Marketing to Young Families - Ireland - December 2012


#161711

170pages

Mintel

$ 1773

In Stock


The dynamics of family households within Ireland have changed with a rise in mothers in employment and a trend for smaller families. The increase in mothers working has resulted in changing gender roles, with men becoming more involved within the home. As the dynamics of Irish families continue to evolve, parents’ priorities are focused on their children’s education whilst engaging in family leisure and social pursuits takes a secondary role.

Children continue to exert an influence on their parents across a number of differing market segments and undoubtedly contribute to parental desire to purchase products they feel their family will like. However, children’s influence over purchase decisions is counterbalanced by parents exerting their authority to instil core values and discipline in their children.
Table of Content

ISSUES IN THE MARKET
Key themes within the report
Definition
Consumer research
Abbreviations

TREND APPLICATIONS
The Suite of Life
Men Shopping Badly
2015 Access Anything, Anywhere

MARKET IN BRIEF
Men’s role within the family has become more diverse
Under 50% of Irish parents resist their children’s pester power
Family life centres around mealtimes

INTERNAL MARKET ENVIRONMENT
Key points
Birth rate remains high throughout Ireland
Figure 1: Number of births registered in NI and RoI, 2001-11
Increase in children aged 0-9 reflective of high birth rate
Figure 2: Population, by age, RoI, 2009-12
Figure 3: Population, by age, NI, 2009-12*
Parents show concern over advertisements aimed at children
Figure 4: Agreement with the statement ‘I worry about the effect of advertising targeted towards children’,
NI and RoI, 2011 and 2012
Divorce and remarriage becoming the norm within RoI
Figure 5: Population, by marital status, RoI, 2002-11
Falling family size in RoI slowing
Figure 6: Families in urban and rural areas, by number of children, RoI, 2011
Figure 7: Number of family units in private households with couples with and without children, by number
of children in the house, RoI, 2011
A fifth of married households in NI have dependent children
Figure 8: Size of family households, NI, 2007/08-2010/11
Figure 9: Projected households, by size, NI, 2008-23
Cost of raising a child increasing
Figure 10: Expenditure from birth to age 21 when raising a child, UK, 2012
Childcare bills lead to high infancy and pre-school costs
Figure 11: Direct cost of a child*, RoI, 2012
Figure 12: Cost of raising a child, by age, UK, 2012
Figure 13: Agreement with the statement ‘I spend money more carefully than I used to’, by age of children
in the home, NI and RoI, 2012
More women entering the RoI workplace
Figure 14: Labour force, by gender, RoI, 1991-2011
More women in work than men in NI

BROADER MARKET ENVIRONMENT
Key points
Economy showing tentative signs of recovery
Figure 15: Economic outlook, NI and RoI, 2010-13
Consumer spending weak throughout Ireland
2013 RoI budget adding to families’ financial burdens
NI consumers also feeling the pinch
Figure 16: Proposed benefit changes, UK (including NI), December 2012
Over 75% of parents are concerned about rising utility and grocery bills
Figure 17: Selected factors that concern Irish consumers, NI and RoI, September 2012
Figure 18: Selected factors that concern Irish consumers, by age of children in the household, NI and RoI,
September 2012
Over-55s will account for 29% of population by 2020
Figure 19: Population, by age, NI, 2008-24
Figure 20: Population, by age, RoI, 2006-26

STRENGTHS AND WEAKNESSES
Strengths
Weaknesses

WHO’S INNOVATING?
Key points
Tesco offers double points on Facebook app
Unilever’s ‘social experiment’
Argos targets families with ‘blue aliens’ campaign

