eumom omnibus research report february 2012

Marketing to the Baby Boom An Amárach Research/ eumom Report

February 2012 Update

A. Research Methodology

B. Profile of Irish Mothers

MAIN FINDINGS:

SECTION 1: Household Budgeting

SECTION 2: Spending Behaviour

SECION 3: Irish Families Financial Circumstances

Table of Contents

Research Methodology

Research Methodology Overview

Online Interviews December 2011

10 minute questionnaire

713 Mothers

No Quotas

Profile of Irish

Mothers

Sample Profile - I

ABC1 F50+

C2DE F50-

Dublin

Rest of Leinster

Munster

Conn/ Ulster

(Base: All mums/expecting mums - 713)

35+ years

25-34 years

18-24 years

Married

Living as married

Single Divorced/ widowed/ separated

Sample Profile - II

Working full-time

Less than €20,000

Working part-time

Working in the home/carer

Maternity leave/ returning to work

Unemployed

Student

€20,001 to €40,000

€40,001 to €60,000

€60,001 to €80,000

€80,001- €100,000

Refused

Have children aged 0-12 months

Have children aged 36+ months

(Base – All mums/expecting mums -713)

Majority of those surveyed had children under 12 months. Average income stands at nearly €45k.

(Q.C, D, E, J, N)

Mean €44,814

Family Makeup Annual

Income

Status

Maternity leave/not returning to work

€100,000+

(Base – All with child under

36 months - 582)

Number of Children

(Base – All mums/expecting mums - 713)

First Time Parent

(Q. B, C)

Child aged under

36 Months

82% of those surveyed had any child aged under 36 months while

49% of those with a child under 36 months were first time parents.

(Base – All with child under 36 months - 582)

Pregnancy Term

Number of Weeks Pregnant

(Q. E, F)

1-13 weeks

14-26 weeks

27-40 weeks

Expecting Mums

Mean: 25 Weeks

27% of those surveyed were expecting mothers; with the average being 25 weeks pregnant.

MAIN FINDINGS

SECTION 1:

Household Budgeting

Responsibility for Household Finances

Jointly

responsible 55%

Responsibility for

Bills & Budgeting %

Responsibility for

Food/Grocery shopping

Demographics of those responsible

Household income Mainly Jointly

20-40k

40-60k

60-80k

Number of Children

Mainly

responsible

responsibility

Demographics of those responsible

Household income Mainly Jointly

20-40k

40-60k

60-80k

Number of Children

Jointly

responsible

Mainly

responsible

responsibility

(Q.1a,1b)

The level of responsibility for both household bills and food and grocery shopping tends to

increase according to the number of children. Responsibility for household bills also decreases

by household income. () = July

Amount of Income Coming into your

Home vs. Last Year

Percentage

Increase

(Q. 2a,b)

21-30% 31-40% 41-50%

11-20%

2270% 8%

Decrease Increased

Stayed

the same

Percentage

Decrease

21-30%

31-40%

41-50%

11-20%

51%+ 51%+

For 7 in 10 (70%) mothers the amount of income coming into the households has decreased by an average of 31% compared to last year. Mothers who experienced an increase in household

income are almost twice as likely to be in higher social classes (11% ABC1 vs. 6% C2DE).

Average

Increase –

Average

Decrease –

() = July

(71%) (8%) (21%)

Household Expenditure Vs Last Year

Percentage

Increase

(Q. 2c,d)

21-30%

31-40% 41-50%

11-20%

245% 71%

Decrease Increased

Stayed

the same

Percentage

Decrease

21-30%

31-40% 41-50%

11-20%

51%+ 51%+

Household expenditure has increased for 7 in 10 (71%) compared to last year, a growth

of 11 percentage points since July. The likelihood increases with age of the mother, with

68% of 18-24 years old experiencing this vs. 75% of those aged 35+.

Are Responsible

Average

Increase –

Average

Decrease –

(7%) (33%) (60%)

() = July

Increase Household Expenditure Vs Last Year

(Q.2c)

Age of

Children

Number of

Children

Have 1 Child

Have 2 Children

Have 3+ Children

%Experienced

an Increase

Increase in household expenditure varies based on the number of children

a mother has and the age of the child; with children aged between 25-36

months having the greatest effect on household expenditure.

Food and Grocery Spending Vs Last Year

Percentage

Increase

(Q.2e, f)

21-30% 31-40% 41-50%

11-20%

357% 58%

Decrease Increased

Stayed

the same

Percentage

Decrease

21-30%

31-40% 41-50%

11-20%

51%+ 51%+

Food and grocery spending has increase for almost 3 in 5 (58%) mothers compared to

last year, a slight increase since July. This increases to 70% for mothers who have

had a baby in the past 12 months.

