Top Baby Trends of 2023 & 2024

Here are the current baby trends of 2023 and 2024, found using our software tool and selected based on their growth and global popularity across sites like Google, TikTok, Reddit, Twitter, YouTube, Amazon, and more. These are not fads, such as new movies or social media challenges – rather they’re long-term global baby trends that are likely to see continued growth throughout 2023 and into 2024. We’ve also included our analysis on these new emerging trends below.

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Grounding Sheets

12K
Past Month Searches
+369%
Past Year Change

Grounding sheets, also known as earthing sheets, are bedding products made with conductive materials, like silver threads, designed to connect individuals to the Earth's natural electrical charge. Some believe that this connection can reduce inflammation, improve sleep, and provide other health benefits. …  Read more

LeapFrog Monitor

1.1K
Past Month Searches
+155%
Past Year Change

The LeapFrog monitor is a baby video monitor produced by LeapFrog, incorporating superior features like Wi-Fi connectivity, 360-degree pan and tilt functionality, color night vision, and an adaptive dimmable color night light. It gained attention largely due to increased concern around child security and parents' growing need to ensure their children's absolute safety. …  Read more

Cradlewise

3.4K
Past Month Searches
+152%
Past Year Change

Cradlewise is an all-in-one product that blends a bassinet, smart crib, and baby monitor, intending to provide a consolidated solution to parents for child sleep needs. It uses AI technology to comfort and keep the baby safe, offering a customized sleep solution for newborns and infants. …  Read more

First Day Vitamins

11K
Past Month Searches
+118%
Past Year Change

First Day Vitamins is a brand that offers a range of organic daily gummy multivitamins designed for people of all ages and stages of life. These vitamins are made with high standards, using wholesome ingredients and modern science to provide essential nutrients in a tasty gummy form. They are vegan-friendly and made without unnecessary fillers or artificial junk. …  Read more

Artipoppe Carrier

15K
Past Month Searches
+97%
Past Year Change

The Artipoppe Carrier is a soft-structured carrier that is made to carry infants and toddlers. The carrier is made of a stretchy fabric and is designed to be comfortable for both the child and the caregiver. It can be used for front and back carrying positions. …  Read more

Crawling Crab Toy

2.3K
Past Month Searches
+86%
Past Year Change

A crawling crab toy is an interactive toy designed to move sideways imitating a real crab, often featuring lights, sounds, and music to stimulate infants during playtime or tummy time. There has been a significant trend towards toys that promote early childhood cognitive development boosting the toy's popularity. …  Read more

Sad Beige

3.7K
Past Month Searches
+84%
Past Year Change

Sad beige is an aesthetic involving using toned-down colors in children's clothing, toys, or environment. This trend might be a reaction against the bright and overly saturated colors frequently used in digital media, providing a digital detox with its soft and muted colors. …  Read more

Bumpsuit

4.2K
Past Month Searches
+68%
Past Year Change

Bumpsuit is a maternity fashion brand known for their figure-hugging one-piece designed to accentuate and complement the baby bump, creating a stylish and sleek look for pregnant women. An increasing consumer interest in this product may be attributed to the growing demand for stylish and comfortable maternity wear. …  Read more

Jellycat

442K
Past Month Searches
+64%
Past Year Change

Jellycat is a company that specializes in making high-end plush toys. The company was founded in London, England in 1999 and has since expanded to include stores all over the world. Jellycat toys are known for their soft textures, whimsical designs, and high price tags. …  Read more

Wake Window

30K
Past Month Searches
+52%
Past Year Change

Wake windows refer to the periods of time a baby or toddler stays awake between naps. There has been an increase in research focusing on the significance of consistent sleep for a child’s cognitive development, amplifying the importance and thus, the searches for understanding wake windows. …  Read more

Toddler Tower

9.3K
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+42%
Past Year Change

A toddler tower is a piece of furniture that is designed to provide a safe and fun place for toddlers to participate in household work. The tower is designed to help children safely stand at counter height and be in involved in a number of different activities that stimulate the child’s development. …  Read more

Flotera

4.2K
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+40%
Past Year Change

Flotera is a probiotic food supplement tablet containing lactobacillus reuteri, which promotes better intestinal health and digestion. Increasing awareness of gut health as a key factor in overall health and immunity has pushed users to search for gut-enhancing supplements like Flotera. …  Read more

L Reuteri

3.4K
Past Month Searches
+39%
Past Year Change

L. reuteri is a type of probiotic bacteria that lives in the gut and has been linked to numerous health benefits including disease prevention. Increasing awareness on the gut health’s role in overall immune health and mental well-being have driven searches for this specific probiotic. …  Read more

