Original Source: U.S. Moms Market
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The U.S. Mom Market has received much discussion over the last 10 years since Packaged Facts first published a comprehensive report on the market. Moms continue to dominate the household dollars and brands continue to try to meet their needs. This report takes a different look at Moms than the current buzz in the market. It focuses on the fundamentals of Moms like market size, changes in demographics and details around who is and will become a Mom in the near and distant future.
The report is divided into two parts: The Market Fundamentals and The Market Opportunities. Within the fundamentals you will understand the facts about Moms and children. You will also get to know Mom better by looking at the different ‘stages’ she goes through as a mother of children at varying ages. Additionally, you will step inside her mind to understand not how she is using her cell phone or how much time she spends on the internet, but what she worries about and/or what motivates her.
The second part of the report takes macro trends and applies them to the Mom Market and explores the resulting micro trends. Highlighting the most influential shifts in the U.S.
Within every chapter the report includes insights and implications so that once you put the report down you will have ideas, plans and actions in mind. Featured within the chapters are both secondary research and primary research done exclusively for the report. Highlights include a look at brand attribute importance by Moms vs. females overall and by Moms across different ethnic groups. Additionally, commentary on new products in the market coming directly from Moms is included for understanding and distillation.
The report is 100 pages long, includes over 40 charts and tables from the CDC, The Census Bureau, the Pew Research Center
The report was written for Packaged Facts by Silver Stork Research, the author of several reports on the U.S. Mom Market.
Browse complete report: U.S. Moms Market 2010, 3rd Edition, The
Table of Contents
CHAPTER 1: EXECUTIVE SUMMARY
PART 1: THE MARKET STRUCTURE
CHAPTER 2: THE FOUNDATION FACTS
POPULATION TRENDS
FIGURE 2.1: US
OVERALL POPULATION:
FIGURE 2.2: US
FEMALES:
TABLE 2.1: US
GENERATIONS COLLIDE:
FIGURE 2.3: GENERATION SIZES
MOM MARKET SIZE
TABLE 2.2: GENERATIONAL CHARACTERISTICS
MARRIAGE:
TABLE 2.3: AVERAGE AGE OF MARRIAGE, 1950-2007
TABLE 2.4: UNMARRIED POPULATION 1970, 2000, 2008
HOUSEHOLDS:
TABLE 2.5: FAMILY HOUSEHOLDS AND SIZE 1950-2007
FIGURE 2.4: SHARE OF U.S.
TABLE 2.6: US
TABLE 2.7: PERCENT OF US
RACE & ETHNICITY
TABLE 2.8: RACIAL & ETHNIC DIFFERENCE IN FAMILY, 2008
FIGURE 2.5: US
EDUCATION
FIGURE 2.6: DEGREES MALES VS. FEMALE 1969-2016
FIGURE 2.7: PERCENT OF ADULTS 25+ WITH DEGREES BY RACE/ETHNICITY 2007
CHILDREN:
FIGURE 2.8: CHILD POPULATION BY AGE AND PROJECTIONS
HIGHLIGHT FROM:
FROM THE FEDERAL INTERAGENCY FORUM ON CHILD AND FAMILY STATISTICS
CHAPTER 3: BIRTHS & FERTILITY
TABLE 3.1 RECASTING MOTHERHOOD 1990-2008
FACTS ABOUT BIRTH IN THE US
FIGURE 3.1: BIRTH RATES OF MOM 1990-2008
TABLE 3.2: TOTAL BIRTHS & FERTILITY BY RACE AND HISPANIC ORIGIN
FIGURE 3.2: TOTAL FERTILITY RATES BY STATE 2003
FIGURE 3.3: FERTILITY BY AGE OF WOMEN 1970-2007
FIGURE 3.4: US TOTAL FERTILITY RATES 1917-2008
BABY NAMING TRENDS REVEAL MORE THAN A NAME!
