Overview
With the cost of household living expenses skyrocketing over the past 12 months, we know that Mums are tightening their belts and making more conscientious decisions when it comes to buying products for themselves and their families.
Our research indicates that Mums are largely in charge of the family budget, and it is more important than ever that brands focus on strengthening relationships and gaining endorsements from these shoppers, so your product is top of mind when it comes time to make a purchase and stays there, regardless of price.
In our most recent study tapping into our vast network more than 20,000 Australian Mums, we asked what brands or products they are continuing to buy for themselves, their family and home, regardless of price. The results identified products that show superior quality and performance, alignment with personal and company values and where competitor brands just don’t stack up – Mums are loving quality products that they trust and do not compromise for any price!
Congratulations to the following brands, who in no particular order, were revealed as the tried and tested products that Mums buy first!
- Huggies Nappies
- Cadbury Chocolate
- Vetta Pasta
- Bbox
- Rafferty’s food pouches
- Bonds
- Arnotts
- Old El Paso taco kits
- A2 milk
- Kleenex toilet tissue
- Colgate Toothpaste
- Lego
- Gaia
- Nespresso pods
- Masterfood Tomato Sauce
- Koh
What do these brands all have in common?
- Memorable and frequent advertising
- Mum-to-Mum advocacy
- Quality, mum-approved product
Here are 4 tactics all brands can do, to be like the brands that more Mums know, like, trust and buy.
- Create, shape and promote a brand story that resonates with customers and spotlights your unique value proposition
- Show up frequently because the last brand that Mums remember is what statistics show they buy
- Have a strategic and proactive system where more mums are actively recommending you to other mums because mum-to-mum word of mouth is critical
- Continuously test your new product in development through market research to ensure it meets Mums strict tick of approval. While mums will often buy a new product for the first time, to ensure a repeat sale the product needs to be superior.
In Her Words
“Undies & socks quality underwear the whole family needs! (Bonds) – Susan, NSW
“A brand the never disappointed me so I still buy it even being more expensive now.!” (Huggies) – Danielle, NSW
“We go through a lot and it’s the only one that the entire family really likes..” (Masterfoods Tomato Sauce) – Kasey, QLD
“Trusted company with variety and appeal to feeding babies and toddler.” (Vetta Pasta) – Sarah, NSW
“I will continue to buy Cadbury chocolate as no other chocolate compares and this is my weekly treat”. –(Cadbury) Kylie, WA
“The ease of one cleaning solution across all rooms and surfaces is a god send. The bulk purchase is also welcomed in my house as it makes it a twice a year – (Koh) Leilah, SA
“There is a range of products at varied prices. I’ve found them so reliable I don’t even look at other brands now.” (Protect-a-Bed) – Jane, QLD
“Is the only yoghurt our family loves and tolerate- and no matter if its on special or not we will buy it…its the only one thing which we are not substitute” – (Chobani Yoghurt) Justyna, NSW
“I will continue to buy products that I feel are a cut above others. We all deserve a treat and cut backs in other.”(MooGoo Shampoo) – Carissa, NSW
“Nothing washes and cleans better on all dirty and sweaty clothes!” (Omo) – Magdalen, NSW
“I will continue to support and buy as they have fantastic delivery schedules and customer support!” (Nespresso) – Tania,NSW
What does this mean for brands?
Knowing what is important to the Mum Shopper is key to building a solid, trustworthy brand that Mums turn to when making their purchasing decisions. A mum’s recommendation is sales gold, as you win both her trust, her affiliation with your brand, and ultimately her spend.
Mumpower enables brands to communicate appropriately, stay on top of trends and ensure their marketing strategy aligns with the customer and what motivates her to buy.
Stay tuned for more insights to be released soon by signing up to our brand network here.