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Marketing to Young Families - Ireland - December 2012

The dynamics of family households within Ireland have changed with a rise in mothers in employment and a trend for smaller families. The increase in mothers working has resulted in changing gender roles, with men becoming more involved within the home. As the dynamics of Irish families continue to evolve, parents’ priorities are focused on their children’s education whilst engaging in family leisure and social pursuits takes a secondary role.

Children continue to exert an influence on their parents across a number of differing market segments and undoubtedly contribute to parental desire to purchase products they feel their family will like. However, children’s influence over purchase decisions is counterbalanced by parents exerting their authority to instil core values and discipline in their children.
Some questions answered in this report include:

  • Who is responsible for household duties?
  • To what extent do children influence purchase decisions?
  • Do Irish families value spending time together as a family?
  • How are retailers and brands engaging with the family unit?

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Table of contents

  1. Issues in the Market

      • Key themes within the report
        • Definition
          • Consumer research
            • Abbreviations
            • Trend Applications

              • The Suite of Life
                • Men Shopping Badly
                  • 2015 Access Anything, Anywhere
                  • Market in Brief

                    • Men’s role within the family has become more diverse
                      • Under 50% of Irish parents resist their children’s pester power
                        • Family life centres around mealtimes
                        • Internal Market Environment

                          • Key points
                            • Birth rate remains high throughout Ireland
                              • Figure 1: Number of births registered in NI and RoI, 2001-11
                            • Increase in children aged 0-9 reflective of high birth rate
                              • Figure 2: Population, by age, RoI, 2009-12
                              • Figure 3: Population, by age, NI, 2009-12*
                            • Parents show concern over advertisements aimed at children
                              • Figure 4: Agreement with the statement ‘I worry about the effect of advertising targeted towards children’, NI and RoI, 2011 and 2012
                            • Divorce and remarriage becoming the norm within RoI
                              • Figure 5: Population, by marital status, RoI, 2002-11
                            • Falling family size in RoI slowing
                              • Figure 6: Families in urban and rural areas, by number of children, RoI, 2011
                              • Figure 7: Number of family units in private households with couples with and without children, by number of children in the house, RoI, 2011
                            • A fifth of married households in NI have dependent children
                              • Figure 8: Size of family households, NI, 2007/08-2010/11
                              • Figure 9: Projected households, by size, NI, 2008-23
                            • Cost of raising a child increasing
                              • Figure 10: Expenditure from birth to age 21 when raising a child, UK, 2012
                            • Childcare bills lead to high infancy and pre-school costs
                              • Figure 11: Direct cost of a child*, RoI, 2012
                              • Figure 12: Cost of raising a child, by age, UK, 2012
                              • Figure 13: Agreement with the statement ‘I spend money more carefully than I used to’, by age of children in the home, NI and RoI, 2012
                            • More women entering the RoI workplace
                              • Figure 14: Labour force, by gender, RoI, 1991-2011
                            • More women in work than men in NI
                            • Broader Market Environment

                              • Key points
                                • Economy showing tentative signs of recovery
                                  • Figure 15: Economic outlook, NI and RoI, 2010-13
                                • Consumer spending weak throughout Ireland
                                  • 2013 RoI budget adding to families’ financial burdens
                                    • NI consumers also feeling the pinch
                                        • Figure 16: Proposed benefit changes, UK (including NI), December 2012
                                      • Over 75% of parents are concerned about rising utility and grocery bills
                                        • Figure 17: Selected factors that concern Irish consumers, NI and RoI, September 2012
                                        • Figure 18: Selected factors that concern Irish consumers, by age of children in the household, NI and RoI, September 2012
                                      • Over-55s will account for 29% of population by 2020
                                        • Figure 19: Population, by age, NI, 2008-24
                                        • Figure 20: Population, by age, RoI, 2006-26
                                    • Strengths and Weaknesses

                                      • Strengths
                                        • Weaknesses
                                        • Who’s Innovating?

                                          • Key points
                                            • Tesco offers double points on Facebook app
                                              • Unilever’s ‘social experiment’
                                                • Argos targets families with ‘blue aliens’ campaign
                                                • The Consumer – Division of Household Responsibilities

