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

Nov 19, 2012
126 Pages - Pub ID: LA4914699
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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.

Scope and Methodology

This report defines “Moms” as the 32 million women who are parents or guardians of children under the age of 18 who are living at home. The three sources of primary data in the report are as follows:
  • Spring 2012 Experian Simmons National NCS, which was fielded between June 2011 and June 2012. Trend data contained in the report are constructed from the Spring 2006 through Spring 2012 Experian Simmons National Consumer Studies. These studies were fielded during the 12-month period ending in June of each year.
  • Packaged Facts March 2011 Food Shopper Insights (FSI) Survey, an online survey of 2,000 U.S. adults who had shopped for groceries within 24 hours of being surveyed. Respondents in aggregate were Census representative on the demographic measures of gender, age, race/ethnicity, geographic region, household income and presence of children in the household.
  • Data generated by SymphonyIRI InfoScan Reviews, which track sales through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers (including Target and Kmart but excluding Walmart) with annual sales of $2 million or more.
The report is also based upon data collected from a wide range of industry sources, including company websites, trade publications, business newspapers and magazines, consumer blogs and other releases from public companies.
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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