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Marketing to Mums and Mums-to-be - UK - September 2011

  • 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

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Table of contents

  1. 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

                                                  Companies Covered

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                                                  Marketing to Mums and Mums-to-be - UK - September 2011

                                                  £2,195.00 (Excl.Tax)