2025 KIDS & TOYS EXPO SAUDI ARABIA

KIDS & TOYS EXPO SAUDI ARABIA is hosted by British exhibition group DMG. It is an industry platform that brings together innovative solutions, advanced technologies and new products in related fields of international and local maternal and child industries. Bringing together global industry and business players under one roof to create the largest professional exhibition of the maternal and child industry in Saudi Arabia.

The Saudi Maternity, Infant and Children Products and Toys Exhibition 2025, as a professional exhibition of the infant and child industry, will be held in Riyadh, the capital of Saudi Arabia, from September 16 to 18. Saudi Arabia, as the world’s largest importer of infant and children’s products, exhibitors can interact with trade buyers, maternity and baby industry professionals as well as leading international manufacturers, distributors and wholesalers and locals come together to establish business contacts, exchange knowledge from industry experts and showcase baby care, healthcare and hygiene products. baby clothing, children’s toys, baby furniture, travel and safety related products.

market opportunity

In Saudi Arabia, due to the influence of local policies, local culture and other factors, the fertility rate has always remained at a high level, and the huge demographic dividend has made the maternity sector and childhood in the Middle East still in a difficult situation. blue ocean state. At the same time, the average unit price of online merchants in the Middle East is 150 US dollars, especially in the UAE and Saudi Arabia. The unit price is even higher than in the United States and the United Kingdom. The average gross profit margin for online retailers can be as high as 200-300%.

Saudi Arabia’s overall population structure is young, with around 70% of the population under the age of 30, and around 4.8 million newborns are born in the region each year. Due to the constraints of the Islamic religion and traditional customs, Middle Eastern female consumers have relatively repressed demands when it comes to fashion and self-expression. However, this particular repression is rarely reflected in children’s clothing and supplies. veil between the ages of 7 and 12 and start wearing the burqa after their adult ceremony. Therefore, only in children under 7 years old can clothes be more casual and fashionable. In addition, young people have strong consumption demand and are more willing to accept new forms of purchasing such as online shopping and cross-border shopping.

The children’s and toy industry is experiencing strong growth due to rising oil prices in Saudi Arabia, with a population with a large number of children. By 2030, it is estimated that there will be around 5.8 million adolescents in a country of 35 million people. In 2024, per capita household disposable income in Saudi Arabia is expected to be US$13,860, with increasing household wealth leading to increased spending on children’s products.

At present, Saudi Arabia is strengthening its opening-up and reforms, and its economy, system and customs are gradually opening up. World Bank data shows that the GDP per capita of the six Gulf countries in the Middle East, including Saudi Arabia, is between $23,000 and $84,000. Saudi Arabia’s total fertility rate in 2021 is 2.43%. The proportion of children is high. Like in other countries around the world, parents in the Middle East are ready to provide the best for their children. The annual expenditure per child is five times higher than that of European and American countries.

As of 2020, the market size of maternal and child care products in the Middle East has reached 5.72 billion US dollars and is growing at 5.79%. Today, while the global birth rate is slow, the birth rate in the Middle East and East has maintained good growth. Taking Saudi Arabia as an example, the total fertility rate in 2021 was 2.43, almost unchanged from the previous year. In 2022, approximately 25.95% of the Saudi population is aged 0-14, approximately 71.24% of the population is aged 15-64, and approximately 2.81% of the population is over 65. Under the Islamic faith and polygamy, Saudi Arabia’s fertility rate continues to rise and the population is expected to increase by 34.81 million by 2060.

At the same time, the total value of the Middle East toy industry maintains an annual growth rate of about 1.5 billion US dollars and a growth rate of 11.8%. The average annual spending on toys per child here is $327. The Saudi toy market is expected to reach $2.586 billion in revenue by 2027. There are more than 300 categories and more than 1,000 types of children’s toys imported into Saudi Arabia. Among them, strollers are the most sold, with an annual import value of about 16.26 million US dollars, accounting for more than 30% of the total. total toys imported into Saudi Arabia; the annual import value of building blocks and other assembled toys is nearly 10 million US dollars. 72% of its market share is occupied by Chinese products.

The overall population structure of the Middle East is increasingly younger, with a high proportion of children, which directly leads to the continued expansion of the market share of maternal, infant and child products in the market. Middle East. Affected by the Middle East’s high per capita income, lifestyle changes, Western parenting concepts and the increase in the number of working women, more and more young parents in the Middle East are paying attention to quality maternal and child products and industrial modernization. The rise of the maternal and child products industry has also given many Chinese brands new opportunities.

Foreign children’s clothing brand Hibobi earns 5,000 RMB per year.Ten thousand

Saudi consumers are very loyal to brands. Data from the “Saudi Arabia Consumer Report 2023” shows that 21.54% of Saudi consumers consider “good brand reputation” as the most important selection criterion. adopting a standardized approach is more likely to pave the way for new growth opportunities. For example, hibobi, a foreign children’s clothing brand, considers localization promotion a top priority under this trend. Currently, the brand’s independent website has reached an annual turnover of $50 million.

AmazonSales of baby products expected to increaseincrease

According to the latest data, the baby products category in Amazon’s US marketplace will see significant growth in 2024, with sales expected to reach $14.9 billion, a growth rate of 21.5% year-on-year. year. Among them, July is expected to be the highest revenue month for the baby products category, which is expected to reach $1.5 billion, which could be due to the success of Amazon’s Prime Day event. In the baby products subcategory, sales of car seats and accessories are expected to reach US$1,412 in 2024, with an annual growth rate of 33.6%, far exceeding the overall product growth rate for babies.

The Saudi government’s Vision 2030 initiative promotes economic diversification and investments in various sectors, including the entertainment and leisure industry. There is a growing trend in the local market, particularly since the COVID-19 crisis, towards experiential activities and play spaces, with parents increasingly seeking toys that promote learning and development .

Childcare and hygiene: Cleaning products, cosmetics and skin care products, wet diapers and towels, pacifiers and chews, cleaning towels, changing mats, baby care products, baby shampoos and essential oils, etc.

Maternal care and maternity care:Wound care, breast care, uterine care, body recovery, psychological counseling, personal hygiene, rest and sleep, activities and exercise, etc. ;

Childcare, preschool equipment, baby furniture: Baby seats, changing tables, baby baths, bedding and mattresses, cradles, maternity bags, nursery furniture, cabinets and shelving systems, chairs, sofas and benches, etc.

baby food market: Infant nutrition, infant vitamins, breast pumps, food warmers, sprays, etc.;

Children’s clothing and accessories: Children’s clothing and textiles, pajamas, hats, baby shoes, blankets, maternity clothes, maternity bags, nursing clothes, etc. ;

toys for children: Wooden toys, plastic toys, educational toys, rattles, toddler toys, electronic and multimedia learning, etc. ;

infantmonitoring and education of childrenSon：Baby monitors, thermometers, safety locks, security and monitoring equipment, infant education and learning, etc. ;

Kids Travel Supplies:Baby car safety seats, baby bike seats, strollers, baby carriers, children’s car accessories, walkers, etc.

other:Play equipment, dolls and soft toys.