Table of Contents
Introduction
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- Methodology
- Abbreviations
Executive Summary
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- Pregnancy is a crucial time for forming brand loyalty
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- Figure 1: Online engagement during and after pregnancy, June 2014
- A new mum puts the needs of her child first
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- Figure 2: Selected habits of new mums, June 2014
- Watching TV is the most popular family activity
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- Figure 3: Digital activities that families do together with children – mums and dads, June 2014
- Pent-up demand for a special night out or in
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- Figure 4: How couples spend free time, besides looking after children, June 2014
- What we think
Issues and Insights
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- Pre-empting new mums’ concerns about harmful or unhealthy ingredients in baby food, drink and personal care
- The facts
- The implications
- Fashion, beauty and leisure brands could encourage mums to have more ‘me time’
- The facts
- The implications
- More opportunities for promoting analogue family activities
- The facts
- The implications
Trend Application
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- Trend: Unfairer Sex
- Trend: Click and Connect
- Trend: Entrepreneurial Spirit
Market Drivers
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- Key points
- Trends in the number of parents
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- Figure 5: Number of mothers and fathers with dependent children in the household, UK, 2003-13
- Trends in mean age of motherhood
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- Figure 6: Trends in the mean age of mothers at childbirth, England and Wales, 1983-2013
- Trends in the number of live births
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- Figure 7: Trends in the number of live births and total fertility rate, England and Wales, 2008-13
- Proportion of mothers in employment
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- Figure 8: Working status, June 2014
- Breadwinner status
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- Figure 9: Breadwinner status, by marital status, June 2014
- Increasing number of blended families
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- Figure 10: Family composition, June 2014
- Shared parental leave
The Consumer – Online Engagement Around Pregnancy
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- Key points
- Pregnancy is a pivotal time for establishing brand loyalty
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- Figure 11: Online engagement during and after pregnancy, June 2014
- Millennial mums more likely to seek advice online during pregnancy
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- Figure 12: Online engagement during pregnancy, by age of parent, June 2014
- Making digital connections with doctors
- Decline in online engagement after birth
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- Figure 13: Repertoire of online activities during and after pregnancy, June 2014
The Consumer – Habits of New Mums
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- Key points
- A new mum forgets about her own needs
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- Figure 14: Selected habits of new mums, June 2014
- Parents of newborns show higher interest in organic food and drink
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- Figure 15: Considerations when buying food and drink for youngest child, by age of children, June 2014
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- Figure 16: Examples of Ella’s Kitchen products, August 2014
- Interest in healthy issues rises after birth
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- Figure 17: Selected habits of new mums, June 2014
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- Figure 18: Examples of baby personal care products launched carrying free-from claims, August 2014
The Consumer – Childcare Arrangements
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- Key points
- Childcare support network
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- Figure 19: Childcare support network, June 2014
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- Figure 20: Ways in which grandparents help with childcare, June 2014
- Raising a child is becoming less affordable
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- Figure 21: Childcare support network, by household income, June 2014
- Children’s best interests prompt parents to reduce working hours
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- Figure 22: Making childcare arrangements, June 2014
- A fifth of parents move home to be closer to grandparents
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- Figure 23: Making childcare arrangements, June 2014
The Consumer – Financial Priorities of Families
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- Key points
- Polarisation of family finances
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- Figure 24: Changes in financial situation compared with a year ago, by age of children, June 2014
- Families remain price-sensitive
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- Figure 25: Reasons for worsened financial situation, June 2014
- Staying on top of bills is priority number one
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- Figure 26: Financial priorities of families, June 2014
The Consumer – Digital Activities Parents and Kids Engage in Together
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- Key points
- TV programming could encourage real-world interactions
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- Figure 27: Digital activities that families do together with children, June 2014
- Instilling the love of reading
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- Figure 28: Proportions of mothers reading books or e-books with children in a typical week, by highest level of education and annual household income, June 2014
- Activities vary by children’s age
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- Figure 29: Digital activities that mums do together with children, by age of children, June 2014
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- Figure 30: DinnerTime mobile app, August 2014
The Consumer – How Mothers Spend Their ‘Me Time’
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- Key points
- Pent-up demand for a special night out or in
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- Figure 31: How couples spend free time, besides looking after children, June 2014
- Raising interest in affordable forms of exercise
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- Figure 32: How couples spend free time, besides looking after children, by household income, June 2014
- Single mums focus on updating their looks
