The term developed in the late 20th century, and was often applied to celebrity mothers such as Liz Hurley or Victoria Beckham, who appeared to quickly regain their pre-pregnancy figures after giving birth, and would continue to lead carefree and affluent lifestyles. Episode 13 of series six of The Nanny (airing in 1999) was called "The Yummy Mummy". More generally, a "yummy mummy" is an often younger version of a MILF, a term used either appreciatively or lustfully, usually by a man, to refer to a young mother with whom he would like to have a sexual encounter.
The stereotypical yummy mummy was described by Nirpal Dhaliwal in The Times as having an existence "bankrolled by a husband working himself to death in the City, [dressing] in designer outfits... carries the latest must-have bag [and] whose hair and nails are perfectly groomed". A yummy mummy would have several children and yet remain a "girl-about-town", dressing fashionably and appearing well-groomed and carefree.
It was reported in 2008 that celebrity yummy mummys were contributing to levels of depression in young mothers, making new mothers feel "saggy, baggy and depressed" about their own bodies.
- "Yummy mummy Beyonce's $150 million comeback bid". Herald Sun. 20 March 2012. Retrieved 30 May 2012.
- "Yummy mummy Beyonce Knowles shows off post-baby curves". Hello!. 8 May 2012. Retrieved 30 May 2012.
- Dhaliwal, Nirpal (28 January 2007). "I hate yummy mummies". The Times. Retrieved 8 July 2011.
- Donnelly, Laura (2 March 2008). "'Yummy mummies' make mothers depressed". The Daily Telegraph. Retrieved 8 July 2011.
- Jenkins, Amy (6 February 2009). "Death of the Yummy Mummy: They made us feel so inadequate but at last they're being credit crunched to extinction". The Daily Mail. Retrieved 11 July 2011.