Overview
Australian mums are some of the most influential decision makers in the household. From groceries and baby essentials to technology, travel and financial services, mums are often the ones researching, recommending and ultimately purchasing products for the whole family. Whether they are the main decision maker or joint decision maker, they have a deciding vote on how the household budget is allocated.
But while mums drive a huge amount of spending, they’re also incredibly time-poor and selective about the brands they trust.
The brands that truly stand out are the ones that make life easier, understand the realities of motherhood and deliver consistent value.
About the research:
he national in depth Australian Mums Today 2026 survey, conducted in January 2026 by Mumpower, captures the experiences of 903 Australian mums aged predominantly 29–43 — the core group influencing household spend in relation to buying behaviours, market sentiment, the role of AI, social media trends and more.
Mums have spoken:
As part of this mums were asked a powerful question: Which brands truly understand you?
Mums nominated the brands and products they love that’s won them over, that every mum needs to know about, based on their real experiences as parents and consumers.
The results highlight the brands that have earned genuine trust and advocacy from Australian mums – and the insights become the benchmark and source of inspiration for other brands to follow.
The Top 30 Brands That Mums Say “Get Her”
Congratulations to the following brands that were consistently nominated:
These brands span a wide range of categories from baby products and supermarkets to financial services and everyday essentials and they share consistent strengths.
What These Brands Do Well
The feedback from mums demonstrate clear patterns about what wins mums and drives brand advocacy.
Across the brands nominated, mums consistently highlighted the same strengths.
- They Make Life Easier
Mums value brands that remove friction — whether that’s products that solve everyday problems, easy returns, helpful guides or simple purchasing processes.
- They Build Trust
Trust is everything when it comes to family purchases. Brands that are transparent, reliable and consistent earn long-term loyalty.
- They Deliver Reliable Quality
Mums want products they can rely on — particularly when it comes to babies, health or household essentials.
- They Offer Good Value
Value doesn’t always mean the cheapest option. For mums, it means quality that justifies the price and stands up to daily use.
- They Make Buying Easy
Convenience matters. Brands that simplify decision-making and purchasing earn repeat customers. - They Reduce Purchase Risk
Clear guarantees, trial periods and helpful information give mums confidence when trying new products.
- They Feel Real and Relatable
Mums respond to brands that speak to them like people, not marketing segments.
- They Provide Great Customer Service
Fast responses, knowledgeable staff and genuine care can turn customers into advocates.
- They Align With Mums’ Values
Whether it’s sustainability, family wellbeing or transparency, values matter.
- They Build Community
Brands that foster connection — through content, support, or shared experiences — build deeper relationships with mums.
In Her Words
One of the most powerful parts of the research was hearing directly from mums about why certain brands stand out. Here is an example of what mums say about brands to other mums:
“Love Babybee pram online how-to videos, helpful customer service, lifetime warranty, and the ability to try the pram and return it if you’re not happy.” Andjela, WA
“Mecca Beauty Loop loyalty program genuinely rewards you – thoughtful, regular gifts and early access that make you feel valued. It feels personal, generous, and consistent. As a busy mum, that ‘we see you feeling’ really wins me over”. Helen, VIC
“Huggies, their content on the first 12 months of parenting is actually pretty helpful and inclusive of both mums and dads which I liked so now very brand loyal for nappies and wipes”. Brittany, NSW
“B.box they make awesome durable products that are easy to clean and cost effective”. Layla, VIC
“I LOVE Bonds. They won me over by staying incredibly practical while evolving with us. Their “Zippy” is a middle of the night lifesaver. But it’s their inclusive marketing.. showing real, messy, tired mums.. that makes me feel seen. They don’t just sell clothes, they embrace the chaos of Australian motherhood. Jaimi, QLD
“I watched lots of videos and read many reviews before buying my Shark vac. The videos showing how well it cleaned one me over”. Jane, NSW
These kinds of experiences are what turn a product into a recommendation and a brand into a trusted name among mums.
Word of Mouth travels fast
While this highlights the most frequently nominated brands, the survey uncovered hundreds of brand mentions across many different categories.
From emerging baby brands and family food products to travel services, financial platforms and everyday retailers, mums shared a wide range of brands they believe understand them.
This reinforces an important point: great experiences travel quickly through mum networks, and word-of-mouth recommendations remain incredibly powerful.
Why This Matters for Brands
For brands wanting to better connect with mums, the most valuable insights come directly from mums themselves.
The brands that stand out aren’t simply marketing to mums they are designing products, services and experiences that genuinely support them in everyday lives.
Looking at what these brands are doing well, other brands can learn to:
- Simplify everyday parenting challenges
- Build trust through consistency
- Reduce decision fatigue and friction points
- Create experiences mums want to recommend.
In a world where mums share advice constantly with other parents, earning trust can quickly turn into powerful advocacy.
Inside the Australian Mums Today Report
The Australian Mums Today 2026 report explores far more than brand advocacy.
It provides deeper insights into how mums think, shop and discover products today, including:
- Trust and brand loyalty
- Purchase drivers
- How mums discover new brands
- Advocacy and recommendations
- Online vs in-store shopping behaviour
Together, these insights help brands better understand one of the most influential consumer groups in Australia.
Ready to grow?
Contact Mumpower to access the full report and discover new ways your brand can empower Australian Mums to get to know, like and trust your brand.