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- Figure 33: Selected ways in which couples spend free time, besides looking after children, by marital status of mother, June 2014
Appendix – The Consumer – Demographic Overview
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- Figure 34: Demographic overview – Age of mother and age of children, June 2014
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- Figure 35: Demographic overview – Children from previous/current relationship and region, June 2014
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- Figure 36: Demographic overview – Living area and working status, June 2014
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- Figure 37: Demographic overview – Socio-economic group, June 2014
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- Figure 38: Demographic overview – Highest level of education, June 2014
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- Figure 39: Demographic overview – Gross annual household income, June 2014
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- Figure 40: Demographic overview – Household size and marital status, June 2014
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- Figure 41: Demographic overview – Current financial situation and main income earner status, June 2014
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- Figure 42: Demographic overview – Support network, June 2014
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Appendix – The Consumer – Online Engagement Around Pregnancy
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- Online engagement during pregnancy
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- Figure 43: Online engagement during pregnancy, June 2014
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- Figure 44: Repertoire of online engagement during pregnancy, June 2014
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- Figure 45: Online engagement during pregnancy, by repertoire of online engagement during pregnancy, June 2014
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- Figure 46: Most popular online engagement during pregnancy, by demographics, June 2014
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- Figure 47: Next most popular online engagement during pregnancy, by demographics, June 2014
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- Figure 48: Other online engagement during pregnancy, by demographics, June 2014
- Online engagement after pregnancy
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- Figure 49: Online engagement after pregnancy, June 2014
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- Figure 50: Repertoire of online engagement after pregnancy, June 2014
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- Figure 51: Online engagement after pregnancy, by repertoire of online engagement after pregnancy, June 2014
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- Figure 52: Most popular online engagement after pregnancy, by demographics, June 2014
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- Figure 53: Next most popular online engagement after pregnancy, by demographics, June 2014
Appendix – The Consumer – Habits of New Mums
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- Figure 54: Habits of new mums, June 2014
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- Figure 55: Most popular habits of new mums, by demographics, June 2014
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- Figure 56: Next most popular habits of new mums, by demographics, June 2014
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Appendix – The Consumer – Childcare Arrangements
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- Figure 57: Making childcare arrangements, June 2014
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- Figure 58: Most popular making childcare arrangements, by demographics, June 2014
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- Figure 59: Next most popular making childcare arrangements, by demographics, June 2014
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Appendix – The Consumer – Financial Priorities of Families
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- Figure 60: Financial priorities of families, June 2014
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- Figure 61: Most popular financial priorities of families, by demographics, June 2014
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- Figure 62: Next most popular financial priorities of families, by demographics, June 2014
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- Figure 63: Other financial priorities of families, by demographics, June 2014
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- Figure 64: Changes in financial situation compared with a year ago, June 2014
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- Figure 65: Changes in financial situation compared with a year ago, by demographics, June 2014
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- Figure 66: Reasons for worsened financial situation, June 2014
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- Figure 67: Most popular reasons for worsened financial situation, by demographics, June 2014
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- Figure 68: Next most popular reasons for worsened financial situation, by demographics, June 2014
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- Figure 69: Financial priorities of families, by changes in financial situation compared with a year ago, June 2014
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- Figure 70: Financial priorities of families, by changes in financial situation compared with a year ago, June 2014
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Appendix – The Consumer – Digital Activities Parents and Kids Engage in Together
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- Figure 71: Digital activities that families do together, June 2014
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- Figure 72: Most popular digital activities that families do together, by demographics, June 2014
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- Figure 73: Next most popular digital activities that families do together, by demographics, June 2014
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Appendix – The Consumer – How Mothers Spend Their ‘Me Time’
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- Figure 74: How couples spend free time, besides looking after children, June 2014
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- Figure 75: How couples spend free time, besides looking after children, June 2014
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- Figure 76: Most popular ways for couples to spend time together, besides looking after children, by demographics, June 2014
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- Figure 77: Next most popular ways for couples to spend time together, besides looking after children, by demographics, June 2014
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