2023
9
UK Marketing to Adults without Children Market Report 2023
2023-04-27T04:07:44+01:00
OX1156405
2195
162853
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Report
en_GB
“Adults without children are a growing and increasingly important consumer group that brands need to understand and service. As the number of reasons to not have children arguably increases, from…

UK Marketing to Adults without Children Market Report 2023

£ 2,195 (Excl.Tax)

Description

Adults without children are a growing consumer demographic, and are becoming an increasingly important consumer group. Using our expert analysis and consumer-led market intelligence, Mintel’s UK Marketing to Adults without Children Market Report helps to identify how brands can engage with and accurately represent this growing consumer group.

This report will help you understand:

  • Market factors impacting adults without children.
  • Consumer segmentation of adults without children, including childfree and childless adults.
  • The major life events adults without children expect to experience in the next three years.
  • Adults without children’s satisfaction with selected aspects of their lives.
  • Adults without children’s participation in leisure and travel activities in the past six months.
  • Attitudes towards the representation of adults without children in media, marketing and society.
  • The perceived impact of being childfree on lifestyle.

Adults Without Children: A Growing Consumer Group

Over two-fifths (43%) of adults aged 16+ do not have children. Increasing opportunities for women outside the home, the steep cost of raising a child, and concerns about the climate are just some of the reasons why people are choosing to be childfree.

Like all consumers, the cost-of-living crisis is putting significant strain on the finances of adults without children. There may also be a knock-on impact on plans to start a family for many childfree adults.

Adults Without Children: Know Your Consumer

  • 43% of adults without children believe that their consumer group is often left out of marketing.
  • 80% of adults without children believe that being childfree means they are freer to make last-minute plans, however they are no more likely to engage in a number of leisure activities compared to parents of young children. 
  • While the number of adults without children is on the rise, judgement persists, particularly towards childfree women. 60% of women aged 35-54 feel negatively judged for not having children.

Marketing to Adults Without Children – Market Opportunities

Adults without children have long been ignored in media, marketing and society. There are significant opportunities for brands to now understand and accurately represent this growing consumer group. Brands, particularly leisure and travel operators, can benefit from childfree adults’ ability to be spontaneous. 

To understand more about how your business can harness these opportunities and drive growth in the future, purchase our full Marketing to Adults Without Children Market Report.

Expert Analysis from a Specialist in the Industry

This report, written by Francesca Smith, a senior consumer & lifestyles analyst, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Adults without children are a growing and increasingly important consumer group that brands need to understand and service. As the number of reasons to not have children arguably increases, from the steep rise in the cost of living to the impending climate crisis, more adults are choosing to delay parenthood or to be childfree. Of course, others are childless by circumstance.

And yet, adults without kids have largely been ignored and under-represented in media, marketing and society. There is opportunity for brands to stand out by accurately and positively representing this diverse group of consumers. In particular, brands should dismantle negative stereotypes and celebrate women who are childfree by choice.

 

Francesca Smith
Senior Research Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
      • Executive Summary

          • The market
            • Adults without children are a growing consumer demographic
              • Figure 1: Total fertility rate, England and Wales, 1981-2021
            • Adults are delaying parenthood
              • Figure 2: Standardised mean age of mothers and fathers, England and Wales, 1981-2021
            • Declining financial wellbeing will impact family planning
              • Figure 3: Household financial wellbeing index, 2016-23
            • The consumer
              • Over two fifths of adults do not have children
                • Figure 4: Adults without children, by age, 2023
              • Young adults are planning for major life changes
                • Figure 5: Expected major life events in the next three years, by parental status, 2023
              • Adults without children express most satisfaction with family relationships
                • Figure 6: Adults without children’s satisfaction with selected aspects of their life, 2023
              • Going to restaurants and pubs is the most popular leisure activity for all adults
                • Figure 7: Participation in leisure and travel activities in the last six months, by parental status, 2023
              • More positive representations of adults without children needed
                • Figure 8: Attitudes towards representation of adults without children, 2023
              • Encourage adults without kids to be more spontaneous
                • Figure 9: Childfree behaviours, 2023
            • Issues and Insights

