母親へのマーケティング：米国

Abstract

There are an estimated 83 million mothers in the United States. Mintel' s report provides insights on the modern mom, and how to create successful, targeted marketing for this important market.

This report includes analysis of moms' attitudes and behavior based on Mintel' s unique and targeted market research:

• Extensive demographic data and analysis
• Core needs and values of moms
• How to reach moms with more effective marketing techniques
• Influence on moms' purchasing decisions
• Moms' attitudes towards shopping, food and family

Moms are defined as female parents with children under 18 living in the home. Because there are many similarities in the way moms and non-moms approach consumer habits, the major focus of this report revolves around responses from mothers only. Where possible, Mintel will attempt to show contrasts or overlap between mothers and non-mothers.

Table of Contents

• Scopes and ThemesWhat you need to know
• Definition
• Consumer survey methodology
• Abbreviations & Terms
• Abbreviations
• Terms
• Executive Summary
• Demographics
• The core needs and values of moms
• How to reach moms: effective marketing techniques
• Influence on moms' purchasing decisions
• Moms' attitudes towards shopping, food and family
• Demographics
• Birth rates
• The number of women of childbearing age increases
  • Figure 1: Age distribution of the U.S. population, by gender, 2007
• Fertility rates, births growing
  • Figure 2: Fertility rate and births, 2002-06
  • Figure 3: Live births, by birth order and age of mother, 2004
• Age of moms
• First-time moms are older
  • Figure 4: First births, age and by race, 2004
• Average age of moms increases
  • Figure 5: Mean age of mothers, 2000-04
  • Figure 6: Fertility rates and birth rates, by age of mother, 2000-04
  • Figure 7: Percentage change in birth rates, by age of mother, 1990-2004
• Fertility treatments linked to older moms, multiple births
• Race/ethnicity of moms
  • Figure 8: Births, by race and Hispanic origin of mother, 2004
  • Figure 9: Households by race/Hispanic origin of householder and presence of children, 2004
• Household composition
• Families make up two thirds of U.S. households
  • Figure 10: Households, by type, 2006
• Two thirds of kids live with married parents
  • Figure 11: Married couples with kids, by age of householder, 2006
• There are 10.4 million single-mother families
  • Figure 12: Single-mother family groups with children under 18, by marital status, 2006
  • Figure 13: Single-mother family groups with children under 18, by race, 2006
• Number of births to unmarried women at record high
  • Figure 14: Number, rate, and percentage of births to unmarried women, and birth rate for married women, 2000-04
  • Figure 15: Birth rates for unmarried women, by age of mother, 2000-04
• Employment
• Mothers' participation in the labor force levels off
  • Figure 16: Labor force participation rate of women, by age of youngest child, 2001-05
  • Figure 17: Labor force participation rates of married mothers of infants, by age, race/ethnicity and educational attainment, 2005
• 5.6 million women are stay-at-home moms
  • Figure 18: Parents and children in stay-at-home parent family groups, 2002-06
• Income
• Married couple households earn the most
  • Figure 19: Household income, by household type, 2006
• Three generations of moms
  • Figure 20: Population, by generation, 2007
• Baby Boomer moms
• Generation X moms
• Echo Boomer moms
• The Core Needs and Values of Moms
• Introduction
  • Figure 21: Qualities that define a good mother, July 2007
• Quality, health, and safety prime concerns
• Moms are women, too
• Mom needs to feel she is a successful parent
• Time is scarce, convenience a must
• Information, connection fundamental needs
• Mothers' Attitudes towards Shopping, Childcare, Household Responsibilities and Media Influences
• Qualities that define a good mother
  • Figure 22: Qualities that define a good mother, by age, July 2007
  • Figure 23: Qualities that define a good mother, by race/ethnicity, July 2007
  • Figure 24: Qualities that define a good mother, by household income, July 2007
  • Figure 25: Qualities that define a good mother, by employment status, July 2007
• Personal traits of a good mother
  • Figure 26: Personal traits that define a good mother, by age, July 2007
  • Figure 27: Personal traits that define a good mother, by race/ethnicity, July 2007
  • Figure 28: Personal traits that define a good mother, by household income, July 2007
  • Figure 29: Qualities that define a good mother, by employment status, July 2007
• Eating and fitness habits enforced by a good mother
  • Figure 30: Eating and fitness traits practiced by good mothers, by age, July 2007
  • Figure 31: Eating and fitness traits practiced by good mothers, by race/ethnicity, July 2007
• Qualities that define a good mother by childcare status
  • Figure 32: Qualities that define a good mother, by childcare status, July 2007
• Lifestyle habits practiced by a good mother by childcare status
  • Figure 33: Lifestyle traits that define a good mother, by childcare status, July 2007
