September 27, 2020
The way you engage with today’s Mum is critical to your success because it’s Mums who largely hold the cards to household spending.
In fact, 72% of Mums involved in the 2020 Mumpower Shopper Insights Report reveal that they are indeed the ones who decide what products, services and brands enter her home, and her families lives. With the balance of Mums making joint buying decisions with her partner. And with 2020 flipping the world as we know it on its head, what you once knew about this market has shifted too.
Now is the time to gain clarity about the market and make marketing decisions that fast-track your growth
With such a mass change to internal behaviours the market is now witnessing an external impact to products she is buying. What marketing worked pre-Covid, is no longer as impactful. If the shopper has changed, so should your strategy.
We’ve created this this three part blog series to deliver you a deeper insight into the exact changing habits of the Mum Shopper. This series will highlight:
- 12 ways brands in today’s market are missing the mark and failing to stay relevant and in demand
- 5 strategies to elevate your brand communications strategy and finally, for the crème de la crème of marketing….
- 5 Key growth opportunities for your brand to thrive today.
But, before we get into the nitty gritty of the above, understanding all the key ways Mums have changed across life habits, relationships and spending habits will give you the framework and context to shape your plans moving forward.
Here we provide you with the main facts you need to know about Mums today. These facts are extracts from the 54 page 2020 Mumpower Shopper Insights Report– learn more about it here.
First things first, Mums are evolving! In fact, a resounding 90% of Mums have changes behaviour in some way over the course of 2020 due to shifting needs. And here is how:
Fast Fact 1: Mums biggest overarching worries today:
- Finances (25%)
- Health concerns (22%)
- Future in general (20%)
- Family (19%)
Fast Fact 2: Mums biggest daily frustrations include:
- Making sure her family are healthy and safe
- Feeling like she’s doing everything
- Concerned about fitness/weight
- What to cook
- How to entertain the kids
Fast Fact 3: Investing in her relationships have been prioritised
The relationships she holds in her life are a top priority to her, today! Mums are investing more effort in relationships with people around them because she has the time to do so. The days of ferrying children everywhere, multi-tasking and leading over stimulated lives have been replaced with more time, simplicity and with less pressure to keep up with external expectations. Mums are actively:
- Engaging in more bonding activities
- Increased quality time with others
- Being more understanding
Fast Fact 4: Her household spending has shifted in many ways
- 50% of Mums said household spending is now tightened across the board
- 80% of Mums are keen to buy local/Australian made
- 50% Mums prioritise buying familiar brands over new brands (vs 30% trying different brands)
- 63% of shoppers will continue to buy online more than ever before
- 1 in 5 believe in store shopping is even more important now (despite lockdown)
- 1 in 3 shoppers say the health and hygiene in-store practices will influence a sale
- Last by not least, 50% reported buying sustainable is as important to her as it was before
Fast Fact 5: Mums are now spending more money than anticipated on:
- Supermarket/FMCG
- Health & wellness
- Home
- Baby & children products
Fast Fact 6: Mums are now spending less money than anticipated
- Travel
- Eating out
- Entertainment
- Fashion
- Beauty
- Automotive
It is clear that the economic powerhouse has shifted gears. It is now time to adopt the key strategies to stay relevant and in demand with this consumer to thrive in the new world.
Now you have top line facts about how your consumer has changed and what she cares about, let’s delve into what these facts mean to marketers building relationships with Mums in part 1 of our 3 part series:
12 ways brands in today’s market are missing the mark and failing to stay relevant and in demand
…. Let’s go!
