Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Marketing to Asian Moms - US - September 2015

"Asian moms are a diverse group, originating from many countries, speaking many languages, and encompassing a wide range of economic and cultural backgrounds. On average though, they are highly educated, with high-household incomes and high expectations for their children’s futures. This combination of traits makes Asian moms a desirable market for a wide range of products and brands, including those with cutting-edge technologies or premium positioning."
- Fiona O'Donnell, Category Manager - Multicultural, Lifestyles, Leisure and Travel

This report discusses the following key topics:

  • Asians a diverse group representing a variety of cultures
  • Asian moms trust few information sources
  • Asian moms don’t see themselves represented in media

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Asian moms a small but important market
          • Figure 1: Estimated number and share of moms who have children younger than 18 living in the household, by race/Hispanic origin, 2014
        • The issues
          • Asians a diverse group representing a variety of cultures
            • Figure 2: Asian population, by country of origin/heritage, 2010
          • Asian moms trust few information sources
            • Figure 3: Asian moms’ perceptions of parenting information sources, June 2015
          • Asian moms don’t see themselves represented in media
            • Figure 4: Attitudes toward parenting – Representations in the media, Asian moms indexed to all, June 2015
          • The opportunities
            • SoLoMo (social, local, mobile): Mom blogs, local, Asian-language media
              • Figure 5: Parenting information sources regularly used, Asian moms indexed to all, June 2015
            • Dual-income and high-income households
              • Figure 6: Growth in purchasing power, by race/Hispanic origin, 1990-2019
            • Organic and natural products
              • Figure 7: Product positioning tactics influencing purchase, Asian moms indexed to all moms, June 2015
            • What it means
            • The Market – What You Need to Know

              • Asian mom population small but growing
                • Asian moms have larger households with more help
                  • Asian moms older, better educated
                    • Diversity defines Asian population
                      • Diversity high within Asian households
                      • Asian Moms by the Numbers

                        • There are about 2.4 million Asian moms in the US
                          • Figure 8: Estimated number and share of moms who have children younger than 18 living in the household, by race/Hispanic origin, 2014
                        • Asian households more likely than average to include children
                          • Figure 9: Presence of children in household, by race and Hispanic origin, 2014
                        • Asian moms skew older compared to the average
                          • Figure 10: Moms’ distribution by age, by race and Hispanic origin, 2014
                      • Market Perspective

                        • Asian population small but growing rapidly
                          • Figure 11: Population by race and Hispanic origin, 2010-20
                        • Asians live in larger households
                          • Figure 12: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
                        • Marriage rates high among Asian women
                          • Figure 13: Marital status of women aged 18 or older, by race and Hispanic origin, 2014
                          • Figure 14: Rate of interracial marriage among selected races, by race and gender, 2013
                        • Asians wait to marry
                          • Figure 15: Marital status of Asians, by age, 2013
                        • Asian share of births (and moms) growing, despite small families
                          • Figure 16: Distribution of births, by race of mother, 2004-14
                        • Asian moms start later
                          • Figure 17: Distribution of births of first children, by age and total versus Asian mothers, 2013
                        • Asian moms come from diverse cultures
                          • Figure 18: Asian population, by country of origin/heritage, 2010
                          • Figure 19: Asian demographics, by country of origin/heritage, 2010
                        • Asian moms well educated and financially secure
                          • Figure 20: Purchasing power, by race/Hispanic origin, 1990-2019
                      • Key Strategies – What You Need to Know

                        • Targeting options include mom blogs, local, Asian-language media
                          • Dads and diversity important to Asian moms
                            • Digital and mobile key platforms
                            • What’s Working?

                              • Reaching moms through images of dads
                                • Targeting by language and culture
                                  • Targeting by region
                                    • Peer-to-peer recommendations
                                      • Natural and organic products
                                      • What’s Next?

                                        • Diversity within households becomes the norm
                                          • Accelerating shift to mobile and other cutting-edge technologies
                                          • The Consumer – What You Need to Know

                                            • Time with family a priority
                                              • Moms do it all
                                                • Dads key to selling to Asian moms
                                                  • Asian moms influential consumers
                                                    • Pricing and demos effective in selling to Asian moms
                                                      • Asian moms don’t see themselves in media
                                                      • Important Aspects of a Good Life

                                                        • The good life means health and success
                                                            • Figure 21: Important aspects of a good life, Asian moms indexed to all, June 2015
                                                        • Attitudes toward Motherhood

                                                          • Asian moms confident and independent
                                                              • Figure 22: Attitudes toward motherhood, Asian moms indexed to all, June 2015
                                                            • Unacculturated moms less wrapped up in kids’ success
                                                              • Figure 23: Attitudes toward motherhood, by dominant culture, June 2015
                                                            • More Asian moms see children as part of their retirement plan
                                                              • Figure 24: Attitudes and opinions toward parenting, Asian moms indexed to all, June 2015
                                                          • Balancing Family and Work

