Post on 20-Dec-2015
Strictly Private & Confidential
Amárach / Edelman
MOMS Ireland SurveyMOMS Ireland Survey Mothers Opinions Mean Something
May 2004
IOIPresentation Structure
Project Background
Amárach’s Approach & Methodology
Key Findings
Conclusions
IOIProject Background
Why the Amárach research was generated
Supplement a larger survey - Edelman’s study of Moms in eight countries (U.S., UK, France, Germany, Canada, Australia, China, Mexico) to provide information and insight around a core demographic – Mothers.
It was also to provide proprietary materials for:
Current and future Edelman & Amárach clients
Media publicity recognizing Edelman & Amárach as thought leaders
Relevance to those in the Pharmaceutical Industry
IOI
A total of 1651 mothers worldwide were interviewed as part of this research project. This consisted of:
201 in Ireland 400 in the United States150 in the United Kingdom, France, Germany, Canada, Mexico, Australia, and
China (Beijing, Shanghai, and Guangzhou)
Mothers of children from newborns to those under 18 years of age, currently living in their household were interviewed. The sampling method was limited to mom’s with household telephones.
Amárach’s Approach & Methodology
IOIAmárach Data Collection
For this research project Amárach utilised its Island of Ireland telephone omnibus “ANSWER” as its research vehicle. ANSWER uses a nationally representative sample of 1200 consumers across the Island of Ireland with quota controls placed on gender, age and social class. For this project, it was decided to only talk to mothers of children aged under 18 that resided at the address the interviewer rang.
Participants in the survey were telephoned at their homes and were asked to take place in the survey. Out of a sample of 1200, 201 participants had children aged under 18, representing 716,000 mothers across the Island of Ireland.
Ireland Fieldwork was carried out by Amárach between April 23rd and May 11th, 2004.
IOIKey Findings – The Headlines
Irish MOM’s HIgh Obesity Concerns:
Irish MOM’s are above average in allowing concerns over obesity to influence their decisions to purchase certain food products – with 56% of MOM’s in Ireland allowing concerns about obesity to influence the kind of food products they purchase for their family.
Responsibility for Obesity in Ireland is clearly seen by MOM’s to be levelled at the parents and children themselves rather than at institutions such as schools or government.
Solutions to Obesity in IrelandTwo-thirds of Irish MOM’s are very concerned about the availability of vending machines and fast food in schools.
Three in every four Irish MOM’s would like to see limitations placed on the advertising of fast food and snacks to Children.
However relative to global indicators, Irish MOM’s are much less likely to point the finger heavily at advertising for this social issue – with 38% blaming advertising for obesity in Ireland, compared with 50% across the 9 nine markets in the study and 60% of MOM’s in the UK.
A ban on fast food marketing communications ranks higher on the priority lists of Irish MOM’s than on soft drinks.
IOIKey Findings – The Headlines
Best Medicine – Irish MOMs Draw the Brand Loyalty line at Stomach
4 in 10 Irish MOM’s displayed loyalty to non-prescription cold & allergy medicines and 1 in every 2 are loyal to the brand of non-prescription pain medicines they use.
Meanwhile just 1 in 5 MOM’s (19%) are loyal to non-prescription stomach medicines – compared to 44% in the USA and 29% in the UK.
Who MOM’s Turn To for Healthcare Advice?
While 16% of Irish MOM’s are very satisfied with the care they receive from the Health service across the Island of Ireland, a more significant 1 in 3 expressed some degree of dissatisfaction in this regard.
Complimenting this finding was the supporting fact that Irish MOM’s are clearly turning to alternative solutions to addressing their overall well-being – with for example 1 in 4 Irish MOM’s having tried homeopathy
While in other markets doctors are identified by MOM’s as most influential when choosing non-prescription medicines for themselves or their husband’s / partners, Irish MOM’s are most likely to identify their pharmacist as most influential in this regard with doctors rating much lower in this regard in Ireland compared with other markets.
