strictly private & confidential moms ireland survey amárach / edelman moms ireland survey...

Strictly Private & Confidential

Amárach / Edelman

MOMS Ireland SurveyMOMS Ireland Survey Mothers Opinions Mean Something

May 2004

IOIPresentation Structure

Project Background

Amárach’s Approach & Methodology

Key Findings

Conclusions

IOIProject Background

Why the Amárach research was generated

Supplement a larger survey - Edelman’s study of Moms in eight countries (U.S., UK, France, Germany, Canada, Australia, China, Mexico) to provide information and insight around a core demographic – Mothers.

It was also to provide proprietary materials for:

Current and future Edelman & Amárach clients

Media publicity recognizing Edelman & Amárach as thought leaders

Relevance to those in the Pharmaceutical Industry

IOI

A total of 1651 mothers worldwide were interviewed as part of this research project. This consisted of:

201 in Ireland 400 in the United States150 in the United Kingdom, France, Germany, Canada, Mexico, Australia, and

China (Beijing, Shanghai, and Guangzhou)

Mothers of children from newborns to those under 18 years of age, currently living in their household were interviewed. The sampling method was limited to mom’s with household telephones.

Amárach’s Approach & Methodology

IOIAmárach Data Collection

For this research project Amárach utilised its Island of Ireland telephone omnibus “ANSWER” as its research vehicle. ANSWER uses a nationally representative sample of 1200 consumers across the Island of Ireland with quota controls placed on gender, age and social class. For this project, it was decided to only talk to mothers of children aged under 18 that resided at the address the interviewer rang.

Participants in the survey were telephoned at their homes and were asked to take place in the survey. Out of a sample of 1200, 201 participants had children aged under 18, representing 716,000 mothers across the Island of Ireland.

Ireland Fieldwork was carried out by Amárach between April 23rd and May 11th, 2004.

IOIKey Findings – The Headlines

Irish MOM’s HIgh Obesity Concerns:

Irish MOM’s are above average in allowing concerns over obesity to influence their decisions to purchase certain food products – with 56% of MOM’s in Ireland allowing concerns about obesity to influence the kind of food products they purchase for their family.

Responsibility for Obesity in Ireland is clearly seen by MOM’s to be levelled at the parents and children themselves rather than at institutions such as schools or government.

Solutions to Obesity in IrelandTwo-thirds of Irish MOM’s are very concerned about the availability of vending machines and fast food in schools.

Three in every four Irish MOM’s would like to see limitations placed on the advertising of fast food and snacks to Children.

However relative to global indicators, Irish MOM’s are much less likely to point the finger heavily at advertising for this social issue – with 38% blaming advertising for obesity in Ireland, compared with 50% across the 9 nine markets in the study and 60% of MOM’s in the UK.

A ban on fast food marketing communications ranks higher on the priority lists of Irish MOM’s than on soft drinks.


Best Medicine – Irish MOMs Draw the Brand Loyalty line at Stomach

4 in 10 Irish MOM’s displayed loyalty to non-prescription cold & allergy medicines and 1 in every 2 are loyal to the brand of non-prescription pain medicines they use.

Meanwhile just 1 in 5 MOM’s (19%) are loyal to non-prescription stomach medicines – compared to 44% in the USA and 29% in the UK.

Who MOM’s Turn To for Healthcare Advice?

While 16% of Irish MOM’s are very satisfied with the care they receive from the Health service across the Island of Ireland, a more significant 1 in 3 expressed some degree of dissatisfaction in this regard.

Complimenting this finding was the supporting fact that Irish MOM’s are clearly turning to alternative solutions to addressing their overall well-being – with for example 1 in 4 Irish MOM’s having tried homeopathy

While in other markets doctors are identified by MOM’s as most influential when choosing non-prescription medicines for themselves or their husband’s / partners, Irish MOM’s are most likely to identify their pharmacist as most influential in this regard with doctors rating much lower in this regard in Ireland compared with other markets.

IOI

Worldwide:50% of moms have one child living in the household with the other half (50%) of moms having multiple children living in their household

74% of moms are married, 26% are unmarried.

65% of moms have advanced educations with 37% being college or post-college graduates and another 11% graduating from a vocational school

31% of moms have high school educations or less

62% of moms are working full or part-time and 37% do not work

Ireland30% of Ireland’s moms survey participants have one child living in the household, with 58% having 2-3 children and 10% having 4 or more children under 18 living in their household.

77% of Ireland’s moms are married, and 23% classified themselves as single.

