How it works
The Young Family Market is very valuable
Starting a family has a dramatic effect on people’s lives; with both mum and dad readjusting their priorities. From buying houses to choosing their first shoes, parents are entering a different world with new products and new experiences to look forward to.
According to ONS Expenditure and Food Survey 2003, families with young children spend on average 1.5 times on general expenditure than households without children. Taking the expenditure figures from that survey (£609.90 and £406.60 respectively) and extrapolating using 2006 births (742,000) this would indicate that young family households spend over £22.8bn per year compared to only £15.2bn for the equivalent number of households without children (£7.6bn more). As such, the Young Family market can be seen to have high spending power.
Mums Experience many Changes
- Three quarters of mums noticed change to their skin during pregnancy and 44% purchased different skin care products during pregnancy
- 59% of mums change their brand of washing detergent as a result of the birth of a baby
- 28% have changed where they shop for groceries since becoming pregnant or having their baby
Sampling Effectiveness
- 83% of mums say receiving a free sample influences their decision to purchase. Trying a new sample is the single most important factor in this process, ahead of friends' recommendation (57%) and TV advertising (26%)
- Almost nine out of ten mums like to try before they buy
Sampling with Bounty
- 58% of mums say that Bounty is the main source of samples they received
- Three quarters of mums recall receiving a Newborn Essentials pack at the bedside
- 92% of mums used most of the trial products provided by Bounty, and 93% found the samples a good trial size
More than sampling
- 70% of mums say that having a voucher will make them more likely to buy a product
- 88% of new mums read or intend to read the leaflets provided in the Bounty Packs. A high proportion of these mums found the leaflets relevant and informative, with almost two-thirds stating that they retain the leaflets for future reference
- Bounty's mailings are also impactful with more than three quarters of recipients finding them relevant
- Eight out of ten mums used or intended to use coupons mailed to them
Families on the internet
- 36% of mums already using the internet, said they used it even more since they had children
- 80% of women with a child under 4 use the internet, compared to 59% of women without children
- Over a third of young families (household with a child under 4) say that they refer to the internet before making purchases
- 24% of families with a child under 4 booked their last holiday on the internet
For more information on any aspect of the Young Family market please get in touch.