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Lifestyles of Mums - UK - September 2014

Published By :

Mintel

Published Date : Sep 2014

Category :

Lifestyle

No. of Pages : 148 Pages

To a new mother, her baby is the apple of her eye, and she would spare nothing to ensure their needs are met, even if that means that her own needs and interests are neglected. Brands could re-ignite mums’ passion for their habits and lifestyle before they had children and show they do not have to run counter to being a parent.
Table of Content

Introduction

Methodology
Abbreviations

Executive Summary

Pregnancy is a crucial time for forming brand loyalty
Figure 1: Online engagement during and after pregnancy, June 2014
A new mum puts the needs of her child first
Figure 2: Selected habits of new mums, June 2014
Watching TV is the most popular family activity
Figure 3: Digital activities that families do together with children – mums and dads, June 2014
Pent-up demand for a special night out or in
Figure 4: How couples spend free time, besides looking after children, June 2014
What we think

Issues and Insights

Pre-empting new mums’ concerns about harmful or unhealthy ingredients in baby food, drink and personal care
The facts
The implications
Fashion, beauty and leisure brands could encourage mums to have more ‘me time’
The facts
The implications
More opportunities for promoting analogue family activities
The facts
The implications

Trend Application

Trend: Unfairer Sex
Trend: Click and Connect
Trend: Entrepreneurial Spirit

Market Drivers

Key points
Trends in the number of parents
Figure 5: Number of mothers and fathers with dependent children in the household, UK, 2003-13
Trends in mean age of motherhood
Figure 6: Trends in the mean age of mothers at childbirth, England and Wales, 1983-2013
Trends in the number of live births
Figure 7: Trends in the number of live births and total fertility rate, England and Wales, 2008-13
Proportion of mothers in employment
Figure 8: Working status, June 2014
Breadwinner status
Figure 9: Breadwinner status, by marital status, June 2014
Increasing number of blended families
Figure 10: Family composition, June 2014
Shared parental leave

The Consumer – Online Engagement Around Pregnancy

Key points
Pregnancy is a pivotal time for establishing brand loyalty
Figure 11: Online engagement during and after pregnancy, June 2014
Millennial mums more likely to seek advice online during pregnancy
Figure 12: Online engagement during pregnancy, by age of parent, June 2014
Making digital connections with doctors
Decline in online engagement after birth
Figure 13: Repertoire of online activities during and after pregnancy, June 2014

The Consumer – Habits of New Mums

Key points
A new mum forgets about her own needs
Figure 14: Selected habits of new mums, June 2014
Parents of newborns show higher interest in organic food and drink
Figure 15: Considerations when buying food and drink for youngest child, by age of children, June 2014
Figure 16: Examples of Ella’s Kitchen products, August 2014
Interest in healthy issues rises after birth
Figure 17: Selected habits of new mums, June 2014
Figure 18: Examples of baby personal care products launched carrying free-from claims, August 2014

The Consumer – Childcare Arrangements

Key points
Childcare support network
Figure 19: Childcare support network, June 2014
Figure 20: Ways in which grandparents help with childcare, June 2014
Raising a child is becoming less affordable
Figure 21: Childcare support network, by household income, June 2014
Children’s best interests prompt parents to reduce working hours
Figure 22: Making childcare arrangements, June 2014
A fifth of parents move home to be closer to grandparents
Figure 23: Making childcare arrangements, June 2014

The Consumer – Financial Priorities of Families

Key points
Polarisation of family finances
Figure 24: Changes in financial situation compared with a year ago, by age of children, June 2014
Families remain price-sensitive
Figure 25: Reasons for worsened financial situation, June 2014
Staying on top of bills is priority number one
Figure 26: Financial priorities of families, June 2014

The Consumer – Digital Activities Parents and Kids Engage in Together

Key points
TV programming could encourage real-world interactions
Figure 27: Digital activities that families do together with children, June 2014
Instilling the love of reading
Figure 28: Proportions of mothers reading books or e-books with children in a typical week, by highest level of education and annual household income, June 2014
Activities vary by children’s age
Figure 29: Digital activities that mums do together with children, by age of children, June 2014
Figure 30: DinnerTime mobile app, August 2014

