AI baby monitors, luxury strollers or massage rockers – products that cater to the needs of newborns can cost young parents a lot of money. And the manufacturers are becoming more and more inventive.
“We drove ourselves crazy and spent so much money,” says Sabine Breuer. The young mother is standing in a playground in Cologne and digging deep into her chic leather diaper bag. Her son Leo, just one year old, needs a fresh diaper. “This bag alone cost over 100 euros, and that’s total nonsense.” But they also received a lot of gifts, from their parents and friends.
Whether it’s a romper, baby seat, changing table, stroller or sleeping bag – the list of products for expectant or young parents is long and overwhelming. “In the end, we probably spent 4,000 euros on Leo in the first year,” says Breuer. “I wouldn’t spend that much more today.”
Children not only enrich the lives of their parents – they also cost a lot of money. An immense industry has developed around newborns. And it is meeting this week in Cologne at the “Child and Youth” trade fair.
Whether it is a child seat or a care product: it should be sustainable
Jörg Schmale is the director of the trade fair. He observes several trends among manufacturers. “A key issue continues to be sustainability. More and more products are made from recycled materials, from strollers and car seats to fashion, accessories and care products,” says Schmale.
Another important trend is multifunctional products suitable for everyday use. “Combination and complete systems that offer a baby seat, buggy and stroller in one, for example, are particularly in demand. These all-in-one systems are not only practical, but often also more cost-effective,” says Jörg Schmale.
Artificial intelligence in the children’s room
In addition, “smart” technologies are becoming increasingly important. The latest baby monitors with artificial intelligence (AI) can not only transmit sounds or images, but also recognize when the baby is crying – and then automatically play a previously recorded message or a soothing melody. “Innovative strollers offer mechanical support when pushing and integrated rocking functions, which makes everyday life easier for parents,” says Schmale.
The industry around children is booming. Parents in Germany spend ten billion euros a year on baby-related purchases alone. “But not least, the increasing concern about climate change is also leading to more sustainable and therefore more modest consumption, especially among young parents,” says trade fair director Schmale.
Digital or AI-supported products are also finding their way into many children’s rooms.
The industry is showing inventiveness
Manufacturers are constantly expanding their product range: whether it’s an odorless diaper pail, a modern baby monitor, sustainable children’s shoes or elegant stacking toys. “Actually, a backpack would have been enough for me and not an extra diaper bag,” says young mother Sabine Breuer. “I also went crazy with the care products at the beginning and got inspired by other people online.”
Influencers present new products on social media and put their parenthood in the spotlight digitally. They post pregnancy tests, everyday life with a baby and, of course, modern equipment – a rocking cradle for newborns, for example, which parents can control via an app. This cradle has features such as an activity sensor, sleep analysis and push notifications that send the values directly to the smartphone.
Social pressure for parents
It is a lucrative business for influencers and social pressure for young parents like Sabine Breuer. “If this one flexible play sofa is constantly being shown here or low-pollutant spoons and forks, then you are actually already ordering the products,” says Breuer. After all, you want the best for your child.