Pikler Triangle Set

1.1K
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+33%
Past Year Change

A Pikler triangle set is a climbing structure designed to boost motor development, encourage physical activity, and stimulate creativity in children. It also encourages children's independent play and confidence. …  Read more

Little Sleepies

75K
Past Month Searches
+33%
Past Year Change

Little Sleepies are a line of children's pajamas that are designed to fit snugly. The pajamas are designed to be comfortable and easy to wear, and are typically worn before going to bed. …  Read more

Taped Diapers

1.6K
Past Month Searches
+31%
Past Year Change

Taped diapers are disposable diapers that come with adhesive tapes to secure them around a baby's waist. They are designed for easy application and removal, making them convenient for parents. These diapers are commonly used for infants and young toddlers before transitioning to pull-up style diapers. …  Read more

Montessori Busy Board

1.8K
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+30%
Past Year Change

A Montessori busy board is an educational tool designed to enhance hand-eye coordination and fine motor skills in toddlers by introducing different textures, shapes, and mechanisms. The trend towards eco-friendly and sustainable toys that provide long-lasting educational value has also been a compelling factor in the skyrocketed interest in Montessori busy boards. …  Read more

Doona Trike

5K
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+30%
Past Year Change

A Doona trike is a three-wheeled bike that is designed for children. The bike has a low center of gravity, which makes it stable and easy to ride. The doona trike is also equipped with a canopy and a storage compartment, making it perfect for trips to the park or the grocery store. …  Read more

Rotating Car Seat

8.4K
Past Month Searches
+29%
Past Year Change

A rotating car seat is a car seat that can be rotated 360 degrees to allow for easier access to a child in the backseat. The seat can also be rotated to face the front of the car to allow the child to see out the window. …  Read more

Lovevery

51K
Past Month Searches
+28%
Past Year Change

Lovevery is a brand that creates developmental toys and tools for children. Its products are designed to support different stages of child development, from sensory exploration to problem solving. …  Read more

Play Couch

16K
Past Month Searches
+27%
Past Year Change

A play couch is a piece of furniture that is designed for children to use as a place to sit or play. The couch often has a low height and is often covered in soft materials to make it comfortable for children. …  Read more

Toddler Floor Bed

11K
Past Month Searches
+26%
Past Year Change

Toddler floor beds are low, often frameless beds designed to provide a safe sleeping area for young children transitioning from a crib. The increasing popularity of the Montessori method of child-raising, which advocates for child-accessible home setups, is driving interest in floor beds. …  Read more

Baby Floor Bed

4.2K
Past Month Searches
+25%
Past Year Change

A baby floor bed is a bed that is designed to be placed on the floor instead of a crib. The bed is typically made of foam or fabric and is meant to provide a safe and comfortable sleeping environment for the baby. …  Read more

Kyte Baby

163K
Past Month Searches
+25%
Past Year Change

Kyte Baby is a company that specializes in baby sleep bags, carriers, clothing, and wraps. The company offers a variety of sleep bags and clothing made from soft bamboo material that are meant to be breathable and comfortable for the baby. …  Read more

Nanit

44K
Past Month Searches
+23%
Past Year Change

Nanit is a baby monitor that is designed to provide parents with information about their baby's sleep. The monitor uses infrared and motion sensors to track the baby's sleep and breathing patterns. Parents can then use the Nanit app to receive sleep insights and see how their baby is sleeping over time. …  Read more

Bamboo Baby Clothes

3.7K
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+22%
Past Year Change

Bamboo baby clothes refer to garments for infants and toddlers made from bamboo fibre. They are known for their softness, hypoallergenic properties, and thermoregulatory feature – it stays cooler in hot weather and warmer in cold. This makes bamboo clothing an ideal choice for babies with sensitive skin. …  Read more

Keekaroo

7.1K
Past Month Searches
+19%
Past Year Change

Keekaroo is a brand known for its safe, durable, and comfortable baby products that uses its unique cushion technology. It offers a line of products that includes patented height right high chairs and squishy, comfortable baby changing pads. …  Read more

Twin Floor Bed

3.8K
Past Month Searches
+17%
Past Year Change

A twin floor bed is a low-to-the-ground, typically minimalistic bed conceived for safe and comfortable toddler transitioning or for adhering to the Montessori method of child learning and development. There's a growing interest in the Montessori learning method which emphasizes child independence, a principle inherently integrated with low, accessible beds such as twin floor beds. …  Read more

