Families with children are loyal customers and account for 41 percent more purchases than the average. Diaper prices play a significant role in the choice of food stores.
“The arrival of children changes priorities in life, and time spent with the family becomes increasingly important at the same time as the financial situation changes. Grocery stores that prioritize the needs and demands of families with small children are the real winners,” says Sofia Hallberg, Communications Manager for SCA’s diaper brand, Libero, who conducted the Swedish study.
Singles or couples without children are impulsive shoppers and often eat at restaurants. When the first child arrives, time is in short supply, while there is an increase in financial pressure.
Instead of spontaneous shopping, it is now about planned large-scale shopping. To a great extent, families with more than one child also become accustomed to a favorite store where most of their purchases are made for many years.
The choice of store depends on the store’s total offering, in which location, assortment and the general price level are key factors.
“Families with small children are highly aware of the price of diapers. Although diaper prices as an individual factor do not determine the family’s choice of store, it is an important indicator of the general level of prices in the store. Families with small children want the best products for their children, as inexpensive as possible,” says Sofia Hallberg.
Extract of the BCCM (Baby Care Category Management) Guide conducted on the Swedish market every year.