Mom Study 2013: Planning & Purchasing
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The Mom Study 2013 surveyed over 900 mothers in the US from January to March 2013 about their planning and purchasing habits. It found that most moms shop for groceries multiple times per week, menu plan weekly, and use lists to stay organized. While some moms care about natural and organic products, most are split or say it is not a top priority, instead basing shopping decisions more on price factors like coupons and weekly specials. Moms shop at multiple grocery store chains each week rather than sticking to just one.
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Mom Study 2013: Planning & Purchasing
- 1. Mom Study 2013 Planning & Purchasing 03.15.13
- 2. Mom Study 2013: Planning & Purchasing Who was Involved? Composed based on data from 01.01.2013 – 03.08.2013 943 Participants The “Mom Study 2013” is based on 7,000 Panelists qualitative and quantitative research and 100% Female was conducted with more than 900 momSpotters® throughout the United States during the months of January, February, and March of 2013.This report is Survey fielded online available for download at www.buzzmg.com/reports. Ages 21-55 21-30 13% 31-39 33% 40-49 42% 50-55 12%
- 3. Mom Study 2013: Planning & Purchasing Location TX CA 4% 10% Rest of the USA 27% NY 12% FL NJ 4% 5% IL NC 12% 4% GA PA MI 6% 7% 5% OH
- 4. Mom Study 2013: Planning & Purchasing Community Rural 12% City 35% Suburbs 53%
- 5. Mom Study 2013: Planning & Purchasing Ethnicity Hispanic Mixed 2% African 10% American 14% Asian American 4% Caucasian 70%
- 6. Mom Study 2013: Planning & Purchasing Marital Status Divorced DaSng 9% 1% In a Single 9% relaSonship 12% Married 69%
- 7. Mom Study 2013: Planning & Purchasing Masters Education Doctorate Degree 1% 12% High school Diploma 31% Bachelors Degree 36% Associates Degree 20%
- 8. Mom Study 2013: Planning & Purchasing Employment 50% 24% 16% 4% 4% 2% employed employed unemployed employed employed a fullSme full-‐Sme part-‐Sme part-‐Sme full-‐Sme homemaker from home from home
- 9. Mom Study 2013: Planning & Purchasing Household Income 45% 30% 15% 5% 1% 1% 3% Less than $8,000 -‐ $33,000-‐ $82,000 -‐ $170,000 -‐ More than I don't $8,000 $33,000 $82,000 $170,000 $370,000 $370,000 want to specify
- 10. Mom Study 2013: Planning & Purchasing Number of Children 37% 25% 22% 9% 3% 3% One Two Three Four Five Six
- 11. Mom Study 2013: Planning & Purchasing Age of Children 54% 57% 43% 23% 21% 11% Infant: 0-‐12 Toddler: 1-‐2 Child: 3-‐7 Tween:8-‐12 Teen:13-‐19 Young Months yrs Adults: 20-‐30
- 12. Mom Study 2013: Planning & Purchasing Children’s Residence 90% 4% 2% 4% With me full Sme With me the With me part of Outside of my majority of the the Sme home, Sme independently
- 13. Mom Study 2013: Planning & Purchasing How often do they buy groceries? Twice per month 5% Once per week 27% MulSple Smes per week 68%
- 14. Mom Study 2013: Planning & Purchasing How often do they buy cleaning products? Only when MulSple needed 6% Smes per week 16% Once per month 20% Once per week 27% Twice per month 31%
- 15. Mom Study 2013: Planning & Purchasing How often do they buy household paper goods? Only when MulSple needed 4% Smes per week 17% Once per month 17% Once per Twice per week month 32% 30%
- 16. Mom Study 2013: Planning & Purchasing How often do they buy health and beauty products? Only when needed 5% MulSple Smes per Once per week month 19% 21% Once per week Twice per 26% month 29%
- 17. Mom Study 2013: Planning & Purchasing How often do they menu- plan? Daily 3% I don't menu-‐plan 24% Each month 4% Each week 69%
- 18. Mom Study 2013: Planning & Purchasing How often do they use a list while grocery shopping? Never 2% SomeSmes All the Sme 27% 33% Almost always 38%
- 19. Mom Study 2013: Planning & Purchasing How many grocery store chains do they frequent each week? One 6% Three 44% Two 50%
- 20. Mom Study 2013: Planning & Purchasing What are their supermarket shopping decisions based on? 48% 40% 24% 13% Brand loyalty Product selecSon Coupons Seeking weekly specials
- 21. Mom Study 2013: Planning & Purchasing How much do they care about products being natural or organic? Extremely Not Important Important 6% 6% It's not a priority to It's preay them important 21% 28% They care 39%
- 22. Mom Study 2013: Planning & Purchasing What does “natural” mean to our Moms? 92% 82% 70% No dyes No addiSves No high fructose corn syrup
- 23. Mom Study 2013: Planning & Purchasing Do they prefer inexpensive or eco-friendly products? 61% 39% Inexpensive Eco-‐friendly
- 24. Mom Study 2013: Planning & Purchasing Key Findings Though there have been reports of “organic” or We found that Moms do not stick to just one store “natural” food trends, our Moms are pretty split or chain, as 94% frequent more than one grocery on the matter as 28% believe that such factors store chain per week. Instead, they base their are pretty important, 21% state that it is not a supermarket shopping decisions on more priority, and 39% claim that it is just one of many economically sensible factors such as weekly other factors. specials (48%) and coupons (24%). Our Moms do not leave anything to chance. 69% menu-plan every week and 71% usually use lists for grocery shopping. Organization is a big part of shopping for our Moms.
- 25. Contact Us Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com