Eumom Omnibus Research Report February 2012

Marketing to the Baby Boom An Amárach Research/ eumom Report February 2012 Update

2 Table of Contents A. Research Methodology B. Profile of Irish MothersMAIN FINDINGS: SECTION 1: Household Budgeting SECTION 2: Spending Behaviour SECION 3: Irish Families Financial Circumstances

3Research Methodology Research Methodology Overview Online Interviews December 2011 10 minute questionnaire 713 Mothers No Quotas

Profile of Irish Mothers4

5 Sample Profile - I (Base: All mums/expecting mums - 713) % % % % 35+ years 30 Dublin 29 ABC1 56 F50+ Married 69 Rest of Leinster 2425-34 years 63 Munster 31 C2DE 44 Living as F50- married 22 Conn/ 16 Single18-24 years 7 Ulster Divorced/ 8 widowed/ 1 separated

6 Sample Profile - II (Base – All mums/expecting mums -713) Work Annual Family Makeup Status Income (Base – All with child under % % 36 months - 582) Less than 16 % €20,000 Working full-time 29 Have children aged 0-12 months 53 €20,001 to €40,000 27 Have children aged 13-24Working part-time 11 months 36 Have children aged 25-26 Working in the 18 months 25 home/carer €40,001 to €60,000 20 Have children aged 36+ months 37 Maternity leave/ €60,001 to returning to work 20 €80,000 11 €80,001-Maternity leave/not 3 €100,000 8 returning to work €100,000+ 3 Unemployed 16 Refused 15 Student 3 Mean €44,814 Majority of those surveyed had children under 12 months. Average income stands at nearly €45k. (Q.C, D, E, J, N)

7 Number of Children Child aged under First Time Parent 36 Months(Base – All mums/expecting mums - 713) (Base – All with child under 36 months - 582) Yes Yes 82% 49% 51% 18% 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. (Q. B, C)

8 Pregnancy Term (Base – All mums/expecting mums - 713) Number of Weeks Pregnant % 1-13 weeks 14 Expecting Mums 14-26 weeks 34 73% 27% Yes 27-40 weeks 52 Mean: 25 Weeks27% of those surveyed were expecting mothers; with the average being 25 weeks pregnant. (Q. E, F)

MAIN FINDINGS

SECTION 1:Household Budgeting

11 Responsibility for Household Finances (Base – All mums/expecting mums - 713) Responsibility for Responsibility for Bills & Budgeting Food/Grocery shopping % % No No responsibility 4% responsibility 3% (4%) (2%) Jointly 55% Mainly 60% (59%) responsible (57%) 41% Mainly responsible 37% (39%) (39%) Jointly responsible responsible Demographics of those responsible Demographics of those responsible Household income Mainly Jointly Household income Mainly Jointly <20k 52% 43% <20k 63% 32% 20-40k 44% 52% 20-40k 64% 35% 40-60k 41% 56% 40-60k 55% 40% 60-80k 32% 67% 60-80k 49% 49% 80k + 35% 63% 80k + 68% 36% Number of Children Number of Children 1 38% 58% 1 55% 43% 2 38% 57% 2 61% 36% 3+ 51% 46% 3+ 76% 19% 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 (Q.1a,1b)

12 Amount of Income Coming into your Home vs. Last Year (Base – All mums/expecting mums - 713) Stayed Decrease the same Increased 70% 22 8% (71%) (21%) (8%) Percentage Percentage Decrease Increase Average Average % % Decrease – Increase – 31% 22% 1-10% 31 1-10% 51 11-20% 26 17 11-20% 22 21-30% 31-40% 9 21-30% 8 31-40% 2 41-50% 13 41-50% 7 51%+ 4 51%+ 10 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).() = July (Q. 2a,b)

13 Household Expenditure Vs Last Year (Base – All mums/expecting mums - 713) 96 Stayed % Decrease the same Increased 5% 24 71%Are Responsible (7%) (33%) (60%) Percentage Percentage Decrease Average Average Increase % Decrease – Increase – % 20% 18% 1-10% 1-10% 42 43 11-20% 26 11-20% 34 21-30% 11 21-30% 15 31-40% 14 31-40% 3 41-50% 3 41-50% 5 51%+ 3 51%+ 1 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+.() = July (Q. 2c,d)

