Babies go ga ga for gourmet food

  • Discerning babies eating better food than their parents
  • Canstar Blue announces Top Parent Picks awards 

Australian babies dine on a diet of superfoods, organic produce and in many cases eat better quality food than their parents.  This is according to research conducted as part of Canstar Blue’s annual parent opinion research.

Canstar Blue researched the opinions of more than 1300 parents to gauge their opinions on baby products.  The research also asked parents about their satisfaction with a number of brands across different categories, enabling Canstar Blue to award the prestigious Parent’s Pick ratings.

Super (baby) food

Parents are going gourmet with their choice of food for their little ones.  More than two thirds (69%) say that they like to ensure their baby enjoys a regular diet of super-foods such as avocado, blueberries, salmon, broccoli and goji or acai berries.

  • Almost half of all parents (46%) say that their baby enjoys better quality food than they eat themselves. The figure rises to 59% amongst Gen Y.
  • A similar proportion of parents (44%) say that they spend more time preparing their babies’ food than their own.
  • One third (33%) of parents feed their babies organic food but eat non-organic food themselves.
  • The Canstar Blue research found that there was almost unanimous agreement (74%) that packaged baby food is improving in quality.

Rebecca Logan from Canstar Blue commented on the findings, “Australians have become increasingly sophisticated in their food preferences so it stands to reason that babies will follow suit.  Our baby food category winners Rafferty’s Garden and Only Organic are testament to this with their high ratings for quality and variety.”

Eco-babies

The Canstar Blue research also investigated attitudes towards eco-friendly baby products.   The research found that, while almost half of all parents (46%) rated eco products very important for their baby, only 29% considered chemical-free, environmentally-friendly products very important for the wider family.

  • Despite almost half (46%) of parents rating eco products as ‘very important’ for their babies, a smaller number (33%) stated that they would choose eco-products above non-eco options regardless of cost.
  • The research found only 18% of parents use cloth nappies and 19% have tried disposable bamboo nappies.

Ms Logan continued, “Our research shows that many parents would like to indulge their babies with the best and most eco-friendly products but there is a tipping point where price takes over,” she said.

Top rating baby products

Canstar Blue has announced the winners of its annual Parent’s Pick awards which honour brands achieving the highest customer satisfactions across a number of baby product categories.

  • Philips Avent scooped two awards for their cups and bottles, achieving  Canstar Blue five star ratings by parents for overall satisfaction.
  • Gourmet food brands Rafferty’s Garden and Only Organic were the top picks for baby bites achieving a Canstar Blue five star rating.
  • Huggies achieved the top gong for nappies and Dymples cleaned up for its superior baby wipes – both of which were awarded five stars from Canstar Blue for overall satisfaction.

Table 1: Winners of Canstar Blue five star ratings

Baby wipes Dymples
Baby food Rafferty’s Garden / Only Organic
Nappies Huggies
Baby bath wash Ego QV
Baby cups Philips Avent
Baby bottles Philips Avent
Baby soothers (dummies) Happy Baby

Ms Logan concluded, “Congratulations to all the winners in the Parent’s Pick categories.  It’s a great achievement to receive these overall satisfaction awards  as we know that parents are very particular with the products they buy and use on their previous bundles of joy.  It’s a very discerning audience indeed so these brands should be extremely proud.”

Notes to Editors

About the research:

Canstar Blue commissioned Colmar Brunton to survey 1,300 Australian parents aged 18-40 years old with at least one child aged three years and younger to measure and track customer satisfaction over a number of categories. The outcomes reported are the results from parents in the survey group who had purchased and used a range of baby products in the last 3 months.  Sample sizes vary by product.

Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10.

This research was conducted by Colmar Brunton during August 2013

View the Parent’s Pick Award results.

For more information:

Sophie Schuler
Blue Chip Communication
E: canstar@bluechipcommunication.com.au

T: (02) 9018 8600

About Canstar Blue

Canstar Blue was launched in July 2010 by CANSTAR – Australia and New Zealand’s premier researcher of retail finance information for more than 350 institutions across the finance sector. Canstar Blue releases regular surveys to measure and track Australian consumer satisfaction to help consumers make the best purchasing decisions for their needs.

What are the Canstar Blue ratings?

Canstar Blue researches, compares and rates products and services according to customer satisfaction across categories including banking, telecommunications, appliances, electronics, utilities and FMCG. Results are freely available to consumers who are encouraged to use the ratings as a guide to product excellence. The full range of results can be seen on the Canstar Blue website at www.canstarblue.com.au.

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