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Marketing to Black Parents - US - May 2012

According to the U.S. Census Bureau, the Black population is expected to reach 42.6 million by 2016, an 11.3% increase from 2006. Currently at $957 billion, Black spending power is expected to climb to $1.25 trillion by 2015. Black households are more likely than White households to have children but less likely so than Asian or Hispanic households. This is not the only differentiator when it comes to parents of different ethnic groups; Black parents have different priorities and concerns than other parents. Understanding these differences and the children’s products that Black parents prefer will help marketers not only maintain but grow their business among Black households with children.

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Table of contents

  1. Scope and Themes

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

                      • The market
                        • Market factors
                          • Figure 1: Households with children, by race and Hispanic origin of householder, 2011
                        • Baby disposable products
                          • Figure 2: Usage of baby disposable products, by race/Hispanic origin, July 2010-September 2011
                        • Children’s personal care products
                          • Figure 3: Usage of baby personal care products, by race/Hispanic origin, October 2010-November 2011
                        • Toys and games
                          • Figure 4: Top five games and toys purchased by Black parents, by race/Hispanic origin, October 2010-November 2011
                        • Black parents
                          • Primary caretaker
                            • Figure 5: Men and women as the primary caretaker, by gender, January 2012
                          • Parenting traits
                            • Figure 6: Parenting traits, by gender, January 2012
                          • Attitudes toward advertising
                            • Figure 7: Attitudes toward advertising, by gender, January 2012
                          • The consumer
                            • U.S. Black population
                              • Figure 8: Population, by race/Hispanic origin, 2006-16
                            • Presence and ages of children in the household
                              • Figure 9: Presence and ages of children in the household, by race/Hispanic origin, 2011
                            • Purchasing power
                              • Figure 10: Purchasing power, by race/Hispanic origin, 1990-2015
                            • What we think
                            • Issues in the Market

                                • Are marketers understanding and connecting with Black parents?
                                  • How are Black parents changing?
                                    • Should marketers consider advertising on children’s programs?
                                    • Insights and Opportunities

                                      • Black grandparents
                                        • Black fathers
                                        • Inspire Insights

                                            • Trend: “Who are the Joneses?”
                                              • Trend: “Celebs and Social Engineering”
                                              • Profile of Black Parents

                                                • Key points
                                                  • Black parents
                                                    • Figure 11: Demographics of Mintel’s survey respondents, January 2012
                                                  • Fertility rate
                                                    • Figure 12: Fertility rate* by race and Hispanic origin of mother, 2000-10
                                                  • The Black household
                                                    • Figure 13: Average household size, by race/Hispanic origin/race of householder, 2001 and 2011
                                                  • Likelihood of children in the household
                                                    • Figure 14: Households with children, by race and Hispanic origin of householder, 2011
                                                    • Figure 15: Households, by race of householder and presence and ages of children, 2011
                                                  • Age of Black parents
                                                    • Figure 16: Black households with children, by age of householder and number of children, 2009
                                                  • Expecting a baby
                                                    • Figure 17: Likelihood of pregnancy in household, by race/Hispanic origin, October 2010-November 2011
                                                  • Marital status
                                                    • Figure 18: Marital status, by race and Hispanic origin, 2011
                                                • Mindset of Black Parents

                                                  • Key points
                                                    • Attitudes toward parenting
                                                      • Figure 19: Attitudes toward parenting, by gender, January 2012
                                                      • Figure 20: Attitudes toward parenting, by age, January 2012
                                                    • Parenting traits
                                                      • Figure 21: Parenting traits, by gender, January 2012
                                                      • Figure 22: Parenting traits, by number of children in household, January 2012
                                                    • What worries parents
                                                      • Figure 23: Parental concerns, by gender, January 2012
                                                      • Figure 24: Parental concerns, by household income, January 2012
                                                    • Parental activities
                                                      • Figure 25: Change in amount of time that parents spend on activities, January 2012
                                                      • Figure 26: Change in amount of time that parents spend on activities, by gender, January 2012
                                                    • Financial outlook
                                                      • Figure 27: Economic outlook compared to last year, by race/Hispanic origin, October 2010-November 2011
                                                      • Figure 28: Consumer outlook toward their financial situation in the next 12 months, by race/Hispanic origin, October 2010-November 2011
                                                    • Black parents are the least likely to teach their children about money
                                                      • Figure 29: Attitudes toward personal finance, by race/Hispanic origin, October 2010-November 2011
                                                  • Parents’ Purchasing Decisions

