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Millennial dads are heavily involved in day to day parenting, including shopping and cooking for the kids, according to a new survey.
The Dad Index is described as the UK’s first piece of research exclusively focussed on millennial dads and their role as consumers. Commissioned by parenting website Daddilife it combines qualitative group research with quantitative research of 1,250 UK dads aged 24 to 40. Some 87% of dads said they were involved in day to day parenting duties, with 85% involved in the weekly shop, 89% organising playdates, three quarters (76%) taking responsibility for the school run, and 69% regularly cooking for their children during the week.
The study, which analysed the spending power and behaviour of millennial parents, found that dads spend an average of 16% of their salary on their children (excluding childcare) on everything from family days out to kids snacks and toys. Half of dads (51%) eat out with their children up to six times per month, and spend £95 a month on kids’ food, snacks and treats alone (outside of family food and meals).
The research also revealed that dads are spending £507 per month (or £6,079 per year) on activities to entertain their children, including £57 per month on theme parks, £56 on eating out and £46 on family cinema trips.
Dads are also making key purchasing decisions for their children, taking full responsibility for buying many parenting products from outdoor toys and tablets to car seats and clothes.
The research also found that dads are buying into the big brands when it comes to family purchases, choosing brands from LEGO and Duplo construction toys through to Pampers nappies and Organix snacks. Many smaller brands are also gaining momentum, including Propercorn which has a 10% share of the dad market in the children’s snacks category. Despite this, many of these brands remain entirely focused on the ‘mum’ market, says Daddilife.
Han-Son Lee, founder of DaddiLife.com, says: “Changing family structures, dual income households and shared parental leave are challenging stereotypical male roles within families, which means today’s generation of dads are taking a more active role in their children’s upbringing than ever before.
“From taking charge of the weekly shop to buying their kids clothes, millennial dads today carry more financial independence than any other parenting group, and are driving family purchasing decisions, yet the thousands of dads we speak to tell us they still feel largely ignored as consumers. Now is the time for brands to sit up and listen.”
Gillian Nissim, Founder, workingmums.co.uk says: “Daddilife’s research provides a really interesting and vital insight into the way family life in the UK is changing. The findings about millennial dads’ involvement in day to day parenting, including purchasing decisions, chimes with our recent survey of dads, showing a huge and often unmet appetite for flexible working. As more equal parenting becomes the norm, this will have a transformative effect on workplace equality, and the most progressive brands and employers are responding to this.”