Mom Fast Facts

February 10, 2014
Consumer Moms Trends

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The State of Mom Continually Changes

Source: eMarketer, 2013

•The U.S. Census estimates that there are 82.5 million mothers of all ages in the U.S.

•The Moms market is continually self-renewing; approximately 4 million babies are born each year. 40% are to first-time mothers.

•The population of U.S. moms with children under age 18 in the household was 35.7 million in 2012.

Moms & loyalty Rewards

Source: PunchTab, 2013

•Moms will tell you more about themselves:

•81% of moms are more likely to engage if they earn points towards rewards

•73% of moms will answer polls or surveys

•36% of moms will provide more information about themselves including purchasing behavior

When Rewarded:

92% of moms will buy more of their favorite products

50% will visit a brand’s Facebook page

44% will “Like” content

59% will buy other products a brand offers

45% will switch from a competitor’s product

40% will post a review

26% will pin from a brand’s site to Pinterest

25% will Tweet/Retweet content

Moms & Dads

Source: TNS Global, 2013

Moms are more likely than dads to take off from work to care for a sick child (62% vs. 47%)

More moms than dads believe their families would find it difficult to manage everyday activities if they became sick (84% vs. 63%)

More moms than dads are relied on to be in charge of their families healthcare related decisions (90% vs. 64%)

Moms & Advertising

Source: Trillion Dollar Moms by Maria T. Bailey & Bonnie Worthy Ulman

•Only 20% of mothers said that advertisers were doing a good job connecting with mothers.

•70% said that marketers are not focused on moms in their advertising.

•On average, even the busiest moms say they read 4.1 magazines a month, with at least two of these titles delivered to their mailboxes.

•We asked moms if they would rather get information from a celebrity mom or an experienced mom like themselves.

•67% said they would more likely turn to a peer mom.

30 % of moms say they see ads that offend them.

Health & Wellness

Source: Tom Peters, in the forward to Marketing to Women, by Marti Barletta

Women account for 93% of OTC pharmaceutical purchases.

Moms & Social Media

Source: PunchTab, 2013

•74% of Moms have purchased products as a result of promotion mention in a blog.

•65% of Moms learn about a product of service through social media.

•66% view social networks as a source of information.

•64% of Moms read online reviews before making a purchase.

•56% follow up on product recommendations received on social sites to learn more.

Modern Moms vs. The General Population

Source: Neilen Company Study, May 2011

•34% of American households are home to kids under 18, but are responsible for half of all purchases of cereal, juice, fresh meat and prepared foods.

•Moms in these households are 19% more likely than the general population to engage in social networking, become a fan of or follow a brand (31% more likely), become a fan of or follow a celebrity (24% more likely), and comment on others postings (27% more likely).

•Moms account for one-fourth of all video streams occurring on social networks, and are also more likely to post their own content.

•Moms make up more than one-fifth of online video viewers and spent an average of 258 minutes viewing online video in March 2011. Compared to overall usage in the US, Moms spent 25% more time, about 52 minutes longer on average, viewing online video from home PCs.

•In broadcast primetime, ad recall levels are 8% lower among moms 25-54 than non-moms of the same age and the general population. A heavy focus on products/services tends to reduce ad effectiveness among moms.

Moms in the Workforce

Source: Current Population Survey, Bureau of Census for the Bureau of Labot Statistics

•71% of mothers with older children (6 to 17 years of age, none younger) participate in the workforce.

•72% of women earn 50% to 100% of the family household income.

Working Mothers

Source: US Department of Labor

•72% of mothers with children under 18 are in the workforce.

•Each day, more than 25 million mothers work, in addition to performing their duties as a mother, wife or homemaker.

Moms & Cause Marketing

Source: Cone Cause Evolution Study, 2010

95% of moms find cause marketing acceptable

93% of moms are likely to switch brands

92% of moms want to buy a product supporting a cause

61% purchased more cause related products in the past year

Download the full report here!



Let FONA’s market insight and research experts translate these trends into product category ideas for your brand. They can help you with concept and flavor pipeline development, ideation, consumer studies and white space analysis to pinpoint opportunities in the market. Our flavor and product development experts are also at your service to help meet the labeling and flavor profile needs for your products to capitalize on this consumer trend. We understand how to mesh the complexities of flavor with your brand development, technical requirements and regulatory needs to deliver a complete taste solution. From concept to manufacturing, we’re here every step of the way. Contact our Sales Service Department at 630.578.8600 to request a flavor sample or visit