Marketing to Families - UK: Industry Report

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By providing a comprehensive picture of the UK consumer, Mintel's special reports generally make newsworthy material for the national press, television and radio. Every report provides a thorough analysis of specialist sectors, breaking down often-complex sectors into easy to understand sections - analysed thoroughly to present the marketing opportunities and weaknesses.

Table of Contents

Family life today has many permutations
Mothers spend more time on family care and housework
Mothers and fathers have similar worries
Life gets tougher (especially for mothers) as children get older
Women in Non-traditional Couple families lack time to themselves…
…and children can cause problems
The casualties of working life
The workplace can be a haven for mothers…
…especially if they have children under five
Children dominate leisure time for family adults - especially mothers
Younger fathers more willing to spend time with children
Fathers of under-fives give partners a break at weekends
Full-time working women have less leisure time for themselves
Fathers worry about their own health, while mothers worry about everyone else’s
Plans for the future mean holidays and saving
Trends in family life
Future scenarios
Introduction

Abbreviations
Family Lives
Demographic background
What is a family?
Figure 1: Composition of family households, by gender, May 2005
Figure 2: Composition of family households, by marital status, May 2005
Figure 3: Resident and non-resident children - family men and women, May 2005
Fathers tend to live only with their children from current relationships
Figure 4: Children lived with - family men and women, May 2005
Family types
Figure 5: Family types, May 2005
Figure 6: Family type, by demographic sub-group, May 2005
Only around half of mothers have a traditional family structure
Figure 7: Family type, by gender, May 2005
Figure 8: Family type, by age, May 2005
Figure 9: Family type, by socio-economic group, May 2005
Older men forming new families
Figure 10: Family type - men, by demographic sub-group, May 2005
Figure 11: Family type - men, by age, May 2005
It is true that single mothers tend to be young and poor
Figure 12: Family type - women, by demographic sub-group, May 2005
Figure 13: Proportion of single mothers, by age and socio-economic group, May 2005
Extended family households
Figure 14: Those living with parents and grown-up children, by demographic sub-group, May 2005
Family support
Figure 15: Assistance to other family members, by gender, May 2005
Figure 16: Assistance to other family members, by family type, May 2005
Figure 17: Assistance to grown-up children - those with children over 18, by gender, May 2005
Figure 18: Extent of assistance to parents/older relatives, by gender, May 2005
Family time
Younger men are more hands-on fathers
Figure 19: Those spending any time on family care and household tasks (weekdays and weekends) - men, by demographic sub-group, May 2005
But all mothers also look after the house
Figure 20: Those spending any time on family care (weekdays and weekends) - women, by demographic sub-group, May 2005
Women still spend more of their time with children
Figure 21: Time spent on household tasks, personal and family care* - men and women, May 2005
Figure 22: Time spent on household tasks, personal and family care - full-time working men and women, May 2005
Figure 23: Time spent on household tasks, personal and family care - men and women in working couples, May 2005
Figure 24: Time spent on household tasks, personal and family care - women, by marital status, May 2005
Figure 25: Time spent on household tasks, personal and family care - women, by working status, May 2005
Figure 26: Time spent on household tasks, personal and family care - working men, by socio-economic group, May 2005
Yummy mummys?
Figure 27: Time spent on household tasks, personal and family care - working women, by socio-economic group, May 2005
Men are more involved with the youngest children
Figure 28: Time spent on household tasks, personal and family care, by gender and age of children, May 2005
Figure 29: Time spent on household tasks, personal and family care - working women, by age of children, May 2005
Figure 30: Time spent on household tasks, personal and family care, by gender and age group, May 2005
A woman’s place?
