Description

This report offers a complete analysis of American Moms from a consumer perspective. Below, we summarize the key issues covered, and offer handpicked insights from the report itself.

Key Issues Covered in the Report

  • Types of in-person childcare support
  • Top areas of support moms desire
  • How moms would spend extra time
  • What makes moms feel like they’re winning
  • Products/services moms are willing to pay for
  • Attitudes toward parenting

US Moms – Consumer Overview in 2023

In addition to child rearing, moms are often primary decision makers for the household, choosing activities for children, food for the family, and caring for the house. Moms desire support in tasks beyond caring for their children and want to be seen beyond their role as mom, suggesting that representation of a wider range of responsibilities and multiple facets of their identity are necessary and that marketing to moms goes beyond kid-centric brands.

How to Market to American Moms – Example Opportunity

Many moms don’t feel represented in advertising, which is a likely result of the advertising leaning too far into the mom identity. Almost 90% of US Moms wish more brands would see that being a mom isn’t their only defining aspect. This highlights that brands can easily resonate with moms by considering other aspects of their identity, including the desire for self-care, and traits, attitudes and hobbies specific to them as individuals. Nostalgia is being used by some brands to weave their own childhood experiences into their search for solutions for their current role.

The above is just a snapshot of what our report contains. For consumer insights and a complete analysis of marketing opportunities available to brands, purchase the full report. Readers of this report may also be interested in Mintel’s US Marketing to Asian Moms Market Report 2023.

Expert Analysis from a Category Specialist

This report, written by Fiona O’Donnell, a leading analyst, delivers in-depth commentary and analysis to provide opportunities to market to US Moms.

Marketing to moms must expand beyond themes of child rearing. Moms want support across a wider range of needs, including life management and self-care.

Fiona O’Donnell, Senior Director US ReportsFiona O’Donnell
Senior Director – Lifestyles, Culture & Identity, Multicultural, Travel & Leisure

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. Moms in America: An Overview

    • Moms by the numbers
    • Graph 1: number of co-resident mothers in the US, by age of mother, 2022
    • Graph 2: number of co-resident mothers in the US, 2022
    • Graph 3: fertility rate, 2010-21
    • Graph 4: annual births, 2010-22*
    • Graph 5: fertility rate, by age of mother, 2016-21
    • Graph 6: average age of mother at first birth, 1980-2020
    • Graph 7: share of births, by age of mother, 2020 vs 2000
    • Moms and support
    • Graph 8: living arrangements of moms with coresident children under 18, by age of children, 2022
    • Graph 9: in-person childcare support, 2023
    • Graph 10: where toddlers/preschoolers spend time during a typical week, by gender of parent, 2022
    • Graph 11: parenting attitudes and behaviors – how moms are managing, by age of children in household, 2023
  3. Consumer Insights

    • Consumer fast facts
    • How moms are managing
    • Graph 12: parenting attitudes and behaviors – how moms are managing, 2023
    • Graph 13: financial situation, by parental status, 2023
    • Graph 14: parenting attitudes and behaviors – how moms are managing, by financial situation, 2023
    • Desired areas of support
    • Graph 15: top areas of support desired (any rank 1-3), 2023
    • Graph 16: top areas of support desired – entertaining my children (any rank 1-3), by age of children in household, 2023
    • Graph 17: top areas of support desired, by household income, 2023
    • How brands can help
    • Graph 18: areas where companies can help (any rank 1-3), by first-time moms, 2023
    • Graph 19: areas where companies can help – tools/services to help speed up the meal preparation process, by age, of mom and age of children, 2023
    • Mom wins
    • Graph 20: mom wins (any rank 1-3), 2023
    • Graph 21: mom wins (any rank 1-3), by financial situation, 2023
    • Graph 22: mom wins – get my household chores done (any rank 1-3), by age of children in the household, 2023
    • How moms would spend extra time
    • Graph 23: how extra time would be spent (any rank 1-3), 2023
    • Graph 24: how extra time would be spent (any rank 1-3), by financial situation, 2023
    • Beyond mom
    • Graph 25: “It is easy for me to find time in my day/week to do something fun” – any agree, by age of children in the household, 2023
    • Graph 26: parenting attitudes and behaviors – beyond mom – “I have an active social life”, by age, 2023
  4. Competitive Strategies

    • Launch activity and innovation
    • Marketing and advertising
    • Opportunities
    • Graph 27: top areas of support desired – managing household budget (any rank 1-3), by financial situation, 2023
    • Graph 28: areas where companies can help – help managing household finances (any rank 1-3), by financial situation, 2023
    • Graph 29: out-of-home activities, by gender of parent, 2022
    • Graph 30: in-home activities, by gender of parent, 2022
    • Graph 31: important to you when choosing food for your kids (any rank 1-3), by gender of parent, 2021
    • Graph 32: important factors considered when choosing activities for toddlers/preschoolers (any rank 1-3), by gender of parent, 2022
    • Graph 33: [no title]
    • Graph 34: attitudes toward influencers – reasons for following – NET – any agree, by gender of parent, 2022
  5. The Market

    • Market context
    • Market drivers
    • Graph 35: CPI change from previous period, 2020-23
    • Graph 36: consumer sentiment index, 2020-23
  6. Appendix

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.

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