Marketing to the Baby Boom                 An Amárach Research/ eumom Report                           September 2011TREND...
 106,000 Members Online     260,000 Households     19 of 20 Maternity Hospitals       Full Service MR Agency       30...
1. Demography    2. Irish Moms    3. Branding the Boom3
1. Demography4
The Pope’s Grandchildren5
Thirty-Something Parents6    Source: CSO population estimates 2011
Fertile Times7
2. Irish Moms8
Eumom Benchmark Survey                             Research Methodology Overview                               Online Inte...
Sample Profile: 1        Base: total sample = 3,39410
Sample Profile: 2        Base: total sample = 3,39411
Expecting Mums       Base = 1,025 (incl. 615 expecting first time)12
Planning to Breastfeed       Q. Do you intend to breast feed your new baby/babies?13     Base: expecting moms = 1025
Have Breast fed       Q. Did you breast feed your child/children?14     Base: moms with kids = 2,779
Irish moms are feeling the     impact of the recession –     from pressures on incomes     to rising prices…15
Under Pressure     Household Incomes vs Year Ago:     Household Spending vs Year Ago:     Food/Grocery Spending vs Year Ag...
Irish moms have significant     influence over household     financial and spending     decisions…17
Key Influencers       Q. How would you describe your responsibility of the ________ for your household?18     Base: total ...
Main Grocery Shopping Outlet       Q. Which of the following supermarket or grocery stores do you use most often for your ...
Main Outlets for Baby Products       Base: moms with kids = 2,77920
Membership of Loyalty Schemes                          no         yes21
Use of Coupons & Vouchers22
The internet has given     thousands of Irish moms     access to advice, and a     platform to share their own     opinion...
Trust Online       Q. As a parent which of these mediums provides you with.....            •      information that you can...
Main Influences on Brand Choices      Q. Which of the following information sources have you ever use when buying a partic...
Expecting First Time Moms: Influences       Base: expecting moms = 1,02526
3. Branding the Boom27
Irish moms must constantly     strike a balance between     providing the best for their     children – and balancing     ...
Shopping Around       Q. Have you switched from any of these branded        Q. Would you consider switching in the next 12...
Qualities Sought in Baby Food       Base: moms with kids = 2,77930
Expecting First Time Moms & Own Label       Q. How likely would you be to use own labelled baby products instead of brande...
Across different spending     categories, Irish moms have     clear brand preferences and     strong brand loyalty…32
Food Brands       Q. Which of the following statements best describes how you feel towards each of the       following non...
Brand Profile34      Base: moms with kids = 2,779
Skincare Brands       Q. Which of the following statements best describes how you feel towards each of the       following...
Brand Profile36     Base: moms with kids = 2,779
Medical Brands       Q. Which of the following statements best describes how you feel towards each of the       following ...
Brand Profile38      Base: moms with kids = 2,779
Nappy Brands       Q. Which of the following statements best describes how you feel towards each of the       following no...
Brand Profile40      Base: moms with kids = 2,779
Nappy Cream Brands       Q. Which of the following statements best describes how you feel towards each of the       follow...
Brand Profile42      Base: moms with kids = 2,779
A big THANK YOU from           Amárach Research and eumom     to all the moms who participated in our survey43
Do you have you a question for Irish moms?      The Amárach Research/eumom Omnibus gives you the       chance to research...
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Marketing to The Baby Boom - Amárach Research/eumom Report September 2011

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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.

