Why sample to Mums?
25/11/2005
During pregnancy and the early months after childbirth, women begin using products of which they have little or no previous experience, ranging from breast-pads and folic acid to nappies and car seats.
There is a large knowledge gap which needs to be bridged and Bounty can help with this. As one Mum stated "They (Bounty) introduce you to brands and products you have no idea about when you are first pregnant." (1)
The Baby Market is very Valuable
- According to FSA the baby consumables market is worth £1,043m
- 30% of households have children and these account for 57% of UK expenditure (2)
Mums Experience many Changes
- Three quarters of mums noticed change to their skin during pregnancy and 44% purchased different skin care products during pregnancy (3)
- 59% of mums change their brand of washing detergent as a result of the birth of a baby (4)
- Three quarters of mums say that they drink more water during pregnancy (4)
Sampling is Effective
- 83% of mums say receiving a free sample influences their decision to purchase. Trying a new sample is the single most important factor in this process, ahead of friends' recommendation
- (57%) and TV advertising (26%) (4)
- Almost nine out of ten mums like to try before they buy
Bounty is Sampling
58% of mums say that Bounty is the main source of samples they received 5
Three quarters of mums recall receiving a New Mum Pack at the bedside 6
92% of mums used most of the trial products provided by Bounty, and 93% found the samples
a good trial size 4
But - Bounty is not just Sampling
- 70% of mums say that having a voucher will make them more likely to buy a product (3)
- 88% of new mums read or intend to read the leaflets provided in the Bounty Packs. A high proportion of these mums found the leaflets relevant and informative, with almost two-thirds stating that they retain the leaflets for future reference (4)
- Bounty's mailings are also impactful with more than three quarters of recipients finding them relevant (7)
- Eight out of ten mums used or intended to use coupons mailed to them (7)
1 Link Research
2 ONS Family Expenditure Survey
3 Bounty Research
4 Fact File
5 Diss On-line Survey
6 FSA
7 24 Month Mailing Research