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Marketing to Moms - US - February 2009

This report examines strategies marketers can use to reach the large and diverse population of mothers in the U.S.

A host of dynamic issues are analyzed, all of which inform a nuanced approach toward marketing to moms in the “new economy”:

  • The demographics of motherhood, ranging from their age and income, to their employment, marital status and the type of household in which they live
  • The effects of the changing economy on motherhood, and on the ways in which mothers shop and spend, and what moms want and need from products and marketers in the “new economy”
  • The qualities, by their own reckoning, that define a “good mom,” and how this definition varies by age, race, income, employment status, childcare practices, and shopping habits
  • The critical importance of “connection” (including social networking) and the powerful influence of word of mouth
  • Shopping strategies employed by moms and which marketing and merchandising techniques can influence their purchasing behavior
  • Key product sectors influenced by moms’ spending and how lessons from those markets inform the entire market for moms

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Table of contents

  1. Scope and Themes

      • Definition
        • Consumer survey methodology
          • Abbreviations and terms
            • Abbreviations
              • Terms
              • Executive Summary

                • The demographics of motherhood
                  • How many mothers?
                    • Who are the moms?
                      • Moms and their families
                        • Working moms, inside and outside of the home
                          • What makes a good mom?
                            • Moms worry
                              • Moms shop
                                • Key mom product markets
                                  • Moms and social networking
                                    • Influences on moms’ purchasing decisions
                                      • Moms’ helpers
                                      • Insights and Opportunities

                                        • Reaching moms in the “New Economy”
                                          • Economizing on “the basics”
                                              • Figure 1: Opinions and behaviors regarding baby/toddler foods, October 2008
                                              • Figure 2: Attitudes toward disposable baby products, agree summary, December 2008
                                            • Economizing on “the extras”
                                              • Entertainment
                                                • Figure 3: Economizing on household entertainment, by family status, February 2009
                                              • Dining out
                                                • Figure 4: Restaurant breakfast spending behavior compared to last year, by presence of children, November 2008
                                            • Inspire Insights

                                                • Brand Tribe
                                                  • What’s it about?
                                                    • A tribe of moms
                                                      • Figure 5: Factors that influence decisions to purchase items/services for child/ren, December 2008
                                                    • Moms have more than one tribe
                                                      • Figure 6: Moms’ networks
                                                    • Reaching moms’ tribes
                                                      • Figure 7: Moms’ online communitites, December 2008
                                                  • How Many Moms?

                                                    • Key points
                                                      • Women of childbearing age
                                                        • Figure 8: Female population, by age, 2003-13
                                                      • Fertility rates, births growing
                                                        • Figure 9: Fertility rate and births, 2002-06
                                                      • Will there be fewer moms (and fewer kids) in a weakened economy?
                                                        • Figure 10: U.S. population estimates and projections of children aged 3 and under, 2003-13
                                                    • Who Are the Moms?

                                                      • Key points
                                                        • First-time moms
                                                          • Figure 11: Age at first birth, by race, 2006
                                                          • Figure 12: Households with children, by race and Hispanic origin of householder, 2007
                                                        • Mean age of moms
                                                          • Figure 13: Mean age of mothers, 2000-06
                                                          • Figure 14: Fertility rates and birth rates, by age of mother, 2000-06
                                                        • Fertility treatments linked to older moms, multiple births
                                                          • Figure 15: U.S. ratio of live births for multiple and twin births, by age of mother, 2006
                                                          • Figure 16: Rate of twin, triplet, and higher-order multiple births, 1980-2006
                                                        • Adoption—“Chosen Moms”
                                                        • Moms and their Families

                                                          • Key points
                                                            • Families make up a third of U.S. households
                                                              • Figure 17: Households, by presence of children under age 18, 1997-2007
                                                            • Two thirds of kids live with married parents
                                                              • Figure 18: Married couples with kids, by age of householder, 2007
                                                            • There are 10.4 million single-mother families
                                                              • Figure 19: Single-mother family groups with children under 18, by marital status, 2007
                                                            • Multigenerational households
                                                              • Figure 20: Multigenerational households, by type, 2000
                                                            • Lesbian moms, gay dads
                                                            • Working Moms, Inside and Outside the Home

