Babies Consumer Insights

Trend - Brands in the cosmetic and beauty industry are offering their products to kids to mimic adult spa rituals. These products transform the bath time experience into a relaxing and sensory-focused activity to help kids feel pampered.

Insight - Throughout the pandemic, adult consumers have altered their lifestyles to focus more on self-care through home spa solutions and mindful practices. The stress of the last two years has taken a toll on kids as well as adults. Because of this, parents and guardians are looking for wellness products and services geared toward kids to mitigate stress and practice wellness rituals together.

Trend - As more consumers turn to convenient health solutions, health brands are offering parents of infants supplements that can be incorporated into their children's diets in order to ensure they're consuming enough nutrients.

Insight - Millennial parents are raising their children aligned with their personal beliefs and lifestyles, many of which include a focus on health and wellness. These parents are turning to brands that allow them to raise their kids with the same rituals and habits that they're accustomed to.

Trend - Brands are launching apps that allow parents to rent baby equipment for short periods of time rather than purchasing the items and trying to resell them afterward. These apps are ideal for parents traveling or looking for cost-effective solutions.

Insight - The cost of raising a child can be very strenuous for parents, especially since the items needed are quickly outgrown. Many parents are looking for affordable ways to reduce their consumption and costs that meet their needs at different milestones. These consumers value collaborative consumption models and will flock to brands that offer services designed for their lifestyle.

Trend - Parents and caregivers of toddlers and infants now have a more convenient way to be environmentally friendly in caring for children, with subscription services that deliver eco-friendly diapers to their doors.

Insight - The process of caring for newborns and toddlers often leaves parents and caregivers with little time to think about things like being environmentally friendly--their sole focus tends to be how to keep children healthy and mentally stimulated in the simplest way possible. Thus, some people are turning to brands that are able to merge convenience with consumers' growing desire to be eco-conscious.

Trend - Car companies are utilizing science and technology to launch special features that help parents and their infants or toddlers. These innovations come in the form of branded lullabies, toys, and other products that are often associated with the common habit of kids falling asleep in cars.

Insight - Some new parents turn to movement when attempting to lull their babies to sleep as the various sounds and vibrations of these activities have proven to be soothing and effective. As a result, many express a strong desire for supporting features to be implemented in child-focused products/services that can be successfully utilized in these situations. This helps parents by facilitating a more effective and welcoming environment that will assure faster results.

Trend - Brands are creating maternity products that can be utilized before, during, and after pregnancy. These multi-functional offerings are usually paired with a fashion-forward aesthetic, making them available for use not only when the baby is around, but even for a casual night out.

Insight - Desires for affordability and sustainable purchasing decisions push parents to search for products that will give them the much-needed functionality for taking care of their infant, but ones that will also lend themselves for personal use later on. These products allow mothers to feel supported and organized throughout their journey, but also fill a niche in the market as not many maternity products are versatile in terms of style.

Trend - As the concept of the smart home is expanding and voice-control becomes a common feature of products, kid-friendly features enter the user interface of AI home assistants. These features engage, entertain and monitor children--alleviating some parental stress.

Insight - Being part of a digital-savvy generation, Millennials invite technology to play a formative part in their child's life. The integration of these features into the home allows for the parental aids to be omnipresent and close by when needed, adding a layer of convenience and security. In turn, this soothes the stress some might experience when they attempt to juggle life's tasks -- from going to work and doing chores to cooking meals for their kids and keeping up with the news.

Trend - In an effort to prevent children from developing poor eating habits, products that leverage age-appropriate mealtime interactivity and play are coming to market. This speaks to the desire that parents have to use tools to instill healthy eating habits in their kids proactively, rather than in a corrective way.

Insight - The desire for parents to instill healthy habits in their children is strong, and Millennial parents in-particular are leveraging tech aids and playful motivators in order to do this. With more progressive views than their predecessors, modern parents are more likely to adopt parenting methods that prioritize positive reinforcement and external aids.

Trend - Increasingly, diaper manufacturers are using sustainably-sourced and processed pulp in infant diapers. This product is a viable solution for eco-conscious parents who are unable or prefer not to use cloth diapers.

Insight - In terms of infant care, Millennial parents tend to seek out disposable products that are natural and eco-friendly. This is motivated by a desire for a more holistic approach to parenting, especially as skepticism about synthetic materials grows. It also allows parents to engage in a guilt-free lifestyle that embraces environmentally friendly consumption habits more fully.

Trend - Brands are focusing more on kids and toddlers to ensure a safe and enjoyable travel experience. Re-designing everything from suitcases to accessories, brands are focusing on both function and play as features that will appeal to both kids and their parents.

Insight - Between learning how to care for newborns and toddlers to balancing that enormous responsibility with professional ones, most parents of young children are naturally overwhelmed in their day-to-day. These individuals are drawn to products and services that prioritize convenience and useability—ensuring that both they and their children benefit from their purchases.