Polish Toy Market Analysis Report: Chinese Toys Account for About 52% of Polish Imports
Jun 21, 2023
1. Market overview
Poland's toys and baby products are mainly imported, of which Chinese toys account for about 52%. In fact, many toys re-exported from Germany, the Netherlands and other countries to Poland, such as plush toys and plastic toys, are all marked with the trademarks of some companies in Western Europe, but the origin is actually in China, and they are produced under designated brands. In the Polish market, especially the relatively high-end shopping malls or baby and children's stores, there are few Chinese brand products, and most of them are Western European, American, Japanese and Korean brands.
Poland's annual birth population is about 400,000, which makes it a booming market for children's products. Sales of clothing, footwear, toys, cosmetics, food, and children's entertainment are growing every year. According to statistics, the total market value of children's products in 2019 is 15.2 billion zlotys (about 27 billion yuan), of which clothing and footwear account for 50% of the total consumption, and toys account for 25%. Cosmetics accounted for 16%, and food accounted for 10%.
2. Policies encourage childbirth, and Polish families have strong purchasing power
The Polish government encourages childbearing, such as the "500+ Plan", which provides a monthly subsidy of PLN 500 (approximately RMB 860) to each child of low-income families, as well as other families with two or more children. Give the same amount of subsidy every month. This means that by 2022, the sales of products for children aged 0-4 and 10-14 will grow faster than those for children aged 5-9.
3. Pay more attention to brand and green products
When buying children’s products, 77% of parents in Poland check the content of the label before purchasing to check the raw materials and other information of the product, and pay more attention to the brand, because products of high-quality brands often make parents feel more at ease. Although China's toy exports account for more than 60% of the global market share, compared with internationally renowned toy companies, there is still a considerable gap in R&D and design, brand awareness is not high, and there is a lack of toy brands with international influence. Therefore, if exhibitors want to enter the European and American markets, they can pay more attention to brand development. It is worth noting that green and environmentally friendly products are more favored by the European and American markets.
4. China-Poland trade
China and Poland have a traditional friendly relationship, the relationship between the two countries has developed steadily, and the bilateral economic and trade relations have become increasingly close. In recent years, European countries have been in a delicate relationship with China due to political factors. Poland is the best entrance to the Central and Eastern European and European markets. Many Chinese products are re-exported to the European Union and other Eastern European countries through Poland.
5. E-commerce platforms are developing rapidly
In recent years, Poland's e-commerce has grown rapidly, and its e-commerce GDP ranks seventh in Europe. According to statistics from Statista, Poland's e-commerce revenue will reach US$11.709 billion in 2022. In addition, the sales of toys and baby products have a place in e-commerce and are one of the fastest growing categories. In the next five years, e-commerce will become one of the important channels for toy sales in Poland.