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SUMMARY
Moms today control 80% of a households\' spending. The birthrate is the highest it has been in 30 years. Today\'s Mom is on average 27, working and interested in having more than 2 children. She is also a very different consumer than her mother. Generational and macro-environmental factors are driving changes in the consumer behavior of Moms. The Baby Boomers are becoming grandparents, the Gen-Xers are well into having families and Gen Y is 3-5 years away from moving starting to have babies. The U.S. Mom Market is the first-ever report to focus on this shift in the market and the implications for today\'s marketers. This report, a collaborative effort between Packaged Facts and Silver Stork Research the only mom-focused research company in the marketplace, offers a comprehensive review of who the new Mom of today is. Areas covered in the report include: - Current mass market portrayal of Moms
- Demographic profile of today\'s new Mom
- Generational dynamics of today\'s Moms
- Consumer behaviors of Moms
- Priorities, values and morals of Moms today and their implications
- Marketing & advertising
- Opportunity review for the marketplace
Report Methodology The U.S. Mom Market report was developed from extensive primary and secondary research. Primary research included three waves of quantitative research done both via telephone and on the web. Additionally, interviews with experts such as pediatricians, marketers, analysts and others were facilitated. Retail audits were also facilitated with key industry experts (e.g.: toy expert, apparel expert, personal care expert). Finally, a series of focus groups were held with Moms to expand on key learnings and offer depth and direct verbal comment on the findings from the primary research. Secondary research for this report included data-gathering from relevant trade, business and government sources, including company literature. About Silver Stork Research Silver Stork Research is a Mom-focused research company, dedicated to helping clients understand the Mothers of today and tomorrow. We utilize innovative market research techniques to gather actionable insights that enable clients to increase brand relevance, drive market share, and create tangible sales results. Silver Stork offers client\'s multiple opportunities to keep abreast of Mom consumer market via traditional research services, custom branded techniques, access to our national panel of 1000+ moms, and market intelligence via various Silver Stork intellectual properties. What you\'ll get in this report The U.S. Mom Market is a pioneering report on the evolving Mom market. With this report you will catapult yourself forward to winning with this significant segment in the future. You will understand how major generational shifts are changing the playing field for marketers in today\'s mom, infant and children\'s markets. Specifically you will understand the unique consumer tendencies of Moms and the appropriate marketing techniques to reach her. Successful brands will be profiled. Untapped opportunities will be identified. The report will address the following: - The market
- The consumer
- The marketers
- Trends and opportunities
How you will benefit from this report If your company is already competing for a share of Moms dollars, you will find this report invaluable as it provides a comprehensive package of information and insight not offered any other single source. Most importantly, this report is the first to begin to pave a path to the future for brands to succeed in the Mom marketplace well into the future. TABLE OF CONTENTS
Chapter 1: Executive Summary- Scope and Methodology
- Scope of report
- Report Methodology
- The Mom Market - At A Glance
- Being a Mom Today
- Chief Household Financial Officer
- Marketing To Moms
- Moms in the Future
Chapter 2: The Market - US Birth rates
- 30-year trend, all-time high
- Declines in teenage pregnancy
- Rates by ethnicity
- Rates by age
- Trended changes
- Age of moms
- Number of children per US Female
- Increase in single motherhood
- Increases in multiples
- Education levels of Moms
- Projections
- Female population
- Generational Trends & Shifts
- Boomer aging
- Gen X giving birth
- Gen Y on the cusp
Chapter 3: Survey of the Market: Being A Mom Today - Top 10 values reported by Moms
- Priorities for their children
- Work-family balance
- Maternity in the workplace/maternity leave
- Increase in stay-at-home Moms
- Trends in working mothers
- Trends in childcare
- Best & Worst thing about being a Mom
- The influence of a Mom\'s Mom
- Typical Day
- Stay-at-home Mom
- Working Mom
- Expert thoughts on how Moms have changed
Chapter 4: Chief Household Financial Officer: Money, Income & Spending - Average Household spending
- HH with 1+ children
- HH Spending with infancts
- New categories for moms
- Food
- Apparel
- Electonics/gear
- Other
- Example of a Baby Registry
- Share of household spending dedidcated to children
- Costs of raising a child
Chapter 5: Marketing To Moms - Marketing to women fundamentals
- What the experts have to say
- Media preferences
- Simmons data
- Media usage
- Web useage
- Women
- Moms
- Approaches to information/guidance
- Shopping
- Favorite Advertising
- Most powerful messages
- Promotions of interest
- Trusted brands
- Desired product attributes
- \'Wish List\' to make life \'easier\'
- Top 10 things moms HATE about marketing
- Pop Culture Look At Moms
- TV Programming in the last 12 months
- Increases in pregnancy/children media
- Celebrity pregnancies
- Chic-Lit trend
- Other
Chapter 6: The Future - Gen Y as Mothers
- Ethnic Moms
- Boomers as grandparents
- Dad\'s changing role
- Organic/Natural product interests
- \'HOT\' Products & Categories
- Retailing Trends
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