Author: Mintel Group Ltd.
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Marketing to Moms - US - September 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations
Terms
EXECUTIVE SUMMARY
The mom market
Figure 1: Total population, births by race/Hispanic origin of mother, and births, 2011
The mom economy
Figure 2: Moms’ buying power, 2002, 2008, 2011
The mom consumer
Moms are online making purchases and influencing others
Figure 3: Moms’ online activities related to family in the past three months, July 2013
Moms’ purchases are most likely to be influenced by their children
Figure 4: Moms’ top overall purchase influencers when buying for children, July 2013
Moms look for opportunities to relax
Figure 5: How moms spend and would like to spend their personal free time, July 2013
Moms most concerned with child safety; happiness and finances follow
Figure 6: Moms’ top five concerns over children’s wellbeing, July 2013
Moms want their kids to be confident, to achieve academically
Figure 7: Moms’ top five aspirations for child, July 2013
Moms – particularly Millennial moms – prioritize raising children over career success
Moms stay involved in their kids’ lives – particularly their online lives
Figure 8: Moms’ attitudes about involvement with kids and kids’ influence, July 2013
What we think
ISSUES AND INSIGHTS
How do moms feel about their children and social media?
The issues:
The implications:
What do moms worry about the most when it comes to their children?
The issues:
The implications:
What do moms want most for their children?
The issues:
The implications:
TREND APPLICATION
Inspire Trend: Factory Fear
Inspire Trend: Objectify
Mintel Futures: East Meets West
MOMS BY THE NUMBERS
Key points
U.S. moms number 85.4 million
Figure 9: Total U.S. population of women, by age, 2007-17
Number of births and fertility rate in decline, increase may be on horizon
Figure 10: Annual births and birthrate, 2002-12
Figure 11: Population of children, by age groups, 2008-18
DEMOGRAPHICS OF MOMS
Key points
First-time moms – and moms overall – are older
Figure 12: Mean age first birth and mean age of mothers, 1980-2010
Still, majority of new moms are aged 20-29
Figure 13: Distribution of births, by age of mother and live-birth order, 2011
New Hispanic and black moms’ median age is about three years younger than whites
Figure 14: Mean age at first birth, by race/Hispanic origin, 1990-2010
Non-Hispanic white moms account for a majority of moms—for now
Figure 15: Total population, births by race/Hispanic origin of mother, and births, 2011
More unmarried mothers
Figure 16: Births by marital status of mother, 2001-11
Minorities, less educated, and lower-income mothers more likely unmarried
Figure 17: Births to unmarried mothers as a share of births to all mothers, by race and Hispanic origin of mother, 2011
Married, unmarried mothers’ income gap
Figure 18: Household income of mothers, by marital status, 2011
THE MOM ECONOMY
Key points
Moms are an economic force with $2.4 trillion buying power
Figure 19: Moms’ estimated buying power, 2002, 2008, 2011
Moms are working, earning more, providing for households
Figure 20: Employment status of mothers with own children younger than 18, by age of youngest child, 2012
MOMS’ PARENTING SITUATION
Key points
Two thirds of children live with married parents; one quarter with mom only
Figure 21: Who children live with, by race and Hispanic origin, 2012
Today’s single moms are more varied in background
Figure 22: Moms’ parenting situation, July 2013
Youngest and oldest moms least likely to be married
Figure 23: Moms’ parenting situation, by age, July 2013
INNOVATIONS AND INNOVATORS
Innovations in safety
For the new mom (children aged 0-1)
Moms of toddlers and preschoolers (children aged 2-5)
Moms of elementary kids and young teens (children aged 6-14)
Other innovations
Afterschool engagement
Innovative afterschool programs
Kids Kritics Approved Seal
Convenience for moms
The Prowl offers moms the social aspect moms enjoy with online convenience
MARKETING STRATEGIES
Overview
Safety – online and offline
Parents rely on word-of-mouth, bloggers to feature trustworthy products
Independent testing and certification of safety
Subaru insures reliability, teen safety while in the driver’s seat
Figure 24: Subaru, “Teenager” TV ad, 2013
Confidence, happiness, and anti-bullying
Finances
Kmart’s message of moms’ financial responsibility, back-to-school fashion for kids
Figure 25: Kmart “Back to School Layaway-Yo Mama” TV ad, 2013
Saving for college
Figure 26: Edward Jones, saving for college print Ad, 2013
Figure 27: The White House College Scorecard website, 2013
