A third (33 per cent) of mums have switched supermarkets in the past six months, with 30 per cent stating that they now regularly do their ‘main shop’ at Aldi.
Average income was not the determining factor of where mums shop, with 24 per cent of respondents who earn between £50-69,000 and 21 per cent who earn £70-99,000 shopping at Aldi.
In also found that over half of mums will top-up at other supermarkets throughout the week and a third of M&S and Waitrose shoppers top up at least three times a week. In comparison, just under a quarter of Aldi shoppers doing the same.
The survey of 1,000 Mumsnet users by Starcom MediaVest Group suggested that supermarkets need to communicate with mums more often to ensure shopper loyalty and offer tailored media experiences across digital and traditional channels.
“Supermarkets can no longer depend upon loyalty and instead, each must make sure it is central to mums’ shopping repertoire and push messaging at every relevant touch point along mums’ consumer journey,” said Steve Parker, co-CEO at Starcom MediaVest Group.
“By looking at the different behaviours of mums, supermarkets can identify the best way to engage each group and offer them the best experience and in turn, rebuild the supermarket’s central purpose within mums’ routine.”
Justine Roberts, CEO of Mumsnet added that shopping behaviour within the ‘mums’ sector is rapidly changing
“It’s vital for supermarkets and retailers to understand what mothers are looking for the when they decide where to shop and communicate with them at relevant times in relevant ways to ensure they regularly return,” she said.
Overall, seven types of shoppers were identified from the research: Family Followers (22 per cent of Mumsnet shoppers); Brand Loyalists (seven per cent); Organised (23 per cent who use a shopping list to plan); Super Savers (13 per cent who stick to lists and own-brand products); Bargain Buyers (nine per cent who a guided by in-store and online deals); Own Brand Champions (12 per cent); Spontaneous (13 per cent who browse rather than plan their shop)