2021
8
Canada Marketing to Moms Market Report 2021
2022-01-06T03:02:33+00:00
OX1047871
3695
146612
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Report
en_GB
“While moms as individuals vary considerably in their interests and approaches to parenting, as a collective, moms are generally satisfied with motherhood and take pride in their children. The pandemic…

Canada Marketing to Moms Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“While moms as individuals vary considerably in their interests and approaches to parenting, as a collective, moms are generally satisfied with motherhood and take pride in their children. The pandemic has been particularly challenging for moms, who saw their household workloads increase significantly. Additional cooking, cleaning and childcare contributed to moms feeling more overwhelmed throughout the pandemic. Working moms have had to juggle these additional responsibilities on top of their usual jobs, making burnout a real factor in their lives. As a result, moms are seeking products and services that help simplify and speed up their long list of responsibilities. Convenience and ease will be especially important as families re-emerge and re-adjust back into pre-pandemic routines and schedules.”
– Meghan Ross, Senior Home & Beauty Analyst

This Report looks at the following areas:

  • The impact of COVID-19 on Canadian moms.
  • Market factors impacting moms and families.
  • Profiles of four identified mom segments.
  • Shopping habits of moms.
  • Parenting supports relied upon by moms.
  • Attitudes and behaviours of Canadian moms.

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 Canadian moms
                  • Figure 1: Short-, medium- and longer-term impact of COVID-19 on Canadian moms, 2021
                • Opportunities and challenges
                  • Convenience and ease of use will be valued strongly
                    • Behaviour changes resulting from the pandemic are expected to stick around longer-term
                      • Workplace flexibility and affordable childcare options will support working moms
                        • Burnout is a real threat and moms need ways to unwind and take care of themselves
                        • Target Audience – By the Numbers

                          • Canadian moms are waiting to have children
                            • Figure 2: Age, women with kids under 23 at home vs women without kids at home, 2021
                            • Figure 3: Average age of first-time mothers, 1959-2019
                            • Figure 4: Region, women with kids under 23 at home vs women without kids at home, 2021
                            • Figure 5: Race, women with kids under 23 at home vs women without kids at home, 2021
                          • Finances are more strained with children
                            • Figure 6: Perceptions of financial situation, women with kids under 23 at home vs women without kids at home, 2021
                            • Figure 7: Employment status, women with kids under 23 at home vs women without kids at home, 2021
                          • The majority of moms live within traditional family relationships
                            • Figure 8: Marital status, moms with kids under 23 in the household vs women without children at home, 2021
                        • Market Factors

                          • Impact of COVID-19 on moms
                            • Worries increased significantly
                              • Limited childcare options cause additional struggles for working mothers
                                • Figure 9: Mumsnet Instagram post, 2021
                              • Flexible work culture will be boosted by the pandemic
                                • The division of labour in the household widens
                                  • More family time at home is a pandemic silver lining
                                    • Childcare costs are expected to decrease significantly
                                      • Figure 10: Policy Alternatives Instagram post, 2021
                                      • Figure 11: Mumsnet Instagram post, 2021
                                    • Moms continue to be the primary caregivers
                                      • Figure 12: SheaMoisture Men – A Father’s Lullaby, 2021
                                  • Companies and Brands – Key Takeaways

                                    • Streamlined convenience will ease hectic schedules
                                      • Moms need help to de-stress
                                        • Moms need safety reassurances
                                          • Gender-neutral options help break down stereotypes
                                          • Competitive Strategies

                                            • Streamlined convenience will ease hectic schedules
                                              • Figure 13: Mintel Trend Driver: Value
                                              • Figure 14: Moms who feel overwhelmed by their responsibilities as a parent, 2021 vs 2018
                                              • Figure 15: Honest Instagram post, 2021
                                              • Figure 16: Pampers Pure Hybrid Diaper – How to use, 2021
                                              • Figure 17: KC Corp Instagram post, 2021
                                              • Figure 18: QHairQ Instagram post, 2021
                                          • Market Opportunities

                                            • Moms need help to de-stress
                                              • Figure 19: Mintel Trend Driver: Wellbeing
                                              • Figure 20: Dove | Go Active Range Launch, 2020
                                              • Figure 21: True Botanicals Instagram post, 2021
                                            • Moms need safety reassurances
                                              • Figure 22: Dove | Reverse Selfie | Have #TheSelfieTalk, 2021
                                            • Gender-neutral options help break down stereotypes
                                              • Figure 23: Mastermind Toys Instagram post, 2021
                                          • The Consumer – Key Takeaways

                                            • Moms are relying on advice from close family
                                              • Moms find joy in the tough job of motherhood
                                                • Moms are the primary shoppers
                                                  • Workloads increased significantly as a result of the pandemic
                                                    • Employer accommodations strongly impact perceptions of career fulfillment
                                                    • Parenting Supports

