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
- 1 child <3 72%
- 1 child 3+ 53%
- 2+ children 69%
- 1 child <3 61%
- 1 child 3+ 45%
- 2+ children 55%
- 1 child <3 54%
- 1 child 3+ 39%
- 2+ children 58%
More planned
- 1 child <3 87%
- 1 child 3+ 66%
- 2+ children 84%
- 1 child <3 84%
- 1 child 3+ 65%
- 2+ children 79%
Food is becoming more functional
- 1 child <3 88%
- 1 child 3+ 69%
- 2+ children 83%
- 1 child <3 71%
- 1 child 3+ 54%
- 2+ children 66%
Family is first
- 1 child <3 83%
- 1 child 3+ 70%
- 2+ children 88%
- 1 child <3 83%
- 1 child 3+ 71%
- 2+ children 79%
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
- 1 child <3 79%
- 1 child 3+ 73%
- 2+ children 85%
- 1 child <3 58%
- 1 child 3+ 58%
- 2+ children 67%
The importance of eating together
- 1 child <3 91%
- 1 child 3+ 83%
- 2+ children 91%
- 1 child <3 86%
- 1 child 3+ 84%
- 2+ children 87%
With little time, mums plan and prepare
- 1 child <3 80%
- 1 child 3+ 70%
- 2+ children 75%
- 1 child <3 46%
- 1 child 3+ 30%
- 2+ children 36%
- 1 child <3 89%
- 1 child 3+ 75%
- 2+ children 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 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
- 1 child <3 74%
- 1 child 3+ 65%
- 2+ children 75%
- 1 child <3 61%
- 1 child 3+ 62%
- 2+ children 74%
Important factors at each meal
Breakfast* – when mums are on the move
- 1 child <3 80%
- 1 child 3+ 70%
- 2+ children 68%
- 1 child <3 80%
- 1 child 3+ 64%
- 2+ children 69%
- 1 child <3 47%
- 1 child 3+ 36%
- 2+ children 49%
- 1 child <3 80%
- 1 child 3+ 57%
- 2+ children 56%
- 1 child <3 27%
- 1 child 3+ 15%
- 2+ children 23%
Lunch* – the only meal mum isn’t around
- 1 child <3 67%
- 1 child 3+ 75%
- 2+ children 85%
- 1 child <3 80%
- 1 child 3+ 69%
- 2+ children 71%
- 1 child <3 60%
- 1 child 3+ 36%
- 2+ children 52%
- 1 child <3 60%
- 1 child 3+ 49%
- 2+ children 56%
- 1 child <3 40%
- 1 child 3+ 36%
- 2+ children 30%
Dinner – the most important meal of the day
- 1 child <3 92%
- 1 child 3+ 83%
- 2+ children 93%
- 1 child <3 79%
- 1 child 3+ 73%
- 2+ children 85%
- 1 child <3 70%
- 1 child 3+ 52%
- 2+ children 63%
- 1 child <3 45%
- 1 child 3+ 45%
- 2+ children 46%
Snacks* – when variety matters
- 1 child <3 89%
- 1 child 3+ 82%
- 2+ children 81%
- 1 child <3 76%
- 1 child 3+ 75%
- 2+ children 78%
- 1 child <3 54%
- 1 child 3+ 48%
- 2+ children 56%
- 1 child <3 37%
- 1 child 3+ 33%
- 2+ children 38%
- 1 child <3 38%
- 1 child 3+ 42%
- 2+ children 43%
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
- 1 child <3 21%
- 1 child 3+ 61%
- 2+ children 66%
- 1 child <3 17%
- 1 child 3+ 38%
- 2+ children 45%
1-3 times a week
- 1 child <3 29%
- 1 child 3+ 34%
- 2+ children 45%
- 1 child <3 63%
- 1 child 3+ 36%
- 2+ children 35%
- 1 child <3 53%
- 1 child 3+ 69%
- 2+ children 73%
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
- 1 child <3 62%
- 1 child 3+ 59%
- 2+ children 61%
- 1 child <3 88%
- 1 child 3+ 80%
- 2+ children 89%
- 1 child <3 86%
- 1 child 3+ 76%
- 2+ children 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
Which food inspiration sources do you regularly use?
- 1 child <3 88%
- 1 child 3+ 73%
- 2+ children 78%
- 1 child <3 51%
- 1 child 3+ 55%
- 2+ children 58%
- 1 child <3 49%
- 1 child 3+ 47%
- 2+ children 56%
- 1 child <3 47%
- 1 child 3+ 51%
- 2+ children 50%
- 1 child <3 58%
- 1 child 3+ 45%
- 2+ children 49%
- 1 child <3 57%
- 1 child 3+ 27%
- 2+ children 40%
- 1 child <3 33%
- 1 child 3+ 31%
- 2+ children 37%
- 1 child <3 32%
- 1 child 3+ 32%
- 2+ children 32%
- 1 child <3 26%
- 1 child 3+ 11%
- 2+ children 19%
- 1 child <3 16%
- 1 child 3+ 13%
- 2+ children 17%
- 1 child <3 12%
- 1 child 3+ 11%
- 2+ children 16%
- 1 child <3 16%
- 1 child 3+ 11%
- 2+ children 14%
- 1 child <3 5%
- 1 child 3+ 12%
- 2+ children 10%
- 1 child <3 12%
- 1 child 3+ 4%
- 2+ children 8%
- 1 child <3 9%
- 1 child 3+ 2%
- 2+ children 5%
- 1 child <3 3%
- 1 child 3+ 0%
- 2+ children 2%
- 1 child <3 3%
- 1 child 3+ 0%
- 2+ children 1%
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