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Marketing to Moms - Canada - September 2018

"Canadian moms pride themselves on being reliable (74%) and see themselves as being more successful than a ‘typical’ mom in terms of managing stress and time. Having said this, guilt looms when allowing time for themselves. Moms are reliant on other moms as a key resource contributing to their success in the role, meaning that encouraging word of mouth – both online and off – is a key avenue for brands to connect with moms. The approach taken to shopping is one that prioritizes discount and deals, though they are less likely to put energy into finding sales ahead of their shopping trips. If assistance was available, the large majority of moms would get help with cooking and cleaning."

- Carol Wong-Li, Senior Analyst, Lifestyles and Leisure

This report will look at the following areas:

  • Moms feel they are reliable but carry guilt
  • An uphill battle: moms are not totally onboard with media portrayals
  • Moms want sales, but don’t necessarily look for them ahead of time

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Moms feel they are reliable but carry guilt
            • Figure 1: Perceptions on time-management and availability, themselves vs a ‘typical’ mom, April 2018
          • An uphill battle: moms are not totally onboard with media portrayals
            • Moms want sales, but don’t necessarily look for them ahead of time
              • Figure 2: Searching for discounts when buying products, April 2018
            • The opportunities
              • Moms are more tech savvy than they seem, so leverage technology
                • Figure 3: Perceptions on staying up-to-date on technology, themselves vs a ‘typical’ mom, April 2018
              • Rewards for social engagement will gain the attention of moms with kids under-5
                • Figure 4: ‘I use social media to learn tips/tricks from other moms’ (% agree), by age of children, April 2018
              • Some help with meal prep, please!
                • Figure 5: Mom survival, April 2018
              • What it means
              • The Market – What You Need to Know

                • The face and makeup of Canadian households are changing
                  • Time is increasingly an issue for moms
                    • Perception of financial health is improving for moms
                    • Market Factors

                      • Households are becoming more diverse
                        • Immigration drives Canada’s population growth
                          • Household makeups are shifting towards more multigenerational and lone households
                            • Marketing efforts need to keep up with the times
                              • Consumers today are more time-pressed
                                • Moms are more likely to be working full-time than ever before
                                  • Work days are getting longer
                                    • The juggling act becomes more intense for moms
                                      • Perceived financial health means more leeway for spending for moms
                                        • Figure 6: Perception of financial health (moms with children under-18 at home), January/February 2016-18
                                        • Figure 7: How extra money is spent, moms with children under-18 at home vs overall, January 2018
                                    • Key Players – What You Need to Know

                                      • Walmart connects with moms, other media portrayals may be less successful
                                        • Household division of labour remains gendered
                                          • Tech innovations are here to help!
                                          • What’s Working?

                                            • Walmart is doing a good job of appealing to moms on multiple levels
                                              • Campaigns demonstrate understanding that shopping needs are for the whole family
                                                • Figure 8: Christmas PJs, November 2017
                                                • Figure 9: Affordable Gear for Canada Day, May 2017
                                              • Providing resources that help with meal prep and planning
                                                • Acknowledging the stressors of being a mom
                                                  • Figure 10: An Ode to Motherhood, July 2018
                                                • Moms are actually pretty tech savvy
                                                  • Moms are leaders on online shopping, particularly via mobile
                                                    • Figure 11: Online shopping frequency, April 2018
                                                    • Figure 12: Devices used for online shopping, April 2018
                                                  • Social media on mobile is a key source of awareness
                                                    • Figure 13: Advertisement sources, April 2018
                                                • What’s Struggling?

                                                  • Marketers have an uphill battle: moms feel media portrayals are not representative
                                                    • Love it! Hate it! Social media as a resource is conflicting for moms
                                                      • Figure 14: ‘I use social media to learn tips/tricks from other moms’ (% agree), by age of children, April 2018
                                                    • Moms have been feeling a disconnect for years
                                                      • Catering to moms as unique individuals is key to bridging the gap: spotlight on PANDORA
                                                        • Figure 15: My Fun Mother, May 2018
                                                        • Figure 16: My Strong Mother, May 2018
                                                      • Give them a platform to share: spotlight on Seventh Generation
                                                        • Equality in the household division of labour is more aspirational than reality
                                                          • Figure 17: Household division of labour, by gender, July 2016
                                                      • What’s Next?

