Marketing to Black Parents - US - May 2012

Published by: Mintel International Group Ltd.

Published: May. 1, 2012 - 93 Pages


Table of Contents

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Market factors
Figure 1: Households with children, by race and Hispanic origin of householder, 2011
Baby disposable products
Figure 2: Usage of baby disposable products, by race/Hispanic origin, July 2010-September 2011
Children’s personal care products
Figure 3: Usage of baby personal care products, by race/Hispanic origin, October 2010-November 2011
Toys and games
Figure 4: Top five games and toys purchased by Black parents, by race/Hispanic origin, October 2010-
November 2011
Black parents
Primary caretaker
Figure 5: Men and women as the primary caretaker, by gender, January 2012
Parenting traits
Figure 6: Parenting traits, by gender, January 2012
Attitudes toward advertising
Figure 7: Attitudes toward advertising, by gender, January 2012
The consumer
U.S. Black population
Figure 8: Population, by race/Hispanic origin, 2006-16
Presence and ages of children in the household
Figure 9: Presence and ages of children in the household, by race/Hispanic origin, 2011
Purchasing power
Figure 10: Purchasing power, by race/Hispanic origin, 1990-2015
What we think
ISSUES IN THE MARKET
Are marketers understanding and connecting with Black parents?
How are Black parents changing?
Should marketers consider advertising on children’s programs?
INSIGHTS AND OPPORTUNITIES
Black grandparents
Black fathers
INSPIRE INSIGHTS
Trend: “Who are the Joneses?”
Trend: “Celebs and Social Engineering”
PROFILE OF BLACK PARENTS
Key points
Black parents
Figure 11: Demographics of Mintel’s survey respondents, January 2012
Fertility rate
Figure 12: Fertility rate by race and Hispanic origin of mother, 2000-10
The Black household
Figure 13: Average household size, by race/Hispanic origin/race of householder, 2001 and 2011
Likelihood of children in the household
Figure 14: Households with children, by race and Hispanic origin of householder, 2011
Figure 15: Households, by race of householder and presence and ages of children, 2011
Age of Black parents
Figure 16: Black households with children, by age of householder and number of children, 2009
Expecting a baby
Figure 17: Likelihood of pregnancy in household, by race/Hispanic origin, October 2010-November 2011
Marital status
Figure 18: Marital status, by race and Hispanic origin, 2011
MINDSET OF BLACK PARENTS
Key points
Attitudes toward parenting
Figure 19: Attitudes toward parenting, by gender, January 2012
Figure 20: Attitudes toward parenting, by age, January 2012
Parenting traits
Figure 21: Parenting traits, by gender, January 2012
Figure 22: Parenting traits, by number of children in household, January 2012
What worries parents
Figure 23: Parental concerns, by gender, January 2012
Figure 24: Parental concerns, by household income, January 2012
Parental activities
Figure 25: Change in amount of time that parents spend on activities, January 2012
Figure 26: Change in amount of time that parents spend on activities, by gender, January 2012
Financial outlook
Figure 27: Economic outlook compared to last year, by race/Hispanic origin, October 2010-November 2011
Figure 28: Consumer outlook toward their financial situation in the next 12 months, by race/Hispanic origin,
October 2010-November 2011
Black parents are the least likely to teach their children about money
Figure 29: Attitudes toward personal finance, by race/Hispanic origin, October 2010-November 2011
PARENTS’ PURCHASING DECISIONS
Key points
Factors that influence parents’ purchasing decisions
Figure 30: Factors for purchasing decisions, by gender, January 2012
Figure 31: Factors for purchasing decisions, by age, January 2012
Coupon usage
Figure 32: Likelihood of using cents-off coupons and source, by race/Hispanic origin, October 2010-November
2011
CHILDCARE ARRANGEMENTS
Key points
Usage of day care
Figure 33: Likelihood of using day care, by household income, January 2012
Figure 34: Likelihood of using day care, by presence of children in household, January 2012
Childcare arrangements by race/Hispanic origin
Figure 35: Childcare arrangements, by race/Hispanic origin, October 2010-November 2011
Primary caretakers in Black households
Figure 36: Primary caretakers, by gender, January 2012
CHILDREN’S PRODUCTS
Key points
Attitudes toward products
Figure 37: Attitudes toward products, by gender, January 2012
Figure 38: Attitudes toward products, by age, January 2012
Disposable baby products
Market size and forecast
Household usage
Figure 39: Usage of baby disposable products, by race/Hispanic origin, July 2010-September 2011
Children’s personal care products
