What happens when more moms work? Part 2

This time, continuing from last time, we'll discuss the increased household consumption resulting from more working moms and the industries most significantly impacted by this trend, based on the "Direct Effects and Economic Ripple Effects of Housewives Re-entering the Workforce."

"Households with working mothers spend 1.5 times more on education and 1.2 times more on communication expenses."

 

But do working moms and stay-at-home moms actually have different consumption patterns? To examine this, we'll compare household spending between "dual-income households" and "stay-at-home mom households" using data from the 2009 National Survey on Household Expenditures. Since consumption levels and types vary by household size and presence of children, we'll focus specifically on "households with wives aged 25-49, no grandparents living together, and children."

Dual-income households have an annual income (disposable income) 1.2 times higher than stay-at-home mom households, amounting to ¥950,000 more. Their expenditures (excluding loans and savings) are 1.1 times higher, amounting to ¥430,000 more. By consumption category: * Education: 1.5 times higher (an additional ¥12,665 per month) * Prepared foods: 1.26 times higher (an additional ¥1,777 per month) "Communication" 1.18 times (an additional ¥2,814 per month), "Automobile-related expenses (vehicle purchase, gasoline, parking, etc.)" 1.15 times (an additional ¥4,020 per month), and "Eating out" 1.12 times (an additional ¥1,705 per month). Additionally, "Alcohol" costs an extra ¥425 per month for dual-income households.

A June survey by Mama Lab also found that working moms are more likely than stay-at-home moms to "own a smartphone," "email grandparents," "use a car daily," "use frozen vegetables," and "enjoy alcohol" ( details published on Nikkei Trendy Net ). Note that while current dual-income households have a higher average age than stay-at-home households, these results compare age groups in five-year increments, so the differences are not due to age.

By industry, the impact is significant on "commerce, real estate, education, communications, and transportation equipment."

 

As seen earlier, when stay-at-home mothers who wish to work transition into employed mothers, certain sectors experience distinct consumption growth. Measured by direct impact on industries, estimated effects are: "Education & Research" ¥253.6 billion, "Information & Communications" ¥216.1 billion, "Food & Beverages" ¥208.5 billion, and "Transportation Equipment" (including automobiles) ¥171.3 billion. Regarding eating out, restaurants fall under "personal services," with an estimated effect of ¥441.4 billion. Other sectors showing significant effects include "commerce" at ¥512.6 billion and "real estate" at ¥341.7 billion.

When moms start working, they want to increase travel and spending money!

Now, what about their mindset? We asked moms aged 25-49 with children, "What would you increase if your income rose?" As shown in the chart, the top choice was "Travel/Leisure" at 54%, followed by "Personal Pocket Money" at 52%. Then, in 7th place was "Fashion/Cosmetics" at 26%, and 8th place was "Husband's Pocket Money" at 22%. This suggests a mindset focused on special occasion spending (Hare consumption) is likely to rise immediately after re-employment. Other responses aligned with our projections: "Education expenses" (51%), "Dining out" (36%), "Loan repayment" (32%), "Home purchase" (15%), and "Food expenses" (31%).

Why "Working Moms" Now?

 

Across household finances, industry trends, and consumer mindset, it appears that as working moms increase, spending on "education, communications, dining out, and food expenses (including prepared foods and alcohol)" also rises. Furthermore, as moms work outside the home, markets for "home delivery grocery services," "household chore services," and "appliances/toiletries" – which help reduce time spent on housework – are drawing intense attention. Working moms have always existed, but we are now reaching a point where markets offering products and services specifically geared toward "working moms" are poised to become increasingly active. This is because it has become realistic for working moms themselves to engage in product development within companies. Working moms are no longer seen as "only capable of supporting roles due to shorter working hours"; instead, the idea is taking hold that "working moms themselves are best suited to create products and services that match their needs."