2021
9
UK Families Market Report 2021
2021-04-21T04:04:48+01:00
OX1042303
2195
136868
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Report
en_GB
“While the lockdown periods have been challenging for all consumers, there can be little doubt that the closure of schools meant that families were among the hardest hit as many…

UK Families Market Report 2021

£ 2,195 (Excl.Tax)

Description

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

Click here to view the German version of our Families Market Report 2021.

 

The closure of schools in spring 2020 and winter 2021 hit families especially hard, as many parents were forced to juggle home schooling and childcare responsibilities with the shift to working at home. However, with the hectic pace of modern life often cited as a barrier to quality family time, many parents found it to be a positive experience that tightened family bonds.

Beyond the additional time pressures, the outbreak also brought added financial stress, with parents of under-18s significantly more likely than average to have been furloughed or lost their job. However, for some families reduced outgoings have created an opportunity for them to either start saving or build their existing savings pot, presenting an opportunity for brands and retailers with bigger-ticket products and services to appeal to this group as social distancing rules lessen.

Parents are under no misapprehension about the benefits of tech during the lockdowns, but online safety remains a significant concern. Social media and online search platforms can benefit from highlighting their safety efforts in their marketing communications, helping to build trust with parents that could even see an improvement in reputation. This market report covers marketing to families, family market research and how the industry has been affected by the COVID-19 pandemic.

As lockdown and social distancing restrictions lessen throughout 2021 it can be expected that families will rush to see friends and other family members they have been unable to. This will present significant opportunities for the ailing travel, leisure and entertainment sectors to highlight their role in bringing people back together. However, longer term it is possible that parents will look back on the sense of togetherness experienced during the lockdowns with some nostalgia and this in turn will mean opportunities for food and drink and in-home entertainment brands to highlight their role in bringing the family back together.

Read on to discover more details or take a look at all of our UK Lifestyles market research.

Quickly understand

  • The impact of COVID-19 on family lifestyles.
  • The impact of COVID-19 on family finances.
  • The importance of online protection as children’s lifestyles further digitise.
  • New opportunities emerge as working from home becomes normalised.
  • Gender responsibilities in the home.
  • Marketing to families.
  • Family market research.

Covered in this report

Brands: Tesco, Sainsbury’s, Aldi, Lidl, Apple, TUI.

Expert analysis from a specialist in the field

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

While the lockdown periods have been challenging for all consumers, there can be little doubt that the closure of schools meant that families were among the hardest hit as many parents were forced to juggle home schooling and childcare responsibilities with the shift to working from home. But with modern life all too often cited as a barrier to quality family time, the silver lining of this time has been a renewed sense of family collectivism. This will prove to be a powerful sentiment for marketers in the coming months and years, with FMCG brands and travel/leisure operators all able to garner appeal by highlighting the central role their products and services can play in bringing the family together.
Jack Duckett
Associate Director – Consumer Lifestyles

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • COVID-19: Market context
          • Economic and other assumptions
          • Executive Summary

              • Impact of COVID-19 on family lifestyles
                • Figure 1: Short, medium and long-term impact of COVID-19 on family lifestyles, February 2021
              • The market
                • The total number of UK families steadily increases…
                  • Figure 2: Total number of families with dependent children (in millions), 1999-2019
                • …but drop in birth rate could inhibit family size and makeup
                  • The consumer
                    • Families pull together as COVID-19 increases pressure on parents
                      • Figure 3: How COVID-19 has impacted family lifestyles, November 2020
                    • Supporting the squeezed “Sandwich Generation”
                      • Online protection becomes more important as children’s lifestyles further digitise
                        • Figure 4: Attitudes towards technology in the family, November 2020
                      • Family finances hit hard by COVID-19
                        • Figure 5: Changes in financial situation as a result of COVID-19 outbreak, by age of children present in the house, March 2021
                      • Parents take advantage of shift towards longer-term agile working
                        • Figure 6: Lifestyles changes families have made or considered making as a result of the COVID-19/coronavirus outbreak, November 2020
                      • Promoting equality in the home
                        • Figure 7: Distribution of family responsibilities during the week, by gender, November 2020
                    • Issues and Insights

                      • Opportunity to capitalise on families’ newfound sense of togetherness
                        • Marketing has role to play in household gender equality drive
                          • Supporting the ever-more stretched Sandwich Generation
                          • The Market – Key Takeaways

