A new survey from Aldi Ireland has revealed the costs facing parents of young children, as the retailer launches its Mamia baby formula.
It found that, on average, Irish families are spending over €120 (€121.82) on groceries, with 70% of that (€85.47) spent on baby products.
Shopping Around
The survey, conducted by Bounce Insights, consisted of 686 parents of children aged four and under.
It found that the vast majority of parents are showing cost-conscious behaviour by shopping around for baby products based on special offers or deals.
One in three revealed that she/he/they shop around all the time.
The vast majority of parents buy typical baby products, including wipes and nappy sacks (92%), baby-specific toiletries (83%), nappies (83%), baby food and snacks (74%), and infant milk formula (39%).
Some 43% of parents said that they buy a mix of branded and own-label nappies, with 71% choosing both branded and own-label baby food and snacks.
Cutting Back
According to the research, 66% of parents find it financially challenging to cover the cost of the baby products that they purchase. Many admitted to cutting back on other products to afford baby products.
Some 19% said that they cut back all the time, while 59% do so occasionally.
This latest research and product launch follows the publication of Aldi’s Mammies & Daddies Report on 19 March.
The report found that 65% of parents in Ireland say that becoming a parent has had a negative impact on their finances.
Aldi’s cumulative research comes as it releases Mamia First Infant Milk – Ireland’s first private-label formula milk – in all its Irish stores.
‘Parents Continue To Be Challenged’
Colin Breslin, the managing director of buying and services at Aldi Ireland, commented on the survey results, saying, “As part of our value and price commitment to consumers, we regularly conduct research in the market, to better understand our customers.
“Today’s survey results, in addition to the findings of our Mammies & Daddies report, published last month, show the extent to which parents continue to be challenged.
“While the rate of inflation has started to ease, we do remain acutely aware of the pressures on all consumers, and particularly parents, today.
“This continues to guide us as a business, and our commitment to deliver choice and value remains steadfast.
“We continue to focus on delivering great-quality products at the lowest prices in the market, and this promise extends to parents through our Mamia range.
“We’re delighted to continue to develop and expand our product offering under Mamia, including Mamia First Infant Milk, which is on our shelves across our 161 stores from next Monday, 22 April.
Breslin concluded, “This product adds further choice and value, delivering tangible savings for Ireland’s parents every day.”
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