US Marketing to Parents 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 Parents 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? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Key points covered
- Choosing good role models for children
- Helping parents navigate childhood obesity
What you need to know
The young’s enthusiasm for social media influencers is not shared by their parents, with just 7% considering social media personalities to be good role models for their children. While it may be tempting for brands to use partnerships with these figures in order to grow their appeal amongst younger audiences, a shift towards more broadly aspirational role models would prove less divisive by appealing to parents and children alike.
Continued high levels of childhood obesity mean that being overweight is increasingly considered normal, leading to confusion amongst parents over what is and isn’t healthy at each developmental stage. Brands that help to inform, educate and facilitate the setting of good habits early are likely to gain trust – and effectively loyalty - from parents
Expert analysis from a specialist in the field
Written by Jack Duckett, a leading analyst in the Lifestyles sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
While there appears to be no end to the enthusiasm for social media bloggers and vloggers expressed by children and teens, parents are far less approving, exhibiting clear concerns over the influence these figures have over their children’s behaviour and on their mental and emotional wellbeing. As the marketing landscape becomes increasingly congested with campaigns centred on social media stars, there are now opportunities for brands to take a different tack, using more aspirational role models that will appeal to parents through their efforts to inspire their children to aim high.
Senior Consumer Lifestyles Analyst
What you get
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.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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