BMO Harris Bank offers tools to teach kids about checking and savings
Figure 28: BMO Harris Bank “Money Tree” TV ad, 2013
Education
K12 caters to kids who struggle – as well as those who excel
Figure 29: K12 informational TV ad-targeted at parents, July, 2012
Figure 30: K12 informational TV ad-targeted at kids, July, 2012
Messaging that implies academic achievement through nutrition
Figure 31: Kellogg’s Frosted Mini Wheats, feed their full potential, website, July, 2013
Brands supporting teachers appeal to mothers
Technology – not just for games
Figure 32: Amazon Kindle Fire print ad, 2013
Figure 33: Amazon Kindle Fire HD Free Time TV Commercial, 2013
Box Tops for Education
Figure 34: Betty Crocker Box Tops for Education contest, 2013
Health – nutrition and exercise
Companies support active kids, healthy lifestyles
Exercise – Let’s Move spawns a variety of other active kids’ programs
Brands promote health awareness (and offer freebies)
Figure 35: Jamba Kids Day, free smoothie, blog post ad, 2013
Oscar Mayer helps moms say “yes”
Figure 36: Oscar Mayer Selects “It’s Yes Food” TV ad, 2013
Figure 37: Oscar Mayer Selects print Ad, 2013
Brands tout moms’ approval through labels, focus on extra protection, child nutrition
Convenience
On-the-go moms need convenient breakfast options
Figure 38: Kellogg’s Eggo Waffle “What kind of Drizzler do you have?” print ad, 2013
MOMS’ ONLINE ACTIVITIES RELATED TO FAMILY
Key points
Moms are online – making purchases and influencing others
Purchasing
Social networking
Seeking advice
Figure 39: Moms’ online activities related to family in the past three months, July 2013
Millennial moms use the internet to plan activities, research
Figure 40: Moms’ online activities related to family in the past three months, by generation, July 2013
Moms’ demographics, family situation impact online activities
MOMS’ PURCHASE INFLUENCERS
Key points
 OVERALL, CHILDREN ARE THE STRONGEST INFLUENCE
Figure 41: Moms’ purchase influencers when shopping for child(ren), July 2013
Social network influence stronger among younger moms
Figure 42: Moms’ social media website use and frequency, by age, January 2012 -March 2013
Younger moms active posters, attentive to reviews, product followers
Figure 43: Moms’ attitudes toward social media, by age, January 2012 -March 2013
Youngest moms most receptive to internet advertising
Figure 44: Frequency of various forms of internet advertising leading moms to a purchase, by age, January 2012 -March 2013
Older moms most likely influenced by their (older) children
It takes a community – physical and virtual – to raise a child
Figure 45: Moms’ purchase influencers when shopping for child(ren), by generation, July 2013
Food and drink
Figure 46: Moms’ food and drink purchase influencers, July 2013
Clothes and shoes
Figure 47: Moms’ clothes and shoes purchase influencers, July 2013
Toys and games
Figure 48: Moms’ toys and games purchase influencers, July 2013
Soon-to-be and new moms view different types of magazines
Figure 49: Magazines read or viewed in the last six months, among women expecting their first child in the next 12 months, January 2012 -March 2013
Figure 50: Magazines read or viewed in the last six months, among new moms, January 2012 -March 2013
HOW MOMS SPEND PERSONAL FREE TIME
Key points
Moms desire “me time”
Figure 51: How moms spend and would like to spend their personal free time, July 2013
Millennial moms online, Baby Boomer moms have more free time
Baby Boomer moms need encouragement to be active
Figure 52: How moms spend their personal free time, by generation, July 2013
Figure 53: Exercise regularly in the last 12 months, by moms’ age, January 2012 -March 2013
Kids’ ages impact how moms spend their free time
Figure 54: How moms spend their personal free time (low- cost/low-energy activities), by ages of kids, July 2013
New moms spend time exercising, despite caring for a newborn
Moms of elementary kids find some free time
Figure 55: How moms spend their personal free time (higher-cost/higher-energy activities), by ages of kids, July 2013
Younger moms are staying home – but when they go out, it’s adults only
Figure 56: Moms’ past 12 month leisure activity participation, by age, January 2012 -March 2013
Sound of music hits a chord among young moms, reading and cooking not so much
Figure 57: Moms’ past 12 month hobby participation, by age, January 2012 -March 2013
MOMS’ TOP CONCERNS
Key points
Moms most concerned with child safety; happiness and finances follow
Figure 58: Moms’ top concerns for their child’s wellbeing, July 2013
Safety first
Buying happiness?
