Lifestyles of the Modern Family - UK - August 2013

INTRODUCTION
Definitions
Methodology
Abbreviations
EXECUTIVE SUMMARY
Modern families are becoming more diverse
Figure 1: Modern family typologies overview, June 2013
Sedentary lifestyles prevail
Figure 2: Family lifestyle, June 2013
Children raised by Single Parents are more influential
Figure 3: Who influences family decisions, June 2013
Families continue seeking value for money
Figure 4: Importance of various factors when making purchases, June 2013
What we think
ISSUES IN THE MARKET
What impact do family finances have on their lifestyle?
How does children’s influence on family decisions vary by family type?
How actively do Non-resident Parents participate in the lives of the children they don’t live with?
What are parents prioritising when they shop for their families?
TREND APPLICATION
Trend: Man in the Mirror
Trend: Buydeology
Mintel Futures: Generation Next
MARKET DRIVERS
Key points
Trends in family types
Figure 5: Trends in family households with dependent children, by family type, England and Wales, 2001 and 2011
Trends in average age of women at birth of first child
Figure 6: Trends in the mean age of mother at birth of their first child, England and Wales, 1981-2011
Trends in the number of children
Figure 7: trends in the proportion of families, by number of dependent children, UK, 1996 and 2012
Trends in the number of live births
Figure 8: Trends in the number of live births in England and Wales, 2007-11
DIVERSITY OF MODERN FAMILIES
Key points
Modern family typologies overview
Figure 9: Modern family typologies overview, June 2013
Gender of Single Parents and Non-resident Parents
Figure 10: Gender of parent, by selected typologies, June 2013
Family living arrangements
Figure 11: Family composition and living arrangements, by family selected typologies, June 2013
How much time Non-resident Parents spend with their children
Figure 12: Number of days non-resident parents spend with their children in an average week, June 2013
Age of children
Figure 13: Age of children, by family typologies, June 2013
Number of children
Figure 14: Number of children, by family typologies, June 2013
Household composition
Figure 15: Household composition, by family typologies, June 2013
Childcare support network
Figure 16: The childcare support network, by family typologies, June 2013
Parents’ employment status
Figure 17: Parents’ employment status, by family typologies, June 2013
Family financial situation
Figure 18: Current financial situation, by family typologies, June 2013
FAMILY LIFESTYLE
Key points
Younger parents prioritise exercising with their children
Figure 19: Activities undertaken with child(ren) in a typical week, June 2013
Household income has an impact on lifestyle
Figure 20: Activities undertaken with child(ren) in a typical week, by annual household income, June 2013
Mums and dads maintain typical gender roles
Figure 21: Activities undertaken with child(ren) in a typical week, by gender of parent, June 2013
Single Parents fill multiple responsibilities
Figure 22: Activities undertaken with child(ren) in a typical week amongst Single Parents, June 2013
Family activities offer a chance to develop practical skills
Figure 23: Activities undertaken with child(ren) in a typical week, by family typologies, June 2013
Affluence correlates with a greater number of family activities
Figure 24: Number of weekly family activities, by family typologies, June 2013
Families with children aged 5-9 are the most active
Figure 25: Number of weekly family activities, by children’s age, June 2013
INFLUENCERS OF FAMILY DECISIONS
Key points
Children become more influential as they grow up
Figure 26: Who influences family decisions, June 2013
Mothers more likely to influence every area of family life
Figure 27: Who influences family decisions, by gender of parent, June 2013
Children wield more power in Single Parent families
Figure 28: Children’s influence on family decisions, by family typologies, June 2013
Parents no longer living together divide responsibilities more equally
Figure 29: Division of responsibilities amongst parents no longer living together, June 2013
CHANGES IN FAMILY SPENDING
Key points
Spending on children is viewed as essential
Figure 30: Changes in family spending habits, June 2013
Spending on children’s needs is higher amongst new parents
Figure 31: Top categories where families spent more compared with last year, by children’s age, June 2013
Single parents make more spending compromises
Figure 32: Number of categories that families have been spending more /the same or less on compared with 2012, by family typologies, June 2013
Single mums are the most budget-conscious
Figure 33: Changes in family spending habits in selected categories, by Single Parents and gender of Single Parents, June 2013
CHANGES IN SHOPPING HABITS
Key points
Savvy shopping prevalent amongst families
Figure 34: Changes in family shopping habits, June 2013
Parents aged 16-24 more likely to seek out discounts
Figure 35: Changes in family shopping habits, by age of parents, June 2013
