{"id":3136,"date":"2018-05-02T16:24:59","date_gmt":"2018-05-02T10:54:59","guid":{"rendered":"http:\/\/www.intelligencenode.com\/blog\/?p=3136"},"modified":"2026-01-12T15:30:15","modified_gmt":"2026-01-12T10:00:15","slug":"does-retail-get-millennial-moms","status":"publish","type":"post","link":"https:\/\/www.intelligencenode.com\/blog\/does-retail-get-millennial-moms\/","title":{"rendered":"Does Retail Get Millennial Moms?"},"content":{"rendered":"

The struggle is real, people. Millennial moms are exhausted and busier than ever, juggling work and family while creating cherished memories during a scrumptious, Pintrest-worthy stage of life.<\/p>\n

Simultaneously, millennial moms represent a fierce force that\u2019s reinventing retail. These savvy shoppers are disrupting this sector with their vocal demands and strong social influence. That\u2019s why it\u2019s crucial for retail companies to understand \u2013 and appease \u2013 these smart, assertive shoppers and their families.<\/p>\n

The maternity market needs to start adulting and evolve with the new-age moms. Right now companies seem to be ignoring these ladies, which is odd because these retail drivers and influencers are collectively growing and maturing and procreating as you read this. The industry needs to evolve with the generation that is wiling to spend way more on their off springs than they ever did on themselves, $8 avocado toasts included. With an estimated spending power of $2.4 trillion lying with moms alone, parents today spend 2x more time<\/a> with their kids than previous generations.<\/span><\/p>\n

\"Influential<\/p>\n

In the U.S. alone, approximately 1 in 5 moms (22%) is a millennial mom, representing 9 million women. Yet they feel misunderstood, as 42% say \u201cmost advertising and marketing is not geared toward women like me.\u201d Retail must pay close attention, as Adweek found 51% of millennial moms trust recommendations from other millennial moms. In response, retail companies can increase their relevance, sales and word-of-mouth by delivering the marketing and innovative products millennial moms crave.<\/p>\n

\"New<\/a><\/span><\/span><\/p>\n

Profit By Pampering Preggos <\/strong><\/p>\n

Maternity apparel really needs to get with the times. Lose the tent dresses because today\u2019s sultry, fashion-conscious women want to swagger while they\u2019re \u201cwith child.\u201d Armed with disposable income, millennial moms demand products that reflect their vivacious personalities and sense of style.<\/p>\n

The global maternity apparel market is expected to reach $9 billion by 2023 with a compound annual growth rate of more than 2% from 2016\u20132023<\/a>. Increasing birth rates, rising disposable income and growing awareness about maternity care fuel market demand.<\/p>\n

While maternity apparel is in demand, stats for motherhood and childbirth paint a blurry picture. In the U.S., the fertility rate is at its lowest point ever. Forty years ago, the average age of a new mother was 21. Today it\u2019s 26, as birth control, female empowerment and heavy debtloads following the 2008 economic downturn have delayed motherhood<\/a>.<\/p>\n

Key growth in maternity apparel will come from products that help millennial moms feel beautiful during this milestone phase of their lives. For instance, chic maternity label Storq earned 70% year-over-year sales by foregoing frumpy fashions for quality and aesthetic appeal.<\/p>\n

Retail Winners Nurture Millennial Moms<\/strong><\/p>\n

Today\u2019s first-time moms place a premium on comfort and fashionably showing off their bump. Major players in maternity apparel include ASOS, Seraphine, Cake Maternity and Destination Maternity. While fast fashion leaders like ASOS, H&M, Mango and Target are getting better at addressing mothers\u2019 needs, they\u2019re taking slow cautious steps.<\/p>\n

To stay relevant, ASOS treats its maternity line seriously, reflecting what\u2019s hot to make mothers-to-be feel confident and attractive. ASOS adds trendy styles to its maternity line, including skater dresses in bright prints, clingy tops with strategic cut-outs, and stretchy jumpsuits.<\/a> The company also considers postnatal needs, such as easy access nursing features to improve the customer experience with thoughtful design.<\/p>\n

\"Tara
Good-bye tent dress; hello hot mama!: Irish celebrity make-up artist Tara O\u2019Farrell looked ravishing in a sequin dress from ASOS Maternity at a recent awards show.<\/figcaption><\/figure>\n

High street fashion retailer Mango launched a maternity collection<\/a> made predominately from cotton for comfort and breathability. Its best-selling jeans are suitable for pregnancy.\u00a0Jeans are incredibly important staples, as millennial moms won\u2019t settle for badly fitting jeans even with a bulging belly. That\u2019s why companies like Maternity, Jessica Simpson and Destination Maternity have embraced the secret fit jean with a stretch panel that makes room for the baby to grow. H&M offers trendy, affordable maternity items for both before and after the baby is born, so these items<\/a> have a longevity of more than a few months. Meanwhile, Target\u2019s cute, affordable maternity line<\/a> ensures women don\u2019t lose their sense of style and \u201cadapt to who she is.\u201d<\/p>\n

Hot Cross-Category Opportunities<\/strong><\/p>\n

Multiple retail categories need to evolve to address the changing needs of millennials starting families. In grocery, millennial moms crave more than avocado toast. That\u2019s why, in 2016, Whole Foods launched the 365 by Whole Foods Market chain to address demand for organic, eco-minded natural and organic food, and wellness products for young families.<\/p>\n

Health and wellness matter to these parents, who value fresh products, including foods labeled all-natural, non-GMO, low or no sugar without artificial ingredients.<\/a>[v]<\/a>\u00a0 Millennial moms also desire healthy, portable snacks to keep them energized while they\u2019re on the go, which makes nutrition bars like those made by KIND Healthy Snacks so popular among millennial moms.<\/p>\n

Prepared foods are another major growth area for busy young moms. Seeking convenience, 62% of millennials had purchased deli prepared foods, restaurant delivery or fast food. Millennials also insist on knowing where their food comes from and what makes it different, special and relevant to them<\/a>.\u00a0For transparency, German smoothie supplier True Fruits uses recyclable glass bottles and its labels clearly show the proportion of each fruit to help consumers visualize the ingredients.<\/p>\n

To announce the sex of their baby, millennial moms hold gender reveal parties, which have sparked growth in party retailers like Party City and Bump Reveal for their pink and blue balloons, confetti and smoke bombs.\u00a0There\u2019s even a Gender Reveal Cakery in New York City.<\/p>\n

Millennial moms are influencing other retail categories, including:<\/p>\n