Marketing to Moms - US - October 2007

SCOPES AND THEMES
What you need to know
Definition
Consumer survey methodology
Abbreviations & Terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Demographics
The core needs and values of moms
How to reach moms: effective marketing techniques
Influence on moms’ purchasing decisions
Moms’ attitudes towards shopping, food and family
DEMOGRAPHICS
 BIRTH RATES
The number of women of childbearing age increases
Figure 1: Age distribution of the U.S. population, by gender, 2007
Fertility rates, births growing
Figure 2: Fertility rate and births, 2002-06
Figure 3: Live births, by birth order and age of mother, 2004
 AGE OF MOMS
First-time moms are older
Figure 4: First births, age and by race, 2004
Average age of moms increases
Figure 5: Mean age of mothers, 2000-04
Figure 6: Fertility rates and birth rates, by age of mother, 2000-04
Figure 7: Percentage change in birth rates, by age of mother, 1990-2004
Fertility treatments linked to older moms, multiple births
 RACE/ETHNICITY OF MOMS
Figure 8: Births, by race and Hispanic origin of mother, 2004
Figure 9: Households by race/Hispanic origin of householder and presence of children, 2004
 HOUSEHOLD COMPOSITION
Families make up two thirds of U.S. households
Figure 10: Households, by type, 2006
Two thirds of kids live with married parents
Figure 11: Married couples with kids, by age of householder, 2006
There are 10.4 million single-mother families
Figure 12: Single-mother family groups with children under 18, by marital status, 2006
Figure 13: Single-mother family groups with children under 18, by race, 2006
Number of births to unmarried women at record high
Figure 14: Number, rate, and percentage of births to unmarried women, and birth rate for married women, 2000-04
Figure 15: Birth rates for unmarried women, by age of mother, 2000-04
 EMPLOYMENT
Mothers’ participation in the labor force levels off
Figure 16: Labor force participation rate of women, by age of youngest child, 2001-05
Figure 17: Labor force participation rates of married mothers of infants, by age, race/ethnicity and educational attainment, 2005
5.6 million women are stay-at-home moms
Figure 18: Parents and children in stay-at-home parent family groups, 2002-06
 INCOME
Married couple households earn the most
Figure 19: Household income, by household type, 2006
 THREE GENERATIONS OF MOMS
Figure 20: Population, by generation, 2007
Baby Boomer moms
Generation X moms
Echo Boomer moms
THE CORE NEEDS AND VALUES OF MOMS
 INTRODUCTION
Figure 21: Qualities that define a good mother, July 2007
Quality, health, and safety prime concerns
Moms are women, too
Mom needs to feel she is a successful parent
Time is scarce, convenience a must
Information, connection fundamental needs
MOTHERS’ ATTITUDES TOWARDS SHOPPING, CHILDCARE, HOUSEHOLD RESPONSIBILITIES AND MEDIA INFLUENCES
Qualities that define a good mother
Figure 22: Qualities that define a good mother, by age, July 2007
Figure 23: Qualities that define a good mother, by race/ethnicity, July 2007
Figure 24: Qualities that define a good mother, by household income, July 2007
Figure 25: Qualities that define a good mother, by employment status, July 2007
Personal traits of a good mother
Figure 26: Personal traits that define a good mother, by age, July 2007
Figure 27: Personal traits that define a good mother, by race/ethnicity, July 2007
Figure 28: Personal traits that define a good mother, by household income, July 2007
Figure 29: Qualities that define a good mother, by employment status, July 2007
Eating and fitness habits enforced by a good mother
Figure 30: Eating and fitness traits practiced by good mothers, by age, July 2007
Figure 31: Eating and fitness traits practiced by good mothers, by race/ethnicity, July 2007
Qualities that define a good mother by childcare status
Figure 32: Qualities that define a good mother, by childcare status, July 2007
Lifestyle habits practiced by a good mother by childcare status
Figure 33: Lifestyle traits that define a good mother, by childcare status, July 2007
Eating and fitness by childcare status
Figure 34: Eating habits that define a good mother, by childcare status, July 2007
Qualities that define a good mother by shopping status
Figure 35: Qualities that define a good mother, by shopping status, July 2007
Lifestyle habits practiced by a good mother by shopping status
Figure 36: Lifestyle habits that define a good mother, by shopping status, July 2007
