Eumom Amárach Research - Marketing to Moms presentation September 2013
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Eumom Amárach Research - Marketing to Moms presentation September 2013

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What do Irish moms want? Find out from a fascinating survey of nearly 3,500 Irish moms by eumom and Amárach Research in 2013.

What do Irish moms want? Find out from a fascinating survey of nearly 3,500 Irish moms by eumom and Amárach Research in 2013.

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Eumom Amárach Research - Marketing to Moms presentation September 2013 Eumom Amárach Research - Marketing to Moms presentation September 2013 Presentation Transcript

  • © eumom/Amárach Research 2013
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 eumom & Amarach Survey •Unique research partnership which offers unrivalled insights into young Irish families •Research and marketing services to help marketers meet the needs of this target group •Latest findings & insights from 3,376 eumom moms, surveyed in August 2013
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 Today •Mom Economy •Mom of Many Roles •Conclusions & Recommendations •Questions
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 * Eumom Amarach Survey 2012 *
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 Average Age of First Time Mothers in Ireland
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 Number of Births in Ireland
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 Impact of Emigration
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 Consumer Expenditure by Household Type Source: Amárach Research estimates based on CSO Household Budget Survey Consumer Expenditure by Household Type: € billion 2013 1 Adult 1 Adult + children 2 Adults 2 Adults + children 3+ Adults Other + children Ireland Food €1.5 €0.5 €3.4 €3.4 €2.4 €1.9 €13.4 Drink & Tobacco €0.5 €0.1 €1.1 €0.8 €0.8 €0.4 €4.0 Clothing & Footwear €0.4 €0.2 €1.0 €1.0 €0.7 €0.6 €4.1 Fuel & Light €0.5 €0.2 €0.9 €0.9 €0.5 €0.4 €3.6 Non-Durable Goods €0.2 €0.1 €0.4 €0.5 €0.3 €0.2 €1.7 Durable Goods €0.4 €0.1 €0.8 €0.8 €0.5 €0.4 €3.1 Transport €1.2 €0.3 €3.2 €3.1 €2.1 €1.6 €11.9 Other Goods & Services €2.7 €0.6 €6.7 €6.9 €4.6 €3.5 €26.0 Total Expenditure €9.5 €2.9 €21.5 €22.4 €13.8 €11.0 €83.0
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 • 3/4 moms do all the grocery shopping, all the time • Moms decide the weekly shopping list for 72% families • Most shop 3 times or less each week • 48% are bulk-buying more often this year
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 • Proximity to home/work is the biggest factor followed by Range and Value • Value is the over-riding factor for Aldi
  • Proximity 37% Range 27% Value 23% Proximity 39% Value 35% Range 16% Proximity 61% Value 16% Range 11% Value 81% Proximity 14% Range 3% Value 91% Range 4% Proximity 3% Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 • 78% tried some or multiple new grocery brands • As a result 57% fully switched to some or all new grocery brands • Switching influencing factors - Discounts & promotions - Recommendations from friends & family - Advertising • Supermarket labels are the winners in brand switching 1. Aldi (32%) 2. SuperValu (26%) 3. Lidl (16%) 4. Tesco (16%) 5. Dunnes (8%) Most Mentioned Categories 1. Cereals 2. Nappies
  • Switching to Supermarket Brands Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 Already Switched Yes, Consider Switching No, Never Switch Skincare products Toiletries (toothpaste, shower gel…) Baby Toiletries Baby Toiletries Breakfast Cereals Breakfast Cereals Milk Milk Cheese Cheese Yoghurts Soft Drinks Soft Drinks Butter/Dairy Spreads Butter/Dairy Spreads Butter/Dairy Spreads Chocolate Chocolate Bread Coffee Tea Pasta/Rice Pasta/Rice Pasta/Rice Tinned & Frozen Meats/Fish Tinned & Frozen Meats/Fish Tinned & Frozen Meats/Fish Washing Powder Washing Up Liquid Washing Up Liquid Pasta Sauces Pasta Sauces
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 *IAB Europe Mediascope Europe Digital Mums Ireland June 2013
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 *IAB Europe Mediascope Europe Digital Mums Ireland June 2013
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 *IAB Europe Mediascope Europe Digital Mums Ireland June 2013
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 *IAB Europe Mediascope Europe Digital Mums Ireland June 2013
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 *IAB Europe Mediascope Europe Digital Mums Ireland June 2013
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
  • Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 More than half will chose Catholic national school for their kids, with Educate Together and Gaelscoil in 2nd & 3rd places
  • Insights • Follow the Mommy: - moms will drive the recovery in Irish consumer spending slated for 2014/2015 • The Big Switch: - price is necessary but not sufficient, and moms are open to a new conversation about value • Influence the Influencers: - moms look out for each other, and winning brands will empower moms to help one another
  • Conclusions • Listen – this is a very vocal & powerful audience, but not “in power” • Create “always on” connection and sustain it – not campaign-driven • Begin relationship early and become part of the household for longer
  • © eumom/Amárach Research 2013