Study on marketing to mums launches

A new study from online community Mouths of Mums has unveiled insight into Aussie mothers shopping habits.    

The announcement:

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of Mums, an online community of 22,000 Aussie mums, exposes the Australian Grocery Buying Mum (AGBM) profile as an outdated generalisation.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.