Moms and Consumer Habits:

                  June 2009
Who We Are

As the premier firm specializing in Marketing to
Moms, Mom Central Consulting helps
companies develop meaningf...
Introduction
In June 2009, Mom Central Consulting
(MCC) conducted a survey of 878 Moms
across the United States about the
...
Food shopping and nutrition can cause anxiety in Moms
    95% of Moms have changed their food shopping habits in the past ...
98% of Moms use coupons to save money, and over three-quarters
    have increased their use in the past year
    While 90%...
How has the current economic situation impacted your family’s
    current lifestyle?

                                    ...
Moms are changing their food shopping habits in the following ways


                                                     ...
Moms are changing their eating habits in the following ways

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



                    ...
Club Stores
    Just over a quarter of Moms reported shopping more at Costco in the past year, while slightly fewer
    in...
Organic Grocery Stores
    Nearly half of Moms (45%) reported shopping at high end organic stores less in the last year


...
Specialty Stores
  Farmer’s markets were the only specialty stores where Moms indicated shopping more than in past
  years...
80% of Moms report an interest in “going green”
 I am very interested in seeing more quot;greenquot; 57%
 products in the ...
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...
Moms speak out about how brands can earn their trust as they go
 green
                                                   ...
Who we spoke to

  Q17. I would describe my neighborhood as:       Q21. My average yearly household income is:
           ...
If you have any questions about this report or if you would like
 additional information about our research capabilities, ...
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Moms and Consumer Habits: Have Habits Changed in the Current Economy?

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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.

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Moms and Consumer Habits: Have Habits Changed in the Current Economy?

  1. 1. Moms and Consumer Habits: June 2009
  2. 2. 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.
  3. 3. 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.
  4. 4. 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
  5. 5. 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
  6. 6. 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)
  7. 7. 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)
  8. 8. 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)
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 80% of Moms report an interest in “going green” I am very interested in seeing more quot;greenquot; 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 quot;greennessquot; of a product affects my 24% purchasing decisions I consider myself a quot;green momquot; 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
  14. 14. 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
  15. 15. 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
  16. 16. 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%
  17. 17. 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
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