May 2009
www.momcentralconsulting.com
Who We Are
 As the premier firm specializing in Marketing to Moms, Mom
Central Consulting helps companies develop meaningf...
Introduction
In 2008, Mom Central Consulting (MCC) conducted two surveys
with a total of 11,000 Moms across the United Sta...
81% of Moms Consider Themselves “Green”
Shades of Green:

• 35% of Moms purchase green products all the
time

• Another 39...
How do Moms Choose Products When Grocery Shopping?
   • 99% of moms sometimes read the ingredient labels of the
   beverag...
How Do Moms Choose Organic Products When Grocery
Shopping?

                      • 68% of Moms say being a totally “green...
How Frequently do Moms Purchase Organic?
Frequency of Purchasing Organic

• 83% of Moms purchase organic groceries at leas...
Purchasing Organic is a Priority
   74% of Moms believe buying organic food and dairy products will keep their
   families...
Moms Rely on Organic Groceries to Protect the Health of
Their Families
                          With organics, Moms don’t...
Where do Moms typically shop for groceries?

Regular grocery store                                                        ...
How Do Moms Save Money and Tighten Budgets?
                                                      In these tough economic ...
Stress and anxiety in difficult economic times
  Trying to save money and house bills were the top stressors for Moms surv...
What are Moms Top 7 Key Habits to Learning Fiscal
Responsibility?
The majority of Moms surveyed count teaching children an...
How Are Moms Teaching Their Tweens and Teens Fiscal
 Responsibility?
 The economic crisis is affecting children as well as...
If you have any questions about this report or if you would like
 additional information about our research capabilities, ...
"Green" and Organic Moms and Their Shopping Habits
"Green" and Organic Moms and Their Shopping Habits
"Green" and Organic Moms and Their Shopping Habits
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"Green" and Organic Moms and Their Shopping Habits

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"Green" and Organic Moms and Their Shopping Habits