                                                  • Key points
                                                    • Men and women share the role of income provider
                                                        • Figure 21: Main Income provider, by gender, NI and RoI, September 2012
                                                      • Older children within the household necessitate both partners to contribute to household income
                                                        • Figure 22: Agreement with the statement ‘Responsibility is shared between me and my partner’ regarding responsibilities for being the main income provider, by age of children in the household, NI and RoI, September 2012
                                                      • Division of responsibilities remains traditional
                                                        • Bills are shared between partners in 40% of Irish households
                                                          • Figure 23: Division of responsibilities in the household, by gender, NI, 2012
                                                          • Figure 24: Division of responsibilities in the household, by gender, RoI, September 2012
                                                          • Figure 25: Consumers who have a joint current account as their main account, NI and RoI, 2012
                                                          • Figure 26: Consumers who have paid household bills by debit card in the last 12 months, RoI and NI, July 2012
                                                        • Women are still the primary target for grocery shopping
                                                          • Figure 27: Agreement with the lifestyle statement ‘I really enjoy cooking’, NI and RoI, 2012
                                                        • Women don’t agree with men’s perceptions of tasks they jointly share
                                                        • The Consumer – Attitudes Towards Family

                                                          • Key points
                                                            • Purchase behaviour driven by family approval
                                                              • Figure 28: Agreement with statements relating to family, NI and RoI, September 2012
                                                            • Women are most anxious to please their family
                                                              • Figure 29: Agreement with the statement ‘I often buy things because I know my family will like them’, by age of children in the household, NI and RoI, September 2012
                                                              • Figure 30: Agreement with the statement ‘I often buy things because I know my family will like them’, by gender and age, NI and RoI, September 2012
                                                            • Over 50% of families in NI mostly socialise as a family
                                                              • Figure 31: Agreement with the statement ‘We mostly socialise as a family’, by socio-economic grouping, NI and RoI, September 2012
                                                            • Families with younger children more likely to socialise together
                                                                • Figure 32: Agreement with the statement ‘We mostly socialise as a family’, by age of children in the household, NI and RoI, September 2012
                                                              • Eating meals together is a priority for over two thirds of Irish consumers
                                                                  • Figure 33: Agreement with the statement ‘My family always try to eat meals together’, by location and work status, NI and RoI, September 2012
                                                                • Short travel time to and from work minimises meal disturbance
                                                                    • Figure 34: Time spent travelling to and from work on an average weekday (Monday-Friday), by gender and age of children, NI and RoI, 2012
                                                                    • Figure 35: Agreement with the statement ‘Ready meals are a convenient alternative when I am too busy/tired to cook’, by working status, NI and RoI, September 2012
                                                                  • Few families exercise together
                                                                  • The Consumer – Children’s Influence

                                                                    • Key points
                                                                      • Parents most influenced by their children when buying games consoles
                                                                        • Figure 36: Agreement with children having an influence when buying household items, NI and RoI, September 2012
                                                                      • Children influence both genders when purchasing games consoles
                                                                        • Figure 37: Agreement with children having an influence when asked ‘How much influence children have on buying games consoles’, by gender and age, NI and RoI, September 2012
                                                                      • Over a third of food purchases influenced by children
                                                                        • Figure 38: Agreement with children having an influence when asked ‘How much influence children have when buying food’, by gender and age, NI and RoI, September 2012
                                                                        • Figure 39: Agreement with children having an influence when asked ‘How much influence children have when buying food’, by age of children in the household, NI and RoI, September 2012
                                                                      • Should children have much say in food purchases?
                                                                        • Children wield little influence on mobile phone purchases
                                                                            • Figure 40: Agreement with children having an influence when asked ‘How much influence children have on buying mobile phones and subscriptions’, by age, NI and RoI, September 2012
                                                                          • One in four consumers are sometimes influenced when buying computers
                                                                              • Figure 41: Agreement with children sometimes having an influence when asked ‘How much influence children have on buying computers, computer accessories and software’, by gender, NI and RoI, September 2012
                                                                            • Mature consumers most likely to be influenced by children when buying a computer
                                                                              • Figure 42: Agreement with children sometimes having an influence when asked’ How much influence children have on buying computers, computer accessories and software’, by age, NI and RoI, September 2012
                                                                            • Purchasing financial products not influenced by children
                                                                              • Figure 43: Agreement with children having an influence when asked ‘How much influence children have on buying financial products’, NI and RoI, September 2012
                                                                          • The Consumer – Attitudes Towards Raising Children