THE CONSUMER – DIVISION OF HOUSEHOLD RESPONSIBILITIES
Key points
Men and women share the role of income provider
Figure 21: Main Income provider, by gender, NI and RoI, September 2012
Older children within the household necessitate both partners to contribute to household income
Figure 22: Agreement with the statement ‘Responsibility is shared between me and my partner’ regarding
responsibilities for being the main income provider, by age of children in the household, NI and RoI,
September 2012
Division of responsibilities remains traditional
Bills are shared between partners in 40% of Irish households
Figure 23: Division of responsibilities in the household, by gender, NI, 2012
Figure 24: Division of responsibilities in the household, by gender, RoI, September 2012
Figure 25: Consumers who have a joint current account as their main account, NI and RoI, 2012
Figure 26: Consumers who have paid household bills by debit card in the last 12 months, RoI and NI, July
2012
Women are still the primary target for grocery shopping
Figure 27: Agreement with the lifestyle statement ‘I really enjoy cooking’, NI and RoI, 2012
Women don’t agree with men’s perceptions of tasks they jointly share

THE CONSUMER – ATTITUDES TOWARDS FAMILY
Key points
Purchase behaviour driven by family approval
Figure 28: Agreement with statements relating to family, NI and RoI, September 2012
Women are most anxious to please their family
Figure 29: Agreement with the statement ‘I often buy things because I know my family will like them’, by
age of children in the household, NI and RoI, September 2012
Figure 30: Agreement with the statement ‘I often buy things because I know my family will like them’, by
gender and age, NI and RoI, September 2012
Over 50% of families in NI mostly socialise as a family
Figure 31: Agreement with the statement ‘We mostly socialise as a family’, by socio-economic grouping, NI
and RoI, September 2012
Families with younger children more likely to socialise together
Figure 32: Agreement with the statement ‘We mostly socialise as a family’, by age of children in the
household, NI and RoI, September 2012
Eating meals together is a priority for over two thirds of Irish consumers
Figure 33: Agreement with the statement ‘My family always try to eat meals together’, by location and work
status, NI and RoI, September 2012
Short travel time to and from work minimises meal disturbance
Figure 34: Time spent travelling to and from work on an average weekday (Monday-Friday), by gender and
age of children, NI and RoI, 2012
Figure 35: Agreement with the statement ‘Ready meals are a convenient alternative when I am too
busy/tired to cook’, by working status, NI and RoI, September 2012
Few families exercise together

THE CONSUMER – CHILDREN’S INFLUENCE
Key points
Parents most influenced by their children when buying games consoles
Figure 36: Agreement with children having an influence when buying household items, NI and RoI,
September 2012
Children influence both genders when purchasing games consoles
Figure 37: Agreement with children having an influence when asked ‘How much influence children have on
buying games consoles’, by gender and age, NI and RoI, September 2012
Over a third of food purchases influenced by children
Figure 38: Agreement with children having an influence when asked ‘How much influence children have
when buying food’, by gender and age, NI and RoI, September 2012
Figure 39: Agreement with children having an influence when asked ‘How much influence children have
when buying food’, by age of children in the household, NI and RoI, September 2012
Should children have much say in food purchases?
Children wield little influence on mobile phone purchases
Figure 40: Agreement with children having an influence when asked ‘How much influence children have on
buying mobile phones and subscriptions’, by age, NI and RoI, September 2012
One in four consumers are sometimes influenced when buying computers
Figure 41: Agreement with children sometimes having an influence when asked ‘How much influence
children have on buying computers, computer accessories and software’, by gender, NI and RoI,
September 2012
Mature consumers most likely to be influenced by children when buying a computer
Figure 42: Agreement with children sometimes having an influence when asked’ How much influence
children have on buying computers, computer accessories and software’, by age, NI and RoI, September
2012
Purchasing financial products not influenced by children
Figure 43: Agreement with children having an influence when asked ‘How much influence children have
on buying financial products’, NI and RoI, September 2012

