Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
Executive Summary
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- The demographics of motherhood
- How many moms
- Who are the moms
- Moms and their families
- Working moms inside and outside the home
- What makes a good mom
- Moms and family activities
- Moms, food and nutrition
- Moms and shopping
- Influences on moms’ purchase decisions
- Moms and social networking
- Moms and technology
- Moms apart from their families
Insights and Opportunities
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- Kid nutrition, ever a central issue for moms, attracting greater attention
- Government, retailers, manufacturers wrestling with the issue
- Moms more focused on nutrition, a key good-mom trait
- The real power of kid nutrition is the ways it links to other issues important to moms
Inspire Insights
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- Inspire trend: Resilience
- Chief resilience officer
- Trend Observation: iPhone Moms
How Many Moms
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- Key points
- Women of childbearing age
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- Figure 1: U.S. female population, by age, 2005-15
- Fertility rate, births start to dip in recession
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- Figure 2: Fertility rate and births, 2002-09
- Current projections show steady, slow growth
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- Figure 3: U.S. population estimates and projections of children aged five and under, 2005-15
Who Are the Moms?
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- Key points
- First-time moms
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- Figure 4: Age at first birth, by race/Hispanic origin, 2006
- Figure 5: Households with children, by race and Hispanic origin of householder, 2009
- The mean age of moms has crept up, but only slowly
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- Figure 6: Mean age of mothers, 2000-06
- Figure 7: Fertility rates and birth rates, by age of mother, 2001-07
Moms and Their Families
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- Key points
- Families with kids making up smaller percentage of total households
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- Figure 8: households, by presence of children under age 18, 1999-2009
- Seven in 10 kids live with two parents
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- Figure 9: Married couples with kids, by age of householder, 2009
- Single-mom households financially challenged
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- Figure 10: Single-mother family groups with children under 18, by marital status, 2009
- Grandmothers can be moms too
- Lesbian and gay parents
Working Moms, Inside and Outside the Home
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- Key points
- Most moms work
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- Figure 11: Labor force participation rate of women, by age of youngest child, 2001-08
- Family takes precedence, but more working moms achieve balance
- Feel stressed? I don’t have the time…
- More working moms work in the home
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- Figure 12: Work outside or inside the home? by age, November 2009
- Relatively few traditional stay-at-home married moms
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- Figure 13: Parents and children in stay-at-home parent family groups, 2004-09
- Dual incomes give married couples more spending power
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- Figure 14: Household income, distribution by household type and presence of children, 2009
What Makes a Good Mom?
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- Key points
- A good mom focuses on the safety, emotional health, and nutrition of her kids
- Many other areas, while important, are secondary
- Suave makes hair care mom-friendly
- Views consistent across age groups
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- Figure 15: Traits that define a good mother, rated very important, by age, November 2009
- Some differences across household income levels
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- Figure 16: Traits that define a good mother, rated very important, by household income, November 2009
- Moms of younger kids place particular importance on good nutrition
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- Figure 17: Traits that define a good mother, rated very important, by age of kids, November 2009
Moms and Family Activities
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- Key points
- Moms spending more time with kids at healthy and educational activities
- Kids’ museums get a boost from the recession
- Nintendo’s Wii motivates more moms to play video games with their kids
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- Figure 18: Activities with kids, by age, November 2009
- Growing interest in health and education extends across income levels
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- Figure 19: Activities with kids, by household income, November 2009
- Activity planning heaviest among moms of younger kids
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- Figure 20: Activities with kids, by age of kids, November 2009
Moms, Food and Nutrition
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- Key points
- More home cooking, less takeout
- Substantial benefits to getting the family together at the dinner table
- Barilla pasta strives to enhance the home meal experience
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- Figure 21: Dining and meal-prep behaviors, by household income, November 2009
- Moms report paying more attention to nutrition labeling
- Looking for local and organic more common among high-income moms
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- Figure 22: Locally-sourced and organic food behaviors, by household income, November 2009
Moms and Shopping
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- Key points
- Moms tighten the purse strings
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- Figure 23: Shopping activities moms are doing more of this year, May-June 2009
- Coupon clipping – and hunting – on the rise
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- Figure 24: shopping behaviors, by age, November 2009
