Young Mums are typically in their 20s and 30s with children under 5 years. They are either stay-at-home mums or work part-time. They are heavy consumers of Nine content (in particular 9Honey) as they're always on the lookout for useful tips and what other mums are doing. As main Grocery Buyers, this group spends on baby food and nappies, and tend to buy in bulk so that their pantry is stocked in case of emergencies to feed their hungry family. Grocery buys include: small size packages and healthy eating options such as 'low fat'.
Household Income: $90k+
Location: Capital Cities and Regional Suburbs
Life Stage: Young Families