Figure 59: Moms’ top concerns for their child’s wellbeing, by generation, July 2013
What is safe?
Figure 60: Moms’ top concerns for their child’s wellbeing, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
Mean ranking of concerns generally reflects top worries
Figure 61: Moms’ top concerns for their child’s wellbeing—mean ranking, July 2013
MOMS’ TOP ASPIRATIONS FOR CHILD
Key points
Confidence, academics, and good behavior are top aspirations
Moms want their kids to be confident, academic achievement follows
Moms need to teach their kids desired behaviors
Moms’ priorities for their kids don’t always align with what kids want for themselves
Figure 62: Moms’ top aspirations for child, July 2013
Overall, moms of different generations have similar aspirations
Figure 63: Moms' top aspirations for child, by generation, July 2013
MOMS’ ATTITUDES TOWARD PARENTING
Key points
Eight in 10 agree raising their children is more important than career
Figure 64: Moms’ attitudes toward parenting, July 2013
Millennial women don’t want to sacrifice family for career
Younger Millennial moms feeling pretty good about their parenting skills
Figure 65: Moms’ attitudes toward parenting, by generation, July 2013
Moms of young teens begin to think beyond
Moms of teens least likely to be raising their kids the same way they were raised
Figure 66: Moms’ attitudes toward parenting, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
Moms stay involved in their kids’ lives – particularly their online lives
Figure 67: Moms’ attitudes about involvement with kids and kids’ influence, July 2013
Gen X and Baby Boomer moms look to their kids for help with tech
Figure 68: Moms’ attitudes about involvement with kids and kids’ influence, by generation, July 2013
Moms of teenagers influenced by and learn from their kids
Figure 69: Moms’ attitudes about involvement with kids and kids’ influence, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Moms’ parenting situation
Figure 70: Moms’ parenting situation, by race/Hispanic origin, July 2013
Moms’ online activities related to family
Figure 71: Moms’ online activities related to family in the past three months, by race, July 2013
Figure 72: Moms’ online activities related to family in the past three months, by Hispanic origin, July 2013
Moms’ purchase influencers
Figure 73: Moms’ purchase influencers when shopping for child(ren), by race, July 2013
Figure 74: Moms’ purchase influencers when shopping for child(ren), by Hispanic origin, July 2013
How moms spend personal free time
Figure 75: How moms spend their personal free time, by race, July 2013
Moms’ top concerns
Figure 76: Moms’ top concerns for their child’s wellbeing, by race, July 2013
Moms’ attitudes toward parenting
Figure 77: Moms’ attitudes toward parenting, by race, July 2013
APPENDIX – OTHER USEFUL TABLES
Figure 78: Annual births, 2002-12
Figure 79: Fertility rate*, 2002-12
Figure 80: Annual births, by race and Hispanic origin of mother, 2001-11
Figure 81: Fertility rate*, by race and Hispanic origin of mother, 2001-11
Figure 82: Mean age at first birth, 1980-2010
Figure 83: Mean age of mothers, 1980-2010
Figure 84: Births, by live-birth order and age of mother, 2011
Figure 85: Distribution of births, by age of mother and live-birth order, 2011
APPENDIX – MOMS’ PARENTING SITUATION
Figure 86: Moms’ parenting situation, by household income, July 2013
Figure 87: Moms’ parenting situation, by generation, July 2013
Figure 88: Moms’ parenting situation, by number of children, July 2013
APPENDIX – MOMS’ ONLINE ACTIVITIES RELATED TO FAMILY
Figure 89: Moms’ online activities related to family in the past three months, by age, July 2013
Figure 90: Moms’ online activities related to family in the past three months, by household income, July 2013
Figure 91: Moms’ online activities related to family in the past three months, by marital status, July 2013
Figure 92: Moms’ online activities related to family in the past three months, by employment status, July 2013
Figure 93: Moms’ online activities related to family in the past three months, by region, July 2013
Figure 94: Moms’ online activities related to family in the past three months, by number of children, July 2013
Figure 95: Moms’ online activities related to family in the past three months, by kids aged 0-1, 2-3, and 4-5, July 2013
Figure 96: Moms’ online activities related to family in the past three months, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
