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Lifestyles of Young Families - US - March 2015

"Young families in America are facing a slew of challenges, from the rising cost of childcare to the increasing necessity of two incomes to support a family comfortably. Despite these challenges, young parents seem motivated and optimistic. They are focused on saving for the future and even hope to purchase big-ticket items in the next five years."
- Lauren Bonetto, Lifestyles & Leisure Analyst

This report looks at the following areas:

  • Young families' living situations
  • Young families' concerns and goals
  • Purchasing behavior
  • How Millennials' approach to parenting and family life is surprisingly traditional

Despite facing many challenges (eg the rising cost of childcare), young families are optimistic. Young parents are extremely price sensitive and focused on saving money. They are looking for ways to save without feeling like they are depriving their families. Though Millennial parents are surprisingly traditional, Millennials who have yet to settle down are likely less attached to traditional values than their peers who have already started their families. As these Millennials (and future generations) have children, they may continue to resist tradition and be on the lookout for progressive products and brands.

Young families in America are facing a slew of challenges, from a lack of government policies that support new parents to the rising cost of childcare and the increasing necessity of two incomes to support a family comfortably.

Despite these challenges, young families seem to be motivated and optimistic. They are focused on saving for the future and even hope to purchase big-ticket items (eg car, home) in the next five years.


In addition to making ends meet, young families are concerned about their children’s education and the family leading a healthy lifestyle. With this in mind, educational toys and games, healthy meals designed for young families (eg those that are convenient to make and appealing to children), and activities that keep family members moving should resonate with these consumers.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Consumer qualitative research
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • American families
                        • The consumer
                          • One quarter of young families headed by a single parent
                            • All families focused on saving money and spending time together
                              • Figure 1: Top goals and priorities – Young families versus older families, January 2015
                            • Young families may need help preparing for the future
                              • Figure 2: Top family concerns – Young families versus older families, January 2015
                            • Moms responsible for the lion’s share of household duties
                              • Figure 3: Young families' division of household responsibilities – Me, by gender, January 2015
                            • Moms decide on everyday purchases, dads on big-ticket items
                              • Figure 4: Young families' household purchasing decisions – Me, by gender, January 2015
                            • Like all consumers, young parents consider price and quality
                              • Figure 5: Young families' top purchase influences, January 2015
                            • Nine in 10 young families say parenting is more important than a career
                              • Figure 6: Young families’ attitudes toward parenting, January 2015
                            • Flexible working arrangements viewed as crucial by young parents
                              • Figure 7: Young families’ attitudes toward work, January 2015
                            • Young parents feel kids are under excessive pressure
                              • Figure 8: Young families’ attitudes toward school, January 2015
                            • What we think
                            • Issues and Insights

                                • Young families getting their starts in a tough economy
                                  • The issues
                                    • The implications
                                      • US policies do not favor families
                                        • The issues
                                          • The implications
                                            • Day care has become a necessity to modern parenting
                                              • The issues
                                                • The implications
                                                • Trend Applications

                                                    • Trend: Entrepreneurial Spirit
                                                      • Trend: FSTR HYPR
                                                        • Trend: The Unfairer Sex
                                                        • Profile of Young Families

                                                          • Key points
                                                            • US population of young children projected to increase 3.5% from 2015-20
                                                              • Figure 9: Children aged 0-11, 1950-2013, projected 2014-50.
                                                            • Young children’s living arrangements
                                                              • Figure 10: Children’s living arrangements, by age, 2013
                                                              • Figure 11: Median household income of families with children, in inflation-adjusted dollars, 2003-13
                                                            • Share of US households with children continues to decline
                                                              • Figure 12: Households, by presence of own children, 2003-13
                                                              • Figure 13: Households with own children, by race and Hispanic origin of householder, 2013
                                                            • Millennials putting off marriage, family
                                                              • Figure 14: Marital status, by generation, 2012
                                                          • Innovations and Innovators

