Marketing to Moms - US

Published by: Mintel International Group Ltd.

Published: Feb. 1, 2009 - 57 Pages

Table of Contents

SCOPE AND THEMES

Definition

Consumer survey methodology

Abbreviations and terms

Abbreviations

P&G

SPSS

Terms

EXECUTIVE SUMMARY

The demographics of motherhood

How many mothers?

Who are the moms?

Moms and their families

Working moms, inside and outside of the home

What makes a good mom?

Moms worry

Moms shop

Key mom product markets

Moms and social networking

Influences on moms’ purchasing decisions

Moms’ helpers

HOW MANY MOMS?

Key points

Women of childbearing age

Figure 1: Female population, by age, 2003-13

Fertility rates, births growing

Figure 2: Fertility rate and births, 2002-06

Will there be fewer moms (and fewer kids) in a weakened economy?

Figure 3: U.S. population estimates and projections of children aged 3 and under, 2003-13

WHO ARE THE MOMS?

Key points

First-time moms

Figure 4: Age at first birth, by race, 2006

Figure 5: Households with children, by race and Hispanic origin of householder, 2007

Mean age of moms

Figure 6: Mean age of mothers, 2000-06

Figure 7: Fertility rates and birth rates, by age of mother, 2000-06

Fertility treatments linked to older moms, multiple births

Figure 8: U.S. ratio of live births for multiple and twin births, by age of mother, 2006

Figure 9: Rate of twin, triplet, and higher-order multiple births, 1980-2006

Adoption—“Chosen Moms”

MOMS AND THEIR FAMILIES

Key points

Families make up a third of U.S. households

Figure 10: Households, by presence of children under age 18, 1997-2007

Two thirds of kids live with married parents

Figure 11: Married couples with kids, by age of householder, 2007

There are 10.4 million single-mother families

Figure 12: Single-mother family groups with children under 18, by marital status, 2007

Multigenerational households

Figure 13: Multigenerational households, by type, 2000

Lesbian moms, gay dads

WORKING MOMS, INSIDE AND OUTSIDE THE HOME

Key points

Mothers’ participation in the labor force levels off

Figure 14: Labor force participation rate of women, by age of youngest child, 2001-07

5.6 million women are stay-at-home moms

Figure 15: Parents and children in stay-at-home parent family groups, 2002-06

But stay-at-home moms can also be working moms

Incomes of “married couple with kids” households

Figure 16: Household income, by household type and presence of children, 2007

Incomes of single moms—a different story

Figure 17: Household income of single mothers, by age and number of children, 2007

WHAT MAKES A GOOD MOM?

Key points

Moms are people, too

Moms’ personal attributes

Figure 18: Qualities that define a “good mother,” December 2008

Household income plays a role

Figure 19: Qualities that define a “good mother,” by income, December 2008

WHAT MAKES A GOOD MOM WORRY?

Key points

Safety first

Figure 20: Moms’ concerns about their children, by income, December 2008

MOMS AND SHOPPING

Key points

Who is doing the shopping?

Figure 21: Primary shopper(s) in household, by age, December 2008

Household income and shopping patterns

Figure 22: Primary shopper(s) in household, by income, December 2008

KEY MOM PRODUCT MARKETS

Key points

Infant and toddler products

Baby food and drink

Market size

Figure 23: FDMx sales of baby food and drinks, at current prices, 2003-13

Figure 24: FDMx sales of baby food and drinks, at inflation-adjusted prices, 2003-13

Marketing and promoting baby food and formula

The growing power of the internet

What moms want—or need—to know, and where they seek the information

Figure 25: Sources of information on baby nutrition, by whether child under 3 is first child, October 2008

Figure 26: Sources of information on baby nutrition, by household income, October 2008

Baby durables

Market size

Figure 27: Total U.S. retail sales and forecast of baby durables, at current prices, 2001-12

Figure 28: Total U.S. retail sales and forecast of baby durables, at inflation-adjusted prices, 2001-12

Marketing baby durables to moms

The internet’s role in marketing baby durables

Baby registries provide another opportunity

Strategies for marketing baby durables

Figure 29: Frequency of use of in-store promotiomal materials, 2006

Disposable baby products

Figure 30: Total U.S. FDMx sales and forecast of disposable baby products at current prices, 2003-13

Figure 31: Total U.S. FDMx sales and forecast of disposable baby products at inflation-adjusted prices, 2003-13 36

Marketing disposable products, with and without the internet

“Mommy Bloggers” and the disposables market

Sponsored links on search engines

IT TAKES A COMMUNITY

Key points

MySpace and Facebook

Figure 32: Moms’ online communitites, by age, December 2008

Higher-income moms use different networking sites

Figure 33: Moms’ online communitites, by income, December 2008

INFLUENCES ON MOMS’ PURCHASING DECISIONS

Key points

Familiarity breeds comfort

Figure 34: Factors that influence decisions to purchase items/services for child/ren, by age, December 2008

Income levels and the internet as a resource

Figure 35: Factors that influence decisions to purchase items/services for child/ren, by income, December 2008. 42

MOMS’ HELPERS

Key points

Who’s watching the kids?

Figure 36: Qualities that define a “good mother,” by childcare arrangement, December 2008

The power of the daycare center in influencing purchases

Figure 37: Factors that influence decisions to purchase items/services for child/ren, by childcare arrangement,

December 2008

Daycare and social networking

Figure 38: Moms’ online communities, by incidence of childcare, December 2008

APPENDIX: OTHER USEFUL CONSUMER TABLES

What makes a good mom?

Figure 39: Qualities that define a “good mother,” by age, December 2008

Figure 40: Qualities that define a “good mother,” by race/Hispanic origin, December 2008

Figure 41: Factors that influence decisions to purchase items/services for child/ren, by race/Hispanic origin,

December 2008

Abstract

Kids and "me" time

Moms, like everyone else, have to cope with lifestyle and financial changes brought about by the current economic situation. As the primary shopper in most households, and as the parent who typically makes many of the decisions about products for children, moms are in the position of having to reconcile their financial situation with the needs of her children.

Changes in the way the family “does business”—from dining out to shopping for big-ticket items—depend on a number of factors, from current employment status of the parents to the condition of the family’s finances. As the economic crisis continues, and if it deepens, cutting back on activities directly related to the children will likely be subjects for family discussion and negotiation.

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