Babylist

131K
Past Month Searches
+14%
Past Year Change

Babylist is a digital platform offering a universal service for expecting parents to compile their baby registry in one convenient place, sourcing items from many different retailers. It allows parents to add items from any store to a single, comprehensive wishlist. …  Read more

Erceflora

34K
Past Month Searches
+14%
Past Year Change

Erceflora is a probiotic supplement containing Bacillus clausii bacteria, commonly used to treat acute and chronic diarrhea conditions. There's a current trend towards seeking natural remedies for health issues, leading to amplified interest in probiotics like Erceflora. …  Read more

Baby Lounger

56K
Past Month Searches
+13%
Past Year Change

A baby lounger is a piece of furniture that is designed to provide a safe and comfortable place for a baby to sleep or relax. The lounger typically has a soft, cushioned surface and may include features such as a built-in vibrator or music player. …  Read more

Baby Wagon

12K
Past Month Searches
+9%
Past Year Change

A baby wagon is a wagon that is designed to be used as a stroller. The wagon is typically larger and more durable than a traditional stroller and has a variety of features, such as a sunshade, storage compartment, and cup holder. …  Read more

Hubble Baby Monitor

2.7K
Past Month Searches
+8%
Past Year Change

The Hubble baby monitor is a monitoring device that allows parents to keep an eye on their baby remotely. These monitors often come with features like night vision, two-way communication, motion alerts, and baby soothing sounds/music. Interestingly, its popularity has significantly grown due to factors like increased consumer consciousness for advanced security and safety measures for children, specifically in urban settings. …  Read more

Baby Nasal Spray

11K
Past Month Searches
+7%
Past Year Change

Baby nasal spray is a type of nasal spray that is meant to be used to clear the nasal passages of a baby. The spray is typically made up of a saline solution and can be used to help relieve congestion and other respiratory issues. …  Read more

Sensory Swing

9.6K
Past Month Searches
+6%
Past Year Change

A sensory swing is a swing that is designed to provide stimulation to the senses. The swing may provide visual, auditory, and/or tactile stimulation, and may be used for therapeutic or recreational purposes. …  Read more

Cerebelly

3.1K
Past Month Searches
+6%
Past Year Change

Cerebelly is a baby food brand that offers organic baby food with 16 key brain-supporting nutrients. The brand offers a variety of products and flavors with fruits and vegetables as its primary ingredients. …  Read more

Hatch Sound Machine

11K
Past Month Searches
+5%
Past Year Change

The Hatch sound machine is a combination of a sound machine and night light. The machines are said to be beneficial in helping to soothe and relax children, as well as to promote better sleep through soothing music and the customizable light intensity. …  Read more

Baby Straw Cup

4.5K
Past Month Searches
+5%
Past Year Change

A baby straw cup is a cup that has a straw attached to the lid. The straw is designed to allow the baby to drink from the cup without having to tip it back. This helps to prevent spills and makes it easier for the baby to drink. …  Read more

Montessori Baby

11K
Past Month Searches
+4%
Past Year Change

Montessori baby is a term that refers to applying Montessori principles for babies or raising them in a Montessori environment. The Montessori philosophy focuses on providing children with opportunities to learn through exploration and self-directed play. …  Read more

Nestig Crib

4.7K
Past Month Searches
+1%
Past Year Change

The Nestig crib is a crib that is designed to be as minimalistic as possible. The crib is designed to be lightweight and easy to assemble, and can be converted to a mini crib, full crib, or toddler bed. …  Read more

Trend Highlight – Declining Birth Rates Means it Costs More to Raise a Child

As birth rates decline, hand-me-down clothing is becoming less relevant. The cost of baby clothes and toys can less and less be spread across multiple children, making them essentially more expensive.

 

In fact, the global fertility rate has fallen drastically from 5.1 children per woman in 1964 to 2.4 children per woman in 2018, per the World Bank.

 

As effective costs have risen, a growing number of communities have established what are called toy libraries, where parents can check out toys – just like books. There’s also a parallel surge in demand for toy rental. One of the top Google autocomplete suggestions for Montessori toys (one of the most expensive types) is “Montessori toy rental”.

 

In parallel, second-hand marketplaces for all things baby & toddler have sprung up, like Goodbuygear, which has grown over 250% in popularity over the past year.

Trend Highlight – The Rise of Babylist

First-time parents have a world of unknowns ahead of them — which presents a lucrative opportunity for Babylist, an online platform that's now the third-largest baby registry in the U.S., behind only Amazon and Target.

 

The company allows users add items from all over the web to their registries, including things that can't be bought in stores, such as diaper subscriptions and housekeeping services. (A cash funds option also gives friends and family the chance to contribute to bigger expenses such as child care or even life insurance.)

