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

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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  • 1. Marketing to the Baby Boom An Amárach Research/ eumom Report September 2011TRENDS Report 1
  • 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. 1. Demography 2. Irish Moms 3. Branding the Boom3
  • 4. 1. Demography4
  • 5. The Pope’s Grandchildren5
  • 6. Thirty-Something Parents6 Source: CSO population estimates 2011
  • 7. Fertile Times7
  • 8. 2. Irish Moms8
  • 9. Eumom Benchmark Survey Research Methodology Overview Online Interviews June 2011 10 minute questionnaire 3394 Mothers No Quotas9
  • 10. Sample Profile: 1 Base: total sample = 3,39410
  • 11. Sample Profile: 2 Base: total sample = 3,39411
  • 12. Expecting Mums Base = 1,025 (incl. 615 expecting first time)12
  • 13. Planning to Breastfeed Q. Do you intend to breast feed your new baby/babies?13 Base: expecting moms = 1025
  • 14. Have Breast fed Q. Did you breast feed your child/children?14 Base: moms with kids = 2,779
  • 15. Irish moms are feeling the impact of the recession – from pressures on incomes to rising prices…15
  • 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. Irish moms have significant influence over household financial and spending decisions…17
  • 18. Key Influencers Q. How would you describe your responsibility of the ________ for your household?18 Base: total sample = 3,394
  • 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. Main Outlets for Baby Products Base: moms with kids = 2,77920
  • 21. Membership of Loyalty Schemes no yes21
  • 22. Use of Coupons & Vouchers22
  • 23. The internet has given thousands of Irish moms access to advice, and a platform to share their own opinions…23
  • 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. 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. Expecting First Time Moms: Influences Base: expecting moms = 1,02526
  • 27. 3. Branding the Boom27
  • 28. Irish moms must constantly strike a balance between providing the best for their children – and balancing household budgets already under pressure…28
  • 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. Qualities Sought in Baby Food Base: moms with kids = 2,77930
  • 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. Across different spending categories, Irish moms have clear brand preferences and strong brand loyalty…32
  • 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. Brand Profile34 Base: moms with kids = 2,779
  • 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. Brand Profile36 Base: moms with kids = 2,779
  • 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. Brand Profile38 Base: moms with kids = 2,779
  • 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. Brand Profile40 Base: moms with kids = 2,779
  • 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. Brand Profile42 Base: moms with kids = 2,779
  • 43. A big THANK YOU from Amárach Research and eumom to all the moms who participated in our survey43
  • 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