What is driving this growth?
Spend on kids constitutes of two heads:
Where is the change happening?
What this means? - Changing trends in Country
Spends on Kids has seen a higher growth in smaller towns, this is mainly led by phenomenal rise in spends on Education. This change when looked through the lens of TGI, IMRB’s syndicated profiling study, it reveals shifts in the outlook that people in small towns have towards education.
Those who’s kids are perusing higher education in less than 5 lakh towns has seen a growth of 15% since 2010. Even in SEC C this number has grown by 14%. Also, the kids studying in vernacular language has dropped by 10% in the same time period.
Parents in these towns who have opted for international bachelorate curriculum for their kids have jumped by 36% (from 2010); SEC C has also recorded a growth of 12%. Parents are these days using internet for accessing parenting content which has seen a rise of 151% (although on a smaller base) since 2010 in less than 5 lakh towns.
Attitudinally parents’ agreeing to ‘I would like my children to be ahead of others even if it means a lot of pressure’ has grown by 20%, whereas agreement to ‘Children should be allowed to express themselves freely’ has dropped by 9% (Top two box score, since 2010 for less than 5 lakh towns). Similar trends were seen in lower SEC.
Today, the mind-set of parents is fiercely competitive; they want their children to give their best and be ahead of others. This also means that they set the rules and would not like the kids to express themselves freely. Parents are also giving their attention and time to kids – as per TGI they are spending 8% more (compared to 2010) time caring for their kids in an average week.
Parents these days prefer to have lesser number of kids and give them quality upbringing. This is evident from IMRB’s study TGI, according to which the number of household with 3+ kids has dropped by 22% since 2010.
These factors are cumulatively responsible for the growth seen in spends on kids.DOWNLOAD