2014 Marketing to Moms Industry Trend, Size, Share, Growth in Canada

Providing greater incentives for ‘liking’ a brand like contest entries, free sample products, the ability to be among the first to try new products or the ability to provide feedback, may help to develop brand engagement.

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Table of Content

Introduction

Methodology
Abbreviations

Executive Summary

Market overview
The Canadian female population is aging; as is the average age of women at childbirth
Figure 1: Total Canadian population of women, by age, 2008-18
Figure 2: Average age of mother at childbirth and percent of births to mothers over 30-years-old, 1974-2010
The consumer
Most Canadians mothers are married or coupled, with three quarters being married to an opposite-sex partner
Figure 3: Parenting situation among Canadians mothers, August 2014
Figure 4: Ages of children among surveyed mothers, August 2014
Almost all Canadian mothers are using social media
Figure 5: Social media participation in the past 3 months, August 2014
Canadians mothers are most likely to spend their money on clothes and food
Figure 6: Category spending among mothers, August 2014
Family and friends are the most trusted source among Canadian mothers
Figure 7: Trusted sources for purchase decisions, August 2014
Always being there and being patient are most widely cited as defining a good mom
Figure 8: Characteristics associated with being a good mother – Top-five ranked, August 2014
Canadian mothers hope their children will be happy and confident in themselves
Figure 9: Moms’ aspirations for their children, August 2014
What we think

Issues and Insights

Engaging with Canadian mothers on social media
The facts
The implications
Mothers are driving healthy living in Canada
The facts
The implications
Marketing to moms when they are without their children
The facts
The implications
Focusing on Canada’s changing family structure
The facts
The implications

Trend Application

Trend: Click and Connect
Trend: Let’s Make a Deal
Trend: Switch Off

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Market Drivers

Key points
Demographic overview
The Canadian female population is aging
Figure 10: Total population of women in Canada, by age, 2008-18
Figure 11: Total female population in Canada, by province, 2013
Births and birth rates have slowed in recent years
Figure 12: Annual births and birth-rate*, 1981-2011
Figure 13: Fertility rate by age group (per 1,000 women), 2001-11
Figure 14: Average age of mother at childbirth and percent of births to mothers over 30-years-old, 1974-10
Economic overview
Income and savings on the rise
Figure 15: Household disposable incomes and savings in Canada, 2008-14
Figure 16: Inflation rate in Canada, 2004-14
Figure 17: Monthly movements in selected major components of the Canadian Consumer Price Index, seasonally adjusted, 2007-12
Canada’s employment rates remain steady
Figure 18: Canada’s unemployment rate, by gender, 2008-14
Shopping-specific overview
Shopping opportunities have increased in Canada
Figure 19: Total number of shopping centres in Canada, 2001-12
Figure 20: Retail e-commerce sales in Canada (in billion US dollars), 2012-17
Nut-free school lunches still affects food purchasing

Advertising and Online Resources for Canadian Mothers

Key points
Advertising focusing on moms
Canadian blogs and other online outlets for moms
Mother’s Day can be a lucrative opportunity for brands

The Consumer – Canadian Moms and Family

Key points
Married couples remain the top family structure but are declining in share
Figure 21: Distribution and percentage change of census families by family structure, 2001-11
Most Canadian mothers are married or coupled, with three quarters being married to an opposite-sex partner
Figure 22: Parenting situation among Canadians mothers, August 2014
Profiling of Canadian moms
Figure 23: Ages of children among surveyed mothers, August 2014
Figure 24: Number of children in household among surveyed mothers, August 2014
Figure 25: Working status among surveyed mothers, August 2014
Figure 26: Financial situation among surveyed mothers, August 2014

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