3 minute read
Consumer Insight - The Insights Family says safety concerns are driving purchasing habits
Safety concerns
drive purchasing habits
Clearly, the safety of a child is at the forefront of every parent’s mind. While toy manufacturers have always had to ensure their products meet the required safety standards for kids, our data suggests
it is becoming an even “more important issue to consumers.
On average, 70% of parents of three to 12-year-olds in the UK report that ‘good safety features’ infl uence their purchase decision: a fi gure that has increased by 5% since the start of the year.
As well as safety features, brand trust is a pivotal factor in the purchasing decisionmaking process. When shopping for baby products, parents’ trust in a brand is the second most-cited infl uence, behind only recommendations from friends and family. The start of parenthood is a key moment in a parent’s relationship 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 quality products (23%) the highest out of any other parent age group. The pandemic brought a new challenge. With brick-and-mortar stores closed for large parts of the year, parents had less chance to touch and see the products before purchase. As a result,
We expect the importance to wellbeing and selfcare to parents of reviews for products on sellers’ sites has increased become a daily by 41% since January focus for kids and this year. families as we When it comes to online shopping, Gen navigate back to X (36-55) and Baby some sort of Boomer (56-plus) normality. Brands that can help parents are spending more than their Millennial and Gen enable this are Z counterparts. This likely to resonate demonstrates how with both parents and kids alike “ older parents value the convenience and ease, as well as the contact-free nature of shopping online more than younger parents. Parents who report spending more money online than anywhere else typically over-index on shopping at Argos (+14%), Amazon (+28%), and supermarkets (+30%). 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 fi t, 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.
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.
