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Marketing to Moms - US - February 2011

Moms today are better educated, more likely to be their families’ primary earners, and more plugged in than ever to friends, family, brands, and a constant stream of parenting information and advice. Their position as the heart and soul of the family is as strong as ever. Yet the challenges they face raising their kids in a changing world are significant.

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

  • The changing demographics of motherhood and families, including age and income, workforce participation, marital status and education
  • Insight into moms’ biggest issues and worries, especially her children’s safety, nutrition, and education
  • Moms’ own take on the many traits that can define a good mom—what’s most important and what’s less essential—and a fresh look at the ongoing debate over parenting styles and discipline
  • A look at what keeps moms at the center of family purchase decisions even as dads are doing more of the actual shopping
  • An update on moms’ participation in social media and how that’s changing with her rapid uptake of internet-enabled smart phones
  • How busy moms would spend a hypothetical extra hour in the day, revealing where her heart truly lies

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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

              • Moms by the numbers
                • The average mom
                  • Moms and their families
                    • Working moms
                      • Kids’ safety becoming an even more primary concern for moms
                        • Focus on health and nutrition becoming more pervasive
                          • Scheduled activities vs. letting kids be kids
                            • Family first—mom’s own priorities often come second
                              • Dads doing more shopping, but moms still the chief purchase influencers
                                • The social and mobile mom
                                • Insights and Opportunities

                                  • Reality check
                                    • Capturing the routine and the chaos
                                      • Recalibrating perfection
                                        • Revenge of the beta mom?
                                          • Help mom teach kids financial discipline
                                            • Crossover entertainment
                                            • Inspire Insights

                                                • Trend: “Food Phobia”
                                                • Moms by the Numbers

                                                  • Key points
                                                    • Number of new moms not expected to rise rapidly
                                                      • Figure 1: Female population, by age, 2006-16
                                                    • Longer-term, slower population growth of moms (and dads) projected
                                                      • Figure 2: Population, by age, 2010-30
                                                    • Recession triggers decline in fertility rate and births
                                                      • Figure 3: Fertility rate and births, 2002-09
                                                    • Projections for slow growth in 5-and-under population may still be too high
                                                      • Figure 4: U.S. population estimates and projections of children aged 5 and under, 2006-11
                                                  • The Average Mom?

                                                    • Overview
                                                      • Age of moms increases only slightly between 2000-07
                                                        • Figure 5: Mean age of mothers, 2000-07
                                                      • Recession pushes mom average age up further
                                                        • Figure 6: Fertility rates (births per 1,000 women per year), by age of mother, 2003-09
                                                      • Less likely to be married
                                                        • More likely to be Hispanic
                                                          • Figure 7: Households with children, by race and Hispanic origin of householder, 2010
                                                          • Figure 8: Age at first birth, by race/Hispanic origin, 2007
                                                        • Better educated
                                                        • Moms and Their Families

                                                          • Key points
                                                            • Kids present in fewer households
                                                              • Figure 9: Households, by presence of children under age 18, 2000-10
                                                            • Two thirds of kids live with two married parents
                                                              • Figure 10: Married couples with kids, by age of householder, 2009
                                                            • Older kids less likely to live with both parents
                                                              • Figure 11: Children, by age and presence of parents, 2010
                                                            • Single-mom households financially challenged
                                                              • Figure 12: Single-mother family groups with children under 18, by marital status, 2010
                                                            • Grandparent caregivers, multigenerational households more common
                                                              • Figure 13: Percentage of children under 18 living with a grandparent, by householder status of grandparent and presence of parents, 2006-10
                                                            • Lesbian and gay parents
                                                            • Working Moms, Inside and Outside the Home

                                                              • Key points
                                                                • Recession pushes more moms into the labor force
                                                                  • Women’s higher education attainment points to long-term workplace gains...
                                                                    • ...and a continued shift in family responsibilities
                                                                      • More moms of younger kids going to work
                                                                        • Figure 14: Labor force participation rate of women, by age of youngest child, 2001-09
                                                                      • Work at home an option for many
                                                                        • Figure 15: Work outside or inside the home? by age, November 2010
                                                                      • Relatively few traditional stay-at-home married moms
                                                                        • Figure 16: Parents and children in stay-at-home parent family groups, 2004-10
                                                                      • Dual incomes give married couples more spending power
                                                                        • Figure 17: Household income, distribution by household type and presence of children, 2009
                                                                    • Worries Reveal Priorities

