- Prioritizing quality and safety
- Influenced by their community
- Preferring natural ingredients
- Shopping across multiple channels
- Caring about the product experience
- Buying when there is a promotion
- Staying flexible in their choices
The mother and baby category is one of the fastest and most consistently growing sectors in Vietnam, where trust, quality and product experience play a decisive role in purchasing decisions. Understanding customer behavior helps Brands optimize their approach and capture market share more effectively. Below are 7 common customer behaviors.
A mindset that puts quality and safety first
One of the top priorities for mothers shopping for their children is safety and quality. This stems from the fact that children, especially newborns, are highly sensitive to their surroundings. Mothers tend to favor products that have undergone quality testing and carry safety certifications from reputable organizations. They often read ingredient lists carefully, research manufacturing processes and, above all, check certifications closely before deciding to buy. This shows that building Brand trust and credibility is the key factor in capturing this market.
Influenced by community and family
In the mother and baby category, advice from family, friends and online community groups carries enormous weight in purchasing decisions. Mothers frequently join community groups such as "Hội các mẹ bỉm sữa" on Facebook to share experiences, seek advice and review products. Positive feedback from the community and from family members plays an important role, as it gives mothers greater peace of mind about the quality of the products they are about to buy.
Family advice shapes mothers' purchasing decisions
Understanding the influence of these community groups helps Marketers identify the best places to build promotional and communications campaigns, increasing reach and engagement with their target customers.
A preference for naturally derived products
This trend reflects growing concern for children's health and for protecting their sensitive skin. Mothers tend to look for products made from natural ingredients, free of harmful chemicals and less likely to cause irritation. For example, the natural cosmetics line from Johnson's Baby, with its safe, preservative-free formulas, has earned the trust of mothers worldwide.
In marketing strategy, emphasizing natural ingredients and a commitment to safety not only strengthens a Brand's credibility but also forges a deeper connection with customers' values and mindset.
Omnichannel shopping
Customers in the mother and baby category tend to combine in-store and online shopping. They not only shop at traditional retail outlets but also make full use of e-commerce channels such as Shopee and Lazada or place orders through Brands' official fanpages. This reflects a shift in how modern mothers shop: they want to make the most of their time and take advantage of online promotions.
Today's parents love "checking out" via livestream
Today's parents love "checking out" via livestream, where shopping is more relaxed and entertaining, products can be seen in a more tangible way, and plenty of great deals can be snapped up during live sessions.
Attention to product experience
Mothers like to watch videos or read detailed reviews about product experiences. They want to know whether baby care products are gentle on their baby's sensitive skin, whether a formula is easy to digest, or whether toys are safe and stimulate their child's intellectual development. Major Brands have produced numerous review videos featuring well-known mothers to build trust in their products' ability to support children's height and weight development.
Shopping driven by promotions and economic benefits
While quality comes first, mothers remain highly responsive to promotional programs. They are always on the lookout for special offers, discounts, or free gifts in order to maximize the economic benefit. This shows that a marketing strategy built around promotions and gifts remains an important driver of purchasing behavior among this customer group.
Flexibility in choosing products for their child
Mothers are willing to try new products, particularly if a product can solve a problem their child is facing or comes recommended by a trusted source. This flexibility opens the door for new Brands or new product lines to enter the market.
The benefits of Social Listening in understanding customer behavior
Social Listening is a powerful tool that helps Brands in the mother and baby category gain a deeper understanding of customer behavior and needs. In a market where buyers are constantly guided by safety, quality, and trust, Social Listening delivers several standout benefits:
Capturing trends and the topics customers care about most: Social Listening allows Brands to track the topics, keywords, and questions customers are interested in, making it easy to stay current with the latest trends. For example, when mothers express interest in products with natural origins, a Brand can adjust its product strategy or promotional content to meet that demand.
Social Listening helps Brands stay current with the latest trends
Identifying the influence of communities and trusted sources: By analyzing conversations in community groups and on fanpages, Social Listening enables Brands to understand the role that groups and individuals play in shaping customers' purchase decisions. From there, Brands can plan how to reach out to and collaborate with influential voices to build trust.
Measuring the effectiveness of communication campaigns: Social Listening makes it possible to measure customer engagement with and response to communication content. Brands can quickly identify which activities are performing best, helping them optimize both the current campaign and the ones that follow.
Social Listening helps measure customer engagement and response
Analyzing feedback on the product experience: With the ability to monitor and analyze large volumes of comments and reviews, Social Listening helps Brands gain a clear picture of the user experience. This is especially important in the mother and baby category, where mothers want to know whether a product is suitable and safe for their child.
Gaining deeper insight into omnichannel shopping motivations: Social Listening provides data on customers' omnichannel shopping behavior, helping Brands optimize their presence across different channels, from physical stores to e-commerce platforms and livestreams.
Conclusion
Understanding common consumer behaviors in the mother and baby category not only helps brands shape their business strategy but also optimize their communication campaigns. From the priority placed on quality and safety, to the influence of community, to the trend toward omnichannel shopping and a willingness to try new products, major brands such as Vinamilk, Friso, Johnson's Baby, and Pampers all know how to capture and meet customer needs. This allows them to sustain customer loyalty and win share in an increasingly competitive market.
