Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Sources
- Consumer survey data
- Consumer Expenditure Survey
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- A profile of Black moms
- How many mothers?
- Who are the moms?
- Black moms, education and divorce
- Moms and their families
- Black moms and household income
- What makes a good mom?
- What makes a good mom worry?
- Moms and shopping
- Key mom product markets
- Baby products
- Marketing to Black moms
- It takes a community
- U.S. Black demographics
- U.S. Black population
- Black purchasing power
- Black households
Insights and Opportunities
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- Capturing the New Black Mom
- Black is beautiful
- Cause-driven marketing
- The Michelle Obama factor
Inspire Insights
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- Trend: Alpha mom
- What’s it about?
- What we've seen
- Specifics
- Implications
- Trend: Who are the Joneses?
- What’s it about?
- What we’ve seen
- Specifics
- Implications
A Profile of Black Moms
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- Key points
- How many mothers?
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- Figure 1: Women 15-50 years old who gave birth in the previous year, by race and marital status, 2006-08
- Figure 2: Fertility rate, by race and Hispanic origin of mother, 1997-2007
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- Figure 3: Households with children, by race/Hispanic origin of householder, 2009
- Who are the moms?
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- Figure 4: Black and White women 15-50 years old who gave birth in the previous 12 months, by marital status, 2006-08
- Black moms and education
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- Figure 5: Educational attainment for the Black population 25 years or older, by gender, 2006-08
- Moms and their families
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- Figure 6: Black households and all households, by presence and ages of children, 2009
- Children in the Black household
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- Figure 7: Black households with children, by age of householder and number of children, 2009
- Marital status of Black moms
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- Figure 8: Black households with children, by type of household and number of children, 2009
- Black households’ financials
- Household income distribution by race
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- Figure 9: Household income distribution, by race/Hispanic origin of householder, 2008
- Median household income by race/Hispanic origin
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- Figure 10: Median household income, by race and Hispanic origin of householder, 2008
- Black moms and their household budget
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- Figure 11: Changes in Black household income, by household income, January 2010
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- Figure 12: Changes in Black household income, by marital status, January 2010
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- Figure 13: Changes in Black household income, by educational attainment, January 2010
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- Figure 14: Changes in Black household income, by part-time/full-time employment, January 2010
- How are Black moms coping with monthly household expenses?
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- Figure 15: Black moms’ attitudes towards monthly expenses, by household income, January 2010
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- Figure 16: Black moms’ attitudes towards monthly expenses, by number of children in the household, January 2010
- Changes in household expenditure by category
- Regardless of household income, a third of Black moms are spending more on groceries
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- Figure 17: Black households’ changes in expenditure in key sectors, by household income, January 2010
- Expenditure on groceries has significantly increased in households with more children
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- Figure 18: Black households’ changes in expenditure in key sectors, by number of children in the household, January 2010
What Makes a Good Mom?
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- Key points
- Moms’ personal attributes
- Moms with greater household income feel a greater need to monitor kids’ online activities
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- Figure 19: Traits that define a “good mother,” by household income, January 2010
- Older moms feel that a wide range of traits are essential to being a “good mom”
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- Figure 20: Traits that define a “good mother,” by age, January 2010
- Stay-at-home moms monitor kids’ online activities more than working moms
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- Figure 21: Traits that define a “good mother,” by employment status, January 2010
What Makes a Good Mom Worry?
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- Key points
- Household income determines what Black moms worry about the most
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- Figure 22: Things moms worry about when caring for their child/children, by household income, January 2010
- Younger moms worry more about children’s safety
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- Figure 23: Things moms worry about when caring for their child/children, by age, January 2010
- By educational attainment
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- Figure 24: Things moms worry about when caring for their child/children, by educational attainment, January 2010
Moms and Shopping
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- Key points
- Who is doing the shopping?
- By household income
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- Figure 25: Who does the shopping for groceries and drug store items, by household income, January 2010
- By marital status
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- Figure 26: Who does the shopping for groceries and drug store items, by marital status, January 2010
- Working moms are the most likely to allow kids to help with shopping
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- Figure 27: Who does the shopping for groceries and drug store items, by employment status, January 2010
Key Mom Product Markets
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- Key points
- Baby food and drink
- Market size
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- Figure 28: FDMx sales of baby food and drinks, at current prices, 2003-13
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- Figure 29: FDMx sales of baby food and drinks, at inflation-adjusted prices, 2003-13
- Sales and forecast of baby and youth durables
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- Figure 30: Total U.S. retail sales and forecast of baby and youth durables, at current prices, 2004-14
- Figure 31: Total U.S. retail sales of baby and youth durables, at inflation-adjusted prices, 2004-14
- Disposable baby products
- Market size
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- Figure 32: Total U.S. FDMx sales and forecast of disposable baby products, at current prices, 2004-14
- Figure 33: Total U.S. FDMx sales and forecast of disposable baby products, at inflation-adjusted prices, 2004-14
- Walmart sales
- Marketing to Black moms
- Black moms are more receptive to advertising
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- Figure 34: Usage of in-store promotional material—all moms vs. Black moms, April 2008-June 2009
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- Figure 35: Moms’ attitudes towards advertising—all moms vs. Black moms, April 2008-June 2009
- The internet’s role in marketing to Black moms
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- Figure 36: Black moms’ attitudes towards the internet, by household income, April 2008-June 2009
It Takes a Community
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- Key points
- Black moms prefer Facebook
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- Figure 37: Black moms’ membership of online communities, by age, January 2010
- Online communities’ preference by educational attainment
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- Figure 38: Black moms’ membership of online communities, by educational attainment, January 2010
- The more children in the household, the more likely moms use social networking sites
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- Figure 39: Black moms’ membership of online communities, by number of children in the household, January 2010
Influences on Moms’ Purchasing Decisions
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- Key points
- Regardless of age, moms value personal recommendations over advertising
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- Figure 40: Factors that influence Black moms’ purchasing decisions, by level of importance, by age, January 2010
- Shopping influencers vary by educational attainment
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- Figure 41: Factors that influence Black moms’ purchasing decisions, by level of importance, by educational attainment, January 2010
Moms’ Helpers
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- Key points
- Who’s watching the kids?