                                                                      • Key points
                                                                        • Off-the-top opportunity
                                                                          • Kids’ safety an even more essential concern than happiness
                                                                            • Baby durables category revolves around safety
                                                                              • Nutrition becomes relatively more important
                                                                                • Michelle Obama and Walmart join forces
                                                                                  • Education, healthcare become more important as kids reach school age
                                                                                    • Cheerios ties into education
                                                                                      • Figure 18: Cheerios/Boxtops TV ad, 2011
                                                                                      • Figure 19: What makes moms worry, average ranking, by age of children in household, November 2010
                                                                                  • How Moms Define a Good Mom

                                                                                    • Key points
                                                                                      • Off-the-top opportunities
                                                                                        • First things first—safety, emotional health, nutrition
                                                                                          • Keeping her kids safe
                                                                                            • Supporting her family’s emotional health
                                                                                              • Dealing out discipline
                                                                                                • Focusing on her family’s nutrition and physical health
                                                                                                  • Scheduled activities vs. letting kids be kids
                                                                                                    • Tiger Mother stirs debate
                                                                                                      • Moms’ own priorities often come second
                                                                                                        • Older moms less likely to de-emphasize on their own priorities
                                                                                                          • Figure 20: Traits that define a good mother, rated very important, by age, November 2010
                                                                                                        • Household income influences mom priorities
                                                                                                          • Figure 21: Traits that define a good mother, rated very important, by household income, November 2010
                                                                                                      • How Moms Spend Time with Their Kids

                                                                                                        • Key points
                                                                                                          • Off-the-top opportunity
                                                                                                            • Parents, moms especially, spending more time with their kids
                                                                                                              • Moms place greater emphasis on healthy and educational activities
                                                                                                                • Mom mindsets come into focus, provide reference points for marketers
                                                                                                                  • Games moms (and kids) play
                                                                                                                    • Figure 22: Microsoft Xbox Kinect Launch ad, 2010
                                                                                                                    • Figure 23: Activities with kids, by household income, November 2010
                                                                                                                  • Moms of younger kids spending more time planning healthy and educational activities
                                                                                                                    • Figure 24: Activities with kids, by age of children in the household, November 2010
                                                                                                                • Moms, Food and Nutrition

                                                                                                                  • Key points
                                                                                                                    • Off-the-top opportunity
                                                                                                                      • Home cooking and family meals still priorities
                                                                                                                        • Ordering in is out
                                                                                                                          • Benefits of dinner together align with moms’ goals for their families
                                                                                                                            • Figure 25: Dining and meal-prep behaviors, by household income, November 2010
                                                                                                                          • Moms say they pay more attention to nutrition labels
                                                                                                                            • No shortage of nutrition information
                                                                                                                              • Higher-income moms more tuned in to labels, local, organic
                                                                                                                                • Figure 26: Nutrition/local/organic shopping behaviors, by household income, November 2010
                                                                                                                            • Moms and Shopping

                                                                                                                              • Key points
                                                                                                                                • Off-the-top opportunity
                                                                                                                                  • Moms do less shopping but are as central as ever to purchase decisions
                                                                                                                                    • Dads doing more grocery shopping...
                                                                                                                                      • ...but moms central to family purchase decision process
                                                                                                                                        • Interest in budgeting, sales, coupons as strong as ever among moms
                                                                                                                                          • Coupon redemptions still on the rise
                                                                                                                                            • Are promotions losing their punch?
                                                                                                                                              • Online shopping becoming more common
                                                                                                                                                • Figure 27: Shopping behaviors, by age, November 2010
                                                                                                                                              • Frugal mindset common among moms at all income levels
                                                                                                                                                • Figure 28: Shopping behaviors, by household income, November 2010
                                                                                                                                            • Influences on Moms’ Purchase Decisions

