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Damon Marriot

HEAD OF PRODUCT MANAGEMENT, JOIE

Why are strollers so popular with parents?

Strollers do tend to be available at a lower price point, so they are a great option for taking on holiday if you want to avoid potential loss or damage of the main pushchair. They are also usually smaller, lighter, and many come with a compact fold which is another great advantage when travelling. Parents may also choose to switch to a lighter stroller over a heavy pushchair when their little ones start to walk.

Are these seen by the consumer as a value item?

Generally, yes, they are. You can get a good stroller for under £100. However, the stroller category is ever expanding – designs have evolved past the traditional umbrella fold with more feature rich models that include compact folds. Because of this we are seeing prices explode to over £300 for more premium variants.

With the continued cost-of-living crisis do you feel we might experience an increase in the demand for more value ranges in the stroller category?

The consumer is looking everywhere for areas where they can make saving, so yes, this sector will certainly see budgets squeezed. For this reason, the traditional umbrella stroller may well continue in its popularity due to its competitive price. However, there are products on the market, like the Joie pact and the tourist that are part of a growing category that have the ability to share additional accessories such as the ramble carrycots and compatible infant carriers. They therefore make a great early purchase option for use with grandparents or childminders and are then also on hand for use on holiday. What are consumers looking for with regards to features when considering which stroller to purchase?

This very much depends on the time of purchase. If parents are looking for a quick fix because they are heading on holiday and need something urgently, then they may make an impulse purchase of a value umbrella stroller. However, retailers that drive the advantages of having a compact fold to new parents, do have that option to up sell to a travel system.

Do you feel consumers are looking for similar features that a larger pram/pushchair might offer, for example, lie flat capabilities, one hand fold, etc.?

It’s certainly important that the stroller is easy to fold as parents are likely to be holding a younger baby or the hand of a toddler – so a one-handed fold is a must have feature. Parents with young children who like to nap on the go will also look for a deep recline, but equally parents with slightly older children will want a back rest that sits up properly so.

How important is the weight/size to consumers when looking at strollers?

This is something that is very important to the consumer as travel and storage are key factors when it comes to purchasing a stroller. Less than 7kg is usually a must have but closer to 6kg is very desirable when it comes to portability.

Do brand names play a role within this product sector?

As with most products within the nursery industry, a reputable brand name is important. If gives the consumer confidence and faith in their purchase and the product that they are trusting with their child’s safety.

By stocking strollers, what type of benefits can retailers expect?

Extra sales are always the aim of the game for a product to warrant its space in store - the clever retailer has the opportunity to tie stroller sales into the new parents’ initial pram purchase, where the compact size and cross use of components makes them a viable choice.