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- US Marketing to Black Moms Market Report 2022
This report provides comprehensive and current information and analysis of the marketing to black moms market including marketing to black moms market size, anticipated market forecast, relevant market segmentation, and industry trends for the marketing to black moms market in the US.
Current market landscape
Black moms are making many changes to their lifestyles to best serve their kids. They are focused on making purchases that ensure their kids’ needs are met and also open to exploring new ways to encourage their children to be successful members of society. There is also a focus on health and wellness as well as how their children are interacting with technology.
Market share and key industry trends
- Moms’ purchase decisions are heavily influenced by children. For Black moms, children are considered when it comes to most of their major purchases. This includes their clothes, the media they consume and even the car they drive. Brands can help balance this by focusing on products that appeal to kids, but also provide mom with functionality.
- Overall, Black moms want their kids to be stable, successful and safe. This could take form in many different ways, especially in today’s society; however, most Black moms have relatively traditional goals for their kids to achieve stability, success and safety. That being said, the evolving society may change the route in which they get there. Brands should focus on creating resources for parents to stay up to date with socioeconomic changes so they can steer their kids in the right direction.
- How Black moms want to be supported depends on many variables. The unpredictability of life and parenthood can make it difficult to pinpoint exactly how you may need support. For many Black moms, support looks different based on their lifestyle, children’s age, and even their number of children. Outside of emotional support and a few extra hands-on-deck, Black moms would benefit from a guided approach to help them see where exactly they need help opposed to relying on them to tell their supporters.
Future market trends in marketing to black moms
In all that, Black moms are still saving a piece of their thoughts for themselves and their identity. With concerns about who they are and how they look, ample opportunities exist for brands to support moms finding personal fulfillment within the context of their busy lives. As they look into the future, moms want to strike the perfect balance between successful mom and successful woman.
Read on to discover more about the marketing to black moms consumer market, read our US Black Haircare Market Report 2021, or take a look at our other African American research reports.
Quickly understand
- Children’s influence on purchases.
- Parent identity.
- Parenting and technology.
- Health and pregnancy.
- Goals for children.
Covered in this marketing to black moms market report
Brands include: Munchkin Inc, Hooray Heroes, Kellogg’s, Frosted Flakes, Raisin Bran Crunch, Froot Loops, Apple Jacks, Sports Illustrated, Shubidu, Mydoh.
Expert analysis from a specialist in the field
This report, written by Courtney Rominiyi, a leading analyst in the Multicultural sector, delivers in-depth commentary and analysis on marketing to black moms market research, to highlight current trends and add expert context to the numbers.
Black moms are dynamic in how they choose to present themselves. They are focused on ensuring their children have everything they need and are set up to succeed, yet moms don’t lose sight of the person they are outside of motherhood. Managing pregnancy, identity, and even technology, Black moms have many avenues for brands to support their lifestyles as well as their children’s to create efficiencies that allow them to pour into themselves and their families.
