Table of Contents
Executive Summary
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- Top takeaways
- Target audience overview
- Impact of COVID-19 on moms
- Disruption of family life
- Disruption to daily routines
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- Figure 1: Short-, medium- and longer-term impact of COVID-19 on moms, May 2020
- Opportunities and Challenges
- Opportunity: Help moms tackle difficult conversations
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- Figure 2: Tackling difficult topics, by parent’s gender, June 2020
- Opportunity: help smooth COVID-19 disruptions during pregnancy
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- Figure 3: Pregnancy safe glute exercise you can do anywhere, April 2019
- Challenge: Moms are evolving faster than messaging
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- Figure 4: Parent associations, June 2020
- Opportunity: Enable kids’ independence
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- Figure 5: PhillUp Hangable cups, January 2020
- Figure 6: Children relying on parents, June 2020
- Challenge: Moms have some financial concerns
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- Figure 7: Financial outlook, July 2020
Target Audience – What You Need to Know
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- Creating their own timeline
- Engaged on social media
- Relying on family, friends and brands
- Changes in motherhood as a result of COVID-19
Moms by the Numbers
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- Average age of first-time mothers continues to increase
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- Figure 8: Births, by age of mother, 2017
- Number of births and fertility rate will continue to drop
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- Figure 9: Annual births, general fertility rate, 2007-18
- Marriage may no longer be the “necessary” first step to starting a family
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- Figure 10: Age of mother, by marital status, June 2020
Market Opportunity: Moms on Social Media
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- Connect with moms on social media
- In their own words: posting about kids online
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- Figure 11: Social media visits, June 2020
- Figure 12: Tell us how you really feel – Posting on social media, June 2020
- Use momfluencers for brand authenticity
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- Figure 13: Social media categories of interest, indexed, December 2019
- Experiment with social retail
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- Figure 14: Social media behaviors – Purchasing using social media, December 2019
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- Figure 15: attitudes toward influencers products, December 2019
- Help moms manage kids’ tech
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- Figure 16: Tell us how you really feel – Kids and technology, June 2020
Market Opportunity: The Moms Network
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- Moms have large word-of-mouth networks
- In their own words: parental support
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- Figure 17: Moms attitudes and behaviors, “I have made new “mom” friends”, by marital and employment status, June 2020
- Moms seek advice from other parents
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- Figure 18: Tell us how you really feel – Advice, June 2020
- Other family members weigh in on moms’ decisions
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- Figure 19: Parent cluster, “I rely on my family to help with childcare”, by age, age of children and employment status, June 2020
COVID-19 Behaviors
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- Financial future
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- Figure 20: Personal financial situation, June 2020
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- Figure 21: Financial outlook, July 2020
- Working situations as a result of COVID-19
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- Figure 22: Employment, June 2020
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- Figure 23: Employment situation due to COVID-19, June 2020
- Changes in spending priorities and shopping behaviors
- Focusing on grocery essentials
- Trying new shopping methods
- Investing in at-home leisure
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- Figure 24: COVID-19 spending habits, August 2020
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- Figure 25: COVID-19 Behaviors, indexed to total adults, August 2020
- Concerns about children and school
- In their own words: transitioning to school at home
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- Figure 26: Parenting during COVID, “I am worried about my child falling behind in school”, by age of children, June 2020
Key Trends – What You Need to Know
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- Prioritizing physical health
- Empowering their choices and voices
- Teaching their children about the many forms of respect
- Finding new ways to play with their kids
- Leaning on community during challenges times
- Encouraging their child’s individuality
What’s Happening Now
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- Mintel Trend Driver: Wellbeing
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- Figure 27: Mintel Trend Driver, Wellbeing
- A focus on their families’ Physical health
- Premium products for more affordable prices
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- Figure 28: Premium products at non-premium price, February 2019
- Postpartum health and beauty products
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- Figure 29: New Belli hand sanitizer, July 2020
- Figure 30: Nipple + Lip for dry lips and irritated nips, April 2020
- Increased numbers of online/homeschooling to decrease risk of COVID-19
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- Figure 31: Back to school collection, July 2020
- Mintel Trend Driver: Rights
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- Figure 32: Mintel Trend Driver, Rights
- Moms are empowered to make choices that are best for them
- More demand for home or alternative births
- Female athletes lead the way in empowering working moms’ rights to maternity leave
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- Figure 33: Embrace the ‘and’ post, July 2020
- Teaching their kids about respect
- Discussing Black Lives Matter with their kids
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- Figure 34: The World Needs More Purple People, June 2020
- Talking about sex and consent during the “Me Too” movement
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- Figure 35: Tackling difficult topics, by gender of children, June 2020
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- Figure 36: Athlete A official trailer, June 2020
- Mintel Trend Driver: Experiences
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- Figure 37: Mintel Trend Driver, Experiences
- TikTok challenges bring out the playful side of moms
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- Figure 38: Tik Tok toddler challenge, May 2020
What’s Happening Next
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- Mintel Trend Driver: Identity
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- Figure 39: Mintel Trend Driver, Identity
- COVID-19 heightens the importance of Community
- Exposing the realities of working moms
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- Figure 40: To every mom doing their best, May 2020
- Childcare and education of young children during COVID-19