                            • The total number of UK families steadily increases…
                              • …but drop in birth rate could inhibit family size and makeup
                                • Children continue to live at home for longer
                                  • Pressures on Sandwich Generation continue to grow
                                  • The Market – Demographic Overview

                                    • Families thrown together as life shifts in home
                                      • Figure 8: Short, medium and long-term impact of COVID-19 on family lifestyles, February 2021
                                    • The total number of UK families steadily increases…
                                      • Figure 9: Total number of parents with dependent children in the UK (in millions), 1999-2019
                                    • …but drop in birth rate could inhibit family size and makeup
                                        • Figure 10: Trends in the number of live births, England and Wales, January 2000-September 2020
                                    • The Market – Lifestyle Factors

                                      • Cohabiting families continue to grow share
                                        • Figure 11: Families in the UK with dependent children, by family type, 1999-2019
                                      • Number of children per family remains stable
                                        • Figure 12: Families with dependent children, by number of dependent children, 2000-2020
                                      • Schools closed piling pressure on working parents
                                        • Children continue to live at home for longer
                                          • Figure 13: Young adults aged 20-34 living with their parents, by gender, UK, 1996-2019
                                        • Pressures on Sandwich Generation continue to grow
                                          • Figure 14: Trends in the age structure of the UK population, 2015-25
                                      • The Consumer – Key Takeaways

                                        • Families pull together as COVID-19 increases pressure on parents…
                                          • …and in particular the “Sandwich Generation”
                                            • Online protection becomes more important as children’s lifestyles further digitise
                                              • Family finances hit hard by COVID-19…
                                                • …but growing savings pots mean that opportunities remain
                                                  • Parents cut back on work to manage parenting responsibilities
                                                    • Working from home drives pet ownership
                                                      • Urban families look to move out
                                                        • Women remain primary care providers
                                                        • Impact of COVID-19 on Family Lifestyles

                                                          • Families pull together as COVID-19 increases pressure on parents…
                                                            • Figure 15: How COVID-19 has impacted family lifestyles, November 2020
                                                          • …with opportunities for brands to emphasise quality time in marketing
                                                            • Newfound tech confidence could help squeezed “Sandwich Generation”
                                                              • Online protection becomes more important as children’s lifestyles further digitise
                                                                • Figure 16: Attitudes towards technology in the family, November 2020
                                                              • Lockdown helps dads feel more involved
                                                                • Figure 17: Attitudes towards changes in parenting responsibilities dynamic, November 2020
                                                            • Family Finances

                                                              • A need for brands to reassert value credentials
                                                                • Family finances prove encouraging…
                                                                  • Figure 18: How parents would describe their financial situation, by age of children present in household, February 2021
                                                                • …but parents of younger are more cautious about the year ahead
                                                                  • Figure 19: Parents’ sentiment for the coming year, by age of children present in household, Nvember 2020
                                                                • Parent workforce hit hard by COVID-19…
                                                                  • Figure 20: Changes in financial situation as a result of COVID-19 outbreak, by age of children present in the house, March 2021
                                                                • …but increased savings for some families stimulate economic recovery
                                                                  • Figure 21: Changes in levels of savings since the start of the outbreak, by age of children present in the house, March 2021
                                                              • COVID-19-influenced Lifestyle Changes

                                                                • Parents cut back on work to manage parenting responsibilities
                                                                  • Figure 22: Lifestyles changes families have made or considered making as a result of the COVID-19/coronavirus outbreak, November 2020
                                                                • Working from home drives pet ownership
                                                                  • Figure 23: Proportion of adults who have or have considered getting a pet as a result of the COVID-19/coronavirus outbreak, by age of child(ren) present in the household, November 2020
                                                                • Urban families look to move out
                                                                  • Figure 24: Proportion of adults who have or have considered moving to a different area of the country as a result of the COVID-19/coronavirus outbreak, by region of residence and area type, November 2020
                                                              • Dividing Family Responsibilities

                                                                • Women remain primary care providers…
                                                                  • Figure 25: Distribution of family responsibilities during the week, by gender, November 2020
                                                                • …but brands have opportunities to challenge stereotypes
                                                                  • Figure 26: Distribution of family responsibilities during the week, by gender, November 2020
                                                                • Younger parents more likely to get help
                                                                  • Figure 27: Distribution of family responsibilities during the week, by age, November 2020
                                                                • Mary Poppins returns
                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                    • Abbreviations
                                                                      • Consumer research methodology

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