In 2019 SheSpeaks commissioned our Baby Care study with the goal of better understanding: - What drives Moms' purchase intent - How Moms are engaging in social & with Baby Care brands in social - What causes mom to experiment & engage with new Baby Care brands and products - What is the role of dads in today's decision-making processes The following report details our findings.

1. 1
Consumer Insights:
Baby Care
2019

2. 2
Executive Summary
Key Learnings
SheSpeaks. Baby Care Consumer Insights April 2019
Influencing Baby Care
Purchase Decisions:
• Price (85%), friend/family recommendations (80%) and Reviews on a store website are
most influential factors in baby care purchase decisions
• Celebrity endorsements have negligible impact (7%) in this category
Social Media Influence:
• 87% of moms consult at least 1 social media platform when shopping for baby care
products
• Facebook (73%) is the most heavily consulted social platform for baby care purchases
• 89% of moms post content related to baby care on social media platforms
Online vs. In-Store
Purchasing:
• Price & ability to use discounts and convenience are the strongest factors in the
decision to buy online vs. in-store
Connecting with Baby Care
Brands on Social
• 82% of moms follow at baby care brands on social
• The opportunity to receive coupons or other offers is the primary reason for following
(78%)
The Role of Dads in Baby
Care Purchase Decisions
• 67% of dads are very or somewhat involved in baby care purchase decisions -- only 9%
are not at all involved.
Moms agree -
Pampers is one of
the brands doing a
better than average
job of social
engagements

3. 3
Influencing Baby Care Purchase Decisions
• Most moms agree that Price & Friend/Family Recommendations are most
influential in making baby care purchase decisions
• Moms also look to Product Reviews & Social Media for purchase
recommendations
SheSpeaks. Baby Care Consumer Insights April 2019
Price
Cause / charity tied to the brand
Celebrity in advertising / social media
Review in a newspaper or magazine
Friend/family recommendation
Recommendation on social media
Review on a blog or store website
Other
Nearly half ofmoms cite
social media as
a purchaseinfluencer
85%
18%
6%
30%
6%80%
6%
80%
48%

4. 4
Social Media Influence
• Facebook & Instagram are the social media platforms most consulted for
baby care purchases
• Pinterest & Twitter also inform moms’ purchasing decisions
Facebook
Twitter
Pinterest
Instagram
Tumblr
Other
N/a
73%
33%
40%
4%
59%
5%
21%
SheSpeaks. Baby Care Consumer Insights April 2019

5. 5
Online vs. In-Store Purchasing
• The main reasons cited for online vs. offline purchasing are better prices
convenience and incentives for online redemption.
• More than half of moms also cite product familiarity and having items
delivered to the home as reasons for purchasing online.
Better Prices
Received a Special Offer to Use Online
Familiar with the Product - No need to see it in person
Shopping online is Faster/Easier
Item was Bulky/Heavy - Easier to buy online
Other
N/a
73%
54%
6%
63%
36%
5%
65%
SheSpeaks. Baby Care Consumer Insights April 2019

6. 6
Types of Baby Care Products
Purchased Online
• Moms prefer to buy online across a broad range of baby care products,
with toys being the #1 category
• In addition to toys, a majority of moms prefer to buy clothing, diapers, and
furniture online
Diapers
Food
Clothing/shoes
Toys
Furniture, including seats/swings
Transport, i.e. strollers, car seats
Other
N/A
63%
21%
4%
57%
6%
54%
56%
72%
SheSpeaks. Baby Care Consumer Insights April 2019

7. 7
Social Sharing Baby Care Content
• The vast majority of moms share baby care related content on social
media.
• Facebook is the platform moms post to the most but Instagram is not
distant #2 at 62%. This represents a 41% increase since 2017.
Facebook
Twitter
Pinterest
Instagram
Tumblr
Blog
Retailer Website
N/a
74%
42%
28%
6%
10%
62%
48%
35%
Sharing content allows women to connect with their social community & their broader mom network
SheSpeaks. Baby Care Consumer Insights April 2019

