For today’s moms the pressure to “do it all” is as strong as ever. Not only are they more likely to be primary earners in their households, they continue to hold primary responsibility for most parenting duties and household upkeep. As they try to balance the many priorities in their lives, they have an increasingly varied array of resources to call on, from trusted personal contacts like their partners ...
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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.
Scope and Themes
Insights and Opportunities
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.
Moms by the Numbers
The Demographics of Moms
Moms and Their Families
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Moms In and Out of the Workforce
A Day in the Life: Time Use for a Typical Weekday
How Moms Would Spend the Ideal Weekday
How Moms Would Spend an Extra Hour in the Day
Changes in Time Moms Spend on Family Activities
Moms’ Online Activities
How Parents Share Family Responsibilities
Changes in Time Spent on Shopping Activities
How Parenthood Changes Purchasing Habits
Changes in Time Spent on Meals and Nutrition
Sources of Parenting Information
Family Time, Kids’ Activities, and Technology
Changes in Financial, Lifestyle, and Emotional Dynamics
Moms’ Values/Qualities/Behavior Priorities for Their Kids
Ideal Mother’s Day Gift
Custom Consumer Groups
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.
Oxygen 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: Other Useful Consumer Tables
Appendix: Trade Associations