Market Research: Family Meals

Family,Food & Fun:Market Researchon Family Meals Image: http://www.flickr.com/photos/kentwang/140227811 Nick Black I concertomarketing.com I nickblack.org

Studies have shown that up to one-third of North American families seldom eat together 1Nick Black I concertomarketing.com I nickblack.org

Studies have also shown a clear link between eating together and improved:  Social adjustment 2  Family nutrition &  Academic results 3Nick Black I concertomarketing.com I nickblack.org

In February 2009, Concerto Marketing Group,on behalf of the BC Dairy Foundation and theMinistry of Healthy Living & Sport, completed astudy exploring the drivers of family mealbehaviour and experience Nick Black I concertomarketing.com I nickblack.org

The study involveddepth interviewsand group discussionswith 44 participants, Image: http://www.flickr.com/photos/joehoughton/4517635821/ Nick Black I concertomarketing.com I nickblack.org

and used morphological research to better understand family meal motivations 4Nick Black I concertomarketing.com I nickblack.org

The link between meals and emotionsNick Black I concertomarketing.com I nickblack.org

From a young age, meals bring togetherfood and love, nutrition and emotion, in one inseparable process Nick Black I concertomarketing.com I nickblack.org

“The first thing when you go home is you have a home cooked meal. You feel great, you have a hug and you feel great. It naturally equates to love…It’s not often you equate food with hate.” - FatherNick Black I concertomarketing.com I nickblack.org

Family meals, by extension, can continue thisprocess and provide a sense of safety andnurturing for all those involved Image: http://www.flickr.com/photos/piper/2592414777/ Nick Black I concertomarketing.com I nickblack.org

“My Grandmother never hurt me,she taught me to bake…Each time Icame back to her home she’d bake with me… She made me feel like I was wanted; they were the only ones who made me feel like I was wanted.” - Mother Image: http://www.flickr.com/photos/piper/2592414777/ Nick Black I concertomarketing.com I nickblack.org

Meals can become a mechanism for encoding cultural and religious traditions within a family, Image: http://www.flickr.com/photos/nicodeux/2976345294/ Nick Black I concertomarketing.com I nickblack.org

“That’s an old traditional Chinese thing…When you’re served the meal, you’re told how much attention is in it.It was a warm soup with warm feelings in it. Love was in it.” - Mother Image: http://www.flickr.com/photos/nicodeux/2976345294/ Nick Black I concertomarketing.com I nickblack.org

and can even help maintain family memories and heritage Image: http://www.flickr.com/photos/patrick_q/199943094Nick Black I concertomarketing.com I nickblack.org

“Food is a link to the people we care about. Growing up we always got one sort of cookie from our Grandmother. That cookie helps us remember her, it reminds us of those times.” - Mother Image: http://www.flickr.com/photos/patrick_q/199943094Nick Black I concertomarketing.com I nickblack.org

The shifting family dynamicNick Black I concertomarketing.com I nickblack.org

Everyday life can put pressure on families, leading to fragmented units of individuals Image: http://www.flickr.com/photos/andrew_bolin/3728622781Nick Black I concertomarketing.com I nickblack.org

“My life is absolutely a fiasco; you don’t know what to do first. Work, play with your children, provide everything like a supermom. And these days people are judging [you] so much.” - Mother Image: http://www.flickr.com/photos/andrew_bolin/3728622781Nick Black I concertomarketing.com I nickblack.org

Meals can becomesubservient toindividualtastes andlifestyledemands Image: http://www.flickr.com/photos/sycamoremoonstudios/3328919348 Nick Black I concertomarketing.com I nickblack.org

“I’m not a cook, so I need food that is fast and immediate…My Son loves chickencordon bleu, but there’sno way you’d catch me making it!...It takes so much time out of my schedule and then it’sgone in 10 minutes. If I spend time on something I want it to last.” - Mother Image: http://www.flickr.com/photos/sycamoremoonstudios/3328919348 Nick Black I concertomarketing.com I nickblack.org

Some families mayavoid mealsaltogether; Image: http://www.flickr.com/photos/foxtongue/3329402101 Nick Black I concertomarketing.com I nickblack.org

“My Son is a very picky eater; if it’s something new he complains. Being a Mom and dealing with all his emotional issues, I don’t want to deal with meal issues. I’d rather cut up snacks, have him munch them, andplay computer games.” - Mother Image: http://www.flickr.com/photos/foxtongue/3329402101 Nick Black I concertomarketing.com I nickblack.org

other families may try to maintain harmony by catering to each individual demand with à la carte style meals Image: http://www.flickr.com/photos/dragontomato/3049214697Nick Black I concertomarketing.com I nickblack.org

