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
- Health Focussed 45%
- Convenience Focussed 41%
- Health Focussed 42%
- Convenience Focussed 43%
- Health Focussed 45%
- Convenience Focussed 42%
More planned
- Health Focussed 53%
- Convenience Focussed 35%
- Health Focussed 53%
- Convenience Focussed 33%
Food is becoming more functional
- Health Focussed 51%
- Convenience Focussed 34%
- Health Focussed 47%
- Convenience Focussed 39%
Family is first
- Health Focussed 51%
- Convenience Focussed 34%
- Health Focussed 51%
- Convenience Focussed 34%
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
- Health Focussed 83%
- Convenience Focussed 84%
- Health Focussed 48%
- Convenience Focussed 37%
The importance of eating together
- Health Focussed 94%
- Convenience Focussed 90%
- Health Focussed 91%
- Convenience Focussed 87%
With little time, mums plan and prepare
- Health Focussed 57%
- Convenience Focussed 26%
- Health Focussed 23%
- Convenience Focussed 58%
- Health Focussed 89%
- Convenience Focussed 86%
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
- Health Focussed 80%
- Convenience Focussed 72%
- Health Focussed 78%
- Convenience Focussed 66%
Important factors at each meal
Breakfast* – when mums are on the move
- Health Focussed 75%
- Convenience Focussed 68%
- Health Focussed 70%
- Convenience Focussed 66%
- Health Focussed 47%
- Convenience Focussed 37%
- Health Focussed 58%
- Convenience Focussed 63%
- Health Focussed 20%
- Convenience Focussed 19%
Lunch* – the only meal mum isn’t around
- Health Focussed 85%
- Convenience Focussed 82%
- Health Focussed 74%
- Convenience Focussed 71%
- Health Focussed 48%
- Convenience Focussed 51%
- Health Focussed 53%
- Convenience Focussed 59%
- Health Focussed 36%
- Convenience Focussed 29%
Dinner – the most important meal of the day
- Health Focussed 92%
- Convenience Focussed 75%
- Health Focussed 83%
- Convenience Focussed 84%
- Health Focussed 65%
- Convenience Focussed 58%
- Health Focussed 38%
- Convenience Focussed 57%
Snacks* – when variety matters
- Health Focussed 88%
- Convenience Focussed 76%
- Health Focussed 77%
- Convenience Focussed 78%
- Health Focussed 56%
- Convenience Focussed 52%
- Health Focussed 35%
- Convenience Focussed 39%
- Health Focussed 44%
- Convenience Focussed 39%
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 for Breakfast, Lunch and Snacks: 233
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
- Health Focussed 51%
- Convenience Focussed 32%
- Health Focussed 50%
- Convenience Focussed 34%
1-3 times a week
- Health Focussed 50%
- Convenience Focussed 33%
- Health Focussed 36%
- Convenience Focussed 39%
- Health Focussed 72%
- Convenience Focussed 68%
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 Focussed 57%
- Convenience Focussed 69%
- Health Focussed 91%
- Convenience Focussed 87%
- Health Focussed 89%
- Convenience Focussed 82%
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?
- Health Focussed 87%
- Convenience Focussed 68%
- Health Focussed 66%
- Convenience Focussed 47%
- Health Focussed 58%
- Convenience Focussed 49%
- Health Focussed 52%
- Convenience Focussed 48%
- Health Focussed 53%
- Convenience Focussed 47%
- Health Focussed 40%
- Convenience Focussed 36%
- Health Focussed 41%
- Convenience Focussed 28%
- Health Focussed 37%
- Convenience Focussed 28%
- Health Focussed 19%
- Convenience Focussed 14%
- Health Focussed 17%
- Convenience Focussed 15%
- Health Focussed 13%
- Convenience Focussed 15%
- Health Focussed 14%
- Convenience Focussed 13%
- Health Focussed 10%
- Convenience Focussed 11%
- Health Focussed 6%
- Convenience Focussed 9%
- Health Focussed 4%
- Convenience Focussed 7%
- Health Focussed 2%
- Convenience Focussed 2%
- Health Focussed 1%
- Convenience Focussed 2%
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