The long-standing cliché suggests that the popular kids in school are the quarterback, the head cheerleader, and the prom king or queen. But what makes someone popular—whether a kid, a politician, a musician, or a brand—continues to captivate marketers and drive sales.
In a recent study, we aimed not only to uncover data but also to discover unique insights that could help the maternal care industry better understand, relate to, and ultimately market to the newest generation of moms. So we used brand awareness, popularity, trust, and likability as a foundation.
After confirming that our new mom consumers were familiar with the brands, our study then tested the correlation between self-identified brand popularity, trust, and likability. Interestingly, the popular brands were often those that moms trust the most, which is not always the case in other industries.
One fascinating finding was how a consumer’s value system intertwined with their perception of brand popularity, trust, and likeability. A striking 81% of new moms stated they seek brands that align with their values and are less likely to engage with companies that do not match theirs. The challenge for brands is to clearly articulate their values so consumers can easily identify a “love match” without feeling overwhelmed. In fact, 83% of new moms reported feeling incredibly overwhelmed during the first 8-weeks postpartum, not surprising.
We surveyed over 5,000 U.S. moms, delving into preferences and evaluating more than 400 nursing and feeding brands in 39 product categories. This allowed us to establish essential rankings driven entirely by mom consumers solely testing only nursing & feeding brands.
Most Recognized Brands in the U.S. Based on the percentage of moms who were able to identify each brand.
Most Popular Brands in the U.S. Based on the percentage of moms who hold a positive opinion of a brand.
Most Trusted Brands in the U.S. Measured by moms’ confidence in a brand’s quality and reliability.
Most Liked Brands in the U.S. Based on moms’ personal assessments of how much they like the brand for themselves.
Curious About a Sneak Peek at the Brands Tested in the U.S. Marketing to Modern Moms Report: Nursing & Feeding Brands 2025?
We know you are! 🎉 Email rebecca@maternalcareinstiture.com
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