Are Responsible

Average

Increase –

Average

Decrease –

(54%) (37%) (9%)

() = July

Increase Food and Grocery Spending Vs Last

(Q.2e)

Age of

Children

Number of

Children

Have 1 Child

Have 2 Children

Have 3 + Children

%Experienced

an Increase

Increase in food and grocery spending is impacted by the number of children a mothers has and the

age of the child; with children aged between 0-12 months having the greatest effects on expenses.

Expenditure on Baby Products Vs Last Year

Percentage

Increase

(Q. 4a,b)

21-30% 31-40% 41-50%

11-20%

3020% 50%

Decrease Increased

Stayed

the same

Percentage

Decrease

21-30%

31-40%

41-50%

11-20%

1 in 2 mothers have experienced an increases in expenditure on baby products, predominantly mothers who have had a child in the past 12 months

(80%).

Average

Increase –

Average

Decrease –

Are Responsible

() = July

(31%) (50%) (19%)

Increase Expenditure on Baby Products Vs Last

(Q.2e)

Age of

Children

Number of

Children

Have 1 Child

Have 2 Children

Have 3+ Children

Experienced

an Increase

The number of children in a family has little effect on increasing expenditure on baby

products vs. last year. However, as one would expect having a child aged 0-12 months has

had a significant effect, this is followed by having a child over the age of 36 months.

SECTION 2:

Spending Behaviour

1223311

161617

Retail Outlet Used to Purchase Baby Products

Supermarket

Dunne Stores

Supervalu

Superquinn

Other convenience stores

Other retailers

Pharmacy

Sam McCauleys

Unicare

McCabes

Hickeys

Other pharmacies

Mothercare

Babystores

Online Babystores

Natural & health store

Catalogue

Online health website

* * * *

Most often Ever

(Q. 6a/b)

Tesco also commands highest

regular market share of

mothers; with 43% using it most

frequently, whilst Dunne Stores

Tesco's closest competitor is at

Lidl is more popular than Aldi

for baby products.

Smaller pharmacy chains pick-

up the occasional purchases –

but by and large not the primary

destination point for mothers.

27 2515 13 9

30% 61 58

Brand Consideration Skin and Hair Care

The only brand I would consider (5)

% % % %

76% 71%

41% One of the 2 or 3 brands

I would consider (4)

(Q. 11)

Johnson’s Baby, followed by Vaseline commands the highest favourability among mothers

in the baby skin and hair care category with 76% of mothers considering the brand.

One of the 2 or 3 brands I would consider (4)

% % % % %

(52) (48)

(27) (29)

(31) (20) (15) (10) (9)

(23) (19)

(3) (4)

(2) (10) (9)

Brand Consideration Skin and Hair Care –

Johnson’s Baby

One of the 2 or 3 brands I would

consider (4)

Only on promotions (3)

Probably not (2)

Definitely not (1)

While Johnson’s Baby is the highest considered skin and hair brand for babies, it has

four times as many ‘Considerers’ as ‘Loyalists’. Since July Johnson’s Baby Loyalists

have fallen 8 percentage points.

% Demographics of those who are ‘Considerers’ of

Johnson’s baby

Number of children

1 2 3+

60% 57% 56%

Age of Mother

18-24 years 25-34 years 35+ years

52% 62% 60%

Social Class

ABC1F50+ C2DEF50-

64% 57%

(Q. 11)

() = July

Drop from

‘Loyalists’

‘Considerers’

Brand Consideration Medical Brands

% % % %

95% 90%

consider (4)

(Q. 11)

Calpol is the medical brand most frequently considered by mothers; with almost 1 in 4

mums considering this brand only.

(58) (52)

() = July

Brand Consideration Medical Brands – Capol

Only on promotions (3) Probably not (2) Definitely not (1)

Consideration of Calpol tends to increase with age with 41% of 18-24 year olds considering

Calpol vs. those who are 25+. ‘Considerers’ are also likely to be in higher social classes.

Drop from

‘Loyalists’

‘Considerers’

Demographics of those who are ‘Considerers’ of Capol

Number of children

1 2 3+

55% 59% 61%

Age of Mother

41% 59% 60%

Social Class

ABC1F50+ C2DEF50-

63% 51%

(Q. 11) () = July

(2) (2) (1)

41 4131

Brand Consideration Bottle/Soother Brands

% % % %

69% 63%

consider (4)

(Q.11)

Philips Avent followed by Tommee Tippee command the highest favourability

among mothers in the Bottle/Soother category.

() = July

Brand Consideration Bottle/Soother Brands-

Philips Avent

Probably not (2)

Definitely not (1)

Philips Avent is most likely to be considered by mothers with just one child. ‘Considerers’

are most likely to be from older cohorts and be from higher social class groups.

