Table of Contents
Executive Summary
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- Modern families are becoming more diverse
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- Figure 1: Modern family typologies overview, June 2013
- Sedentary lifestyles prevail
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- Figure 2: Family lifestyle, June 2013
- Children raised by Single Parents are more influential
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- Figure 3: Who influences family decisions, June 2013
- Families continue seeking value for money
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- Figure 4: Importance of various factors when making purchases, June 2013
- What we think
Issues in the Market
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- What impact do family finances have on their lifestyle?
- How does children’s influence on family decisions vary by family type?
- How actively do Non-resident Parents participate in the lives of the children they don’t live with?
- What are parents prioritising when they shop for their families?
Trend Application
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- Trend: Man in the Mirror
- Trend: Buydeology
- Mintel Futures: Generation Next
Market Drivers
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- Key points
- Trends in family types
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- Figure 5: Trends in family households with dependent children, by family type, England and Wales, 2001 and 2011
- Trends in average age of women at birth of first child
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- Figure 6: Trends in the mean age of mother at birth of their first child, England and Wales, 1981-2011
- Trends in the number of children
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- Figure 7: trends in the proportion of families, by number of dependent children, UK, 1996 and 2012
- Trends in the number of live births
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- Figure 8: Trends in the number of live births in England and Wales, 2007-11
Diversity of Modern Families
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- Key points
- Modern family typologies overview
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- Figure 9: Modern family typologies overview, June 2013
- Gender of Single Parents and Non-resident Parents
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- Figure 10: Gender of parent, by selected typologies, June 2013
- Family living arrangements
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- Figure 11: Family composition and living arrangements, by family selected typologies, June 2013
- How much time Non-resident Parents spend with their children
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- Figure 12: Number of days non-resident parents spend with their children in an average week, June 2013
- Age of children
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- Figure 13: Age of children, by family typologies, June 2013
- Number of children
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- Figure 14: Number of children, by family typologies, June 2013
- Household composition
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- Figure 15: Household composition, by family typologies, June 2013
- Childcare support network
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- Figure 16: The childcare support network, by family typologies, June 2013
- Parents’ employment status
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- Figure 17: Parents’ employment status, by family typologies, June 2013
- Family financial situation
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- Figure 18: Current financial situation, by family typologies, June 2013
Family Lifestyle
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- Key points
- Younger parents prioritise exercising with their children
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- Figure 19: Activities undertaken with child(ren) in a typical week, June 2013
- Household income has an impact on lifestyle
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- Figure 20: Activities undertaken with child(ren) in a typical week, by annual household income, June 2013
- Mums and dads maintain typical gender roles
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- Figure 21: Activities undertaken with child(ren) in a typical week, by gender of parent, June 2013
- Single Parents fill multiple responsibilities
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- Figure 22: Activities undertaken with child(ren) in a typical week amongst Single Parents, June 2013
- Family activities offer a chance to develop practical skills
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- Figure 23: Activities undertaken with child(ren) in a typical week, by family typologies, June 2013
- Affluence correlates with a greater number of family activities
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- Figure 24: Number of weekly family activities, by family typologies, June 2013
- Families with children aged 5-9 are the most active
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- Figure 25: Number of weekly family activities, by children’s age, June 2013
Influencers of Family Decisions
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- Key points
- Children become more influential as they grow up
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- Figure 26: Who influences family decisions, June 2013
- Mothers more likely to influence every area of family life
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- Figure 27: Who influences family decisions, by gender of parent, June 2013
- Children wield more power in Single Parent families
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- Figure 28: Children’s influence on family decisions, by family typologies, June 2013
- Parents no longer living together divide responsibilities more equally
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- Figure 29: Division of responsibilities amongst parents no longer living together, June 2013
Changes in Family Spending
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- Key points
- Spending on children is viewed as essential
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- Figure 30: Changes in family spending habits, June 2013
- Spending on children’s needs is higher amongst new parents
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- Figure 31: Top categories where families spent more compared with last year, by children’s age, June 2013
- Single parents make more spending compromises
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- Figure 32: Number of categories that families have been spending more /the same or less on compared with 2012, by family typologies, June 2013
- Single mums are the most budget-conscious