14 Increase Household Expenditure Vs Last Year (Base – All mums/expecting mums - 713) 71 Experienced % an Increase Age of Number of Children Children % % Have children aged 0-12 78Have 1 Child 71 months Have children aged 13-24 66Have 2 Children 72 months Have children aged 25-36 81Have 3+ Children 80 months Have children aged 36+ months 73 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. (Q.2c)

15 Food and Grocery Spending Vs Last Year (Base – All mums/expecting mums - 713) 97 Stayed % Decrease the same Increased 7% 35 58%Are Responsible (54%) (9%) (37%) Percentage Percentage Decrease Increase % % Average Average Decrease – Increase – 19% 17% 1-10% 40 1-10% 46 11-20% 30 11-20% 33 21-30% 16 31-40% 21-30% 13 41-50% 8 31-40% 6 41-50% 3 3 51%+ - 51%+ 2 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.() = July (Q.2e, f)

16 Increase Food and Grocery Spending Vs Last Year (Base – All mums/expecting mums - 713) 58 Experienced % an Increase Age of Number of Children Children % % Have children aged 0-12 70Have 1 Child 58 months Have children aged 13-24 59Have 2 Children 63 months Have children aged 25-36 66Have 3 + Children 76 months Have children aged 36+ months 66Increase 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. (Q.2e)

17 Expenditure on Baby Products Vs Last Year (Base – All mums/expecting mums - 713) 97 Stayed % Decrease the same Increased 20% 30 50%Are Responsible (19%) (31%) (50%) Percentage Percentage Decrease Average Average Increase % Decrease – Increase – % 30% 57% 1-10% 19 1-10% 33 11-20% 14 21-30% 8 31-40% 4 11-20% 22 41-50% 9 21-30% 10 31-40% 7 51%+ 46 41-50% 12 51%+ 6 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%). (Q. 4a,b)() = July

18 Increase Expenditure on Baby Products Vs Last Year (Base – All mums/expecting mums - 713) 50 Experienced % an Increase Age of Number of Children Children % % Have children aged 0-12 80Have 1 Child 48 months Have children aged 13-24 27Have 2 Children 53 months Have children aged 25-36 36Have 3+ Children 50 months Have children aged 36+ months 45 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. (Q.2e)

SECTION 2:Spending Behaviour

20 Retail Outlet Used to Purchase Baby Products (Base – All mums/expecting mums - 713) Supermarket Most often % Ever Tesco 43 90 Dunne Stores 80 Tesco also commands highest 20 Supervalu 12 65 regular market share of Lidl 2 35 mothers; with 43% using it most Aldi 3 30 frequently, whilst Dunne Stores Superquinn 3 21 Tescos closest competitor is atOther convenience stores 1* 25 20%. Other retailers 1 12 Pharmacy Lidl is more popular than Aldi Boots 8 71 for baby products. Sam McCauleys * 17 Unicare * 16 Smaller pharmacy chains pick- McCabes * 16 up the occasional purchases – Hickeys * 11 but by and large not the primary Other pharmacies 4 46 destination point for mothers. Other Mothercare 4 69 Babystores 1 34 Online Babystores 1* 33 Natural & health store 1 14 Catalogue * 7 Online health website *6 (Q. 6a/b)

21 Brand Consideration Skin and Hair Care (Base – All mums/expecting mums - 713) % % % % 15 (23) 13(19) The only brand I would consider (5) 76% 71% 5 (6) 61 (52) 58 (48) 2 (3)One of the 2 or 3 brands 36 (27) 41% 30% 28 (29) I would consider (4) % The only brand I would % % % % consider (5) 2 (3) 3 (4)One of the 2 or 3 brands 27(31) 1 (2) 2 (10) 25 (20) 2 (9) I would consider (4) 15 (15) 13 (10) 9 (9) 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. (Q. 11)

