focus SWADDLING Image courtesy of Ergobaby
Sweet dreams Having been around for centuries, it’s little wonder that swaddling continues to be a popular sleep solution for many parents with the category continuing to see innovation through clever design.
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waddling is not a new practice being indulged by parents looking for trends on how to best settle their babies - this is a practice that has been used for centuries. However, do parents correctly know how to swaddle their infants? Purflo’s Head of NPD and Marketing, Lisa Joyce feels that with so much information being available it can all be a little daunting and perhaps confusing, which is why many manufacturers have created shaped swaddles. “I’ve heard it described as origami! Youtube videos and blogs around how to safely swaddle are available but information can be confusing and often conflicting. Shaped swaddles take away the ‘how to.’ It’s just intuitive.” Ergobaby’s Marketing Manager, Amanda Loveday agrees stating “Swaddling is occasionally perceived as prohibitively difficult by both new and experienced parents, but it doesn’t have to be complicated if consumers pick the right product, and the benefits make it well worth any initial hesitation. “Ergobaby Swaddlers are designed to make the process as easy as possible, you follow simple steps which result in the perfect swaddle. We also have several guides available across our social media channels and blog to help retailers and parents alike learn or refresh their skills.” Trends over time have dictated how parents chose to put their infants to bed. It wasn’t all that long ago that placing baby to sleep on their tummies was considered correct, then it was decided that sleeping on their sides paved the way, but we now know from research and evidence that ‘back is best’, while also actively encouraging tummy time to counteract potential ‘flat head syndrome’ which can be caused from placing babies for too long on their backs. This also applies to swaddling and while the practice may have been used for years, it has become apparent that if a swaddle is wrapped too tight, or indeed done incorrectly this can also cause problems - for example, Hip Dysplasia. The 24
good news is that word is now out there with regard to Hip Dysplasia with the majority of manufacturers addressing this with regard the design elements of their swaddles. We asked Amanda if she felt that parents were more aware and informed with regard to Hip Dysplasia. “Hip Dysplasia is the most common abnormality in newborn infants according to the International Hip Dysplasia Institute, which means it’s vital to ensure parents are educated on the risks of products that interfere with healthy hip positioning and on those which conform to the Institute’s best practices. “It’s also important that brands and retailers work together to educate consumers on correct usage of hip-healthy products. All Ergobaby products are acknowledged as hip-healthy by the International Hip Dysplasia Institute. As education around the condition increases, more parents are turning to this accreditation to confirm they are purchasing products which ensure the best quality of care for their child.” Is this also a category where we are experiencing a growth? “Definitely.” Said Lisa. “Parents are looking for ease and simplicity when purchasing products. We carried out research which showed a growth of usage by parents but critically the number of health professions swaddling babies at birth, this plays a big part in routines they carry on at home.” With this in mind, would it be fair to assume therefore that we have sufficient innovation within this category with swaddles being designed to lessen the ability to misuse or swaddle correctly? “Absolutely, there’s been a huge step forward in offering parents swaddling solutions, even 10 years ago is was unusual to ‘swaddle’ babies here in the UK.” Said Lisa. “What’s really key is the versatility of design so that the swaddling product works for baby in a number of ways. The Purflo swaddle to Sleep Bag can be used arms in or arms out and if
baby loves it, its extended size means you can use it even longer.” Amanda agrees stating that “Whilst certain blankets may be used to swaddle babies, recent innovations in specially designed products are making swaddling simpler and safer than ever before. For example, Ergobaby Swaddlers have a removable leg pouch for quick, stress-free nappy changes, and escape-proof arm pockets to keep baby swaddled snugly while they sleep. They are also accredited hip-healthy, giving parents’ peace of mind that their little one is swaddled safely.” And what about the type of fabrics used - are parents looking more closely also at the fabric and level of breathability? “Breathability is paramount and new parents are understandably worried about baby being too hot or too cold,” commented Lisa. “Our research sited this as top of priority when purchasing so at Purflo, we’ve used a luxuriously soft and breathable fabric combination.” Amanda agrees that fabrics and breathability is high in the minds of parents and their purchasing decision. “Customers will swiftly dismiss any item that looks or feels low quality. Cotton is far superior to man-made fabrics, not only in quality but in breathability and durability, both important features for any swaddler. Items that are machine washable are also high on parents’ lists, saving them both time and effort in the face of inevitable accidents.” So with an army of parents who are more educated now when looking at swaddling, what benefits can retailers receive by stocking items that fall into this category? “By offering a range of sleep products from birth (e.g. swaddlers, sleeping bags and follow-on products such as the Ergobaby On the Move) retailers encourage the customer to return for more product as baby grows.” Amanda told Nursery Today. “Retailers should particularly consider stocking products from known brands as this adds credibility to the product and allows retailers to utilise the strength of that brand.”
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06/02/2020 16:22