Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Marketing to Dads market including 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?

Covered in this report

Dads tend to compare themselves to their own fathers, which leaves them feeling positive about their level of family engagement. However, they also see their partner as the primary parent and are likely to rely on them to take the lead with both parenting and household responsibilities, resulting in a lack of confidence. While they may struggle to connect with their children once their children gain more independence, the majority feel that fatherhood has made them a better person and has improved their relationships.

Expert analysis from a specialist in the field

Written by Ariel Horton, a leading analyst in the Lifestyles sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While dads may see themselves as new and improved version of their own fathers, they still see the room for improvement in their roles. They see their partners as the primary parent, which contributes to their lack of confidence in their parenting abilities and potentially difficult time communicating and connecting with their children as they get older. Brands ultimately have the opportunity to help dads gain more confidence in their parenting abilities by helping them extend past what they see as their parenting duty, resulting in better connection and communication with their children and partner/spouse.
Ariel Horton
Lifestyle and Leisure Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: Market context
          • Executive Summary

              • Top takeaways
                • Target audience overview
                  • Impact of COVID-19 on dads
                    • Effects of COVID-19 on family life
                      • Effects of COVID-19 on dads’ daily routines
                        • Figure 1: Lockdown, re-emergence and recovery impact of COVID-19 on dads, October 2020
                      • Opportunities and Challenges
                        • Dads compare themselves to their fathers, not their peers
                          • Dads see the role of fatherhood as a duty
                            • Figure 2: Dads’ attitudes and behaviors, June 2020
                          • Dads have less parenting confidence
                            • Figure 3: Tell us how you really feel – advice, by gender, June 2020
                          • Dads don’t feel like the primary parent
                            • Figure 4: Parenting cluster – I consider my partner the primary parent, by gender, June 2020
                          • Dads are results oriented
                            • Figure 5: Dad’ attitudes and behaviors – being a dad has made me a better person, by gender of parent, age and age of children, June 2020
                          • What it means
                          • The Market – What You Need to Know

                            • Single-father households are on the rise
                              • Engaged on social media
                                • Dads are open to advice
                                  • Continued employment leads to a positive financial outlook
                                    • Changes in fatherhood as a result of COVID-19
                                    • Dads by the Numbers

                                      • As with moms, the age of dads is increasing
                                        • Figure 6: Biological fathers’ age at birth of first child in the US, 2014
                                      • Majority of dads are married
                                        • Figure 7: Marital status of biological fathers in the US, 2014
                                        • Figure 8: Age and race, by marital status, June 2020
                                      • Number of father-only households is increasing
                                        • Figure 9: Percent change of living arrangements of children under age 18, by race and Hispanic origin, 2008-2018
                                        • Figure 10: US family households, by type and race, 2019
                                      • Anticipate share of stay-at-home fathers to hold
                                        • Figure 11: Married-couple family groups with children under age 15 at home, by presence of stay-at-home father, 2008-18
                                    • Market Opportunity: Social Media

                                      • Dads are engaged on social media
                                        • Figure 12: Social media usage, by frequency of usage, June 2020
                                      • The majority of dads identify as social media influencers
                                        • Figure 13: Types of influencers followed, indexed to total adults, June 2020
                                      • Dads are comfortable posting about their children
                                        • Figure 14: Tell us how you really feel – posting about kids on social media, by gender, June 2020
                                      • Dads approve of their kids’ use of technology and social media
                                        • Figure 15: Tell us how you really feel – kids and tech, by gender, June 2020
                                        • Figure 16: Samsung QLED TV Baby Interference, January 2019
                                    • Market Opportunity: Dad Networks

                                      • Dads are creating their own friend networks
                                        • Figure 17: Dad attitudes and behaviors – I have made new “dad” friends, by age, June 2020
                                      • Dads are looking for advice
                                        • Figure 18: Tell us how you really feel – advice, June 2020
                                        • Figure 19: Tell us how you really feel – advice, by gender, June 2020
                                      • Dads feel judgment from social media and their partner
                                        • In their own words: dads don’t often feel judged
                                            • Figure 20: Dad attitudes and behaviors – I have felt judged by another dad for my parenting choices, June 2020
                                            • Figure 21: The Modern Love InBox – Communication Activities, January 2019
                                        • Employment and Finances