“When you’re cooking for other people, you have to cook for them the way they want it. It becomes a chore. If you give them something they don’t like, they won’t eat it. It’s hard to please everyone, so I end up cooking different food for everyone.” - Mother Image: http://www.flickr.com/photos/dragontomato/3049214697Nick Black I concertomarketing.com I nickblack.org

Reconnecting food and funNick Black I concertomarketing.com I nickblack.org

Kitchens are important for family meals Kitchens are where food and fun can mix togetherNick Black I concertomarketing.com I nickblack.org

“Cheese, sauces, dough; it’s like a fantasy for kids. They get to make their imagination.” - FatherNick Black I concertomarketing.com I nickblack.org

Mixing food and fun creates positive associations that encourage family meals Image: http://www.flickr.com/photos/96952704@N00/411316187Nick Black I concertomarketing.com I nickblack.org

“My Grandmother was more into the pastries, we’d spend hours back then rolling out the dough. That was fun, they were nummies. It’s the smells. When you’re cooking a pie, or cookies, the smells of anticipation make it fun.” - Mother Image: http://www.flickr.com/photos/96952704@N00/411316187Nick Black I concertomarketing.com I nickblack.org

Reconnecting food and fun is the first step to broader behavior changeNick Black I concertomarketing.com I nickblack.org

“The child feels independent and it’s kind of a milestone… They think: OK, if I can do this, if I can just mix this, then I can do that too. It’s baby steps towards bigger things.” - MotherNick Black I concertomarketing.com I nickblack.org

It’s never too late for families tostart re-connectingfood and fun Nick Black I concertomarketing.com I nickblack.org

“I cook when I have my kids over. It’ssomething we can do together; they getexcited about it and it makes me feelgood… It’s a feeling of empowerment… Anytime you learn something new it’s a good feeling.” - Father Nick Black I concertomarketing.com I nickblack.org

Encouraging family mealsNick Black I concertomarketing.com I nickblack.org

Family meal behavior is complex and full of motivational tension 5 Re-creation Perfection & harmony Routine of Fragmentation meals of life (nutrition & bonding (units of individuals withtogether as one unit) individual demands) Traditions Limitations & demands Nick Black I concertomarketing.com I nickblack.org

Encouraging family meals means taking a holistic approach…Nick Black I concertomarketing.com I nickblack.org

1. Guilt paralyzes parents Words like eating together and family meal can create guilt and cause parents to shut down, deny and even ignore communicationNick Black I concertomarketing.com I nickblack.org

2. Re-creation in the kitchen Family meals start together in the kitchen. When food is fun and preparation is pleasurable, meals tend to be shared and eaten togetherNick Black I concertomarketing.com I nickblack.org

3. Reconnect food and fun By helping children reconnect food with fun, you create powerful advocates for the family mealNick Black I concertomarketing.com I nickblack.org

4. Baby steps to bigger things Making pizza together, or mixing a random salad may seem like small steps, but they generate positive emotions and memories that can contribute to behaviour changeNick Black I concertomarketing.com I nickblack.org

Question: So how do you encourage familymeals in North America?Answer: Help families to re-create togetherin the kitchen by reconnecting foodand fun. Nick Black I concertomarketing.com I nickblack.org

References:1. UNICEF, Child poverty in perspective: An overview of child well-being in rich countries, Innocenti Research Centre. Report Card 7. (Florence: UNICEF Innocenti Research Centre, 2007).2. White House Conference on Teenagers, 2000.3. National Center on Addiction and Substance Abuse, Sept 2006.4. Lönneker, J. (2007). Morphologie: Die Wirkung von Qualitäten – Gestalten im Wandel. In G. Naderer, & E. Balzer, Qualitative Marktforschung in Theorie und Praxis: Grundlagen, Methoden und Anwendungen (pp. 76-102). Wiesbaden: Gabler Verlag.5. Salber, W. (2001). The Everyday Cure: Everyday Life and Therapy. In W. Schirmacher, & S. Nebelung (Eds), German essays on psychology (pp. 272-308). London: Continuum International Publishing Group. Nick Black I concertomarketing.com I nickblack.org

Concerto Marketing GroupE: info@concertomarketing.comT: +1 604 684 8933web: www.concertomarketing.comNick BlackVice-President - Strategic Insightblog: www.nickblack.org Nick Black I concertomarketing.com I nickblack.org

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Market Research: Family Meals

by Nick Black on Oct 29, 2009

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