PLEASANTVILLE, N.Y. – When it comes to pregnant and new moms, more than three quarters (77%) say a “doctor recommended” seal is important when purchasing OTCs, according to a new four-part survey titled, “Mom-Shop Report, A National Survey of New Moms’ Shopping Behavior,” conducted by RLA Collective, Persuadable Research and the Mommy MD Guides.
“Pregnant and new moms are a unique demographic that comes with a distinct set of behaviors,” stated Robin Russo, president RLA Collective. “Some of the results of this comprehensive survey opened our eyes to key insights about how this group seeks out and purchases health and wellness brands.”
One of the more surprising findings, for example, suggests that brands should consider targeting baby boomer grandmothers who are among the biggest influencers for new moms. Other key findings include:
- While mobile is used to research by more than half of new moms, 66% are purchasing OTCs from brick-and-mortar mass merchandisers, 57% from local chain drug and 44% from grocery stores. Meanwhile, 22% are purchasing online from Amazon.com and 10% from online drug stores;
- Facebook is key to this group: Nearly 7 in 10 women across all life stages have “liked” a brand’s Facebook page in the last six months and the number of brand pages liked or followed is very high: 29% of the moms say they liked 21 or more Facebook brand pages; and
- Regarding motherhood, the majority of new moms (50%) were just “somewhat” prepared for this big life change. Just slightly more than one quarter (28%) were “very” prepared.
Focusing primarily on personal care, OTC and supplements, the body of information is being presented in four downloadable reports at RLA Collective's web site that look at what makes this phase of life special and provide insights into new moms’ entry into parenthood and how they make purchase decisions for these categories of products. Included in the survey were 1,050 women randomly drawn from a national sample of first- and second-time pregnant and first-time moms with children ranging from birth through 36 months.