Indulgence: A Key Trend For Mother’s Day, 2021: 1/3 Of UK Women Prefer ‘Novel’ Flavours In Products

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With a large percentage of the population unable to spend Mother’s Day in person this year, retail shopper penetration for the occasion dropped by 5.8ppts to 53.7%.

Yet, according to new research by GlobalData, UK consumers felt more positive about Mother’s Day this year – compared to last year.

A new GlobalData survey revealed that 85.3% of participants agreed that Mother’s Day is ‘an important occasion,’ which was up by 1.4ppts in comparison to last year. This rise was likely influenced by the COVID-19 pandemic, and the desire to cherish our loved ones, made prominent through the recent and current social distancing measures.

With COVID-19 still affecting this year’s celebrations, we can reveal some key highlights/trends from GlobalData’s survey below:

  • New consumers could be a testing ground for ‘indulgence

Whilst year-long restrictions have deeply influenced consumers’ attitudes and preferences, pandemic demand for ‘indulgence’ still remains high. For example, data gathered by GlobalData shows that over half (56%) of UK consumers have admitted that their purchasing choices are/were heavily influenced by how enjoyable and unique a product is.

Nina Nowak, a Senior Researcher at GlobalData, commented: “Mother’s Day 2021 brings an opportunity for brands to test the long-term potential of indulgent or tailored options to these newly minded consumers – especially with confectionery, snacking and alcoholic drinks brands.

‘Female consumers may be especially open to novel ideas in the confectionery, snacking and alcoholic drinks categories, as 34% of female consumers in the UK typically choose either unusual, new or ‘trendy’ flavors in chocolate, confectionery and desserts.               

  • Humour and tailored products is ‘hot’ right now               

One recent trend has been Mother’s Day-themed launches with a humorous edge that answers to a demand for products that present a feeling of positivity and comfort. 

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For example, an M&S play-on-words, ‘Mumosa’ – celebrated mothers with a blend of sparkling white wine mixed with strawberry and orange juices, whilst Hotel Chocolat launched the Yummy Mummy mini-chocolate set. 

Such releases could fit especially well in the current climate, and be seen as a welcome attempt to distract the receiver from the constant pessimism lock-down and the pandemic has brought upon the nation.

Demand for tailored products that provide memorable consumption experiences falls in line with the novel and experimental trend that sees shoppers open to new and unique products that allow them to break from their routines. Such tailored launches can be seen along with numerous hamper and gift options offered by major retailers to consumers wishing to provide mothers with an indulgent celebration,’ add Nina Nowak.

  • Working from home has changed everything

As to be expected, the unusual circumstances that has seen parents in the UK multi-tasking and sharing their time between work and home-schooling has heavily influenced current consumer needs, as indulgent but also ‘comforting’ products that bring a sense of calmness into hectic daily schedules have become more desirable, and this move is to expected to continue.

  • Online shopping has risen in preference, and this is expected to stay

Changing UK shopping habits are likely to influence this year’s purchases, as 44% of shoppers in the UK claim they intend to buy more products online than visiting stores.        

Nowak commented: “Consumers spending more time online, both shopping and using social media, could present opportunities for smaller and niche brands that target shoppers via social media platforms such as Instagram and TikTok.’

This data was taken from GlobalData’s report: United Kingdom (UK) Mother’s Day 2020 – Consumer Dynamics and Spending Habits – with its survey details taken from GlobalData’s Coronavirus (COVID-19) recovery consumer survey week 11, published on 9 December 2020 and GlobalData’s 2019 Q4 consumer survey on flavors and fragrances.