                                                    • Key points
                                                      • Factors that influence parents’ purchasing decisions
                                                        • Figure 30: Factors for purchasing decisions, by gender, January 2012
                                                        • Figure 31: Factors for purchasing decisions, by age, January 2012
                                                      • Coupon usage
                                                        • Figure 32: Likelihood of using cents-off coupons and source, by race/Hispanic origin, October 2010-November 2011
                                                    • Childcare Arrangements

                                                      • Key points
                                                        • Usage of day care
                                                          • Figure 33: Likelihood of using day care, by household income, January 2012
                                                          • Figure 34: Likelihood of using day care, by presence of children in household, January 2012
                                                        • Childcare arrangements by race/Hispanic origin
                                                          • Figure 35: Childcare arrangements, by race/Hispanic origin, October 2010-November 2011
                                                        • Primary caretakers in Black households
                                                          • Figure 36: Primary caretakers, by gender, January 2012
                                                      • Children’s Products

                                                        • Key points
                                                          • Attitudes toward products
                                                            • Figure 37: Attitudes toward products, by gender, January 2012
                                                            • Figure 38: Attitudes toward products, by age, January 2012
                                                          • Disposable baby products
                                                            • Market size and forecast
                                                              • Household usage
                                                                • Figure 39: Usage of baby disposable products, by race/Hispanic origin, July 2010-September 2011
                                                              • Children’s personal care products
                                                                • Household usage
                                                                  • Figure 40: Usage of baby personal care products, by race/Hispanic origin, October 2010-November 2011
                                                                • Baby oil and baby lotion
                                                                  • Figure 41: Brand of baby oil and baby lotion used, by race/Hispanic origin, October 2010-November 2011
                                                                • Baby/children’s shampoo
                                                                  • Figure 42: Likelihood of usage of baby/children’s shampoo and brands used, by race/Hispanic origin, October 2010-November 2011
                                                                • Liquid/powdered baby formula
                                                                  • Sales and forecast of baby formula
                                                                    • Usage is highest among Blacks and Hispanics
                                                                      • Figure 43: Likelihood of consuming liquid/powdered baby formula, by race/Hispanic origin, October 2010-November 2011
                                                                  • Games and Toys

                                                                    • Key points
                                                                      • Games and toys
                                                                        • Likelihood of purchasing games and toys
                                                                          • Figure 44: Games and toys, by race/Hispanic origin, October 2010-November 2011
                                                                        • Toys and games that parents purchase
                                                                          • Figure 45: Likelihood of purchasing games and toys, by race/Hispanic origin, October 2010-November 2011
                                                                      • Marketing Strategies

                                                                        • Key points
                                                                          • Television
                                                                            • Capri Sun
                                                                              • Figure 46: Capri sun one hundred percent, December 2011
                                                                            • Gerber
                                                                              • Figure 47: Gerber Life College Plan, April 2012
                                                                            • Huggies
                                                                              • Figure 48: Huggies Pull-Ups, March 2012
                                                                            • Time Warner
                                                                              • Figure 49: Time Warner Communication, April 2012
                                                                            • Toyota
                                                                              • Figure 50: Toyota: Community, October 2011
                                                                            • Walt Disney World
                                                                              • Figure 51: Disney's Dreamers Academy, September 2011
                                                                            • Online
                                                                            • U.S. Black Population

