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America’s Kitchens:
RE-DEFINING ROLES
AND VALUES
There Was a Time When
Roles Were Clearly Defined
2
Today, Those Roles are Shifting
60% of households have
both parents working
outside the home
75% of Dads say they are more...
4
How moms and dads are dividing and conquering in the kitchen
So We Did A Deeper Dive to Understand…
This telephone survey was conducted among married moms & dads living in
the same household with kids under the age of 18. ...
The Shared Value Set
6
But both agree on what’s most important…
what and how their family eats
7
Moms and Dads Believe America’s
Approach to Food Production Is on the
Wrong Track…
67%DADS
73%MOMS
7
Q29: All in all, do...
Their Choices Are Extremely Personal
The foods I eat make a statement about my personal values
8
64%
MOMS
70%
DADS
Q30: Th...
They Have the Same Values
When it Comes to Their Food
72%73%
I try to purchase foods that are raised or grown locally
76%7...
And Also Have Similar Priorities that
Drive Food Purchase Decision
86%89%
I try to limit the amount of processed foods my ...
When Forced to Choose What Is Most
Important, Taste & Nutrition Come Out
on Top
Nutritional quality (31%)
Taste (21%)
Fres...
Food Is a Connected,
Connecting Experience
12
Moms and Dads Both Value Family
Experience
96%98%
It is important to teach children how to cook
92%93%
It’s important to e...
They Are Often Connected With Food-
Related Activities
62%67%
Watch cooking channels
14
46%52%
Host dinner parties
40%43%
...
And While Mom Is Generally More Engaged
With Food Media, Dad Is There as Well
Find recipes
on Pinterest
45%
16%
Follow foo...
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America’s Kitchens: Redefining Roles and Values

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A new Edelman Berland Study suggests dads place as much value on food choices for their families as moms. The study explores the changing roles and values of both parents from meal purchase to preparation.

Learn more: http://edl.mn/19wYZWE

Published in: Self Improvement
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America’s Kitchens: Redefining Roles and Values

  1. America’s Kitchens: RE-DEFINING ROLES AND VALUES
  2. There Was a Time When Roles Were Clearly Defined 2
  3. Today, Those Roles are Shifting 60% of households have both parents working outside the home 75% of Dads say they are more involved with their kids than their fathers were 59% Young women 47% Young men Both make parenting a priority 3 Source: Pew Research Center, Source: Parenting.com
  4. 4 How moms and dads are dividing and conquering in the kitchen So We Did A Deeper Dive to Understand…
  5. This telephone survey was conducted among married moms & dads living in the same household with kids under the age of 18. One person took the survey at a time, while the other waited in their turn in another room. A Unique Methodology… 500 households with kids under 18 n=1,000 +/- 3.1% 500 DADS MOE: +/-4.4% 500 MOMS MOE: +/-4.4% 5
  6. The Shared Value Set 6 But both agree on what’s most important… what and how their family eats
  7. 7 Moms and Dads Believe America’s Approach to Food Production Is on the Wrong Track… 67%DADS 73%MOMS 7 Q29: All in all, do you think that America’s overall approach to food production puts us on the right track to living healthier lifestyles, or do you feel that things are off on the wrong track
  8. Their Choices Are Extremely Personal The foods I eat make a statement about my personal values 8 64% MOMS 70% DADS Q30: Thinking about the foods you eat, how much do you agree or disagree with the following statements? The foods I eat makes a statement about my personal values
  9. They Have the Same Values When it Comes to Their Food 72%73% I try to purchase foods that are raised or grown locally 76%79% It is important that I know where the food I buy comes from 9 63%72% It is important that I know the meat I buy has been humanely raised Q31-33: Thinking about the foods you eat, how much do you agree or disagree with the following statements?
  10. And Also Have Similar Priorities that Drive Food Purchase Decision 86%89% I try to limit the amount of processed foods my family eats 10 95%98% When purchasing foods, I think about the nutrients my meals provide my family 90%89% I usually cook meals with fresh ingredients Q35, Q39, Q42: I’m going to read you a few more statements, and for each I would like you to tell me how much you agree or disagree.
  11. When Forced to Choose What Is Most Important, Taste & Nutrition Come Out on Top Nutritional quality (31%) Taste (21%) Freshness (16%) Price (16%) List of ingredients (6%) How processed it is (5%) Organic / natural (3%) Health claims on package (1%) Brand name (0%) Taste (24%) Nutritional quality (23%) Freshness (19%) Price (18%) List of ingredients (6%) How processed it is (4%) Organic / natural (4%) Health claims on package (1%) Brand name (0%) 11 Q28: You rated each of the following items as ‘Very Important’ to your purchase decision. Of these items, which would you say is most important to you?
  12. Food Is a Connected, Connecting Experience 12
  13. Moms and Dads Both Value Family Experience 96%98% It is important to teach children how to cook 92%93% It’s important to expose my children to different cultures and cuisines 96%97% Dinner is a time to connect with my family 90%86% I enjoy sharing with my family the foods I ate when I was young 13 Q38, Q40, Q41, Q44: I’m going to read you a few more statements, and for each I would like you to tell me how much you agree or disagree.
  14. They Are Often Connected With Food- Related Activities 62%67% Watch cooking channels 14 46%52% Host dinner parties 40%43% Tend a vegetable garden 71%75% Visit a farmers market Q64-75: Which of the following do you personally do?
  15. And While Mom Is Generally More Engaged With Food Media, Dad Is There as Well Find recipes on Pinterest 45% 16% Follow food brands on social media 25% 11% Read food blogs 35% 15% Follow food personalities on social media 17% 14% Use cooking apps 37% 25% 59% 27% Post meal pictures on social media 21% 13% Read food magazines Q64-75: Which of the following do you personally do? 15

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