- Budgeting mindset prevalent at all income levels
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- Figure 25: shopping behaviors, by household income, November 2009
Influences on Moms’ Purchase Decisions
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- Key points
- Familiarity, word-of-mouth drives purchase decisions
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- Figure 26: Factors that influence decisions to purchase items/services for child(ren), by age, November 2009
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- Figure 27: Factors that influence decisions to purchase items/services for child(ren), by household income, November 2009
- New moms more likely to consult their networks
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- Figure 28: Factors that influence decisions to purchase items/services for child(ren), by age of kids, November 2009
Moms and Social Networking
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- Key points
- Moms ever more connected
- More moms connecting more frequently
- Moms of all ages connect
- Mom blogs remain powerful as new forms of mom networking take shape
- Moms view social networks as social, but corporate presence is on the rise
- Marketing role of social media still being defined
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- Figure 29: Traditional and social media behaviors, by age, November 2009
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- Figure 30: Traditional and social media behaviors, by household income, November 2009
Moms and Technology
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- Key points
- Moms embracing technology to help get the job done
- Older moms a little less likely to use technology
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- Figure 31: Ownership of tech products, by age, November 2009
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- Figure 32: Interest in tech products among non-owners, very/somewhat interested, by age, November 2009
- Lower-income moms less likely to own some tech devices
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- Figure 33: Ownership of tech products, by household income, November 2009
Moms Apart from Their Families
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- Moms, not their own top priority, have little time for themselves
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- Figure 34: Time spent apart from child/children - not doing work or chores, by age, November 2009
Custom Consumer Groups
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- Employment status and place of work
- What makes a good mom?
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- Figure 35: Traits that define a good mother, rated very important, by employment status and place of employment, November 2009
- Moms and family activities
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- Figure 36: Activities with kids, by employment status and place of employment, November 2009
- Moms and food
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- Figure 37: Dining and meal-prep behaviors, by employment status and place of employment, November 2009
- Moms and shopping
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- Figure 38: Shopping behaviors, by employment status and place of employment, November 2009
- Purchase influences
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- Figure 39: Factors that influence decisions to purchase items/services for child(ren), by employment status and place of employment, November 2009
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- Figure 40: Traditional and social media behaviors, by employment status and place of employment, November 2009
Cluster Analysis
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- Family Engineers
- Chill Moms
- Networkers
- Cluster characteristics
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- Figure 41: Marketing to moms clusters, November 2009
- Figure 42: Incidence of childcare, by marketing to moms clusters, November 2009
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- Figure 43: Traits that define a good mother, by marketing to moms clusters, November 2009
- Figure 44: Factors that influence decisions to purchase items/services for child(ren), by marketing to moms clusters, November 2009
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- Figure 45: Ownership of tech products, by marketing to moms clusters, November 2009
- Cluster demographics
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- Figure 46: Marketing to moms clusters, by age group, November 2009
- Figure 47: Marketing to moms clusters, by household income, November 2009
- Cluster methodology
Appendix: Other Useful Consumer Tables
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- Figure 48: Dining and meal-prep behaviors, by age, November 2009
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- Figure 49: Dining and meal-prep behaviors, by age of kids, November 2009
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- Figure 50: Locally-sourced and organic food behaviors, by age, November 2009
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- Figure 51: Locally-sourced and organic food behaviors, by age of kids, November 2009
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- Figure 52: Shopping behaviors, by age of kids, November 2009
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- Figure 53: Traditional and social media behaviors, by age of kids, November 2009
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- Figure 54: Ownership of tech products, by age of kids, November 2009
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- Figure 55: Interest in tech products among non-owners, very/somewhat interested, by age of kids, November 2009
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- Figure 56: Interest in tech products among non-owners, very/somewhat interested, by household income, November 2009
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- Figure 57: Time spent apart from child/children, by household income, November 2009
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- Figure 58: Time spent apart from child/children (other than work and chores), by age of kids, November 2009
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Appendix: Trade Associations
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