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UK Lifestyles of Mums market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Lifestyles of Mums 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 and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

What you need to know

Watching TV remains a staple of family entertainment and an important way of keeping children occupied when parents are busy, but other technology is catching up. More than ever before, today’s mums are worried about their children’s online safety and there is rising demand for age-appropriate online and mobile content and ways of monitoring kids’ digital activities.

Major digital entertainment brands targeting families are already making steps to make their content more child-friendly, with more brands expected to respond to parental concerns.

Expert analysis from a specialist in the field

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

Whilst some blame devices for making today’s kids lazy, there are many ways in which technology could encourage kids to do all the things that are not always considered to be fun, making parents’ lives easier. Some of the best educational apps are free and could motivate kids to eat healthier, be more active, do better in school and help around the house. Ina Mitskavets
Lifestyles Analyst

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • The market
          • The environmental impact of the growing population
            • Household recycling rates stagnate
              • Income squeeze subdues
                • Obesity rates continue to cause alarm
                  • 78% of UK companies pay men more than women
                    • The consumer
                      • Recycling proves top eco-habit
                        • Figure 1: Frequency of selected environmentally friendly habits, April 2018
                      • Three quarters of Brits plan meals to avoid food waste
                        • Figure 2: Environmentally friendly behaviours, April 2018
                      • Press headlines drive awareness of plastic pollution
                        • Figure 3: Most important environmental issues, April 2018
                      • Highlighting British CSR
                        • Figure 4: Influential factors when buying products, April 2018
                      • A call for transparency
                        • Figure 5: Ethical and environmental attitudes, April 2018
                      • Plastic concerns drive interest in plastic-free stores
                        • Figure 6: Interest in ethical and green products and services, April 2018
                      • What we think
                      • Issues and Insights

                        • Engaging the young with the environment
                          • The facts
                            • The implications
                              • A case for British CSR
                                • The facts
                                  • The implications
                                  • Market Drivers– What You Need to Know

                                    • The environmental impact of the growing population
                                      • Population growth drives household food waste
                                        • Household recycling rates stagnate
                                          • Plastic waste overwhelms the environment
                                            • UK CO2 gas emissions fall
                                              • 78% of UK companies pay men more than women
                                                • Tax avoidance remains contentious
                                                  • Income squeeze subdues
                                                    • UK: ‘The fat man of Europe’
                                                    • Market Drivers – The Environment

                                                      • The environmental impact of the growing population
                                                        • Growth projections
                                                          • Figure 7: Trends in the age structure of the UK population, 2012-22
                                                        • The environmental implications
                                                            • Figure 8: Growing Underground, London, April 2018
                                                          • Population growth drives household food waste
                                                            • Cutting food waste
                                                              • Alternative solutions for food waste
                                                                • Household recycling rates stagnate
                                                                  • Figure 9: Waste from households, by area, 2010-16
                                                                • China bans imports of plastic and paper waste
                                                                  • Plastic waste overwhelms the environment
                                                                    • Figure 10: Plastic waste at the North Pole, 2018
                                                                  • UK CO2 gas emissions fall
                                                                    • Trends in distance travelled by mode of transport
                                                                      • Figure 11: Trends in average distance travelled, Great Britain, 2006-16
                                                                  • Market Drivers – Social Issues

                                                                    • 78% of UK companies pay men more than women
                                                                      • Tax avoidance remains contentious
                                                                        • Challenges for the charitable giving sector
                                                                          • Income squeeze subdues
                                                                            • Figure 12: Headline CPI inflation (12-month percentage change), vs average weekly earnings, January 2012-March 2018
                                                                          • UK: ‘The fat man of Europe’
                                                                            • Figure 13: Overweight and obesity prevalence, England, 2006-16
                                                                          • Representation in advertising
                                                                            • Body positivity
                                                                              • Minority representation
                                                                                • Figure 14: Fenty Beauty by Rihanna, May 2018
                                                                              • Gender stereotypes
                                                                              • The Consumer – What You Need to Know

                                                                                • Recycling proves top eco-habit
                                                                                  • Helping consumers cut water consumption
                                                                                    • Three quarters of Brits plan meals to avoid food waste
                                                                                      • Young green influencers
                                                                                        • Press headlines drive plastic pollution awareness
                                                                                          • City dwellers fear air pollution
                                                                                            • Highlighting British CSR
                                                                                              • Consumers remain conscious of tax dodging
                                                                                                • Just a quarter of adults consider fair trade
                                                                                                  • A call for transparency
                                                                                                    • 64% agree that consumer health is an important part of modern CSR
                                                                                                      • Eco-friendly courier services
                                                                                                      • Environmentally Friendly Habits