Figure 31: Response to statement: ‘A woman's place is in the home’, by gender, 2004
Figure 32: Those definitely disagreeing that ‘A woman’s place is in the home’, by gender and age of youngest child, 2004
Mothers more immune to housework
Figure 33: Response to statement: ‘I loathe doing any form of housework’, by gender, 2004
Figure 34: Those agreeing that ‘I loathe doing any form of housework’, by gender and age of youngest child, 2004
Fitting everything in
Figure 35: Response to statement: ‘There are not enough hours in the day to do everything I would like’, by gender, 2004
Figure 36: Those agreeing that: ‘There are not enough hours in the day to do everything I would like’, men and women, by working status, 2004
The marketing perspective
Family Equilibriums
Current concerns
Figure 37: Current concerns, by gender, May 2005
Time and money head the list
Figure 38: Current concerns - men, by age group, May 2005
Youngest fathers are the most stressed
Figure 39: Current concerns - women, by age group, May 2005
Young mothers worry about the bills
Figure 40: The top three family concerns - mothers and fathers, by age, May 2005
Figure 41: Current concerns - men, by socio-economic group, May 2005
AB fathers are thinking in the long term
Figure 42: Current concerns - women, by socio-economic group, May 2005
The cost of education is a nightmare for mothers
Figure 43: The top three current concerns - mothers and fathers, by socio-economic group, May 2005
Figure 44: Current concerns - adults, by age of children, May 2005
It gets worse as the children get older
Figure 45: Family concerns, by gender and age of children, May 2005
Figure 46: Current concerns - mothers and fathers, by age of children, May 2005
Figure 47: Current concerns, by marital status, May 2005
Struggling single parents
Figure 48: The top 3 current concerns - parents, by marital status, May 2005
Figure 49: Current concerns, by family type, May 2005
Figure 50: Current concerns - men and women in Non-Traditional Couple households, May 2005
Figure 51: The top 3 current concerns - mothers and fathers, by family type, May 2005
Figure 52: Current concerns cluster groups, May 2005
Figure 53: Current concerns cluster groups, by response to concerns, May 2005
Figure 54: Current worries cluster groups, by demographic sub-group, May 2005
The role of marriage
Babies and pre-schoolers cause the most stress…especially to their mothers
Figure 55: Current concern cluster groups, by average time spent on household tasks and childcare, May 2005
Overly concerned about housework?
Figure 56: Those spending the longest time on family care and household tasks, by current concerns cluster groups, May 2005
Happy families?
Figure 57: Relationships, leisure and family life, by gender, May 2005
A child focused existence
Figure 58: Relationships and family life, by marital status, May 2005
Figure 59: Relationships and family life - married/cohabiting adults, by gender, May 2005
Figure 60: Relationships and family life, by family type, May 2005
Non-Traditional families find life more difficult
Figure 61: Relationships and family life - men and women in Traditional and Non-Traditional Couple households, May 2005
Figure 62: Relationships and family life, by age of children, May 2005
Family rows fuelled by older children
Figure 63: Relationships and family life - men, by age of children, May 2005
Figure 64: Relationships and family life, by gender and age of children, May 2005
Family typologies
Figure 65: Family typologies, May 2005
Figure 66: Family typologies, by demographic sub-group, May 2005
Older parents are more controlling
Figure 67: Family typologies, by family type, May 2005
Unhappy families
Figure 68: Family typologies, by current concern cluster groups, May 2005
Family discipline
Figure 69: Response to statement: ‘Children should be allowed to express themselves freely, by gender, 2004
Children rule the roost
Figure 70: Those agreeing that ‘Children should be allowed to express themselves freely’, by gender and age of youngest child, 2004
Figure 71: Those agreeing that ‘Children should be allowed to express themselves freely’, by gender, 1996-2004
Figure 72: Response to statement: ‘I find it difficult to say no to my kids’, by gender, 2004
Figure 73: Response to statement: ‘I think children should eat what they are given’, by gender, 2004
But meal times buck the trend
Figure 74: Agreement with the statement: ‘I think children should eat what they are given’, by gender, 1996-2004
Figure 75: Parental attitudes towards their children, 2004
What do the children think?
A happy home?
