marketing to the baby boom - amárach research/eumom report september 2011
DESCRIPTION
Ireland is experiencing a baby boom right now. In collaboration with Ireland's largest online community of moms - eumom - Amárach Research has recently conducted a survey of over 3,000 moms about their circumstances, brand preferences, and influences.TRANSCRIPT
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 [email protected]
Do you have you a question for Irish moms?