Spotlight CARRIERS AND SLINGS
Supplier Snapshot
Warm
Embrace
Carriers and slings have experienced a notable level of growth in recent years and have become a must have product category for many retailers.
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arriers and slings continue to grow in popularity and although baby wearing, as it is referred to, is not a new phenomenon and a practice that has been used in various countries for centuries, this is becoming a staple must have among many new parents. There are many benefits to using a baby carrier, sling or wrap, with a main focus on lifestyle as these give parents the freedom of movement with their little one when a pushchair or pram may not be ideal. We asked Close Parent’s Hester MacAnara what type of growth are we currently experiencing within this particular nursery category. “The Baby carrier market has grown 5% over the past five years and is expected to continue with a strong CAGR and be worth around 23 billion globally by 2025.” New parents often turn to the internet to carry out research and perhaps this is a category where social media or influencers play a role in driving awareness, but can this also send out mis-leading information or incorrect use? Ergobaby’s Holly Brewer commented stating “Educating consumers about safe and comfortable babywearing is one of our top priorities on social media and we have various initiatives to do this - all of which we gladly share with our retailer partners.” As a responsible brand, how do they convey this information to the consumer? “We have a wealth of easily digestible but highly informative social media content on hot topics such as safely outwards facing, dressing baby appropriately for babywearing, using carrier features effectively etc. We share these regularly across our channels and often direct our followers to longer form content such as blog posts or instructional videos with more detail. We also run dedicated educational influencer marketing campaigns and work alongside sling libraries and other babywearing professionals to create and share informative
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and engaging content to help combat incorrect use or misinformation received elsewhere.” With this being a product that has direct contact with baby, are consumers looking more closely at the type of fabric used and are brands keeping up with the rising demand in eco-friendly credentials? “Yes, like any other markets, rising environmental concerns and a drive for better performance has led to the emergence of bio and lower impact recycled materials.” States Hester. “Close were the first company to challenge the archetype of traditional construction and design and showcase a prototype seamless carrier made of 41 plastic water bottles at 2019 K&J show.” With this being a growing nursery category, Nursery Today asked Holly what benefits retailers can highlight to customers who are looking at making this type of purchase. “Perhaps the most well-known advantage of babywearing is how it strengthens the bond between parent and baby, but the overall benefits go far beyond this, babywearing aids in baby’s physical and emotional development too. There are also practical benefits, parents or caregivers can be ‘hands-free’ while baby is in the carrier which allows them to navigate other tasks more easily, such as caring for another child, or maintaining their own needs. Babywearing allows parents to more easily explore where strollers are rendered impractical, while babies get to discover their new world from the safety and comfort of their parent’s body. Another practical benefit is that many carriers allow breast/chestfeeding to be done on the go for nursing parents and studies report milk production being boosted with close contact with baby.” The key to success in this product category might be to ensure you have a selection of choice for your customers… we highlight a number of options that are available to order now from leading brands in this product category.
Nursery Today takes a break with Joie’s Head of Product Development, Damon Marriott with regard to Baby Carriers and Slings. Are we experiencing an increase in awareness, growth and demand for carriers or slings? Awareness of the benefits baby carriers offer to the new parent are influencing an increase in sales for this category, with established brands in other categories seeing the need to offer such an important model within their portfolio. The key to gaining traction in this category is ensuring the key features are met combined with awards from known establishments like the Hip Dysplasia Institute to give confidence to a new launch in the market.
What are the main benefits that retailers should focus on when discussing these types of products with customers? In order to appeal to the wider market, it is a good idea to highlight how easy the straps are to adjust allowing parents and carers of different body types the ability to experience baby wearing. Parents will want to ensure their child is comfortable and that their posture is correctly supported, so drawing attention to products that are certified hip healthy by the Hip Dysplasia Institute and other accredited bodies is a good idea. Key features that make baby more comfortable and enhanced selling points are also worth mentioning, like the integrated windshield and washable cotton bib that come as standard on the Joie Savvy.
Do you feel consumers are looking for products within this category that have a level of endorsement? 100% yes, a high level of accreditation is essential here. Reassuring parents that their baby’s hip and spinal development is protected is key to the baby carrier category, so endorsements from health professionals and authoritative bodies are acquired to give peace of mind to both the retailer and the consumer.
Do brands feature heavily within this category? This is quite often the case within the nursery sector as brand names gives both the consumer and retailers confidence in the quality of the product. For this category, confidence in the product is particularly important as the consumer want to know that their little one’s development is in safe hands.
What benefits can retailers experience by stocking these products? There are several reasons why the baby carrier is a great option for the retailer. Alongside prams and travel systems, they offer an alternative for parents who prefer to keep little one close especially during those early days. They are also a great add on sale to parents who are looking for a complete system alongside the traditional travel system bundle.
