BABY & TODDLER BRANDS: FIVE TRENDS TO WATCH IN 2019

Dave Corlett
12 December 2018

Ever since we began working with our brilliant client Kiddylicious around two years ago, the baby and toddler market has fascinated us. (Not least because a couple of us have become new parents during that time!).

As soon as little ones are born – and even beforehand, in the case of some categories – their parents enter this marketplace. Along with wider family and friends as well, to a degree. Then, when the kids are too old, they promptly exit.

It’s a highly transient customer base that means awareness driving is a constant and unwavering challenge. So what does 2019 hold for this exciting market, and the businesses within it?

SUSTAINABILITY SELLS

Slowly but surely, the world is finally mobilising towards a more sustainable future, with more and more people making lifestyle changes that lessen their carbon footprints.

That goes for parents too. Increasing numbers of mums and dads are seeking toys and clothes that are better for the planet.

A child playing with a toy till               (image: The Independent)

From clothing made with natural and organic fabrics to toys built with the environment in mind, all the evidence points to 2019 being a pivotal year for sustainability in the baby and toddler market.

AWESOME ORGANIC

If there’s one thing we’ve learnt through our work with Kiddylicious, it’s that trends in the baby food market typically mirror those in the wider food world.

And as organically-produced products continue to grow in popularity there, it’s little surprise that organic baby food brands and products are in increasingly high demand.

Celebrities like Jennifer Garner are even in on the action. Her organic baby food company Once Upon A Farm is planning for rapid growth in 2019.

A range of baby food products               (image: TrendHunter)

Yet more proof (if we needed it) that organic-focused brands are well-positioned for success next year.

TECH TAKEOVER

As technology advances at a rapid pace, expect to see a surge in tech innovations for parents next year.

Gadgets powered by smartphones seem to be particularly prevalent. From wearables for babies to connected cots, a host of products have sprung up that allow parents to use their devices to control and monitor aspects of their little ones’ early lives.

A mum kissing her baby               (image: BabyLook)

As our phones become more powerful and networks get faster, more of the same will surely be in the pipeline.

CONVENIENCE CALLS

With 74% of all UK mothers now working either full or part time, products that help them to provide quality care are seeing rapid growth.

This kind of plays into the previous point, but expands on it to focus on any and every aspect of baby and infant care. Take Facebook Marketplace, for instance – a godsend for time-poor parents looking for quick and easy ways to buy and sell products locally. Or the Gro Company, which continues to set the standard for innovative products that meet parents’ and babies’ core needs.

A clock made by the gro company               (image: YouTube)

Brands looking to make a dent in this market in 2019 should communicate how their products can save parents time, effort and/or money without compromising on quality.

E-COMMERCE ESCALATES

As the world becomes more connected, the global market for online sales of baby products is forecasted to rise by over 20% by 2022.

This presents two opportunities for businesses in 2019. Firstly, the chance to cut out the middleman and go direct-to-consumer. Arla Foods is the latest company to do this in the baby and toddler sector, through the launch of its Baby&Me brand into the UK.

Kiddylicious TMall Ready design

Secondly, the opportunity to grow through increased export strategies – particularly into the Chinese market, which is experiencing a surge in demand for baby products. With Chinese-born directors at our helm, we’re well-placed to help Kiddylicious take full advantage.

Here’s to a prosperous 2019. Best of luck to all who sail in her!

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