Research Shows UAE Parents Invest AED 98,880 During Baby’s First Year

UAE parents surveyed are investing AED 98,880 on average in products, equipment and services during their child’s first year*, according to new research commissioned by The Baby Expo, the Middle East’s first international baby, toddler & maternity event, which took place at Dubai World Trade Centre on 24-25 May.

Underscoring the evolving priorities of modern parenting and the financial commitment they make to ensure the well-being and development of their children, the survey conducted by Censuswide, found that 19% of UAE parents surveyed spent or planned to spend between AED 55,000 to AED 110,000 during their child’s first year**.

From financial investments to brand trust and work-life balance, the findings unveiled significant trends and areas of opportunity, for brands and retailers alike, within the baby, toddler & maternity industry, as well as the biggest challenges faced by parents in the UAE.

The survey also uncovered that returning to work post childbirth is a priority, but parents require the support to do so. 52% of parents expressed a desire for flexible work arrangements - with 45% selecting employer support and benefits and 44% favouring enhanced work-life balance resources. These findings underscore the importance of accessible childcare solutions and supportive workplace policies in enabling a seamless transition for new parents. Additionally, the survey revealed over half of parents (54%) required childcare services within the first year of parenting, so they could go back to work.

In a testament to the importance of safety for parents of today, 42% of respondents voted that safety considerations create the most trust in a brand. This signals a growing emphasis on reliability and security in consumer choices, with parents seeking products that provide a safe environment which supports the well-being and development of their babies and children.

Reflective of a broader societal shift towards environmentally conscious consumerism, the survey highlighted a growing interest in sustainability and eco-friendliness among UAE parents, with 52% believing that these attributes will define upcoming trends in childcare products. This was closely followed by health & wellness products (50%) and smart toys & educational technology (46%).

When researching and shopping for products for babies & children, over 53% of parents surveyed said they prioritised ease of use and convenience for product choice, closely followed by educational value (49%) and ease of cleaning and maintenance (47%). These findings indicate products that today’s parents resonate with are educational, convenient, utility-driven and predominantly about making parenthood as simple as possible.

However, amidst these evolving preferences, nearly a quarter of parents surveyed expressed difficulties in finding equipment including clothing, accessories, technology & gadgets, health & safety essentials, bath, potty & baby care, toys, and gear such as strollers, car seats, high-chairs and carriers. As well as a quarter of parents expressing difficulties in finding maternity and postpartum products and support in the UAE. This highlights a need for expanded resources and services to cater to the diverse needs of expectant and new mothers in the region.

The Baby Expo, the Middle East’s first international baby, toddler and maternity event took place at the Dubai World Trade Centre on May 24th and 25th 2024, with the aim of redefining the parenting experience, offering expectant parents and families a one-stop destination for all things related to pregnancy and early childcare.