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© BabyCenter, LLC. Confidential. All rights reserved. Volume 1, October 2016

Volume 1, October 2016 - Amazon S3 · 2016-10-06 · 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

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Page 1: Volume 1, October 2016 - Amazon S3 · 2016-10-06 · 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

© BabyCenter, LLC. Confidential. All rights reserved.

Volume 1, October 2016

Page 2: Volume 1, October 2016 - Amazon S3 · 2016-10-06 · 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

© 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

Page 3: Volume 1, October 2016 - Amazon S3 · 2016-10-06 · 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

© 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’

Page 4: Volume 1, October 2016 - Amazon S3 · 2016-10-06 · 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

© 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.”

Page 5: Volume 1, October 2016 - Amazon S3 · 2016-10-06 · 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

© 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

Page 6: Volume 1, October 2016 - Amazon S3 · 2016-10-06 · 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

© 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

Page 7: Volume 1, October 2016 - Amazon S3 · 2016-10-06 · 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

© 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

Page 8: Volume 1, October 2016 - Amazon S3 · 2016-10-06 · 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

© 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.”

Page 9: Volume 1, October 2016 - Amazon S3 · 2016-10-06 · 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

© 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

Page 10: Volume 1, October 2016 - Amazon S3 · 2016-10-06 · 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

© 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

Page 11: Volume 1, October 2016 - Amazon S3 · 2016-10-06 · 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

© 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

Page 12: Volume 1, October 2016 - Amazon S3 · 2016-10-06 · 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

© 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

Page 13: Volume 1, October 2016 - Amazon S3 · 2016-10-06 · 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

© BabyCenter, LLC. Confidential. All rights reserved.

0

100

200

300

400

500

600

700

800

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.

Page 14: Volume 1, October 2016 - Amazon S3 · 2016-10-06 · 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

© BabyCenter, LLC. Confidential. All rights reserved.

Thank you.

For more insights and emerging trends

in the world of parenting, contact:

[email protected]