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Marketing to Mums - UK - September 2015

Marketing to Mums - UK - September 2015

"The lives of British mothers have changed to a great extent over the past several decades, however marketing has been much slower to catch up to and acknowledge the changing realities of what it means to be a parent in modern Britain. Treating and addressing mothers as a homogenous group doesn't do justice to the complex lives and diversity of experiences of women with children."

– Ina Mitskavets, Senior Consumer and Lifestyles Analyst

This report covers the following areas:

Attracting the interest of today's mums
Addressing mums' concerns in marketing and advertising
Promoting more realistic parenting images in advertising campaigns


OVERVIEW
What you need to know
EXECUTIVE SUMMARY
Figure 1: Trust in various sources of information when making purchasing decisions, July 2015
Mums are underwhelmed by today’s advertising
Figure 2: Places where adverts grabbed mums’ attention in the past month, July 2015
Moving away from clichés
Figure 3: Factors mums find important in advertising, July 2015
There is no such thing as a perfect mother
Figure 4: Attitudes towards parenting, July 2015
What we think
ISSUES & INSIGHTS
Attracting the interest of today’s mums
Addressing mums’ concerns in marketing and advertising
Promoting more realistic parenting images in advertising campaigns
THE MARKET
What you need to know
Mean age of motherhood continues to climb
The baby boom is over
Proportion of stay-at-home mums goes up
Family redefined
Breadwinner, but only if finances are tight
Market drivers
Trends in the number of parents
Figure 5: Number of mothers and fathers with dependent children in the household, UK, 2004-14
Trends in the mean age of motherhood
Figure 6: Trends in the mean age of mothers at childbirth, England and Wales, 1984-2014
Trends in the number of live births
Figure 7: Trends in the number of live births, England and Wales, 2009-14
Trends in number of births by age of mother
Figure 8: Live births by age of mother, England and Wales, 2004-14
Family composition
Figure 9: Families with dependent children, 2014
Figure 10: Family composition, July 2015
Mums’ working status
Figure 11: Working status, July 2015
Living situation
Figure 12: Living situation, July 2015
Mums as family breadwinners
Figure 13: Breadwinner status, by marital status and household income, July 2015
THE CONSUMER
What you need to know
Mums still do the bulk of household tasks and childcare
Word-of-mouth is the biggest driver of purchasing decisions
Savvy shopping mums
Shaping advertising content to match parents’ interests and address their worries
Social media drives mums’ engagement with brands
Promoting more realistic images of parenting in advertising
Distribution of family responsibilities
Mums shoulder the bulk of tasks around the house …
Figure 14: Division of family parenting/household tasks, July 2015
… and influence most of the decision-making
Figure 15: Who influences family decisions, July 2015
Fathers focus on family leisure
Figure 16: Screenshot from Chore Wars website, August 2015
Role of trust in shopping decisions
Word-of-mouth most influential amongst mothers
Figure 17: Trust in various sources of information when making purchasing decisions, July 2015
Trust in digital sources is higher compared with traditional media
Figure 18: Screenshot of the front page of Asda’s Mum’s Eye View video channel on YouTube, August 2015
Simplifying the path to purchase
Savvy shopping mums value low prices
Figure 19: Factors that would encourage mothers to try a different brand from the ones they typically buy, July 2015
Mothers seek proof that products work
Rewarding mothers’ loyalty
Figure 20: Screenshot of Waitrose’s Pick Your Own Offers scheme website, August 2015
Practicality over ethics
Influence of advertising
Mums are underwhelmed by today’s advertising efforts
Figure 21: Places where adverts grabbed mums’ attention in the past month, July 2015
The complexities of the purchasing journey
Figure 22: What mums would do if they see an advert for a product they really like, July 2015
Appealing to mums in advertising
A need to move away from parenting clichés in marketing
Mums don’t want to be idealised
Figure 23: Factors mums find important in advertising, July 2015
Figure 24: Bugaboo ad, August 2015
Women first, mothers second
Figure 25: Screenshot of Dove’s ‘Legacy’ campaign, August 2015
Diversity of parents
Figure 26: Screenshot from the How We Roll campaign by Mamas & Papas, August 2015
Focus on family health
Safety first
Social media transforms parenting experience
Figure 27: Regular use of social media sites and online communities, July 2015
Social media drives engagement with brands
Figure 28: Activities done on social media sites and online communities in the past 3 months, July 2015
Figure 29: Snapshot from LEGO’s ‘What is a Kronkiwongi?’ video, August 2015
Mums’ attitudes
Mothers are not perfect
Figure 30: Attitudes towards parenting, July 2015
Figure 31: Screenshot from ‘The Motherhood’ campaign by Fiat, August 2015
Giving kids better choices at playtime
Figure 32: Attitudes towards shopping and advertising, July 2015
Figure 33: Makeover of the Debenhams’ toy section, August 2015
Mums as gatekeepers to family health
Promoting ‘tech-free’ family moments
Figure 34: Attitudes towards spending family time without using technology, July 2015
APPENDIX
Data sources, abbreviations and supporting information
Data sources
Abbreviations
Definitions
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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