2013 saw our rise from the recessionary ashes but Shoppers did not feel the love and continued to watch their pennies. Our 2014 Shopper Barometer study shows the extent to which behaviours have changed forever. With family budgets still under scrutiny, spending related to kids appears to be more protected than other categories, with branded products the main beneficiaries.BABY & CHILDSpending on
The Shopper Barometer study was conducted in December 2013 with 1,200 primary household shoppers, including parents of children aged 0-5.
For further information please contact Shelley Watson, Head of Shopper & Retail T: 01865 336 400 E: [email protected]
Data courtesy of SPA Future Thinking
www.spafuturethinking.com
TheShopperBarometer innovation intelligence inspiration
Two thirds of parents consider
shop own labels are as good as brands for
their children
45% agree they would never
compromise on what they spend on
their children
3 in 5 parents are willing to compromise spend on themselves in order to give the best to their kids
68% of parents have had to cut back on spending for themselves in order to provide for their kids. Treats, eating out and shopping for self are the first to give in
Parents of 0-5 year olds...
Are the biggest users of Boots advantage card
Are most likely to have tried to cut their grocery
budget
44%44%
More engaged with social media and
m-commerce
Believe branded products are
most acceptable in the baby category
60%
Have tried to save money on baby products
51%
Making cut backs
40%
Areas where cut backs have been made
Treating yourself
Eating/drinking out
Clothes shopping
Holidays
38%
33%
21%
94% of parents would consider cutting back on at least one category to provide
for their children
The main kids luxuries are high quality toys and swimming lessons followed by organic food, especially for babies under
1 year old. Appeal of organic or fairtrade clothing is limited
Added extras
ABC
High quality toys
42%
Swimming lessons
33%
Organic baby/child food
27%
Paid for tuition
16%
Organic or Fairtrade clothing
11%
All baby and child brands benefit from high levels of trust - all above 50%
Trusted brands
Baby products
77%
77%
67%
Milk
71%
63%
60%
General food
76%
67%
64%
75%
67%
61%
Baby/toddler food
60%
52%
52%
81% of parents say their kids are
interested in branded products
58%
63% of parents say their kids are interested in products with TV characters, and
among those...
TV characters
44%
27%
26%
26%
The essential health kit is large and
contains an average of 4 products
Gen
eral
pai
n re
lief
74%
Plas
ters
67%
Antis
eptic
cre
am
54%
Coug
h re
lief
50%
Ear
ther
mom
eter
46%
How many parents consider these items to be part of their
essential health kit?
The essential health kit
75%
