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Marketing to Parents - UK - November 2017

Published By :

Mintel

Published Date : Nov 2017

Category :

Lifestyle

No. of Pages : N/A

While being a parent has never been easy, it could be argued that todays parents face a unique set of factors that are making them more stressed than preceding generations. With this in mind, campaigns that carry pro-relaxation messages are likely to resonate with this cohort, particularly where they can emphasise that relaxing neednt equal expensive.

Table of contents

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Trends in the number of parents
Figure 1: Number of mums and dads with dependent children in the household, UK, 2006-15
Number of live-births starts to plateau
The working mother
Children take toll on financial confidence
The consumer
If parents had more time
Figure 2: Activities parents wish they had more time to do, mums vs dads, September 2017
If parents had more money
Figure 3: Activities parents wish they had more money to do, mums vs dads, September 2017
Parents worry about kids at school
Figure 4: Parents top concerns for their children, mums vs dads, September 2017
Tackling stereotypes in advertising
Figure 5: Parents attitudes towards advertising, September 2017
Getting families to switch off
Figure 6: Attitudes towards childrens technology and online usage, September 2017
Getting new parents to focus on health
Figure 7: Lifestyle changes since becoming a parent, September 2017
Comparing parenting styles
Figure 8: Mums and dads perceptions of their own personality, other parents their age, and their own parents at their age, September 2017
What we think
ISSUES AND INSIGHTS
Helping parents to relax
The facts
The implications
Getting parents to eat more healthily
The facts
The implications
Bolstering parents exercise habits
The facts
The implications
THE MARKET WHAT YOU NEED TO KNOW
Trends in the number of parents
Age of parents rises
Proportion of cohabiting parents inches up
Number of live-births starts to plateau
The working mother
Children take toll on financial confidence
PARENTS: A DEMOGRAPHIC OVERVIEW
Trends in the number of parents
Figure 9: Number of mums and dads with dependent children in the household, UK, 2006-15
Age of parents rises
Figure 10: Standardised^ mean age of mums and dads at birth of child, 2000-15
Proportion of cohabiting parents inches up
Figure 11: Families in the UK with dependent children, by family type in 2006 and 2016
Single parents account for nearly a quarter of all families
Number of live births starts to plateau
Figure 12: Trends in the number of live births, England and Wales, 2006-16
Long gone are the days of 2.4 children
Figure 13: Percentage analysis of families with dependent children in the UK, by family type and number of dependent children, 2016
PARENTS: LIFESTYLE FACTORS
Mothers continue to dominate household responsibilities
Figure 14: Proportion of adults indicating they are mainly responsibility for listed household responsibilities on a typical weekday evening, mums vs dads, May 2016
The working mother
Figure 15: Employment rates of men and women with and without dependent children (aged 16 to 64), England, April to June 2006 to April to June 2017
Children take toll on financial confidence
Figure 16: How respondents would describe their financial situation, by presence and age of children, August 2017
Childcare costs put pressure on finances
Families renting
Figure 17: Household composition, by housing tenure, April 2016
THE CONSUMER WHAT YOU NEED TO KNOW
Helping parents to relax
Parents keen to spend more time with the family
The cost of family holidays
Helping parents to save
Parents worry about kids at school
Focusing on childrens mental health
Parenting: harder than it looks in adverts
Tackling stereotypes in advertising
New parents focus on eating healthily
but less on exercise
Modern dads more in touch with emotions
IF PARENTS HAD MORE TIME
Helping parents to relax
Figure 18: Activities parents wish they had more time to do, mums vs dads, September 2017
Mums and dads both keen to spend more time with the family
Making more time for beauty
Figure 19: B1obar childrens crche, September 2017
IF PARENTS HAD MORE MONEY
The cost of family holidays
Figure 20: Activities parents wish they had more money to do, mums vs dads, September 2017
Helping parents to save
Figure 21: Activities parents wish they had more money to do, September 2017
Figure 22: Moneybox App Junior ISA, April 2017
A third of mums would buy healthier food if they had more money
CONCERNS ABOUT CHILDREN
Parents worry about kids at school
Figure 23: Parents top concerns for their children, mums vs dads, September 2017
Figure 24: Proportion of parents concerned about how well their child does at school, by age of children present in household, September 2017
Focusing on childrens mental health
Figure 25: Proportion of all parents who say that they are worried about their childrens physical or mental health, September 2017
Figure 26: Headspace kids, July 2016
Brands against bullying
Figure 27: Proportion of parents worried about their youngest child being bullied, by age of child, September 2017
Figure 28: Burger King Bullying Junior campaign, October 2017
ATTITUDES TOWARDS ADVERTISING
Parenting: harder than it looks in adverts
Figure 29: Parents attitudes towards selected statements about advertising, mums vs dads, September 2017
Figure 30: Fiats Motherhood and Fatherhood campaigns, 2012-13
Tackling stereotypes in advertising
Figure 31: Parents attitudes towards stereotyping in advertising, mums vs dads, September 2017
Support for wider representation in advertising
Figure 32: McCain We Ae Family campaign (August 2017), vs Classic Oxo family advert (1980s)
ATTITUDES TOWARDS CHILDREN AND TECHNOLOGY
Getting the whole family to switch off technology
Figure 33: Attitudes towards childrens technology and online usage, September 2017
Technology and childrens sleep
Figure 34: Proportion of parents who agree Technology usage is impacting children's sleep, by age of child(ren) present in the household, September 2017
The educational positives of tech devices
Protecting children online
Figure 35: Google Family Link, March 2017
LIFESTYLE CHANGES SINCE BECOMING A PARENT
New parents focus on eating healthily
Figure 36: Lifestyle changes since becoming a parent, September 2017
but less on exercise
Increased interest in career
Figure 37: Increased interest in selected lifestyle changes since becoming a parent, mums vs dads, September 2017
Looking after the world for tomorrow
PERCEPTIONS OF PARENTHOOD
The stresses of motherhood
Figure 38: Mums perceptions of their own personality, other mothers their age, and their own mothers at their age, September 2017
Figure 39: Mums perceptions of their own personality, other mothers their age, and their own mothers at their age, September 2017
Modern dads more in touch with emotions
Figure 40: Dads perceptions of their own personality, other fathers their age, and their own fathers at their age, September 2017
Figure 41: Dads perceptions of their own personality, other fathers their age, and their own fathers at their age, September 2017
Figure 42: Gillettes Go To Dad 2017 Fathers Day campaign, March 2017
Health-conscious parents
Figure 43: Mums and dads perceptions of how health-conscious they are, other parents of their age are, and their own parents at their age were, September 2017
Figure 44: PRAMA family fitness classes, October 2017
DESCRIBING PARENTHOOD: A VISUAL APPROACH
Describing parenthood with pictures
Mealtimes at the heart of the family life
Figure 45: Eating/dining images related to parenthood, September 2017
The high cost of parenthood
Figure 46: Image of money and its associations with parenthood, September 2017
Parents as educators
Figure 47: Image of piano practice and its associations with parenthood, September 2017
Pets are just as important as any other child
Figure 48: Image of pets and its associations with parenthood, September 2017
Figure 49: MORE TH>N DOGGYSSENTI>LS K9 Routemaster bus tours, January 2017
APPENDIX DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Qualitative methodology
Figure 50: Full set of images provided for parents image association exercise, September 2017
Correspondence analysis methodology

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