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Lifestyles of Mums - UK - September 2014

“To a new mother, her baby is the apple of her eye, and she would spare nothing to ensure their needs are met, even if that means that her own needs and interests are neglected. Brands could re-ignite mums’ passion for their habits and lifestyle before they had children and show they do not have to run counter to being a parent.”
- Ina Mitskavets, Senior Lifestyles and Consumer Analyst
This report looks at the following issues:

  • Pre-empting new mums’ concerns about harmful or unhealthy ingredients in baby food, drink and personal care
  • Fashion, beauty and leisure brands could encourage mums to have more ‘me time’
  • More opportunities for promoting analogue family activities

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Pregnancy is a crucial time for forming brand loyalty
              • Figure 1: Online engagement during and after pregnancy, June 2014
            • A new mum puts the needs of her child first
              • Figure 2: Selected habits of new mums, June 2014
            • Watching TV is the most popular family activity
              • Figure 3: Digital activities that families do together with children – mums and dads, June 2014
            • Pent-up demand for a special night out or in
              • Figure 4: How couples spend free time, besides looking after children, June 2014
            • What we think
            • Issues and Insights

                • Pre-empting new mums’ concerns about harmful or unhealthy ingredients in baby food, drink and personal care
                  • The facts
                    • The implications
                      • Fashion, beauty and leisure brands could encourage mums to have more ‘me time’
                        • The facts
                          • The implications
                            • More opportunities for promoting analogue family activities
                              • The facts
                                • The implications
                                • Trend Application

                                    • Trend: Unfairer Sex
                                      • Trend: Click and Connect
                                        • Trend: Entrepreneurial Spirit
                                        • Market Drivers

                                          • Key points
                                            • Trends in the number of parents
                                              • Figure 5: Number of mothers and fathers with dependent children in the household, UK, 2003-13
                                            • Trends in mean age of motherhood
                                              • Figure 6: Trends in the mean age of mothers at childbirth, England and Wales, 1983-2013
                                            • Trends in the number of live births
                                              • Figure 7: Trends in the number of live births and total fertility rate, England and Wales, 2008-13
                                            • Proportion of mothers in employment
                                              • Figure 8: Working status, June 2014
                                            • Breadwinner status
                                              • Figure 9: Breadwinner status, by marital status, June 2014
                                            • Increasing number of blended families
                                              • Figure 10: Family composition, June 2014
                                            • Shared parental leave
                                            • The Consumer – Online Engagement Around Pregnancy

                                              • Key points
                                                • Pregnancy is a pivotal time for establishing brand loyalty
                                                  • Figure 11: Online engagement during and after pregnancy, June 2014
                                                • Millennial mums more likely to seek advice online during pregnancy
                                                  • Figure 12: Online engagement during pregnancy, by age of parent, June 2014
                                                • Making digital connections with doctors
                                                  • Decline in online engagement after birth
                                                    • Figure 13: Repertoire of online activities during and after pregnancy, June 2014
                                                • The Consumer – Habits of New Mums

                                                  • Key points
                                                    • A new mum forgets about her own needs
                                                      • Figure 14: Selected habits of new mums, June 2014
                                                    • Parents of newborns show higher interest in organic food and drink
                                                      • Figure 15: Considerations when buying food and drink for youngest child, by age of children, June 2014
                                                      • Figure 16: Examples of Ella’s Kitchen products, August 2014
                                                    • Interest in healthy issues rises after birth
                                                      • Figure 17: Selected habits of new mums, June 2014
                                                      • Figure 18: Examples of baby personal care products launched carrying free-from claims, August 2014
                                                  • The Consumer – Childcare Arrangements

                                                    • Key points
                                                      • Childcare support network
                                                        • Figure 19: Childcare support network, June 2014
                                                        • Figure 20: Ways in which grandparents help with childcare, June 2014
                                                      • Raising a child is becoming less affordable
                                                        • Figure 21: Childcare support network, by household income, June 2014
                                                      • Children’s best interests prompt parents to reduce working hours
                                                        • Figure 22: Making childcare arrangements, June 2014
                                                      • A fifth of parents move home to be closer to grandparents
                                                        • Figure 23: Making childcare arrangements, June 2014
                                                    • The Consumer – Financial Priorities of Families

                                                      • Key points
                                                        • Polarisation of family finances
                                                          • Figure 24: Changes in financial situation compared with a year ago, by age of children, June 2014
                                                        • Families remain price-sensitive
                                                          • Figure 25: Reasons for worsened financial situation, June 2014
                                                        • Staying on top of bills is priority number one
                                                          • Figure 26: Financial priorities of families, June 2014
                                                      • The Consumer – Digital Activities Parents and Kids Engage in Together

                                                        • Key points
                                                          • TV programming could encourage real-world interactions
                                                            • Figure 27: Digital activities that families do together with children, June 2014
                                                          • Instilling the love of reading
                                                            • Figure 28: Proportions of mothers reading books or e-books with children in a typical week, by highest level of education and annual household income, June 2014
                                                          • Activities vary by children’s age
                                                            • Figure 29: Digital activities that mums do together with children, by age of children, June 2014
                                                            • Figure 30: DinnerTime mobile app, August 2014
                                                        • The Consumer – How Mothers Spend Their ‘Me Time’

