U.S. Mom Market: A Ground-Breaking Profile of Mothers as Consumers and Family Decision-Makers

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Published Nov 1, 2003 | 107 Pages | Pub ID: LA886173

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Moms today control 80% of a households’ spending. There are more births today than there were 30 years ago. Today’s Mom is on average 27, working and interested in having more than 2 children. She is also a very different consumer than her mother. Generational and macro-environmental factors are driving changes in the consumer behavior of Moms. The Baby Boomers are becoming grandparents, the Gen-Xers are well into having families and Gen Y is 3-5 years away from starting to have babies. The U.S. Mom Market is the first-ever report to focus on this shift in the market and the implications for today’s marketers.

This report, a collaborative effort between Packaged Facts and Silver Stork Research the only mom-focused research company in the marketplace, offers a comprehensive review of who the new Mom of today is. Areas covered in the report include:

  • Current mass market portrayal of Moms
  • Demographic profile of today’s new Mom
  • Generational dynamics of today’s Moms
  • Consumer behaviors of Moms
  • Priorities, values and morals of Moms today and their implications
  • Marketing & advertising
  • Opportunity review for the marketplace

Report Methodology
The U.S. Mom Market report was developed from extensive primary and secondary research. Primary research included three waves of quantitative research done both via telephone and on the web. Additionally, interviews with experts such as pediatricians, marketers, analysts and others were facilitated. Retail audits were also facilitated with key industry experts (e.g.: toy expert, apparel expert, personal care expert). Finally, a series of focus groups were held with Moms to expand on key learnings and offer depth and direct verbal comment on the findings from the primary research. Secondary research for this report included data-gathering from relevant trade, business and government sources, including company literature.

About Silver Stork Research
Silver Stork Research is a Mom-focused research company, dedicated to helping clients understand the Mothers of today and tomorrow. We utilize innovative market research techniques to gather actionable insights that enable clients to increase brand relevance, drive market share, and create tangible sales results.

Silver Stork offers client’s multiple opportunities to keep abreast of Mom consumer market via traditional research services, custom branded techniques, access to our national panel of 1000+ moms, and market intelligence via various Silver Stork intellectual properties.

What you’ll get in this report
The U.S. Mom Market is a pioneering report on the evolving Mom market. With this report you will catapult yourself forward to winning with this significant segment in the future. You will understand how major generational shifts are changing the playing field for marketers in today’s mom, infant and children’s markets. Specifically you will understand the unique consumer tendencies of Moms and the appropriate marketing techniques to reach her. Successful brands will be profiled. Untapped opportunities will be identified.

The report will address the following:

  • The market
  • The consumer
  • The marketers
  • Trends and opportunities

How you will benefit from this report
If your company is already competing for a share of Moms dollars, you will find this report invaluable as it provides a comprehensive package of information and insight not offered any other single source. Most importantly, this report is the first to begin to pave a path to the future for brands to succeed in the Mom marketplace well into the future.

Chapter 1: Executive Summary
  • Background
  • Overview
  • Scope and Methodology
  • The Market
  • Shifting Generations
  • Being A Mom Today
  • Chief Household Finance Officer
  • Marketing To Moms
  • The Future

Chapter 2: The Market

  • The Market
  • Facts and Figures
  • Market Size
  • The Future
  • Births
  • Fertility Rates & Birth Rates
  • Age of Mothers
  • Ethnicity
  • Regions
  • Employment & Education
  • The Maternity Ward
  • Pregnancy & Delivery
  • Infertility
  • Adoptions
  • Births of Multiples
  • Single Mothers
  • Gay & Lesbian parents

Chapter 3: Shifting Generations

  • Gen X
  • The market
  • The shaping of a generation
  • A generation defined
  • Gen Y
  • The market
  • What to expect
  • Comparing generation
  • Boomer Grandparents

Chapter 4: Today’s Mom

  • Survey of the market
  • Pregnancy
  • Getting ready for baby
  • What’s on her mind while pregnant
  • Priorities, after birth
  • How do they think of themselves
  • Rewards & Challenges
  • Their moms
  • Her focus
  • A day in the life
  • Time for herself
  • A day in her life (examples)
  • Speaking her mind
  • Vacations & Fantasies

Chapter 5: Chief Household Financial Officer

  • Mom as a consumer
  • Cost of a child
  • The spending frenzy
  • Families & gifts
  • A "Brand" new world
  • Moms are in control
  • Spending
  • Household spending
  • Moms spend more
  • Financial management

Chapter 6: Marketing to Moms

  • A starting point
  • Media preferences
  • The Web
  • Advertising
  • Public Relations
  • Promotions
  • Design
  • Positioning
  • Winning Brands
  • Brands Doing It Well

Chapter 7: The Future of the Mom

  • Market: Trends To Watch
  • Maternity as a Life stage
  • Kiddies Chic
  • Organic Products
  • Media Shifts
  • Mr. Mom
  • Retail Evolution
  • Gen Y Moms
  • Mompreneurs

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