ASEPRI’s new Trends Study 2026-2030: new parenting methods that shape the future of the children's industry.

At its latest Sector Meeting, ASEPRI presented the study ‘Cuaderno de tendencias sociales de productos infantiles 2026-2030 de ASEPRI’, owned by ASEPRI and prepared by AIJU, Technological Institute specialised in toys.

This report offers an overview of the evolution of Spanish families with children aged 0 to 36 months and the impact these changes will have on the market for children’s products: toys, fashion, footwear, and childcare.

Social trends, product trends and parenting styles

Traditional models have given way to new ways of understanding parenting: what used to be passed on as ‘unspoken rules’ about how to be a mother or father are now being questioned, transformed, and shared. Spanish families are rewriting the rules of motherhood and fatherhood, driven by diverse identities, social changes, and new priorities. This profound change not only redefines family dynamics but also has a direct impact on the children’s market, opening unprecedented opportunities for brands that know how to read these codes and respond with products aligned with emerging expectations.

The ASEPRI study, conducted by AIJU, offers a unique insight into how families think, feel and consume. Based on a representative sample of 1,020 households, this report reveals how lifestyles and parenting profiles coexist. Because behind every everyday choice—a baby bottle, a toy, a pram—there are beliefs, emotions, values, and new social codes that determine which products enter the home and which do not.

Lifestyles

Lifestyles speak to identity: they reflect habits, values, and behaviours that shape the way we live. In the realm of motherhood and fatherhood, these lifestyles shape the organisation and dynamics of the family environment.

The study shows that 68% of families identify with the “Mascoteros” lifestyle, integrating their pets into an essential part of the family experience, which generates a growing demand for solutions adapted to multi-species households, such as easy-to-clean carpets or versatile pushchairs. At the same time, 57% identify as “Activistas”, valuing proposals that highlight diverse realities, promote equity, and respect mental and emotional health, driving the need for brands that communicate from a position of social commitment. Fifty-four per cent identify as “Cero Residuos”, prioritising durable, reusable, and eco-friendly products, such as refillable containers or clothing that grows with children, thereby reducing consumption. Forty-two per cent fall into the “En forma” style, seeking options that allow them to share an active life with their children, from sports pushchairs to nursing-friendly clothing that facilitates exercise. Finally, 30% identify with “A la Moda”, families who incorporate aesthetics as part of their parenting language, aspiring to products that integrate design, functionality and visual harmony with their home. Finally, 30% identify with “A la moda”, families who incorporate aesthetics as part of their parenting language, aspiring to products that integrate design, functionality and visual harmony with their home.

These identities are not exclusive, but rather overlap and combine, giving rise to families that can incorporate various features of each style.

Parenting profiles

This research, conducted with more than 1,000 families with babies aged 0 to 36 months, has identified five parenting profiles that provide insight into different relational models, i.e., forms of care, education, and emotional bonding. These profiles allow us to investigate how mothers and fathers relate to their children on a daily basis. Thus, 26% of families adopt a “Crianza Práctica” approach, prioritising functionality, and daily adaptation, while 20% opt for “Crianza Respetuosa”, accompanying the baby’s natural rhythm. Nineteen per cent experience motherhood or fatherhood as “Mi pequeño Proyecto”, getting involved in maximising their child’s development; 18% identify with the “Quitanieves” profile, focusing their decisions on absolute protection; and 17% prefer the “Sin perder la identidad” style, seeking solutions that allow them to maintain their individuality alongside their role as parents.

With all these styles and profiles in mind, families today are moving away from traditional patterns of choosing parenting products or services based solely on functionality or price and are instead incorporating much more complex and diverse priorities into their decisions.

Segmentation strategies beyond demographic data

In this context, the study reveals how these lifestyles, when combined with defined parenting profiles, generate increasingly segmented consumption scenarios, where brands must interpret not only what product families need, but also how they integrate it into their routine and what values they expect it to represent. Understanding these motivations in detail—for example, the importance they place on protecting their baby in profiles such as ‘Snowplough’ or the search for flexibility in the ‘Practical’ style—allows brands to anticipate new opportunities and develop proposals that authentically respond to the expectations of consumers who prioritise consistency between their lifestyle and the products they choose. It also facilitates communication in the same language as users and consumers of products for children under 36 months.

This research has become a strategic tool for brands, distributors, and professionals in the children’s sector, providing essential insights to adapt their offering to a society undergoing profound change. Consumer insights from families help companies innovate with proposals aligned with their values.

By acquiring this Study developed by AIJU, ASEPRI seeks to provide companies in the children’s products sector with a key tool to drive the development of new products. The aim is to respond to the current needs of families in an increasingly segmented consumer environment by promoting innovation and design.

The Cuaderno de tendencias sociales de productos infantiles 2026-2030 de ASEPRI, produced by AIJU, has been supported by Generalitat Valenciana, Conselleria de Innovación, Industria, Comercio y Turismo, contributing to the economic growth of this company, its region and Spain as a whole.