Buying on sale is more important to Blended Families and Single Parents
Figure 36: Changes in family shopping habits, by family typologies, June 2013
Branded children’s product launches dominate
Figure 37: Proportions of UK new private label and branded product launches targeted to children aged 0-17, in the 12 months to July 2013
FACTORS IMPORTANT WHEN SHOPPING
Key points
Families seek lower prices, but durability is a high priority
Figure 38: Importance of various factors when making purchases, June 2013
Mums are more concerned about safety of products for their children
Figure 39: Factors that have become more important when making purchases since becoming a parent, by gender parents, June 2013
Relatively few new product launches focus on convenience
Figure 40: Proportions of UK new product launches targeted to children aged 0-4 with convenience, ethical/environmental and natural claims, in the 12 months to July 2013
Traditional Families focus on absence of artificial additives
Figure 41: Factors that have become more important when making purchases since becoming a parent, by family typologies, June 2013
Mums in Blended Families listen to children’s wishes more than dads
Figure 42: Factors that have become more important when making purchases since becoming a parent, by family typologies and gender of parents, June 2013
APPENDIX – DIVERSITY OF MODERN FAMILIES
Figure 43: Family typologies, by demographics, June 2013
APPENDIX – FAMILY LIFESTYLE
All parents
Figure 44: Most popular family lifestyle, by demographics, June 2013
Figure 45: Next most popular family lifestyle, by demographics, June 2013
Figure 46: Other family lifestyle, by demographics, June 2013
Traditional Family
Figure 47: Traditional Family lifestyle, by gender of parent and age of parent, June 2013
Figure 48: Traditional Family lifestyle, by age of children, June 2013
Figure 49: Traditional Family lifestyle, by socio-economic group and household income, June 2013
Single Parents
Figure 50: Single Parents family lifestyle, by gender of parent and age of parent, June 2013
Figure 51: Single Parents family lifestyle, by age of children, June 2013
Figure 52: Single Parents family lifestyle, by socio-economic group and household income, June 2013
Blended Family
Figure 53: Blended Family lifestyle, by gender of parent and age of parent, June 2013
Figure 54: Blended Family lifestyle, by age of children, socio-economic group and household income, June 2013
APPENDIX – INFLUENCERS OF FAMILY DECISIONS
All Parents
Figure 55: Who influences family decisions when selecting/buying gifts for friends and family, by demographics, June 2013
Figure 56: Who influences family decisions when we eat out, by demographics, June 2013
Figure 57: Who influences family decisions when we go on holidays, by demographics, June 2013
Figure 58: Who influences family decisions when buying children’s clothes, by demographics, June 2013
Figure 59: Who influences family decisions when buying toys and games for child(ren), by demographics, June 2013
Figure 60: Who influences family decisions when the leisure activities we do, by demographics, June 2013
Figure 61: Who influences family decisions on what we watch on TV/which movies we watch, by demographics, June 2013
Figure 62: Who influences family decisions on what we eat for dinner, by demographics, June 2013
Traditional Family
Figure 63: Who influences traditional family decisions, by gender and age of parent, June 2013
Figure 64: Who influences traditional family decisions, by age of children, June 2013
Figure 65: Who influences traditional family decisions, by socio-economic group and household income, June 2013
Single Parents
Figure 66: Who influences single parents family decisions, by gender and age of parent, June 2013
Figure 67: Who influences single parents family decisions, by age of children, socio-economic group and household income, June 2013
Blended Family
Figure 68: Who influences blended family decisions, by gender and age of parent, June 2013
Figure 69: Who influences blended family decisions, by age of children, socio-economic group and household income, June 2013
APPENDIX – CHANGES IN FAMILY SPENDING
All Parents
Figure 70: Changes in family spending habits on family meals out, by demographics, June 2013
Figure 71: Changes in family spending habits on family days out, by demographics, June 2013
Figure 72: Changes in family spending habits on family holidays, by demographics, June 2013
Figure 73: Changes in family spending habits on holidays for myself/my partner, by demographics, June 2013
Figure 74: Changes in family spending habits on treats for child(ren), by demographics, June 2013
Figure 75: Changes in family spending habits on treats for myself/my partner, by demographics, June 2013
Figure 76: Changes in family spending habits on Books/DVDs/CDs, by demographics, June 2013
Figure 77: Changes in family spending habits on home electronics, by demographics, June 2013
Figure 78: Changes in family spending habits on toys/games (including video games) for child(ren), by demographics, June 2013
