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Lifestyle : Toddler and Baby Edition Special Report May 2013
1HERSA1 A039 iG5970067AA-120513 iG5970094AA-120513 Mothercraft & Nannies Ph: (02) 9663 4570 Ph: (02) 9639 4570 Email: firstname.lastname@example.org Visit us: www.mothercraft.com.au *We have been providing quality care since 1988 and offer a personalised service to suit each individual need. Mothercraft Nurses ~ Respite Have some time out with your partner or get a good night sleep. ~ Confidence Building Professional guidance for what can be a very daunting experience when you bring your new born home. ~ Sleep Issues Learn how to extend your new borns sleep cycle. We also have "Sleep and Settle" programs for babies over 6 mths of age. ~ Feeding All aspects of feeding from breast to bottle to solids. Trained Lactation Consultants. ~ Routine & Settling Routine is important for all babies. Our specialised Mothercraft Nurses can help with this. Nannies ~ Permanent Nannies Full Time or Part Time, Sole Charge or Mothers Help ~ Casual Nannies From 1 day to short term contract work as well as short term live in Holiday relief Babysitters ~ Permanent or casual THE SUN-HERALD SUNDAY, MAY 12, 2013 39 Baby & toddler Birth of a growth industry In the running: You can spend a small fortune on a pram, but it needs to be functional as well as look good. Continued Page 40 Having a baby? The booming accessories sector means a wealth of options when it comes to kitting out your new arrival, writes Keeli Cambourne. The old towelling onesie, the hand-me-down stroller and the cot that's been in the family for generations just won't cut it for new parents today. Having a baby now isn't just a mat- ter of finding the right obstetrician, getting to the hospital on time and making sure you've got enough new- born nappies to see you through the first few days. Planning on bringing home a new addition to the family can cost families upwards of $5000, and that's just for the ''necessities''--afew changes of clothes, a stroller, car seat and a cot. Where once babies were the less expensive members of the family, who didn't complain about wearing big brother's already broken-in clothes and were not in the least con- cerned that the transport wasn't as shiny as it once had been, today's new arrivals are costing their parents a small fortune. ''The baby products industry is booming and in the past five years has grown at 3.5 per cent per annum and is valued at $4.5 billion," says Suzannah Rowley, a senior analyst with IBISWorld. According to its 2009 survey into the average cost of baby essentials, new parents are spending $5393 each year for the first four years of a child's life. This includes: furniture ($539), clothing ($1564), nappies ($1381), footwear ($35), nutrition and food ($863), toys ($378), and other incid- entals ($534). According to the most recent IBISWorld report into the industry, baby clothes top the list in the money stakes, with a whopping $1.1 billion spent on outfits in 2012. ''An interesting trend in the industry has been this massive growth in the clothing segment,'' says Rowley. ''It is at the mid-level range of clothing and the increase in revenue reflects a higher volume of sales -- so people are buying more clothes. With retailers seeking apparel from lower-cost manufacturers, the sav- ings are being passed on to con- sumers so they are buying more.'' Rowley says that as the average age of new parents rises, the average spend on new babies has increased due to higher disposable income. ''And consumers are looking for premium products. It is now a mature industry so there is a lot of competition out there in things like baby clothes and prams,'' she says. ''And there has been a growing trend of higher-end spending, which is expected to accelerate. We predict the growth rate in the baby product industry to be around 2.5 per cent per annum to around $5.1 billion per year.'' Jayne Hughes, owner of ecobabe, an online baby and family retail out- let, says from her experience the most popular purchases for new- borns are a pram, baby carrier, cot, bedding, basic clothes, basic skincare, nappies and wipes. "For some people, the pram pur- chase is the major purchase as it seems to be a fashion accessory/ status symbol, like a Bugaboo pram," she says. "There also seems to be a lot of fetishism over the perfect nursery. From my perspective, I can usually tell when a new parent has received their first baby bonus payment because that is when they start adding the toys and those nice-to- have type products to their orders."
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