                                                              • Theme: Convenience and saving time
                                                                • Blue Apron adds family plan
                                                                  • Mac & Mia launches as “Trunk Club” for kids
                                                                    • Theme: Monitoring and tracking
                                                                      • Owlet sock monitors newborns’ vitals
                                                                        • Figure 15: Owlet, “See your child’s heart and oxygen levels on your smartphone,” 2013
                                                                      • hereO watch uses GPS to track children’s whereabouts
                                                                        • Figure 16: HereO, “The first GPS watch designed for young kids,” online video, 2014
                                                                      • Sleep Number to introduce bed for kids/teens
                                                                        • Figure 17: Sleep Number “Announcing the new Sleep Number SleepIQ Kids bed,” online video, 2015
                                                                      • Other innovations
                                                                        • Twigtale helps parents tackle tough topics
                                                                          • Figure 18: Twigtale, “What is Twigtale,” online video, 2014
                                                                        • Slow Control follows up smart fork with smart bottle
                                                                        • Marketing Strategies

                                                                          • Overview
                                                                            • Modern parenting and the division of duties
                                                                              • Figure 19: Dove Men + Care, “Real Strength,” online video, 2015
                                                                              • Figure 20: Tide and Downy, “The Princess Dress,” online video, 2013
                                                                              • Figure 21: Luvs, "Breastfeeding," online video, 2012
                                                                            • Addressing young families’ goals and priorities
                                                                              • Saving money
                                                                                • Figure 22: Walmart, “Saving Money Just Got Easier,” online video, 2014
                                                                                • Figure 23: ALDI, “ALDI Truth #205,” online video, 2013
                                                                              • Family bonding
                                                                                • Figure 24: Johnson’s Baby, “Using scented baby care products,” online video, 2015
                                                                                • Figure 25: Elmer’s, “Let’s bond,” online video, 2013
                                                                                • Figure 26: Downy, “Wash in the Love,” online video, 2014
                                                                              • Investing in the home
                                                                                • Figure 27: Redfin, “The World has Changed,” online video, 2014
                                                                                • Figure 28: Re/Max, “Dream With Your Eyes Open – Condo,” online video, 2014
                                                                                • Figure 29: Valspar, “Circle of Life,” online video, 2014
                                                                                • Figure 30: SoftSpring, “The Softest Carpet Available at The Home Depot,” online video, 2013
                                                                              • Buying a new vehicle
                                                                                • Figure 31: Toyota, “Toyota Sienna Drive-In,” online video, 2014
                                                                                • Figure 32: Toyota, “Swagger Wagon,” online video, 2014
                                                                                • Figure 33: Toyota, “My Bold Dad,” online video, 2015
                                                                            • Living Situation

                                                                              • Key points
                                                                                • Children’s living arrangements
                                                                                  • Figure 34: Children’s living arrangements, by age, 2013
                                                                                • Single parents
                                                                                  • Stay-at-home parents
                                                                                      • Figure 35: Family living situation – Young families versus older families, January 2015
                                                                                    • Traditional notions still hold with young families
                                                                                        • Figure 36: Young families' living situation, by gender, January 2015
                                                                                    • Goals and Priorities

                                                                                      • Key points
                                                                                        • All families focused on saving money and spending time together
                                                                                          • Saving money
                                                                                            • Spending time with family and establishing family traditions
                                                                                                • Figure 37: McCormick & Company, “Everyone loves breakfast for dinner,” online video, 2014
                                                                                              • Young families focused on major milestones
                                                                                                • Figure 38: Goals and priorities – Young families versus older families, January 2015
                                                                                              • Young families’ priorities relatively consistent across demographics
                                                                                              • Concerns and Obstacles

                                                                                                • Key points
                                                                                                  • Young families may need help preparing for the future
                                                                                                      • Figure 39: Plum Organics, Mighty 4 pouch with kale, strawberry, amaranth, and Greek yogurt
                                                                                                      • Figure 40: Family concerns – Young families versus older families, January 2015
                                                                                                      • Figure 41: Attitudes toward personal finances – Any agree, by age, August 2013-September 2014
                                                                                                    • Moms slightly more worried than dads
                                                                                                      • Figure 42: Young families' concerns, by gender, January 2015
                                                                                                    • High-income households may invest in educational products
                                                                                                      • Figure 43: Young families' concerns, by household income, January 2015
                                                                                                  • Division of Household Duties

