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Families - UK - August 2014

“Grandparents play an important role in their grandchildren’s lives, offering practical, financial and emotional support. Going forward, brands/retailers could benefit from highlighting this special relationship, not only in their marketing but also in the products and services they offer.”
- Jack Duckett, Consumer Lifestyles Analyst
This report addresses the following issues:

  • Opportunity to highlight the role of grandparents in the family
  • Making families more active

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • Grandparents offer practical, financial and emotional support
              • Figure 1: Ways in which grandparents help with childcare, June 2014
            • Finances keep families at home on typical weekends
              • Figure 2: Family activities on a typical weekend, June 2014
            • Theme parks are high in demand on ideal weekends
              • Figure 3: Family activities on an ideal weekend, June 2014
            • Parents prioritise health when choosing food and drink
              • Figure 4: Considerations when buying food and drink for your youngest child, June 2014
            • What we think
            • Issues and Insights

                • Opportunity to highlight the role of grandparents in the family
                  • The facts
                    • The implications
                      • Making families more active
                        • The facts
                          • The implications
                          • Trend Application

                              • Trend: Click and Connect
                                • Trend: Immaterial World
                                  • Futures trend: Brand Intervention
                                  • Market Drivers

                                    • Key points
                                      • Households set to get smaller
                                        • Figure 5: UK households, by size, 2009-19
                                      • Trends in family types
                                        • Figure 6: Families in the UK with dependent children: by family type in 2003 and 2013
                                      • Baby boom shows signs of slowdown
                                        • Figure 7: Number of live births in UK, 2000-13
                                      • Parents encourage their children to save
                                        • Figure 8: Monthly pocket money, March 2014
                                    • The Consumer – Grandparents’ Involvement

                                      • Key points
                                        • Grandparents offer practical, financial and emotional support
                                          • Figure 9: Ways in which grandparents help with childcare, June 2014
                                        • Grandparents provide financial aid
                                            • Figure 10: Ways in which grandparents help with childcare (“add money to my child(ren)’s savings account(s)”), by demographics (financial situation), June 2014
                                            • Figure 11: Family Building Society, July 2014
                                          • Opportunity to play on the emotional connection with grandparents
                                            • Figure 12: Ways in which grandparents help with childcare, by current marital status of parents, June 2014
                                          • Teaching children domestic skills
                                            • Figure 13: Skills taught to children by grandparents, June 2014
                                          • Guiding grandchildren towards healthy eating
                                            • Long-distance reading apps
                                                • Figure 14: Images from the Ustyme app, July 2014
                                            • The Consumer – Typical and Ideal Weekend Activities

                                              • Key points
                                                • Typical weekend activities based in the home
                                                  • Figure 15: Family activities on a typical weekend, June 2014
                                                • Free out-of-home activities could help families do more exercise
                                                  • Theme parks are high in demand on ideal weekends
                                                    • Figure 16: Family activities on an ideal weekend, June 2014
                                                • The Consumer – Sources of Pocket Money

                                                  • Key points
                                                    • Christmas/birthday money the most common source of money for children
                                                      • Figure 17: Sources of pocket money for children, June 2014
                                                    • Children from wealthier backgrounds just as likely to get a part-time job
                                                      • Figure 18: Sources of pocket money for children, by gross household income, June 2014
                                                    • Parents save for younger children
                                                      • Parents use pocket money to teach financial responsibility
                                                        • Figure 19: Considerations when deciding how much pocket money to give, June 2014
                                                        • Figure 20: Osper, July 2014
                                                      • Encouraging children to save
                                                        • Parents financially reward children for working hard
                                                        • The Consumer – Sources of Information About New Products

                                                          • Key points
                                                            • Children drive product awareness
                                                              • Figure 21: Sources of information about new products for your youngest child, June 2014
                                                            • Pester power grows alongside child’s age
                                                              • Figure 22: Proportion of parents who cite their child as a source of information for new products, by product group, June 2014
                                                            • Product awareness enforced by the media
                                                              • Figure 23: Proportion of parents who cited media outlets as a source of information for new products, by product group, June 2014
                                                            • Mums partial to in-store advertising
                                                              • Figure 24: Proportion of consumers who hear about new products via in-store advertising, mums vs dads, June 2014
                                                          • The Consumer – Considerations When Buying Food and Drink for Youngest Child

