Are the days of a fancy ‘premium’ pram over? It wasn’t so long ago that having a celebrity-approved buggy for your baby was a must-have for many parents but Canstar Blue’s research indicates the power of the pram is waning, with 2024 buyers slashing their spending on this parenting essential.
Canstar Blue’s survey of almost 500 parents, undertaken in July 2024, found that 48% of parents thought it was important to own a good quality pram or stroller, down from 60% in 2023. Price was the key factor driving 25% of parents’ pram or stroller purchases in 2024, up from 21% in 2023. At the same time, the style and design of the pram or stroller dropped in importance, with it being the prime consideration of 6% of parents in 2024, down from 10% the previous year.
Canstar Blue’s Consumer Editor Meagan Lawrence said those shifting views on price, looks and quality could be seen in the average spend on prams.
“Aussie parents reported spending $688 on average on a new pram in our 2023 survey,” she said. “This was roughly in line with an average spend of $654 in 2022 but much higher than the $540 spent in 2024.
“The percentage of survey respondents who bought their pram on sale also edged up this year to 37%, compared to 34% in 2023.
“Almost half of the parents we surveyed still felt that buying a quality pram was important but it could be that other costs-of-living pressures caused some parents to make trade-offs on the cost, appearance and quality of their pram purchase.”
Average pram cost in Australia
While the amount spent on prams dropped by 21% year-on-year to $540 on average in 2024, spending on a new stroller according to parents dropped by a steeper 38% this year, from $303 in 2023 to $187 on average in 2024. Last year’s big stroller spenders were an anomaly, however, with 2024’s expenditure coming in closer to the $184 average spend parents reported in 2022.
Canstar Blue’s national survey also found that about 18% of parents wished they’d bought a better quality pram and 13% bought the cheapest pram they could find. And 29% admitted they felt overwhelmed by the number of options in the pram market.
What type of pram or stroller is the most popular?
Ms Lawrence said the type of baby buggy parents opted for was usually dictated by their size and age of their little ones, as well as their location, transport and lifestyle choices
“Whether parents need a pram that can accommodate a car seat capsule, a twin pram for two babies or a baby and a toddler, a pram built for running or a stroller for city streets will all be determined by how individual parents live,” she said. “There are pram and stroller options for almost every taste and requirement.”
Of the three main types of buggy, convertible prams that allow a baby to lie down but can later be changed to a seated position were the most popular choice in 2024, with 37% of the parents surveyed opting for this type. Traditional prams that allow an infant to lie comfortably were the second most-popular at 31% and strollers that require the child to sit up were close behind, with 30% of respondents buying this type.
Average pram cost by brand
The table shows the range of pram and stroller costs in Australia by brand, based on data collected from individual brand websites in July 2024. The prices are cited as a guide only.
| Brand | Pram cost |
|---|---|
| Kmart | $25-$179 |
| Target | $25-$179 |
| Mother’s Choice | $109-$299 |
| Steelcraft | $629-$649 |
| Valco Baby | $379-$1,099 |
| Baby Jogger | $599-$1,399 |
| Bugaboo | $829-$2,899 |
Prams and strollers from budget-focused department stores such as Kmart and Target are cheaper, with the most expensive options sitting at under $200, while big name brands such as Bugaboo going into the thousands of dollars.
“How much you spend on a pram or stroller will depend somewhat on whether you think all of the bells and whistles are worth paying for,” Ms Lawrence said. “It’s important to remember that more expensive isn’t always synonymous with better quality and, likewise, cheaper doesn’t always equal good value. It’s important to look at the features, design elements and functions of a pram or stroller relative to your budget and lifestyle.
“And with just 16% of the parents we surveyed telling us that they buy or intend to buy a new pram or stroller for every child they have, product longevity is also clearly important for lots of families.”
Some nice-to-have features can include:
- Height-adjustable or telescoping handlebar
- Canopies and rain hoods
- Multiple brakes and locks
- Adjustable or reversible seats
- Multiple baskets or storage spaces
- Easy folding functionality.
Which brands do Aussie parents rate highest?
Parents who took part in Canstar Blue’s most recent pram survey rated the brand of pram they own across a range of criteria, including functionality, design, ease of use, durability, comfort and support, value for money and overall satisfaction. Check out how brands scored by clicking the button below.
Picture credits: AYO Production/Shutterstock.com, Oleggg/Shutterstock.com, AlohaHawaii/Shutterstock.com.
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