Table of Contents
Executive Summary
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- Market overview
- The Canadian female population is aging; as is the average age of women at childbirth
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- Figure 1: Total Canadian population of women, by age, 2008-18
- Figure 2: Average age of mother at childbirth and percent of births to mothers over 30-years-old, 1974-2010
- The consumer
- Most Canadians mothers are married or coupled, with three quarters being married to an opposite-sex partner
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- Figure 3: Parenting situation among Canadians mothers, August 2014
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- Figure 4: Ages of children among surveyed mothers, August 2014
- Almost all Canadian mothers are using social media
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- Figure 5: Social media participation in the past 3 months, August 2014
- Canadians mothers are most likely to spend their money on clothes and food
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- Figure 6: Category spending among mothers, August 2014
- Family and friends are the most trusted source among Canadian mothers
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- Figure 7: Trusted sources for purchase decisions, August 2014
- Always being there and being patient are most widely cited as defining a good mom
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- Figure 8: Characteristics associated with being a good mother – Top-five ranked, August 2014
- Canadian mothers hope their children will be happy and confident in themselves
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- Figure 9: Moms’ aspirations for their children, August 2014
- What we think
Issues and Insights
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- Engaging with Canadian mothers on social media
- The facts
- The implications
- Mothers are driving healthy living in Canada
- The facts
- The implications
- Marketing to moms when they are without their children
- The facts
- The implications
- Focusing on Canada’s changing family structure
- The facts
- The implications
Trend Application
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- Trend: Click and Connect
- Trend: Let’s Make a Deal
- Trend: Switch Off
Market Drivers
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- Key points
- Demographic overview
- The Canadian female population is aging
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- Figure 10: Total population of women in Canada, by age, 2008-18
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- Figure 11: Total female population in Canada, by province, 2013
- Births and birth rates have slowed in recent years
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- Figure 12: Annual births and birth-rate*, 1981-2011
- Figure 13: Fertility rate by age group (per 1,000 women), 2001-11
- Figure 14: Average age of mother at childbirth and percent of births to mothers over 30-years-old, 1974-10
- Economic overview
- Income and savings on the rise
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- Figure 15: Household disposable incomes and savings in Canada, 2008-14
- Figure 16: Inflation rate in Canada, 2004-14
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- Figure 17: Monthly movements in selected major components of the Canadian Consumer Price Index, seasonally adjusted, 2007-12
- Canada’s employment rates remain steady
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- Figure 18: Canada’s unemployment rate, by gender, 2008-14
- Shopping-specific overview
- Shopping opportunities have increased in Canada
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- Figure 19: Total number of shopping centres in Canada, 2001-12
- Figure 20: Retail e-commerce sales in Canada (in billion US dollars), 2012-17
- Nut-free school lunches still affects food purchasing
Advertising and Online Resources for Canadian Mothers
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- Key points
- Advertising focusing on moms
- Canadian blogs and other online outlets for moms
- Mother’s Day can be a lucrative opportunity for brands
The Consumer – Canadian Moms and Family
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- Key points
- Married couples remain the top family structure but are declining in share
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- Figure 21: Distribution and percentage change of census families by family structure, 2001-11
- Most Canadian mothers are married or coupled, with three quarters being married to an opposite-sex partner
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- Figure 22: Parenting situation among Canadians mothers, August 2014
- Profiling of Canadian moms
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- Figure 23: Ages of children among surveyed mothers, August 2014
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- Figure 24: Number of children in household among surveyed mothers, August 2014
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- Figure 25: Working status among surveyed mothers, August 2014
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- Figure 26: Financial situation among surveyed mothers, August 2014
The Consumer – Online and Social Networking Activities
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- Key points
- Canadian moms are highly engaged online
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- Figure 27: Online activities done in the past month among surveyed mothers, August 2014
- 84% of moms are using social media
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- Figure 28: Social media participation in the past 3 months, August 2014
- Mothers of younger children are more active on social media
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- Figure 29: Social media participation in the past 3 months: all mothers vs mothers of children aged 5 and under, August 2014
- Almost two thirds of mothers engage in three or more social media activities
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- Figure 30: Number of social media activities done in the past 3 months, August 2014
The Consumer – Trends in Moms’ Spending
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- Key points
- Moms regularly spend money on a number of activities and items