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- Figure 33: Changes in family spending habits in selected categories, by Single Parents and gender of Single Parents, June 2013
Changes in Shopping Habits
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- Key points
- Savvy shopping prevalent amongst families
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- Figure 34: Changes in family shopping habits, June 2013
- Parents aged 16-24 more likely to seek out discounts
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- Figure 35: Changes in family shopping habits, by age of parents, June 2013
- Buying on sale is more important to Blended Families and Single Parents
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- Figure 36: Changes in family shopping habits, by family typologies, June 2013
- Branded children’s product launches dominate
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- Figure 37: Proportions of UK new private label and branded product launches targeted to children aged 0-17, in the 12 months to July 2013
Factors Important When Shopping
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- Key points
- Families seek lower prices, but durability is a high priority
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- Figure 38: Importance of various factors when making purchases, June 2013
- Mums are more concerned about safety of products for their children
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- Figure 39: Factors that have become more important when making purchases since becoming a parent, by gender parents, June 2013
- Relatively few new product launches focus on convenience
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- Figure 40: Proportions of UK new product launches targeted to children aged 0-4 with convenience, ethical/environmental and natural claims, in the 12 months to July 2013
- Traditional Families focus on absence of artificial additives
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- Figure 41: Factors that have become more important when making purchases since becoming a parent, by family typologies, June 2013
- Mums in Blended Families listen to children’s wishes more than dads
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- Figure 42: Factors that have become more important when making purchases since becoming a parent, by family typologies and gender of parents, June 2013
Appendix – Diversity of Modern Families
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- Figure 43: Family typologies, by demographics, June 2013
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Appendix – Family Lifestyle
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- All parents
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- Figure 44: Most popular family lifestyle, by demographics, June 2013
- Figure 45: Next most popular family lifestyle, by demographics, June 2013
- Figure 46: Other family lifestyle, by demographics, June 2013
- Traditional Family
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- Figure 47: Traditional Family lifestyle, by gender of parent and age of parent, June 2013
- Figure 48: Traditional Family lifestyle, by age of children, June 2013
- Figure 49: Traditional Family lifestyle, by socio-economic group and household income, June 2013
- Single Parents
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- Figure 50: Single Parents family lifestyle, by gender of parent and age of parent, June 2013
- Figure 51: Single Parents family lifestyle, by age of children, June 2013
- Figure 52: Single Parents family lifestyle, by socio-economic group and household income, June 2013
- Blended Family
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- Figure 53: Blended Family lifestyle, by gender of parent and age of parent, June 2013
- Figure 54: Blended Family lifestyle, by age of children, socio-economic group and household income, June 2013
Appendix – Influencers of Family Decisions
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- All Parents
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- Figure 55: Who influences family decisions when selecting/buying gifts for friends and family, by demographics, June 2013
- Figure 56: Who influences family decisions when we eat out, by demographics, June 2013
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- Figure 57: Who influences family decisions when we go on holidays, by demographics, June 2013
- Figure 58: Who influences family decisions when buying children’s clothes, by demographics, June 2013
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- Figure 59: Who influences family decisions when buying toys and games for child(ren), by demographics, June 2013
- Figure 60: Who influences family decisions when the leisure activities we do, by demographics, June 2013
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- Figure 61: Who influences family decisions on what we watch on TV/which movies we watch, by demographics, June 2013
- Figure 62: Who influences family decisions on what we eat for dinner, by demographics, June 2013
- Traditional Family
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- Figure 63: Who influences traditional family decisions, by gender and age of parent, June 2013
- Figure 64: Who influences traditional family decisions, by age of children, June 2013
- Figure 65: Who influences traditional family decisions, by socio-economic group and household income, June 2013
- Single Parents
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- Figure 66: Who influences single parents family decisions, by gender and age of parent, June 2013
- Figure 67: Who influences single parents family decisions, by age of children, socio-economic group and household income, June 2013
- Blended Family
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- Figure 68: Who influences blended family decisions, by gender and age of parent, June 2013
- Figure 69: Who influences blended family decisions, by age of children, socio-economic group and household income, June 2013
Appendix – Changes in Family Spending
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- All Parents
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- Figure 70: Changes in family spending habits on family meals out, by demographics, June 2013
- Figure 71: Changes in family spending habits on family days out, by demographics, June 2013
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- Figure 72: Changes in family spending habits on family holidays, by demographics, June 2013
- Figure 73: Changes in family spending habits on holidays for myself/my partner, by demographics, June 2013
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- Figure 74: Changes in family spending habits on treats for child(ren), by demographics, June 2013
- Figure 75: Changes in family spending habits on treats for myself/my partner, by demographics, June 2013
