2020
8
Canada Marketing to Dads Market Report 2020
2021-01-06T03:04:28+00:00
OX988046
3695
129349
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Report
en_GB
“Marketing to dads can be a challenging task for companies; not only do they need to understand parents, but specifically the men in those family households. That challenge has become…

Canada Marketing to Dads Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Marketing to Dads Canada market including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

There are nearly four million dads in Canada and social trends have moved so rapidly in recent decades that day-to-day life for fathers today is considerably different than that of previous generations. The result is that this is a very important consumer group, but one that is balancing its traditional responsibilities with its increasingly varied duties. Fatherhood has a multifaceted impact on men’s consumption behaviours. Being a dad creates the need for ways to spend time with the kids, as well as support with teaching children important life lessons. It also affects their lives beyond their kids and household; it is harder for men to keep in touch with friends once they have kids.

Expert analysis from a specialist in the field

Written by Scott Stewart, a leading analyst in the Lifestyles sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Marketing to dads can be a challenging task for companies; not only do they need to understand parents, but specifically the men in those family households. That challenge has become more complex in recent years as modern fatherhood has evolved – even in comparison to how today’s dads were raised by their own fathers.
Companies that market to dads need to walk the fine line between the emerging trends of the 21st-century dad and the traditional foundations of fatherhood. The COVID-19 pandemic has accelerated the shift towards the new role of the modern father – but time-honoured norms are so ingrained in Canadian culture that they will continue to resonate and cannot be overlooked.

Scott Stewart
Senior Lifestyles Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Top takeaways
              • Market overview
                • Impact of COVID-19 on marketing to dads
                  • Figure 1: Short, medium and longer-term impact of COVID-19 on dads’ attitudes and behaviours, December 2020
                • Opportunities
                  • The changing role of fathers creates an opportunity for new, fresh messaging
                    • Companies can support dads in raising their kids
                      • Focusing on unique dad behaviours to celebrate identity
                        • Challenges
                          • Changing roles for dads means more fragmentation
                            • Many aspects of fatherhood are difficult for brands to connect with
                            • Target Audience – Key Takeaways

                              • Today’s dads are not the same as past generations
                              • Target Audience – By the Numbers

                                • One in ten Canadians are dads
                                  • A demographic look at dads
                                    • Figure 2: Age, men with kids at home vs men without kids at home, September 2020
                                    • Figure 3: Household income, men with kids at home vs men without kids at home, September 2020
                                  • Single dads are becoming more common
                                  • Market Factors

                                    • Dads are less concerned than most about COVID-19
                                      • Figure 4: Concern about risk of exposure to COVID-19, dads vs moms and overall, November 2020
                                    • Fathers have shown resilience during challenging economic times
                                      • Figure 5: Unemployment rate, men over 25 years old, February-October 2020
                                      • Figure 6: Healthy finances among dads, November 2020
                                    • Dads are relatively comfortable with debt
                                      • The evolving roles of fathers in Canadian families
                                        • Canadian government has made it easier for dads to take paternity leave
                                          • More dads are helping take care of their kids
                                            • Impact of COVID-19 on marketing to dads
                                              • Figure 7: Short-, medium- and longer-term impact of COVID-19 on dads’ attitudes and behaviours, December 2020
                                          • Market Opportunities

                                            • Product: dads are spending more time at home with their kids
                                              • Price: willingness to take on debt means a focus on quality can resonate
                                                • Promotion: messaging about more responsibilities at home
                                                  • Place: dads are more comfortable than most in stores during the pandemic
                                                  • Competitive Strategies

                                                    • Gillette and Dove talk directly about modern masculinity and fatherhood
                                                      • Figure 8: We Believe: The Best Men Can Be | Gillette (Short Film), January 2019
                                                      • Figure 9: Dove Men Care Instagram post, September 2020
                                                    • Adapting traditional messages to today’s dads
                                                      • Figure 10: Stihl Canada Instagram post, October 2020
                                                      • Figure 11: Black and Decker Canada Instagram post, October 2019
                                                      • Figure 12: Black and Decker Canada Instagram post, October 2019
                                                      • Figure 13: Coca-Cola Christmas Commercial 2020, November 2020
                                                    • Mom-focused products are expanding to include dads
                                                      • Figure 14: Tactical Baby Gear Instagram post, October 2020
                                                      • Figure 15: West Coast Kids Instagram post, September 2020
                                                      • Figure 16: Frigidaire Instagram post, March 2020
                                                    • Video game companies are selling nostalgia to Millennials
                                                      • Figure 17: Nintendo of America Instagram post, September 2020
                                                  • The Consumer – Key Takeaways

                                                    • Marketing channels for dads
                                                      • How dads spend time with their kids
                                                        • Skills and values dads want to teach their kids
                                                          • Responsibilities at home
                                                            • Keeping in touch with friends
                                                              • Parenting amid COVID-19
                                                              • Marketing Channels for Dads

                                                                • Using channels to strategically target dads
                                                                  • Figure 18: Content channels used in an average week, September 2020
                                                                • Online video is an important part of dads’ lives
                                                                  • YouTube is used by nearly all dads
                                                                    • Figure 19: YouTube usage, dads vs moms, September 2020
                                                                    • Figure 20: YouTube usage among dads, by age, September 2020
                                                                  • Streaming TV is particularly common among fathers
                                                                    • Figure 21: Use streaming TV platforms weekly, men with kids vs without kids by age, September 2020
                                                                    • Figure 22: Disney Plus Instagram post, October 2020
                                                                  • Audio platforms offer multiple ways to connect with dads
                                                                    • Radio and talk content differentiates fathers from mothers
                                                                      • Figure 23: Audio content channels used in an average week, dads vs moms, September 2020
                                                                      • Figure 24: Use AM/FM radio in an average week, by household income, September 2020
                                                                      • Figure 25: Audio channels used in an average week, by age, September 2020
                                                                    • Cable/satellite TV is widely used, but struggles to stay relevant
                                                                      • Figure 26: Watch cable/satellite TV in an average week, by age, September 2020
                                                                  • How Dads Spend Time with their Kids

