Inside the heads of the “mommy market”

The survey is an effort to probe the minds of today’s South African mothers to gain more insight and a better understanding of these women in terms of lifestyle, consumer behaviour, attitudes and experiences.

The report gathered information from 800 women, 65 of whom were pregnant and the remaining 735 of whom were mothers of babies, toddlers and children ranging from newborns to six year olds.

Of the women involved in the study, 700 had a household income of R7000+ and 100 having one between R4000 to R6999. All in all, this amounts to an average R7500.

Changing attitudes

According to the report, from the moment that a woman finds out that she’s pregnant, her attitudes change. Fifty eight percent of women surveyed claim to be more aware of what they spend their money on, and in many cases, 46% in fact, have begun saving.

However, even before their bundle of joy enters the world, they begin spending to prepare for his or her arrival - 9% of women began spending for the baby in their first trimester, 14% in the second and 29% during the third.

Within the first month following the birth of their baby, 19% of mothers incur expenses relating to their babies’ needs, with 13% incurring such expenses at a later stage. Another 13% of mothers say that expenses are spread evenly over a period of time.

Fifty six percent have bought most items new for their baby, with none borrowing anything. Of those who have not bought new items, 10% have received the necessary items as gifts, and 5% are using most things from a previous child.

Prioritise spending

The women involved in the study prioritise spending on their children. The research probes further into who is spending, when they’re spending, how much and what is influencing their decisions.

Although the overall average monthly spend is R656, excluding childcare, nanny, crèche or school fees, the average monthly spend of women surveyed escalates with the age of the child, with the highest average amount, R725 per month, being spent by mothers of babies between the ages of 18 months and three years. Pregnant women report spending the least, but this average is still high at R691 per month.

Health products, educational aids, educational policies and savings accounts (in that order) appear to be top priorities and sources of expense for mothers across the board.

When it comes to products like vitamins, medication, formula, baby food, bottles and teats, nappies, baby care, baby hardware, clothes and toys, the main purchasing influences for mothers are brand choice, followed by affordability, recommendations by someone they trust, experience with the product, and magazines.