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Marketing to Moms - US - February 2012

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
EXECUTIVE SUMMARY
Moms by the numbers
Figure 1: Birthrate (births per 1,000 women per year), 2003-10
No such thing as the typical mom
Birthrates among young women fall sharply
Figure 2: Birthrates (births per 1,000 women per year), by age of mother, 2000-10
More single moms have never been married
Figure 3: Single mothers, by past marital status, 2011
Tough economy accelerates move to multigenerational households
Most moms work, especially moms of school-age kids
Non-working moms can feel guilty not working, but most believe family comes first
Figure 4: Non-working moms’ attitudes concerning decision not to work, December 2011
Ideal weekday would balance care for the kids, family life, and work
Figure 5: How moms spend a typical weekday and an ideal weekday, December 2011
Moms would devote an extra hour to time with family and time alone
Figure 6: How moms would spend an extra hour of the day, December 2011
Moms still getting more social online, but could growth be leveling off?
Moms are using the internet more to get more things done
Figure 7: Moms’ online activities in the last 30 days, 2007-11
How do parents share family responsibilities? Depends on whom you ask
Figure 8: Who handles parenting and household responsibilities, Part I, by gender, December 2011
Moms’ deal-hunting behavior becoming more deeply ingrained
Online shopping continues to gain
Figure 9: Changes in time moms spend on shopping-related activities, December 2011
Offline sources of parenting information still the most relied upon
Millennial moms most likely to rely heavily on their own moms
Figure 10: Moms’ information sources for parenting, by degree of reliance, December 2011
Moms feel more pressure to “do it all”
Simple, personal gestures top most moms’ wish lists
Figure 11: Ideal mother’s day gift, by age, December 2011
What we think
INSIGHTS AND OPPORTUNITIES
Millennial moms and their moms
Moms of tweens and teens
E-commerce and a changing new-mom retail landscape
Pinterest: fresh take on branding, new way to connect with moms
A unique format for sharing interests, ideas, and inspirations
INSPIRE INSIGHTS
Trend: Accentuate the Negative
Trend: Why Buy?
MOMS BY THE NUMBERS
Key points
85 million moms, slow growth projected
Figure 12: Female population, by age, 2006-16
Birthrate continued to drop after recession
Figure 13: Birthrate and births, 2003-10
Projections for slow growth in <6 population
Figure 14: U.S. population estimates and projections of children aged 5 and younger, 2006-16
THE DEMOGRAPHICS OF MOMS
 OVERVIEW
Birthrates among young women fall sharply
Figure 15: Birthrates (births per 1,000 women per year), by age of mother, 2000-10
Age of first-time mothers on the rise
Figure 16: Mean age at first birth, by race/Hispanic origin, 2009
Mean age of all moms rose slightly in 2009, likely to rise further
Figure 17: Mean age of mothers, 2000-09
Marriage rates drop
Moms becoming more likely to be unmarried
Figure 18: Birthrate among married and unmarried women and percent of all births for unmarried women, 2000-09
In spite of sharper decline, birthrate still far higher for Hispanics
Figure 19: Birthrate, by race/Hispanic origin, 2000-09
Figure 20: Distribution of births, by race and Hispanic origin of mother, 2000-09
Figure 21: Households with children by race and Hispanic origin of householder, 2011
Today’s moms are better educated
MOMS AND THEIR FAMILIES
Key points
Continued decline in number of households with kids
Figure 22: U.S. Households, by presence of children younger than 18, 2000-11
Seven in 10 kids live with two parents, most others live with mother only
Older kids less likely to live with two parents
Figure 23: Who children live with, by age and presence of parents, 2011
More single moms never married
Figure 24: Single-mother family groups with children younger than 18, by marital status, 2011
Tough economy accelerates move to multigenerational households
Figure 25: Percentage of children younger than 18 living with a grandparent, by householder status of grandparent and presence of parents, 2006-10
More young parents relying on their parents for support
Figure 26: U.S. children living in grandparents' home by presence of parent(s), 2000-11
MOMS IN AND OUT OF THE WORKFORCE
Key points
Most moms work, especially moms of school-age kids
Figure 27: Labor force participation rate of women, by age of youngest child, 2001-10
Non-working moms can feel guilty about not contributing financially...
