Baby Care: How To Boost Online Sales By Answering Parents' Real Concerns

Baby safety trends

The baby safety online market has grown by +5.4% between May 22′ and May 21‘, pushed by two major product categories:

  • Cosy: +21%
  • Réhausseur: +10.4%
  • Siège auto: +1.64%

As safety has become one of the biggest concerns of newborn parents – with 90% of parents believe roads have become more dangerous than ever –  search engines have naturally emerged as parents best advisors in terms of baby care & safety:

  • More than 100,000 searches containing “siège auto” per month in France in average (2021-22) 💺🇫🇷
  • 10,000 French parents query Google every month in average to find out when to remove their baby car seat (2021-22) 🧐

Revealing baby car seat market trends with search listening

Every parent has questions about what’s best for their newborn and looks for the best products. Today, their primary source of information is search engines like Google, instantly accessible from their smartphone: anytime, anywhere. 

Google has become a goldmine of information for parents sharing their concerns, fears, doubts but also awareness about products and brands via their searches.

Understanding parents concerns about their babies & answering with propre content is key to turn anxious parents into baby care products buyers.

With a search listening tool like Trajaan, all these intent data can be gathered, processed and interpreted to discover new market insights, new behaviors, new booming products or expectations.

Baby car seats / top queries in France ©Trajaan
Baby car seats / top queries in France ©Trajaan

Listening to your consumers has become essential to companies specialized in baby safety willing to stand out by responsing to real parents fears with the right content, products & services.

Baby safety: the French market has grown by +5.2% in one year

Baby car seats / trends over time in France ©Trajaan

There are many different types of baby car seats, with a vast array of features and innovations promoted by manufacturers. It has become impossible for marketers to keep up with the pace of a market where brands compete fiercely to preempt new consumption modes.

How to get the big picture? How to stand out from the Fear Of Missing Out (FOMO) behavior and focus on what really matters for consumers?  

By focusing on products that raise the most interest. 

When looking at features, parents praise the rotating car seat system with 360° baby car seats generating almost 80% of online searches when comparing to stroller-compatible features or size adjustment (Group 1/2/3).

However, come behind the seats that are compatible with strollers with almost 10% of the searches.

Detecting brands that are increasing their awareness among consumers

Monitoring brand awareness and respective share of voice in search engine queries is an essential watchtower of your competitors’ positioning, and momentum but also their digital marketing activities.

In the baby car seat industry, we are seeing a fairly large number of brand searches. This reflects the need for parents to precisely understand the features of the various available baby car seat models.

Baby car seats / top searched brands in France ©Trajaan

Some brands are much stronger when searched along specific features:

  • Doona is largely leading the stroller-compatible car seat segment.
  • Britax is associated with flexible products that can evolve with the baby’s size as he/she is getting older.
  • Maxi Cosi is highly sought after for its 360° swivel seats, which make installation easier for parents. 

Pushed by its aggressive product launch strategy, Maxi Cosi has recorded the highest growth in online searches over the last 6 months valuing their strategy in this market segment.

Joie vs. Cybex: local trends reveal big gaps in brand awareness

Searches are geo-targeted, meaning they are powerful source of insights to detect local specificities but above all, local opportunities for your marketing strategy!

Unsurprisingly, not all French parents think in the same way. Expectations or favorite brands are different depending on where searchers are located. 

Two major brands compete in terms of search volume in France. While Cybex dominates search volume in the Northern and Mediterranean regions of France, Joie takes over the Western and Central regions.

Yoyo, true Parisian star!

While not being top-of-mind in France as a whole, Yoyo is the most popular brand in Paris areas – where the brand has 4x bigger affinity than the national average (affinity = search volume per 100,000 inhabitants).

Representing about 50,000 searches over the year and an amazing growth in searches of 24% from October 21 to March 22. 

The strong impact of private sales seasons

When looking at child birth by month over the last years in France, we notice a peak of birth between June and October.

Dataviz from Insee

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But when looking at consumers searches, January stands out as the best period in the year, the period when consumers are searching for product and engaging with brands.

To some extent, July comes 2nd and this, unveil something that will be seen between June, 22nd and July, 19th 2022 : Winter and Summer Sales (soldes) are the key period to engage with parents online. 

With Trajaan and search engine data, marketers get powerful insight to adapt and therefore, spend your marketing budget throughout the year when it matters. 

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