The Consumer – How Mothers Spend Their ‘Me Time’

Key points
Pent-up demand for a special night out or in
Figure 31: How couples spend free time, besides looking after children, June 2014
Raising interest in affordable forms of exercise
Figure 32: How couples spend free time, besides looking after children, by household income, June 2014
Single mums focus on updating their looks
Figure 33: Selected ways in which couples spend free time, besides looking after children, by marital status of mother, June 2014

Appendix – The Consumer – Demographic Overview

Figure 34: Demographic overview – Age of mother and age of children, June 2014
Figure 35: Demographic overview – Children from previous/current relationship and region, June 2014
Figure 36: Demographic overview – Living area and working status, June 2014
Figure 37: Demographic overview – Socio-economic group, June 2014
Figure 38: Demographic overview – Highest level of education, June 2014
Figure 39: Demographic overview – Gross annual household income, June 2014
Figure 40: Demographic overview – Household size and marital status, June 2014
Figure 41: Demographic overview – Current financial situation and main income earner status, June 2014
Figure 42: Demographic overview – Support network, June 2014

Appendix – The Consumer – Online Engagement Around Pregnancy

Online engagement during pregnancy
Figure 43: Online engagement during pregnancy, June 2014
Figure 44: Repertoire of online engagement during pregnancy, June 2014
Figure 45: Online engagement during pregnancy, by repertoire of online engagement during pregnancy, June 2014
Figure 46: Most popular online engagement during pregnancy, by demographics, June 2014
Figure 47: Next most popular online engagement during pregnancy, by demographics, June 2014
Figure 48: Other online engagement during pregnancy, by demographics, June 2014
Online engagement after pregnancy
Figure 49: Online engagement after pregnancy, June 2014
Figure 50: Repertoire of online engagement after pregnancy, June 2014
Figure 51: Online engagement after pregnancy, by repertoire of online engagement after pregnancy, June 2014
Figure 52: Most popular online engagement after pregnancy, by demographics, June 2014
Figure 53: Next most popular online engagement after pregnancy, by demographics, June 2014

Appendix – The Consumer – Habits of New Mums

Figure 54: Habits of new mums, June 2014
Figure 55: Most popular habits of new mums, by demographics, June 2014
Figure 56: Next most popular habits of new mums, by demographics, June 2014

Appendix – The Consumer – Childcare Arrangements

Figure 57: Making childcare arrangements, June 2014
Figure 58: Most popular making childcare arrangements, by demographics, June 2014
Figure 59: Next most popular making childcare arrangements, by demographics, June 2014

Appendix – The Consumer – Financial Priorities of Families

Figure 60: Financial priorities of families, June 2014
Figure 61: Most popular financial priorities of families, by demographics, June 2014
Figure 62: Next most popular financial priorities of families, by demographics, June 2014
Figure 63: Other financial priorities of families, by demographics, June 2014
Figure 64: Changes in financial situation compared with a year ago, June 2014
Figure 65: Changes in financial situation compared with a year ago, by demographics, June 2014
Figure 66: Reasons for worsened financial situation, June 2014
Figure 67: Most popular reasons for worsened financial situation, by demographics, June 2014
Figure 68: Next most popular reasons for worsened financial situation, by demographics, June 2014
Figure 69: Financial priorities of families, by changes in financial situation compared with a year ago, June 2014
Figure 70: Financial priorities of families, by changes in financial situation compared with a year ago, June 2014

Appendix – The Consumer – Digital Activities Parents and Kids Engage in Together

Figure 71: Digital activities that families do together, June 2014
Figure 72: Most popular digital activities that families do together, by demographics, June 2014
Figure 73: Next most popular digital activities that families do together, by demographics, June 2014

Appendix – The Consumer – How Mothers Spend Their ‘Me Time’

Figure 74: How couples spend free time, besides looking after children, June 2014
Figure 75: How couples spend free time, besides looking after children, June 2014
Figure 76: Most popular ways for couples to spend time together, besides looking after children, by demographics, June 2014
Figure 77: Next most popular ways for couples to spend time together, besides looking after children, by demographics, June 2014

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