...but most believe kids and family come first
Figure 28: Non-working moms’ attitudes concerning decision not to work, December 2010
Still, most non-working moms have plans to work in the future
Working moms, especially part-time workers, happier and healthier, according to study
Figure 29: Non-working moms’ future employment plans, April 2010-June 2011
Dads, grandparents take on more childcare duty while mom is at work
Figure 30: Childcare arrangements while mother is at work or school, by age of child, 2005 and 2010
A DAY IN THE LIFE: TIME USE FOR A TYPICAL WEEKDAY
Key points
For moms, taking care of the kids is more time-consuming than work
Figure 31: How parents spend a typical weekday, by gender, December 2011
Older moms gain more time to themselves apart from kids and work
Figure 32: How moms spend a typical weekday, by age, December 2011
More kids doesn’t necessarily mean more time caring for them
Figure 33: How moms spend a typical weekday, by number of children in household, December 2011
Working moms spend 11 hours a day working and caring for kids
Figure 34: How moms spend a typical weekday, by employment status, December 2011
Time attending to kids’ needs drops as kids age
Figure 35: How moms spend a typical weekday, by age of children in household, December 2011
HOW MOMS WOULD SPEND THE IDEAL WEEKDAY
Key points
Ideal weekday would balance care for the kids, family life, and work
Figure 36: How moms spend a typical weekday, an ideal weekday, and difference, December 2011
Higher-income moms would work less
Figure 37: Difference between how moms spend a typical weekday and an ideal weekday, by household income, December 2011
Working moms would work less, but not cut back on childcare
Figure 38: Difference between how moms spend a typical weekday and an ideal weekday, by employment status, December 2011
HOW MOMS WOULD SPEND AN EXTRA HOUR IN THE DAY
Key points
Time with family and time alone top the list
Full-time working moms crave more family time
Figure 39: How moms would spend an extra hour of the day, by employment status, December 2011
Moms of young kids would appreciate more time to themselves
Figure 40: How moms would spend an extra hour of the day, by age of children in household, December 2011
CHANGES IN TIME MOMS SPEND ON FAMILY ACTIVITIES
Key points
Moms prioritize healthy activities
Educational activities hold steady
Video games and movies less of a priority
Figure 41: Changes in time moms spend on family entertainment and activities, by age, December 2011
Higher-income families likely to be involved in more activities
Figure 42: Changes in time moms spend on family entertainment and activities, by household income, December 2011
Moms of young kids likely to spend more time on health and education
Figure 43: Changes in time moms spend on family entertainment and activities, by age of children in household, December 2011
MOMS’ ONLINE ACTIVITIES
Key points
For moms, media continuing to get more social
Growth in time spent with social media starting to level off?
Technology increases access to social media
Facebook tops all other SNS
Pinterest captures moms’ interests
Figure 44: Chobani Greek Yogurt Pinterest pinboards, February 2012
Figure 45: Changes in time spent on social and traditional media, by age, December 2011
Moms are using the internet more to get more things done
Figure 46: Moms’ online activities in the last 30 days, 2007-11
HOW PARENTS SHARE FAMILY RESPONSIBILITIES
Key points
Who’s taking responsibility? Depends on whom you ask
It’s nice to share, but sharing isn’t always easy
Getting the tone right
Moms claim responsibility for shopping, cooking, laundry
Figure 47: Who handles parenting and household responsibilities, Part I, by gender, December 2011
Disciplining and play more likely to be shared with partner
Figure 48: Who handles parenting and household responsibilities, part II, by gender, December 2011
Younger moms more likely to share
Figure 49: Who handles parenting and household responsibilities, according to moms, Part I, by age, December 2011
Figure 50: Who handles parenting and household responsibilities, according to moms, part II, by age, December 2011
CHANGES IN TIME SPENT ON SHOPPING ACTIVITIES
Key points
