- Scopes and Themes
- What you need to know
- Definition
- Consumer survey methodology
- Abbreviations & Terms
- Abbreviations
- Terms
- Executive Summary
- Demographics
- The core needs and values of moms
- How to reach moms: effective marketing techniques
- Influence on moms’ purchasing decisions
- Moms’ attitudes towards shopping, food and family
- Demographics
- Birth rates
- The number of women of childbearing age increases
- Figure 1: Age distribution of the U.S. population, by gender, 2007
- Fertility rates, births growing
- Figure 2: Fertility rate and births, 2002-06
- Figure 3: Live births, by birth order and age of mother, 2004
- Age of moms
- First-time moms are older
- Figure 4: First births, age and by race, 2004
- Average age of moms increases
- Figure 5: Mean age of mothers, 2000-04
- Figure 6: Fertility rates and birth rates, by age of mother, 2000-04
- Figure 7: Percentage change in birth rates, by age of mother, 1990-2004
- Fertility treatments linked to older moms, multiple births
- Race/ethnicity of moms
- Figure 8: Births, by race and Hispanic origin of mother, 2004
- Figure 9: Households by race/Hispanic origin of householder and presence of children, 2004
- Household composition
- Families make up two thirds of U.S. households
- Figure 10: Households, by type, 2006
- Two thirds of kids live with married parents
- Figure 11: Married couples with kids, by age of householder, 2006
- There are 10.4 million single-mother families
- Figure 12: Single-mother family groups with children under 18, by marital status, 2006
- Figure 13: Single-mother family groups with children under 18, by race, 2006
- Number of births to unmarried women at record high
- Figure 14: Number, rate, and percentage of births to unmarried women, and birth rate for married women, 2000-04
- Figure 15: Birth rates for unmarried women, by age of mother, 2000-04
- Employment
- Mothers’ participation in the labor force levels off
- Figure 16: Labor force participation rate of women, by age of youngest child, 2001-05
- Figure 17: Labor force participation rates of married mothers of infants, by age, race/ethnicity and educational attainment, 2005
- 5.6 million women are stay-at-home moms
- Figure 18: Parents and children in stay-at-home parent family groups, 2002-06
- Income
- Married couple households earn the most
- Figure 19: Household income, by household type, 2006
- Three generations of moms
- Figure 20: Population, by generation, 2007
- Baby Boomer moms
- Generation X moms
- Echo Boomer moms
- The Core Needs and Values of Moms
- Introduction
- Figure 21: Qualities that define a good mother, July 2007
- Quality, health, and safety prime concerns
- Moms are women, too
- Mom needs to feel she is a successful parent
- Time is scarce, convenience a must
- Information, connection fundamental needs
- Mothers’ Attitudes towards Shopping, Childcare, Household Responsibilities and Media Influences
- Qualities that define a good mother
- Figure 22: Qualities that define a good mother, by age, July 2007
- Figure 23: Qualities that define a good mother, by race/ethnicity, July 2007
- Figure 24: Qualities that define a good mother, by household income, July 2007
- Figure 25: Qualities that define a good mother, by employment status, July 2007
- Personal traits of a good mother
- Figure 26: Personal traits that define a good mother, by age, July 2007
- Figure 27: Personal traits that define a good mother, by race/ethnicity, July 2007
- Figure 28: Personal traits that define a good mother, by household income, July 2007
- Figure 29: Qualities that define a good mother, by employment status, July 2007
- Eating and fitness habits enforced by a good mother
- Figure 30: Eating and fitness traits practiced by good mothers, by age, July 2007
- Figure 31: Eating and fitness traits practiced by good mothers, by race/ethnicity, July 2007
- Qualities that define a good mother by childcare status
- Figure 32: Qualities that define a good mother, by childcare status, July 2007
- Lifestyle habits practiced by a good mother by childcare status
- Figure 33: Lifestyle traits that define a good mother, by childcare status, July 2007
- Eating and fitness by childcare status
- Figure 34: Eating habits that define a good mother, by childcare status, July 2007
- Qualities that define a good mother by shopping status
- Figure 35: Qualities that define a good mother, by shopping status, July 2007
- Lifestyle habits practiced by a good mother by shopping status
- Figure 36: Lifestyle habits that define a good mother, by shopping status, July 2007
- Eating and fitness by shopping status
