“In 2020, moms are facing unexpected challenges. Between maintaining their family’s health and safety through the COVID-19 pandemic and addressing and explaining the various aspects of the Black Lives Matter movement and demonstrations to their children, moms have had their hands full. However, even given all of this, moms still remain optimistic. Moms truly love being parents and feel that motherhood has had a positive impact on their life.”
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Executive Summary
Market
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Target Audience – What You Need to Know
Moms by the Numbers
Market Opportunity: Moms on Social Media
Market Opportunity: The Moms Network
COVID-19 Behaviors
Consumer
Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
The Consumer – What You Need to Know
Pregnancy and Post-partum
Joys of Motherhood
Perception and Reality
Discussing Difficult Topics
Moms Segmentation
Brand/Company
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Key Trends – What You Need to Know
What’s Happening Now
What’s Happening Next
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix – Data Sources and Abbreviations
Appendix – The Consumer
12th February 2021
“The COVID-19 pandemic has presented moms with a variety of new challenges. Most notably, they are juggling disruptions to their employment and disruptions to their kids’ education. While during the re-emergence phase moms may be able to revert to some of their more normal routines, employed moms may see that ... 
22nd January 2021
“Moms ultimately see it as their responsibility to educate their children on uncomfortable and difficult, yet important, topics in life. The insurrection at the United States Capitol has challenged moms in new ways as they look to explain and productively discuss the events that happened on January 6th.”
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The impact of COVID-19 on moms.
