Purchasing decisions: what parents deem important

In contrast with mothers and fathers of previous generations, millennial moms and dads today approach the adventure of parenthood very consciously and deliberately: with scientifically well-founded concepts and high demands made of the products and services they require to raise their child in harmony with their parenting ideals.

Mothers and fathers are thus well informed when they plan to buy equipment like a buggy or a child car seat. If they have any questions, they primarily look to parent communities, bloggers and social networks for advice. This digital lifestyle sometimes also has an effect on purchasing behaviour: products for the child are in fact often also purchased online, even with the smartphone. At the same time, interest in digital services, for example, in online subscriptions for diapers or baby milk, is growing. Mobile-optimised, responsive websites are therefore a must for traders. Needs-compatible digital services and helpful parent apps are the way to distinguish oneself on the market.

"Only the best for the little ones" is the most important motto for parental purchasing decisions. Several studies show that safety and quality are far up on the priority list – even before price or brand. According to a study by TÜV Süd, 80 percent of parents are prepared to spend more money for high quality children's and baby products. A DEKRA survey on criteria for toy purchases revealed that 99 percent of parents are especially interested in a high quality impression and good processing. For 82 percent, a test seal from an independent testing organisation is "important" or "very important".

The products should of course also suit their own lifestyle. Thus, not only function is a criterion for children's furniture. Just as important is a design in harmony with the parents' interior. Societal mega-trends like sustainability and naturalness also define the values of parents, and thus their purchasing behaviour. In the case of nutrition, clothing and care products, everything sells well that is green and fair. In demand are ecologically unobjectionable, antiallergenic ingredients. Clothing for the little ones should be made of ecological fibres, be non-toxic and be produced under socially responsible conditions. For care products, parents attach special importance to skin-friendliness, care-effectiveness and ingredients.

What do these findings mean for manufacturers and traders? They can score points by especially emphasising product features like safety, sustainability and environmental friendliness. Very important: they should actively and conspicuously communicate test results or certifications of their products by renowned testing institutions.