More babies on the way

A nationwide study suggests that health stores should increase their stock of mother and baby products.

The First Direct survey of 2,000 couples in their 20s and 30s indicates that Gen Z and Millennials are fuelling a baby boom with almost half of young couples saying the ‘new normal’ means they will start a family sooner.

The research found as many as 45% say a better work-life balance means they can now bring their family plans forward by two years on average.

And almost a quarter (23%) of those surveyed say they are now trying for a baby despite having no family plans before the pandemic.

The majority of those who are bringing their plans forward, said they were doing so because the last year had made them realise that life is short (26%). Being able to save money while normal life was on hold was another reason cited (25%) as was feeling more confident about personal finances (25%).

Fifteen percent are hoping to have children sooner as they know future childcare costs will be reduced because of new work patterns.

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