A new study from online community Mouths of Mums has unveiled insight into Aussie mothers shopping habits.
31 July, 2012 – Sydney, Australia: New research from Mouths of Mums, an online community of 22,000 Aussie mums, exposes the Australian Grocery Buying Mum (AGBM) profile as an outdated generalisation. The study contains valuable insights and important implications for how brands should be marketing products to this influential segment.
The comprehensive study of 1,200 mums across Australia delves deep into their state of mind, unearthing their shopping motivations and subsequent grocery buying behaviours. The results reveal that seven unique segments exist within the established AGBM category, challenging brands to re-think the long-held view that they belong to one homogenous group.
The unique shopping patterns identified are categorised into seven different segments according to a series of complex influences, motivations and shopping habits, including:
· Price Princess (22%): Devoted to achieving the most economical shop. They are most open to new technology, especially digital apps.
· List Lovers (19%): View shopping as a chore and stick to staples for efficiency. They spend the least amount of time shopping and are least influenced by in-store activations.
· Escape Artists (19%): Visit the shops for enjoyment and as a place of refuge. They are least likely to be high use Internet shoppers.
· Family Foodies (13%): Shop to satisfy their desires for taste and creativity. They are most likely to spend more than 8 hours per week shopping, but least influenced by in-store specials.
· Network Nurturer (9%): Value their connections with local suppliers and avoid the larger retailers. They are high frequency shoppers and twice as likely to shop at IGA and independent shops.
· Soul Seekers (9%): Embrace change and invite inspiration to try something new. They are least price sensitive and most likely to be influenced to purchase by ‘what’s new’ and in-store sampling activity.
· Condition Queens (9%): Slaves to the conditions dictating their family’s diet. They are the only segment to value range over price, and most likely to shop at night.
Nikki Hills, MD and founder of Mouths of Mums, says that the findings present an opportunity for brands to rethink their current AGBM strategy and employ a more targeted marketing approach for greater and more meaningful reach and relevance.
“We were genuinely surprised to identify seven distinct segments within the AGBM category. Considering the unique motivations driving the shopping habits ofeach group, it is important that their specific needs are catered to through the appropriate channels and touch points, if marketers are to win over their hearts, minds and ultimately, spend.
“For far too long the AGBM has been approached by brands with broad, generic campaigns which assume they are a homogenous audience. The biggest area of opportunity in this market is developing a deep understanding of these distinct segments and creating carefully targeted strategies which account for unique tastes and preferences,” Nikki said.
Founded by Nikki Hills, a marketing professional with over 20 years experience, Mouths of Mums is an online network of 22,000 Aussie mums. The website enables brands to engage in meaningful conversations with real mums and generate valuable marketing insights. Proctor & Gamble, Woolworths and Heinz are just some of the brands that Mouths of Mums has worked with to create meaningful brand campaigns targeting Aussies mums.