Marketing to Mums - China - December 2014
“According to the National Bureau of Statistics, there are more than 15 million women giving birth to babies in China every year, with the majority of them (about 65%) being first-time mums. The proportion of first-time mums is even higher amongst urban consumers – reaching an average of 89% over the past three years among mums living in tier one to three cities who are surveyed in Mintel’s online interview.
The fact that these mums have experienced radical changes in their life over the past a few years – from being a little empress to their own parents to becoming responsible for their own family and kids – requires them to gain new physical skills (eg, cooking, baby care), setting up new goals in life (both for themselves and for other family members) as well as making more efficient use of their time and effort to be able to accomplish their goals.
It is undoubted that mums will be looking for support – both physical and emotional – from companies and society to aid them through the process.”
– Laurel Gu, Senior Research Analyst
In this report, we look into the following questions:
- What are mums’ key roles and responsibilities within the family?
- What do mums miss the most after giving birth to their babies?
- What are mums’ plans and priorities for the future?
- What are mums’ most desired achievements in life?
- What are mums’ main concerns for their babies?
- Mums’ attitude towards parenting?
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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