THE CONSUMER – ATTITUDES TOWARDS RAISING CHILDREN
Key points
Over 80% of households set rules
Figure 44: Agreement with statements relating to raising children, NI and RoI, September 2012
Homework unites children and their parents
Figure 45: Agreement with the statement ‘I/we help our child(ren) with their school homework’, by work
status and socio-economic group, NI and RoI, September 2012
Figure 46: Agreement with the statement ‘I/we help our child(ren) with their school homework’, by age of
children within the house, NI and RoI, September 2012
Irish parents limit their children’s access to technology
Figure 47: Agreement with the statements ‘I/we limit the amount of TV our child(ren) watch’ and ‘I/we limit
the amount of time our child/ren spend using the internet’, by age of children in household, NI and RoI,
September 2012
Figure 48: Agreement with the statement ‘I worry about the influence technology and the internet might be
having on children’s development/safety (eg cyber bullying)’, by gender and age, NI and RoI, July 2012
Children’s access to the internet is becoming more individual and private
Consumers increasingly accessing the internet through mobile devices
Figure 49: How consumers access the internet, NI and RoI, 2009 and 2012
Figure 50: Agreement with the statement ‘I/we tend not to give in to pester power from our child/ren’, by
age of children in household, NI and RoI, September 2012
Figure 51: Top seven sources of information for new products – children, July 2011
A third of children receive a weekly allowance
Figure 52: Agreement with the statement ‘I/we give our child(ren) a weekly allowance’, by age of children
in household, NI and RoI, September 2012
Family leisure activities appeal to over 60% of Irish families
Figure 53: Agreement with the statement ‘I/we make time to do leisure activities as a family’, by age and
location, NI and RoI, September 2012
Importance of exercise for children most apparent to parents in RoI
Figure 54: Agreement with the statement ‘I/we make sure our children get regular exercise’, by age,
socio-economic group and age of children in household, NI and RoI, September 2012

CONSUMER TYPOLOGIES

NI TARGET GROUPS
Figure 55: Consumer typologies, NI, September 2012
Disengaged
Characteristics
Demographic pattern
Understanding the Disengaged
Family Pleasers
Characteristics
Demographic pattern
Understanding the Family Pleasers
Involved
Characteristics
Demographic pattern
Understanding the Involved
Disciplinarians (22%)
Characteristics
Demographic pattern
Understanding the Disciplinarians

ROI TARGET GROUPS
Figure 56: Consumer typologies, RoI, September 2012
Technology Concerned
Characteristics
Demographic pattern
Understanding the Technology Concerned
Family Focused
Characteristics
Demographic pattern
Understanding the Family Focused
Bystanders
Characteristics
Demographic pattern
Understanding the Bystanders
Rule Setters
Characteristics
Demographic pattern
Understanding the Rule Setters