                                                              • Key points
                                                                • Mothers’ participation in the labor force levels off
                                                                    • Figure 21: Labor force participation rate of women, by age of youngest child, 2001-07
                                                                  • 5.6 million women are stay-at-home moms
                                                                    • Figure 22: Parents and children in stay-at-home parent family groups, 2002-06
                                                                  • But stay-at-home moms can also be working moms
                                                                    • Incomes of “married couple with kids” households
                                                                      • Figure 23: Household income, by household type and presence of children, 2007
                                                                    • Incomes of single moms—a different story
                                                                      • Figure 24: Household income of single mothers, by age and number of children, 2007
                                                                  • What Makes a Good Mom?

                                                                    • Key points
                                                                      • Moms are people, too
                                                                        • Moms’ personal attributes
                                                                            • Figure 25: Qualities that define a “good mother,” December 2008
                                                                          • Household income plays a role
                                                                              • Figure 26: Qualities that define a “good mother,” by income, December 2008
                                                                          • What Makes a Good Mom Worry?

                                                                            • Key points
                                                                              • Safety first
                                                                                • Figure 27: Moms’ concerns about their children, by income, December 2008
                                                                            • Moms and Shopping

                                                                              • Key points
                                                                                • Who is doing the shopping?
                                                                                    • Figure 28: Primary shopper(s) in household, by age, December 2008
                                                                                  • Household income and shopping patterns
                                                                                      • Figure 29: Primary shopper(s) in household, by income, December 2008
                                                                                  • Key Mom Product Markets

                                                                                    • Key points
                                                                                      • Infant and toddler products
                                                                                        • Baby food and drink
                                                                                          • Market size
                                                                                            • Figure 30: FDMx sales of baby food and drinks, at current prices, 2003-13
                                                                                            • Figure 31: FDMx sales of baby food and drinks, at inflation-adjusted prices, 2003-13
                                                                                          • Marketing and promoting baby food and formula
                                                                                            • The growing power of the internet
                                                                                              • What moms want—or need—to know, and where they seek the information
                                                                                                • Figure 32: Sources of information on baby nutrition, by whether child under 3 is first child, October 2008
                                                                                                • Figure 33: Sources of information on baby nutrition, by household income, October 2008
                                                                                              • Baby durables
                                                                                                • Market size
                                                                                                  • Figure 34: Total U.S. retail sales and forecast of baby durables, at current prices, 2001-12
                                                                                                  • Figure 35: Total U.S. retail sales and forecast of baby durables, at inflation-adjusted prices, 2001-12
                                                                                                • Marketing baby durables to moms
                                                                                                  • The internet’s role in marketing baby durables
                                                                                                    • Baby registries provide another opportunity
                                                                                                      • Strategies for marketing baby durables
                                                                                                        • Figure 36: Frequency of use of in-store promotiomal materials, 2006
                                                                                                      • Disposable baby products
                                                                                                        • Figure 37: Total U.S. FDMx sales and forecast of disposable baby products at current prices, 2003-13
                                                                                                        • Figure 38: Total U.S. FDMx sales and forecast of disposable baby products at inflation-adjusted prices, 2003-13
                                                                                                      • Marketing disposable products, with and without the internet
                                                                                                        • “Mommy Bloggers” and the disposables market
                                                                                                          • Sponsored links on search engines
                                                                                                          • It Takes a Community

                                                                                                            • Key points
                                                                                                              • MySpace and Facebook
                                                                                                                  • Figure 39: Moms’ online communitites, by age, December 2008
                                                                                                                • Higher-income moms use different networking sites
                                                                                                                  • Figure 40: Moms’ online communitites, by income, December 2008
                                                                                                              • Influences on Moms’ Purchasing Decisions

                                                                                                                • Key points
                                                                                                                  • Familiarity breeds comfort
                                                                                                                      • Figure 41: Factors that influence decisions to purchase items/services for child/ren, by age, December 2008
                                                                                                                    • Income levels and the internet as a resource
                                                                                                                      • Figure 42: Factors that influence decisions to purchase items/services for child/ren, by income, December 2008
                                                                                                                  • Moms’ Helpers

