2022
9
UK Marketing To Parents Market Report 2022
2022-03-22T03:03:23+00:00
OX1100875
2195
149133
[{"name":"Advertising and Marketing","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/marketing"},{"name":"Parents and Family","url":"https:\/\/store.mintel.com\/industries\/life-stages\/parents-family"}]
Report
en_GB
"While the rising cost of living will undoubtedly have an impact on household finances and cause many to economise, this can be countered by the pent-up demand for novel experiences…

UK Marketing To Parents Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Marketing To Parents report identifies consumer attitudes towards the lifestyles of parents, family eating patterns, and parent market research in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Marketing To Parents market in the UK.

Current Market Landscape

Parents are increasingly prioritising their own health since the COVID-19 pandemic. However, very few children aged 3-18 are engaging in exercise or sport in their free time. This highlights that while parents have picked up healthy habits, benefiting from an increased amount of time over the past two years, they are struggling to encourage these same healthy behaviours in their children’s lives and need support from brands to do so.

  • 36% of parents say eating healthily and exercising are higher priorities now than before the pandemic.
  • Just 27% of children aged 3-18 are engaging in exercise or sport in their free time.

Rising inflation and the consequent increased cost of living will undoubtedly impact parents’ budgets, with many needing to economise. However, as of January 2022, parents are still generally reporting stable financial positions with many households finding themselves insulated from increased costs with the savings they have built up over the past two years.

Future Market Trends in Marketing To Parents

The rising cost of living will not, however, be felt equally, with lower-income households with already tight budgets being the first to cut back on spending, particularly on discretionary goods such as luxury items, travel and leisure.

However, while rising prices will make it more difficult to splash out, there is significant pent-up demand from parents and families to enjoy new experiences and make up for ‘lost fun’ together. Travel and leisure brands can provide the space for families to enjoy themselves, and celebrate the increased sense of closeness that many families have felt as they have spent more time together in recent years.

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

Quickly understand

  • A demographic overview of parents in the UK.
  • Market factors impacting the lifestyles of parents, including the rising cost of living.
  • Parents’ spending changes since the pandemic.
  • How parents are spending their time since the pandemic.
  • Family eating patterns.
  • How children spend their free time.
  • Experiences/interactions which parents think are important in their children’s education about diversity.

Covered in this report

Brands: Nestlé, Innocent Drinks, HelloFresh, Gousto, McCain’s, Tesco, Jamie Oliver, Sainsbury’s, Kiliaro, Speedo, Airbnb.

Expert analysis from a specialist in the field

This report, written by Francesca Smith, a leading analyst in the Retail sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While the rising cost of living will undoubtedly have an impact on household finances and cause many to economise, this can be countered by the pent-up demand for novel experiences and the desire to make up for ‘lost fun’ among parents. Having spent far less money and time on leisure and travel over the past two years, there will now be a willingness from parents to create new memories and enjoy time together as a family outside of the home. Travel and leisure brands should be providing the space for families to enjoy themselves in a post-COVID world and celebrate the increased sense of closeness among families.

Francesca Smith
Research Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Market context
  2. Executive Summary

    • The market
    • Number of families steadily on the rise
      • Figure 1: Total number of families with dependent children in the UK (in millions), 2000-21
    • The makeup of families continues to diversify
      • Figure 2: Families in the UK with dependent children, by family type, 2000-21
    • Children living with their parents for longer
      • Figure 3: Young adults aged 15-34 living with their parents, by age and gender, UK, 2021
    • Cost-of-living concerns rising among parents
      • Figure 4: Parents’ concerns about household finances, 2021-22
    • COVID-19 pandemic has impacted parents’ priorities
      • Figure 5: How parents’ priorities have changed since the COVID-19 outbreak, 2021
    • The consumer
    • Parents spending more on digital entertainment and educational resources
      • Figure 6: How parents’ spending has changed since the start of the COVID-19 outbreak, 2021
    • Parents spending less on holidays and day trips
    • Home cooking on the rise among parents
      • Figure 7: How parents are spending their time since the start of the COVID-19 outbreak, 2021
    • Working from home gives parents more time
      • Figure 8: Proportion of parents who have more time for selected activities, by their working location, 2021
    • Families are mainly eating together
      • Figure 9: Family eating times, 2021
    • Low levels of exercise/sport among children of all ages
      • Figure 10: How children aged 3-11 spend their free time, 2021
    • Older children spending most of their time in front of screens
      • Figure 11: How children aged 12-18 spend their free time, 2021
    • Parents interested in various sources to help children learn about diversity
      • Figure 12: Important sources of education about diversity, 2021
  3. Issues and Insights

