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US Marketing to 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 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 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. Dana Macke
Associate Director - Lifestyles & Leisure

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The challenges
            • Brands should be careful testing Hispanic moms’ loyalty
              • Figure 1: Hispanic moms’ attitudes toward money management, August 2018
            • The opportunities
              • Hispanic moms are willing to listen
                • Figure 2: Hispanic moms’ use of social media, indexed to all moms, August 2018
              • Disruptions are annoying – but may offer significant opportunities
                • Figure 3: Correspondence Analysis – Hispanic moms’ perception of types of advertising, August 2018
              • Understanding when family matters and when individuality matters
                • Figure 4: Hispanic moms’ dreams for herself, indexed to all, August 2018
              • What it means
              • The Market – What You Need to Know

                • Hispanics over index for being moms
                  • Hispanic moms are important as one in four new babies are of Hispanic origin
                    • Hispanic moms are the gatekeepers to larger households
                      • Deciding whether to work or not is a hard decision for Hispanic moms
                        • Hispanic moms are bilingual and committed to teach Spanish to their children
                          • Hispanic moms have high expectations for their children
                          • Hispanic Moms by the Numbers

                            • There are almost eight million Hispanic 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
                            • One in four babies were born to Hispanic moms
                              • Figure 6: Births, by race and Hispanic origin, 2016
                              • Figure 7: General fertility rates, by race and Hispanic origin, 2016
                            • Hispanic moms manage larger households
                              • Figure 8: Average number of people per household, by race and Hispanic origin, 2017
                              • Figure 9: Households with related children, by race and Hispanic origin of householder, 2017
                            • Lower median household income forces Hispanic moms to prioritize spending
                              • Figure 10: Median household income, by race and Hispanic origin of householder, 2016
                              • Figure 11: Household income distribution by race and Hispanic origin of householder, 2016
                          • Market Perspective – Hispanic Moms and Work

                            • Hispanic moms’ salary makes a difference
                              • Figure 12: Hispanic moms’ employment status, by household income, April 2017-June 2018
                            • Language barriers may prevent them from working
                              • Figure 13: Hispanic moms’ employment status, by language spoken at home, April 2017-June 2018
                            • Even with support, working Hispanic moms would prefer to stay at home
                              • Figure 14: Hispanic moms’ attitudes toward working – support, by age of their children, August 2018
                            • Unacculturated Hispanic moms are more likely to idealize work
                              • Figure 15: Hispanic moms’ attitudes toward working, by level of acculturation, August 2018
                          • Market Perspective – Language

                            • Half of Hispanic moms are bilingual
                              • Figure 16: Language(s) Hispanics speak at home, April 2017-June 2018
                            • Hispanic moms are committed to teach Spanish to their children
                              • Figure 17: Share of Hispanic moms who believe it is important to teach Spanish to Hispanic children, by language spoken at home, April 2017-June 2018
                          • Market Perspective – Children and American Culture and Identity

                            • Hispanic moms are motivated by the hope their children will do great
                              • Figure 18: Hispanic moms’ opinions about their children’s future, by level of acculturation, August 2018
                            • Foreign born moms are more optimistic about what the US offers their children
                              • Figure 19: Hispanic moms’ opinions about their children’s future, by moms’ country of birth, August 2018
                          • What’s Happening – What You Need to Know

                            • The art of connecting with Hispanic moms
                              • Looking ahead…
                              • What’s Happening

                                • Connecting the old and the new
                                  • Figure 20: Bimbo Baking Memories TV commercial, July 2018
                                  • Figure 21: Share of Hispanic moms’ loyalty toward brands that advertise in Spanish, by language spoken at home, April 2017-June 2018
                                • Connecting through Spanish-language websites
                                  • Figure 22: Share of Hispanic moms considering Spanish-language versions of websites important, by language spoken at home, April 2017-June 2018
                                • Connecting by highlighting some cultural tension
                                  • Figure 23: Goya TV ad – Growing with more than one flavor (crecer con más de un sabor), May 2017
                                  • Figure 24: Share of Hispanic moms who enjoy eating traditional Hispanic food, by language spoken at home, April 2017-June 2018
                                • Connecting by embracing family gatherings and holidays
                                  • Figure 25: Share of Hispanic moms who consider family reunions important, by language spoken at home, April 2017-June 2018
                                  • Figure 26: Share of Hispanic moms who celebrate Hispanic and American holidays, by language spoken at home, April 2017-June 2018
                                • Connecting through value
                                  • Figure 27: Walmart – Stop. Drop. Shop. Falling Prices!, Acquisition e-mail, October 2018
                              • What’s Next