Figure 97: Moms’ online activities related to family in the past three months by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
Figure 98: Moms’ online activities related to family in the past three months, by parenting situation, July 2013
APPENDIX – MOMS’ PURCHASE INFLUENCERS
Figure 99: Moms’ purchase influencers when shopping for child(ren), by age, July 2013
Figure 100: Moms’ purchase influencers when shopping for child(ren), by household income, July 2013
Figure 101: Moms’ purchase influencers when shopping for child(ren), by marital status, July 2013
Figure 102: Moms’ purchase influencers when shopping for child(ren), by employment status, July 2013
Figure 103: Moms’ purchase influencers when shopping for child(ren), by region, July 2013
Figure 104: Moms’ purchase influencers when shopping for child(ren), by number of children, July 2013
Figure 105: Moms’ purchase influencers when shopping for child(ren), by kids aged 0-1, 2-3, and 4-5, July 2013
Figure 106: Moms’ purchase influencers when shopping for child(ren), by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
Figure 107: Moms’ purchase influencers when shopping for child(ren), by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
APPENDIX – MOMS AND SOCIAL MEDIA, MAGAZINES READ
Figure 108: Moms’ social media website use and frequency, by household income, January 2012 -March 2013
Figure 109: Moms’ social media website use and frequency, by race/Hispanic origin, January 2012 -March 2013
Figure 110: Moms’ attitudes toward social media, by household income, January 2012 -March 2013
Figure 111: Moms’ attitudes toward social media, by race/Hispanic origin, January 2012 -March 2013
Figure 112: Magazines read or looked at in the last six months, by expectant women, new moms, second child born, and oldest child enters school, January 2012-March 2013
APPENDIX – HOW MOMS SPEND PERSONAL FREE TIME
Figure 113: How moms spend their personal free time, by age, July 2013
Figure 114: How moms spend their personal free time, by household income, July 2013
Figure 115: How moms spend their personal free time, by Hispanic origin, July 2013
Figure 116: How moms spend their personal free time, by marital status, July 2013
Figure 117: How moms spend their personal free time, by employment status, July 2013
Figure 118: How moms spend their personal free time, by region, July 2013
Figure 119: How moms spend their personal free time, by number of children, July 2013
Figure 120: How moms spend their personal free time, by kids aged 0-1, 2-3, and 4-5, July 2013
Figure 121: How moms spend their personal free time, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
Figure 122: How moms spend their personal free time, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
Figure 123: How moms spend their personal free time, by parenting situation, July 2013
Figure 124: Moms’ past 12 month leisure activity participation, by household income, January 2012 -March 2013
Figure 125: Moms’ past 12 month leisure activity participation, by race/Hispanic origin, January 2012 -March 2013
Figure 126: Moms’ past 12 month hobby participation, by household income, January 2012 -March 2013
Figure 127: Moms’ past 12 month hobby participation, by race/Hispanic origin, January 2012 -March 2013
APPENDIX – HOW MOMS WOULD LIKE TO SPEND THEIR PERSONAL FREE TIME
Figure 128: How moms would like to spend their personal free time, by age, July 2013
Figure 129: How moms would like to spend their personal free time, by household income, July 2013
Figure 130: How moms would like to spend their personal free time, by race, July 2013
Figure 131: How moms would like to spend their personal free time, by Hispanic origin, July 2013
Figure 132: How moms would like to spend their personal free time, by marital status, July 2013
Figure 133: How moms would like to spend their personal free time, by employment status, July 2013
Figure 134: How moms would like to spend their personal free time, by region, July 2013
Figure 135: How moms would like to spend their personal free time, by number of children, July 2013
Figure 136: How moms would like to spend their personal free time, by generation, July 2013
Figure 137: How moms would like to spend their personal free time, by kids aged 0-1, 2-3, and 4-5, July 2013
Figure 138: How moms would like to spend their personal free time, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
