Babies Consumer Insights

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, 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.

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.

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.

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.

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.

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.

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.

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.

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.