                                                                                                                                              • Key points
                                                                                                                                                • Off-the-top opportunity
                                                                                                                                                  • Familiar brands guide routine purchases
                                                                                                                                                    • Friends and family most trusted in new purchases
                                                                                                                                                      • Shopping gets (even more) social
                                                                                                                                                        • Younger moms more influenced by family, friends, other moms
                                                                                                                                                          • Figure 29: Factors that influence decisions to purchase items/services for child(ren), by age, November 2010
                                                                                                                                                        • Older kids have more influence
                                                                                                                                                          • Figure 30: Factors that influence decisions to purchase items/services for child(ren), by age of children in household, November 2010
                                                                                                                                                      • Moms and Social Networking

                                                                                                                                                        • Key points
                                                                                                                                                          • Off-the-top opportunity
                                                                                                                                                            • Moms’ presence on social networks continues to increase
                                                                                                                                                              • Biggest gains among older and lower-income moms
                                                                                                                                                                • Technology key to further increases in frequency
                                                                                                                                                                  • The influencers and the influenced
                                                                                                                                                                      • Figure 31: Social and traditional media behaviors, by age, November 2010
                                                                                                                                                                      • Figure 32: Social and traditional media behaviors, by household income, November 2010
                                                                                                                                                                  • Moms and Smart Phones

                                                                                                                                                                    • Key points
                                                                                                                                                                      • More moms using smart phones for scheduling, navigating, shopping
                                                                                                                                                                        • Smart phones making for smarter shoppers
                                                                                                                                                                          • Use cuts across income levels
                                                                                                                                                                            • Figure 33: Ways smart phones are used in parenting, by household income, November 2010
                                                                                                                                                                            • Figure 34: Ways smart phones are used in parenting, by age of children in household, November 2010
                                                                                                                                                                        • What Would Mom Do With An Extra Hour in the Day?

