In-depth Analysis on Marketing to Moms in U.S., Covering Trends and Consumer Preference – September 2017


Published on : Sep 12, 2017

Albany, New York, September 12, 2017: Millions of moms in the U.S. have emerged as in important consumer category for marketers to understand, as mom usually make the grocery purchases for the entire household. Despite the changing social dynamics that sees a higher number of unmarried women having children in much later stages of life and fewer children-bearing, some traditional norms continue to exist. As compared to dads, moms are more likely to feel that managing household requirements is a part of the parenting role. In spite of that, spending time with their kids remains the priority for moms over their household chores, with the belief that the time spent with their children in inimitable. Recently, Market Research Hub (MRH) has published a fresh report titled “Marketing to Moms - US - September 2017” in its vast repository. This report on marketing to moms in U.S. offers insights on the current market trends and consumer attitude, especially moms. Also, the report covers key factors that are expected to influence the buying habits of moms in the U.S. and analysis the recent history of shopping patterns of moms.

According to the report, the total number of moms in the US is currently estimated to be around 43 million while fertility rate continue to fall. The average age of moms is consistently rising, with many of the new moms being unmarried but aren’t necessarily single. Moms continue to be the stay-at-home caregiver for children as dads remain occupied with professional goals and tasks.  Social media appeals to the mom audience.

The report also identifies that moms parenting role also includes household management. In addition, the report also assesses some of the key elements such as marginalized moms looking for recognition, moms remain more price conscious when shopping for basics. The report also provides detailed information on women giving birth in specified year, (1990-2015). As per the finding of the research, cohabitation is driving the rise in births to unmarried women. The report also offers an overview on some of the visible changes that come with motherhood such as different transition of moms and dads lifestyle, finances are top of the list for new parent, single moms want their lifestyles portrayed in ads, Low-income moms share more connection to real world, ads for Black moms need to portray more reality, moms tend to save on routine purchases, having more than two kids can impact saving and shopping, savings of product purchased by number of children, single moms exhibit frugality.

The report also presents an analysis on mom’s attitudes towards motherhood fiascos. Moms are taking it all in their stride while managing household. The report finds the stay-at-home moms outnumber stay-at-home dads by a significant margin. Use of social media continues to grow among moms. The reader will also come across some of the key initiatives, promotional campaigns and activities by brands to introduce and advertise baby product and grocery items such as meal kit competition and #RealMoms. This new report also focuses on the difficulty of the matrescence transition and challenges faced by moms at different stages. 

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