# Newborn Ease Brands target new parents with products and services that alleviate anxiety. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published May 20, 2019 | Category: [Life-Stages](https://www.trendhunter.com/pro/category/life-stages) Source: Trend Hunter, https://www.trendhunter.com/protrends/newborn-ease ## Key Figures - Trend score: 5.1/10 - Evidence articles: 8 ## 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. ## 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. ## At a Glance - Evidence: 8 featured examples - Articles from: May 5, 2018 to Apr 14, 2020 - Published: May 20, 2019 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Newborn Ease trend ### 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. ### 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. ### 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. ## What the Newborn Ease trend means for industry ### For 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 for Newborn Ease Trend score 5.1 out of 10, from popularity 75%, activity 71%, freshness 9%. - Popularity: 75% - Activity: 71% - Freshness: 9% ## Examples of the Newborn Ease trend 8 featured examples from May 5, 2018 to Apr 14, 2020. - [Breath-Tracking Babywear](https://www.trendhunter.com/trends/breathing-wear): Nanit Breathing Wear Tracks Respiration, Sleep & Movement Patterns (Category: Lifestyle) Implication: The baby products industry can benefit from integrating fabric-based monitoring solutions into existing offerings. - [Connected In-Home Incubators](https://www.trendhunter.com/trends/beyond-home-incubator-unit): The 'Beyond Home Incubator Unit' Supports Newborns at Home (Category: Life-Stages) Implication: 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. - [Baby Development-Tracking Apps](https://www.trendhunter.com/trends/marble-app): The 'Marble' App Streamlines the New Parent Experience (Category: Life-Stages) Implication: The 'Marble' app offers disruptive innovation in the baby development app market by using AI and providing a comprehensive tracking system for parents. - [Baby-Tracking Sleeping Bags](https://www.trendhunter.com/trends/baby-sleeping-bag): Nanit's Baby Sleeping Bag Debuted at CES 2020 Tracks Breathing Motions (Category: Life-Stages) Implication: Disruptive innovation opportunity: Incorporate cutting-edge technology into baby products to enhance safety, monitoring, and convenience for parents. - [Real-Time Diaper Monitors](https://www.trendhunter.com/trends/smardii): The 'Smardii' Keeps an Eye on When it's Time for a Change (Category: Tech) Implication: The 'Smardii' diaper monitor introduces a new level of connectivity and real-time monitoring to the baby care industry. - [Movement-Tracking Baby Onesies](https://www.trendhunter.com/trends/smart-jumpsuit): This Smart Jumpsuit is Packed with a Series of Motion Sensors (Category: Life-Stages) Implication: The integration of sensors in baby onesies could create opportunities for wearable technology companies to develop new products for infants and young children. - [Emotional Newborn Ride-Sharing Ads](https://www.trendhunter.com/trends/ubers-first-ride): Uber's 'First Ride' Follows Parents Taking Their Baby Home (Category: Marketing) Implication: Opportunity for businesses to create emotionally impactful ad campaigns to resonate with consumers. - [New Mom Support Platforms](https://www.trendhunter.com/trends/digital-support-group): The 'pillar' Digital Support Group Connects Parents Together (Category: Tech) Implication: 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… ## Recent trend clusters - [Constructible Franchises](https://www.trendhunter.com/protrends/constructible-franchises) (Life-Stages) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in Life-Stages - [Retro Graphic Tees](https://www.trendhunter.com/trends/nostalgic-graphic-tees) - [Screen-Free Kids Phones](https://www.trendhunter.com/trends/screen-free-kids-phones) - [Edible Oil-Based Lubes](https://www.trendhunter.com/trends/coco-lube) - [Women's Health-Focused Probiotic Supplements](https://www.trendhunter.com/trends/womens-health-probiotic-capsules) All articles: [Life-Stages](https://www.trendhunter.com/life-stages)