"Moms today are having their first child later in life and are choosing to have smaller families. Increasing childcare costs and limited benefits for working moms (such as paid maternity leave), are leading more moms to consider staying at home. Ultimately, moms today are proud of their parenting decisions and consider parenting to be a series of personal choices. Many are bucking the notion of being a “perfect mom” and ...
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Overview
Overview
This 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.
Overview
Executive Summary
Market
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.
The Market – What You Need to Know
Moms by the Numbers
Moms by Type
Market Perspective
Market Factors
Consumer
Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
The Consumer – What You Need to Know
Value of Parenting Resources
Perceptions of Different Moms
Challenges of Motherhood
Activities Moms Do with Their Children
Concerns Moms Have for Children
Attitudes about Motherhood
Brand/Company
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.
Key Themes – What’s Trending with Moms
Key Themes – A Closer Look
Data
Data
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.
Appendix – Data Sources and Abbreviations
Appendix – Market
Appendix – Consumer
25th May 2017
“As moms often feel scrutinized for their parenting decisions, Baby Dove’s #RealMoms campaign looks to help moms embrace their parenting choices, leaving promotion of its new product line as a secondary message.” 
9th May 2017
“Cookbook author and Food Network host Ayesha Curry launched her own meal kit service geared toward busy Millennial moms, competing against an abundance of options.”
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High cost of raising a child, slow wage growth, leading to smaller families