Household usage
Figure 40: Usage of baby personal care products, by race/Hispanic origin, October 2010-November 2011
Baby oil and baby lotion
Figure 41: Brand of baby oil and baby lotion used, by race/Hispanic origin, October 2010-November 2011
Baby/children’s shampoo
Figure 42: Likelihood of usage of baby/children’s shampoo and brands used, by race/Hispanic origin, October
2010-November 2011
Liquid/powdered baby formula
Sales and forecast of baby formula
Usage is highest among Blacks and Hispanics
Figure 43: Likelihood of consuming liquid/powdered baby formula, by race/Hispanic origin, October 2010-
November 2011
GAMES AND TOYS
Key points
Games and toys
Likelihood of purchasing games and toys
Figure 44: Games and toys, by race/Hispanic origin, October 2010-November 2011
Toys and games that parents purchase
Figure 45: Likelihood of purchasing games and toys, by race/Hispanic origin, October 2010-November 2011
MARKETING STRATEGIES
Key points
Television
Capri Sun
Figure 46: Capri sun one hundred percent, December 2011
Gerber
Figure 47: Gerber Life College Plan, April 2012
Huggies
Figure 48: Huggies Pull-Ups, March 2012
Time Warner
Figure 49: Time Warner Communication, April 2012
Toyota
Figure 50: Toyota: Community, October 2011
Walt Disney World
Figure 51: Disney's Dreamers Academy, September 2011
Online
U.S. BLACK POPULATION
Key points
Figure 52: Population by race and Hispanic origin, 2006-16
Figure 53: Population, by race/Hispanic origin, 1970-2020
Figure 54: Asian, Black, and Hispanic populations, 1970-2020
Age
Generations by race
Figure 55: Generations by race/Hispanic origin, 2011
Black population by age
Figure 56: U.S. Black population, by age, 2006-16
Figure 57: Population by age, 2006-16
U.S. Black geographic concentration
Figure 58: Black geographic concentration, by region, 2007
Black population by state
Figure 59: Top 10 states with largest Black population, 2010
Population by geographic concentration
Figure 60: States/Regions with the highest share of Black residents, 2008
Black metros
Figure 61: Metropolitan status of Black households, 2006 and 2011
Figure 62: Top 10 states ranked by change in black population, 2000-10
Figure 63: Top 10 metropolitan areas with the largest number of Black residents, 2010
Black purchasing power
Black income
Figure 64: Median household income, by race and Hispanic origin of householder, 2010
Figure 65: Household income distribution for all households and Black households, 2010
Income of Black households versus total U.S. households
Figure 66: Share of Black households with incomes of $50K or more versus total U.S. households, 2002 and
2008
Purchasing power by race/Hispanic origin
Figure 67: Purchasing power, by race/Hispanic origin, 1990-2015
Figure 68: Purchasing power, by race/Hispanic origin, 1990-2015
Figure 69: Top 10 states/regions with the largest share of Black buying power, 2010
Figure 70: Top 10 states, by rate of growth of Black buying power, 1990-2010
Affluent Blacks
Country of origin/heritage
African immigrants
Caribbean immigrants
Geographic location
APPENDIX: OTHER CONSUMER TABLES
Figure 71: Attitudes toward parenting, by household income, January 2012
Figure 72: Parenting traits, by household income, January 2012
Figure 73: Parenting traits, by age, January 2012
Figure 74: Parental concerns, by age, January 2012
Figure 75: Change in amount of time that parents spend on activities, by household income, January 2012
Figure 76: Factors for purchasing decisions, by household income, January 2012
Figure 77: Attitudes toward products, by household income, January 2012
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: RESEARCH METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy
APPENDIX: WHAT IS MINTEL?
Mintel provides industry-leading market intelligence
Mintel Solutions:
Mintel Oxygen Reports
Mintel GNPD
Mintel Inspire
Mintel Beauty Innovation
Mintel Menu Insights
Mintel Research Consultancy
Mintel Comperemedia

Abstract

According to the U.S. Census Bureau, the Black population is expected to reach 42.6 million by 2016, an 11.3% increase from 2006. Currently at $957 billion, Black spending power is expected to climb to $1.25 trillion by 2015. Black households are more likely than White households to have children but less likely so than Asian or Hispanic households. This is not the only differentiator when it comes to parents of different ethnic groups; Black parents have different priorities and concerns than other parents. Understanding these differences and the children’s products that Black parents prefer will help marketers not only maintain but grow their business among Black households with children.

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