focus PREGNANCY & MATERNITY
Maternal instinct There are huge benefits to be made by stocking products in-store or online for when baby arrives, but what about items that can give great retail opportunities through the various stages of pregnancy?
P
“While the euphoria of being pregnant continues, many women are faced with the varying discomforts that a progressing pregnancy brings. Whether that be indigestion, swollen ankles or getting a good night’s sleep, women look to tried and trusted products to help make them more comfortable and relaxed while still of course making sure baby is as healthily nurtured as can be.” Fiona-Jane Kenworthy, Cental Medical Supplies (dreamgenii) Piture courtesy Dreamgenii 30
nursery today
regnancy for the vast majority is a wonderful time, however it can highlight several problems. For example, restless nights as the baby bump grows, discomfort for some while driving, and a natural anxiety about the growing baby. It doesn’t end there, there is also perhaps a time pre-birth while being pregnant when mums will also turn to breastfeeding bra’s early and clothing that will offer support also to their growing stomach for day-to-day comfort. Expectant mums today are savvy when it comes to products that will offer assistance during pregnancy and will actively seek out products that are promoted well, have endorsement from a source they recognise, consider a products function and also perhaps price as these type of products might not be required after birth. We asked Central Medical Supplies (dreamgenii) Marketing Manager, Fiona-Jane Kenworthy on her thoughts on what expectant mums might be looking for? “While the euphoria of being pregnant continues, many women are faced with the varying discomforts that a progressing pregnancy brings. Whether that be indigestion, swollen ankles or getting a good night’s sleep, women look to tried and trusted products to help make them more comfortable and relaxed while still of course making sure baby is as healthily nurtured as can be.” Lansinoh’s UK Marketing Manager, Lisa Craven would agree adding: “The main things that mums are looking for are products that are effective, easy to use and reliable. Mums want products that make their life that little bit easier during pregnancy. That’s why it’s crucial that brands build that level of trust with mums, and are fully empathetic and understanding about the many challenges faced by mums.” With this being a time where, perhaps more so for first-time parents, information is often sourced online. Social Media and influencers perhaps hold
a strong key to the decisions that are made with regard to purchases. Lisa told Nursery Today: “Social media is a great tool for lots of mums, as it provides a very large community of pregnant ladies and mums, where they can openly discuss their own experiences and products that worked for them. It’s often the case that pregnant ladies and mums who are active on social media are keen to share their knowledge with others in a similar position.” We also asked Lisa if brands were active via social media, giving invaluable information and advice? “There are also many active brands in this space on social media, including Lansinoh, which means mums and mums-to-be can easily find updates on new products, as well as first-hand experiences of product reviews.” And what of influencers? Are they active in assisting the promotion of brands in this product category? “Celeb influencers always help drive brand awareness but we are also reaching out to more micro-influencers who have gained a trusted following and really understand the products they share.” Comments Lisa. “I think as an audience, the UK mum is very sophisticated in that they understand a hard-sell and want to make informed purchases based on credible reviews. Content really is king in that sense.” Does innovation play a role? Are we seeing new product launches offering perhaps something different for expectant mums? Fiona-Jane feels that products connected to sleep are seeing a shift in expectation from consumers. “We are seeing more and more new products come on to the market and sleep is a massive area that brands want to tap into, so yes the category is always innovating and indeed products like ours continue to be refreshed.” Said Fiona-Jane. “However consumers are savvy at knowing if a new pillow on the market is just a gimmick - Healthcare Professional endorsement of product features is very important for mums to be.” Finally we asked Fiona-Jane for her thoughts on what benefits can retailers expect when stocking these type of products? “As I said, sleep has become big business and there are so many different products to aid sleep while pregnant, sleep for baby etc and so stocking products like these allow you to create a full range of maternity solutions around sleep.” We highlight a number of products that are available to order now on the following pages - are you ready for the bump express?