South African parents make countless everyday decisions — from nappies and formula to toys, clothing, and school supplies — each shaped by practicality, affordability, and what works best for their children. To better understand these choices, Field Agent South Africa surveyed parents across key childcare categories to uncover the brands they trust most and why.
The results reveal a shopper who is value-driven, brand-aware, and guided by the real needs of growing families. Below, we unpack the biggest insights — and how brands can better support today’s parents.
Field Agent South Africa helps brands stay connected to real shoppers through on-demand, in-the-moment insights.
Who Are Parents Shopping For?
Before diving into specific categories, it’s essential to understand the age profile of the children these purchases support.
Ages of Children:
- 1 year — 1.98%
- 2 years — 4.95%
- 3 years — 2.97%
- 4 years — 1.98%
- 5 years — 1.98%
- 7 years — 1.98%
- 8 years — 1.98%
- 9 years — 1.98%
- 10 years — 2.97%
- 11 years — 2.97%
- 12 years — 3.96%
- Other (<1% combined): 24.75%
What this tells us:
Parents are shopping for children across the full developmental spectrum — but most responses cluster around younger ages. This highlights the importance of early-childhood essentials while also showing that families with older children still play a significant role in overall spending. Understanding this spread helps brands tailor their messaging to reach households with multi-age needs, where priorities shift quickly as children grow.
Nappies: A Category of Necessity
Nappies represent one of the most frequent purchases for families with young children, making brand trust essential.
Nappy Brands Most Purchased:
- Dryfirst — 1%
- Cuddlers — 1%
- Buggies/Pampers — 1%
- Mixed Huggies/Pampers combinations — 3%
- Pampers — 16%
- Huggies — 19%
- N/A — 29%
What this tells us:
Huggies and Pampers dominate because parents prioritise reliability, comfort, and consistency. Smaller brands make an appearance but remain niche. The large “N/A” group reflects families who have moved past the nappy stage — a reminder that parents transition quickly between life stages, and brands must stay connected throughout these shifts.
Baby Food: Familiarity Leads the Way
Baby food is one of the categories where heritage brands continue to excel.
Baby Food Brands Most Purchased:
- Purity + Nestlé combinations — 4%
- Nestlé — 16%
- N/A — 17%
- Purity — 18%
- Other (<1% combined): 18%
What this tells us:
Purity and Nestlé are deeply embedded in South African parenting culture, benefiting from generational trust and strong retail presence. The sizeable “N/A” group suggests older children or households relying on breast milk. These patterns underline how feeding decisions evolve quickly — and how brands must support parents across every stage of nutritional development.
Children’s Clothing: Trusted Retailers Dominate
Clothing purchases are shaped by affordability, accessibility, and durability — and parents know exactly where to find them.
Clothing Brands Most Purchased:
- Ackermans + PEP — 1.98%
- Mr Price — 2.97%
- PEP — 3.96%
- Woolworths — 4.95%
- Ackermans — 15.84%
- Other (<1% combined): 37.13%
What this tells us:
Ackermans' lead shows strong alignment with value-seeking households. Meanwhile, Woolworths secures a space for parents prioritising quality, and PEP and Mr Price continue filling the budget-conscious middle ground. With so many retailers represented in the “Other” category, it’s clear that clothing choices often depend on seasonality, promotions, and individual child needs — creating opportunities for more targeted brand engagement.
Toys & Educational Products: Creativity Meets Brand Power
Parents balance affordability with developmental benefits, and toy preferences often reflect both.
Toy & Educational Brands Most Purchased:
- Shoprite — 2%
- Fisher-Price — 2%
- Toys R Us — 2%
- VTech — 4%
- N/A — 10%
- LEGO — 23%
- Other (<1% combined): 30%
What this tells us:
LEGO’s strong performance shows how iconic brands continue to win across generations. Educational brands like VTech and Fisher-Price remain important for early development, while retailers and general toy options fill out the long tail. This balance highlights how parents choose toys not only for entertainment but also for learning — signaling room for brands to innovate in the “smart toy” space.
Baby Formula & Milk: Dependability Shapes Choice
Formula decisions are high-stakes for parents, often shaped by professional advice and product performance.
Formula & Milk Brands Most Purchased:
- Nestlé — 3%
- S-26 — 4%
- Lactogen — 5%
- Nido — 9%
- NAN — 16%
- N/A — 24%
- Other (<1% combined): 12%
What this tells us:
NAN leads the formal formula market, supported by paediatric recommendations and strong brand equity. Nido and Lactogen form the secondary layer of parent preference. The dominant “N/A” group reflects the many households no longer using formula — illustrating how quickly needs shift through early childhood and how important timing is in influencing long-term loyalty.
