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Marketing to Moms - US - September 2016

"Moms today are having their first child later in life and are choosing to have smaller families. Increasing childcare costs and limited benefits for working moms (such as paid maternity leave), are leading more moms to consider staying at home. Ultimately, moms today are proud of their parenting decisions and consider parenting to be a series of personal choices. Many are bucking the notion of being a “perfect mom” and are even proud to acknowledge and embrace their parenting flaws."
- Gina Cavato, Lifestyles & Leisure Analyst

This report discusses the following key topics:

  • High cost of raising a child, slow wage growth, leading to smaller families
  • Moms aren’t as likely to value media sources
  • Self-care is a common challenge among all moms
  • Moms less confident about their own social lives, having it “all-together”

This Report discusses moms’ perceptions of parenting resources and attitudes and investigates the challenges and concerns moms face.

When referring to the consumer data in this Report, moms are defined as female parents or guardians aged 18+ who have children younger than 18 living in the home.

  • New moms are defined as female parents or guardians who have given birth, adopted, or become the legal guardian of their first child(ren) in the last three years.
  • Experienced moms are defined as female parents or guardians who have given birth, adopted, or become the legal guardian of their first child(ren) more than three years ago.

Another definition of moms, used to a lesser extent, is women aged 15-44, or women of childbearing years, as defined by the US Census Bureau.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The issues
            • High cost of raising a child, slow wage growth, leading to smaller families
              • Figure 1: Cost to raise a child from birth to age 18 for middle-income families, by share of expense, 1993 vs 2013
            • Moms aren’t as likely to value media sources
              • Figure 2: Value of parenting resources, June 2016
            • Self-care is a common challenge among all moms
              • Figure 3: Challenges of motherhood – Self-care, June 2016
            • Moms less confident about their own social lives, having it “all-together”
              • Figure 4: Perceptions of different moms, by “typical” moms, June 2016
            • The opportunities
              • Education and health most concerning to moms
                • Figure 5: Concerns moms have for children, by new moms vs experienced moms, June 2016
              • Multiple-child families find refuge in outdoor spaces
                • Figure 6: Activities moms do with their child(ren) - Physical, by number of children in household, June 2016
              • Working moms are high-achieving and driven
                • Figure 7: Attitudes about motherhood, by employment status, June 2016
              • What it means
              • The Market – What You Need to Know

                • Moms represent 14% of the US population aged 15+
                  • Number of births drop in 2015, again
                    • Age of first-time moms hits record high
                      • Minority births outpacing non-Hispanic White births
                        • Cost to raise a child continues to grow
                          • More moms are leaving the labor force to stay at home
                          • Moms by the Numbers

                            • More than two thirds of moms are between the ages of 25-44
                              • Figure 8: Estimated number of moms who have children younger than 18 living in the household, by age, 2015
                            • Majority of first-time moms between ages 20-29
                              • Figure 9: Share of total births, by age of mother at first birth, 2014
                            • Births to unmarried women plateaus following recession
                                • Figure 10: Share of births to unmarried women, 2000-14
                              • Minority births outpacing non-Hispanic White births
                                • Figure 11: Births, by race/Hispanic origin of mother, preliminary, 2015
                                • Figure 12: Race/Hispanic origin of children under age 1, 2010-15
                            • Moms by Type

                              • Profile of new moms
                                • Figure 13: Profile of new moms, index to all moms, June 2016
                              • Profile of experienced moms
                                • Figure 14: Profile of experienced moms, index to all moms, June 2016
                              • Profile of employed moms
                                • Figure 15: Profile of employed moms, index to all moms, June 2016
                              • Profile of moms with multiple children
                                • Figure 16: Profile of moms with two+ children, index to all moms, June 2016
                            • Market Perspective

                              • 2014 baby bump doesn’t appear to be a lasting trend
                                • Figure 17: Number of births in the US, 2002-15
                              • Teen births also in decline
                                • Figure 18: Births and share of total births, by age of mother, 2014 and preliminary 2015
                            • Market Factors