8. 8
Connecting with Baby Care
Brands on Social
• A large majority of moms follow at least one baby care brand on social media
• The opportunity to receive coupons or other offers is the reason most cited for
following a brand on social
Get advice on how best to use the product
Find out about product improvements
Receive coupons or other offers
Learn what other people think of/use the product
Just for fun
N/A
45%
55%
79%
49%
42%
12%
Yes No Unsure
79%
12% 9%
Do You Follow Baby Care
Brands on Social?
SheSpeaks. Baby Care Consumer Insights April 2019

9. 9
Drivers of New Baby Care
Product Purchasing
• When asked which would influence them to buy more -- a 20-30% discount
or a positive experience in a trial -- moms were indifferent.
• Both discounts and positive trial experiences are far stronger drivers of
purchase than family/friend or expert recommendations.
Coupon for significant amount off (20%-30% discount)
Positive experience with product sample
Recommendation from a friend or family member
Recommendation from a blogger/expert I follow
N/a
40%
13%
1%
42%
4%
SheSpeaks. Baby Care Consumer Insights April 2019

10. 10
Where Is She Buying?
• Moms buy baby products - everything from food to diapers- both in-store
and online.
• Walmart, Amazon and grocery stores top the list of places where moms
shop the most.
SheSpeaks. Baby Care Consumer Insights April 2019
Walmart/.com Amazon
Sam's
Club/.com
Costco/.com Target/.com
Grocery
Store
Drug store
I have not
purchased
this item
Other store
Diapers 74% 59% 21% 20% 52% 40% 29% 1% 8%
Formula 56% 25% 11% 8% 30% 35% 17% 21% 3%
Food 74% 32% 20% 14% 49% 58% 16% 3% 6%
Clothing 77% 66% 16% 13% 63% 10% 3% 0% 21%
Toys 80% 82% 11% 11% 56% 17% 14% 1% 13%

11. 11
The Role of Dads in Baby Care
Purchase Decisions
• Most parents make purchasing decisions together
• 67% of dads are very or somewhat involved in baby care purchase
decisions
Very involved
Somewhat involved
Only occasionally involved
Never involved
35%
21%
9%
32%
SheSpeaks. Baby Care Consumer Insights April 2019

12. 12
Baby Care Brands Implications
• Maintain a robust presence on all key social media platforms,
especially Facebook
• When possible, use coupons or other incentives of tangible value to
attract new followers
• Showcase favorable user-generated content /reviews on brand pages
& where possible, in other (non-social) environments
• Share & re-share positive comments posted by new moms, and
encourage readers to share those comments with friends and family
• When working with online retail partners, use price incentives to
habituate online purchasing for repeat or bulk purchases (with the
possible exception of food)
• Prioritize product trials & discounts in strategies to increase new
product uptake; use social media to promote offers where possible
• Conduct follow-up research to better understand the role of dads in
product research/purchasing and brand engagement
Bottom line: social media
is very important for
getting the word out, but
the offer is still the hook!
SheSpeaks. Baby Care Consumer Insights April 2019

13. 13
SheSpeaks Research & Methodology
Research Methodology:
This survey was fielded online among 500
SheSpeaks members with at least one child under
the age of 36 months.
The sample is comprised of U.S. women aged
24-49 years and older.
SheSpeaks. Baby Care Consumer Insights April 2019

14. 14
Understanding the Sample
1+ 2+ 3+
41%
25%
34%
How Many Children do
you Have?
Which Year Were They
Born?
2015
2014
2013
2012
11%
34%
37%
36%
The majority of moms surveyed had more than one child --
meaning most of the moms have been new moms at least
once before
The Mom & Her Family
SheSpeaks. Baby Care Consumer Insights April 2019

15. 15
Thank You!
Carol Milliron SVP Client Engagement
carol@shespeaks.com