                                                                                                    • Key points
                                                                                                      • Moms responsible for the lion’s share of household duties
                                                                                                          • Figure 44: Young families' division of household responsibilities – Me, by gender, January 2015
                                                                                                        • The “default parent”
                                                                                                          • More equality in youngest of young families
                                                                                                            • Figure 45: Young families' division of household responsibilities – Split evenly with my partner/spouse, by age, January 2015
                                                                                                          • Parents in dual-income households slightly more likely to share duties
                                                                                                            • Figure 46: Young families' division of household responsibilities – Split evenly with my partner/spouse, by any stay-at-home, January 2015
                                                                                                        • Household Purchasing Decisions

                                                                                                          • Key points
                                                                                                            • Moms decide on small-ticket items, dads on big-ticket items
                                                                                                                • Figure 47: Young families' household purchasing decisions – Me, by gender, January 2015
                                                                                                                • Figure 48: General attitudes and opinions – Any agree, by women aged 18-29 with one child aged <2 or no children in the household, August 2013-September 2014
                                                                                                                • Figure 49: Self-concepts – Any agree, by women aged 18-29 with one child aged <2 or no children in the household, August 2013-September 2014
                                                                                                              • Youngest parents more likely to share purchasing decisions
                                                                                                                  • Figure 50: Young families' household purchasing decisions – Split evenly with my partner/spouse, by age, January 2015
                                                                                                              • Purchase Influencers

                                                                                                                • Key points
                                                                                                                  • Like all consumers, young parents consider price and quality
                                                                                                                    • Figure 51: Young families' purchase influences, by financial situation, January 2015
                                                                                                                  • Parents make small, impulse buys to indulge their children
                                                                                                                      • Figure 52: Parents' attitudes, opinions, and interests – Any agree, August 2013-September 2014
                                                                                                                    • Moms are deal-oriented
                                                                                                                      • Figure 53: Young families' purchase influences, by gender, January 2015
                                                                                                                  • Attitudes toward Family Life

