Changes and Choices amid COVID-19
How are UK mums coping?


of mums have started buying cheaper or discounted products amid the pandemic


of mums have been eating out or ordering food online for their families amid the pandemic


of mums are influenced by brands that have prioritized customer safety and experience

The pandemic has had an enormous impact on our choices and decisions, more so for mothers, some of who may have had to make sweeping changes as primary decision-makers and caretakers. This report delves into their changing habits and attitudes as they try to deal with the ongoing situation. Brands and retailers can leverage this data in their decision making.

From managing their home, changing finances, along with work and kids for many, the pandemic has been the most challenging for mothers worldwide. Some of the lifestyle changes they may have made could continue well past the current situation, having long-term implications not just for their households but also for the consumer brands they prefer. Amidst this sudden shift, how has their decision making and buying habits changed? Piplsay polled 10,483 mums across the country to get some insights. Here is a summary of what we found:

Other Insights

  • 54% of Millennial mums have started buying cheaper products as compared to 46% of Gen Xer moms
  • About 61% each of Gen Zers and Millennials mums have been eating out or ordering food online amid the pandemic
  • 28% of Gen Zer mums value brands that prioritize their customers, while 37% of Gen Xer moms are uninfluenced by brand actions

Survey Methodology: This Piplsay survey (powered by Market Cube) was conducted nationwide in the UK from November 15-18, 2020. We received 10,483 online responses from individuals aged 18 years and older.

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