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Marketing to Moms - Canada - September 2014

INTRODUCTION
Methodology
Abbreviations
EXECUTIVE SUMMARY
Market overview
The Canadian female population is aging; as is the average age of women at childbirth
Figure 1: Total Canadian population of women, by age, 2008-18
Figure 2: Average age of mother at childbirth and percent of births to mothers over 30-years-old, 1974-2010
The consumer
Most Canadians mothers are married or coupled, with three quarters being married to an opposite-sex partner
Figure 3: Parenting situation among Canadians mothers, August 2014
Figure 4: Ages of children among surveyed mothers, August 2014
Almost all Canadian mothers are using social media
Figure 5: Social media participation in the past 3 months, August 2014
Canadians mothers are most likely to spend their money on clothes and food
Figure 6: Category spending among mothers, August 2014
Family and friends are the most trusted source among Canadian mothers
Figure 7: Trusted sources for purchase decisions, August 2014
Always being there and being patient are most widely cited as defining a good mom
Figure 8: Characteristics associated with being a good mother – Top-five ranked, August 2014
Canadian mothers hope their children will be happy and confident in themselves
Figure 9: Moms’ aspirations for their children, August 2014
What we think
ISSUES AND INSIGHTS
Engaging with Canadian mothers on social media
The facts
The implications
Mothers are driving healthy living in Canada
The facts
The implications
Marketing to moms when they are without their children
The facts
The implications
Focusing on Canada’s changing family structure
The facts
The implications
TREND APPLICATION
Trend: Click and Connect
Trend: Let’s Make a Deal
Trend: Switch Off
MARKET DRIVERS
Key points
Demographic overview
The Canadian female population is aging
Figure 10: Total population of women in Canada, by age, 2008-18
Figure 11: Total female population in Canada, by province, 2013
Births and birth rates have slowed in recent years
Figure 12: Annual births and birth-rate*, 1981-2011
Figure 13: Fertility rate by age group (per 1,000 women), 2001-11
Figure 14: Average age of mother at childbirth and percent of births to mothers over 30-years-old, 1974-10
Economic overview
Income and savings on the rise
Figure 15: Household disposable incomes and savings in Canada, 2008-14
Figure 16: Inflation rate in Canada, 2004-14
Figure 17: Monthly movements in selected major components of the Canadian Consumer Price Index, seasonally adjusted, 2007-12
Canada’s employment rates remain steady
Figure 18: Canada’s unemployment rate, by gender, 2008-14
Shopping-specific overview
Shopping opportunities have increased in Canada
Figure 19: Total number of shopping centres in Canada, 2001-12
Figure 20: Retail e-commerce sales in Canada (in billion US dollars), 2012-17
Nut-free school lunches still affects food purchasing
ADVERTISING AND ONLINE RESOURCES FOR CANADIAN MOTHERS
Key points
Advertising focusing on moms
Canadian blogs and other online outlets for moms
Mother’s Day can be a lucrative opportunity for brands
THE CONSUMER – CANADIAN MOMS AND FAMILY
Key points
Married couples remain the top family structure but are declining in share
Figure 21: Distribution and percentage change of census families by family structure, 2001-11
Most Canadian mothers are married or coupled, with three quarters being married to an opposite-sex partner
Figure 22: Parenting situation among Canadians mothers, August 2014
Profiling of Canadian moms
Figure 23: Ages of children among surveyed mothers, August 2014
Figure 24: Number of children in household among surveyed mothers, August 2014
Figure 25: Working status among surveyed mothers, August 2014
Figure 26: Financial situation among surveyed mothers, August 2014
THE CONSUMER – ONLINE AND SOCIAL NETWORKING ACTIVITIES
Key points
Canadian moms are highly engaged online
Figure 27: Online activities done in the past month among surveyed mothers, August 2014
84% of moms are using social media
Figure 28: Social media participation in the past 3 months, August 2014
Mothers of younger children are more active on social media
Figure 29: Social media participation in the past 3 months: all mothers vs mothers of children aged 5 and under, August 2014
