A feature in The Telegraph has name-checked a number of popular nursery start ups in its feature on the new breed of babycare brands.
The article began by focusing on the growing number of new parents moving away from familar favourites in favour of smaller, natural brands.
It goes on to explain that the shift in tastes towards eco-friendly brands such as Child’s Farm, Professor Scrubbingtons, Kokoso, Neal’s Yard and Burt’s Bees is ‘causing teething pains for the world’s biggest consumer giants’.
“Customers get older and no longer need your products, so brands have to fight hard over and over again to win the next generation of infants and young parents,” John Spayne at corporate financiers Spayne Lindsay told the paper.
It also cited the baby food industry as an example of a market which had previously been dominated by larger names but now has a ‘small army of challenger brands’, such as Organix, Ella’s Kitchen, Little Dish, Kiddylicious and Piccolo.
Environmentally-friendly nappy alternatives were also covered in the feature, with Emma Bunton’s Kit & Kin brand also given the thumbs up.
“People used to rely on their parents’ recommendation but that has changed with a lot more peer-to-peer recommendations on Mumsnet and social media,” concludes Will Hayllar at OC&C strategy consultants.