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Priority for extra hour underscores moms’ focus on family
                                                                                                                                                                              • Quality time
                                                                                                                                                                                • What they say they wouldn’t do
                                                                                                                                                                                  • Figure 35: Priorities for an extra hour in the day, by age of children in the household, November 2010
                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                • Employment status and location
                                                                                                                                                                                  • Child safety tops list of worries, especially among moms who work outside the home
                                                                                                                                                                                    • Figure 36: What makes moms worry, average ranking, by employment status and location, November 2010
                                                                                                                                                                                  • Moms working away from home are more focused on their kids’ clothing and grooming
                                                                                                                                                                                    • Figure 37: Traits that define a good mother, rated very important, by employment status and location, November 2010
                                                                                                                                                                                  • Moms working inside the home spend time planning healthy and educational activities
                                                                                                                                                                                    • Figure 38: Activities with kids, by employment status and location, November 2010
                                                                                                                                                                                  • Education level
                                                                                                                                                                                    • Educated moms slightly more likely to worry about their kids’ nutrition and education
                                                                                                                                                                                      • Figure 39: What makes moms worry, average ranking, by education level, November 2010
                                                                                                                                                                                    • Lower-education moms hold more exacting standards for being a good mom
                                                                                                                                                                                        • Figure 40: Traits that define a good mother, rated very important, by education level, November 2010
                                                                                                                                                                                      • Highly educated moms are more likely to prioritize healthy and educational activities
                                                                                                                                                                                        • Figure 41: Activities with kids, by education level, November 2010
                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                        • Child Care-Free Moms
                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                              • Smart Phoners
                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • High-Standard Mothers
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Characteristic tables
                                                                                                                                                                                                            • Figure 42: Marketing to moms clusters, November 2010
                                                                                                                                                                                                            • Figure 43: Childcare usage, by marketing to moms clusters, November 2010
                                                                                                                                                                                                            • Figure 44: Traits that define a good mother, by marketing to moms clusters, November 2010
                                                                                                                                                                                                            • Figure 45: Factors that influence decisions to purchase items/services for child(ren), by marketing to moms clusters, November 2010
                                                                                                                                                                                                            • Figure 46: What makes moms worry, average ranking, by marketing to moms clusters, November 2010
                                                                                                                                                                                                            • Figure 47: Ways smart phones are used in parenting, by marketing to moms clusters, November 2010
                                                                                                                                                                                                          • Demographic tables
                                                                                                                                                                                                            • Figure 48: Marketing to moms clusters, by age, November 2010
                                                                                                                                                                                                            • Figure 49: Marketing to moms clusters, by household income, November 2010
                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                              • Figure 50: What makes moms worry, average ranking, by age, November 2010
                                                                                                                                                                                                              • Figure 51: What makes moms worry, average ranking, by household income, November 2010
                                                                                                                                                                                                              • Figure 52: What makes moms worry, average ranking, by number of children in household, November 2010
                                                                                                                                                                                                              • Figure 53: Traits that define a good mother, rated very important, by age of children in household, November 2010
                                                                                                                                                                                                              • Figure 54: Traits that define a good mother, rated very important, by number of children in household, November 2010
                                                                                                                                                                                                              • Figure 55: Activities with kids, by age, November 2010
                                                                                                                                                                                                              • Figure 56: Activities with kids, by number of children in the household, November 2010
                                                                                                                                                                                                              • Figure 57: Dining and meal-prep behaviors, by age, November 2010
                                                                                                                                                                                                              • Figure 58: Nutrition/local/organic shopping behaviors, by number of children in household, November 2010
                                                                                                                                                                                                              • Figure 59: Dining and meal-prep behaviors, by number of children in household, November 2010
                                                                                                                                                                                                              • Figure 60: Nutrition/local/organic shopping behaviors, by age, November 2010
                                                                                                                                                                                                              • Figure 61: Nutrition/local/organic shopping behaviors, by number of children in household, November 2010
                                                                                                                                                                                                              • Figure 62: Shopping behaviors, by age of children in household, November 2010
                                                                                                                                                                                                              • Figure 63: Shopping behaviors, by number of children in household, November 2010
                                                                                                                                                                                                              • Figure 64: Factors that influence decisions to purchase items/services for child(ren), by household income, November 2010
                                                                                                                                                                                                              • Figure 65: Ways smart phones are used in parenting, by age, November 2010
                                                                                                                                                                                                              • Figure 66: Priorities for an extra hour in the day, by age, November 2010
                                                                                                                                                                                                              • Figure 67: Priorities for an extra hour in the day, by household income, November 2010
                                                                                                                                                                                                              • Figure 68: Priorities for an extra hour in the day, by number of children in the household, November 2010
                                                                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • American Beverage Association, The
                                                                                                                                                                                                            • American Dietetic Association (ADA)
                                                                                                                                                                                                            • BabyCenter, L.L.C.
                                                                                                                                                                                                            • Centers for Disease Control and Prevention
                                                                                                                                                                                                            • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                            • Cott Beverages
                                                                                                                                                                                                            • Dole Food Company Inc.
                                                                                                                                                                                                            • Dr Pepper Snapple Group, Inc.
                                                                                                                                                                                                            • Evenflo Company Inc.
                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                            • Families And Work Institute, Inc
                                                                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                                                                            • Food Marketing Institute
                                                                                                                                                                                                            • Foursquare
                                                                                                                                                                                                            • General Mills Inc
                                                                                                                                                                                                            • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                            • Groupon, Inc.
                                                                                                                                                                                                            • ING Bank, fsb
                                                                                                                                                                                                            • Macy's, Inc.
                                                                                                                                                                                                            • Microsoft USA
                                                                                                                                                                                                            • Nestlé Waters North America Inc.
                                                                                                                                                                                                            • Nickelodeon Networks
                                                                                                                                                                                                            • Nintendo of America Inc.
                                                                                                                                                                                                            • PepsiCo Inc
                                                                                                                                                                                                            • Sunny Delight Beverages Company
                                                                                                                                                                                                            • 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
                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                            • Walt Disney Company, The
                                                                                                                                                                                                            • Whole Foods Market Inc

                                                                                                                                                                                                            Marketing to Moms - US - February 2011

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