                                                                    • Watching TV and free outings are the most common activity
                                                                      • Figure 27: Typical activities with kids, September 2020
                                                                      • Figure 28: Space Jam A New Legacy Facebook post, April 2020
                                                                      • Figure 29: Walmart Instagram post, November 2020
                                                                      • Figure 30: Watch TV/movies with their kids, by age of children in household, September 2020
                                                                    • Video games and sports skew heavily to dads
                                                                      • Figure 31: Playing video games and sports with children, dads vs moms, September 2020
                                                                      • Figure 32: EA Sports NHL Instagram post, April 2020
                                                                    • Using sports to connect with dads
                                                                      • Figure 33: Play sports with kids, by household income, September 2020
                                                                      • Figure 34: Tim Hortons Twitter post, August 2020
                                                                      • Figure 35: Molson Canadian Twitter post, July 2020
                                                                    • Activities that skew to moms are an opportunity stand out
                                                                      • Figure 36: Typical activities with kids, dads vs moms, September 2020
                                                                      • Figure 37: 2015 Commercial – #RealStrength Ad | Dove Men+Care, January 2015
                                                                  • Skills and Values Dads want to Teach their Kids

                                                                    • Dads have many lessons they want to instill in their kids
                                                                      • Figure 38: Skills and values to teach kids, September 2020
                                                                    • Dads want their kids to get a good education and work well with others
                                                                      • Figure 39: Skills and values to teach kids, by age, September 2020
                                                                    • Quebec fathers are less likely than average to teach their kids social skills
                                                                      • Good citizenship is an opportunity for Canadian companies to leverage
                                                                        • Figure 40: Roots Instagram post, July 2020
                                                                      • Training kids to be independent adults
                                                                        • Figure 41: Skills and values to teach kids, by race, September 2020
                                                                        • Figure 42: Fitbit Instagram post, August 2018
                                                                        • Figure 43: Home Depot Canada Instagram post, February 2020
                                                                      • Religious values are much more important to certain cultures
                                                                        • Figure 44: Want to teach their kids about religious values, by race, September 2020
                                                                    • Responsibilities at Home

                                                                      • Fathers are in charge of stereotypical ‘dad tasks’ at home
                                                                        • Figure 45: Household tasks dads are mostly responsible for, September 2020
                                                                        • Figure 46: Household tasks dads are mostly responsible for, born in Canada vs not born in Canada, September 2020
                                                                      • Taking care of kids is an important responsibility for dads
                                                                        • Figure 47: Child-focused tasks dads are responsible for, September 2020
                                                                        • Figure 48: Tide PODS® | Mega Modern Family, January 2019
                                                                        • Figure 49: Dove Men Care Instagram post, July 2020
                                                                      • Dads are grocery shoppers and conduits into home kitchens
                                                                        • Figure 50: Food-related tasks dads are responsible for, September 2020
                                                                        • Figure 51: Chips Ahoy Original Cookies (Canada), October 2019
                                                                        • Figure 52: Voila Twitter post, August 2020
                                                                    • Keeping in Touch with Friends

                                                                      • Digital tech is a valuable tool to keep connected with friends
                                                                        • Figure 53: Difficult to stay in touch with friends (% agree), by age of kids in household, September 2020
                                                                        • Figure 54: Ways of staying in touch with friends, September 2020
                                                                        • Figure 55: Digital ways of staying in touch with friends, moms vs dads, September 2020
                                                                        • Figure 56: Digital ways of staying in touch with friends, by age, September 2020
                                                                        • Figure 57: Make Connecting Possible, June 2018
                                                                      • In-person meetings have become more challenging during the pandemic
                                                                        • Figure 58: In-person ways of staying in touch with friends, moms vs dads, September 2020
                                                                        • Figure 59: In-person ways of staying in touch with friends, by household income, September 2020
                                                                      • Replicating in-person get-togethers in safe ways
                                                                        • Figure 60: 3 Brasseurs Canada Twitter post, September 2020
                                                                      • Sports as a social setting are unique to dads
                                                                        • Figure 61: Sports as a way of staying in touch with friends, by age, September 2020
                                                                    • Parenting Amid COVID-19

                                                                      • Dads are worried about how the pandemic is affecting their kids
                                                                        • Figure 62: Concerns about kids due to COVID-19 (% agree), September 2020
                                                                        • Figure 63: Blue Mountain Resort Instagram post, September 2020
                                                                      • Fathers have experienced direct negative impacts from the pandemic
                                                                        • Figure 64: Personal impact from COVID-19 (% agree), September 2020
                                                                        • Figure 65: Personal impact from COVID-19 (% agree), by age, September 2020
                                                                        • Figure 66: Personal income negatively impacted by COVID-19 business closures (% agree), by household income, September 2020
                                                                      • An opportunity to highlight the silver linings
                                                                        • Figure 67: Positive outcomes from COVID-19 (% agree), September 2020
                                                                        • Figure 68: Goodfood – No Stress Meal Kit – 30s, August 2020
                                                                        • Figure 69: Home Depot Canada Instagram post, August 2020
                                                                        • Figure 70: Home Depot Canada Instagram post, October 2020
                                                                    • Appendix – Data Sources and Abbreviations

                                                                      • Data sources
                                                                        • Consumer survey data
                                                                          • Mintel Trend Drivers
                                                                            • Abbreviations and terms
                                                                              • Abbreviations
                                                                                • Terms

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