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Moms as Food Shoppers: Grocery Store and Supercenter Patterns and Trends

November 2012 | 126 pages | ID: ME4BD11327DEN
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Each year Moms have a hand in spending nearly $200 billion on food purchased for use at home, and of course food marketers and grocers have long targeted Moms as their essential consumer segment. Even so, marketers need to find new ways to engage today’s tech-immersed foodie Moms, who are at the epicenter of the new home-based food culture and in the vanguard of the movement toward healthy eating.

Packaged Facts Moms as Food Shoppers: Grocery Store and Supercenter Patterns and Trends delves deeply into the mindset of today’s Moms before their trip to the grocery store and analyzes their food shopping behavior in the store. The report provides actionable insights to help brand marketers and grocers understand what they can do to help today’s busy Moms achieve their goals of putting healthy and interesting home-cooked meals on the table while saving precious time and balancing their budgets.

Highlights of the Report

This completely new Packaged Facts report shows what marketers and grocers can expect from a new generation of Moms who turn to blogs for meal planning information before the store and use mobile apps to make sure they are getting the best deals in the store. Many of the report’s findings may challenge conventional thinking about Moms as food shoppers. For example, although marketers have traditionally appealed to the “pester power” of kids in the supermarket, the report reveals that on their most recent food shopping trip a majority (56%) of Moms were alone and blissfully free from the demands of their kids as they made their way up and down the aisles of the grocery store.

One of the major threads of the report is that Moms want grocery stores to step up to help them plan and prepare healthy family meals. Besides enhancing what they offer Moms on their websites, grocers can build relationships with Moms looking for interesting and innovative cooking tips by strengthening their in-store cooking and meal planner programs. Compared to food shoppers on average, Moms are 33% more likely to choose grocery stores offering cooking classes or cooking videos and 23% more likely to pick stores providing meal planner and recipe information.

The report also highlights broad societal trends that will have a significant impact on food marketers and grocers. For example, over the next few years the ongoing steady decline in the number of births in the United States will create headwinds for grocers and food marketers targeting Moms with kids at home. As Hispanic Moms with kids at home become an increasingly important segment of food shoppers, food marketers and grocers will need to shift their thinking to accommodate the perspectives of Latinas, who spend more money on items such as fresh fruits and vegetables on the perimeter of the grocery store and much less on frozen, canned and packaged foods in the center of the store.
CHAPTER 1: EXECUTIVE SUMMARY