Figure 139: How moms would like to spend their personal free time, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
Figure 140: How moms would like to spend their personal free time, by parenting situation, July 2013
APPENDIX – MOMS’ TOP CONCERNS
Figure 141: Moms’ top concerns for their child’s wellbeing, by age, July 2013
Figure 142: Moms’ top concerns for their child’s wellbeing, by household income, July 2013
Figure 143: Moms’ top concerns for their child’s wellbeing, by Hispanic origin, July 2013
Figure 144: Moms’ top concerns for their child’s wellbeing, by marital status, July 2013
Figure 145: Moms’ top concerns for their child’s wellbeing, by employment status, July 2013
Figure 146: Moms’ top concerns for their child’s wellbeing, by region, July 2013
Figure 147: Moms’ top concerns for their child’s wellbeing, by number of children, July 2013
Figure 148: Moms’ top concerns for their child’s wellbeing, by kids aged 0-1, 2-3, and 4-5, July 2013
Figure 149: Moms’ top concerns for their child’s wellbeing, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
Figure 150: Moms’ top concerns for their child’s wellbeing, by parenting situation, July 2013
Figure 151: Moms’ top concerns for their child’s wellbeing, by number of activities moms do in their personal free time, July 2013
APPENDIX – MOMS’ TOP ASPIRATIONS FOR CHILD
Figure 152: Moms' top aspirations for child, by age, July 2013
Figure 153: Moms' top aspirations for child, by household income, July 2013
Figure 154: Moms' top aspirations for child, by race, July 2013
Figure 155: Moms' top aspirations for child, by Hispanic origin, July 2013
Figure 156: Moms' top aspirations for child, by marital status, July 2013
Figure 157: Moms' top aspirations for child, by employment status, July 2013
Figure 158: Moms' top aspirations for child, by region, July 2013
Figure 159: Moms' top aspirations for child, by number of children, July 2013
Figure 160: Moms' top aspirations for child, by kids aged 0-1, 2-3, and 4-5, July 2013
Figure 161: Moms' top aspirations for child, by kids aged 0-5, 6-11, 12-14, and 15-17, July 2013
Figure 162: Moms' top aspirations for child, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
Figure 163: Moms' top aspirations for child, by parenting situation, July 2013
Figure 164: Moms' top aspirations for child, by number of activities moms do in their personal free time, July 2013
APPENDIX – MOMS’ ATTITUDES TOWARD PARENTING
Figure 165: Moms’ attitudes toward parenting, by age, July 2013
Figure 166: Moms’ attitudes toward parenting, by household income, July 2013
Figure 167: Moms’ attitudes toward parenting, by Hispanic origin, July 2013
Figure 168: Moms’ attitudes toward parenting, by marital status, July 2013
Figure 169: Moms’ attitudes toward parenting, by employment status, July 2013
Figure 170: Moms’ attitudes toward parenting, by region, July 2013
Figure 171: Moms’ attitudes toward parenting, by number of children, July 2013
Figure 172: Moms’ attitudes toward parenting, by kids aged 0-1, 2-3, and 4-5, July 2013
Figure 173: Moms’ attitudes toward parenting, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
Figure 174: Moms’ attitudes toward parenting, by parenting situation, July 2013
APPENDIX – MOMS’ ATTITUDES ABOUT INVOLVEMENT WITH KIDS
Figure 175: Moms’ attitudes about involvement with kids and kids’ influence, by age, July 2013
Figure 176: Moms’ attitudes about involvement with kids and kids’ influence, by household income, July 2013
Figure 177: Moms’ attitudes about involvement with kids and kids’ influence, by race, July 2013
Figure 178: Moms’ attitudes about involvement with kids and kids’ influence, by Hispanic origin, July 2013
Figure 179: Moms’ attitudes about involvement with kids and kids’ influence, by marital status, July 2013
Figure 180: Moms’ attitudes about involvement with kids and kids’ influence, by employment status, July 2013
Figure 181: Moms’ attitudes about involvement with kids and kids’ influence, by region, July 2013
Figure 182: Moms’ attitudes about involvement with kids and kids’ influence, by number of children, July 2013
Figure 183: Moms’ attitudes about involvement with kids and kids’ influence, by kids aged 0-11, 6-14, 12-17, 6-12+, July 2013
Figure 184: Moms’ attitudes about involvement with kids and kids’ influence, by parenting situation, July 2013
APPENDIX – TRADE ASSOCIATIONS

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