This report offers a complete analysis of Asian American Moms from a consumer perspective. Below, we’ve summarised the key areas covered, defined the report scope, and offer handpicked insights from the report itself.
Key Areas Covered
- Achievements needed to make them feel like a ‘supermom’ and barriers to achieving this.
- Areas where Asian Moms would like some help and what they’re willing to pay for.
- Areas Asian Moms would prioritise if they had an extra three hours in their day.
- Perceptions on ability to balance their own needs against the needs of their children.
Report Scope
For the purposes of this Report, Mintel defines Asian moms as female internet users aged 18+ who are parents/guardians to at least one child under the age of 18 in the household. Where applicable, data in this Report is compared to all US moms and in some cases to the Asian population as a whole.
Asian American Consumer Overview in 2023
The Asian American audience is very diverse culturally, with varying levels of income and education. Generally, Asians are more affluent and educated than the US population overall, with close to half of Asian Millennials earning over $100K per year and 72% having at least a college degree.
How to Market to Asian Moms: Example Opportunity
Asian moms value their time with their kids and tend to prefer cleaning and cooking themselves rather than outsourcing. Brands have an opportunity to offer solutions to help Asian moms save time, such as household products and services that help free up time for family. Food products that are convenient, healthy, and authentic to Asian cultures will also prove appealing. Examples of brands already utilising this strategy are Yishi Foods and Afar Snacks.
For a complete analysis of marketing opportunities available to brands, buy the full report. Alternatively, you may want to browse our Asian American Beauty Consumer Report or Marketing to Asian Millennials Report.
Additional Features Included in Your Report
Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Infographic and an Excel Databook.
Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.
Expert Analysis
This report, written by Carol Wong-Li, a leading consumer and cultures analyst, delivers in-depth commentary and analysis to provide opportunities to market to Asian moms.
Asian moms may seem to have it all: they are on average more affluent, more educated and more likely to be living with a spouse than other moms. At the same time, they are also the most likely to admit they feel overwhelmed with the responsibilities of being a parent. Helping these valued consumers find balance and extra time in their busy lives will be critical to gaining their loyalty – as will be representing them accurately as Asian-Americans and people.
Carol Wong-Li
Director, Consumers and Culture
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Overview
- What you need to know
- Key issues covered in this Report
- Definitions
- Market context
- What you need to know
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Executive Summary
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- Top takeaways
- Consumer trends
- More support than other groups – but no less stress
- Figure 1: Attitudes towards responsibilities held and balancing responsibilities (agree), 2023
- Gaps when it comes to childcare
- Figure 2: In-person childcare help, 2023
- Aspirations for more “me time”
- Figure 3: Priorities for free time, 2023
- Some time for enjoyment
- Figure 4: Attitudes towards balancing their own needs (agree), 2023
- Opportunities and strategies
- Free Asian moms from time-consuming household tasks
- Figure 5: Tasks Asian moms would be most willing to pay for, by household income, 2023
- Authentically represent Asian moms
- Figure 6: Attitudes media portrayal (agree), 2023
- Older moms could really use support
- Figure 7: Attitudes towards responsibilities held and balancing responsibilities (agree), by age, 2023
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Asian American Moms by the Numbers
- A comparatively affluent and educated group
- Figure 8: Key demographics, for Asian Millennials and all Millennials, 2023
- Asians moms are on the rise
- Figure 9: US women by race and Hispanic origin, 2018-28
- Figure 10: Mothers with children under age 18 in the home, by race and Hispanic origin, 2022
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- Figure 11: Age of mother at first birth, by race and Hispanic origin, 2020
- Fewer kids but larger households
- Figure 12: Births, by race and Hispanic origin of mother, 2021 (provisional)
- Figure 13: Average household size for families with children under 18 present, by race and Hispanic origin, 2022
- The importance of extended family
- Figure 14: Ford Canada Escape video, July 2022
- A comparatively affluent and educated group
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Market Factors
- Inflation declines but the economy remains uncertain
- Figure 15: Consumer price Index, year-over-year change by month, 2022-2023
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- Figure 16: Consumer Sentiment Index, 2010-23
- Digital a key commerce channel
- Figure 17: Asian American online shopping frequency, by parental status, 2022
- AAPI hate, affirmative action and activism
- Inflation declines but the economy remains uncertain
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Competitive Strategies and Market Opportunities
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- Meeting Asian Millennial needs through the lens of the Identity Trend Driver
- As good as mom could make it?
- Figure 18: Yishi Foods site, 2023
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- Figure 19: Afar Snacks Instagram post, July 2022
- Holidays as an opportunity for passing down traditions
- Figure 20: Target “Welcome to Diwali” video featuring Jyoti Chand, 2022
- Meeting Asian moms’ needs through the lens of the Rights Trend Driver
- Represent Asian families – accurately
- Figure 21: Asian perspectives on brands (agree), 2022
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- Figure 22: Bounty ad, 2023
- Meeting Asian moms’ needs through the lens of the Value Trend Driver
- Dagne Dover has efficiency in the bag
- Figure 23: Dagne Dover website, 2023
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Marketing to Asian Moms: Fast Facts
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Success and Barriers to Being a Good Mom
- Household chores loom large for Asian moms
- Figure 24: Moms would feel like a super mom if she could…, 2023
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- Figure 25: Moms would feel like a super mom if she could…, by age, 2023
- Significant pressure despite some resources
- Figure 26: Attitudes towards responsibilities held and balancing responsibilities (agree), 2023
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- Figure 27: Attitudes towards responsibilities held and balancing responsibilities (agree), by age, 2023
- Reinventing the Asian supermom
- Figure 28: Everything Everywhere All At Once official trailer, 2022
- Household chores loom large for Asian moms
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Support with Childcare
- Asian moms most likely to go it alone
- Figure 29: In-person childcare help, 2023
- Younger, Southeast Asian moms more likely to have help
- Figure 30: In-person childcare help, by age, 2023
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- Figure 31: In-person childcare help, by region of origin, 2023
- Asian moms most likely to go it alone
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Where Asian Moms Would Like Some Help
- Most open to outsourcing household tasks
- Figure 32: Tasks moms want help with, 2023
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- Figure 33: Tasks moms want help with, by employment status, 2023
- Over half of moms willing to pay for housekeeping
- Figure 34: Tasks Asian moms would be most willing to pay for, Asian Moms vs Moms overall, 2023
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- Figure 35: Tasks Asian moms would be most willing to pay for, by household income, 2023
- A taste of home?
- Figure 36: TheCuminClub.com, August 2023
- Most open to outsourcing household tasks
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Priorities for Free Time
- Self-care a priority for Asian moms
- Figure 37: Priorities for free time, Asian Moms vs Moms overall, 2023
- Older, affluent moms really value self-care
- Figure 38: Priorities for free time, by age, 2023
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- Figure 39: Priorities for free time, by household income, 2023
- Self-care a priority for Asian moms
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Balancing the Needs of Asian Moms
- Many demands on moms’ time
- Figure 40: Attitudes and challenges towards being a successful mom (agree), 2023
- Older moms need to put themselves first
- Figure 41: Attitudes balancing their needs and media portrayal, by age, 2023
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- Figure 42: One Down “My Filipino Mom Tries Saweetie’s Look” video, 2021
- Many demands on moms’ time
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Appendix – Data Sources and Abbreviations
- Consumer survey data
- Marketing creative
- Abbreviations and terms
- Abbreviations
- Consumer survey data
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