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US Lifestyles of Young Families 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 Young 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 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?

Definition

For the purposes of this Report, Mintel has used the following definitions:

  • Young families are defined as parents aged 18-39 with children younger than age 12 living in the household.
  • Older families are defined as parents aged 40+ with children aged 12+ living in the household.

Readers of this Report may also be interested in Mintel’s Lifestyles of Young Families – US, March 2015, Family Entertainment – US, January 2016, and Marketing to Moms – US, September 2016.

Expert analysis from a specialist in the field

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

Work-life balance is something that all families strive for, but it is a particular challenge for families with kids under the age of 12. With young kids in the household, parents spend a lot of hands-on time making meals, helping with homework, and coordinating activities. As kids gain independence and parents gain experience, they may find their workload lessens, but young families have yet to reach this tipping point. However, even though they may feel overwhelmed with household activities, young parents want nothing more than to spend time together as a family, have bonding experiences, and create strong relationships with their kids. Dana Macke
Associate Director - Lifestyles & Leisure

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Young families are not all the same
            • Highlights
              • Considerations
                • Figure 1: Emerging Generation, by race and Hispanic origin, 2018
                • Figure 2: Living arrangements of children under age 18, 2017
              • Parents want more family time
                • Highlights
                  • Considerations
                    • Figure 3: Percentage of parents who agree with statement, by key demographic groups, November 2018
                  • Parents are worried
                    • Highlights
                      • Considerations
                        • Figure 4: Percentage of parents who agree with statement, by key demographic groups, November 2018
                      • Lack of regulation makes YouTube another thing to worry about
                        • Highlights
                          • Considerations
                            • Figure 5: Typical activities of kids under age 12, November 2018
                          • Analog activities remain relevant
                            • Highlights
                              • Considerations
                                • Figure 6: Percentage of kids who do selected activities, by kid age, November 2018
                              • What it means
                              • Young Families in the US – What You Need to Know

                                • The birth dearth continues
                                  • Nuclear family structures are evolving
                                    • Paid childcare remains expensive
                                      • School safety worries both parents and kids
                                        • Parents placing greater emphasis on kindness and emotional health
                                        • Characteristics of Young Families

                                          • Motherhood is starting later
                                            • Figure 7: Average age of mother at first birth, 1990-2016
                                          • US fertility rate is dropping
                                            • Figure 8: Annual births and general fertility rate, 2006-2017
                                          • Slowing birthrates mean fewer households with young kids
                                            • Figure 9: US households, by presence and ages of own children, 2008 and 2018
                                          • Kids in young families reflect growing diversity
                                            • Figure 10: Population by race, Hispanic origin, and generation, 2018
                                          • Only two thirds of kids live with married parents
                                            • Figure 11: Living arrangements of children under age 18, 1968, 1997, 2017
                                            • Figure 12: Neil Lane Bridal Engagement Rings at KAY, November 2018
                                          • Solo parents are more likely to be multicultural moms
                                            • Figure 13: Living arrangements of children under age 18, by race and Hispanic origin, 2017
                                            • Figure 14: Median household income, by type of household, 2016
                                          • Affordable childcare remains an oxymoron
                                            • Both parents and children have school safety concerns
                                              • Teaching kindness in an unkind world
                                                • Schools begin to recognize the importance of social-emotional curriculums
                                                  • Raising boys in the age of #metoo
                                                  • Key Trends – What You Need to Know

                                                    • Parents grow mindful of mindfulness
                                                      • Kids’ increasing interest in cooking
                                                        • Cost of team sports leaves some kids warming the bench
                                                          • Hasbro drops the ball on Black Panther
                                                            • “Theybies” emerge as a parenting trend
                                                            • What’s working?

                                                              • Lifestyle: Families embrace mindfulness
                                                                • Mindfulness in schools
                                                                  • Mindfulness at home
                                                                    • Figure 15: Screenshot of Breathe, Think, Do with Sesame
                                                                  • Marketing: More multiracial families in advertising
                                                                    • Figure 16: Amazon Echo Spot “Bedtime Story,” November 2018
                                                                  • Brands & Business: Capitalizing on kids’ increasing interest in cooking and baking
                                                                    • Figure 17: Percentage of children aged 6-11 who cook/bake, 2008-2018
                                                                    • Figure 18: Making Ricotta with Little Sous, March 2018
                                                                • What’s struggling?

