FOOD & FAMILY | News Women's Network

When a woman becomes a mum, her perspective on life changes.

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The shift from ‘me’ to ‘we’

Her mindset shifts from ‘me’ to ‘we’, a shift from short term and personal to long term and family first.
It’s one of the few times in her life where ALL of her product and brand choices are re-evaluated (with the family first lens) and the safety of her children (physically and emotionally) becomes one of the things that keeps her up at night.

ALL MUMS

FAMILY SIZE

HEALTH VS CONVENIENCE

More stress

(% Agree)

I think cooking or food shopping is more stressful

%

I think cooking is more stressful

%

I think food shopping is more stressful

%

More planned

(% Agree)

I think food planning is more essential

%

I plan more meals ahead of time now

%

Food is becoming more functional

(% Agree)

I don’t eat out as much

%

I think food used to be more about indulgence

%

Family is first

(% Agree)

I look for more family focused food inspiration

%

I think sitting down to eat together has become more important

%

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

The value of time

With only a couple of hours each day to spend with her family, she carefully manages her time in the kitchen

She prioritises what her family wants

(% Agree)

I think enjoyment is an important factor at dinner

%

I think what my kids want to eat or can eat take priority over what I want

%

The importance of eating together

(% Agree)

I think it’s important to spend time together over dinner as a family

%

I think eating together is time for us to connect as a family

%

With little time, mums plan and prepare

(% Agree)

I cook dinner on the spot 4-7 times a week

%

I’m too busy to cook meals for my family as often as I’d like

%

I think planning helps manage my time

%

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

Mum wants some help

We asked mums where she needs help in the kitchen

(Ranked in descending order)

1. Time to prepare/cook

2. Budget

3. Enjoying the time together

4. Food enjoyment

5. Health

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

Enjoyment is her growing focus

Health remains her #1 priority but her family’s enjoyment has increased in importance

She prioritises what her family wants

(% Agree)

I’m passionate about healthy eating

%

I’m content with how healthily I eat

%

Important factors at each meal

(% Agree)

Breakfast* – when mums are on the move

Health

%

Enjoyable

%

Affordable

%

Simple

%

Variety

%

Lunch* – the only meal mum isn’t around

Health

%

Enjoyable

%

Affordable

%

Simple

%

Variety

%

Dinner – the most important meal of the day

Health

%

Enjoyable

%

Affordable

%

Simple

%

Snacks* – when variety matters

Health

%

Enjoyable

%

Affordable

%

Simple

%

Variety

%

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

The tension between health and convenience

Mum faces time pressures in the kitchen that creates a tension between health and convenience

1 in 2 mums choose health over convenience

(% Agree)

I think health* is important at dinner

%

I think affordability is important at dinner

%

I think fresh ingredients are important at dinner

%

I think freshly made food is important at dinner

%

Busy mums leverage simple

Busy mums place a lower importance on fresh ingredients and freshly made and leverage the idea of simple at dinner to achieve the balance between health and time.

Busy mums

(% Agree)

Health

%

Enjoyable

%

Affordable

%

Simple

%

Fresh ingredients

%

Non-busy mums

(% Agree)

Health

%

Enjoyable

%

Affordable

%

Simple

%

Fresh ingredients

%

*Health = Healthy, Fresh Ingredients and Freshly Made, Enjoyable = My family will enjoy it, Fun, Empty Plates and Beautiful to look at. Health focused mums defined as mums who agree (bottom 3 box): I prefer to save myself the hassle of cooking by opting for easy-to-prepare or ready-to-eat meal solutions. Convenience focused mums defined as mums who disagree (top 3 box): I prefer to save myself the hassle of cooking by opting for easy-to-prepare or ready-to-eat meal solutions.

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

Mum needs some inspiration

Mum puts a lot of effort into lunch as it’s the only meal where she isn’t around. Pairing this with the pressures of the lunchbox police, mum is in need of some inspiration.

(% Agree)

I am responsible for the lunch box

%

I feel rushed when it comes to lunch

%

I feel unimaginative when it comes to lunch

%

I am bored* when it comes to lunch

%

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

* = Reduced Sample size question:233

Snacks are the hero of all meal occasions

Lunchbox expectations continue to rise with tough school regulations and mum’s desire to do more. With snacks as the hero at lunch and many other occasions, what can we do to help mum relieve some pressure?

4-7 times a week

(% Agree)

I prepare lunchbox snacks

%

I prepare after school/daycare snacks

%

1-3 times a week

(% Agree)

I prepare snacks for before/after registered activities

%

I pre-plan what the snack will be

%

I buy the snack with my usual grocery shop

%

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

‘Everyday extraordinary’

(% Agree)

I have a standard list of meals I cook each week

%

I’m always on the lookout for new recipes

%

I love trying new recipes

%

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

Mums are looking for specialised food content

Which food inspiration sources do you regularly use?

(% Agree)

Food and recipe websites

%

Cookbooks

%

Magazines

%

Supermarket recipe

%

Recommendations from people I know

%

Social media (eg Instagram, facebook)

%

Online search

%

Cooking TV shows

%

Blogs

%

Email newsletter

%

Online videos

%

Other websites

%

Newspapers

%

Apps

%

Consumer reviews and recommendations

%

Digital Assistants (eg Google Home)

%

Audio Podcasts

%

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203

Dads do it differently

Dads are now more involved in the kitchen and take a more relaxed yet planned attitude

When they become a dad, they feel:

(% Agree)

Change

%

Rely more on their partner, family or hired help to get it all done

More Stress

%

Think food shopping is more stressful now

More Planned

%

Think food planning is more essential now that they have children

Food is More Functional

%

Think food used to be more about indulgence

Family is First

%

Look for more family focused food inspiration now that they’re a parent

4-7 times a week, dads are:

4 times more likely to go to a restaurant
3 times more likely to buy frozen meals or packaged meals to heat up
3 times more likely to buy takeaway for dinner

He’s also more likely to:

Prefer one big grocery shop (eg per week)
Prioritise health at all meal occasions
Prioritise affordability and variety when it comes to snacks

SOURCE: From ‘Me’ to ‘We’ Kidspot Food and Family Study 2018, A News Amp survey conducted Jun/Jul 2018 across the Kidspot network and external sources

Sample size: 1,203