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

Attention: There is an updated edition available for this report.
 
   Single User - $2,800
   Hard Copy Mail Delivery - $3,900
   Site License (one location, 10 users) - $5,250
   Corporate License - $7,000



Published Nov 19, 2012 | 126 Pages | Pub ID: LA4914699

Special offer: now 20% offoriginal price of $3,500


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.

  • $1,788.00 Included
    •  
      $134.00 Included
    •  
      $93.00 Included

    • $502.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included

    • $116.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included

    • $245.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included

    • $475.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included

    • $163.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included

  • $1,707.00 Included

    • $426.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included

      • $102.00 Included
        •   Changes in Attitudes toward Healthy Food, Moms vs. All Consumers 2007-2012 (in thousands)

      • $93.00 Included
        •   Change in Attitudes toward Cooking, Moms vs. All Consumers 2007-2012 (in thousands)

      • $95.00 Included
        •   Change in Attitudes toward Trying Out New Recipes and Food Products, Moms vs. All Consumers 2007-2012 (in thousands)
      •  
        $93.00 Included
      •  
        $93.00 Included

    • $471.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included

    • $728.00 Included

      • $122.00 Included
        •   Change in Population of Children under 18 by Age Group, 2006-2011 (in thousands)
      •  
        $107.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included

      • $315.00 Included
        •   Demographic Summary, Hispanic vs. All Moms
        •   Annual Expenditures on Food, Hispanic vs. Non-Hispanic Consumer Units
        •   Products Least Likely To Be Used by Households with Hispanic Moms

  • $2,108.00 Included

    • $1,263.00 Included

      • $185.00 Included
        •   Most Important Reasons for Deciding Where to Shop on Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers

      • $161.00 Included
        •   Types of Products Most Important in Deciding Where to Shop for Groceries, Moms vs. All Food Shoppers

      • $227.00 Included
        •   Awareness of Services and Programs of Grocery Store Where Shopped Most Recently, Moms vs. All Food Shoppers

      • $93.00 Included
        •   Type of Stores Usually Shop for Groceries, Moms vs. All Food Shoppers
      •  
        $93.00 Included
      •  
        $152.00 Included

      • $431.00 Included
        •   Demographic Profile of Moms by Type of Food Store Shopped in Last Four Weeks
        •   Selected Consumer Attitudes of Moms by Type of Food Store Shopped in Last Four Weeks

    • $761.00 Included

      • $135.00 Included
        •   Motivations for Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers
      •  
        $93.00 Included

      • $130.00 Included
        •   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

      • $93.00 Included
        •   Percent Using the Internet to Plan Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers

      • $123.00 Included
        •   Use of Social Media, Moms vs. All Food Shoppers

      • $132.00 Included
        •   Types of Information Included on Shopping List by Those Preparing Shopping Lists Prior to Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers

      • $108.00 Included
        •   Percent Seeing/Hearing Ads or Getting Any Promotional Communications from Store Where Most Recently Went Grocery Shopping, Moms vs. All Food Shoppers

  • $3,253.00 Included

    • $1,595.00 Included

      • $124.00 Included
        •   Average Amount Spent Per Week Grocery Shopping, Moms vs. All Consumers
        •   Number of Items Purchased on Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers

      • $248.00 Included
        •   Demographic Profile of Moms by Amount Spent Per Week on Groceries

      • $152.00 Included
        •   Awareness of In-Store Promotions and Advertising, Moms vs. All Consumers

      • $137.00 Included
        •   Use of Coupons/Coupon Codes on Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers

      • $489.00 Included
        •   Number of Moms Strongly Agreeing "Often I Can Be Swayed by Coupons to Try New Food Products" (in thousands)
        •   Attitudes toward New Food, Coupon Moms vs. All Moms
        •   Demographic Profile of Moms Strongly Influenced by Coupons to Try New Food Products
        •   High-Volume Food Product Use by Households with Coupon Moms

      • $443.00 Included
        •   Use of Grocery Store Brands by Moms "Most of the Time"

    • $457.00 Included

      • $126.00 Included
        •   Purchase of Fresh Fruits and Vegetables and Meats, Poultry and Seafood on Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers

      • $217.00 Included
        •   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

      • $111.00 Included
        •   Where Food Shoppers Eat Meals or Snacks Away from Home, Moms vs. All Food Shoppers

    • $1,095.00 Included

      • $93.00 Included
        •   Purchase of Non-Food Items on Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers
      •  
        $109.00 Included

