focus SLEEP TIME
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And so to bed The sleep time category continues to grow with innovation and safety at the core of products that are available which assist infants and parents secure a good nights sleep.
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abies sleep - that’s a fact. Just like adults, babies’ and children’s sleep patterns vary. Newborns can sleep for up to 18 hours in a 24 hour cycle, three to six month olds on average eight hours or longer at night and six to 12 month olds up to 12 hours at night (of course during the night sleep can be disturbed as infants may wake for nighttime feeds or due to disturbance in sleep time patterns). However, that’s a lot of time spent in a crib, cot or toddler bed. From birth through research, parents will look for products that might have endorsement by way of, for example, The Lullaby Trust, award accolades on packaging, fabrics that have breathability or are Oeko-Tex certified. “It’s really normal for parents to be anxious at sleep time. Getting babies to drift off is the first hurdle then the worries around ‘are they too hot or too cold, is the room to light, too dark, are they sleeping in the right position?” Commented Purflo’s Head of NPD & Marketing, Lisa Joyce. We also asked Ergobaby’s Marketing Manager, Amanda Loveday for her thoughts on common parental anxieties when we look at sleep time. “A common anxiety for parents is simply how much sleep their family gets. Children need a lot of sleep during their early development but so do parents to allow them to adapt to their new lives and perform at their best. Making sure baby is happy, comfortable and safe not only allows baby to sleep well but their parents too! Ergobaby’s Sleep range is designed to transition with parents from birth to toddlerhood and includes Swaddlers, Sleep Bags and 2 in 1 On the Move Sleep Bags; everything parents need to help their child sleep soundly through the night at all stages of development.” As an industry what are brands doing to help ease these worries? “As an industry we have a responsibility to provide clear simple consistent advice, and offer products which reassure parents rather than alarm them. I’ve personally never been a big fan of digital products that give the impression it’s OK to just leave baby sleeping and the product will let you know if there’s a problem. Babies should be checked regularly and whilst they’re in your own room, perhaps for the first six months that’s easier, but when they make the transition to their own room its absolutely key to pop in regularly to check sleeping position, room temperature and that they are content.” Said Lisa. “Jargon free instructions and user advice also really help parents to create the right sleeping environments for babies too. Most parents will have had little sleep (if any sleep) so clear and straight forward advice is super important. During Lockdown, Purflo have
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been working with our Paediatric Sleep Consultant Jo Tantum to create accessible sleep advice by stage and we have posted them across our social media and website.” Of course, the first thoughts that come into play with regard to sleep time for parents are ‘what will baby sleep in’ and ‘what type of bedding to use’? Baby bedding comes in a variety of forms, from swaddles, sleep bags and baby blankets. But do we have a sufficient level of choice available with regard to bedding and as an industry are we ticking all the right boxes for the consumer, especially when we look at the type of materials and fabrics used? As a bedding specialist, we asked Bloomsbury Mill’s Marketing Manager, Angela Sanna for her thoughts. “For babies, the key focus for fabric is to be soft and gentle against sensitive skin. We believe the best available choice is organic cotton and soon all of our new-born collections will be organic. As children get older, bedding fabric needs to be a little more resilient and robust to withstand the hurly burly of active imaginations. From bed jumping to messy fingers, the fabric needs to stand the test of time and lots of changing, washing and drying.” Amanda agrees when we look at natural fabrics stating: “Natural fabrics are best for sleep products as they are more breathable, helping to prevent overheating and allow moisture to escape. Ergobaby sleep products are all made with soft and breathable 100% cotton as it stretches with any movement and is great for year-round comfort. Tog ratings on fabric are also important for parents to consider. Ergobaby Sleep Bags come in three different tog ratings to help parents achieve the optimal temperature for restful sleep.” Swaddling is an area within sleep time that has seen a growth in practice among parents. However, how safe is this practice and are they correctly being used? We asked Lisa if she felt consumers are educated in how to properly use baby swaddles. “I certainly think that expectant and new parents today have a much stronger understanding of how to use these type of products and typically if they don’t, they will take the time to read, watch or get up to speed on what to use and how.” Another form of bedding that has seen tremendous growth and awareness is the baby sleep bag, which was perhaps first brought to the UK market and generated consumer awareness was the original Gro Bag. We posed the question to Angela to find out why these are used in comparison to normal baby bedding? “Although blankets and sheets are still safe to use a big benefit of sleeping bags is that they prevent babies from kicking off the covers in the night. Sudden temperature changes can really disturb a baby’s sleep. “It’s really important to choose the right sleeping
A common anxiety for parents is simply how much sleep their family gets. Children need a lot of sleep during their early development but so do parents to allow them to adapt to their new lives and perform at their best Amanda Loveda, Ergobaby’s
The survey says…
Nursery marketing specialists, FanFinders, surveyed 500 consumers focussing on sleeptime. Here’s the results. Did you purchase a cot or cotbed?
Cot: 161 (32.2%) Cotbed: 209 (41.8%) Other: 130 (26%) Did you consider purchasing a bedside crib?
Yes: 413 (82.6%) No: 87 (17.4%) Did you research baby mattresses before buying one?
Yes: 357 (71.4%) No: 143 (28.6%) Did / do you use swaddles?
Yes: 243 (48.6%) No: 257 (51.4%) Did you look for coordinated baby bedding?
Yes: 375 (75%) No: 125 (25%) Did you buy a baby sleep bag?
Yes: 335 (67%) No: 165 (33%) Did you buy a plush product that also had soothing sounds/cry sensor technology?
Yes: 236 (47.2%) No: 264 (52.8%) For more information on FanFinders and the consumer insight they offer, please call: 0203 808 3011 or visit www.fanfinders.com
bag for your baby. Baby sleeping bags are measured by age, and it is important not to place a baby in an oversized sleeping bag to prevent baby from slipping down into the bag. It’s also important to choose a sleeping bag that’s suitable for the season - for example, a low tog one for summer. All sleeping bags should meet the British Safety standard.” Of course, it’s not just bedding options that parents look out for in this category, there is a whole host of products ranging from, as an example, bedside cribs, cots, cotbeds, mattress, monitors, soothers and mobiles. We highlight some great products over the following pages that are all ready and available to order now.