Marketing to Moms - US - September 2014


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Mintel

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The modern mom utilizes an assortment of tools and resources to research products and make purchases; most prominent among them is her smartphone, but her arsenal also includes social media, family and friends, and experts. As the Millennial generation settles into its prime childbearing years, brands must keep tabs on the shifting preferences and attitudes of this generation to effectively target the modern mom.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms

Executive Summary

US moms
Moms’ buying power
Working moms
Marketing strategies
The consumer
Social media use
Figure 1: Moms’ social media use – social use, May 2014
Qualities of a “good mother”
Figure 2: Very/somewhat important qualities of a “good mother,” May 2014
Attitudes toward parenting and discipline
Figure 3: Moms’ attitudes toward strictness and discipline, by generations, May 2014
Perceived trustworthiness of information sources
Figure 4: Perceived trustworthiness of information sources, May 2014
Brand loyalty and purchase influencers
Figure 5: Brand loyalty in food and drink purchases, net: “always” or “usually” buy same brand, May 2014
Figure 6: Brand loyalty in non-food and drink purchases, net: “always” or “usually” buy same brand, May 2014
What we think

Issues and Insights

Hours spent on leisure, household duties unequal between moms, dads
The issues:
Figure 7: Average number of hours spent per week on paid work, housework, and childcare, moms versus dads, 1965 versus 2011
Figure 8: Average number of hours spent per day on housework, childcare, and leisure, weekday versus weekend day, moms versus dads, 2003-12
The implications:
Pressure to be a “super mom”
The issues:
The implications:
The majority of moms are not brand loyal
The issues:
The implications:

Trend Application

Trend: Slow It All Down
Trend: The Real Thing
Trend: Help Me Help Myself

Birthrate and Trends

Key points
US fertility rate hits new record low in 2013
Figure 9: Annual births and fertility rate, 2003-13*
Figure 10: Population by age, 2009-19
Non-Hispanic White mothers account for majority of births, have lowest fertility rate
Figure 11: Births, by race and Hispanic origin of mother, 2003-13*
Figure 12: Fertility rate, by race and Hispanic origin, 2003-13*
More than three quarters of births to women aged 20-34
Figure 13: Distribution of births, by age of mother, 2013
Teen birthrate continues to decline

Innovations and Innovators

Theme: Entertainment and activities
Google apps for kids
Elmer’s Early Learners
Figure 14: Elmer’s, “Elmer’s Early Learners Glue Stick and Glue Pen,” Television Ad, 2013
Figure 15: Elmer’s, Website Screenshot – Early Learners Products, 2014
Theme: Convenience
CluckCluck app
Figure 16: CluckCluck, Website Screenshot, 2014
Baby Brezza Formula Pro
Figure 17: Baby Brezza, “Formula Pro How to: Daily Usage,” How-to Video, 2013
Figure 18: Baby Brezza, Print Ad, 2014
Theme: Monitoring
Sproutling Baby Monitor
Figure 19: Sproutling, “Introducing the Sproutling Baby Monitor,” Online Video, 2014
Figure 20: Sproutling, Website Screenshot, 2014
Mevoked online tracking
Tykester mobile app
Figure 21: Tykester, Website Screenshot, 2014
Theme: Exercise
LeapFrog LeapBand
Figure 22: LeapFrog, “LeapBand from LeapFrog is Fit Made Fun!,” Online Video, 2014
Figure 23: LeapFrog, Website Screenshot, 2014
X-Doria KidFit
Figure 24: X-Doria, “KidFit – Wireless Fitness & Sleep Tracker for Kids,” Online Video, 2014
Figure 25: X-Doria, Website Screenshot, 2014
Theme: Keeping families connected
DinnerTime app
Figure 26: DinnerTime, Website Screenshot, 2014
Mini Hug mobile app

