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- Marketing to Mums and Mums-to-be - UK - September 2011
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- What is the impact of the continued economic stagnation on the roles that mothers play within the family unit?
- What changes to self-image and spending priorities are typical during and after pregnancy?
- How has life changed for women since the arrival of their children in terms of their social life and spending habits?
- What are mothers general concerns about the world in which they are raising their children?
- What role do trusted brands have to play in persuading parents to part with their cash?
For the purposes of this report, a mum is a female over the age of 16 who has at least one child under the age of 21 living within the household. Mintel estimates that there are 8.5 million mothers living in the UK. Data from the Office for National Statistics show that single mothers comprise 14% of all UK family types
Issues in the Market
Research methodology
Abbreviations
Executive Summary
What is it about?
The changing face of motherhood
Figure 1: Families, by family type and presence of children, UK, 2010
Changes in priorities during pregnancy
Figure 2: Changes in shopping priorities during pregnancy, July 2011
Parenthood and employment
Figure 3: Age of youngest child at point of return to work, June 2011
Childcare responsibilities
Figure 4: Childcare responsibilities, June 2011
The ideal day
Figure 5: Ideal typical day, June 2011
Pester power
Figure 6: Top three factors most strongly influencing purchase of products for children, June 2011
Is buying trusted brands important?
Figure 7: Importance of buying trusted brands in selected sectors, June 2011
Demographic Overview of Mums
Key points
The female population
Figure 8: Trends in the age structure of the UK female population, 2006-16
Birth rate
Figure 9: Trends in live births, numbers and rates*, England and Wales, 1976-2010
Number of mothers
Figure 10: Presence of children aged under 16 in the household, 2007-11
Trends in marriage and family composition
Figure 11: Trends in marriage amongst females aged 16+, 1971-2009
Figure 12: Families, by family type and presence of children, UK, 2010
Childbearing age
Figure 13: Live births, by age of mother, England and Wales, 2010
Mean age of motherhood within and outside of marriage
Figure 14: Mean age of motherhood within and outside of marriage, England and Wales, 1979-2010
Employment
Trends in women’s employment
Figure 15: Trends in percentages of mothers and women without children in employment, Q1 1996-Q3 2010
Mothers in employment
Figure 16: Percentage of mothers in employment, by age of youngest dependent child, October-December 2010
Mums-to-Be
Key points
Self-image of Mums and Mums-to-be
Figure 17: Selected statements about self-image changes during pregnancy, July 2011
New mums feel stressed and isolated
Figure 18: Selected statements about self-image changes during pregnancy, July 2011
Changes in shopping priorities during pregnancy
Figure 19: Changes in shopping priorities during pregnancy, July 2011
Changes in lifestyle during pregnancy…
Figure 20: Changes in lifestyle during and after pregnancy, July 2011
…and after pregnancy
Figure 21: Changes in lifestyle during and after pregnancy, July 2011
Attitudes towards pregnancy and motherhood
Figure 22: Attitudes towards pregnancy and motherhood, July 2011
Parenthood and Employment
Key points
Age of children when mothers return to work
Figure 23: Age of youngest child at point of return to work, June 2011
Reasons prompting return to work
Figure 24: Reasons for return to work after having your youngest child, June 2011
Childcare Responsibilities
Key points
Partners assume a secondary role in childcare
Figure 25: Childcare responsibilities, June 2011
Social Lives of Mums
Key points
Mums’ social lives are second to taking care of children
Figure 26: Number of nights out in a typical month, June 2011
Babysitting duties
Figure 27: People most likely to look after children if fathers have a night out, June 2011
Outgoing mums rely on help from partners more
Figure 28: People most likely to look after children if mothers have a night out, by number of nights out, June 2011
The ideal day
Figure 29: Ideal typical day, June 2011
Division of Parental Responsibilities
Key points
Mums primarily responsible for childcare
Figure 30: Division of responsibilities between parents, June 2011
Purchase Influences
Key points
Children’s needs are first
Figure 31: Top three factors most strongly influencing purchase of products for children, June 2011
Older mums are more influenced by their children
Teens and tweens wield highest influence
Figure 32: Selected purchase categories with high children’s influence, by age of child, June 2011
The importance of trusted brands
Figure 33: Importance of buying trusted brands in selected sectors, June 2011
Changes to Spending Habits and Attitudes
Key points
Finances are top of mind
Figure 34: Changes to spending habits since having children, June 2011
Mums of younger children question safety of products
Hyper-involved mums worry more
Figure 35: Changes in spending habits since children were born, by number of responsibilities, June 2011
Changes in attitudes since becoming a parent
Figure 36: Things that concern mothers more now than before they became parents, June 2011
Concerns vary with children’s age
Consumer Typologies
Key points
Figure 37: Consumer typologies, June 2011
Time-strapped Mums
Who are they?
