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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

    • Executive Summary

      • The Market – What You Need to Know

        • Moms by the Numbers

          • Moms by Type

            • Market Perspective

              • Market Factors

                • Key Themes – What’s Trending with Moms

                  • Key Themes – A Closer Look

                    • The Consumer – What You Need to Know

                      • Value of Parenting Resources

                        • Perceptions of Different Moms

                          • Challenges of Motherhood

                            • Activities Moms Do with Their Children

                              • Concerns Moms Have for Children

                                • Attitudes about Motherhood

                                  • Appendix – Data Sources and Abbreviations

                                    • Appendix – Market

                                      • Appendix – Consumer

                                        Companies Covered

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

                                        Marketing to Moms - US - September 2016

                                        £2,684.63 (Excl.Tax)