US Lifestyles of First Time Parents Market Report 2021
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Description
This report provides comprehensive and current information and analysis of the US Lifestyles of First Time Parents market including market size, anticipated market forecast, relevant market segmentation, and industry trends for the Lifestyles of First Time Parents market in the US.
Current market landscape
As the US birth rate and fertility rate continue to decline, the lifestyles of First Time Parents have started to evolve along with the changing population and societal norms. While the age of First Time Parents is getting older, the segment overall still skews younger and less affluent than the total population.
Future market trends in US lifestyles of first time parents
Although new parenthood is a great source of joy, it also marks a sudden and stark change in lifestyle that many First Time Parents are not properly prepared for. Brands have the opportunity to help smooth this transition for First Time Parents by offering emotional support, practical information, and an encouraging sense of community.
Read on to discover more about the US Lifestyles of First Time Parents consumer market, read our US Kids’ Impact on Household Decisions Market Report 2020, or take a look at our other Babies, Children and Family Market research reports.
Quickly understand
- The demographic profile of First Time Parents today.
- The emotions and concerns that mark the first years of parenthood.
- The sources of information and advice that First Time Parents trust and rely on.
- The external factors affecting parenthood, including the declining birth rate, COVID-19 and other sociopolitical circumstances influencing parents today.
Covered in this report
Brands include: Frida Mom, Sifter, Stop & Shop, Giant Foods, Walmart, Amazon, Peapod, Mombox, Dove Men+Care, Hello Bello, Waterwipes, Instant Pot, Instacart, Monica + Andy.
Expert analysis from a specialist in the field
This report, written by Lisa Dubina, a leading analyst in the Culture and Identity sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Becoming a parent for the first time is a joyful and amazing experience, but it also marks a sudden and distinct change in lifestyle for new parents. The majority of First Time Parents feel the shift to new parenthood is more challenging than they anticipated and one they were not properly prepared for. Brands looking to engage new parents have the opportunity to help First Time Parents navigate these early days of parenthood which can often be exhausting, overwhelming and physically and emotionally straining.
Lisa Dubina
Associate Director, Culture and Identity
Table of Contents
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
- Economic and other assumptions
- COVID-19: US context
- What you need to know
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Executive Summary
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- Top takeaways
- Target overview
- First Time Parents are young, less affluent and skew female
- Figure 1: First Time Parents – Demographic profile, 2021
- First Time Moms are more likely to be younger, single and financially struggling
- Figure 2: Age and marital status of First Time Parents, First Time Moms vs First Time Dads, 2021
- Figure 3: Household income and employment status, First Time Moms vs First Time Dads, 2021
- Opportunities and challenges
- Although joyful, First Time Parents are also exhausted and overwhelmed
- Figure 4: Emotions of the past year, All Parents vs First Time Parents vs Total Population, 2021
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- Figure 5: Parenting expectations: harder vs easier than expected, First Time Moms vs First Time Dads vs Parents Overall, 2021
- Traditional gender roles continue to influence household dynamics
- Figure 6: Emotions of the past year, First Time Moms vs First Time Dads, 2021
- New Parent Concerns are focused on finances and sleep exhaustion
- Figure 7: Concerns before having first child, by First Time Parents, 2021
- Preparing and supporting First Time Moms through the realities of motherhood
- Figure 8: Experiences post-birth, among First Time Parents, by First Time Moms vs First Time Dads, 2021
- Engaging First Time Dads and rewriting traditional household dynamics
- Figure 9: Parenting attitudes – Connecting with child, among First Time Parents, by gender, 2021
- Shifting shower gifting to be flexible, customizable and a treat for both parents and baby
- Figure 10: Preparing for first child, among First Time Parents, by First Time Moms vs First Time Dads, 2021
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- Figure 11: First child gifting preference, among First Time Parents, by gender, 2021
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The Market – Key Takeaways
- Birth and fertility rates are on the decline
- First Time Parents skew young, female and less affluent
- The road to parenthood and the lifestyles of parents continues to be influx
- Birth and fertility rates are on the decline
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Parents by the Numbers
- The birth rate and fertility rate are declining
- Figure 12: Annual births and general fertility rate, 2010-20
- First-birth rates have declined for females in their teens, twenties and thirties
- Figure 13: First-birth rate, by age of mother, 2019
- Figure 14: Average age of mother at first birth, 2010–2019
- Fewer married couples and families with kids
- Figure 15: Households, by presence of related children, 2010-20
- Figure 16: Median age at first marriage, 2010-20
- First Time Parents skew young, female and multicultural
- Figure 17: First Time Parents – Demographic profile, 2021
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- Figure 18: Households with related children under 18 in the household, by race and Hispanic origin of householder, 2020
- First Time Parents are less likely to be affluent
- First Time Parents overindex as urbanites who are renting and living with a partner
- Figure 19: First Time Parents – Lifestyle profile, 2021
- First Time Moms are more likely to be younger, single and financially struggling
- Figure 20: Age and marital status of First Time Parents, First Time Moms vs First Time Dads, 2021
- Figure 21: Household income and employment status, First Time Moms vs First Time Dads, 2021
- COVID-19 emphasizes Mintel’s Trend The Unfairer Sex
- Becoming parents: progressive modes to parenthood are becoming more common
- Figure 22: Becoming a parent, by First Time Parents, 2021
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- Figure 23: Method of current expected child, 2021
- The birth rate and fertility rate are declining
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Market Factors
- Impact of COVID-19 on First Time Parents
- The COVID-19 baby bust
- The unintended effects of COVID safety policies on new moms
- The financial cost and implications of raising children
- Expanding the Child Tax Credit
- Forgoing paid family leave
- The expanding role of assisted reproductive technologies
- Impact of COVID-19 on First Time Parents
