Table of Contents
Executive Summary
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- Grandparents offer practical, financial and emotional support
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- Figure 1: Ways in which grandparents help with childcare, June 2014
- Finances keep families at home on typical weekends
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- Figure 2: Family activities on a typical weekend, June 2014
- Theme parks are high in demand on ideal weekends
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- Figure 3: Family activities on an ideal weekend, June 2014
- Parents prioritise health when choosing food and drink
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- Figure 4: Considerations when buying food and drink for your youngest child, June 2014
- What we think
Issues and Insights
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- Opportunity to highlight the role of grandparents in the family
- The facts
- The implications
- Making families more active
- The facts
- The implications
Trend Application
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- Trend: Click and Connect
- Trend: Immaterial World
- Futures trend: Brand Intervention
Market Drivers
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- Key points
- Households set to get smaller
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- Figure 5: UK households, by size, 2009-19
- Trends in family types
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- Figure 6: Families in the UK with dependent children: by family type in 2003 and 2013
- Baby boom shows signs of slowdown
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- Figure 7: Number of live births in UK, 2000-13
- Parents encourage their children to save
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- Figure 8: Monthly pocket money, March 2014
The Consumer – Grandparents’ Involvement
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- Key points
- Grandparents offer practical, financial and emotional support
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- Figure 9: Ways in which grandparents help with childcare, June 2014
- Grandparents provide financial aid
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- Figure 10: Ways in which grandparents help with childcare (“add money to my child(ren)’s savings account(s)”), by demographics (financial situation), June 2014
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- Figure 11: Family Building Society, July 2014
- Opportunity to play on the emotional connection with grandparents
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- Figure 12: Ways in which grandparents help with childcare, by current marital status of parents, June 2014
- Teaching children domestic skills
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- Figure 13: Skills taught to children by grandparents, June 2014
- Guiding grandchildren towards healthy eating
- Long-distance reading apps
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- Figure 14: Images from the Ustyme app, July 2014
The Consumer – Typical and Ideal Weekend Activities
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- Key points
- Typical weekend activities based in the home
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- Figure 15: Family activities on a typical weekend, June 2014
- Free out-of-home activities could help families do more exercise
- Theme parks are high in demand on ideal weekends
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- Figure 16: Family activities on an ideal weekend, June 2014
The Consumer – Sources of Pocket Money
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- Key points
- Christmas/birthday money the most common source of money for children
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- Figure 17: Sources of pocket money for children, June 2014
- Children from wealthier backgrounds just as likely to get a part-time job
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- Figure 18: Sources of pocket money for children, by gross household income, June 2014
- Parents save for younger children
- Parents use pocket money to teach financial responsibility
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- Figure 19: Considerations when deciding how much pocket money to give, June 2014
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- Figure 20: Osper, July 2014
- Encouraging children to save
- Parents financially reward children for working hard
The Consumer – Sources of Information About New Products
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- Key points
- Children drive product awareness
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- Figure 21: Sources of information about new products for your youngest child, June 2014
- Pester power grows alongside child’s age
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- Figure 22: Proportion of parents who cite their child as a source of information for new products, by product group, June 2014
- Product awareness enforced by the media
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- Figure 23: Proportion of parents who cited media outlets as a source of information for new products, by product group, June 2014
- Mums partial to in-store advertising
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- Figure 24: Proportion of consumers who hear about new products via in-store advertising, mums vs dads, June 2014
The Consumer – Considerations When Buying Food and Drink for Youngest Child
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- Key points
- Parents prioritise health
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- Figure 25: Considerations when buying food and drink for your youngest child, June 2014
- Price a bigger consideration for parents with lower incomes
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- Figure 26: Considerations when buying food and drink for your youngest child, June 2014
- Organic and fair trade claims resonate with over one in 10
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- Figure 27: Examples of baby food products launched carrying organic claims, January – June 2014
- Appealing to teens could be the way to the heart of the family
The Consumer – Considerations When Buying Clothing and Shoes for Youngest Child
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- Key points
- Price and value dominate considerations
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- Figure 28: Considerations when buying clothing/shoes for youngest child, June 2014
- Older children bring price issues of their own
- Scope for retailers to make dads feel more involved
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- Figure 29: Considerations when buying clothing/shoes for youngest child, by demographics, June 2014
- Appropriateness of style a concern for parents with children of all ages
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- Figure 30: proportion of parents who consider the appropriateness of the style when buying clothing/shoes for their youngest child, by age of youngest child, June 2014
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- Figure 31: Image from the Always ‘Like a Girl’ campaign, July 2014
The Consumer – Considerations When Buying Entertainment and Toys for Youngest Child
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- Key points
- Parents led by cost
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- Figure 32: Considerations when buying entertainment and toys for your youngest child, June 2014
- Older children demand more expensive products
- Concern about products’ appropriateness
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- Figure 33: Proportion of parents who consider how appropriate an entertainment item is when buying for youngest child, June 2014
- Parents with younger children seek educational products
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- Figure 34: LeapFrog LeapBand, May 2014
Appendix – Demographic Overview
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- Figure 35: Financial situation of respondents, June 2014
- Figure 36: Household income, by qualification of respondent, June 2014
- Figure 37: Household income, by qualification of respondent, June 2014 (continued)
- Figure 38: Age of parent by age of child(ren), June 2014
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Appendix – Market Drivers
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- Figure 39: Families by family type in the UK, 2013
- Figure 40: Trends in the mean age of mother at birth of their first child and the average age of motherhood, England and Wales, 1980-2012
- Figure 41: Trends in the proportion of families, by number of dependent children, UK, 1996 and 2012
- Figure 42: Trends in the age structure of the UK population, 2008-18
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Appendix – The Consumer – Grandparents’ Involvement
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- Figure 43: Ways in which grandparents help with childcare, June 2014
