Marketing to Moms - US

Published by: Mintel International Group Ltd.

Published: Oct. 1, 2007 - 105 Pages

Table of Contents

Scopes and Themes

What you need to know

Definition

Consumer survey methodology

Abbreviations & Terms

Abbreviations

Terms

Executive Summary

Demographics

The core needs and values of moms

How to reach moms: effective marketing techniques

Influence on moms’ purchasing decisions

Moms’ attitudes towards shopping, food and family

Demographics

Birth rates

The number of women of childbearing age increases

Figure 1: Age distribution of the U.S. population, by gender, 2007

Fertility rates, births growing

Figure 2: Fertility rate and births, 2002-06

Figure 3: Live births, by birth order and age of mother, 2004

Age of moms

First-time moms are older

Figure 4: First births, age and by race, 2004

Average age of moms increases

Figure 5: Mean age of mothers, 2000-04

Figure 6: Fertility rates and birth rates, by age of mother, 2000-04

Figure 7: Percentage change in birth rates, by age of mother, 1990-2004

Fertility treatments linked to older moms, multiple births

Race/ethnicity of moms

Figure 8: Births, by race and Hispanic origin of mother, 2004

Figure 9: Households by race/Hispanic origin of householder and presence of children, 2004

Household composition

Families make up two thirds of U.S. households

Figure 10: Households, by type, 2006

Two thirds of kids live with married parents

Figure 11: Married couples with kids, by age of householder, 2006

There are 10.4 million single-mother families

Figure 12: Single-mother family groups with children under 18, by marital status, 2006

Figure 13: Single-mother family groups with children under 18, by race, 2006

Number of births to unmarried women at record high

Figure 14: Number, rate, and percentage of births to unmarried women, and birth rate for married women, 2000-04

Figure 15: Birth rates for unmarried women, by age of mother, 2000-04

Employment

Mothers’ participation in the labor force levels off

Figure 16: Labor force participation rate of women, by age of youngest child, 2001-05

Figure 17: Labor force participation rates of married mothers of infants, by age, race/ethnicity and educational attainment, 2005

5.6 million women are stay-at-home moms

Figure 18: Parents and children in stay-at-home parent family groups, 2002-06

Income

Married couple households earn the most

Figure 19: Household income, by household type, 2006

Three generations of moms

Figure 20: Population, by generation, 2007

Baby Boomer moms

Generation X moms

Echo Boomer moms

The Core Needs and Values of Moms

Introduction

Figure 21: Qualities that define a good mother, July 2007

Quality, health, and safety prime concerns

Moms are women, too

Mom needs to feel she is a successful parent

Time is scarce, convenience a must

Information, connection fundamental needs

Mothers’ Attitudes towards Shopping, Childcare, Household Responsibilities and Media Influences

Qualities that define a good mother

Figure 22: Qualities that define a good mother, by age, July 2007

Figure 23: Qualities that define a good mother, by race/ethnicity, July 2007

Figure 24: Qualities that define a good mother, by household income, July 2007

Figure 25: Qualities that define a good mother, by employment status, July 2007

Personal traits of a good mother

Figure 26: Personal traits that define a good mother, by age, July 2007

Figure 27: Personal traits that define a good mother, by race/ethnicity, July 2007

Figure 28: Personal traits that define a good mother, by household income, July 2007

Figure 29: Qualities that define a good mother, by employment status, July 2007

Eating and fitness habits enforced by a good mother

Figure 30: Eating and fitness traits practiced by good mothers, by age, July 2007

Figure 31: Eating and fitness traits practiced by good mothers, by race/ethnicity, July 2007

Qualities that define a good mother by childcare status

Figure 32: Qualities that define a good mother, by childcare status, July 2007

Lifestyle habits practiced by a good mother by childcare status

Figure 33: Lifestyle traits that define a good mother, by childcare status, July 2007

Eating and fitness by childcare status

Figure 34: Eating habits that define a good mother, by childcare status, July 2007

Qualities that define a good mother by shopping status

Figure 35: Qualities that define a good mother, by shopping status, July 2007

Lifestyle habits practiced by a good mother by shopping status

Figure 36: Lifestyle habits that define a good mother, by shopping status, July 2007

Eating and fitness by shopping status

Figure 37: Eating habits that define a good mother, by shopping status, July 2007

