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Marketing to the Baby Boom
                 An Amárach Research/ eumom Report

                           September 2011




TRENDS Report                                        1
 106,000 Members Online

     260,000 Households

     19 of 20 Maternity Hospitals




       Full Service MR Agency

       30 Research & Support Staff

       Irish & International Client Base




2
1. Demography

    2. Irish Moms

    3. Branding the Boom




3
1. Demography




4
The Pope’s Grandchildren




5
Thirty-Something Parents




6    Source: CSO population estimates 2011
Fertile Times




7
2. Irish Moms




8
Eumom Benchmark Survey




                             Research Methodology Overview

                               Online Interviews June 2011

                                 10 minute questionnaire


                                      3394 Mothers


                                       No Quotas




9
Sample Profile: 1




        Base: total sample = 3,394
10
Sample Profile: 2




        Base: total sample = 3,394
11
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 Ago:


       Q. Compared to this time last year, has your _________ increased, decreased or remained
       the same?
16     Base: total sample = 3,394
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 sample = 3,394
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
Main Outlets for Baby Products




       Base: moms with kids = 2,779
20
Membership of Loyalty Schemes




                          no




         yes




21
Use of Coupons & Vouchers




22
The internet has given
     thousands of Irish moms
     access to advice, and a
     platform to share their own
     opinions…




23
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
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
Expecting First Time Moms: Influences




       Base: expecting moms = 1,025
26
3. Branding the Boom




27
Irish moms must constantly
     strike a balance between
     providing the best for their
     children – and balancing
     household budgets already
     under pressure…




28
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
Qualities Sought in Baby Food




       Base: moms with kids = 2,779
30
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
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-food brands?
33     Base: moms with kids = 2,779
Brand Profile




34      Base: moms with kids = 2,779
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
Brand Profile




36     Base: moms with kids = 2,779
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
Brand Profile




38      Base: moms with kids = 2,779
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
Brand Profile




40      Base: moms with kids = 2,779
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
Brand Profile




42      Base: moms with kids = 2,779
A big THANK YOU from

           Amárach Research and eumom

     to all the moms who participated in our survey

43
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.ie



44

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

  • 1. Marketing to the Baby Boom An Amárach Research/ eumom Report September 2011 TRENDS 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 Base 2
  • 3. 1. Demography 2. Irish Moms 3. Branding the Boom 3
  • 6. Thirty-Something Parents 6 Source: CSO population estimates 2011
  • 9. Eumom Benchmark Survey Research Methodology Overview Online Interviews June 2011 10 minute questionnaire 3394 Mothers No Quotas 9
  • 10. Sample Profile: 1 Base: total sample = 3,394 10
  • 11. Sample Profile: 2 Base: total sample = 3,394 11
  • 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 = 2,779 20
  • 21. Membership of Loyalty Schemes no yes 21
  • 22. Use of Coupons & Vouchers 22
  • 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 = 1,025 26
  • 27. 3. Branding the Boom 27
  • 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 = 2,779 30
  • 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 Profile 34 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 Profile 36 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 Profile 38 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 Profile 40 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 Profile 42 Base: moms with kids = 2,779
  • 43. A big THANK YOU from Amárach Research and eumom to all the moms who participated in our survey 43
  • 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.ie 44