Table of Contents
Introduction and Abbreviations
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- Other relevant reports
- Definition
- Abbreviations & Terms
- Abbreviations
- Terms
Executive Summary
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- Over 4 million births annually—and the rate is increasing
- Average age of first-time mothers on the rise
- Stay-at-home moms increasing relative to working moms
- Minority moms have higher fertility rates, growing spending power
- Single moms also a growing minority with growing spending power
- Core values of moms
- Health care professionals and other moms are main sources of advice
- Over-scheduled moms
Demographics
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- Population by gender and age—55% of women are moms
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- Figure 1: Age distribution of the U.S. population, by gender, 2005
- A rising rate of new births in the next five years
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- Figure 2: Births per year, 2002-10
- More women delaying childbirth
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- Figure 3: U.S. births, by age of mother, 2002
- Discretionary income
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- Figure 4: Households with discretionary income, by age of householder, 2000
- First-time mom characteristics
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- Figure 5: Demographic characteristics of first-time moms, January-September 2004
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- Figure 6: Average household size, by race and Hispanic origin of householder, 2004
- Three generations of Moms
- Boomer Moms
- Gen X Moms
- Echo Boom Moms
- Married and unmarried households
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- Figure 7: U.S. households, by type, 2003
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- Figure 8: Presence of children in family households, by household type, 2003
- Figure 9: Median household income, by type of household, 2003
- Single vs. married moms
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- Figure 10: Characteristics of single moms with infants*, 2003
- Employment and income
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- Figure 11: Women’s labor force participation, by age, 2003
- Working vs. Stay-at-Home Moms
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- Figure 12: Age of stay-at-home moms living in married couple family groups, 2003
- Labor force participation—percentage of moms with infants declines since 1998
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- Figure 13: Labor force participation of moms, by age, 2002
- Figure 14: Rate of labor force participation, working moms with infants*, 1976-2002
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- Figure 15: Labor force participation for moms with infants*, by age, 2002
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- Figure 16: Labor force participation for moms with children (excluding infants), by age, 2002
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- Figure 17: Shopping and food attitudes, by employment status, January-September 2004
- Ethnicity of moms
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- Figure 18: Births, by race and Hispanic origin of mother, 2002
- Multiple kids under 6
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- Figure 19: Share of all female parents with children under age 6, by race/ethnicity, January-September 2004
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- Figure 20: Female population, by race/Hispanic origin for ages 20-44, 2000-10
- Purchasing power of minority women
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- Figure 21: Purchasing power of black, Hispanic and Asian women, 2008 (projected)
- Hispanic mom market—increasing rate of both youngest and oldest moms
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- Figure 22: Population projections for Hispanic women in the prime childbearing age, 2005-10
- Figure 23: Presence of children in households, by race/ethnicity of householder, 2003
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- Figure 24: Population projections for Hispanic children, by age, 2005-10
- Growth in Hispanics’ spending power rising faster than all others
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- Figure 25: U.S. purchasing power, by race/ethnicity, 1990-2007
The Core Needs and Values of Moms
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- Introduction
- Quality, health and safety—Trust is an integral need for mom
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- Figure 26: Influences on moms’ purchases of products for their children, 2004
- New moms’ needs
- “The New American Mom”
- “Adult Protector”
- “Keeper of the Hearth”
- “Selfless Nurturer”
- Media consumption is information-driven, peer advice sought
- Importance of time saving and convenience
- Time-saving meal options
- The need to nurture and feel nurturing
- Value-oriented consumer
- Importance of image
- Techno-savvy
- “What Makes a Good Mom?”
