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Millennial Dads - US - August 2017
Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Overview
Executive Summary

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Millennial Dads - US - August 2017
Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

The Market – What You Need to Know
Millennial Dads by the Numbers
Factors Influencing Families

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Millennial Dads - US - August 2017
Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

The Consumer – What You Need to Know
Dad Resources
Dad “Wins”
What Makes Dads Different?
Dads’ Self-Perceptions
Making Decisions
Attitudes Toward Fatherhood
Millennial Dad Segmentation Analysis

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Millennial Dads - US - August 2017
Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Key Trends – What You Need to Know
What’s Working?
What’s Not Working?
What’s Next?

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Millennial Dads - US - August 2017
Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix – Data Sources and Abbreviations
Appendix – The Market
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What you need to know

In 2017 Millennial men are aged 23-40, which means many of them are entering fatherhood for the first time. About half of this generation have kids in the household, primarily kids under the age of 12. As Millennial men become fathers they are seeing their lifestyles shift in unimaginable ways. Where their fathers may have been more focused on supporting the household financially, Millennial dads are also driven by a desire to connect with their kids emotionally, take part in household decision making, and be more involved in family life. However, in their new approach to fatherhood, Millennial dads may struggle to balance these priorities.

Definition

This Report examines the behaviors and attitudes of Millennial dads, defined as men aged 23-40 who are the parent/guardian to a child under the age of 18 living in the household. Readers of this Report may also be interested in Marketing to Millennials – US, June 2017 and Marketing to Moms – US, September 2017.

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