New research from Aldi’s baby and toddler brand, Mamia, has revealed many products called essentials, are in fact, rarely used.
From a list of supposed ‘must-have’ purchases, baby shoes proved to be the least useful item, with 30% of those who purchased them claiming they either never, or hardly ever, used them. Dressing gowns and scratch mittens came a close second, with over a quarter of those who purchased them admitting they were barely used.
In contrast, 62% of all parents surveyed said they were underprepared for the amount of nappies and wipes they would use, while one in four said they needed over double the amount they initially planned for.
The research also revealed that communication and support brings more value to parents than material items. 78% of parents asked, claimed to need emotional support either the same amount, or more, than expected.
95% of British dads claimed that feeling comfortable asking for help was one of, if not the most important thing they learned in their first six months of parenting.
Aldi has worked with parenting creator, @newquaymummy to create five top tips to help new parents prepare before their baby arrives.
- Don’t get sucked in by gadgets and furniture.
- Have a nappy caddy and changing mat in every room.
- Get more nappies and wipes – then get more.
- Babygrows over cute outfits.
- Find your support network.
Julie Ashfield, managing director of buying at Aldi, commented: “Many new parents are bombarded with information on items they ‘must buy’ ahead of baby’s arrival, but what our research shows is its good quality essentials that really count. Our award-winning range prides itself on providing the best quality essentials for the early stages of parenting, at the lowest possible prices.”
