Moms and Consumer Habits:
June 2009

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
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strategy and listening, for start-up and
established brands.

Introduction
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.

Food shopping and nutrition can cause anxiety in Moms
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.”
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=878
Q14: Do you find yourself anxious and stressed when you think of food shopping? N=878

98% of Moms use coupons to save money, and over three-quarters
have increased their use in the past year
While 90% of Moms use circulars to find coupons, a significant percentage (76%) get coupons
online.
Circulars 90%
In the mail 78%
Online coupon sites 76%
From a store 56%
From a friend 29%
Other 5%
0% 20% 40% 60% 80% 100%
Q12: Where do you find your coupons? N=878

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:
76% Are
clipping more
coupons 53% Are shopping
at several stores 52% Are taking
to buy the lowest fewer car trips 30% Are taking
priced item
shorter 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)

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

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)

Grocery Stores
Over a quarter of Moms reported increased shopping at Wal-mart in the last year
I'm shopping here
more
Wal-mart 31% 50% 19%
I'm shopping here
the same amount
Kroger 24% 51% 24%
I'm shopping here
less
Safeway 14% 49% 37%
Target 14% 54% 32%
0% 20% 40% 60% 80% 100%
Q9: Tell us about your shopping habits at the following Grocery Stores?
Wal-mart N= 796
Kroger: N= 290
Safeway: N= 152
Target: N= 750

Club Stores
Just over a quarter of Moms reported shopping more at Costco in the past year, while slightly fewer
indicated an increase at other club stores.
I'm shopping here
more
I'm shopping here
the same amount
26% 45% 28%
Costco
I'm shopping here
less
20% 46% 34%
BJ's
19% 48% 33%
Sam's Club
0% 20% 40% 60% 80% 100%
Q8: Tell us about your shopping habits at the following Club Stores?
Costco: N= 258
BJ’s: N= 145
Sam’s Club: N= 402

Organic Grocery Stores
Nearly half of Moms (45%) reported shopping at high end organic stores less in the last year
I'm shopping here
more
A local Co-op 30% 49% 21%
I'm shopping here
the same amount
I'm shopping here
22% 48% 29% less
Trader Joe's
Natural Foods 15% 41% 45%
Whole Foods 11% 44% 45%
0% 20% 40% 60% 80% 100%
Q10: Tell us about your shopping habits at the following Organic Grocery Stores?
A local Co-op: N= 185
Whole Foods: N= 270
Trader Joe’s: N= 260
Natural Foods Store: N= 101

Specialty Stores
Farmer’s markets were the only specialty stores where Moms indicated shopping more than in past
years
I'm shopping here
more
Farmer's Markets 31% 52% 17%
I'm shopping here
the same amount
9% 42% 49% I'm shopping here
Butcher Shop
less
Fish Market 6% 37% 56%
Bakery 4% 34% 62%
0% 20% 40% 60% 80% 100%
Q11: Tell us about your shopping habits at the following Specialty Stores?
Farmer’s Markets: N= 568
Butcher Shop: N= 276
Bakery: N= 397
Fish Market: N= 206

80% of Moms report an interest in “going green”
I am very interested in seeing more \"green\" 57%
products in the market
I am more inclined to purchase a company’s 41%
products if the company is “green” or has
made a “green” commitment
A company's effort to “go green” changes 38%
my perception of that company
The \"greenness\" of a product affects my 24%
purchasing decisions
I consider myself a \"green mom\" 24%
We have recently switched brands in order 23%
to buy green
Q3: Do any of the following describe your feelings about “going green?” (Check all that apply) N=878

Over half of Moms are willing to pay a premium price
to go Green or organic
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:
36%
57% 54% 46% 41% 34%
Free range or
Organic Organic Green kitchen Organic or Free-range or
organic
Fruit Vegetables and household Hormone-Free Organic Eggs
meat/poultry/fi
cleaners Milk
sh
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
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%
Q4: What do companies need to do to earn your trust as they engage in green initiatives? (check all that apply) N=878

Who we spoke to
Q17. I would describe my neighborhood as: Q21. My average yearly household income is:
Under $25,000 8%
$25,000-50,000 30%
Urban 16% $51,000-75,000 23%
Suburban 57% $76,000-100,000 17%
Rural 27% $101,000-150,000 8%
$151,000+ 4%
I prefer not to answer 10%
Q18. I have the following number of children:
Q22. I am currently:
1 22%
2 38%
3 24% Married 82%
4 9% Single 5%
5+ 6% Divorced 5%
Widowed 1%
In a Partnered Relationship 7%
Q19. The age(s) of my child(ren) is/are: Separated 1%
0-1 19% Q23. I currently:
2-3 33% Work Full-Time 31%
4-6 41% Work Part-Time 19%
7-9 30% Am a stay at Home Mom 49%
10-12 27% Am a student 2%
13-15 21%
16-18 16%
Grown 19% Q24. The highest level of education I have completed:
High School Degree 17%
Q20. I consider myself to be: 2 year Associate's Degree 14%
Some College 28%
Asian American 4% 4 year College Degree 28%
Black/African American 4% Graduate/Master's Degree 13%
White/Caucasian 87%
Hispanic/Latina 4%

If you have any questions about this report or if you would like
additional information about our research capabilities, please
contact:
Tracey Hope-Ross
Vice President of Research
Mom Central Consulting
617-244-3002
tracey@momcentral.com
Twitter: @thopeross
Megan McManaman
Research Manager
Mom Central Consulting
617-244-3002
meganm@momcentral.com
Twitter: @megz79