Uncovering social media consumer insights on millennial parents and their newborns

Based on Nielsen research, the baby food and formulas market was forecast to hit nearly $30 billion by the end of 2015, with the diaper market exceeding $29 billion. With parents willing to spend in order to provide the best for their children, it’s important to understand what matters most to them and their conversations in the social sphere.

Isentia did an environmental scan across selected markets in Asia, with a deep dive into the top three most-talked-about categories in Singapore. The results show how social media insights can help brands better understand millennial parents.

In Thailand, conversations revolve around infant milk products, specifically comparing breastmilk with infant milk formula. Clearly, an infant’s formative years are particularly important to millennial parents in this region. In contrast, conversations about diapers are most popular in developed markets like Singapore and Japan.

These conversations are happening across various channels. Japan is dominated by blogs like Ameba, where parents discuss topics on anything and everything to do with babies. Similar discussions in Singapore and Thailand, on the other hand, generally take place on Facebook. With most millennial parents being technologically savvy and comfortable seeking information online, they are happy to share their opinions on social media.

Here are three popular questions from Singapore’s top baby product categories.

1. Do discounts really drive engagement for diapers?

In short, yes. However, to drive it further and achieve positive engagements along the way, we recommend contest-driven content as opposed to discount-driven content.

2. What are milk’s key purchase drivers for millennial parents?

Price is the least-deciding factor for baby milk, with Singapore parents generally accustomed to a culture of promotions. Product quality is the major focus.

3. What is the biggest challenge for stroller brands?

In the stroller market, there are two barriers. From a society standpoint, the general public is not empathetic. For parents, this means mums struggle to find places that are stroller friendly. Millennial parents are not necessarily concerned about the specifications of the stroller, but instead about the social acceptance of using one while out and about.

Take a deeper dive and discover more key takeaways, illustrations and examples by downloading the whitepaper.

by Evelyn Kwong
In Insights.

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