Figure 76: Level of worry over problems at home - 7-16-year-olds, by age group, 2004
Not all parents are an embarrassment
Figure 77: Agreement/disagreement that ‘I like spending time with my family’ - 7-16-year-olds, by age group, 2004
Parents are not the only ones to want time to themselves
Figure 78: Agreement/disagreement that ‘I don't get enough privacy’ - 7-16-year-olds, by age group, 2004
Figure 79: Agreement/disagreement that ‘I get on with my parents’ - 11-16-year-olds, by age group, 2004
Getting what they want
Figure 80: Agreement/disagreement that ‘My parents buy me everything I want’ - 7-16-year-olds, by age group, 2004
The marketing perspective
Working Families

Working habits
Figure 81: Working status - women with children, 1996-2004
Rise in part-time working
Figure 82: Working patterns among mothers, 2004
Opinions about work
Figure 83: Attitude to work and family life, by gender, May 2005
Ideals and principle
Figure 84: Attitudes to working - men v women, May 2005
Figure 85: Attitude to work and family life, by working status and gender, May 2005
Fathers would like to cut their working hours
Figure 86: Attitudes to working time - working men and women, May 2005
Hostages in their home
Figure 87: Attitude to work and family life - working mothers, by working status, May 2005
Many mothers want the opposite of what they have got
Figure 88: Attitudes to working - working mothers, by working status, May 2005
Figure 89: Attitude to work and family life - working mothers, by family status, May 2005
Figure 90: Attitude to working parents, by demographic sub-group, May 2005
Work, career and family
Working time
Figure 91: Time spent working and travelling - men and women, May 2005
Working fathers have longer hours than working mothers
Figure 92: Time spent working and travelling - men and women, by socio-economic group, May 2005
Figure 93: Time spent working and travelling - men and women, by age of children, May 2005
What worries working parents?
Figure 94: Current concerns - men, by working status, May 2005
Non-working fathers worry about health
Figure 95: Top three current concerns - fathers, by working status, May 2005
Figure 96: Current concerns - women, by working status, May 2005
Full-time working mothers are stressed out
Figure 97: Top three concerns - mothers, by working status, May 2005
Figure 98: Family concerns - working women, by marital status, May 2005
Figure 99: Top three concerns - mothers, by marital status, May 2005
Figure 100: Current concerns - working women, by age of children, May 2005
Mothers of 10-14s are finding life hard
Figure 101: The impact of age of children on the current concerns of working mothers, May 2005
Family stresses and strains for working parents
Figure 102: Relationships, leisure and family life - men, by working status, May 2005
Figure 103: Relationships, leisure and family life - women, by working status, May 2005
Caring about relationships
Figure 104: Attitudes to relationships - working men and women, May 2005
What do the children think?
Figure 105: Agreement/disagreement that ‘I enjoy going to school ‘7-10-year-olds, by gender, 2004
Figure 106: Agreement/disagreement that: ‘I would like to go to university’ - 7-16-year-olds, by gender and age group, 2004
Figure 107: Level of worry over school work/exams - 7-16-year-olds, by gender and age group, 2004
Figure 108: Response to statement ‘Having a career is very important to me’ - 11-16-year-olds, by gender and age group, 2004
Figure 109: Agreement/disagreement that ‘I want my mum to stay at home rather than go to work’ - 7-16-year-olds, by gender and age group, 2004
The marketing perspective
Families at Play

Time for leisure
Grown up leisure time
Figure 110: Those spending any time on leisure activities (weekday and weekend) - men, by demographic sub-group, May 2005
Figure 111: Those spending any time on leisure activities (weekday and weekend) - men, by demographic sub-group, May 2005
Fathers of 5-9s are most involved
Figure 112: Those spending any time on leisure activities (weekday and weekend) - women, by demographic sub-group, May 2005
The impact of full-time working for women
Figure 113: Time spent on leisure activities - men and women, May 2005
Figure 114: Time spent on leisure activities - married/cohabiting men and women, May 2005
Lone parents don’t miss out
Figure 115: Time spent on leisure activities - women, by marital status, May 2005
Figure 116: Time spent on leisure activities - full-time working men and women, May 2005
Fathers get all the fun
The advantage of staying at home
Figure 117: Time spent on leisure activities - women, by working status, May 2005
Figure 118: Time spent on leisure activities - men and women, by age of children, May 2005
Taking over the baby at weekends
Figure 119: Time spent on leisure activities - working women, by age of children, May 2005
Figure 120: Time spent on leisure activities, by gender and age group, May 2005
Leisure and family life
Figure 121: Leisure and family life, by marital status, May 2005
Figure 122: Leisure and family life - married/cohabiting adults, by gender, May 2005
Figure 123: Leisure and family life, by age of children, May 2005
Figure 124: Leisure and family life, by gender and age of children, May 2005
Figure 125: Leisure and family life, by gender and socio-economic group, May 2005
Figure 126: Average time spent on leisure, by family typologies, May 2005
Attitudes to leisure and holidays
Staying at home
Figure 127: Agreement/disagreement that ‘I like spending a lot of my free time at home’, by gender, 2004
Going away
Figure 128: Holiday cluster groups, by family adults, 2004
Domestic travellers & Non-travellers
Figure 129: Holiday cluster groups, by socio-economic group, 2004
Family leisure activities
Swimming a key family activity
Figure 130: Sports & leisure activities participated in, 7-16-year-olds, 2004
Ten-pin bowling is particularly likely to be done by ABC1 children
Everyone goes to theme parks
Figure 131: Places visited, 7-16-year-olds, 2004
Becoming embarrassed by their parents
Figure 132: Eating out with parents, 7-16-year-olds, 2004
What do the children think?
