Food Shopping & NutritionJune 2009

Moms and Consumer Habits:

Who We Are

As the premier firm specializing in Marketing to Moms, Mom Central Consulting helps companies develop meaningful conversations, connections and communities with Moms. We reach Moms and engage them in powerful word of mouth programs such as blog tours, viral marketing programs, geo-targeted referral programs and live grassroots events. They take action and recommend your brand, fueling brand awareness, engagement, product trial and sales. Mom Central works with over 100 national brands. We also offer a breadth of consulting services, including research and social media strategy and listening, for start-up and established brands.

In June 2009, Mom Central Consulting (MCC) conducted a survey of 878 Moms across the United States about the consumer habits and nutrition. MCC recruited respondents from our community and network of Moms.

In a follow-up to our 2008 research on consumer habits we asked Moms about nutrition, food shopping and going green in a difficult economy. Moms answered a 25 question survey about their families’ food shopping habits. The data reveals compelling evidence that even in difficult economic times, Moms make their children’s health and nutrition a priority.

Introduction

Food shopping and nutrition can cause anxiety in Moms

52% of Moms reported that they’ve had to choose between value and nutrition when it comes to food shopping, in the past year.

45% of Moms say that food shopping can make them feel anxious and stressed.

Q13: In the last year, have you had to choose between value and nutrition when it comes to food shopping? N=878Q14: Do you find yourself anxious and stressed when you think of food shopping? N=878

95% of Moms have changed their food shopping habits in the past six months, 30% report they have changed their habits very much or “radically.”

98% of Moms use coupons to save money, and over three-quarters have increased their use in the past year

Other

From a friend

From a store

Online coupon sites

In the mail

Circulars

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

5%

29%

56%

76%

78%

90%

Q12: Where do you find your coupons? N=878

While 90% of Moms use circulars to find coupons, a significant percentage (76%) get coupons online.

76% Are clipping more

coupons

How has the current economic situation impacted your family’s current lifestyle?

39% of Moms say they’re buying fewer groceries in general, but Moms are making other lifestyle changes as well:

53% Are shopping at several stores

to buy the lowest priced item 30% Are taking

shorter car trips

52% Are taking fewer car trips

24% Are growing their

own food

Q1: How has the current economic situation had an impact on your family’s lifestyle? (Check all that apply)

Q6: Has your family changed their food shopping habits in any of the following ways? (check all that apply)

Moms are changing their food shopping habits in the following ways

using coupons more 78%

buying more store-brand groceries 50%

buying more in bulk 43%

buying more frozen foods 27%

spending less on fresh fruits and vegetables 17%

cutting down on organic foods 13%

buying more packaged foods 8%

none of the above 5%

Other 4%

Moms are changing their eating habits in the following ways

eating out less often than we used to 71%

cooking at home to save money 69%

eating more leftovers 55%

getting take-out less often 51%

packing a lunch for work 46%

freezing more foods 42%

eating at less expensive restaurants 33%

cutting down on snacks or my morning coffee 21%

eating more protein-rich foods 9%

eating more fast food 4%

none of the above 9%

Other, please specify 2%

Q7: Due to the economy, has your family changed their eating habits in any of the following ways? (check all that apply)

Q9: Tell us about your shopping habits at the following Grocery Stores?Wal-mart N= 796Kroger: N= 290Safeway: N= 152Target: N= 750

Grocery StoresOver a quarter of Moms reported increased shopping at Wal-mart in the last year

Target

Safeway

Kroger

Wal-mart

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

14%

14%

24%

31%

54%

49%

51%

50%

32%

37%

24%

19%I'm shopping here more

I'm shopping here the same amount

I'm shopping here less

Q8: Tell us about your shopping habits at the following Club Stores?Costco: N= 258BJ’s: N= 145Sam’s Club: N= 402

Club StoresJust over a quarter of Moms reported shopping more at Costco in the past year, while slightly fewer indicated an increase at other club stores.