                                                                  • Lifestyle: Participation in team sports is waning
                                                                    • Figure 19: Children aged 6 -12 (by household income) who played a team sport at least one day during 2017
                                                                  • Marketing: Department of Education’s social media slipup
                                                                    • Figure 20: US Department of Education Twitter post, February 2017
                                                                  • Brands & Business: Hasbro struggles to predict demand
                                                                  • What’s next?

                                                                    • Lifestyle: Parenting “theybies”
                                                                      • Figure 21: “Unicorns rule, bro!” Facebook post, June 2018
                                                                    • Marketing: Vacationing families offer digital marketing opportunities
                                                                      • Targeting Millennial families
                                                                        • Figure 22: Four Seasons Instagram post, October 2018
                                                                        • Figure 23: FordSocial’s “Five Beautiful Road Trips to Check Off Your Bucket List”
                                                                      • Brands & Business: Apps will make parenting easier (for a price)
                                                                          • Figure 24: Review of Artkive app, July 2018
                                                                      • The Consumer – What You Need to Know

                                                                        • Adult relatives are helping with childcare
                                                                          • Parents are worried, but confident
                                                                            • Quality time comes in many forms
                                                                              • Younger kids do lots of watching and playing
                                                                                • Crafting and board games are still relevant
                                                                                  • Responsibility, respect, and compassion are key
                                                                                  • Young Family Childcare Dynamics

                                                                                    • Two thirds of moms have paying jobs
                                                                                      • Figure 25: Parental employment, by gender of parent, November 2018
                                                                                    • One-in-five families relies on an adult relative for workday childcare
                                                                                      • Figure 26: Young families’ childcare situations, by child age, November 2018
                                                                                    • Relatives help out in higher-income households too
                                                                                      • Figure 27: Young families’ childcare situations, by household income, November 2018
                                                                                    • Childcare needs are consistent across ethnicities
                                                                                      • Figure 28: Young families’ childcare situations, by race and Hispanic origin, November 2018
                                                                                  • Parenting Attitudes

                                                                                    • Parents want more family time
                                                                                        • Figure 29: Percentage of parents who agree with each statement, November 2018
                                                                                        • Figure 30: Citi Mobile App “Kiddie Shoes”, March 2018
                                                                                      • Parents are confident in their parenting
                                                                                        • Figure 31: Percentage of parents who agree with statement, by age of kid, November 2018
                                                                                      • The worry is real … and universal
                                                                                          • Figure 32: Percentage of parents who agree with statement, by key demographic groups, November 2018
                                                                                        • Millennial parents embrace nostalgia
                                                                                            • Figure 33: Percentage of parents who agree with statement, by parent age, November 2018
                                                                                          • Most parents strive for household democracy
                                                                                              • Figure 34: Percentage of parents who agree with each statement, November 2018
                                                                                            • Dads take a more laidback approach to parenting
                                                                                                • Figure 35: Percentage of parents who agree with each statement, by gender of parent, November 2018
                                                                                            • Family Activities

                                                                                              • Cultural activities are common for most young families
                                                                                                • Family road trips are still a common childhood experience
                                                                                                  • Figure 36: 2018 Subaru Outback | Never Too Early (Extended), April 2018
                                                                                                  • Figure 37: 2019 Subaru Ascent | Big Ideas for Big Families | Healthy Snacks, September 2018
                                                                                                • Time outdoors is common for young families, but in smaller amounts
                                                                                                    • Figure 38: Activities families do together at least once per year, November 2018
                                                                                                  • Almost all families eat dinner together regularly
                                                                                                      • Figure 39: Activities families do together at least once per week, November 2018
                                                                                                    • Multicultural families go to the movies more often
                                                                                                      • Figure 40: Frequency of family movie-going, by race and Hispanic origin, November 2018
                                                                                                    • African American families more likely to attend religious services
                                                                                                      • Figure 41: Frequency of family religious service/meeting attendance, by race and Hispanic origin, November 2018
                                                                                                  • Activities for Kids and Parents

