Who is the typical Millennial mom and what is driving her purchasing
choices when it comes to baby care? A recent report by Exponential,
based in Emeryville, Calif., offers some interesting insight and facts about
Millennials to consider:
Millennial moms have 3. 4 social networks on average and spend 17. 4
hours on social sites (four hours more on average per week than any
other mother group according to the Weber Shandwick report: Digital
BabySpa supports its retail partners
with promos, TLCs and couponing, as
well as through its marketing efforts on
social, digital and print ad campaigns.
Additionally, all BabySpa open stock
items now come with free sachet attachments to promote trial.
Women Influencers: Millennial Moms).
Millennial moms have increased spending power. This is due to 71
percent of modern mothers working outside the home.
Millennial moms are often part of a blended family, and traditional
rules or assumptions do not necessarily apply. For instance, in 2011 single
women accounted for 41 percent of births.
Millennial moms are attracted to the more familiar brands from
their own childhoods in order to preserve family values and heritage.
Connecting their own children to their roots is important. Therefore,
experts say this is an ideal opportunity for brands that were strong in
Millennials’ childhoods to re-introduce themselves to this audience.
Observers say new products can also
spur trial with consumers, especially
because baby care is an area they are
willing to spend money in. Of course,
not all parents have the means to do so.
Medoni says that as more and more parents become accepting of natural baby
care products that are gentle, keep children’s delicate skin soft, smell great and
are free of all harsh chemicals, demand
goes up. With increased demand comes
increased production volume, which has
translated into more affordable natural
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