Traditionalists
Who are they?
Have-it-all Mums
Who are they?
Appendix – Demographics of Mums and Mums-to-be
Figure 38: Demographic profile of mums and mums-to-be, July 2011
Appendix – Self-image of Mums and Mums-to-be
Figure 39: Self-image of mums and mums-to-be, July 2011
Appendix – Changes in Shopping Priorities During Pregnancy
Figure 40: Changes in shopping priorities during pregnancy, July 2011
Appendix – Changes in Lifestyle During/After Pregnancy
Figure 41: Changes in lifestyle during/after pregnancy, July 2011
Appendix – Internet Usage Related to Pregnancy
Figure 42: Internet usage related to pregnancy, July 2011
Appendix – Attitudes towards Pregnancy and Motherhood
Figure 43: Attitudes towards pregnancy and motherhood, July 2011
Figure 44: Most popular strongly agree/agree with attitudes towards pregnancy and motherhood, by demographics, July 2011
Figure 45: Next most popular strongly agree/agree with attitudes towards pregnancy and motherhood, by demographics, July 2011
Figure 46: Other very strongly agree/agree with attitudes towards pregnancy and motherhood, by demographics, July 2011
Appendix – Parenthood and Employment
Figure 47: Reasons for return to work after having youngest child, by age of youngest child at point of return to work, June 2011
Figure 48: Most popular very important/important reasons for return to work after having youngest child, by demographics, June 2011
Figure 49: Next most popular very important/important reasons for return to work after having youngest child, by demographics, June 2011
Appendix – Childcare Responsibilities
Weekdays
Figure 50: Childcare responsibilities on weekdays, by demographics, June 2011
Weekdays
Figure 51: Childcare responsibilities on weekdays, by demographics, June 2011 (continued)
Weekends
Figure 52: Childcare responsibilities on weekends, by demographics, June 2011
Weekends
Figure 53: Childcare responsibilities on weekends, by demographics, June 2011 (continued)
Appendix – Social Lives of Mums
Figure 54: Number of nights out in a typical month that mums have, by demographics, June 2011
Appendix – Division of Parental Responsibilities
Mainly/only me
Figure 55: Most popular mainly/only me, by demographics, June 2011
Figure 56: Most popular mainly/only me, by demographics, June 2011 (continued)
Equally shared
Figure 57: Most popular equally shared between spouses, by demographics, June 2011
Figure 58: Most popular equally shared between spouses, by demographics, June 2011 (continued)
Appendix – Purchase Influences
Figure 59: Most influence/influenced products for children, June 2011
Figure 60: Most influence/influenced products for children, June 2011
Figure 61: Most influence/influenced products for children, June 2011
Importance of trusted brands
Figure 62: Importance of trusted brands, June 2011
Figure 63: Most popular very important/important trusted brands, by demographics, June 2011
Figure 64: Most popular very important/important trusted brands, by demographics, June 2011 (continued)
Appendix – Changes to Spending Habits and Attitudes
Figure 65: Changes to spending habits since having children, June 2011
Figure 66: Things that concern mums more now than before they became parents, June 2011
Figure 67: Most popular things that concern mums a lot more now than before they became parents, by demographics, June 2011
Figure 68: Most popular things that concern mums a lot more now than before they became parents, by demographics, June 2011 (cotninued)
Figure 69: Most popular things that concern mums a lot more now than before they became parents, by demographics, June 2011 (cotninued)
Appendix – Consumer Typologies
Figure 70: Target groups, by demographics, June 2011
Figure 71: Age of youngest child at point of return to work, by target groups, June 2011
Figure 72: Reasons for return to work after having youngest child, by target groups, June 2011
Figure 73: Childcare responsibilities, by target groups, June 2011
Figure 74: Number of nights out in a typical month, by target groups, June 2011
Figure 75: People most likely to look after children if mums have a night out, by target groups, June 2011
Figure 76: Division of responsibilities between parents, by target groups, June 2011
Figure 77: Importance of trusted brands, by target groups, June 2011
Figure 78: Changes to spending habits since having children, by target groups, June 2011
Figure 79: Things that concern mums more now than before they became parents, by target groups, June 2011
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