- Contents
- *Overview
- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: US context
What you need to know
Toddlers’ and preschoolers’ worlds have turned upside-down in the last year. They are spending more time in their home doing digital and analog activities and less time out of the home playing with their family and friends or attending pre-primary programs like day care or preschool. This has resulted in parents’ concerns for their children’s academic and social development as well as emotional wellbeing. However, while parents may be concerned about the long-term impact of the pandemic, toddlers and preschoolers are resilient, have a basic understanding of what is going on and are adapting to their new normal well.
Key issues covered in this Report
The impact of COVID-19 on the activities of toddlers and preschoolers.
Parents’ short-term and long-term concerns around academic, social and emotional wellbeing.
Top in-home and out-of-home leisure activities for families with young children.
Learning priorities prior to entering grade school and enrollment in pre-primary education.
Definition
For the purposes of this Report, Mintel has used the following definitions:
Toddlers: children aged 2-3
Preschoolers: children aged 4-5
COVID-19: US context
Consumer data in this Report was fielded in January 2021. This Report was written February 2-March 3, 2021 and thus the analysis reflects the current pandemic environment.
The first COVID-19 case was confirmed in the US in January 2020. On March 11, the World Health Organization declared COVID-19 a global health pandemic, and on March 13, President Trump declared a national emergency in the US.
Across the US, state-level stay-at-home orders rolled out throughout the months of March and April and remained in place through May, and in some cases June. During this time, referred to as lockdown, nonessential businesses and school districts across the nation closed or shifted to remote operations.
During re-emergence, all 50 states have relaxed stay-at-home orders and allowed businesses to operate with varying levels of social distancing measures in place. The continued spread of COVID-19 infections has driven some states to slow down or reverse course on reopening plans. Mintel anticipates the US will remain in a state of flux through 2021, until a vaccine is available.