Fooling themselves
Figure 133: Agreement/disagreement that ‘I like the same music as my parents’ - 11-16-year-olds, by gender and age group, 2004
Figure 134: Agreement/disagreement that ‘I hate going on holiday with my parents’ - 11-16-year-olds, by gender and age group, 2004
Figure 135: Agreement/disagreement that ‘On holiday I like to eat, drink and lie in the sun’ - 11-16-year-olds, by gender and age group, 2004
Figure 136: Agreement/disagreement that ‘I like to take part in activities on holiday’ - 11-16-year-olds, by gender and age group, 2004
The marketing perspective
Healthy Families

Health worries
Figure 137: Health-related concerns - fathers, by demographic sub-group, May 2005
Figure 138: Health-related concerns - mothers, by demographic sub-group, May 2005
Mothers do not have time for their own health
But there is mental strain
Figure 139: Health related concerns - mothers and fathers, by age, May 2005
Attitudes to healthy eating
Parents are not setting a good example
Figure 140: Agreement with the statement ‘I consider my diet to be very healthy’, by age, 2004
Sport and exercise
Figure 141: Those agreeing ‘I do some sport or exercise at least once at week’, 1996-2004
Figure 142: Those agreeing ‘I do some sport or exercise at least once at week’, by lifestage, 2004
Figure 143: Healthy living cluster groups, 2004
Figure 144: Cluster groups, by demographic sub-group, 2004
Smoking and drinking
Anti-smoking campaigns are failing to protect the most vulnerable
Figure 145: Those who smoke cigarettes, by lifestage, 2004
Avoiding hangovers
What do the children think?
The marketing perspective
Future Families

Future plans
Figure 146: Future plans, by gender, May 2005
Figure 147: Future plans - men, by age group, May 2005
Figure 148: Future plans - women, by age group, May 2005
Figure 149: Future plans - men, by socio-economic group, May 2005
Figure 150: Future plans - women, by socio-economic group, May 2005
Figure 151: Future plans - men, by age of children, May 2005
Figure 152: Future plans - women, by age of children, May 2005
Figure 153: Future plans - men, by working status, May 2005
Figure 154: Future plans - women, by working status, May 2005
Figure 155: Future plans - married/cohabiting parents, by marital status, May 2005
Figure 156: Future plans - women, by marital status, May 2005
Figure 157: Future plans - working women, by family status, May 2005
Figure 158: Future plans, by current concern cluster groups, May 2005
How is family life changing?
Are traditional male/female family roles changing?
Figure 159: Family vs work - working mothers and fathers, May 2005
Figure 160: Attitudes to having a career- working mothers and fathers, 2004
Figure 161: Time spent on family care and household tasks - by working parents, May 2005
Is it more stressful for mothers to go out to work when their children are under five?
Figure 162: Attitudes to working, by all working mothers and working mothers of children aged 0-4, May 2005
Figure 163: Disagreement with the statement ‘I only go to work for the money’, 2004
Figure 164: Time management, by age of children, 2005
Is life more stressful for those in ‘non-traditional’ families, with children from more than one relationship?