  1. 1. May 2009 www.momcentralconsulting.com
  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. www.MomCentralConsulting.com Copyright 2008 all rights reserved
  3. 3. Introduction In 2008, Mom Central Consulting (MCC) conducted two surveys with a total of 11,000 Moms across the United States about the importance of being “green” and the importance of using organic products. MCC recruited respondents from our community and network of Moms. 9,726 Moms answered a 7 question survey about whether they considered themselves to be “green” Moms. In a separate survey, 1,445 Moms answered 35 questions illuminating their organic living choices. The data reveals compelling evidence that even in difficult economic times, Moms make their children’s health and nutrition a priority. www.MomCentralConsulting.com Copyright 2008 all rights reserved
  4. 4. 81% of Moms Consider Themselves “Green” Shades of Green: • 35% of Moms purchase green products all the time • Another 39% report being green when it’s most convenient A Demand for Green Products: • 93% of Moms want to see more green products on the market • Of these Moms, 86% report being “very” or” extremely” interested in purchasing green products
  5. 5. How do Moms Choose Products When Grocery Shopping? • 99% of moms sometimes read the ingredient labels of the beverages they intend to purchase, with 57% of moms doing so all the time • 98% of Moms believe children benefit from eating meals at the table with their families on a regular basis • And 61% of Moms do sit at the table together with their families for meals everyday • 86% of moms considered low sugar content to be an important factor when making family food purchases, with 60% ranking it the most important factor • 84% of Moms are concerned about the use of growth hormones, pesticides, herbicides, and fertilizer in the foods they eat • 84% of Moms purchase organic products at least sometimes • 82% of Moms think it is important to teach their children about healthy eating Compilation of research results based on previous MCC Research surveys.
  6. 6. How Do Moms Choose Organic Products When Grocery Shopping? • 68% of Moms say being a totally “green” family is difficult • 66% of Moms will purchase organic foods if they are conveniently available in their usual grocery store but cost is still an issue for some • Only 32% of moms trust companies and businesses when they tell them they are “environmentally friendly” • While only 31% of Moms are not confused by different “green” labels, 82% of Moms know what “organic” means Compilation of research results based on previous MCC Research surveys.
  7. 7. How Frequently do Moms Purchase Organic? Frequency of Purchasing Organic • 83% of Moms purchase organic groceries at least some of the time • Only 8% always purchase organic • 4% of Moms say they never purchase organic groceries • 62% of Moms shop for organic products at their regular grocery store Cost of Purchasing Organic • 75% of Moms said the availability of coupons influenced their decision to purchase organic products • (A separate MCC poll revealed that due to the recession, 78% of Moms are clipping coupons) • 58% of Moms reported that purchasing organic groceries was too expensive for their families
  8. 8. Purchasing Organic is a Priority 74% of Moms believe buying organic food and dairy products will keep their families safe and healthy. The most important organic purchases for Moms: 57% 44% 30% 48% 56% 43% Organic Free-range or Free Trade Organic or Organic Free-range or Vegetables Organic Meat Coffee Hormone-Free Fruit Organic Eggs Milk Chart represents respondents who rated the importance of purchasing organic products as 4 or 5 on a 5 point scale (where 5 indicates “Very Important” and 1 indicates “Not at all Important.”)
  9. 9. Moms Rely on Organic Groceries to Protect the Health of Their Families With organics, Moms don’t worry about pesticides, hormones, or environmental destruction. Their biggest concerns about organic groceries: • 84% Pesticides , herbicides & fertilizer • 84% Use of growth hormones • 82% Preservation of the environment • 82% Ability to support local farms • 76% Not using energy efficiently • 75% Animal mistreatment • 68% Lack of organic/USDA certification or oversight
  10. 10. Where do Moms typically shop for groceries? Regular grocery store 62% Local farmer’s market 35% Wal-mart 30% Whole Foods Market 25% Trader Joes 20% Local organic grocer 12% A co-op 5% 0% 10% 20% 30% 40% 50% 60% 70%
  11. 11. How Do Moms Save Money and Tighten Budgets? In these tough economic times, Moms face new 84% no longer expectations, tightened budgets and eat out changing values. 76% don’t buy new items for themselves 57% stopped going to the movies 56% forgo Where Moms are cutting back: extravagant gifts Moms cut spending across most 49% have cut areas, with extras like eating out back on groceries and travel seeing the most cuts. 49% have cut back on take- out 37% no longer take big family vacations
  12. 12. Stress and anxiety in difficult economic times Trying to save money and house bills were the top stressors for Moms surveyed. Nearly 44% of Moms surveyed indicated paying for groceries was their #1 stressor. Trying to save money 66% House bills 56% Grocery bills 44% Medical bills 29% Clothes 20% Car payments 20% College savings 17% College tuition 9% 0% 10% 20% 30% 40% 50% 60% 70% Q9: Given the economic recession, which of the following have stressed you most??
  13. 13. What are Moms Top 7 Key Habits to Learning Fiscal Responsibility? The majority of Moms surveyed count teaching children and teens to save and make smart purchasing decisions as key elements of fiscal responsibility. Learning to save 84% Learning to appreciate what you’ve got instead of what you 83% want Recycling or donating old 81% items Ways to have fun that are not 80% expensive Using coupons 75% Appreciate the value of a 73% dollar Working to earn spending 71% money Q1: Which of the following do you consider key to teaching your child about fiscal responsibility?
  14. 14. How Are Moms Teaching Their Tweens and Teens Fiscal Responsibility? The economic crisis is affecting children as well as 81% adults, but plenty of parents need help in figuring out 72% what, or how much, to talk with their children about. 53% 49% 23% 9% debit instead of a credit Open a savings account bike riding more stores price department stores to carpool, walk, use public transportation and for them discount to go over shopping before buy card movies at home to Shop at Rent watch with friends instead of going out Encourage them best value
  15. 15. 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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