  Highlights of the Report
Scope and Methodology
Topline Insights about Moms as Food Shoppers
  Moms’ Interest in Home-Cooked Meals and Healthy
  Ingredients Skyrockets
  To Reach Food Shopper Moms, It’s All About the Internet and
  Social Media
  New and Exciting Recipes Key to Engaging Today’s Moms
  Moms More Open to Marketing Messages before the Grocery Store
  Moms Look to Grocers to Help Their Families Eat Better
  Moms Want Stores to Have Broad Selection of Natural and Organic Foods but Aren’t Locavores
  Value Still Matters to Moms
  Moms Like It When Stores Make Food Shopping Convenient
  Majority of Moms Are Solo Food Shoppers
  Moms’ Influence in Grocery Store Ebbs and Flows as Family
  Dynamics Evolve
  Moms’ Focus on Organic Foods Goes Downhill When Kids Start to Walk and Talk
  Baby Bust Will Shift Landscape for Grocers
  Hispanic Moms Will Bring Changes to Grocery Stores
Reaching Out to Moms Before the Grocery Store
  Late Hours Appeal to Moms When Choosing a Grocery Store
  From Walmart to SuperTarget to Whole Foods and Trader Joe’s: How Food Shopper Moms Differ
  Meal Planning at the Top of Their Minds When Moms Prepare a Shopping List
  Moms Depend on Internet and Social Media to Plan Food Shopping Trips
Distinctive Patterns in the Grocery Store
  Moms More Likely to Use Online Coupons in the Grocery Store
  Coupons Persuade 5.3 Million Moms to Try New Food Products
  Moms More Likely to Choose Store Brands
  Moms Buy Lots of Store-Prepared Meals but Pass on Roasted/Rotisserie Chicken
  Moms Lead the Way in Purchase of Non-Food Items
  Moms Still Purchase Large Volumes of Convenience Foods
  Fast-Growing Food Products Get Big Push from Moms
Moms and Healthy Eating
  Moms More Likely to Seek Out Organic Foods
  “Fit Moms” Driving Force in Move to Healthy Eating
  Fit Moms Focus on Healthy Eating for Themselves as Well as Their Kids
  Concerns about Obesity Inform Food Shopping Habits of Fit Moms
  Home-Cooked Meals More Important
  Moms Spend More Time Cooking Dinner
  More Moms Turn to Recipes
  Moms View Recipes as Vital Food Shopping Tool
  Moms Prefer Online Recipe Sources
  9.4 Million “Recipe Moms” Head to Grocery Stores
  Recipe Moms are Foodies
  Parenting Blogs Have Major Impact on Moms’ Food Choices
  “Recipe Bloggers” Should Get More Respect from Marketers
Mom the Decider…or Do Kids Really Rule?
  Moms Not Always in Charge in the Supermarket
  “Decider Moms” Less Amenable to What Their Kids Want
  Single, Working Moms More Likely to Involve Kids in Deciding
  What to Buy in the Supermarket
  Decider Moms Hold Line on Healthy Eating and Home Cooking
  Healthy Eating Takes Back Seat When Kids Are in Charge

CHAPTER 2: THE TOPLINE

Topline Findings
  Moms Have Outsized Impact on Grocers’ Margins
  New Generation of Moms Lays Down Gauntlet for Food Marketers
  Surge in Population of Moms Focusing on Healthy Heating
  Table 2-1: Changes in Attitudes toward Healthy Food, Moms vs. All Consumers 2007-2012 (in thousands)
  Chef Mom Takes Center Stage
  Table 2-2: Change in Attitudes toward Cooking, Moms vs. All Consumers 2007-2012 (in thousands)
  Moms on a Constant Quest to Find New Food Products and Recipes for Their Families
  Table 2-3: Change in Attitudes toward Trying Out New Recipes and Food Products, Moms vs. All Consumers 2007-2012 (in thousands)
  Store-Prepared Meals Still a Good Bet with Moms
  For Food Shopper Moms, It’s All About the Internet and Social Media
Taking Advantage of Marketing Opportunities
  Seizing Opportunities Depends on Understanding Differing Segments of Moms as Food Shoppers
  Recipe Moms
  Fit Moms
  Moms as Food Shoppers Table of Contents
  November 2012 © Packaged Facts iii
  Decider Moms
  Coupon Moms
Marketers Ride the Wave of Healthy Eating
Grocers Benefit from Making Their Stores More Convenient for Moms
  Marketers Hope to Cement Brand Loyalty by Appealing to Moms with Infants with Dedicated Baby Sections
  “Lunchbox Department” Works for Busy Moms
Looking to the Future
  Baby Bust Will Shift Landscape for Grocers
  Figure 2-1: Number of Births in United States, 2006-2011
  Table 2-4: Change in Population of Children under 18 by Age Group, 2006-2011 (in thousands)
  Dip in Population of Younger Kids May Affect Moms’ Fetish for Organic Foods
  Figure 2-2: Moms’ Use of Organic Food Products by Age of Children
  Hispanic Moms Will Wield More Clout
  Figure 2-3: Hispanics as Percent of Population Under 20 Years of Age,2010-2020
  Hispanic Moms Will Bring Change to Grocery Stores
  Hispanic Moms More Likely to Be Young Homemakers
  Hispanic Moms Are Perimeter Shoppers
  Cultural Differences Persist
  Table 2-5: Demographic Summary, Hispanic vs. All Moms
  Table 2-6: Annual Expenditures on Food, Hispanic vs. Non-Hispanic Consumer Units
  Table 2-7: Products Least Likely To Be Used by Households with
  Hispanic Moms

