Over half of first time pregnant women don't plan to use a baby carrier - but it's interesting to contrast that with mums who have children and aren't pregnant. Despite the expectation to not use one - only about one a third end up not being interested in using a baby carrier.

Gideon Wilkins, Managing Director of Wilkinet, has identified several reasons for this change of heart. “When we exhibit our baby carrier at the baby shows we get an interesting response from some first time pregnant women. For some of them a baby carrier isn't at the top of their list of priorities. This might be because of the other big-ticket items on their shopping list. We also meet mums who say 'I'm carrying this baby around for nine months - the last thing I want to do after their born is carry them again.' It's only post-delivery - with the discovery of how much the baby likes to be cuddled (and how much the mum wants to cuddle them back) that a baby carrier is reconsidered. A comfortable baby carrier in the early weeks and months can be the difference between getting up and about or getting slowed down and fed up.”

The increased popularity of baby carriers over the last few years can be attributed to several factors. “Baby carrying is becoming fashionable,” says Gideon “with A-list celebrities like Angelina Jolie and Gwyneth Paltrow being seen using a baby carrier, it gets others interested in it. The spread of the internet, and its bourgeoning chat forums, has meant peer-to-peer recommendations are more likely. People are waiting later to have their children - and have more disposable income when they do. So for cultural or financial reasons, using a baby carrier becomes more likely.”

^{* The Wilkinet Survey survey was carried out between 24th March and 4th May 2007 and had a total of 341 respondents.}

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