Fleishman-Hillard and TheMotherhood.com Release Findings of New National
Results Show Most Moms Will Change Food-Buying Habits in 2013
ST. LOUIS, Dec. 19, 2012
ST. LOUIS, Dec. 19, 2012 /PRNewswire/ --Ninety-six percent of American
mothers plan to make changes to their food-buying habits in 2013. That's
according to the results of a national survey of more than 1,000 mothers,
conducted by Fleishman-Hillard and TheMotherhood.com. The study, "Cart to
Kitchen 2013: Slicing Into Moms' Food Decisions," identified key drivers
behind moms' consumer behaviors in meal planning, grocery shopping and meal
preparation, as well as changes food marketers should anticipate in 2013. It
also uncovered insights about the food influencers and media channels moms
trust most when it comes to making food-buying decisions.
"Moms are turning to their peers online and off for information about food –
from general to more specific information about genetically modified
organisms, pesticides and other food safety topics," said Kristie Sigler,
senior vice president at Fleishman-Hillard. "This study showed that moms place
higher priority on the opinions of bloggers and peers than that of experts
like doctors and dietitians – an important takeaway for food marketers."
Nutrition and a 'Pain Point for Moms'
The results found that organization appears to be a pain point for moms, from
shopping to meal preparation. Moms indicated that in 2013, they want to be
more organized in how they shop (41 percent), and they want to make fewer
trips to the grocery store (33 percent). Additionally, they would like to be
more organized with weekly meal planning (67 percent) and make meals ahead and
freeze them (51 percent). Moms are looking to food brands to help them become
Nutrition is another key focus for moms, whose list of desired 2013
food-purchase changes starts with a drive to buy healthier food. More than
half of the moms surveyed said they started that behavior in 2012 by reducing
purchases of snacks, sugar, processed foods, soda and carbohydrates. And 49
percent of moms want to buy less processed food in 2013, particularly moms
younger than 30.
Further, 50 percent of moms said they are reading more food labels now than
they have before. In fact, reading food labels is a behavior of the majority,
with 78 percent saying they read labels. Another 15 percent does so
"sometimes," particularly those who cook dinner at home four or more times per
week. They are looking for ingredients they want to consume less, including
high fructose corn syrup, sugar, artificial dyes and gluten.
Cooking With Technology
Moms also revealed that technology is prevalent in the kitchen. Only
one-fourth of moms said they don't use any technology in the kitchen while
cooking. Of the three-fourths of moms who said they use technology while
cooking, sources such as AllRecipes.com (25 percent), Pinterest (19 percent)
and FoodNetwork.com (15 percent) ranked highest.
Beyond these websites, moms rely upon food-based TV programs and the online
counterparts of food magazines.
"We found it interesting that more than three-quarters of moms are watching
food programs on TV and reading food media websites, and nearly three-quarters
have signed up for food brand emails, considering these are not all 'foodie'
moms, but everyday meal-preparing moms," said Cooper Munroe, co-founder of
TheMotherhood.com. "Food brands must evaluate how they are using these trusted
channels to deliver the right messages, mom to mom."
Liz Hawks, founding co-chair of the agency's marketing-to-moms team, said: "We
know that, overwhelmingly, moms don't think major brands are relating to them
and their unique needs. Brands can bridge the gap by starting with facts,
moving to insights and ending with ideas that will drive moms' food purchases,
even in the face of so much change."
Fleishman-Hillard's marketing-to-moms group combines the scope of
Fleishman-Hillard's global network with a deep understanding of the growing
"momocracy" that has emerged as consumers exercise more control over where and
how they interact with brands, and as moms increasingly lead the conversation,
both as advocates and critics. Coordinating across the firm's global network
of 80-plus offices, the group provides strategic counsel on communicating with
moms through an integrated range of touch points that includes both
traditional and online media, as well as influencer and word-of-mouth
The study was a collaboration between Fleishman-Hillard's global
marketing-to-moms group and TheMotherhood.com. For additional information and
analysis on the findings, please visit "Cart to Kitchen."
Fleishman-Hillard Inc., one of the world's leading strategic communications
firms, has built its reputation on creating integrated solutions that deliver
what its clients value most: meaningful, positive and measurable impact on the
performance of their organizations. The firm is widely recognised for
excellent client service and a strong company culture founded on teamwork,
integrity and personal commitment. Based in St. Louis, the firm operates
throughout North America, Europe, Asia Pacific, Middle East, Africa and Latin
America through its 80 owned offices. For more information, visit the
Fleishman-Hillard website at www.fleishmanhillard.com. Fleishman-Hillard is a
part of Diversified Agency Services, a division of Omnicom Group Inc.
About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC)
(www.omnicomgroup.com), manages Omnicom's holdings in a variety of marketing
communications disciplines. DAS includes over 200 companies, which operate
through a combination of networks and regional organizations, serving
international and local clients through more than 700 offices in 71 countries.
About Omnicom Group Inc.
Omnicom Group Inc. (www.omnicomgroup.com) is a leading global marketing and
corporate communications company. Omnicom's branded networks and numerous
specialty firms provide advertising, strategic media planning and buying,
digital and interactive marketing, direct and promotional marketing, public
relations and other specialty communications services to over 5,000 clients in
more than 100 countries.
Contact: Liz Hawks, Fleishman-Hillard, +1-816-512-2247,
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