Mother knows best: Why we stick to the same brands our mums used to buy


Mother knows best: Why we stick to the same brands our mums used to buy

Mother knows best: Why we stick to the same brands our mums used to buy

6:39 PM on 10th May 2011

With advanced technology, globalisation and a rapidly expanding market, it would come as no surprise to learn most mothers are interested in checking out new products.

But it seems when it comes to shopping, women stick to the same brands their mothers used to buy.

British mothers

Keeping it in the family: British mothers “genuinely trust” just 18 household brands

British mothers “genuinely trust” just 18 household brands, a report has revealed.

A detailed consumer study found the average mother relies on a string of famous household brands including Heinz, Kellogg”s, Fairy and Cadbury.

Other big name firms to make the list include McVitie”s, Robinsons, Bisto and Walkers.

The report, compiled following a study into the shopping habits of 3,000 mothers, also found nine out of ten buy the same branded products every time they shop.

Interestingly, more than half buy the same brands their own mothers used to buy.

A spokeswoman for researchers www.MumPoll.com said: “While mothers are tempted by special offers and cheaper alternatives, they prefer to buy household brands which have been in the family for years.

“There is something nice about using the same washing powder or toothpaste you grew up with.

Beanz meanz Heinz: Tomato ketchup, left, and Baked Beans are store cupboard essentialsHeinz Baked Beans Beanz Can

Beanz meanz Heinz: Tomato ketchup, left, and Baked Beans are store cupboard essentials

“And when you start out as a mother you don”t really have a clue what brands to buy, what”s good and what”s not.

“Sochoosing the brands your own mother has tried and trusted for years is agreat way to start – and as time goes on you learn how to make your owndecisions on what works best for your family.”

TOP 20 PRODUCTS

1. Heinz Tomato Ketchup

2. Heinz Baked Beans

3. Fairy Washing Up Liquid

4. Cadbury”s Chocolate

5. Kellogg”s Cornflakes

6. Vaseline

7. Walkers Crisps

8. Coca Cola

9. Sudocrem

10. Colgate Toothpaste

11. HP Brown Sauce

12. Heinz Tomato Soup

13. Marmite

14. Oxo Stock Cubes

15. Helmann”s Mayonnaise

16. Calpol

17. McVitie”s Digestives

18. Robinsons Squash

19. Tampax

20. Bisto

The report also found many mothers prefer to purchase the products they know and trust, even if they are more expensive.

Other favoured brands include Vaseline, Sudocrem and Calpol.

And products such as Coca Cola, Colgate Toothpaste, Marmite and Tampax are also considered irreplaceable by mothers.

Almost six out of ten believe their favourite brands outshine others because they are of a higher quality, while 51 per cent said they “work better”.

And eight out ten mums said they felt they got more for their money with branded products than own-label goods.

A further 49 per cent said they would never deprive their family of branded goods, whatever the circumstances.

One in three said they would have to be struggling to afford the weekly food shop to even consider dropping their favourite brands.

A further 25 per cent say they would have to be in a position where they could no longer afford to pay the bills.

MumPoll”s spokeswoman added: “Brand buying is a serious business for mums, who pride themselves for getting in the best for their family.

“The fact is that many mums feel guilty for purchasing cheaper super-market alternatives because they don”t feel they are getting good value for money.”