- Moms’ attitudes towards being clutter-free, punctual and prepared
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- Figure 27: Mothers’ attitudes towards organization, punctuality and being prepared, mean response, by age, May 2005
- Figure 28: Graph: Mothers’ attitudes towards organization, punctuality and being prepared, level of agreement by 18-34-year-olds, May 2005
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- Figure 29: Graph: Mothers’ attitudes towards organization, punctuality and being prepared, level of agreement by over-35s, May 2005
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- Figure 30: Mothers’ attitudes towards organization, punctuality and being prepared, mean response, by age, May 2005
- Figure 31: Graph: Mothers’ attitudes towards organization, punctuality and being prepared, level of agreement by household income <$50K, May 2005
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- Figure 32: Graph: Mothers’ attitudes towards organization, punctuality and being prepared, level of agreement by household income $50K+, May 2005
- Moms’ attitudes towards their kids’ appearance, manners and activities
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- Figure 33: Mothers’ attitudes towards kids’ appearance, manners and activities, mean average agreement, by age, May 2005
- Figure 34: Graph: Mothers’ attitudes towards kids’ appearance, manners and activities, level of agreement by 18-34-year-olds, May 2005
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- Figure 35: Graph: Mothers’ attitudes towards kids’ appearance, manners and activities, level of agreement by over-35s, May 2005
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- Figure 37: Graph: Mothers’ attitudes towards kids’ appearance, manners and activities, level of agreement by household income <$50K, May 2005
- Figure 38: Graph: Mothers’ attitudes towards kids’ appearance, manners and activities, level of agreement by household income $50K+, May 2005
- Moms’ attitudes towards “self,” lifestyle, and their relationship with their spouse
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- Figure 39: Mothers’ attitudes towards self, lifestyle and relationship with spouse, mean average of agreement, by age, May 2005
- Figure 40: Graph: Mothers’ attitudes towards self, lifestyle and relationship with spouse, level of agreement by 18-34-year-olds, May 2005
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- Figure 41: Graph: Mothers’ attitudes towards self, lifestyle and relationship with spouse, level of agreement by over-35s, May 2005
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- Figure 42: Mothers’ attitudes towards self, lifestyle and relationship with spouse, level of agreement, by household income, May 2005
- Figure 43: Graph: Mothers’ attitudes towards self, lifestyle and relationship with spouse, level of agreement by household income <$50K, May 2005
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- Figure 44: Graph: Mothers’ attitudes towards self, lifestyle and relationship with spouse, level of agreement by household income $50K+, May 2005
- Attitudes towards meals, snacks and junk food
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- Figure 45: Mothers’ attitudes towards meals, healthy snacks and junk food, level of agreement, by household income, May 2005
- Figure 46: Graph: Mothers’ attitudes towards meals, healthy snacks and junk food, level of agreement by household income <$50K, May 2005
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- Figure 47: Graph: Mothers’ attitudes towards meals, healthy snacks and junk food, level of agreement by household income $50K+, May 2005
Key Mom Product Markets: An Exploration
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- Baby formula, food and durables
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- Figure 48: Sales of baby food and formula, segmented by type, 2002 and 2004
- Baby formula
- Baby food
- Growth opportunities in baby formula and food
- Baby durables
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- Figure 49: Sales of baby durables, segmented by type, 2002 and 2004
- Figure 50: Attitudes towards baby durable products, by parental status, January 2005
- Children’s personal care goods
- New product innovation
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- Figure 51: New children’s personal care product introductions, by segment, 1999-2005
- Figure 52: Graph: New children’s personal care product introductions, by segment, 1999-2005
- Licensed cartoon and movie characters
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- Figure 53: New product introductions featuring licensed characters, 1999-2005
- Natural products
- Healthy habits
- Purchase of children’s care products
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- Figure 54: Demographics of women with children who buy children’s personal care products, February 2005
- More children, higher likelihood of buying kids’ products
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- Figure 55: Specific children’s personal care products purchased, by number of children in household, February 2005
- Children’s influence on personal care product choices
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- Figure 56: Who decides which children’s care products are bought, February 2005
- Reasons for buying children’s personal care products
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- Figure 57: Reasons for purchasing children’s personal care products, February 2005
