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Lifestyles of Young Families - US - March 2015

Published By :

Mintel

Published Date : Mar 2015

Category :

Lifestyle

No. of Pages : 157 Pages


Young families in America are facing a slew of challenges, from the rising cost of childcare to the increasing necessity of two incomes to support a family comfortably. Despite these challenges, young parents seem motivated and optimistic. They are focused on saving for the future and even hope to purchase big-ticket items in the next five years.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms

Executive Summary

American families
The consumer
One quarter of young families headed by a single parent
All families focused on saving money and spending time together
Figure 1: Top goals and priorities – Young families versus older families, January 2015
Young families may need help preparing for the future
Figure 2: Top family concerns – Young families versus older families, January 2015
Moms responsible for the lion’s share of household duties
Figure 3: Young families' division of household responsibilities – Me, by gender, January 2015
Moms decide on everyday purchases, dads on big-ticket items
Figure 4: Young families' household purchasing decisions – Me, by gender, January 2015
Like all consumers, young parents consider price and quality
Figure 5: Young families' top purchase influences, January 2015
Nine in 10 young families say parenting is more important than a career
Figure 6: Young families’ attitudes toward parenting, January 2015
Flexible working arrangements viewed as crucial by young parents
Figure 7: Young families’ attitudes toward work, January 2015
Young parents feel kids are under excessive pressure
Figure 8: Young families’ attitudes toward school, January 2015
What we think

Issues and Insights

Young families getting their starts in a tough economy
The issues
The implications
US policies do not favor families
The issues
The implications
Day care has become a necessity to modern parenting
The issues
The implications

Trend Applications

Trend: Entrepreneurial Spirit
Trend: FSTR HYPR
Trend: The Unfairer Sex

Profile of Young Families

Key points
US population of young children projected to increase 3.5% from 2015-20
Figure 9: Children aged 0-11, 1950-2013, projected 2014-50.
Young children’s living arrangements
Figure 10: Children’s living arrangements, by age, 2013
Figure 11: Median household income of families with children, in inflation-adjusted dollars, 2003-13
Share of US households with children continues to decline
Figure 12: Households, by presence of own children, 2003-13
Figure 13: Households with own children, by race and Hispanic origin of householder, 2013
Millennials putting off marriage, family
Figure 14: Marital status, by generation, 2012

Innovations and Innovators

Theme: Convenience and saving time
Blue Apron adds family plan
Mac & Mia launches as “Trunk Club” for kids
Theme: Monitoring and tracking
Owlet sock monitors newborns’ vitals
Figure 15: Owlet, “See your child’s heart and oxygen levels on your smartphone,” 2013
hereO watch uses GPS to track children’s whereabouts
Figure 16: HereO, “The first GPS watch designed for young kids,” online video, 2014
Sleep Number to introduce bed for kids/teens
Figure 17: Sleep Number “Announcing the new Sleep Number SleepIQ Kids bed,” online video, 2015
Other innovations
Twigtale helps parents tackle tough topics
Figure 18: Twigtale, “What is Twigtale,” online video, 2014
Slow Control follows up smart fork with smart bottle

Marketing Strategies

Overview
Modern parenting and the division of duties
Figure 19: Dove Men + Care, “Real Strength,” online video, 2015
Figure 20: Tide and Downy, “The Princess Dress,” online video, 2013
Figure 21: Luvs, "Breastfeeding," online video, 2012
Addressing young families’ goals and priorities
Saving money
Figure 22: Walmart, “Saving Money Just Got Easier,” online video, 2014
Figure 23: ALDI, “ALDI Truth #205,” online video, 2013
Family bonding
Figure 24: Johnson’s Baby, “Using scented baby care products,” online video, 2015
Figure 25: Elmer’s, “Let’s bond,” online video, 2013
Figure 26: Downy, “Wash in the Love,” online video, 2014
Investing in the home
Figure 27: Redfin, “The World has Changed,” online video, 2014
Figure 28: Re/Max, “Dream With Your Eyes Open – Condo,” online video, 2014
Figure 29: Valspar, “Circle of Life,” online video, 2014
Figure 30: SoftSpring, “The Softest Carpet Available at The Home Depot,” online video, 2013
Buying a new vehicle
Figure 31: Toyota, “Toyota Sienna Drive-In,” online video, 2014
Figure 32: Toyota, “Swagger Wagon,” online video, 2014
Figure 33: Toyota, “My Bold Dad,” online video, 2015

Living Situation

Key points
Children’s living arrangements
Figure 34: Children’s living arrangements, by age, 2013
Single parents
Stay-at-home parents
Figure 35: Family living situation – Young families versus older families, January 2015
Traditional notions still hold with young families
Figure 36: Young families' living situation, by gender, January 2015

