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Marketing to Moms - Canada - September 2018
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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Marketing to Moms - Canada - September 2018
Market

Mintel provides a range of market information across categories including: forecasting and share information

The Market – What You Need to Know
Market Factors

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Marketing to Moms - Canada - September 2018
Consumer

Mintel conducts exclusive and original consumer research for reports, bringing up-to-date and unique insight to topical issues. This research examines the impact of social, economic, cultural and psychological influences on consumers.

The Consumer – What You Need to Know
Mom Perceptions: Time-Management and Availability
Mom Perceptions: Self-Related Attributes
Parenting Resources
Mom Survival: Opportunities for Retailers
Product Purchasing

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Marketing to Moms - Canada - September 2018
Brand/Company

Our brand research provides data and informed analysis across a number of consumer metrics including usage, satisfaction, recommendation, momentum and trust. It also explores consumer attitudes towards brands and examines the reasons behind these.

Key Players – What You Need to Know
What’s Working?
What’s Struggling?
What’s Next?

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Marketing to Moms - Canada - September 2018
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
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What you need to know

Canadian moms pride themselves on being reliable (74%) and see themselves as being more successful than a ‘typical’ mom in terms of managing stress and time. Having said this, guilt looms when allowing time for themselves. Moms are reliant on other moms as a key resource contributing to their success in the role, meaning that encouraging word of mouth – both online and off – is a key avenue for brands to connect with moms. The approach taken to shopping is one that prioritizes discount and deals, though they are less likely to put energy into finding sales ahead of their shopping trips. If assistance was available, the large majority of moms would get help with cooking and cleaning.

Definitions

In the Mintel consumer data referenced, moms are defined as female internet users aged 18+ who are parent/guardian to at least one child under the age of 18 in the household.

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