9 minute read
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.
The 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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GREEN WASHING
Despite consumers carrying out research into sustainability credentials, there are still grey areas, according to Paul: “It depends on a mixture of preconceptions and facts as to how eco-friendly products actually are and so customers can be confused.
“We believe brands can produce more sustainable products such as using recycled materials, using minimum material for maximum effect and focussing on longer lasting solutions which leave an overall low carbon footprint.”
says: “The biggest upsurge in demand has been for coveralls. These longer bibs attach to the highchair table to bridge the gap between the baby and the table and enable a messier and more natural eating style.”
The rapidly rising cost of living is affecting the weaning category as much as any other, with parents searching out value for money products. Celeidh continues: “The different stages of weaning are relatively short-lived, so parents don’t want to spend a lot of money on something that will only be used for three or four months. A product with the potential for use beyond weaning offers much better value for money.”
Natalie has also seen this impacting the market: “Product price points need to be realistic and demonstrate longevity of use, so the customer feels they are getting value for money. Customer loyalty will also be harder to retain as consumers will be jumping between retailers and brands to seek out alternative product offerings at the best value, service and price.”
Alan furthers: “With budgets being tight, parents are spending more time making sure they are investing their money on correct products that are built to last.”
Other considerations remain constant, such as the safety of products. Alan continues: “Food grade silicone and BPA free is an essential requirement and products need to be dishwasher safe, microwave safe, freezer safe and oven safe.”
Celeidh furthers: “When buying a product that will be
Above left: Bibetta has seen a shift in colour trends for many weaning and feeding accessories to the EU/Scandi subdued palette of dusty pinks, moss greens, washed out steel blue, grey, stone and rust. Above: The demand in the bib category is increasing for coveralls such as the Wipeezee XL coverall from Bibetta.
going in/near their child’s mouth, parents have to make sure it’s as safe as possible. Food safe materials, nutrient rich foods, natural ingredients – these are all things that parents will be looking for.”
Parents are also researching weaning more as they prepare for the journey, says Rachel Wood, founder and lead product innovator of Bibado: “Over the last few years, we have seen a big growth in parental weaning resources and products to support their mealtimes adventures, with parents being increasingly engaged and hungry (excuse the pun) for knowledge. “Our products are there to support families however they decide to feed their little ones, and are packed with developmental features that help them successfully learn the fundamentals for successful feeding.” As such, expert support is key. Rachel concludes: “Products that have either been expertly recommended, or developed in partnership with experts, with clear developmental benefits as well as products recommended by a fellow parent, are always key considerations.” There’s much to consider when creating or buying a successful weaning range. Turn the page to find the latest innovations in the market.
Top left: Hippychick says the demand for weaning products is increasing and the company expects it to continue to grow in 22/23. Above left: The Tum Tum Silicone range from Hippychick is easy to store in the freezer, easy to travel with and can stick to a highchair or tabletop.
Far left and middle:
Eco Rascals’ latest range is made from 100% LFGB food safe silicone that’s free from BPA, lead, Phthalates, PVC, Mercury and latex. Left: Little changes, like plant-based alternatives or bamboo plates, are easy ways for parents to make a difference, says Eco Rascals.
