Young mums are typically in their 20s and 30s with children under the age of five. They are either stay-at-home mums or work part-time. They are heavy consumers of Nine content including 9Honey because they’re always on the lookout for useful household tips and seeing what other mums are doing to gain insights into to being a better mum. As the main grocery buyers, this group spend a large amount 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. Since they are busy mums and time for exercising is limited, they will typically choose healthy eating options such as low-fat meals and small portion sizes.