Parents are not just concerned about the amount of chemicals present in their toiletry products, but in the clothing and bedding they use too. According to The Organic Skin Care Directory, conventional cotton farming and its harmful effects are causing more concern than ever before, prompting the consumer to search for alternatives. After coffee, it says, cotton is the second most pesticide-saturated crop in the world. Irritations of the skin such as eczema, psoriasis and allergic rashes are occurring more and more nowadays, it believes because of the invention of polyester and chemically treated fabrics.

Once perceived as frumpy and boring, latest research from Mintel has found that sales of ethical clothing have more than quadrupled in the last five years to reach £175 million in 2009 as British consumers ‘step out in style with a clear conscience'. "The market for ethical clothing is going from strength to strength, as consumers continue to seek out clothing that takes into consideration the impact of production and trade on the environment and on the people behind the clothes we wear," said the report.

Although these findings do not apply solely to the nursery market, increasing consumer awareness about harmful ingredients in a range of products will continue to impact particularly positively on the sale of natural and organic baby goods. The Baby Show makes a point of telling visitors that if they buy organic baby clothes, they can be sure that particular clothing items such as hats, mittens, booties, soft wraps and blankets, cardigans and baby-grows have all been made using organic cottons, eliminating the possibility of harsh dyes and bleach rubbing against baby's sensitive skin - a clear indication that they recognise the strength of consumer demand in this area.

Organic products such as blankets, towels, mattresses and sheets can now be found in many retailers, as parents extend buying organic beyond just the food they eat. What's more, according to the Consumer Reports Guide to Baby Products, toys made from sustainable sources, including renewable wood with water based finishes, natural and organic-cotton plush toys, and toys coloured with vegetable dyes instead of paint are among the latest toy trends.

Natural, organic and environmental products make great gifts, showing consideration for baby's health and the world he or she is to grow up in. Retailers would benefit from purchasing an organic range from informative manufacturers to inspire trust in shop and product, promoting green principles as the way forward.

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