                              • Increasing cost of raising kids largely due to education and child care
                                • Figure 19: Share of total costs to raise a child from birth to age 18 for middle-income families, 1993 vs 2013
                                • Figure 20: Education and child care costs, 1993-2013
                                • Figure 21: Labor force participation, by all women and mothers, 1975-2013
                              • Labor following labor: Why maternity leave matters
                                • Figure 22: Labor force participation, by gender and parent status, 2015 annual averages
                            • Key Themes – What’s Trending with Moms

                              • Parenting is personal and nobody has perfected it yet
                                • Mealtime struggles and health concerns for moms
                                  • Technology provides both relief as well as stress
                                    • Working moms aren’t necessarily out of the home
                                    • Key Themes – A Closer Look

                                      • Mom-dentity
                                        • Mom’s identity: Sure, I’m a mom, but I’m also…
                                          • Moms proud do to parenting their own way
                                            • “Reality” moms versus moms in reality
                                              • Figure 23: Bad Moms | Official trailer | now playing in theaters, May 2016
                                              • Figure 24: American Housewife – Official trailer, May 2016
                                            • Managing mealtime and health concerns
                                              • Meal kits may provide peace and harmony at mealtime
                                                • Battle for food transparency
                                                  • Healthy kids, happy moms
                                                    • Constant monitoring and unwritten rules of technology
                                                      • Is instant information access creating more anxious moms?
                                                        • Unwritten rules about moms and social media
                                                          • Working moms finding alternatives to a 9-5
                                                            • Continued struggle for modern and equal benefits
                                                              • Multi-level marketing and its appeal to stay-at-home moms
                                                              • The Consumer – What You Need to Know

                                                                • Go ask your mother: Advice from real people is valued over media
                                                                  • Moms see themselves more positively when compared to others
                                                                    • Self-care put on the back burner while social pressures exist
                                                                      • Watching TV is the top activity, but that doesn’t mean moms aren’t involved
                                                                        • Long-term decisions tend to be concerning for moms
                                                                          • Half of moms say they wouldn’t change anything in their lives
                                                                          • Value of Parenting Resources

                                                                              • My mom knows best
                                                                                • Figure 25: Value of parenting resources, June 2016
                                                                              • Greater appreciation for all moms occurs at an older age
                                                                                  • Figure 26: Value of parenting sources – Select people, by generation, June 2016
                                                                                • Millennials value media sources
                                                                                  • Figure 27: Value of parenting sources – Select media, by generation, June 2016
                                                                                • Higher household incomes value media, lower prefer personal sources
                                                                                  • Figure 28: Value of parenting sources, by household income, June 2016
                                                                                • Experienced moms value personal sources
                                                                                  • Figure 29: Value of parenting sources – Select items, by new moms vs experienced moms, June 2016
                                                                                • More Hispanic moms turn to media for guidance
                                                                                  • Figure 30: Value of parenting sources – Select items, by Hispanic origin, June 2016
                                                                              • Perceptions of Different Moms

                                                                                  • Moms view themselves more positively
                                                                                    • Figure 31: Perceptions of self as a mom, own mom, and “typical” moms, June 2016
                                                                                  • Appearances increase in importance as household income increases
                                                                                    • Figure 32: Perception of self as a mom – Select items, by household income, June 2016
                                                                                  • New moms embracing motherhood by adapting their lives to it
                                                                                    • Figure 33: Perception of self as a mom – Select items, by new moms versus experienced moms, June 2016
                                                                                  • How moms feel they compare to “typical” moms
                                                                                    • Figure 34: Perception of self as a mom versus “typical” moms, June 2016
                                                                                  • How moms feel they compare to their own mom
                                                                                    • Figure 35: Perception of self as a mom versus own mom, June 2016
                                                                                • Challenges of Motherhood

