© eumom/Amárach Research 2013

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

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

Today

•Mom Economy

•Mom of Many Roles

•Conclusions & Recommendations •Questions

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 * Eumom Amarach Survey 2012

*

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

Average Age of First Time Mothers in Ireland

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

Number of Births in Ireland

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

Impact of Emigration

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

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

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

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

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

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

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

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376 Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

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

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

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

*IAB Europe Mediascope Europe Digital Mums Ireland June 2013

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

*IAB Europe Mediascope Europe Digital Mums Ireland June 2013

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

*IAB Europe Mediascope Europe Digital Mums Ireland June 2013

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

*IAB Europe Mediascope Europe Digital Mums Ireland June 2013

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

*IAB Europe Mediascope Europe Digital Mums Ireland June 2013

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

Marketing to Moms - eumom & Amarach Research August 2013. Respondents 3,376

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

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

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

© eumom/Amárach Research 2013