2021
9
US Marketing to Moms Market Report 2021
2021-10-12T04:03:55+01:00
OX1045283
3695
143409
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Report
en_GB
“American moms experienced mixed feelings in the past year as they balanced feelings of thankfulness with others such as exhaustion, being overwhelmed and anxiety, as their workload was aggravated during…

US Marketing to Moms Market Report 2021

£ 3,695 (Excl.Tax)

Description

This report provides comprehensive and current information and analysis of the US Marketing to Moms market including market size, anticipated market forecast, relevant market segmentation, and industry trends for the Marketing to Moms market in the US.

Current market landscape

There are almost 35 million moms in the US. These moms are raising a diverse generation, as half of children under 18 identify as non-white. As most US moms are between 30 and 44 years of age, they are a critical target for many brands. Understanding moms can give brands valuable hints about a market’s direction as a whole, as moms significantly influence their homes and the children they are raising. American moms experienced many emotions in the past year as they balanced feelings of thankfulness with others such as exhaustion, being overwhelmed and anxiety due to an aggravated workload during the pandemic.

Future trends in marketing to mothers

As children return to school in person across the US, brands have an opportunity to capture moms’ attention as they reclaim some of this time for themselves.

Findings in this Report can be supplemented by analysis presented in Marketing to Moms: Incl Impact of COVID-19 – US, 2020; Marketing to Black Moms – US, 2021; Marketing to Hispanic Moms – US, 2021 as well as other reports from Mintel’s Lifestyles, Culture and Identity and Multicultural libraries.

Read on to discover more about the US Marketing to Moms market, read our US Kids’ Impact on Household Decisions Market Report 2020, or take a look at our other Babies, Children & Family Market research reports.

Quickly understand

  • The impact of COVID-19 on US moms.
  • The different groups of moms based on the attitudes toward parenthood.
  • The mix of emotions moms felt in the past year.
  • What changes moms anticipate once COVID-19 is no longer a concern.

Covered in this report

Brands include: Tadka Tarot, Kulfi Beauty, HBO Max, 54 Thrones, H-E-B, Walmart, Target, Clorox, Colgate, Headspace, Pillsbury, PC Express.

Expert analysis from a specialist in the field

This report, written by Juan Ruiz, a leading analyst in the Hispanic Insights sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

American moms experienced mixed feelings in the past year as they balanced feelings of thankfulness with others such as exhaustion, being overwhelmed and anxiety, as their workload was aggravated during the pandemic. Despite some uncertainty due to the new COVID-19 variant, moms understand it is time for their children to go back to in-person learning. Still, moms are taking things one day at a time and are not planning what they’ll do with the shift in routine yet. Brands have an opportunity to accompany and guide this change.
Juan Ruiz, Director Hispanic Insights
Juan Ruiz
Director of Hispanic Insights

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • COVID-19: market context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on moms
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on moms, 2021
    • Opportunities and challenges
    • Make sense of moms’ attitudinal diversity
      • Figure 2: Moms’ attitudinal segments, 2021
    • Help moms visualize their path
      • Figure 3: Post-COVID-19 time requirements, 2021
    • Empower moms to take care of their mental wellbeing
      • Figure 4: Prevalent emotions during COVID-19, 2021
  3. A Demographic Overview of Moms – Key Takeaways

    • Moms’ numbers and diversity make them a critical target
    • Moms are learning to live with the pandemic
    • Stagnant household income forces moms to prioritize spending
  4. Moms by the Numbers

    • 35 million moms manage US households
      • Figure 5: Number of moms with coresident children under 18, by age of the mom, 2020
    • US moms are diverse
      • Figure 6: Population by race and Hispanic origin, 2016-26
      • : Figure 7: Population distribution, by age and race/Hispanic origin, 2021
    • Declining birth rates
      • Figure 8: Births, by race and Hispanic origin of mother, 2018-19
    • Younger moms are more likely to raise children without a significant other
      • Figure 9: Marital status moms with coresident children under 18, by age, 2020
      • Figure 10: Marital status, moms with coresident children under 18, by race and Hispanic origin, 2020
  5. Market Factors

    • Impact of COVID-19 on moms
    • Immediate impact (2020)
    • Short term (2021)
      • Figure 11: CDC Facebook post, 2021
    • Recovery (2022-25)
    • Real median household income of families with children shows modest growth
      • Figure 12: Median household income of families with related children, in inflation-adjusted dollars, 2007-19
      • Figure 13: Median household income, by race and Hispanic origin of householder, 2019
      • Figure 14: Household income distribution by race and Hispanic origin of householder, 2019
  6. Market Opportunities

