Three in four parents (76%) have struggled with their mental health during or after pregnancy, according to Aldi’s research. Nevertheless, only 17% accessed specialist support, while 7% contacted a helpline or charity.
Perinatal mental health was a familiar concept to 89% of respondents, but 65% felt they could benefit from further guidance or education.
In response, the packaging for Aldi’s Mamia Sensitive and Extra Sensitive baby wipes now lists some of the common signs of mental illness in new parents, including low mood and irritability, anxiety, tearfulness, and difficulty bonding with the baby. It also signposts PANDAS’ free helpline and support services.
Aldi says the initiative is ‘designed to start conversations about mental health from pregnancy through to early parenthood’ and help consumers feel less alone.
“Mental health struggles in parenthood are more common than many realise – but they’re not always easy to talk about,” said Julie Ashfield, chief commercial officer at Aldi UK. “We’ve partnered with PANDAS Foundation to help make support more visible.
“By featuring signs and support details on an everyday pack of our Mamia Sensitive and Extra Sensitive baby wipes, we aim to provide comfort and a sense of connection to any parent who needs to hear: you’re not alone.”
Annie Belasco, CEO of PANDAS Foundation, continued: “This campaign brings together two powerful things: empathy and visibility. So many parents are struggling in silence – and this puts a message of hope directly into their hands.
“We’re proud to partner with Aldi to help ensure no parent feels alone, from pregnancy through to early parenthood and beyond. Together, we can help more families feel seen, supported and able to find joy in the journey.”
“When I became a mum, I had no idea how intense the emotional rollercoaster would be,” adds TV presenter, podcast host, and campaign supporter Kate Lawler. “The sleepless nights, the breastfeeding struggles and sheer overwhelm took a huge toll on my mental health.
“What Aldi and PANDAS are doing is so important: putting a message of support right in the hands of parents. Sometimes, just knowing you’re not alone can make all the difference.”
