Anti-colic bottle brand Dr Brown’s has taken its attentions to baby’s sleeping habits as part of its new ‘Happy Feeding Happy Sleeping’ Campaign, with a dark room coming out tops in parents’ night-time must-haves.
The company spoke to 200 parents about their baby’s bedtime routine, with some 70% saying that a dark room was their number one essential, closely followed by being fed and bathed as part of their nightly wind-down to bedtime (58%).
As well as traditional methods such as using a soother (52%) and swaddling (12%), mums shared their more unusual methods for getting baby to sleep, which included stroking baby’s face or playing loud music.
As well as gleaning details about the importance of regular routines, the survey also asked respondents for the most unusual baby sleep advice they had been given by friends and family. More than one in every two respondents (52%) said that they had been advised to let baby cry and settle themselves, while others reported being advised to let their baby fall asleep in the garden and even put whiskey in their bottle.
“We commissioned the survey to find out what UK parents considered to be their essentials to a night-time routine as part of the Dr Brown’s ‘Happy Feeding Happy Sleeping campaign,” said marketing manager Fiona-Jane Kenworthy, “as many parents struggle to get baby off to sleep.”
“She continued; “It is now recognised that the cause of an unsettled routine can be because baby’s tummy is full of wind. Many parents may not realise that by feeding babies with an air-free baby bottle, such as a Dr Brown’s they can eliminate the air bubbles in the feed that cause discomfort, so leading to a happy night’s sleep.”
The Happy Feeding Happy Sleeping Campaign will be supported by sleep experts who will offer regular advice via the Dr Brown’s social media channels for parents as well as tips from parents themselves.
