All about mums: what brands need to know about the aspirations and online behaviour of today's mothers

March 28, 2014
2 min read

This weekend many consumers will be celebrating Mother’s Day and for the occasion Mintel has prepared a selection of need to know stats about this influential consumer demographic. Indeed, brands that are responsive to mums’ concerns and aim to grow with their preferences (increasingly expressed via social media channels) will be in a stronger position when competing for their consumer loyalty.

According to Mintel’s research, today’s mothers don’t necessarily aspire to financial or professional accomplishments for their children. Instead, mothers’ leading aspirations for their children are related to personal development and soft skills, with the majority of mums wishing their offspring to grow up being happy (85%), confident (75%) and well-prepared for ‘the real world’ (53%).

When it comes to online engagement, Mintel’s data illustrates an uptick in online activity amongst mothers in 2013 compared with 2012. Whilst the proportion of mothers who buy products for their children online hasn’t changed much, hovering at just under six in ten (57%) mums, Mintel’s data shows that mothers do more research online. Online research for children’s products grew from 35% of mums in 2012 to 47% in 2013, searches for medical information grew from 28% to 44%, while searches for advice on healthy meals grew from 15% to 26% over the same one year period.


Ina Mitskavets
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