Marketing to Australian Mums: getting through to the gatekeepers

Mums are one of the most profitable, sought-after segments in the FMCG industry; yet, traditional strategies for targeting mums have become outdated and irrelevant. This report identifies the key influences driving Australian mums’ product choices

Introduction

Australian mums control around A$132 billion in household spending each year. Additionally, mums indirectly influence the purchase decisions of family members, friends and other consumers via word-of-mouth and online communities. Establishing emotional resonance with mums is critical in converting them from being target consumers, through to actual customers, and then to loyal brand advocates

Scope

• Understand the key priorities and concerns that influence mums’ choices of where to shop, what to buy and who to trust
• Gain Australia-specific insight into a consumer segment that is highly influenced by domestic issues and a unique local market landscape
• Draw inspiration from best-practice examples from around the world that most effectively and creatively address the needs of mums

Highlights

While mums bear a disproportionate burden of household chores, it is important to acknowledge that many derive a considerable degree of enjoyment from certain tasks. For example, 70% of Australian mums enjoy preparing food at home, while 43% find cleaning the home to be therapeutic

Given their pivotal role in managing household finances, it is critical to understand the sacrifices and tactics that Australian mums adopt in order to cope with rising grocery prices. Over half are buying more private labels to save money, while over six-in-10 mums say they are sacrificing some food products altogether

Australian mums prioritize their children’s health over their own. Such an attitude is not only evident when assessing a food product’s nutritional value, but also when considering the safety of different household cleaning products. This has important implications for how marketing messages and product benefits should be framed

Reasons to Purchase

• How do the needs of working mums differ from those who choose to stay at home? How do priorities differ by age of child?
• Which food and drink claims are most influential for health conscious mums? To what extent do mums trust these claims?
• What are mums’ impressions of private label products? How does this vary by FMCG sector?
• To what extent does the internet influence mums’ shopping decisions and how is this changing? Have mums embraced online shopping?
• What is the size of the ‘lunch box opportunity’ in Australia?

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