Australian Mums Have Their Say.
When it comes to choosing products for their children and families, Australian mums are sending brands a clear message: trust matters, and it’s not something money can buy.
From the baby products we use on delicate skin to the brands we welcome into our homes, mums make countless purchasing decisions every week.
And while we all love a bargain (especially with the rising cost of living!), there’s something that matters just as much, if not more, than the price tag.
Trust.
But what does it actually take for a brand to earn a mum’s trust? Is it quality, safety, recommendations from other mums, or simply knowing a product will deliver on its promises?
We asked Australian mums, and their answers reveal some powerful insights into what makes a brand truly trustworthy.
Trust vs Price: What Matters Most to Australian Mums?
As part of Mumpower’s recent research involving 2,391 Australian parents, we explored the relationship between brand trust and price when making purchasing decisions for children and families.
The findings send a strong message to brands: being the cheapest isn’t necessarily what wins a mum’s vote.
The research revealed:
Source: Mumpower Approved™ 2026 research, brand trust versus price question.
That’s a remarkable 99% of mums who place brand trust at least on equal footing with price.
- 40% of mums in the brand trust question would rather pay more for a brand they trust than save money on one they don’t.
- 59% believe brand trust and price are equally important when making a purchase.
- Just 1% say price is more important than trust.
For brands, this reinforces an important point: while affordability and value for money remain important, mums aren’t simply looking for the lowest price.
They’re looking for reassurance that they’re making the right choice for their family.
And when a brand consistently delivers on that promise, mums are willing to reward it with loyalty, repeat purchases and recommendations to other parents.
So, What Makes a Mum Trust One Brand Over Another?
We also asked mums to tell us, in their own words, how important brand trust is and what makes them trust one brand more than another.
Across 1,705 written responses, several consistent themes emerged.
The message was clear: trust isn’t built through clever advertising or big brand promises. It’s earned through real experiences, reliability and the confidence that a brand genuinely has families’ best interests at heart.
The Mum Trust Checklist: 7 Things Brands Can do to Earn a Mums Trust
1. Safety comes first
2. Genuine reviews and recommendations from other mums
3. Quality and reliability they can count on
4. Honesty and transparency
5. Real value, not just the cheapest price
6. Brands that understand real mum life
7. A proven track record and consistent experience
1. Safety comes first
When it comes to their children, mums don’t want to take chances.
Whether it’s baby skincare, feeding essentials, toys or larger family purchases, mums want reassurance that products are safe, appropriate and backed by credible information.
For many, safety isn’t just another product feature. It’s non-negotiable.
2. Genuine reviews and recommendations from other mums
Word of mouth remains one of the most powerful ways to build trust.
Mums actively seek out real reviews, ask friends and family for recommendations, and look to other parents who have already tried and tested a product.
A recommendation from another mum who’s been there and used it can carry more weight than a polished advertising campaign.
3. Quality and reliability they can count on
Mums want products that do what they promise, not just the first time but every time.
Consistent quality, durability and dependable performance give mums confidence in their purchases and a reason to return to the same brand.
When something works for the family, why risk changing it?
4. Honesty and transparency
Mums want to know what they’re buying and why they should trust it.
Clear ingredient information, product safety standards, honest communication and realistic claims all help build credibility.
Brands that are upfront about what goes into their products, how they work and what they stand for are more likely to earn long-term trust.
5. Real value, not just the cheapest price
Value for money doesn’t always mean spending less.
For many mums, it’s about knowing a product is worth what they’re paying, whether that’s because it lasts longer, works better, saves time or gives them peace of mind.
Mums want confidence that their money is being well spent.
6. Brands that understand real mum life
The brands that resonate most are often those that make everyday parenting a little easier.
From practical product designs and convenience to thoughtful customer service, mums appreciate brands that understand the realities of family life.
A brand that solves a genuine parenting problem has a much better chance of becoming a family favourite.
7. A proven track record and consistent experience
Trust takes time to build, and mums notice when brands consistently deliver.
Positive past experiences, a strong reputation, responsive customer service and recommendations from other families all help reinforce confidence.
Once a brand has earned a mum’s trust, it can become a familiar part of her family’s everyday routine.
What Mums Told Us, in Their Own Words
Some of the responses from Australian mums perfectly capture what trust really means.
These responses highlight something brands should never underestimate.
Mums don’t just buy products. They’re placing their confidence in the brands they choose for the people they care about most.
And when that confidence is rewarded, trust can turn into something even more valuable: genuine brand advocacy.
What Does Brand Trust Look Like in Real Life? Meet the Brands Mums Trust.
Of course, it’s one thing to talk about earning trust. It’s another to prove you’ve earned it.
That’s exactly why we launched Mumpower Approved™, an independent, mum-backed research and recognition program that puts brands to the test with real Australian mums.
Our inaugural research involving 2,391 Australian parents uncovered the brands that genuinely earned mums’ trust, recommendations and love.
And the results show that different brands earn trust in different ways.
Here’s an example of brands that have earned Mums trust and why:
Medela: Trust Built Through Expertise and Reliable Performance
When it comes to breastfeeding and expressing milk, mums want products they can rely on.
For Medela, its trusted reputation, recommendations from healthcare professionals and reliable product performance stood out.
95% of 1,564 mums who had used or purchased Medela positively rated the brand for trust.
It’s a strong example of how proven performance and credibility can give mums confidence during an important stage of motherhood.
Nido Early School: Trust Through Genuine Care and Connection
Choosing who will care for your child is one of the biggest decisions a parent can make.
For Nido Early School, trust was built through caring educators, strong communication, genuine relationships with children and safe, welcoming environments.
92% of mums with first-hand experience positively rated Nido for trust, while 90% would recommend the brand.
It’s proof that when families feel supported and their children feel cared for, trust can grow into lasting relationships
Nuby: Trust Through Practicality and Everyday Value
Sometimes it’s the little things that make the biggest difference to a mum’s day.
Nuby earned mums’ trust through its practical baby and toddler essentials, accessible price points and broad range of products that support everyday parenting needs.
90% of mums who had used or purchased Nuby positively rated the brand for trust.
It’s a great example of how convenience, quality and value can work together to earn a place in family routines.
The Takeaway: Trust Is Earned, Not Claimed
If there’s one thing our research makes clear, it’s that mums are thoughtful, informed and selective about the brands they choose.
They want products and services that are safe, reliable, good value and genuinely make family life better.
They want honest information, real experiences and reassurance from other mums who understand what matters.
And while price will always play a role in purchasing decisions, trust is often what gives a mum the confidence to choose one brand over another.
And while a brand can tell mums it’s trustworthy, what mums believe is what holds the ultimate weight.