62% of moms were employed, 20% were Homemakers, 3% were students, with 14% classifying their working status as “other”.

42% of moms surveyed do their main shop in Tesco, 17% in Dunnes Stores, 12% in Super Valu, with the remainder distributed among the rest of the multiples operating in Ireland.

Who Are Mothers Today?

IOINumber of Children

50%

30%

43%

51%

41%46%

69%

35%

48%

90%

50%

70%

57%

49%

59%54%

31%

65%

52%

10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

One Child More than one Child

Total (average of 9 countries) IRL USA CAN MEX UK GER FRA AUS CHI

IOIMarried

76%77%76%

67%

74%68%

75%71%

74%

99%

24%23%24%

33%

26%32%

25%29%

26%

1%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Married Not marrried


IOIEmployment

62%62%

55%

63%

49%

72%

62%65%

69%

61%

37%38%

45%

27%

51%

28%

38%35%

31%

39%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Employed Not Employed


IOINutrition – Concern about ObesityIn general, when making food purchase, how much does concern about obesity influence the kind of food products you purchase for your family? Is it extremely influential, very influential, somewhat influential, not very influential or not at all

influential?

46%

56% 55%

41%

49%

44%

54%

31%

58%

27%

0%

10%

20%

30%

40%

50%

60%

Extremely/Very Influential


IOIConcern about Vending Machines & Fast Food in Schools

I am very concerned about the availability of vending machines and fast food in schools (Agree)

Top 2 box Showing “strongly/somewhat agree”

64% 66%71%

64%59% 61%

73%

62% 60%

53%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Strongly agree/Somewhat agree


IOILimitations on Advertising of Fast Food to Children

Top 2 box Showing “strongly/somewhat agree”

74% 75% 77%

71%68%

73%

64%

74%

86%

70%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Strongly agree/Somewhat agree


I would like to see limitations placed on the advertising of fast food and snacks to Children (Agree)

IOIResponsibility for Obesity

I am going to read you a list of people and institutions. Please tell me how responsible you think they are for causing the problem of obesity in [IRELAND]. Please use a 10-point scale where 1

means not responsible at all and 10 means extremely responsible.

21%

20%

48%

56%

25%

16%

44%

38%

56%

63%

50%

65%

0% 20% 40% 60% 80% 100%

Government

Schools

Food industry

Advertising

Obese peoplethemselves

Parents ofobese children

Total IRL

Total Respondents from 9 countries Top 3 box showing “very responsible”

IOI

65%

56%

73%68%

74%

59%

50%

32%

64%

56%

68% 69%72%

63%65%

52%

63%

56%

50%

56%

0%

20%

40%

60%

80%

100%

Parents of obese children Obese people themselves

Total (average of 9 countries) USA UK GER FRA CAN MEX AUS CHIN IRL

Responsibility for Obesity – Obese People & Parents

Top 3 box showing “very responsible”

IOIResponsibility for Obesity – Food Industry & Advertising


48%

56%52%

47% 48%

63%59%58%

51%

64%

57%

49%44%

19%

25%

38%

44%50%

55%

60%

0%

20%

40%

60%

80%

100%

Advertising Food Industry


IOIResponsibility for Obesity – Food Industry & Advertising


20% 21%

28%

21%

15%11%

15%

23%

16% 16%

43%38%

21% 19%

9% 8%

16%

25%26%

18%

0%

20%

40%

60%

80%

100%

Schools Government


IOIObesity and brand communications

Should the following brand communications be banned?

50%45%

5%

44%52%

4%

35%

61%

5%

33%

64%

4%

26%

70%

4%

19%

78%

3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Banned Not banned Don't know

TV Advertising to Children Sponsorship of Children's Events by Fast Food Brands

Sponsorship of Sports by Fast Food Brands TV advertising of Fast Food

TV advertising of soft drinks Sponsorship of Sports by Soft Drinks

IOIBrand Loyalty – Summary Table

For each of the following types of products, please tell me how regularly you purchase the same brand. If you don’t purchase this product, just let me know and we’ll go on to the next one. Do you

always, often, sometimes, rarely or never purchase the same brand?

