A calm and contented baby is one that feeds well

Establishing a good feeding routine early on will be top of your customer's agenda, so it is vital that you have all the resources available to help them achieve their goals.

Published: 08 February, 2010

Those that have decided to breast feed will need a good supply of breast pads, often before baby even arrives. It may be that mum wants to be able to share the feeds so that she can take a break, or get a full night's sleep herself now again! A breast pump - either manual or electric - will allow her to do this, so you need to stock a range of both.

If your customer has opted for a breast pump, it is imperative that you link the sale with other products related to its use. In terms of milk storage, you should be recommending bottles, ice cube trays or specialist bags.

In July 2009, a report in The Guardian said that despite the benefits, many women find it 'difficult or impractical' to breast feed all of the time: "Although about 70 percent of women in the UK plan to breastfeed their baby, only around 45 percent are using this method exclusively after the first week. By six weeks the figure falls to 21 percent. The vast majority of babies receive at least some formula milk in their first year."

The report went on to say that the emphasis on breast feeding had led researchers to worry that the needs of women who bottle feed are being neglected. When asked in surveys, about 44% said they were made to feel guilty for choosing to bottle feed.

Lack of information led to some potentially dangerous mistakes, it said. A study from the United States found that a third of mothers made up formula milk with warm water from the tap, instead of using boiled water. A study from the UK found that only around half of women prepared formula according to the instructions.

Other research suggests that more women would breast feed if they were adequately advised on how they might share the feeding with a partner. What all this research makes clear however, is that the subject of feeding is a contentious and difficult one. As retailers you can aid in the happiness of both mother and baby, by helping your customer to explore all the options before making a decision.

Mothers choosing to bottle feed will need no fewer than six bottles, though as many as 12 is useful. The smaller 150ml bottles are recommended for the first few weeks as baby may only be drinking small amounts. Wide necked bottles are most popular because they are easier to fill and clean, though standard neck bottles are fine to use too.

Most teats are made in silicone nowadays as they tend to keep their clarity; and while latex teats are sometimes preferred by newborn babies, they do not last as long under the effects of constant sterlisation and must be replaced more regularly.

A sterilser is a must for every mum and they either come with bottles, or go on to influence the shape, size and brand of bottle used.

Other accessories include insulated bottle bags which help to adhere to the recommendations to make up only one feed at a time, and milk powder dispensers. And you can never have too many bibs!

Parents at the weaning stage meanwhile, should also be recommend spoons, food pots and a non spill cup that is easy to drink from.