                                                                                                        • 72% of all adults recycle all of the time…
                                                                                                            • Figure 15: Frequency of selected environmentally friendly habits, April 2018
                                                                                                          • …but good recycling habits vary widely depending on age
                                                                                                            • Figure 16: Frequency of recycling and composting food waste, by age, April 2018
                                                                                                            • Figure 17: The Body Shop Tinder campaign, July 2016
                                                                                                            • Figure 18: Garnier and dosomething.org ‘Rinse, Recycle, Repeat’ campaign, March 2018
                                                                                                          • Engaging men with the environment
                                                                                                            • Figure 19: Proportion of adults who stick to selected environmentally friendly habits all of the time, by gender, April 2018
                                                                                                          • Helping consumers cut water consumption
                                                                                                            • Opportunities to improve food composting in urban areas
                                                                                                              • Figure 20: Frequency of composting food waste, by area, April 2018
                                                                                                          • Environmentally Friendly Behaviours

                                                                                                            • Three quarters of Brits plan meals to avoid food waste
                                                                                                              • Figure 21: Environmentally friendly behaviours, April 2018
                                                                                                            • Tackling food waste amongst the young
                                                                                                              • Figure 22: Agreement with the statement “I plan meals to avoid food wastage”, by age, April 2018
                                                                                                            • Young green influencers
                                                                                                                • Figure 23: Selected environmentally friendly behaviours, by age, April 2018
                                                                                                            • Environmental Concerns

                                                                                                              • Press headlines drive plastic pollution awareness
                                                                                                                  • Figure 24: Most important environmental issues, April 2018
                                                                                                                  • Figure 25: Ecover and Method product launches with ocean plastic used in packaging, 2013-18
                                                                                                                  • Figure 26: Gant Beacons Project, April 2018
                                                                                                                • Urbanites fear air pollution
                                                                                                                  • Figure 27: Proportion of adults who include “local air quality” as a top three environmental concern, by area, April 2018
                                                                                                                • Raising consumer awareness of air pollution
                                                                                                                  • Figure 28: ‘If you could see London’s air, you’d want to clean it up too’ campaign, London, October 2017
                                                                                                                • Animal welfare remains top priority
                                                                                                                    • Figure 29: The Body Shop ‘Forever Against Animal Testing’, December 2017
                                                                                                                • CSR Considerations

                                                                                                                  • Highlighting British CSR
                                                                                                                    • Figure 30: Influential factors when buying products, April 2018
                                                                                                                    • Figure 31: Waitrose’s “Community Matters” initiative, March 2018
                                                                                                                  • Consumers remain conscious of tax dodging
                                                                                                                    • Just a quarter of adults consider fair trade
                                                                                                                      • Figure 32: Fairtrade Foundation, May 2018
                                                                                                                    • Supporting gender equality
                                                                                                                      • Figure 33: Proportion of adults influenced to buy products based on whether the company supports gender equality, by age and gender, April 2018
                                                                                                                  • Ethical and Green Attitudes

                                                                                                                    • A call for transparency
                                                                                                                      • Figure 34: Ethical and environmental attitudes, April 2018
                                                                                                                    • The cost of ethical living
                                                                                                                      • Figure 35: Tesco Eco Active range, October 2017
                                                                                                                    • 64% agree that consumer health is an important part of modern CSR
                                                                                                                      • Figure 36: Waitrose Healthy Eating Specialist initiative, April 2018
                                                                                                                    • Taking a stance on mental health
                                                                                                                      • Figure 37: Lloyds Bank ‘Get the Inside Out’ campaign, February 2018
                                                                                                                  • Interest in Ethical and Green Products and Services

                                                                                                                    • Plastic concerns drive interest in plastic-free stores
                                                                                                                        • Figure 38: Interest in ethical and green products and services, April 2018
                                                                                                                        • Figure 39: Bulk Market, London, 2017
                                                                                                                      • Eco-friendly courier services
                                                                                                                        • Figure 40: Sainsbury’s e-bike delivery service, April 2018
                                                                                                                      • Sustainable dining out
                                                                                                                        • Figure 41: Ecover’s ‘Let’s Live Clean’ campaign, April 2018
                                                                                                                        • Figure 42: Karma app, May 2018
                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                        • Abbreviations
                                                                                                                          • Consumer research methodology