Baby and Toddler Products - Austria

Austria is a small but affluent, high-value market for baby and toddler products. With roughly 9.2 million inhabitants, about 75,000–77,000 births per year and one of the highest purchasing-power levels in the EU, Austrian parents spend significantly above the EU average per child and show a strong preference for quality, safety test results and sustainability. The market is highly integrated with Germany: many retail chains are German-owned and buy centrally in Germany, most international brands serve Austria through their German (DACH) subsidiary or distributor, and German-language product information is mandatory.

Key findings for foreign suppliers:

• Market size: the total Austrian market for baby and toddler products in the Kind + Jugend scope (equipment, furniture, fashion 0–6 years, toys for 0–6 years, care and feeding accessories) is estimated at EUR 1.1–1.4 billion at retail prices. Baby apparel alone accounts for approx. EUR 126 million (2025), children’s apparel overall for approx. EUR 1.2 billion.

• Demographics: births have declined for several years (76,873 in 2024; crude birth rate 8.2 per 1,000 in 2025, total fertility rate 1.29). Volume growth is therefore limited; growth comes from premiumisation, first-time-parent spending, grandparent gifting, tourism (Vienna, alpine regions) and replacement of products after regulatory changes (e.g. i-Size car seats).

• Structure: distribution is concentrated. Drugstores (dm, BIPA, Müller), food retail and discounters (SPAR, REWE/BILLA, HOFER, Lidl), the baby specialist chains (BabyOne, baby-walz), the toy superstore chain Smyths Toys, furniture groups (XXXLutz/Möbelix/mömax, IKEA), value fashion chains and Amazon account for the majority of sales, complemented by a network of independent specialist retailers.

• Importer landscape: there are only a few Austria-based full-range baby importers. Many brands are distributed by German DACH distributors or by the brands’ own subsidiaries. For foreign suppliers, the most realistic routes are (a) direct listing with retail chains that import themselves (private label or brand), (b) Austrian toy and fashion distributors/agencies, and (c) a DACH distributor in Germany that also covers Austria.

• Opportunities: sustainable and organic textiles, wooden and Montessori toys, premium and lightweight travel strollers, e-strollers, reboarder car seats (i-Size), outdoor and alpine family products (bike trailers, child carriers, snow suits, sledges), kids’ traditional wear (Tracht), smart safety products (video monitors), silicone/stainless feeding products and private-label programmes for discounters and drugstores.

• Market access: EU suppliers benefit from free movement of goods but must comply with EU product safety law (GPSR, toy safety, REACH, standards such as EN 71, EN 1888, UN R129), Austrian packaging and WEEE extended producer responsibility and German-language labelling. Non-EU suppliers additionally need an EU-based responsible economic operator, customs clearance (EORI, duties depending on origin and product) and import VAT of 20%.