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Marketing to Moms - Canada - September 2014

“Providing greater incentives for ‘liking’ a brand like contest entries, free sample products, the ability to be among the first to try new products or the ability to provide feedback, may help to develop brand engagement.”

– Jason Praw, Senior Lifestyle Analyst

This report looks at the following issues:

  • Engaging with Canadian mothers on social media
  • Mothers are driving healthy living in Canada
  • Marketing to moms when they are without their children
  • Focusing on Canada's changing family structure

The majority of Canadian mothers are raising their children with a spouse or partner, while 15% are doing so as a single parent. Among the coupled population, there are an increasing number of children being raised by same-sex partners, with 4% of households containing same-sex parents. Brands, retailers and other child-related companies should look to reflect this changing family structure in their product portfolios and supporting marketing messages in order to resonate.

Canadian mothers are generally highly engaged with social media, regularly viewing or posting photos and videos, looking for discounts, interacting with their favourite brands and seeking or providing advice to other parents. There remains an opportunity for marketers to continue to further mine this medium, especially as mobile device and app usage is expected to continue rising in the coming years.

This report explores the family structure, social media and spending habits of Canadian mothers by life stage and various demographic groups. The report also looks at trusted sources that help guide family or child-related purchases, characteristics that are associated with being a good mother and aspirations Canadian moms have for their children.

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Market overview
              • The Canadian female population is aging; as is the average age of women at childbirth
                • Figure 1: Total Canadian population of women, by age, 2008-18
                • Figure 2: Average age of mother at childbirth and percent of births to mothers over 30-years-old, 1974-2010
              • The consumer
                • Most Canadians mothers are married or coupled, with three quarters being married to an opposite-sex partner
                  • Figure 3: Parenting situation among Canadians mothers, August 2014
                  • Figure 4: Ages of children among surveyed mothers, August 2014
                • Almost all Canadian mothers are using social media
                  • Figure 5: Social media participation in the past 3 months, August 2014
                • Canadians mothers are most likely to spend their money on clothes and food
                  • Figure 6: Category spending among mothers, August 2014
                • Family and friends are the most trusted source among Canadian mothers
                  • Figure 7: Trusted sources for purchase decisions, August 2014
                • Always being there and being patient are most widely cited as defining a good mom
                  • Figure 8: Characteristics associated with being a good mother – Top-five ranked, August 2014
                • Canadian mothers hope their children will be happy and confident in themselves
                  • Figure 9: Moms’ aspirations for their children, August 2014
                • What we think
                • Issues and Insights

                    • Engaging with Canadian mothers on social media
                      • The facts
                        • The implications
                          • Mothers are driving healthy living in Canada
                            • The facts
                              • The implications
                                • Marketing to moms when they are without their children
                                  • The facts
                                    • The implications
                                      • Focusing on Canada’s changing family structure
                                        • The facts
                                          • The implications
                                          • Trend Application

                                              • Trend: Click and Connect
                                                • Trend: Let’s Make a Deal
                                                  • Trend: Switch Off
                                                  • Market Drivers

                                                    • Key points
                                                      • Demographic overview
                                                        • The Canadian female population is aging
                                                          • Figure 10: Total population of women in Canada, by age, 2008-18
                                                          • Figure 11: Total female population in Canada, by province, 2013
                                                        • Births and birth rates have slowed in recent years
                                                          • Figure 12: Annual births and birth-rate*, 1981-2011
                                                          • Figure 13: Fertility rate by age group (per 1,000 women), 2001-11
                                                          • Figure 14: Average age of mother at childbirth and percent of births to mothers over 30-years-old, 1974-10
                                                        • Economic overview
                                                          • Income and savings on the rise
                                                            • Figure 15: Household disposable incomes and savings in Canada, 2008-14
                                                            • Figure 16: Inflation rate in Canada, 2004-14
                                                            • Figure 17: Monthly movements in selected major components of the Canadian Consumer Price Index, seasonally adjusted, 2007-12
                                                          • Canada’s employment rates remain steady
                                                            • Figure 18: Canada’s unemployment rate, by gender, 2008-14
                                                          • Shopping-specific overview
                                                            • Shopping opportunities have increased in Canada
                                                              • Figure 19: Total number of shopping centres in Canada, 2001-12
                                                              • Figure 20: Retail e-commerce sales in Canada (in billion US dollars), 2012-17
                                                            • Nut-free school lunches still affects food purchasing
                                                            • Advertising and Online Resources for Canadian Mothers

                                                              • Key points
                                                                • Advertising focusing on moms
                                                                  • Canadian blogs and other online outlets for moms
                                                                    • Mother’s Day can be a lucrative opportunity for brands
                                                                    • The Consumer – Canadian Moms and Family

                                                                      • Key points
                                                                        • Married couples remain the top family structure but are declining in share
                                                                          • Figure 21: Distribution and percentage change of census families by family structure, 2001-11
                                                                        • Most Canadian mothers are married or coupled, with three quarters being married to an opposite-sex partner
                                                                          • Figure 22: Parenting situation among Canadians mothers, August 2014
                                                                        • Profiling of Canadian moms
                                                                            • Figure 23: Ages of children among surveyed mothers, August 2014
                                                                            • Figure 24: Number of children in household among surveyed mothers, August 2014
                                                                            • Figure 25: Working status among surveyed mothers, August 2014
                                                                            • Figure 26: Financial situation among surveyed mothers, August 2014
                                                                        • The Consumer – Online and Social Networking Activities

