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Everything you need to make the right decisions

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

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Family tech usage remains a contentious issue as parents worry about their children’s, and often their own, overreliance on digital activities. This paves the way for more brands to employ the “switch off” message being used to engage younger adults in marketing, but equally tech brands can benefit from highlighting the important role that devices and media content play in bringing the family together.


Parents are generally keen that their children learn more about different cultures and religions, but there are hesitations about the role that brands should play in teaching children about some contemporary issues. However, this is not to say brands should not play any role at all, and they still have a role in supporting parents as they help their children navigate and understand the diversity of the UK. More educational campaigns could certainly help to address some of the existing concerns that brands’ efforts to better represent social diversity are disingenuous.

Expert analysis from a specialist in the field

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

Recent years have seen a transformation in how brands represent families in marketing, with significantly improved representation of Britain’s diverse family types. However, as the UK population becomes ever-more diverse, there remains scope for brands to take a more educational approach in campaigns, helping to support parents and schools as they help children to better understand the society they live in, and to create a more cohesive and accepting society for the future Jack Duckett
Associate Director – Consumer Lifestyles

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • The market
          • Total number of families continues to rise
            • Figure 1: Total number of families in the UK (in millions), 1999-2019
          • Cohabiting families continue to grow share
            • Birth rates continue to drop
              • The consumer
                • Today’s parents turn online for health advice…
                  • Figure 2: Where parents would look for health advice for their children, August 2019
                • … But there is still room for more traditional experts
                  • TV time remains an important family activity
                    • Figure 3: Family activities in a typical week, August 2019
                  • The active role of grandparents
                    • Figure 4: Types of support provided by grandparents, August 2019
                  • Diversity proves an important part of children’s education
                    • Figure 5: Role of schools and brands in teaching children about selected contemporary issues, August 2019
                  • Talking money with children
                    • Figure 6: Attitudes towards family money and money management, August 2019
                  • Opportunities to switch off together
                    • Figure 7: Attitudes towards family time and teaching children about diversity, August 2019
                  • The role of brands in teaching children about diversity
                    • What we think
                    • Issues and Insights

                      • Switching off and switching on; balancing the role of tech in family life
                        • The facts
                          • The implications
                            • The role of brands in driving diversity
                              • The facts
                                • The implications
                                • Demographic Overview – What You Need to Know

                                  • Total number of families continues to rise
                                    • Cohabiting families continue to grow share
                                      • Birth rates continue to drop
                                      • Demographic Overview

                                        • Total number of families continues to rise
                                          • Figure 8: Total number of families in the UK (in millions), 1999-2019
                                        • Cohabiting families continue to grow share
                                          • Figure 9: Families in the UK with dependent children, by family type in 1999, 2009 and 2019
                                        • Decline in lone parent families
                                          • Figure 10: Index of the number of lone parent families in the UK, 1999-2019
                                        • Birth rates continue to drop
                                          • Figure 11: Trends in the number of live births, England and Wales, 2000-18
                                        • British families become more diverse
                                        • The Consumer – What You Need to Know

                                          • Today’s parents turn online for health advice…
                                            • … But there is still room for more traditional experts
                                              • Parents turn to GPs for mental health advice
                                                • TV time remains an important family activity
                                                  • Eating culture remains at the heart of family life
                                                    • The active role of grandparents
                                                      • The role of brands in teaching children about diversity
                                                        • Brands can play a role in promoting gender equality to children
                                                          • Talking money with children
                                                            • Opportunities to switch off together
                                                            • Sources of Health Advice

                                                              • Today’s parents turn online for health advice…
                                                                • Figure 12: Where parents would look for health advice for their children, August 2019
                                                              • … But there is still room for more traditional experts
                                                                • Figure 13: Where parents would look for dietary advice for their children, August 2019
                                                              • Promoting online exercise
                                                                  • Figure 14: Where parents would look for exercise advice for their children, August 2019
                                                                • Parents turn to GPs for mental health advice
                                                                  • Figure 15: Where parents would look for mental health advice for their children, August 2019
                                                              • Family Activities

                                                                • TV time remains an important family activity
                                                                  • Streaming services have further room to grow
                                                                    • Figure 16: Family activities in a typical week, August 2019
                                                                  • Eating culture remains at the heart of family life
                                                                      • Figure 17: Proportion of all parents who say that they eat meals together at home, by parent’s working status, August 2019
                                                                    • Video games as a source of family time
                                                                    • Role of Grandparents

                                                                      • The active role of grandparents
                                                                        • Figure 18: Types of support provided by grandparents, August 2019
                                                                      • Connecting grandparents
                                                                      • Educating Children about Contemporary Issues

                                                                        • Diversity proves an important part of children’s education
                                                                          • Figure 19: Role of schools and brands in teaching children about selected contemporary issues, August 2019
                                                                        • Religions and cultures deemed an important lesson for children
                                                                          • Brands can play a role in promoting gender equality to children
                                                                            • Brands can take a stance on sexual health and politics…
                                                                              • Figure 20: Schweppes’ ‘The Dress for Respect’ campaign, November 2018
                                                                            • … But there is less support for sexuality and gender identity
                                                                            • Attitudes towards Family Life

                                                                              • Talking money with children…
                                                                                • Figure 21: Attitudes towards family money and money management, August 2019
                                                                              • … And other family members
                                                                                • Figure 22: Lloyds Banking Group, ‘The M Word’, March 2019
                                                                              • Opportunities to “switch” off together
                                                                                • Figure 23: Attitudes towards family time and tech usage, August 2019
                                                                              • Supporting parents in an increasingly diverse Britain
                                                                                • Figure 24: Parent’s attitudes towards children and diversity, August 2019
                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                • Abbreviations
                                                                                  • Consumer research methodology

                                                                                  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 tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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