Figure 79: Changes in family spending habits on food/drink at home for a ‘special’ occasion, by demographics, June 2013
Figure 80: Changes in family spending habits on clothing/shoes/accessories for myself/partner, by demographics, June 2013
Figure 81: Changes in family spending habits on clothing/shoes/accessories for my child(ren), by demographics, June 2013
Figure 82: Changes in family spending habits on furniture/home improvements/decor, by demographics, June 2013
Traditional Family
Figure 83: Changes in traditional family spending habits, by gender and age of parent, June 2013
Figure 84: Changes in traditional family spending habits, by age of children, June 2013
Figure 85: Changes in traditional family spending habits, by socio-economic group and household income, June 2013
Single Parents
Figure 86: Changes in single parent family spending habits, by gender and age of parent, June 2013
Figure 87: Changes in single parent family spending habits, by age of children, socio-economic group and household income, June 2013
Blended Family
Figure 88: Changes in blended family spending habits, by gender and age of parent, June 2013
Figure 89: Changes in blended family spending habits, by age of children, socio-economic group and household income, June 2013
APPENDIX – CHANGES IN SHOPPING HABITS
All Parents
Figure 90: Family shopping habits – Compare product prices, by demographics, June 2013
Figure 91: Family shopping habits – Read reviews before buying products, by demographics, June 2013
Figure 92: Family shopping habits – Use discounts/money-off coupons, by demographics, June 2013
Figure 93: Family shopping habits – Use a store loyalty card, by demographics, June 2013
Figure 94: Family shopping habits – Plan what I am going to buy in advance, by demographics, June 2013
Figure 95: Family shopping habits – Buy only the essentials, by demographics, June 2013
Figure 96: Family shopping habits – Buy in bulk, by demographics, June 2013
Figure 97: Family shopping habits – Buy own-label products, by demographics, June 2013
Figure 98: Family shopping habits – Buy products only when they are on sale, by demographics, June 2013
Figure 99: Family shopping habits – Buy treats for family, by demographics, June 2013
Figure 100: Family shopping habits – Buy products on impulse, by demographics, June 2013
Figure 101: Family shopping habits – Buy products at child(ren)’s request, by demographics, June 2013
Traditional Family
Figure 102: Changes in traditional family shopping habits, by gender and age of parent, June 2013
Figure 103: Changes in traditional family shopping habits, by age of children, June 2013
Figure 104: Changes in traditional family shopping habits, by socio-economic group and household income, June 2013
Single Parents
Figure 105: Changes in single parent family shopping habits, by gender and age of parent, June 2013
Figure 106: Changes in single parent family shopping habits, by age of children, socio-economic group and household income, June 2013
Blended Family
Figure 107: Changes in blended family shopping habits, by gender and age of parent, June 2013
Figure 108: Changes in blended family shopping habits, by age of children, socio-economic group and household income, June 2013
APPENDIX – FACTORS IMPORTANT WHEN SHOPPING
All Parents
Figure 109: Factors important when making purchases – low price, by demographics, June 2013
Figure 110: Factors important when making purchases – ‘how long the products will last’, by demographics, June 2013
Figure 111: Factors important when making purchases – ‘no artificial additives’, by demographics, June 2013
Figure 112: Factors important when making purchases – convenience/time saving, by demographics, June 2013
Figure 113: Factors important when making purchases – safer for children to use/wear, by demographics, June 2013
Figure 114: Factors important when making purchases – environmentally friendly/ethical sourcing, by demographics, June 2013
Figure 115: Factors important when making purchases – better quality/premium/upmarket, by demographics, June 2013
Figure 116: Factors important when making purchases – something my child(ren) asked for/like, by demographics, June 2013
Traditional Family
Figure 117: Traditional Family factors important when making purchases, by gender and age of parent, June 2013
Figure 118: Traditional Family factors important when making purchases, by age of children, June 2013
Figure 119: Traditional Family factors important when making purchases, by socio-economic group and household income, June 2013
Single Parents
Figure 120: Single Parents’ important factors when making purchases, by gender and age of parent, June 2013
Figure 121: Single Parents’ important factors when making purchases, by age of children, socio-economic group and household income, June 2013
Blended Family
Figure 122: Blended Family factors important when making purchases, by gender and age of parent, June 2013
Figure 123: Blended Family factors important when making purchases, by age of children, socio-economic group and household income, June 2013