Table of Contents
Scope and Themes
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- Definition
- Consumer survey methodology
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The demographics of motherhood
- How many mothers?
- Who are the moms?
- Moms and their families
- Working moms, inside and outside of the home
- What makes a good mom?
- Moms worry
- Moms shop
- Key mom product markets
- Moms and social networking
- Influences on moms’ purchasing decisions
- Moms’ helpers
Insights and Opportunities
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- Reaching moms in the “New Economy”
- Economizing on “the basics”
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- Figure 1: Opinions and behaviors regarding baby/toddler foods, October 2008
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- Figure 2: Attitudes toward disposable baby products, agree summary, December 2008
- Economizing on “the extras”
- Entertainment
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- Figure 3: Economizing on household entertainment, by family status, February 2009
- Dining out
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- Figure 4: Restaurant breakfast spending behavior compared to last year, by presence of children, November 2008
Inspire Insights
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- Brand Tribe
- What’s it about?
- A tribe of moms
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- Figure 5: Factors that influence decisions to purchase items/services for child/ren, December 2008
- Moms have more than one tribe
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- Figure 6: Moms’ networks
- Reaching moms’ tribes
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- Figure 7: Moms’ online communitites, December 2008
How Many Moms?
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- Key points
- Women of childbearing age
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- Figure 8: Female population, by age, 2003-13
- Fertility rates, births growing
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- Figure 9: Fertility rate and births, 2002-06
- Will there be fewer moms (and fewer kids) in a weakened economy?
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- Figure 10: U.S. population estimates and projections of children aged 3 and under, 2003-13
Who Are the Moms?
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- Key points
- First-time moms
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- Figure 11: Age at first birth, by race, 2006
- Figure 12: Households with children, by race and Hispanic origin of householder, 2007
- Mean age of moms
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- Figure 13: Mean age of mothers, 2000-06
- Figure 14: Fertility rates and birth rates, by age of mother, 2000-06
- Fertility treatments linked to older moms, multiple births
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- Figure 15: U.S. ratio of live births for multiple and twin births, by age of mother, 2006
- Figure 16: Rate of twin, triplet, and higher-order multiple births, 1980-2006
- Adoption—“Chosen Moms”
Moms and their Families
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- Key points
- Families make up a third of U.S. households
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- Figure 17: Households, by presence of children under age 18, 1997-2007
- Two thirds of kids live with married parents
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- Figure 18: Married couples with kids, by age of householder, 2007
- There are 10.4 million single-mother families
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- Figure 19: Single-mother family groups with children under 18, by marital status, 2007
- Multigenerational households
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- Figure 20: Multigenerational households, by type, 2000
- Lesbian moms, gay dads
Working Moms, Inside and Outside the Home
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- Key points
- Mothers’ participation in the labor force levels off
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- Figure 21: Labor force participation rate of women, by age of youngest child, 2001-07
- 5.6 million women are stay-at-home moms
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- Figure 22: Parents and children in stay-at-home parent family groups, 2002-06
- But stay-at-home moms can also be working moms
- Incomes of “married couple with kids” households
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- Figure 23: Household income, by household type and presence of children, 2007
- Incomes of single moms—a different story
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- Figure 24: Household income of single mothers, by age and number of children, 2007
What Makes a Good Mom?
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- Key points
- Moms are people, too
- Moms’ personal attributes
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- Figure 25: Qualities that define a “good mother,” December 2008
- Household income plays a role
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- Figure 26: Qualities that define a “good mother,” by income, December 2008
What Makes a Good Mom Worry?
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- Key points
- Safety first
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- Figure 27: Moms’ concerns about their children, by income, December 2008
Moms and Shopping
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- Key points
- Who is doing the shopping?