IOI
Worldwide:50% of moms have one child living in the household with the other half (50%) of moms having multiple children living in their household
74% of moms are married, 26% are unmarried.
65% of moms have advanced educations with 37% being college or post-college graduates and another 11% graduating from a vocational school
31% of moms have high school educations or less
62% of moms are working full or part-time and 37% do not work
Ireland30% of Ireland’s moms survey participants have one child living in the household, with 58% having 2-3 children and 10% having 4 or more children under 18 living in their household.
77% of Ireland’s moms are married, and 23% classified themselves as single.
62% of moms were employed, 20% were Homemakers, 3% were students, with 14% classifying their working status as “other”.
42% of moms surveyed do their main shop in Tesco, 17% in Dunnes Stores, 12% in Super Valu, with the remainder distributed among the rest of the multiples operating in Ireland.
Who Are Mothers Today?
IOINumber of Children
50%
30%
43%
51%
41%46%
69%
35%
48%
90%
50%
70%
57%
49%
59%54%
31%
65%
52%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
One Child More than one Child
Total (average of 9 countries) IRL USA CAN MEX UK GER FRA AUS CHI
IOIMarried
76%77%76%
67%
74%68%
75%71%
74%
99%
24%23%24%
33%
26%32%
25%29%
26%
1%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Married Not marrried
Total (average of 9 countries) IRL USA CAN MEX UK GER FRA AUS CHI
IOIEmployment
62%62%
55%
63%
49%
72%
62%65%
69%
61%
37%38%
45%
27%
51%
28%
38%35%
31%
39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Employed Not Employed
Total (average of 9 countries) IRL USA CAN MEX UK GER FRA AUS CHI
IOINutrition – Concern about ObesityIn general, when making food purchase, how much does concern about obesity influence the kind of food products you purchase for your family? Is it extremely influential, very influential, somewhat influential, not very influential or not at all
influential?
46%
56% 55%
41%
49%
44%
54%
31%
58%
27%
0%
10%
20%
30%
40%
50%
60%
Extremely/Very Influential
Total (average of 9 countries) IRL USA CAN MEX UK GER FRA AUS CHI
IOIConcern about Vending Machines & Fast Food in Schools
I am very concerned about the availability of vending machines and fast food in schools (Agree)
Top 2 box Showing “strongly/somewhat agree”
64% 66%71%
64%59% 61%
73%
62% 60%
53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Strongly agree/Somewhat agree
Total (average of 9 countries) IRL USA CAN MEX UK GER FRA AUS CHI
IOILimitations on Advertising of Fast Food to Children
Top 2 box Showing “strongly/somewhat agree”
74% 75% 77%
71%68%
73%
64%
74%
86%
70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Strongly agree/Somewhat agree
Total (average of 9 countries) IRL USA CAN MEX UK GER FRA AUS CHI
I would like to see limitations placed on the advertising of fast food and snacks to Children (Agree)
IOIResponsibility for Obesity
I am going to read you a list of people and institutions. Please tell me how responsible you think they are for causing the problem of obesity in [IRELAND]. Please use a 10-point scale where 1
means not responsible at all and 10 means extremely responsible.
21%
20%
48%
56%
25%
16%
44%
38%
56%
63%
50%
65%
0% 20% 40% 60% 80% 100%
Government
Schools
Food industry
Advertising
Obese peoplethemselves
Parents ofobese children
Total IRL
Total Respondents from 9 countries Top 3 box showing “very responsible”
IOI
65%
56%
73%68%
74%
59%
50%
32%
64%
56%
68% 69%72%
63%65%
52%
63%
56%
50%
56%
0%
20%
40%
60%
80%
100%
Parents of obese children Obese people themselves
Total (average of 9 countries) USA UK GER FRA CAN MEX AUS CHIN IRL
Responsibility for Obesity – Obese People & Parents
Top 3 box showing “very responsible”
IOIResponsibility for Obesity – Food Industry & Advertising
Top 3 box showing “very responsible”
48%
56%52%
47% 48%
63%59%58%
51%
64%
57%
49%44%
19%
25%
38%
44%50%
55%
60%
0%
20%
40%
60%
80%
100%
Advertising Food Industry
Total (average of 9 countries) USA UK GER FRA CAN MEX AUS CHIN IRL
IOIResponsibility for Obesity – Food Industry & Advertising
Top 3 box showing “very responsible”
20% 21%
28%
21%
15%11%
15%
23%
16% 16%
43%38%
21% 19%
9% 8%
16%
25%26%
18%
0%
20%
40%
60%
80%
100%
Schools Government
Total (average of 9 countries) USA UK GER FRA CAN MEX AUS CHIN IRL
IOIObesity and brand communications
Should the following brand communications be banned?