22 Brand Consideration Skin and Hair Care – Johnson’s Baby (Base – All mums/expecting mums - 713) % Demographics of those who The only brand I are ‘Considerers’ of would consider (5) 15 (23) Johnson’s baby Drop from Number of children ‘Loyalists’ into 1 60% ‘Considerers’ 2 57% 3+ 56% One of the 2 or 3 Age of Mother brands I would 61 (52) 18-24 years 52% consider (4) 25-34 years 62% 35+ years 60% Social Class ABC1F50+ 64% C2DEF50- 57%Only on promotions (3) 12 (12) Probably not (2) 6 (5) Definitely not (1) 6 (7) Mean: 3.7 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. (Q. 11) () = July

23 Brand Consideration Medical Brands (Base – All mums/expecting mums - 713) % % % % The only brand I 37 (45) 30 (35) would consider (5) 17(19) 95% 90% 8 (9) 64% One of the 2 or 3 60 (52) 58 (58) brands I would consider (4) 47 (40) 43% 35 (28) Calpol is the medical brand most frequently considered by mothers; with almost 1 in 4 mums considering this brand only.() = July (Q. 11)

24 Brand Consideration Medical Brands – Capol (Base – All mums/expecting mums - 713) % Drop from Demographics of those who 37 (45) ‘Loyalists’ The only brand I are ‘Considerers’ of Capol would consider (5) into Number of children ‘Considerers’ 1 55% 2 59% 3+ 61% Age of Mother 18-24 years 41% 58 (50) 25-34 years 59%One of the 2 or 3 brands 35+ years 60% I would consider (4) Social Class ABC1F50+ 63% Only on promotions (3) C2DEF50- 51% Probably not (2) (2) Definitely not (1) 2 (2) 1 (1) Mean: 4.3 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.() = July (Q. 11)

25 Brand Consideration Bottle/Soother Brands (Base – All mums/expecting mums - 713) % % % % The only brand I 28 would consider (5) (32) 22 (21) 69% 10 (11) 63% One of the 2 or 3 brands I would 41 41 41% 3 (3) (38) (40) 31 consider (4) (28) 19 22% (17) Philips Avent followed by Tommee Tippee command the highest favourability among mothers in the Bottle/Soother category.() = July (Q.11)

26 Brand Consideration Bottle/Soother Brands- Philips Avent (Base – All mums/expecting mums - 713) % Demographics of those who are ‘Considerers’ of Philips Avent The only brand I 28 (32) would consider (5) Drop from Number of children ‘Loyalists’ 1 40% into 2 38% ‘Considerers’ 3+ 29% Age of Mother 18-24 years 33%One of the 2 or 3 brands 41 (38) 25-34 years 42% I would consider (4) 35+ years 43% Social Class ABC1F50+ 44% Only on promotions (3) 12 (11) C2DEF50- 37% Probably not (2) 9 (8) Definitely not (1) 10 (11) Mean: 3.7 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.() = July (Q. 11)

27 Brand Consideration Nappies/Wipes (Base – All mums/expecting mums - 713) % % % % % The only brand I 44 would consider (5) (51) 13 (12) 83% 50% One of the 2 or 3 6(4) 5(4) 39 37 3 (2) brands I would (36) (38) consider (4) 25% 19 18 23% 16 19% (20) (17) (16) 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’. (Q. 11)() = July

28 Brand Consideration Nappies/Wipes- Pampers (Base – All mums/expecting mums - 713) % Demographics of those who are The only brand I Drop from ‘Considerers’ of Pampers would consider (5) 44 ‘Loyalists’ Number of children (51) into ‘Considerers’ 1 34% 2 33% 3+ 43% Age of Mother 18-24 years 43%One of the 2 or 3 brands 25-34 years 36% I would consider (4) 39 35+ years 43% (36) Social Class ABC1F50+ 45% C2DEF50- 31% Only on promotions (3) 10 (8) Probably not (2) 3 (2) Definitely not (1) 4 (3) Mean: 4.2 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.() = July (Q. 11)

29 Brand Consideration Nappy Cream (Base – All mums/expecting mums - 713) % % % % The only brand I 34 would consider (5) (43) 26 (24) 87% 76% One of the 2 or 3 brands I would 53 50 (45) (46) consider (4) 2 (2) 2 (2) 14% 12% 12 (11) 10 (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() = July exclusively by almost 1 in 4 mothers. (Q. 11)