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- Figure 44: Most popular ways in which grandparents help with childcare, by demographics, June 2014
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- Figure 45: Next most popular ways in which grandparents help with childcare, by demographics, June 2014
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- Figure 46: Repertoire of the ways in which grandparents help with childcare, by demographics, June 2014
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- Figure 47: Skills taught to children by grandparents, June 2014
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- Figure 48: Most popular skills taught to children by grandparents, by demographics, June 2014
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- Figure 49: Next most popular skills taught to children by grandparents, by demographics, June 2014
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Appendix – The Consumer – Typical and Ideal Weekend Activities
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- Figure 50: Family activities on a typical weekend, June 2014
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- Figure 51: Most popular family activities on a typical weekend, by demographics, June 2014
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- Figure 52: Next most popular family activities on a typical weekend, by demographics, June 2014
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- Figure 53: Other family activities on a typical weekend, by demographics, June 2014
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- Figure 54: Least popular family activities on a typical weekend, by demographics, June 2014
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- Figure 55: Family activities on an ideal weekend, by most popular family activities on a typical weekend, June 2014
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- Figure 56: Family activities on an ideal weekend, June 2014
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- Figure 57: Most popular family activities on an ideal weekend, by demographics, June 2014
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- Figure 58: Next most popular family activities on an ideal weekend, by demographics, June 2014
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- Figure 59: Other family activities on an ideal weekend, by demographics, June 2014
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- Figure 60: Least popular family activities on an ideal weekend, by demographics, June 2014
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Appendix – The Consumer – Sources of Pocket Money
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- Figure 61: Sources of money for children, June 2014
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- Figure 62: Most popular sources of money for children, by demographics, June 2014
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- Figure 63: Next most popular sources of money for children, by demographics, June 2014
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- Figure 64: Influences when deciding how much pocket money to give, June 2014
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- Figure 65: Most popular influences when deciding how much pocket money to give, by demographics, June 2014
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- Figure 66: Most popular influences when deciding how much pocket money to give, by demographics, June 2014 (continued)
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- Figure 67: Next most popular influences when deciding how much pocket money to give, by demographics, June 2014
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Appendix – The Consumer – Sources of Information about New Products
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- Figure 68: Influences when buying new products, June 2014
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- Figure 69: Most popular influences when buying new products – All products, by demographics, June 2014
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- Figure 70: Next most popular influences when buying new products – All products, by demographics, June 2014
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- Figure 71: Other influences when buying new products – All products, by demographics, June 2014
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- Figure 72: Most popular influences when buying new products – Food and drink, by demographics, June 2014
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- Figure 73: Next most popular influences when buying new products – Food and drink, by demographics, June 2014
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- Figure 74: Other influences when buying new products – Food and drink, by demographics, June 2014
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- Figure 75: Most popular influences when buying new products – Clothing/shoes, by demographics, June 2014
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- Figure 76: Next most popular influences when buying new products – Clothing/shoes, by demographics, June 2014
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- Figure 77: Other influences when buying new products – Clothing/shoes, by demographics, June 2014
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- Figure 78: Most popular influences when buying new products – Entertainment products, by demographics, June 2014
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- Figure 79: Next most popular influences when buying new products – Entertainment products, by demographics, June 2014
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- Figure 80: Other influences when buying new products – Entertainment products, by demographics, June 2014
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Appendix – The Consumer – Considerations when Buying Food and Drink for Youngest Child
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- Figure 81: Considerations when buying food and drink for youngest child, June 2014
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- Figure 82: Most popular considerations when buying food and drink for youngest child, by demographics, June 2014
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- Figure 83: Next most popular considerations when buying food and drink for youngest child, by demographics, June 2014
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- Figure 84: Repertoire of considerations when buying food and drink for youngest child, June 2014
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- Figure 85: Repertoire of considerations when buying food and drink for youngest child, by demographics, June 2014
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- Figure 86: Considerations when buying food and drink for youngest child, by most popular considerations when buying food and drink for youngest child, June 2014
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- Figure 87: Considerations when buying food and drink for youngest child, by next most popular considerations when buying food and drink for youngest child, June 2014
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Appendix – The Consumer – Considerations when Buying Clothing and Shoes for Youngest Child
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- Figure 88: Considerations when buying clothing/shoes for youngest child, June 2014
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- Figure 89: Most popular considerations when buying clothing/shoes for youngest child, by demographics, June 2014
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- Figure 90: Next most popular considerations when buying clothing/shoes for youngest child, by demographics, June 2014
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- Figure 91: Repertoire of considerations when buying clothing/shoes for youngest child, June 2014
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- Figure 92: Repertoire of considerations when buying clothing/shoes for youngest child, by demographics, June 2014
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Appendix – The Consumer – Considerations when Buying Entertainment and Toys for Youngest Child
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- Figure 93: Considerations when buying entertainment products for youngest child, June 2014
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- Figure 94: Most popular considerations when buying entertainment products for youngest child, by demographics, June 2014
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- Figure 95: Next most popular considerations when buying entertainment products for youngest child, by demographics, June 2014
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- Figure 96: Repertoire of considerations when buying entertainment products for youngest child, June 2014
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- Figure 97: Repertoire of considerations when buying entertainment products for youngest child, by demographics, June 2014
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