APPENDIX
NI Toluna data
Figure 57: Responsibility for housework, by demographics, NI, September 2012
Figure 58: Responsibility for DIY/fixing things, by demographics, NI, September 2012
Figure 59: Responsibility for being the income provider, by demographics, NI, September 2012
Figure 60: Responsibility for grocery shopping, by demographics, NI, September 2012
Figure 61: Responsibility for paying the bills, by demographics, NI, September 2012
Figure 62: Responsibility for car maintenance, by demographics, NI, September 2012
Figure 63: Responsibility for gardening, by demographics, NI, September 2012
Figure 64: Responsibility for organising shared leisure activities, by demographics, NI, September 2012
Figure 65: Responsibility for childcare including doing the school/ nursery run, by demographics, NI,
September 2012
Figure 66: Responsibility for booking holidays, by demographics, NI, September 2012
Figure 67: Responsibility for buying gifts for friends/ family members, by demographics, NI,
September 2012
Figure 68: Responsibility for cooking, by demographics, NI, September 2012
Figure 69: Responsibility for caring for relatives, by demographics, NI, September 2012
Figure 70: Agreement with statements relating to family, by demographics, NI, September 2012
Figure 71: Agreement with statements relating to family, by demographics, NI, September 2012
(continued)
Figure 72: Agreement with statements relating to family, by demographics, NI, September 2012
(continued)
Figure 73: How much influence children have when buying food, by demographics, NI, September 2012
Figure 74: How much influence children have on buying mobile phones and subscriptions, by
demographics, NI, September 2012
Figure 75: How much influence children have on buying computers, computer accessories and software,
by demographics, NI, September 2012
Figure 76: How much influence children have on buying TVs and peripherals (eg DVD players), by
demographics, NI, September 2012
Figure 77: How much influence children have on buying games consoles, by demographics, NI,
September 2012
Figure 78: How much influence children have on buying small electronics (eg MP3 players, eReaders),
by demographics, NI, September 2012
Figure 79: How much influence children have on buying music/DVDs/video games etc, by demographics,
NI, September 2012
Figure 80: How much influence children have on buying holidays, by demographics, NI, September 2012
Figure 81: How much influence children have on buying cars, by demographics, NI, September 2012
Figure 82: How much influence children have on buying financial products, by demographics, NI,
September 2012
Figure 83: How much influence children have on planning family leisure activities, by demographics, NI,
September 2012
Figure 84: Attitudes towards raising children, by demographics, NI, September 2012
Figure 85: Attitudes towards raising children, by demographics, NI, September 2012 (continued)
Figure 86: Attitudes towards raising children, by demographics, NI, September 2012 (continued)
Figure 87: Consumer typologies, by demographics, NI, September 2012
Figure 88: Agreement with statements relating to family, by consumer typologies, NI, September 2012
(continued)
Figure 89: Agreement with statements relating to raising children, by consumer typologies, NI, September
2012 (continued)
RoI Toluna data
Figure 90: Responsibility for housework, by demographics, RoI, September 2012
Figure 91: Responsibility for DIY/fixing things, by demographics, RoI, September 2012
Figure 92: Responsibility for being the income provider, by demographics, RoI, September 2012
Figure 93: Responsibility for grocery shopping, by demographics, RoI, September 2012
Figure 94: Responsibility for paying the bills, by demographics, RoI, September 2012
Figure 95: Responsibility for car maintenance, by demographics, RoI, September 2012
Figure 96: Responsibility for gardening, by demographics, RoI, September 2012
Figure 97: Responsibility for organising shared leisure activities, by demographics, RoI, September 2012
Figure 98: Responsibility for childcare including doing the school/ nursery run, by demographics, RoI,
September 2012
Figure 99: Responsibility for booking holidays, by demographics, RoI, September 2012
Figure 100: Responsibility for buying gifts for friends/ family members, by demographics, RoI, September
2012
Figure 101: Responsibility for cooking, by demographics, RoI, September 2012
Figure 102: Responsibility for caring for relatives, by demographics, RoI, September 2012
Figure 103: Agreement with statements relating to family, by demographics, RoI, September 2012
Figure 104: Agreement with statements relating to family, by demographics, RoI, September 2012
(continued)
Figure 105: Agreement with statements relating to family, by demographics, RoI, September 2012
(continued)
Figure 106: How much influence children have when buying food, by demographics, RoI,
September 2012
Figure 107: How much influence children have on buying mobile phones and subscriptions, by
demographics, RoI, September 2012
Figure 108: How much influence children have on buying computers, computer accessories and software,
by demographics, RoI, September 2012
Figure 109: How much influence children have on buying TVs and peripherals (eg DVD players), by
demographics, RoI, September 2012
Figure 110: How much influence children have on buying games consoles, by demographics, RoI,
September 2012
Figure 111: How much influence children have on buying small electronics (eg MP3 players, eReaders),
by demographics, RoI, September 2012
Figure 112: How much influence children have on buying music/DVDs/video games etc, by
demographics, RoI, September 2012
Figure 113: How much influence children have on buying holidays, by demographics, RoI,
September 2012
Figure 114: How much influence children have on buying cars, by demographics, RoI, September 2012
Figure 115: How much influence children have on buying financial products, by demographics, RoI,
September 2012
Figure 116: How much influence children have on planning family leisure activities, by demographics,
RoI, September 2012
Figure 117: Attitudes towards raising children, by demographics, RoI, September 2012
Figure 118: Attitudes towards raising children, by demographics, RoI, September 2012 (continued)
Figure 119: Attitudes towards raising children, by demographics, RoI, September 2012 (continued)
Figure 120: Consumer typologies, by demographics, RoI, September 2012
Figure 121: Agreement with statements relating to family, by consumer typologies, RoI, September 2012
Figure 122: Agreement with statements relating to raising children, by consumer typologies, RoI,
September 2012