Moms’ deal-hunting behavior becoming more deeply ingrained
Coupon redemptions climb
Moms’ online shopping continues to gain
Amazon courts moms, pulls back
Figure 51: Changes in time moms spend on shopping-related activities, by age, December 2011
Middle-income moms most likely to spend more time looking for sales
Figure 52: Changes in time moms spend on shopping-related activities, by household income, December 2011
HOW PARENTHOOD CHANGES PURCHASING HABITS
 OVERVIEW: MILESTONES TRIGGER SHIFTS, FORCE TRADE-OFFS
A greater focus on value
Increased attention to safety, especially among new moms
More planning, less impulse
Nutrition becomes more important
Convenience is a must for many, especially new moms
Brand preferences shift
Figure 53: Changes in purchasing habits since becoming a parent/kids getting older, by age of oldest child, December 2011
MARKETING STRATEGIES
 OVERVIEW
Tide ads portray trend toward shared parenting duties
Figure 54: Tide “Triplets Challenge” TV ad, 2011
Figure 55: Tide Free and Gentle “Not it… Just Kidding” TV ad, 2011
Tide also leverages online, social, and cause marketing to connect with moms
Huggies MomInspired grant program targets “mompreneurs”
Huggies puts diapers to the “Dad Test” in Facebook promotion
Figure 56: Huggies “Dad Test – The Game” TV ad, 2012
Figure 57: Huggies “Dad Test – Naptime” TV ad, 2012
Quaker Chewy targets moms with better-for-you story
Figure 58: Quaker Chewy “Big World” TV ad, 2011
Promotional effort focused on afterschool programs
CHANGES IN TIME SPENT ON MEALS AND NUTRITION
Key points
Moms continue to prioritize home cooking, nutrition
Moms spending more time reading nutrition labels
Walmart launches “Great for You,” latest nutrition labeling system
Figure 59: Changes in time moms spend on activities related to meals and nutrition, by age, December 2011
Lower-income moms more likely to spend more time cooking at home
Organic foods still more of a luxury
Figure 60: Changes in time moms spend on activities related to meals and nutrition, by household income, December 2011
SOURCES OF PARENTING INFORMATION
Key points
Offline information sources still the most relied upon
Figure 61: Moms’ information sources for parenting, by degree of reliance, December 2011
Millennial moms most likely to rely heavily on their own moms
Figure 62: Moms’ information sources for parenting, by age, Part I, December 2011
Figure 63: Moms’ information sources for parenting, by age, Part II, December 2011
Younger moms especially avid information seekers
Figure 64: Moms’ information sources for parenting, by age of children in household, December 2011
FAMILY TIME, KIDS’ ACTIVITIES, AND TECHNOLOGY
Key points
Moms value family traditions
School involvement peaks in elementary school
More than half of moms of kids aged 12-17 connect digitally with their kids
Figure 65: Moms' behaviors relating to family time, involvement, and technology, by age of children in household, December 2011
CHANGES IN FINANCIAL, LIFESTYLE, AND EMOTIONAL DYNAMICS
Key points
Moms feel the financial pressure of parenthood
Figure 66: Changes in moms’ perceptions of financial stress and security since becoming a parent/kids growing older, by age of oldest child, December 2011
More responsibilities, less free time
Figure 67: Changes in moms’ perceptions of responsibility, free time, and control since becoming a parent/kids growing older, by age of oldest child, December 2011
Relationships benefit, health and appearance suffer
Figure 68: Changes in moms’ perceptions of relationships, health, and appearance since becoming a parent/kids growing older, by age of oldest child, December 2011
More emotional stress, but optimism as well
Figure 69: Changes in moms’ perceptions of emotional wellbeing since becoming a parent/kids growing older, by age of oldest child, December 2011
PARENTING CONCERNS
Key points
Moms especially concerned about threats and economy
Lower-income moms more concerned about most issues
Figure 70: Moms’ parenting concerns, by household income, December 2011
PARENTING PRESSURES
Key points
More concerns, more pressure for today’s parents
Moms feel more pressure to “do it all”
Figure 71: Parenting pressures, by gender, December 2011
Moms of teenagers particularly attuned to parenting pressure...
