marketing to the baby boom - amárach research/eumom report september 2011

1 TRENDS Report

Marketing to the Baby Boom An Amárach Research/ eumom Report

September 2011

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106,000 Members Online

260,000 Households

19 of 20 Maternity Hospitals

Full Service MR Agency

30 Research & Support Staff

Irish & International Client Base

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1. Demography

2. Irish Moms

3. Branding the Boom

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1. Demography

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The Pope’s Grandchildren

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Thirty-Something Parents

Source: CSO population estimates 2011

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Fertile Times

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2. Irish Moms

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Eumom Benchmark Survey

Research Methodology Overview

Online Interviews June 2011

10 minute questionnaire

3394 Mothers

No Quotas

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Sample Profile: 1

Base: total sample = 3,394

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Sample Profile: 2

Base: total sample = 3,394

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Expecting Mums

Base = 1,025 (incl. 615 expecting first time)

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Planning to Breastfeed

Base: expecting moms = 1025

Q. Do you intend to breast feed your new baby/babies?

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Have Breast fed

Base: moms with kids = 2,779

Q. Did you breast feed your child/children?

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Irish moms are feeling the

impact of the recession –

from pressures on incomes

to rising prices…

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Under Pressure

Household Incomes vs Year Ago:

Household Spending vs Year Ago:

Food/Grocery Spending vs Year Ago:

Base: total sample = 3,394

Q. Compared to this time last year, has your _________ increased, decreased or remained

the same?

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Irish moms have significant

influence over household

financial and spending

decisions…

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Key Influencers

Base: total sample = 3,394

Q. How would you describe your responsibility of the ________ for your household?

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Main Grocery Shopping Outlet

Base: total sample = 3,394

Q. Which of the following supermarket or grocery stores do you use most often for your

main grocery shopping?

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Main Outlets for Baby Products

Base: moms with kids = 2,779

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Membership of Loyalty Schemes

yes

no

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Use of Coupons & Vouchers

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The internet has given

thousands of Irish moms

access to advice, and a

platform to share their own

opinions…

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Trust Online

Base: total sample = 3,394

Q. As a parent which of these mediums provides you with.....

• information that you can trust ?

• expertise on products and brands?

• non-bias/independent information/reviews?

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Main Influences on Brand Choices

Base: moms with kids = 2,779

Q. Which of the following information sources have you ever use when buying a particular brand

of baby products such as; nappies, wipes, bottles, baby food etc?

Q. Which one do you rely on the most often?

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Expecting First Time Moms: Influences

Base: expecting moms = 1,025

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3. Branding the Boom

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Irish moms must constantly

strike a balance between

providing the best for their

children – and balancing

household budgets already

under pressure…

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Shopping Around

Base: moms with kids = 2,779

Q. Have you switched from any of these branded

products to own label brands in the last 12 months? Q. Would you consider switching in the next 12

months?

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Qualities Sought in Baby Food

Base: moms with kids = 2,779

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Expecting First Time Moms & Own Label

Base: expecting first time = 615

Q. How likely would you be to use own labelled baby products instead of branded

labels?

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Across different spending

categories, Irish moms have

clear brand preferences and

strong brand loyalty…

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Food Brands

Base: moms with kids = 2,779

Q. Which of the following statements best describes how you feel towards each of the

following non-food brands?

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Brand Profile

Base: moms with kids = 2,779

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Skincare Brands

Base: moms with kids = 2,779

Q. Which of the following statements best describes how you feel towards each of the

following non-food brands?

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Brand Profile

Base: moms with kids = 2,779

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Medical Brands

Base: moms with kids = 2,779

Q. Which of the following statements best describes how you feel towards each of the

following non-food brands?

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Brand Profile

Base: moms with kids = 2,779

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Nappy Brands

Base: moms with kids = 2,779

Q. Which of the following statements best describes how you feel towards each of the

following non-food brands?

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Brand Profile

Base: moms with kids = 2,779

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Nappy Cream Brands

Base: moms with kids = 2,779

Q. Which of the following statements best describes how you feel towards each of the

following non-food brands?

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Brand Profile

Base: moms with kids = 2,779

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A big THANK YOU from

Amárach Research and eumom

to all the moms who participated in our survey

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The Amárach Research/eumom Omnibus gives you the

chance to research one of Ireland’s largest and fastest

growing consumer segments.

The next omnibus will run on October 21st 2011

Contact Amárach or eumom via

gerard.oneill@amarach or rose.kervick@eumom.ie

Do you have you a question for Irish moms?