The latest Parents Insights UK report shows the most popular baby shower presents for new parents.
Brands and retailers should keep in mind that sustainability is now one of the biggest factors parents consider when purchasing products and gifts.
Nearly a third of all parents (32%) believe that taking care of the environment is an important value to instil in their children, with this figure peaking among Gen X (currently between 41-56 years old) at 34%, and those who are expecting (30%). Concern for this issue is not solely present in the UK. In January 2021 we began surveying 176,800 parents across 17 different regions. This new data shows that over 1 in 5 parents globally consider the environment to be their most pressing concern. Additionally, at least 37% of parents globally report that they would be willing to spend more on products which are environmentally sustainable.
Gen Z parents with children aged 0-6 months are most likely to get a baby bath (12%), changing bags (10%), car seat (9%), cot (9%) and Moses basket (9%) as gifts.
As first-time parents may lack experience in preparing these products for their young children, their families or friends may send these gifts to support these parents. Our data shows friends and family remain the most used sources of information, even in an increasingly digital world. This highlights a brand opportunity to appeal to the wider peer circle of parents’ friends and family, going beyond the usual buying process and helping friends of new parents to aid with their new children in the form of necessary items such as car seats or changing bags.
Expectant parents are most likely to receive Moses baskets (9%) as a gift while parents with children aged 0-6 months are most likely to receive a baby bath as gift (15%). The latter parent groups are more likely to trust brands such as Aldi Mamia (+123%), Asda (+260%) and Aldi (+125%) than average. This suggests how brands could increase their sales opportunities with these parents by creating more gift sets including these items.
What does it mean to you…?
Social media is an ideal platform to reach consumer parents. Under 25s have become more likely to be influenced by well-known bloggers (+43%) during their buying process over the last three months, suggesting influencers as a vital part in reaching a parental audience.
Over the past year, although family and friends remain the most popular source of information, parents have demonstrated greater preference towards social media networks such as Instagram (+6%). This platform is most popular among Millennial parents, while also gaining popularity with a more mature audience aged 40-44 (+9%).
While mums are most inclined to turn to friends and family for information, websites are the most used source for dads (35%). Brands should be aware of this difference to adjust their marketing strategies. For example, to target mums, social media campaigns should be the focus, while Search Engine Optimisation (SEO) should be the priority when targeting dads.
This shows how in an ever-changing landscape, brands need to understand which digital platforms their audiences and consumers are using.
The Insights Family team of researchers, data scientists and developers have created the latest version of our platform, Portal 4.0, which will open more possibilities for brands. The new tools will enable brands to understand the attitudes, behaviours and consumption patterns of kids, parents, and families.
Inside Portal 4 will be new data from Parents Insights, from surveying 176,800 parents of kids between the age of 1 and 16 in 17 countries.
To learn more about the attitudes, behaviour and consumption patterns of kids, parents and families, and to get freemium access to the Insights Family real-time data portal, please visit: theinsightsfamily.com/progressivepreschool.
This feature originally appeared in the April 2021 edition of Progressive Preschool. To read the full publication, click on this link.
