There are few more life-changing moments than when a woman becomes pregnant. It may be overly simplistic to say that everything changes, but it does. Moreover, the effects “reach beyond the typical endemic categories generally associated with moms-to-be, such as baby gear and maternity goods,” says The Parenting Group’s Nancy Hallberg.
Buy Buy Baby
Seven in 10 moms (70%) change products after having a baby because they need brands to be accessible in the stores they regularly shop, according to Parenting’s MomConnection research. “Try wielding a stroller through crowded store aisles,” says Hallberg.
Today’s moms-to-be are older, more educated, and, most likely, married. One in seven babies in the U.S. today (14%) is born to a mother who is at least 35-years-old, according to the Pew Research Center.
Although 53% of baby-related products are given as gifts, the average woman spends $3,342 in the first year on expenses such as baby-proofing, clothes, food, and books, according to TheBump.com’s Annual Pregnancy and Baby Study. One in four (27%) spend more than $4,000. Most (34%) purchase these products during the third trimester or within six months after the birth (27%).
The Internet has become the central hub for moms-to-be as a place they turn to for advice, research, and to purchase products. Eight in 10 (80%) spends a considerable amount of time researching baby-specific products and services, according to TheBump.com. Four in 10 (43%) connect with other moms online for product recommendations and advice. Most expectant moms form friendships with others based on their delivery month, rather than more typical grouping factors, such as location, age, or socio-economic status, says The Knot’s Jacalyn Lee.
As women alter purchase behaviors and products, brands are specifically crafting marketing messages in order to capture their attention. About half (45%) plan to use eco-friendly products for their babies, finds TheBump.com.
60% Of Moms-To-Be Reconsider Skin Products
Beauty and healthcare products, in particular, are adept at reaching out to moms-to-be. One key reason, says Halberg, is that 60% of moms consider new beauty products when they notice changes in their skin. The website for Aussie hair care products includes tips for expectant moms.
Disney recently launched the Disney Baby franchise after realizing that moms-to-be were an untapped segment. “Moms typically introduced their kids to Disney through the first movie, DVD, or their first visit to a theme park,” says Disney’s Andy Mooney. Now, “when moms become pregnant they pass Disney to the next generation [as soon as possible].” As a result, Disney Baby will be the “solution to her needs” with products, such as bedding, furniture, and infant clothing, and an online social networking site.
Trust is the key attribute that moms-to-be seek in brands, says Halberg. “Moms rely on familiar products to deliver on brand promises they’ve trusted all their lives. Nearly half of moms told us they buy the same brands for baby as they do for themselves when it comes to pain relief products.” [Consumer Spending & Attitudes]
Contacts and Connections: Aussie (Procter & Gamble), Brain Jochum, Brand Manager, One Procter & Gamble Plz., Cincinnati, OH 45202; 513-983-1100; www.pg.com.
The Knot (The Bump), Jacalyn Lee, 462 Broadway, #6, New York, NY 10013; 212-219-8555, x1013; jacalyn@theknot.com; www.theknot.com.
The Parenting Group, Nancy Hallberg, Chief Strategy Officer, 2 Park Ave., 10th Fl., New York, NY 10016; nancy.hallberg@bonniercorp.com; www.parenting.com.
Disney, Andy Mooney, Chairman Consumer Products Group, 500 S. Buena Vista St., Burbank, CA 91505; 818-567-5834; andy.mooney@disney.com; www.disney.com.
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