September 13, 2019https://mumpower.com.au/wp-content/uploads/2020/12/fernanda-greppe-7UOI1OZASZs-unsplash-2.jpg
2020 has changed us all. Our marketing strategies have pivoted in the most drastic, but exciting ways, our customer’s needs, wants and demands have changes and the way we view our world has been flipped on its head.
As we move forward into 2021, we know there has been one of the biggest shifts we’ve seen to Australian Mothers when it comes to her buying behaviour. As marketers we need to understand our customer in her entirety in order to ensure we are hitting the nail on the head with our new, advanced and relevent marketing strategies.
How do we do this? Market research looking into the Australian Mum… and the good news is, we’ve already done it for you. May we present to you, 18 fast facts you need to know about the Australian Mum shopper today as we enter into a new world, a new year and an exciting future. Let’s do this!
18 facts you need to be across:
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On average Mums rate their positive outlook on life as 7.5 out of 10. They’re hopeful. |
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77% continue to live differently to a year ago. This is significant. |
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Mums main future focus is:
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Mums daily challenges are consistent to pre-Covid-19 days. At the top of the list:
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6 in 10 Mums are monitoring how brands market themselves to mums and talk to them |
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64% Are buying local/Aussie made regardless of prices – strong but slightly less than peak Covid behavior |
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Loyalty has weakened with 59% of Mums more often switching brands and 60% less loyal to brands than a year ago. But over 1 in 3 Mums ARE more brand loyal than a year ago and will not often switch |
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Household income has been reduced for 46% of households. For almost half it is the same.
65% of Mums are saving for a rainy day |
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Almost half the mums (47%) will spend less this Christmas. 59% don’t see shopping habits go back to pre-Covid levels by Christmas – so while there is a rush, it won’t meet last year. |
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70% of Mums only buy what they needed, not what they want; looking for value. During Covid it was 85%. Most Mums prioritise buying products and services for the kids |
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The 3 main newfound habits continuing are: family/bonding, cooking and self care. This predicts investment of her time and money. |
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Research is even more critical with 88% of Mums researching before they buy |
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Now, flexible and wider payment option is more important to 49% of Mums- a crucial point for brands to communicate to customers |
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45% of Mums are making an effort to buy sustainable products, while 47% are not. |
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For 43% in store shopping is preferred while for 50% of Mums, they will always opt to shop online as online is meeting her needs. For 42% of Mums, they are underwhelmed with online shopping |
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For 37% of Mums they ARE confident attending consumer shows, while for 42% they are not. 1 in 5 mums still undecided. |
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These 18 fast facts about Australian Mum Shoppers is your starting point to getting to know your customer. The more familiar you are with your customer, her priorities, habits, desires and motivations, the greater the likelihood of making business and marketing decisions that impact your growth.
Market research Australian mum