                                                                                                                    • Key points
                                                                                                                      • Attitudes toward parenting
                                                                                                                          • Figure 54: Young families’ attitudes toward parenting, January 2015
                                                                                                                        • Key differences by demographics
                                                                                                                          • Attitudes toward work/life balance
                                                                                                                            • Figure 55: Young families’ attitudes toward work, January 2015
                                                                                                                          • Key differences by demographics
                                                                                                                            • Attitudes toward school
                                                                                                                              • Figure 56: Young families’ attitudes toward school, January 2015
                                                                                                                            • Key differences by demographics
                                                                                                                              • Figure 57: Attitudes toward parenting, work, and school, by young and older families, January 2015
                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                            • Key points
                                                                                                                              • Young Black families
                                                                                                                                • Living situation
                                                                                                                                  • Goals and priorities
                                                                                                                                    • Purchase influencers
                                                                                                                                      • Attitudes toward family life
                                                                                                                                        • Young Hispanic families
                                                                                                                                          • Living situation
                                                                                                                                            • Goals and priorities
                                                                                                                                              • Attitudes toward family life
                                                                                                                                                • Disney to introduce first Hispanic princess
                                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                                  • Living situation
                                                                                                                                                    • Figure 58: Family living situation – Young families versus older families, January 2015
                                                                                                                                                    • Figure 59: Young families' living situation, by age, January 2015
                                                                                                                                                    • Figure 60: Young families' living situation, by race/Hispanic origin, January 2015
                                                                                                                                                    • Figure 61: Young families' living situation, by area, January 2015
                                                                                                                                                    • Figure 62: Young families' living situation, by generation, January 2015
                                                                                                                                                    • Figure 63: Young families' living situation, by age of children, January 2015
                                                                                                                                                    • Figure 64: Young families' living situation, by household income, January 2015
                                                                                                                                                  • Goals and priorities
                                                                                                                                                    • Figure 65: Goals and priorities – Young families versus older families, January 2015
                                                                                                                                                    • Figure 66: Young families' goals and priorities, by gender, January 2015
                                                                                                                                                    • Figure 67: Young families' goals and priorities, by age, January 2015
                                                                                                                                                    • Figure 68: Young families' goals and priorities, by race/Hispanic origin, January 2015
                                                                                                                                                    • Figure 69: Young families' goals and priorities, by area, January 2015
                                                                                                                                                    • Figure 70: Young families' goals and priorities, by generation, January 2015
                                                                                                                                                    • Figure 71: Young families' goals and priorities, by age of children, January 2015
                                                                                                                                                    • Figure 72: Young families' goals and priorities, by household income, January 2015
                                                                                                                                                  • Concerns and obstacles
                                                                                                                                                    • Figure 73: Family concerns – Young families versus older families, January 2015
                                                                                                                                                    • Figure 74: Young families' concerns, by age, January 2015
                                                                                                                                                    • Figure 75: Young families' concerns, by race/Hispanic origin, January 2015
                                                                                                                                                    • Figure 76: Young families' concerns, by generation, January 2015
                                                                                                                                                    • Figure 77: Young families' concerns, by age of children, January 2015
                                                                                                                                                  • Division of household duties
                                                                                                                                                    • Figure 78: Young families' division of household responsibilities, January 2015
                                                                                                                                                  • Me
                                                                                                                                                    • Figure 79: Young families' division of household responsibilities – Me, by gender, January 2015
                                                                                                                                                    • Figure 80: Young families' division of household responsibilities – Me, by age, January 2015
                                                                                                                                                    • Figure 81: Young families' division of household responsibilities – Me, by gender and age, January 2015
                                                                                                                                                    • Figure 82: Young families' division of household responsibilities – Me, by race/Hispanic origin, January 2015
                                                                                                                                                    • Figure 83: Young families' division of household responsibilities – Me, by generation, January 2015
                                                                                                                                                    • Figure 84: Young families' division of household responsibilities – Me, by age of children, January 2015
                                                                                                                                                    • Figure 85: Young families' division of household responsibilities – Me, by any stay-at-home, January 2015
                                                                                                                                                  • Split evenly with my partner/spouse
                                                                                                                                                    • Figure 86: Young families' division of household responsibilities – Split evenly with my partner/spouse, by gender, January 2015
                                                                                                                                                    • Figure 87: Young families' division of household responsibilities – Split evenly with my partner/spouse, by race/Hispanic origin, January 2015
                                                                                                                                                    • Figure 88: Young families' division of household responsibilities – Split evenly with my partner/spouse, by generation, January 2015
                                                                                                                                                    • Figure 89: Young families' division of household responsibilities – Split evenly with my partner/spouse, by age of children, January 2015
                                                                                                                                                  • Household Purchasing Decisions
