Britain’s going Baby Bonkers

Online retailer Ocado reports sales of pregnancy tests are up by 300%

Sales figures on pregnancy aids at online supermarket Ocado indicate that recreation has turned to procreation as the nation is inspired by a raft of celebrity pregnancies both sides of the pond. This January sales of Durex Play are up by 60% indicating people are enjoying a cosy night in with a loved one, but with pregnancy tests up by 300% and fertility supplements up by 34%, it looks like increasing the family could be a resolution for many Ocado shoppers.

With celebs like the Duchess of Cambridge, Jessica Simpson, Kim Kardashian, Peaches Geldof and Sophie Dahl all due in 2013 motherhood is looking good and Ocado’s latest sales from their Health and Wellbeing aisle show that as a nation we’re buying into the baby boom.

• Pregnancy tests up by 300%
• Ovulation tests up by 90%
• Pregnancy vitamins and supplements up by 34%
• Durex Play lubricant up by 60%
• Condoms down by 7%

Jason Gissing, Ocado Co-Founder commented: “At Ocado we often spot celebrity trends impacting shopping habits, so it’s not surprising that the celebrity baby boom is inspiring the nation to get back in the bedroom! As a father of four I wouldn’t wish a supermarket trip with a baby on anyone and parents tell us they love having their shopping delivered to their table by our friendly drivers. As families grow, we’ll grow with them and continue to deliver their needs – be those nibbles, nappies or new toys.”