- Teens’ clothing and accessories
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- Figure 58: Teens who usually pay for their own clothes, by gender and age, January-September 2004
- Food and beverages
- Trends in marketing messages: nutrition, fun and on-the-go
- Foods and beverages targeted at kids: new product launches
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- Figure 59: Number of U.S. food and beverage introductions, by target age, 2000-05*
- Sales of prepared foods
- Multicultural marketing
- Products for moms
- Consumer electronics
- Big-box retailers target women and moms
- Digital cameras and memory-making moments
- Parents with young children
- Teens: technology experts, influencers
How to Reach Moms: Effective Marketing Techniques
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- Introduction
- Radio and television
- Magazines
- Prenatal and postpartum orientation titles
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- Figure 60: Prenatal and postpartum publications, by type, 2005
- Internet
- Soft marketing: community building and problem solving
- Online mom resource centers
- ClubMom
- Bluesuitmom.com
- Loyalty programs
- Mom clubs and baby clubs
- Free samples, coupons and direct marketing
- Word-of-mouth marketing
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- Figure 61: Moms’ favorite source for advice on childrearing
- Reaching moms through kids
- Car marketing
- Travel marketers target kids
- Mobile communications
- Marketing to Hispanic Moms
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- Figure 62: Hispanic mothers’ ideas about family, 2004
- Strong ethnic identification
- Food companies target Hispanic moms
- Toy companies reach out to Hispanics
Influence on Moms’ Purchasing Decisions
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- Introduction
- Household purchasing decisions
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- Figure 63: Household purchasing decisions, January-September 2004
- Influences on food purchase decisions and shopping behavior
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- Figure 64: Graph: Food shopping influences, January-September 2004
- Influences on shopping purchase decisions (excluding food)
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- Figure 65: Graph: Non-food shopping influences, January-September 2004
Moms’ Attitudes Towards Shopping, Food and Family
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- Introduction
- Shopping behavior of moms and children’s impact on purchases
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- Figure 66: Attitudes towards shopping with and for children, January-September 2004
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- Figure 67: Attitudes towards shopping with and for children, by age, January-September 2004
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- Figure 68: Attitudes towards shopping with and for children, by race/ethnicity, January-September 2004
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- Figure 69: Attitudes towards shopping with and for children, by household income, January 2004–September 2004
- Shopping for bargains, sales
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- Figure 70: Attitudes towards shopping, sales, and planning, January-September 2004
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- Figure 71: Attitudes towards shopping, sales, and planning, by race/ethnicity, January-September 2004
- Attitudes towards food and meals of the day
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- Figure 72: Attitudes towards cooking, fast food and meals of the day, January-September 2004
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- Figure 73: Attitudes towards cooking, fast food and meals of the day, by race/ethnicity, January-September 2004
- Moms’ attitudes towards spending time with family and other life issues
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- Figure 74: Shopping and food attitudes, January-September 2004
Future Trends
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- Population trends of women in childbearing years
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- Figure 75: U.S. population projections of women in prime childbearing years, 2005-10
- Growth in Hispanic population
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- Figure 76: Distribution of race/Hispanic origin segments, by age, 2005
- Echo Boom moms, image makeover towards young, hip moms
- Trend towards deals with kids’ channel
- Growth in retail concepts targeted at moms
Products Targeted at Moms and Kids
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- Babies and toddlers (Ages 0-4)
- Children (Ages 5-12)
Appendix: Research Methodology
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- Consumer Research
- Sampling & Weighting
- Technometrica TechnoExpresssm
- ICR Surveys EXCEL
- Simmons National Consumer Surveys
- Greenfield Online
- Presentation & Definition
- Further Analysis
- Trade Research
- Informal trade research
- Formal trade research
- Desk & Internet Research
- Sources
- Definitions
- Forecasts
Appendix: What is Mintel?
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- Mintel Group
- Mintel Reports
- Mintel Premier
- Mintel ECLIPS
- GNPD
- Menu Insights
- Comperemedia
- Brokertrack
- Mintel Services
- Applied Research
- Mintel Consulting
- POS+
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