Potty Training and Step Stools Market

Potty Training and Step Stools Market Size

The global potty training & step stools market size was valued at USD 231.4 million in 2023 and is estimated to grow at a CAGR of over 4% from 2024 to 2032. Parents and caregivers are appreciating autonomy in young children and dependent practice to a greater extent than in the past. Parents want toddlers to be trained to use the potty at even younger ages than before. This has resulted in an increased supply of items such as ergonomic step stools and potty-training devices that foster self-confidence and independence.

There is a tendency among some brands to develop and advertise potty training methods and associated products which are helpful to children's growth as well as their gradual attainment of independence. Such items are particularly suitable for parents who consider such characteristics to be developmentally appropriate.

Market growth in the Potty Training & Step Stools Industry has been accelerated by product innovations as well. Manufacturers incorporate new strategies meant to enhance usability, safety, as well as engagement for the kids attending along with their parents. These manufacturers produce child-friendly goods that have adjustable heights, slip-resistant surfaces, and easy-to-clean materials with the goal of making the toilet-training process easy and pleasing for children.

Moreover, step stools that can be utilized for storage purposes or portable potty seats ideal for traveling enhance flexibility and convenience as well. Such innovations address the contemporary customer needs of spirited, functional, and safe items, increasing the growth of the market.

Potty Training and Step Stools Market Trends

• Consumers have shifted towards eco-friendly and practical solutions aiming at multiplication of products which has, in turn, catered to the market of potty training and step stools which has shifted to the use of sustainable materials. Non-toxic and recyclable materials such as bamboo and organic cotton are gaining preference from parents.
  
• This growing trend also reflects the increase in sustainability. In the context of the increasing multifunctionality trends, the demand for compact products that can be used as step stools, securing seats for kids, storage boxes for children's goods, and children's chairs is also increasing.
  
• Such changes aim to solve environmental problems and offer affordable durable solutions that work with the child's growth needs. Such features in the market are making respective brands more competitive and innovative.
  

Potty Training & Step Stools Market Analysis

• Brands providing potty training & step stools encounter fierce competition. Companies provide potty seats, training potties, and step stools at different price ranges.
  
• Imitation leads to price wars amid brands giving rise to value issues. To remain competitive, companies need to innovate, which is detrimental to profit margins.
  
• Generic brands that cheaper tend to reduce the prices of premium brands. Premium brands should improve the quality, design, or add additional functions to justify the price they charge.
  

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According to the product category, the potty training & step stools market can be divided into Potty training and step stools. The potty-training category has registered a revenue of around USD 174.4 million as of year 2023 and is projected to expand at a CAGR of around 41% from the year 2024 to the year 2032.

• The potty-training category ranks the highest because it aids in growth and development of toddlers, which has a very high market outlook. As parents begin to attach greater significance to independence and education concerning hygiene to their young ones, the use of potty seats, training potties, and portable ones is preferred.
  
• This segment develops a wide variety of innovative, child-oriented products which are most importantly practical, safe, user-friendly, hygienically designed, portable, with adjustable height, built-in handles, and easy to wash. These, combined with the high need for practical and hygiene solutions, ensure that the potty-training category remains at the top.
  

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Material-wise segmentation of potty training & step stools market includes plastic, wood, and other materials. With approximately 56 percent share of the market because of its cheapness, durability, and ease of manufacture, plastic material occupied the highest market share in 2023. The European market is expected to expand at a compound annual growth rate (CAGR) of 4.6% from 2024 to 2032.

• Due to it is easier for parents and children to use products such as potty seats and step stools, plastic remains the most commonly used material. Due to the lower cost of plastic compared to other materials, manufacturers are able to sell these products at low prices, thus expanding their customer base. Items come in a range of shapes, sizes, and colors, which help to attract customers.
  
• Furthermore, plastic is durable and moisture resistant, making it ideal for products that are constantly cleaned. Its ability to be molded into child-friendly designs satisfies both functional and aesthetic requirements. These advantages warrant plastic's continued dominance in the market.
  

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The potty training & step stools market of North America stood at a value of approximately USD 90.4 million during the year 2023, and it is projected and anticipated to grow to USD 128.1 million by the year 2032.

• The growth of spending awareness and doubling of disposable income are the fundamental factors for North America having a great stake in the market for potty training and step stools.
  
• Parents in North America have an immense grasp on the value of early childhood products in the development of their children, and that includes potty training, and so they only buy products that aid with their child's growth and autonomy.
  
