Baby & Kids Activity Sector Health Survey 2025
New Survey Reveals Ireland’s Baby and Kids Activity Sector is Growing Despite Rising Costs and Skills Gaps
Tots Spots has released the results of its first Sector Health Survey, providing a comprehensive look at the trends, challenges, and opportunities within the Irish baby and kids activity industry. While the sector is experiencing growth, providers are navigating significant economic pressures and a rapidly evolving digital landscape
Market Outlook and Business Landscape
The survey highlights a resilient industry, with 50% of providers reporting a growing outlook for the next 12 months. The sector is primarily driven by independent operators, who make up 75% of the market, compared to 25% operating under franchises or licenses. Employment remains a key factor in the industry’s scale, with half of all providers employing at least one person and 15% managing teams of more than five.
Key Challenges: Rents and Profits
Growth is being tempered by rising operational hurdles. The top five challenges identified by providers include:
- Increasing Rents: Rising costs are squeezing profit margins across the board
- Venue Scarcity: Finding suitable, safe, and centrally located venues remains a primary struggle.
- Staffing: Difficulty in finding suitable employees to meet demand
- Operational Hurdles: Challenges in filling classes and maintaining social media engagement
The Skills Gap:
A significant finding of the Tots Spots survey is the “skills gap” regarding modern business tools.
- Marketing Confidence: 60% of participants do not feel confident in their marketing skills, often relying solely on free social media platforms.
- The AI Divide: 80% of providers are unsure how to utilize Artificial Intelligence (AI) and express concern about its potential impact on their marketing efforts
- Digital Reach: While 100% of providers use Instagram, none of the participants are currently utilizing TikTok. Only 45% maintain an email marketing list
To ensure the continued health of the sector, Tots Spots identifies three critical areas for support
Call for Support
- Funding: Grants for local businesses to offset rent and support for-profit providers similar to existing non-profit parent and toddler grants.
- Training: Free or low-cost training in social media, marketing, and specifically training to support children with additional needs, which parents and providers cited as a major accessibility gap
- Venue Support: A call for rent freezes in community centers and more central locations for activities.
Emerging Trends and Consumer Behaviour
The latest search data reveals a fascinating shift in how Irish families are approaching early childhood development, showcasing a unique blend of traditional heritage, modern wellness, and a growing preference for the great outdoors.
The search rankings confirm that Gaelic GAA remains the most sought-after activity for children across the country, followed closely by the essential life skill of swimming. Football and music continue to hold their positions as staples of Irish childhood, while baby massage remains a top priority for new parents seeking early bonding opportunities. These core categories form the foundation of a busy extracurricular landscape that is increasingly influenced by broader social shifts.
One of the most significant shifts identified in the report is the move toward nature based education. Forest schools and outdoor playgroups have seen a surge in popularity as parents prioritise fresh air and unstructured play. This trend coincides with a powerful resurgence in Irish heritage, where families are not only flocking to Gaelic sports but are also actively seeking out Irish language playgroups to ensure the next generation remains connected to their cultural roots.
The data also highlights a proactive approach to mental health, with “Yoga/Wellness” emerging as a major growing category. There is a growing demand for activities that support emotional regulation, such as yoga, journaling, and anxiety-reduction workshops that teach breathing exercises. This focus on mindfulness suggests that parents are looking for tools to help their children navigate the complexities of modern life from a very young age.
Furthermore, the demographics of who is attending these classes are evolving. While mothers remain the primary bookers, there is a visible and consistent increase in the number of dads, grandparents, and childminders appearing at weekly sessions. This shift reflects the changing nature of the modern Irish family and a more communal approach to childcare and early education.
Parents are choosing to honor Irish traditions and the natural world while simultaneously equipping their children with the emotional tools needed for the future. As the founder of Ireland’s only go-to directory for these services, Annabel continues to bridge the gap between these evolving family needs and the providers who facilitate them.
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- Outdoor Learning: Increased popularity in Forest Schools and outdoor playgroups
- Heritage: A resurgence in Irish heritage, specifically Gaelic sports and Irish language playgroups
- Wellness: A growing focus on yoga and anxiety-reduction activities like breathing exercises and journaling.
About Tots Spots: Tots Spots conducted this survey to identify industry trends and advocate for the needs of baby and kids activity providers across Ireland
