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MARKETING TO MOMS - CANADA - SEPTEMBER 2018

Published By :

Mintel

Published Date : Sep 2018

Category :

Lifestyle

No. of Pages : N/A

Canadian moms pride themselves on being reliable (74%) and see themselves as being more successful than a ‘typical’ mom in terms of managing stress and time. Having said this, guilt looms when allowing time for themselves. Moms are reliant on other moms as a key resource contributing to their success in the role, meaning that encouraging word of mouth – both online and off – is a key avenue for brands to connect with moms. The approach taken to shopping is one that prioritizes discount and deals, though they are less likely to put energy into finding sales ahead of their shopping trips. If assistance was available, the large majority of moms would get help with cooking and cleaning.

Table of contents
OVERVIEW
What you need to know
Definitions
EXECUTIVE SUMMARY
The issues
Moms feel they are reliable but carry guilt
Figure 1: Perceptions on time-management and availability, themselves vs a ‘typical’ mom, April 2018
An uphill battle: moms are not totally onboard with media portrayals
Moms want sales, but don’t necessarily look for them ahead of time
Figure 2: Searching for discounts when buying products, April 2018
The opportunities
Moms are more tech savvy than they seem, so leverage technology
Figure 3: Perceptions on staying up-to-date on technology, themselves vs a ‘typical’ mom, April 2018
Rewards for social engagement will gain the attention of moms with kids under-5
Figure 4: ‘I use social media to learn tips/tricks from other moms’ (% agree), by age of children, April 2018
Some help with meal prep, please!
Figure 5: Mom survival, April 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
The face and makeup of Canadian households are changing
Time is increasingly an issue for moms
Perception of financial health is improving for moms
MARKET FACTORS
Households are becoming more diverse
Immigration drives Canada’s population growth
Household makeups are shifting towards more multigenerational and lone households
Marketing efforts need to keep up with the times
Consumers today are more time-pressed
Moms are more likely to be working full-time than ever before
Work days are getting longer
The juggling act becomes more intense for moms
Perceived financial health means more leeway for spending for moms
Figure 6: Perception of financial health (moms with children under-18 at home), January/February 2016-18
Figure 7: How extra money is spent, moms with children under-18 at home vs overall, January 2018
KEY PLAYERS – WHAT YOU NEED TO KNOW
Walmart connects with moms, other media portrayals may be less successful
Household division of labour remains gendered
Tech innovations are here to help!
WHAT’S WORKING?
Walmart is doing a good job of appealing to moms on multiple levels
Campaigns demonstrate understanding that shopping needs are for the whole family
Figure 8: Christmas PJs, November 2017
Figure 9: Affordable Gear for Canada Day, May 2017
Providing resources that help with meal prep and planning
Acknowledging the stressors of being a mom
Figure 10: An Ode to Motherhood, July 2018
Moms are actually pretty tech savvy
Moms are leaders on online shopping, particularly via mobile
Figure 11: Online shopping frequency, April 2018
Figure 12: Devices used for online shopping, April 2018
Social media on mobile is a key source of awareness
Figure 13: Advertisement sources, April 2018
WHAT’S STRUGGLING?
Marketers have an uphill battle: moms feel media portrayals are not representative
Love it! Hate it! Social media as a resource is conflicting for moms
Figure 14: ‘I use social media to learn tips/tricks from other moms’ (% agree), by age of children, April 2018
Moms have been feeling a disconnect for years
Catering to moms as unique individuals is key to bridging the gap: spotlight on PANDORA
Figure 15: My Fun Mother, May 2018
Figure 16: My Strong Mother, May 2018
Give them a platform to share: spotlight on Seventh Generation
Equality in the household division of labour is more aspirational than reality
Figure 17: Household division of labour, by gender, July 2016
WHAT’S NEXT?
Tech innovations will appeal to moms
Smart nurseries are on the horizon in China
Group conversations and collaborations on Pinterest