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- Figure 41: Outschool art class, June 2020
- The trying to conceive mom community
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- Figure 42: Suffering in silence, May 2020
- Figure 43: Ali Wong Quote, November 2020
- Mom shaming and the downside of a mom community
- In their own words: mom shaming
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- Figure 44: Mom attitudes and behaviors, “I have felt judged by another mom for my parenting choices”, by mothers age, June 2020
- Providing children with space for Individuality
- Encouraging children’s independence
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- Figure 45: PhillUp Hangable cups, January 2020
- Moms are more accepting of their children being LGBTQ+
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- Figure 46: Parenting attitudes, “I would be ok with my child being LGBTQ+”, by gender of parent, June 2020
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- Figure 47: Coming Out With Care: The Welcome Video
The Consumer – What You Need to Know
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- Mom segmentation
- Enjoying motherhood
- Prioritizing themselves and their relationship
- Embracing the imperfections and differences
- Responsibility for discussing difficult topics
- Their child’s future
Pregnancy and Post-partum
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- Finding ways to enjoy pregnancy even through COVID-19
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- Figure 48: Mom attitudes and behaviors, “I enjoyed being pregnant”, by number of children, June 2020
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- Figure 49: Pregnancy safe glute exercise you can do anywhere, April 2019
- Figure 50: Learn How to Play Baby Shower Pictionary, July 2020
- Being asked about pregnancy
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- Figure 51: Tell us how you really feel, “Getting asked about my pregnancy”, by age of mother, June 2020
- “It’s OK to not be OK”
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- Figure 52: Attitudes toward parental responsibility, “I am overwhelmed with my responsibilities as a parent”, by age of children, June 2020
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- Figure 53: Not many people have asked if I’m OK, October 2019
Joys of Motherhood
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- The stakes are high, but the rewards are worth it
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- Figure 54: Parent cluster – Being a parent, June 2020
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- Figure 55: Dear Mom, April 2020
- Desire to be a parent translates to joy in parenting
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- Figure 56: Mom attitudes and behaviors, by excited and reluctant moms, June 2020
- Younger moms are blending the worlds of parent and friend
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- Figure 57: Mom attitudes and behaviors, “My kids are my best friends”, by age of mother, June 2020
- Moms manage stress through a balance of productivity or relaxation
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- Figure 58: Stress level, by gender and parental status February 2020
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- Figure 59: Managing stress, Indexed to total population, February 2020
- Moms are prioritizing time with spouse/partners
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- Figure 60: Parent cluster, “Having children has made me and my partner closer”, by marital status, June 2020
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- Figure 61: Crated with love fan favorites, July 2020
Perception and Reality
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- Modern moms see themselves as flexible, easygoing
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- Figure 62: Correspondence Analysis – Symmetrical map – Parent associations, June 2020
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- Figure 63: A Mother’s love, April 2020
- I want to be like my mom
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- Figure 64: Work and parenting, by mother’s parental status, June 2020
- Pressure to look perfect goes away as parents and children get older
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- Figure 65: Parent cluster, “I feel pressure to make sure my life and family look put together from the outside”, by gender of children, June 2020
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- Figure 66: Instagram vs reality, April 2020
- Every family is an all-American family, but some don’t feel that way
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- Figure 67: My family is an all-American family, by race and marital status, June 2020
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- Figure 68: The All-American Family, August 2018
- Moms expect their children to rely on them
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- Figure 69: Children relying on parents repertoire, June 2020
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- Figure 70: Children relying on parents, by household income, June 2020
Discussing Difficult Topics
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- Moms report discussing or plans to discuss more difficult topics
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- Figure 71: Tackling difficult topics, by parent’s gender, June 2020
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- Figure 72: Who is helping tackle difficult topics, June 2020
- Figure 73: No one has the right to bully you, April 2020
- Teachers’ role in difficult conversations
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- Figure 74: Who is helping tackle difficult topics – Teachers at school, June 2020
- Explaining COVID-19 to kids
- In their own words: COVID-19 education resources
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- Figure 75: Parenting during COVID, “I’m not sure what to believe about the COVID-19 pandemic”, by area of residence, June 2020
- Figure 76: Elmo’s World – Caring for each other, July 2020
Moms Segmentation
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- Factors
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- Figure 77: Mom segments, June 2020
- Segment 1: Self-Sufficient Solo Mom (25%)
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- Figure 78: Amy Mitchell, May 2019
- Figure 79: Self-Sufficient Solo Mom segment demographics, June 2020
- Segment 2: Namaste Mom (21%)
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- Figure 80: Lorelai Gilmore, March 2020
- Figure 81: Namaste Mom segment demographics, June 2020
- Segment 3: Practically Perfect Mom (20%)
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- Figure 82: Molly Weasley, October 2014
- Figure 83: Practically Perfect Mom segment demographics, June 2020
- Segment 4: Struggling Sidekick Mom (20%)
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- Figure 84: Kate Foster, November 2016
- Figure 85: Struggling Sidekick Mom segment demographics, June 2020
- Segment 5: Unengaged Mom (14%)
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- Figure 86: President Selena Meyer, October 2016
- Figure 87: Uninvolved Mom segment demographics, June 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
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- Figure 88: Correspondence Analysis – Symmetrical map – Parent associations, June 2020
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- Figure 89: Correspondence Analysis – Principal map – Parent associations, June 2020
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- Figure 90: Parent associations, June 2020
- Methodology
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