In the first part of this article, our study found that in this digital era, social media and product quality play a more significant role in influencing Indonesian moms’ purchasing decisions than recommendations from family and friends [1].
Hence, what about their trust and loyalty toward mom and baby products? Has there been any significant change in their purchase behavior in 2025?
Furthermore, among the many innovative products, what kind of innovation do Indonesian mothers need the most?
This infographic illustrates the different factors affecting purchase behavior of Indonesian mothers. Units are measured in percentage of total 721 respondents.
Find out the answers in this article below.
Consumers’ Preferences for Mom and Baby Care Products
This study discovers that these days, Indonesian mothers are becoming more conscious of what’s inside the products they use for their babies. This survey shows that 33% highly trust natural, organic, or chemical-free claims, while 52% somewhat trust them. Only 14% express doubt, and just 1% completely dismiss such claims.
Moreover, in a country where halal compliance and product safety are top priorities, certifications have become a deciding factor for mothers when selecting products. This research indicates that 73% of respondents consider safety and/or halal certifications as very important, while another 19% also value them. Only a negligible 1% regard them as less important.
Aligned with the facts above, we also figured out that even though Indonesian consumers are often price-sensitive, but this behavior changes when it comes to mom and baby products. According to our data, mothers are far more likely to prioritize proven quality and safety over affordability. Half of the respondents (50%) cite quality and results as their main loyalty driver, while 32% highlight suitability and the absence of allergic reactions. Surprisingly for mom and baby products, only 18% of the respondents consider affordable pricing as their top factor.
This shift underscores how deeply Indonesian mothers value their children’s wellbeing. Unlike other consumer categories where price wars may dominate, the mom and baby sector thrives on trust, reliability, and product efficacy.
However, what would Indonesian moms do if their favourite products/brands were unavailable?
This research shows that 47% of mothers will search for their favourite product in other stores if it is unavailable. Another 28% are willing to switch to similar brands, while 18% postpone the purchase until stock is available. A small group of 7% turn to recommendations from others.
Additionally, this survey also shows that Indonesian mothers have a strong emotional connection with local brands. A total of 42% of respondents prefer and trust local products, while another 41% balance their purchases between local and international brands. Only 10% rely exclusively on imported products, and 7% say they do not pay much attention to brand origin.
Role of Innovation in Purchase Decisions
Innovation remains one of the strongest motivators for Indonesian mothers when exploring new products. Half of our respondents (50%) say that innovation is very important in encouraging them to try new items, while another 19% also consider it important. Only 12% find it not so important, and just 1% dismiss innovation entirely.
When asked about the types of innovations they find most appealing – turned out eco-friendly packaging and sustainable formulations as their top choice attracts 38% of the respondent. Multi-function products that save time and reduce complexity are equally popular, also with 38%. Technology-driven solutions such as smart gadgets for baby monitoring come next at 26%. Personalized solutions based on a child’s specific needs appeal to 14%, while premium or luxury variants attract 12%.
These preferences show that mothers are open to experimenting with new solutions, but they are most responsive to innovations that provide safety, convenience, and sustainability.
Need to learn more about consumers’ preferences and behaviours? Contact us at partners@snapcart.global.
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