The study, “Cart to Kitchen 2013: Slicing Into Moms’ Food Decisions,” identified what is driving moms’ consumer behaviors in meal planning, grocery shopping and meal preparation, as well as changes that food marketers should anticipate in 2013. It also uncovered insights about the food influencers and media channels moms trust most when it comes to making food-buying decisions.
Moms place higher priority on the opinions of peers than that of experts like doctors and dietitians, which is an important takeaway for food marketers, said Kristie Sigler, senior vice president at Fleishman-Hillard.
“Moms are turning to their peers online and off for information about food, from general to more specific information about genetically modified organisms, pesticides and other food safety topics,” Sigler said in a release.
Overwhelmingly, moms don’t think major brands are relating to them and their unique needs, said Liz Hawks, founding co-chair of the agency’s marketing-to-moms team.
“Brands can bridge the gap by starting with facts, moving to insights and ending with ideas that will drive moms’ food purchases, even in the face of so much change,” she said.
The results found that organization appears to be a pain point for moms, from shopping to meal preparation. Moms indicated they want to be more organized in how they shop (41 percent), and they want to make fewer trips to the grocery store (33 percent). In addition, they would like to be more organized with weekly meal planning (67 percent) and make meals ahead and freeze them (51 percent). Moms are looking to food brands to help them become more organized.
Nutrition is another key focus for moms, whose list of desired 2013 food-purchase changes starts with a drive to buy healthier food. More than half of the moms surveyed said they started that behavior in 2012 by reducing purchases of snacks, sugar, processed foods, soda and carbohydrates. And 49 percent of moms want to buy less processed food in 2013, particularly moms younger than 30.
Half of moms surveyed said they are reading more food labels now than they have before. In fact, reading food labels is a behavior of the majority, with 78 percent saying they read labels. Another 15 percent do so “sometimes,” particularly those who cook dinner at home four or more times per week. They are looking for ingredients they want to consume less, including high fructose corn syrup, sugar, artificial dyes and gluten.