Rising demand at baby banks signals widening crisis for working families in London

Charities in London report a 25% increase in families turning to baby banks for essentials amid soaring living costs, highlighting systemic failures and urgent policy needs to support working families in crisis.

Charities in London are witnessing an alarming rise in families relying on baby banks as the high cost of living continues to push even working parents into crisis. Baby banks, which provide essential items such as clothes, nappies, and formula to parents who cannot afford them, are facing unprecedented demand. Thea Jaffe, a mother of three who has turned to these services during two pregnancies, described the support as life-saving, a sentiment echoed by many families struggling to cope.

The Baby Bank Alliance, which represents the baby banks across the UK, reports a dramatic increase in usage over recent years. Their 2024 Impact Report highlights that 180 baby banks supported around 220,000 families last year, distributing over 3.5 million essential items—a 25% rise from the previous year. This continues a trend of increasing referrals, with a 35% surge reported between 2023 and 2024. Despite the scale of their work, two-thirds of the baby banks represented by the Alliance cannot meet all referrals due to limited resources, exposing the gap between need and supply.

This surge is intricately linked to the broader economic pressures faced by families, especially those who are working yet unable to make ends meet. According to children’s charity Action for Children, 300,000 working families live in poverty in the UK, with 18% of them residing in London. Families with three or more children are particularly affected, a situation exacerbated by government policies such as the two-child benefit cap. The Alliance strongly advocates for the removal of this cap, asserting it worsens child poverty and restricts families’ ability to provide basic needs.

Inflation has disproportionately affected key baby products, with prices for formula rising by an average of 24% in 2023 and nappies and baby wipes increasing by up to 60% and 36% respectively. For parents like Jaffe, who was earning over £40,000 annually yet still found herself relying on charity, the financial strain is intensified by skyrocketing childcare costs. Nursery care in inner London averages £316.33 per week, even after government childcare entitlements are applied. Jaffe described this as a crisis threatening the ability of working parents to sustain employment while raising children.

Volunteers and campaigners at baby banks highlight a troubling but often hidden reality: many working families are forced to seek charity assistance, often out of necessity rather than choice. Yosr Bahr-Al-Ulum, a volunteer at Little Village, London’s largest baby bank network, noted a marked increase in referrals from working parents on low or precarious incomes. She also emphasised the stigma around seeking help, which can delay families accessing essential support until they reach breaking point.

Campaigners agree that the rising reliance on baby banks signals systemic failures in social support and economic policy. Rachel Walters from End Child Poverty UK warned that the surge in charity use reflects desperation among working families unable to afford basics, particularly those on minimum wage. Labour MP Bell Ribeiro-Addy condemned government austerity measures such as the two-child benefit cap and cuts to Sure Start centres for exacerbating poverty and inequality. She urged the government to take decisive action in the forthcoming Autumn Budget, including scrapping the two-child cap, which she described as the “single most effective intervention” to alleviate child poverty.

In response to these concerns, the government has pledged to finalise a Child Poverty Strategy in the autumn, along with investments in family support through Best Start Family Hubs, expanded free school meals, and a £1 billion crisis support package. A spokesperson reaffirmed the government’s commitment to ensuring every child gets the best start in life.

However, for families like Thea Jaffe’s, the immediate reality remains one of financial stress and uncertainty. Despite steady employment and community support, ongoing childcare and housing costs continue to outpace earnings, forcing many parents to depend on the goodwill of charities to provide essentials for their children. The growing demand on baby banks not only highlights the cost of living crisis but underscores urgent questions about the adequacy of social safety nets for families in modern Britain.

📌 Reference Map:

• Paragraph 1 – ^[1] (South West Londoner)
• Paragraph 2 – ^[2], ^[6], ^[7] (Baby Bank Alliance)
• Paragraph 3 – ^[1], ^[2], ^[7] (South West Londoner, Baby Bank Alliance)
• Paragraph 4 – ^[1] (South West Londoner), ^[5] (The Independent)
• Paragraph 5 – ^[1] (South West Londoner)
• Paragraph 6 – ^[1] (South West Londoner)
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• Paragraph 9 – ^[1] (South West Londoner), ^[4] (BBC News)
• Paragraph 10 – ^[1] (South West Londoner)
• Paragraph 11 – ^[1] (South West Londoner)
• Paragraph 12 – ^[1] (South West Londoner), ^[2], ^[6] (Baby Bank Alliance)
• Paragraph 13 – ^[1] (South West Londoner)
• Paragraph 14 – ^[1] (South West Londoner)
• Paragraph 15 – ^[1] (South West Londoner)

Source: Noah Wire Services

Noah Fact Check Pro

The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.

Freshness check

Score:
8

Notes:
The narrative was published on 31 October 2025, making it current. The Baby Bank Alliance’s 2024 Impact Report, referenced in the article, was released in June 2025. The report’s data is recent, and the article provides updated context, justifying a high freshness score. However, the article includes information from a press release, which typically warrants a high freshness score. No earlier versions of the narrative were found, and no discrepancies in figures, dates, or quotes were identified. The article does not recycle content from low-quality sites or clickbait networks. No similar content appeared more than 7 days earlier. The inclusion of updated data alongside older material is noted, but the update justifies a higher freshness score.

Quotes check

Score:
9

Notes:
The direct quotes from Thea Jaffe and Yosr Bahr-Al-Ulum appear to be original, with no identical matches found in earlier material. This suggests potentially original or exclusive content. No variations in quote wording were noted.

Source reliability

Score:
7

Notes:
The narrative originates from the South West Londoner, a local news outlet. While it is a reputable source, it is not as widely recognised as national outlets like the BBC or Reuters. The Baby Bank Alliance, referenced in the article, is a legitimate organisation with a verifiable online presence. No unverifiable entities or fabricated information were identified.

Plausability check

Score:
8

Notes:
The claims about the rising reliance on baby banks due to the cost of living crisis are plausible and supported by data from the Baby Bank Alliance’s 2024 Impact Report. The statistics on increased referrals and the impact of government policies like the two-child benefit cap are consistent with other reputable sources. The narrative lacks excessive or off-topic detail and maintains a tone consistent with the region and topic. No inconsistencies in language or tone were noted.

Overall assessment

Verdict (FAIL, OPEN, PASS): PASS

Confidence (LOW, MEDIUM, HIGH): HIGH

Summary:
The narrative is current, with original quotes and data from a reputable organisation. The claims are plausible and supported by evidence, with no significant issues identified.