UK research by parenting club Bounty on 20,000 mothers who were pregnant to those with children up to the age of 16 has provided some interesting insights on how the purchasing behaviour of mothers changes when household costs begin to rise.
In terms of label vs. branded goods:
• 45% of respondents purchase branded products the most when shopping
• 42% prefer supermarket own-brand
• 13% purchase retailers’ premium own-branded products
Brian Walmsley, the chief marketing officer of Bounty’s parent company, The Treehouse Group, says that manufacturers and retailers must be careful when offering products on promotion as opposed to maintaining price. “The temptation – particularly in the UK – is to go down the price or promotional [route], and what mums are saying clearly is that they are interested in brands helping them in other ways,” he says. “Yes, [own-label goods] are clearly a threat but mums are open to brands proving themselves.”
• 54% of mothers want more useful information and tips from brands
• 53% of mothers want loyalty schemes
• 36% of mothers want evidence that labels care about families
When communicating with mothers, there is no universal solution. Walmsley indicates; “There is a wider degree of age of mums having children than ever before and there is a very wide degree of income and attitude. While pregnancy and birth is the point of market change for everyone, there are some commonalities.”
Of those surveyed:
• 38% of mothers say that advertising portrays families/ babies too perfect
• 34% find it patronising
• 23% find it informative and say it assists them in choosing what to buy.
The full article can be found here