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Current Market Opportunities
- Pre- and post-birth education and preparation
- Figure 24: Experiences post-birth, among First Time Parents, by First Time Moms vs First Time Dads, 2021
- Post-birth products to aid moms’ recovery
- A trusted resource for navigating children’s dietary needs
- Figure 25: Child food allergies, among First Time Parents, by gender, 2021
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- Figure 26: Sifter makes Halloween less scary for families with dietary restrictions, 2021
- Pre- and post-birth education and preparation
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Competitive Strategies – A Look Ahead
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- Connecting with First Time Parents through the Wellbeing Trend Driver
- Supporting First Time Parents’ physical and psychological wellness
- A subscription box for recovering new moms: spotlight on Mombox
- Figure 27: Mombox: Motherhood is a team sport, 2021
- Supporting dads to support those around them: spotlight on Dove Men+Care
- Figure 28: Dove Men+Care – A storybook surprise, 2021
- Connecting with First Time Parents through the Value Trend Driver
- Helping First Time Parents balance quality with budget
- Providing premium quality at a budget-friendly price point: Spotlight on Hello Bello
- Figure 29: Hello Bello – Affordable premium products for all, 2021
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The Consumer – Key Takeaways
- Parenthood is not for the faint of heart
- New parents worry about the physical and financial toll of parenthood
- More parenting resources are wanted and needed
- Baby registries need to be flexible and customizable
- Across categories, price, safety and quality are key for baby products
- Parenthood is not for the faint of heart
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Emotional State of First Time Parents
- Despite experiencing joy, First Time Parents are also more likely to feel exhausted and overwhelmed
- Figure 30: Emotions of the past year, All Parents vs First Time Parents vs Total Population, 2021
- First Time Moms are more likely to have struggled in the past year than First Time Dads
- Figure 31: Emotions of the past year, First Time Moms vs First Time Dads, 2021
- First Time Parents, particularly Moms, feel parenting is harder than anticipated
- Figure 32: Parenting expectations: harder vs easier than expected, First Time Moms vs First Time Dads vs Parents Overall, 2021
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- Figure 33: parenting attitudes, among First Time Parents, by gender, 2021
- Helping new parents adjust by building a virtual community: spotlight on WaterWipes’ #EarlyDaysClub
- Figure 34: WaterWipes’ #earlydaysclub live – July 31, 2021
- Despite experiencing joy, First Time Parents are also more likely to feel exhausted and overwhelmed
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New Parent Concerns
- The physical and financial toll of parenthood tops First Time Parents’ concerns
- Figure 35: Concerns before having first child, by First Time Parents, 2021
- First Time Moms show more concerns and worries before birth
- Figure 36: Number of concerns had before having first child, repertoire analysis, by gender 2021
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- Figure 37: Concerns before having first child, 2021
- First Time Dads do not anticipate struggling to bond with their baby
- Among their concerns, getting enough sleep is even more challenging than anticipated
- Figure 38: Reality of concerns, among First Time Parents, 2021
- Global spotlight: Asia’s booming postpartum recovery market
- The physical and financial toll of parenthood tops First Time Parents’ concerns
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Parenting Resources
- Only three in 10 First Time Parents feel they had all the resources they needed transitioning to parenthood
- Figure 39: Parenting resources, Married vs Not Married vs All First Time Parents, 2021
- Spouses, friends and parents are the most valuable resources on parenthood
- Figure 40: Most valuable parenting resources, by First Time Parents and Expectant Parents, 2021
- While First Time Dads rely on their partner, First Time Moms are more likely to rely on their pediatrician
- Figure 41: Most valuable parenting resources (any rank), among First Time Parents, by gender, 2021
- Three quarters of First Time Parents feel the support of their family and spouse
- Figure 42: Support from family members and spouse/partner in first year of parenthood, First Time Parents vs Parents Overall, 2021
- Only three in 10 First Time Parents feel they had all the resources they needed transitioning to parenthood
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Registry and Celebrations
- Only half of First Time Parents had a baby shower or baby registry for their first child
- Figure 43: Preparing for first child, among First Time Parents, by first Time Moms vs First Time Dads, 2021
- First Time Moms are slightly more likely to prefer money over registry gifts
- Figure 44: First child gifting preference, among First Time Parents, by gender, 2021
- Opportunities for the future of baby shower and registry gifting
- Customization and flexibility are key for the future of baby registries
- Figure 45: Attitudes toward baby registries and décor, by First Time Parents and Expectant Parents
- Brand spotlight: Monica + Andy Registry revolutionizing baby registries
- Figure 46: Monica + Andy – Universal baby registry, 2021
- Only half of First Time Parents had a baby shower or baby registry for their first child
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Important Factors of Product Purchases
- Price, safety and quality are the top factors when buying baby clothes
- Figure 47: Important factors on purchase – Clothing, by parents, 2021
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- Figure 48: TURF analysis – Important factors on purchase – Clothing, 2021
- Safety, price and ability to use for future children are most important when buying baby furniture
- Figure 49: Important factors on purchase – Furniture, by parents, 2021
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- Figure 50: TURF analysis – Important factors on purchase – Furniture, 2021
- Safety tops concerns when buying toys for babies and kids
- Figure 51: Important factors on purchase – Toys, by parents, 2021
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- Figure 52: TURF analysis – Important factors on purchase – Toys, 2021
- Safety and Price Most Important When Buying Children’s Transportation Products
- Figure 53: Important factors on purchase – Transportation products, by parents, 2021
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- Figure 54: TURF analysis – Important factors on purchase – Transportation products, 2021
- Proving safety and quality: Spotlight on Friso Gold Malaysia
- Price, safety and quality are the top factors when buying baby clothes
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
- Data sources
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