Table of Contents
Executive Summary
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- Mums’ responsibilities and personal pursuits
- Most hands-on: grocery shopping and children’s education
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- Figure 1: Mums’ responsibilities, August 2014
- Most missed: personal time and good appearance
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- Figure 2: Things mums concern the most after having the baby, August 2014
- Most want to achieve: better cooking skills and family outing time
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- Figure 3: Plans for the next 3 years, August 2014
- Most desired compliment: a happy marriage/family life
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- Figure 4: Mums’ most desired complimentary words, August 2014
- Mums’ concerns and aspirations for their babies
- Moving from IQ to EQ development
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- Figure 5: Mums’ main concerns for the baby, August 2014
- Great differences in mums’ parenting approach
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- Figure 6: Agreement with attitudinal statements, by psychographic group, August 2014
- Key issues
- Opportunities for beauty products innovation targeted at mums
- Win working mums’ heart by marketing company ethics
- A new focus point – cultivating the baby’s social characteristics
- Differences in mums across city tiers
- What we think
Issues and Insights
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- Scope for beauty products innovations targeting at mums
- The facts
- The implications
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- Figure 7: Product examples of beauty and personal care products targeting mums, UK and Germany, 2014
- Win working mums’ heart by marketing company ethics
- The facts
- The implications
- A new focus point – cultivating the baby’s social characteristics
- The facts
- The implications
- Differences in mums across city tiers
- The facts
- The implications
Trend Application
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- Switch off
- Life – an informal affair
- Life Hacking
Demographic Profile of Mums Studied in this Research
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- Key points
- Mums in tier one cities give birth to their baby at an older age
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- Figure 8: Fertility rate (1st birth), by women’s age, China, 2003-13
- Figure 9: Age of mums in consumer research sample, by city tier, August 2014
- Younger mums are in a tighter financial situation
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- Figure 10: Mums’ income, by age, August 2014
- Nine out of 10 are first-time mums
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- Figure 11: Mums’ income, by number of children, August 2014
- Figure 12: Birth rate, fertility rate and number of women falling into child bearing age, China, 2003-2018 (est)
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- Figure 13: Second-time mums, by city, August 2014
Mums’ Family Responsibilities
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- Key points
- Elite mums tend to do more
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- Figure 14: Mums’ responsibilities, August 2014
- Training the baby into good living habits is among mums’ top priorities
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- Figure 15: Example of product specially designed for training babies into good living habits, Japan, 2012
- However mum cannot be the superwoman by herself
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- Figure 16: Responsibilities taken amongst family members, August 2014
- Figure 17: Mums who delegate cooking and housework to a hired person, by income, August 2014
Attitudes towards Changes in Life
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- Key points
- Loss of personal time is what mums miss the most
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- Figure 18: Things mums concern the most after having the baby, August 2014
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- Figure 19: Mums’ concerns for having less personal time, by income, August 2014
- Opportunity for brands to take an emotional approach to target mums
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- Figure 20: Example of products designed to help mums relieve their tension, USA, 2010
- Opportunity for personal care and health brands to target mums
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- Figure 21: Mums’ health concerns, by age, August 2014
- Offering cost-saving solutions to straitened mums
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- Figure 22: Mums’ concerns on finances and stress, by income, August 2014
Mums’ Personal Goals over the Next Three Years
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- Key points
- Improving cooking skills and having more family outings are top priorities
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- Figure 23: Plans for the next 3 years, August 2014
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- Figure 24: Example of household appliance product advertisements highlighting family happiness, China, 2014
- Aspirations for making personal achievements
- Wanting to get rid of work pressure
- Willingness to have another baby goes up with income
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- Figure 25: Plan for “having another baby” in the next 3 years, by household income and city, August 2014
Mums’ Most Desired Compliments
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- Key points
- A happy marriage is regarded as the cornerstone of mums’ happiness
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- Figure 26: Mums’ most desired complimentary words, August 2014
- Brands can engage mums by helping them demonstrate their achievements
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- Figure 27: Mums’ most desired complimentary words (any), by demographics, August 2014
Mums’ Concerns for the Baby
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- Key points
- Food safety is mums’ key focus area
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- Figure 28: Mums’ main concerns for the baby, August 2014
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- Figure 29: Example of organic supplementary baby food, China, 2014
- Environmental issues become of increasing concern
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- Figure 30: Mums’ concerns for physical injuries and diseases, by income and city tier, August 2014
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- Figure 31: Example of household care products featuring anti-bacteria claims targeted at mums, China, 2014
- Social cultivation comes before intellectual development
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- Figure 32: Mums’ concern for “a lack of socialisation skills”, by baby’s age, August 2014
Mums’ Attitudes towards Parenting
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- Key points
- Five types of mums
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- Figure 33: Mums segmentation, by parental attitude, August 2014
- Figure 34: Agreement with attitudinal statements, by psychographic group, August 2014
Appendix – Family Roles and Responsibilities
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- Figure 35: Mums’ family responsibilities, August 2014