ALWAYS / OFTEN

31%

44%

49%

19%

39%

52%

0% 20% 40% 60% 80% 100%

Non-prescriptionstomach

medicines

Non-prescriptioncold & allergy

medicines

Non-prescriptionpain medicines

Total IRL

Total Respondents

Top 2 box showing “always/often”

IOIBrand Loyalty – Non prescription Cold & Allergy Medicines

44%50%

43%

56%

28%

39%

47%

38%

44%47%

0%

20%

40%

60%

80%

100%

Always/often

Total (average for 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL


24%27%

18% 17%

25%30%31%

25% 26%

16%

0%

20%

40%

60%

80%

100%

Sometimes

Total (average for 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL


22%

9%

1%

17%

6%9%

25%22%

5%

37%

7%3%

22%

5% 3%

13%

1%

15%21%

10%

20%

1%

25%

11%14%

0%

20%

40%

60%

80%

100%

Rarely/never Don't Purchase Don't know/refused

Total (average of 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL

IOIBrand Loyalty – Non prescription Stomach Medicines

31%

44%

29% 27%32%

25%

19%

39%35%

25%

0%

20%

40%

60%

80%

100%

Always/often



18% 20%

9%15% 15%

23%

13%

25% 27%

18%

0%

20%

40%

60%

80%

100%

Sometimes



26%22%

3%

21%

14%16%

26%

34%

2%

30%29%

23%

1%

37%

12%

3%

26% 28%

14%

1%

20%

1%

17%20%

1%

29%27%28%

0%

20%

40%

60%

80%

100%

Rarely/never Don't Purchase Don't know/refused


IOIBrand Loyalty – Non prescription Pain Medicines

49%55% 54%

51%56%

24%

52%52%

40%

56%

0%

20%

40%

60%

80%

100%

Always/often



23% 23%

15%18%

22%28% 26%27% 26%

19%

0%

20%

40%

60%

80%

100%

Sometimes



20%

7%

1%

15%

6%7%

23%23%

8%

20%

1% 1%

35%

10%

3%

16%

2% 4%1%

13%

1%

15%19%

6%

19%

1%7%

0%

20%

40%

60%

80%

100%

Rarely/never Don't purchase Don't know/refused

Total (avearge of 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL

IOIHealth Service - IrelandHow satisfied are you with the care you receive from the Health

service in Ireland?

16%

44%

19%

15%

7%

0%

10%

20%

30%

40%

50%

Very satisfied Quite satisfied Not very satisfied Not at all satisfied Don't know

IOIAlternative medicine - Ireland

Anticipating that a number of Mom’s would not be content with the Health Service provided by the state, we set out to establish how many mom’s have tried complementary therapies.

Those who have tried complementary medicine in Ireland

12%

14%

5%

5%

16%

7%

11%

13%

26%

12%

8%

21%

12%

17%

0% 5% 10% 15% 20% 25% 30%

Acupuncture

Homeopathy

Naturopathy

Osteopathy

Chiropractic

Reiki

Other complementary medicine

National Average Irish Mom's

IOIAlternative medicine - Ireland

Amárach research highlighted how Irish mom’s as a segment were much more inclined to try alternative therapy when compared to the population as a whole. Of particular interest to the pharmacutical Industry is the high number of Mom’s who have tried homeopathy. 26% of Irish mothers representing 188,000 consumers across the island, appear to be open to a therapy that favours a holistic and natural approach based on plants, minerals and metals.

This trend is reflected in the increasing awareness of the link between diet and health, with many consumers opting for preventative as opposed to curative medicines and treatments.

This shifting emphasis will challenge the traditional standing of global pharmacuticals, with many now looking to respond with holistic and “lifestyle” non-prescription products.

IOIInfluencers – Non prescription Medicines for Adults

When choosing non-prescription medicines for yourself or your husband/partner, how influential are each of the following people and things? Please use a 10-point scale where 1 means not influential at all and 10 means extremely influential in deciding which medicines to choose for yourself or your husband/partner.

13%

15%

19%

47%

7%

11%

18%

17%

36%

52%

43%

42%

68%

59%

0% 20% 40% 60% 80% 100%

Your children

Your friends

Your mother/mother-in-law

Your husband/partner

Nurses

Pharmacist

Doctor

Total IRLTotal Respondents

Top 3 box showing “very influential”

