New moms under age 25 at a record low, while moms 40+ uptick.
Besides glowing new parents and adoring grandparents, some of the people happiest about new babies being born are teachers and food retailers. More minds to educate and more mouths to feed help fortify their financial futures.
Yet a new Pew Research Center analysis of CDC National Center for Health Statistics data suggests why teachers and grocers may not be smiling much since The Great Recession slashed birth rates among younger American women.
According to the NCHS data, birth rates among teens age 15-19 fell eight percent, and among women 20-24 fell five percent—both to record lows in 2011. Meanwhile, the birth rate for women age 40-44 rose one percent. (see table)
Though the birth rate could head back up once the economy improves, The Lempert Report still thinks food retailers should adapt messaging, assortments and store layout to a significant base of new moms who are relatively older, more mature, savvier in their purchases and more driven by convenience than traditional younger moms.
For example, older moms and single moms may be less swayed by cute rather than functional. A few ideas might include:
The shelf space saved by some of these ideas could lead either to smaller, more navigable formats, or more impactful displays that help drive more impulse sales.