Consumer insights:
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FANFINDERS
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During pregnancy, 73% said they or their partner bought maternity specific clothing and almost half (47%) would like to see more in the way of ‘mum styles’ online.
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Consumer perspectives The team at FanFinders have been tracking the impact of parenthood during the Covid 19 pandemic.
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he past year has been one of continual change, but how exactly does one of the biggest shifts in life – becoming a parent – change consumer perspectives? FanFinders has the answers.
Research in the past has found that becoming a parent fundamentally alters the way you shop, with greater emphasis put on things like safety, value and nutrition, even extending to everyday purchases. At FanFinders, we were keen to delve into this idea further. So, we asked over 5,000 UK parents and parents-to-be about how the arrival – or imminent arrival – of their little one had impacted their attitudes in key consumer areas like health, beauty, travel, motoring and food shopping.
An apple a day
One of more substantial shifts can be seen in views on health, with 73% of respondents saying they are more concerned about their wellbeing since becoming a parent. Over 3/4 currently take vitamins or pro-biotics to aid their health and almost 80% are participating in some form of exercise (including Yoga, Gym, Pilates and Running). Almost 60% of parents and parents to-be also said they are now more comfortable discussing their sexual health, and on the fitness side, over 30% said that they are interested in live Q&As and training classes on Instagram and Facebook – which have naturally grown in popularity during the pandemic.
More mouths to feed
With literally more mouths to feed, another area seeing significant impact is 42
nursery today
the weekly food shop. 40% of those surveyed said they are more conscious of food shopping spend since becoming a parent and 15% have to top-up their shop regularly – meaning more trips to the supermarket. While only 6% have changed supermarkets, adaptation is taking place in other aspects of the shopping experience. Nearly a quarter of parents now plan their meals ahead of time and over 10% said they buy completely different foods as a family after having a baby.
Mum-style
When asked about changes to their makeup style and wardrobe choices since becoming a parent, respondents most strongly agreed with the statements: ‘I dress more comfortably’ and ‘I wear less makeup’. That said, in what is a very individual choice, 20% of parents stated that they ‘still try to look and dress the same’ as before pregnancy. As for during pregnancy, 73% said they or their partner bought maternity specific clothing and almost half (47%) would like to see more in the way of ‘mum styles’ online.
thinking about holidaying closer to home, when restrictions allow. Over half (54%) of those surveyed are considering a holiday in Britain when restrictions allow. One outcome of this is parents evaluating their current set of wheels. Over 20% said their current car either isn’t suitable for taking family holidays and over 40% of parents would upgrade their existing car or buy a new one to take a family holiday.
The family wagon
The transforming effect of parenthood on the choice of family motor predates COVID-19 and that trend could be set to continue. In fact, since the arrival of their little one, 53% of respondents have either changed their vehicle to a more ‘family-friendly’ car or are currently in the market for one. ‘Hatchbacks’ and ‘SUV/Crossovers’
lead the way in type of vehicles parents are seeking to purchase for family use, followed by ‘estates’ and ‘4x4s’. Safety concerns and convenience sit at the forefront of decision making here too. 78% would consider adding further safety features to their vehicle since becoming a parent. And, who’s making that final call? Around 90% of respondents in the survey were mums and 87% said they were heavily involved in the decision and purchase of the family car. FanFinders is a performance marketing and consumer insight company that connects brands with parents who want what they have to offer via Your Baby Club. With over 2.5 million members, our network covers over 80% of the UK baby market. To get the latest insights, visit: fanfinders.com/insights
FanFinders is a performance marketing and consumer insight company that connects brands with parents who want what they have to offer via Your Baby Club. With over 2.5 million members, our network covers over 80% of the UK baby market. To get more insights on Christmas spending and to download our pandemic report, head to: fanfinders.com/insights
Hitting the road
Even with the strong caveat of COVID-19 travel restrictions, over 20% said they have been on more child-friendly holidays since becoming a parent. But, what are the important factors when booking a holiday as a parent? It’s all about convenience and cost, with the likes of ‘location’, ‘deals’, ‘accommodation type’ and ‘having restaurants and amenities close by’ taking precedence. The pandemic also has UK parents
For more information on FanFinders and the consumer insight they can offer, call: 0203 808 3011 or visit www.fanfinders.com