Retail Intelligence

Three Quarters Of Parents Of Toddlers Deem Discounts And Offers 'Very Important'

By Donna Ahern
Three Quarters Of Parents Of Toddlers Deem Discounts And Offers 'Very Important'

Almost three quarters (73%) of parents of children aged under four deem it very important that the grocery store they use most often have discounts and offers available in relation to baby products, rising significantly from previous research (69%).

This research carried out on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of parents of children aged under four, sought to understand the buying behaviour across a range of products in the baby category.

While the importance of offers is clear, there has been a reduction in the proportion of parents of children under four who claim to have visited a grocery store to avail of a specific offer they have on baby products, down from 85% previously to 76% this year.

More Offers, More Spend 

For a sizeable proportion of parents, baby offers can often lead to more money being spent in-store.


Indeed, some 4 in 10 (39%) 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, in line with previous results (41%).

For grocery stores with the most compelling offers, the impact on revenue is potentially big, with almost 1 in 7 (14%) parents claiming that they will visit a 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, 4 in 10 (41%) parents of children under four claim that having discounts and offers on nappies is the most important product area within the baby category to have offers on.

However, baby wipes are growing in importance in terms of the impact of offers. Just over a third (35%) claim wipes are the most important category for discounts, rising from 16% in previous research.

For further information and more in-depth analysis on consumer behaviour within the baby category, please contact Robbie Clarke at Empathy Research.

© 2018 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click subscribe to sign up for the Checkout print edition. 

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