Parents spend around £35,000 on their children by the time they reach their fifth birthday, according to research released today by Aviva. This adds up to a total of more than £28 billion* spent on the nation’s 4 million under-fives each year. The research has been carried out to support Aviva’s re-launch of its ‘free parent life cover’ which offers £15,000 of life insurance to mums and dads, and is now available to parents who register up to their children’s fourth birthday.
- Parents spend around £35,000 on their children by their fifth birthday
- London mums and dads spend 38% more than UK average
- Research supports Aviva’s re-launch of free parent life cover
- A third of parents know mums and dads who boast about how much they spend
Parents spend around £35,000 on their children by the time they reach their fifth birthday, according to research released today by Aviva. This adds up to a total of more than £28 billion* spent on the nation’s 4 million under-fives each year. The research has been carried out to support Aviva’s re-launch of its ‘free parent life cover’ which offers £15,000 of life insurance to mums and dads, and is now available to parents who register up to their children’s fourth birthday.
A study of more than 2,000 parents with children aged 0-5, has discovered that parents typically spend £6,990 a year - or £586 a month - on essentials and indulgences for their youngsters. This includes the cost of everything from basics such as nappies and milk formula, to extras such as toys and baby ballet classes. While expenses vary from family to family, average costs** are as follows:
| Average monthly costs | Average annual costs | |
| Toys and games | £53.30 | £639.60 |
| Clothes | £58 | £696 |
| Essential baby / child equipment | £62.30 | £747.60 |
| Leisure / family trips out | £56.20 | £647.40 |
| Entertainment e.g. DVDs, books, tablets etc | £37.30 | £447.60 |
| Classes for children e.g soccer tots, baby ballet | £38.80 | £465.60 |
| Special foods for children / formula | £41.90 | £502.80 |
| Childcare / baby-sitting | £95 | £1,140 |
| Nappies | £47.70 | £572.40 |
| Extra holiday costs (additional costs for children) | £55.90 | £670.80 |
| Equipment for school / pre-school e.g. uniforms | £39.10 | £469.20 |
| TOTAL | £585.50 | £6,990 |
The cost of raising children to age five also differs widely across the country, with parents in London paying more than double the amount paid by parents in Wales and the North West.
Those in the capital say that they pay an average of £809 per month – or £9,712 per year. This is in comparison to a modest £352 a month (or £4,220 annually) in Wales.
Regional variations are revealed as:
| Region: | Monthly costs: | Annual costs: |
| London | £809.30 | £9,711.60 |
| West Midlands | £636 | £7,632 |
| North East | £589.20 | £7,070.40 |
| East Midlands | £580.40 | £6,964.80 |
| Yorkshire | £545.40 | £6,544.80 |
| Scotland | £497.50 | £5,970 |
| Northern Ireland | £455.60 | £5,467.20 |
| East | £442.90 | £5,314.80 |
| South East | £434.90 | £5,218.80 |
| South West | £422.60 | £5,071.20 |
| North West | £380.20 | £4,562.40 |
| Wales | £351.70 | £4,220.40 |
The research also revealed that parents feel under considerable pressure to spend on their little ones. One in five (18%) say they feel compelled to spend in order to keep up with other parents. This is perhaps fuelled by the fact that more than a third (36%) of parents questioned say they know other parents who boast about how much they spend on their children. However only a modest one in seven (14%) admit to giving in to their children’s demands and buying things they don’t really need.
There is good news in that many of these parents with 0-5s have made financial plans for their children’s futures, with more than half (52%) having opened a savings account in their children’s names, while 37% have opened a junior ISA or a Child Trust Fund. A forward-thinking 8% have started saving for a house deposit for their children and the same have started a university fund for them.
Four out of 10 (42%) parents of 0-5s have planned for the unexpected by taking out life insurance, while one in five (20%) have made a will.
Louise Colley, protection director for Aviva says: “As every parent knows having children can be an expensive business, but it’s incredible to see how this stacks up over the years! This is why it’s so important for parents to consider how they might cover the cost of raising a child if they were to unexpectedly lose an income through illness or even worse, bereavement.
“It’s reassuring to see that four out of 10 parents with under fives have taken out life insurance, but we’d encourage the remaining six in 10 to consider the ‘what ifs’ and take steps to protect their loved ones’ futures. Aviva is offering a year of free life cover worth £15,000 per child, per parent** for parents who register before their child’s fourth birthday, so this is a fantastic simple way to get some peace of mind, knowing that some cover is in place.”
- Ends -
If you are a journalist and would like further information, please contact: Fiona Whytock: Aviva Press Office: 01904 452659: 07800 692 299: fiona.whytock@aviva.co.uk
Notes to editors:
*Research carried out by ICM, surveying 2,002 parents with children aged 0-5 in November 2014. Figure compiled by multiplying the number of children aged under five in the UK, according to ONS mid 2013 data (4,013,861) by the average annual cost spent by parents on under fives annually (£6,990).
** Costs are based on mean averages across all respondents, although some parents will pay considerably more for certain expenses (such as childcare) while others will pay less.
***Aviva is offering a year of free life cover worth £15,000 to parents of children aged under five. Cover is available to both parents for each child registered before their fourth birthday. £15,000 of cover is available for both parents for each child. The policy lasts for 12 months and pays out £15,000 if a covered parent dies during this time.
- Parents can take out the plan once their child has been born and before they are four years old.
- No payment is needed and Aviva won't request bank account or credit card details
- £15,000 worth of cover is available for both parents for each child. This could mean a total of £30,000 worth of protection for each child if both parents apply.
- Cover will expire after one year.
Further regional information/ breakdown is available from Fiona Whytock: Aviva Press Office: 01904 452659: 07800 692 299: fiona.whytock@aviva.co.uk
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