“According to the National Bureau of Statistics, there are more than 15 million women giving birth to babies in China every year, with the majority of them (about 65%) being first-time mums. The proportion of first-time mums is even higher amongst urban consumers – reaching an average of 89% over the past three years among mums living in tier one to three cities who are surveyed in Mintel’s online interview.
The fact that these mums have experienced radical changes in their life over the past a few years – from being a little empress to their own parents to becoming responsible for their own family and kids – requires them to gain new physical skills (eg, cooking, baby care), setting up new goals in life (both for themselves and for other family members) as well as making more efficient use of their time and effort to be able to accomplish their goals.
It is undoubted that mums will be looking for support – both physical and emotional – from companies and society to aid them through the process.”
In this report, we look into the following questions:
What are mums’ key roles and responsibilities within the family?
What do mums miss the most after giving birth to their babies?
What are mums’ plans and priorities for the future?
What are mums’ most desired achievements in life?
What are mums’ main concerns for their babies?
Mums’ attitude towards parenting?
Methodology
This is a market intelligence report published by Mintel. The consumer research exclusively commissioned for this report was conducted by a Chinese licensed market survey agent (see Research Methodology China for more information).
For the purposes of this report, Mintel commissioned a quantitative research survey carried out online to explore lifestyle of and marketing opportunities towards mums. When the report talks about “mums” in terms of the research, it is focusing on a specific group that is representative of those mums aged 20 to 39, with kids less than 36 months and are living in tier one to tier three cities.
Fieldwork was conducted in August 2014, in four tier one cities and six tier two and three cities of 3,000 mums. The tier one cities are Beijing, Shanghai, Guangzhou and Chengdu. The tier two cities are Changchun, Hangzhou and Zhengzhou. The tier three cities are Jining, Xuzhou and Zhongshan.
![[graphic: image 1]](/sinatra/oxygen/image/id=725499&seq=1&maxWidth=851&maxHeight=450)
Unless otherwise stated, photographs in this report were taken by Mintel analysts.