    • Mintel Global Trend Drivers
      • Figure 15: Mintel Global Trend Drivers
    • Rights: respect, protect, and support moms
      • Figure 16: Moms’ perception of support, by moms’ attitudinal segments, 2021
    • Identity: something moms want to uncover on their own
      • Figure 17: Moms’ attitudes toward parenthood, 2021
    • Wellbeing: help moms stay sane
      • Figure 18: H-E-B Grocery Stores Facebook post, 2021
  7. Competitive Strategies

    • Exclusive products to enhance the shopping experience: Target
    • Engage moms and kids live and virtually: Walmart
      • Figure 19: Walmart Stores creative, 2021
    • Remind moms of value propositions in relatable settings: Clorox
      • Figure 20: The Clorox Company creative, 2021
  8. The Consumer – Key Takeaways

    • Support from others key to defining moms’ lives
    • COVID-19 added to moms’ mental strain
    • Moms want more time with family and friends, and more time for themselves
    • Most moms foresee that their time commitments won’t change
    • Working moms stay motivated by not losing sight of why they work
    • How supported stay-at-home moms feel shapes their mindset towards parenting
  9. Moms’ Attitudinal Segments

    • Moms’ attitudes show different groups
    • The four segments
      • Figure 21: Motherhood attitudinal segments, 2021
    • Independent Moms (22%)
      • Figure 22: Profile of Independent Moms, 2021
    • Pressured Moms (27%)
      • Figure 23: Profile of Pressured Moms, 2021
    • Supported Moms (30%)
      • Figure 24: Profile of Supported Moms, 2021
    • Unsupported Moms (21%)
      • Figure 25: Profile of Unsupported Moms, 2021
    • Key segmentation themes
    • Moms see support as a full glass or an empty glass
      • Figure 26: Moms’ perception of support, by moms’ attitudinal segments, 2021
    • Parenting is a full-time job that is worth it
      • Figure 27: Moms’ attitudes toward parenting, by moms’ attitudinal segments, 2021
    • Pressure to live up to expectations makes moms see things harder
      • Figure 28: Moms’ attitudes toward parenting, by moms’ attitudinal segments, 2021
  10. Prevalent Emotions during COVID-19

    • Moms felt the weight of COVID-19
      • Figure 29: Prevalent emotions during COVID-19, 2021
      • Figure 30: Colgate Instagram post, 2021
    • Close circles influence moms’ emotions
      • Figure 31: Prevalent emotions during COVID-19, by moms’ attitudinal segments, 2021
    • Lifestage impacts moms’ joy and optimism
      • Figure 32: Emotions during COVID-19 – Joyful vs optimistic, by age, 2021
      • Figure 33: General Mills Facebook post – Pillsbury Cookies & Brownie Doughs, 2021
  11. Next Year’s Wishes

    • Moms wish for financial security, bonding with family and some time for themselves
      • Figure 34: Next year’s wishes, 2021
    • Brands need to be mindful of variations in the desire for more social connection next year
      • Figure 35: Next year’s wishes – Connections & professional growth, by race and Hispanic origin, 2021
      • Figure 36: Next year’s wishes – Connections & professional growth, by household income, 2021
  12. Prioritizing Time Post-COVID-19

    • Some moms want to prioritize self-care
      • Figure 37: Moms’ plans to prioritize their time post-COVID-19, 2021
    • Moms’ plans may not materialize
      • Figure 38: Moms’ plans to prioritize their time post-COVID-19 – Will do more, by moms’ attitudinal segments, 2021
  13. Working Moms – Feelings toward Work

    • Working moms take pride in being able to do it all
      • Figure 39: Working moms’ feelings toward work, 2021
      • Figure 40: PC Express Facebook post, 2019
      • Figure 41: PC Express – The Talk 30sec, 2019
    • Support is critical to keep working moms motivated
      • Figure 42: Working moms’ feelings toward work, by moms’ attitudinal segments, 2021
    • More affluent moms are more positive about their jobs
      • Figure 43: Working moms’ feelings toward work, by age and household income, 2021
  14. Stay-at-home Moms – Feelings toward Staying at Home

    • Most stay-at-home moms see it is as the right choice for them
      • Figure 44: Stay-at-home moms’ feelings toward staying at home, 2021
    • Perception of support makes a significant difference among stay-at-home moms
      • Figure 45: Stay-at-home moms’ feelings toward staying at home, by moms’ attitudinal segments, 2021
  15. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms

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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