SA parents use products of their heritage for babies – survey
Despite consistent innovations in childcare products, South African parents prefer to care for their babies using trusted, age-old brands.
This is according to the findings of a consumer survey carried out by Game in the run-up to Heritage Day, which sought to identify the most-loved products of South Africa’s heritage.
Vaseline (which is over 140 years old) and Panado (which is over 150) emerged as the must-have baby-care products, followed by Vicks Baby Rub and Aqueous Cream. These products were trusted by respondents as they felt connected to these products through their own childhood experiences. Over a third of parents identified Nestle’s range of products – which arrived in the country in 1870 – as their top choice for baby nutrition, while 31% favoured Purity.
Interestingly, Vaseline also emerged as a top self-care product for 75% of respondents – talking to the versatility of the product. One female respondent from KwaZulu Natal said she uses the product as a base for her face cream, while another respondent from the Western Cape said, “Vaseline has cared for my skin since I was a baby, and still does. It remains an affordable product”.
Clearly communicating the long-lasting connections we make in our minds when we think of our childhood and the products of our heritage, one male respondent from the Western Cape, aged 50+, identified Maltabella as one of the most important products of his heritage; describing it as “a good, wholesome breakfast”.
When asked about healthcare products that they have used and continued to trust over the years, 90% of local consumers chose Dettol, while 68% used Zam-Buk. This trust is likely to extend into the lives of their families, therefore continuing the tradition of using them in their daily lives. For nappies, Pampers came out on top, followed by Huggies.
“It has been so interesting to see how deeply and closely our shoppers identify with the products they use in their daily lives, and how many South Africans stick to the products of their heritage rather than switching to newer, more modern products,” says Katherine Madley, Vice President of Marketing, Game.
The Oubaas and Hilda of condrinks 😍😍😍 Visit our website and shop the products of our heritage at everyday low, low prices for the culture. https://t.co/dP4dQCeeIF #HeritageMonth #GotGame pic.twitter.com/pf0tZYHvxn
— Game Stores SA (@Game_Stores) September 14, 2021