Tips and tricks for homework available on WhatsApp in Mexico
More attention is being paid to what it means to be a working mom
THE CONSUMER – WHAT YOU NEED TO KNOW
Canadian moms feel they are balancing, though guilt looms
Moms see themselves as more tech savvy than ‘typical’ moms
Moms look to other moms as a resource – online or off
Some help please! Moms would like help with cooking and cleaning
Moms want sales, but don’t necessarily look for them ahead of time
Don’t forget, children (especially older ones) have a voice too
MOM PERCEPTIONS: TIME-MANAGEMENT AND AVAILABILITY
Moms feel they are reliable, though guilt also looms
Figure 18: Perceptions on time-management and availability, themselves vs a ‘typical’ mom, April 2018
It’s a balancing act, and they’re doing a good job – in their words
A little acknowledgement will go a long way
Moms with younger children are feeling more stretched
Figure 19: ‘I am overwhelmed with my responsibilities as a mom’ (% agree), by age of children at home, April 2018
Moms with young children may be seeking some guidance
Figure 20: How to Bathe a Newborn Baby, January 2018
New moms may need a little mental relief
Affluent moms may have more options, but also more guilt
Figure 21: Perceptions that moms are selfless, moms with a household income of $100,000 or more vs overall, April 2018
More choices means the need for more guidance
Figure 22: Introducing Prime Book Box, May 2018
MOM PERCEPTIONS: SELF-RELATED ATTRIBUTES
Moms see themselves as more tech savvy than ‘typical’ moms
Figure 23: Perceptions on staying informed and tech savvy, themselves vs a ‘typical’ mom, April 2018
Moms shop more online, consider partnering with cash-back websites
Smart speaker marketers have an ‘in’ with moms
Figure 24: Winter win, February 2018
Addressing health is more about food than exercise
Figure 25: Perceptions on being health conscious and physically fit, themselves vs a ‘typical’ mom, April 2018
Moms will be focused on nourishment – for themselves and their families
Figure 26: Outshine Creamy Coconut Fruit Bars (US, July 2018)
Figure 27: Glow Cold Pressed Shot (UK, December 2017)
Figure 28: Gerber Good Start Gentle HM-O and Probiotics Infant Formula with Iron Milk Based Powder (US, July 2018)
Figure 29: Nurturme Ancient Grain Cocoa Cookies (US, January 2018)
PARENTING RESOURCES
Moms look to other moms for info
Figure 30: Support sources, April 2018
Moms with young children rely on other mothers – online or off
Figure 31: ‘I use social media to learn tips/tricks from other moms’ (% agree), by age of children, April 2018
Figure 32: Usage of online support sources, by age of children at home, April 2018
Rewarding moms to post on social media will generate gains
Moms with under-5s will be receptive to solutions or tips for specific issues
MOM SURVIVAL: OPPORTUNITIES FOR RETAILERS
Moms would like help with cooking and cleaning
Figure 33: Mom survival, April 2018
Household tasks take away from family time – in their words
Affluent moms are keen on help keeping their house and vehicle clean
Figure 34: Desire for help with ‘keeping my house clean’, by household income, April 2018
Lend a helping hand through loyalty programs to connect with affluent moms
Please! Some help in the kitchen: a good opportunity for meal kits
Figure 35: Safeway Easy Meal Hockey, September 2017
Family sized meal kits will appeal – in their words
Assistance needs to start at the grocery aisle
Figure 36: Would like help with grocery shopping, by age of children at home and by household income, April 2018
Gains to be had by getting moms online for groceries
PRODUCT PURCHASING
Discounts are a priority, but they’re not necessarily hunting for them ahead of time
Figure 37: Searching for discounts when buying products, April 2018
A bit more pre-work done when buying food/beverages and personal care
Instant gratification of discounts can be tapped into via loyalty programs
Figure 38: Make Mother’s Day Amazing, Hilton Honors email campaign, May 2018
When moms are engaged, the children will be consulted
Figure 39: Considering children’s preferences when making purchases, by age of children at home, April 2018
Figure 40: Resources used when buying products, April 2018
Integrating voices of children’s peers should be a strategy when marketing to moms
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

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