Sam's Club

BJ's

Costco

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

19%

20%

26%

48%

46%

45%

33%

34%

28%

I'm shopping here more

I'm shopping here the same amount

I'm shopping here less

Q10: Tell us about your shopping habits at the following Organic Grocery Stores?A local Co-op: N= 185Whole Foods: N= 270Trader Joe’s: N= 260Natural Foods Store: N= 101

Organic Grocery StoresNearly half of Moms (45%) reported shopping at high end organic stores less in the last year

Whole Foods

Natural Foods

Trader Joe's

A local Co-op

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

11%

15%

22%

30%

44%

41%

48%

49%

45%

45%

29%

21%

I'm shopping here more

I'm shopping here the same amount

I'm shopping here less

Q11: Tell us about your shopping habits at the following Specialty Stores?Farmer’s Markets: N= 568Butcher Shop: N= 276Bakery: N= 397Fish Market: N= 206

Specialty Stores

Farmer’s markets were the only specialty stores where Moms indicated shopping more than in past years

Bakery

Fish Market

Butcher Shop

Farmer's Markets

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

4%

6%

9%

31%

34%

37%

42%

52%

62%

56%

49%

17%

I'm shopping here more

I'm shopping here the same amount

I'm shopping here less

80% of Moms report an interest in “going green”

Q3: Do any of the following describe your feelings about “going green?” (Check all that apply) N=878

I am very interested in seeing more "green" products in the market

57%

I am more inclined to purchase a company’s products if the company is “green” or has made a “green” commitment

41%

A company's effort to “go green” changes my perception of that company

38%

The "greenness" of a product affects my purchasing decisions

24%

I consider myself a "green mom" 24%

We have recently switched brands in order to buy green

23%

Over half of Moms are willing to pay a premium price to go Green or organic

54% Organic

Vegetables

57% Organic

Fruit

41% Organic or

Hormone-Free Milk

46% Green kitchen and household

cleaners

36% Free range or

organic meat/poultry/fi

sh

34% Free-range or Organic Eggs

55% of Moms indicated they were willing to pay a “premium price” for some kinds of organic foods.

Of Moms willing to pay a premium price, these types of foods were the most important:

Q2: For what items would you be willing to pay a premium price? Chart represents respondents who indicated they would pay a premium price for organic foods. N= 483

Moms speak out about how brands can earn their trust as they go green

Q4: What do companies need to do to earn your trust as they engage in green initiatives? (check all that apply) N=878

think local and show me how they are helping my community make a difference in trying to be more green 62%

prove to me that their product and/or packaging uses less petroleum, plastic or paper 61%

take a leadership role in continuing to educate people on how we can take small and big steps to make a difference 47%

provide financial support to a green-based charity, foundation or educational program on an ongoing basis 36%

none of the above 9%

Other 4%

Q17. I would describe my neighborhood as:

Urban16%Suburban 57%Rural27%

Q18. I have the following number of children:

122%238%324%49%5+6%

Q19. The age(s) of my child(ren) is/are:

0-119%2-333%4-641%7-930%10-1227%13-1521%16-1816%Grown19%

Q20. I consider myself to be:

Asian American 4%Black/African American 4%White/Caucasian 87%Hispanic/Latina 4%Native American/Alaskan Native/Pacific Islander 1%Other, please specify 1%

Q21. My average yearly household income is:

Under $25,000 8%

$25,000-50,000 30%$51,000-75,000 23%$76,000-100,000 17%

$101,000-150,000 8%

$151,000+ 4%

I prefer not to answer 10%

Q22. I am currently:

Married 82%

Single5%

Divorced 5%

Widowed 1%

In a Partnered Relationship 7%Separated 1%

Q23. I currently:Work Full-Time 31%

Work Part-Time 19%Am a stay at Home Mom 49%Am a student 2%

Q24. The highest level of education I have completed:

High School Degree 17%

2 year Associate's Degree 14%Some College 28%

4 year College Degree 28%

Graduate/Master's Degree 13%

Who we spoke to

If you have any questions about this report or if you would like additional information about our research capabilities, please

contact:

Tracey Hope-RossVice President of Research

Mom Central Consulting617-244-3002

tracey@momcentral.comTwitter: @thopeross

Megan McManamanResearch Manager

Mom Central Consulting617-244-3002

meganm@momcentral.comTwitter: @megz79