The Rise of the Middle East’s Baby and Kids Market
From strollers to startups, the Middle East is becoming the next big playground for the baby and kids industry.
It is quickly becoming a global growth engine. What started as a niche category has evolved into a dynamic and high-potential sector. This shift is being driven by young, tech-savvy parents, rising household incomes, and a growing appetite for quality and purpose-led brands.
In 2024 alone, the region’s baby and child market is projected to generate nearly $29 billion in revenue. For brands, retailers, and investors, the message is clear. This is not just a boom. It is a transformation.
Let’s explore what is fueling this trend and how businesses can tap into the opportunity it presents.
A Region Shaped by Youth
Unlike many parts of the world dealing with aging populations, the Middle East is full of young families. The population is largely made up of individuals in their 20s and 30s, a key age group for parenting.
In countries like Saudi Arabia and the UAE, strong birth rates and a cultural focus on family continue to fuel demand for baby products and services.
Add in more dual-income households, greater urbanization, and government support for family wellbeing, and the conditions are ideal for market expansion. Parents are not just spending more. They’re making more informed, value-driven choices.
What Modern Parents Want
Today’s parents in the Middle East are more focused on safety, health, and purpose. Generic products no longer cut it. They rely on global trends, online research, and peer reviews before making a purchase.
Their shopping lists increasingly include:
- Organic, chemical-free baby care
- Nutrient-dense baby food and infant formula
- Educational toys and digital learning tools
- Sustainable, ethically sourced clothes and gear
Parents are committed to giving their children the best and are willing to spend on products that meet those standards.
Parenting in a Digital Age
Young parents in the region are digital natives. Online shopping is second nature. From mobile apps to e-commerce platforms and social media, digital channels are now the primary touchpoints for product discovery and decision-making.
Influencers and "momfluencers" play a big role in shaping trends. Whether reviewing new launches or sharing parenting tips, they connect with audiences in ways traditional advertising can’t.
Brands are responding by going digital first. Many are building online stores, forming influencer partnerships, and using data to personalize the customer experience.
The Mix of Local and Global
Global brands continue to enjoy strong demand, but local companies are catching up fast. Businesses based in the UAE, Saudi Arabia, and other Gulf countries are offering premium products tailored to local preferences.
Think bilingual educational toys, modest fashion lines for kids, and Halal-certified baby food. These offerings reflect a deep understanding of the regional consumer.
Favorable trade policies and free zones also make the Middle East an ideal base for international companies looking to expand into wider MENA and Asian markets.
The UAE: A Market to Watch
The UAE stands out as a leader in this space. Baby care products alone are projected to grow at over 4.2 percent CAGR between 2024 and 2030, according to reports.
Dubai and Abu Dhabi host major baby and maternity expos that attract top regional and international players. With high consumer trust and a strong appetite for innovation, the UAE is a natural testbed for new brands and product launches.
Tapping Into the Next Big Opportunities
Rapid growth brings tougher competition. To thrive, businesses need to offer more than just products. They must build trust and deliver real value to families.
Some of the biggest opportunities include:
- Subscription services for essentials like diapers or toys
- Omnichannel retail experiences that blend online and offline
- Sustainability-led branding to reflect rising eco awareness
- Personalized offerings powered by customer data
Another emerging area is child wellness. Parents are increasingly interested in tools that support emotional and cognitive development. That opens the door to products focused on mindfulness, early learning, and sensory exploration.
Ready to Tap Into a $29 Billion Opportunity with 10xM?
From shifting demographics to rising disposable income and digital-savvy parents, the region is seeing a surge in demand for baby and kids products.
At 10xM, we help brands tap into this opportunity with the right market insights, retail partnerships, and go-to-market strategies. Whether you're launching a new product or expanding your global footprint, our team ensures you're positioned for long-term growth.
Book a free consultation today and take the first step into one of the region’s most dynamic consumer markets.