                                                      • Moms are relying on advice from close family
                                                        • Figure 24: Top parenting information sources among moms, 2021
                                                        • Figure 25: Top parenting information sources, moms vs dads, 2021
                                                      • Social media is an important source of information for younger moms
                                                        • Figure 26: Mom’s top parenting information sources (select), 18-44s vs 45+s, 2021
                                                      • Asian moms need better representation online
                                                        • Figure 27: Pampers Canada Instagram post, 2021
                                                        • Figure 28: Moms who rank social media as an important source of parenting information (any top three mention), Asian moms vs moms overall, 2021
                                                    • Parenting Benefits and Drawbacks

                                                      • Moms find joy in the tough job of motherhood
                                                        • Figure 29: Parenting attitudes, moms vs dads, 2021
                                                        • Figure 30: #HeyMom, thank you!, 2019
                                                      • Views of motherhood evolve with age
                                                        • Moms sometimes feel that their parenting choices are judged and questioned
                                                          • Figure 31: Pink Instagram post, 2019
                                                          • Figure 32: Lainey Molnar Instagram post, 2021
                                                          • Figure 33: Moms who have felt judged by another parent for their parenting choices, by marital status, 2021
                                                        • Moms depicted in advertising are not relatable
                                                          • Figure 34: D and AD Instagram post, 2020
                                                          • Figure 35: Parenting attitudes, moms by age, 2021
                                                        • Social circles expand as a result of motherhood
                                                          • Figure 36: Those who have made new ‘mom/dad’ friends through their children, moms by household income, 2021
                                                          • Figure 37: Parenting attitudes (select), Asian moms vs moms overall, 2021
                                                      • Shopping for the Family

                                                        • Moms are the primary shoppers
                                                          • Figure 38: Influential factors when shopping for the family, moms vs dads, 2021
                                                          • Figure 39: Parents Instagram post, 2021
                                                          • Figure 40: Impact of promotions when shopping for the family, moms 18-44 vs moms 45+, 2021
                                                          • Figure 41: Those stating that they are more likely to choose a product if it is offered in larger sizes, by number of children among moms, 2021
                                                      • COVID-19’s Impact on Family Behaviours

                                                        • Mom workloads increased as a result of the pandemic
                                                          • Figure 42: Change in behaviour frequency since the start of the COVID-19 pandemic among moms, 2021
                                                          • Figure 43: Pandemic-related behaviour changes among moms, currently doing more vs expecting to continue doing more post-pandemic, 2021
                                                        • Inequities in the home were exacerbated by the pandemic
                                                          • Figure 44: Behaviours which have increased since the start of the COVID-19 pandemic (select), moms vs dads, 2021
                                                        • Moms are now more likely to shop online or use convenient shopping alternatives
                                                          • Figure 45: Plans to continue increased online shopping post-pandemic, moms vs dads, 2021
                                                          • Figure 46: Parents Instagram post, 2021
                                                        • Moms with younger kids plan to continue additional hands-on activities even as the pandemic wanes
                                                          • Figure 47: Behaviours that have increased since the start of the COVID-19 pandemic among moms (select), by age of children, 2021
                                                        • Remote work is more common among higher earners
                                                          • Figure 48: Moms who have increased working from home since the start of the COVID-19 pandemic, by household income, 2021
                                                      • Attitudes and Behaviours

                                                        • Dads believe that they are pulling their weight, but moms don’t see it that way
                                                          • Figure 49: ‘My partner/spouse and I share household chores equally’ (% agree), moms vs dads, 2021
                                                        • Many moms and dads feel overwhelmed with their parental responsibilities
                                                          • Figure 50: New Baby Dove. There are no perfect moms, just real ones., 2020
                                                          • Figure 51: ‘I am overwhelmed with my responsibilities as a parent’ (% agree), by age of children, 2021
                                                          • Figure 52: Ultra Palmolive Pure + Clear Lavender & Eucalyptus Dish Liquid (Canada), 2020
                                                          • Figure 53: Force Of Nature Clean Instagram post, 2021
                                                          • Figure 54: Attitudes towards chores and household responsibilities (% agree), moms vs dads, 2021
                                                        • Half of moms are relying on tech to keep them organized
                                                          • Figure 55: Reliance on technology (% agree), moms vs dads, 2021
                                                        • Moms are satisfied but suffer from ‘mom guilt’
                                                          • Figure 56: Relationship attitudes (% agree), moms vs dads, 2021
                                                        • Employer accommodations strongly impact perceptions of career fulfillment
                                                          • Figure 57: ‘My career is fulfilling’ (% agree), by perceptions of employer accommodations, 2021
                                                      • Consumer Segmentation

                                                            • Figure 58: Mom segments, 2021
                                                          • Contented Moms (26%)
                                                            • Who are they?
                                                              • How to reach them?
                                                                • Pragmatic Moms (22%)
                                                                  • Who are they?
                                                                    • How to reach them?
                                                                      • Perfectionist Moms (32%)
                                                                        • Who are they?
                                                                          • How to reach them?
                                                                            • Overwhelmed and Isolated Moms (20%)
                                                                              • Who are they?
                                                                                • How to reach them?
                                                                                • Appendix – Data Sources and Abbreviations

                                                                                  • Data sources
                                                                                    • Consumer survey data
                                                                                      • Consumer qualitative research
                                                                                        • Further analysis
                                                                                          • Mintel Trend Drivers
                                                                                            • Abbreviations

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