Announcement: THE 2026 SUPERMOM BRAND AWARDS RESULTS ARE OUT! DISCOVER THE WINNING BRANDS OF 2026.

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The Pulse Check:

Mom Sentiment, Brand Mentions and Rising Topics in SG, MY and ID. 

A Periodic Dark Social Listening Analysis (Q1-Q3 2026) From SEA's Largest Parenting Community Network.

*Fill in a short form to unlock the full interactive dashboard for free. 

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Discover insights from mom-to-mom conversations, only through Supermom Pulse

A Preview of What the Data Shows:

  • 1.18 million: organic messages analysed by Supermom Pulse, from 1.67 million read across Supermom’s communities in Singapore, Malaysia, and Indonesia.

  • 21 per 1,000: worry words per 1,000 messages in Indonesian communities in August 2026, up from about 14 in February.

  • Nearly 7×: rise in haze talk across 36 community groups in Singapore from August to September 2026.

  • 17 to 70: monthly organic mentions for one baby care brand in Indonesia, from March to September 2026.

Source: Supermom Pulse Monthly Report, sample edition, 2026. Figures are directional.

Preview: Rising and Cooling Topics

Rising and Cooling Topics

The three biggest moves in September 2026 against August, among topics with at least 20 messages in either month, with something Moms said about each.

Rising This Month

  1. Disaster Preparedness+273%0.23 → 0.87 per 1k · 35 groups
    Did anyone else feel the earthquake earlier? Stay safe, everyone.
  2. Influenza SeasonRisingHealth topic · 41 groups
    What illness is going round, and does nasal washing help?
  3. Full Children’s WardsRisingHealth topic · 34 groups
    It’s respiratory infection season here. The hospitals are full and the kids all have coughs and colds.

Cooling This Month

  1. MBG Free Meals−53%2.28 → 1.08 per 1k · 24 groups
    Does anyone here get MBG? Honestly, the menu isn’t appetising at all.
  2. Pregnancy & Birth−32%78.62 → 53.57 per 1k · 96 groups
    My baby is breech at 26 to 30 weeks, will prenatal yoga help?
  3. School & Enrolment−29%9.01 → 6.38 per 1k · 101 groups
    Does anyone here have a child starting primary school next year?

This is one section of the sample report. Unlock the full dashboard to see every topic, brand, and Mom persona for all three markets.

September 2026. Messages are paraphrased in English from organic community conversations. Health topics show direction only.

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The Pulse Check:

Mom Sentiment, Brand Mentions and Rising Topics in SG, MY and ID. 

What Moms Are Worried About, and Why It Changes Month to Month

Worry among Moms does not sit still. In Indonesia, it stepped up sharply in August 2026 and stayed high. The report tracks mood, rising and cooling topics, and the questions Moms asked each other. It shows which shifts last and which fade.

How Moms Really Talk About Your Category

Diapers, milk, vitamins and supplements, and skincare and baby care each get a deep dive. The report shows brand share of voice, what drives positive and negative talk, and where Moms are switching. It also reveals why a single snapshot can misread a category’s mood.

Who She Is Beyond Her Child’s Age

A Mom is more than her life stage. The report identifies eight psychographic personas, from the Evidence Seeker to the Smart Spender, by the language each one uses. It shows how each persona decides and buys, and how brands can win her.

1-Oct-06-2026-09-37-57-5461-AM

The Supermom Pulse

Powered by Supermom Pulse, our proprietary community listening engine, this sample report reads 1.18 million organic messages from Supermom’s parenting communities. It covers six months between February and September 2026.

It shows what Moms worry about, how they talk about the categories they buy, and how that conversation shifts from month to month. 

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