Consumer Digest: Baby and Pet
Welcome to Consumer Digest Issue 6, our periodic newsletter where we provide relevant, informative, and actionable insights around consumer trends. Browse the highlights here in our blog or download the full report here.
This issue we dive into how shoppers are spending with their smallest (and furriest) family members in mind. We uncover how babies and pets influence shopping trips, how households discover products, and what factors are most crucial in their purchasing decisions.
Bringing Up Baby
For today’s parents, convenience and value go hand in hand—baby households are drawn to one-stop shops that offer everyday low prices on essentials. 81% of shoppers say drivers to combine baby and non-baby baskets include sales, promotions and coupons and over half of shoppers are looking for cross promotions for baby and non-baby items. Affordability tops the list for both baby food and diapers, alongside key attributes like leak protection for diapers and age-appropriate formats for baby food.
More mouths to feed (and messes to clean)
When baby arrives, the whole cart changes—parents are picking up more than just diapers and formula. Over half of shoppers report increases in purchases of fresh fruit, fresh vegetables, yogurt, soap and hand sanitizer and cheese after having a baby. Household items like cleaning products, laundry detergents and paper towels also see a boost.
The Pet Perspective
The focus on family extends to pets. Pet shoppers are adapting, balancing what matters most with where and how they shop. With new ways to find products and changing spending habits, pet shoppers continue to adjust to what suits their needs best.
While in-store remains the primary channel for pet purchases, nearly one-third of pet households also turn to online shopping for dry food, treats, toys, and grooming items.
While shoppers still find new products in store and by word of mouth, many shoppers also rely on social media and advertisements to discover new products.
As Family Grows, Shopping Habits Change
The arrival of a baby or pet transforms how consumers navigate grocery aisles in person and online. These new family dynamics don't only change what people buy, they change how they discover products, where they seek influence, and what drives their purchasing decisions. While quality remains a priority, during economic uncertainty baby and pet parents are looking for everyday low prices as well as promotions, coupons and cross promotions to maximize their dollar while caring for their loved ones.
For strategies on how your brand can activate against our insights, download the full Consumer Digest report.
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