The survey of 13,000 shoppers showed that when buying for baby, parents go through a complex decision-making process.
When it came to shopping for baby toys, over three-quarters of respondents said “I like to compare brands”.
Parents use up to 11 ‘touchpoints’ – such as websites, apps, ads and social networking – to find out about toys before buying.
Researchers also said baby toys were the second most emotionally rewarding purchase, after video games, with 50% of parents agreeing, “I don’t just buy brands for functional reasons, I also get an emotional reward out of it”.
The study claims baby food is a “passion purchase” – which means it’s considered emotionally rewarding and relatively risky, so decisions about what brand to buy are made with great care.
The findings showed that 83% of people think that when it comes to buying baby food “it’s really important to buy a brand you trust.”
The PeopleShop study was conducted by shopper agency Arc.