Family or friends play the biggest role in influencing mothers on what to buy for children
May 9th, 2024, Bhawna Singh

Family or friends play the biggest role in influencing mothers on what to buy for children

Recently, Nestlé hit the headlines for the sugar content in its baby food sold in developing countries, including India. Now latest data from YouGov surveying more than 500 urban Indian mothers shows that Indian mothers are cautious and three-quarter say they read the whole label including the ingredient list (75%) before buying baby or children products. They are also more likely to resonate with brands that are honest. Seven in ten urban Indian mothers (73%) agree with the statement, ‘I am more likely to trust brands that are transparent about product information’, with millennial and GenX mothers showing a higher degree of agreement.

Research claims are also likely to influence them, with half (52%) saying they are more likely to trust brands that make research claims in their advertising.

The data shows that friends or family are considered as the most influential source when buying baby products (at 66%), more than doctors or health professionals (63%).

57% mothers rely on online reviews to buy baby products and just as many do their own research (54%). Social media/ influencers have the next best impact (35%), followed by social groups (31%).

Millennial moms are less likely than others to rely on family or doctors and more likely to follow online reviews, social media influencers and social groups.

Among the various types of baby products, medicines tops the category where half of the surveyed mothers claim they research ‘quite a lot’ (50%). Almost as many say they research a lot when buying food or beverages for their children (46%).

Two in five women research ‘a lot’ when they buy bath and care products (43%) or clothes (40%). Toys is the only category where the research is somewhat lesser.

A deeper dive into their shopping habits reveals that a majority of mothers claim they buy baby/ children products from retail stores or pharmacies (54%). Online stores are the next most popular spots for buying baby products (44%), followed by doctor’s clinics (24%).

A third claim they either make themselves or buy homemade products (33%) while one in ten say they do not buy any baby products from the market (10%).

Quality is the top priority when buying products for their children. Reviews and recommendations are second is the order of importance, followed by brand name and price. Country of origin of products is comparatively the least important factor in shopping for their children.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online between April 30 and May 6 2024, with an online sample of 538 urban Indian mothers, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, and location to be representative of all adults in India (18 years or older) as per the latest population estimates. Learn more about YouGov Surveys: Serviced.