Key Mom Product Markets: An Exploration

Baby food and drink

Market size and product launches

Figure 38: Sales of baby food and drink, segmented by type, 2004 and 2006

Figure 39: Number of U.S. food and beverage introductions, by target age, 2002-07

Moms rely on pediatricians for nutrition information

Figure 40: Sources of information about baby nutrition, July 2006

Moms eschew sugar, embrace natural

Figure 41: Important attributes for baby nutrition, July 2006

Baby durables

Market size

Figure 42: Sales of baby durables, segmented by type, 2004 and 2006

Moms rely on friends’ recommendations for product choices

Figure 43: Baby durable products purchasing influences, February 2007

Children’s personal care

Market size

Figure 44: Sales of children’s personal care products, segmented by type, 2004 and 2006

Moms buy CPC products because kids like them

Figure 45: Why children’s personal care products are purchased, March 2007

Consumer electronics

Market size

Moms are online

Moms are the family historians

Cell phones allow moms to stay connected—and send pictures

Moms want CE products with clear benefits

Retailers attract moms with new features

Young people influence parents’ CE spending

Figure 46: Young adults’ attitudes toward consumer electronics brands, January-September 2005

How to Reach Moms: Effective Marketing Techniques

Introduction

Television

Figure 47: Attitudes toward television, by age of child, January-October 2006

Figure 48: Attitudes toward television, by age of mother, January-October 2006

Radio

Figure 49: Attitudes toward radio, January-October 2006

Magazines

Figure 50: Moms’ attitudes toward magazines, by age of child, January-October 2006

Figure 51: Moms’ attitudes toward magazines, by age of mother, January-October 2006

Figure 52: Select parenting publications, by type, 2007

Newspapers

Figure 53: Moms’ attitudes toward newspapers, by age of child, January-October 2006

Figure 54: Moms attitudes toward newspapers, by age of mother, January-October 2006

Internet

Figure 55: Lifestyle or shopping changes due to the Internet, January-October 2006

Online communities

Momconnection.com

ClubMom

Bluesuitmom.com

ZoomPanel Moms

MommyBlogs

Email marketing

“Word of Mom”

Niche strategy

Influences on Moms’ Purchasing Decisions

Introduction

Household purchasing decisions

Figure 56: Household purchasing decisions, by age of child in HH, January-October 2006

The retail environment

In-store advertising and its impact

Influences on food purchase decisions and shopping behavior

Figure 57: Incidence of refering to in-store food advertising among moms, by type of advertising, January-October 2006

Influences on shopping purchase decisions (excluding food)

Figure 58: Incidence of refering to in-store non-food advertising among moms, by type of advertising, January-October 2006

Moms’ Attitudes towards Shopping, Food and Family

Introduction

Family and lifestyle issues

Attitudes toward home, family, and children

Figure 59: Attitudes toward home and lifestyle, by age of children in HH, January-October 2006

Food and meal attitudes

Food preparation and cooking

Figure 60: Attitudes toward food and cooking, by age of children in HH, January-October 2006

Breakfast, lunch and dinner

Figure 61: Ranking the importance of breakfast, lunch and dinner, by age of children in HH, January-October 2006

Shopping for and with children

Preferences for family shopping

Figure 62: Preferences when shopping for and with family, by age of children in HH, January-October 2006

Figure 63: Preferences when shopping for and with family, by age of mom, January-October 2006

Shopping strategies moms utilize

Figure 64: Shopping strategies moms use, by age, January-October 2006

How moms utilize the Internet

Internet preferences

Figure 65: What moms look for when using the Internet, by age of children in HH, January-October 2006

Lifestyle changes due to the Internet

Figure 66: Lifestyle or shopping changes due to the Internet, by age of children in HH, January-October 2006

Future Trends

Number of births continue to climb

Figure 67: Projected number of births, 2007-12

Older mothers have more to spend

More moms are going online

Hispanic population is growing

Figure 68: Population, by race and Hispanic origin, 2007 and 2012

New Products Targeted at Moms and Kids

Babies and toddlers (Ages 0-4)

Abstract

There are an estimated 83 million mothers in the United States. Mintel’s report provides insights on the modern mom, and how to create successful, targeted marketing for this important market.

This report includes analysis of moms’ attitudes and behavior based on Mintel’s unique and targeted market research:

• Extensive demographic data and analysis
• Core needs and values of moms
• How to reach moms with more effective marketing techniques
• Influence on moms’ purchasing decisions
• Moms’ attitudes towards shopping, food and family

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