Purchasing Habits of Pregnant Consumers

Goals

To sharpen insights about marketing to pregnant consumers by determining their purchasing habits (for nausea products and belly balms) and understanding their breastfeeding plans during pregnancy vs after delivery.

Early Findings

  • Pregnant women are filled with doubt (and may value reassurances). A study reported in Globe Newswire showed 84% of women “admit to doubting their health choices during pregnancy.” Most doubts centered around what they ate, cleaning supplies, and skincare.
  • The CDC reports that of the 4 million babies born in 2015, 83.2% started out breastfeeding; 57.6% were still breastfeeding at 6 months.
  • It appears that some pregnancy influencers are often women that were already influencers (say for fashion or beauty) before becoming pregnant. "Influencers of all types are using their clout to redefine what it means to be a mother today."
  • Some of the best pregnancy blogs for 2019 include Rookie Moms, Motherly, Mama Natural, Mother Rising, Plus Size Birth, Pregnant Chicken, CafeMom, Alpha Mom, The Bump, and many others. Some of the bloggers are also prominent on social media (e.g., Mama Natural is also a YouTuber with 342,000 subscribers).
  • Top mom influencers (who often vlogged their pregnancies) include Rach Loves, GabeBabe, Brit & Baby, and Hollie.

In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

Proposed next steps:

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The team recommends that we continue with the research by identifying the following factors (as requested): 1. Customer journey (how pregnant consumers travel through the sales process) 2. Purchase drivers for nausea products (price, brand-loyalty, Facebook buzz, functionality, etc.) 3. Purchase drivers for belly balms 4. Influencers (who are the major 7-10 influencers for pregnant consumers, what are their follower numbers, social media handles, covered topics). 5. Breastfeeding views (provide analysis on how pregnant consumers’ views develop or change during pregnancy and after delivery).
1. The team can identify demographics of this cohort (pregnant women in the US) in order to provide a demographic profile of them (age, race, marital status, income, education) as well as a psychographic profile (factors like how they spend their time, where they get their info, and other habits, hobbies, spending patterns, and values).
A similar set of demographic and psychographic profiles can be developed for breastfeeding consumers.