Northern Italy’s Baby Products Industry Shrinks Amid Demographic Decline
Northern Italy’s once-thriving industrial district in Bergamo, known for manufacturing baby and child products, has dwindled to only two remaining manufacturers due to a sharp decline in births and increased foreign competition. The province, which once housed about a dozen factories producing high chairs, cribs, toys, and prams, has seen its market shrink as Italy’s birth rate fell by over a third in the last 20 years.
One survivor, Foppapedretti, has managed to sustain its business by diversifying early into household and gardening products and is now exploring expansion into products for the elderly—a growing market in aging Europe. Founded post-World War II, the company once sold 100,000 highchairs annually but now considers 30,000 baby beds a “golden year.” Despite reduced volume, its revenue has remained stable at around €45 million since 2019.
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Italy faces a critical demographic challenge, with births hitting a record low of around 370,000 in 2024 and a fertility rate of 1.18, well below the replacement level of 2.1. This birth crisis has eroded 35-40% of the children’s product market, compounded by stiff competition from low-cost Chinese producers.
Some manufacturers have turned to raising awareness, producing a dystopian documentary imagining only one baby born in Italy by 2050. Demographers warn that present choices will significantly impact Italy’s future population.
Industry Challenges and Adaptations
Many companies lack the capital to invest in innovation or diversification. The other surviving Bergamo manufacturer, Cam – Il Mondo del Bambino, has cut jobs and faces challenges expanding into elderly care products, which often require medical device expertise. While open to manufacturing for other brands, it remains cautious about entering crowded markets like pet products.
Italy’s population is not just shrinking but aging, with the EU’s highest median age of 48.7 years. Advertising has shifted from baby nappies to adult incontinence products. Consumer goods companies like Fater, a joint venture involving Procter & Gamble, report steady growth in adult absorbent products, highlighting the demographic shift’s impact on the market.