Marketing Strategies

Overview of the brand landscape
Theme: Natural (and Effective) Products
Sea-Band – Sea-Band Mama
Figure 27: Sea-Band, “Pregnancy Morning Sickness? Drug Free Ways to Reduce Nausea During Pregnancy,” Television Ad, 2014
Plum Organics and Target – Made to Matter Program
Figure 28: Plum Organics, “Plum Organics: Handpicked by Target for Made to Matter,” Television Ad, 2014
Figure 29: Target, “Made to Matter, handpicked by Target – Extended Version,” Television Ad, 2014
Figure 30: Target, “Made to Matter Baby,” Television Ad, 2014
Method – Clean Happy
Figure 31: Method “Clean Happy – The Movie Trailer”, Television Ad, 2014
Figure 32: Method, Online Ad, 2014
The Honest Company – #HonestMom
Figure 33: The Honest Company, “An #HonestMom Commercial,” Television AD, 2014
Figure 34: The Honesty Company, Website Screenshot – Subscription Service, 2014
Gap – Organics Collection
Figure 35: Gap, Email Ad, 2014
Theme: Customer Reviews
Carter’s – Five-star Reviews
Figure 36: Carter’s, Email Ad, 2014
OshKosh B’gosh – Write & Win
Figure 37: OshKosh B’gosh, Email Ad, 2014
Theme: Making Memories
Walt Disney World Resorts and Theme Parks
Figure 38: Walt Disney World Resort, Direct Mailing, 2014
Figure 39: Walt Disney World Resort, “Be Our Guest – MyMagic+,” Television Ad, 2014
Campbell’s – Look Who’s Home
Figure 40: Campbell’s, “Look Who’s Home,” Television Ad, 2013
Elmer’s – Let’s Bond
Figure 41: Elmer’s, “Let’s Bond,” Television ad, 2013
Theme: Safety
Cybex – Aton infant car seats
Figure 42: Cybex, Print Ad, 2014
Figure 43: Cybex, Email Ad, 2014
United Healthcare – Health in Numbers
Figure 44: United Healthcare, Print Ad, 2014
Johnson & Johnson – Our Safety Promise
Figure 45: Johnson & Johnson, “Our Safety Promise,” Online Video, 2014
Theme: Ads That Make You Say, “Awww”
Dreft – Hypoallergenic Detergent
Figure 46: Dreft, Print Ad, 2014
Gerber – Baby Food and Graduates
Figure 47: Gerber, “Meet Gerber’s panel of 2,000 tiny taste-testers,” Television Ad, 2014
Figure 48: Gerber, “Gerber Graduates Lil’ Entrees: ‘Pants’,” Television Ad, 2014
Graco – 4ever 4-in-1 Car Seat
Figure 49: Graco, Print Ad, 2014
Theme: Subscription Delivery Services
Amazon.com – Amazon Mom
Figure 50: Amazon.com, Mobile Ad, 2014
Figure 51: Amazon.com, “Amazon Mom Program,” Online Video, 2014
Amazon.com – Dash
Figure 52: Amazon.com, “Introducing Amazon Dash,” Online Video, 2014
Target – Subscription
Figure 53: Target, “Target Subscriptions,” Online Video, 2014
Figure 54: Target, “Time Thieves – In-store Pick-up,” Television Ad, 2014

Moms’ Parenting Situation

Key points
Four in 10 births in US to unmarried women
Figure 55: Percentage of births to unmarried women, 2002-12
Figure 56: Percentage of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
Majority of moms raising children with a spouse or significant other
Figure 57: Moms’ parenting situation, May 2014
Figure 58: Mothers’ living situation – based on Family Groups by Race and Hispanic Origin of Reference Person, 2012
Figure 59: Moms’ parenting situation, by age, May 2014
Figure 60: Moms’ parenting situation, by household income, May 2014
Moms’ labor force participation
Figure 61: Labor force participation rate of mothers, by marital status and children’s age, 2013

Moms’ Social Media Use

Key points
Moms over index on social media use
Figure 62: Uses social media 3+ times per day, by age of children in household, January 2013-March 2014
Moms use social media for photo sharing
Figure 63: Moms’ social media use – social use, May 2014
Interaction with brands/companies on social media
Figure 64: Moms' social media use – purchase use, May 2014
Social media initiatives should target young moms
Figure 65: Moms' social media use, by age, May 2014
Moms more likely to interact with brands on Twitter
Figure 66: Moms' social media use, by social media websites visited daily, May 2014
Single moms may not have time for social media
Figure 67: Moms' social media use, by parenting situation, May 2014
Moms of young children frequently share photos
Figure 68: Moms' social media use, by age of kids, May 2014

Qualities of a “Good Mother”

Key points
So much to do and only so many hours in a day
Figure 69: Qualities of a “good mother,” May 2014
Working moms more likely to take “me time”
Figure 70: Very important qualities of a “good mother,” by employment, May 2014
Amount of control over children sways level of importance
Figure 71: Very important qualities of a “good mother,” by age of kids, May 2014

