Products aimed at the little ones are in great demand on online channels

Digital market for children's products in great ferment in Italy . This was revealed by a study conducted by the online price comparator Trovaprezzi.it which analyzed the queries made by users on its platform in the first four months of 2025 and then compared them with those of previous years. In particular, in the period between January and April of this year, searches for articles intended for the little ones reached 1.26 million, an increase of 80% compared to the same period in 2024 and, even, 170% compared to 2023.

Leading the special 2025 ranking of the most popular products online would be, with 16.8% of total searches, strollers , both 'stand alone' and in the 'trio' version (stroller, carrycot and car seat). Following, with 14.1%, are baby care products (delicate detergents and protective creams) and, with 13.8%, baby food (especially powdered milk and baby food) which would precede diapers (9.3%), baby bottles and food carriers (7%), cribs and cots (6.5%), car seats (5.4%), breastfeeding items (5.2%), baby accessories and toys (5%). The typical e-shopper in the category would be a woman (73% of cases), aged between 25 and 44 (57%), resident in Lombardy (32.5%), Lazio (15%) or Campania (11%).

In terms of 'volatility', the ones that would have recorded the greatest price variations in the period between November 2024 and April 2025 were car seats (up to 63% between minimum and maximum value) and strollers (45%). Finally, the fluctuations of food, liquid and powdered milk in particular, were limited to around 5-10%.