Health & Wellness: The Essentials Parents Rely On
When a child is ill, parents rarely experiment — they turn to what has worked before.
Health & Wellness Brands Most Purchased:
- NA — 2%
- Clicks — 2%
- Crèche Guard — 3%
- Calpol & Panado combinations — 6%
- Calpol — 12%
- Panado — 17%
- Other (<1% combined): 31%
What this tells us:
Panado and Calpol continue to dominate due to deep trust and doctor-led familiarity. The long tail of supplements and remedies reveals that while parents rely on established medicines first, many still explore additional products to support immunity and day-to-day wellness — a sign of increasingly proactive health management.
Laundry Products: The Power of Trusted Classics
Consistency matters in laundry care, especially with sensitive skin in the household.
Laundry Brands Most Purchased:
- Ariel — 2%
- Surf — 2%
- NA — 3%
- Maq — 4%
- Omo — 5%
- Sunlight Baby — 12%
- Sunlight — 13%
- Other (<1% combined): 32%
What this tells us:
Sunlight clearly leads the category, underscoring the strength of familiarity and perceived gentleness. Omo and Maq maintain solid mid-tier presence, while Ariel and Surf lag but still serve as alternatives for budget- or promotion-driven shoppers. These trends show how family routines and skin sensitivities shape long-term brand loyalty.
School Supplies: Reliability Over Novelty
Stationery choices often reflect brands that parents themselves grew up with.
School Supply Brands Most Purchased:
- Croxley — 13%
- N/A — 12%
- Pilot — 10%
- Staedtler — 6%
- Big — 2%
- Pep — 2%
- Other (<1% combined): 28%
What this tells us:
Croxley, Pilot, and Staedtler remain staples thanks to their strong alignment with school lists and classroom expectations. The wide range of “other” brands reflects how stationery can be both functional and expressive — leaving space for more innovation, bundling, and age-specific solutions.
Snacks & Lunchbox Treats: Kids Have Strong Preferences
Snack choices often reveal just how influential children can be.
Snack Brands Most Purchased:
- Simba — 19%
- Bakers — 2%
- Willards — 2%
- N/A — 2%
- Simba & Bakers combos — 2%
- Bakers & Willards — 2%
- Other (<1% combined): 44%
What this tells us:
Simba’s dominance suggests a strong household favourite, while the vast “other” category shows parents curate lunchboxes with a wide variety of healthier and indulgent options. This diversity hints at evolving taste profiles, school rules, and parental aspirations for balanced nutrition.
Books & Stationery (Retailers): Where Parents Buy Learning Materials
Parents rely on accessible, reliable retailers when buying books and stationery for their children.
Books & Stationery Retail Sources:
- CNA — 20.55%
- PNA — 20.55%
- N/A — 15.07%
- CNA & PNA combinations — 5.48%
- Shoprite — 2.74%
- Waltons — 2.74%
- Crazy Store — 2.74%
What this tells us:
CNA and PNA dominate with nearly identical shares, reinforcing their position as trusted go-to destinations for books and stationery. Their combined strength shows how deeply rooted these brands are in school preparation — while the presence of value retailers shows that accessibility still matters.
Do Children Influence Purchasing Decisions?
How much children shape actual purchasing decisions is often more complex than a simple yes or no.
Parent Responses:
- Yes — 2%
- No — 10%
- Other (<1% combined): 61%
What this tells us:
While only a small number explicitly stated “yes,” parents’ detailed explanations reveal that children strongly influence choices across food, clothing, toys, and entertainment. These insights show an emotional and practical balance: parents value efficiency and affordability, but they also aim to meet their children’s preferences and comfort needs — shaping both brand loyalty and category engagement.
Conclusion
South African parents navigate a complex mix of needs, preferences, and budget pressures when buying for their children. Across all categories — from nappies and formula to stationery and snacks — brand trust, product performance, and availability shape the purchasing journey. Children themselves exert considerable influence, whether directly through preferences or indirectly through developmental requirements.
For brands, these insights highlight clear opportunities:
- Build and maintain trust through consistent product quality
- Ensure strong distribution to avoid out-of-stock losses.
- Offer value without compromising safety or performance
- Communicate benefits clearly to both parents and children
- Innovate in categories where loyalty is high but needs evolve quickly.
Field Agent South Africa empowers retailers and brands with real-time shopper insights, in-store visibility checks, and on-the-ground research to help understand families' changing needs. By acting on these insights, brands can strengthen loyalty, stay competitive, and better support the parents who rely on them every day.
Start your journey today with Field Agent; start 2026 with your foot forward with brand new market insights. Click the button below:
Regards,
The Field Agent Team.