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Marketing to Moms - US - September 2016

Published By :

Mintel

Published Date : Sep 2016

Category :

Advertising and Marketing

No. of Pages : N/A

Moms today are having their first child later in life and are choosing to have smaller families. Increasing childcare costs and limited benefits for working moms (such as paid maternity leave), are leading more moms to consider staying at home. Ultimately, moms today are proud of their parenting decisions and consider parenting to be a series of personal choices. Many are bucking the notion of being a “perfect mom” and are even proud to acknowledge and embrace their parenting flaws.

Table of contents

OVERVIEW

EXECUTIVE SUMMARY

THE MARKET – WHAT YOU NEED TO KNOW

MOMS BY THE NUMBERS

MOMS BY TYPE

MARKET PERSPECTIVE

MARKET FACTORS

KEY THEMES – WHAT’S TRENDING WITH MOMS

 

KEY THEMES – A CLOSER LOOK
 

THE CONSUMER – WHAT YOU NEED TO KNOW

VALUE OF PARENTING RESOURCES

PERCEPTIONS OF DIFFERENT MOMS

 

CHALLENGES OF MOTHERHOOD

ACTIVITIES MOMS DO WITH THEIR CHILDREN

CONCERNS MOMS HAVE FOR CHILDREN

ATTITUDES ABOUT MOTHERHOOD

 

APPENDIX – DATA SOURCES AND ABBREVIATIONS
 

APPENDIX – MARKET
 

APPENDIX – CONSUMER

List of Table

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