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 Dads - UK - September 2011

  • Is there a gender divide in the childcare responsibilities that fathers assume?
  • Do fathers prioritise work or family?
  • Pester power has long been touted as a key purchase influencer, but in which sectors do fathers succumb to it the most and why?
  • What role do trusted brands have to play in persuading parents to part with their cash?

For the purposes of this report, a Dad is a male over the age of 16 who has at least one child under the age of 16. Mintel estimates that there are 6.62 million fathers of children under the age of 16 living in the UK. Data from the Office for National Statistics show that 2% are single fathers.

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. Issues in the Market

      • Research methodology
        • Abbreviations
        • Executive Summary

            • What is it all about?
              • The impact of marriage on fatherhood
                • Figure 1: Types of family in the UK, by presence of children (dependent and non-dependent), 2010
              • Family finances
                • Figure 2: Age of youngest child at point that partner returned to work, June 2011
              • Part-time paternity?
                • Figure 3: Weekday and weekend child care responsibilities, June 2011
              • Dads still head of the household
                • The importance of branding in product purchase
                  • Figure 4: Importance of buying trusted brands in selected sectors, June 2011
              • Demographic Overview of Fathers

                • Key points
                  • The male population
                    • Figure 5: Trends in the age structure of the UK male population, 2006-16
                  • Number of fathers
                    • Figure 6: Presence of children aged under 16 in the household, 2007-11 (men)
                  • Trends in marriage and family composition
                    • Figure 7: Trends in marriage, males aged 16+, 1971-2009
                    • Figure 8: Types of family in the UK by presence of children (dependent and non-dependent), 2010
                  • Employment statistics
                    • Figure 9: Employment and unemployment, by gender, 2006-16
                • Parenthood and Employment

                  • Key points
                    • Age of children when partners return to work
                      • Figure 10: Age of youngest child at point that you/your partner returned to work, June 2011
                    • Reasons prompting partners to return to work
                      • Figure 11: Important reasons for mums returning to work after having youngest child, June 2011
                    • Money matters most
                      • Younger dads prioritise wellbeing of mothers
                      • Childcare Responsibilities

                        • Key points
                          • Women primary carer for children
                            • Figure 12: Weekday and weekend childcare responsibilities, June 2011
                          • Age determines level of responsibility
                            • Weekend parenting for fathers who work full-time
                              • Higher-income dads have more play time with children
                              • Social Lives of Fathers

                                • Key points
                                  • Dads enjoy more active social life than mums
                                    • Figure 13: Number of nights out in a typical month, June 2011
                                  • Social life stalls with smaller children
                                    • Babysitting duties
                                      • Figure 14: People most likely to look after children if fathers have a night out, by number of nights out June 2011
                                    • Younger dads rely more on family, friends and partner
                                      • Mums mind the children when dad goes out
                                        • The ideal day
                                          • Figure 15: Dads’ ideal waking day, June 2011
                                        • Social dads would spend more time with their friends
                                          • Figure 16: Dads’ ideal day, by number of nights out in a typical month, June 2011
                                      • Division of Parental Responsibilities

                                        • Key points
                                          • Employment determines division of childcare responsibilities
                                            • Figure 17: Division of responsibilities between parents, June 2011
                                          • The impact of employment
                                            • Dads’ discipline
                                              • Middle-aged fathers share childcare
                                              • Purchase Influences

                                                • Key points
                                                  • Children are the biggest influence on parents
                                                    • Figure 18: Factors most strongly influencing purchase of products for children, June 2011
                                                  • Word of mouth
                                                    • The impact of age
                                                      • Figure 19: Factors most strongly influencing purchase of products for children, by age of children, June 2011
                                                    • The importance of trusted brands
                                                      • Figure 20: Importance of buying trusted brands in selected sectors, June 2011
                                                  • Changes to Spending Habits and Attitudes

                                                    • Key points
                                                      • Changes to spending habits
                                                        • Figure 21: Changes to spending habits since having children, June 2011
                                                      • Age of children impact on fathers spending habits
                                                        • Changes in attitudes since becoming a parent
                                                          • Figure 22: Things that concern fathers more now than before they became parents, June 2011
                                                        • Family financials
                                                          • Thinking long-term
                                                            • Younger fathers more relaxed.
                                                            • Consumer Typologies

