CHICAGO - The coveted "female" shopper may be the apple of many retailers?? eyes, but smart retailers may want to consider if the woman they??re hoping to attract to their store is also a mom.
A new Mintel report found that being a mom changes the way women shop, as an increased emphasis is put on the safety, value and nutrition of everyday purchases.
Fifty-six percent of moms who only have children younger than six want things to last longer/be more durable, while 51% say they question how safe things are for their children to eat, use and wear. Additionally, 46% of moms with younger kids say a low price has become more important.
"The considerable expenses associated with having kids make budgeting and value-seeking more essential," said Fiona O'Donnell, lifestyles and leisure analyst at Mintel, in a statement. "At the same time, the increased time and logistical pressures of parenthood put a premium on convenience. On a more instinctive level, moms' need to protect and nurture their kids puts a sharper focus on safety and nutrition information."
Mintel??s research also found that moms are more vigilant about product safety.
As product recalls continue to appear in the news ?" from baby durables to medication and food ?" moms are also more cautious about their purchases. Forty percent of moms who only have children younger than six in the household say they think about the long-term impact of products on their children. Meanwhile, 33% are paying more attention to the content of the food they buy and 35% are thinking more about the use of chemicals in food and drink products.
"As compelling as issues such as budgeting, nutrition, safety, and convenience are individually for moms, they also represent trade-offs," noted O'Donnell. "For instance, when it comes to ensuring safety, the lowest price may be a little less important. In food shopping, the desire for convenience may come in conflict with a goal of better nutrition. For retailers and marketers, an overarching opportunity exists in helping moms balance their many priorities."