30 Brand Consideration Nappy Cream- Sudocream (Base – All mums/expecting mums - 713) % Demographics of those who are ‘Considerers’ of Sudocream Drop from Number of children 34 ‘Loyalists’ The only brand I would consider (5) (43) into 1 51% 2 48% ‘Considerers’ 3+ 64% Age of Mother 18-24 years 39% 25-34 years 53% 35+ years 55% One of the 2 or 3 brands 53 Social Class I would consider (4) (45) ABC1F50+ 56% C2DEF50- 49% Only on promotions (3) 6 (4) Probably not (2) 3 (4) Definitely not (1) 4 (4) Mean: 4.2 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+.() = July (Q. 11)

31 Brand Consideration Toys (Base – All mums/expecting mums - 713) % % % The only brand I 23 would consider (5) 23 (26) (23) 89% 84% 10 (23) One of the 2 or 3 66 57% brands I would 61 consider (4) (61) (60) 47 (60) Both Fisher Price and vtech Baby commend the highest loyalty as toy brands,() = July both having 23% loyalty share, a slight decrease in loyalty share for Fisher Price. (Q. 11)

32 Brand Consideration Toys – Fisher Price (Base – All mums/expecting mums - 713) % Demographics of those who are The only brand I ‘Considerers’ of Fisher Price would consider (5) 23 Drop from (26) Number of children ‘Loyalists’ into 1 66% 2 62% ‘Considerers’ 3+ 66% Age of Mother 18-24 years 52% 25-34 years 65% 66 35+ years 70% One of the 2 or 3 brands I would consider (4) (61) Social Class ABC1F50+ 71% C2DEF50- 58% Only on promotions (3) 9 (61) Probably not (2) Definitely not (1) 1 (11) Mean: 4.1 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. (Q. 11)() = July

33 Switching Behaviour – Primary Products (Base – All Mums with children under 36 months – 582) Switched in the Consider switching in 98 Are Responsible past 12 months the next 12 months % % % Cotton buds 52 (44) 62 (51) Baby wipes 38 (32) 45 (35) Nappies 36(28) 37 (31) Ordinary soap 27 (20) 47 (35) Baby bath products 24 (21) 35 (29) Baby wash products 22 (20) 35 (29) Baby shampoos 19 (18) 34 (28) Baby lotion or cream 18 (16) 30 (23) Soother 17(13) 27 (22) 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’.() = July (Q.12)

34 Switching Behaviour – Secondary Products (Base – All Mums with children under 36 months – 582) 98 Are Responsible Switched in the Consider switching in % past 12 months the next 12 months % % Nappy cream 14 (15) 26 (21) Skin product for babies/young child 13 (14) 25 (21) Baby bottles 12 (13) 24 (21) Baby soap 12 (13) 30 (24) Baby powder 13 (11) 36 (26) Baby Oil 12 (11) 24 (27) Treatment cream 10 (10) 25 (19) 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 (Q.10)

SECTION 3:Irish Families Financial Circumstances

36 Irish Mothers Feeling the Pinch (Base – All mums/expecting mums - 713) Income Under Pressure % % %Decreased significantly (1) 50 Decreased Increased Total 79% 9% Age of Mother 18-24 years 63% 11% 25-34 years 79% 9% Decreased slightly 35+ years 85% 6% (2) 29 No change (3) 12 Increased slightly (4) 7Increased significantly (5) 2 Mean: 1.8 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. (Q. 13)

37 Efforts to Reduced Expenditure (Base – All mums/expecting mums - 713) Cutting Expenditure % % % Strong SlightA strong effort (3) 59 Total 59% 38% 18-24 years 67% 30% 25-34 years 56% 41% 35+ years 65% 33% A slight effort (2) 38 No effort at all (1) 3 Mean: 2.6 3 in 5 Irish mums or expecting mums have made a strong effort to cut spending. Thoseaged 18-24 and 35+ are more likely than others to have made changes to there expenditure. (Q. 14)

38 Areas in which Irish Mothers have Reduced Expenditure (Base – All mums/expecting mums - 713) % Leisure Expenses (i.e. Alcohol & 93 cigarettes, eating out, club membership) Household Expenses (groceries, 81 clothing) Utilities (i.e. phone (landline/mobile), gas, 78 oil, electricity, refuse, TV) Travel Expenses (i.e. Petrol, rail, 70 bus/taxi, car maintenance) Insurance Expenses (i.e. motor, 60 home, life, health) Childcare/Schooling Expenses 23Irish 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)

