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Marketing to Moms - US - February 2010

The well-established notion that moms control or strongly influence most of a household’s spending is taking on even greater significance as the Great Recession continues to motivate American families to re‑evaluate what’s truly important in their lives. Understanding moms’ perspectives and priorities has never been more important to brand marketers and retailers.

This report provides an in-depth analysis of what drives today’s moms, including:

  • The demographics of motherhood, ranging from their age and income, to their employment, marital status, and the type of household in which they live
  • A look at how the notion of a working mom as shifted in a generation from the exception to increasingly the rule, and how moms’ approach to balancing work and family continues to evolve today
  • An analysis of what moms themselves consider to be the qualities most essential to being a good mom, and what’s perhaps not quite so essential
  • Insight into what’s important to moms when it comes to planning family activities and providing family nutrition
  • Analysis of moms’ increasingly budget-driven shopping behavior, including the most important influences on her purchase decisions
  • An update on moms’ rapid adoption of both social media networks and various forms of technology

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Table of contents

  1. Scope and Themes

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

              • The demographics of motherhood
                • How many moms
                  • Who are the moms
                    • Moms and their families
                      • Working moms inside and outside the home
                        • What makes a good mom
                          • Moms and family activities
                            • Moms, food and nutrition
                              • Moms and shopping
                                • Influences on moms’ purchase decisions
                                  • Moms and social networking
                                    • Moms and technology
                                      • Moms apart from their families
                                      • Insights and Opportunities

                                        • Kid nutrition, ever a central issue for moms, attracting greater attention
                                          • Government, retailers, manufacturers wrestling with the issue
                                            • Moms more focused on nutrition, a key good-mom trait
                                              • The real power of kid nutrition is the ways it links to other issues important to moms
                                              • Inspire Insights

                                                  • Inspire trend: Resilience
                                                    • Chief resilience officer
                                                      • Trend Observation: iPhone Moms
                                                      • How Many Moms

                                                        • Key points
                                                          • Women of childbearing age
                                                            • Figure 1: U.S. female population, by age, 2005-15
                                                          • Fertility rate, births start to dip in recession
                                                            • Figure 2: Fertility rate and births, 2002-09
                                                          • Current projections show steady, slow growth
                                                            • Figure 3: U.S. population estimates and projections of children aged five and under, 2005-15
                                                        • Who Are the Moms?

                                                          • Key points
                                                            • First-time moms
                                                              • Figure 4: Age at first birth, by race/Hispanic origin, 2006
                                                              • Figure 5: Households with children, by race and Hispanic origin of householder, 2009
                                                            • The mean age of moms has crept up, but only slowly
                                                              • Figure 6: Mean age of mothers, 2000-06
                                                              • Figure 7: Fertility rates and birth rates, by age of mother, 2001-07
                                                          • Moms and Their Families

                                                            • Key points
                                                              • Families with kids making up smaller percentage of total households
                                                                • Figure 8: households, by presence of children under age 18, 1999-2009
                                                              • Seven in 10 kids live with two parents
                                                                • Figure 9: Married couples with kids, by age of householder, 2009
                                                              • Single-mom households financially challenged
                                                                • Figure 10: Single-mother family groups with children under 18, by marital status, 2009
                                                              • Grandmothers can be moms too
                                                                • Lesbian and gay parents
                                                                • Working Moms, Inside and Outside the Home

                                                                  • Key points
                                                                    • Most moms work
                                                                      • Figure 11: Labor force participation rate of women, by age of youngest child, 2001-08
                                                                    • Family takes precedence, but more working moms achieve balance
                                                                      • Feel stressed? I don’t have the time…
                                                                        • More working moms work in the home
                                                                          • Figure 12: Work outside or inside the home? by age, November 2009
                                                                        • Relatively few traditional stay-at-home married moms
                                                                          • Figure 13: Parents and children in stay-at-home parent family groups, 2004-09
                                                                        • Dual incomes give married couples more spending power
                                                                          • Figure 14: Household income, distribution by household type and presence of children, 2009
                                                                      • What Makes a Good Mom?

