eumom & Amarach Survey

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2 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

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

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5 * * Eumom Amarach Survey 2012

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7 Average Age of First Time Mothers in Ireland

8 Number of Births in Ireland

9 Impact of Emigration

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11 Consumer Expenditure by Household Type Consumer Expenditure by Household Type: billion Adult 1 Adult + children 2 Adults 2 Adults + children 3+ Adults Other + children Ireland Food Drink & Tobacco Clothing & Footwear Fuel & Light Non-Durable Goods Durable Goods Transport Other Goods & Services Total Expenditure Source: Amárach Research estimates based on CSO Household Budget Survey

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17 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

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19 Proximity to home/work is the biggest factor followed by Range and Value Value is the over-riding factor for Aldi

20 Proximity 37% Range 27% Value 23% Value 91% Range 4% Proximity 3% Proximity 61% Value 16% Range 11% Proximity 39% Value 35% Range 16% Value 81% Proximity 14% Range 3%

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22 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

23 Switching to Supermarket Brands Already Switched Yes, Consider Switching No, Never Switch Toiletries (toothpaste, shower gel ) Skincare products Baby Toiletries Baby Toiletries Breakfast Cereals Milk Cheese Breakfast Cereals Milk 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

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27 *IAB Europe Mediascope Europe Digital Mums Ireland June 2013

28 *IAB Europe Mediascope Europe Digital Mums Ireland June 2013

29 *IAB Europe Mediascope Europe Digital Mums Ireland June 2013

30 *IAB Europe Mediascope Europe Digital Mums Ireland June 2013

31 *IAB Europe Mediascope Europe Digital Mums Ireland June 2013

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39 More than half will chose Catholic national school for their kids, with Educate Together and Gaelscoil in 2 nd & 3 rd places

40 Conclusions to connect with this audience 1 Listen this is a very vocal & powerful audience, but not in power 2 Create always on connection and sustain it not campaign-driven 3 Begin relationship early and become part of the household for longer

41 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

42 Questions