                                                                            • Key points
                                                                              • Over 80% of households set rules
                                                                                  • Figure 44: Agreement with statements relating to raising children, NI and RoI, September 2012
                                                                                • Homework unites children and their parents
                                                                                    • Figure 45: Agreement with the statement ‘I/we help our child(ren) with their school homework’, by work status and socio-economic group, NI and RoI, September 2012
                                                                                    • Figure 46: Agreement with the statement ‘I/we help our child(ren) with their school homework’, by age of children within the house, NI and RoI, September 2012
                                                                                  • Irish parents limit their children’s access to technology
                                                                                      • Figure 47: Agreement with the statements ‘I/we limit the amount of TV our child(ren) watch’ and ‘I/we limit the amount of time our child/ren spend using the internet’, by age of children in household, NI and RoI, September 2012
                                                                                      • Figure 48: Agreement with the statement ‘I worry about the influence technology and the internet might be having on children’s development/safety (eg cyber bullying)’, by gender and age, NI and RoI, July 2012
                                                                                    • Children’s access to the internet is becoming more individual and private
                                                                                      • Consumers increasingly accessing the internet through mobile devices
                                                                                          • Figure 49: How consumers access the internet, NI and RoI, 2009 and 2012
                                                                                          • Figure 50: Agreement with the statement ‘I/we tend not to give in to pester power from our child/ren’, by age of children in household, NI and RoI, September 2012
                                                                                          • Figure 51: Top seven sources of information for new products – children, July 2011
                                                                                        • A third of children receive a weekly allowance
                                                                                            • Figure 52: Agreement with the statement ‘I/we give our child(ren) a weekly allowance’, by age of children in household, NI and RoI, September 2012
                                                                                          • Family leisure activities appeal to over 60% of Irish families
                                                                                            • Figure 53: Agreement with the statement ‘I/we make time to do leisure activities as a family’, by age and location, NI and RoI, September 2012
                                                                                          • Importance of exercise for children most apparent to parents in RoI
                                                                                              • Figure 54: Agreement with the statement ‘I/we make sure our children get regular exercise’, by age, socio-economic group and age of children in household, NI and RoI, September 2012
                                                                                          • Consumer Typologies

                                                                                            • NI target groups
                                                                                              • Figure 55: Consumer typologies, NI, September 2012
                                                                                            • Disengaged
                                                                                              • Characteristics
                                                                                                • Demographic pattern
                                                                                                  • Understanding the Disengaged
                                                                                                    • Family Pleasers
                                                                                                      • Characteristics
                                                                                                        • Demographic pattern
                                                                                                          • Understanding the Family Pleasers
                                                                                                            • Involved
                                                                                                              • Characteristics
                                                                                                                • Demographic pattern
                                                                                                                  • Understanding the Involved
                                                                                                                    • Disciplinarians (22%)
                                                                                                                      • Characteristics
                                                                                                                        • Demographic pattern
                                                                                                                          • Understanding the Disciplinarians
                                                                                                                            • RoI target groups
                                                                                                                              • Figure 56: Consumer typologies, RoI, September 2012
                                                                                                                            • Technology Concerned
                                                                                                                              • Characteristics
                                                                                                                                • Demographic pattern
                                                                                                                                  • Understanding the Technology Concerned
                                                                                                                                    • Family Focused
                                                                                                                                      • Characteristics
                                                                                                                                        • Demographic pattern
                                                                                                                                          • Understanding the Family Focused
                                                                                                                                            • Bystanders
                                                                                                                                              • Characteristics
                                                                                                                                                • Demographic pattern
                                                                                                                                                  • Understanding the Bystanders
                                                                                                                                                    • Rule Setters
                                                                                                                                                      • Characteristics
                                                                                                                                                        • Demographic pattern
                                                                                                                                                          • Understanding the Rule Setters
                                                                                                                                                          • Appendix

