Consumer Trends: Children’s Products and How To Advertise to Parents

The Attest Consumer Trends Reports are in-depth explorations of a predefined consumer group. Consumers who self-identify with the behaviours or demographic categories of this group are surveyed and asked about their market-specific views, and consumer habits more generally. 

The preferred brands, influencers and social media platforms, as well as their priorities when considering and making purchases are all interrogated in a consistent format within each Consumer Trends Report. 

This report includes: 

• Behaviours and interests of parents, specifically their sentiments towards children’s brands
• Social media and shopping habits of this consumer group, both within the children’s market and more widely
• Market and brand awareness
• Key takeaways for brands looking to target this unique segment of the market

Top 10 children’s brands according to parents: 

1. Lego
2. Disney
3. Fisher Price
4. Mothercare
5. Next
6. GapKids
7. V-Tech
8. Pampers
9. Nike
10. Tommee Tippee

Key Findings: 

Parents representative an enormous (and dynamic) market, but are clearly strapped for time. They need the essentials to be available to them quickly and easily, and they need shopping for non-essential child products to be a pleasant, stress-free experience.

They’re almost evenly split between being fans of online and offline shopping experiences, as long as they can be assured of the high quality of items by friends and familyorfind the products easily on Google or Amazon, they’re happy.

Position and advertise your child-related product well and you could win over a loyal parent, who might just go on to evangelise your products to their friends and family, or give you the coveted 5 star Google review of your dreams. It’s one sector where sharing of information and advice is commonplace, and has a significant impact on the buying decisions made.

LEGO seem to be winning considerable share of mind through impressive adverts (and hugely popular branded content), securing their place as parents’ number one favourite child-specific brand. But if you’d like to compete, optimise your adverts by considering partnerships with key TV personalities and well-known mothers and fathers.

If your brand is in the process of choosing the channel via which to access parents at their most attentive, you could opt for a slot on television, perhaps with the pester-factor, hooking the interests of the end user (the children) and allowing them to work their magic on loosening the purse strings of the decision makers (the parents) long after the advert has ended.

Alternatively, a social media strategy can catch parents in down-time, in which case Facebook, Instagram and Twitter should be the focus of your campaign.

Click to view report