2. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
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. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
Today
•Mom Economy
•Mom of Many Roles
•Conclusions & Recommendations
•Questions
4. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
5. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
* Eumom Amarach Survey 2012
*
6. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
7. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
Average Age of First Time
Mothers in Ireland
8. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
Number of Births in Ireland
9. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
Impact of Emigration
10. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
11. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
Consumer Expenditure by
Household Type
Source: Amárach Research estimates based on CSO Household Budget Survey
Consumer Expenditure by
Household Type:
€ billion 2013
1 Adult
1 Adult +
children
2 Adults
2 Adults +
children
3+ Adults
Other +
children
Ireland
Food
€1.5 €0.5 €3.4 €3.4 €2.4 €1.9 €13.4
Drink & Tobacco
€0.5 €0.1 €1.1 €0.8 €0.8 €0.4 €4.0
Clothing & Footwear
€0.4 €0.2 €1.0 €1.0 €0.7 €0.6 €4.1
Fuel & Light
€0.5 €0.2 €0.9 €0.9 €0.5 €0.4 €3.6
Non-Durable Goods
€0.2 €0.1 €0.4 €0.5 €0.3 €0.2 €1.7
Durable Goods
€0.4 €0.1 €0.8 €0.8 €0.5 €0.4 €3.1
Transport
€1.2 €0.3 €3.2 €3.1 €2.1 €1.6 €11.9
Other Goods & Services
€2.7 €0.6 €6.7 €6.9 €4.6 €3.5 €26.0
Total Expenditure
€9.5 €2.9 €21.5 €22.4 €13.8 €11.0 €83.0
12. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
13. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
14.
15. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
16.
17. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
• 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
18. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
19. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
• 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%
Proximity 39%
Value 35%
Range 16%
Proximity 61%
Value 16%
Range 11%
Value 81%
Proximity 14%
Range 3%
Value 91%
Range 4%
Proximity 3%
Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
21. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
22. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
• 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
Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
Already Switched Yes, Consider Switching No, Never Switch
Skincare products
Toiletries (toothpaste, shower gel…)
Baby Toiletries Baby Toiletries
Breakfast Cereals Breakfast Cereals
Milk Milk
Cheese 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
24.
25. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
26.
27. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
*IAB Europe Mediascope Europe Digital Mums Ireland June 2013
28. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
*IAB Europe Mediascope Europe Digital Mums Ireland June 2013
29. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
*IAB Europe Mediascope Europe Digital Mums Ireland June 2013
30. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
*IAB Europe Mediascope Europe Digital Mums Ireland June 2013
31. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
*IAB Europe Mediascope Europe Digital Mums Ireland June 2013
32.
33. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
34. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
35.
36.
37.
38. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
39. Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376
More than half will chose Catholic
national school for their kids,
with Educate Together
and Gaelscoil
in 2nd & 3rd
places
40. 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
41. Conclusions
• Listen – this is a very vocal & powerful audience, but not
“in power”
• Create “always on” connection and sustain it – not
campaign-driven
• Begin relationship early and become part of the
household for longer