HITTING THE ROAD

While there is no doubt that purse strings have been tightened this year, statistics indicate that families are still planning summer holidays. EasyJet chief executive, Johan Lundgren recently reported: “Despite the increase in the cost of living, holiday budgets remained unchanged, with travel being the only discretionary spend that people are prepared to maintain or increase.”

Alongside that eagerness to book holidays, suppliers are seeing a surge in demand for value products. Sharon Morrison, senior product and fashion manager, EMEA, at Graco, explains: “Consumers are looking for value for money items which are versatile for use at home or away, to maximise the investment in the product. They are shopping smarter and thinking more longterm about their purchases.”

Leonie Hayward, marketing director at Cheeky Rascals, distributor of Potette Plus, agrees: “We believe consumers are really looking for value for money as holiday goers continue to face unprecedented disruption to travel and with their budgets squeezed.”

Some suppliers have addressed the economic pressures faced by consumers, as Damon Marriott, head of product management at Joie, tells us: “We have trimmed the RRPs in some of our key Joie lines, to make the products much more accessible in the current climate.”

The squeeze on budgets is also changing how consumers shop.

Anne de Montbel, EMEA sales manager at BabyBjörn, says: “We have seen, and embrace fully, the number of products on the second-hand market. This is totally in line with our sustainability philosophy and we support this by providing checklists and advising customers on how to ensure the safety of our products.”

Right: The new Silver Lining pant is worn underneath swimming costumes, sunsuits, etc and uniquely destroys any pathogens present, rendering them harmless if they leak into the pool.

Below: The new Potette Bundle includes the Potette potty, reusable liners, biodegradable disposable liners and a set of flash cards to aid the potty training process.

For those who can’t stretch to traditional holidays, alternatives are being considered, as Leonie explains: “Even though the rising cost-of-living crisis is likely to dampen consumer spending on holidays, camping and caravanning holds the advantage of being seen as an affordable holiday.

“Products such as Potette Plus will be ideal for summer adventuring, the clever potty can be used at home or outdoors as it can be used with biodegradable liners, or attached to a toilet seat.”

Value is joined by sustainability as a key influencing factor in consumer spending.

Andrew Regan, founder at Konfidence, says: “We’ve seen a wide shift in parents wanting quality, value for money swimwear designs that are made from environmentally friendly materials.”

Bernadette Spofforth, managing director at Splash

About, concurs: “Splash About is seeing an increasing trend for environmentally friendly holiday wear but at an affordable price point; investment pieces that can be handed down. Our Happy Nappy DUO swim nappy is reusable and reliable, a travel essential; lightweight with UPF50+ sun protection, and it dries quickly.”

A return to international travel following the pandemic is bringing new trends. Richard White, director at Lifemarque, comments: “We

E-FLEX – A NEOPRENE ALTERNATIVE

Konfidence has recently launched an alternative to neoprene for sustainable swimwear options. Andrew explains: “For some time, we looked for an alternative to neoprene, which traditionally baby swimwear products have been made from.

are seeing more demand from customers for products for long haul trips and finding that people want to take some of the bigger items with them. So our compact and light travel cots are growing in popularity. Also, beach shelters are doing very well already this year and our smaller child carriers that can be used as carry-on luggage are increasing in popularity.”

Making parents lives easier is key.

Zoë Chapman, founder and ceo at Kiddiwhizz, a silicone toilet solution, says: “Parents have always flocked to any product that makes life easier.

Parenting pain points like kids needing the loo when travelling are shared by all, but the Whizzer burst onto the scene this year.

“The same goes for applying suntan lotion, we protect them regardless of the tantrum, but now Solar Buddies lets the kids enjoy effortlessly applying it themselves. The cost-of-living crisis will definitely have an impact on spend habits, but as long as the product can provide a valid return on investment, all be it a simpler life, spending on a product that will last your family years, will be a no-brainer.”

“Thanks to recent advancements in technology and material design, we’ve been able to achieve this and have exclusively created our own d-Flex material to construct our Splashy baby and children’s swimwear collection, which is priced the same, if not less, than similar quality neoprene products. In this category, there is no other swimwear product like it.” e-Flex combines nylon, polyester and recycled plastic to replicate many characteristics of neoprene, offering comfort, support, flexibility and security with the same UV sun protection.

Another factor always top of parents’ priorities, is safety. Anne tells us: “Convenience and safety will always be of the highest importance. Now in its 50th year of design, the BabyBjörn Baby Carrier is the ultimate travel essential for families with babies. They allow hands-free travel with their baby, from the journey up the steps of a plane, to boat rides and hikes.”

Damon agrees: “Airflow in cots and cribs is something that’s highlighted more in recent times. This is especially important if a holiday destination is a sunny one, but it’s also ideal for UK summers which also reach high temperatures.”