Cookies remember you so we can ensure to give you the best experience possible. By using this website or closing this message, you are agreeing to our cookies and policies

Do not show this message again
UK Insights

Yummy mummies spending more time and money on beauty

Maya Zawislak

Consumer Insight Director, Usage

Leisure 18.07.2016 / 10:00


Kantar
  • SAVE
  • Close

    SHARE THIS WITH FRIENDS

  • EMBED
    Close

    Copy the following code to embed the chart into your web page, Blog or BBS.

Research compares beauty habits of women with kids with those without

A study comparing the beauty regimes of Britain’s yummy mummies with women without children, has found that despite saying they have less time, mums are more likely to visit the beauty salon and spend more on beauty products.

Half of women with children say they don’t have time for pampering, compared to one third of women with no children. However, 17% of mums say they regularly visit a beauty salon, versus 8% of non-mums. And 28% of mothers say they’re willing to pay more for beauty essentials, compared to 17% of women without children.

The study 'Personal care habits after maternity' by Kantar Worldpanel, compared the behavior of women aged between 25–34 years old with and without children.

45% of mums admit they like to look nice at all times and try to ‘maintain appearance’, compared to 38% of non-mums. Even when it comes to saying ‘I keep up with trends and fashions’, mums are ahead of the curve, 32% versus 21% of women without children.

Unsurprisingly, women with children are more likely to look for products that reduce ageing and admit to doing whatever they can to look young, 33% mums versus 20% non-mums.

Does this trend for women with children to spend more time and money on beauty, have anything to do with the ‘lipstick effect’? – Where during the US Great Depression in 1929, lipstick sales grew 25%. The notion behind this trend is that in the midst of a recession consumers can’t afford expensive purchases (such as cars or foreign travel), so they are more likely to spend on small luxury items (lipstick, nail polish). Perhaps, women aged 25-34 years old with children are less able to enjoy expensive luxuries, so spend more money on pampering and buying beauty products.



Kantar
  • SAVE
  • Close

    SHARE THIS WITH FRIENDS

  • EMBED
    Close

    Copy the following code to embed the chart into your web page, Blog or BBS.

While it seems mums in the UK like to treat themselves, not compared to a country like Brazil, where 31% mums of mums visit beauty salons, versus 18% in Britain.  Also, compared to elsewhere, UK women score lowest on regular exercise (36% mums, 42% non-mums). Countries where women exercise more regularly are: Brazil (44% mums, 48% non-mums) and Spain (38% mums, 49% non-mums).

Source : Kantar Worldpanel

Editor's Notes

These findings are based on Kantar Worldpanel Usage data, collected quarterly, online. Kantar Worldpanel tracks individual’s personal care routines and understands actual usage of 10,000 demographically representative individuals in Great Britain. All data discussed in the above announcement is based on 279 women (age 25 - 34, with child) and 384 women (age 25 - 34, without child).

To interview Maya Zawislak, or for more information, please contact us.

Latest Stories

A new Kantar poll suggests there is little appetite amongst Scottish people for a second independence referendum.

More than half of Labour voters think the party is “the best of a bad bunch” rather than “a good choice for Britain”.

Kantar Twitter TV Ratings for the week commencing 03rd April

Great Britain grocery share data from Kantar Worldpanel

Kantar Twitter TV Ratings for the week commencing 27th March