Attitudes toward Parenting and Discipline

Key points
Modern parenting emphasizes trust, rewards
Figure 72: Attitudes toward parenting and discipline, May 2014
Moms’ approaches vary by household income
Figure 73: Attitudes toward parenting and discipline, by household income, May 2014
Millennial moms: A return to traditional parenting styles?
Figure 74: Attitudes toward parenting and discipline, by generations, May 2014

Perceived Trustworthiness of Information Sources

Key points
Moms seek unbiased information sources
Figure 75: Perceived trustworthiness of information sources, May 2014
Mid- to high-income moms more trusting of experts
Figure 76: Perceived trustworthiness of information sources – “Any top three,” by household income, May 2014
Moms in low-income households are most wary
Figure 77: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by household income, May 2014
Moms who work full-time are more trusting
Figure 78: Perceived trustworthiness of information sources – “Any top three,” by employment, May 2014

Brand Loyalty and Purchase Influencers: Food and Drink

Key points
Moms are reasonably loyal to food and drink brands
Figure 79: Brand loyalty in food and drink purchases, net: “always” or “usually” buy same brand, May 2014
Moms in high-income homes generally more brand loyal
Figure 80: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by household income, May 2014
Food and drink purchase influencers
Figure 81: Influencers on food and drink purchases, May 2014
The influence of children
In-store samples could sway moms
High-income moms look at panels, low-income moms look at prices
Figure 82: Influencers on food and drink purchases, by household income, May 2014

Brand Loyalty and Purchase Influencers: Non-food and Drink

Key points
Moms slightly less loyal to non-food and drink brands
Figure 83: Brand loyalty in non-food and drink purchases, net: “always” or “usually” buy same brand, May 2014
Moms in lower-income homes more brand loyal
Figure 84: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by household income, May 2014
Full-time working moms least brand loyal
Figure 85: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by employment, May 2014
Non-food and drink purchase influencers
Figure 86: Influencers on non-food and drink purchases, May 2014
High-income moms look at quality, low-income moms look at price
Figure 87: Influencers on non-food and drink purchases, by household income, May 2014

Impact of Race and Hispanic Origin

Key points
Black moms feel the pressure
Figure 88: Count of very important qualities of a “good mother,” by race/Hispanic origin, May 2014
Figure 89: Very important qualities of a “good mother,” by race/Hispanic origin, May 2014
Trusted sources of information
Figure 90: Perceived trustworthiness of information sources – “Any top three,” by race/Hispanic origin, May 2014
Brand loyalty and purchase influencers for food and drink purchases
Black moms more brand loyal to food and drink brands
Hispanic moms not particularly brand loyal
Figure 91: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by race/Hispanic origin, May 2014
Figure 92: Influencers on food and drink purchases, by race/Hispanic origin, May 2014