50%45%
5%
44%52%
4%
35%
61%
5%
33%
64%
4%
26%
70%
4%
19%
78%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Banned Not banned Don't know
TV Advertising to Children Sponsorship of Children's Events by Fast Food Brands
Sponsorship of Sports by Fast Food Brands TV advertising of Fast Food
TV advertising of soft drinks Sponsorship of Sports by Soft Drinks
IOIBrand Loyalty – Summary Table
For each of the following types of products, please tell me how regularly you purchase the same brand. If you don’t purchase this product, just let me know and we’ll go on to the next one. Do you
always, often, sometimes, rarely or never purchase the same brand?
ALWAYS / OFTEN
31%
44%
49%
19%
39%
52%
0% 20% 40% 60% 80% 100%
Non-prescriptionstomach
medicines
Non-prescriptioncold & allergy
medicines
Non-prescriptionpain medicines
Total IRL
Total Respondents
Top 2 box showing “always/often”
IOIBrand Loyalty – Non prescription Cold & Allergy Medicines
44%50%
43%
56%
28%
39%
47%
38%
44%47%
0%
20%
40%
60%
80%
100%
Always/often
Total (average for 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL
IOIBrand Loyalty – Non prescription Cold & Allergy Medicines
24%27%
18% 17%
25%30%31%
25% 26%
16%
0%
20%
40%
60%
80%
100%
Sometimes
Total (average for 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL
IOIBrand Loyalty – Non prescription Cold & Allergy Medicines
22%
9%
1%
17%
6%9%
25%22%
5%
37%
7%3%
22%
5% 3%
13%
1%
15%21%
10%
20%
1%
25%
11%14%
0%
20%
40%
60%
80%
100%
Rarely/never Don't Purchase Don't know/refused
Total (average of 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL
IOIBrand Loyalty – Non prescription Stomach Medicines
31%
44%
29% 27%32%
25%
19%
39%35%
25%
0%
20%
40%
60%
80%
100%
Always/often
Total (average of 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL
IOIBrand Loyalty – Non prescription Stomach Medicines
18% 20%
9%15% 15%
23%
13%
25% 27%
18%
0%
20%
40%
60%
80%
100%
Sometimes
Total (average of 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL
IOIBrand Loyalty – Non prescription Stomach Medicines
26%22%
3%
21%
14%16%
26%
34%
2%
30%29%
23%
1%
37%
12%
3%
26% 28%
14%
1%
20%
1%
17%20%
1%
29%27%28%
0%
20%
40%
60%
80%
100%
Rarely/never Don't Purchase Don't know/refused
Total (average of 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL
IOIBrand Loyalty – Non prescription Pain Medicines
49%55% 54%
51%56%
24%
52%52%
40%
56%
0%
20%
40%
60%
80%
100%
Always/often
Total (average of 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL
IOIBrand Loyalty – Non prescription Pain Medicines
23% 23%
15%18%
22%28% 26%27% 26%
19%
0%
20%
40%
60%
80%
100%
Sometimes
Total (average of 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL
IOIBrand Loyalty – Non prescription Pain Medicines
20%
7%
1%
15%
6%7%
23%23%
8%
20%
1% 1%
35%
10%
3%
16%
2% 4%1%
13%
1%
15%19%
6%
19%
1%7%
0%
20%
40%
60%
80%
100%
Rarely/never Don't purchase Don't know/refused
Total (avearge of 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL
IOIHealth Service - IrelandHow satisfied are you with the care you receive from the Health
service in Ireland?
