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Marketing to Moms - US - September 2019

Covered in this report

In the Mintel consumer data referenced, moms are defined as female internet users aged 18+ who are parent/guardian to at least one child under the age of 18 in the household. Moms are defined differently in market data derived from the US Census Bureau (typically women aged 15-50 who have given birth).

Readers of this report may also be interested in previous Reports of the same title from 2012-18, as well as related titles including Marketing to Hispanic Moms – US, September 2019 and Marketing to Black Moms – US, September 2019.


"Moms are responsible for most household and childcare duties, meaning that they are the key decision makers when it comes to what their families eat, wear, and watch. However, this also means moms are being pulled in a million different directions and may not have the time or the inclination to research brands when making purchase decisions. When fighting for moms’ attention, brands need to get it right the first time or they can be easily overlooked."
- Dana Macke, Associate Director - Lifestyles & Leisure

This Report looks at the following areas:

  • Tension point: moms are stressed, but don’t look for help
  • Tension point: moms love their kids so much, they forget about themselves
  • Tension point: kids can be jerks, but moms don’t see them that way
  • Tension point: moms want kids to explore, but only if they’re supervised

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Video summary
            • Tension point: moms are stressed, but don’t look for help
              • What it means
                • Figure 1: Moms’ and dads’ roles in household responsibilities, July 2019
              • Tension point: moms love their kids so much, they forget about themselves
                • What it means
                  • Figure 2: What moms look forward to, July 2019
                • Tension point: kids can be jerks, but moms don’t see them that way
                  • What it means
                    • Figure 3: Parenting challenges – When kids are jerks, by age of child, July 2019
                  • Tension point: moms want kids to explore, but only if they’re supervised
                    • What it means
                      • Figure 4: Moms’ attitudes toward kids’ discovery, July 2019
                    • What it means
                    • The Market – What You Need to Know

                      • The modern mom is…
                        • The future mom is…
                          • The mom routine is…
                          • Moms: Then and Now

                            • Parenting has changed dramatically over four decades
                              • Moms are older
                                • Figure 5: Median age of women at first marriage, 1980-2018; mean age of mothers at first birth 1980-2017
                              • Moms are working
                                  • Figure 6: Labor force participation rate of mothers whose youngest child is under 18 years old, 1980-2018
                                • Parents are spending more on childcare
                                  • Figure 7: The cost to raise a child from birth to an 18-year-old adult, 1980 and 2010
                                • Income has stagnated, inequality has grown
                                  • Figure 8: Median household income, 2017 dollars, 1980-2017; GINI index of the US, 1979-2016
                                • Moms are connected
                                  • Figure 9: Share of U.S. adults who use the internet, 2000-18
                                • In their words: it’s harder to be a mom now
                                • The Future of Parenting

                                    • The Trend: The Unfairer Sex
                                      • The trend in action
                                        • Figure 10: Manhattan Toy Instagram post, June 2019
                                      • The trend in the future
                                        • The Trend: Challenge Accepted
                                          • The trend in action
                                            • Figure 11: Delta loyalty program newsletter, August 2019
                                          • The trend in the future
                                            • The Trend: Influentials
                                              • The trend in action
                                                • Figure 12: Chrissy Teigen Instagram ad for Pampers, July 2019
                                                • Figure 13: Pampers Pure Instagram post with John Legend, June 2019
                                              • The trend in the future
                                              • A Day in the Life of Mom

                                                • Morning routine
                                                  • Figure 14: Moms’ morning routine stats, 2018-19
                                                  • Figure 15: Moms’ morning routine – Qual responses, July 2019
                                                • Evening routine
                                                  • Figure 16: Moms’ evening routine stats, 2018-19
                                                  • Figure 17: Moms’ evening routine – Qual responses, July 2019
                                              • Key Trends – What You Need to Know

                                                • Mini me, if I ever lost you, I don’t know what I’d do
                                                  • CBD is the new wine
                                                    • It’s not made with butter, it’s made with love
                                                      • Trading maternity for “returnity”
                                                      • What’s Now

