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INSIGHTS FAMILY
Family shopping habits shift The Insights Family Founder & CEO, Nick Richardson explains why as the country opens up once more, consumer shopping habits are shifting again. The popularity of digital This generation of parents’ attitudes, subscriptions – especially in the world of TV – is well known. But 1 behaviours and consumptions are in 4 parents worldwide already have, changing, and they are passing these values down to their children. or are interested in having, a subscription to a book service for Brands not only need to offer the their children for example. products that kids and parents Kids clothes received as part of a demand, but also provide them in a subscription service also appeal to a seamless way, whether that be fifth of parents globally while, 20% online, or in-person at a retail store. Our latest data shows there’s also have or would consider a toy subscription service. substantial appetite for As retailers look to innovate, subscription services. understanding how subscription models serve convenience and create a deeper relationship with brands can help. As country, According to regional, and local-level Parents Insights coronavirus restrictions continue to be unpredictable, providing data, parents of customers with a reliable delivery kids aged 1-5 in to look forward to could also the UK prefer to boost positive brand association. Once a subscription reaches a make family stable level of popularity, it can purchases online also provide businesses with a (30%), followed more predictable revenue stream than ad-hoc sales; and potentially by shopping increase average spend. centres (20%), As kids, parents, and families and locally continuously change the way they work, learn, and make purchasing (18%) decisions – it is more important than ever to understand their attitudes, behaviours, and consumption patterns in real-time. The Insights Family survey 6,970 children aged 3-18 and 3,400 parents every week across 17 countries, equivalent to more than 362,100 kids and 176,800 parents a year. To read more and get the access to Parents Insights and the freemium version of the portal: try. theinsightsfamily.com/ https://try.theinsightsfamily.com/nurserytoday freemium
What this means to you…
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roviding the best price for your consumer isn’t necessarily the most effective way to win their business, as brands must consider a number of factors to appeal to the modern consumer. For example, the sustainable shopper is no longer a niche, with families coming together to take steps towards becoming more ecofriendly with the products they buy and use. According to Parents Insights data, parents of kids aged 1-5 in the UK prefer to make family purchases online (30%), followed by shopping centres (20%), and locally (18%). While online spend is still the most popular option, there’s an increasing trend for local shopping too. Parents of 1-5s have reported a 57% increase in purchasing at shopping centres since the start of the year, as lockdown restrictions ease. Interestingly, Parents Insights data reveals that it is younger parents who are most likely to be shopping locally. Of those parents with kids aged 1-5, it’s Millennials (18-35) who reported a 50% in local shopping since February, more so than Gen X parents (36-55).
Nick Richardson
CEO - The Insights Family Nick is the Founder and CEO of The Insights Family. Our purpose is to provide kids, parents, and families with a voice to shape their world. The Insights Family are the global leader in kids, parents, and families market intelligence and have become the business-critical tool for some of the world’s biggest brands. Nick himself has become a go-toexpert, who is a regular speaker at industry events across the US, Europe, and Asia-Pacific, with the business operating its Kids Insights and Parents Insights services across 17 countries. Nick is a Manchester Metropolitan and University of Bolton graduate, and has previously worked in senior marketing and strategy roles for companies such as Exxon Mobil, Hilton Hotels and PennWell. Nick returned to Manchester in 2017 to setup The Insights Family. Nick lives in South Manchester with his wife, one daughter and two dogs. He is a keen tennis player, United fan, and a frustrated racing driver. He is a proud Mancunian and hopes one day to drive around the world.
About Insights Family The Insights Family has been totally refreshed for 2021 and now surveys parents of children between the ages of 1 and 16 in 13 countries (Australia, Brazil, Canada, China, France, Germany, India, Italy, Mexico, Russia, Spain, UK and US). The Insights Family will now survey more than 2,600 parents every week totalling more than 130,000 per year, providing real-time data on the attitudes, behaviour and consumption patterns. Our realtime portal is continually updated to allow our clients to spot the latest trends before their competitors do. For more information on The Insights Family, and to download their Future Forecast report visit www.parentsinsights.com/ futureforecast or call 0330 159 6631. nursery today
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