focus BOTTLES & STERILISERS
Message in a bottle With a variety of baby bottles and teats available, what are common anxieties by mums? We spoke to those in the know to find out more.
A
lthough breastfeeding is widely advocated in the UK, unfortunately this just isn’t always possible for some mums. There are many mums, who for a variety of reasons, will chose to bottle feed or use bottles that mimic the breast to enable them to easily switch between breast feeding and bottle feeding without creating nipple-teat confusion. And of course let’s not forget dads, who may wish to be able to bottle feed their little ones to create a level of closeness and bonding or to simply assist with night time feeds using either breastmilk that has been expressed and stored or formula milk. We are fortunate as an industry that brands work hard to come up with products that provide both parent and baby a pleasurable bonding experience with ranges that act as close to breastfeeding as possible via the shape of the bottle and teat, which are all also created with cleaning and sterilising in mind, to make this a simply process for the consumer. Many parents want to know which brand of baby bottle and teat is best for their baby. The simple answer is no-one knows until baby decides and it’s really all down to the design of the teat. Fortunately, brands recognise this and have developed teats that assist. Dr Brown’s Marketing Manager, Fiona-Jane Kenworthy gave Nursery Today her thoughts when we take a look at parental anxieties. “Putting aside any potential stigma of bottle feeding versus breast feeding, there now seems to be new concerns with parents-to-be over whether their baby will “take-to” a certain shape/design of teat, which leads to parents investing in a multitude of unnecessary bottles, which could actually cause confusion to baby. It’s important for parents to choose a teat designed to facilitate the easy transition between breast to bottle.” When we look at teats, there is a full range of alternatives available, ranging from a variation of flow rates, anti-colic, those which mimic the nipple or breast, silicone or natural rubber. A large concern for many who bottle feed is whether their baby will get colic or reflux and how best to aleviate this. We asked MAM’s Managing Director, Lisa Parkhill if she feels that more consumers are aware of anti reflux bottles and teats and whether this is an area where brands excel with regard to innovation?
40
nursery today
Image courtesy of Central Medical Supplies
“Many of our MAM customers ask questions both online and at baby shows on the anti-reflux or anti-colic properties of our bottles and teats. Colic and reflux are two of the main problems in bottle feeding, with most brands offering specific bottles such as the MAM Easy Start Anti Colic to combat this. These MAM bottles contain an innovative vented base, making sure there is an even drinking flow so that babies can remain calm and relaxed without swallowing air, helping to reduce colic in 80% of cases. MAM is the fastest growing brand on the market with its current bottle brand share standing at 28.1% and being the only brand growing first quarter of 2020 at 12% year on year.” In 2011, the European Commission banned the use of Bisphenol A (BPA) in baby bottles. This was due to concerns that the chemical could leach out of the plastic and be absorbed by babies. None of the bottles for sale in the UK should have BPA. Of course this is great news and reassuring for all parents and although this is now standard for all baby bottle brands here in the UK, there are many parents who seek out further alternatives to plastic bottles. “All major branded bottles are BPA free now in the UK market, with the popularity rising in sales of glass bottles for parents who are looking for an alternative to plastic bottles.” Said Fiona-Jane. “Sales of Dr Brown’s glass bottle range has grown substantially over the past couple of years.” Although bottles no longer contain BPA, this doesn’t prevent concern by parents researching and seeking to purchase baby bottles that have ecofriendly crudentials. “The plastic used in bottles is often a concern for parents, with many asking about them at baby shows across the country.” Commented Lisa. “MAM Easy Start bottles have always been BPA and BPS free and this is now a standard for many manufacturers, as all bottles in the UK now have to be BPA free, Environmental awareness is always at the forefront of many of MAM decisions with the MAM Easy Start bottles saving up to 48% of CO2 due to their self-sterilising features. “If any parents are especially worried about plastic used in bottles, there are glass bottles to consider using. MAM offers a glass range of bottles, with a newly introduced 90ml bottle for newborns.
“There no w seem s to be ne w conc erns w ith pa rents -to- be over w heth er th eir by w ill “take- to ” a certain shba sign of te at , w hi ch lea ds toap e/paderen in vest in g in a multitude of ts un necess ary bottles , w hi ch co ac tu ally ca use confus ion to ba uld by .” Fi on a- Jane Kenw orth y All in this range are strong, durable and made of temperature-resistant glass and all MAM bottles can also be recycled.” With all this in mind, would it be fair to state that this is a category where social media plays a strong role in giving good advice and promoting brands? “New parents are constantly hungry for information and while Healthcare Professionals, family and friends are probably the first port of call for advice, social media is very important too – especially when parents are awake feeding their baby in the middle of the night, with just their phone or I-pad for company!” Said Fiona. “This is why Dr Brown’s has re-vamped both the Dr Brown’s UK Facebook & Instagram pages offering support and advice, which links through from the new Dr Brown’s website www.drbrowns.co.uk” MAM also recognises the strength of social media with Lisa stating: “Social media has been extremely important to new parents recently. MAM have a strong following on Instagram and Facebook and were able to introduce midwife online clinics and antenatal classes via social media platforms. “These were invaluable to pregnant women who couldn’t attend physical classes. Social media has also been extremely useful in the current climate with parents having to stay at home, meaning almost all research is having to be conducted online. Brands offering a quality source of information therefore have an even greater importance than before in ensuring good advice in available.” We highlight a selection of bottles and sterilisers on the following pages that are available to order now.