According to the Yummy Mummy Survey by Nielsen*, this seems to be the best time for pregnant women and new mothers, with all the attention the men are pouring on them.
While it is a widely known fact, it has been reinforced that 62% new and expecting fathers associate maintaining body post pregnancy as much as pre pregnancy with Yummy Mummy. One of the most worrisome issues with respect to their physical appearances as stated by 84% of new and expecting mothers are stretch marks.
The Yummy Mummy Survey also uncovered that there are several beliefs around stretch marks which are still prevalent amongst new and expecting mothers. For instance: 76% new and expecting mothers agree that stretch marks happen only on the tummy. However, as per noted gynaecologist Dr. Kiran Coelho who’s been the gynaecologist to Bollywood beauties like Shilpa Shetty, Lara Dutta and Mandira Bedi says “It is common to develop stretch marks on the breasts, thighs, hips, lower back and buttocks when there is rapid stretching of the skin like weight gain in these areas. Stretch marks can appear anywhere on the body, but it is more likely for them to form where larger amounts of fats are stored in the body.” She adds, “Though many of my patients worry about stretch marks, very few are aware of the facts. 66% new and expecting mothers agree that stretch marks have no cure.
The Yummy Mummy Survey also uncovered that there are several dated myths surrounding pregnancy which are still followed by new and expecting mothers/ fathers in India. For instance; size of the stomach can identify the gender of the baby and the survey reveals only 40% of new and expecting mothers/fathers disagree that a heavy baby bump is welcoming a baby girl.
One of the key findings of the survey was that stretch marks were found to pose not only physical but
social challenges as well. In India, where the traditional saree is worn to most special occasions (especially post pregnancy), 80% new and expecting mothers agree that they think wearing saree during/post pregnancy becomes an embarrassment because of stretch marks showing. Ask these new moms and moms to be what they associate with being a “Yummy Mummy” and 62% new and expecting fathers associate maintaining body post pregnancy as much as pre pregnancy with Yummy Mummy,67% new and expecting fathers associate beautiful skin with Yummy Mummy. 91% of them have admitted to actively taking steps to make their wives a Yummy Mummy, a revelation that we are sure has made Indian husbands very happy!
*Survey was conducted among 550 males who are 25-40 year old, SEC AB and 550 females who are 25 – 35 years old, First / Second time expecting parent/ First time parent with baby age 0-18 months and residing in the key cities of India – Mumbai, Delhi, Chennai, Hyderabad, Bangalore, Pune, Ahmedabad, Lucknow, Ludhiana, Jaipur, Chandigarh
