August 1, 2021

market research Australian Mum via webinar

New market research into Australian Mothers Shopping habits. Here are the product categories Mums plans to spend for Q3 and Q4 2021. Lean in to her buying preferences and stay relevant

The following is an extract of insights from the Q3 Mumpower Market Research into Australian Mothers buying habits .

Overview

Since the pandemic hit in 2019, the shopping habits of Australian mothers has undergone a transformation. Given that Mums are largely in charge of household discretionary spend, it is vital that brands that speak with Mums have a thorough insight into her buying journey, buying preferences, new trends and how they can optimise their marketing and brand relationship with her. This is particularly critical for baby, children, family, fmcg, home brands whose target buyer is the Mum.

The role of Mumpower

Mumpower plays a highly active role in staying at the forefront of what matters to this buying group, by involving Australian Mums in monthly research explorations to map out current challenges, spending predictions as well as to conduct continuous assessments in response to marketing touchpoints. In doing so, Mumpower is well versed to support Mum-centric brand partners committed to involving Mums in the brand dialogue and working with brand partners to shaping brilliant, relevant products.

Since this series of research began, the spending predictions Mums established early on with Mumpower came to fruition. Therefore brands that take heed on the new spending predictions will be able to lean into and benefit for new opportunities they present.

Research Highlights

As Australia continues to battle sporadic lockdowns across the country, in this latest extract from the August 2021 latest consumer research, Mums have assessed and nominated the product categories where spending is likely to increase, decrease and remain consistent. This is followed by 5 tips for marketers to embrace growth today.

All insights are independently produced and sourced from our own Mumpower research panel. Mumpower is solely responsible for all analysis and reporting. To date 966 responses have been recorded in the Q3 and Q4 market research exploration into Australian Mothers buying habits, with more responses pending.

Moving forward, all final research results will be unveiled in the next Mumpower Shopper Habits Webinar.

The top 10 categories where Mums plan to increase spend:

Summary: Life today is polarizing different to pre Covid-19. Families are spending more time in their homes, remote learning and remote working is the norm and investments such as holidays and eating out are less frequent. Therefore, it is unsurprising that consumers reserve more spend for the home, baby and children and supermarket.

Here are the top 10 categories likely to enjoy healthy sales over the coming 6 months, as predicted by the buyer, Mums:

  1. Utilities (electricity, etc)
  2. Supermarket Items
  3. Children services/activities
  4. Baby/Children products (products under $100)
  5. Home (renovations/building)
  6. Home (Appliances, homewares, etc)
  7. Health & Wellbeing Products
  8. Baby services/activities
  9. Baby/Children products (products over $100)
  10. Automotive

The top 5 categories where Mums plan to decrease spend

  1. Eating out
  2. Fashion
  3. Entertainment
  4. Beauty services
  5. Travel/Holidays

The category most likely to remain consistent is: Insurance

What does this mean for Mum-centric brands?

Overall the 2021 spending forecasts as revealed by Mums themselves is positive news for Mum-centric brands as the research shows solid demand for these products. Australia will see increase in spend for products sold within supermarket channels, across numerous baby and children categories as well as for health and wellness sectors, demonstrating more consumers are actively making brand choices that will enable them to take care of themselves and their families wellbeing.

5 Marketing tips to embrace growth

While there are market categories that will suffer a decline in sales, there is still consistent and strong consumer spend in many areas. This poses and opportunity for brands to embrace this growth and leverage their relationship with consumers to maintain relevance. Here are proven strategies for Mum-centric brands to embrace today:

  1. Be customer-centric: Know what motivates your customer & what she is comparing you to
  2. Stay visible: Be seen, be heard, be bought
  3. Demonstrate brand/product value: Make it clear how your product shapes Mum Life best
  4. Be agile: Adopt to changes, evolve with trends, be simultaneously responsive and strategically proactive
  5. Stay on top of trends: It’s easy for brands. Simply scroll down to the bottom of the website to sign up for free insight reports revealed monthly

Next Steps

Stay tuned for more research insights released monthly. Or to make a direct enquiry, contact us, or book a time here.