Food & Beverages

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

  • CAN376813
  • 49 Pages
  • May 2015
  • Food & Beverages
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.

ReasonsToBuy
- 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.
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