Survey reveals marketing insight into baby brands and how Mums buy

A recent survey has revealed insights into expectant mothers’ perception of baby brands and purchasing behaviour.

The results of research into baby brands have been revealed by pregnancy guide Emma’s Diary, published in association with The Royal College of General Practitioners. The research, which was conducted by leading research company MumsViews, provides valuable insight into the buying behaviour of expectant mothers.The research was conducted during the period 26-29 September 2011, from a sample of 408 female participants – 203 of which are pregnant and 205 of which have a child under the age of six months. 92% of mothers with a child aged 0-6 months agree that if they enjoy a good brand relationship then they will remain loyal to that brand.Almost three quarters of mothers with a child aged 0-6 months assert that once they have found a brand that they like change is unlikely. 68% of the same group reveal that the relationship they have with baby brands is different to their relationship with non-baby brands. 63% of women surveyed recognise that the relationship with baby brands is different to other purchases because it is more important to get the right brand first. 95% enjoy looking for and deciding what baby products to buy. Mothers with babies aged 0-6 months revealed that they began to look for information about baby products, on average, at 3.7 months pregnant, with 60% doing so online and only 27 % actually visiting a high street store for research purposes.The percentages in the buying process reverse somewhat with only 23 % buying online and 65 % opting for the high street. This process takes place, on average, at 5.4 months pregnant. Over half of the entire sample said it was very important to spend time on brand decisions and that they do give research significant time. 72 % of the group will gather information from multiple sources before buying. Key ‘brand contact points’ for those who are pregnant or new mums are principally friends with children (72 %), high street retailers (67 %) and online retailers (59 %). The below chart provides more detail:

Q: Which of the following information sources have you used / do you think you will use to help you with buying baby products?

Friends with children (23 %) are also high on a list of responses as the main source for product information.

Q. Which one would you say would be your main source of information when buying baby products?

Brand “strength” is key in the decision making process with independent sources (22 %) being the main deciding factor when choosing from a range of baby products. Crucially, price is only a factor for a minor percentage.

Q. Which of the following would you say is the main factor in deciding which, from a range of baby products, you would buy?

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.