    • Cost of living will impact parents’ budgets but there is still demand for leisure activities and fun experiences
    • Children are increasingly moving their world online
    • Parents need help to get their children moving
  4. The Market – Demographic Overview

    • There are over 8.1 million families with dependent children in the UK
      • Figure 13: Total number of families with dependent children in the UK (in millions), 2000-21
    • The makeup of families continues to diversify
      • Figure 14: Families in the UK with dependent children, by family type, 2001-21
    • Age of parents reaches a new record high
      • Figure 15: Standardised mean age of mothers and fathers at birth of child, England and Wales, 1990-2020
    • Number of children per family remains stable
      • Figure 16: Families with dependent children, by number of dependent children, 2001-21
  5. The Market – Lifestyle Factors

    • Children living at home for longer
      • Figure 17: Young adults aged 15-34 living with their parents, by age and gender, UK, 2021
    • Concerns over cost of living are coming to the fore…
      • Figure 18: Parents’ concerns about household finances, 2021-22
    • …but general financial wellbeing remains okay
      • Figure 19: Parents’ financial wellbeing, 2022
    • COVID-19 impacted family routine…
    • …and parents’ priorities
      • Figure 20: How parents’ priorities have changed since the COVID-19 outbreak, 2021
  6. Parents’ Spending Changes

    • Digital entertainment for children is a priority
      • Figure 21: How parents’ spending has changed since the start of the COVID-19 outbreak, 2021
    • Home schooling has driven purchase of educational resources for children
      • Figure 22: Parents’ spending on “educational resources for children” since the start of the COVID-19 outbreak, by household income, 2021
    • Parents building up savings for children, with fathers contributing more…
    • …providing ideal opportunity for ethical savings accounts for children
      • Figure 23: Parents’ spending on “Adding to a children’s savings account” since the COVID-19 outbreak, mums vs dads, 2021
    • Parents spending less on holidays and day trips
  7. How Parents Are Spending Their Time

    • Families spending more quality time together
      • Figure 24: How parents are spending their time since the start of the COVID-19 outbreak, 2021
    • Home cooking on the rise…
    • …providing opportunity to bring the family together in the kitchen
    • Leisure activities fallen by the wayside
    • Parents feeling the health benefits of working from home
      • Figure 25: Proportion of parents who have more time for selected activities, by their working location, 2021
    • Parents with pre-school children feel greater gain in time
      • Figure 26: Proportion of parents who have more time for household activities than before the COVID-19 outbreak, by age of children in household (NET), 2021
  8. Family Eating Habits

    • Families are eating together…
      • Figure 27: Family eating times, 2021
    • …and eating the same meals
      • Figure 28: Family meals, 2021
    • Commonplace to eat together at the table
      • Figure 29: Where families eat together, 2021
    • Location of eating varies more when parents and children eat separately
      • Figure 30: Where parents and children who mostly eat at different times eat their meals, 2021
  9. Children’s Free Time

    • Younger children spending time watching TV/films and playing video games
      • Figure 31: How children aged 3-11 spend their free time, 2021
    • Participation in sport quite low
    • Older children predominantly spending their time online
      • Figure 32: How children aged 12-18 spend their free time, 2021
  10. Children’s Learning on Diversity

    • Family and friends most important in teaching children about diversity
      • Figure 33: Important sources of education about diversity, 2021
    • Social media a tool for learning for older children
      • Figure 34: Important sources of education about diversity (NET), 2021
    • Fathers value watching live sport in child’s learning of diversity
      • Figure 35: Proportion of parents who agree “watching live sports” is important in contributing to their youngest child’s education about diversity, mums vs dads 2021
    • Holidays an important learning experience for children
  11. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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