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- Figure 76: Changes in family spending habits on Books/DVDs/CDs, by demographics, June 2013
- Figure 77: Changes in family spending habits on home electronics, by demographics, June 2013
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- Figure 78: Changes in family spending habits on toys/games (including video games) for child(ren), by demographics, June 2013
- Figure 79: Changes in family spending habits on food/drink at home for a ‘special’ occasion, by demographics, June 2013
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- Figure 80: Changes in family spending habits on clothing/shoes/accessories for myself/partner, by demographics, June 2013
- Figure 81: Changes in family spending habits on clothing/shoes/accessories for my child(ren), by demographics, June 2013
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- Figure 82: Changes in family spending habits on furniture/home improvements/decor, by demographics, June 2013
- Traditional Family
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- Figure 83: Changes in traditional family spending habits, by gender and age of parent, June 2013
- Figure 84: Changes in traditional family spending habits, by age of children, June 2013
- Figure 85: Changes in traditional family spending habits, by socio-economic group and household income, June 2013
- Single Parents
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- Figure 86: Changes in single parent family spending habits, by gender and age of parent, June 2013
- Figure 87: Changes in single parent family spending habits, by age of children, socio-economic group and household income, June 2013
- Blended Family
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- Figure 88: Changes in blended family spending habits, by gender and age of parent, June 2013
- Figure 89: Changes in blended family spending habits, by age of children, socio-economic group and household income, June 2013
Appendix – Changes in Shopping Habits
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- All Parents
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- Figure 90: Family shopping habits – Compare product prices, by demographics, June 2013
- Figure 91: Family shopping habits – Read reviews before buying products, by demographics, June 2013
- Figure 92: Family shopping habits – Use discounts/money-off coupons, by demographics, June 2013
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- Figure 93: Family shopping habits – Use a store loyalty card, by demographics, June 2013
- Figure 94: Family shopping habits – Plan what I am going to buy in advance, by demographics, June 2013
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- Figure 95: Family shopping habits – Buy only the essentials, by demographics, June 2013
- Figure 96: Family shopping habits – Buy in bulk, by demographics, June 2013
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- Figure 97: Family shopping habits – Buy own-label products, by demographics, June 2013
- Figure 98: Family shopping habits – Buy products only when they are on sale, by demographics, June 2013
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- Figure 99: Family shopping habits – Buy treats for family, by demographics, June 2013
- Figure 100: Family shopping habits – Buy products on impulse, by demographics, June 2013
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- Figure 101: Family shopping habits – Buy products at child(ren)’s request, by demographics, June 2013
- Traditional Family
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- Figure 102: Changes in traditional family shopping habits, by gender and age of parent, June 2013
- Figure 103: Changes in traditional family shopping habits, by age of children, June 2013
- Figure 104: Changes in traditional family shopping habits, by socio-economic group and household income, June 2013
- Single Parents
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- Figure 105: Changes in single parent family shopping habits, by gender and age of parent, June 2013
- Figure 106: Changes in single parent family shopping habits, by age of children, socio-economic group and household income, June 2013
- Blended Family
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- Figure 107: Changes in blended family shopping habits, by gender and age of parent, June 2013
- Figure 108: Changes in blended family shopping habits, by age of children, socio-economic group and household income, June 2013
Appendix – Factors Important When Shopping
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- All Parents
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- Figure 109: Factors important when making purchases – low price, by demographics, June 2013
- Figure 110: Factors important when making purchases – ‘how long the products will last’, by demographics, June 2013
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- Figure 111: Factors important when making purchases – ‘no artificial additives’, by demographics, June 2013
- Figure 112: Factors important when making purchases – convenience/time saving, by demographics, June 2013
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- Figure 113: Factors important when making purchases – safer for children to use/wear, by demographics, June 2013
- Figure 114: Factors important when making purchases – environmentally friendly/ethical sourcing, by demographics, June 2013
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- Figure 115: Factors important when making purchases – better quality/premium/upmarket, by demographics, June 2013
- Figure 116: Factors important when making purchases – something my child(ren) asked for/like, by demographics, June 2013
- Traditional Family
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- Figure 117: Traditional Family factors important when making purchases, by gender and age of parent, June 2013
- Figure 118: Traditional Family factors important when making purchases, by age of children, June 2013
- Figure 119: Traditional Family factors important when making purchases, by socio-economic group and household income, June 2013
- Single Parents
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- Figure 120: Single Parents’ important factors when making purchases, by gender and age of parent, June 2013
- Figure 121: Single Parents’ important factors when making purchases, by age of children, socio-economic group and household income, June 2013
- Blended Family
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- Figure 122: Blended Family factors important when making purchases, by gender and age of parent, June 2013
- Figure 123: Blended Family factors important when making purchases, by age of children, socio-economic group and household income, June 2013
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