volume 1, october 2016 - amazon s3 · 2016-10-06 · preg 1 preg 2 preg 3 preg 4 preg 5 preg 6 preg...
TRANSCRIPT
© BabyCenter, LLC. Confidential. All rights reserved.
Volume 1, October 2016
© BabyCenter, LLC. Confidential. All rights reserved.
What’s trending now
Front and center Dad
Picky feeders
Thinking outside of the crib
The big reveal is getting bigger
© BabyCenter, LLC. Confidential. All rights reserved.
Developing TrendDeveloping Trend
• 26% of millennial dads self-identify as
the primary caregiver
• 1 in 5 dads handle everything from
carpools to coordinating playdates
• 3 in 5 of moms agree: “My partner is
‘very involved’ in day-to-day childcare.”
Front and center Dad
Fast Fact
9 in 10 say it’s important to be the “perfect
dad” (vs. 8 in 10 millennial moms)
Source: BabyCenter Google Dads Study True Stories of the Modern Family: How Brands
& Media Navigate the New Normal, BabyCenter 21st Century Mom® Insights Series, in
partnership with YouGov, March 2016
Say good-bye to the days of ‘single-
income dad’ and ‘stay-at-home mom’
© BabyCenter, LLC. Confidential. All rights reserved.
Source: BabyCenter Google Dads Study, April 2015
Dads are prioritizing time with family
58% say
“I place family before
work all or most of the
time.”
58% say
“I often attend my
children’s activities (e.g.
music, plays, sports).”
47% say
“I would sacrifice a
promotion if it meant
spending less time with
the family.”
© BabyCenter, LLC. Confidential. All rights reserved.
Dads are leaning in
on parenting
responsibilities
© BabyCenter, LLC. Confidential. All rights reserved.
Source: BabyCenter Google Dads Study, April 2015
% of millennial dads who say they
have complete or partial
responsibility:
77%
65%
61%
60%
45%
Bedtime routine
Bath time
Making doctor’s appointments
/ managing healthcare needs
Morning routine
School pick-up / drop-offs
© BabyCenter, LLC. Confidential. All rights reserved.
Make way for a new guy in line
Source: BabyCenter Google Dads Study, April 2015
59%
49%
18%
17%
13%
11%
15%
9%
32%
37%
55%
55%
49%
50%
37%
40%
9%
13%
27%
28%
39%
39%
48%
51%
Consumer electronics
Financial services
Food/beverages/groceries
Personal care
Baby/Child’s personal care/ OTC
Baby/Child’s products & gear
Household cleansers and laundry detergent
Baby/Child’s apparel, accessories, shoes
72% of millennial dads have complete or partial responsibility
for purchasing household items or children’s products
My partnerMe Equal
% of millennial dads, by category
© BabyCenter, LLC. Confidential. All rights reserved.
Developing TrendDeveloping Trend
• 1 in 5 moms say their child has a
food allergy or intolerance
(vs. only 8% of children 18 years or
younger according to the American
Academy of Allergy)
• 1 in 2 are concerned about
introducing new foods (vs. 44% in
2015)
Picky feeders
Fast Fact
The most commonly reported food allergy
or intolerance: milk protein, eggs, lactose,
nuts, gluten
Source: BabyCenter Talk to Mom™ Poll, July 2016; American Academy of Allergy
Align copy on page; feels squished
Allergy awareness is at an all time high
© BabyCenter, LLC. Confidential. All rights reserved.
“Helicopter” eating is becoming the new norm
Source: BabyCenter Talk to Mom™ Poll, July 2016
64%
“Helicopter” parenting enters the kitchen
79% of moms agree
“I’m always around when my child is
eating.”
65% say
“I am an avid label reader when
shopping for food and beverages for
my child.”
© BabyCenter, LLC. Confidential. All rights reserved.
Sugar and Superfoods
are the name of the game
© BabyCenter, LLC. Confidential. All rights reserved.
Source: BabyCenter Talk to Mom™ Poll, July 2016
79%
39%
23%
23%
Serve fruits and vegetables
as first foods
Feed mostly / exclusively
homemade food
Serve mostly / exclusively
organic food
Introduce superfoods,
like ancient grains
Fast Facts
2 in 3 moms limit sugar; some even
track their child’s sugar intake on apps
like My Fitness Pal.
‘No Sugar’ 1st birthday parties are on
the rise
© BabyCenter, LLC. Confidential. All rights reserved.
Developing TrendDeveloping Trend
• Cribs are still the most popular
sleeping location, but almost all
moms report relying on multiple sleep
locations
• Fully decorated nurseries are
popping up in unexpected places –
like closets, offices or even the
corner of the living room
Think outside the crib
Fast Fact
31% of moms say their child sleeps most
often in the parent’s bedroom
Source: BabyCenter Talk to Mom™ Poll, July 2016
Non-traditional sleep
settings abound
© BabyCenter, LLC. Confidential. All rights reserved.
Source: BabyCenter Talk to Mom™ Poll, July 2016
71%
55%
53%
42%
36%
26%
16%
3%
2%
Crib
Pack 'n Play / Play yards
My bed
Their own bed
Bassinet
Bouncer / Rocker
Co-sleeper
Moses basket
Baby hammock
We asked moms: “In which of the following locations has your child slept overnight?”
Fast Fact
3 is the average
number of sleeping
locations for baby
Tonight, crib. Tomorrow, play yard –
or maybe the co-sleeper
© BabyCenter, LLC. Confidential. All rights reserved.
Developing TrendDeveloping Trend
The big reveal is
getting bigger
Source: BabyCenter Talk to Mom™ Poll, July 2016
Paint splatters, exploding chalk bombs,
bow-and-arrows, and even motorcycle or
car fanatics adding colored powder to
their tailpipe to reveal plumes of pink or
blue smoke
Fast Fact
The number of parents planning gender
reveals doubled from 2014 to 2016
Parents are having a lot of fun coming
up with creative ways to reveal their
baby’s gender
© BabyCenter, LLC. Confidential. All rights reserved.
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Preg 1 Preg 2 Preg 3 Preg 4 Preg 5 Preg 6 Preg 7 Preg 8 Preg 9 1 mo 2 mo 3 mo 4 mo 5 mo 6 mo
Gender reveal conversations peak
in months 4 and 5 of pregnancy
Source: BabyCenter Talk Tracker™, September 2016. Index is calculated based on average
conversations containing the term (or a variation of the term).among BabyCenter Community Birth Clubs.
[Search term: Gender reveal party, 2015 - 2016].
DH's birthday is right around our
anatomy scan, so I'm going to have
a cake made for his birthday that
reveals the gender.
My sister (the only one who will
know the results) will hang a box
from a tree with string hanging
down. We’ll pull on the string and
blue or pink confetti will come falling.
© BabyCenter, LLC. Confidential. All rights reserved.
Thank you.
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