CONSUMER
INSIGHT
Safety concerns
drive purchasing habits
C
quality products (23%) the highest out learly, the safety of a of any other parent age group. child is at the forefront The pandemic brought a new of every parent’s mind. challenge. With brick-and-mortar While toy manufacturers stores closed for large parts of the have always had to ensure their year, parents had less chance to products meet the required safety touch and see the products before standards for kids, our data suggests purchase. As a result, it is becoming an even the importance to more important issue We expect parents of reviews for to consumers. wellbeing and products on sellers’ On average, 70% selfcare to sites has increased of parents of three by 41% since January to 12-year-olds in become a daily year. the UK report that focus for kids and this When it comes to ‘good safety features’ families as we online shopping, Gen influence their navigate back to X (36-55) and Baby purchase decision: Boomer (56-plus) a figure that has some sort of are spending increased by 5% since normality. Brands parents more than their the start of the year. that can help Millennial and Gen As well as safety Z counterparts. This features, brand trust is enable this are a pivotal factor in the likely to resonate demonstrates how older parents value purchasing decisionwith both parents the convenience and making process. When and kids alike ease, as well as the shopping for baby contact-free nature of products, parents’ shopping online more than younger trust in a brand is the second parents. Parents who report spending most-cited influence, behind only more money online than anywhere recommendations from friends and else typically over-index on shopping family. The start of parenthood is a at Argos (+14%), Amazon (+28%), and key moment in a parent’s relationship supermarkets (+30%). with a brand, and trust is a key driver. Additionally, when it comes to buying toys and gifts for other children, parents tend to take extra consideration around safety and quality. Since March, the importance of a product being good quality when gift shopping for other kids aged from three to nine has increased by +18%, as well as good safety features being +13% more important to parents. Looking further into the data, UK parents tend to show the most concern about toy safety in Europe. Furthermore, Parents Insights indicates that fathers tend to place a larger focus on toy safety, as well as Millennial parents (18-35s) who value
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What this means for you… Our recent report, The Next Generation of Families, highlights how 2021 is quickly becoming the ‘year of wellbeing’. The prolonged situation of remote learning and social distancing remains a challenge for parents to keep kids motivated and active. Yet the need to stay fit, safe, and mentally healthy has never been so important. Therefore, we expect wellbeing and selfcare to become a daily focus for kids and families as we navigate back to some sort of normality. Brands that can help enable this are likely to resonate with both parents and kids alike. With the year of wellbeing in full swing, parents are more willing to spend more money on quality and healthy products for peace of mind that their children will be happy and safe. As kids, parents, and families continuously change the way they work, learn, and relax, it’s more important than ever to understand their attitudes, behaviours, and consumption patterns in real-time. To download for free The Next Generation of Families report, which discusses the Year of Wellbeing and other trends such as the future of education, visit get.theinsightsfamily. com/familyreport.
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The Insights Family (formerly The Insights People) specialises in kids, parents, and family market intelligence. Providing real-time data on their attitudes, behaviour, and consumption patterns, every year the company surveys more than 362,100 kids and more than 176,800 parents.
With the year of wellbeing in full swing, parents are more willing to spend money on quality and healthy products for peace of mind that their children will be happy and safe, says Nick Richardson, CEO and founder of The Insights Family