% Demographics of those who are

‘Considerers’ of Philips Avent

Number of children

1 2 3+

40% 38% 29%

Age of Mother

33% 42% 43%

Social Class

ABC1F50+ C2DEF50-

44% 37%

(Q. 11) () = July

Drop from

‘Loyalists’

‘Considerers’

Brand Consideration Nappies/Wipes

(Q. 11)

Pampers is the single brand used by Irish mothers with over 44% using the brand

exclusively for nappies and wipes and 6% drop from July. This is followed by Huggies

with 1 in 10 being ‘Loyalist’.

19 18 16

consider (4)

% % % % %

25% 23% 19%

() = July

(20) (17) (16)

(4) (2)

Brand Consideration Nappies/Wipes- Pampers

Probably not (2) Definitely not (1)

Those who consider Pampers are most likely to be mothers with 3+ children. They

are most likely to fall into of the higher social class groups.

Demographics of those who are ‘Considerers’ of Pampers

Number of children

1 2 3+

34% 33% 43%

Age of Mother

43% 36% 43%

Social Class

ABC1F50+ C2DEF50-

45% 31%

(Q. 11)

(3) (2)

() = July

Drop from

‘Loyalists’

‘Considerers’

Brand Consideration Nappy Cream

% % % %

consider (4)

(Q. 11)

For almost 9 in 10 mothers Sudocrem is the only nappy cream they would use a 7

percentage point increase vs. July. This is followed by Bepanthen which is used

exclusively by almost 1 in 4 mothers.

87% 76%

14% 12%

() = July

(45) (46)

(11) (11)

Brand Consideration Nappy Cream- Sudocream

Probably not (2) Definitely not (1)

Sudocrem is the nappy cream of choice among those of the higher social class groups.

It use also tends to increase with the age of the mother with 39% of 18-24 years

considering the brand vs. mothers who are aged 25+.

‘Considerers’ of Sudocream

Number of children

1 2 3+

51% 48% 64%

Age of Mother

39% 53% 55%

Social Class

ABC1F50+ C2DEF50-

56% 49%

(Q. 11)

(4) (4) (4)

() = July

Drop from

‘Loyalists’

‘Considerers’

Brand Consideration Toys

89% 84%

57% One of the 2 or 3

brands I would consider (4)

(Q. 11)

Both Fisher Price and vtech Baby commend the highest loyalty as toy brands,

both having 23% loyalty share, a slight decrease in loyalty share for Fisher Price. () = July

Brand Consideration Toys – Fisher Price

Only on promotions (3) Probably not (2) Definitely not (1)

Consideration of Fisher Price tends to increase with age; with 52% of 18-24 years

considering the brand vs. 70% of mothers who are aged 35+. It is also the toy brand

of choice among those of the higher social class groups.

‘Considerers’ of Fisher Price

Number of children

1 2 3+

66% 62% 66%

Age of Mother

52% 65% 70%

Social Class

ABC1F50+ C2DEF50-

71% 58%

(Q. 11)

() = July

(61) (11)

Drop from

‘Loyalists’

‘Considerers’

Switching Behaviour – Primary Products

(Base – All Mums with children under 36 months – 582)

Cotton buds

Baby wipes

Nappies

Ordinary soap

Baby bath products

Baby wash products

Baby shampoos

Baby lotion or cream

Soother

(Q.12)

Switched in the

past 12 months

Consider switching in

the next 12 months 98

() = July

The current wave has seen an increase in mums having switched from premium brand to

an own label brand in the past twelve months and considering in the next 12 months vs.

July findings. The increase in switching is particularly evident for ‘cotton buds’, ‘Baby

wipes’ and ‘Nappies’.

Are Responsible

Switching Behaviour – Secondary Products

(Base – All Mums with children under 36 months – 582)

Nappy cream

Skin product for babies/young child

Baby bottles

Baby soap

Baby powder

Baby Oil

Treatment cream

(Q.10)

Switched in the

past 12 months

Consider switching in

the next 12 months

As per July findings it is evident that the likelihood to switch from premium brand to an

own label brand is low for products that children may have a high sensitivity to.

() = July

(15) (21)

(14) (21)

(13) (21)

(13) (24)

(11) (26)

(11) (27)

(10) (19)

Are Responsible

SECTION 3:

Irish Families Financial

Circumstances

Income Under Pressure

Irish Mothers Feeling the Pinch

Decreased significantly (1)

The vast majority of Irish Mums/expecting mums have seen their disposable incomes fall in

the past year. Those in the 35+ age group are more likely to have seen a fall in income.

Decreased

Increased

Total 79% 9%

Age of Mother

18-24 years

25-34 years

35+ years

(Q. 13)

Decreased slightly (2)

No change (3)

Increased slightly (4) Increased significantly (5)

Cutting Expenditure

Efforts to Reduced Expenditure

A strong effort (3)

Strong

Slight

Total 59% 38%

18-24 years

25-34 years

35+ years

(Q. 14)

A slight effort (2)

No effort at all (1)

3 in 5 Irish mums or expecting mums have made a strong effort to cut spending. Those

aged 18-24 and 35+ are more likely than others to have made changes to there expenditure.