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- Figure 31: Spending habits among mothers, August 2014
- Canadian mothers are more likely to buy clothing for themselves or their spouse than for their children
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- Figure 32: Spending on clothing, shoes and accessories among mothers, August 2014
- Canadian mothers dedicating more money on family meals out
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- Figure 33: Spending on food among mothers, August 2014
- Family outings and/or short family trips are more likely among Canadian mothers than adult-only travel
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- Figure 34: Spending on family outings and trips among mothers, August 2014
- Mothers are not dedicating much of their budget to household items
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- Figure 35: Spending on household items among mothers, August 2014
The Consumer – Trusted Sources for Purchases
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- Key points
- Family and friends are by far the most trusted source among moms
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- Figure 36: Trusted sources for purchases, August 2014
The Consumer – Characteristics of Good Moms
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- Key points
- Always being there is most widely cited as defining a good mom
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- Figure 37: Characteristics associated with being a good mother – Top-five ranked, August 2014
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- Figure 38: Characteristics associated with being a good mother – #1 ranked, August 2014
The Consumer – Moms’ Aspirations for their Children
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- Key points
- Summary of aspirations for their children
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- Figure 39: Moms’ aspirations for their children, August 2014
Appendix – The Consumer – Canadian Moms and Family
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- Figure 40: Parenting situation among Canadian mothers, July 2014
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- Figure 41: Parenting situation among Canadian mothers, by demographics, July 2014
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Appendix – The Consumer – Online and Social Networking Activities
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- Figure 42: Social media participation in the past 3 months, July 2014
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- Figure 43: Most popular social media activities, by demographics, July 2014
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- Figure 44: Next most popular social media activities, by demographics, July 2014
- Repertoire analysis
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- Figure 45: Repertoire of social media participation, July 2014
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- Figure 46: Repertoire of social media participation, by demographics, July 2014
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- Figure 47: Spending situation, by repertoire of social media participation, July 2014
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- Figure 48: Trusted sources, by repertoire of social media participation, July 2014
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- Figure 49: Good mother characteristics, by repertoire of social media participation, July 2014
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- Figure 50: Aspirations, by repertoire of social networking, July 2014
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Appendix – The Consumer – Trends in Moms’ Spending
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- Figure 51: Spending habits among mothers, July 2014
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- Figure 52: Spending on clothing/shoes/accessories for myself/partner and food/drink at home for a special occasion (eg birthday), by demographics, July 2014
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- Figure 53: Spending on family meals out and take-out/eat-in food, by demographics, July 2014
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- Figure 54: Spending on family outings and meals out for myself/with partner/with friends, by demographics, July 2014
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- Figure 55: Spending on clothing/shoes/accessories for my child(ren) and books/DVDs/CDs, by demographics, July 2014
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- Figure 56: Spending on furniture/home improvements/décor and short family trips, by demographics, July 2014
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- Figure 57: Spending on toys/games and home electronics, by demographics, July 2014
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- Figure 58: Spending on short trips for myself/my partner, by demographics, July 2014
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Appendix – The Consumer – Trusted Sources for Purchases
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- Figure 59: Trusted sources for purchases, July 2014
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- Figure 60: Trusted sources for purchases, by demographics, July 2014
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Appendix – The Consumer – Characteristics of Good Moms
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- Figure 61: Characteristics associated with being a good mother, July 2014
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- Figure 62: Most popular characteristics associated with being a good mother – Any rank 1-5, by demographics, July 2014
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- Figure 63: Next most popular characteristics associated with being a good mother – Any rank 1-5, by demographics, July 2014
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Appendix – The Consumer – Moms’ Aspirations for their Children
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- Figure 64: Moms’ aspirations for their children, July 2014
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- Figure 65: Moms’ aspirations for their children, by demographics, July 2014
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