• Eating and fitness by childcare status
  • Figure 34: Eating habits that define a good mother, by childcare status, July 2007
• Qualities that define a good mother by shopping status
  • Figure 35: Qualities that define a good mother, by shopping status, July 2007
• Lifestyle habits practiced by a good mother by shopping status
  • Figure 36: Lifestyle habits that define a good mother, by shopping status, July 2007
• Eating and fitness by shopping status
  • Figure 37: Eating habits that define a good mother, by shopping status, July 2007
• Key Mom Product Markets: An Exploration
• Baby food and drink
• Market size and product launches
  • Figure 38: Sales of baby food and drink, segmented by type, 2004 and 2006
  • Figure 39: Number of U.S. food and beverage introductions, by target age, 2002-07
• Moms rely on pediatricians for nutrition information
• Figure 40: Sources of information about baby nutrition, July 2006
• Moms eschew sugar, embrace natural
  • Figure 41: Important attributes for baby nutrition, July 2006
• Baby durables
• Market size
  • Figure 42: Sales of baby durables, segmented by type, 2004 and 2006
• Moms rely on friends' recommendations for product choices
  • Figure 43: Baby durable products purchasing influences, February 2007
• Children' s personal care
• Market size
  • Figure 44: Sales of children' s personal care products, segmented by type, 2004 and 2006
• Moms buy CPC products because kids like them
  • Figure 45: Why children' s personal care products are purchased, March 2007
• Consumer electronics
• Market size
• Moms are online
• Moms are the family historians
• Cell phones allow moms to stay connected--and send pictures
• Moms want CE products with clear benefits
• Retailers attract moms with new features
• Young people influence parents' CE spending
  • Figure 46: Young adults' attitudes toward consumer electronics brands, January-September 2005
• How to Reach Moms: Effective Marketing Techniques
• Introduction
• Television
  • Figure 47: Attitudes toward television, by age of child, January-October 2006
  • Figure 48: Attitudes toward television, by age of mother, January-October 2006
• Radio
  • Figure 49: Attitudes toward radio, January-October 2006
• Magazines
  • Figure 50: Moms' attitudes toward magazines, by age of child, January-October 2006
  • Figure 51: Moms' attitudes toward magazines, by age of mother, January-October 2006
  • Figure 52: Select parenting publications, by type, 2007
• Newspapers
  • Figure 53: Moms' attitudes toward newspapers, by age of child, January-October 2006
  • Figure 54: Moms attitudes toward newspapers, by age of mother, January-October 2006
• Internet
  • Figure 55: Lifestyle or shopping changes due to the Internet, January-October 2006
• Online communities
• Momconnection.com
• ClubMom
• Bluesuitmom.com
• ZoomPanel Moms
• MommyBlogs
• Email marketing
• "Word of Mom"
• Niche strategy
• Influences on Moms' Purchasing Decisions
• Introduction
• Household purchasing decisions
  • Figure 56: Household purchasing decisions, by age of child in HH, January-October 2006
• The retail environment
• In-store advertising and its impact
• Influences on food purchase decisions and shopping behavior
  • Figure 57: Incidence of refering to in-store food advertising among moms, by type of advertising, January-October 2006
• Influences on shopping purchase decisions (excluding food)
  • Figure 58: Incidence of refering to in-store non-food advertising among moms, by type of advertising, January-October 2006
• Moms' Attitudes towards Shopping, Food and Family
• Introduction
• Family and lifestyle issues
• Attitudes toward home, family, and children
  • Figure 59: Attitudes toward home and lifestyle, by age of children in HH, January-October 2006
• Food and meal attitudes
• Food preparation and cooking
  • Figure 60: Attitudes toward food and cooking, by age of children in HH, January-October 2006
• Breakfast, lunch and dinner
  • Figure 61: Ranking the importance of breakfast, lunch and dinner, by age of children in HH, January-October 2006
• Shopping for and with children
• Preferences for family shopping
  • Figure 62: Preferences when shopping for and with family, by age of children in HH, January-October 2006
  • Figure 63: Preferences when shopping for and with family, by age of mom, January-October 2006
• Shopping strategies moms utilize
  • Figure 64: Shopping strategies moms use, by age, January-October 2006
• How moms utilize the Internet
• Internet preferences
  • Figure 65: What moms look for when using the Internet, by age of children in HH, January-October 2006
• Lifestyle changes due to the Internet
  • Figure 66: Lifestyle or shopping changes due to the Internet, by age of children in HH, January-October 2006
• Future Trends
• Number of births continue to climb
  • Figure 67: Projected number of births, 2007-12
• Older mothers have more to spend
• More moms are going online
• Hispanic population is growing
  • Figure 68: Population, by race and Hispanic origin, 2007 and 2012
• New Products Targeted at Moms and Kids
• Babies and toddlers (Ages 0-4)