Mean: 2.6

Areas in which Irish Mothers have Reduced

Expenditure

Leisure Expenses (i.e. Alcohol &

cigarettes, eating out, club membership)

Household Expenses (groceries,

clothing)

Utilities (i.e. phone (landline/mobile), gas,

oil, electricity, refuse, TV)

Travel Expenses (i.e. Petrol, rail,

bus/taxi, car maintenance)

Insurance Expenses (i.e. motor,

home, life, health)

Childcare/Schooling Expenses

Irish mums and expecting mums have made big efforts to reduce their expenditure, with 9 in

10 (93%) haven reduced their spending on leisure expenses and 81% on household

expenses. Childcare and school expenses are the least likely to have been reduced.

(Q.15)

Impact of Financial Circumstances

A reduction in income due to tax

increase

Missing a loan repayment

Having to buy groceries on

credit due to insufficient funds

Missing a mortgage repayment

None of these

Tax increases have been the predominant source of pressure on incomes.

(Q.16)

% Highest Amongst

35+ years (61%)

18-24 years (52%)

18-24 years (24%)

25-34 years (14%)

Mums/Expecting Mums and their Partners

Employment Experiences Over Past Year

Had your income reduced due

to pay cuts within the past year

Had your hours reduced at work

within the past year

Been made redundant within the

past year

Not stated

Almost 1 in 2 (46%) Mums/Expecting Mums or their Partners have had their

income reduced due to pay cuts within the past year. Those in the older age

cohort are more likely to have experienced this. While the younger cohorts are

more likely to have had their hours reduced at work within the past year. (Q.16)

% Highest Amongst

35+ years (53%)

18-24 years (41%)

Concerns for the Following 12 Months

3 in 4 (74%) of Irish Mums/Expecting Mums are concerned that they themselves or

their partner will have a income cut in the next 12 months. A similar number, (72%)

are concerned that their/their partners income will be reduced due to tax increases.

(Q.17)

Not at all concerned

(1) Neutral (3)

Mean Score

15 4.2

19 4.3

24 3.6

25 3.6

23 3.2

18 3.2

21 3.1

Income cut for yourself/your partner

A reduction in income due to tax increases

Hours reduced at work/your partner

Yourself or partner becoming redundant

Having to buy groceries on credit due to insufficient funds

Missing & Loan repayments

Missing a mortgage repayment

Very Concerned

Bridging the Gap

Borrowed money from

friends/family

Depended more heavily on your

credit card

Borrowed money from a money

lender

Not declared income to avoid

paying tax

None of these

A third of mums/expecting mums have borrowed from friends and family. This is more likely

in the younger age cohorts with 70% of 18-24 doing so.

(Q.15)

Impact of the Recession on Family Size

Agree strongly

Agree slightly

Neither/nor

Disagree slightly

Disagree strongly

2 in 5 Irish mums/expecting mums have decided not to increase the size of their family due

to the recession. Those in the younger age cohort are more likely to have experienced this.

“I have decided not to increase the size of my family due to the recession.”

Demographics of those who agree with statement

43% 41% 34%

Household Income

<20K 20-40K 40-60K 60-80K 80K+

41% 48% 39% 26% 35%

(Q. 26)

71%29%

IVF Should be Provided Free of Charge by the

Demographics of those who said Yes

Age of Mother

72% 70% 75%

Social Class

ABC1F50+ C2DEF50-

67% 77%

71% of Irish mums/expecting mums believe that IVF should be provided free of charge by

the HSE. These are most likely to be mothers aged 35+ and by those who fall into the lower

social classes. (Q. 27)

No Yes

Reducing Child Support for children of lone

parents from 14 to under 7 years

Disagree strongly

Disagree slightly

Neither/nor

Agree slightly

Agree strongly

Over half of Irish mums/expecting mums disagree with Child Support for children of lone

parents from 14 to under 7 years. These are most likely to be younger mothers and those

who fall into the lower social classes.

(Q. 27)

Demographics of those who said Disagree

Age of Mother

74% 57% 60%

Social Class

ABC1F50+ C2DEF50-

54% 66%

Usage of Social Networking Websites

Several times a day

Every couple of days

Weekly Monthly

71% of Irish mums/expecting mums use a Social Network site at least once a day. With 28%

logging-on several times a day, these are most likely to be 25-34 years.

(Q. 28)

Demographics of those who said agree

Several times a

Age of Mother

13% 31% 26%

50% 43% 40%

Social Class

ABC1F50+ C2DEF50-

30% 26%

41% 45%

Less often

A big THANK YOU from

Amárach Research and eumom

to all the moms who participated in our survey

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 in April 2012

Contact Amárach or eumom via

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

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