"The 43 million moms in the US are an important segment for marketers to understand, as they are often making purchases for the entire household. Although some family dynamics have changed – with more women having children without getting married, having children later in life, and having fewer children – some traditional norms remain. For example, moms are more likely than dads to feel that managing the household is part of their ...
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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
Characteristics of Modern Moms
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
Mom Survival
Moms’ Priorities
Changes That Come with Motherhood
Targeting Moms
Product Purchasing
Moms’ Attitudes toward Motherhood Responsibilities
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 Trends – What You Need to Know
What We’re Into
What We’re Over
What’s Next
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 – The Market
31st May 2018
“As national conversation springs up around workplace parental policies and moms increasingly want to see reality injected into marketing, some advertisers moving in the right direction with their campaigns. ‘Mommy Bahama’ strikes a chord by challenging head on misconceptions about maternity leave with a fun, satirical bent.”
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Moms’ parenting role includes household management