                                                        • Mommy & me fashion
                                                          • In the market
                                                            • Moms and CBD
                                                              • In the market
                                                                • Figure 18: Lord Jones Mother’s Day Instagram Post, April 2019
                                                              • Moms and the microbiome
                                                                • In the market
                                                                  • Figure 19: Baby Dove | NEW Prebiotic Moisture, May 2019
                                                                • Sweets as love
                                                                  • In the market
                                                                    • Figure 20: Kerrygold Moments Behind the Recipe – “Dorothy’s Chocolate Dream Cake,” January 2018
                                                                    • Figure 21: Kerrygold print ad, June 2019
                                                                    • Figure 22: Hershey’s Instagram Post for Mother’s Day, May 2018
                                                                    • Figure 23: Hershey’s Instagram Story for #smoressaturdays, May 2019
                                                                • What’s Next

                                                                  • Meals both moms and kids will eat
                                                                    • Market opportunity
                                                                      • Abandoning “guilty pleasures”
                                                                        • Market opportunity
                                                                          • Mini me in other categories
                                                                            • Market opportunity
                                                                              • Figure 24: Nike Adventure Club Instagram post, August 2019
                                                                            • The fifth trimester
                                                                              • Market opportunity
                                                                                • Figure 25: The Returnity Project Instagram Post, July 2019
                                                                            • The Consumer – What You Need to Know

                                                                              • Moms are in charge of the household
                                                                                • Stress is a major concern
                                                                                  • The future is…empty
                                                                                    • Moms want more zen in their lives
                                                                                      • This just in – teens can be jerks
                                                                                        • Kids’ education isn’t meeting expectations
                                                                                          • Parenting is still worth it
                                                                                          • Household Responsibilities

                                                                                            • It takes a village
                                                                                              • Figure 26: Moms’ role in household responsibilities, July 2019
                                                                                            • Dads recognize that moms steer the ship
                                                                                              • Figure 27: Moms’ and dads’ roles in household responsibilities, July 2019
                                                                                            • In their words
                                                                                                • Figure 28: Wives Night In Instagram Post, January 2019
                                                                                              • Employment doesn’t even the score
                                                                                                • Figure 29: Moms’ household responsibilities, by employment status, July 2019
                                                                                              • Household imbalance starts at the baby stage (and continues)
                                                                                                • Brand spotlight: Dove Men+Care
                                                                                                  • Figure 30: Dovemencare Instagram post, February 2019
                                                                                                  • Figure 31: Split of household responsibilities, by age of child, July 2019
                                                                                              • Moms’ Wishes

                                                                                                • Peace of mind is moms’ ultimate wish
                                                                                                  • Brand spotlight: Pampers
                                                                                                    • Figure 32: Donte Palmer Instagram Post for #squatforchange, April 2019
                                                                                                    • Figure 33: Moms’ top three wishes, July 2019
                                                                                                  • Moms and dads share a common worry
                                                                                                    • Figure 34: Moms’ and dads’ top three wishes, July 2019
                                                                                                  • Money can solve moms’ problems
                                                                                                    • Figure 35: Moms’ top three wishes, by household income, July 2019
                                                                                                • Looking to the Future

                                                                                                  • Moms look forward to seeing the world
                                                                                                    • Figure 36: What moms look forward to, July 2019
                                                                                                  • The future is largely unplanned
                                                                                                    • Creative spotlight: Hallmark
                                                                                                      • Figure 37: College Goodbye: The Power of Greeting Cards, April 2019
                                                                                                      • Figure 38: What moms look forward to, July 2019
                                                                                                    • Traveling the world together
                                                                                                      • Figure 39: What moms look forward to, TURF analysis, July 2019
                                                                                                    • It isn’t just money; moms look forward to having more time
                                                                                                      • Figure 40: What moms look forward to, by household income, July 2019
                                                                                                  • Moms’ Confessions

                                                                                                    • Take a deep breath, and count to three
                                                                                                      • Top parenting challenges
                                                                                                        • Maternal mental health
                                                                                                          • Figure 41: Parenting challenges, July 2019
                                                                                                          • Figure 42: Chrissy Teigen Instagram post for Maternal Mental Health Month, May 2019
                                                                                                        • Moms and dads share similar challenges
                                                                                                          • Creative spotlight: Google
                                                                                                            • Figure 43: #HeyMom, thank you! May 2019
                                                                                                            • Figure 44: Parenting challenges, July 2019
                                                                                                          • Parenting: it gets better
                                                                                                            • Figure 45: Parenting challenges – Select items, by age of mom, July 2019
                                                                                                          • It’s not you, those kids are just bad
                                                                                                            • Figure 46: The Daily Mom Instagram Post, May 2019
                                                                                                            • Figure 47: Parenting challenges – When kids are jerks, by age of child, July 2019
                                                                                                        • Attitudes toward Education

