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.
More stress
%
%
%
More planned
%
%
Food is becoming more functional
%
%
Family is first
%
%
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
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
%
%
The importance of eating together
%
%
With little time, mums plan and prepare
%
%
%
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
We asked mums where she needs help in the kitchen
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
Health remains her #1 priority but her family’s enjoyment has increased in importance
She prioritises what her family wants
%
%
Important factors at each meal
Breakfast* – when mums are on the move
%
%
%
%
%
Lunch* – the only meal mum isn’t around
%
%
%
%
%
Dinner – the most important meal of the day
%
%
%
%
Snacks* – when variety matters
%
%
%
%
%
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 faces time pressures in the kitchen that creates a tension between health and convenience
1 in 2 mums choose health over convenience
%
%
%
%
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
%
%
%
%
%
Non-busy mums
%
%
%
%
%
*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 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.
%
%
%
%
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
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
%
%
1-3 times a week
%
%
%
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
%
%
%
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
Which food inspiration sources do you regularly use?
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
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 are now more involved in the kitchen and take a more relaxed yet planned attitude
When they become a dad, they feel:
%
%
%
%
%
4-7 times a week, dads are:
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:
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