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Potential of the market





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Company’s target customers’ are women, aged between 20 to 40 years old. In 2014, almost 100% has access to Internet at home in the target group (Statistics Sweden, a, 2014). In the year 2013, out of the total 15.3 million people in the Nordic region who made online purchases online, third of them were from Sweden (5,704 million). Figure 1 shows the monthly frequency of online buyers. In monthly bases, Sweden is a bit behind from Denmark and Norway, but still they make purchases online more than Finns do. (PostNord, E-commerce in the Nordic region 2014, page 8.)

Figure 1 Swedish people are more actively buying online than Finns are. Freely modified from the source: PostNord, E-commerce in the Nordic region, 2014, page 8

In 2014, Swedish customers made purchases online with the expectation that it is easier to purchase that way. According to statistics from E-commerce in the Nordic region, almost half (49%) of answerers expect the simplicity and secondly, fourth (26%) expect it to be cheaper than from a normal store. (PostNord, E-commerce in the Nordic region 2014, page 6.)

A survey conducted by Euromonitor at the end of the year 2014 shows that, the number of children born in Sweden has been increasing. Families also have more money to spend on products for children. This trend is seen in the increasing number of products offered for families with children. With the household wealth rising and the number of births rising, this will create more need for children’s products. In addition, the survey tells about the social media being a tool for expressing yourself. The pressure and recommendations from different social media groups towards childcare products will increase the knowledge of parents and thus their interest towards goods for children and their families. (Euromonitor, 2014.)

The use of baby carrier products has been an old tradition for Swedish parents. Founded decades ago by a Sweden Björn Jakobson made it popular and easy to buy. Due to the recent change in trend, parents now look for more attributes in products they buy for their kids such as unique designs, comfort and quality. Parents value quality baby carrier for their children than for purely fashion reasons. They believe that clothes or products should be produced with substantial materials that last longer and preferably are organic. (Cbi.eu children’s wear, 2013.)

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