- Figure 37: Eating habits that define a good mother, by shopping status, July 2007
- Key Mom Product Markets: An Exploration
- Baby food and drink
- Market size and product launches
- Figure 38: Sales of baby food and drink, segmented by type, 2004 and 2006
- Figure 39: Number of U.S. food and beverage introductions, by target age, 2002-07
- Moms rely on pediatricians for nutrition information
- Figure 40: Sources of information about baby nutrition, July 2006
- Moms eschew sugar, embrace natural
- Figure 41: Important attributes for baby nutrition, July 2006
- Baby durables
- Market size
- Figure 42: Sales of baby durables, segmented by type, 2004 and 2006
- Moms rely on friends’ recommendations for product choices
- Figure 43: Baby durable products purchasing influences, February 2007
- Children’s personal care
- Market size
- Figure 44: Sales of children’s personal care products, segmented by type, 2004 and 2006
- Moms buy CPC products because kids like them
- Figure 45: Why children’s personal care products are purchased, March 2007
- Consumer electronics
- Market size
- Moms are online
- Moms are the family historians
- Cell phones allow moms to stay connected—and send pictures
- Moms want CE products with clear benefits
- Retailers attract moms with new features
- Young people influence parents’ CE spending
- Figure 46: Young adults’ attitudes toward consumer electronics brands, January-September 2005
- How to Reach Moms: Effective Marketing Techniques
- Introduction
- Television
- Figure 47: Attitudes toward television, by age of child, January-October 2006
- Figure 48: Attitudes toward television, by age of mother, January-October 2006
- Radio
- Figure 49: Attitudes toward radio, January-October 2006
- Magazines
- Figure 50: Moms’ attitudes toward magazines, by age of child, January-October 2006
- Figure 51: Moms’ attitudes toward magazines, by age of mother, January-October 2006
- Figure 52: Select parenting publications, by type, 2007
- Newspapers
- Figure 53: Moms’ attitudes toward newspapers, by age of child, January-October 2006
- Figure 54: Moms attitudes toward newspapers, by age of mother, January-October 2006
- Internet
- Figure 55: Lifestyle or shopping changes due to the Internet, January-October 2006
- Online communities
- Momconnection.com
- ClubMom
- Bluesuitmom.com
- ZoomPanel Moms
- MommyBlogs
- Email marketing
- “Word of Mom”
- Niche strategy
- Influences on Moms’ Purchasing Decisions
- Introduction
- Household purchasing decisions
- Figure 56: Household purchasing decisions, by age of child in HH, January-October 2006
- The retail environment
- In-store advertising and its impact
- Influences on food purchase decisions and shopping behavior
- Figure 57: Incidence of refering to in-store food advertising among moms, by type of advertising, January-October 2006
- Influences on shopping purchase decisions (excluding food)
- Figure 58: Incidence of refering to in-store non-food advertising among moms, by type of advertising, January-October 2006
- Moms’ Attitudes towards Shopping, Food and Family
- Introduction
- Family and lifestyle issues
- Attitudes toward home, family, and children
- Figure 59: Attitudes toward home and lifestyle, by age of children in HH, January-October 2006
- Food and meal attitudes
- Food preparation and cooking
- Figure 60: Attitudes toward food and cooking, by age of children in HH, January-October 2006
- Breakfast, lunch and dinner
- Figure 61: Ranking the importance of breakfast, lunch and dinner, by age of children in HH, January-October 2006
- Shopping for and with children
- Preferences for family shopping
- Figure 62: Preferences when shopping for and with family, by age of children in HH, January-October 2006
- Figure 63: Preferences when shopping for and with family, by age of mom, January-October 2006
- Shopping strategies moms utilize
- Figure 64: Shopping strategies moms use, by age, January-October 2006
- How moms utilize the Internet
- Internet preferences
- Figure 65: What moms look for when using the Internet, by age of children in HH, January-October 2006
- Lifestyle changes due to the Internet
- Figure 66: Lifestyle or shopping changes due to the Internet, by age of children in HH, January-October 2006
- Future Trends
- Number of births continue to climb
- Figure 67: Projected number of births, 2007-12
- Older mothers have more to spend
- More moms are going online
- Hispanic population is growing
- Figure 68: Population, by race and Hispanic origin, 2007 and 2012
- New Products Targeted at Moms and Kids
- Babies and toddlers (Ages 0-4)
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