• Such understanding results in a constant expectation for potty training goods that are safe, high-quality, and functional. Furthermore, higher disposable income in the region allows households to purchase premium items with advanced features, durability, and ease of use which further allows the market to expand. North American consumers are indeed ready to spend on advanced high-end products that can assist them with their development and hygienic needs.
  

North America: United States of America has been on the forefront holding an estimated USD 66.6 million in 2023 while building on its estimates to reach USD 95.1 billion by 2032. The rise in popularity for online shopping and the overall size of the North America market makes it a leader in the potty training and step stools market. In this region, there are a large number of toddlers which spurs the need for potty training supplies.

Parents benefit greatly from the range of brands available as e-commerce enables them to purchase these tools conveniently, and their buying experience is improved thanks to the different options and home delivery that online platforms provide. Brands are able to enhance their customer outreach by using e-commerce allowing them to expand beyond their physical stores, which has a positive impact on the market in North America.

Europe: In the European region, the potty training & step stools market is anticipated to expand at a rate of 3.8%, which translates to a rise during the period from 2024 to 2032. Education about the childhood development process is increasing in Europe, and this drives the market for potty training & step stools. To them, potty training is important as it allows children to be self-sufficient and practice self-care. Such knowledge has generated a need for potty training equipment that is not only effective but also engaging for and soothing children.

Ergonomically designed, brightly colored and non-toxic materials are important for parents in ensuring that the experience is pleasant. Consequently, quality issues in training products are addressed by European buyers, encouraging brand leaders to provide better solutions for such requirements.

Asia Pacific: The potty training & step stools market in the Asia Pacific region is led by China with an approximate market share of 32.6% as of 2023 and is expected to increase with a CAGR of 5.2% during the forecast period of 2024-2032. China accounts for the largest market for potty training merchandise in the APAC region because of its impressive population of toddlers.

Potty training supplies become more accessible to parents because of leading e-commerce sites such as Alibaba and JD. Also, Chinese people lean toward premium and big-name products and both Chinese and foreign companies are able to satisfy the needs for such quality and safety. This solidifies China’s top position at the market.

Potty Training & Step Stools Market Share

The demographic composition of the market is dynamic and complex, characterized by a large number of global and local firms. However, in 2023, the companies such as Mattel, the first years, oxo, skip hop, baby Bjorn, munchkin and so on had an average held of approximately 10%-15% market share.

These are determined to continue with the innovations currently being made by creating new products with some unique features such as, ergonomic, non-slippery surfaces, varying heights, and easy maintenance of the materials. To be relevant in the market, Innovation goes beyond simply adding some multifunctional interactive modern parents’ designs such as toys and built-in storage compartments, safety features.

Potty Training & Step Stools Market Companies

Major players operating in the potty training & step stools industry are:

• Baby Bjorn
• Beaba
• Dream Baby
• Gatvin Technologies
• Kids2
• Kol craft
• Munchkin
• Mattel
• Oxo
• Prince Lionheart
• Rabbit Baby Products
• Regalo
• Skip Hop
• Tomy International
• Ubbi
  

Potty Training & Step Stools Industry News

• In June 2021, Educational workers spoke about the consequences of making videos and images of children without the secure authorization of their parents on social media platforms, UNICEF being one of the most impactful. Fisher-Price launched its Secure Start educational initiative. This goal is to enable parents and caregivers to participate in important conversations about the safety, health and development of babies and children.
  

This potty training & step stools market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue (USD Million) & volume (Thousand Units) from 2021 to 2032, for the following segments:

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Market, By Product Type

• Potty training
  • Potty chair
  • Toilet training seat
  • 3 in 1 seat
• Step stools
  • Single step stools
  • Dual step stools
  • Foldable stools

Market, By Material

• Plastic
• Wood
• Others (polypropylene, pinewood)

Market, By Pricing

• Low (5$-15$)
• Medium (15$-30$)
• High (Above 30$)

Market, By Age Group

• Newborn (0-6 months)
• Infants (6 months- 2years)
• Toddlers (2-5 years)
• Others (above 5 years)

Market, By End Use

• Individual use
• Commercial use
  • Day cares
  • Preschool & kinder gardens
  • Healthcare
  • Others (hospitality)

Market, By Distribution channel

• Online
  • E commerce
  • Company websites
• Offline
  • Mega retail stores
  • Specialty stores
  • Others (individual store, etc.)

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Russia
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia 
• Latin America
  • Brazil
  • Mexico
• MEA
  • UAE
  • Saudi Arabia
  • South Africa