SECTOR FOCUS Right: Parents are investing in products like this Tum Tum range from Hippychick, which are built to last.
FOOD GLORIOUS FOOD Weaning is a key milestone for babies and their parents, and the market for products is a quickly evolving one, as trends and advice change quickly around the topic. PPS sits down with several key suppliers to find out what’s hot and what the key considerations are for retailers and consumers alike.
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he transient nature of the weaning process has meant that the sustainability of weaning products has come under scrutiny over recent years, with many suppliers working to improve the eco-credentials of their offering. Growing awareness among consumers also means parents are searching out products which are more environmentally friendly. Co-founder of Eco Rascals, Celeidh Cook, explains: “There’s definitely been more of a move towards eco-friendly weaning in recent years. We’re seeing more and more alternatives to plastic tableware, and other weaning products. Plus, brands are increasingly packaging tableware and food with recyclable and/or biodegradable materials.” Natalie Jackson, vp sales and marketing, UK and Ireland at Béaba, agrees: “Products that use less energy and focus on sustainable Above: The Béaba Babycook Neo is eco-designed and uses 48% less carbon dioxide and 50% less water and energy consumption than the Solo model. Right: Béaba has seen an increase in demand for smaller products such as silicone spoons, as well as glass storage jars.
materials are increasing in popularity and is a key consideration in purchasing choices. Weaning products that use less plastic, are made from biodegradable materials, or use less energy, are becoming an increasingly popular choice and can provide a key factor in purchasing decisions.” A move towards silicone is apparent at Hippychick, as Alan Houghton, head of sales, tells PPS: “We are finding that more consumers are buying our silicone Tum Tum & Nattou weaning ranges rather than the bamboo and melamine plates like before, because they are easier to travel with and are easy to store in the freezer and they also have the advantage that they can stick to a highchair or tabletop, so it’s easier for little ones to eat from them.” Convenience is also key in the bib category. Paul Brown, founder and creative director of Bibetta,
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