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  • 30% of parents claimed they purchased supposed ‘essential baby items’ that they never actually used ahead of having their first child
  • In contrast, two thirds (62%) of parents claimed they needed more nappies and baby wipes than they could ever have anticipated
  • Aldi has worked with parenting TikToker @newquaymummy to create five top tips to help new parents prepare before baby arrives

New research from Aldi’s award-winning baby and toddler brand, Mamia[1], has revealed that many items new parents are told are ‘essential baby purchases’ are rarely used, with the only items that actually earn the title of ‘essential’ being nappies and wipes.

From a list of supposed ‘must-have’ purchases, baby shoes proved to be the least useful item, with 30% of those that purchased them claiming they either never used them or hardly used them – despite setting parents back £33 on average. Dressing gowns and scratch mittens came a close second, with over a quarter of those that purchased them admitting they were barely used.

In total contrast, when it came to the bare essentials of nappies and wipes, 62% of all parents were underprepared for the amount they would use, while 1 in 4 said they needed over double the amount that they initially planned for.

In a time where new parents are bombarded with pressure to purchase an abundance of items in the lead up to their first child’s arrival, the research by Aldi, recently named Best Family Supermarket[2], also revealed that communication and support brings far more value to parents than material items. In fact, over three quarters (78%) of parents asked claimed to need emotional support either the same amount or more than expected.

This was particularly true in dads, with 9 in 10 (95%) British dads claiming that feeling comfortable asking for help was one of, if not the most important thing they learned in their first six months of parenting.

With this in mind, Aldi has worked with parenting creator @newquaymummy to create five top tips to help new parents prepare before baby arrives.

El, first time Mum to one year old Lily, is known by her rapidly growing social media following for sharing relatable and realistic parenting tips. She said:

  1. Don’t get sucked in by gadgets and furniture

You probably won’t need all the gadgets and furniture you think you will. You feel bombarded with things you ‘must have’ that often end up not being used. The best example of this for me is a changing table – everyone says you need it, but I literally didn’t use it!

2. Have a nappy caddy and changing mat in every room

They’re going to ‘go’ more times than you ever think they will, and you will not want to be going up and down the stairs every 10 minutes!

3. Get more nappies and wipes – then get more!

While you really don’t need the fancy stuff, you end up needing way more of these essential items than you think you will.

4. Babygrows over cute outfits

They might look sweet, but they’re not practical, 9 times out of 10 you’ll end up changing them into a babygrow anyway.

5. Find your support network

That ‘village’ that everyone talks about is so important, for both parents. When it comes to parenting struggles, nothing is more soothing than talking to someone who really gets it.

Julie Ashfield, Managing Director of Buying at Aldi UK, said: “Many new parents are bombarded with information on items they ‘must buy’ ahead of baby’s arrival, but what our research shows is its good quality essentials that really count. Our award-winning range prides itself on providing the best quality essentials for the early stages of parenting, at the lowest possible prices.“

From the Mother & Baby Award winning[3] Mamia Newborn Size 1 Nappies (£0.85, 24 pack) to the excellent value baby wipes Mamia Sensitive Baby Wipes (£0.65, 60 pack), the much-loved Mamia brand is always there for parents when they need it. Shoppers can find Mamia products in-store or via Click and Collect.   

[1] Research conducted by Mortar January 2024

[2] Project Baby Awards 2023

[3] Mother & Baby Awards January 2024

For more information, please contact the Aldi Press Office on:
T: 0207 479 0910 or