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Babies Consumer Insights

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?
8.4
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, Millenials 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?
6.9
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?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Enviro-Diaper
Sustainably-sourced and processed diaper pulp serves as an accessible eco-swap
Implications - Increasingly, diaper manufacturers are using sustainably-sourced and processed pulp in infant diapers. For eco-conscious parents who are unable or prefer not to use cloth diapers, a more sustainably-filled diaper satisfies their need for safe and environmentally friendly infant care solutions. Furthermore, this speaks to the incremental changes that many consumers are comfortable with making to be more environmentally-friendly in their consumption habits.
Workshop Question - Identify one change your brand could make in creating a more sustainable offering
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Empowered Toddler Travel
Travel accessories adapt to prioritize the experience of little ones
Implications - Targeting families on the go, travel and accessory brands are focusing more on kids and toddlers to ensure a safe and enjoyable overall experience. Re-designing everything from suitcases and accessories, brands are focusing on both function and play as features that will appeal to both kids and their parents. Such adaptions to traditional travel products speaks to not only the rise of more functional goods, but the need to be more inclusive of various age ranges no matter what the product might be.
Workshop Question - How can your brand be more appealing to various age groups?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Scandinavian Nursery
Parents opt for simple, stylish nursery furniture that transitions easily
Implications - As new parents look to create calming nurseries for baby, many are opting for modern Nordic-inspired pieces that emphasize simplicity and functionality, while also boasting an element of whimsy. This evolution highlights the continued fascination with Scandinavian living and the desire with nursery furniture in particular to invest in pieces that will easily transition through the first five years of a child's life.
Workshop Question - As the obsession with all things Scandinavia persists, what area of consumer lifestyle products has not yet been explored?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Automated Parenthood
Raising young children is made easier through specialized subscriptions
Implications - Feeding into the popularity of subscription services, companies are debuting subscription boxes focused on helping parents enrich the lives of their children in an automated way. By combining modern parents' desire to not only excel at parenting, but live more efficient, convenient lives as well, this approach to the subscription business model has great potential to expand into a wide variety of different categories.
Workshop Question - How can you provide your consumers with a more convenient way for them to reach their goals?
7.8
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?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Preemie Care
The market that aids premature babies continues to grow
Implications - The specialty care that many premature babies require from caregivers is being honed in on by brands, with the infant care industry seeing a rise of preemie-specific products and services. This shift comes as brands recognize the growing value in catering to diverse sets of consumers, rather than attempting to cater to the majority alone.
Workshop Question - How could your brand serve consumers with more niche needs and preferences within its area of expertise?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cosmetic Kids
Beauty & self-care brands target children and infants
Implications - Emerging from Asia markets, the appeal and desire for brands to curate and market beauty and cosmetic-like toiletries for children continue to rise across the globe. Typically adult-oriented products like perfumes are being marketed for the appeal of younger demographics, like Gen Alpha as a way for children to get a head-start on their personal brand and experiment with their personal preferences. Brands that begin to target young consumers first, are likely to remain in the consumers’ mind and therefore more likely to holster a loyal audience in the future.
Workshop Question - How is your brand pre-planning for the future generation of consumers?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends