Table of Contents
Executive Summary
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- The issues
- Moms feel they are reliable but carry guilt
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- Figure 1: Perceptions on time-management and availability, themselves vs a ‘typical’ mom, April 2018
- An uphill battle: moms are not totally onboard with media portrayals
- Moms want sales, but don’t necessarily look for them ahead of time
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- Figure 2: Searching for discounts when buying products, April 2018
- The opportunities
- Moms are more tech savvy than they seem, so leverage technology
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- Figure 3: Perceptions on staying up-to-date on technology, themselves vs a ‘typical’ mom, April 2018
- Rewards for social engagement will gain the attention of moms with kids under-5
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- Figure 4: ‘I use social media to learn tips/tricks from other moms’ (% agree), by age of children, April 2018
- Some help with meal prep, please!
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- Figure 5: Mom survival, April 2018
- What it means
The Market – What You Need to Know
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- The face and makeup of Canadian households are changing
- Time is increasingly an issue for moms
- Perception of financial health is improving for moms
Market Factors
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- Households are becoming more diverse
- Immigration drives Canada’s population growth
- Household makeups are shifting towards more multigenerational and lone households
- Marketing efforts need to keep up with the times
- Consumers today are more time-pressed
- Moms are more likely to be working full-time than ever before
- Work days are getting longer
- The juggling act becomes more intense for moms
- Perceived financial health means more leeway for spending for moms
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- Figure 6: Perception of financial health (moms with children under-18 at home), January/February 2016-18
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- Figure 7: How extra money is spent, moms with children under-18 at home vs overall, January 2018
Key Players – What You Need to Know
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- Walmart connects with moms, other media portrayals may be less successful
- Household division of labour remains gendered
- Tech innovations are here to help!
What’s Working?
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- Walmart is doing a good job of appealing to moms on multiple levels
- Campaigns demonstrate understanding that shopping needs are for the whole family
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- Figure 8: Christmas PJs, November 2017
- Figure 9: Affordable Gear for Canada Day, May 2017
- Providing resources that help with meal prep and planning
- Acknowledging the stressors of being a mom
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- Figure 10: An Ode to Motherhood, July 2018
- Moms are actually pretty tech savvy
- Moms are leaders on online shopping, particularly via mobile
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- Figure 11: Online shopping frequency, April 2018
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- Figure 12: Devices used for online shopping, April 2018
- Social media on mobile is a key source of awareness
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- Figure 13: Advertisement sources, April 2018
What’s Struggling?
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- Marketers have an uphill battle: moms feel media portrayals are not representative
- Love it! Hate it! Social media as a resource is conflicting for moms
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- Figure 14: ‘I use social media to learn tips/tricks from other moms’ (% agree), by age of children, April 2018
- Moms have been feeling a disconnect for years
- Catering to moms as unique individuals is key to bridging the gap: spotlight on PANDORA
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- Figure 15: My Fun Mother, May 2018
- Figure 16: My Strong Mother, May 2018
- Give them a platform to share: spotlight on Seventh Generation
- Equality in the household division of labour is more aspirational than reality
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- Figure 17: Household division of labour, by gender, July 2016
What’s Next?
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- Tech innovations will appeal to moms
- Smart nurseries are on the horizon in China
- Group conversations and collaborations on Pinterest
- Tips and tricks for homework available on WhatsApp in Mexico
- More attention is being paid to what it means to be a working mom
The Consumer – What You Need to Know
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- Canadian moms feel they are balancing, though guilt looms
- Moms see themselves as more tech savvy than ‘typical’ moms
- Moms look to other moms as a resource – online or off
- Some help please! Moms would like help with cooking and cleaning
- Moms want sales, but don’t necessarily look for them ahead of time
- Don’t forget, children (especially older ones) have a voice too
Mom Perceptions: Time-Management and Availability
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- Moms feel they are reliable, though guilt also looms
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- Figure 18: Perceptions on time-management and availability, themselves vs a ‘typical’ mom, April 2018
- It’s a balancing act, and they’re doing a good job – in their words
- A little acknowledgement will go a long way
- Moms with younger children are feeling more stretched
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- Figure 19: ‘I am overwhelmed with my responsibilities as a mom’ (% agree), by age of children at home, April 2018
- Moms with young children may be seeking some guidance
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- Figure 20: How to Bathe a Newborn Baby, January 2018
- New moms may need a little mental relief
- Affluent moms may have more options, but also more guilt
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- Figure 21: Perceptions that moms are selfless, moms with a household income of $100,000 or more vs overall, April 2018
- More choices means the need for more guidance
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- Figure 22: Introducing Prime Book Box, May 2018
Mom Perceptions: Self-Related Attributes
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- Moms see themselves as more tech savvy than ‘typical’ moms
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- Figure 23: Perceptions on staying informed and tech savvy, themselves vs a ‘typical’ mom, April 2018
- Moms shop more online, consider partnering with cash-back websites
- Smart speaker marketers have an ‘in’ with moms
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- Figure 24: Winter win, February 2018
- Addressing health is more about food than exercise
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- Figure 25: Perceptions on being health conscious and physically fit, themselves vs a ‘typical’ mom, April 2018
- Moms will be focused on nourishment – for themselves and their families
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- Figure 26: Outshine Creamy Coconut Fruit Bars (US, July 2018)
- Figure 27: Glow Cold Pressed Shot (UK, December 2017)
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- Figure 28: Gerber Good Start Gentle HM-O and Probiotics Infant Formula with Iron Milk Based Powder (US, July 2018)
- Figure 29: Nurturme Ancient Grain Cocoa Cookies (US, January 2018)
Parenting Resources
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- Moms look to other moms for info
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- Figure 30: Support sources, April 2018
- Moms with young children rely on other mothers – online or off
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- Figure 31: ‘I use social media to learn tips/tricks from other moms’ (% agree), by age of children, April 2018
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- Figure 32: Usage of online support sources, by age of children at home, April 2018
- Rewarding moms to post on social media will generate gains
- Moms with under-5s will be receptive to solutions or tips for specific issues
Mom Survival: Opportunities for Retailers
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- Moms would like help with cooking and cleaning
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- Figure 33: Mom survival, April 2018
- Household tasks take away from family time – in their words
- Affluent moms are keen on help keeping their house and vehicle clean
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- Figure 34: Desire for help with ‘keeping my house clean’, by household income, April 2018
- Lend a helping hand through loyalty programs to connect with affluent moms
- Please! Some help in the kitchen: a good opportunity for meal kits
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- Figure 35: Safeway Easy Meal Hockey, September 2017
- Family sized meal kits will appeal – in their words
- Assistance needs to start at the grocery aisle
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- Figure 36: Would like help with grocery shopping, by age of children at home and by household income, April 2018
- Gains to be had by getting moms online for groceries
Product Purchasing
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- Discounts are a priority, but they’re not necessarily hunting for them ahead of time
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- Figure 37: Searching for discounts when buying products, April 2018
- A bit more pre-work done when buying food/beverages and personal care
- Instant gratification of discounts can be tapped into via loyalty programs
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- Figure 38: Make Mother’s Day Amazing, Hilton Honors email campaign, May 2018
- When moms are engaged, the children will be consulted
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- Figure 39: Considering children’s preferences when making purchases, by age of children at home, April 2018
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- Figure 40: Resources used when buying products, April 2018
- Integrating voices of children’s peers should be a strategy when marketing to moms
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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