Almost 7 in 10 (69%) parents of children aged under 4, deem it very important that the grocery store they use most often have discounts and offers available in relation to baby products. Recent research carried out on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of parents of children aged under 4, sought to understand the buying behaviour across a range of products in the baby category.
The importance of offers is clearly evident, with almost 9 in 10 (85%) parents of children under 4 having visited a grocery store to avail of a specific offer they have on baby products. For a sizeable proportion of parents, baby offers can often lead to more money being spent in-store. Indeed, some 4 in 10 (41%) parents claim that they will seek out special offers in relation to baby products, visit that store and then go on and buy other products in that store. Just over 1 in 8 (13%) parents claim they will visit a particular store with the best offers and do their main grocery shop there at the same time.
Nappies are the key product within the category and when forced to choose, 7 in 10 (70%) parents of children under 4 claim that having discounts and offers on nappies is the most important area within the baby category to have offers on. After nappies, some 16% claim offers on wipes are most important, with 8% claiming offers on milk/formula is most important and just 5% claiming baby food to be the most important.
Within the nappy category, buyers are more likely to purchase own brand nappies, with 6 in 10 claiming to do so, compared to a branded alternative. This is the only area within the baby category where own brand products are more likely to be bought than branded products, with buyers in the wipes, milk/formula and baby food categories all more likely to purchase branded products.
For further information and more in-depth analysis on consumer behaviour within the baby category, please contact Robbie Clarke at Empathy Research.
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