Less June Cleaver and more tech-immersed foodie, the modern American mom is at the epicenter of the new home-based food culture and in the vanguard of the movement toward healthy eating, according to “Moms as Food Shoppers: Grocery Store and Supercenter Patterns and Trends,” a just-released report from market research firm Packaged Facts.
Each year moms have a hand in spending nearly $200 billion on food purchased for use at home. Packaged Facts’ analysis reveals that 41 percent of all moms, or 13.3 million moms, consider their kitchen to be the most important room in their home. Meanwhile, 61 percent of moms (19.7 million moms) say they really enjoy cooking. A growing number of these moms are on a continuous quest to spice up their family meals with exciting alternatives to the same old menus. This includes trying out new recipes and food products.
The growing desire to experiment with new foods has given tremendous influence to the internet and social media when it comes to household food purchases. So great is the technological and new media influence that it often supersedes much of the purchasing sway traditionally believed to be held by children in the home—a reality that is changing how marketers engage with today’s moms, notes David Sprinkle, research director of Packaged Facts. Modern moms turn to blogs for meal planning information before the store and use mobile apps to make sure they are getting the best deals in the store.
One consistent aspect of the mom profile that has held up across generations is the desire to provide nutritious, healthy family meals. What’s new is that modern moms want grocery stores to step up and help them plan and prepare healthy meals. Besides enhancing what they offer moms on their websites, grocers can build relationships with moms looking for interesting and innovative cooking tips by strengthening their in-store cooking and meal planner programs. Compared to food shoppers on average, moms are 33 percent more likely to choose grocery stores offering cooking classes or cooking videos and 23 percent more likely to pick stores providing meal planner and recipe information, according to Packaged Facts.