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Marketing to The Baby Boom - Amárach Research/eumom Report September 2011

  1. 1. Marketing to the Baby Boom An Amárach Research/ eumom Report September 2011TRENDS Report 1
  2. 2.  106,000 Members Online  260,000 Households  19 of 20 Maternity Hospitals  Full Service MR Agency  30 Research & Support Staff  Irish & International Client Base2
  3. 3. 1. Demography 2. Irish Moms 3. Branding the Boom3
  4. 4. 1. Demography4
  5. 5. The Pope’s Grandchildren5
  6. 6. Thirty-Something Parents6 Source: CSO population estimates 2011
  7. 7. Fertile Times7
  8. 8. 2. Irish Moms8
  9. 9. Eumom Benchmark Survey Research Methodology Overview Online Interviews June 2011 10 minute questionnaire 3394 Mothers No Quotas9
  10. 10. Sample Profile: 1 Base: total sample = 3,39410
  11. 11. Sample Profile: 2 Base: total sample = 3,39411
  12. 12. Expecting Mums Base = 1,025 (incl. 615 expecting first time)12
  13. 13. Planning to Breastfeed Q. Do you intend to breast feed your new baby/babies?13 Base: expecting moms = 1025
  14. 14. Have Breast fed Q. Did you breast feed your child/children?14 Base: moms with kids = 2,779
  15. 15. Irish moms are feeling the impact of the recession – from pressures on incomes to rising prices…15
  16. 16. Under Pressure Household Incomes vs Year Ago: Household Spending vs Year Ago: Food/Grocery Spending vs Year Ago: Q. Compared to this time last year, has your _________ increased, decreased or remained the same?16 Base: total sample = 3,394
  17. 17. Irish moms have significant influence over household financial and spending decisions…17
  18. 18. Key Influencers Q. How would you describe your responsibility of the ________ for your household?18 Base: total sample = 3,394
  19. 19. Main Grocery Shopping Outlet Q. Which of the following supermarket or grocery stores do you use most often for your main grocery shopping?19 Base: total sample = 3,394
  20. 20. Main Outlets for Baby Products Base: moms with kids = 2,77920
  21. 21. Membership of Loyalty Schemes no yes21
  22. 22. Use of Coupons & Vouchers22
  23. 23. The internet has given thousands of Irish moms access to advice, and a platform to share their own opinions…23
  24. 24. Trust Online 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?24 Base: total sample = 3,394
  25. 25. Main Influences on Brand Choices 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?25 Base: moms with kids = 2,779
  26. 26. Expecting First Time Moms: Influences Base: expecting moms = 1,02526
  27. 27. 3. Branding the Boom27
  28. 28. Irish moms must constantly strike a balance between providing the best for their children – and balancing household budgets already under pressure…28
  29. 29. Shopping Around Q. Have you switched from any of these branded Q. Would you consider switching in the next 12 products to own label brands in the last 12 months? months?29 Base: moms with kids = 2,779
  30. 30. Qualities Sought in Baby Food Base: moms with kids = 2,77930
  31. 31. Expecting First Time Moms & Own Label Q. How likely would you be to use own labelled baby products instead of branded labels?31 Base: expecting first time = 615
  32. 32. Across different spending categories, Irish moms have clear brand preferences and strong brand loyalty…32
  33. 33. Food Brands Q. Which of the following statements best describes how you feel towards each of the following non-food brands?33 Base: moms with kids = 2,779
  34. 34. Brand Profile34 Base: moms with kids = 2,779
  35. 35. Skincare Brands Q. Which of the following statements best describes how you feel towards each of the following non-food brands?35 Base: moms with kids = 2,779
  36. 36. Brand Profile36 Base: moms with kids = 2,779
  37. 37. Medical Brands Q. Which of the following statements best describes how you feel towards each of the following non-food brands?37 Base: moms with kids = 2,779
  38. 38. Brand Profile38 Base: moms with kids = 2,779
  39. 39. Nappy Brands Q. Which of the following statements best describes how you feel towards each of the following non-food brands?39 Base: moms with kids = 2,779
  40. 40. Brand Profile40 Base: moms with kids = 2,779
  41. 41. Nappy Cream Brands Q. Which of the following statements best describes how you feel towards each of the following non-food brands?41 Base: moms with kids = 2,779
  42. 42. Brand Profile42 Base: moms with kids = 2,779
  43. 43. A big THANK YOU from Amárach Research and eumom to all the moms who participated in our survey43
  44. 44. Do you have you a question for Irish moms?  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.ie44
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