                                                        • Tech innovations will appeal to moms
                                                          • Smart nurseries are on the horizon in China
                                                            • Group conversations and collaborations on Pinterest
                                                              • Tips and tricks for homework available on WhatsApp in Mexico
                                                                • More attention is being paid to what it means to be a working mom
                                                                • The Consumer – What You Need to Know

                                                                  • Canadian moms feel they are balancing, though guilt looms
                                                                    • Moms see themselves as more tech savvy than ‘typical’ moms
                                                                      • Moms look to other moms as a resource – online or off
                                                                        • Some help please! Moms would like help with cooking and cleaning
                                                                          • Moms want sales, but don’t necessarily look for them ahead of time
                                                                            • Don’t forget, children (especially older ones) have a voice too
                                                                            • Mom Perceptions: Time-Management and Availability

                                                                              • Moms feel they are reliable, though guilt also looms
                                                                                • Figure 18: Perceptions on time-management and availability, themselves vs a ‘typical’ mom, April 2018
                                                                              • It’s a balancing act, and they’re doing a good job – in their words
                                                                                • A little acknowledgement will go a long way
                                                                                  • Moms with younger children are feeling more stretched
                                                                                    • Figure 19: ‘I am overwhelmed with my responsibilities as a mom’ (% agree), by age of children at home, April 2018
                                                                                  • Moms with young children may be seeking some guidance
                                                                                    • Figure 20: How to Bathe a Newborn Baby, January 2018
                                                                                  • New moms may need a little mental relief
                                                                                    • Affluent moms may have more options, but also more guilt
                                                                                      • Figure 21: Perceptions that moms are selfless, moms with a household income of $100,000 or more vs overall, April 2018
                                                                                    • More choices means the need for more guidance
                                                                                      • Figure 22: Introducing Prime Book Box, May 2018
                                                                                  • Mom Perceptions: Self-Related Attributes

                                                                                    • Moms see themselves as more tech savvy than ‘typical’ moms
                                                                                      • Figure 23: Perceptions on staying informed and tech savvy, themselves vs a ‘typical’ mom, April 2018
                                                                                    • Moms shop more online, consider partnering with cash-back websites
                                                                                      • Smart speaker marketers have an ‘in’ with moms
                                                                                        • Figure 24: Winter win, February 2018
                                                                                      • Addressing health is more about food than exercise
                                                                                        • Figure 25: Perceptions on being health conscious and physically fit, themselves vs a ‘typical’ mom, April 2018
                                                                                      • Moms will be focused on nourishment – for themselves and their families
                                                                                        • Figure 26: Outshine Creamy Coconut Fruit Bars (US, July 2018)
                                                                                        • Figure 27: Glow Cold Pressed Shot (UK, December 2017)
                                                                                        • Figure 28: Gerber Good Start Gentle HM-O and Probiotics Infant Formula with Iron Milk Based Powder (US, July 2018)
                                                                                        • Figure 29: Nurturme Ancient Grain Cocoa Cookies (US, January 2018)
                                                                                    • Parenting Resources

                                                                                      • Moms look to other moms for info
                                                                                        • Figure 30: Support sources, April 2018
                                                                                      • Moms with young children rely on other mothers – online or off
                                                                                          • Figure 31: ‘I use social media to learn tips/tricks from other moms’ (% agree), by age of children, April 2018
                                                                                          • Figure 32: Usage of online support sources, by age of children at home, April 2018
                                                                                        • Rewarding moms to post on social media will generate gains
                                                                                          • Moms with under-5s will be receptive to solutions or tips for specific issues
                                                                                          • Mom Survival: Opportunities for Retailers

                                                                                            • Moms would like help with cooking and cleaning
                                                                                              • Figure 33: Mom survival, April 2018
                                                                                            • Household tasks take away from family time – in their words
                                                                                              • Affluent moms are keen on help keeping their house and vehicle clean
                                                                                                • Figure 34: Desire for help with ‘keeping my house clean’, by household income, April 2018
                                                                                              • Lend a helping hand through loyalty programs to connect with affluent moms
                                                                                                • Please! Some help in the kitchen: a good opportunity for meal kits
                                                                                                  • Figure 35: Safeway Easy Meal Hockey, September 2017
                                                                                                • Family sized meal kits will appeal – in their words
                                                                                                  • Assistance needs to start at the grocery aisle
                                                                                                    • Figure 36: Would like help with grocery shopping, by age of children at home and by household income, April 2018
                                                                                                  • Gains to be had by getting moms online for groceries
                                                                                                  • Product Purchasing

                                                                                                    • Discounts are a priority, but they’re not necessarily hunting for them ahead of time
                                                                                                      • Figure 37: Searching for discounts when buying products, April 2018
                                                                                                    • A bit more pre-work done when buying food/beverages and personal care
                                                                                                      • Instant gratification of discounts can be tapped into via loyalty programs
                                                                                                        • Figure 38: Make Mother’s Day Amazing, Hilton Honors email campaign, May 2018
                                                                                                      • When moms are engaged, the children will be consulted
                                                                                                        • Figure 39: Considering children’s preferences when making purchases, by age of children at home, April 2018
                                                                                                        • Figure 40: Resources used when buying products, April 2018
                                                                                                      • Integrating voices of children’s peers should be a strategy when marketing to moms
                                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                                        • Data sources
                                                                                                          • Consumer survey data
                                                                                                            • Consumer qualitative research
                                                                                                              • Abbreviations and terms
                                                                                                                • Abbreviations

                                                                                                                Marketing to Moms - Canada - September 2018

                                                                                                                US $4,395.00 (Excl.Tax)