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- Figure 28: Primary shopper(s) in household, by age, December 2008
- Household income and shopping patterns
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- Figure 29: Primary shopper(s) in household, by income, December 2008
Key Mom Product Markets
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- Key points
- Infant and toddler products
- Baby food and drink
- Market size
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- Figure 30: FDMx sales of baby food and drinks, at current prices, 2003-13
- Figure 31: FDMx sales of baby food and drinks, at inflation-adjusted prices, 2003-13
- Marketing and promoting baby food and formula
- The growing power of the internet
- What moms want—or need—to know, and where they seek the information
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- Figure 32: Sources of information on baby nutrition, by whether child under 3 is first child, October 2008
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- Figure 33: Sources of information on baby nutrition, by household income, October 2008
- Baby durables
- Market size
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- Figure 34: Total U.S. retail sales and forecast of baby durables, at current prices, 2001-12
- Figure 35: Total U.S. retail sales and forecast of baby durables, at inflation-adjusted prices, 2001-12
- Marketing baby durables to moms
- The internet’s role in marketing baby durables
- Baby registries provide another opportunity
- Strategies for marketing baby durables
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- Figure 36: Frequency of use of in-store promotiomal materials, 2006
- Disposable baby products
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- Figure 37: Total U.S. FDMx sales and forecast of disposable baby products at current prices, 2003-13
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- Figure 38: Total U.S. FDMx sales and forecast of disposable baby products at inflation-adjusted prices, 2003-13
- Marketing disposable products, with and without the internet
- “Mommy Bloggers” and the disposables market
- Sponsored links on search engines
It Takes a Community
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- Key points
- MySpace and Facebook
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- Figure 39: Moms’ online communitites, by age, December 2008
- Higher-income moms use different networking sites
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- Figure 40: Moms’ online communitites, by income, December 2008
Influences on Moms’ Purchasing Decisions
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- Key points
- Familiarity breeds comfort
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- Figure 41: Factors that influence decisions to purchase items/services for child/ren, by age, December 2008
- Income levels and the internet as a resource
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- Figure 42: Factors that influence decisions to purchase items/services for child/ren, by income, December 2008
Moms’ Helpers
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- Key points
- Who’s watching the kids?
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- Figure 43: Qualities that define a “good mother,” by childcare arrangement, December 2008
- The power of the daycare center in influencing purchases
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- Figure 44: Factors that influence decisions to purchase items/services for child/ren, by childcare arrangement, December 2008
- Daycare and social networking
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- Figure 45: Moms’ online communities, by incidence of childcare, December 2008
Custom Consumer Groups
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- Employed moms vs. stay-at-home moms
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- Figure 46: Qualities that define a “good mother,” by employment status, December 2008
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- Figure 47: Primary shopper(s) in household, by employment status, December 2008
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- Figure 48: Factors that influence decisions to purchase items/services for child/ren, by employment status, December 2008
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- Figure 49: Moms’ online communitites, by employment status, December 2008
- Moms and the age of their kids
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- Figure 50: Factors that influence decisions to purchase items/services for child/ren, by age of children in household, December 2008
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- Figure 51: Moms’ concerns about their children, by age of children in household, December 2008
Cluster Analysis
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- Safeties
- Who they are
- Opportunity
- Indulgers
- Who they are
- Opportunity
- Carers
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 52: Mom clusters, December 2008
- Figure 53: Number of children, by mom clusters, December 2008
- Figure 54: Qualities that define a “good mother,” by mom clusters, December 2008
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- Figure 55: Factors that influence decisions to purchase items/services for child/ren, by mom clusters, December 2008
- Figure 56: Childcare arrangements, by mom clusters, December 2008
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- Figure 57: Primary shopper(s) in household, by mom clusters, December 2008
- Figure 58: Moms’ concerns about their children, by mom clusters, December 2008
- Cluster demographics
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- Figure 59: Mom clusters, by age, December 2008
- Figure 60: Mom clusters by employment status, December 2008
- Figure 61: Mom clusters by Income, December 2008
- Cluster methodology
Appendix: Other Useful Consumer Tables
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- What makes a good mom?
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- Figure 62: Qualities that define a “good mother,” by age, December 2008
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- Figure 63: Qualities that define a “good mother,” by race/Hispanic origin, December 2008
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- Figure 64: Factors that influence decisions to purchase items/services for child/ren, by race/Hispanic origin, December 2008
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