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Lifestyles of the Modern Family - UK - August 2013

“Children growing up in Single Parent families have a lot of say in family purchasing decisions, and brands that appeal to the tastes of both children and parents reap the most benefits.”

– Ina Mitskavets, Senior Consumer & Lifestyles Analyst

Some questions answered in this report include:

  • What impact do family finances have on their lifestyle?
  • How does children’s influence on family decisions vary by family type?
  • How actively do Non-resident Parents participate in the lives of the children they don’t live with?
  • What are parents prioritising when they shop for their families?

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Table of contents

  1. Introduction

      • Definitions
        • Methodology
          • Abbreviations
          • Executive Summary

              • Modern families are becoming more diverse
                • Figure 1: Modern family typologies overview, June 2013
              • Sedentary lifestyles prevail
                • Figure 2: Family lifestyle, June 2013
              • Children raised by Single Parents are more influential
                • Figure 3: Who influences family decisions, June 2013
              • Families continue seeking value for money
                • Figure 4: Importance of various factors when making purchases, June 2013
              • What we think
              • Issues in the Market

                  • What impact do family finances have on their lifestyle?
                    • How does children’s influence on family decisions vary by family type?
                      • How actively do Non-resident Parents participate in the lives of the children they don’t live with?
                        • What are parents prioritising when they shop for their families?
                        • Trend Application

                            • Trend: Man in the Mirror
                              • Trend: Buydeology
                                • Mintel Futures: Generation Next
                                • Market Drivers

                                  • Key points
                                    • Trends in family types
                                      • Figure 5: Trends in family households with dependent children, by family type, England and Wales, 2001 and 2011
                                    • Trends in average age of women at birth of first child
                                      • Figure 6: Trends in the mean age of mother at birth of their first child, England and Wales, 1981-2011
                                    • Trends in the number of children
                                      • Figure 7: trends in the proportion of families, by number of dependent children, UK, 1996 and 2012
                                    • Trends in the number of live births
                                      • Figure 8: Trends in the number of live births in England and Wales, 2007-11
                                  • Diversity of Modern Families

                                    • Key points
                                      • Modern family typologies overview
                                        • Figure 9: Modern family typologies overview, June 2013
                                      • Gender of Single Parents and Non-resident Parents
                                        • Figure 10: Gender of parent, by selected typologies, June 2013
                                      • Family living arrangements
                                        • Figure 11: Family composition and living arrangements, by family selected typologies, June 2013
                                      • How much time Non-resident Parents spend with their children
                                        • Figure 12: Number of days non-resident parents spend with their children in an average week, June 2013
                                      • Age of children
                                        • Figure 13: Age of children, by family typologies, June 2013
                                      • Number of children
                                        • Figure 14: Number of children, by family typologies, June 2013
                                      • Household composition
                                        • Figure 15: Household composition, by family typologies, June 2013
                                      • Childcare support network
                                        • Figure 16: The childcare support network, by family typologies, June 2013
                                      • Parents’ employment status
                                        • Figure 17: Parents’ employment status, by family typologies, June 2013
                                      • Family financial situation
                                        • Figure 18: Current financial situation, by family typologies, June 2013
                                    • Family Lifestyle

                                      • Key points
                                        • Younger parents prioritise exercising with their children
                                          • Figure 19: Activities undertaken with child(ren) in a typical week, June 2013
                                        • Household income has an impact on lifestyle
                                          • Figure 20: Activities undertaken with child(ren) in a typical week, by annual household income, June 2013
                                        • Mums and dads maintain typical gender roles
                                          • Figure 21: Activities undertaken with child(ren) in a typical week, by gender of parent, June 2013
                                        • Single Parents fill multiple responsibilities
                                          • Figure 22: Activities undertaken with child(ren) in a typical week amongst Single Parents, June 2013
                                        • Family activities offer a chance to develop practical skills
                                          • Figure 23: Activities undertaken with child(ren) in a typical week, by family typologies, June 2013
                                        • Affluence correlates with a greater number of family activities
                                          • Figure 24: Number of weekly family activities, by family typologies, June 2013
                                        • Families with children aged 5-9 are the most active
                                          • Figure 25: Number of weekly family activities, by children’s age, June 2013
                                      • Influencers of Family Decisions