39 Impact of Financial Circumstances (Base – All mums/expecting mums - 713) Highest Amongst %A reduction in income due to tax 55 35+ years (61%)increaseMissing a loan repayment 22 18-24 years (52%)Having to buy groceries on 21 18-24 years (24%)credit due to insufficient fundsMissing a mortgage repayment 12 25-34 years (14%)None of these 28 Tax increases have been the predominant source of pressure on incomes. (Q.16)

40 Mums/Expecting Mums and their Partners Employment Experiences Over Past Year (Base – All mums/expecting mums - 713) Highest Amongst %Had your income reduced due 46 35+ years (53%)to pay cuts within the past yearHad your hours reduced at work 27 18-24 years (41%)within the past yearBeen made redundant within the 19past yearNot stated 37 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)

41 Concerns for the Following 12 Months (Base – All mums/expecting mums - 713) Not at all Very concerned Concerned Neutr Mean (1) (2) (3) (4) al (3) ScoreIncome cut for yourself/yourpartner 6 5 16 58 15 4.2A reduction in income due to tax 4 4 13 59 19 4.3increasesHours reduced at work/your partner 15 8 13 40 24 3.6Yourself or partner becoming 25 3.6redundant 14 8 13 40Having to buy groceries on credit 23 3.2due to insufficient funds 21 13 12 32Missing & Loan repayments 26 11 11 34 18 3.2Missing a mortgage repayment 21 3.1 27 11 10 31 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)

42 Bridging the Gap (Base – All mums/expecting mums - 713) % Borrowed money from 36 friends/family Depended more heavily on your 27 credit card Borrowed money from a money 7 lender Not declared income to avoid 2 paying tax None of these 47A 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)

43 Impact of the Recession on Family Size (Base – All mums/expecting mums - 713) “I have decided not to increase the size of my family due to the recession.” % Demographics of those who Agree strongly 19 agree with statement Age 18-24 years 43% Agree slightly 25-34 years 41% 20 35+ years 34% Household Income <20K 41% 20-40K 48% Neither/nor 35 40-60K 39% 60-80K 26% 80K+ 35% 10Disagree slightlyDisagree strongly 16 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. (Q. 26)

44 IVF Should be Provided Free of Charge by the HSE (Base – All mums/expecting mums - 713) Demographics of those who said Yes Age of Mother No Yes 18-24 years 72% 25-34 years 70% 29% 71% 35+ years 75% Social Class ABC1F50+ 67% C2DEF50- 77% 71% of Irish mums/expecting mums believe that IVF should be provided free of charge bythe HSE. These are most likely to be mothers aged 35+ and by those who fall into the lower social classes. (Q. 27)

45 Reducing Child Support for children of lone parents from 14 to under 7 years (Base – All mums/expecting mums - 713) % Demographics of those whoDisagree strongly said Disagree 41 Age of Mother 18-24 years 74% 25-34 years 57% 35+ years 60%Disagree slightly 18 Social Class ABC1F50+ 54% Neither/nor 13 C2DEF50- 66% Agree slightly 18 Agree strongly 10Over half of Irish mums/expecting mums disagree with Child Support for children of loneparents 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)

46 Usage of Social Networking Websites (Base – All mums/expecting mums - 713) % Several times a day 28 Demographics of those who said agree Several Daily times a day Age of Mother Daily 43 18-24 years 13% 50% 25-34 years 31% 43% 35+ years 26% 40% Social ClassEvery couple of days 14 ABC1F50+ 30% 41% C2DEF50- 26% 45% Weekly 5 Monthly 1 9 Less often 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)

A big THANK YOU from Amárach Research and eumomto all the moms who participated in our survey47

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 in April 2012  Contact Amárach or eumom via gerard.oneill@amarach or rose.kervick@eumom.ie48

Eumom Omnibus Research Report February 2012

by Amárach Research on Feb 15, 2012

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Eumom Omnibus Research Report February 2012 Presentation Transcript