                                                                                                    • Most younger kids balance indoor with outdoor play
                                                                                                      • Almost all kids watch TV, most parents watch with them
                                                                                                        • One quarter of kids watch YouTube alone
                                                                                                            • Figure 42: Typical activities of kids under age 12, November 2018
                                                                                                          • Parents’ digital competency impacts the activities they do with their kids
                                                                                                            • Younger parents bond with kids over YouTube
                                                                                                              • Arts and crafts are more relevant to older parents
                                                                                                                • Figure 43: Percentage of parents who do selected activities with their kids, by parent generation, November 2018
                                                                                                              • Interest in reading remains consistent as kids age
                                                                                                                • Outdoor play evolves
                                                                                                                  • Age 6-11 is the sweet spot for crafting and board games
                                                                                                                    • Figure 44: Pimple Pete game from Spin Master, December 2018
                                                                                                                    • Figure 45: Percentage of kids who do selected activities, by kid age, November 2018
                                                                                                                  • Typical activities change as kids develop new skills and independence
                                                                                                                    • Kids aged 6-11 play video games at the same rate as tweens and teens
                                                                                                                      • Age brings chores, for most
                                                                                                                        • Responsibility can come with privileges
                                                                                                                          • Figure 46: Percentage of kids who do selected activities, by kid age, November 2018
                                                                                                                        • Kids from higher-income families more likely to join classes and teams
                                                                                                                          • Figure 47: Percentage of kids aged 0-11 who do selected activities, by household income, November 2018
                                                                                                                      • Parental Aspirations

                                                                                                                        • Parents want responsible, respectful, and compassionate kids
                                                                                                                            • Figure 48: Top qualities parents want their kids to develop, November 2018
                                                                                                                          • Timing is important when cultivating positive characteristics
                                                                                                                            • Respect comes first
                                                                                                                              • Parents of older kids emphasize different skills
                                                                                                                                • Figure 49: Selected qualities parents want their kids to develop, by age of kid, November 2018
                                                                                                                              • Household income can influence value of personality traits
                                                                                                                                • Figure 50: Selected qualities parents want their kids to develop, by household income, November 2018
                                                                                                                              • Racial background influences some parents’ aspirations for kids
                                                                                                                                • White parents prioritize kindness and compassion
                                                                                                                                  • Black parents value academic success and determination
                                                                                                                                    • Figure 51: Selected qualities parents want their kids to develop, by race and Hispanic origin, November 2018
                                                                                                                                • Young Family Parent Segments

                                                                                                                                    • Factors
                                                                                                                                      • Figure 52: Size of young family parent segments, November 2018
                                                                                                                                    • Overwhelmed Providers (36%)
                                                                                                                                      • Demographics
                                                                                                                                        • Characteristics
                                                                                                                                          • Opportunity
                                                                                                                                            • Parenting Pros (28%)
                                                                                                                                              • Demographics
                                                                                                                                                • Characteristics
                                                                                                                                                  • Opportunity
                                                                                                                                                    • Hands-Off Parents (21%)
                                                                                                                                                      • Demographics
                                                                                                                                                        • Characteristics
                                                                                                                                                          • Opportunity
                                                                                                                                                            • Busy Buddies (15%)
                                                                                                                                                              • Demographics
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Opportunity
                                                                                                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                                                                                                    • Data sources
                                                                                                                                                                      • Consumer survey data
                                                                                                                                                                        • Consumer qualitative research
                                                                                                                                                                          • Generation Definitions
                                                                                                                                                                          • Appendix – Young Family Demographics

                                                                                                                                                                              • Figure 53: Average age of mother at first birth, 1990-2016
                                                                                                                                                                              • Figure 54: Annual births and general fertility rate, 2006-17
                                                                                                                                                                              • Figure 55: Households, by presence and ages of own children, 2008 and 2018
                                                                                                                                                                              • Figure 56: Population by race, Hispanic origin, and generation, 2018
                                                                                                                                                                              • Figure 57: Living arrangements of children under age 18, by race, 2017