Baby Stroller Market Size & Share Analysis - Growth Trends and Forecast (2026 - 2031)

Global Baby Stroller Market Trends and Insights

Increasing parental focus on child safety and comfort

The baby stroller market is growing steadily, driven by the fact that approximately 25% of the global population falls within the 0-14 age group in 2024, according to the World Bank^{[1]Source: World Bank, "Population Ages 0-14 (% of Total Population)", worldbank.org}. This demographic highlights the ongoing demand for safe and reliable child mobility products. In response to increasing regulatory oversight, such as stricter safety standards enforced by the United States Consumer Product Safety Commission, manufacturers are focusing on improving product quality to meet compliance requirements and reduce the risk of recalls. In Europe, updated EN 1888 standards, which emphasize durability and safety, along with certifications from the Juvenile Products Manufacturers Association for high-performing models, have raised the bar for safety expectations. These developments are pushing brands to innovate by incorporating stronger stroller frames, advanced suspension systems for smoother rides, and transparent testing processes. 

Growth in dual-income households is encouraging parents to invest in convenient mobility solutions

The increasing number of households with both parents working is significantly driving the global baby stroller market. In the United States, nearly 49.6% of married-couple families had both spouses employed as of May 2025, according to the Bureau of Labor Statistics^{[2]Source: Bureau of Labor Statistics, "Both Spouses Employed in About Half of All Married-Couple Families", bls.gov}. With both parents juggling work and family responsibilities, there is a growing need for strollers that are easy to use, portable, and save time. Features such as lightweight designs, compact structures, and one-handed folding mechanisms are becoming highly desirable. These strollers help parents manage their busy schedules, whether they are commuting, running errands, or caring for their children. As a result, manufacturers are focusing on creating strollers that are not only durable but also multifunctional, catering to the needs of families with fast-paced lifestyles.

Rising influence of social media and parenting influencers

The growing role of social media and parenting influencers is significantly shaping the global baby stroller market. With 71% of the global population using the internet in 2024, as reported by the World Bank, online platforms have become a key source for parents to discover and choose products^{[3]Source: World Bank, "Individuals Using the Internet (% of Population)", data.worldbank.org}. Social media platforms like Instagram and TikTok allow parents to see product reviews, unboxing videos, and comparisons, which can quickly shape their opinions of brands. Many companies are now collaborating with parenting influencers and smaller content creators to connect with their audiences in more relatable ways and boost sales. As online discussions grow, maintaining high product quality and responding quickly to customer feedback have become essential for brands to build trust and stay competitive.

Product innovation, including modular travel systems and convertible designs

Innovation in modular travel systems is playing a key role in driving the growth of the global baby stroller market. For example, in June 2025, Baby Jogger introduced its City Turn Convertible Car Seat in Canada, showcasing how brands are expanding modular features into related product categories. These systems combine strollers with other components like convertible car seats, bassinets, and ride-along accessories, making travel more convenient for parents by offering flexible and adaptable configurations. Larger manufacturers benefit from economies of scale, as they can spread development and production costs across these integrated components, giving them a competitive advantage. This trend not only simplifies parenting routines but also encourages more consumers to adopt these systems, pushing the industry to innovate further and set higher standards for functionality and convenience.

High prices of premium and multifunctional strollers

The high cost of premium multifunctional strollers is a significant challenge in the global baby stroller market. Brands like Silver Cross price models such as the Cove at a premium to reflect advanced features and patented designs. However, these high prices make such strollers unaffordable for many consumers, limiting their appeal to wealthier families. While some parents see these strollers as a long-term investment due to their durability and multifunctionality, rising inflation and tighter household budgets have made many families more cautious about spending. As a result, a growing number of consumers are opting for mid-range strollers that provide similar features at more reasonable prices. This trend is particularly evident in emerging markets and among cost-conscious buyers, where affordability plays a crucial role in purchasing decisions. 

Availability of low-cost substitutes such as baby carriers, slings, and traditional prams

The availability of affordable baby carriers and slings is a significant challenge for the global baby stroller market. These carriers, which are often much cheaper than strollers, provide hands-free mobility and are highly convenient, especially in crowded urban areas. Parents frequently use them during an infant’s early months as they are lightweight, compact, and easy to carry. Their portability makes them ideal for short trips and for use on public transportation. To address this competition, stroller manufacturers are focusing on adding unique features that carriers cannot offer. These include spacious under-seat storage, fully reclining seats for naps, and compatibility with car seats. Additionally, some strollers are designed to grow with the child, offering extended usability. However, to maintain demand, manufacturers need to educate parents about the long-term benefits and versatility of strollers, emphasizing their value beyond the infant stage rather than competing solely on price.

Segment Analysis

By Product Type: Compact Designs Capture Urban Demand

In 2025, lightweight and compact strollers made up 33.47% of the baby stroller market share, highlighting their popularity among parents seeking convenience and ease of use. The rise in urban living, frequent travel, and smaller living spaces has driven demand for strollers that fold and store easily. Parents are increasingly choosing lightweight yet durable models, making them ideal for daily use and travel. These features have enabled this segment to consistently outperform heavier, more traditional stroller designs.

