This report provides comprehensive and current information and analysis of the US Marketing to Black Moms market including US 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 overall more satisfied with their life than the average US adult. While the majority carry the weight of household, children and financial responsibilities, they have an overall positive attitude and see themselves as resilient. A larger shift in focus on their children has made some of motherhood’s most difficult challenges even more difficult over the last year.

Future market trends in US Marketing to Black Moms

As they look to the future, they have many concerns for their children that only seem to get more concerning as their children get older.

Read on to discover more about the US Marketing to Black Moms consumer market, read our US Black Consumers: Feeding the Family Market Report 2021, or take a look at our other African American Consumer Market research reports.

Quickly understand

  • The impact of COVID-19 on Black moms.
  • Black moms’ overall satisfaction with the various aspects of their life over the last year.
  • What Black moms consider the most challenging aspects of motherhood.
  • Black moms top concern for their children.

Expert analysis from a specialist in the field

This report, written by Ariel Horton, a leading analyst in the Lifestyle and Leisure sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Black moms have chosen joy and resiliency, even in the face of a difficult year. Black moms display a deep love for their children, and over the last year have shifted their time and energy to focus even more on their children’s needs. Brands have an opportunity to help Black moms manage their day-to-day life and remind them to spend time to take care of themselves and celebrate themselves.
Ariel Horton, Lifestyle and Leisure Analyst
Ariel Horton
Lifestyle and Leisure Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • Economic and other assumptions
            • COVID-19: US context
            • Executive Summary

                • Top takeaways
                  • Market overview
                      • Figure 1: Black moms by the numbers: key stats and market share, 2020
                    • Are Black moms different from average US moms?
                      • Impact of COVID-19 on Black moms
                        • Figure 2: Short-, medium- and long-term impact of COVID-19 on Black moms, 2021
                      • Opportunities and challenges
                        • Black moms are happy with who they are
                          • Figure 3: Black moms’ satisfaction in different areas, 2021
                        • Black moms are in charge and may have strong habits
                          • Figure 4: Responsibility for household tasks, 2021
                        • Black moms’ concerns lack consensus
                          • Figure 5: Concerns for children, 2021
                      • Target Audience – Key Takeaways

                        • There are 4.9 million Black moms
                          • Black moms are more likely to be single parents
                            • COVID-19 disrupted Black moms’ lifestyles
                            • Black Moms by the Numbers

                                • Proportion of Black moms is consistent with the Black share of the population
                                    • Figure 6: Black moms by the numbers: key stats and market share, 2020
                                  • Black moms’ share of births remains steady
                                    • Figure 7: Births, by race and Hispanic origin of mother, 2018-19
                                  • Black moms are more likely to be single parents
                                    • Figure 8: Marital status moms with coresident children under 18, by race and Hispanic origin, 2020
                                • Black Moms in the Bigger Picture

                                  • Four types of moms’ mindsets
                                    • Figure 9: Moms’ attitudinal segments, all US moms vs Black moms, 2021
                                  • Black moms are more likely to be independent
                                    • Many Black moms feel supported
                                    • Market Factors

                                      • Impact of COVID-19 on Black moms
                                        • Immediate impact (2020)
                                          • Short term (2021)
                                            • Recovery (2022-25)
                                              • Black household income prompts Black moms to prioritize spending
                                                • Figure 10: Median household income, by race and Hispanic origin of householder, 2019
                                                • Figure 11: Household income distribution by race and Hispanic origin of householder, 2019
                                              • Black moms more likely to have experienced disruption to employment
                                                • Figure 12: Employment status changes, Black moms indexed to total moms, 2021
                                            • Marketing Opportunities

                                              • Mintel Global Trend Drivers
                                                • Figure 13: Mintel Global Trend Drivers
                                              • Rights: Black moms want recognition
                                                • Experiences: Black moms want more time for themselves
                                                  • Identity: understand Black moms’ culture
                                                    • The next normal
                                                    • Competitive Strategies

                                                        • Sephora acknowledges role of Black beauty in today’s beauty trends
                                                          • Figure 14: Sephora creative, 2021
                                                          • Figure 15: Sephora’s short film “Black Beauty Is Beauty,” 2021
                                                        • Band-Aid provides options for more than one skin tone
                                                          • Figure 16: Band-Aid Ourtone Instagram Post, 2021
                                                      • The Consumer – Key Takeaways

                                                        • Black moms are satisfied with most aspects of their life
                                                          • Most everyday tasks fall on Black moms
                                                            • Sacrifices are the most challenging part of motherhood
                                                              • Black moms’ concerns for their kids remain consistent
                                                              • Life Satisfaction

                                                                • Black moms’ satisfaction with their lives is uneven
                                                                  • Figure 17: Overall life satisfaction, 2021
                                                                  • Figure 18: Black moms’ satisfaction in different areas, 2021
                                                                • Household income impacts Black moms’ satisfaction
                                                                  • Figure 19: Black moms’ satisfaction in different areas, by household income, 2021
                                                                  • Figure 20: Black moms’ satisfaction in different areas, by marital status, 2021
                                                              • Everyday Tasks

                                                                • Black moms feel responsible for everything
                                                                    • Figure 21: Responsibility for household tasks, 2021
                                                                  • Black moms don’t share household tasks responsibilities
                                                                    • Figure 22: Black moms’ responsibility for household tasks, by marital status, 2021
                                                                  • COVID-19 left Black moms wanting time for themselves
                                                                    • Figure 23: COVID-19 impact on household responsibilities, 2021
                                                                • Challenges of Motherhood

                                                                  • Black moms would like more hours in the day
                                                                    • Figure 24: Challenging aspects of motherhood, 2021
                                                                  • Married Black moms are more likely to note challenges
                                                                    • Figure 25: Challenging aspects of motherhood, by marital status, 2021
                                                                  • Employed Black moms are less stressed
                                                                    • Figure 26: Challenging aspects of motherhood, by employment, 2021
                                                                • Top Concerns

                                                                  • Black moms spread their concern across various areas
                                                                    • Figure 27: Concerns for children, 2021
                                                                  • Brand spotlight
                                                                    • Figure 28: Culturally Competent Therapist, 2021
                                                                  • Concerns grow as children get older
                                                                    • Figure 29: Concerns for children, by age of child, 2021
                                                                    • Figure 30: Smart Girl’s Guide to Race & Inclusion
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Consumer survey data
                                                                      • Abbreviations and terms
                                                                        • Abbreviations
                                                                        • Appendix – The Market

                                                                            • Figure 31: Number of sources of work-based income, by parental status and race, 2021
                                                                            • Figure 32: Median household income, by type of Black household, 2019
                                                                        • Appendix – Companies and Brands

                                                                            • Figure 33: Attitudes toward life, culture, and imagery – Cultural traditions, 2021

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