US Marketing to Moms market report
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Providing the most comprehensive and up-to-date information and analysis of the Marketing to Moms market, and the behaviours, preferences and habits of the consumer.
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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?
This Report discusses 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.
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, 2015, 2014, 2013, and 2012, as well as related titles including Marketing to Hispanic Moms – US, September 2017 and Marketing to Black Moms – US, September 2017.
Expert analysis from a specialist in the field
Written by Dana Macke, a leading analyst in the Lifestyle & Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The 43 million moms in the US are an important segment for marketers to understand, as they are often making purchases for the entire household. Although some family dynamics have changed – with more women having children without getting married, having children later in life, and having fewer children – some traditional norms remain. For example, moms are more likely than dads to feel that managing the household is part of their parenting role. Even so, moms still prioritize spending time with their kids over their household chores, with the perspective that spending quality time with their children is irreplaceable.
Associate Director - Lifestyles & Leisure
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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
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