 

A new parent's first birth is one of the times they are most likely to switch to a new brand. Whichever brand can predict the birth earliest then make moves to gain the consumer's trust, the better positioned they are to cash in on a lifetime relationship with the consumer.

 

Babylist is tapping into this segment of consumers that is generally both eager to plan — users spend a whopping 40 hours building their registries on average — and open to new brands and retailers, as they haven't yet developed loyalties.

 

Where the growth of e-commerce has hurt traditional brick-and-mortar chains — including bankrupt Babies 'R' Us, which once held the third-place spot — it has helped Babylist: As older consumers become more comfortable with shopping online, expectant parents don't feel like they're alienating older family members by choosing an internet-based registry.

Trend Highlight – Why Baby Sensory Videos Are Exploding in Popularity

Baby sensory videos owe their ascent, in part, to a change YouTube and Spotify made to their ranking algorithms which prioritizes the watch duration as a proxy for engagement, rather than just looking at likes and clicks. This gave an advantage to content where users typically press "play" and let the video play continuously without pausing or skipping forward.

 

This algorithm change also played a role in the ascent of lo-fi music, but the dynamics of baby sensory videos magnify the impact. With most other YouTube videos, the person who selects the video and the person who watches the video are the same. With baby sensory videos though, not only are they different, but the person watching the video – the baby – isn’t even able to pause or fast forward. This means that, in the eyes of YouTube’s engagement and ranking algorithm, a single view by a baby is worth more than one by an adult.

 

Screen time is an effective way to keep kids distracted for short periods of time, so parents often turn to YouTube for emergency entertainment. This demand, coupled with parenting guilt over mindless screentime, has led to interest in videos that offer some kinds of stimulating or educational elements. While it’s relatively easy to find videos for kids who are old enough to talk or count, it's historically been harder to find videos for babies. This has created a market for baby sensory videos, which use soothing music and brightly-colored shapes against dark backgrounds to keep small children occupied without worrying parents about what they'll see.

 

Sensory videos are related to the ASMR video trend, which targets adults with videos that include soothing and repetitive sounds. The availability of royalty-free music, and the ease of creating repetitive animations with simple shapes and bright colors, means it's relatively easy to produce videos in this format.

Trend Highlight – Why Nanit Is So Popular

Nanit, which sells smart baby monitor products, has had a fascinating go-to-market strategy and a compelling long-term content marketing strategy.

 

The company’s growth has been driven by its ability to keep families connected. Over time, the distance that children settle down, away from their roots, has grown. And on top of this, the pandemic has accelerated this distance between family members for many demographics. In fact, grandparents, aunts, uncles and other relatives have recently made up 20% of Nanit’s active users. Parents can set permissions so that relatives can hear, see, and even talk with the baby no matter the distance.

 

Nanit’s marketing angle has shifted as it has grown it’s customer base. The early adopters were customers who wanted to more closely monitor and track their baby’s sleep - an extension of the Quantified Self movement exemplified by Fitbit and the Apple Watch, but applied to quantifying others instead.

 

Nanit then started going after consumers who didn’t want to miss their kids earliest moments and even wanted to share these moments with family. It’s a different use case, but utilizes the same underlying technology. This let them expand the market and, once they own it, they can help all their customers understand the value of the health and sleep data they are collecting, not just the early adopters.

 

Originally, baby monitoring was just a microphone that let parents hear if their baby was crying. But it wasn’t something parents would record and share, even if they technically could.

 

Nanit combines imagery and data to auto-generate special content like image reels celebrating the first time a baby smiles and timelapses of a baby’s growth. This turns Nanit into a content conveyor belt that, in addition to helping parents share more of their baby’s journey on social media, also serves as free and powerful marketing for the Nanit brand.

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    KeywordGraph - 5 YearsGrowth - YoY
    Kitsch Shampoo
    451%
    Grounding Sheets
    369%
    AI Glasses
    325%
    Deodorant Stone
    263%
    Salt Deodorant
    207%
    Knee Massager
    197%
    Leapfrog Monitor
    155%
    Hair Wax Stick
    131%
    Silicone Body Scrubber
    126%
    First Day Vitamins
    118%

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    Past Baby Trends

    Baby Sensory Videos
    Peaked in 2022
    Baby Nail Trimmer
    Peaked in 2022
    Montessori Bookshelf
    Peaked in 2023
    Squishmallows
    Peaked in 2023
    Munchkin Swing
    Peaked in 2022
    Cubo AI
    Peaked in 2022