As the marketing manager for baby product company Close, Michelle Smith speaks to PreschoolNews.net about the re-usable nappy market.
How strong is the reusable nappy market at retail at the moment?
“We are seeing growth in both areas as consumers seek out more sustainable products for their little ones. News stories around fatbergs, ocean plastic and the ‘Attenborough effect’ have all seen a positive effect on sales as parents become more aware of reusable options and are more willing to embrace them.”
Have you seen reusable nappies becoming more popular recently – and if so, why do you think that has happened now?
“With the rise of social media and Instagram, I think many people have been attracted to reusables (at least on a part-time basis) and to Pop-in on the cuteness factor alone, attracted by our fun and engaging prints because being sustainable in 2019 is far from boring! A 53% reduction in single-use plastics in the past year has also had an effect on the popularity of switching to reusables or incorporating them on a part-time basis.”
Tell us more about how the sustainable trend has filtered into baby product? Has it changed the way the category works?
“An increasing number of today’s parents are conscious about their personal impact on the planet. They are keen to reduce their waste footprint, divert from local landfill as well as reduce their single use plastic consumption. By choosing to re-use rather than dispose they can positively affect all of these which is no small thing. We are seeing in increase in the popularity not only of our nappies but also our bamboo wipes as people are looking for sustainable products that they can use for their little one.”
How important is it for product design to appeal to both children and adults?
“The consumer appetite for print is much bigger and more far-reaching than it used to be, extending way beyond the realms of purely clothing now. Across our hero categories we have noticed the appeal and desire for more print-led designs increasing, which is why we continue to introduce carefully curated collections into our nappy range to offer parents beautiful designs but in a sustainable way. We strive to provide parents with considered product that not only looks good but works and stays true to our distinct Pop-in look and feel.”
Tell us what is special about your hero product for 2019?
“In 2019 we are using our print stories to raise awareness and funds to support global issues like deforestation and the effects of ocean plastics on wildlife worldwide, which are issues close to our hearts. Our endangered animal collections feature animals that are all critically endangered in the wild and through our membership of 1% for the Planet we are giving 1% of the proceeds of sales from the range to support the Marine Conservation Society and the WWF.”