                                                                                    • Self-care is largely a struggle among all moms
                                                                                        • Figure 36: Challenges of motherhood, June 2016
                                                                                      • New moms feeling the pressure; experienced moms try to achieve balance
                                                                                        • Figure 37: Challenges of motherhood – Select items, by new moms vs experienced moms, June 2016
                                                                                      • Moms with lower household incomes in need of time for themselves
                                                                                        • Figure 38: Challenges of motherhood – Self-care, by household income <$25K vs all, June 2016
                                                                                      • Balancing romantic relationships with child’s needs
                                                                                        • Figure 39: Challenges of motherhood – Relationships, by number of children, June 2016
                                                                                      • More challenges with younger kids, increased expectations for older kids
                                                                                        • Figure 40: Challenges of motherhood – Select items, by age of children, June 2016
                                                                                    • Activities Moms Do with Their Children

                                                                                        • Regular activities include watching TV and food-related
                                                                                          • Figure 41: Activities moms do with their child(ren), June 2016
                                                                                        • TV
                                                                                          • Advertising remembered more by moms
                                                                                            • Figure 42: Women’s advertising recall when shopping, by parent status, 2004-15
                                                                                          • Food
                                                                                            • Physical activity
                                                                                              • Teachable moments
                                                                                                • Younger moms stay closer to home
                                                                                                  • Figure 43: Activities moms do with their child(ren) – Select items, by new moms vs experienced moms, June 2016
                                                                                                • More children, more physical activities
                                                                                                  • Figure 44: Activities moms do with their child(ren) – Play and exercise, by number of children in household, June 2016
                                                                                                • Midwest moms prefer food-related activities
                                                                                                  • Figure 45: Activities moms do with their child(ren) – Food related, by region, June 2016
                                                                                              • Concerns Moms Have for Children

                                                                                                  • Education reigns as primary concern moms have for children
                                                                                                      • Figure 46: Concerns moms have for children, June 2016
                                                                                                    • Experienced moms are more concerned about long-term issues
                                                                                                      • Figure 47: Concerns moms have for children, by new moms vs experienced moms, June 2016
                                                                                                    • Having more children increases moms’ concern about kids’ relationships
                                                                                                      • Figure 48: Concerns moms have for children – Select items, by number of children in household, June 2016
                                                                                                  • Attitudes about Motherhood

                                                                                                      • Half of moms wouldn’t change anything in their lives
                                                                                                          • Figure 49: Attitudes about motherhood – Any agree, June 2016
                                                                                                        • Attitudes about raising their children
                                                                                                          • Attitudes toward personal and home life
                                                                                                              • Figure 50: Why is laundry only a mother’s job? dads #sharetheload (English) – Ariel, February 2016
                                                                                                            • New moms want to look good for their families
                                                                                                              • Figure 51: Attitudes about motherhood – Any agree – Personal appearances, by new moms vs experienced moms, June 2016
                                                                                                            • Moms with higher household incomes are more frustrated
                                                                                                              • Figure 52: Attitudes about motherhood – Any agree – Select personal and home life, by household income, June 2016
                                                                                                            • Working moms want to do it all
                                                                                                              • Figure 53: Attitudes about motherhood – Any agree – Select items, by employment status, June 2016
                                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                                            • Data sources
                                                                                                              • Supporting data
                                                                                                                • Consumer survey data
                                                                                                                  • Consumer qualitative research
                                                                                                                    • Abbreviations
                                                                                                                      • Terms
                                                                                                                      • Appendix – Market

                                                                                                                          • Figure 54: Average size of households in the US, 1960-2015
                                                                                                                          • Figure 55: Number and share of births, by age of mother and by live-birth order, 2014
                                                                                                                          • Figure 56: Number and share of births, by race/Hispanic origin, 2004-14
                                                                                                                          • Figure 57: Median household income, 2004-14
                                                                                                                          • Figure 58: Cost of raising a child to age 18, 1990-2013
                                                                                                                      • Appendix – Consumer

                                                                                                                          • Figure 59: Women’s advertising recall when shopping, by parent status, 2004-15

                                                                                                                      Companies Covered

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                                                                                                                      Marketing to Moms - US - September 2016

                                                                                                                      US $3,995.00 (Excl.Tax)