                                                            • Quality time with kids a priority
                                                                • Figure 25: Attitudes and opinions toward parenting, Asian moms indexed to all, June 2015
                                                              • Moms feel constant demands
                                                                • Figure 26: Attitudes toward motherhood, by dominant culture, June 2015
                                                            • Household Chores

                                                              • Moms do it all
                                                                • Figure 27: Asian moms’ perceptions of responsibility for household chores, June 2015
                                                              • Asian spouses more helpful than most
                                                                • Figure 28: Indexed participation of family members in household chores, Asians versus all households with children, June 2015
                                                            • Important Values to Instill in Children

                                                              • Responsibility, confidence top traits
                                                                • Figure 29: Most important values to instill, Asian moms indexed to all moms, June 2015
                                                              • Independence distinct from self-expression
                                                                • Figure 30: Most important values to instill, by dominant culture, June 2015
                                                            • Children Through a Mother’s Eyes

                                                              • Asian moms don’t see themselves as more demanding
                                                                • Figure 31: Attitudes toward parenting – Education/hard work, Asian moms indexed to all, June 2015
                                                              • Material goods can show love for some Asian moms
                                                                • Figure 32: Attitudes toward parenting – Affection/praise/discipline, Asian moms indexed to all, June 2015
                                                              • Asian moms find balance between tradition and opportunity
                                                                • Figure 33: Attitudes toward parenting – Cultural conflict, Asian moms indexed to all, June 2015
                                                                • Figure 34: Attitudes toward parenting – Cultural conflict, by dominant culture, June 2015
                                                            • Parenting Information Sources

                                                              • Media has broad reach with Asian moms
                                                                  • Figure 35: Parenting information sources regularly used, Asian moms indexed to all, June 2015
                                                                • Millennial moms look online for parenting help
                                                                  • Figure 36: Parenting information sources Asian moms regularly use, by generation, June 2015
                                                              • Perceptions of Parenting Information Sources

                                                                • Trust hard to come by
                                                                  • Figure 37: Asian moms’ perceptions of parenting information sources, June 2015
                                                                  • Figure 38: Correspondence analysis – Asian moms’ perceptions of parenting information sources, June 2015
                                                              • Purchase Influencers

                                                                • Asian moms look to peers when making purchases
                                                                  • Figure 39: Asian moms’ purchase influencers, June 2015
                                                                • New moms open to recommendations
                                                                  • Figure 40: Asian moms’ purchase influencers, by new moms versus experienced moms, June 2015
                                                                • Online reputation paramount with South Asians
                                                                  • Figure 41: Asian moms’ purchase influencers, by region of origin/descent, June 2015
                                                              • Product Positioning Tactics Influencing Purchases

                                                                • Organic/all-natural claims, demonstrations effective with Asian moms
                                                                  • Figure 42: Product positioning tactics influencing purchase, Asian moms indexed to all, June 2015
                                                                • Asian moms somewhat less motivated by price
                                                                  • Figure 43: Shopping behaviors, Asian moms indexed to all, June 2015
                                                              • Attitudes toward Advertising

                                                                • Asian moms aged 45+ worry most about excessive screen time
                                                                  • Figure 44: Attitudes toward parenting – TV and technology, Asian moms indexed to all, June 2015
                                                                • Few Asian moms identify with TV ads
                                                                    • Figure 45: Attitudes toward parenting – Representations in the media, Asian moms indexed to all, June 2015
                                                                  • Ads connect most with South Asian moms
                                                                    • Figure 46: Attitudes toward parenting – Representations in the media, by dominant culture, June 2015
                                                                    • Figure 47: Attitudes toward parenting – Representations in the media, by region of origin/descent, June 2015
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Consumer survey data
                                                                      • Consumer qualitative research
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                            • Terms
                                                                              • Correspondence analysis methodology
                                                                                • A note on dominant culture/acculturation
                                                                                • Appendix – The Market

                                                                                    • Figure 48: Births, by race/Hispanic origin of mother, preliminary 2014
                                                                                    • Figure 49: Fertility rate, by race and Hispanic origin, 2003-13*
                                                                                    • Figure 50: Distribution of births, by race and Hispanic origin of mother, 2002-12
                                                                                    • Figure 51: Births to unmarried, by age and by race/Hispanic origin of mother, final 2013 and preliminary 2014
                                                                                • Appendix – Consumer

                                                                                  • Data for correspondence analysis – Perceptions of parenting information sources
                                                                                    • Figure 52: Asian moms’ perceptions of parenting information sources, June 2015

                                                                                Companies Covered

                                                                                To learn more about the companies covered in this report please contact us.

                                                                                Marketing to Asian Moms - US - September 2015

                                                                                £3,174.67 (Excl.Tax)