Goals and Priorities

Key points
All families focused on saving money and spending time together
Saving money
Spending time with family and establishing family traditions
Figure 37: McCormick & Company, “Everyone loves breakfast for dinner,” online video, 2014
Young families focused on major milestones
Figure 38: Goals and priorities – Young families versus older families, January 2015
Young families’ priorities relatively consistent across demographics

Concerns and Obstacles

Key points
Young families may need help preparing for the future
Figure 39: Plum Organics, Mighty 4 pouch with kale, strawberry, amaranth, and Greek yogurt
Figure 40: Family concerns – Young families versus older families, January 2015
Figure 41: Attitudes toward personal finances – Any agree, by age, August 2013-September 2014
Moms slightly more worried than dads
Figure 42: Young families' concerns, by gender, January 2015
High-income households may invest in educational products
Figure 43: Young families' concerns, by household income, January 2015

Division of Household Duties

Key points
Moms responsible for the lion’s share of household duties
Figure 44: Young families' division of household responsibilities – Me, by gender, January 2015
The “default parent”
More equality in youngest of young families
Figure 45: Young families' division of household responsibilities – Split evenly with my partner/spouse, by age, January 2015
Parents in dual-income households slightly more likely to share duties
Figure 46: Young families' division of household responsibilities – Split evenly with my partner/spouse, by any stay-at-home, January 2015

Household Purchasing Decisions

Key points
Moms decide on small-ticket items, dads on big-ticket items
Figure 47: Young families' household purchasing decisions – Me, by gender, January 2015
Figure 48: General attitudes and opinions – Any agree, by women aged 18-29 with one child aged <2 or no children in the household, August 2013-September 2014
Figure 49: Self-concepts – Any agree, by women aged 18-29 with one child aged <2 or no children in the household, August 2013-September 2014
Youngest parents more likely to share purchasing decisions
Figure 50: Young families' household purchasing decisions – Split evenly with my partner/spouse, by age, January 2015

Purchase Influencers

Key points
Like all consumers, young parents consider price and quality
Figure 51: Young families' purchase influences, by financial situation, January 2015
Parents make small, impulse buys to indulge their children
Figure 52: Parents' attitudes, opinions, and interests – Any agree, August 2013-September 2014
Moms are deal-oriented
Figure 53: Young families' purchase influences, by gender, January 2015

Attitudes toward Family Life

Key points
Attitudes toward parenting
Figure 54: Young families’ attitudes toward parenting, January 2015
Key differences by demographics
Attitudes toward work/life balance
Figure 55: Young families’ attitudes toward work, January 2015
Key differences by demographics
Attitudes toward school
Figure 56: Young families’ attitudes toward school, January 2015
Key differences by demographics
Figure 57: Attitudes toward parenting, work, and school, by young and older families, January 2015

Impact of Race and Hispanic Origin

Key points
Young Black families
Living situation
Goals and priorities
Purchase influencers
Attitudes toward family life
Young Hispanic families
Living situation
Goals and priorities
Attitudes toward family life
Disney to introduce first Hispanic princess

