【Latest 2026 Baby Products Fixed-Point Survey】Stroller 'Cybex', Baby Carrier 'Aprica' Rapidly Growing, Seismic Shift in Brand Share

Lakshmi Inc., which provides marketing strategy support and research analysis (Representative Director: Akihiko Iino), has announced the results of its "Fixed-Point Survey on Initial Purchase Brands for Baby Products (conducted March-April 2026)" targeting women who are pregnant with their last child or have children aged 0-1 year old.

Comparing this survey with past data from 2022 and 2024, it was found that, contrary to general market trends, the three main categories in the baby products market are experiencing significant value changes: "increase in in-store purchases" and "emphasis on safety and functionality" over price. Why are consumers deliberately heading to stores? This report presents the "Reiwa parenting consumption insights" revealed by the data.

【"Market Truths" Revealed by Category-Specific Fixed-Point Surveys】

1. 【Strollers】Cybex's share doubles in 3 years. "In-store verification" in the digital age.

Figure 1: 2026 Stroller Share (Cybex's rapid growth)

・Dramatic shift in brand share

Cybex's share, which was 7.56% in the December 2022 survey, rapidly increased to 16.67% in March 2026. While major domestic brands show stable or slight declines, a "multipolarization" where specific brands expand their support is becoming clear.

・Return to physical stores progresses

In-store purchases increased from 72% in 2022 to 79%. The style of thoroughly researching on social media and then making a purchase in-store to gain "conviction" about maneuverability and ease of operation has become established.

2. 【Car Seats】Brands with strong in-store sales gain momentum. Purchasers prioritize "ease of installation" over "price."

Figure 2: 2026 Car Seat Share (Aprica, Nishimatsuya, Cybex rapidly growing)

・Commonality in share increase

Compared to 2022, Aprica increased from 23.00% to 30.71%, and Nishimatsuya from 5.85% to 10.24%. Both are characterized by strong "in-store touchpoints."

・Shift in emphasis criteria

The emphasis on "ease of installation" significantly increased to 43.05% (top is "safety" at 55.08%). On the other hand, the proportion emphasizing "price" decreased to 38.53%. Even amidst rising prices, the desire to avoid the risk of installation errors outweighs "cheapness."

3. 【Baby Carriers】End of the absolute monarch Ergobaby's era of dominance.

Figure 3: 2026 Baby Carrier Share (Aprica's rapid growth)

・Seismic shift in share

While Ergobaby, which boasted an overwhelming share, saw its share drop from 46.51% in 2024 to 37.55%, Aprica rapidly expanded from 12.00% to 22.30%. Consumer choices are diversifying from "standard" to "individual functions, styles, and designs."

・Paradigm shift in emphasis criteria

Items related to safety and reliability, such as "baby's body is firmly supported (47.78%)", "fall prevention function (22.38%)", and "buckle does not accidentally come off (22.20%)", all increased. Meanwhile, "price" decreased to a mere 9.77%. Even with tight household budgets, the "discretionary spending" where investment in tools to protect one's child's life is not spared is evident. In this category, overflowing with many new entrants from overseas, manufacturers are required to communicate to alleviate users' anxieties about "can it be used effectively (ease of attachment/detachment)" rather than engaging in easy price competition. The era of "just buy a famous brand and you'll be fine" is over.

・Outflow from e-commerce

The breakdown of purchase locations dramatically changed from "stores 54%: online 46%" in 2022 to "stores 70%: online 27%" in 2026. The need to "try on" products that directly touch the skin and fit one's body shape is drawing customers back to physical stores.

【Expert Recommendation: Why Fixed-Point Surveys are Important Now】

Comment from Akihiko Iino, Representative Director of Lakshmi Inc.

"What is surprising in this survey is not only the change in market share but also the strength of the 'return to physical stores' contrary to digital trends, and the shift in purchasing criteria that prioritizes 'convenience and safety' over price. Consumers are exhausted by the flood of information and are seeking 'real-life experiences' more than ever to avoid failure.

Formulating strategies based on successful experiences from two or even one year ago is now very dangerous. Re-evaluating the facts of brand share reversals and the prioritization of 'usability and safety' over price is the top priority for manufacturers to address now. Our company will decipher the motivations behind the data and support the course correction of strategies."

【Information on Services for Corporations: To Understand the "True Movements" of the Market】

Lakshmi Inc. has a specialized team for baby products that provides unique marketing support tailored to your company's challenges.

Competitive comparison to clarify "why your company is not chosen"