This report offers a complete analysis of American Moms from a consumer perspective. Below, we summarize the key issues covered, and offer handpicked insights from the report itself.
Key Issues Covered in the Report
- Types of in-person childcare support
- Top areas of support moms desire
- How moms would spend extra time
- What makes moms feel like they’re winning
- Products/services moms are willing to pay for
- Attitudes toward parenting
US Moms – Consumer Overview in 2023
In addition to child rearing, moms are often primary decision makers for the household, choosing activities for children, food for the family, and caring for the house. Moms desire support in tasks beyond caring for their children and want to be seen beyond their role as mom, suggesting that representation of a wider range of responsibilities and multiple facets of their identity are necessary and that marketing to moms goes beyond kid-centric brands.
How to Market to American Moms – Example Opportunity
Many moms don’t feel represented in advertising, which is a likely result of the advertising leaning too far into the mom identity. Almost 90% of US Moms wish more brands would see that being a mom isn’t their only defining aspect. This highlights that brands can easily resonate with moms by considering other aspects of their identity, including the desire for self-care, and traits, attitudes and hobbies specific to them as individuals. Nostalgia is being used by some brands to weave their own childhood experiences into their search for solutions for their current role.
The above is just a snapshot of what our report contains. For consumer insights and a complete analysis of marketing opportunities available to brands, purchase the full report. Readers of this report may also be interested in Mintel’s US Marketing to Asian Moms Market Report 2023.
Expert Analysis from a Category Specialist
This report, written by Fiona O’Donnell, a leading analyst, delivers in-depth commentary and analysis to provide opportunities to market to US Moms.
Marketing to moms must expand beyond themes of child rearing. Moms want support across a wider range of needs, including life management and self-care.
Fiona O’Donnell
Senior Director – Lifestyles, Culture & Identity, Multicultural, Travel & Leisure
