A cradle or cot provides a safe and comfortable place for a baby to sleep after birth – and parents want to get it right. Most parents still prefer to buy baby bedding new, often from a physical store. However, this group is gradually shrinking as more parents choose to shop online, according to the WIJ Monitor by WIJ Special Media.
‘Expectant parents are more likely to buy bedding for a cot than for a cradle’
Buying new remains the preferred choice
Sheets, blankets and covers for a cradle or cot are essentials for every new or expectant parent, and most purchase them well before their baby arrives. By around eight months into the pregnancy, 98% already have their baby bedding at home. More than 63% of parents prefer to buy their baby bedding new. This is followed by a sizeable group – more than 42% – who reuse blankets and sheets from older children. Some 20.8% receive second-hand items from others, while 12.5% purchase second-hand bedding. Buying new therefore remains the preferred option.
One-third of parents now shop exclusively online, an increase of 7% compared with early 2024. Online convenience is clearly becoming increasingly attractive. At 39%, the group that prefers visiting a physical store is still the largest, but it has decreased by 5% compared with 2024. These parents also visit stores less frequently before making a purchase: an average of two visits, compared with three in 2024.
More bedding bought for cots than cradles
Interestingly, expectant parents were more likely to purchase bedding for a cot than for a cradle. The most commonly purchased items were the basics: fitted sheets (76.1%), sheets (62.9%), blankets (61.2%) and mattress protectors (57.3%). Around 57% specifically bought blankets and sheets for a cradle. Parents also purchased baby sleeping bags (41.6%) and pram textiles (33.7%). A third (33.5%) bought pyjamas, down from more than 40% in early 2024. The least commonly purchased products were baby nests (22.9%), swaddles (22.4%), mosquito nets (11.8%) and cot canopies (11%). Parents also bought fewer waterproof mattress protectors. Almost 20% purchased these in 2024, compared with 13.9% at the end of 2025. Around a quarter of parents say they buy more than half of their baby bedding as matching sets. More than 40%, however, say they rarely buy sets.
Jollein and Meyco are the most popular brands
Jollein is by far the most popular baby bedding brand, followed by Meyco and Prénatal. Prénatal and Babydump are the most popular retailers for purchasing baby bedding, both online and in physical stores. At the end of 2025, parents spent an average of €134 on baby bedding, a slight increase of €10 compared with early 2024.
About the WIJ Monitor
The WIJ Monitor is an ongoing research study conducted by data-driven media company WIJ Special Media. Running since 2012, the study tracks the customer journey of expectant and new mothers when purchasing a wide range of baby products. WIJ Special Media has extensive knowledge of the baby products market and regularly conducts research into consumer behaviour and market developments. For more information, visit wijspecialmedia.nl/onderzoek or contact researcher Marloes Wilms at [email protected].