Table of Contents
Issues in the Market
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- Research methodology
- Abbreviations
Executive Summary
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- What is it about?
- The changing face of motherhood
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- Figure 1: Families, by family type and presence of children, UK, 2010
- Changes in priorities during pregnancy
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- Figure 2: Changes in shopping priorities during pregnancy, July 2011
- Parenthood and employment
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- Figure 3: Age of youngest child at point of return to work, June 2011
- Childcare responsibilities
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- Figure 4: Childcare responsibilities, June 2011
- The ideal day
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- Figure 5: Ideal typical day, June 2011
- Pester power
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- Figure 6: Top three factors most strongly influencing purchase of products for children, June 2011
- Is buying trusted brands important?
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- Figure 7: Importance of buying trusted brands in selected sectors, June 2011
Demographic Overview of Mums
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- Key points
- The female population
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- Figure 8: Trends in the age structure of the UK female population, 2006-16
- Birth rate
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- Figure 9: Trends in live births, numbers and rates*, England and Wales, 1976-2010
- Number of mothers
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- Figure 10: Presence of children aged under 16 in the household, 2007-11
- Trends in marriage and family composition
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- Figure 11: Trends in marriage amongst females aged 16+, 1971-2009
- Figure 12: Families, by family type and presence of children, UK, 2010
- Childbearing age
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- Figure 13: Live births, by age of mother, England and Wales, 2010
- Mean age of motherhood within and outside of marriage
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- Figure 14: Mean age of motherhood within and outside of marriage, England and Wales, 1979-2010
- Employment
- Trends in women’s employment
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- Figure 15: Trends in percentages of mothers and women without children in employment, Q1 1996-Q3 2010
- Mothers in employment
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- Figure 16: Percentage of mothers in employment, by age of youngest dependent child, October-December 2010
Mums-to-Be
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- Key points
- Self-image of Mums and Mums-to-be
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- Figure 17: Selected statements about self-image changes during pregnancy, July 2011
- New mums feel stressed and isolated
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- Figure 18: Selected statements about self-image changes during pregnancy, July 2011
- Changes in shopping priorities during pregnancy
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- Figure 19: Changes in shopping priorities during pregnancy, July 2011
- Changes in lifestyle during pregnancy…
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- Figure 20: Changes in lifestyle during and after pregnancy, July 2011
- …and after pregnancy
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- Figure 21: Changes in lifestyle during and after pregnancy, July 2011
- Attitudes towards pregnancy and motherhood
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- Figure 22: Attitudes towards pregnancy and motherhood, July 2011
Parenthood and Employment
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- Key points
- Age of children when mothers return to work
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- Figure 23: Age of youngest child at point of return to work, June 2011
- Reasons prompting return to work
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- Figure 24: Reasons for return to work after having your youngest child, June 2011
Childcare Responsibilities
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- Key points
- Partners assume a secondary role in childcare
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- Figure 25: Childcare responsibilities, June 2011
Social Lives of Mums
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- Key points
- Mums’ social lives are second to taking care of children
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- Figure 26: Number of nights out in a typical month, June 2011
- Babysitting duties
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- Figure 27: People most likely to look after children if fathers have a night out, June 2011
- Outgoing mums rely on help from partners more
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- Figure 28: People most likely to look after children if mothers have a night out, by number of nights out, June 2011
- The ideal day
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- Figure 29: Ideal typical day, June 2011
Division of Parental Responsibilities
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- Key points
- Mums primarily responsible for childcare
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- Figure 30: Division of responsibilities between parents, June 2011
Purchase Influences
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- Key points
- Children’s needs are first
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- Figure 31: Top three factors most strongly influencing purchase of products for children, June 2011
- Older mums are more influenced by their children
- Teens and tweens wield highest influence
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- Figure 32: Selected purchase categories with high children’s influence, by age of child, June 2011
- The importance of trusted brands
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- Figure 33: Importance of buying trusted brands in selected sectors, June 2011
Changes to Spending Habits and Attitudes
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- Key points
- Finances are top of mind
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- Figure 34: Changes to spending habits since having children, June 2011
- Mums of younger children question safety of products
- Hyper-involved mums worry more
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- Figure 35: Changes in spending habits since children were born, by number of responsibilities, June 2011
- Changes in attitudes since becoming a parent
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- Figure 36: Things that concern mothers more now than before they became parents, June 2011
- Concerns vary with children’s age
Consumer Typologies
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- Key points
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- Figure 37: Consumer typologies, June 2011
- Time-strapped Mums
- Who are they?
