What you need to know

There are roughly 32.5 million moms aged 18+ with children younger than 18 living in the household. American women gave birth to nearly 4 million children in 2014. While this is up only slightly from 2013 (1.4%), it marks the end of a three-year streak of fertility rates at an all-time low and the first increase in birth rates since 2007. The US could experience a “baby bounce” if women have the children they put off having during the recession and economic recovery. The “traditional” family is no longer the norm in the US. Modern American families are incredibly diverse, in terms of race (eg the rise of the minority-majority and biracial families), country of origin, marital status (eg single parents, cohabitating couples), age of parents, and sexual orientation. This has rendered the “one size fits all” approach to marketing to moms ineffective and, at times, insensitive.

Definition

This Report provides a picture of perceptions and attitudes of moms to understand how they make purchase decisions for their families and children.

When referring to the consumer data in this Report, moms are defined as female parents or guardians of children younger than 18 living in the home. Another definition of mom, used to a lesser extent, is women aged 15-44, or women of childbearing years, as defined by the US Census Bureau.

This is one of many Reports that Mintel has produced on Marketing to Moms. Readers may also be interested in Mintel’s Marketing to Hispanic Moms – US, September 2015, Marketing to Black Moms – US, September 2015, and Marketing to Asian Moms – US, September 2015.

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