                                                            • Key points
                                                              • Parents prioritise health
                                                                • Figure 25: Considerations when buying food and drink for your youngest child, June 2014
                                                              • Price a bigger consideration for parents with lower incomes
                                                                • Figure 26: Considerations when buying food and drink for your youngest child, June 2014
                                                              • Organic and fair trade claims resonate with over one in 10
                                                                  • Figure 27: Examples of baby food products launched carrying organic claims, January – June 2014
                                                                • Appealing to teens could be the way to the heart of the family
                                                                • The Consumer – Considerations When Buying Clothing and Shoes for Youngest Child

                                                                  • Key points
                                                                    • Price and value dominate considerations
                                                                      • Figure 28: Considerations when buying clothing/shoes for youngest child, June 2014
                                                                    • Older children bring price issues of their own
                                                                      • Scope for retailers to make dads feel more involved
                                                                        • Figure 29: Considerations when buying clothing/shoes for youngest child, by demographics, June 2014
                                                                      • Appropriateness of style a concern for parents with children of all ages
                                                                        • Figure 30: proportion of parents who consider the appropriateness of the style when buying clothing/shoes for their youngest child, by age of youngest child, June 2014
                                                                        • Figure 31: Image from the Always ‘Like a Girl’ campaign, July 2014
                                                                    • The Consumer – Considerations When Buying Entertainment and Toys for Youngest Child

                                                                      • Key points
                                                                        • Parents led by cost
                                                                          • Figure 32: Considerations when buying entertainment and toys for your youngest child, June 2014
                                                                        • Older children demand more expensive products
                                                                          • Concern about products’ appropriateness
                                                                            • Figure 33: Proportion of parents who consider how appropriate an entertainment item is when buying for youngest child, June 2014
                                                                          • Parents with younger children seek educational products
                                                                              • Figure 34: LeapFrog LeapBand, May 2014
                                                                          • Appendix – Demographic Overview

                                                                              • Figure 35: Financial situation of respondents, June 2014
                                                                              • Figure 36: Household income, by qualification of respondent, June 2014
                                                                              • Figure 37: Household income, by qualification of respondent, June 2014 (continued)
                                                                              • Figure 38: Age of parent by age of child(ren), June 2014
                                                                          • Appendix – Market Drivers

                                                                              • Figure 39: Families by family type in the UK, 2013
                                                                              • Figure 40: Trends in the mean age of mother at birth of their first child and the average age of motherhood, England and Wales, 1980-2012
                                                                              • Figure 41: Trends in the proportion of families, by number of dependent children, UK, 1996 and 2012
                                                                              • Figure 42: Trends in the age structure of the UK population, 2008-18
                                                                          • Appendix – The Consumer – Grandparents’ Involvement

                                                                              • Figure 43: Ways in which grandparents help with childcare, June 2014
                                                                              • Figure 44: Most popular ways in which grandparents help with childcare, by demographics, June 2014
                                                                              • Figure 45: Next most popular ways in which grandparents help with childcare, by demographics, June 2014
                                                                              • Figure 46: Repertoire of the ways in which grandparents help with childcare, by demographics, June 2014
                                                                              • Figure 47: Skills taught to children by grandparents, June 2014
                                                                              • Figure 48: Most popular skills taught to children by grandparents, by demographics, June 2014
                                                                              • Figure 49: Next most popular skills taught to children by grandparents, by demographics, June 2014
                                                                          • Appendix – The Consumer – Typical and Ideal Weekend Activities

                                                                              • Figure 50: Family activities on a typical weekend, June 2014
                                                                              • Figure 51: Most popular family activities on a typical weekend, by demographics, June 2014
                                                                              • Figure 52: Next most popular family activities on a typical weekend, by demographics, June 2014
                                                                              • Figure 53: Other family activities on a typical weekend, by demographics, June 2014
                                                                              • Figure 54: Least popular family activities on a typical weekend, by demographics, June 2014
                                                                              • Figure 55: Family activities on an ideal weekend, by most popular family activities on a typical weekend, June 2014
                                                                              • Figure 56: Family activities on an ideal weekend, June 2014
                                                                              • Figure 57: Most popular family activities on an ideal weekend, by demographics, June 2014
                                                                              • Figure 58: Next most popular family activities on an ideal weekend, by demographics, June 2014
                                                                              • Figure 59: Other family activities on an ideal weekend, by demographics, June 2014
                                                                              • Figure 60: Least popular family activities on an ideal weekend, by demographics, June 2014
                                                                          • Appendix – The Consumer – Sources of Pocket Money