                                                                          • Key points
                                                                            • Canadian moms are highly engaged online
                                                                              • Figure 27: Online activities done in the past month among surveyed mothers, August 2014
                                                                            • 84% of moms are using social media
                                                                              • Figure 28: Social media participation in the past 3 months, August 2014
                                                                            • Mothers of younger children are more active on social media
                                                                              • Figure 29: Social media participation in the past 3 months: all mothers vs mothers of children aged 5 and under, August 2014
                                                                            • Almost two thirds of mothers engage in three or more social media activities
                                                                              • Figure 30: Number of social media activities done in the past 3 months, August 2014
                                                                          • The Consumer – Trends in Moms’ Spending

                                                                            • Key points
                                                                              • Moms regularly spend money on a number of activities and items
                                                                                • Figure 31: Spending habits among mothers, August 2014
                                                                              • Canadian mothers are more likely to buy clothing for themselves or their spouse than for their children
                                                                                • Figure 32: Spending on clothing, shoes and accessories among mothers, August 2014
                                                                              • Canadian mothers dedicating more money on family meals out
                                                                                • Figure 33: Spending on food among mothers, August 2014
                                                                              • Family outings and/or short family trips are more likely among Canadian mothers than adult-only travel
                                                                                • Figure 34: Spending on family outings and trips among mothers, August 2014
                                                                              • Mothers are not dedicating much of their budget to household items
                                                                                • Figure 35: Spending on household items among mothers, August 2014
                                                                            • The Consumer – Trusted Sources for Purchases

                                                                              • Key points
                                                                                • Family and friends are by far the most trusted source among moms
                                                                                  • Figure 36: Trusted sources for purchases, August 2014
                                                                              • The Consumer – Characteristics of Good Moms

                                                                                • Key points
                                                                                  • Always being there is most widely cited as defining a good mom
                                                                                    • Figure 37: Characteristics associated with being a good mother – Top-five ranked, August 2014
                                                                                    • Figure 38: Characteristics associated with being a good mother – #1 ranked, August 2014
                                                                                • The Consumer – Moms’ Aspirations for their Children

                                                                                  • Key points
                                                                                    • Summary of aspirations for their children
                                                                                      • Figure 39: Moms’ aspirations for their children, August 2014
                                                                                  • Appendix – The Consumer – Canadian Moms and Family

                                                                                      • Figure 40: Parenting situation among Canadian mothers, July 2014
                                                                                      • Figure 41: Parenting situation among Canadian mothers, by demographics, July 2014
                                                                                  • Appendix – The Consumer – Online and Social Networking Activities

                                                                                      • Figure 42: Social media participation in the past 3 months, July 2014
                                                                                      • Figure 43: Most popular social media activities, by demographics, July 2014
                                                                                      • Figure 44: Next most popular social media activities, by demographics, July 2014
                                                                                    • Repertoire analysis
                                                                                      • Figure 45: Repertoire of social media participation, July 2014
                                                                                      • Figure 46: Repertoire of social media participation, by demographics, July 2014
                                                                                      • Figure 47: Spending situation, by repertoire of social media participation, July 2014
                                                                                      • Figure 48: Trusted sources, by repertoire of social media participation, July 2014
                                                                                      • Figure 49: Good mother characteristics, by repertoire of social media participation, July 2014
                                                                                      • Figure 50: Aspirations, by repertoire of social networking, July 2014
                                                                                  • Appendix – The Consumer – Trends in Moms’ Spending

                                                                                      • Figure 51: Spending habits among mothers, July 2014
                                                                                      • Figure 52: Spending on clothing/shoes/accessories for myself/partner and food/drink at home for a special occasion (eg birthday), by demographics, July 2014
                                                                                      • Figure 53: Spending on family meals out and take-out/eat-in food, by demographics, July 2014
                                                                                      • Figure 54: Spending on family outings and meals out for myself/with partner/with friends, by demographics, July 2014
                                                                                      • Figure 55: Spending on clothing/shoes/accessories for my child(ren) and books/DVDs/CDs, by demographics, July 2014
                                                                                      • Figure 56: Spending on furniture/home improvements/décor and short family trips, by demographics, July 2014
                                                                                      • Figure 57: Spending on toys/games and home electronics, by demographics, July 2014
                                                                                      • Figure 58: Spending on short trips for myself/my partner, by demographics, July 2014
                                                                                  • Appendix – The Consumer – Trusted Sources for Purchases

                                                                                      • Figure 59: Trusted sources for purchases, July 2014
                                                                                      • Figure 60: Trusted sources for purchases, by demographics, July 2014
                                                                                  • Appendix – The Consumer – Characteristics of Good Moms

                                                                                      • Figure 61: Characteristics associated with being a good mother, July 2014
                                                                                      • Figure 62: Most popular characteristics associated with being a good mother – Any rank 1-5, by demographics, July 2014
                                                                                      • Figure 63: Next most popular characteristics associated with being a good mother – Any rank 1-5, by demographics, July 2014
                                                                                  • Appendix – The Consumer – Moms’ Aspirations for their Children

                                                                                      • Figure 64: Moms’ aspirations for their children, July 2014
                                                                                      • Figure 65: Moms’ aspirations for their children, by demographics, July 2014

                                                                                  Companies Covered

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

                                                                                  Marketing to Moms - Canada - September 2014

                                                                                  £3,277.28 (Excl.Tax)