Appendix – Other Useful Consumer Tables

Moms’ parenting situation
Figure 93: Moms’ parenting situation, by employment, May 2014
Figure 94: Moms’ parenting situation, by marital status, May 2014
Figure 95: Moms’ parenting situation, by employment, May 2014
Figure 96: Moms’ parenting situation, by age of kids, May 2014
Figure 97: Moms’ parenting situation, by generations, May 2014
Moms’ social media use
Figure 98: Moms' social media use, May 2014
Figure 99: Moms' social media use, by household income, May 2014
Figure 100: Moms' social media use, by race/Hispanic origin, May 2014
Figure 101: Moms' social media use, by employment, May 2014
Figure 102: Moms' social media use, by social media websites visited daily, May 2014
Figure 103: Moms' social media use, by social media websites visited daily, May 2014
Figure 104: Moms' social media use, by marital status, May 2014
Figure 105: Moms' social media use, by employment, May 2014
Figure 106: Moms' social media use, by generations, May 2014
Qualities of a “good mother”
Figure 107: Very important qualities of a “good mother,” by age, May 2014
Figure 108: Very important qualities of a “good mother,” by household income, May 2014
Figure 109: Very important qualities of a “good mother,” by marital status, May 2014
Figure 110: Very important qualities of a “good mother,” by employment, May 2014
Figure 111: Very important qualities of a “good mother,” by parenting situation, May 2014
Figure 112: Very important qualities of a “good mother,” by generations, May 2014
Attitudes toward parenting and discipline
Figure 113: Attitudes toward parenting and discipline, May 2014
Figure 114: Attitudes toward parenting and discipline, by age, May 2014
Figure 115: Attitudes toward parenting and discipline, by race/Hispanic origin, May 2014
Figure 116: Attitudes toward parenting and discipline, by employment, May 2014
Figure 117: Attitudes toward parenting and discipline, by marital status, May 2014
Figure 118: Attitudes toward parenting and discipline, by employment, May 2014
Figure 119: Attitudes toward parenting and discipline, by parenting situation, May 2014
Figure 120: Attitudes toward parenting and discipline, by age of kids, May 2014
Figure 121: Attitudes toward parenting and discipline, by generations, May 2014
Perceived trustworthiness of information sources
Figure 122: Perceived trustworthiness of information sources, May 2014
Any Untrustworthy (0-4)
Figure 123: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by age, May 2014
Figure 124: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by employment, May 2014
Figure 125: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by race/Hispanic origin, May 2014
Figure 126: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by marital status, May 2014
Figure 127: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by employment, May 2014
Figure 128: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by parenting situation, May 2014
Figure 129: Perceived trustworthiness of information sources – Any untrustworthy (0-4), by generations, May 2014
Any top three
Figure 130: Perceived trustworthiness of information sources – “Any top three,” by age, May 2014
Figure 131: Perceived trustworthiness of information sources – “Any top three,” by marital status, May 2014
Figure 132: Perceived trustworthiness of information sources – “Any top three,” by employment, May 2014
Figure 133: Perceived trustworthiness of information sources – “Any top three,” by parenting situation, May 2014
Figure 134: Perceived trustworthiness of information sources – “Any top three,” by age of kids, May 2014
Figure 135: Perceived trustworthiness of information sources – “Any top three,” by generations, May 2014
Brand loyalty and purchase influencers: food and drink:
Figure 136: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by age, May 2014
Figure 137: Brand loyalty in food and drink purchases, May 2014
Figure 138: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by marital status, May 2014
Figure 139: Brand loyalty in food and drink purchases – Always or usually buys the same brand by employment, May 2014
Figure 140: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by parenting situation, May 2014
Figure 141: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by age of kids, May 2014
Figure 142: Brand loyalty in food and drink purchases – Always or usually buys the same brand, by generations, May 2014
Figure 143: Influencers on food and drink purchases, by age, May 2014
Figure 144: Influencers on food and drink purchases, by employment, May 2014
Figure 145: Influencers on food and drink purchases, by marital status, May 2014
Figure 146: Influencers on food and drink purchases, by employment, May 2014
Figure 147: Influencers on food and drink purchases, by parenting situation, May 2014
Figure 148: Influencers on food and drink purchases, by age of kids, May 2014
Figure 149: Influencers on food and drink purchases, by generations, May 2014
Brand loyalty and purchase influencers: Non-food and drink:
Figure 150: Brand loyalty in non-food and drink purchases, May 2014
Figure 151: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by age, May 2014
Figure 152: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by race/Hispanic origin, May 2014
Figure 153: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by marital status, May 2014
Figure 154: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by employment, May 2014
Figure 155: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by parenting situation, May 2014
Figure 156: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by age of kids, May 2014
Figure 157: Brand loyalty in non-food and drink purchases – Always or usually buys the same brand, by generations, May 2014
Figure 158: Influencers on non-food and drink purchases, May 2014
Figure 159: Influencers on non-food and drink purchases, by age, May 2014
Figure 160: Influencers on non-food and drink purchases, by race/Hispanic origin, May 2014
Figure 161: Influencers on non-food and drink purchases, by employment, May 2014
Figure 162: Influencers on non-food and drink purchases, by marital status, May 2014
Figure 163: Influencers on non-food and drink purchases, by employment, May 2014
Figure 164: Influencers on non-food and drink purchases, by parenting situation, May 2014
Figure 165: Influencers on non-food and drink purchases, by age of kids, May 2014
Figure 166: Influencers on non-food and drink purchases, by generations, May 2014
Repertoire demographics
Figure 167: Count of very important qualities of a “good mother,” by area, May 2014
Figure 168: Count of very important qualities of a “good mother,” by marital status, May 2014

Appendix – Experian Marketing Services Tables

Figure 169: Frequency of social media use, by age of children in household, January 2013-March 2014
Figure 170: Attitudes toward social media, by kids’ ages, January 2013-March 2014 – Any Agree
Figure 171: Attitudes toward social media, by kids’ ages, January 2013-March 2014 – Any Agree

Appendix – Trade Associations