                                                                                                                    • Key points
                                                                                                                      • Who’s watching the kids?
                                                                                                                        • Figure 43: Qualities that define a “good mother,” by childcare arrangement, December 2008
                                                                                                                      • The power of the daycare center in influencing purchases
                                                                                                                        • Figure 44: Factors that influence decisions to purchase items/services for child/ren, by childcare arrangement, December 2008
                                                                                                                      • Daycare and social networking
                                                                                                                        • Figure 45: Moms’ online communities, by incidence of childcare, December 2008
                                                                                                                    • Custom Consumer Groups

                                                                                                                      • Employed moms vs. stay-at-home moms
                                                                                                                        • Figure 46: Qualities that define a “good mother,” by employment status, December 2008
                                                                                                                        • Figure 47: Primary shopper(s) in household, by employment status, December 2008
                                                                                                                        • Figure 48: Factors that influence decisions to purchase items/services for child/ren, by employment status, December 2008
                                                                                                                        • Figure 49: Moms’ online communitites, by employment status, December 2008
                                                                                                                      • Moms and the age of their kids
                                                                                                                          • Figure 50: Factors that influence decisions to purchase items/services for child/ren, by age of children in household, December 2008
                                                                                                                          • Figure 51: Moms’ concerns about their children, by age of children in household, December 2008
                                                                                                                      • Cluster Analysis

                                                                                                                          • Safeties
                                                                                                                            • Who they are
                                                                                                                              • Opportunity
                                                                                                                                • Indulgers
                                                                                                                                  • Who they are
                                                                                                                                    • Opportunity
                                                                                                                                      • Carers
                                                                                                                                        • Who they are
                                                                                                                                          • Opportunity
                                                                                                                                            • Cluster characteristics
                                                                                                                                              • Figure 52: Mom clusters, December 2008
                                                                                                                                              • Figure 53: Number of children, by mom clusters, December 2008
                                                                                                                                              • Figure 54: Qualities that define a “good mother,” by mom clusters, December 2008
                                                                                                                                              • Figure 55: Factors that influence decisions to purchase items/services for child/ren, by mom clusters, December 2008
                                                                                                                                              • Figure 56: Childcare arrangements, by mom clusters, December 2008
                                                                                                                                              • Figure 57: Primary shopper(s) in household, by mom clusters, December 2008
                                                                                                                                              • Figure 58: Moms’ concerns about their children, by mom clusters, December 2008
                                                                                                                                            • Cluster demographics
                                                                                                                                              • Figure 59: Mom clusters, by age, December 2008
                                                                                                                                              • Figure 60: Mom clusters by employment status, December 2008
                                                                                                                                              • Figure 61: Mom clusters by Income, December 2008
                                                                                                                                            • Cluster methodology
                                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                              • What makes a good mom?
                                                                                                                                                  • Figure 62: Qualities that define a “good mother,” by age, December 2008
                                                                                                                                                  • Figure 63: Qualities that define a “good mother,” by race/Hispanic origin, December 2008
                                                                                                                                                  • Figure 64: Factors that influence decisions to purchase items/services for child/ren, by race/Hispanic origin, December 2008

                                                                                                                                              Companies Covered

                                                                                                                                              • American Pet Products Manufacturers Association, Inc.
                                                                                                                                              • Centers for Disease Control and Prevention
                                                                                                                                              • Facebook, Inc.
                                                                                                                                              • Flickr
                                                                                                                                              • Friendster Inc
                                                                                                                                              • Gerber Products Company
                                                                                                                                              • imeem, Inc.
                                                                                                                                              • Johnson & Johnson
                                                                                                                                              • Juvenile Products Manufacturers Association
                                                                                                                                              • Kimberly-Clark Corporation
                                                                                                                                              • MySpace.com
                                                                                                                                              • Procter & Gamble Company (The)
                                                                                                                                              • Procter & Gamble USA
                                                                                                                                              • Saatchi & Saatchi
                                                                                                                                              • The New York Times Company
                                                                                                                                              • Tupperware
                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                              • U.S. Bureau of the Census
                                                                                                                                              • United Nations Children's Fund (UNICEF)
                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                              • Wegmans Food Markets, Inc
                                                                                                                                              • Whole Foods Market Inc

                                                                                                                                              Marketing to Moms - US - February 2009

                                                                                                                                              US $3,995.00 (Excl.Tax)