- Figure 36: Responsibilities taken amongst family members, August 2014
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- Figure 37: Mums’ family responsibilities – Cooking, by demographics, August 2014
- Figure 38: Mums’ family responsibilities – Grocery shopping, by demographics, August 2014
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- Figure 39: Mums’ family responsibilities – Doing housework, by demographics, August 2014
- Figure 40: Mums’ family responsibilities – Taking care of baby’s everyday life, by demographics, August 2014
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- Figure 41: Mums’ family responsibilities – Taking care of the baby’s education, by demographics, August 2014
- Figure 42: Mums’ family responsibilities – Training the baby to have good living habits, by demographics, August 2014
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- Figure 43: Mums’ family responsibilities – Playing with the baby at home, by demographics, August 2014
- Figure 44: Mums’ family responsibilities – Taking the baby out of home to play, by demographics, August 2014
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Appendix – Attitudes towards Changes in Life
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- Figure 45: Things mums concern the most after having the baby, August 2014
- Figure 46: Most common things that concern mums after having a baby, by demographics, August 2014
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- Figure 47: Next most common things that concern mums after having a baby, by demographics, August 2014
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Appendix – Personal Goals over the Next 3 Years
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- Figure 48: Mums’ plans for the next 3 years, August 2014
- Figure 49: Mums’ plans for the next 3 years – Have another baby, by demographics, August 2014
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- Figure 50: Mums’ plans for the next 3 years – Take an easier job, by demographics, August 2014
- Figure 51: Mums’ plans for the next 3 years – Take a job with more flexible working hours, by demographics, August 2014
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- Figure 52: Mums’ plans for the next 3 years – Become a housewife, by demographics, August 2014
- Figure 53: Mums’ plans for the next 3 years – Invest in financial products, by demographics, August 2014
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- Figure 54: Mums’ plans for the next 3 years – Improve my cooking skills, by demographics, August 2014
- Figure 55: Mums’ plans for the next 3 years – Develop a new hobby, by demographics, August 2014
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- Figure 56: Mums’ plans for the next 3 years – Improve my appearance/body shape, by demographics, August 2014
- Figure 57: Mums’ plans for the next 3 years – Further my education, by demographics, August 2014
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- Figure 58: Mums’ plans for the next 3 years – Organise more family outings/holidays, by demographics, August 2014
- Figure 59: Mums’ plans for the next 3 years – Improve my home living environment, by demographics, August 2014
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Appendix – Most Desired Achievements
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- Figure 60: Mums’ most desired complimentary words, August 2014
- Figure 61: Most popular mums’ most desired complimentary words – All, by demographics, August 2014
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- Figure 62: Next most popular mums’ most desired complimentary words – All, by demographics, August 2014
- Figure 63: Most popular mums’ most desired complimentary words – Rank1, by demographics, August 2014
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- Figure 64: Next most popular mums’ most desired complimentary words – Rank1, by demographics, August 2014
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Appendix – Concerns for the Baby
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- Figure 65: Mums’ main concerns for the baby, August 2014
- Figure 66: Most popular mums’ main concerns for the baby, by demographics, August 2014
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- Figure 67: Next most popular mums’ main concerns for the baby, by demographics, August 2014
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Appendix – Attitude towards Parenting
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- Figure 68: Attitude towards parenting, August 2014
- Figure 69: Agreement with the statement ‘‘A mum’s top achievement is to make her child become outstanding’, by demographics, August 2014
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- Figure 70: Agreement with the statement ‘It is important to set strict rules for disciplining my child(ren) from an early age’, by demographics, August 2014
- Figure 71: Agreement with the statement ‘Early education benefits children’s intelligence development’, by demographics, August 2014
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- Figure 72: Agreement with the statement ‘A child’s personality is determined more by the parenting they receive than by nature’, by demographics, August 2014
- Figure 73: Agreement with the statement ‘Having close communications with child(ren) is more important than being authoritative’, by demographics, August 2014
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- Figure 74: Agreement with the statement ‘Children will have better personalities if they grow up in a carefree environment’, by demographics, August 2014
- Figure 75: Agreement with the statement ‘It is more important for children to live a happy life than outperform their peers’, by demographics, August 2014
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- Figure 76: Agreement with the statement ‘Giving my children what they ask for can help strengthen our bond with each other’, by demographics, August 2014
- Figure 77: Agreement with the statement ‘Parents should provide their children with the best living conditions possible’, by demographics, August 2014
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- Figure 78: Agreement with the statement ‘It is hard not to be filled with anxiety when my child(ren) is not around’, by demographics, August 2014
- Figure 79: Agreement with the statement ‘I am confident in the way I raise my child(ren)’, by demographics, August 2014
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Appendix – Five Types of Mums based on their Attitudes towards Parenting
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- Figure 80: Mums segmentation, by parental attitude, August 2014
- Figure 81: Target groups, by demographics, August 2014
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- Figure 82: Responsibilities taken amongst family members, by target groups, August 2014
- Figure 83: Mums’ main concerns for the baby, by target groups, August 2014
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- Figure 84: Things mums miss the most after having the baby, by target groups, August 2014
- Figure 85: Mums’ most desired complimentary words, by target groups, August 2014
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- Figure 86: Mums’ plans for the next 3 years, by target groups, August 2014
- Figure 87: Attitude towards child raising, by target groups, August 2014
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