                                                                                                                                                    • Figure 90: Young families' household purchasing decisions, January 2015
                                                                                                                                                  • Me
                                                                                                                                                    • Figure 91: Young families' household purchasing decisions – Me, by gender, January 2015
                                                                                                                                                    • Figure 92: Young families' household purchasing decisions – Me, by age, January 2015
                                                                                                                                                    • Figure 93: Young families' household purchasing decisions – Me, by gender and age, January 2015
                                                                                                                                                    • Figure 94: Young families' household purchasing decisions – Me, by race/Hispanic origin, January 2015
                                                                                                                                                    • Figure 95: Young families' household purchasing decisions – Me, by generation, January 2015
                                                                                                                                                    • Figure 96: Young families' household purchasing decisions – Me, by age of children, January 2015
                                                                                                                                                    • Figure 97: Young families' household purchasing decisions – Me, by any stay-at-home, January 2015
                                                                                                                                                  • Split evenly with my partner/spouse
                                                                                                                                                    • Figure 98: Young families' household purchasing decisions – Split evenly with my partner/spouse, by gender, January 2015
                                                                                                                                                    • Figure 99: Young families' household purchasing decisions – Split evenly with my partner/spouse, by gender and age, January 2015
                                                                                                                                                    • Figure 100: Young families' household purchasing decisions – Split evenly with my partner/spouse, by race/Hispanic origin, January 2015
                                                                                                                                                    • Figure 101: Young families' household purchasing decisions – Split evenly with my partner/spouse, by area, January 2015
                                                                                                                                                    • Figure 102: Young families' purchase influences, by financial situation, January 2015
                                                                                                                                                    • Figure 103: Young families' household purchasing decisions – Split evenly with my partner/spouse, by generation, January 2015
                                                                                                                                                    • Figure 104: Young families' household purchasing decisions – Split evenly with my partner/spouse, by age of children, January 2015
                                                                                                                                                    • Figure 105: Young families' household purchasing decisions – Split evenly with my partner/spouse, by any stay-at-home, January 2015
                                                                                                                                                    • Figure 106: Young families' household purchasing decisions – Split evenly with my partner/spouse, by household income, January 2015
                                                                                                                                                  • Purchase Influencers
                                                                                                                                                    • Figure 107: Young families' purchase influences, January 2015
                                                                                                                                                    • Figure 108: Young families' purchase influences, by age, January 2015
                                                                                                                                                    • Figure 109: Young families' purchase influences, by race/Hispanic origin, January 2015
                                                                                                                                                    • Figure 110: Young families' purchase influences, by area, January 2015
                                                                                                                                                    • Figure 111: Young families' purchase influences, by generation, January 2015
                                                                                                                                                    • Figure 112: Young families' purchase influences, by age of children, January 2015
                                                                                                                                                    • Figure 113: Young families' purchase influences, by single parent status, January 2015
                                                                                                                                                    • Figure 114: Young families' purchase influences, by household income, January 2015
                                                                                                                                                  • Attitudes toward Family Life
                                                                                                                                                    • Figure 115: Young families’ attitudes toward parenting, work, and education, January 2015
                                                                                                                                                    • Figure 116: Young families' attitudes toward parenting, work, and education – Any agree, by gender, January 2015
                                                                                                                                                    • Figure 117: Young families' attitudes toward parenting, work, and education – Any agree, by age, January 2015
                                                                                                                                                    • Figure 118: Young families' attitudes toward parenting, work, and education – Any agree, by race/Hispanic origin, January 2015
                                                                                                                                                    • Figure 119: Young families' attitudes toward parenting, work, and education – Any agree, by area, January 2015
                                                                                                                                                    • Figure 120: Young families' attitudes toward parenting, work, and education – Any agree, by marital status, January 2015
                                                                                                                                                    • Figure 121: Young families' attitudes toward parenting, work, and education – Any agree, by financial situation, January 2015
                                                                                                                                                    • Figure 122: Young families' attitudes toward parenting, work, and education – Any agree, by generation, January 2015
                                                                                                                                                    • Figure 123: Young families' attitudes toward parenting, work, and education – Any agree, by age of children, January 2015
                                                                                                                                                    • Figure 124: Young families' attitudes toward parenting, work, and education – Any agree, by any stay-at-home, January 2015
                                                                                                                                                • Appendix – Trade Associations

                                                                                                                                                    • American Advertising Federation (AAF)
                                                                                                                                                      • American Association of Advertising Agencies (4A’s)
                                                                                                                                                        • American Marketing Association (AMA)
                                                                                                                                                          • Association of National Advertisers (ANA)
                                                                                                                                                            • Digital Media Association (DiMA)
                                                                                                                                                              • Entertainment Merchants Association (EMA)
                                                                                                                                                                • Generations United
                                                                                                                                                                  • Interactive Advertising Bureau (IAB)
                                                                                                                                                                    • International Advertising Association (IAA)
                                                                                                                                                                      • World Federation of Advertisers (WFA)

                                                                                                                                                                      Companies Covered

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                                                                                                                                                                      Lifestyles of Young Families - US - March 2015

                                                                                                                                                                      £3,174.67 (Excl.Tax)