Baby-Related Purchases - Consumer Behavior
Some behaviours and preferences for baby-related products for millennial parents are Sustainability, children’s opinions, and healthy lifestyle concerns. Below are the complete details of the research findings.
- Sustainability is a driving concern for millennial parents when they shop for their babies. It is for this reason that they like natural fibers when shopping for their babies’ clothes, according to Susan DeGhett, owner of a 37-year-old children’s wear shop in Montclair, NJ.
- Seventy-nine percent (79%) of millenials believe that better quality apparels are made from cotton, as found from a survey by Lifestyle Monitor.
- Owing to this belief, 72% of millennial mothers are willing to pay more for cotton clothes for their kids and 75% of them prefer their children to be dressed in cotton clothes.
- According to data from Monitor, 57% of millennial mothers say they would be more loyal to a clothing brand that offers environmentally friendly or sustainable apparel. They (76%) believe that cotton is the most sustainable fiber.
- Importantly, the National Retail Federation (NRF) reported that 64% of millennial parents will shop at a brand they are loyal to, before considering a competitor. Fourty-nine percent (49%) of them remain loyal to a brand even when they have cheaper options, and 52% of them will remain loyal to a brand even when there are more convenient options.
- Millennial mothers are so interested in cotton clothes for their children because they feel cotton clothes are the softest (86%), they feel it is the best material for children’s wear (84%), they feel it has the highest quality (83%), and they feel it is the longest lasting (76%).
- Behind millennial mothers’ keen interest in sustainable apparel is their desire to make efforts to protect the environment. According to the Monitor research, millennial mothers stated that they always or usually make efforts to protect the environment by purchasing clothes made from sustainable materials.
- Fourty-five percent (45%) of millennial fathers leverage search to get answers to questions regarding things such as the best baby products and the best cities for families.
- Fathers outspend mothers on back-to-school products by over $100.
- Young children are well able to champion the need for certain products or brands. Over 75% of parents say that kids influence their buying decisions. Globally, children under the age of 11 years possess purchase influencing power that equates to about $1.2 trillion.
- Every year, kids see more than 40,000 marketing messages and brands now spend $12 billion in marketing to kids.
- Eighty-seven percent (87%) of kids remember the adverts they see and 77% of millennial parents revealed that their kids tell them to purchase some products that they have seen in adverts.
- Almost 75% of the time, parents purchase the products their kids request for and end they end up spending about 60% more than they would otherwise have.
- Millennial parents want baby products that promote healthy lifestyles. They avoid harmful chemicals and products whenever they can.
- It is because of this reason that baby products that clean things with just water and natural ingredients get more popular among millennial parents.
- Another example of products that millennial mothers go after, that highlight this interest include water bottles made from glass, covered in a protective silicone covering to protect against drops that could introduce harmful chemicals to them or their babies.
- Millennial parents are cautious of the soap and shampoo they put on their babies. A Vox survey found that the Johnson’s Baby brand, albeit the top selling baby line, has steadily been losing its market share. Millennial parents now make a push for products they believe to be clean and natural, and from companies they believe to be trustworthy.
- Millennials are the largest growing population of vegans. Their interest in a plant-based lifestyle has been translated onto their children, thus they purchase products that resonate with their feeding habits.
- Many skincare companies have gone totally vegan, or at least created some dedicated lines to appeal to their plant-based consumers.
- These companies make conscious efforts to create new products/collections for babies and mothers, thereby keeping their customer base in the family.
Personalisation and Reviews
- Nowadays, millennials are drawn to products that are customisable and can be personalised. From customisable clothes offers that allow them to enter information such as zip codes, favourite sports and colours to create shirts; to customisable jewelry for kids, they put in their time to find clothes that show off who they are.
- Also, when buying things for their kids, especially via e-commerce, millennial mothers look for products that stand out: those with five star ratings and reviews.
How Millennials Compare to Previous generations for Babycare Products.
- When it comes to babycare products, millennials are more loyal to brands. Fourty-nine percent (49%) of millennial parents remain loyal to a brand despite cheaper options, versus 30% of other generations.
- Fifty-five percent (55%) of millennial parents will remain loyal to a brand despite more convenient options, versus 35% of older generations.
- Millennial mothers are specific about their likes and dislikes. Ninety-three percent (93%) of them share information about clothing, shoes, and accessories online and in-person.
- On average, a millennial mother is asked for product recommendations 10 times in a month, versus 6 times for mothers overall.