...but feel a little less pressure to “do it all”
Figure 72: Parenting pressures according to moms, by age of children in household, December 2011
MOMS’ VALUES/QUALITIES/BEHAVIOR PRIORITIES FOR THEIR KIDS
Key points
Parents value honesty and effort in their kids
Moms especially likely to value communication
Figure 73: Parents’ values/behavior priorities for their kids, by gender, December 2011
Good grades more important for moms of older kids
Figure 74: Moms’ values/behavior priorities for their kids, by age of children in household, December 2011
Kindness, good behavior prioritized over athletics and popularity
Figure 75: Parents’ qualities priorities for their kids, by gender, December 2011
Higher-income moms slightly more likely to value well-rounded kids
Figure 76: Moms’ qualities priorities for their kids, by household income, December 2011
IDEAL MOTHER’S DAY GIFT
Key points
Simple, personal gestures top most moms’ wish lists
Of course, a little jewelry might also go a long way
Figure 77: Ideal Mother’s Day gift, by age, December 2011
CUSTOM CONSUMER GROUPS
Marital status and living arrangements
Single moms work more
Figure 78: How moms spend a typical weekday, by marital status and living arrangement, December 2011
Married moms still likely to claim primary or exclusive responsibility for parenting duties
Figure 79: Who handles parenting and household responsibilities, according to moms, Part I, by marital status and living arrangement, December 2011
Figure 80: Who handles parenting and household responsibilities, according to moms, part II, by marital status and living arrangement, December 2011
Single moms more reliant on their own parents for advice and information
Figure 81: Moms’ information sources for parenting, by degree of reliance, by marital status and living arrangement, part I, December 2011
Figure 82: Moms’ information sources for parenting, by degree of reliance, by marital status and living arrangement, part II, December 2011
Parenting concerns weigh more heavily on single moms
Figure 83: Moms’ parenting concerns, by marital status and living arrangement, December 2011
Single moms feel more pressure, wish for even greater involvement in their kids’ lives
Figure 84: Parenting pressures according to moms, by marital status and living arrangement, December 2011
APPENDIX: OTHER USEFUL CONSUMER TABLES
How moms spend a typical weekday
Figure 85: How moms spend a typical weekday, by household income, December 2011
How moms would spend an ideal weekday
Figure 86: How moms would spend an ideal weekday, by age, December 2011
Figure 87: How moms would spend an ideal weekday, by household income, December 2011
Figure 88: How moms would spend an ideal weekday, by Number of children in household, December 2011
Figure 89: How moms would spend an ideal weekday, by employment status, December 2011
Figure 90: How moms would spend an ideal weekday, by age of children in household, December 2011
How moms would spend an extra hour of the day
Figure 91: How moms would spend an extra hour of the day, by age, December 2011
Figure 92: How moms would spend an extra hour of the day, by household income, December 2011
Figure 93: How moms would spend an extra hour of the day, by number of children in household, December 2011
Family time, entertainment, and media
Figure 94: Changes in time moms spend on family entertainment and activities, by employment status, December 2011
Figure 95: Changes in time moms spend on family entertainment and activities, by number of children in the household, December 2011
Moms’ online activities
Figure 96: Changes in time moms spend on social and traditional media, by household income, December 2011
Figure 97: Changes in time moms spend on social and traditional media, by number of children in the household, December 2011
Figure 98: Changes in time moms spend on social and traditional media, by employment status, December 2011
Figure 99: Changes in time moms spend on social and traditional media, by age of children in household, December 2011
Figure 100: Moms’ online activities in the last 30 days, by age, April 2010-June 2011
Figure 101: Moms’ online activities in the last 30 days, by Household income, April 2010-June 2011
Figure 102: Moms’ online activities in the last 30 days, by employment status, April 2010-June 2011
Who handles parenting and household responsibilities
Figure 103: Who handles parenting and household responsibilities, according to moms, Part I, by household income, December 2011
Figure 104: Who handles parenting and household responsibilities, according to moms, Part II, by household income, December 2011
Figure 105: Who handles parenting and household responsibilities, according to moms, Part I, by number of children in household, December 2011
Figure 106: Who handles parenting and household responsibilities, according to moms, Part II, by number of children in household, December 2011
Figure 107: Who handles parenting and household responsibilities, according to moms, Part I, by employment status, December 2011
