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Shrinkflation hits Finland's baby box

Price increases have impacted the annual maternity packages, with the first iterations set to be sent to new mothers in early 2023.

Äitiyspakkauksen sisältö. Vaatteita ja muita tarvikkeita.
The 2023 baby box features 12 fewer products than last year's version. Image: Stoodio Oy / Kela
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The unstable global economic situation has had an adverse impact on Finland's trademark baby box.

During the pandemic, the overall cost of materials rose and global supply chains faced major challenges. These issues have been further exacerbated by Russia's war in Ukraine.

In selecting products for next year's maternity package, social security institution Kela has paid particular attention to durability and longevity. However, the current economic conditions have led to Kela reducing the total number of products included in the pack.

Luontokuvioinen vauvan paita.
There are two bodysuits in the pack with a detachable extension piece, and all of them have reversible waistbands, which increases the lifespan of the products. Image: Stoodio Oy / Kela

The 2023 iteration of Kela's baby starter kit will include 38 different products. That is 12 less than the 2022 version and 17 fewer products than the 2021 baby box.

Price increases have affected the purchase of new maternity kits, as the budget of 170 euros per pack no longer buys as many products as it once did.

”As we can see, the package will offer a narrower selection of items,” said Veera Petäjä, who coordinated the selection process, in a Kela press release. She added that early in 2022, Kela proposed raising the budget by an additional 30 euros, but failed to gain support.

“On a positive note, there has been significant improvement recently in the areas of social responsibility, quality and product longevity,” Petäjä explained.

Äitiyspakkauksen sisältöä. Harja, sakset hammasharja vesilämpömittari, ruokailukaukalo ja liinoja.
Among the products missing from last year are condoms, a bib and a soft toy. Image: Stoodio Oy / Kela

However, some products were left out because no offers were received, Petäjä added.

These included condoms, a drooling bib and a cuddly toy.

Two out three families choose the box

The 85-year-old Finnish institution was originally a new, innovative and concrete way to help low-income mothers get started.

En gråspräcklig uteoverall för spädbarn i moderskapsförpackningen för 2023.
Among the popular products in the maternity kit is a multi-purpose baby snowsuit. A dark blue Moomin suit was voted by the public as the jumpsuit for the 2023 baby box. Image: © 2022 Stoodio Oy

Today, around two-thirds still opt for the package rather than financial support of the same value, Petäjä said.

Every year, the baby box is updated and redesigned.

Sámi languages now represented

The starter pack for new mothers also comes with a congratulatory letter outlining parental benefits. For 2023, the letter is also available in Sámi languages.

Last year's children book Ilo pisaroi is also now available in Sámi languages and the new children's book Kis, kis kissanpentu is available to download as a PDF in all three Sámi languages.

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