                                                                        • Key points
                                                                          • A good mom focuses on the safety, emotional health, and nutrition of her kids
                                                                            • Many other areas, while important, are secondary
                                                                              • Suave makes hair care mom-friendly
                                                                                • Views consistent across age groups
                                                                                  • Figure 15: Traits that define a good mother, rated very important, by age, November 2009
                                                                                • Some differences across household income levels
                                                                                  • Figure 16: Traits that define a good mother, rated very important, by household income, November 2009
                                                                                • Moms of younger kids place particular importance on good nutrition
                                                                                  • Figure 17: Traits that define a good mother, rated very important, by age of kids, November 2009
                                                                              • Moms and Family Activities

                                                                                • Key points
                                                                                  • Moms spending more time with kids at healthy and educational activities
                                                                                    • Kids’ museums get a boost from the recession
                                                                                      • Nintendo’s Wii motivates more moms to play video games with their kids
                                                                                        • Figure 18: Activities with kids, by age, November 2009
                                                                                      • Growing interest in health and education extends across income levels
                                                                                        • Figure 19: Activities with kids, by household income, November 2009
                                                                                      • Activity planning heaviest among moms of younger kids
                                                                                        • Figure 20: Activities with kids, by age of kids, November 2009
                                                                                    • Moms, Food and Nutrition

                                                                                      • Key points
                                                                                        • More home cooking, less takeout
                                                                                          • Substantial benefits to getting the family together at the dinner table
                                                                                            • Barilla pasta strives to enhance the home meal experience
                                                                                              • Figure 21: Dining and meal-prep behaviors, by household income, November 2009
                                                                                            • Moms report paying more attention to nutrition labeling
                                                                                              • Looking for local and organic more common among high-income moms
                                                                                                • Figure 22: Locally-sourced and organic food behaviors, by household income, November 2009
                                                                                            • Moms and Shopping

                                                                                              • Key points
                                                                                                • Moms tighten the purse strings
                                                                                                  • Figure 23: Shopping activities moms are doing more of this year, May-June 2009
                                                                                                • Coupon clipping – and hunting – on the rise
                                                                                                  • Figure 24: shopping behaviors, by age, November 2009
                                                                                                • Budgeting mindset prevalent at all income levels
                                                                                                  • Figure 25: shopping behaviors, by household income, November 2009
                                                                                              • Influences on Moms’ Purchase Decisions

                                                                                                • Key points
                                                                                                  • Familiarity, word-of-mouth drives purchase decisions
                                                                                                    • Figure 26: Factors that influence decisions to purchase items/services for child(ren), by age, November 2009
                                                                                                    • Figure 27: Factors that influence decisions to purchase items/services for child(ren), by household income, November 2009
                                                                                                  • New moms more likely to consult their networks
                                                                                                    • Figure 28: Factors that influence decisions to purchase items/services for child(ren), by age of kids, November 2009
                                                                                                • Moms and Social Networking

                                                                                                  • Key points
                                                                                                    • Moms ever more connected
                                                                                                      • More moms connecting more frequently
                                                                                                        • Moms of all ages connect
                                                                                                          • Mom blogs remain powerful as new forms of mom networking take shape
                                                                                                            • Moms view social networks as social, but corporate presence is on the rise
                                                                                                              • Marketing role of social media still being defined
                                                                                                                • Figure 29: Traditional and social media behaviors, by age, November 2009
                                                                                                                • Figure 30: Traditional and social media behaviors, by household income, November 2009
                                                                                                            • Moms and Technology

                                                                                                              • Key points
                                                                                                                • Moms embracing technology to help get the job done
                                                                                                                  • Older moms a little less likely to use technology
                                                                                                                    • Figure 31: Ownership of tech products, by age, November 2009
                                                                                                                    • Figure 32: Interest in tech products among non-owners, very/somewhat interested, by age, November 2009
                                                                                                                  • Lower-income moms less likely to own some tech devices
                                                                                                                    • Figure 33: Ownership of tech products, by household income, November 2009
                                                                                                                • Moms Apart from Their Families

                                                                                                                  • Moms, not their own top priority, have little time for themselves
                                                                                                                    • Figure 34: Time spent apart from child/children - not doing work or chores, by age, November 2009
                                                                                                                • Custom Consumer Groups