- Regardless of household income, most Black moms do not use childcare services
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- Figure 42: Childcare service providers utilized by Black moms, by household income, January 2010
- Marital status does not impact usage of childcare services
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- Figure 43: Childcare service providers utilized by Black moms, by marital status, January 2010
Cluster Analysis
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- Strugglers
- Constant spenders
- Recession-proof
- Characteristic tables:
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- Figure 44: Black mother clusters, January 2010
- Figure 45: Change in household income, by Black mother clusters, January 2010
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- Figure 46: Attitudes about expenditures, by Black mother clusters, January 2010
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- Figure 47: Black households’ changes in expenditure in key sectors, by Black mother clusters, January 2010
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- Figure 48: Traits that define a “good mother,” by Black mother clusters, January 2010
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- Figure 49: Who does the shopping for groceries and drug store items, by Black mother clusters, January 2010
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- Figure 50: Things moms worry about when caring for their child/children, by Black mother clusters, January 2010
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- Figure 51: Factors that influence Black moms’ purchasing decisions, by Black mother clusters, January 2010
- Cluster demographic tables:
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- Figure 52: Black mother clusters, by age, January 2010
- Figure 53: Black mother clusters, by household income, January 2010
- Figure 54: Black mother clusters, by marital status, January 2010
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- Figure 55: Black mother clusters, by household size, January 2010
- Figure 56: Black mother clusters, by number of children, January 2010
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- Figure 57: Black mother clusters, by employment status, January 2010
- Cluster methodology
Marketing and Advertisements
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- Gerber Graduates Lil Crunchies
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- Figure 58: Gerber: Black mom with “eyes in the back of her head,” March 2009
- McDonald’s Happy Meals
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- Figure 59: McDonald’s: A Happy Meal Night after one of those days, June 2009
- Huggies Pull-Ups Training Pants
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- Figure 60: Huggies: The Lyons’ story, May 2009
- Doritos
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- Figure 61: Doritos: Toddler slaps his mother’s date, February 2010
- Radica U-Create Music
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- Figure 62: Radica: Boy chooses beats, bass, and DJs party, October 2009
U.S. Black Population
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- Key points
- U.S. population by race/Hispanic origin
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- Figure 63: Population, by race and Hispanic origin, 2005-15
- Figure 64: Population, by race/Hispanic origin, 1970-2020
- Figure 65: Asian, Black, and Hispanic populations, 1970-2020
- U.S. Black population
- Black population by age
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- Figure 66: U.S, Black population, by age, 2005-15
- U.S. Black geographic concentration
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- Figure 67: Black geographic concentration, by region, 2007
- Black population by state
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- Figure 68: States with largest Black population, 2008
- Figure 69: States with the highest share of Black residents, 2008
- Black metros
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- Figure 70: Metropolitan status of Black households, 2001 and 2007
- Figure 71: Top ten metropolitan areas with the largest number of Black residents, 2006-08
- Black purchasing power
- Black income
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- Figure 72: Household income distribution for all households and Black households, 2008
- Income of Black households versus total U.S. households
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- Figure 73: Share of Black households with incomes of $50K or more versus total U.S. households, 2002 and 2008
- Purchasing power by race/Hispanic origin
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- Figure 74: Purchasing power, by race/Hispanic origin, 2008
- Figure 75: Top ten states with the largest share of Black buying power, 2008
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- Figure 76: Top ten states, by rate of growth of Black buying power, 1990-2008
- Black households
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- Figure 77: Average household size, by Hispanic origin/race of householder, 2001 and 2008
Appendix: Other Useful Consumer Tables
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- Simmons consumer data
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- Figure 78: Attitudes about shopping—all moms vs. Black moms, April 2008-June 2009
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- Figure 79: General attitudes—all moms vs. Black moms, April 2008-June 2009
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- Figure 80: Shopping behavior—all moms vs. Black moms, April 2008-June 2009
- Consumer survey tables
- Black moms and household income
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- Figure 81: Number of children in the Black household, by household income, January 2010
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- Figure 82: Household income of Black moms, by age, January 2010
- Working moms, inside and outside of the home
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- Figure 83: Working Black moms, by household income, January 2010
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- Figure 84: Working Black moms, by marital status, January 2010
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- Figure 85: Traits that define a “good mother,” by household income, January 2010
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- Figure 86: Additional traits that define a “good mother,” by household income, January 2010
Appendix: Trade Associations
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