Half (51%) of moms who only have children younger than six report that they question how safe things are for their children to eat, use and wear, reports Mintel.
In addition, 40% report that they think about products’ long-term impacts on their children; 35% say they’re thinking more about the use of chemicals in food and beverage products; and 33% say they’re paying more attention to the content of the food they buy.
At the same time, 46% say that low price has become more important.
“As compelling as issues such as budgeting,
nutrition, safety and convenience are individually for moms, they also represent trade-offs,” notes Fiona O’Donnell, Mintel’s lifestyles and leisure analyst. “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,” sums up O’Donnell.