WaterWipes® releases new parenting research to mark launch of their 100% Biodegradable Baby Wipes.

WaterWipes®, the world’s purest baby wipes, today releases new parenting research to mark the launch of their 100% Biodegradable Baby Wipes.

The survey amongst 2000 parents with children under five reveals that whilst parents are trying to be more conscious of the planet their children will inherit, this is causing increasing confusion, pressure and judgement:

  • Three quarters of parents (75%) find environmentally friendly labelling on baby products confusing
  • Nearly all parents surveyed (89%) said it is important to buy products that are eco-friendly
  • 85% of parents feel under pressure to do the best for their baby and the planet when choosing baby products
  • One in three (32%) parents said they sometimes felt judged by other parents, as on occasions they bought baby products that were not eco conscious
  • The most confusing eco-term for parents is ‘biodegradable’

The new study reveals that when it comes to ecological terms and baby care products, 64% of UK parents had, at some point, bought a baby care product without fully understanding the jargon, language or ingredients that were on the pack. The most confusing eco-term for parents is ‘biodegradable’ (27%), with many not truly understanding what it means, and some parents assuming that a ‘biodegradable’ baby product has ‘fewer ingredients’ (17%), than a non-biodegradable version, which is not always the case.

In response to the research results WaterWipes® has launched an eco jargon dictionary which provides guidance for parents to make informed choices when choosing baby products in easy-to-understand language.

Millie Mackintosh, new mum and former Made In Chelsea star said, ‘’We are all under so much pressure as parents every minute of every day to make the right decisions for our children, and trying to think about how to protect the planet they will inherit is something we know we should do but in reality can be forgotten. It’s nice to know that WaterWipes® understand and are helping to make being eco conscious that little bit easier with their jargon dictionary and 100% biodegradable wipes.’’

The research also found that over 90% of parents across the UK believe it’s important that baby wipes are environmentally friendly. Which is understandable, as parents in the study go through on average two packs of wipes a week. When it comes to baby skin, nearly all parents surveyed (92%) believe that minimal ingredients are important in baby care products – and nearly half of parents ranked being suitable for sensitive skin (49%) and not having unnecessary chemicals (46%) as some of the top aspects they expect from a baby care product.

Dr Sara Kayat, TV doctor on ITV’s This Morning said, ‘’As a GP and new mum during lockdown, I know first-hand the struggles all parents face. When trying to do the best for your baby and the planet I know parents don’t want to compromise on their baby’s skin care. In fact, according to the research 39% of parents believe for a product to be labelled as ‘pure’, it should contain two or less ingredients. That is why I am so pleased that WaterWipes® are not only 100% biodegradable* they still only contain two ingredients, 99.9% water and a drop of fruit extract, and remain purer than cotton wool and water.’’

Expert Midwife Marie-Louise, also stated ‘I’ve used WaterWipes on my daughter from day one, and you honestly can’t tell the difference now they’re biodegradable wipes! There are plenty of other biodegradable products out there as well for parents to switch to, such as biodegradable teething toys for your little ones, reusable water bottles and organic muslin squares. All are great sustainable alternatives".

Orla Mitchell, CEO, WaterWipes® said, “It is with pride as an organisation that we can announce that our baby wipes are 100% biodegradable*. Following much internal and independent research we have ensured that our wipes are now more environmentally friendly while not compromising on purity or quality. We as a company recognise the many challenges that parents face and we are now delighted to provide parents with products that effectively cleanse and protect the most delicate skin while also protecting the planet”.

WaterWipes®100% biodegradable* baby wipes are available in the UK across all major retailers.

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