Trusted consumer bible Which? has published a complete listing of what it has identified as being the top pushchair trends parents will be looking out for in 2018.
Retailers looking to meet consumers’ needs in the travel system, pushchair and stroller sector should focus on three key trends; multifunctionality, removable shopping baskets and branding partnerships.
Multifunctionality has been playing an increasingly important part in the pushchair market for some time now and Which? has now identified it as one of the main reasons for purchase in the coming year.
“Old-school strollers weren’t deemed suitable from birth because of the lack of support they provided,” said the report.”But pushchairs are changing, as urban parents turn their back on the traditional, bulky, expensive travel systems you’d traditionally have bought as the first pushchair for your newborn.”
Singing the praises of the new breed of lightweight stroller that is sturdy enough to take a car seat, Which? also points out the benefits of the easy-to-use and compact fold offered by this new generation of strollers, such as the Joie Pact, Cybex Mios, Uppababy Cruz or the Graco Evo.
The second trend sees Which? responding directly to consumer feedback by focusing on the not-so-humble shopping basket. “You’ve been telling us for years how the shopping basket is one of the key features on a pushchair,” said the report. “It can be too small, it can be too hard to reach, it can be too shallow…”
Removable shopping baskets are a game-changer for this sector, and Which? has highlighted the iCandy for Land Rover Peach All-Terrain and Babystyle Hybrid for their clever detachable and extendable shopping baskets.
The final trend focuses on branding partnerships, as “collaborations between baby product manufacturers and other key brands are ramping up for 2018”.
As well as the iCandy for Land Rover tie-up and the Quinny and Maxi-Cosi ‘Luxe Sport Collection’ by Rachel Zoe (celebrity US fashion designer) Which? also highlights the luxury end of the market. Special mentions go to the Princess Marie-Chantal Silver Cross collection and the special-edition Aston Martin Silver Cross Reflex, both of which are set to launch in spring 2018.