                                                          • Key points
                                                            • Pent-up demand for a special night out or in
                                                              • Figure 31: How couples spend free time, besides looking after children, June 2014
                                                            • Raising interest in affordable forms of exercise
                                                              • Figure 32: How couples spend free time, besides looking after children, by household income, June 2014
                                                            • Single mums focus on updating their looks
                                                              • Figure 33: Selected ways in which couples spend free time, besides looking after children, by marital status of mother, June 2014
                                                          • Appendix – The Consumer – Demographic Overview

                                                              • Figure 34: Demographic overview – Age of mother and age of children, June 2014
                                                              • Figure 35: Demographic overview – Children from previous/current relationship and region, June 2014
                                                              • Figure 36: Demographic overview – Living area and working status, June 2014
                                                              • Figure 37: Demographic overview – Socio-economic group, June 2014
                                                              • Figure 38: Demographic overview – Highest level of education, June 2014
                                                              • Figure 39: Demographic overview – Gross annual household income, June 2014
                                                              • Figure 40: Demographic overview – Household size and marital status, June 2014
                                                              • Figure 41: Demographic overview – Current financial situation and main income earner status, June 2014
                                                              • Figure 42: Demographic overview – Support network, June 2014
                                                          • Appendix – The Consumer – Online Engagement Around Pregnancy

                                                            • Online engagement during pregnancy
                                                              • Figure 43: Online engagement during pregnancy, June 2014
                                                              • Figure 44: Repertoire of online engagement during pregnancy, June 2014
                                                              • Figure 45: Online engagement during pregnancy, by repertoire of online engagement during pregnancy, June 2014
                                                              • Figure 46: Most popular online engagement during pregnancy, by demographics, June 2014
                                                              • Figure 47: Next most popular online engagement during pregnancy, by demographics, June 2014
                                                              • Figure 48: Other online engagement during pregnancy, by demographics, June 2014
                                                            • Online engagement after pregnancy
                                                              • Figure 49: Online engagement after pregnancy, June 2014
                                                              • Figure 50: Repertoire of online engagement after pregnancy, June 2014
                                                              • Figure 51: Online engagement after pregnancy, by repertoire of online engagement after pregnancy, June 2014
                                                              • Figure 52: Most popular online engagement after pregnancy, by demographics, June 2014
                                                              • Figure 53: Next most popular online engagement after pregnancy, by demographics, June 2014
                                                          • Appendix – The Consumer – Habits of New Mums

                                                              • Figure 54: Habits of new mums, June 2014
                                                              • Figure 55: Most popular habits of new mums, by demographics, June 2014
                                                              • Figure 56: Next most popular habits of new mums, by demographics, June 2014
                                                          • Appendix – The Consumer – Childcare Arrangements

                                                              • Figure 57: Making childcare arrangements, June 2014
                                                              • Figure 58: Most popular making childcare arrangements, by demographics, June 2014
                                                              • Figure 59: Next most popular making childcare arrangements, by demographics, June 2014
                                                          • Appendix – The Consumer – Financial Priorities of Families

                                                              • Figure 60: Financial priorities of families, June 2014
                                                              • Figure 61: Most popular financial priorities of families, by demographics, June 2014
                                                              • Figure 62: Next most popular financial priorities of families, by demographics, June 2014
                                                              • Figure 63: Other financial priorities of families, by demographics, June 2014
                                                              • Figure 64: Changes in financial situation compared with a year ago, June 2014
                                                              • Figure 65: Changes in financial situation compared with a year ago, by demographics, June 2014
                                                              • Figure 66: Reasons for worsened financial situation, June 2014
                                                              • Figure 67: Most popular reasons for worsened financial situation, by demographics, June 2014
                                                              • Figure 68: Next most popular reasons for worsened financial situation, by demographics, June 2014
                                                              • Figure 69: Financial priorities of families, by changes in financial situation compared with a year ago, June 2014
                                                              • Figure 70: Financial priorities of families, by changes in financial situation compared with a year ago, June 2014
                                                          • Appendix – The Consumer – Digital Activities Parents and Kids Engage in Together

                                                              • Figure 71: Digital activities that families do together, June 2014
                                                              • Figure 72: Most popular digital activities that families do together, by demographics, June 2014
                                                              • Figure 73: Next most popular digital activities that families do together, by demographics, June 2014
                                                          • Appendix – The Consumer – How Mothers Spend Their ‘Me Time’

                                                              • Figure 74: How couples spend free time, besides looking after children, June 2014
                                                              • Figure 75: How couples spend free time, besides looking after children, June 2014
                                                              • Figure 76: Most popular ways for couples to spend time together, besides looking after children, by demographics, June 2014
                                                              • Figure 77: Next most popular ways for couples to spend time together, besides looking after children, by demographics, June 2014

                                                          Companies Covered

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                                                          Lifestyles of Mums - UK - September 2014

                                                          £1,995.00 (Excl.Tax)