                                                                              • Figure 61: Sources of money for children, June 2014
                                                                              • Figure 62: Most popular sources of money for children, by demographics, June 2014
                                                                              • Figure 63: Next most popular sources of money for children, by demographics, June 2014
                                                                              • Figure 64: Influences when deciding how much pocket money to give, June 2014
                                                                              • Figure 65: Most popular influences when deciding how much pocket money to give, by demographics, June 2014
                                                                              • Figure 66: Most popular influences when deciding how much pocket money to give, by demographics, June 2014 (continued)
                                                                              • Figure 67: Next most popular influences when deciding how much pocket money to give, by demographics, June 2014
                                                                          • Appendix – The Consumer – Sources of Information about New Products

                                                                              • Figure 68: Influences when buying new products, June 2014
                                                                              • Figure 69: Most popular influences when buying new products – All products, by demographics, June 2014
                                                                              • Figure 70: Next most popular influences when buying new products – All products, by demographics, June 2014
                                                                              • Figure 71: Other influences when buying new products – All products, by demographics, June 2014
                                                                              • Figure 72: Most popular influences when buying new products – Food and drink, by demographics, June 2014
                                                                              • Figure 73: Next most popular influences when buying new products – Food and drink, by demographics, June 2014
                                                                              • Figure 74: Other influences when buying new products – Food and drink, by demographics, June 2014
                                                                              • Figure 75: Most popular influences when buying new products – Clothing/shoes, by demographics, June 2014
                                                                              • Figure 76: Next most popular influences when buying new products – Clothing/shoes, by demographics, June 2014
                                                                              • Figure 77: Other influences when buying new products – Clothing/shoes, by demographics, June 2014
                                                                              • Figure 78: Most popular influences when buying new products – Entertainment products, by demographics, June 2014
                                                                              • Figure 79: Next most popular influences when buying new products – Entertainment products, by demographics, June 2014
                                                                              • Figure 80: Other influences when buying new products – Entertainment products, by demographics, June 2014
                                                                          • Appendix – The Consumer – Considerations when Buying Food and Drink for Youngest Child

                                                                              • Figure 81: Considerations when buying food and drink for youngest child, June 2014
                                                                              • Figure 82: Most popular considerations when buying food and drink for youngest child, by demographics, June 2014
                                                                              • Figure 83: Next most popular considerations when buying food and drink for youngest child, by demographics, June 2014
                                                                              • Figure 84: Repertoire of considerations when buying food and drink for youngest child, June 2014
                                                                              • Figure 85: Repertoire of considerations when buying food and drink for youngest child, by demographics, June 2014
                                                                              • Figure 86: Considerations when buying food and drink for youngest child, by most popular considerations when buying food and drink for youngest child, June 2014
                                                                              • Figure 87: Considerations when buying food and drink for youngest child, by next most popular considerations when buying food and drink for youngest child, June 2014
                                                                          • Appendix – The Consumer – Considerations when Buying Clothing and Shoes for Youngest Child

                                                                              • Figure 88: Considerations when buying clothing/shoes for youngest child, June 2014
                                                                              • Figure 89: Most popular considerations when buying clothing/shoes for youngest child, by demographics, June 2014
                                                                              • Figure 90: Next most popular considerations when buying clothing/shoes for youngest child, by demographics, June 2014
                                                                              • Figure 91: Repertoire of considerations when buying clothing/shoes for youngest child, June 2014
                                                                              • Figure 92: Repertoire of considerations when buying clothing/shoes for youngest child, by demographics, June 2014
                                                                          • Appendix – The Consumer – Considerations when Buying Entertainment and Toys for Youngest Child

                                                                              • Figure 93: Considerations when buying entertainment products for youngest child, June 2014
                                                                              • Figure 94: Most popular considerations when buying entertainment products for youngest child, by demographics, June 2014
                                                                              • Figure 95: Next most popular considerations when buying entertainment products for youngest child, by demographics, June 2014
                                                                              • Figure 96: Repertoire of considerations when buying entertainment products for youngest child, June 2014
                                                                              • Figure 97: Repertoire of considerations when buying entertainment products for youngest child, by demographics, June 2014

                                                                          Companies Covered

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                                                                          Families - UK - August 2014

                                                                          £1,995.00 (Excl.Tax)