UK Lifestyles of Mums 2014 Market Research Report

To a new mother, her baby is the apple of her eye, and she would spare nothing to ensure their needs are met, even if that means that her own needs and interests are neglected. Brands could re-ignite mums’ passion for their habits and lifestyle before they had children and show they do not have to run counter to being a parent.

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Table of Content

Introduction

Methodology
Abbreviations

Executive Summary

Pregnancy is a crucial time for forming brand loyalty
Figure 1: Online engagement during and after pregnancy, June 2014
A new mum puts the needs of her child first
Figure 2: Selected habits of new mums, June 2014
Watching TV is the most popular family activity
Figure 3: Digital activities that families do together with children – mums and dads, June 2014
Pent-up demand for a special night out or in
Figure 4: How couples spend free time, besides looking after children, June 2014
What we think

Issues and Insights

Pre-empting new mums’ concerns about harmful or unhealthy ingredients in baby food, drink and personal care
The facts
The implications
Fashion, beauty and leisure brands could encourage mums to have more ‘me time’
The facts
The implications
More opportunities for promoting analogue family activities
The facts
The implications

Trend Application

Trend: Unfairer Sex
Trend: Click and Connect
Trend: Entrepreneurial Spirit

Market Drivers

Key points
Trends in the number of parents
Figure 5: Number of mothers and fathers with dependent children in the household, UK, 2003-13
Trends in mean age of motherhood
Figure 6: Trends in the mean age of mothers at childbirth, England and Wales, 1983-2013
Trends in the number of live births
Figure 7: Trends in the number of live births and total fertility rate, England and Wales, 2008-13
Proportion of mothers in employment
Figure 8: Working status, June 2014
Breadwinner status
Figure 9: Breadwinner status, by marital status, June 2014
Increasing number of blended families
Figure 10: Family composition, June 2014
Shared parental leave

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The Consumer – Online Engagement Around Pregnancy

Key points
Pregnancy is a pivotal time for establishing brand loyalty
Figure 11: Online engagement during and after pregnancy, June 2014
Millennial mums more likely to seek advice online during pregnancy
Figure 12: Online engagement during pregnancy, by age of parent, June 2014
Making digital connections with doctors
Decline in online engagement after birth
Figure 13: Repertoire of online activities during and after pregnancy, June 2014

The Consumer – Habits of New Mums

Key points
A new mum forgets about her own needs
Figure 14: Selected habits of new mums, June 2014
Parents of newborns show higher interest in organic food and drink
Figure 15: Considerations when buying food and drink for youngest child, by age of children, June 2014
Figure 16: Examples of Ella’s Kitchen products, August 2014
Interest in healthy issues rises after birth
Figure 17: Selected habits of new mums, June 2014
Figure 18: Examples of baby personal care products launched carrying free-from claims, August 2014

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