focus FEEDING
Feed the profit Everyone needs to eat! However, there are many anxieties new parents have - whether this be breast/bottle feeding or weaning. Fortunately as a product category, brands have it covered!
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eeding little ones comes with many parental anxieties - more so perhaps for first time mums especially when the transition from breast to bottle occurs, then weaning onto solids and teaching infants how to self feed. We asked Vital Innovation’s Director, Dean Tollman what he feels are the common anxieties new parents have when it comes to breast/bottle feeding, weaning and self feeding? “There are many anxieties for new parents, and feeding is near the top of the list. The decision to breast or bottle feed, is one many parents worry about, and then there is the concern about “What if I can’t breastfeed?”, or “Is baby getting enough milk?”. “No sooner have parents mastered breast, bottle or combination feeding than baby starts showing signs they need weaning, which brings with it a whole raft of new questions; “Do I go for parent-led or baby-led weaning?”; “Should I make food or buy jars?”; “How do I know baby is getting enough?”.” Said Dean, who from messages received from new mums, has a great understanding of what many of those concerns involve and of course responds to these concerns and where possible directs consumers to trusted organisations/ initiatives available who are ready to assist. “There are so many concerns and questions we receive from parents when it comes to mastering the art of feeding baby, but the good news is there are initiatives such as Breastfeeding Week and Weaning Week, as well as other information websites, the NHS and workshops which offer support. Brands in the feeding category are committed to offering help and advice as well as product ranges to help suit every parent’s and baby’s needs.” Bearing this in mind, we asked Beaba’s VP of Sales & Marketing Natalie Jackson whether they feel we have sufficient ranges that assist to ease these anxieties? “There are lots of weaning products on the market, which suit a wide range of budgets, styles and lifestyles. Ultimately, with so much choice, sales can be largely driven by consumer preference and brand loyalty.” Said Natalie. “At Beaba we make sure our products look good, are easy to use and we have varying price points. However, it’s also about support during the weaning journey and making sure that parents have everything they need right from the start.” Dean agrees, stating that as an industry sector, products are created with parents in mind. “I feel this sector in particular is particularly great at creating products that are designed to make parents’ lives easier. There are excellent breast pumps on the market, which has seen huge innovation over recent years, 22
fantastic breastfeeding accessories, a huge choice of bottles and sterilisers to suit every baby and parent. When it comes to weaning and toddler feeding, innovation does not stop. From meal preparation machines, to suction plates, and non-spill cups, in a range of colours and fun designs, the choice is endless for families.” What about innovation, is this category catered for when we look at the continual development of feeding products that are designed to assist parents and ease any concerns? “Innovation is key and yes, the sector is continuously innovating.” Dean told Nursery Today. “Trends will always change, and at vital baby we are constantly working with parents and experts to create new products to suit every baby’s needs. Innovation and technology advances designed to help parents are key, and as such, we have seen many new brands enter the market as well as new products from some of the key players. “Of course, the way consumers are shopping is being led online, where reviews are playing a more critical role than ever. Parents want options. They want products that are easy to use and convenient, and which will give them more time with baby. It is a strange time at the moment, and as such, we may well see price coming more into play, but at the moment, it’s about value for money, durability, functionality, multi-purpose and quality.” Deans comment moves us nicely onto highchairs. Value for money, durability, functionality, etc. is echoed within this category. Dorel’s UK & Ireland’s Marketing Manager, Debbie Wakefield commented on what she feels parents are looking for when considering a highchair. “In the past few years, we have seen a real trend in parents looking for a highchair that is multifunctional. Consumers want value for money and longevity is important to them, so they are looking for a product that can go above and beyond the normal uses of a highchair.” What about price? With many households currently feeling the ‘pinch’ does price perhaps drive the purchasing decision? “I think it can do, it depends on whether parents buy based on reviews and/or want their highchair to look stylish/blend in with their home.” Said Babymoov’s Marketing Manager, Annabelle Cording. ”It’s almost classed as a piece of furniture which would be used multiple times a day and so the aesthetic is an extension of style. For parents who simply want functionality there are highly reviewed highchairs in the market which are of the lowest price points. It depends on what the parent wants from their highchair.”
Image source: pexels.com
The survey says…
Nursery marketing specialists FanFinders surveyed 500 consumers focussing on feeding products. Here’s the results. Did you find products innovative when selecting items to assist in feeding your infant?
Yes: 409 (81.8%) No: 91 (18.2%) Did you look for items that were specifically designed to assist your infant learn how to self feed?
Yes: 392 (78.4%) No: 108 (21.6%) Did you buy a co-ordinated feeding range, for example, matching sippy cups, plates, utensils?
Yes: 348 (69.6%) No: 152 (30.4%) Were brands important to you?
Yes: 236 (47.2%) No: 264 (52.8%) Did you buy a food processor specifically designed for home prep of baby food?
Yes: 218 (43.6%) No: 282 (56.4%) Did you buy storage solutions for home freezing?
Yes: 312 (62.4%) No: 188 (37.6%) Did you buy books that offered help? For example, recipes, feeding tips, etc?
Yes: 279 (55.8%) No: 221 (44.2%) Was this a category that you researched online?
Yes: 415 (83%) No: 85 (17%) Did you buy products designed for feeding while out and about?
Yes: 382 (76.4%) No: 118 (23.6%) For more information on FanFinders and the consumer insight they offer, please call: 0203 808 3011 or visit www.fanfinders.com
nursery today
Feature Feeding.indd 1
07/08/2020 09:50