                                          • COVID-19 impact on employment
                                            • Figure 22: Employment, by type of employment, June 2020
                                            • Figure 23: Employment situation COVID-19, June 2020
                                          • Positive outlook on their financial future
                                            • Figure 24: Current financial situation, June 2020
                                            • Figure 25: Future financial situation, June 2020
                                        • COVID-19 Market Factors

                                          • Dads are getting closer with their families
                                            • Figure 26: Parenting during COVID, by gender employment and income, June 2020
                                          • Dads aren’t altering their routines
                                            • Figure 27: COVID-19 behaviors, indexed to total adults, June 2020
                                          • Dads are a prime target audience for COVID-19 marketing efforts
                                            • Figure 28: Lifestyle changes, indexed to total adults, June 2020
                                        • Competitive Strategies – What You Need to Know

                                          • Parenting is part of dads’ identity
                                            • Dads want outlets to be playful with their kids
                                              • Brands give dads confidence in their physical appearance
                                                • Dads embrace individuality
                                                  • Dads look to employers to respect their roles as fathers
                                                  • Competitive Strategies

                                                    • Mintel Trend Drivers
                                                      • Mintel Trend Driver: Identity
                                                        • Figure 29: Mintel Trend Driver, Identity
                                                      • Dad identity: The “Girl Dad”
                                                        • Figure 30: Elle Duncan Kobe Girl Dad, January 2020
                                                      • Dad identity: The Mentor
                                                        • Figure 31: How to change a tire, April 2020
                                                      • Dad identity: The Sherpa
                                                        • Figure 32: Tactical Baby Gear, July 2020
                                                      • Dad identity: The Empath
                                                        • Figure 33: Parenting attitudes – I would be ok with my child being LGBTQ+, by gender of children, June 2020
                                                        • Figure 34: Truth awards, March 2020
                                                      • Mintel Trend Driver: Experiences
                                                        • Figure 35: Mintel Trend Driver, Experiences
                                                      • Play up the dad jokes
                                                        • In their own words: what makes a dad joke different
                                                            • Figure 36: Kids tell their favorite dad jokes, June 2018
                                                          • Dads are investing in subscription boxes
                                                            • Figure 37: Cooper and Kid – Weenies and Meanies, December 2018
                                                          • TikTok provides dads with an opportunity to be playful
                                                            • Mintel Trend Driver: Wellbeing
                                                              • Figure 38: Mintel Trend Driver, Wellbeing
                                                            • The Dad Bod Club
                                                              • Figure 39: Manifique: A Father’s Day Gift – Dad Bod, June 2019
                                                            • Mintel Trend Driver: Rights
                                                              • Figure 40: Mintel Trend Driver, Rights
                                                            • Paid paternity leave will be expected
                                                            • The Consumer – What You Need to Know

                                                              • Dads segmentation
                                                                • Improved versions of their own fathers
                                                                  • Dads feel underappreciated
                                                                    • Dads at times struggle to connect with their children
                                                                      • Dads live in different realities than moms
                                                                        • Dads are focused and results driven
                                                                        • Perceptions of Parenting

                                                                          • Dads feel like the new and improved version of their own dad
                                                                            • In their own words: comparing themselves to their own dad
                                                                                • Figure 41: Parent associations, by dads, June 2020
                                                                              • Dads feel like their efforts sometimes go unnoticed
                                                                                • In their own words: do dads get enough credit?
                                                                                    • Figure 42: Dads’ attitudes and behaviors, June 2020
                                                                                  • Brand spotlight: Dove Men’s Care
                                                                                    • Figure 43: Dove Men’s Care – Dad On, April 2020
                                                                                  • Black fathers feel less appreciated
                                                                                    • Figure 44: Dads’ attitudes and behaviors – dads aren’t given enough credit for the parenting work they do, by race, June 2020
                                                                                  • Dads feel pressure to look put together
                                                                                    • Figure 45: Dads’ attitudes – I feel pressure to make sure my life and family look put together from the outside, by gender, June 2020
                                                                                  • Dads with young kids feel like they are doing more
                                                                                    • Figure 46: Dad attitudes and behaviors – I feel like I am a more active parent than most dads, by age of children, June 2020
                                                                                • Joys of Fatherhood