CHAPTER 3: REACHING OUT TO MOMS BEFORE THE

Grocery Store
How Moms Decide Where to Buy Groceries
  Late Hours Appeal to Moms When Choosing a Grocery Store
  Table 3-1: Most Important Reasons for Deciding Where to Shop on Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers
  Store’s Selection of Natural and Organic Foods Key Factor
  Table 3-2: Types of Products Most Important in Deciding Where to Shop for Groceries, Moms vs. All Food Shoppers
  Moms More Tuned in to Grocery Store Services
  Table 3-3: Awareness of Services and Programs of Grocery Store
  Where Shopped Most Recently, Moms vs. All Food Shoppers
  Moms Lean toward Discount Stores and Supercenters
  Table 3-4: Type of Stores Usually Shop for Groceries, Moms vs. All Food Shoppers
  From Walmart to SuperTarget to Whole Foods and Trader Joe’s:How Food Shopping Moms Differ
  Demographics
  Consumer Attitudes
  Table 3-5: Demographic Profile of Moms by Type of Food Store Shopped in Last Four Weeks
  Table 3-6: Selected Consumer Attitudes of Moms by Type of Food Store Shopped in Last Four Weeks
What Moms Do to Get Ready for Grocery Shopping
  Moms Have Different Motivations for Grocery Shopping
  Table 3-7: Motivations for Most Recent Grocery Shopping Trip,Moms vs. All Food Shoppers
  Spur-of-the-Moment Grocery Shopping Part of a Mom’s Life
  Figure 3-1: Percent Who Often Stop By the Grocery Store on the Spur of the Moment, Moms vs. All Food Shoppers
  Moms Plan Grocery Shopping Trips More Intensively
  Table 3-8: Percent Doing Any Kind of Planning Beforehand (such as Making a Shopping List, Gathering Coupons, Looking for Product or Sale Information, Looking for Menu or Recipe Ideas, Using the Internet or Social Media), Moms vs. All Food Shoppers
  Moms Depend on Internet to Plan Grocery Shopping
  Table 3-9: Percent Using the Internet to Plan Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers
  Social Media Help Moms Plan to Go Food Shopping
  Table 3-10: Use of Social Media, Moms vs. All Food Shoppers
  Figure 3-2: Percent Using Social Media to Help Plan Most Recent
  Grocery Shopping Trip, Moms vs. All Food Shoppers
Meal Planning at the Top of Their Minds When Moms Prepare a Shopping List
  Table 3-11: Types of Information Included on Shopping List by Those Preparing Shopping Lists Prior to Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers
Before-the-Store Promotional Communications Get Moms’ Attention
  Table 3-12: Percent Seeing/Hearing Ads or Getting Any Promotional Communications from Store Where Most Recently Went Grocery Shopping, Moms vs. All Food Shoppers