                                        • Key points
                                          • Children become more influential as they grow up
                                            • Figure 26: Who influences family decisions, June 2013
                                          • Mothers more likely to influence every area of family life
                                            • Figure 27: Who influences family decisions, by gender of parent, June 2013
                                          • Children wield more power in Single Parent families
                                            • Figure 28: Children’s influence on family decisions, by family typologies, June 2013
                                          • Parents no longer living together divide responsibilities more equally
                                            • Figure 29: Division of responsibilities amongst parents no longer living together, June 2013
                                        • Changes in Family Spending

                                          • Key points
                                            • Spending on children is viewed as essential
                                              • Figure 30: Changes in family spending habits, June 2013
                                            • Spending on children’s needs is higher amongst new parents
                                              • Figure 31: Top categories where families spent more compared with last year, by children’s age, June 2013
                                            • Single parents make more spending compromises
                                              • Figure 32: Number of categories that families have been spending more /the same or less on compared with 2012, by family typologies, June 2013
                                            • Single mums are the most budget-conscious
                                              • Figure 33: Changes in family spending habits in selected categories, by Single Parents and gender of Single Parents, June 2013
                                          • Changes in Shopping Habits

                                            • Key points
                                              • Savvy shopping prevalent amongst families
                                                • Figure 34: Changes in family shopping habits, June 2013
                                              • Parents aged 16-24 more likely to seek out discounts
                                                • Figure 35: Changes in family shopping habits, by age of parents, June 2013
                                              • Buying on sale is more important to Blended Families and Single Parents
                                                • Figure 36: Changes in family shopping habits, by family typologies, June 2013
                                              • Branded children’s product launches dominate
                                                • Figure 37: Proportions of UK new private label and branded product launches targeted to children aged 0-17, in the 12 months to July 2013
                                            • Factors Important When Shopping

                                              • Key points
                                                • Families seek lower prices, but durability is a high priority
                                                  • Figure 38: Importance of various factors when making purchases, June 2013
                                                • Mums are more concerned about safety of products for their children
                                                  • Figure 39: Factors that have become more important when making purchases since becoming a parent, by gender parents, June 2013
                                                • Relatively few new product launches focus on convenience
                                                  • Figure 40: Proportions of UK new product launches targeted to children aged 0-4 with convenience, ethical/environmental and natural claims, in the 12 months to July 2013
                                                • Traditional Families focus on absence of artificial additives
                                                  • Figure 41: Factors that have become more important when making purchases since becoming a parent, by family typologies, June 2013
                                                • Mums in Blended Families listen to children’s wishes more than dads
                                                  • Figure 42: Factors that have become more important when making purchases since becoming a parent, by family typologies and gender of parents, June 2013
                                              • Appendix – Diversity of Modern Families

                                                  • Figure 43: Family typologies, by demographics, June 2013
                                              • Appendix – Family Lifestyle

                                                • All parents
                                                  • Figure 44: Most popular family lifestyle, by demographics, June 2013
                                                  • Figure 45: Next most popular family lifestyle, by demographics, June 2013
                                                  • Figure 46: Other family lifestyle, by demographics, June 2013
                                                • Traditional Family
                                                  • Figure 47: Traditional Family lifestyle, by gender of parent and age of parent, June 2013
                                                  • Figure 48: Traditional Family lifestyle, by age of children, June 2013
                                                  • Figure 49: Traditional Family lifestyle, by socio-economic group and household income, June 2013
                                                • Single Parents
                                                  • Figure 50: Single Parents family lifestyle, by gender of parent and age of parent, June 2013
                                                  • Figure 51: Single Parents family lifestyle, by age of children, June 2013
                                                  • Figure 52: Single Parents family lifestyle, by socio-economic group and household income, June 2013
                                                • Blended Family
                                                  • Figure 53: Blended Family lifestyle, by gender of parent and age of parent, June 2013
                                                  • Figure 54: Blended Family lifestyle, by age of children, socio-economic group and household income, June 2013
                                              • Appendix – Influencers of Family Decisions

