Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

US Marketing to Black Moms market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Marketing to Black Moms 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

This Report discusses Black moms’ attitudes and behaviors including how they manage the household, how they shop, how they take care of their children, and their perceptions of these tasks. Black moms are compared to moms in the general population. In the Mintel consumer data referenced, moms are defined as female internet users aged 18+ who are parent/guardian to at least one child under the age of 18 in the household. Moms are defined differently in market data derived from the US Census Bureau (typically women aged 15-50 who have given birth).

Readers of this Report may also be interested in previous Reports of the same title from 2016 and 2015, as well as related titles including Marketing to Moms – US, September 2017 and Marketing to Hispanic Moms – US, September 2017.

Expert analysis from a specialist in the field

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

Black moms are the head of the family within many households. She works, mostly because she has to, even though her role as mom is her greatest accomplishment and primary responsibility. She is raising her kids with confidence, although she would prefer to be able to devote more time to their emotional development. Household work is a chore she would rather hand off to someone else or at least share some of the more mundane tasks, but she still finds time to get everything done. Toya Mitchell
Multicultural Analyst

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The issues and opportunities
            • Older Millennial moms represent the average Black Mom
              • Figure 1: Profile of Older Millennial Black moms to all Black moms, July 2018
            • She would love to relax alone, but will entertain the kids to more spend time with them
              • Figure 2: Black moms’ time, July 2018
            • Black moms want to change course for a better life
              • Figure 3: Moms’ dreams for herself, Black moms indexed to all moms, July 2018
            • Black moms make all the purchase decisions for their kids
              • Figure 4: Moms and purchasing decisions, by relationship, July 2018
            • What it means
            • The Market – What You Need to Know

              • Three in 10 Black females are moms
                • The Black birth rate continues to drop overall, but is rising among older women
                  • One third of Black moms have never married
                    • Most Black moms have some college credit, but more schooling may not lead to higher incomes
                    • Black Moms by the Numbers

                      • There are five million Black moms in the US
                        • Figure 5: Estimated number of moms who have children younger than 18 living in the household by race/Hispanic origin, 2017
                      • Black birth rate is falling similarly to the total population
                        • Figure 6: Birth rate, by race/Hispanic origin, 2007-15
                      • One third of Black households include children under 18
                        • Figure 7: Households with related children, by race/Hispanic origin, 2017
                    • Market Perspective

                      • Nearly half of Black children live with their single mom
                        • Figure 8: Living arrangements of children under age 18, by marital status of parents and race/Hispanic origin, 2017
                      • Births rate among older Black Millennial moms on the rise
                        • Figure 9: Birth rate by age among Black females, 2010-16
                    • Market Factors

                      • Black moms’ educational attainment continues to rise, but remains lower than the average
                        • Figure 10: Percentage of children ages 6-18, by residential mother’s educational attainment and child’s race, 2005-15
                      • Advanced educational attainment leads to greater, but not equitable, earnings
                        • Figure 11: Average annual earnings of women, by educational attainment, by race/Hispanic origin, 2016
                    • Key Trends among Black Moms

                      • TV commercials featuring Black moms in interracial partnerships are on the rise
                        • Black moms (and dads) demand authentic representation for their kids’ benefit
                          • Black Millennial moms seek to create safe spaces to have unfiltered, open dialogue
                          • What’s Happening?

                            • Black moms’ increased casting in television commercials
                              • Figure 12: Clearblue ovulation test system, 2017
                              • Figure 13: P&G/Tide Pods, 2017
                              • Figure 14: DSW, 2018
                          • What’s Struggling?

                            • Black children’s safety remains a top priority among Black moms
                            • What’s Next?

                              • Mintel Trend – Decline of Deference
                                • Black moms (and dads) use business solutions to address kids’ self esteem
                                  • Black Moms’ social media group pushes toy manufacturer to restart doll production
                                    • Mintel Trend – Open Diary
                                      • Social “safe spaces” for Black moms
                                      • The Consumer – What You Need to Know

                                        • Older Black Millennial moms represent the average mom
                                          • Smartphone ownership is ubiquitous among Black moms
                                            • Technology makes moms’ lives easier to manage
                                              • If she can find time, Black moms choose to relax alone
                                                • Black moms would spend time and money to overhaul her life if possible
                                                  • Black moms unilaterally make purchase decisions for the kids alone
                                                  • Characteristics of Black Moms by Generation

                                                    • Most Black moms are older Millennials
                                                      • Figure 15: Black moms by Generational group, July 2018
                                                    • Younger Black Millennial moms are raising their kids alone in the home
                                                      • Figure 16: Profile of younger Millennial Black moms to all Black moms, July 2018
                                                    • Older Black Millennial moms represent the average Black mom
                                                      • Figure 17: Profile of Older Millennial Black moms to all Black moms, July 2018
                                                    • GenX and older Black moms have more support in the home
                                                      • Figure 18: Profile of GenX and older Black moms to all Black moms, July 2018
                                                  • Black Moms and Technology

                                                    • Personal tech ownership trumps communal devices
                                                      • Figure 19: Moms and technology in the home, July 2018
                                                    • Little difference in tech ownership across generation, except for streaming content devices
                                                      • Figure 20: Moms and technology in the home, by generation, July 2018
                                                      • Figure 21: Cable TV subscriptions in the household, total vs Black moms, trended 2013-18
                                                    • Household income dictates ownership of shared entertainment devices
                                                      • Figure 22: Moms and technology in the home, by household income, July 2018
                                                    • Tech use is primarily for her personal enjoyment and shopping
                                                      • Figure 23: Moms and personal technology, all moms indexed to Black moms, July 2018
                                                    • Tech is more multifunctional for older Black Millennial moms
                                                      • In their own words…
                                                          • Figure 24: Moms and personal technology, by generation, July 2018
                                                        • Tech use increases alongside household income
                                                          • Figure 25: Moms and personal technology, by household income, July 2018
                                                        • Tech helps busy moms keep track of the family’s and kids’ activities
                                                          • Figure 26: Moms and personal technology, by age and number of kids in the household, July 2018
                                                      • Black Moms’ Time

                                                        • If Black moms can find time, they prefer to relax alone
                                                          • In their own words…
                                                              • Figure 27: Black moms’ time, July 2018
                                                            • Married and single Black moms share personal space and household responsibility
                                                              • Figure 28: Black moms’ time, by marital or partnered status, July 2018
                                                            • Moms with school-aged kids do things alone, but try to engage them with fun activities
                                                              • Figure 29: Black moms’ time, by age of kids in the household, July 2018
                                                            • Older Millennial moms mostly seek relief by themselves, but will hang out with other adults
                                                              • Figure 30: Black moms’ time, by generation, July 2018
                                                          • Black Moms’ Dreams

                                                            • Black mom’s love for her kids exceeds pragmatic expectations
                                                              • Figure 31: Moms’ attitudes toward her children’s success, July 2018
                                                            • High household income generates more choices
                                                              • Figure 32: Moms’ attitudes toward her children’s success, by income, July 2018
                                                            • Black moms’ desire for self-improvement driven by her need to support her family
                                                              • Figure 33: Moms’ dreams for herself, Black moms indexed to all moms, July 2018
                                                            • Young and affluent Black moms are ambitious, older moms seek greater validation
                                                              • Figure 34: Moms’ dreams for herself, by generation, educational attainment and household income, July 2018
                                                            • Struggling moms have concrete needs to make their families’ lives better
                                                              • Figure 35: Moms’ dreams for herself, select demographics, July 2018
                                                          • Purchase Decision Responsibility

                                                            • Moms. Do. Everything.
                                                              • Figure 36: Moms and purchasing decisions, by relationship, July 2018
                                                            • Married moms make everyday financial decisions on her own
                                                              • Figure 37: Moms and purchasing decisions, by marital status, July 2018
                                                            • Lower-income moms bear the financial burden on their own
                                                              • Figure 38: Moms and purchasing decisions, by household income, July 2018
                                                            • Moms release some control to her teenagers; school kids must follow her direction
                                                              • Figure 39: Moms and purchasing decisions, by age of kids in the household, July 2018
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Consumer survey data
                                                                • Consumer qualitative research
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                    • Appendix – The Consumer

                                                                        • Figure 40: Cable TV subscriptions in the household, total vs Black moms, trended 2013-18