Figure 165: Current concerns & attitudes towards family life - two-parent families by type of family, May 2005
Is life more stressful for lone parents than for those who are married/cohabiting?
Figure 166: Financial concerns, by marital status, May 2005
Figure 167: Time spent on leisure activities, mothers by marital status, May 2005
Forecast
Family types
Assumptions:
Figure 168: Forecast of the number of adults in family groups, 2005 and 2010
Current concern typologies
Scenario 1
Assumptions for Scenario 1
Figure 169: Forecast of the current concerns target groups, Scenario 1, 2005 and 2010
Scenario 2
Assumptions for Scenario 2
Figure 170: Forecast of the current concerns target groups, Scenario 2, 2005 and 2010
Scenario 3
Assumptions for Scenario 3
Figure 171: Forecast of the current concerns target groups, Scenario 3, 2005 and 2010
Appendix: Demographic Background
Family lifestyles
Figure 172: The population aged 0-14, 2000-10
Figure 173: Household type, Great Britain, 1971-2004
Figure 174: Average age of mother at childbirth1, England & Wales, 1971-2003
Figure 175: Average size of family - by year of birth of woman, 1960-1990
Figure 176: Percentage of dependent children living in different family types, Great Britain, 1972-2004
Figure 177: Number of divorces of couples with children under 16, 1999-2003
Figure 178: Children of couples divorced*, England and Wales, 1999-2003
Figure 179: Remarriages of divorced men and women, 1991-2003
Figure 180: Non-married people* cohabiting: by sex, 1986-2003/04
Figure 181: Non-married people* cohabiting: by sex and marital status, 1986-2003/04
Figure 182: Step-families containing dependant children* in Britain, 1991/92-2001/02
Figure 183: Economic activity status of women:1 by marital status and age of youngest dependent child, 2004
Demographic profiles
Figure 184: Demographic profile - all family adults, May 2005
Figure 185: Demographic profile - family men
Figure 186: Demographic profile - family women, May 2005
Figure 187: Women by working and family status
Figure 188: Men with children under 18 who do not live with them, May 2005
Figure 189: Response to statement: ‘A woman's place is in the home’, by demographic sub-group, 2004
Figure 190: Response to statement: ‘I loathe doing any form of housework’, by demographic sub-group, 2004
Figure 191: Response to statement: ‘There are not enough hours in the day to do everything I would like’, by demographic sub-group, 2004
Figure 192: ‘Children should be allowed to express themselves freely’, by demographic sub-group, 2004
Figure 193: Response to statement: ‘I find it difficult to say no to my kids’, by demographic sub-group, 2004
Figure 194: Response to statement: ‘I think children should eat what they are given’, by demographic sub-group, 2004
Figure 195: Level of worry over problems at home - 7-16-year-olds, by demographic sub-group, 2004
Figure 196: Agreement/disagreement that ‘I like spending time with my family’ - 7-16-year-olds, by demographic sub-group, 2004
Figure 197: Agreement/disagreement that ‘I don't get enough privacy’ - 7-16-year-olds, by demographic sub-group, 2004
Figure 198: Agreement/disagreement that ‘I get on with my parents’ - 11-16-year-olds, by demographic sub-group, 2004
Figure 199: Agreement/disagreement that ‘My parents buy me everything I want’ - 7-16-year-olds, by demographic sub-group, 2004
Working families
Figure 200: Agreement/disagreement that ‘I only go to work for the money’, by demographic sub-group, 2004
Figure 201: Agreement/disagreement that ‘I look on the work I do as a career rather than just a job’, by demographic sub-group, 2004
Figure 202: Agreement/disagreement that ‘I want to get to the very top in my career’, by demographic sub-group, 2004
Figure 203: Agreement/disagreement that ‘my family is more important to me than my career’, by demographic sub-group, 2004
Figure 204: Agreement/disagreement that ‘I am willing to sacrifice time with my family in order to get ahead’, by demographic sub-group, 2004
