Marketing to Dads - US - March 2012
Marketing to Dads - US - March 2012

Dads are playing a more active role in many aspects of family life once considered to be the exclusive domain of moms. While the recession can be credited for some of the blurring of gender roles, it is also the result of a longer-term, generational shift in attitudes and expectations. Today’s new dads enter fatherhood with far fewer gender-based preconceptions of what parenthood should be compared with their own ...

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Overview

Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Executive Summary
Insights and Opportunities
Inspire Insights

Consumer

Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Dads and their Families
Working Status of Dads
A Dad’s Life: Time Use for a Typical Weekday
How Dads Would Spend the Ideal Weekday
How Dads Would Spend an Extra Hour in the Day
Dads and Childcare
Changes in Time Spent on Family Activities
Dads’ Online Activities
Dads’ Perspectives on Sharing Family Responsibilities
Changes in Time Spent on Shopping Activities
How Parenthood Changes Purchasing Habits
Changes in Time Spent on Meals and Nutrition
Sources of Parenting Information
Family Time/Involvement/Technology
Parenting Concerns
Parenting Pressures
Changes in Financial/Emotional/Lifestyle Dynamics
Dads’ Values/Qualities/Behavior Priorities for Their Kids
Ideal Father’s Day Gift
Custom Consumer Groups

Brand/Company

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Marketing Strategies

Data

Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix: Other Useful Tables
Appendix: Trade Associations