Pregnancy & Baby 2026
89% of parents use Mumsnet to decide what's worth buying for their baby
(Research published: July 2026)
Our new Pregnancy & Baby insight deck shows just how much of this life stage plays out on Mumsnet: 273,000 posts, 62 million page views and 50,000 threads, reaching 1 in 2 pregnant women every month. But the real story is what's changed. Brand loyalty has fallen from 60% to just 26% in two years, and 89% of parents now use Mumsnet to research or confirm a baby purchase. Familiarity isn't enough anymore - for pregnancy and baby brands, that means the job now is proving you're worth choosing.
The deck digs into how parents are actually making these decisions: what they trust, what they'll pay for, and why they're so much more cautious about the big stuff (the average big-ticket baby basket comes to £2,113). It also shows why Mumsnet is where parents go to sense-check the spend, weigh up options and hear from others before they buy. 59% say they've changed their mind about a product after reading a thread, and 65% find it genuinely hard to know which brands to trust the first time round - which is exactly where your brand can step in.
Download the full deck below to see how your brand can show up when these decisions are being made, build trust through real parent proof, and earn a place in the basket from bump to toddler.