CHAPTER 4: DISTINCTIVE PATTERNS IN THE GROCERY STORE

Overview
  Moms are High-Dollar, High Volume Grocery Shoppers
  Table 4-1: Average Amount Spent Per Week Grocery Shopping, Moms vs. All Consumers
  Table 4-2: Number of Items Purchased on Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers
  Big Spending Moms Have Distinct Profile
  Table 4-3: Demographic Profile of Moms by Amount Spent Per Week on Groceries
  Moms More Alert to In-Store Promotions and Advertising
  Table 4-4: Awareness of In-Store Promotions and Advertising, Moms vs. All Consumers
  Moms More Likely to Use Online Coupons
  Figure 4-1: Percent of Food Shoppers Using Coupons/Coupon Codes on Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers
  Table 4-5: Use of Coupons/Coupon Codes on Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers
  Coupons Often Persuade 5.3 Million Moms to Try New Food Products
  Table 4-6: Number of Moms Strongly Agreeing “Often I Can Be Swayed by Coupons to Try New Food Products” (in thousands)
  Table 4-7: Attitudes toward New Food, Coupon Moms vs. All Moms
  Table 4-8: Demographic Profile of Moms Strongly Influenced by Coupons to Try New Food Products
  Table 4-9: High-Volume Food Product Use by Households with Coupon Moms
  Moms More Likely to Choose Store Brands
  Table 4-10: Use of Grocery Store Brands by Moms “Most of the Time”
What Moms Buy on the Perimeter of the Store
  Moms More Likely to Buy Fresh Herbs and Greens
  Table 4-11: Purchase of Fresh Fruits and Vegetables and Meats, Poultry and Seafood on Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers
  Moms Are Leading Customers for Store-Prepared Food Items
  Table 4-12: Purchase of Self-Serve, Store-Prepared Food Items (such as from Salad Bar, Hot Food/Soup Bar) on Most Recent
  Grocery Shopping Trip, Moms vs. All Food Shoppers Moms More Likely to Eat on the Go and in the Store
  Table 4-13: Where Food Shoppers Eat Meals or Snacks Away from Home, Moms vs. All Food Shoppers
Moms in the Center of the Store
  Moms Lead the Way in Purchase of Non-Food Items
  Table 4-14: Purchase of Non-Food Items on Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers
  Moms Far More Likely to Purchase Large Volumes of Products in the Center of the Store
  Moms a Major Factor Behind Food Products with Fastest-Growing Sales
  Table 4-15: Moms as High-Volume Users of Food Products by Product Type and Quantity, 2012
  Table 4-16: Impact of Moms on Growth of Selected Food Products, 2011-2012

CHAPTER 5: MOMS AND HEALTHY EATING

Overview
  Food Health and Safety More Important to Moms
  Table 5-1: Attitudes toward Food Safety and Health, Moms vs.All Food Shoppers
  Moms Look for Food Products with Healthy Ingredients
  Table 5-2: Healthy Food Products Purchased on Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers
  Moms Seek Out Organic Foods When Shopping the Perimeter
  Table 5-3: Use of Organic Food Products Found on Perimeter of Store, Moms vs. All Consumers
  Moms Also More Likely to Choose Organic Products in the Center of the Store
  Table 5-4: Use of Organic Food Products Found in the Center of the Store, Moms vs. All Consumers
How Marketers Are Responding to Moms’ Interest in Healthy Eating
  Walmart’s “Great for You” Program Out to Engage Moms Concerned about Healthy Eating
  New Products Target Health-Conscious Moms
  Kraft Foods Joins with Crayola
  Gerber Offers Healthy Foods for Busy Moms with Toddlers
  HappyFamily Launches Organic Food Products for Kids
  Ready Pac Markets to Tweens and Moms
  Hidden Valley Conspires with Moms to Get Kids to Love Their Veggies
  Overview
  Table 5-5: Demographic Profile of Fit Moms
  Fit Moms Focus on Healthy Eating
  Table 5-6: Attitudes toward Healthy Eating, Fit Moms vs. All Moms
  Organic Food Products Chosen by Fit Moms More Often
  Table 5-7: Use of Organic/Natural Food and Other Organic Grocery Store Items, Fit Moms vs. All Moms
  Table 5-8: Use of Organic Food Products by Category, Fit Moms vs.All Moms
  Health Concerns Drive Food Shopping Habits of Fit Moms
  Table 5-9: Food Products Most Likely to Be Used in Households, Fit Moms vs. All Moms
  Table 5-10: Food Products Most and Least Likely to Be Used in
  High Volumes, Fit Moms vs. All Moms

