Mintel: Moms with younger kids put emphasis on safety, value and nutrition when making buying decisions


CHICAGO — Motherhood influences the way women shop, according to Mintel research.

The research firm found that being a mother influences shopping habits as an increased emphasis is put on the safety, value and nutrition of everyday purchases:

  • More than half of moms who only have children younger than 6 years old (51%) said they question how safe things are for their children to eat, use and wear;

  • 40% said think about the long-term impact products have on their children;

  • 35% are thinking more about the use of chemicals in food and drink products;

  • Despite 46% of moms with younger kids saying low prices for products has become more important, 33% are paying more attention to the content of the food they buy.

"As compelling as issues such as budgeting, nutrition, safety, and convenience are individually for moms, they also represent tradeoffs," Mintel lifestyles and leisure analyst Fiona O'Donnell said. "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.

"The considerable expenses associated with having kids make budgeting and value-seeking more essential," O'Donnell said. "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."

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