                                                                                  • Dads find a balance
                                                                                    • Figure 47: Positive dad attitudes and behaviors, June 2020
                                                                                  • Dads are results driven
                                                                                    • Figure 48: Dads’ attitudes and behaviors – being a dad has made me a better person, by gender of parent, age and age of children, June 2020
                                                                                  • Brand spotlight: Subaru
                                                                                    • Figure 49: Subaru Making Memories, May 2017
                                                                                  • Dads view their relationship more positively than moms
                                                                                    • Figure 50: Parenting cluster – having children has made me and my partner closer, by gender, June 2020
                                                                                  • Dads are better at managing stress
                                                                                    • Figure 51: Stress level, by gender and parental status, February 2020
                                                                                    • Figure 52: Managing stress, indexed to total adults, February 2020
                                                                                • Connection with Kids

                                                                                  • Dads believe their partner is the primary parent
                                                                                    • Figure 53: Parenting cluster – I consider my partner the primary parent, by gender, June 2020
                                                                                  • Kids aged 6-11 are the hardest for dads to connect to
                                                                                    • Figure 54: Parenting cluster – I struggle to connect/communicate with my children, by age of children, June 2020
                                                                                    • Figure 55: Nintendo Switch – Ring Fit Adventure, October 2019
                                                                                  • Dads prefer their sons’ friends
                                                                                    • Figure 56: Parenting attitudes – I like my kids’ friends, by gender of children, June 2020
                                                                                • Children’s Future

                                                                                  • Goals for their children’s future
                                                                                    • Figure 57: Hopes for the future, by gender, June 2020
                                                                                    • Figure 58: Hopes for the future repertoire, by gender, June 2020
                                                                                  • Race plays a role in parents’ priorities
                                                                                    • Figure 59: Hopes for the future, by race, June 2020
                                                                                  • Dads believe their kids will need them for longer than moms
                                                                                    • In their own words: how long dads anticipate their children living with them
                                                                                        • Figure 60: Children relying on parents, June 2020
                                                                                        • Figure 61: Children relying on parents, repertoire analysis, by gender, June 2020
                                                                                    • Dads Segmentation

                                                                                        • Factors
                                                                                          • Figure 62: Dad segments, June 2020
                                                                                        • Segment 1: Do It All Dad (40%)
                                                                                            • Figure 63: Andre Johnson, January 2020
                                                                                            • Figure 64: Do It All Dad segment demographics, June 2020
                                                                                          • Segment 2: Project Manager Dad (17%)
                                                                                              • Figure 65: Danny Tanner, May 2015
                                                                                              • Figure 66: Project Manager Dad segment demographics, June 2020
                                                                                            • Segment 3: Fun Dad (16%)
                                                                                                • Figure 67: Phil Dunphy, August 2018
                                                                                                • Figure 68: Fun Dad segment demographics, June 2020
                                                                                              • Segment 4: Unengaged Dad (15%)
                                                                                                  • Figure 69: Don Draper, April 2018
                                                                                                  • Figure 70: Unengaged Dad segment demographics, June 2020
                                                                                                • Segment 5: Mr. Mom Dad (12%)
                                                                                                    • Figure 71: Ross Geller, October 2013
                                                                                                    • Figure 72: Mr. Mom Dad segment demographics, June 2020
                                                                                                • Appendix – Data Sources and Abbreviations

                                                                                                  • Data sources
                                                                                                    • Consumer survey data
                                                                                                      • Consumer qualitative research
                                                                                                        • Abbreviations and terms
                                                                                                          • Abbreviations

                                                                                                          About the report

                                                                                                          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.

                                                                                                          Market

                                                                                                          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.

                                                                                                          Consumer

                                                                                                          Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                                          Brand/Company

                                                                                                          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.

                                                                                                          Data

                                                                                                          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.

                                                                                                          Below is a sample report, understand what you are buying.

                                                                                                          Click to show report

                                                                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

                                                                                                          Trusted by companies. Big and small.

                                                                                                          Bell Logo - Mintel client
                                                                                                          Boots Logo - Mintel Client
                                                                                                          Kelloggs Logo - Mintel client
                                                                                                          Samsung Logo - Mintel client
                                                                                                          Nike Logo - Mintel client
                                                                                                          Walgreens Logo - Mintel client

                                                                                                          Want to speak to us directly?

                                                                                                          Contact us on via phone or fill out a form with your enquiry.

                                                                                                          Contact Us