16%
44%
19%
15%
7%
0%
10%
20%
30%
40%
50%
Very satisfied Quite satisfied Not very satisfied Not at all satisfied Don't know
IOIAlternative medicine - Ireland
Anticipating that a number of Mom’s would not be content with the Health Service provided by the state, we set out to establish how many mom’s have tried complementary therapies.
Those who have tried complementary medicine in Ireland
12%
14%
5%
5%
16%
7%
11%
13%
26%
12%
8%
21%
12%
17%
0% 5% 10% 15% 20% 25% 30%
Acupuncture
Homeopathy
Naturopathy
Osteopathy
Chiropractic
Reiki
Other complementary medicine
National Average Irish Mom's
IOIAlternative medicine - Ireland
Amárach research highlighted how Irish mom’s as a segment were much more inclined to try alternative therapy when compared to the population as a whole. Of particular interest to the pharmacutical Industry is the high number of Mom’s who have tried homeopathy. 26% of Irish mothers representing 188,000 consumers across the island, appear to be open to a therapy that favours a holistic and natural approach based on plants, minerals and metals.
This trend is reflected in the increasing awareness of the link between diet and health, with many consumers opting for preventative as opposed to curative medicines and treatments.
This shifting emphasis will challenge the traditional standing of global pharmacuticals, with many now looking to respond with holistic and “lifestyle” non-prescription products.
IOIInfluencers – Non prescription Medicines for Adults
When choosing non-prescription medicines for yourself or your husband/partner, how influential are each of the following people and things? Please use a 10-point scale where 1 means not influential at all and 10 means extremely influential in deciding which medicines to choose for yourself or your husband/partner.
13%
15%
19%
47%
7%
11%
18%
17%
36%
52%
43%
42%
68%
59%
0% 20% 40% 60% 80% 100%
Your children
Your friends
Your mother/mother-in-law
Your husband/partner
Nurses
Pharmacist
Doctor
Total IRLTotal Respondents
Top 3 box showing “very influential”
IOIImmediate Family Influencers – Non prescription Medicines for Adults
42%
13%
55%
13%
20%
28%
5%
29%
9%
44%
11%
23%
6%
17%
7%
57%
32%
73%
18%
50%
0%
20%
40%
60%
80%
100%
Husband/partner Children
Total (average of 9 countires) USA CAN MEX UK GER FRA AUS CHN IRL
Top 3 box showing “very influential”
IOIImmediate Family Influencers – Non prescription Medicines for Adults
15%19%
16%
24%18%
12%7%8%
11%
18%13%
10%13%11%
18%14%
41%
22%
29%23%
0%
20%
40%
60%
80%
100%
Friends Mother/mother-in-law
Total (average of 9 countires) USA CAN MEX UK GER FRA AUS CHN IRL
IOIImmediate Family Influencers – Non prescription Medicines for Adults
68%
47%
59%
71%
53%
69%
51%
68%
41%
55%
70%
57%
68%
43%
36%
52%54%
61%
71%
63%
68%
43%
82%
64%63%
74%
51%
23%
66%
47%
0%
20%
40%
60%
80%
100%
Doctor Nurses Pharmacist
Total USA CAN MEX UK GER FRA AUS CHN IRL
Top 3 box showing “very influential”
IOI
When choosing non-prescription medicines for yourself or your husband/partner, how influential are each of the following people and things? Please use a 10-point scale where 1 means not influential at all and
10 means extremely influential in deciding which medicines to choose for yourself or your husband/partner.
