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Families - UK - July 2016

“Over half of all parents believe that families today are not as close as they used to be, reflecting how the pressures of modern life are preventing them from enjoying important quality time with their children. This suggests that campaigns highlighting how products and services can bring families back together are likely to hold particular appeal, while activities that can provide family-bonding experiences are likely to see increasing demand.”
– Jack Duckett, Senior Consumer Lifestyles Analyst

This report examines the following issues:

  • Encouraging families to spend more time outdoors
  • Helping families save space

The pressures of modern life are impacting the amount of quality time British families get to spend together. Brands can therefore benefit from creating campaigns that will highlight how they can bring families back together, be it for a holiday, a day out, or even just an evening meal at home.

As the trend towards urbanisation continues to grow, both indoor and outdoor space is likely to become even more of a premium, driving the need for space-saving solutions, particularly for families with very young children. In terms of access to outside space, this translates into an opportunity for more outdoor activity operators to open outlets in major city centres.

Mums continue to undertake the lion’s share of household responsibilities on a typical weekday evening, underlining their central role in the home and reaffirming their importance to brands and retailers.

Although men continue to take a smaller share of household responsibilities, the role of dads has changed dramatically over the last 30 years, with many men now taking a more active role in the home. Brands can benefit from better reflecting this in their marketing.

With families placing significant emphasis on the importance of time spent together outside, there is scope for more outdoor activity providers to highlight how they can not only bring the family together, but also help to make all of the family more active.

Technology is one way operators can help make the idea of spending time outdoors together with the family more appealing to teenagers. For example, this could include providing unique photo opportunities that teens can share on their social media accounts, while apps that gamify time spent outdoors could also appeal, helping to encourage teenagers to be more active.

However, as good jobs continue to draw families to major cities, access to outdoor spaces suitable for playing could become more of a challenge. This highlights an opportunity for operators to take inspiration from Go Ape’s launch in London, creating similar outdoor experiences for the UK’s growing urbanite population.

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • Household space becomes a premium
          • Figure 1: Attitudes towards the family home, May 2016
        • Taking families outdoors
          • Figure 2: Attitudes towards location of family home, May 2016
        • Mothers continue to take bulk of household responsibilities
          • Figure 3: Proportion of adults indicating they are mainly responsibility for listed household responsibilities on a typical weekday evening, by gender, May 2016
        • Over three quarters of families eat together
          • Figure 4: Family dining habits – eating together on a typical weekday evening, May 2016
        • Are families today drifting apart?
          • Figure 5: Attitudes towards family connections, May 2015
        • What we think
        • Issues and Insights

          • Encouraging families to spend more time outdoors
            • The facts
              • The implications
                • Helping families save space
                  • The facts
                    • The implications
                    • The Market – What You Need to Know

                      • Number of households on the rise
                        • Baby boom slows
                          • Home ownerships declines amongst the young
                            • Childcare costs continue to rise
                              • The ‘out’ vote threatens improving financial confidence
                              • Market Drivers

                                • Changing family profiles
                                  • Figure 6: Families in the UK with dependent children, by family type in 2005 and 2015
                                • Number of children impacted by family type
                                  • Figure 7: Percentage analysis of families with dependent children in the UK, by family type and number of dependent children, 2015
                                • Number of households on the rise
                                  • Figure 8: UK households, by size, 2011-21
                                • Baby boom slows
                                  • Figure 9: Trends in the number of live births, England and Wales, 2009-14
                                • Home ownership declines amongst the young
                                  • Figure 10: Percentage of each age group that are owner occupiers, 1981-2013/14
                                • Childcare costs continue to rise
                                  • Figure 11: Working status of families, December 2015
                                • Changes in paternity rights
                                  • Perceptions of financial situation continue to improve
                                    • Figure 12: Trends in how respondents would describe their financial situation, May 2016
                                  • War on sugar rages on
                                    • Figure 13: Daily added (free) sugar intake, by age, UK, rolling programme 2008-12
                                • The Consumer – What You Need to Know

                                  • Renters struggle with space issues
                                    • Renting out garden spaces
                                      • Mothers take on the bulk of responsibility
                                        • Over three quarters of families eat together
                                          • Opportunity for teenage snacking market
                                            • Parents demand brands help them be healthier
                                              • Parents worry about time children spend using technology
                                                • Putting the experience into family shopping trips
                                                • The Family Home

                                                  • A third of parents struggle to keep on top of household cleaning
                                                    • Figure 14: Attitudes towards the family home, May 2016
                                                    • Figure 15: Handy app, May 2016
                                                  • Renters struggle with space issues
                                                    • Figure 16: Selected attitudes towards the family home, by home ownership status, May 2016
                                                  • Renting out garden spaces
                                                    • Figure 17: Attitudes towards location of family home, May 2016
                                                    • Figure 18: Go Ape in London’s Battersea Park, December 2015
                                                  • Three quarters of parents prioritise living near their child’s school
                                                    • Living near family most important for parents of young children
                                                      • Figure 19: Agreement with the statement “It is important to live near other family members”, by ages of child(ren) living in family home, May 2016
                                                  • Dividing Family Responsibilities

                                                    • Family evenings prove busy for parents
                                                      • Figure 20: Distribution of family responsibilities on a typical weekday evening, May 2016
                                                    • Mothers take on the bulk of responsibility…
                                                      • Figure 21: Proportion of adults indicating they are mainly responsibility for listed household responsibilities on a typical weekday evening, by gender, May 2016
                                                    • … However dads prove key contributors to home life
                                                    • Family Dining Habits

                                                      • Over three quarters of families eat together
                                                        • Figure 22: Family dining habits – eating together on a typical weekday evening, May 2016
                                                      • Families gather round the dinner table
                                                        • Figure 23: Family dining habits – eating time and location on a typical weekday evening, May 2016
                                                      • Opportunity for teenage snacking market
                                                        • Figure 24: Family dining habits – eating time for families eating together on a typical weekday evening, by age group(s) of child(ren) living in the family home, May 2016
                                                      • Parents resort to sofa after children have eaten
                                                        • Figure 25: Family dining habits – eating location and time for families eating together on a typical weekday evening, by age group(s) of child(ren) living in the family home, May 2016
                                                    • Attitudes towards Family Lifestyles

                                                      • Parents demand brands help them be healthier
                                                        • Figure 26: Attitudes towards family health, May 2015
                                                      • Parents worry about time children spend using technology
                                                        • Figure 27: Agreement with selected attitudes towards children and technology usage, by age of children living in household, May 2016
                                                      • Are families today drifting apart?
                                                        • Figure 28: Attitudes towards family connections, May 2015
                                                        • Figure 29: Center Parcs Urban Bears campaign, December 2015
                                                    • Perceptions of Family Activities

                                                      • Families bond over dinner
                                                        • Figure 30: Perceptions of family activities, May 2016
                                                        • Figure 31: Attitudes towards family activities, May 2016
                                                      • Putting the experience into family shopping trips
                                                        • Making television a healthy activity
                                                          • Encouraging older children to play outdoors
                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                            • Abbreviations
                                                              • Consumer research methodology
                                                                • Correspondence chart methodology
                                                                • Appendix – The Market

                                                                    • Figure 32: Trends in the age structure of the UK population, 2011-21

                                                                Companies Covered

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                                                                Families - UK - July 2016

                                                                US $2,940.64 (Excl.Tax)