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 Mothers

MAIN FINDINGS:

SECTION 1: Household Budgeting

SECTION 2: Spending Behaviour

SECION 3: Irish Families Financial Circumstances

3

Research Methodology

Research Methodology Overview

Online Interviews December 2011

10 minute questionnaire

713 Mothers

No Quotas

Profile of Irish
Mothers

4

5

Sample Profile - I
(Base: All mums/expecting mums - 713)

% % % %

35+ years 30 Dublin 29

ABC1 56
F50+
Married 69
Rest of
Leinster 24

25-34 years 63
Munster 31
C2DE
44 Living as
F50- married 22
Conn/
16 Single
18-24 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 13-24
Working 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 Weeks

27% of those surveyed were expecting mothers; with the average being 25 weeks pregnant.
(Q. E, F)

SECTION 1:
Household Budgeting

11

Responsibility for Household Finances
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
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

96 Stayed
% Decrease the same Increased

5% 24 71%
Are Responsible (7%) (33%) (60%)

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
71 Experienced
% an Increase

Age of
Number of
Children
Children
%
%
Have children aged 0-12 78
Have 1 Child 71 months

Have 2 Children 72 months

Have 3+ Children 80 months

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

97 Stayed

7% 35 58%
Are Responsible (54%)
(9%) (37%)
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
58
Experienced
%
an Increase

Age of
Number of
Children
Children
%
%


Have 3 + Children 76 months

months 66

Increase 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

97 Stayed

20% 30 50%
Are Responsible (19%) (31%) (50%)

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
50 Experienced
% an Increase

Age of
Number of
Children
Children
%
%


Have 3+ Children 50 months

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)

20

Retail Outlet Used to Purchase Baby Products

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 Tesco's closest competitor is at
Other 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

% % % %
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

% 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

% % % %

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

%

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)
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

% % % %

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

%
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%


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

% % % % %

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

%

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%

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

% % % %

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

%
‘Considerers’ of Sudocream
Drop from Number of children
34 ‘Loyalists’
The only brand I
would consider (5) (43) into 1 51%
2 48%
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)
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

% % %

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

%
The only brand I ‘Considerers’ of Fisher Price
would consider (5) 23 Drop from
(26) Number of children
‘Loyalists’
into 1 66%
2 62%
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%

Probably not (2)
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

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) 7
Increased 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

Cutting Expenditure
%

% %
Strong Slight
A 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. Those
aged 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

%

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 23

Irish 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

Highest Amongst
%

A reduction in income due to tax 55 35+ years (61%)
increase

Missing a loan repayment 22 18-24 years (52%)

Having to buy groceries on
21 18-24 years (24%)
credit due to insufficient funds

Missing 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

Highest Amongst
%

Had your income reduced due 46 35+ years (53%)
to pay cuts within the past year
Had your hours reduced at work 27 18-24 years (41%)
within the past year
Been made redundant within the
19
past year

Not 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

Not at all Very
concerned Concerned Neutr Mean
(1) (2) (3) (4) al (3) Score
Income cut for yourself/your
partner 6 5 16 58 15 4.2

A reduction in income due to tax
4 4 13 59 19 4.3
increases

Hours reduced at work/your partner 15 8 13 40 24 3.6

Yourself or partner becoming 25 3.6
redundant 14 8 13 40

Having to buy groceries on credit 23 3.2
due to insufficient funds 21 13 12 32

Missing & Loan repayments 26 11 11 34 18 3.2

Missing 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

%

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 47

A 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
“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%

10
Disagree slightly

Disagree 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

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 by
the 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

%

Disagree 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 10

Over half of Irish mums/expecting mums disagree with Child Support for children of lone
parents 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

%

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 Class
Every 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 eumom

to all the moms who participated in our survey

47

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.ie

48

Eumom Omnibus Research Report February 2012

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