Ireland is experiencing a baby boom right now. In collaboration with Ireland's largest online community of moms - eumom - Amárach Research has recently conducted a survey of over 3,000 moms about their circumstances, brand preferences, and influences.

1. Marketing to the Baby Boom
An Amárach Research/ eumom Report
September 2011
TRENDS Report 1

2.  106,000 Members Online
 260,000 Households
 19 of 20 Maternity Hospitals
 Full Service MR Agency
 30 Research & Support Staff
 Irish & International Client Base
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3. 1. Demography
2. Irish Moms
3. Branding the Boom
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4. 1. Demography
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5. The Pope’s Grandchildren
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6. Thirty-Something Parents
6 Source: CSO population estimates 2011

7. Fertile Times
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8. 2. Irish Moms
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9. Eumom Benchmark Survey
Research Methodology Overview
Online Interviews June 2011
10 minute questionnaire
3394 Mothers
No Quotas
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10. Sample Profile: 1
Base: total sample = 3,394
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11. Sample Profile: 2
Base: total sample = 3,394
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12. Expecting Mums
Base = 1,025 (incl. 615 expecting first time)
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13. Planning to Breastfeed
Q. Do you intend to breast feed your new baby/babies?
13 Base: expecting moms = 1025

14. Have Breast fed
Q. Did you breast feed your child/children?
14 Base: moms with kids = 2,779

15. Irish moms are feeling the
impact of the recession –
from pressures on incomes
to rising prices…
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16. Under Pressure
Household Incomes vs Year Ago:
Household Spending vs Year Ago:
Food/Grocery Spending vs Year Ago:
Q. Compared to this time last year, has your _________ increased, decreased or remained
the same?
16 Base: total sample = 3,394

17. Irish moms have significant
influence over household
financial and spending
decisions…
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18. Key Influencers
Q. How would you describe your responsibility of the ________ for your household?
18 Base: total sample = 3,394

19. Main Grocery Shopping Outlet
Q. Which of the following supermarket or grocery stores do you use most often for your
main grocery shopping?
19 Base: total sample = 3,394

20. Main Outlets for Baby Products
Base: moms with kids = 2,779
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21. Membership of Loyalty Schemes
no
yes
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22. Use of Coupons & Vouchers
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23. The internet has given
thousands of Irish moms
access to advice, and a
platform to share their own
opinions…
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24. Trust Online
Q. As a parent which of these mediums provides you with.....
• information that you can trust ?
• expertise on products and brands?
• non-bias/independent information/reviews?
24 Base: total sample = 3,394

25. Main Influences on Brand Choices
Q. Which of the following information sources have you ever use when buying a particular brand
of baby products such as; nappies, wipes, bottles, baby food etc?
Q. Which one do you rely on the most often?
25 Base: moms with kids = 2,779

26. Expecting First Time Moms: Influences
Base: expecting moms = 1,025
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27. 3. Branding the Boom
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28. Irish moms must constantly
strike a balance between
providing the best for their
children – and balancing
household budgets already
under pressure…
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29. Shopping Around
Q. Have you switched from any of these branded Q. Would you consider switching in the next 12
products to own label brands in the last 12 months? months?
29 Base: moms with kids = 2,779

30. Qualities Sought in Baby Food
Base: moms with kids = 2,779
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31. Expecting First Time Moms & Own Label
Q. How likely would you be to use own labelled baby products instead of branded
labels?
31 Base: expecting first time = 615

32. Across different spending
categories, Irish moms have
clear brand preferences and
strong brand loyalty…
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33. Food Brands
Q. Which of the following statements best describes how you feel towards each of the
following non-food brands?
33 Base: moms with kids = 2,779

34. Brand Profile
34 Base: moms with kids = 2,779

35. Skincare Brands
Q. Which of the following statements best describes how you feel towards each of the
following non-food brands?
35 Base: moms with kids = 2,779

36. Brand Profile
36 Base: moms with kids = 2,779

37. Medical Brands
Q. Which of the following statements best describes how you feel towards each of the
following non-food brands?
37 Base: moms with kids = 2,779

38. Brand Profile
38 Base: moms with kids = 2,779

39. Nappy Brands
Q. Which of the following statements best describes how you feel towards each of the
following non-food brands?
39 Base: moms with kids = 2,779

40. Brand Profile
40 Base: moms with kids = 2,779

41. Nappy Cream Brands
Q. Which of the following statements best describes how you feel towards each of the
following non-food brands?
41 Base: moms with kids = 2,779

42. Brand Profile
42 Base: moms with kids = 2,779

43. A big THANK YOU from
Amárach Research and eumom
to all the moms who participated in our survey
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44. Do you have you a question for Irish moms?
 The Amárach Research/eumom Omnibus gives you the
chance to research one of Ireland’s largest and fastest
growing consumer segments.
 The next omnibus will run on October 21st 2011
 Contact Amárach or eumom via
gerard.oneill@amarach or rose.kervick@eumom.ie
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