                                                                                                                  • Employment status and place of work
                                                                                                                    • What makes a good mom?
                                                                                                                        • Figure 35: Traits that define a good mother, rated very important, by employment status and place of employment, November 2009
                                                                                                                      • Moms and family activities
                                                                                                                        • Figure 36: Activities with kids, by employment status and place of employment, November 2009
                                                                                                                      • Moms and food
                                                                                                                        • Figure 37: Dining and meal-prep behaviors, by employment status and place of employment, November 2009
                                                                                                                      • Moms and shopping
                                                                                                                        • Figure 38: Shopping behaviors, by employment status and place of employment, November 2009
                                                                                                                      • Purchase influences
                                                                                                                        • Figure 39: Factors that influence decisions to purchase items/services for child(ren), by employment status and place of employment, November 2009
                                                                                                                        • Figure 40: Traditional and social media behaviors, by employment status and place of employment, November 2009
                                                                                                                    • Cluster Analysis

                                                                                                                        • Family Engineers
                                                                                                                          • Chill Moms
                                                                                                                            • Networkers
                                                                                                                              • Cluster characteristics
                                                                                                                                • Figure 41: Marketing to moms clusters, November 2009
                                                                                                                                • Figure 42: Incidence of childcare, by marketing to moms clusters, November 2009
                                                                                                                                • Figure 43: Traits that define a good mother, by marketing to moms clusters, November 2009
                                                                                                                                • Figure 44: Factors that influence decisions to purchase items/services for child(ren), by marketing to moms clusters, November 2009
                                                                                                                                • Figure 45: Ownership of tech products, by marketing to moms clusters, November 2009
                                                                                                                              • Cluster demographics
                                                                                                                                • Figure 46: Marketing to moms clusters, by age group, November 2009
                                                                                                                                • Figure 47: Marketing to moms clusters, by household income, November 2009
                                                                                                                              • Cluster methodology
                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                  • Figure 48: Dining and meal-prep behaviors, by age, November 2009
                                                                                                                                  • Figure 49: Dining and meal-prep behaviors, by age of kids, November 2009
                                                                                                                                  • Figure 50: Locally-sourced and organic food behaviors, by age, November 2009
                                                                                                                                  • Figure 51: Locally-sourced and organic food behaviors, by age of kids, November 2009
                                                                                                                                  • Figure 52: Shopping behaviors, by age of kids, November 2009
                                                                                                                                  • Figure 53: Traditional and social media behaviors, by age of kids, November 2009
                                                                                                                                  • Figure 54: Ownership of tech products, by age of kids, November 2009
                                                                                                                                  • Figure 55: Interest in tech products among non-owners, very/somewhat interested, by age of kids, November 2009
                                                                                                                                  • Figure 56: Interest in tech products among non-owners, very/somewhat interested, by household income, November 2009
                                                                                                                                  • Figure 57: Time spent apart from child/children, by household income, November 2009
                                                                                                                                  • Figure 58: Time spent apart from child/children (other than work and chores), by age of kids, November 2009
                                                                                                                              • Appendix: Trade Associations

                                                                                                                                Companies Covered

                                                                                                                                • Albertsons Inc.
                                                                                                                                • Barilla America Inc
                                                                                                                                • Centers for Disease Control and Prevention
                                                                                                                                • Crayola LLC
                                                                                                                                • Delhaize America
                                                                                                                                • Eastman Kodak Company (USA)
                                                                                                                                • Facebook, Inc.
                                                                                                                                • Food and Drug Administration
                                                                                                                                • Food Lion
                                                                                                                                • General Mills Inc
                                                                                                                                • Greenfield Online
                                                                                                                                • JWT
                                                                                                                                • Lucid Marketing
                                                                                                                                • Meijer
                                                                                                                                • Nintendo of America Inc.
                                                                                                                                • Research In Motion (USA)
                                                                                                                                • Supervalu Inc
                                                                                                                                • Target Corporation
                                                                                                                                • The New York Times Company
                                                                                                                                • Twitter, Inc.
                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                • Unilever USA
                                                                                                                                • Whole Foods Market Inc

                                                                                                                                Marketing to Moms - US - February 2010

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