                                                • All Parents
                                                  • Figure 55: Who influences family decisions when selecting/buying gifts for friends and family, by demographics, June 2013
                                                  • Figure 56: Who influences family decisions when we eat out, by demographics, June 2013
                                                  • Figure 57: Who influences family decisions when we go on holidays, by demographics, June 2013
                                                  • Figure 58: Who influences family decisions when buying children’s clothes, by demographics, June 2013
                                                  • Figure 59: Who influences family decisions when buying toys and games for child(ren), by demographics, June 2013
                                                  • Figure 60: Who influences family decisions when the leisure activities we do, by demographics, June 2013
                                                  • Figure 61: Who influences family decisions on what we watch on TV/which movies we watch, by demographics, June 2013
                                                  • Figure 62: Who influences family decisions on what we eat for dinner, by demographics, June 2013
                                                • Traditional Family
                                                  • Figure 63: Who influences traditional family decisions, by gender and age of parent, June 2013
                                                  • Figure 64: Who influences traditional family decisions, by age of children, June 2013
                                                  • Figure 65: Who influences traditional family decisions, by socio-economic group and household income, June 2013
                                                • Single Parents
                                                  • Figure 66: Who influences single parents family decisions, by gender and age of parent, June 2013
                                                  • Figure 67: Who influences single parents family decisions, by age of children, socio-economic group and household income, June 2013
                                                • Blended Family
                                                  • Figure 68: Who influences blended family decisions, by gender and age of parent, June 2013
                                                  • Figure 69: Who influences blended family decisions, by age of children, socio-economic group and household income, June 2013
                                              • Appendix – Changes in Family Spending

                                                • All Parents
                                                  • Figure 70: Changes in family spending habits on family meals out, by demographics, June 2013
                                                  • Figure 71: Changes in family spending habits on family days out, by demographics, June 2013
                                                  • Figure 72: Changes in family spending habits on family holidays, by demographics, June 2013
                                                  • Figure 73: Changes in family spending habits on holidays for myself/my partner, by demographics, June 2013
                                                  • Figure 74: Changes in family spending habits on treats for child(ren), by demographics, June 2013
                                                  • Figure 75: Changes in family spending habits on treats for myself/my partner, by demographics, June 2013
                                                  • Figure 76: Changes in family spending habits on Books/DVDs/CDs, by demographics, June 2013
                                                  • Figure 77: Changes in family spending habits on home electronics, by demographics, June 2013
                                                  • Figure 78: Changes in family spending habits on toys/games (including video games) for child(ren), by demographics, June 2013
                                                  • Figure 79: Changes in family spending habits on food/drink at home for a ‘special’ occasion, by demographics, June 2013
                                                  • Figure 80: Changes in family spending habits on clothing/shoes/accessories for myself/partner, by demographics, June 2013
                                                  • Figure 81: Changes in family spending habits on clothing/shoes/accessories for my child(ren), by demographics, June 2013
                                                  • Figure 82: Changes in family spending habits on furniture/home improvements/decor, by demographics, June 2013
                                                • Traditional Family
                                                  • Figure 83: Changes in traditional family spending habits, by gender and age of parent, June 2013
                                                  • Figure 84: Changes in traditional family spending habits, by age of children, June 2013
                                                  • Figure 85: Changes in traditional family spending habits, by socio-economic group and household income, June 2013
                                                • Single Parents
                                                  • Figure 86: Changes in single parent family spending habits, by gender and age of parent, June 2013
                                                  • Figure 87: Changes in single parent family spending habits, by age of children, socio-economic group and household income, June 2013
                                                • Blended Family
                                                  • Figure 88: Changes in blended family spending habits, by gender and age of parent, June 2013
                                                  • Figure 89: Changes in blended family spending habits, by age of children, socio-economic group and household income, June 2013
                                              • Appendix – Changes in Shopping Habits