Figure 205: Agreement/disagreement that ‘I worry about work during my leisure time’, by demographic sub-group, 2004
Figure 206: Agreement/disagreement that ‘I enjoy going to school‘ 7-10-year-olds, by demographic sub-group, 2004
Figure 207: Agreement/disagreement that: ‘I would like to go to university’ - 7-16-year-olds, by demographic sub-group, 2004
Figure 208: Level of worry over school work/exams - 7-16-year-olds, by demographic sub-group, 2004
Figure 209: Response to statement ‘Having a career is very important to me’ - 11-16-year-olds, by demographic sub-group, 2004
Figure 210: Agreement/disagreement that ‘I want my mum to stay at home rather than go to work’ - 7-16-year-olds, by demographic sub-group, 2004
Families at play
Figure 211: Agreement/disagreement that ‘I like spending a lot of my free time at home’, by demographic sub-group, 2004
Figure 212: Holiday cluster groups, by agreement with the lifestyle statements, 2004
Figure 213: Holiday cluster groups, by demographic sub-group, 2004
Figure 214: Agreement/disagreement that ‘I like the same music as my parents’ - 11-16-year-olds, by demographic sub-group, 2004
Figure 215: Agreement/disagreement that ‘I hate going on holiday with my parents’ - 11-16-year-olds, by demographic sub-group, 2004
Figure 216: Agreement/disagreement that ‘On holiday I like to eat, drink and lie in the sun’ - 11-16-year-olds, by demographic sub-group, 2004
Figure 217: Agreement/disagreement that ‘I like to take part in activities on holiday’ - 11-16-year-olds, by demographic sub-group, 2004
Figure 218: Sports & leisure activities participated in, 7-10-year-olds, 2004
Figure 219: Sports & leisure activities participated in, 11-16-year-olds, 2004
Figure 220: Clothes shopping with parents, 11-16-year-olds, 2004
Figure 221: Places visited, 7-16-year-olds, 2004
Figure 222: Eating out with parents, 7-10-year-olds, 2004
Figure 223: Eating out with parents, 11-16-year-olds, 2004
Figure 224: Other activities, 11-16-year-olds, 2004
Figure 225: 15-16-year-olds who usually go to pubs/bars with parents, 2004
Healthy families
Figure 226: Agreement/disagreement that ‘I should do a lot more about my health’, by demographic sub-group, 2004
Figure 227: Agreement/disagreement that ‘I consider my diet to be very healthy’, by demographic sub-group, 2004
Figure 228: Agreement/disagreement that ‘I don’t pay sufficient attention to what I eat’, by demographic sub-group, 2004
Figure 229: Agreement/disagreement that ‘I do some form of sport or exercise at least once a week’, by demographic sub-group, 2004
Figure 230: Cluster groups, by agreement with the lifestyle statements, 2004
Figure 231: Healthy living cluster groups, by demographic sub-group, 2004
Figure 232: Smokers* and non-smokers, by demographic sub-group, 2004
Figure 233: Those who drink alcohol at least once a day, by demographic sub-group, 2004
Figure 234: Agreement/disagreement that ‘It’s important to eat a balanced diet’ - 11-16-year-olds, by demographic sub-group, 2004
Figure 235: Agreement/disagreement that ‘I often eat between meals’ - 11-16-year-olds, by demographic sub-group, 2004
Figure 236: Agreement/disagreement that ‘I try not to eat too many sweets’ - 7-16-year-olds, by demographic sub-group, 2004
Figure 237: Agreement/disagreement that ‘sport is important to keep healthy’ - 11-16-year-olds, by demographic sub-group, 2004
Figure 238: Those with ‘close friends involved’ in heavy smoking - 11-16-year-olds, by demographic sub-group, 2004
Figure 239: Agreement/disagreement that ‘People who smoke are stupid’ - 11-16-year-olds, by demographic sub-group, 2004
Figure 240: Level of anxiety about the dangers of smoking - 7-16-year-olds, by demographic sub-group, 2004
Figure 241: Those with ‘close friends involved’ in heavy alcohol drinking - 15-16-year-olds, by demographic sub-group, 2004
Figure 242: Level of anxiety about the dangers of drinking alcohol - 11-16-year-olds, by demographic sub-group, 2004

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