Courtney Rominiyi
Multicultural Consumers and Culture Analyst
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Overview
- What you need to know
- This Report looks at the following areas
- Market context
- What you need to know
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Executive Summary
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- Top takeaways
- Market overview
- Opportunities and challenges
- Create more room in the budget for moms to splurge with products that consolidate household necessities
- Figure 1: Attitudes toward parent identity, 2022
- Create social networks based on lifestyle to help moms connect
- Figure 2: Making friends with parents with similar lifestyles, by child’s age, 2022
- Moms will be keen for tech that keeps them up to date and that also helps educate children on how to achieve future success
- Figure 3: Goals for children, 2022
- Focus on faith-based products and resources to help parents instil values in their children
- Figure 4: Goals for kids to be people of faith, by generation, 2022
- Key consumer insights
- Black moms need resources for diverse support systems
- Black moms are still figuring out how they feel about their children’s internet engagement
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Black Moms by the Numbers
- Black moms are proportionate with the Black share of the population
- Younger moms are more likely to be single and raising children without a partner
- Figure 5: Marital status moms with coresident children under 18, by race and Hispanic origin, 2020
- Black moms are proportionate with the Black share of the population
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Market Factors
- Inflation calls for focus on affordable food options for Black mothers
- Figure 6: Median household income, by race and Hispanic origin of householder, in inflation-adjusted dollars, 2020
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- Figure 7: Race of reference person: annual expenditure means, shares, standard errors, and coefficients of variation, consumer expenditure surveys, 2020
- Black birth rate remains steady
- Figure 8: Births, by race and Hispanic origin of mother, 2018-19
- Inflation calls for focus on affordable food options for Black mothers
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Marketing to Black Moms – Fast Facts
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Children’s Influence on Shopping Behavior
- Moms consider their children and family when it comes to items purchased and where they purchase them
- Figure 9: Children’s influence on purchases, 2022
- Focus on products that children enjoy but also help parents
- Figure 10: Munchkin Inc Instagram page, 2022
- Compared to dads, moms are more focused on shopping at places that are inviting to the whole family
- Figure 11: Shops at family friendly retailers, moms vs dads, 2022
- Black moms with kids aged 11 and under are focused on culture and identity
- Figure 12: Focus on purchasing products that reflect their culture, by age of children at home, 2022
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- Figure 13: Hooray Heroes Instagram page, 2022
- Moms consider their children and family when it comes to items purchased and where they purchase them
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Parent Identity
- Overall, Black moms believe it is important to maintain their identity outside of motherhood
- Figure 14: Attitudes toward parent identity (any agree), 2022
- Fewer steps and cost reductions will resonate, as these help moms save time and potentially create some room for moms to splurge a bit
- Figure 15: Kelloggs US Instagram page, 2022
- Appearance as a priority is polarized between young moms and older moms
- Figure 16: “My appearance is a priority for me” (any agree), by age, 2022
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- Figure 17: Sports Illustrated Swimsuit Instagram page, 2022
- Black moms aren’t willing to compromise parenting over work
- Figure 18: Attitudes around balancing work and parenthood, 2022
- Overall, Black moms believe it is important to maintain their identity outside of motherhood
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Types of Support for Black Moms
- Black moms lean on their family and friends for support
- Figure 19: Attitudes towards types of support for moms, 2022
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- Figure 20: Shubidu app Instagram page, 2022
- Children’s age alters the type of support moms need
- Figure 21: Desire for friends with parents living similar lifestyles, by age of child at home, 2022
- Moms need emotional support and time to themselves
- Black moms want advice from other parents
- Figure 22: Attitudes toward parenting advice, 2022
- Black moms lean on their family and friends for support
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Parenting and Technology
- Black moms are open to their kids engaging on their own tech, but want to keep them safe
- Figure 23: Attitudes towards technology, 2022
- Create efficient programs to help moms monitor their kids efficiently
- Black moms are open to their kids engaging on their own tech, but want to keep them safe
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Health Concerns during Pregnancy
- Weight gain is a top pregnancy health concern for Black moms
- Figure 24: Health concerns during pregnancy, 2022
- Health and fitness brands partner with popular mom influencers
- Moms with a household income of less than $25K have a greater concern for mental health
- Figure 25: Moms concern about mental health, by income, 2022
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- Figure 26: Money Talks Story #1 – Sophia + Imran, 2018
- Figure 27: Money Talks Story #2 – Alyssa + Keith, 2018
- Concern for infant loss grows with more children
- Figure 28: Concern for infant loss, by number of children 2022
- Focus on expanding brands to include real-life depiction of life with multiple children
- Figure 29: What To Expect Instagram page, 2022
- Weight gain is a top pregnancy health concern for Black moms
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Goals for their Children
- Stability, success and safety are the main goals for their children
- Figure 30: Goals for children, 2022
- Help moms find technology that helps them educate their children about the future and their intended goals
- Figure 31: Mydoh Instagram page, 2022
- Moms with a household income of less than $50K are more concerned with their kids staying out of legal trouble
- Figure 32: Goals for kids to stay out of legal trouble, less than $50K vs $50K and over, 2022
- Raising people of faith is important to most moms across generations
- Figure 33: Goals for kids to be people of faith, by generation, 2022
- Stability, success and safety are the main goals for their children
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Appendix – Data Sources and Abbreviations
- Consumer survey data
- Terms
- Consumer survey data
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