Almost two thirds of mothers engage in three or more social media activities
Figure 30: Number of social media activities done in the past 3 months, August 2014
THE CONSUMER – TRENDS IN MOMS’ SPENDING
Key points
Moms regularly spend money on a number of activities and items
Figure 31: Spending habits among mothers, August 2014
Canadian mothers are more likely to buy clothing for themselves or their spouse than for their children
Figure 32: Spending on clothing, shoes and accessories among mothers, August 2014
Canadian mothers dedicating more money on family meals out
Figure 33: Spending on food among mothers, August 2014
Family outings and/or short family trips are more likely among Canadian mothers than adult-only travel
Figure 34: Spending on family outings and trips among mothers, August 2014
Mothers are not dedicating much of their budget to household items
Figure 35: Spending on household items among mothers, August 2014
THE CONSUMER – TRUSTED SOURCES FOR PURCHASES
Key points
Family and friends are by far the most trusted source among moms
Figure 36: Trusted sources for purchases, August 2014
THE CONSUMER – CHARACTERISTICS OF GOOD MOMS
Key points
Always being there is most widely cited as defining a good mom
Figure 37: Characteristics associated with being a good mother – Top-five ranked, August 2014
Figure 38: Characteristics associated with being a good mother – #1 ranked, August 2014
THE CONSUMER – MOMS’ ASPIRATIONS FOR THEIR CHILDREN
Key points
Summary of aspirations for their children
Figure 39: Moms’ aspirations for their children, August 2014
APPENDIX – THE CONSUMER – CANADIAN MOMS AND FAMILY
Figure 40: Parenting situation among Canadian mothers, July 2014
Figure 41: Parenting situation among Canadian mothers, by demographics, July 2014
APPENDIX – THE CONSUMER – ONLINE AND SOCIAL NETWORKING ACTIVITIES
Figure 42: Social media participation in the past 3 months, July 2014
Figure 43: Most popular social media activities, by demographics, July 2014
Figure 44: Next most popular social media activities, by demographics, July 2014
Repertoire analysis
Figure 45: Repertoire of social media participation, July 2014
Figure 46: Repertoire of social media participation, by demographics, July 2014
Figure 47: Spending situation, by repertoire of social media participation, July 2014
Figure 48: Trusted sources, by repertoire of social media participation, July 2014
Figure 49: Good mother characteristics, by repertoire of social media participation, July 2014
Figure 50: Aspirations, by repertoire of social networking, July 2014
APPENDIX – THE CONSUMER – TRENDS IN MOMS’ SPENDING
Figure 51: Spending habits among mothers, July 2014
Figure 52: Spending on clothing/shoes/accessories for myself/partner and food/drink at home for a special occasion (eg birthday), by demographics, July 2014
Figure 53: Spending on family meals out and take-out/eat-in food, by demographics, July 2014
Figure 54: Spending on family outings and meals out for myself/with partner/with friends, by demographics, July 2014
Figure 55: Spending on clothing/shoes/accessories for my child(ren) and books/DVDs/CDs, by demographics, July 2014
Figure 56: Spending on furniture/home improvements/décor and short family trips, by demographics, July 2014
Figure 57: Spending on toys/games and home electronics, by demographics, July 2014
Figure 58: Spending on short trips for myself/my partner, by demographics, July 2014
APPENDIX – THE CONSUMER – TRUSTED SOURCES FOR PURCHASES
Figure 59: Trusted sources for purchases, July 2014
Figure 60: Trusted sources for purchases, by demographics, July 2014
APPENDIX – THE CONSUMER – CHARACTERISTICS OF GOOD MOMS
Figure 61: Characteristics associated with being a good mother, July 2014
Figure 62: Most popular characteristics associated with being a good mother – Any rank 1-5, by demographics, July 2014
Figure 63: Next most popular characteristics associated with being a good mother – Any rank 1-5, by demographics, July 2014
APPENDIX – THE CONSUMER – MOMS’ ASPIRATIONS FOR THEIR CHILDREN
Figure 64: Moms’ aspirations for their children, July 2014
Figure 65: Moms’ aspirations for their children, by demographics, July 2014

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