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New Moms Opt For Name Brand Formula Over Private Label

February 21, 2012
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Despite feeling financial pressures new moms were less willing to purchase private label products for their babies, according to a new study from Kelton Research.

Despite feeling financial pressures, new moms were less willing to purchase private label products for their babies, according to a new study from Kelton Research.
While 59 percent of moms are stressed because of their financial situation and the economy, only 30 percent are willing to buy private label products for their babies, while more than half (52 percent) will buy private label for everyday household items. When it comes to quality, 62 percent believe that name brand baby products provide higher quality than private label.
Nearly half, (40 percent) of moms would feel guilty about using formula, instead of breastfeeding. A potential reason why infant formula is one purchase on which many moms are willing to splurge-even though they don’t have to.
Less than a quarter, (23 percent) of new moms are open to buying private label infant formula. When it comes to name brand formula, 68 percent believe a heftier price tag means it’s a better quality product; 50 percent believe that it’s higher quality and 37 percent believe it’s more nutritious.
The study would suggest there’s an opportunity to increase sales of private label baby products by further educating new moms and investing in marketing of these products.


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