Potty Training and Step Stools Market Size - By Product Type, By Material, By Pricing, By Age Group, By End Use, By Distribution Channel, Analysis, Share, Growth Forecast, 2024 - 2032

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. Increased attention to early childhood development is driving the growth of the market.
 

Parents and caregivers now value independence and self-sufficiency in young children more than ever. They focus on achieving milestones like potty training at younger ages. This has led to a higher demand for products like ergonomic step stools and potty training tools that build confidence and independence. Brands are taking advantage of this trend by offering products that help with potty training and support developmental growth. These products are especially appealing to parents who prioritize educational and developmental benefits.
 

Product innovations is further drive growth in the potty training & step stools market. Manufacturers add features that improve usability, safety, and engagement for kids and parents. They are designing child-friendly products with adjustable heights, non-slip surfaces, and easy-to-clean materials, making potty training simpler and more appealing. Additionally, multifunctional products, like step stools that are double as storage or portable potty seats for travel, offer convenience and versatility. These innovations meet modern consumer demands for practical, engaging, and safe products, boosting market growth.
 

Potty Training and Step Stools Market Trends

As more consumers look for eco-friendly and practical solutions, the market is using sustainable materials and multipurpose products. Parents prefer non-toxic, biodegradable, and recyclable materials like bamboo and organic cotton. This trend matches the broader move towards sustainability. There is also a growing demand for products that save space and serve multiple functions, like step stools and potty seats that can also be used as storage units or chairs. This change addresses environmental concerns and provides cost-effective, durable solutions that grow with a child’s needs. Brands offering these features are becoming more attractive and innovative in the market.
 

The potty training and step stool market is characterized by intense competition. Numerous companies offer a range of products, including potty seats, training potties, and step stools, at various price points. This diversity makes it challenging for individual brands to differentiate themselves. Price often becomes the primary consideration for consumers. Companies must continuously innovate to maintain relevance, which exerts pressure on profit margins. Additionally, low-cost, generic alternatives pose a significant challenge to premium brands. To gain market share, premium brands must justify their higher prices by demonstrating superior quality, innovative design, or additional features.
 

Potty Training & Step Stools Market Analysis

Based on product type, the market can be segmented into Potty training and step stools. The potty training segment have accounted for revenue of around USD 174.4 million in the year 2023 and is estimated to grow at a CAGR of around 4.1% from 2024 to 2032. The potty training segment leads the market because it is crucial for early childhood development and there is a high demand for these products. As parents focus more on teaching independence and hygiene to young children, they prefer tools like potty seats, training potties, and portable options.
 

This segment offers many innovative, child-friendly products that are safe, easy to use, and convenient, such as adjustable heights, built-in handles, and easy-to-clean designs. These features, along with the strong demand for practical and hygienic solutions, keep the potty training segment at the top of the market.
 

Based on material, the potty training and step stools market is segmented as plastic, wood and others. In 2023 plastic material dominated the market holding a market share of around 56% and is anticipated to grow at a CAGR of 4.6% or during the forecast period from 2024 to 2032. Plastic is the most popular material in the market because it is cheap, durable, and easy to make. Its lightweight nature makes it easy for parents and children to use potty training products like step stools and potty seats.
 

Plastic is also less expensive than other materials, allowing brands to offer affordable products to more customers. Manufacturers can create products in various shapes, sizes, and colors, making them more appealing. Additionally, plastic is durable and moisture-resistant, ideal for items that need frequent cleaning. Its ability to be molded into child-friendly designs meets both functional and aesthetic needs. These benefits ensure plastic remains the top choice in the market.
 

North America dominated the potty training & step stools market accounting a revenue of around USD 90.4 million in 2023 and is expected to reach USD 128.1 million by 2032. High consumer awareness and higher disposable income drive North America's dominance in the market. Parents in North America understand the importance of early childhood development, including potty training, and choose products that support their children's growth and independence.
 

This awareness leads to a steady demand for potty training products that are safe, high-quality, and functional. Additionally, higher disposable income in the region allows families to buy premium products with better features, durability, and convenience, further boosting market growth. As a result, North American consumers are willing to pay for innovative, high-quality solutions that meet their developmental and hygiene needs.
 

North America: In terms of country US has been leading country which held around USD 66.6 million in 2023 and is expected to reach USD 95.1 billion by 2032. North America's large market size and the growing popularity of online shopping drive its dominance in the potty training & step stools market. North America's large population of young children generates consistent demand for potty training products. The rise of e-commerce has significantly enhanced accessibility for parents, offering a wide range of brands and products.
 

Online platforms provide extensive product options, customer reviews, and convenient home delivery, enhancing the overall purchasing experience. Additionally, e-commerce enables brands to expand their reach beyond traditional retail outlets, contributing to market growth in the region.
 

Europe: The European potty training and step stools market is expected to grow at a CAGR of 3.8% or during the forecast period from 2024 to 2032. In Europe, more parents are aware of early childhood development, boosting the Market. They see potty training as key to helping children become independent and learn self-care. This awareness has increased the demand for potty training products that are both useful and designed to engage and comfort kids. Parents prefer products with ergonomic designs, bright patterns, and safe materials to make the experience positive. As a result, European consumers are buying high-quality training products, leading brands to create innovative solutions that meet these needs.
 

Asia Pacific: China dominated the market in the Asia Pacific region with a market share of around 32.6% in 2023 and is anticipated to grow at a CAGR of 5.2% during the forecast period from 2024-2032. China leads the APAC market for potty training products due to its large number of young children. The country's strong e-commerce platforms, like Alibaba and JD.com, make these products easily available to parents. Additionally, Chinese consumers prefer premium and branded products, with both local and international brands meeting the demand for quality and safety. This strengthens China's top position in the market.
 

Potty Training & Step Stools Market Share

The market is fragmented in nature due to presence of various local and global players across the globe. In 2023, the market players such as Mattel, the first years, oxo, skip hop, baby Bjorn, munchkin and others collectively held around 10%-15% market share. These major players are focusing on continuous innovation by developing products with unique features, such as ergonomic designs, non-slip surfaces, adjustable heights, and easy-to-clean materials. Innovation also extends to adding multifunctional features like built-in storage, interactive elements, and safety enhancements, which appeal to modern parents in order to remain competitive in the market.
 

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, Fisher-Price unveiled its 'Safe Start' education campaign. This initiative aims to engage parents and caregivers in vital discussions about the safety, health, and development of infants and children. The campaign will spotlight essential safety tips and roll out a video series. In this series, experts in infant and child health and development will share crucial insights with parents and caregivers. Topics will encompass the safe use of products, suitable sleep environments, and the correct application of safety restraints.
   

This potty training and 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 month- 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