Family,
Food & Fun:
Market Research
on Family Meals
Image: http://www.flickr.com/photos/kentwang/140227811
Nick Black I ni...
Studies have shown
that up to one-third of
North American families
seldom eat together1
Nick Black I nickblack.org
Studies have also shown a
clear link between eating
together and improved:
 Social adjustment2
 Family nutrition &
 Aca...
In February 2009, Concerto Marketing Group,
on behalf of the BC Dairy Foundation and the
Ministry of Healthy Living & Spor...
The study involved
depth interviews
and group discussions
with 44 participants,
Image: http://www.flickr.com/photos/joehou...
and used
morphological
research to better
understand family
meal motivations 4
Nick Black I nickblack.org
The link between
meals and emotions
Nick Black I nickblack.org
From a young age, meals bring together
food and love, nutrition and emotion,
in one inseparable process
Nick Black I nickb...
“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 na...
Family meals, by extension, can continue this
process and provide a sense of safety and
nurturing for all those involved
I...
“My Grandmother never hurt me,
she taught me to bake…Each time I
came back to her home she’d bake
with me… She made me fee...
Meals can become a mechanism
for encoding cultural and
religious traditions
within a family,
Image: http://www.flickr.com/...
“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 wa...
and can even help maintain
family memories
and heritage
Image: http://www.flickr.com/photos/patrick_q/199943094
Nick Black...
“Food is a link to the people we care
about. Growing up we always got one sort
of cookie from our Grandmother. That
cookie...
The shifting
family dynamic
Nick Black I nickblack.org
Everyday life can put
pressure on families, leading to
fragmented units of
individuals
Image: http://www.flickr.com/photos...
“My life is absolutely a fiasco; you
don’t know what to do first. Work, play
with your children, provide everything
like a...
Image: http://www.flickr.com/photos/sycamoremoonstudios/3328919348
Meals can become
subservient to
individual
tastes and
l...
“I’m not a cook, so I
need food that is fast
and immediate…My
Son loves chicken
cordon bleu, but there’s
no way you’d catc...
Image: http://www.flickr.com/photos/foxtongue/3329402101
Some families may
avoid meals
altogether;
Nick Black I nickblack....
Image: http://www.flickr.com/photos/foxtongue/3329402101
“My Son is a very picky
eater; if it’s something
new he complains...
Image: http://www.flickr.com/photos/dragontomato/3049214697
other families may try to
maintain harmony by
catering to each...
Image: http://www.flickr.com/photos/dragontomato/3049214697
“When you’re cooking
for other people, you
have to cook for th...
Reconnecting
food and fun
Nick Black I nickblack.org
Kitchens are
important for
family meals
Kitchens are where
food and fun can
mix together
Nick Black I nickblack.org
“Cheese, sauces,
dough; it’s like a fantasy
for kids. They get to
make their imagination.”
- Father
Nick Black I nickblack...
Mixing food and fun creates
positive associations
that encourage
family meals
Image: http://www.flickr.com/photos/96952704...
“My Grandmother was more into the pastries,
we’d spend hours back then rolling out the
dough. That was fun, they were numm...
Reconnecting food and fun
is the first step to broader
behavior change
Nick Black 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 ...
It’s never too late for families to
start re-connecting
food and fun
Nick Black I nickblack.org
“I cook when I have
my kids over. It’s
something we can do
together; they get
excited about it and it
makes me feel
good… ...
Encouraging
family meals
Nick Black I nickblack.org
Routine of
meals
(nutrition & bonding
together as one unit)
Fragmentation
of life
(units of individuals with
individual de...
Encouraging family meals means
taking a holistic approach…
Nick Black I nickblack.org
1. Guilt paralyzes parents
Words like eating together and family
meal can create guilt and cause
parents to shut down, den...
2. Re-creation in the kitchen
Family meals start together in the kitchen.
When food is fun and preparation is
pleasurable,...
3. Reconnect food and fun
By helping children reconnect food with
fun, you create powerful advocates for
the family meal
N...
4. Baby steps to bigger things
Making pizza together, or mixing a
random salad may seem like small
steps, but they generat...
Question: So how do you encourage family
meals in North America?
Answer: Help families to re-create together
in the kitche...
References:
1. UNICEF, Child poverty in perspective: An overview of child well-being in rich countries, Innocenti
Research...
Family,
Food & Fun:
Market Research
on Family Meals
Nick Black I nickblack.org
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Market Research: Family Meals

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Findings from a recent Canadian study exploring the motivations behind family meals. Presentation by Nick Black (www.nickblack.org).

