Table 2 Final themes and categories identified

Preventing stretch marks and choice of anti-stretch mark product

• Better to try prevent than do nothing

• Knowing or not knowing what product I will use

• Prior knowledge

• Keep it natural

• Will it work?

• Cost

Who knows best?

• Friends and Family

• Retail and Advertising

Influencers: Current trial participation

• I want a choice

• Trial requirements should fit with my routine

Influencers: Future trial participation

• I want a good quality product with a good name

• Incentives may be helpful