‘Prams On Skis’ Launch in British Baby Market. Now available at Olivers Babycare.

May 22, 2009 - PRLog -- The research indicates that 15% of mums now regard style as an important consideration when thinking about a purchase.

This is a trend that Olivers Babycare, online baby products retailer, is seeing more and more. “What the product looks like is top of the agenda for many of our customers,” says Julie Baughan, co-owner of Olivers Babycare (www.olivers-baby-care.co.uk). “Buyers are certainly influenced by the products that celebrity mums are using, in particular pushchairs. Customers want baby products that look great, in addition to working well.

“We find that new parents are still managing to afford the items that they want for their baby, despite the difficult economic climate,” continues Ms Baughan. “Families are making savings in other areas rather than cut back on the budget for their baby. People really do want the best for their baby, and somehow they are finding the money to buy the items they want. This may also be to do with the fact that many women are having babies later in life, and have a higher disposable income.” The Mintel report shows that the average age of a first–time mum is now 29.5 years old.

According to the Mintel report, the UK baby and nursery market grew by 20% between 2003 and 2008, and was worth £639 million last year. The report predicts that this growth will continue, despite the recession, reaching an estimated £753 million by 2013. The boom in sales of baby products has been reflected at Olivers Babycare which has seen a 50% increase in sales since 2003.