Category
Life-Stages
Constructible Franchises
Trend cluster
Category
Newborn
Ease
Brands target new parents with products and services that alleviate anxiety.
5.1
Trend score
Trend
What is the Newborn Ease trend?
Newborn Ease: Brands across industries are catering specifically to the needs and anxieties that are common among new parents—whether those relate to the health of their baby, or to simplifying the process of caring for a new infant. This shift comes as Millennial parents increasingly turn to sources outside of their immediate family and friends for assistance raising their children.
Insight
The consumer insight behind the Newborn Ease trend
Parents of newborn children, particularly when they have their first child, inevitably deal with stress related to the health and needs of their infants. This universal stressor is often relieved with the help of peers and family members–however for those who may not have as many social systems of support, it can be helpful for brands to ease the process.
Trend themes
Themes within the Newborn Ease trend
Three behaviours holding the trend together01
At-home healthcare solutions
The rise in demand for at-home healthcare solutions presents an opportunity for brands to develop products like home incubators, which alleviate anxiety for parents dealing with premature babies.
02
Digital support groups
Digital support groups for new moms such as 'pillar' are becoming increasingly popular, especially among younger demographics like millennials, who are looking for simple ways to maintain a healthy lifestyle.
03
Baby-tracking wearable technology
The emergence of wearable tracking technology for babies like Nanit's breathing wear and movement-tracking onesies seen in both Rhythms in Infant Brain and Nanit respectively, indicates a significant opportunity for innovation in the manufacture of infant wearable technologies.
Industry implications
What the Newborn Ease trend means for industry
Where the trend changes the playbookFor
Healthcare
New parents are showing a preference for at-home healthcare solutions, indicating an opportunity for healthcare providers to develop new products that can ease anxiety and support the physical and emotional health of new parents.
For
Technology
Wearable tracking technology for babies like Nanit and Smardii's diaper monitor, offer technology companies opportunities to develop new products that improve the lives of both infants and their caregivers.
For
Marketing and Advertising
The success of campaigns such as 'First Ride' by Uber, indicate a significant opportunity for marketing and advertising professionals to create emotionally powerful and humanizing marketing campaigns that show how products can alleviate the stress of new parents.
Workshop question
How could your brand ease or enhance important milestones its customers experience?
Trend signals
Trend signals for Newborn Ease
Trend score 5.1 out of 10, from popularity 75%, activity 71%, freshness 9%.
Popularity75%
Activity71%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Newborn Ease trend
8 featured examples from May 5, 2018 to Apr 14, 2020CategoryLifestyle
Breath-Tracking Babywear
Nanit Breathing Wear Tracks Respiration, Sleep & Movement Patterns
The baby products industry can benefit from integrating fabric-based monitoring solutions into existing offerings.
CategoryLife-Stages
Connected In-Home Incubators
The 'Beyond Home Incubator Unit' Supports Newborns at Home
The development of connected in-home incubators creates opportunities for healthcare technology companies to pioneer new ways to improve the care and monitoring of infants.
CategoryLife-Stages
Baby Development-Tracking Apps
The 'Marble' App Streamlines the New Parent Experience
The 'Marble' app offers disruptive innovation in the baby development app market by using AI and providing a comprehensive tracking system for parents.
CategoryLife-Stages
Baby-Tracking Sleeping Bags
Nanit's Baby Sleeping Bag Debuted at CES 2020 Tracks Breathing Motions
Disruptive innovation opportunity: Incorporate cutting-edge technology into baby products to enhance safety, monitoring, and convenience for parents.
CategoryTech
Real-Time Diaper Monitors
The 'Smardii' Keeps an Eye on When it's Time for a Change
The 'Smardii' diaper monitor introduces a new level of connectivity and real-time monitoring to the baby care industry.
CategoryLife-Stages
Movement-Tracking Baby Onesies
This Smart Jumpsuit is Packed with a Series of Motion Sensors
The integration of sensors in baby onesies could create opportunities for wearable technology companies to develop new products for infants and young children.
CategoryMarketing
Emotional Newborn Ride-Sharing Ads
Uber's 'First Ride' Follows Parents Taking Their Baby Home
Opportunity for businesses to create emotionally impactful ad campaigns to resonate with consumers.
CategoryTech
New Mom Support Platforms
The 'pillar' Digital Support Group Connects Parents Together
Hospitals and healthcare providers can integrate digital support groups like 'pillar' into their existing services and care plans to offer more comprehensive and holistic care to…
