The Problem
Medela needed fresh, reliable insight into the modern mum — how she shops, what she values, and how she makes decisions about feeding products in a crowded, fast-changing market.
Their teams recognised that assumptions from previous years were no longer reliable, and the competitive landscape had evolved significantly with new innovations and rising category competition.
To make confident decisions around marketing, communication and product direction, they needed current, evidence-based insight grounded in real-mum behaviour.
Action Plan
Medela partnered with Mumpower to run a targeted, mum-centric market research program designed to uncover:
The study delivered a clear, executive-ready insights report aligned to commercial decision-making.
Results
Through insights with 2,000+ mothers, Medela gained clarity, commercial confidence and a stronger foundation for market growth.
Market Clarity That Drives Better Decisions
Delivered a fresh understanding of how Australian mums think, behave and shop in this category — replacing assumptions with evidence.
Strategic Direction That Fuels Growth
Insights directly shaped Medela’s marketing strategy and contributed to market-share gains, supporting stronger positioning.
Stronger Sales & Sell-In Potential
Clear consumer proof strengthened retail and communication messages, increasing confidence in purchase-driving storytelling from pregnancy and beyond.
A Higher Standard of Insight for the OrganisationÂ
The research uncovered what Medela “didn’t know” and provided outstanding value that informed multiple business decisions.
Due to the impact of this research, Medela subsequently commissioned multiple follow-on research projects, embedding mum-led insights into ongoing planning.
“Your impactful market research insights over the years has helped us shape our marketing strategies and gain market share. Now that’s gold for any organization! This research uncovered what we didn’t know and how we can improve — and you’ve certainly given us that. It was outstanding.”
Medela Australia
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