Millennial Fathers Switch Up Brands Post-Baby - eMarketer

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Millennial Fathers Switch Up Brands Post-Baby

Fathers choose different brands for food, beverage and groceries, cleaners and personal care

June 19, 2015

Retail marketers know how much many women’s lives change when they become mothers. They’ve reached a different life stage and have different needs—both in terms of the products they’re buying and the marketing that appeals to them. Does the same hold true of men who become fathers?

US Millennial Father Internet Users Who Have Changed Brands Since Becoming a Father, by Product Category, April 2015 (% of respondents)

According to April 2015 polling by BabyCenter and Google, fathers did start looking for different brands than the ones that appealed to them before. In the food/beverages/groceries category, that was true for 44% of US millennial internet users who were either expectant fathers or had a child under 5.

More than four in 10 respondents also said they had changed brands of household cleaner since reaching their new life stage, and 36% said the same of personal care products. Both categories are prime areas where ingredients that are friendly to baby could become important.

But change in brand preference also affected categories where kids would be seemingly unaffected—like financial services.

Millennial mothers were still the primary decision-makers for the categories that dealt most closely with the kids, like the child’s clothing, accessories and shoes, the child’s products and gear, and the child’s personal care items. Household cleaners and laundry detergent also tended to be the mother’s responsibility. But an outright majority of respondents said that grocery and personal care products more generally were joint decisions made by both parents together. And financial services and consumer electronics were most likely to be picked out by fathers rather than mothers.

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