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Babies Consumer Insights

Diaper Delivery
Subscription and delivery services offer eco-friendly diapers for parents
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.
Workshop Question - How is your brand merging convenience and eco-friendly preferences?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sleepy Car
Car brands are launching various features that will help infants & toddlers fall asleep
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.
Workshop Question - How might your product/service help new parents?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Double-Duty Care
Brands are launching maternity products that are chic and extremely versatile
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.
Workshop Question - How could your product incorporate style with functionality?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Speaker Companion
Kid-friendly features are being introduced to smart speaker systems
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.
Workshop Question - How can a voice-assisting feature enhance the feeling of companionship for your product?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Picky Play
Age-appropriate elements of play are brought into mealtime for picky eaters
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.
Workshop Question - How can your brand help your consumer be more proactive about thwarting bad habits?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Enviro-Diaper
Sustainably-sourced and processed diaper pulp serves as an accessible eco-swap
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.
Workshop Question - Identify one change your brand could make in creating a more sustainable offering
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Empowered Toddler Travel
Travel accessories adapt to prioritize the experience of little ones
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.
Workshop Question - How is your brand making customers’ lives more convenient?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Scandinavian Nursery
Parents opt for simple, stylish nursery furniture that transitions easily
Trend - New parents are opting for modern Nordic-inspired nurseries that are simple and functional. This highlights the fascination with Scandinavian living and the desire with nursery furniture to invest in pieces that will transition through the first five years of a child's life.

Insight - As the Millennial demographic ages into parenthood, many of their personal values transfer to their parenting style. Values such as a love of convenience will be relayed to how they raise their children. Their aesthetic-conscious mindset will adhere to parenting as well. The key differentiator for this new phase in the Millennial life cycle is availability of funds; now that Millennials have dependents, they will seek ways to uphold their previous preferences in value-conscious ways.
Workshop Question - As the obsession with all things Scandinavia persists, what area of consumer lifestyle products has not yet been explored?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Automated Parenthood
Raising young children is made easier through specialized subscriptions
Trend - Feeding into the popularity of subscription services, companies are debuting subscription boxes focused on helping parents enrich the lives of their children in easy, automated ways. That enrichement covers everything from playtime to education and cultural diversity.

Insight - Modern parents are seeking ways to balance effective parenting with efficiency and convenience, as reflected in other parts of their lives through digital automation. Services that offer steamlined access to education, toys and other necessities from home achieve this. This also speaks to modern definitions of work-life balance that specifically appeal to Millennial parents' sensibilities.
Workshop Question - How can you provide your consumers with a more convenient way for them to reach their goals?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Portable Parenthood
Baby products are cleverly redesigned to be used on the go
Implications - Aligning with the increasing role convenience culture plays in consumers' daily lives, brands in the baby space are creating more portable versions of infant necessities for busy parents. By honing in on convenience, these products are able to stand out and win the loyalty of discerning consumers.
Workshop Question - What could you change about your product/experience in order to make your consumers' lives easier?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends