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US Marketing to Moms: Inc Impact of COVID-19 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 Moms: Inc Impact of COVID-19 - US market, and the behaviours, preferences and habits of the consumer.

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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

Moms are under pressure in 2020 having to adjust their work, childcare and household routines due to the COVID-19 pandemic. While the challenges of parenting can be overwhelming, moms are solution oriented and are looking for advice, recommendations and support from family, friends and even brands. Although the difficulties moms face during this pandemic period can’t be ignored, brands should always remember that the joys of being a mom outweigh the challenges and highlighting the positive parts of parenting can bring buoyancy to their messaging.

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.


What does the COVID-19 Global Insights Hub give you access to?

  • Over 450 pieces of research (with more published each week) addressing markets across the globe.
  • Discover how people in countries at different stages of the crisis are adjusting to the 'new normal'.
  • Trending industries which have seen growth due to the changes in circumstance.
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Expert analysis from a specialist in the field

Written by Ariel Horton, 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.

In 2020, moms are facing unexpected challenges. Between maintaining their family’s health and safety through the COVID-19 pandemic and addressing and explaining the various aspects of the Black Lives Matter movement and demonstrations to their children, moms have had their hands full. However, even given all of this, moms still remain optimistic. Moms truly love being parents and feel that motherhood has had a positive impact on their life Ariel Horton
Lifestyles & Leisure Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definitions
          • COVID-19: Market context
          • Executive Summary

              • Top takeaways
                • Target audience overview
                  • Impact of COVID-19 on moms
                    • Disruption of family life
                      • Disruption to daily routines
                        • Figure 1: Short-, medium- and longer-term impact of COVID-19 on moms, May 2020
                      • Opportunities and Challenges
                        • Opportunity: Help moms tackle difficult conversations
                          • Figure 2: Tackling difficult topics, by parent’s gender, June 2020
                        • Opportunity: help smooth COVID-19 disruptions during pregnancy
                          • Figure 3: Pregnancy safe glute exercise you can do anywhere, April 2019
                        • Challenge: Moms are evolving faster than messaging
                          • Figure 4: Parent associations, June 2020
                        • Opportunity: Enable kids’ independence
                          • Figure 5: PhillUp Hangable cups, January 2020
                          • Figure 6: Children relying on parents, June 2020
                        • Challenge: Moms have some financial concerns
                          • Figure 7: Financial outlook, July 2020
                      • Target Audience – What You Need to Know

                        • Creating their own timeline
                          • Engaged on social media
                            • Relying on family, friends and brands
                              • Changes in motherhood as a result of COVID-19
                              • Moms by the Numbers

                                • Average age of first-time mothers continues to increase
                                  • Figure 8: Births, by age of mother, 2017
                                • Number of births and fertility rate will continue to drop
                                  • Figure 9: Annual births, general fertility rate, 2007-18
                                • Marriage may no longer be the “necessary” first step to starting a family
                                  • Figure 10: Age of mother, by marital status, June 2020
                              • Market Opportunity: Moms on Social Media

                                • Connect with moms on social media
                                  • In their own words: posting about kids online
                                      • Figure 11: Social media visits, June 2020
                                      • Figure 12: Tell us how you really feel – Posting on social media, June 2020
                                    • Use momfluencers for brand authenticity
                                      • Figure 13: Social media categories of interest, indexed, December 2019
                                    • Experiment with social retail
                                      • Figure 14: Social media behaviors – Purchasing using social media, December 2019
                                      • Figure 15: attitudes toward influencers products, December 2019
                                    • Help moms manage kids’ tech
                                      • Figure 16: Tell us how you really feel – Kids and technology, June 2020
                                  • Market Opportunity: The Moms Network

                                    • Moms have large word-of-mouth networks
                                      • In their own words: parental support
                                          • Figure 17: Moms attitudes and behaviors, “I have made new “mom” friends”, by marital and employment status, June 2020
                                        • Moms seek advice from other parents
                                          • Figure 18: Tell us how you really feel – Advice, June 2020
                                        • Other family members weigh in on moms’ decisions
                                          • Figure 19: Parent cluster, “I rely on my family to help with childcare”, by age, age of children and employment status, June 2020
                                      • COVID-19 Behaviors

                                        • Financial future
                                          • Figure 20: Personal financial situation, June 2020
                                          • Figure 21: Financial outlook, July 2020
                                        • Working situations as a result of COVID-19
                                          • Figure 22: Employment, June 2020
                                          • Figure 23: Employment situation due to COVID-19, June 2020
                                        • Changes in spending priorities and shopping behaviors
                                          • Focusing on grocery essentials
                                            • Trying new shopping methods
                                              • Investing in at-home leisure
                                                • Figure 24: COVID-19 spending habits, August 2020
                                                • Figure 25: COVID-19 Behaviors, indexed to total adults, August 2020
                                              • Concerns about children and school
                                                • In their own words: transitioning to school at home
                                                    • Figure 26: Parenting during COVID, “I am worried about my child falling behind in school”, by age of children, June 2020
                                                • Key Trends – What You Need to Know

                                                  • Prioritizing physical health
                                                    • Empowering their choices and voices
                                                      • Teaching their children about the many forms of respect
                                                        • Finding new ways to play with their kids
                                                          • Leaning on community during challenges times
                                                            • Encouraging their child’s individuality
                                                            • What’s Happening Now

                                                              • Mintel Trend Driver: Wellbeing
                                                                • Figure 27: Mintel Trend Driver, Wellbeing
                                                              • A focus on their families’ Physical health
                                                                • Premium products for more affordable prices
                                                                  • Figure 28: Premium products at non-premium price, February 2019
                                                                • Postpartum health and beauty products
                                                                  • Figure 29: New Belli hand sanitizer, July 2020
                                                                  • Figure 30: Nipple + Lip for dry lips and irritated nips, April 2020
                                                                • Increased numbers of online/homeschooling to decrease risk of COVID-19
                                                                  • Figure 31: Back to school collection, July 2020
                                                                • Mintel Trend Driver: Rights
                                                                  • Figure 32: Mintel Trend Driver, Rights
                                                                • Moms are empowered to make choices that are best for them
                                                                  • More demand for home or alternative births
                                                                    • Female athletes lead the way in empowering working moms’ rights to maternity leave
                                                                      • Figure 33: Embrace the ‘and’ post, July 2020
                                                                    • Teaching their kids about respect
                                                                      • Discussing Black Lives Matter with their kids
                                                                        • Figure 34: The World Needs More Purple People, June 2020
                                                                      • Talking about sex and consent during the “Me Too” movement
                                                                        • Figure 35: Tackling difficult topics, by gender of children, June 2020
                                                                        • Figure 36: Athlete A official trailer, June 2020
                                                                      • Mintel Trend Driver: Experiences
                                                                        • Figure 37: Mintel Trend Driver, Experiences
                                                                      • TikTok challenges bring out the playful side of moms
                                                                        • Figure 38: Tik Tok toddler challenge, May 2020
                                                                    • What’s Happening Next

                                                                      • Mintel Trend Driver: Identity
                                                                        • Figure 39: Mintel Trend Driver, Identity
                                                                      • COVID-19 heightens the importance of Community
                                                                        • Exposing the realities of working moms
                                                                          • Figure 40: To every mom doing their best, May 2020
                                                                        • Childcare and education of young children during COVID-19
                                                                          • Figure 41: Outschool art class, June 2020
                                                                        • The trying to conceive mom community
                                                                          • Figure 42: Suffering in silence, May 2020
                                                                          • Figure 43: Ali Wong Quote, November 2020
                                                                        • Mom shaming and the downside of a mom community
                                                                          • In their own words: mom shaming
                                                                              • Figure 44: Mom attitudes and behaviors, “I have felt judged by another mom for my parenting choices”, by mothers age, June 2020
                                                                            • Providing children with space for Individuality
                                                                              • Encouraging children’s independence
                                                                                • Figure 45: PhillUp Hangable cups, January 2020
                                                                              • Moms are more accepting of their children being LGBTQ+
                                                                                • Figure 46: Parenting attitudes, “I would be ok with my child being LGBTQ+”, by gender of parent, June 2020
                                                                                • Figure 47: Coming Out With Care: The Welcome Video
                                                                            • The Consumer – What You Need to Know

                                                                              • Mom segmentation
                                                                                • Enjoying motherhood
                                                                                  • Prioritizing themselves and their relationship
                                                                                    • Embracing the imperfections and differences
                                                                                      • Responsibility for discussing difficult topics
                                                                                        • Their child’s future
                                                                                        • Pregnancy and Post-partum

                                                                                          • Finding ways to enjoy pregnancy even through COVID-19
                                                                                            • Figure 48: Mom attitudes and behaviors, “I enjoyed being pregnant”, by number of children, June 2020
                                                                                            • Figure 49: Pregnancy safe glute exercise you can do anywhere, April 2019
                                                                                            • Figure 50: Learn How to Play Baby Shower Pictionary, July 2020
                                                                                          • Being asked about pregnancy
                                                                                            • Figure 51: Tell us how you really feel, “Getting asked about my pregnancy”, by age of mother, June 2020
                                                                                          • “It’s OK to not be OK”
                                                                                            • Figure 52: Attitudes toward parental responsibility, “I am overwhelmed with my responsibilities as a parent”, by age of children, June 2020
                                                                                            • Figure 53: Not many people have asked if I’m OK, October 2019
                                                                                        • Joys of Motherhood

                                                                                          • The stakes are high, but the rewards are worth it
                                                                                            • Figure 54: Parent cluster – Being a parent, June 2020
                                                                                            • Figure 55: Dear Mom, April 2020
                                                                                          • Desire to be a parent translates to joy in parenting
                                                                                            • Figure 56: Mom attitudes and behaviors, by excited and reluctant moms, June 2020
                                                                                          • Younger moms are blending the worlds of parent and friend
                                                                                            • Figure 57: Mom attitudes and behaviors, “My kids are my best friends”, by age of mother, June 2020
                                                                                          • Moms manage stress through a balance of productivity or relaxation
                                                                                            • Figure 58: Stress level, by gender and parental status February 2020
                                                                                            • Figure 59: Managing stress, Indexed to total population, February 2020
                                                                                          • Moms are prioritizing time with spouse/partners
                                                                                            • Figure 60: Parent cluster, “Having children has made me and my partner closer”, by marital status, June 2020
                                                                                            • Figure 61: Crated with love fan favorites, July 2020
                                                                                        • Perception and Reality

                                                                                          • Modern moms see themselves as flexible, easygoing
                                                                                            • Figure 62: Correspondence Analysis – Symmetrical map – Parent associations, June 2020
                                                                                            • Figure 63: A Mother’s love, April 2020
                                                                                          • I want to be like my mom
                                                                                            • Figure 64: Work and parenting, by mother’s parental status, June 2020
                                                                                          • Pressure to look perfect goes away as parents and children get older
                                                                                            • Figure 65: Parent cluster, “I feel pressure to make sure my life and family look put together from the outside”, by gender of children, June 2020
                                                                                            • Figure 66: Instagram vs reality, April 2020
                                                                                          • Every family is an all-American family, but some don’t feel that way
                                                                                            • Figure 67: My family is an all-American family, by race and marital status, June 2020
                                                                                            • Figure 68: The All-American Family, August 2018
                                                                                          • Moms expect their children to rely on them
                                                                                            • Figure 69: Children relying on parents repertoire, June 2020
                                                                                            • Figure 70: Children relying on parents, by household income, June 2020
                                                                                        • Discussing Difficult Topics

                                                                                          • Moms report discussing or plans to discuss more difficult topics
                                                                                            • Figure 71: Tackling difficult topics, by parent’s gender, June 2020
                                                                                            • Figure 72: Who is helping tackle difficult topics, June 2020
                                                                                            • Figure 73: No one has the right to bully you, April 2020
                                                                                          • Teachers’ role in difficult conversations
                                                                                            • Figure 74: Who is helping tackle difficult topics – Teachers at school, June 2020
                                                                                          • Explaining COVID-19 to kids
                                                                                            • In their own words: COVID-19 education resources
                                                                                                • Figure 75: Parenting during COVID, “I’m not sure what to believe about the COVID-19 pandemic”, by area of residence, June 2020
                                                                                                • Figure 76: Elmo’s World – Caring for each other, July 2020
                                                                                            • Moms Segmentation

                                                                                                • Factors
                                                                                                  • Figure 77: Mom segments, June 2020
                                                                                                • Segment 1: Self-Sufficient Solo Mom (25%)
                                                                                                    • Figure 78: Amy Mitchell, May 2019
                                                                                                    • Figure 79: Self-Sufficient Solo Mom segment demographics, June 2020
                                                                                                  • Segment 2: Namaste Mom (21%)
                                                                                                      • Figure 80: Lorelai Gilmore, March 2020
                                                                                                      • Figure 81: Namaste Mom segment demographics, June 2020
                                                                                                    • Segment 3: Practically Perfect Mom (20%)
                                                                                                        • Figure 82: Molly Weasley, October 2014
                                                                                                        • Figure 83: Practically Perfect Mom segment demographics, June 2020
                                                                                                      • Segment 4: Struggling Sidekick Mom (20%)
                                                                                                          • Figure 84: Kate Foster, November 2016
                                                                                                          • Figure 85: Struggling Sidekick Mom segment demographics, June 2020
                                                                                                        • Segment 5: Unengaged Mom (14%)
                                                                                                            • Figure 86: President Selena Meyer, October 2016
                                                                                                            • Figure 87: Uninvolved Mom segment demographics, June 2020
                                                                                                        • Appendix – Data Sources and Abbreviations

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

                                                                                                                      • Figure 88: Correspondence Analysis – Symmetrical map – Parent associations, June 2020
                                                                                                                      • Figure 89: Correspondence Analysis – Principal map – Parent associations, June 2020
                                                                                                                      • Figure 90: Parent associations, June 2020
                                                                                                                    • Methodology

                                                                                                                    About the report

                                                                                                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                    • The Consumer

                                                                                                                      What They Want. Why They Want It.

                                                                                                                    • The Competitors

                                                                                                                      Who’s Winning. How To Stay Ahead.

                                                                                                                    • The Market

                                                                                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                    • The Innovations

                                                                                                                      New Ideas. New Products. New Potential.

                                                                                                                    • The Opportunities

                                                                                                                      Where The White Space Is. How To Make It Yours.

                                                                                                                    • The Trends

                                                                                                                      What’s Shaping Demand – Today And Tomorrow.

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

                                                                                                                    Description