Marketing to Moms - US - September 2017

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Moms’ parenting role includes household management
Figure 1: Moms’ priorities, by moms and dads, May 2017
Young women more taken aback by the #ParentLife
Figure 2: What makes moms different – Select items, by age, May 2017
Marginalized moms looking for representation
Figure 3: Targeting moms – Select items, by marital status, May 2017
The opportunities
If moms had the chance, they’d leave the house work to someone else
Figure 4: Mom survival, May 2017
Moms agree that dads aren’t as clueless as they appear on TV
Figure 5: Targeting moms, May 2017
Moms more price sensitive when shopping for basics
Figure 6: Correspondence analysis – Product purchases, May 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Number of moms in the US estimated at 43 million
Average age of moms continues to increase
New moms may not be married, but they aren’t necessarily “single”
Moms still more likely to be the stay-at-home caregiver
Social media appeals to the mom audience
The “modern mom” may be code for the “educated mom”
Fertility rate at an all-time low
MOMS BY THE NUMBERS
An estimated 43 million moms in the US
Figure 7: Number of women who have ever given birth (in thousands), by age, June 2016
Average age of moms creeps up
Figure 8: Average age of women giving birth in specified year, 1990-2015
Figure 9: Birth rates, by age of mother, 1990-2014
Cohabitation drives rise in births to unmarried women
Figure 10: Mothers' relationship status at first birth, by year of first birth, June 2016
Stay-at-home moms greatly outnumber stay-at-home dads
Figure 11: Married couples with a child under age 15 at home, by presence of stay-at-home parent, 2006-16
Two is the magic number
Figure 12: Women's number of children ever born, by age, June 2016
CHARACTERISTICS OF MODERN MOMS
Moms overindex on social media usage
Figure 13: Social media usage – At least daily, June 2017
“Chore wars” between men and women continue
Figure 14: Parental time use, by moms and dads, 1965 and 2011
Education drives delayed family planning
Figure 15: Share of high school sophomores in 2002 who were parents 10 years later, by level of education, 2012
Educated women more likely to be in the work force
Figure 16: Labor force participation for women aged 16-50 who gave birth in the past 12 months, by level of education, 2006-15
The US “baby bust” expected to continue
Figure 17: Annual births and fertility rate, 2005-15
KEY TRENDS – WHAT YOU NEED TO KNOW 
Flexibility may be key to improved maternity benefits
Brands encourage moms’ “imperfect parenting”
Diaper brands push more expensive training pants
Parental burnout mirrors professional burnout
Meal kit competition continues
Support for moms comes in many forms
Mom’s always watching
WHAT WE’RE INTO
Employers develop tangential maternity benefits to support new moms
Yoplait takes aim at mom shaming
Figure 18: Yoplait ad – “You’ve Got This, Mom On!”, June 2017
Figure 19: Yoplait ad – “Oh Hush, It’s Just Yogurt,” June 2017
Kraft reminds us that moms are people too
Figure 20: “Kraft Macaroni & cheese Shapes: Spectator,” March 2017
Figure 21: “Kraft Macaroni & Cheese: Swing,” March 2017
The Baroness embraces messiness over perfection
Figure 22: Red Baron Pizza Presents The Baroness: War Stories, May 2017
Figure 23: Brawny Pick-A-Size Paper Products, July 2017
Dove uses #RealMoms as a springboard for new baby line
Figure 24: Baby Dove | #RealMoms, April 2017
Figure 25: Dove Baby Rich Moisture Baby Bar, May 2017
WHAT WE’RE OVER
Most day care options offer limited flexibility for parents
Huggies marketing strategy may face backlash
Figure 26: It’s time to potty! March, 2017
Moms face the brunt of sleeplessness
Marijuana use during pregnancy is still a question mark
Moms can experience parental burnout, much like professional burnout
WHAT’S NEXT
The popularity of meal kits spawns other mothers’ helpers
Can the Peanut app help match moms?