              • Like all consumers, adults without children are feeling a serious squeeze on their finances
                • The growing number of adults without children offers potential for brands
                  • Positively represent and empower women without children
                  • Market Drivers

                    • The number of adults without children is growing
                      • Figure 10: Total fertility rate, England and Wales, 1981-2021
                    • Adults’ childfree years are increasing
                      • Figure 11: Standardised mean age of mothers and fathers, England and Wales, 1981-2021
                    • Inflation will continue to eat into consumer spending power over the course of 2023
                      • Further interest rate increases will hit mortgage-holders
                        • Consumers’ financial wellbeing has fallen from the highs of 2021…
                          • Figure 12: Household financial wellbeing index, 2016-23
                        • …and may have a knock-on effect on family planning
                          • Adults without children prioritise saving for the future
                            • Figure 13: Recent financial activity of adults without children, 2023
                        • Who Are Adults Without Children?

                          • Over two fifths of adults do not currently have children
                            • Figure 14: Adults without children, by age, 2023
                          • Childfree or childless?
                            • Figure 15: Adults without children’s parental aspirations, 2023
                          • Half of adults without kids are single
                            • Figure 16: Relationship status of adults without children, 2023
                          • Desire for children in the future does not differ by relationship status
                            • Figure 17: Relationship status and want to have children in the future of adults without children, 2023
                        • Expected Major Life Events

                          • Young adults prepare for change
                            • Figure 18: Expected major life events in the next three years, by parental status, 2023
                          • Getting a new job is the top priority for young adults without kids
                            • Figure 19: Adults who expect to get a job/a new job in the next three years, by age and parental status, 2023
                          • Young childfree adults seek pet-parenthood
                            • Figure 20: Adults without children who expect to get a pet in the next three years, by age, 2023
                          • A small proportion of AWOCs plan to have a baby soon
                            • Figure 21: Adults without children who want children in the future who expect to have/adopt a child(ren) in the next three years, by relationship status, 2022
                        • Life Satisfaction

                          • AWOC are most pleased with their familial relationships
                            • Figure 22: Adults without children’s satisfaction with selected aspects of their lives, 2023
                          • Older childfree adults have invested in their friendships
                            • Figure 23: Adults very satisfied with their friendships, by age and parental status, 2023
                          • Parents of older children are the happiest overall
                            • Figure 24: Adults satisfied with selected aspects of their lifestyle (NET), by parental status, 2023
                          • A quarter of adults without kids are romantically unsatisfied
                          • Leisure and Travel Participation

                            • Restaurants and pubs are most popular leisure activities for all
                              • Figure 25: Participation in leisure and travel activities in the last six months, by parental status, 2023
                            • The unexpected cost of being single
                              • Figure 26: Adults without children’s participation in leisure and travel activities in the last six months, by relationship status, 2023
                            • Leisure venues should encourage better-off consumers to trade-up
                              • Figure 27: Adults without children’s participation in leisure activities in the last six months, by financial situation (NET), 2023
                          • Representation of Adults without Children

                            • Both childfree and childless adults feel under-represented
                              • Figure 28: Attitudes towards representation of adults without children, 2023
                            • Childfree women feel the pressure more than men
                            • The Childfree Lifestyle

                              • Brands can benefit from childfree adults’ ability to be spontaneous
                                • Figure 29: Childfree behaviours, 2023
                              • Middle-aged women without children face the most negative judgement
                                • Figure 30: “I feel negatively judged for not having children”, by gender and age, 2023
                              • AWOC who want kids find joy in being a part of other children’s lives
                                • Figure 31: “I enjoy being around other people’s children”, by want to have children in the future, 2023
                            • Appendix – Data Sources, Abbreviations and Supporting Information

                              • Data Sources
                                • Abbreviations
                                  • Consumer research methodology

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