      • $896.00 Included
        •   Moms as High-Volume Users of Food Products by Product Type and Quantity, 2012
        •   Impact of Moms on Growth of Selected Food Products, 2011-2012

  • $2,113.00 Included

    • $398.00 Included

      • $132.00 Included
        •   Attitudes toward Food Safety and Health, Moms vs. All Food Shoppers

      • $93.00 Included
        •   Healthy Food Products Purchased on Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers

      • $93.00 Included
        •   Use of Organic Food Products Found on Perimeter of Store, Moms vs. All Consumers

      • $104.00 Included
        •   Use of Organic Food Products Found in the Center of the Store, Moms vs. All Consumers

    • $1,606.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included

      • $279.00 Included
        •   Demographic Profile of Fit Moms

      • $230.00 Included
        •   Attitudes toward Healthy Eating, Fit Moms vs. All Moms

      • $205.00 Included
        •   Use of Organic/Natural Food and Other Organic Grocery Store Items, Fit Moms vs. All Moms
        •   Use of Organic Food Products by Category, Fit Moms vs. All Moms

      • $527.00 Included
        •   Food Products Most Likely to Be Used in Households, Fit Moms vs. All Moms
        •   Food Products Most and Least Likely to Be Used in High Volumes, Fit Moms vs. All Moms

  • $1,608.00 Included

    • $315.00 Included
      •  
        $93.00 Included

      • $93.00 Included
        •   Trends in Moms' Attitudes toward Using Recipes, 2005 vs. 2012 (in thousands)

      • $145.00 Included
        •   Importance of Recipes for Food Shoppers, Moms vs. All Food Shoppers
      •  
        $93.00 Included
      •  
        $93.00 Included

    • $294.00 Included
      •  
        $93.00 Included

      • $268.00 Included
        •   Demographic Profile of Recipe Moms

    • $292.00 Included

      • $99.00 Included
        •   Attitudes toward Trying Out New Food Products, Recipe Moms vs. All Moms

      • $94.00 Included
        •   Attitudes toward Eating and Cooking, Recipe Moms vs. All Moms

      • $98.00 Included
        •   Attitudes toward Selecting Foods, Recipe Moms vs. All Moms

    • $364.00 Included

      • $181.00 Included
        •   Use of Social Media, Recipe Moms vs. All Moms
        •   Attitudes toward Social Media, Recipe Moms vs. All Moms

      • $117.00 Included
        •   Following Brands and Companies, Recipe Moms vs. All Moms
      •  
        $93.00 Included

    • $254.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included
      •  
        $93.00 Included

  • $1,258.00 Included

    • $763.00 Included

      • $104.00 Included
        •   With Whom Shopped on Most Recent Grocery Shopping Trip, Moms vs. All Food Shoppers (% of those shopping with others)

      • $124.00 Included
        •   Purchase Decisions by Moms in Last 12 Months by Type of Purchase and Type of Purchase Decision

      • $120.00 Included
        •   Attitudes of Moms toward Shopping with Children by Degree of Involvement in Food Purchase Decisions

      • $125.00 Included
        •   Demographic Profile of Moms by Type of Food Purchase Decision: Joint Decision with Children vs. Sole Purchase Decision and Joint Decision with Spouse/Partner

      • $93.00 Included
        •   Attitudes of Moms toward Shopping with Family and Children by Race and Hispanic Origin

      • $93.00 Included
        •   Impact of Children on Shopping Behavior by Race and Hispanic Origin

      • $165.00 Included
        •   Food Purchase Decisions by Moms in Last 12 Months by Type of Purchase and Age of Children in Household

    • $400.00 Included

      • $265.00 Included
        •   Household Use of Food Products by Type of Food Purchase Decision by Moms

      • $133.00 Included
        •   High Volume Purchases of Desserts and Snacks by Moms Strongly Agreeing "I Find It Hard to Resist My Children's Request for Special Purchases"

In this report, {{keyword[keywordTextProperty]}} appears {{keyword[keywordCountProperty]}} times. {{searchResults.STATRESULT.SUMMARY.KW[keywordTextProperty]}} appears {{searchResults.STATRESULT.SUMMARY.KW[keywordCountProperty]}} times.

We were unable to search inside this report.

Search for an exact word or phrase by placing the word or phrase in quotation marks ("market trend"). Search for different versions or tenses of a word by placing an asterisk at the end of the word (pharma*).

Please note that your term must be at least three characters long and numbers will be blocked by the # sign.