The Australian kids’ swimwear and reusable swim nappy market is showing steady growth, according to Tyoub founder Lisa Sjoblom, which is being driven by increased awareness of water safety, sustainability and on-going SunSmart campaigns.
According to Sjoblom, parents and carers are prioritising UPF50+ protection with full coverage swimsuits, and recycled textiles are increasingly aligning with parents’ environmental concerns.
Alongside this, over a million kids across Australia are enrolled each year in swimming lessons, with around 1.7 million being enrolled as of January 2023 according to the Royal Life Saving Society.
Swim and Survive programs are the most popular aquatic education for kids under 5 years old, Sjoblom said, where 1 to 2 classes per week is recommended for infants and pre-schoolers.
"Swim class for babies typically have 5-8 participants per group, and each child needs approximately 8-12 lessons for basic swim and water safety," she said.
"Most 1-4 year olds will attend 10-20 swim lessons per year. Swim and Survive programs are held 7 days a week and each swimming centre will host several lessons per day.
"When considering that an individual disposable swim nappy takes 500 years to decompose and by our calculations it takes 80 disposable swim nappies to teach an infant to swim, it is no wonder that reusable swim nappies are especially attractive to parents seeking both money saving and environmentally sustainable alternatives to the single use disposable swim diaper."
Additionally, government and educational campaigns by SwimAus and Royal Life Saving promoting water safety, alongside Australian summer weather driving beach holidays and swimming pool visits, continue to play a significant role in boosting demand for kids swimwear.
This high demand market is a key reason why Sjoblom launched her own Tyoub brand in Melbourne, with its core reusable swim nappy product being its best seller. The brand is sold online and at baby expos, and through 10 selected stockists across Australia such as Baby Bunting and Chemist Warehouse online marketplaces. The biggest channel in terms of revenue is online.
Sjoblom said her brand uses recycled polyester across its ranges, and is designed for longevity by creating adjustable sizes and one-size-fits-most swim nappies. She said Tyoub's swimwear is often handed down in families.
"Actively exploring natural alternatives is always part of our ongoing dialogue with material innovators within industry, which help us stay ahead of sustainable trends," Sjoblom said. "For example, some emerging materials derived from natural rubber or bio-based polymers show promise for future use.
"Looking ahead, as sustainability and quality become a stronger purchasing factor for parents, we anticipate growth in both our nappy and sun protection swim collections. We will continue to strive for improved fit and multifunctional garment designs, including innovations in fabric technology as this will likely drive the market forward."