The top 4 things Mums expect from your brand

Market Overview

Consumers are spoilt for choice. For every product she needs, usually, there is an abundance of high quality options. Therefore for brands keen to gain traction and stand out from the crowd, at a minimum, they have to tick all the boxes and more.

Over the past decade Mumpower, the leading marketing agency for mum centric brands has been monitoring the rise of many brands and evolution of many categories to assess the response from customers and the growth opportunities for brands. As part of this, the Mumpower trial team of 20,000 Mum Shoppers are invited to submit periodic feedback and preferences for brands she is and is not buying.

Today, we’re reflecting on the top 4 tried and tested brand features that Mums seek most in products that continue to compel her in her buying journey. Embrace these to springboard your foundation to future growth.

The top 4 Most Popular Features Mums want from your product or brand:

1. Considered Ingredients and Materials that consumers understand.

Consumers are more aware of what they are exposing their children to and the health of their family is more important than ever. Therefore choose ingredients and materials that are in fact the ‘better choice’ and then as part of your communications, make an effort to educate consumers on why these ingredients/materials are the best choice. Sometimes brands do invest in quality ingredients or product materials, but do not educate the market on how their ingredients or materials are different/better, therefore their impact is diluted.

Whether is it for food or skincare, health or wellness, Mums are looking for transparency in ingredients. If there is a long list on the packaging, or if they can’t pronounce the ingredients, or they simply don’t know what this ingredient is or its purpose, it sounds alarm bells and plants a seed of doubt – increasing the appeal of your competitive product.

2. More Targeted solutions.

A decade ago Mums would more liberally support a leading brand and purchase a range of sku’s the brand offered. This changed notably over 6 years ago. We saw Mums being more selective with their choice of individual products for their child and for themselves. Instead of buying a range of products from 1 market leader, mums started to pay a lot more attention to the offering of individual sku’s across brands to ensure they were the right product choice for her. We have seen the emergence and success of more boutique, smaller brands and it is no longer a given, that having a strong umbrella brand would be enough to keep Mums loyal to 1 brand.

Product preferences have shifted, and with so many marketing messages being communicated, Mums are looking for the best fit for her and her family needs – which often means brands that have laser focused targeting gain cut through, rather than generic mass appeal.

An example of this is just as adults commonly select product to suit their individual skin needs, they do the same for their child. Be it for dry, sensitive, normal and/or eczema prone skin Mums are a lot more educated and opt for products that are customised to suit.