Euromonitor International’s Annual Survey revealed global trends among mothers. Read 10 key facts below and then listen to our podcast to learn more.
- Despite other demands on their time, mothers exercise slightly more often than women who have no children (69% of mothers do physical activity weekly vs. 61% of female non-mothers; 41% of mothers go to the gym each week vs. 35% of female non-mothers).
- Parents (both mothers and fathers) use shortcuts for information about nutrition—such as testimonials and packaging—more than non-parents.
- Mothers use advertising (TV, print, internet) as a shortcut to find out about other product information.
- Nine out of ten mothers prepare meals at home at least once a week, more often than anyone else, including fathers (7 out of 10).
- Mothers typically prepare home-cooked meals using entirely raw ingredients (62%), relying less on pre-prepared ingredients, such as shop-bought sauces (43%).
- When mothers do choose convenience options such as ready meals, it is because they are pressed for time—not because they prefer ready meals or because they cannot or do not like to cook.
- Almost half (47%) of mothers say they are on a diet trying to lose weight
- Although mothers say they are health-conscious, they “cave in” and snack more often than non-mothers during the daytime (2.2 vs. 2.0 snacks per day on average)
- Mothers in developed markets are more willing to spend extra on convenient products (49%) versus “green” products (36%)
- Mothers in emerging markets consider a variety of other product information beyond quality, price, and convenience, such as branding and packaging, as well as “green”
- Mothers in emerging markets especially enjoy learning about new products (trying new products, browsing shopping malls), compared to mothers in developed markets
- Mothers in developed markets are especially cost-conscious and enjoy bargain-hunting more than mothers in emerging markets (though they are not necessarily using their smartphones to find deals)
- 60% of mothers visit social networking websites (e.g., Facebook) at least weekly, compared with 55% of fathers and 46% of non-parents
- Mothers and fathers share photos and videos online more frequently than non-parents (31% vs. 32% vs. 27%)
These results about mothers were derived from responses to Euromonitor International’s Annual Survey 2011; this survey reached out to ~16,000 online consumers ranging in age from 15 to 65+ and living in 8 major markets: Brazil, China, France, Germany, India, Japan, UK, USA.