Looking ahead, the lightweight and compact stroller segment is expected to grow at a CAGR of 7.82% through 2031. This growth will be fueled by continuous product advancements, such as strollers with one-hand folding mechanisms, better suspension systems, and enhanced safety features. Manufacturers are also focusing on using high-quality materials and creating multifunctional designs to meet the needs of modern parents. Additionally, rising disposable incomes and growing awareness of ergonomic and child-friendly products are likely to further boost the demand for these strollers in the coming years.

Note: Segment shares of all individual segments available upon report purchase

By End User: Toddler Segment Gains Momentum

In 2025, infant models accounted for 62.12% of the baby stroller market share, indicating a strong preference for strollers designed for newborns and young infants. Parents focus on safety, comfort, and proper support for their babies during the first year, which drives the popularity of features like bassinets, fully reclining seats, and travel system compatibility. Advanced safety features, such as five-point harness systems and shock-absorbing wheels, further boost the demand for these strollers. Additionally, in emerging markets with rising birth rates, the demand for infant-specific strollers continues to grow steadily.

On the other hand, toddler-ready strollers are expected to grow at a CAGR of 6.57% through 2031, driven by the need for durable and long-lasting products that can accommodate growing children. Parents increasingly prefer strollers with adjustable seating, higher weight limits, and multifunctional designs that extend usability beyond infancy. Lightweight frames and compact folding mechanisms are also gaining popularity, making these strollers more convenient for families. As consumers look for value-driven and long-term solutions, the demand for toddler-ready strollers is anticipated to remain strong in the coming years.

By Price Range: Premium Tier Shows Resilience

Mass-market strollers accounted for 68.52% of the baby stroller market share in 2025, indicating that most consumers prefer affordable, readily available options. These strollers are popular among middle-income families and are in high demand in emerging markets due to their budget-friendly pricing. They typically provide basic safety features, practical designs, and reliable durability, making them a practical choice for many parents. Additionally, their widespread availability through various retail channels, including supermarkets, baby stores, and online platforms, has further boosted their adoption.

On the other hand, the premium stroller segment is expected to grow at a CAGR of 6.48% through 2031. This growth is fueled by increasing disposable incomes and a rising preference for strollers with advanced features, high-quality materials, and stylish designs. Parents are now more willing to spend on strollers that offer better comfort, lightweight construction, and multifunctional features. The expansion of e-commerce platforms, along with continuous product innovation and strong brand positioning, is expected to further drive the demand for premium strollers during the forecast period.

By Distribution Channel: Digital Direct Adds Velocity

Physical stores, or brick-and-mortar outlets, held 64.78% of the baby stroller market share in 2025, largely because they provide a hands-on shopping experience. Parents often prefer to see and test strollers in person to evaluate their quality, safety features, and ease of use. Stores like specialty baby shops, department stores, and large retail chains also offer in-store demonstrations and personalized guidance, which help build trust among buyers. Additionally, the ability to take the product home immediately and access after-sales services makes these outlets a preferred choice for many consumers.

On the other hand, the e-commerce segment is expected to grow at a CAGR of 7.83% through 2031, driven by increasing internet usage and the convenience of online shopping. E-commerce platforms allow parents to browse a wide range of brands and models from the comfort of their homes. Features like price comparisons, customer reviews, and frequent discounts make online shopping appealing. As digital trust improves and companies adopt omnichannel strategies, more consumers are likely to shift toward online platforms for purchasing baby strollers during the forecast period.

Geography Analysis

In 2025, Europe held 32.74% of the baby stroller market share, driven by strict safety regulations and a strong preference for high-quality products. Consumers in the region prioritize strollers with advanced engineering and reliable safety features. Established brands like Silver Cross benefit from these preferences by maintaining transparent and traceable supply chains. Although lower birth rates have reduced the number of units sold, higher spending per child continues to support revenue growth. Premium and performance-focused strollers dominate the market in this region.

The Asia-Pacific region is expected to grow at a CAGR of 6.38% through 2031, driven by shifting parental preferences and urbanization. In countries like China, as birth rates decline, parents are spending more on premium childcare products, benefiting companies such as Goodbaby International. In contrast, markets like India contribute to high volume demand, with consumers favoring affordable, modular strollers that fit smaller living spaces. The region's growth is further supported by a growing middle class and improved access to retail outlets, making strollers more accessible to a wider audience.

In North America, the demand for baby strollers reflects a mix of suburban and urban needs, with parents seeking versatile and travel-friendly options. Many brands focus on creating durable strollers with extended-use features to cater to changing family dynamics and fertility trends. Online shopping platforms are becoming increasingly influential, especially among younger parents who rely on reviews and convenience. Additionally, strict safety regulations enforced by agencies like the U.S. Consumer Product Safety Commission play a significant role in shaping consumer trust and brand reputation in the region.