                                                                                                          • Managing education is moms’ part-time job
                                                                                                            • Managing education
                                                                                                              • Raising high achievers
                                                                                                                • Feeding healthy kids
                                                                                                                  • Figure 48: Stasher Instagram post, June 2019
                                                                                                                  • Figure 49: Moms’ attitudes toward child’s education, July 2019
                                                                                                                • Education is a shared responsibility
                                                                                                                  • Figure 50: Moms’ and dads’ attitudes toward child’s education, July 2019
                                                                                                                • Stress reaches the peak with high school students
                                                                                                                  • Figure 51: Moms’ attitudes toward school work and stress, by age of child, July 2019
                                                                                                              • Attitudes toward Parenting

                                                                                                                • Worth it at any cost
                                                                                                                  • Figure 52: Moms’ attitudes toward treating their kids, July 2019
                                                                                                                • The balance of discipline and flexibility
                                                                                                                  • Figure 53: Moms’ attitudes toward discipline, July 2019
                                                                                                                • Parenting by instinct
                                                                                                                  • Figure 54: Moms’ attitudes toward parenting advice, July 2019
                                                                                                                  • Figure 55: Parenting advice from other parents vs parenting books, July 2019
                                                                                                                • Moms grow up alongside their kids
                                                                                                                  • Figure 56: Moms’ attitudes toward parenting advice, by age of kids, July 2019
                                                                                                                • Moms want their kids to explore, in a safe way
                                                                                                                  • Figure 57: Moms’ attitudes toward kids’ discovery, July 2019
                                                                                                              • Mom Segmentation

                                                                                                                  • Factors
                                                                                                                    • Figure 58: Mom segments, July 2019
                                                                                                                  • Explorers
                                                                                                                    • Characteristics
                                                                                                                      • Demographics
                                                                                                                        • Opportunities
                                                                                                                          • Mom icon: Lorelai Gilmore
                                                                                                                            • Figure 59: Mom segment demographics – Explorers group, July 2019
                                                                                                                          • Stoics
                                                                                                                            • Characteristics
                                                                                                                              • Demographics
                                                                                                                                • Opportunities
                                                                                                                                  • Mom icon: Betty Draper
                                                                                                                                    • Figure 60: Mom segment demographics – Stoics group, July 2019
                                                                                                                                  • Teachers
                                                                                                                                    • Characteristics
                                                                                                                                      • Demographics
                                                                                                                                        • Opportunities
                                                                                                                                          • Mom icon: Rainbow Johnson
                                                                                                                                            • Figure 61: Mom segment demographics – Teachers group, July 2019
                                                                                                                                          • Sweethearts
                                                                                                                                            • Characteristics
                                                                                                                                              • Demographics
                                                                                                                                                • Opportunities
                                                                                                                                                  • Mom icon: Tami Taylor
                                                                                                                                                    • Figure 62: Mom segment demographics – Sweethearts group, July 2019
                                                                                                                                                • Choosing Not to Have Children

                                                                                                                                                  • Not having kids is likely due to preference
                                                                                                                                                    • Figure 63: Reasons not to have kids, July 2019
                                                                                                                                                • Appendix – Data Sources and Abbreviations

                                                                                                                                                  • Data sources
                                                                                                                                                    • Consumer survey data
                                                                                                                                                      • Consumer qualitative research
                                                                                                                                                        • Direct marketing creative
                                                                                                                                                          • Abbreviations and terms
                                                                                                                                                            • Abbreviations
                                                                                                                                                              • Terms
                                                                                                                                                              • Appendix – The Market

                                                                                                                                                                  • Figure 64: Median age of women at first marriage, 1980-2018
                                                                                                                                                                  • Figure 65: Mean age of mothers at first birth 1980-2017
                                                                                                                                                                  • Figure 66: Labor force participation rate of mothers whose youngest child was under 18 years old, 1980-2018
                                                                                                                                                                  • Figure 67: The cost to raise a child from birth to an 18-year-old adult, 1980 and 2010
                                                                                                                                                                  • Figure 68: Median household income, in inflation-adjusted dollars, 2007-17
                                                                                                                                                                  • Figure 69: Annual births and general fertility rate, 2007-17
                                                                                                                                                                  • Figure 70: Birth rates by age of mother, 2010-17

                                                                                                                                                              Marketing to Moms - US - September 2019

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