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Lifestyles of Couples Without Children - UK - December 2014

Published By :

Mintel

Published Date : Dec 2014

Category :

Lifestyle

No. of Pages : 71 Pages

Whilst childfree couples are more satisfied with the quality of time they spend together, they could benefit from more offerings geared to them as a unit, rather than individuals with similar interests. This would include activities or classes where couples could work towards a shared goal and develop mutual interests.
Table of Content

Introduction

Methodology
Abbreviations

Executive Summary

Lifestyles without compromises
Figure 1: Reasons for not being sure about having children, August 2014
High demand for childfree zones
Figure 2: Demand for childfree zones, by gender, August 2014
Families are perceived to be benefiting from better discounts
Figure 3: Attitudes towards venues catering to families with children, August 2014
Children alter financial dynamics in relationships
Figure 4: Relationship dynamics, by presence of children, August 2014
What we think

Issues and Insights

Catering better to the leisure needs of childfree couples
The facts
The implications
Measuring demand for childfree zones at venues
The facts
The implications

Trend Application

Trend: Play Ethic
Trend: Who are the Joneses?
Trend: Old Gold

Broader Market Environment

Key points
Average family size continues to shrink
Figure 5: Estimated family size distribution for women born 1920-67 who are assumed to have completed their childbearing, England and Wales
More women postpone having children into their thirties
Figure 6: Average number of live-born children by age 30 and completed family size, cohorts born 1920-82, England and Wales
The number of children being born through IVF is rising
Figure 7: Trends in live birth rate per IVF cycle started, UK, 1991-2011
House prices continue outpacing earnings
Figure 8: Ratio of median house prices to median earnings, 2000-13
Cost of raising a child continues to rise
The right to ask for flexible working extended
Childfree couples have a more affluent socio-economic profile
Figure 9: Social grade and annual household income, by presence of children in the household, August 2014
Families have been hit harder in the downturn…
Figure 10: Impact of the economic downturn, by presence of children in the household, August 2014
…and continue feeling the financial squeeze
Figure 11: Current financial situation, by presence of children in the household, August 2014

The Consumer – Plans for Starting a Family

Key points
Most childfree couples are certain about not wanting to have children
Figure 12: Plans for starting a family in the future, August 2014
Decision to have a baby is anything but straightforward
Figure 13: Plans for starting a family in the future, by woman’s age, August 2014
Couples do not want to make compromises to their lifestyle
Figure 14: Reasons for not being sure about having children, August 2014
Figure 15: Screenshots of advertising for EggBanxx and an egg freezing party organised by EggBanxx, November 2014
AB couples most likely to prize their way of life
Figure 16: Selected reasons for not being sure about having children, by social grade, August 2014

The Consumer – Relationship Satisfaction

Key points
Childfree couples dedicate more time to maintaining their relationship
Figure 17: Relationship satisfaction – proportions who are satisfied with each aspect, by presence of children, August 2014
Amount and quality of leisure time rises with greater affluence
Figure 18: Selected aspects of relationship satisfaction – proportions who are satisfied with each aspect, by household income, August 2014

The Consumer – Demand for Childfree Zones

Key points
Nearly seven in 10 adults without kids welcome the concept of childfree zones
Figure 19: Demand for childfree zones, by gender, August 2014
Demand for childfree areas stronger amongst affluent couples
Figure 20: Demand for childfree zones, by household income, August 2014
People more tolerant of the youngest children in public places
Figure 21: Demand for childfree zones, by age of children, August 2014
Childfree areas in practice
Airlines
Figure 22: Promotional images from the new fleet of Boeing 737 Max aircraft introduced by Thomson Airways, November 2014
Cafés and restaurants
Figure 23: Tweet by owner of three Michelin-starred restaurant Alinea in Chicago, US, November 2014
Hotels
Figure 24: Screenshot from Thomson Couples website, November 2014

The Consumer – Venues Catering to Families

Key points
Most childfree adults feel families benefit from better discounts
Figure 25: Attitudes towards venues catering to families with children, August 2014
Figure 26: Thorpe Park’s Fright Nights, November 2014
Childfree affluents feel under-served by the holiday industry
Figure 27: Agreement with the statement about whether families are better catered to on holidays, compared with couples without children (any agree responses are shown), by household income, August 2014
Two Together railcard pioneers travel discounts for couples
Figure 28: Screenshot from the Two Together Railcard website, November 2014

The Consumer – Short-term Priorities

Key points
Parenthood has a bearing on future plans
Figure 29: Future plans, by presence of children, August 2014
Affluent childfree couples most likely to make holiday plans
Figure 30: Plans to go travelling, save/invest, and get a new job/better-paid job in the next three years, by presence of children and household income, August 2014
Childfree couples less settled in their aspirations
Spending priorities change with presence of kids
Figure 31: Selected things that extra money is spent on, by presence of children in the household, September 2014

The Consumer – Relationship Dynamics

Key points
Making relationship more of a priority
Figure 32: Relationship dynamics, by presence of children, August 2014
Figure 33: Screenshot from the Red Letter Days website, November 2014
Children change financial dynamics in relationships
Figure 34: Relationship dynamics, by presence of children, August 2014
Figure 35: New ad campaign for thinkThin protein bars, November 2014
Fashion brands could encourage couples to put more effort into looking good for each other
Figure 36: Relationship dynamics, by length of relationship, August 2014

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