- Traditionalists
- Who are they?
- Have-it-all Mums
- Who are they?
Appendix – Demographics of Mums and Mums-to-be
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- Figure 38: Demographic profile of mums and mums-to-be, July 2011
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Appendix – Self-image of Mums and Mums-to-be
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- Figure 39: Self-image of mums and mums-to-be, July 2011
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Appendix – Changes in Shopping Priorities During Pregnancy
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- Figure 40: Changes in shopping priorities during pregnancy, July 2011
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Appendix – Changes in Lifestyle During/After Pregnancy
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- Figure 41: Changes in lifestyle during/after pregnancy, July 2011
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Appendix – Internet Usage Related to Pregnancy
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- Figure 42: Internet usage related to pregnancy, July 2011
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Appendix – Attitudes towards Pregnancy and Motherhood
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- Figure 43: Attitudes towards pregnancy and motherhood, July 2011
- Figure 44: Most popular strongly agree/agree with attitudes towards pregnancy and motherhood, by demographics, July 2011
- Figure 45: Next most popular strongly agree/agree with attitudes towards pregnancy and motherhood, by demographics, July 2011
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- Figure 46: Other very strongly agree/agree with attitudes towards pregnancy and motherhood, by demographics, July 2011
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Appendix – Parenthood and Employment
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- Figure 47: Reasons for return to work after having youngest child, by age of youngest child at point of return to work, June 2011
- Figure 48: Most popular very important/important reasons for return to work after having youngest child, by demographics, June 2011
- Figure 49: Next most popular very important/important reasons for return to work after having youngest child, by demographics, June 2011
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Appendix – Childcare Responsibilities
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- Weekdays
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- Figure 50: Childcare responsibilities on weekdays, by demographics, June 2011
- Weekdays
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- Figure 51: Childcare responsibilities on weekdays, by demographics, June 2011 (continued)
- Weekends
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- Figure 52: Childcare responsibilities on weekends, by demographics, June 2011
- Weekends
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- Figure 53: Childcare responsibilities on weekends, by demographics, June 2011 (continued)
Appendix – Social Lives of Mums
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- Figure 54: Number of nights out in a typical month that mums have, by demographics, June 2011
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Appendix – Division of Parental Responsibilities
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- Mainly/only me
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- Figure 55: Most popular mainly/only me, by demographics, June 2011
- Figure 56: Most popular mainly/only me, by demographics, June 2011 (continued)
- Equally shared
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- Figure 57: Most popular equally shared between spouses, by demographics, June 2011
- Figure 58: Most popular equally shared between spouses, by demographics, June 2011 (continued)
Appendix – Purchase Influences
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- Figure 59: Most influence/influenced products for children, June 2011
- Figure 60: Most influence/influenced products for children, June 2011
- Figure 61: Most influence/influenced products for children, June 2011
- Importance of trusted brands
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- Figure 62: Importance of trusted brands, June 2011
- Figure 63: Most popular very important/important trusted brands, by demographics, June 2011
- Figure 64: Most popular very important/important trusted brands, by demographics, June 2011 (continued)
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Appendix – Changes to Spending Habits and Attitudes
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- Figure 65: Changes to spending habits since having children, June 2011
- Figure 66: Things that concern mums more now than before they became parents, June 2011
- Figure 67: Most popular things that concern mums a lot more now than before they became parents, by demographics, June 2011
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- Figure 68: Most popular things that concern mums a lot more now than before they became parents, by demographics, June 2011 (cotninued)
- Figure 69: Most popular things that concern mums a lot more now than before they became parents, by demographics, June 2011 (cotninued)
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Appendix – Consumer Typologies
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- Figure 70: Target groups, by demographics, June 2011
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- Figure 71: Age of youngest child at point of return to work, by target groups, June 2011
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- Figure 72: Reasons for return to work after having youngest child, by target groups, June 2011
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- Figure 73: Childcare responsibilities, by target groups, June 2011
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- Figure 74: Number of nights out in a typical month, by target groups, June 2011
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- Figure 75: People most likely to look after children if mums have a night out, by target groups, June 2011
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- Figure 76: Division of responsibilities between parents, by target groups, June 2011
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- Figure 77: Importance of trusted brands, by target groups, June 2011
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- Figure 78: Changes to spending habits since having children, by target groups, June 2011
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- Figure 79: Things that concern mums more now than before they became parents, by target groups, June 2011
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