The online baby and child sector saw a huge revenue increase throughout 2020, in line with e-commerce as a whole. We’ve compiled a report of the top baby and child sector trends witnessed throughout 2020, which we expect to develop in the year ahead.
Baby and Child Sector Insights and Trends Overview
- The COVID-19 outbreak saw parents stockpiling essentials like nappies and wipes.
- IBISWorld predicted the online baby product industry to surge 9.2% in 2020.
- There’s been a shift towards consumers purchasing environmentally friendly items.
- Brands will need to begin creating products with both parents in mind.
At Hatch, our data highlights various baby and child sector trends witnessed throughout 2020:
- Brands put more emphasis on online sales channels in 2020.
- More brands are providing website visitors with an enhanced online experience.
- There’s been a shift in digital transformation across the sector.
Change in Buying Behaviour
- We witnessed an interesting change in buying behaviour in 2020, with sales increasing from March and reaching the highest point in July.
- Sales decreased from September-October, and increased again in November, around BFCM weekend.
Importance of Online Reviews For Brand Trust
- Website visitors are actively checking online reviews before making purchases.
- Brands are using social media/influencer marketing, with consumers taking recommendations from influencers they trust.
- Consumers are browsing websites throughout the day, but the majority of purchases are happening in the evening.
- Consumers either tend to buy within the first 24 hours of visiting a brand website or after seven days.
Baby and Child Sector: Going Forward
While online sales have increased, the baby care market will always need physical stores. Because of this, brands will need to embrace omni-channel retail and create trust between themselves and their target audience.
Hatch’s ‘Where to Buy’ solutions connect brands’ physical stores and online channels, allowing customers to buy from a retailer they trust. Plus, with the addition of Hatch ‘Shoppable Reviews’, brands can now add aggregated customer reviews to their product pages.