1. Market Research
  2. > Business Services
  3. > Advertising and Marketing
  4. > Marketing Market Trends

Marketing To Families With Kids Part 2: How and When To Target Dads

  • May 2015
  • 49 pages
  • GlobalData
Report ID: 3350909

Summary

Search Inside

Summary
The report considers the key factors determining how fathers currently shop for groceries, and examines changes in attitudes driving purchasing behaviors. It looks at fathers in terms of being responsible for kids' nutrition and safety, and assesses their role as the gatekeepers between kids and branding messages. The report also considers dads' own specific personal requirements and pressures.


Synopsis
- Understand the changing demographics of families and the extent to which men are taking responsibility for childcare and housework.

- Analyze the key attitudes that motivate fathers in their food, drink and personal care purchasing behaviors.

- Understand the ways in which fathers use new media and social media to communicate with each other and with brands.

- Determine the ways in which men's identity as parents can be targeted for marketing in categories that are not directly child-related.

- Understand how to target fathers as a demographic group without falling into the easy traps of lazy stereotyping.

Reasons To Buy
- How much have changes in household and family sizes affected the extent to which dads are responsible for child-related purchasing decisions?

- How do values driving purchasing decisions differ between dads and non-parents, and between fathers and mothers?

- Are there dedicated platforms and media that marketers can use to target dads, and how is this changing?

- How important is a man's identity as a dad in determining his purchasing behavior in non-child-related categories?

- How can brands avoid falling into the patronizing pitfalls that are often associated with using dads in marketing materials?

Key Highlights
The number of stay-at-home dads in the US doubled over the 10 years between 1990 and 2010. At an estimated two million dads in 2014, this number is still low compared to the overall workforce. The average US dad's working hours in 2010 were 37, but he also carried out 10 hours of housework and seven of childcare.

Dads are significantly more likely to look for on-pack ethical claims than men without kids. In general, dads are slightly more willing than men without kids to trust food manufacturers' product claims. Dads are also significantly more likely than non-dads to use dietary supplements and to buy functional products with added health benefits.

Research carried out by Unilever for Dove Men+Care into the self-image of dads as dads, and how that role affects their perception of the rest of their lives, highlights the need to make dads feel important and valuable in their role as dads even when selling child-unrelated products.

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 60 Million searchable statistics with tables, figures & datasets
  • More than 25,000 trusted sources
  • Single User License — provides access to the report by one individual.
  • Department License — allows you to share the report with up to 5 users
  • Site License — allows the report to be shared amongst all employees in a defined country
  • Corporate License — allows for complete access, globally.

Amrita helps you find the right report:

Testimonials

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

We were impressed with the support that ReportLinker’s research specialists’ team provided. The report we purchased was useful and provided exactly what we want.

Category Manager at
Ikea

ReportLinker gave access to reliable and useful data while avoiding dispersing resources and spending too much time on unnecessary research.

Executive Director at
PwC Advisory

The customer service was fast, responsive, and 100% professional in all my dealings (...) If we have more research needs, I'll certainly prioritize working with ReportLinker!

Scott Griffith

Vice President Marketing at
Maurice Sporting Goods

The research specialist provided prompt, helpful instructions for accessing ReportLinker's product. He also followed up to make sure everything went smoothly and to ensure an easy transition to the next stage of my research

Jessica P Huffman

Research Associate at
American Transportation Research Institute

Excellent customer service. Very responsive and fast.

Director, Corporate Strategy at
Ingredion

I reached out to ReportLinker for a detailed market study on the Air Treatment industry. The quality of the report, the research specialist’s willingness to solve my queries exceeded my expectations. I would definitely recommend ReportLinker for in-depth industry information.

Mariana Mendoza

Global Platform Senior Manager at
Whirlpool Corporation

Thanks! I like what you've provided and will certainly come back if I need to do further research works.

Bee Hin Png

CEO at
LDR Pte Ltd

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

Purchase Reports From Reputable Market Research Publishers

Global Marketing Automation Software Market Size, Share, Development, Growth and Demand Forecast to 2023 - Industry Insights by Solution, by Industry Vertical by Deployment Type by Business Size

  • $ 5100
  • Industry report
  • May 2017
  • by P&S Market Research

Market Overview Marketing automation software refers to a software platform designed for the marketers and marketing departments to automate various repetitive marketing tasks. The marketing automation ...

Marketing Automation Software Market Analysis By Solution (Campaign Management, Email Marketing, Inbound Marketing, Mobile Applications, Lead Management, Reporting & Analytics, Social Media Marketing), And Segment Forecasts, 2014 - 2025

  • $ 4950
  • Industry report
  • April 2017
  • by Grand View Research

The global marketing automation software market is expected to reach USD 7.63 billion by 2025, according to a new report by Grand View Research, Inc. Marketing automation software help organizations in ...

Global Domain Names Industry

  • $ 4950
  • Industry report
  • July 2017
  • by Global Industry Analysts

This report analyzes the worldwide markets for Domain Names in Thousands by the following Segments: Country Code TLDs, and Generic TLDs. The report provides separate comprehensive analytics for the US, ...


Download Unlimited Documents from Trusted Public Sources

The future of the Internet Business Industry in Australia

  • August 2017
    4 pages
  • Internet Busine...  

    Online Advertis...  

    Marketing  

  • Australia  

    United States  

View report >

Debit Card Industry in the US - Forecast

  • August 2017
    3 pages
  • Debit Card  

    Store Card  

  • United States  

View report >

Marketing Markets

  • August 2017
    5 pages
  • Marketing  

View report >

Marketing Industry

14 days ago

ref:plp2015

Reportlinker.com © Copyright 2017. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.