                                                                              • Key points
                                                                                  • Figure 52: Population by race and Hispanic origin, 2006-16
                                                                                  • Figure 53: Population, by race/Hispanic origin, 1970-2020
                                                                                  • Figure 54: Asian, Black, and Hispanic populations, 1970-2020
                                                                                • Age
                                                                                  • Generations by race
                                                                                    • Figure 55: Generations by race/Hispanic origin, 2011
                                                                                  • Black population by age
                                                                                    • Figure 56: U.S. Black population, by age, 2006-16
                                                                                    • Figure 57: Population by age, 2006-16
                                                                                  • U.S. Black geographic concentration
                                                                                    • Figure 58: Black geographic concentration, by region, 2007
                                                                                  • Black population by state
                                                                                    • Figure 59: Top 10 states with largest Black population, 2010
                                                                                  • Population by geographic concentration
                                                                                    • Figure 60: States/Regions with the highest share of Black residents, 2008
                                                                                  • Black metros
                                                                                    • Figure 61: Metropolitan status of Black households, 2006 and 2011
                                                                                    • Figure 62: Top 10 states ranked by change in black population, 2000-10
                                                                                    • Figure 63: Top 10 metropolitan areas with the largest number of Black residents, 2010
                                                                                  • Black purchasing power
                                                                                    • Black income
                                                                                      • Figure 64: Median household income, by race and Hispanic origin of householder, 2010
                                                                                      • Figure 65: Household income distribution for all households and Black households, 2010
                                                                                    • Income of Black households versus total U.S. households
                                                                                      • Figure 66: Share of Black households with incomes of $50K or more versus total U.S. households, 2002 and 2008
                                                                                    • Purchasing power by race/Hispanic origin
                                                                                      • Figure 67: Purchasing power, by race/Hispanic origin, 1990-2015
                                                                                      • Figure 68: Purchasing power, by race/Hispanic origin, 1990-2015
                                                                                      • Figure 69: Top 10 states/regions with the largest share of Black buying power, 2010
                                                                                      • Figure 70: Top 10 states, by rate of growth of Black buying power, 1990-2010
                                                                                    • Affluent Blacks
                                                                                      • Country of origin/heritage
                                                                                        • African immigrants
                                                                                          • Caribbean immigrants
                                                                                            • Geographic location
                                                                                            • Appendix: Other Consumer Tables

                                                                                                • Figure 71: Attitudes toward parenting, by household income, January 2012
                                                                                                • Figure 72: Parenting traits, by household income, January 2012
                                                                                                • Figure 73: Parenting traits, by age, January 2012
                                                                                                • Figure 74: Parental concerns, by age, January 2012
                                                                                                • Figure 75: Change in amount of time that parents spend on activities, by household income, January 2012
                                                                                                • Figure 76: Factors for purchasing decisions, by household income, January 2012
                                                                                                • Figure 77: Attitudes toward products, by household income, January 2012
                                                                                            • Appendix: Trade Associations

                                                                                              Companies Covered

                                                                                              • ABC, Inc.
                                                                                              • American Academy of Family Physicians (AAFP)
                                                                                              • American Dietetic Association (ADA)
                                                                                              • Centers for Disease Control and Prevention
                                                                                              • Facebook, Inc.
                                                                                              • Families And Work Institute, Inc
                                                                                              • Gerber Products Company
                                                                                              • Johnson & Johnson
                                                                                              • Kellogg Company
                                                                                              • L'Oréal USA
                                                                                              • McDonald's U.S.A.
                                                                                              • MySpace.com
                                                                                              • National Fatherhood Initiative
                                                                                              • Time Warner Inc.
                                                                                              • Toyota Motor Corporation USA
                                                                                              • U.S. Bureau of the Census
                                                                                              • U.S. Department of Homeland Security
                                                                                              • Walt Disney Company, The

                                                                                              Marketing to Black Parents - US - May 2012

                                                                                              £3,174.67 (Excl.Tax)