Appendix – Other Useful Consumer Tables

Living situation
Figure 58: Family living situation – Young families versus older families, January 2015
Figure 59: Young families' living situation, by age, January 2015
Figure 60: Young families' living situation, by race/Hispanic origin, January 2015
Figure 61: Young families' living situation, by area, January 2015
Figure 62: Young families' living situation, by generation, January 2015
Figure 63: Young families' living situation, by age of children, January 2015
Figure 64: Young families' living situation, by household income, January 2015
Goals and priorities
Figure 65: Goals and priorities – Young families versus older families, January 2015
Figure 66: Young families' goals and priorities, by gender, January 2015
Figure 67: Young families' goals and priorities, by age, January 2015
Figure 68: Young families' goals and priorities, by race/Hispanic origin, January 2015
Figure 69: Young families' goals and priorities, by area, January 2015
Figure 70: Young families' goals and priorities, by generation, January 2015
Figure 71: Young families' goals and priorities, by age of children, January 2015
Figure 72: Young families' goals and priorities, by household income, January 2015
Concerns and obstacles
Figure 73: Family concerns – Young families versus older families, January 2015
Figure 74: Young families' concerns, by age, January 2015
Figure 75: Young families' concerns, by race/Hispanic origin, January 2015
Figure 76: Young families' concerns, by generation, January 2015
Figure 77: Young families' concerns, by age of children, January 2015
Division of household duties
Figure 78: Young families' division of household responsibilities, January 2015
Me
Figure 79: Young families' division of household responsibilities – Me, by gender, January 2015
Figure 80: Young families' division of household responsibilities – Me, by age, January 2015
Figure 81: Young families' division of household responsibilities – Me, by gender and age, January 2015
Figure 82: Young families' division of household responsibilities – Me, by race/Hispanic origin, January 2015
Figure 83: Young families' division of household responsibilities – Me, by generation, January 2015
Figure 84: Young families' division of household responsibilities – Me, by age of children, January 2015
Figure 85: Young families' division of household responsibilities – Me, by any stay-at-home, January 2015
Split evenly with my partner/spouse
Figure 86: Young families' division of household responsibilities – Split evenly with my partner/spouse, by gender, January 2015
Figure 87: Young families' division of household responsibilities – Split evenly with my partner/spouse, by race/Hispanic origin, January 2015
Figure 88: Young families' division of household responsibilities – Split evenly with my partner/spouse, by generation, January 2015
Figure 89: Young families' division of household responsibilities – Split evenly with my partner/spouse, by age of children, January 2015
Household Purchasing Decisions
Figure 90: Young families' household purchasing decisions, January 2015
Me
Figure 91: Young families' household purchasing decisions – Me, by gender, January 2015
Figure 92: Young families' household purchasing decisions – Me, by age, January 2015
Figure 93: Young families' household purchasing decisions – Me, by gender and age, January 2015
Figure 94: Young families' household purchasing decisions – Me, by race/Hispanic origin, January 2015
Figure 95: Young families' household purchasing decisions – Me, by generation, January 2015
Figure 96: Young families' household purchasing decisions – Me, by age of children, January 2015
Figure 97: Young families' household purchasing decisions – Me, by any stay-at-home, January 2015
Split evenly with my partner/spouse
Figure 98: Young families' household purchasing decisions – Split evenly with my partner/spouse, by gender, January 2015
Figure 99: Young families' household purchasing decisions – Split evenly with my partner/spouse, by gender and age, January 2015
Figure 100: Young families' household purchasing decisions – Split evenly with my partner/spouse, by race/Hispanic origin, January 2015
Figure 101: Young families' household purchasing decisions – Split evenly with my partner/spouse, by area, January 2015
Figure 102: Young families' purchase influences, by financial situation, January 2015
Figure 103: Young families' household purchasing decisions – Split evenly with my partner/spouse, by generation, January 2015
Figure 104: Young families' household purchasing decisions – Split evenly with my partner/spouse, by age of children, January 2015
Figure 105: Young families' household purchasing decisions – Split evenly with my partner/spouse, by any stay-at-home, January 2015
Figure 106: Young families' household purchasing decisions – Split evenly with my partner/spouse, by household income, January 2015
Purchase Influencers
Figure 107: Young families' purchase influences, January 2015
Figure 108: Young families' purchase influences, by age, January 2015
Figure 109: Young families' purchase influences, by race/Hispanic origin, January 2015
Figure 110: Young families' purchase influences, by area, January 2015
Figure 111: Young families' purchase influences, by generation, January 2015
Figure 112: Young families' purchase influences, by age of children, January 2015
Figure 113: Young families' purchase influences, by single parent status, January 2015
Figure 114: Young families' purchase influences, by household income, January 2015
Attitudes toward Family Life
Figure 115: Young families’ attitudes toward parenting, work, and education, January 2015
Figure 116: Young families' attitudes toward parenting, work, and education – Any agree, by gender, January 2015
Figure 117: Young families' attitudes toward parenting, work, and education – Any agree, by age, January 2015
Figure 118: Young families' attitudes toward parenting, work, and education – Any agree, by race/Hispanic origin, January 2015
Figure 119: Young families' attitudes toward parenting, work, and education – Any agree, by area, January 2015
Figure 120: Young families' attitudes toward parenting, work, and education – Any agree, by marital status, January 2015
Figure 121: Young families' attitudes toward parenting, work, and education – Any agree, by financial situation, January 2015
Figure 122: Young families' attitudes toward parenting, work, and education – Any agree, by generation, January 2015
Figure 123: Young families' attitudes toward parenting, work, and education – Any agree, by age of children, January 2015
Figure 124: Young families' attitudes toward parenting, work, and education – Any agree, by any stay-at-home, January 2015

Appendix – Trade Associations

American Advertising Federation (AAF)
American Association of Advertising Agencies (4A’s)
American Marketing Association (AMA)
Association of National Advertisers (ANA)
Digital Media Association (DiMA)
Entertainment Merchants Association (EMA)
Generations United
Interactive Advertising Bureau (IAB)
International Advertising Association (IAA)
World Federation of Advertisers (WFA)

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