SURVEY OF PREGNANT AND NEW MOMS NOW AVAILABLE FOR DOWNLOAD


August  07,  2017 by Robin Russo , Partner in Agency News

When it comes to pregnant and new moms, more than three quarters (77%) say a “doctor recommended” seal is important when purchasing OTCs, according to a new four-part survey titled, “Mom-Shop Report, A National Survey of New Moms’ Shopping Behavior,” conducted by RLA Collective, Persuadable Research and Mommy MD Guides®. The survey offers a treasure trove of health and wellness behavioral shopping data, and leaves no stone unturned when it comes to how this dynamic group seeks out information on health-brands, their use of social media, expectations of parenthood, what they want from their HCPs and more.

Focusing primarily on personal care, OTC and supplements and presented in four downloadable reports, the survey looks at what makes this phase of life special and offers insight on new moms’ entry into parenthood and how they make purchase decisions. More than one thousand women were randomly drawn from a national sample of first- and second-time pregnant and first-time moms with children ages birth through 36 months.

Pregnant and new moms are a compelling and often motivated demographic that comes with a distinct set of behaviors: Results of this survey offer brand marketers key insights about how this group seeks out and purchases health and wellness brands.

One of the more surprising findings, for example, suggests that brands should consider targeting baby boomer grandmothers who are among the biggest influencers for pregnant and new moms. Other key findings include:

  • While mobile is used to research by more than half of new moms, 66% are purchasing OTCs from brick-and-mortar mass merchandisers, 57% from local chain drug and 44% from grocery stores; 22% are purchasing online from Amazon.com and 10% from online drug stores.
  • Facebook is key to this group: Nearly 7 in 10 women across all life stages have “liked” a brand’s Facebook page in the last 6 months and the number of brand pages liked or followed is very high: 29% of the moms say they liked 21 or more Facebook brand pages.
  • Regarding motherhood, the majority of new moms (50%) were just “somewhat” prepared for this big life change; just slightly more than one quarter (28%) were “very” prepared.
  • HCP opportunity: Nearly three quarters of HCPs provide informational materials at least “sometimes,” however, 38% of new moms wished their HCP provided more informational materials.
  • HCP opportunity: Nearly three quarters of HCPs provide informational materials at least “sometimes,” however, 38% of new moms wished their HCP provided more informational materials.
  • Don’t leave dads out of the equation: They are quite involved in parenting, helping select OTCs (71%), choosing personal care baby essentials, such as diapers and wipes (67%), and choosing formula/baby food (65%).

To download all four reports, click here.