New research focuses on the difficulty of the “matrescence” transition
Unilever sees women first, moms second
Co-parents don’t think of their families as “broken”
Parental controls 2.0
THE CONSUMER – WHAT YOU NEED TO KNOW 
Moms prefer their kids to dirty laundry
CEO of the household is still mom
The transition to parenthood may be tougher for young moms
Moms looking for a laugh
Moms seek to save on their regular shopping trips
Moms are comfortable with parenting, but could do without the chores
MOM SURVIVAL
Moms look to offload household chores
Figure 27: Mom survival, May 2017
In their own words
Moms face challenges at different stages
Figure 28: Mom survival – Select items, by age of child, May 2017
Married and single moms have a similar list of trials
Figure 29: Mom survival – Select items, by marital status, May 2017
Like most, Hispanic moms may want more help around the house
Figure 30: Mom survival – Select items, by Hispanic origin, May 2017
MOMS’ PRIORITIES
Moms balance chores and childcare
Figure 31: Moms’ priorities, May 2017
Dads less focused on household management
Figure 32: Priorities, by moms and dads, May 2017
Financial concerns outweigh other issues for Black moms
Figure 33: Moms’ priorities, by Black vs non-Black, May 2017
Moms of many find it hard to check items off of their to-do lists
Figure 34: Moms’ priorities, by number of children under the age of 18 in the household, May 2017
CHANGES THAT COME WITH MOTHERHOOD
Finances are top of mind for new parents
Figure 35: Changes that come with motherhood, May 2017
Moms’ and dads’ lifestyle transitions are different
Figure 36: Changes that come with parenthood – Select items, by moms and dads, May 2017
Young moms feel the lifestyle shift more acutely
Figure 37: Changes that come with motherhood – Select items, by age, May 2017
New Hispanic moms make major changes
Figure 38: Changes that come with motherhood – Select items, by Hispanic origin, May 2017
In their own words
TARGETING MOMS
Moms see the lighter side of parenting
Figure 39: Tide | Mega Modern Family, May 2016
Figure 40: Tide | Tide HE Turbo Clean: Baby Food, June 2015
Figure 41: Targeting moms, May 2017
Single moms want to see their lifestyles reflected in ads
Figure 42: Targeting moms – Select items, by marital status, May 2017
Low-income moms feel more connected to “real” moments
Figure 43: Targeting moms – Select items, by household income, May 2017
Ads for Black moms need to reflect their reality
Figure 44: Targeting moms – Select items, by Black vs non-Black, May 2017
PRODUCT PURCHASING
Moms look for savings on routine purchases
Figure 45: Correspondence analysis – Product purchases, May 2017
Figure 46: Product purchases research steps table, May 2017
After two, the number of kids can influence shopping and saving
Figure 47: Product purchases – Saving, by number of children, May 2017
Single moms demonstrate frugality
Figure 48: Product purchases – Sale purchases, by marital status, May 2017
MOMS’ ATTITUDES TOWARD MOTHERHOOD RESPONSIBILITIES
Moms take it all in stride
Figure 49: Ariel - #ShareTheLoad, February 2016
Figure 50: Moms’ attitudes toward motherhood responsibilities – How time is spent, May 2017
In their own words
Social media provides some support for moms
Figure 51: Moms’ attitudes toward motherhood responsibilities – Technology, May 2017
In their own words
Young moms embrace digital support
Figure 52: Moms’ attitudes toward motherhood responsibilities – Technology, by age, May 2017
With experience, moms feel less overwhelmed …
Figure 53: Moms’ attitudes toward motherhood responsibilities – Stress, by age, May 2017
…but additional children dampen that effect
Figure 54: Moms’ attitudes toward motherhood responsibilities – Feeling overwhelmed, by number of children, May 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms
Correspondence analysis – Methodology
APPENDIX – THE MARKET 
Figure 55: Women's number of children ever born, by age, June 2016
Figure 56: Mothers' relationship status at first birth, by year of first birth, June 2016
Figure 57: Labor force participation for women aged 16-50 who gave birth in the past 12 months, by level of education, 2006-15
Figure 58: Number of women who have ever given birth (in thousands), by age, June 2016
Figure 59: Annual births and fertility rate, 2005-15
Figure 60: Average age of women giving birth in specified year, 1990-2014