FIGURE 3.5: POPULATION PERCENTAGES BY RACE AND HISPANIC ORIGIN 2010-2050
FIGURE 3.6: HISPANIC/LATINO POPULATION AND PERCENTAGE BY KEY STATE
FIGURE 3.8: HISPANIC AMERICAN HOUSE HOLD INCOME VS. OVERALL US
FIGURE 3.9: FERTILITY RATE CHANGES BY AGE
FIGURE 3.10: ADOPTION TOTALS 2002
FIGURE 3.11: US
FIGURE 3.12: FACTS FROM THE ASSISTANT SECRETARY OF PLANNING ON US ADOPTIONS
CHAPTER 4: WHO IS MOM?
TABLE 4.1: SELF CONCEPT RATINGS
TABLE 4.2: LIFESTYLE CONNECTIONS 2005 & 2010
TABLE 4.3: LIFESTYLE DIFFERENCES BY ETHNICITY
FIGURE 4.1: CHARACTERISTICS MOMS ADMIRE WORD CLOUD
TABLE 4.4: ATTRIBUTES MOMS VS. FEMALES OVERALL
FIGURE 4.2: ISSUES OF CONCERN 2005 - 2010
TABLE: 4.5: CAUSE PURCHASING BY ETHNICITY
FIGURE 4.3: CAUSES MOMS PAY ATTENTION TO WORD CLOUD
SHOPPING BEHAVIOR:
MOM SHOPPING DO’S & DON’TS
FIGURE 4.4: SHOPPING BEHAVIORS
FIGURE 4.5: MOMS CONSUMER SELF PERCEPTIONS
FIGURE 4.6: SHOPPER PROFILES
SPENDING:
FIGURE 4.7: CATEGORY SPENDING INDEX - KEY SEGMENTS
TABLE 4.6: AVERAGE SPENDING IN HOUSEHOLDS WITH CHILDREN
FIGURE 4.8: CONSUMER PRIORITIES FOR MOMS ACROSS THE AGES
AGE OF CHILD
SPENDING & CONSUMING PRIORITIES
AGE OF CHILD
SPENDING & CONSUMING PRIORITIES
AGE OF CHILD
SPENDING & CONSUMING PRIORITIES
HOW CHILDREN GROW
FIGURE 4.9: GROWTH PATTERNS OF CHILDREN
CHAPTER 5: THE STAGES OF MOTHERHOOD
LIFESTAGE #1. FIRST PREGNANCY
TABLE 5.1: PREGNANT MOM INSIGHTS
LIFESTAGE #2. NEW MOM: FIRST-TIME MOM OF ONE CHILD (ALL AGES)
TABLE 5.2: NEW MOM INSIGHTS
LIFESTAGE #3. MULTI-MOM: MOM OF 2+ CHILDREN
TABLE 5.3: MULTI-MOM INSIGHTS
LIFESTAGE 4: BEST SUPPORTING MOM
CHAPER 6: THE NEW ECONOMY MOM:
TABLE 6.1: CONSUMER CONFIDENCE 2008
TABLE 6.2: ECONOMIC OUTLOOK
TABLE 6.3: ECONOMIC OUTLOOK NEXT 12 MONTHS
FIGURE 6.1: PAST AND FUTURE HOUSEHOLD CHANGES DUE TO ECONOMY
FIGURE 6.2: HOUSEHOLD CHANGES FROM RECESSION
FIGURE 6.3: PRODUCTS OF THE RECESSION THAT MOMS LOVE
CONSUMERISM
CONVERSATIONS WITH MOMS:
BRANDS MOMS CONNECT WITH TODAY:
BRANDS MOMS CONNECTED WITH YESTERDAY
PART 2: THE MARKET OPPORTUNITY
CHAPTER 7: FUTURE TRENDS
MACRO TRENDS:
TECHNOLOGY:
TABLE 7.1: TECHNOLOGY MICRO TREND EXPLORATION
NATURAL & GOOD EARTH
TABLE 7.2: NATURAL & GOOD EARTH MICRO TRENDS
PRODUCTS ENABLING SELF-SUFFICIENCY:
WORKING MOMS
TABLE 7.3: WORKING MOM MICRO TRENDS
NEW FRUGALITY:
TABLE 7.4: NEW FRUGALITY MICRO TRENDS
CULTURAL DIVERSITY
TABLE 7.5: CULTURAL DIVERSITY MICRO TRENDS
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