Figure 108: Who handles parenting and household responsibilities, according to moms, Part II, by employment status, December 2011
Figure 109: Who handles parenting and household responsibilities, according to moms, Part I, by age of children in household, December 2011
Figure 110: Who handles parenting and household responsibilities, according to moms, Part II, by age of children in household, December 2011
Who’s taking care of the kids on weekdays
Figure 111: Children’s primary caretaker on weekdays, according to moms, by age, December 2011
Figure 112: Children’s primary caretaker on weekdays, according to moms, by household income, December 2011
Figure 113: Children’s primary caretaker on weekdays, according to moms, by number of children in household, December 2011
Figure 114: Children’s primary caretaker on weekdays, according to moms, by employment status, December 2011
Figure 115: Children’s primary caretaker on weekdays, according to moms, by age of children in household, December 2011
Who’s taking care of the kids on weekends
Figure 116: Children’s primary caretaker on weekends, according to moms, by age, December 2011
Figure 117: Children’s primary caretaker on weekends, according to moms, by household income, December 2011
Figure 118: Children’s primary caretaker on weekends, according to moms, by number of children in household, December 2011
Figure 119: Children’s primary caretaker on weekends, according to moms, by employment status, December 2011
Figure 120: Children’s primary caretaker on weekends, according to moms, by age of children in household, December 2011
Changes in time spent on shopping activities
Figure 121: Changes in time moms spend on shopping-related activities, by number of children in household, December 2011
Figure 122: Changes in time moms spend on shopping-related activities, by employment status, December 2011
Figure 123: Changes in time moms spend on shopping-related activities, by age of children in household, December 2011
Moms, meals, and nutrition
Figure 124: Changes in time moms spend on activities related to meals and nutrition, by number of children in household, December 2011
Figure 125: Changes in time moms spend on activities related to meals and nutrition, by employment status, December 2011
Figure 126: Changes in time moms spend on activities related to meals and nutrition, by age of children in household, December 2011
Parenting information sources
Figure 127: Moms’ information sources for parenting, by household income, December 2011
Figure 128: Moms’ information sources for parenting, by number of children in household, December 2011
Figure 129: Moms’ information sources for parenting, by employment status, December 2011
Family Time/Involvement/Technology
Figure 130: Moms' behaviors relating to family time, involvement, and technology, by age, December 2011
Figure 131: Moms' behaviors relating to family time, involvement, and technology, by household income, December 2011
Figure 132: Moms' behaviors relating to family time, involvement, and technology, by employment status, December 2011
Figure 133: Moms' behaviors relating to family time, involvement, and technology, by number of children in household, December 2011
Parenting concerns
Figure 134: Moms’ parenting concerns, by age, December 2011
Figure 135: Moms’ parenting concerns, by number of children in the household, December 2011
Figure 136: Moms’ parenting concerns, by employment status, December 2011
Figure 137: Moms’ parenting concerns, by age of children in household, December 2011
Parenting pressures
Figure 138: Parenting pressures according to moms, by age, December 2011
Figure 139: Parenting pressures according to moms, by number of children in household, December 2011
Figure 140: Parenting pressures according to moms, by employment status, December 2011
Moms’ values/qualities/behavior priorities for their kids
Figure 141: Moms’ values/behavior priorities for their kids, by age, December 2011
Figure 142: Moms’ values/behavior priorities for their kids, by household income, December 2011
Figure 143: Moms’ values/behavior priorities for their kids, by number of children in household, December 2011
Figure 144: Moms’ values/behavior priorities for their kids, by employment status, December 2011
Figure 145: Moms’ qualities priorities for their kids, by age, December 2011
Figure 146: Moms’ qualities priorities for their kids, by number of children in household, December 2011
Figure 147: Moms’ qualities priorities for their kids, by employment status, December 2011
Figure 148: Moms’ qualities priorities for their kids, by age of children in household, December 2011
Ideal Mother’s Day gifts
Figure 149: Ideal Mother’s Day gift, by household income, December 2011
Figure 150: Ideal Mother’s Day gift, by number of children in household, December 2011
Figure 151: Ideal Mother’s Day gift, by employment status, December 2011
Figure 152: Ideal Mother’s Day gift, by age of children in household, December 2011
APPENDIX: TRADE ASSOCIATIONS

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