child under 10 of age. Each tenth household has one kid between 10 and 14 of age (which, by the way, is the evidence of effectiveness of the Russian authorities’ support, adopted 8 years ago in 2007).

Families with two children under 10 of age in this country reach 5%, and 3% of between 10 and 14 y.o. According to the data from our study we have only 1% of large families with 3 children in Russia.

  

Within families with one child, more than two thirds of respondents rate their income level as “very good” and this is the target audience for a retailer, since these families are able to buy relatively expensive gifts to their child (a tablet PC, a mountain bike etc.). In families with two kids-teenagers, only a bit more than a half of the interviewees define their income as “good”.

In families with one underage child, nearly two thirds (59%) describe their income as “good” and “very good”. We have already less than a half – 48% - in families with two children of that very age.

It’s worth noting that in families with teenager kids we trace the linearity between number of children and income. We find no such dependence in underage children families (which makes an indirect prove for the effectiveness of steps of support taken by the Russian government).

 

Drawing a bottom line under the above we can state that the market of toys and gifts for children under 10 y.o. appears most promising, because we have as twice as greater number of families with underage children compared to those with teenagers, while their subjective consuming capacity is only by 20% smaller. 

 

This study was conducted in March 2015 based on all-Russia random route sample (18+) by means of face-to-face interviews in place of residence. Altogether 1000 respondents in 8 federal districts, 100 settlements, 200 sample points have been surveyed. The sample error makes up 3,1%.

 





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