IOIImmediate Family Influencers – Non prescription Medicines for Adults

42%

13%

55%

13%

20%

28%

5%

29%

9%

44%

11%

23%

6%

17%

7%

57%

32%

73%

18%

50%

0%

20%

40%

60%

80%

100%

Husband/partner Children

Total (average of 9 countires) USA CAN MEX UK GER FRA AUS CHN IRL



15%19%

16%

24%18%

12%7%8%

11%

18%13%

10%13%11%

18%14%

41%

22%

29%23%

0%

20%

40%

60%

80%

100%

Friends Mother/mother-in-law

Total (average of 9 countires) USA CAN MEX UK GER FRA AUS CHN IRL


68%

47%

59%

71%

53%

69%

51%

68%

41%

55%

70%

57%

68%

43%

36%

52%54%

61%

71%

63%

68%

43%

82%

64%63%

74%

51%

23%

66%

47%

0%

20%

40%

60%

80%

100%

Doctor Nurses Pharmacist

Total USA CAN MEX UK GER FRA AUS CHN IRL


IOI

When choosing non-prescription medicines for yourself or your husband/partner, how influential are each of the following people and things? Please use a 10-point scale where 1 means not influential at all and

10 means extremely influential in deciding which medicines to choose for yourself or your husband/partner.

3%

4%

9%

10%

1%

6%

3%

7%

4%

5%

11%

9%

10%

0% 20% 40% 60% 80% 100%

Online communities including chatrooms

Websites

Newspaper & magazine articles

Print advertising

TV and radio advertising

Coupons or promotions

Television news & magazineshows

Total IRL

Ranked by TotalTotal Respondents


Media Influencers – Non prescription Medicines for Adults

IOIPaid Media Influencers – Non prescription Medicines for Adults

9% 10% 10%8% 10%9%

2% 1% 1%6% 8%

5%3%6% 6%

3%6%

1%5% 7%

4%

14%10%11%

34% 32% 35%

7%12% 13%

0%

20%

40%

60%

80%

100%

Print advertising TV and radio advertising Coupons or promotions

Total (avearge of 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL


IOIElectronic Media Influencers – Non prescription Medicines for Adults

4% 3%4% 3% 4%2% 2%3% 1%4% 3%2% 2%1%

6%

13% 10%

4%2%

0%

20%

40%

60%

80%

100%

Websites Online communities, including chat rooms



IOI Earned Media Influencers – Non prescription Medicines for Adults

9% 11%8% 8%

13%

3% 5%8%

11%5% 7%

3%

9%6%

3%

14%

26%

32%

9% 12%

0%

20%

40%

60%

80%

100%

Newspaper & magazine articles Television news & magazine shows



Strictly Private & Confidential

Headline Findings


Irish MOM’s High Obesity Concerns:

Irish MOM’s are above average in allowing concerns over obesity to influence their decisions to purchase certain food products – with 56% of MOM’s in Ireland allowing concerns about obesity to influence the kind of food products they purchase for their family

Responsibility for Obesity in Ireland is clearly seen by MOM’s to be levelled at the parents and children themselves rather than at institutions such as schools or government.

Solutions to Obesity in IrelandTwo-thirds of Irish MOM’s are very concerned about the availability of vending machines and fast food in schools

Three in every four Irish MOM’s would like to see limitations placed on the advertising of fast food and snacks to Children

However relative to global indicators, Irish MOM’s are much less likely to point the finger heavily at advertising for this social issue – with 38% blaming advertising for obesity in Ireland, compared with 50% across the 9 nine markets in the study and 60% of MOM’s in the UK.

A ban on fast food marketing communications ranks higher on the priority lists of Irish MOM’s than on soft drinks.

IOIKey Findings – The HeadlinesBest Medicine – Irish MOMs Draw the Brand Loyalty line at Stomach

4 in 10 Irish MOM’s displayed loyalty to non-prescription cold & allergy medicines and 1 in every 2 are loyal to the brand of non-prescription pain medicines they use.

Meanwhile just 1 in 5 MOM’s (19%) are loyal to non-prescription stomach medicines – compared to 44% in the USA and 29% in the UK.

Who MOM’s Turn to for Healthcare Advice?While 16% of Irish MOM’s are very satisfied with the care they receive from the Health service across the Island of Ireland, a more significant 1 in 3 expressed some degree of dissatisfaction in this regard.

Complimenting this finding was the supporting fact that Irish MOM’s are clearly turning to alternative solutions to addressing their overall well-being – with for example 1 in 4 Irish MOM’s having tried homeopathy.

While in other markets doctors are identified by MOM’s as most influential when choosing non-prescription medicines for themselves or their husband’s / partners, Irish MOM’s are most likely to identify their pharmacist as most influential in this regard with doctors rating much lower in this regard in Ireland compared with other markets.

IOI

John Trainor / Joe LeeAmárach Consulting

37 Northumberland Road,Dublin 4Tel: 6605506

E. [email protected]@amarach.com

W. www.amarach.com

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