                                                              • Key points
                                                                  • Figure 23: Consumer typologies, June 2011
                                                                • Weekend Wonders (20%)
                                                                  • Who are they?
                                                                    • Partnership Parents (24%)
                                                                      • Who are they?
                                                                        • Disciplinarian Dads (34%)
                                                                          • Who are they?
                                                                            • Fretful Fathers (22%)
                                                                              • Who are they?
                                                                              • Appendix – Demographic Overview of Fathers

                                                                                  • Figure 24: Trends in marriage amongst males aged 16+, 1971-2009
                                                                                  • Figure 25: Types of family, by presence of children, UK, 2006-10
                                                                                • Demographic profile of fathers
                                                                                  • Figure 26: Demographic profile of fathers of children under the age of 16 & 21, June 2011
                                                                              • Appendix – Parenthood and Employment

                                                                                • Age of children when partners return to work
                                                                                  • Figure 27: Age of youngest child at point that partner returned to work, June 2011
                                                                                  • Figure 28: Age of youngest child at point that partner returned to work, by demographics, June 2011
                                                                                • Reasons partners return to work
                                                                                  • Figure 29: Reasons for partners’ return to work after having their youngest child, June 2011
                                                                                  • Figure 30: Important reasons for partners’ return to work after having their youngest child, by demographics, June 2011
                                                                                  • Figure 31: Important reasons for partners’ return to work after having their youngest child, by demographics, June 2011
                                                                              • Appendix – Childcare Responsibilities

                                                                                • Workdays
                                                                                  • Figure 32: Childcare responsibilities on work days, by demographics, June 2011
                                                                                • Weekends
                                                                                  • Figure 33: Childcare responsibilities on weekends, by demographics, June 2011
                                                                              • Appendix – Social Lives of Fathers

                                                                                • Nights out in a typical month
                                                                                  • Figure 34: Number of nights out in a typical month, by demographics, June 2011
                                                                                • Childcare when dads go out
                                                                                  • Figure 35: People most likely to look after children if fathers have a night out, by demographics, June 2011
                                                                              • Appendix – Division of Parental Responsibilities

                                                                                • Shared equally with partner
                                                                                  • Figure 36: Responsibilities that the father shares equally with their partner, by demographics, June 2011
                                                                                  • Figure 37: Responsibilities that the father shares equally with their partner, by demographics, June 2011
                                                                                • Mainly/only my partner or someone else
                                                                                  • Figure 38: Responsibilities that are left only or mainly to their partner or someone else, by demographics, June 2011
                                                                                  • Figure 39: Responsibilities that are left only or mainly to their partner or someone else, by demographics, June 2011
                                                                              • Appendix – Purchase Influences

                                                                                  • Figure 40: Factors most strongly influencing purchase of products for children, by products, June 2011
                                                                                  • Figure 41: Factors most strongly influencing purchase of products for children, by products, June 2011 (continued)
                                                                              • Appendix – Changes to Spending Habits and Attitudes

                                                                                  • Figure 42: Changes to spending habits since having children, by demographics, June 2011
                                                                                  • Figure 43: Responsibilities that are left only or mainly to their partner or someone else, by demographics, June 2011
                                                                              • Appendix – Consumer Typologies

                                                                                  • Figure 44: Target groups, by demographics, June 2011
                                                                                  • Figure 45: Target groups, by demographics, June 2011
                                                                                • Age of children when partners return to work
                                                                                  • Figure 46: Age of youngest child at point that partner returned to work, by target groups, June 2011
                                                                                • Reasons prompting partners to return to work
                                                                                  • Figure 47: Reasons for partners’ return to work after having their youngest child, by target groups June 2011
                                                                                • Childcare responsibilities
                                                                                  • Figure 48: Childcare responsibilities, by target groups, June 2011
                                                                                • Number of nights out
                                                                                  • Figure 49: Number of nights out in a typical month, by target groups, June 2011
                                                                                • Childcare when dads have nights out
                                                                                  • Figure 50: People most likely to look after children if fathers have a night out, by target groups, June 2011
                                                                                • Division of responsibilities
                                                                                  • Figure 51: Division of responsibilities between parents, by target groups, June 2011
                                                                                • Importance of trusted brands
                                                                                  • Figure 52: Importance of trusted brands, by target groups, June 2011
                                                                                • Changes to spending habits
                                                                                  • Figure 53: Changes to spending habits since having children, by target groups, June 2011
                                                                                • Changes to attitudes
                                                                                  • Figure 54: Things that concern fathers more now than before they became parents, by target groups, June 2011

                                                                              Companies Covered

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

                                                                              Marketing to Dads - UK - September 2011

                                                                              £2,195.00 (Excl.Tax)