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"The lives of British mothers have changed to a great extent over the past several decades, however marketing has been much slower to catch up to and acknowledge the changing realities of what it means to be a parent in modern Britain. Treating and addressing mothers as a homogenous group doesn't do justice to the complex lives and diversity of experiences of women with children."

– Ina Mitskavets, Senior Consumer and Lifestyles Analyst

This report covers the following areas:

  • Attracting the interest of today's mums
  • Addressing mums' concerns in marketing and advertising
  • Promoting more realistic parenting images in advertising campaigns

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • Mums trust word-of-mouth advice the most
          • Figure 1: Trust in various sources of information when making purchasing decisions, July 2015
        • Mums are underwhelmed by today’s advertising
          • Figure 2: Places where adverts grabbed mums’ attention in the past month, July 2015
        • Moving away from clichés
          • Figure 3: Factors mums find important in advertising, July 2015
        • There is no such thing as a perfect mother
          • Figure 4: Attitudes towards parenting, July 2015
        • What we think
        • Issues and Insights

          • Attracting the interest of today’s mums
            • The facts
              • The implications
                • Addressing mums’ concerns in marketing and advertising
                  • The facts
                    • The implications
                      • Promoting more realistic parenting images in advertising campaigns
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • Mean age of motherhood continues to climb
                              • The baby boom is over
                                • Proportion of stay-at-home mums goes up
                                  • Family redefined
                                    • Breadwinner, but only if finances are tight
                                    • Market Drivers

                                      • Trends in the number of parents
                                        • Figure 5: Number of mothers and fathers with dependent children in the household, UK, 2004-14
                                      • Trends in the mean age of motherhood
                                        • Figure 6: Trends in the mean age of mothers at childbirth, England and Wales, 1984-2014
                                      • Trends in the number of live births
                                        • Figure 7: Trends in the number of live births, England and Wales, 2009-14
                                      • Trends in number of births by age of mother
                                        • Figure 8: Live births by age of mother, England and Wales, 2004-14
                                      • Family composition
                                        • Figure 9: Families with dependent children, 2014
                                        • Figure 10: Family composition, July 2015
                                      • Mums’ working status
                                        • Figure 11: Working status, July 2015
                                      • Living situation
                                        • Figure 12: Living situation, July 2015
                                      • Mums as family breadwinners
                                        • Figure 13: Breadwinner status, by marital status and household income, July 2015
                                    • The Consumer – What You Need to Know

                                      • Mums still do the bulk of household tasks and childcare
                                        • Word-of-mouth is the biggest driver of purchasing decisions
                                          • Savvy shopping mums
                                            • Shaping advertising content to match parents’ interests and address their worries
                                              • Social media drives mums’ engagement with brands
                                                • Promoting more realistic images of parenting in advertising
                                                • Distribution of Family Responsibilities

                                                  • Mums shoulder the bulk of tasks around the house …
                                                    • Figure 14: Division of family parenting/household tasks, July 2015
                                                  • … and influence most of the decision-making
                                                    • Figure 15: Who influences family decisions, July 2015
                                                  • Fathers focus on family leisure
                                                    • Figure 16: Screenshot from Chore Wars website, August 2015
                                                • Role of Trust in Shopping Decisions

                                                  • Word-of-mouth most influential amongst mothers
                                                    • Figure 17: Trust in various sources of information when making purchasing decisions, July 2015
                                                  • Trust in digital sources is higher compared with traditional media
                                                    • Figure 18: Screenshot of the front page of Asda’s Mum’s Eye View video channel on YouTube, August 2015
                                                  • Simplifying the path to purchase
                                                  • Factors Encouraging Brand Switching

                                                    • Savvy shopping mums value low prices
                                                      • Figure 19: Factors that would encourage mothers to try a different brand from the ones they typically buy, July 2015
                                                    • Mothers seek proof that products work
                                                      • Rewarding mothers’ loyalty
                                                        • Figure 20: Screenshot of Waitrose’s Pick Your Own Offers scheme website, August 2015
                                                      • Practicality over ethics
                                                      • Influence of Advertising

                                                        • Mums are underwhelmed by today’s advertising efforts
                                                            • Figure 21: Places where adverts grabbed mums’ attention in the past month, July 2015
                                                          • The complexities of the purchasing journey
                                                              • Figure 22: What mums would do if they see an advert for a product they really like, July 2015
                                                          • Appealing to Mums in Advertising

                                                            • A need to move away from parenting clichés in marketing
                                                              • Mums don’t want to be idealised
                                                                • Figure 23: Factors mums find important in advertising, July 2015
                                                                • Figure 24: Bugaboo ad, August 2015
                                                              • Women first, mothers second
                                                                • Figure 25: Screenshot of Dove’s ‘Legacy’ campaign, August 2015
                                                              • Diversity of parents
                                                                • Figure 26: Screenshot from the How We Roll campaign by Mamas & Papas, August 2015
                                                              • Focus on family health
                                                                • Safety first
                                                                • Social Media and Online Community Engagement

                                                                  • Social media transforms parenting experience
                                                                      • Figure 27: Regular use of social media sites and online communities, July 2015
                                                                    • Social media drives engagement with brands
                                                                      • Figure 28: Activities done on social media sites and online communities in the past 3 months, July 2015
                                                                      • Figure 29: Snapshot from LEGO’s ‘What is a Kronkiwongi?’ video, August 2015
                                                                  • Mums’ Attitudes

                                                                    • Mothers are not perfect
                                                                        • Figure 30: Attitudes towards parenting, July 2015
                                                                        • Figure 31: Screenshot from ‘The Motherhood’ campaign by Fiat, August 2015
                                                                      • Giving kids better choices at playtime
                                                                        • Figure 32: Attitudes towards shopping and advertising, July 2015
                                                                        • Figure 33: Makeover of the Debenhams’ toy section, August 2015
                                                                      • Mums as gatekeepers to family health
                                                                        • Promoting ‘tech-free’ family moments
                                                                            • Figure 34: Attitudes towards spending family time without using technology, July 2015
                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                          • Data sources
                                                                            • Abbreviations
                                                                              • Definitions
                                                                                • Generations

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                                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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