There was an increase of 23% in voters from 2023. An extensive list of brands are nominated and the results are determined by community feedback and detailed data analysis, says the platform. 

"With our commitment to introducing our parenting community to innovative and trustworthy products, the awards have become a contemporary guide for our loyal community. In an ever-changing market, our Parent Choice Product Awards provide essential insights about brands and consumer trends, highlighting brands that consistently deliver quality products," says BabyYumYum Founder and CEO, Amanda Rogaly.

Recent observations and the impact of a tough economy indicate a significant shift in consumer loyalty, as parents explore diverse brands seeking better value, while established premium brands have had to adapt to withstand intense competition. In the last two years, we have seen a surge in retail-owned competitor brands emerging head-on with premium products, driving price wars that benefit consumers in the short term, yet risk brand equity in the long run. As premium labels face commoditisation, it becomes increasingly important for these brands to build consumer confidence through strong brand communication, messaging and awareness, says BabyYumYum

"Despite the recent shift to value brands, fully fledged brand-building communication has lagged, leaving consumers with few compelling reasons to spend the extra R2. A focus on opinion and testimonial lead communication when it comes to promoting pregnancy and baby products is often hit and miss. It is crucial for branded communication to be targeted, informative and engaging to effectively reach the right audiences who are hungry for information as they navigate the scariest time of their lives," says Miles Benfield, Strategic Partnerships and New Business at BabyYumYum.

Key Influencing Factors for Generation Z (Gen Z) Parents

South African Parents, particularly Gen Z who are coming into the mix now, are navigating a complex economic landscape with several critical factors, which are influencing their choices in product selection for their children. They want brands they can trust and that fit into their lives, says the platform. 

The full list of Parent Choice Product Awards winners can be viewed here

"While the BabyYumYum Parent Choice Product Awards are dedicated to enhancing the parenting experience by providing critical insights and empowering parents to make informed choices for their families, we encourage strategic brand partnerships and collaboration to showcase the incredible products available to our dedicated parenting community," concludes Rogaly.

For more information, visit www.babyyumyum.co.za or contact [email protected].

*Image courtesy of contributor