CHAPTER 6: RECIPE MOMS

Overview
  Moms Spend More Time Cooking Dinner
  More Moms Turn to Recipes
  Table 6-1: Trends in Moms’ Attitudes toward Using Recipes, 2005 vs. 2012 (in thousands)
  Moms View Recipes as Vital Food Shopping Tool
  Table 6-2: Importance of Recipes for Food Shoppers, Moms vs. All Food Shoppers
  Moms Prefer Online Recipe Sources
  Moms More Interested in Ideas during Meal Planning, Turn to Recipes When Making a Meal
  Who Are “Recipe Moms?”
  9.4 Million “Recipe Moms” Head to Grocery Stores
  Recipe Moms More Likely to Be Stay-at-Home Moms
  Table 6-3: Demographic Profile of Recipe Moms
  Why Recipe Moms Matter
  Recipe Moms Are Trendsetters in the Supermarket
  Table 6-4: Attitudes toward Trying Out New Food Products, Recipe Moms vs. All Moms
  Recipe Moms are Foodies
  Table 6-5: Attitudes toward Eating and Cooking, Recipe Moms vs. All Moms
  Fresh, Organic and Natural Foods Entice Recipe Moms
  Table 6-6: Attitudes toward Selecting Foods, Recipe Moms vs.All Moms
  Recipe Moms and Online and Social Media
  Recipe Moms More Likely to Seek Out Product Information on Social Media
  Table 6-7: Use of Social Media, Recipe Moms vs. All Moms
  Table 6-8: Attitudes toward Social Media, Recipe Moms vs. All Moms
  Recipe Moms Use Social Sharing and Networking Sites to Keep Tabs on Brands and Companies
  Table 6-9: Following Brands and Companies, Recipe Moms vs. All Moms
  Millennial Recipe Moms Most Engaged with Social Media
  Figure 6-1: Percent of Recipe Moms Visiting Social Media/Networking Websites on Daily Basis by Age Group
  Marketing Implications
  As Moms Move from Magazines to Online Sources of Recipes, Food Manufacturers and Marketers Advised to Adjust Thinking
  Blogs Have Major Impact on Food Choices of Recipe Moms
  “Recipe Bloggers” Should Get More Respect from Food Marketers
  Moms Still Tune In TV Chefs for Meal Ideas
  Figure 6-2: Percent Watching Food Network in Past Seven Days, Moms vs. Other Consumers

CHAPTER 7: MOM THE DECIDER…OR DO KIDS REALLY RULE?

Overview
  Majority of Moms Are Solo Food Shoppers
  Figure 7-1: Percent of Grocery Shoppers Shopping Alone or with Others on Most Recent Grocery Shopping Trip, Moms vs.
  All Food Shoppers
  Table 7-1: With Whom Shopped on Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers (% of those shopping with others)
  Moms Not Always in Charge in the Supermarket
  Table 7-2: Purchase Decisions by Moms in Last 12 Months by Type of Purchase and Type of Purchase Decision
  “Decider Moms” Less Amenable to What Their Kids Want
  Table 7-3: Attitudes of Moms toward Shopping with Children by Degree of Involvement in Food Purchase Decisions
  Single, Working Moms More Likely to Involve Kids in Deciding
  What to Buy in the Supermarket
  Table 7-4: Demographic Profile of Moms by Type of Food Purchase
  Decision: Joint Decision with Children vs. Sole Purchase Decision and Joint Decision with Spouse/Partner
  Hispanic Moms Like to Shop with Their Families
  Table 7-5: Attitudes of Moms toward Shopping with Family and
  Children by Race and Hispanic Origin
  Hispanic Moms More Influenced by Kids When They Go Shopping
  Table 7-6: Impact of Children on Shopping Behavior by Race and Hispanic Origin
  Tweens Erode Moms’ Authority in Grocery Stores
  Table 7-7: Food Purchase Decisions by Moms in Last 12 Months by Type of Purchase and Age of Children in Household
Impact of Kids in the Grocery Store
  Decider Moms Hold Line on Healthy Eating and Home Cooked Meals
  Table 7-8: Household Use of Food Products by Type of Food Purchase Decision by Moms
  Healthy Eating Takes Back Seat When Kids Are in Charge
  Table 7-9: High Volume Purchases of Desserts and Snacks by Moms Strongly Agreeing 'I Find It Hard to Resist My Children's Request for Special Purchases'


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