                                                                                                                                                            • NI Toluna data
                                                                                                                                                              • Figure 57: Responsibility for housework, by demographics, NI, September 2012
                                                                                                                                                              • Figure 58: Responsibility for DIY/fixing things, by demographics, NI, September 2012
                                                                                                                                                              • Figure 59: Responsibility for being the income provider, by demographics, NI, September 2012
                                                                                                                                                              • Figure 60: Responsibility for grocery shopping, by demographics, NI, September 2012
                                                                                                                                                              • Figure 61: Responsibility for paying the bills, by demographics, NI, September 2012
                                                                                                                                                              • Figure 62: Responsibility for car maintenance, by demographics, NI, September 2012
                                                                                                                                                              • Figure 63: Responsibility for gardening, by demographics, NI, September 2012
                                                                                                                                                              • Figure 64: Responsibility for organising shared leisure activities, by demographics, NI, September 2012
                                                                                                                                                              • Figure 65: Responsibility for childcare including doing the school/ nursery run, by demographics, NI, September 2012
                                                                                                                                                              • Figure 66: Responsibility for booking holidays, by demographics, NI, September 2012
                                                                                                                                                              • Figure 67: Responsibility for buying gifts for friends/ family members, by demographics, NI, September 2012
                                                                                                                                                              • Figure 68: Responsibility for cooking, by demographics, NI, September 2012
                                                                                                                                                              • Figure 69: Responsibility for caring for relatives, by demographics, NI, September 2012
                                                                                                                                                              • Figure 70: Agreement with statements relating to family, by demographics, NI, September 2012
                                                                                                                                                              • Figure 71: Agreement with statements relating to family, by demographics, NI, September 2012 (continued)
                                                                                                                                                              • Figure 72: Agreement with statements relating to family, by demographics, NI, September 2012 (continued)
                                                                                                                                                              • Figure 73: How much influence children have when buying food, by demographics, NI, September 2012
                                                                                                                                                              • Figure 74: How much influence children have on buying mobile phones and subscriptions, by demographics, NI, September 2012
                                                                                                                                                              • Figure 75: How much influence children have on buying computers, computer accessories and software, by demographics, NI, September 2012
                                                                                                                                                              • Figure 76: How much influence children have on buying TVs and peripherals (eg DVD players), by demographics, NI, September 2012
                                                                                                                                                              • Figure 77: How much influence children have on buying games consoles, by demographics, NI, September 2012
                                                                                                                                                              • Figure 78: How much influence children have on buying small electronics (eg MP3 players, eReaders), by demographics, NI, September 2012
                                                                                                                                                              • Figure 79: How much influence children have on buying music/DVDs/video games etc, by demographics, NI, September 2012
                                                                                                                                                              • Figure 80: How much influence children have on buying holidays, by demographics, NI, September 2012
                                                                                                                                                              • Figure 81: How much influence children have on buying cars, by demographics, NI, September 2012
                                                                                                                                                              • Figure 82: How much influence children have on buying financial products, by demographics, NI, September 2012
                                                                                                                                                              • Figure 83: How much influence children have on planning family leisure activities, by demographics, NI, September 2012
                                                                                                                                                              • Figure 84: Attitudes towards raising children, by demographics, NI, September 2012
                                                                                                                                                              • Figure 85: Attitudes towards raising children, by demographics, NI, September 2012 (continued)
                                                                                                                                                              • Figure 86: Attitudes towards raising children, by demographics, NI, September 2012 (continued)
                                                                                                                                                              • Figure 87: Consumer typologies, by demographics, NI, September 2012
                                                                                                                                                              • Figure 88: Agreement with statements relating to family, by consumer typologies, NI, September 2012 (continued)
                                                                                                                                                              • Figure 89: Agreement with statements relating to raising children, by consumer typologies, NI, September 2012 (continued)
                                                                                                                                                            • RoI Toluna data
                                                                                                                                                              • Figure 90: Responsibility for housework, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 91: Responsibility for DIY/fixing things, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 92: Responsibility for being the income provider, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 93: Responsibility for grocery shopping, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 94: Responsibility for paying the bills, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 95: Responsibility for car maintenance, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 96: Responsibility for gardening, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 97: Responsibility for organising shared leisure activities, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 98: Responsibility for childcare including doing the school/ nursery run, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 99: Responsibility for booking holidays, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 100: Responsibility for buying gifts for friends/ family members, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 101: Responsibility for cooking, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 102: Responsibility for caring for relatives, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 103: Agreement with statements relating to family, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 104: Agreement with statements relating to family, by demographics, RoI, September 2012 (continued)
                                                                                                                                                              • Figure 105: Agreement with statements relating to family, by demographics, RoI, September 2012 (continued)
                                                                                                                                                              • Figure 106: How much influence children have when buying food, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 107: How much influence children have on buying mobile phones and subscriptions, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 108: How much influence children have on buying computers, computer accessories and software, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 109: How much influence children have on buying TVs and peripherals (eg DVD players), by demographics, RoI, September 2012
                                                                                                                                                              • Figure 110: How much influence children have on buying games consoles, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 111: How much influence children have on buying small electronics (eg MP3 players, eReaders), by demographics, RoI, September 2012
                                                                                                                                                              • Figure 112: How much influence children have on buying music/DVDs/video games etc, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 113: How much influence children have on buying holidays, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 114: How much influence children have on buying cars, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 115: How much influence children have on buying financial products, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 116: How much influence children have on planning family leisure activities, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 117: Attitudes towards raising children, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 118: Attitudes towards raising children, by demographics, RoI, September 2012 (continued)
                                                                                                                                                              • Figure 119: Attitudes towards raising children, by demographics, RoI, September 2012 (continued)
                                                                                                                                                              • Figure 120: Consumer typologies, by demographics, RoI, September 2012
                                                                                                                                                              • Figure 121: Agreement with statements relating to family, by consumer typologies, RoI, September 2012
                                                                                                                                                              • Figure 122: Agreement with statements relating to raising children, by consumer typologies, RoI, September 2012

                                                                                                                                                          Companies Covered

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                                                                                                                                                          Marketing to Young Families - Ireland - December 2012

                                                                                                                                                          £1,095.00 (Excl.Tax)