Baby Care: How To Boost Online Sales By Answering Parents' Real Concerns

Understanding parents’ concerns about their babies & answering with proper content is key to turning anxious parents into baby care product buyers.

90% of parents believe roads have become more dangerous than ever – pointing out too many people “driving recklessly” and “endangering their families”.

As safety has become one of the biggest concerns of newborn parents, search engines have naturally emerged as parents’ best advisors in terms of baby care & safety:

More than 100,000 searches containing “siège auto” per month in France on average (2021-22)
10,000 French parents query Google every month on average to find out when to remove their baby car seat (2021-22)

Baby's safety: an ever-present preoccupation of parents

The baby care market is growing along with a tremendous amount of online searches.

Every parent has questions about what’s best for their newborn and looks for the best products. Today, their primary source of information is search engines like Google, instantly accessible from their smartphone: anytime, anywhere.

Google has become a goldmine of information for parents sharing their concerns, fears, and doubts but also awareness about products and brands via their searches.

With a search listening tool like Trajaan, all these intent data can be gathered, processed, and interpreted to discover new market insights, behaviors, booming products or expectations, etc.

Numerous searches related to baby products, clothing, diapers, toys, car seats, etc…
Many searches related to parents’ concerns (“siège auto jusqu’à quel âge ?”)

Listening to your consumers has become an essential tool for any market expert eager to stand out!

Revealing baby car seat market trends with search listening

There are many different types of baby car seats, with a vast array of features and innovations promoted by manufacturers. It has become impossible for marketers to keep up with the pace of a market where brands compete fiercely to preempt new consumption modes.

How to see the big picture? How to stand out from the Fear Of Missing Out (FOMO) behavior and focus on what truly matters for consumers?

By focusing on products that raise the most interest.

Let’s have a look at the current trends that will shape the next months and that Trajaan can detect monthly by scanning search engine queries!

When looking at features, parents praise the rotating car seat system with 360° baby car seats, which generates nearly 80% of online searches when compared to stroller-compatible features or size adjustment (Group 1/2/3).

However, stroller-compatible seats come in second with nearly 10% of searches.

360°, stroller-compatible, adjustable size: consumers are aware of new technology.

There are many different types of baby car seats, with a vast array of features and innovations promoted by manufacturers.

It has become impossible for marketers to keep up with the pace of innovation by only looking at their own sales figures. How do get the big picture? How to focus on what really matters to consumers?

By focusing on products that raise the most interest. Analyzing what consumers are searching online, every month is a great way to detect all the latest trends related to baby safety.

Detecting brands that are increasing their awareness among consumers

Monitoring brand awareness and respective share of voice in search engine queries is an essential watchtower on the positioning and momentum of your competitors likewise their digital marketing activities.

In the baby car seat industry, we can observe an important number of brand searches. It reflects the parent’s need to precisely understand the features of the various available baby car seat models.

Some companies excel at specific features: Doona is the market leader in stroller-compatible car seats.

While Britax is associated with flexible products that can evolve with the baby’s size as it grows.

Maxi Cosi is well-known for its 360° swivel seats, which make installation easier for parents. Thanks to this positioning and new product launching, Maxi Cosi has recorded the highest growth in online searches over the last six months valuing its strategy in this market segment.

Joie vs. Cybex: local trends reveal big gaps in brand awareness

Searches are geo-targeted, meaning they are a powerful source of insights to detect local specificities and, more importantly, local opportunities for your marketing strategy!

Unsurprisingly, not all French parents think the same way. Expectations or favorite brands are different depending on where searchers are located.

Two leading brands compete in terms of search volume in France. While Cybex dominates search volume in the Northern and Mediterranean France regions’, Joie takes over the Western and Central regions.

Yoyo, Parisian star!

Despite its low popularity in France, Yoyo is the most popular baby car seat brand in Paris – with a 4x higher affinity than the national average (affinity = search volume per 100,000 inhabitants).

The brand has had about 50,000 searches over the year and excellent growth of 24% in inquiries from October 21 to March 22.

The strong impact of private sales seasons

When looking at childbirth by month over the last years in France, we notice a peak of birth between June and October.

However, when it comes to consumer searches, January stands out as the best month of the year, a time when customers are seeking products and engaging with companies.

To some extent, July comes 2nd and this, unveils something that will be seen between June, 22nd and July, 19th 2022: Winter and Summer Sales (soldes) are the key period to engage with parents online.

Marketers gain valuable insight from Trajan and search engine data, allowing them to adapt and, as a result, spend your marketing budget throughout the year – exactly when it matters.