Eumom Amárach Research - Marketing to Moms presentation September 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

Today
•Mom Economy
•Mom of Many Roles
•Conclusions & Recommendations
•Questions

* Eumom Amarach Survey 2012
*

Average Age of First Time
Mothers in Ireland

Number of Births in Ireland

Impact of Emigration

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

• 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

• 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 3,376Marketing 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
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

*IAB Europe Mediascope Europe Digital Mums Ireland June 2013

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 - Marketing to Moms presentation September 2013

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Eumom Amárach Research - Marketing to Moms presentation September 2013