by webSaver
January 10, 2025
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From the survey results we can conclude that Canadian parents are very price, discount and promotion focused when purchasing diapers. This price and discount focus exists prior to making the diaper purchase, when parents are actively seeking coupons and discounts, as well as to the Brands they consider purchasing, with parents showing an openness to easily switching Brands if a good discount coupon or cashback offer is available.
Is this price focus unique to this diaper category or more reflective of present economic conditions? It’s impossible to tell, yet the fact remains that when it comes to diapers the price and discounts available play a significant role in the parent’s decision making of which Brand to purchase.
Some highlights about Canadian parent’s attitudes and behaviours towards diapers, prices, discounts, brand preferences and more is below.
- Price is the factor considered most important by parents when purchasing diapers (31%), followed by Absorbency and leakage protection (24%) and Comfort for the baby (20%). Brand reputation was fourth at 15%.
- The majority of survey respondents regularly seek out Coupons and Cashback Offers to save money on diapers with 65% stating that they ‘Always’ or ‘Often’ search for discounts before making a diaper purchase. Only 20% responded that they ‘Never’ look for discounts before purchasing diapers.
- A significant majority (72%) stated that ‘Yes, significantly’ (43%) or ‘Yes, somewhat’ (29%) they would be influenced to switch Brands when purchasing diapers if an online coupon or cashback offer was available. Interestingly only 10% stated they would ‘No, not at all’ be influenced by a discount offer. One of the lower Brand loyalty readings we’ve measured in our many market research surveys.
- This dynamic is even more pronounced when the possibility of a high value discount coupon is raised with 79% of respondents stating that they are ‘Much more likely’ (57%) and ‘Somewhat more likely’ (22%) to switch the Brands if the coupon has a high discount value.
- Not surprisingly we can see that consumers would also be positively influenced towards buying a particular Brand if in addition to the discount another small gift or sample was made available, with 51% saying they would ‘Definitely’ be more inclined and 23% ‘Likely’ more inclined. Only 9% said these elements would be ‘Unlikely’ (2%) or ‘Not at all’ (7%) to influence them.
The survey results identify opportunities for Brands to use these learnings to tailor promotional initiatives to capture the attention of these economically focused customers and engage them with relevant offers, discounts and other methods.
Diapers and Diaper products Survey Results:
(Aggregate All Canada Data below – Results can also be reported by Location, Age, Gender and Language to discern group differences)
1. Which factors do you consider most important when purchasing diapers? (Please select all that apply)
2. How often do you actively seek out coupons or cashback offers for diapers before making a purchase? (Please select one)
3. Would the availability of a coupon or cashback offer influence your decision to switch brands when purchasing diapers? (Please select one)
4. How much more likely are you to purchase diapers if the coupon or cashback offer provides a high discount value? (Please select one)
5. Would you be more inclined to purchase diapers if the coupon or cashback offer includes additional benefits, such as a free gift or sample? (Please select one)
The research identifies opportunities for Brands to use these learnings to run and tailor promotional initiatives to capture the attention of these promotion focused customers and engage them with relevant offers, discounts and other methods.
webSaver Consumer Insights can provide Brands with additional consumer intelligence by drilling down into the reporting categories.
webSaver can also provide results by Location (Province, City, Region), Gender, Age and Language, in addition to deep transactional and behavioural data on dozens of consumption categories. This allows CPG Brands to obtain a better understanding of their consumers’ attitudes across various dimensions.
Savvy Brand Managers understand the importance of gaining insights into their consumer’s mindset and conducting surveys is a simple way to obtain feedback into consumer preferences.
View some recent market research insights from webSaver here.
Whatever your customer intelligence challenge webSaver can help you get the answers you need to make more informed decisions.
Contact webSaver Market Research Solutions to find out more.
With over 10 years leading the Canadian online coupons marketplace and 150 Million coupon issued we know coupons. We’ve worked with 90% of Canada’s leading consumer packaged goods brands providing them with the online coupons and cashback offer solutions that generate real value for their business. Whether your strategic objective is customer acquisition, customer lift (Increased transaction size and frequency) or customer retention webSaver can help.