                                • Creating online communities
                                  • Inviting Hispanic moms to relax
                                  • The Consumer – What You Need to Know

                                    • Level of acculturation drives the types of apps Hispanic moms use
                                      • Recommendations and advice on social media may be weighed against their moms’ advice
                                        • Hispanic moms are savers
                                          • Hispanic moms leave some financial decisions to their spouses
                                            • Least welcomed types of ads offer opportunities to stand out
                                              • Hispanic moms’ dreams allow room for family
                                              • Moms’ Use of Technology – Apps

                                                • Apps help Hispanic moms get a sense of control
                                                  • Figure 28: Hispanic moms’ use of mobile apps, indexed to all moms, August 2018
                                                  • Figure 29: Hispanic moms’ use of mobile apps, by age, August 2018
                                                • Less acculturated Hispanic moms want more control over their kids
                                                  • Figure 30: Hispanic moms’ use of mobile apps, by level of acculturation, August 2018
                                                • Desire for parental control may be driven by kids’ abundant usage of tech
                                                  • Figure 31: Hispanic moms’ attitudes toward kids and technology, August 2018
                                              • Moms’ Use of Technology – Social Media

                                                • Hispanic moms open to recommendations and advice on social media
                                                  • Figure 32: Hispanic moms’ use of social media, indexed to all moms, August 2018
                                                • Younger Hispanic moms may use social media along with other sources
                                                  • Figure 33: Hispanic moms’ use of social media, by age, August 2018
                                                  • Figure 34: Hispanic moms’ use of social media, by age of children in household, August 2018
                                              • Moms’ Money Management

                                                • Saving is in Hispanic moms’ DNA
                                                  • Figure 35: Hispanic moms’ attitudes toward money management, August 2018
                                                • Savings mentality is not linked to money concerns
                                                  • Figure 36: Hispanic moms’ attitudes toward money management, by level of acculturation, August 2018
                                                • Money concerns increase with acculturation
                                                  • Figure 37: Hispanic moms’ attitudes toward money management, by level of acculturation, August 2018
                                              • Moms’ Financial Decision Making Dynamic

                                                • Hispanic moms less assertive when making financial decisions
                                                  • Figure 38: Money management dynamic – Hispanic moms and partner/spouse, indexed to all, August 2018
                                                  • Figure 39: Money management dynamic – Hispanic moms and partner/spouse, by marital status, August 2018
                                                  • Figure 40: Money management dynamic – Hispanic moms and partner/spouse, by household income, August 2018
                                              • Advertising Associations

                                                • Ad types Hispanic moms are not fond of may offer the greatest opportunity to surprise
                                                  • TV ads – memorable and entertaining
                                                    • Radio, magazine, and newspaper ads – relevant and reliable
                                                      • Figure 41: Hispanic moms’ readership of Spanish-language magazines – past 6 months, by age, April 2017-June 2018
                                                      • Figure 42: Hispanic moms’ readership of Spanish-language magazines – past 6 months, by language spoken at home, April 2017-June 2018
                                                    • Ads on social networks and online video ads – arguments on both sides
                                                      • Online banner ads and ads on streaming music services – annoying and intrusive
                                                        • Figure 43: Correspondence Analysis – Hispanic moms’ perception of types of advertising, August 2018
                                                        • Figure 44: How Hispanic moms perceive different types of ads, August 2018
                                                      • Are streaming music services resonating among Hispanic moms?
                                                        • Figure 45: Hispanic moms’ use of digital music services, indexed to all, April 2017-June 2018
                                                      • Streaming music services can help keep Hispanic moms bicultural
                                                        • Figure 46: Hispanic moms’ attitudes toward music, by level of acculturation, August 2018
                                                    • Moms’ Dreams for Herself

                                                      • Hispanic moms’ dreams keep their families in mind
                                                          • Figure 47: Hispanic moms’ dreams for herself, indexed to all, August 2018
                                                          • Figure 48: Hilton Hotels Corporation offer, Acquisition e-mail, October 2018
                                                        • Balancing individual dreams with family oriented dreams
                                                          • Age tempers dreams
                                                            • Figure 49: Hispanic moms’ dreams for herself, by age, August 2018
                                                            • Figure 50: Hispanic moms’ dreams for herself, by level of acculturation, August 2018
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Consumer survey data
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                  • Terms
                                                                    • Correspondence analysis methodology
                                                                      • A note about acculturation