Families - UK - August 2014
Introduction
 
Increasing financial pressures are resulting in a growing number of parents balancing work with raising children, which in turn is leading to a greater number of grandparents stepping in to help with day-to-day childcare duties. This is presenting a significant opportunity for brands to reassess the typical modern family, and to not only target parents but also grandparents with marketing.

But money is not the only area of concern for parents; family health is also top of mind, with many needing help and guidance from brands and retailers to help their children lead active lives and eat healthily, albeit without breaking the bank.

This report explores various areas of family lifestyles, including the role grandparents play in looking after and teaching their grandchildren skills; what families do on typical weekends and what they would like to do on an ideal weekend; where parents hear about new products; and the considerations parents take into account when choosing food and drink, clothing/shoes and entertainment products for their youngest child. 

Definitions 
The report refers to resident parents. These are all parents who live with their biological, adopted or step-children aged 0-18 years old. 

Crown copyright material is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.

Abbreviations
ASA	Advertising Standards Agency	
BHF	British Heart Foundation	
DIY	Do it Yourself	
DVD	Digital Video Disc	
FMCG	Fast Moving Consumer Goods	
GMI	Global Market Insite	
GNPD	Global New Products Database. For information contact Mintel on +44 (0)20 7606 4533	
HMSO 	Her Majesty's Stationery Office	
HSCIC	Health & Social Care Information Centre	
GCSE	General Certificate of Secondary Education 	
ISA	Individual Savings Account	
NPD	New Product Development	
ONS	Office for National Statistics	
P&G	Procter & Gamble	
RSV	Retail Sales Value	
TV	Television	
UK	United Kingdom	
US	United States (of America)