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Market Research: Family Meals

  1. 1. Family, Food & Fun: Market Research on Family Meals Image: http://www.flickr.com/photos/kentwang/140227811 Nick Black I nickblack.org
  2. 2. Studies have shown that up to one-third of North American families seldom eat together1 Nick Black I nickblack.org
  3. 3. Studies have also shown a clear link between eating together and improved:  Social adjustment2  Family nutrition &  Academic results3 Nick Black I nickblack.org
  4. 4. In February 2009, Concerto Marketing Group, on behalf of the BC Dairy Foundation and the Ministry of Healthy Living & Sport, completed a study exploring the drivers of family meal behaviour and experience Nick Black I nickblack.org
  5. 5. The study involved depth interviews and group discussions with 44 participants, Image: http://www.flickr.com/photos/joehoughton/4517635821/ Nick Black I nickblack.org
  6. 6. and used morphological research to better understand family meal motivations 4 Nick Black I nickblack.org
  7. 7. The link between meals and emotions Nick Black I nickblack.org
  8. 8. From a young age, meals bring together food and love, nutrition and emotion, in one inseparable process Nick Black I nickblack.org
  9. 9. “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.” - Father Nick Black I nickblack.org
  10. 10. Family meals, by extension, can continue this process and provide a sense of safety and nurturing for all those involved Image: http://www.flickr.com/photos/piper/2592414777/ Nick Black I nickblack.org
  11. 11. “My Grandmother never hurt me, she taught me to bake…Each time I came 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 nickblack.org
  12. 12. 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 nickblack.org
  13. 13. “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 nickblack.org
  14. 14. and can even help maintain family memories and heritage Image: http://www.flickr.com/photos/patrick_q/199943094 Nick Black I nickblack.org
  15. 15. “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/199943094 Nick Black I nickblack.org
  16. 16. The shifting family dynamic Nick Black I nickblack.org
  17. 17. Everyday life can put pressure on families, leading to fragmented units of individuals Image: http://www.flickr.com/photos/andrew_bolin/3728622781 Nick Black I nickblack.org
  18. 18. “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/3728622781 Nick Black I nickblack.org
  19. 19. Image: http://www.flickr.com/photos/sycamoremoonstudios/3328919348 Meals can become subservient to individual tastes and lifestyle demands Nick Black I nickblack.org
  20. 20. “I’m not a cook, so I need food that is fast and immediate…My Son loves chicken cordon bleu, but there’s no way you’d catch me making it!...It takes so much time out of my schedule and then it’s gone 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 nickblack.org
  21. 21. Image: http://www.flickr.com/photos/foxtongue/3329402101 Some families may avoid meals altogether; Nick Black I nickblack.org
  22. 22. Image: http://www.flickr.com/photos/foxtongue/3329402101 “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, and play computer games.” - Mother Nick Black I nickblack.org
  23. 23. Image: http://www.flickr.com/photos/dragontomato/3049214697 other families may try to maintain harmony by catering to each individual demand with à la carte style meals Nick Black I nickblack.org
  24. 24. Image: http://www.flickr.com/photos/dragontomato/3049214697 “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 Nick Black I nickblack.org
  25. 25. Reconnecting food and fun Nick Black I nickblack.org
  26. 26. Kitchens are important for family meals Kitchens are where food and fun can mix together Nick Black I nickblack.org
  27. 27. “Cheese, sauces, dough; it’s like a fantasy for kids. They get to make their imagination.” - Father Nick Black I nickblack.org
  28. 28. Mixing food and fun creates positive associations that encourage family meals Image: http://www.flickr.com/photos/96952704@N00/411316187 Nick Black I nickblack.org
  29. 29. “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@N00/411316187 Nick Black I nickblack.org
  30. 30. Reconnecting food and fun is the first step to broader behavior change Nick Black I nickblack.org
  31. 31. “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.” - Mother Nick Black I nickblack.org
  32. 32. It’s never too late for families to start re-connecting food and fun Nick Black I nickblack.org
  33. 33. “I cook when I have my kids over. It’s something we can do together; they get excited about it and it makes me feel good… It’s a feeling of empowerment… Anytime you learn something new it’s a good feeling.” - Father Nick Black I nickblack.org
  34. 34. Encouraging family meals Nick Black I nickblack.org
  35. 35. Routine of meals (nutrition & bonding together as one unit) Fragmentation of life (units of individuals with individual demands) Re-creation Traditions Perfection & harmony Limitations & demands Family meal behavior is complex and full of motivational tension5 Nick Black I nickblack.org
  36. 36. Encouraging family meals means taking a holistic approach… Nick Black I nickblack.org
  37. 37. 1. Guilt paralyzes parents Words like eating together and family meal can create guilt and cause parents to shut down, deny and even ignore communication Nick Black I nickblack.org
  38. 38. 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 together Nick Black I nickblack.org
  39. 39. 3. Reconnect food and fun By helping children reconnect food with fun, you create powerful advocates for the family meal Nick Black I nickblack.org
  40. 40. 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 change Nick Black I nickblack.org
  41. 41. Question: So how do you encourage family meals in North America? Answer: Help families to re-create together in the kitchen by reconnecting food and fun. Nick Black I nickblack.org
  42. 42. 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 nickblack.org
  43. 43. Family, Food & Fun: Market Research on Family Meals Nick Black I nickblack.org

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