                                                • All Parents
                                                  • Figure 90: Family shopping habits – Compare product prices, by demographics, June 2013
                                                  • Figure 91: Family shopping habits – Read reviews before buying products, by demographics, June 2013
                                                  • Figure 92: Family shopping habits – Use discounts/money-off coupons, by demographics, June 2013
                                                  • Figure 93: Family shopping habits – Use a store loyalty card, by demographics, June 2013
                                                  • Figure 94: Family shopping habits – Plan what I am going to buy in advance, by demographics, June 2013
                                                  • Figure 95: Family shopping habits – Buy only the essentials, by demographics, June 2013
                                                  • Figure 96: Family shopping habits – Buy in bulk, by demographics, June 2013
                                                  • Figure 97: Family shopping habits – Buy own-label products, by demographics, June 2013
                                                  • Figure 98: Family shopping habits – Buy products only when they are on sale, by demographics, June 2013
                                                  • Figure 99: Family shopping habits – Buy treats for family, by demographics, June 2013
                                                  • Figure 100: Family shopping habits – Buy products on impulse, by demographics, June 2013
                                                  • Figure 101: Family shopping habits – Buy products at child(ren)’s request, by demographics, June 2013
                                                • Traditional Family
                                                  • Figure 102: Changes in traditional family shopping habits, by gender and age of parent, June 2013
                                                  • Figure 103: Changes in traditional family shopping habits, by age of children, June 2013
                                                  • Figure 104: Changes in traditional family shopping habits, by socio-economic group and household income, June 2013
                                                • Single Parents
                                                  • Figure 105: Changes in single parent family shopping habits, by gender and age of parent, June 2013
                                                  • Figure 106: Changes in single parent family shopping habits, by age of children, socio-economic group and household income, June 2013
                                                • Blended Family
                                                  • Figure 107: Changes in blended family shopping habits, by gender and age of parent, June 2013
                                                  • Figure 108: Changes in blended family shopping habits, by age of children, socio-economic group and household income, June 2013
                                              • Appendix – Factors Important When Shopping

                                                • All Parents
                                                  • Figure 109: Factors important when making purchases – low price, by demographics, June 2013
                                                  • Figure 110: Factors important when making purchases – ‘how long the products will last’, by demographics, June 2013
                                                  • Figure 111: Factors important when making purchases – ‘no artificial additives’, by demographics, June 2013
                                                  • Figure 112: Factors important when making purchases – convenience/time saving, by demographics, June 2013
                                                  • Figure 113: Factors important when making purchases – safer for children to use/wear, by demographics, June 2013
                                                  • Figure 114: Factors important when making purchases – environmentally friendly/ethical sourcing, by demographics, June 2013
                                                  • Figure 115: Factors important when making purchases – better quality/premium/upmarket, by demographics, June 2013
                                                  • Figure 116: Factors important when making purchases – something my child(ren) asked for/like, by demographics, June 2013
                                                • Traditional Family
                                                  • Figure 117: Traditional Family factors important when making purchases, by gender and age of parent, June 2013
                                                  • Figure 118: Traditional Family factors important when making purchases, by age of children, June 2013
                                                  • Figure 119: Traditional Family factors important when making purchases, by socio-economic group and household income, June 2013
                                                • Single Parents
                                                  • Figure 120: Single Parents’ important factors when making purchases, by gender and age of parent, June 2013
                                                  • Figure 121: Single Parents’ important factors when making purchases, by age of children, socio-economic group and household income, June 2013
                                                • Blended Family
                                                  • Figure 122: Blended Family factors important when making purchases, by gender and age of parent, June 2013
                                                  • Figure 123: Blended Family factors important when making purchases, by age of children, socio-economic group and household income, June 2013

                                              Companies Covered

                                              • Hasbro UK Ltd
                                              • Ofcom

                                              Lifestyles of the Modern Family - UK - August 2013

                                              £1,995.00 (Excl.Tax)