How does a new mom decide on a new brand?

We did research with mothers of infants and toddlers and asked them about the social networks and influencers who shape their product/service buying journey.

How does a new mom decide on a new brand?
Photo by Aditya Romansa / Unsplash

Written by Dr. Taapsi Ramchandani


How do people discover new brands? Who are the influencers and what are the networks and guides that shape buying behavior.

We spoke to mothers with children under the age of 3 years and asked them about these questions. As a mother myself, this study was close to my heart. I know what I do when I’m searching for kid-friendly products. Was this similar to how other mothers were doing it?

The babycare product industry, pegged at 18 billion USD as of 2020 and projected to grow at almost 5% CAGR, is a rapidly expanding industry that has seen massive influx of high-quality premium products as consumers get better informed and savvier with their buying habits.

Understanding what happens before a purchase is made holds the key to understanding the context behind that coveted sale. So let’s get into it!