focus BATH TIME
Clean start The bath time category continues to evolve, with baby baths proving a popular choice for many parents.
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athing a baby or toddler is a time for complete one to one interaction and offers a daily activity assisting in the general development of skill sets. This routine is also one that requires parents stay with their child and guarantees quality time between parent and baby. As this is an activity that is part of a daily routine, we asked Shnuggle’s Managing Director, Sinead Murphy whether she felt this was a category that is researched online prior to purchase. “We know it is. Parents ultimately look for products which make bath time as stress free as possible as it can be daunting for both new parents and young babies. We also know from direct feedback that consumers have come across the Shnuggle bath through research - whether that be via mum to mum word of mouth, influencers, award wins or parent forums.” Through great innovation, product ranges have continued to grow and develop - from towels, bath thermometers, baby baths, bath supports - all the way through to bath time toys. This category offers a great fast moving footfall generator, however, are consumers focussed on brand names? “A trusted brand is something that we know most parents consider when making a purchase, almost all research can be done online where parents can find reviews, testimonials and forums. Which can all help to sway which brand they become loyal to,” commented Hardenberg&Co’s Marketing Manager Eleanor Naden. When a new baby arrives into the family, there are many parental anxieties, is bath time something that causes parents to worry? “Definitely.” Said Sinead “Handling a newborn is always tinged with anxiety, especially for first time parents. Bath-time in particular causes concern - even though baby has survived
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The survey says… Nursery market specialists FanFinders surveyed 500 consumers via their platform Your Baby Club focussing on bath time. Here’s the results. Did you purchase a co-ordinated bath time set?
in fluid for nine months, the fear of placing baby in the water is strong. Is the temperature right? Is baby safe? Will baby drown? - all very common thoughts. “We initially designed the Shnuggle Bath to take away as much of that worry as possible creating a ‘tub’ perfectly fitting for newborns with the extra security of our ‘Bum Bump’ which keeps babies in a safe position so parents feel more relaxed and bath-time is an enjoyable, fun experience. We are
“Parents ultimately look for products which make bath time as stress free as possible as it can be daunting for both new parents and young babies.” Sinead Murphy, Shnuggle
constantly being messaged by parents whose babies hated bath-time and it was a time of dread for all concerned. Then they switched to Shnuggle and it was giggles all the way!” We also asked Sinead if she felt there were any particular trends emerging with this category? “It’s really about making parenting easier and stress free as much as possible, so although the bath-time category isn’t necessarily trend based, there is a strong demand for products which offer a great solution for parents and allow baby to enjoy the bath-time experience, something we pride ourselves on offering at Shnuggle.”
Yes: 64 (12.8%) No: 436 (87.2%) Did you purchase a baby bath support or seat?
Yes: 146 (29.2%) No: 354 (70.8%) When you were an infant were you bathed in the kitchen sink?
Yes: 342 (68.4%) No: 158 (31.6%) Have you used the kitchen sink to bathe your baby?
Yes: 110 (22%) No: 390 (78%) Would you use the kitchen sink to bathe your baby?
Yes: 340 (68%) No: 160 (32%) Did you purchase a hooded baby towel?
Yes: 318 (63.6%) No: 182 (36.4%) Do you feel there are sufficient bath time toys available for infants?
Yes: 362 (72.4%) No: 138 (27.6%) Were brands important to you?
Yes: 190 (38%) No: 310 (62%) Did you research products prior to purchase?
Yes: 394 (78.8%) No: 106 (21.2%) For more information on FanFinders and the consumer insight they offer, please call: 0203 808 3011 or visit www.fanfinders.com
This sentiment can be seen with the new Clevabath from Clevamama. We asked their Digital Marketer Cristina Ceobanu if she felt this category continues to evolve. “I do think the bath time sector has many innovative products to choose from, but we like to think that now with the Introduction of our ClevaBath all parents, including the ones that are space limited in their apartments or parents that have back problems and cannot bend over their bathtubs, will get the help they need thanks to this new baby sink bath to bathe their newborn babies without any hassle or pain.” Parents are starting to view bath time in a similar way to that of the nursery - perhaps wanting items that offer a co-ordinated feel, for example colourways on products such as baby baths, towels, or products that match. “Many parents are very interior conscious, and will purchase products that fit with their colour scheme and personal style so colour is a key trend that will continue to dominate the bath time category.” Said Eleanor.
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07/02/2020 12:51