Eating and fitness by shopping status
Figure 37: Eating habits that define a good mother, by shopping status, July 2007
KEY MOM PRODUCT MARKETS: AN EXPLORATION
 BABY FOOD AND DRINK
Market size and product launches
Figure 38: Sales of baby food and drink, segmented by type, 2004 and 2006
Figure 39: Number of U.S. food and beverage introductions, by target age, 2002-07
Moms rely on pediatricians for nutrition information
Figure 40: Sources of information about baby nutrition, July 2006
Moms eschew sugar, embrace natural
Figure 41: Important attributes for baby nutrition, July 2006
 BABY DURABLES
Market size
Figure 42: Sales of baby durables, segmented by type, 2004 and 2006
Moms rely on friends’ recommendations for product choices
Figure 43: Baby durable products purchasing influences, February 2007
 CHILDREN’S PERSONAL CARE
Market size
Figure 44: Sales of children’s personal care products, segmented by type, 2004 and 2006
Moms buy CPC products because kids like them
Figure 45: Why children’s personal care products are purchased, March 2007
 CONSUMER ELECTRONICS
Market size
Moms are online
Moms are the family historians
Cell phones allow moms to stay connected—and send pictures
Moms want CE products with clear benefits
Retailers attract moms with new features
Young people influence parents’ CE spending
Figure 46: Young adults’ attitudes toward consumer electronics brands, January-September 2005
HOW TO REACH MOMS: EFFECTIVE MARKETING TECHNIQUES
 INTRODUCTION
Television
Figure 47: Attitudes toward television, by age of child, January-October 2006
Figure 48: Attitudes toward television, by age of mother, January-October 2006
 RADIO
Figure 49: Attitudes toward radio, January-October 2006
 MAGAZINES
Figure 50: Moms’ attitudes toward magazines, by age of child, January-October 2006
Figure 51: Moms’ attitudes toward magazines, by age of mother, January-October 2006
Figure 52: Select parenting publications, by type, 2007
 NEWSPAPERS
Figure 53: Moms’ attitudes toward newspapers, by age of child, January-October 2006
Figure 54: Moms attitudes toward newspapers, by age of mother, January-October 2006
 INTERNET
Figure 55: Lifestyle or shopping changes due to the Internet, January-October 2006
Online communities
Momconnection.com
ClubMom
Bluesuitmom.com
ZoomPanel Moms
MommyBlogs
Email marketing
 “WORD OF MOM”
 NICHE STRATEGY
INFLUENCES ON MOMS’ PURCHASING DECISIONS
 INTRODUCTION
 HOUSEHOLD PURCHASING DECISIONS
Figure 56: Household purchasing decisions, by age of child in HH, January-October 2006
 THE RETAIL ENVIRONMENT
 IN-STORE ADVERTISING AND ITS IMPACT
Influences on food purchase decisions and shopping behavior
Figure 57: Incidence of refering to in-store food advertising among moms, by type of advertising, January-October 2006
Influences on shopping purchase decisions (excluding food)
Figure 58: Incidence of refering to in-store non-food advertising among moms, by type of advertising, January-October 2006
MOMS’ ATTITUDES TOWARDS SHOPPING, FOOD AND FAMILY
Introduction
 FAMILY AND LIFESTYLE ISSUES
Attitudes toward home, family, and children
Figure 59: Attitudes toward home and lifestyle, by age of children in HH, January-October 2006
 FOOD AND MEAL ATTITUDES
Food preparation and cooking
Figure 60: Attitudes toward food and cooking, by age of children in HH, January-October 2006
Breakfast, lunch and dinner
Figure 61: Ranking the importance of breakfast, lunch and dinner, by age of children in HH, January-October 2006
 SHOPPING FOR AND WITH CHILDREN
Preferences for family shopping
Figure 62: Preferences when shopping for and with family, by age of children in HH, January-October 2006
Figure 63: Preferences when shopping for and with family, by age of mom, January-October 2006
Shopping strategies moms utilize
Figure 64: Shopping strategies moms use, by age, January-October 2006
 HOW MOMS UTILIZE THE INTERNET
Internet preferences
Figure 65: What moms look for when using the Internet, by age of children in HH, January-October 2006
Lifestyle changes due to the Internet
Figure 66: Lifestyle or shopping changes due to the Internet, by age of children in HH, January-October 2006
FUTURE TRENDS
Number of births continue to climb
Figure 67: Projected number of births, 2007-12
Older mothers have more to spend
More moms are going online
Hispanic population is growing
Figure 68: Population, by race and Hispanic origin, 2007 and 2012
NEW PRODUCTS TARGETED AT MOMS AND KIDS
Babies and toddlers (Ages 0-4)