3%
4%
9%
10%
1%
6%
3%
7%
4%
5%
11%
9%
10%
0% 20% 40% 60% 80% 100%
Online communities including chatrooms
Websites
Newspaper & magazine articles
Print advertising
TV and radio advertising
Coupons or promotions
Television news & magazineshows
Total IRL
Ranked by TotalTotal Respondents
Top 3 box showing “very influential”
Media Influencers – Non prescription Medicines for Adults
IOIPaid Media Influencers – Non prescription Medicines for Adults
9% 10% 10%8% 10%9%
2% 1% 1%6% 8%
5%3%6% 6%
3%6%
1%5% 7%
4%
14%10%11%
34% 32% 35%
7%12% 13%
0%
20%
40%
60%
80%
100%
Print advertising TV and radio advertising Coupons or promotions
Total (avearge of 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL
Top 3 box showing “very influential”
IOIElectronic Media Influencers – Non prescription Medicines for Adults
4% 3%4% 3% 4%2% 2%3% 1%4% 3%2% 2%1%
6%
13% 10%
4%2%
0%
20%
40%
60%
80%
100%
Websites Online communities, including chat rooms
Total (average of 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL
Top 3 box showing “very influential”
IOI Earned Media Influencers – Non prescription Medicines for Adults
9% 11%8% 8%
13%
3% 5%8%
11%5% 7%
3%
9%6%
3%
14%
26%
32%
9% 12%
0%
20%
40%
60%
80%
100%
Newspaper & magazine articles Television news & magazine shows
Total (average of 9 countries) USA CAN MEX UK GER FRA AUS CHN IRL
Top 3 box showing “very influential”
Strictly Private & Confidential
Headline Findings
IOIKey Findings – The Headlines
Irish MOM’s High Obesity Concerns:
Irish MOM’s are above average in allowing concerns over obesity to influence their decisions to purchase certain food products – with 56% of MOM’s in Ireland allowing concerns about obesity to influence the kind of food products they purchase for their family
Responsibility for Obesity in Ireland is clearly seen by MOM’s to be levelled at the parents and children themselves rather than at institutions such as schools or government.
Solutions to Obesity in IrelandTwo-thirds of Irish MOM’s are very concerned about the availability of vending machines and fast food in schools
Three in every four Irish MOM’s would like to see limitations placed on the advertising of fast food and snacks to Children
However relative to global indicators, Irish MOM’s are much less likely to point the finger heavily at advertising for this social issue – with 38% blaming advertising for obesity in Ireland, compared with 50% across the 9 nine markets in the study and 60% of MOM’s in the UK.
A ban on fast food marketing communications ranks higher on the priority lists of Irish MOM’s than on soft drinks.
IOIKey Findings – The HeadlinesBest Medicine – Irish MOMs Draw the Brand Loyalty line at Stomach
4 in 10 Irish MOM’s displayed loyalty to non-prescription cold & allergy medicines and 1 in every 2 are loyal to the brand of non-prescription pain medicines they use.
Meanwhile just 1 in 5 MOM’s (19%) are loyal to non-prescription stomach medicines – compared to 44% in the USA and 29% in the UK.
Who MOM’s Turn to for Healthcare Advice?While 16% of Irish MOM’s are very satisfied with the care they receive from the Health service across the Island of Ireland, a more significant 1 in 3 expressed some degree of dissatisfaction in this regard.
Complimenting this finding was the supporting fact that Irish MOM’s are clearly turning to alternative solutions to addressing their overall well-being – with for example 1 in 4 Irish MOM’s having tried homeopathy.
While in other markets doctors are identified by MOM’s as most influential when choosing non-prescription medicines for themselves or their husband’s / partners, Irish MOM’s are most likely to identify their pharmacist as most influential in this regard with doctors rating much lower in this regard in Ireland compared with other markets.
IOI
John Trainor / Joe LeeAmárach Consulting
37 Northumberland Road,Dublin 4Tel: 6605506
E. john.trainor@amarach.comjoe.lee@amarach.com
W. www.amarach.com
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